Tag Archives: twitter

Twitter at its Finest

By Alvin Arquisola, Treasurer & Trevett Award Chair

Reaching your audience through social media is vital in any PR efforts. Responding to your audience in a timely manner is a different story. Few companies can capitalize on current events and issues today. Here are two of my favorite examples of companies that were able to pull it off this past week.

1. Electric Daisy Carnival (EDC) Las Vegas – One of the most anticipated events in the United States took place last weekend known as EDC, which is organized by Insomniac Events. Roughly 134,000 people gathered from across the world in the Las Vegas Motor Speedway to celebrate electronic dance music. With events such as these, there will always be various issues. Attendees had the option of getting to the venue by shuttles. Unfortunately, a number of shuttles had issues with their air conditioning. Triple digit weather and a shuttle filled with people never make for a fun experience. CEO and Founder of Insomniac Pasquale Rotella caught word of this issue and immediately reached out to people on these shuttles via Twitter.

TEMP EDC Tweet 1

 

TEMP EDC Tweet 2

Rotella took it upon himself to wait at the front entrance along with his staff to hand out water to everyone who traveled by shuttle. This is one of the best examples of transparency and responsiveness by any CEO that I have recently seen.

2. Brazil World Cup, Luis Suarez and Consumer Brands – The world of sports has provided many consumer brands some great moments to capitalize on real-time tweets. Uruguay soccer player Luis Suarez has been at the brunt of these tweets for his latest antics on the soccer field when he took a bite out of Italian soccer player Giorgio Chiellini. Take a look at some of the hilarity:

TEMP WorldCup Tweet 1

TEMP WorldCup Pic

Check out AdWeek for more comedic buzz surrounding Suarez.

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Vine: Now a Part of Your Social Media Strategy?

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By Brittany Mehciz, Communications Co-Chair

It’s only been a short five months since Vine made its debut in the app store and it’s already spreading like wild fire. With approximately five Vine tweets being sent every second, it’s no wonder why brands are experimenting with this new social channel. With Vine, you only have six seconds to impress your viewer so it’s imperative that you explain, engage and entertain in those six short seconds.

Check out the brands that have successfully adopted Vine as part of their social media strategy:

If you are looking into creating a Vine account for your brand or company here are a few shortcomings to keep in mind:

  • Vines can’t be saved as drafts, which can be quite difficult for brands that require an extensive approval process for all of their social postings.
  • The Vine app is only available on the iPhone – sorry Android users!
  • Audio can hinder a brands Vine. Unless you have a completely silent setting in which you capture your Vine, you will experience an interrupted audio due to the stop motion video style of Vine.

Looking for ways that your brand can use Vine? Here are a few ideas:

  • How to use your product – give viewers a quick demo of your product in action or in different views.
  • Announcements – if your brand has a new product or a special promotion, Vine is an innovative platform to utilize for those big unveils.
  • Holiday celebrations – creating a Vine to wish your followers a Happy Holidays/Valentine’s Day/St. Patrick’s Day/4th of July etc…is a great idea!
  • Events or premieres – give your viewers a behind-the-scenes tour of your latest event or premiere. They’ll feel like they’re getting the red carpet experience in a short six second clip.

With the rapid growth that the Vine app has experienced in its short existence, it has definitely become another weapon in a brands social media arsenal.

 Are you a fan of Vine?

Resources: Mashable, Ignite Social Media and Kuno Creative.

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Airline complaints in 140 characters or less

According to this recent article dug up from Mashable, Gatwick Airport in the UK has begun a campaign to encourage airline travelers to tweet their complaints to the handle @Gatwick_Airport.

At first glance, this seems like a brilliant use of social media and a victory for customer service in the airline industry (which is notorious for being awful), but is it really?  Who’s to say that this isn’t just a ploy to keep complaints to a maximum of 140 characters and, therefore, make them easier to ignore?

Only time will tell, but like everything else in PR, it boils down to execution.  How well do they implement this campaign and use it as a jumping off point for actual substantive, direct contact with airline travelers?  It’ll be an interesting case study to follow.

Read the full article here…

…and please weigh in with your thoughts in the comments section.

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How to get a job and work the LA PR scene: June Meeting Recap

Last week we gathered 30 young professionals at GolinHarris in downtown Los Angeles to learn how to navigate the LA PR scene – and get a job!  Panelists included Alan Weatherbee, Director of Recruitment for CMG, Jonalyn Morris, President of Jonalyn Morris PR, and Ron W. Roecker, President and Chief Enfluencer of Enfluence Group.

