In her role as Marketing Manager, Ryan West is the conductor of our Paperkite orchestra, guiding the different pieces of campaigns to completion. It’s fitting, then, that her background is filled with performing arts management experience, including a previous role at Munson-Williams-Proctor Arts Institute in Utica. Joining Paperkite in December 2019, Ryan makes sure we’re hitting all the right notes, working with each member of our team.

Even under the best of circumstances, finding that spark for creative work can be a daunting task. For many of us, the “gut it out” mentality can take hold, and that only by hours spent at our desks will the job get done. Especially now, it’s important to have go-to wells of inspiration for when our creativity is running on empty. Here are some ideas for filling your own tank:

Step Away From the Desk

Stepping away from the desk can often be the most beneficial way to get the work done. Far from counterintuitive, that spark of creativity can often be found beyond your computer screen. Our Art Director Jennifer Teseiro believes that “getting out of your usual surroundings and being in a different place” is crucial to getting out of your head and into a different mindset. Sometimes Paperkite CEO Susan Green is a firm believer, as well, noting “going for a walk, getting outside always refreshes me and makes me look at a project in a new way.”

Talk it Out

Once upon a time, you could find inspiration by rolling your desk chair over to a neighbor’s desk for some creative conversation. While there’s now the extra step of setting up a virtual meeting, there’s still value in talking out the challenges of a project with fellow team members. Susan believes that “something about exchanging ideas in a fun back and forth always sparks something in me.” A fresh set of eyes can help get you past your stumbling block to a finished product.

When All Else Fails…

…there’s the internet! Yes, internet searches can take you down rabbit holes better left unseen, but there’s also plenty of inspiring content out there, too. Whether your platform of choice is Google, Instagram, or Pinterest seeing what others have created can help pull your own creativity out of neutral. As Susan notes, when she sees “a brilliant execution or idea, it always gives me a lift.” Maybe you just need the encouragement that you’re heading down the right path with a project, or maybe you’ll realize you need to start from square one. Either way, creativity doesn’t exist in a vacuum, and keeping current on the work of others in the industry can help fortify your own instincts.

The writer Dorothy Parker once said, “Creativity is a wild mind and a disciplined eye.” Wherever you go in search of inspiration, trust your own training and experience, as well. While outside sources can flip the switch for that light bulb moment, the connection can only be made with the unique skills that you bring to the table.

The holiday season is fast approaching, and while things will look differently this year consumers will no doubt be craving some festive cheer more than ever. With that in mind, we have some strategies for making sure your brand’s holiday campaign leaves you poised and ready for 2021 with new leads and followers.

Another day, another Facebook change to navigate. Rest assured, the Paperkite team is up to the challenge, ready to help you stay connected with your audience. Read on for some background on the tweaks to Facebook’s algorithm, as well as important do’s and don’ts to keep your engagement from slipping.

What’s Happening

Some of our social media clients have noticed a change in their engagement and analytics on their channels in the last few months. Late last year, Facebook warned everyone that they’d be changing their algorithm to deliver more personal (family and friend) and group posts to users’ newsfeeds and less organic business or unpaid promotional content. It’s the next phase of their plan to further monetize the platform and increase advertising revenue.

Steps to Take

• Invest in quality video. The new algorithm prioritizes posts with original video content.
• Create Facebook Groups as an insider space for page followers and brand fans in addition to organic social channel content.
  
• Allocate a portion of your social media budget toward paid advertising. Facebook is a “pay to play” platform, and a mix of organic posts and paid ads will give your engagement a fighting chance.
• “Boosting” budgets should be used for specific organic page posts to increase engagement.
• Reply to as many comments as possible and invite people to interact and follow your page.
• Make your content sincere – personal and less promotional. Remember that these turbulent times are causing some people to turn away from social media channels.
• Avoid using engagement bait in your organic social posts. This includes tactics like asking people to react to your post (like, love, etc.), comment with specific answers (words or emojis), and share and tag friends. Facebook’s algorithm will be on the lookout and posts using these methods will be demoted.

If you’re one of Paperkite’s social media clients, rest assured we’re keeping all of this in mind as we prepare your content moving forward. If you’re managing your content on your own and feeling a bit overwhelmed, contact us with any questions you might have on these changes.

Our team is here to help you shine, no matter the platform!

Meet Paperkite’s newest member of the team, Sales Manager Dwight Schrute! Dwight recently relocated from Scranton, PA to join the team here in Cooperstown. 

What type of projects have you enjoyed working on with the Paperkite?

When I first joined the team they clearly lacked focus and were in desperate need of leadership. My first project was to develop and implement a demerit system which they don’t seem to take seriously – let’s just say it’s a work in progress. Luckily for Paperkite, I am trained in the art of surveillance and any decrease in performance will be documented.

What inspires you in your work?
I was raised on a beet farm, have a black belt in Goju-Ryu karate and am a former Lackawanna County volunteer sheriff’s deputy. I don’t need inspiration, I have discipline. 

What do you enjoy doing in your free time? 

Free time is for weaker men. When I am not bringing order to Paperkite I have a rigorous schedule of working on my beet farm, operating my bed and breakfast,  training in the art of survival, studying military strategies and maintaining my vast weapons collection (which they have told me I am not allowed to bring into the Paperkite office anymore).

“Would I ever leave this company? Look, I’m all about loyalty. In fact, I feel like part of what I’m being paid for here is my loyalty. But if there were somewhere else that valued loyalty more highly… I’m going wherever they value loyalty the most.” 

– Dwight Schrute on working at Paperkite 

Thank you, Dwight, for joining the Paperkite team! Let’s see how long this lasts… 

Paperkite was proud to welcome Bourbon & Branch for the first performance in our Tiny Office Concert* series! Filmed before our team began working from home, Will Green (bass/vocals) and Will Walker (guitar/vocals) stopped by to play a three song set featuring original songs and a cover.

*Inspired by NPR’s Tiny Desk Concerts