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Public Relations & Marketing in the Age of Social Media.
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I Tweet, You Tweet:!Public Relations & Marketing in
the Age of Social Media!
I Tweet, You Tweet:!
Host ! Parmjit!(Parm)!Parmar,!Principal,!!
!Montana!Ridge!Ent.!!
Guest Presenters Alexis!Dobranowski,!Managing!editor!of!
Vaughan!Today!and!Assoc.!Editor!of!Town!Crier!newspapers.!!
Kelly!Gadzala,!Business!Editor,!Town!Crier!
Lisa!Kember,!Constant!Contact!!
Who We Are!
Bio’s!and!Contact!Info.!Parmjit!Parmar!Montana!Ridge!Ent!e:[email protected]!!!!Tel:!416R750R0966!hWp://www.montanaridge.com!
TwiWer:!!@parmiep!!Facebook:!hWp://on.Z.me/cGUVOC!!LinkedIn!hWp://linkd.in/aZjYc1!!
Parm’s!Bio:!!hWp://bit.ly/9iWwQR!!
Lisa!Kember!Regional!Development!Director!Constant!Contact,!Inc.!!Email:[email protected]!Schedule:!www.constantcontact.com/southernontario!!hWp://www.constantcontact.com/!!
TwiWer:!@lisakember!!Facebook:!!facebook.com/kember.lisa!!LinkedIn:!hWp://ca.linkedin.com/in/lisakember!!
Lisa’s!Bio:!www.constantcontact.com/local/southernontario/bio.jsp!!
Kelly!Gadzala!and!Alexis!Dobranowski!contact!info!located!on!their!cover!slides.!!
Introduccon!R!Why!build!a!profile?!(Parm)!R!How!PR!Works!(Parm)!
R!!The!newsroom!today?!(Alexis)!
R!Social!media!and!you.!Oh!how!the!world!has!changed!!TwiWer,!Facebook,!Blogs!and!Youtube!!(Lisa)!R!Email:!A!powerful!businessRbuilding!tool!(Lisa)!
RHow!Tradiconal!PR!Vs!Social!Media!PR!&!The!story!(Parm)!
R!Building!your!personal!Brand!with!Social!Media!(Kelly!Gadzala)!
R!Case!Studies!of!Success:!How!the!old!ways!came!together!with!the!new.!(Parm)!
R!Building!a!road!map!for!your!social!media!–!moving!Forward!(Lisa/Parm)!!
Agenda !
Introduccon!
• How!the!world!has!changed!
• In!this!age!of!informacon!overload!– How!do!you!get!nocced!– Reach!your!target!audience!
– AWract!new!buyers!– Keep!up!with!technology!– Deal!with!marketplace!upheavals!
Why!build!a!profile!
Why!Build!A!Profile!
Communicate+with+customers,+prospects++
+and+their+extended+network.++
Build+3rd+party+credibility++
Get+a<en=on+for+your+brand++
Build+brand+loyalty+and+trust++
Influence+the+sales+process+
Why!Build!a!Profile!
King!of!Promocon!
Entourage!Ari!Gold!Quotes…+
GIVING!ADVICE!TO!E:!!
Ari:!What!I’m!capable!of!doing!and!!
what!you’re!capable!of!doing!are!!
two!totally!different!things.!
HOW!TO!GET!ATTENTION:!!!
Ari:!I!would!make!a!scene!of!biblical!!
proporcons.!I!would!lie,!scream,!!
beg,!borrow!and!steal.!
HOW+NOT+TO+BUILD+YOUR+PROFILE++
Tradiconal!PR!
Story!Idea!
Write!Story!
Distribute!Story!Wire/Email!
Pitch!Media!
Media!Coverage!
Gradale!Academy!!!Tradiconal!PR!
Alexis DobranowskiManaging!editor!of!Vaughan!Today!and!Assoc.!Editor!of!Town!Crier!newspapers.!!
hWp://www.youtube.com/watch?v=MpIOClX1jPE!(social!media!!in!plain!English)!
www.TwiWer.com/vaughantoday!!
www.VaughanToday.ca!!
hWp://vaughaneleccon.wordpress.com!!
The!Story!(Content)!ITS!ALL!ABOUT!THE!STORY!
!Journalists!recognize!a!strong!story!within!seconds.!!Your!story!must!have!a!compelling!beginning,!middle,!and!end.!!
LOOK!FOR!A!UNIQUE!ANGLE!!!Unusual!stories!and!angles!peek!the!media!aWencon!!!Anthony!Bourdain!Recently!In!Toronto!Quoted!!In!Post!City!Magazine!Sept.!2010!!Honestly,!I’ve!travelled!through!Toronto!and!met!some!chefs!there,!and!they!were!joking!about!Toronto!!They!talk!sh*t!about!you!in!Montreal,!talk!sh*t!in!Vancouver!—!Canadians!themselves,!your!countrymen.!Nobody!has!grabbed!me!by!the!shirt!and!said,!“Dude,!you!have!to!go!here,!it!is!really!awesome,!and!here’s!why.!I!could!sRll!do!it,!but!I!need!a!compelling!case,!a!personal!situaRon!that!is!a!way!into!a!show.!It#is#character#driven,#not#food#driven.!
BE!CREATIVE.!INNOVATIVE!THINKING!PRODUCES!STRONGER!EFFECTIVE!RESULTS!
CONNECT!!WITH!AND!ENGAGE!NOT!JUST!THE!JOURNALIST!BUT!ALSO!THE!READER!!
The!Story!(Content)!
!!!Swiss!Master!Chocolacer!!!!!“This!Easter!take!a!walk!over!to!the!Dark!Side”!!
