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The OOH to Social Media Journey

Phoenix Social

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The OOH to Social Media Journey

Michael Palatnek’s Phoenix Social

 

 

by Michael Palatnek, Founder, Phoenix Social

 

 

 

Businesses are often started due to a need; this is how Phoenix Social was founded during a pandemic. Michael Palatnek’s journey started in the OOH space. After years being on the operator side, he and a partner launched C2C Outdoor, ultimately selling the business to
Dentsu/Posterscope and taking on the role of CEO. After leaving to scratch the entrepreneur itch, the global pandemic and the lockdowns occurred.  It became apparent to him that social media was the most utilized channel by far and away.

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There was a need for brands, especially OOH companies to stay relevant and top of mind during the lockdown. Phoenix Social set out to use their OOH expertise to help brands in the space better utilize social media. Phoenix Social (yes, the name comes from his older daughter’s love of Harry Potter) has helped many companies across the OOH landscape up level their social media presence.

When we started to look at the businesses in the OOH space, many companies viewed social media as an afterthought, which we knew was a big mistake. Especially now, when people were spending so much time on their devices entrenched in their social media feeds. Why not take advantage of this time to stay top of mind and relevant with agencies, clients, investors, and the public. At that time and moment there was no other place to get you message out and tell your story. Zoom fatigue was real and social media is not super intrusive which was great for brands to create content around. 

The two mediums (OOH and social) are similar in many ways. When you build an OOH campaign you take the channels you are utilizing into consideration and try to design different creative per format. Social media is no different, each channel is unique and needs to be strategized as such. One of the biggest mistakes we see clients make is syncing content across multiple channels to make life easier. Tremendous visual images, strong content, hashtag research, daily engagement and heavy focus on analytics has helped our clients tremendously. Majority of our clients have seen huge lifts across social media metrics, often a 100% growth to start. This translates into brand awareness, leads, relevance and the ability to tell your company’s story.

Due to this success, Phoenix is working on a new offering which will be a social media amplification tied around existing OOH campaigns. More news on this to come shortly, stay tuned!

 

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