The Importance of Metrics in Social Media Marketing

Heidi Jewell serves as a senior account manager with VOCO Creative, a leading marketing agency in Denver, Colorado. Before taking up social media and digital campaign marketing with the Denver firm, Heidi Jewell produced and hosted You Ought to Know Nashville for PBS.

Because it all takes place online, social media marketing generates large quantities of data. Many successful businesses use data from social media campaigns to track performance, sorting the data into key metrics that can be used to assess progress. Without these key metrics, there would be no reliable way to know which strategies engage customers and which ones waste marketing resources.

A common social media metric tracked by companies is audience growth rate, which refers to the percent change in audience size over time. In most cases, audience growth rate can be used as a proxy measurement for the overall momentum of the campaign. Another important social media metric is conversion, or the percentage of website visitors that engage in sales, subscription, or some other defined action. Conversion is closely related to sales revenue, which is why companies often pay close attention to conversion rates on social media campaigns.

Improving Architectural Photographs

The senior account manager for VOCO Creative, a marketing agency based in Denver, Colorado, Heidi Jewell, former Nashville editor of NYLON Magazine, executes digital and social media marketing campaigns on behalf of clients. A passionate photographer, Heidi Jewell worked as a freelance photographer for several years and now utilizes food photography to compliment her work at the Denver-based company; she also enjoys architectural photography.

Architecture is an extremely popular photography subject, but some individuals struggle with getting their architectural photos just right. The following are a few things that can help photographers take their architectural images to the next level:

Think About Context

A building’s surroundings have a huge impact on the overall message conveyed by an architectural image, so photographers must consider how these surroundings put their image into context. For example, an image of an old building surrounded by modern structures tells a far different story than an up close image of the old building’s unique design.

Be Sensitive to Light

Depending on the light, the same building can have dramatically different looks. Before taking a picture, photographers should be aware of how different levels and directions of light add contrast, shadows, and texture to their subject. This is often best accomplished by observing the building over the course of multiple days. However, if this is not possible, photographers can also try taking photographs at varying times of day or in different weather to get different looks.

Focus on Unique Angles

When looking at architecture, it is often the small details that draw the eye in and make a seemingly plain building much more fascinating. Photographers should strive to capture these small details by focusing on some of the building’s more unique settings, such as window patterns or rivets. Taking photographs from a unique angle also draws attention to a building’s abstract detail and form.

The RevTrax Insights Solution

Heidi Jewell is a former Nashville resident who now works with VOCO Creative, a Denver-based marketing agency. In her role as a senior account manager for the Denver company, Heidi Jewell executes digital and social media campaigns. Beyond this, she is a member of the RevTrax Client Advisory Board.

RevTrax provides a range of tools for digital marketers to help them achieve growth and superior promotional results. Via its Insight Solutions, the company helps marketers test and measure their campaigns using first-party data generated in real time, thereby allowing for effective campaign optimization.

The tenets of behavioral economics, which relates to the study of the social, cognitive, emotional, and psychological factors that play a part in consumer decision-making, stand at the core of RevTrax’s Insights Solutions. As such, the organization’s tools observe consumers silently, ensuring their behaviors are not modified through the knowledge that their actions are being observed.

Using RevTrax Insights, marketers can measure the impacts of their promotional campaigns and pricing models at all stages of implementation, without investing in infrastructure or more personnel.

Three Useful Running Safety Tips

A graduate of Montreal’s Concordia University, Heidi Jewell now resides in Denver, having previously lived in Nashville. Beyond her work as a senior account executive with Denver’s VOCO Creative, Heidi Jewell maintains her fitness by running. The following are some safety tips that all runners should keep in mind:

1. Be visible – Always wear bright, reflective clothing to make yourself as visible as possible while running. This is particularly crucial, during winter when the days are shorter and gloomy conditions are more likely.

2. Carry ID – Keep some form of identification on your person at all times, just in case an accident happens and emergency responders need to find out who you are. Further, bring a cell phone and a list of emergency contacts.

3. Assume cars can’t see you – Even if you are wearing the most visible clothing you can find, you should always act as though drivers can’t see you. Give vehicles plenty of space and stop to reach a safe spot when passing cars on narrow roads.

Effective c

A respected presence in the Denver professional community, Heidi Jewell creates client-driven marketing campaigns that take advantage of social media and digital advertising capacities. Formerly based in Nashville, Heidi Jewell now engages with Denver-area clients in developing narratives that resonate with a wide range of consumers. 

As identified in the 2016 Bloglovin’ Global Influencer Survey, social media campaigns often present messages that resonate on a personal level with consumers and influencers. The impact is not always felt in immediate sales, but rather in positive brand associations and recall of products when it comes time to purchase.

Some 50 percent of micro-influencers surveyed selected social responsibility messages as the most effective way of getting the word out. Among the campaigns most remembered in the fashion and beauty sphere were those that promoted positive messages regarding body shape. The campaigns that resonated most were the #speakbeautiful and #realbeauty, both engineered by Dove.

Keying into issues and causes that consumers care about has a significant impact on purchasing habits, with more than 70 percent of millennials indicating that the right kind of marketing has an influence on actual purchases.

Taking Effective Interior Design Photographs

Heidi Jewell is an experienced Denver digital advertising professional who aims to meet the needs of corporate clients as part of the VOCO Creative team. Building on media experience that she gained in Nashville, Heidi Jewell works closely with Denver clients in preparing photos for media campaigns. Her interest in photography extends to fine art, architecture, and interior design.

While it might seem that the homes themselves define the best photographic approach, effectively conveying the atmosphere and design of interior spaces requires careful consideration. One key is to turn off extraneous interior lights and rely as much as possible on natural light via windows and skylights. If the light is not strong enough, arrange the camera on a tripod and slow the shutter speed for maximum exposure. 

When framing interior shots, you should begin with straight-on photos that have borders parallel to the walls. Check items such as pillows and paintings, and ensure that the vertical and horizontal elements roughly correspond with the lines on a grid.

Beginner and Experienced Hiking Options in Denver, Colorado

As a former Nashville editor of Nylon Magazine, Heidi Jewell wrote about events happening around the area for a daily newsletter. As an account manager at VOCO Creative in Denver, Colorado, Heidi Jewell creates social media campaigns and advertisements. While away from work obligations, she enjoys hiking in Denver, Colorado.

Colorado Trail is a high-profile hiking trail. Experienced hikers and backpackers typically utilize this trail, which is approximately 500 miles long. It crosses, climbs, and descends the Rocky Mountains in the middle of Durango and Denver as it passes through wildflower meadows and beside rushing rivers.

For shorter hikes, Colorado national and state parks offer multiple options. Visitor centers, located in each park, offer advice and trail maps, available for all hiker levels. Besides these parks, there are more than 100,000 acres of roadless areas you can take advantage of in Denver, Colorado, which provides plenty of options for the perfect hiking adventure for both beginner and experienced hikers.