The Big Money Facebook 50, a ranking of the brands that are currently making the best use of Facebook. If you are in retail or food services this slideshow is a must-see.
(Thanks Melinda Van Patter - justmelinda - for posting this on Twitter)
Thursday, December 17, 2009
Wednesday, December 9, 2009
Social Media Release vs. Traditional Press Release
Despite the increasing use of social media releases(SMR)I find most often businesses still aren't aware of the term let alone how or when the communication method should be used. Here is a high level overview which may shed some light.
THE TRADITIONAL MEDIA RELEASE: A traditional media (press)release leads with news (what's new/different/timely)about your organization/product/issue and is designed to show journalists the merits of a potential news story. It's written as a print article would be with the most relevant information at the top and more objective in tone.
THE SOCIAL MEDIA RELEASE: A SMR leads with the most common Internet search terms and has the direct purpose of driving traffic back to your website. The title is also based on common search terms. Features of an SMR can include:
Key terms (called anchor texts): Terms/word combinations that are commonly entered in search engines such as Google and are hyperlinked back to their original source, or better, to a place on your own website.
Viral in nature: The ability to share, discuss or comment directly on the release or sites such as Twitter, Digg, LinkedIn, Facebook, etc. are build in.
Photos and videos: Photos and videos with a caption can be embedded directly rather than sent as links or attachments. These too can be linked directly back to your website or a dedicated YouTube channel for further promotion.
RSS feeds: SMRs can be distributed to websites and blogs via RSS feeds. Depending on the content of the release and the key terms used, different websites will automatically select certain stories from these RSS feeds and feature them on their site.
Here are two SMR examples Brown & Cohen Communications & Public Affairs created using Marketwire's service for SwiftJet and Manchu WOK.
It is usually quite clear when one media release strategy should be used over the other: Is there a strong news hook for your release that is going to be attractive to print and broadcast media? Or, is this just important information that you would like people to know when they search the net? Sometimes the answer is both, and in these cases we often write both versions.
THE TRADITIONAL MEDIA RELEASE: A traditional media (press)release leads with news (what's new/different/timely)about your organization/product/issue and is designed to show journalists the merits of a potential news story. It's written as a print article would be with the most relevant information at the top and more objective in tone.
THE SOCIAL MEDIA RELEASE: A SMR leads with the most common Internet search terms and has the direct purpose of driving traffic back to your website. The title is also based on common search terms. Features of an SMR can include:
Key terms (called anchor texts): Terms/word combinations that are commonly entered in search engines such as Google and are hyperlinked back to their original source, or better, to a place on your own website.
Viral in nature: The ability to share, discuss or comment directly on the release or sites such as Twitter, Digg, LinkedIn, Facebook, etc. are build in.
Photos and videos: Photos and videos with a caption can be embedded directly rather than sent as links or attachments. These too can be linked directly back to your website or a dedicated YouTube channel for further promotion.
RSS feeds: SMRs can be distributed to websites and blogs via RSS feeds. Depending on the content of the release and the key terms used, different websites will automatically select certain stories from these RSS feeds and feature them on their site.
Here are two SMR examples Brown & Cohen Communications & Public Affairs created using Marketwire's service for SwiftJet and Manchu WOK.
It is usually quite clear when one media release strategy should be used over the other: Is there a strong news hook for your release that is going to be attractive to print and broadcast media? Or, is this just important information that you would like people to know when they search the net? Sometimes the answer is both, and in these cases we often write both versions.
Social Media Revolution: Is social media a fad? Or is it the biggest shift since the Industrial Revolution?
Thank you Gord Woit of MapMobility Corp for pointing out this must see video.
Please watch if you have any doubts whether social media should be part of your marketing mix.
Please watch if you have any doubts whether social media should be part of your marketing mix.
Thursday, October 22, 2009
Client Relations vs. Social Media
My colleague, Kendra Dubyk, and I were working on a client's PR plan for the upcoming year. We laid out several strategies including a heavy focus on media relations, some in-store promotion and a creative way to connect with the local community. The external campaign was then supported by some internal communication ideas to simultaneously keep our best marketing foot soldiers, the employees, engaged and pumped about the business.
A social media strategy, however, was glaringly missing. I, the person who promotes social media strategies so often in this very blog, was chicken! Our client is quite risk adverse. As with most businesses, much of their success is dependent on positive customer opinion, word of mouth and brand image.
