EvClay Public Relations -

Miami's First Ever Growth Hacking Summit


Miami’s 1st Growth Hacking Summit, presented by The LAB Miami, centered on knowing one’s audience and the importance of crafting quality content.

Lab Ventures brought together leading marketing growth hacking experts from around the world. Attendees, from start-ups to large corporation, were given the chance to learn actionable solutions they could immediately implement to drive sustainable revenue growth, all from the lessons of experts like Felipe Millon from Amazon Prime Now to ESPN International’s Jose Cabanillas and many more industry pros.

The LAB Miami coupled laid-back networking and industry advice that left event-goers eager to implement. Netta Kivilis of Blue Seedling shared her gripping argument on the benefits of data journalism when trying to secure media outreach for companies. By re-purposing analytics into data-driven infographics and building a story around data that a product or company gathers, media outlets are more inclined to share that information for free, saving on PR expenditures and increasing the chances of it being read by the target audience. Kivilis also mentioned the power of a well-designed media list over spamming outlets or paying big bucks to distribute releases where they will never be read.

Justin Wu, founder of GROWTH.LY, grabbed the room’s attention when he broke down how he took his Kickstarter from $0 to $2 million in less than a month. His secret—planning out a workflow to push content on all channels to maximize reach and create content on different mediums quickly in context to each channel. Below is a flow chart that he developed. In essence, constant output of original content that drives engagement and has a call to action, whether its sales, donations, or simply sharing a post.


Photo credit: Justin Wu 

Overall, the day-long event filled notebooks with industry tips and tricks that will hopefully turn confusion into growth and content into revenue. The LAB Miami hosted an incredible day of learning and is planning several similar events in the heart of the vibrant Wynwood Arts District. I encourage everyone to spend an afternoon at this creative campus, if not for a growth hacking event, then for a simple tour to get to know some of the entrepreneurial minds that occupy the space. 

By: Agustina Goldbaum

Roxcy Bolton: Blazing the Trail for Women


South Florida feminist and women's rights activist, Roxcy O'Neal Bolton, passed away last week. A trailblazer of the women's rights movement, Bolton worked tirelessly to end sexist advertising and helped organize efforts leading to maternity leave for flight attendants. She also organized marches against rape, brought public attention to the special needs of rape victims, and helped establish Miami-Dade’s Commission on the Status of Women, Crime Watch, and Women in Distress — the first rescue shelter of its kind in Florida. The opinionated powerhouse did not always win, but she never stopped fighting for what she believed was right. That is something we can all learn from.

Every community needs a Roxcy Bolton. Our own beloved late former state senator, Edmond J. Gong, was an advocate for women’s rights and had the privilege of working with Bolton in 1970 when requesting that the U.S. Congress pass the Equal Rights Amendment.

As a working woman in today’s competitive workplace, I thank her for being fearless in paving the way for my generation. She was an advocate, a voice, and the driving force behind many of the changes and rights that I enjoy today. Because of Bolton’s efforts and achievements—which history will record—the next generation of women are equipped to challenge and reshape communities and politics with fortitude and resilience. For that we should all be grateful, because empowered women can change the world.


By: Yeleny Suarez

The Buzz on Handling Zika


In Miami, particularly Wynwood, and most recently a 1.5-square-mile section of Miami Beach, fear and confusion about Zika have spread faster than Zika itself, hence the importance of crisis management. To effectively handle a crisis, one must first weigh in on the related threats including public safety, financial and reputation loss, and then handle them sequentially. In any given crisis, public safety always takes priority.

Wynwood has been hit the hardest and small businesses are feeling the financial impact subsequent to panic and concern. This panic is hard to placate with education once it has escalated. To address public safety, sometimes it is best for those with financial interests to step aside and hire an expert, in this case a health-care professional with knowledge of the virus to help the public understand the risks and what is being done to prevent further spreading.

The CDC and local government have already begun efforts to do this. In addition, one must leverage the power of social media and be sure to engage in conversation drivers and with key influencers following the issue. This means developing a clear and effective platform with appropriate messaging for local and national media. Most importantly, be sure you know the facts, the only thing worse than saying nothing is saying the wrong thing.

By: Yeleny Suarez

(image: vectorportal)

The Social Olympics: A Look Back at Rio


With every major news station, blogger and self-pronounced Olympic commentator reporting on the Games of the 31st Olympiad, it seemed as if we were getting an extensive look into the events. However, it was that behind the scenes coverage that provided us with a new perspective into this memorable time. Social media platforms like Facebook, Instagram, Twitter and now, Snapchat, gave us a closer look than ever before.

Four years ago in London, social media was used as a new medium to engage audiences, but although its popularity was widely felt by number of shares and posts, these platforms weren’t as engaging as they are now. Snapchat, the most personal and interactive of the sharing applications, debuted as a new player in the 2016 Games. Watching the countries walk across the stadium during the opening ceremony, I couldn’t help but notice how the participants were holding their phones high, documenting this unbelievable moment; with front-facing, selfie cameras ready to capture memories. In essence, the reoccurring theme of social media in this year’s Olympic Games was depicted by the large amounts of #Rio2016 content trending on these platforms.