!!!BeWy!Crocker!CookieRLicious!Everything!!you!need!to!know!about!!an!Easter!Cookie!or!Two!
!Brookfield!Homes!The!Villages!
Tradiconal!PR!vs!Social!Media!PR!!The!Story!(Content)!
Story!Idea!
Press!Release!
Distribute!Story!Wire/
Email!
Single!Audience!
Media!Coverage!
Story!Idea!
Social!media!Release!
The!Web!
Always!On!
Media!Coverage!in!many!shapes!
and!Form!
One!to!Many! Many!to!Many!
Facebook!TwiWer!Website!Pitch!Engine!!YouTube!Blogs!
Video!Release!
EVENTS!
Newspapers!radio!TV!
Newspapers!radio!TV!TwiWer!Facebook!Flickr!
Live!!Tweecng!Twitpic!Live!Streaming!!
Think!Fashion!Week!Toronto!!!Think!Australia’s!Top!Model!
Tradiconal!PR!vs!Social!Media!PR!!
The!Story!(Content)!
With!the!advent!of!mobile!tools!for!smart!phones!(IPhone,!Blackberry)!–!mulcple!apps!keep!you!Connected!and!ON!
Tradiconal!PR!vs!Social!Media!PR!!
The!Story!(Content)!
LCBO!goLocal!–!hWp://www.lcbogolocal.com/!!
Live+webcast+from+the+Barrel+Cellar+of+Henry+of+Pelham+Winery+in+Niagara+hWp://www.lcbogolocal.com/events!!!From!your!living!room!join!the!tascng!–!!post!comments!on!twiWer!#lcbogolocal!
30+DAYS+OF+LIVING+LOCAL!CHALLENGEJoin!local!foodie!blogger!Suresh!Doss!as!he!embarks!on!our!30!day!goLOCAL!challenge,!where!he!will!be!documencng!daily!on!his!journey!and!experiences!through!Ontario's!seriously!cool!wine!regions.!
Two!field!trips!with!blogger!and!newspaper!reporters!!Niagara!Vineyards!&!!Prince!Edward!County!
SKY+High+Grape+Stomp+at+CN+Tower+with+
+wine+and+food+media+Restaurant!partners!paired!and!matched!wines!with!food!!
Lcbo’s!LargestRever!Promocon!Of!OntarioRproduced!Wine!Builds!On!Growing!Sales !!
TwiWer!hashtag!#lcbogolocal!
Kelly Gadzala lifestyle!writer/editor/!blogger!
TwiWer!@kellygadzala!!hWp://grungeRqueen.blogspot.com/!
CASE+STUDY+5+DAY+HOUSE+BUILD+
Halminen!Homes:!!Build,!furnish!and!landscape!a!house!within!5!days!for!charity!
The Goal
Mulcple!Players!–!builder,!hospital,!!contractors,!Interior!designer,!Pr!&!social!media!partners,!documentary!filmRmakers!
Halminen!Homes!located!in!Courcce!
Website!portal!built!for!5!day!bld!
Social!media!release!issued!
Social!Media!partner!ramped!up!3!weeks!prior!to!build!day!
Press!conference!on!Start!and!End!day!of!build!
Over!1000!photographs!
5!days!of!24/7!coverage!
CASE+STUDY+5+DAY+HOUSE+BUILD+The Start-up
Media Center for 5 day House Build
Twitter Postings of happenings
Videos – long and short posted on
You Tube
Website contains press materials, and links to all social media components. There should be an area setup for comments and question from community.
Facebook updated frequently
Photos from the build posted and made available to media
5 Day House Build
Website
Blog – hosting area of all content
its updated constantly with
meaniful content
Follow+Along+h<p://twi<er.com/5daybuild+
Facebook:+h<p://www.facebook.com/pages/Cour=ceXOntario/5XDayXBuild/137361006283108++
Youtube:+h<p://www.youtube.com/5daybuild+
Blog:+h<p://5daybuild.wordpress.com+!
CASE+STUDY+5+DAY+HOUSE+BUILD+The Links
The!Roadmap!For!Social!Media!Success!
Determine!Your!Target!Audience!!
Become!a!reporter/editor!!
!Determine!what!content!you!need!
Create!Your!strategic!Plan! Create!your!own!social!media!calendar!hWps://spreadsheets.google.com/ccc?key=tDS3AtDdn7R_NQ91Et_XYBA#gid=4!!
!Schedule!Your!Content! To!schedule!your!content,!consider!what!formats!you!will!be!sending!and!how!oxen.!!!Applicacons!such!as!TweetDeck,!HootSuite!and!SocialOomph!will!let!you!simultaneously!post!to!Facebook,!LinkedIn,!TwiWer!and!others.!
Quality!Over!Quancty!
Resources!! MashableR!social!media!site!hWp://mashable.com/socialRmedia!!!
hWp://www.hubspot.com!R!social!media!site!
hWp://www.fastcompany.com/topics/technology!!R!latest!news!on!tech!
Public!Relacons!and!markecng!in!the!age!of!social!media!R!hWp://www.prdaily.com/!
Media!Post!–!!aggregate!site!content!&!publicacons!for!PR,!Advercsing!social!media!!
!!hWp://www.mediapost.com/publicacons!!
Wri=ng+social+media+release+ hWp://socialmediatoday.com/sarahRhartshorn/147284/howRwriteRsocialRmediaRpressRrelease!!
Top!10!Social!Media!Arccles!That!You!Might!Have!Missed!Last!Month:!September!2010!Edicon!hWp://bit.ly/ccth7N!!