Posts from Ryan Evans

July 29, 2010

You Know Your Advocates and You Know Your Public. Do You Know Your Messengers?

A key question when developing social media strategy or a website is “Who do we target?”. “Who will be the most effective individuals to reach with our message?” Often these target audiences break down into two groups. Advocates for your organization, people who are invested in you and your offering, and the public, customers or end users – the ultimate recipients of your offering. A typical website design or social media strategy will try to reach these two groups in varying proportions.

But there is a third group, a group as important as either and one that can have a disproportionate effect on reaching end users. We call this group “Messengers.” Unlike your advocates, messengers are an audience that you don’t have direct contact with on a regular basis. They don’t follow your every word but they do share an affinity for your ideas, your topics and your issues. They might already be talking about your issues without mentioning your organization. Sometimes messengers talk about your topic on a regular basis, sometimes more sporadically as events or seasonality dictates.

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December 21, 2009

To Celebrate the Season of Sharing…

To celebrate the season of sharing, this year we’ve made a contribution to The Food Project in honor of all of our clients past and present. To see what this thoughtful organziation does for communities and youth, visit

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December 8, 2009

Branded Tweets

A recent study from Penn State University indicates 20 percent of all tweets refer to or mentions specific brands or product names.  This presents a new challenge for the keeper of the brand. The growth of social media tools means that brand messages are no longer delivered via a top-down, one-way channel. Instead, constituents are playing a much more active role in shaping a brand’s identity.

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August 20, 2009

Planning the New Corey McPherson Nash Web Site

Corey McPherson Nash embarks on the redesign of its own Web site. Follow along as we dig into the early stages of information architecture for the site.

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June 30, 2009

Avoid the Traps of Corporate Blogging

Blogging for your company can quickly become a trap. CEOs who agree to blog regularly often run out of time or desire. Or you might delegate blogging to a lower-level marketing person who doesn’t really ‘get’ your company. If you follow a few simple rules, your blog can be on the road to success.

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March 18, 2009

Our Clients Talk Back on Social Media

Last week over 50 clients of Corey McPherson Nash gathered to hear Chris Klaehn and Ryan Evans speak on leveraging social media to enhance branding and business goals. Conversation was lively in the room, but it was also lively online. Here are some highlights from the live tweeting that went on during the event:

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January 8, 2009

Our 25th Anniversary Video

Over one hundred clients, friends and staff, past and present, gathered in November at The Decordova Museum & Sculpture Park to help us celebrate twenty-five years as the branding studio of choice for a wide range of leading business, educational, and cultural institutions.

Part of the celebration was this wall-sized looping video highlighting dozens of client projects from across CMN’s history. Enjoy!

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October 27, 2008

Every Button Tells a Story, Don’t It?

We can get into almost any car and drive away without much trouble. Find the ignition, put the car in gear, grab the steering wheel and go. The readout on the dashboard might be a slightly different color from car to car, but we don’t need much more than a quick look around to get started. We can do this because the controls from one car to the next are very similar. Standardization makes the interface transparent. We drive away without a problem.

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August 21, 2008

Cracking Peanuts: Gleaning Design Intuition from Comics

On June 20, I had the opportunity to speak on a panel discussion at the MIT Media Lab entitled “Media Fabrics for Media Makers: Realizing an Expressive Landscape for Digital Dialogues.” My other panel participants came from a wide range of creative backgrounds including feature films, video games, and interactive advertising.

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July 21, 2008

Learning Web Design From Snoopy

Who doesn’t know Charles Schulz’s Charlie Brown and Snoopy? We know about Charlie Brown’s yearly disappointment, trying to score even one run on the baseball diamond. We know about Snoopy’s rich fantasy life as a WWI aviator, wooing young women and drinking root beer. These characters are rich and detailed in our mind’s eye, but how did we come to know them? A comic strip only has four small panels, thin black and white lines, just a few short snatches of dialog. Not much to go on.

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