Social media makes sharing moments and daily activities with family and friends more fun and from a business standpoint; users understand that it is a valuable marketing tool. Content from all these competitors created a net of consumption that allowed marketers to harness this interest and target a direct audience. The constant documentation of the Olympics let fans know what was happening, it generated interest about individual participants and thus deepened the connection between fan and athlete. Increased presence on these social media platforms made for more relatable Olympians.

Sparked interest in athletes made them social influencers long before their faces ever made it on to a box of Wheaties! Today’s audience wanted to know what these individuals were doing before they had to perform; a behind the scenes look into their personal lives, stories and everyday activities in the Olympic village prior to their events. We have never seen the Olympics from this perspective before.

People conversed and live-chatted on Twitter, athletes shared intimate content on Instagram and Snapchat, and news about the events spread rapidly on Facebook. Overall, from television’s large scale reporting to social media’s short yet direct coverage, Rio 2016 has given us all a 360-degree Olympic view.

By: Agustina Goldbaum

photo credit: AFP

Rio 2016 Olympics: A Carnival to Raise Spirits


The highly anticipated Opening Ceremony for the Games of the XXXI Olympiad will be broadcast tonight at 7:30 pm ET from Maracanã Stadium, Rio de Janeiro and will most likely exhibit a lively and colorful display of Brazilian beauty.

In the midst of financial crisis, this ceremony is expected to lift the spirits and unify a region of the world tainted by the struggles of economic collapse and a possible presidential impeachment. Major budget cuts have resulted from this fiscal calamity. This year’s Olympic budget is reported to be a twentieth of Beijing’s and 12 times less than the 2012 London games. Current concerns involve the Zika crisis, hygiene issues, a lack of security, and a political meltdown.

A lot of pressure rests on the directors of the ceremony to deliver a spectacle that will silence critics of the host country’s capability. How will they change the conversation?

The theme of environmental conservation has been thrown around as more and more individuals give their perspectives on what the ceremony will reveal. With that said, one can expect a focus on the Amazon as well as the natural topographical and cultural beauty of the country itself.

Brazil is comprised of diversity; its people, traditions and landscape will no doubt serve as the inspiration driving the opening ceremony. One could compare this event to another Carnival, where tropical cheer as well as samba will be in abundance.

Tonight, our hope is that Maracanã Stadium will not only be an eruption of color, marrying the architectural beauty of Brazil’s major metropolitan areas with the raw and unfiltered splendor of the rain forest and its native inhabitants, but a celebration that succeeds in changing the conversation and raising spirits.

By: Agustina Goldbaum

Social Goals for 2016: Research, Understand, and Sprinkle with Wit

undefinedIn a world where we control the content, but not the memes, the reaction to social content is left up to interpretation. Each social media platform using a language of their own, forcing companies to become fluent in order to successfully reach their intended market or even try to entice them to like you.

This topic has been discussed for the better part of the last five years, yet we as public relations professionals still cringe, sometimes the occasional giggle, at some of the “don’ts” we see across the social media world.

So what makes or breaks your social content? Is it the funny caption that isn’t universally funny? The solid intention of jumping in on a hashtag while not knowing why it even started? The real reason we see social content fail is due to lack of research. And in many companies’ defense, continuously pouring out top-notch content is easier said than done, but here’s a new perspective.

As a person, not as the social guru of your company, what attracts you personally to certain social media posts by other companies? It’s usually the way they’ve communicated a point and how they’ve collaborated with their consumer base in an educational, yet entertaining way.

Communication is a given, it’s the reason we’re even in this business; but to effectively communicate we need to understand that just because we’re professionals in this field doesn’t mean communication has remained idle. As a matter of fact, social media has globally changed the way we all communicate. Understanding how to socially communicate is where it all begins.

In a collaborative piece you want to spark a dynamic conversation with your consumers. Here’s where you can be festive and human-like, not just share a story you think is relevant. Bring up Wednesday’s most talked about headline and run with it. Now, when we say run with it, we mean relevantly run with it. This involves a more in-depth understanding of pop culture not just surface level, but get creative! Talk to your audience, not at your audience.

Lastly, education and entertainment; for the love of the already unfiltered content pouring into newsfeeds, give the audience an educational laugh. This may sound like an oxymoron, but the best brands out there are passing out punch lines and taking names as they draw you in. Not only did you laugh, come two weeks from now, if someone asks you about a cookie company your first thought would still probably be Oreo from 2013’s SuperBowl blackout. That’s how you were educated, Oreo made themselves memorable.

Ultimately, it comes full circle. The level of communication varies on your understanding of the social world, this takes research. Collaboration is the understanding of said communication, and education and entertainment are the creative wit that make your content sparkle.

By: Jennifer Rangel

Home ← Older posts