Whether your goals include rebounding from layoffs, making a lateral or horizontal career move, breaking into PR with that first job or internship, or ongoing networking, Alan, Ron and Jonalyn provided an entertaining and educational evening full of information, tips and real-world examples to help you feel confident pursuing the job you want (today or in the future).

Check out below for a hearty list of tips for job seeking, networking and interviewing!  For ongoing conversations, musing about the recruiting and the LA PR scene you can follow our panelists: Alan on his blog or @alanweatherbee, Jonalyn @jonalynmorris and Ron on his blog.

Networking:
  • Everyone you meet (personal or professional) is a potential networking contact. Remember information about them and keep them for future contacts.  The more networking you do as a young professional, the broader your reach when you’re in management.  You can also get job opportunities through bizarre connections, so make it known what you do – and what you want to do in the long run
  • Never burn bridges.  The PR scene (in LA and outside) is a very small world. Everyone knows everyone, and there’s always less than six degrees of separation
  • Be proactive.  Put yourself, your interests, your personality out there at networking events and on social media platforms.  For example, if you’re job hunting opening and currently unemployed – put a status update on LinkedIn including buzz words you would be interested in
  • Talk about your desire for your job
  • Keep your profile up-to-date and flaunt your achievements on networking sites, including LinkedIn.

Job hunting:

  • Seek and establish a list of the top ten agencies you’re looking for, regularly check in with HR to gauge interest and availability
  • Professional social networks vs. personal: LinkedIn is professional. It’s your call on Facebook, but BE CAREFUL. Your online profiles are your personal brands, make sure they sell you appropriately
  • Optimize profile for key search terms and source recommendations, such as ROI and social networking

Resume building:

  • Spell check your resume!! (Have someone check it for you.) You can also start reading from the bottom up to make sure you’re catching everything.  (A typo in a resume goes straight to the trash.)
  • Include recent wins or accolades
  • Skill summary at top (new trend); objective section is “old school”
  • Adding value through social networking, new media tools
  • Entry level: much of your work is presenting documents to the client, be sure to promote your ability to polish work
  • Balance your hard skills with your soft skills.  There is a balance you have to strike.  Soft skills should be highlighted in your skill set summary at the top and demonstrate who you are as a person.  Hard skills are accomplishments and things you can do, but you need to set yourself apart
  • Highlight how your skills have created wins for your client – even small wins (when they’re big in supervisors or clients minds) are good. Any kind of results or metrics you can take credit for and incorporate in your resume will sell to a recruiter / hiring manager far above what you did to create a media list or review a document. (This also demonstrates ROI for your work.)

Interviewing:

  • Know about who and where you are interviewing before you go in. It’s a must to  demonstrate interest and knowledge of what they do and why you’re there. (Don’t waste anyone’s time, yours or theirs.)
  • If you’re not looking for a job, don’t go in for an interview.  Rather, set up an informational interview to manage expectations from the get-go
  • Presentation and perception are huge in PR
  • It’s always better to over dress then under dress
  • Take a personal note from an interview and be sure to show personality with follow up meeting
  • Sit forward and reach eye level
  • Always ask for a glass of water.  A glass of water will help you in any situation: need a minute to think of an answer, take a sip.  Get a scratchy throat from talking to the fifth of eight people, take a sip.  You’ll eventually need it so ask for it up front
  • Receptionist and assistant to the president have the most power in the organizations, be nice and polite!
  • Know the hierarchy in the interview process and tailor your conversation to who you are talking to.  If you are talking to a potential direct boss, he/she will want to know what you will do for them.  If you’re talking to an executive, he/she may want to know how you would represent the company and react to odd situations.
  • Maintain a personal touch on resumes but keep it relevant
  • Cover letter: why you should be hired and why you’re interested in the company. Don’t reiterate your resume.
  • Look around for common ground: photos, screen saver, personal mementos
  • Smart questions: What are you looking for?  Questions that offer clues to help you
  • Recap to why you’re a fit at the end of the interview, especially if they ask you the open-ended question: “Do you have any more questions?” Never say no to that question – our jobs are about answering, asking and listening to questions
  • Treat the interview as a new business proposal with prep and research to support your worth
  • Be cautious about titles – different agency positions and in-house opportunities are genuinely different and come with different job titles
  • Always send a thank you letter.  Always.

Look for an invite to the upcoming July event!

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Twitter debate (in short): network or net waste

Here’s an interesting article from the Boston Globe, titled “So little space, so much ado.” The article debates the best uses for Twitter. Although focusing on the Boston area, it’s an interesting read about who is on Twitter and what they’re Tweeting about.