How would the client react to potential negative online chatter about their products? How would we then justify having suggested this strategic direction? My desire for ongoing positive client relations was taking over my campaign suggestions. Then, Kendra put it all in context.
"Whether or not we develop a social media campaign has nothing to do with whether people are, or are not, going to talk about them online. People who have negative comments are already posting them. Not having a campaign of our own in this space only means we are choosing to ignore it."
The absence of a formal social media campaign would only mean omitting the opportunity to add additional positive messaging and discussion. It made the plan.
A social media strategy, however, was glaringly missing. I, the person who promotes social media strategies so often in this very blog, was chicken! Our client is quite risk adverse. As with most businesses, much of their success is dependent on positive customer opinion, word of mouth and brand image.
How would the client react to potential negative online chatter about their products? How would we then justify having suggested this strategic direction? My desire for ongoing positive client relations was taking over my campaign suggestions. Then, Kendra put it all in context.
"Whether or not we develop a social media campaign has nothing to do with whether people are, or are not, going to talk about them online. People who have negative comments are already posting them. Not having a campaign of our own in this space only means we are choosing to ignore it."
The absence of a formal social media campaign would only mean omitting the opportunity to add additional positive messaging and discussion. It made the plan.
Monday, October 5, 2009
Stephen Harper Gives Voters Someone to Love?
Maybe not enough to win back certain voters from his budget cuts to the arts, but definitely enough to make him resonate with a much wider group who needs to see their Prime Minister as warmer and more personable before the next election.
Two thumbs up Prime Minister Harper.
Click here for the full video of Stephen Harper making a surprise appearance at the National Arts Centre gala and singing With a Little Help from My Friends.
A slightly shorter version is here on YouTube:
Two thumbs up Prime Minister Harper.
Click here for the full video of Stephen Harper making a surprise appearance at the National Arts Centre gala and singing With a Little Help from My Friends.
A slightly shorter version is here on YouTube:
Wednesday, September 23, 2009
My daughter, now in grade two, is running for student council. This is very exciting given that I work in public affairs and, naturally, I've emotionally skipped ahead a few elections.
I decided going to Carolyn Bennett's corn roast last night would be a great opportunity for her to learn about the different levels of government, local community building, speeches and how to connect with your local constituent.
We met Carolyn Bennett MP, Eric Hoskins MPP, Councillor Joe Mihevc and school trustee Josh Matlow - the full spectrum of where she can take this passion should it last past grade three.
She prepared a question for Carolyn Bennett before we went: Do you come up with your ideas by yourself, with your community, or both?
Carolyn's answer was perfect. "Both. But you should test your ideas first on your community. If they don't like them they are probably not very good."
(Eric Hoskins also gave a valiant answer to this question with tremendous patience for which I am a little embarrassed about, because my daughter was more interested in her corn than listening to the answer of our newest MPP!)
President Obama on David Letterman
A perfect answer to a touchy question delivered with relaxed body language and humour. Brilliant.
Wednesday, July 22, 2009
Obama's top 5 PR tricks
A worthwhile read for those of us who help create and follow political campaigns:
Obama's top 5 PR tricks
Obama's top 5 PR tricks
Donating...your Facebook status
There is a new type of political donation...and this one doesn't cost anything!
I was recently looking at Michael Ignatieff's Facebook profile and noticed this:
This is a great idea:
1) It costs nothing, making it more likely that people will actually do it;
2) It's free word-of-mouth advertising bringing the Ignatieff campaign directly to more targeted like-minded potential supporters; and
3) It demonstrates a key the message to younger voters: I am like you. I know how to play in your sandbox and can speak your language.
Great concept. Curious if it worked.
I was recently looking at Michael Ignatieff's Facebook profile and noticed this:
....But we can do more—and you can help. You can donate your Facebook status right now.
Just change your status to:
[Your name] supports Michael Ignatieff because the world needs Canada at its best. Become a supporter at http://www.facebook.com/MichaelIgnatieff
We can get this country back on track. Let’s get started
This is a great idea:
1) It costs nothing, making it more likely that people will actually do it;
2) It's free word-of-mouth advertising bringing the Ignatieff campaign directly to more targeted like-minded potential supporters; and
3) It demonstrates a key the message to younger voters: I am like you. I know how to play in your sandbox and can speak your language.
Great concept. Curious if it worked.
Wednesday, July 8, 2009
Twitter: New Beat for Journalists?
In watching the Michael Jackson coverage yesterday surrounding his memorial, what I found interesting were the journalists at various news stations that were assigned to monitor and report on Twitter. Looks like there is a new journalism beat!
