New York, August 8th, 2019

With its headquarters in New York City, Ruckus is a full-service agency that powers game-changing companies and global influencers. Its work on branding, platform design and campaigns have driven consumer action and awareness, having completed hundreds of projects.

Behind a significant part of Ruckus’ work is Stephen Saulpaugh, the agency’s digital manager. In an interview with TIA, Saulpaugh gave us an inside peek on Ruckus work on digital, going through the research process, methodologies and tools to analyze data, among other issues.

What’s your research process like?

I’m lucky to work with such a talented strategy team here at Ruckus. We’re big on intaking as much client information as possible through a series of stakeholder workshops. Collaboration with our clients and our internal team members is really important. The process varies depending on the client. However, I always try to strike a healthy balance of considering client wants and needs while conveying objective information our strategy teams identify.

What research methodologies give you greater insight?

While the research process at our agency is extensive, my favorite step is when we get to sit down 1 on 1 with key stakeholders. Software tools are crucial for research, but the insight clients contribute holds equal importance.

Do you use external tools to analyze data or do you have one of your own at the company? Is it different among clients?

We’ve just implemented a fantastic software called Spotright. It allows us to identify segments of specific target audiences, cross-analyze channel data and deliver personalized marketing through realistic consumer journeys. Our team members leverage Sprout Social’s competitive analytic tools — they are great for benchmarking social content strategy and SEO.

What metrics do you track on a daily basis? How do you evaluate results?

We track conversion events and efficiencies back to traffic. We’re on the never-ending mission of trying to drive efficiencies’ value up. From there, we zoom out and evaluate from a more macroscopic perspective.

Which aspects of content marketing do you consider most important?

There is one main aspect, and that is to communicate your message effectively and clearly. Things are fast & furious in the agency world, so it’s important to speak with your audience — not at them.

What makes a remarkable piece of content?

Great content sparks the imagination of the end-user. The best content that people remember are stories that emphasize our common experiences and emotions. Above all, this is my favorite aspect of working in advertising. Inspiration strikes at any moment. I love seeing a simple concept evolve into a campaign through collaboration with my talented teammates. It never gets old!

What should clients aim to achieve with social media advertising?

The opportunity that social media advertising offers clients is what excites me most. Brands should strive to constantly be connecting with new and existing users. Clients should leverage social media as an extension of their brand and should use it to contribute overall brand impression and drive targeted engagement.

How do you find influencers with the highest potential value for your project?

It’s really a gig economy. The first step of our vetting process begins with research conducted by our social team. This parlays into an actual meeting to get to know potential influencer partners. It’s crucial that we secure partners that make for great extensions of our clients’ brands. We’ve been pushing hard on our micro-influencer strategy and seeing a lot of success! (Particularly in the travel, beauty and lifestyle sector).

Should clients use social media channels to provide customer service?

Absolutely. I always tell my team and our clients that social media is meant to be social! So, whether it’s addressing a customer issue, replying to a comment, or reposting a great piece of UGC, interact with your followers and foster an engaged community. Social platforms afford brands all the needed tools to do this successfully.

Do you see any new social media platform coming up in the near future?

Tik-Tok and Vero have been on my radar. The latter is particularly interesting. Since there is currently no opportunity to advertise on the platform —it makes for an intriguing research and discovery tool. Stay tuned?

Thanks Stephen!

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