New York, NY: One Epiphany LLC earned a Shorty Awards Honorable Mention for its contributions to the Hain Celestial’s Tyson’s Pro Tips® project in the category of “Best in Health and Fitness.” One Epiphany also received recognition in the Shorty Awards “Best in Family and Parenting” category for the company’s collaborative work on a campaign that promoted Ella’s Kitchen®, a premium organic baby food brand for Target.

Speaking of her role in building such vibrant and engaging campaigns for these notable products, Nerissa Marbury, Founder and CEO of One Epiphany, said, “It was great to take the digital production lead on two fun and creative projects, as well as work with a team as committed as those at ICED Media.”

 

Tyson's Pro Tips

Tyson’s Pro Tips®

The Tyson’s Pro Tips® campaign for Hain Celestial Group, Inc. cast NBA champion and Olympic gold medalist Tyson Chandler as a virtual personal coach for users of the online platform. Exercise and healthier eating were made relevant to a new generation of Millennial moms, caregivers and young athletes by effectively harnessing the real-time discussions taking place.

Results were driven mainly through earned media and garnered over 2 million earned impressions and a 5.6% organic project engagement rate.

 

 

 

Ella's Kitchen Farmacy

Ella’s Kitchen® Farmacy

The Ella’s Kitchen® campaign emphasized Target’s commitment to offering natural and organic products by promoting the brand’s made-for-Target exclusive products, including natural remedies for upset tummies.  Working with ICED Media, Ella’s Kitchen’s agency of record, One Epiphany helped create Ella’s Kitchen Farmacy, an engaging, informative digital experience designed to immerse visitors in a quest to customize their own Ella’s Kitchen® flavor from a vast array of organic ingredients.

More than one million engagements were earned through this innovative approach, which increased the brand’s share of voice by 34 percent within one month of the program launch.

 


About One Epiphany LLC

Founded in 2010 by Nerissa Marbury, One Epiphany LLC is a digital marketing firm specializing in online marketing strategies, website development, social media, and search engine optimization. The firm serves a diverse mix of clients in industries that include advertising, consumer products, entertainment, retail, beauty and travel, as well as the non-profit sector.

 

About Shorty Awards

Dubbed the Oscar and Tony of the twitterverse by The New York Times, Shorty Awards annually recognize communication excellence through social media.  The award program is now in its seventh year, and recipients are selected by members of the Real-Time Academy of Short-Form Arts and Sciences.   A who’s who of the entertainment, technology and communications worlds, Academy members include Apple co-founder Steve Wozniak; editor-in-chief of The Huffington Post Arianna Huffington; actor and producer Nick Cannon; celebrity chef Luanne Calvert, and Instagram co-founder Mike Krieger, among others.

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Since joining several years ago, I have used Twitter not only as my lazy man’s Google but also to become the ‘virtual fly on the wall’ and listen in on Twitter conversations. How you ask? Well, there are sophisticated and expensive social listening platforms such as Salesforce Radian6 that are affordable to fortune 500 companies and large organizations with enough cash in the coffers. Or there is a free social listening alternative specifically made for Twitter – aptly named Twitter Search.

Given the zero cost, searching Twitter to “eavesdrop” on public tweets should be a must for small businesses, entrepreneurs, travel organizations, public figures, private individuals, and the like. You will be able to learn the good, the bad, and the indifferent regarding your business, brand, reputation, competitors, product, etc. by searching public tweets for almost any topic your heart desires.

Over time you’ll discover industry trends, product ideas or innovation, keywords or language used by your ideal customer, and insights to help you better engage your intended audience. You might even learn of a completely new target market you hadn’t previously considered.

Using Twitter, along with other social networks, for social listening is one of my top uses of the real-time social media platform. Here are five other reasons to use Twitter.

  1. Stay up-to-date with news
  2. Drive awareness
  3. Post job openings
  4. Generate business leads
  5. Provide customer service

If you’re already a whiz at Twitter Search, you can expand your arsenal for finding meaningful conversations on Twitter with one or more of these additional tools.

  • Followerwonk – scan Twitter bios for relevant keywords and helps you explore and grow your social graph
  • Hashtagify.me – use the free Hashtags Encyclopedia to search over 43 million Twitter hashtags includes info on their popularity, relationships, languages, influencers and other metrics.
  • HootSuite – find custom, targeted conversations relevant to you across the globe or within your neighborhood
  • Social Mention – easily track and measure what people are saying about you, your company, a new product, or any topic across the web’s social media landscape in real-time
  • TweetReach – this freemium product offers snapshot reports perfect for quick insight into recently posted tweets or the full Twitter archive, going back to 2006

Do you know of other good uses for Twitter? What social listening tools do you use? Share your tips in the comments.

When people ask why they should use or like Twitter, I always describe it as the “lazy man’s Google”. Unlike Google where you have to know what problem you are trying to solve or what information you wish to seek, with Twitter once you begin following people of interest information comes to you. As a result, you’re able to expose yourself to more facets of life, people, technology, politics, pop culture or any other topic without ever having to know specifically what you want to discover.

This reminds me of a September 3, 2010 quote by former Twitter CEO Evan Williams:

“Google is very good at ‘I need to solve a problem, I need to buy something, I need an answer. Twitter is more ‘I’m interested in many things, I don’t know what I need to know.”