Journalists aspiring to covering this new area, however, need to work a little more on what's news and what isn't. Some reporters did this better than others.
I suppose a random tweet would be the same as a man-on-the-street (streeter) broadcast interview. But somehow, reading "MJ memorial is so...." to me just doesn't cut it as "in-depth perspective' or even "good colour".
I did think it was cool that Elizabeth Taylor tweeted about why she was not going to attend. No need for a press release. One line on twitter and the world new she would not attend to avoid the crowds and the media reported it with the same coverage as had she announced it in a press conference.
Reporters assigned to the 'Twitter beat' may want to know about Twitter trend tracker Twitscoop. Twitscoop created these visualizations of how quickly Jackson memorial-related tweets took over Twitter today:
Journalists aspiring to covering this new area, however, need to work a little more on what's news and what isn't. Some reporters did this better than others.
I suppose a random tweet would be the same as a man-on-the-street (streeter) broadcast interview. But somehow, reading "MJ memorial is so...." to me just doesn't cut it as "in-depth perspective' or even "good colour".
I did think it was cool that Elizabeth Taylor tweeted about why she was not going to attend. No need for a press release. One line on twitter and the world new she would not attend to avoid the crowds and the media reported it with the same coverage as had she announced it in a press conference.
Reporters assigned to the 'Twitter beat' may want to know about Twitter trend tracker Twitscoop. Twitscoop created these visualizations of how quickly Jackson memorial-related tweets took over Twitter today:
Wednesday, May 20, 2009
Mother of the Year Award
A great campaign by MomsRising was brought to my attention by an incredible mom herself, Dr. Rochelle Monson.
It's always a treat to see campaigns that combine government relations, media relations and social media. In this case, the ability to also incorporate humour to ensure serious messages spread virally is outstanding.
Make sure to watch my 2009 Mother of the Year Award video.
It's always a treat to see campaigns that combine government relations, media relations and social media. In this case, the ability to also incorporate humour to ensure serious messages spread virally is outstanding.
Make sure to watch my 2009 Mother of the Year Award video.
Tuesday, April 21, 2009
Interview tips for the former journalist, now political party leader, Michael Ignatieff while there is still time for improvement
Some unsolicited advice for the soon-to-be-confirmed Liberal Leader Michael Ignatieff after listening to his radio interview on CBC’s The Sunday Edition this past week…
1)EVERY MEDIA OPPORTUNITY IS A JOB INTERVIEW FOR THE MOST IMPORTANT ROLE OF YOUR CAREER: When asked, “How badly do you want to be Prime Minister” don’t give us a soft answer about "Wanting to do a good job for my country". Make us believe that you want this more than anything else – that you were born to do this and that you have the passion, background and drive to make Canada what you know it is destined to become.
2)DON’T GET INTO THE DANCE. STAY POSITIVE: Continuing on the job interview theme….when set up to disparage your opponent, don’t take the bait. Saying, “I don’t take moral advice from [Stephen Harper], thank you very much” is at best a waste of precious air time and at worst, a risk of turning off current supporters. (Remember how good Barack Obama looked when he refused to discuss Sarah Palin’s daughter’s pregnancy with the media on the campaign trail?)
Next time, use the set up as an opportunity to show the moral fiber that drives your every decision from fighting to find jobs for the unemployed to ensuring Canadian troops are kept safe.
Keep doing the interviews Mr. Ignatieff. Share your beliefs, humour, background and passion. This is what brings you closer to voters and turns listeners into supporters.
P.S. - love Iggy Tube (and that you are strong enough not to censor the comments)
1)EVERY MEDIA OPPORTUNITY IS A JOB INTERVIEW FOR THE MOST IMPORTANT ROLE OF YOUR CAREER: When asked, “How badly do you want to be Prime Minister” don’t give us a soft answer about "Wanting to do a good job for my country". Make us believe that you want this more than anything else – that you were born to do this and that you have the passion, background and drive to make Canada what you know it is destined to become.
2)DON’T GET INTO THE DANCE. STAY POSITIVE: Continuing on the job interview theme….when set up to disparage your opponent, don’t take the bait. Saying, “I don’t take moral advice from [Stephen Harper], thank you very much” is at best a waste of precious air time and at worst, a risk of turning off current supporters. (Remember how good Barack Obama looked when he refused to discuss Sarah Palin’s daughter’s pregnancy with the media on the campaign trail?)
Next time, use the set up as an opportunity to show the moral fiber that drives your every decision from fighting to find jobs for the unemployed to ensuring Canadian troops are kept safe.
Keep doing the interviews Mr. Ignatieff. Share your beliefs, humour, background and passion. This is what brings you closer to voters and turns listeners into supporters.
P.S. - love Iggy Tube (and that you are strong enough not to censor the comments)
Thursday, April 2, 2009
Challenge to Canadian Politicians: Connect With Us!
I’ve door knocked with my local MPP, worked the phones to pull the vote, been a scrutineer on election night and attended countless political fundraisers. Many campaigns follow the same formula for connecting with potential voters and rely on the same loyal group of volunteers to help them secure their seat.
Canadians who followed President Obama’s campaign are mystified by his ability to connect so well with so many, and such a wide variety of, people. He promised to open up the White House and make American voices heard. Whether they are indeed being heard probably can be debated. Whether they feel they are being heard, and being provided with multiple ways to be heard, can not.
…so to this end, I’d like to challenge Canadian politicians to better connect with their voters and embrace new ways to exponentially increase a door knock or a town hall meeting. (By the way, some MPs and MPPs have indeed made progress in this area but not to the extent we have seen work successfully in the U.S.)
The challenge is simple, easy to execute and inexpensive. The goal is to:
a)Allow voters to see more of your life, values, beliefs and passions (more of you as a whole person not just a politician);
b)Provide additional ways to follow your campaign beyond what is covered in the press (this one will also help better control your message); and
c)Ask for public feedback and set up tools to gather this information. Then,leave it as uncensored as possible.
For some ideas on how to meet this goal, below are a few examples from President Obama’s campaign and term in office.
Twitter:
This micro blogging tool uses text-based posts of up to 140 characters. Obama used it on the campaign trail to provide brief updates on his whereabouts and direct people back to his key messages and websites. This was a great tool especially for connecting to young voters and creating pop-star, groupie status. Here are some of his tweets.
We just made history. All of this happened because you gave your time, talent and passion. All of this happened because of you. Thanks11:34 AM Nov 5th, 2008 from web
Asking you to help Get Out the Vote in these last few critical hours of our campaign for change. Visit http://my.barackobama.com/f...2:42 PM Nov 4th, 2008 from web
In Jacksonville, FL. At a "Change We Need" rally. Watch it live at http://My.BarackObama.com/L...7:58 AM Nov 3rd, 2008 from web
YouTube:
From campaign trail to the Oval Office, Barack Obama continues to use YouTube to reach the masses. His Channel is low cost and low tech yet highly effective showing clips of speeches from the campaign trail, inaugural speeches and even advertisements. It has over a million subscribers and the ability for viewers to post comments – a critical component for not making voters feel like their opinions are being censored.
Blog:
The official White House blog has postings on everything from exclusive photos for download and closed door meeting updates to the President’s NCAA basketball picks. It’s the Administration’s private – totally controlled - news reports and a great source for the public and media.
Facebook:
Over 6 million supporters connect with the President through a great profile page that shows his favourite pastimes, movies, books and TV shows. His wall is used to motivate his supporters to take action. Here are some recent wall post examples:
Call your elected representatives and tell them to support President Obama's budget. It's a bold plan that confronts the long-term threats to our prosperity and builds a new foundation for economic growth by investing in energy, health care, and education.
The White House is inviting you to post your questions on the economy and vote on submissions from others. The President will answer some of the most popular in an online town hall on Thursday. Submit your questions at http://www.whitehouse.gov/OpenForQuestions/
Canadians who followed President Obama’s campaign are mystified by his ability to connect so well with so many, and such a wide variety of, people. He promised to open up the White House and make American voices heard. Whether they are indeed being heard probably can be debated. Whether they feel they are being heard, and being provided with multiple ways to be heard, can not.
…so to this end, I’d like to challenge Canadian politicians to better connect with their voters and embrace new ways to exponentially increase a door knock or a town hall meeting. (By the way, some MPs and MPPs have indeed made progress in this area but not to the extent we have seen work successfully in the U.S.)
The challenge is simple, easy to execute and inexpensive. The goal is to:
a)Allow voters to see more of your life, values, beliefs and passions (more of you as a whole person not just a politician);
b)Provide additional ways to follow your campaign beyond what is covered in the press (this one will also help better control your message); and
c)Ask for public feedback and set up tools to gather this information. Then,leave it as uncensored as possible.
For some ideas on how to meet this goal, below are a few examples from President Obama’s campaign and term in office.
Twitter:
This micro blogging tool uses text-based posts of up to 140 characters. Obama used it on the campaign trail to provide brief updates on his whereabouts and direct people back to his key messages and websites. This was a great tool especially for connecting to young voters and creating pop-star, groupie status. Here are some of his tweets.
We just made history. All of this happened because you gave your time, talent and passion. All of this happened because of you. Thanks11:34 AM Nov 5th, 2008 from web
Asking you to help Get Out the Vote in these last few critical hours of our campaign for change. Visit http://my.barackobama.com/f...2:42 PM Nov 4th, 2008 from web
In Jacksonville, FL. At a "Change We Need" rally. Watch it live at http://My.BarackObama.com/L...7:58 AM Nov 3rd, 2008 from web
YouTube:
From campaign trail to the Oval Office, Barack Obama continues to use YouTube to reach the masses. His Channel is low cost and low tech yet highly effective showing clips of speeches from the campaign trail, inaugural speeches and even advertisements. It has over a million subscribers and the ability for viewers to post comments – a critical component for not making voters feel like their opinions are being censored.
Blog:
The official White House blog has postings on everything from exclusive photos for download and closed door meeting updates to the President’s NCAA basketball picks. It’s the Administration’s private – totally controlled - news reports and a great source for the public and media.
Facebook:
Over 6 million supporters connect with the President through a great profile page that shows his favourite pastimes, movies, books and TV shows. His wall is used to motivate his supporters to take action. Here are some recent wall post examples:
Call your elected representatives and tell them to support President Obama's budget. It's a bold plan that confronts the long-term threats to our prosperity and builds a new foundation for economic growth by investing in energy, health care, and education.
The White House is inviting you to post your questions on the economy and vote on submissions from others. The President will answer some of the most popular in an online town hall on Thursday. Submit your questions at http://www.whitehouse.gov/OpenForQuestions/
Thursday, February 12, 2009
Social Networking with Yourself
Social Networking with Yourself gave me a great laugh. Here are the first few lines:
I ran into myself online last week.
I was connected to LinkedIn, the networking site, scanning their list of my uploaded contacts for blue names. Blue means a match between my crowd and LinkedIn’s crowd. Those are the people I want to cultivate.
There I was under “S”: blue Richard Skaare, prospect. But how did I get on my list? Was this really who I thought it was? I decided to check me out to see if I was worth contacting.
I ran into myself online last week.
I was connected to LinkedIn, the networking site, scanning their list of my uploaded contacts for blue names. Blue means a match between my crowd and LinkedIn’s crowd. Those are the people I want to cultivate.
There I was under “S”: blue Richard Skaare, prospect. But how did I get on my list? Was this really who I thought it was? I decided to check me out to see if I was worth contacting.
Wednesday, January 28, 2009
Twitter 101
I am often asked what Twitter is and finally I have found an easy explanation that anyone can understand.
Now, read this article from Business Week: How Companies Use Twitter to Bolster Their Brands.
This is clearly not for all my clients but some may want to consider using Twitter to monitor and carefully respond to their customer base. We'll save using this proactively for another blog entry - political campaigns, event promotion.....
Now, read this article from Business Week: How Companies Use Twitter to Bolster Their Brands.
This is clearly not for all my clients but some may want to consider using Twitter to monitor and carefully respond to their customer base. We'll save using this proactively for another blog entry - political campaigns, event promotion.....
Thursday, January 15, 2009
Ron Clark Academy Can Teach Marketing Professionals a Good Lesson
Congratulations Ron Clark Academy whose YouTube video, You Can Vote However U Like, spread like wildfire and resulted in interviews on CNN, ABC, and a host of other media outlets. Its students will now also be performing their new song, "Dear Obama," at President Elect Barack Obama’s inauguration on January 20.
Marketing guru Seth Godin would be proud – Ron Clarke’s method of teaching and engaging students is a true Purple Cow.
The school runs mostly on donations and all the publicity is working. Oprah Winfrey committed $365,000 just prior to Christmas, a thousand dollars for each day of the year.
The school isn’t shy to ask for donation either. “Donate Now’ click buttons are on many areas of their website, but so are student test scores,
the school’s success training other teachers and their commitment to the community. When asking for dollars from governments, corporations or the general public content marketing with value well communicated is the secret to success.
Perhaps Ron Clark Academy will also start to teach PR – they’re absolutely qualified.
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