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Young Professional Profile #3

Andrea NowackMeet Andrea Nowack:

Looking for an internship or mentor in LA?  Chances are, Andrea has the answer.  Andrea Nowack is YP’s collegiate outreach chair and is in charge of heading up our mentorship program (coming soon!) and internship guide (see the tabs above).

Born and raised in Redondo Beach, CA, but uprooted to Oregon when she was 13, this savvy online-socialite finally decided to return to her Los Angeles roots and currently works for Zeno Group’s Digital Lifestyle team in Santa Monica.  She was one of the first members of Facebook (back in the days when it was only open to college students); therefore, she is a self-proclaimed social media expert.  She has extensive experience in the consumer technology, Web 2.0 and online media spaces and works with clients such as Ustream, Discovery Channel, HowStuffWorks, Mother Nature Network, and Pizza Hut.  Andrea also co-hosts The Social 7, a weekly videocast highlighting the top 7 stories in social media and marketing, alongside digital strategists Nick Mendoza and Alex Miller.

Prior to joining Zeno Group in 2008, Andrea performed Analyst Relations for the Microsoft Online Services Business (MSN, Live Search, and Windows Live) at Waggener Edstrom Worldwide. She graduated from the University of Oregon where she earned degrees in Public Relations and Documentary Production, as well as minors in Business Administration and Political Science.

Aside from work, Andrea enjoys reading, snowboarding, soccer, Lost (not being lost; the TV show), surfing, frequent trips to In-and-Out, and hiking… almost as much as she enjoys tweeting about them. Aside from work and the three other places she blogs, her current labor of love is a board sports Web site for women – Westbound Boarder, LLC – where she and her co-founder, Danielle, discuss all things snow, surf, and skate.  Her life-long aspiration is to live to see the day person to person relationships no longer exist, with social media allowing people to exist solely online (scary we know).

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Digital World of PR: March Meeting Recap

Last week, YP explored the importance of new media at our March Meeting — where the word friend is used as a verb, tweeting is no longer for the birds and poking people is an accepted behavior.  The program featured three new media experts from around Los Angeles:

  • Siobhan O’Neill, account supervisor for Edelman Digital’s Western U.S. region, is a certified project management professional with extensive experience in online media/marketing production.  At Edelman, she specializes in social media tools and technologies, supporting public relations efforts for clients including Symantec, Shell, HP, AMTRAK, and Nestle.  (Find her on Twitter @angelcityblues.)
  • Marilyn Waters, director of media relations for Walt Disney Imagineering, is responsible for developing and implementing proactive strategic communications strategies.  Over the past year, she has been leading a task force of all Disney Parks to look at social media opportunities from a public affairs perspective. (Find her on Twitter @mjwaters9.)
  • Nick Mendoza, the lead at Zeno Group’s Digital Lifestyle practice, guides clients on marketing communications strategies in a world where 140 characters can be more powerful than a campaign that costs $140 million. Nick has worked with many leading companies in digital entertainment, mobile and consumer technology, including Discovery Communications, EA Sports, HP, Intel, JibJab, Texas Instruments, TiVo, Ustream and Walt Disney Internet Group. (Find him on Twitter @NickMendoza.)

Social Media is a Powerful Tool.

But, before engaging in social and new media strategies online, there are a few things to do first, such as:

  1. Define what you mean by social media with your client and internal teams.   You must all be on the same page before starting a social media campaign.
  2. Make sure to define your search terms and get internal agreement on those terms in order to limit the amount of content you must analyze.
  3. Ensure that there is understanding in the engagement strategy – when to engage online and when not to.  You must make sure that the leaders of the company are comfortable with the open platform that is online and social media.

What is Web 1.0 vs. 2.0 vs. 3.0?

Use the web to tell your story, who cares what you label it.  It’s all about digital.  And everyone is getting into the game.  In fact, Forrester Research shows that 95 % of social media marketers will maintain or increase social media spending this year.
Creating Online Communications Strategies:

  • Do the research. Online communities are a user base for most clients.  Take the time to do the upfront research to find out where you already have communities for influencers in your client’s space (related to the industry or product) and what’s being said online.
  • Answer the strategy questions. What are the business goals of this program? What are the communications goals and objectives for engaging online?  Just like any other strategic communications plan, you need to know what is out there first and do research before you start to engage.  It’s more important than ever to be focused in what you want to do and gain from the strategy, and find a way to measure it in online and social media terms.

Digital Strategy and Tactics Discussion:

  • Be authentic. Be transparent. A marketing video that is used internally or at sales opportunities does not translate into a YouTube video.  YouTube is much more raw, such as a behind-the-scenes video from Disney.
  • Learn from others. Take stock of what other public relations firms and professionals are doing, and learn from their successes and challenges.  For example, Diet Coke took a long time to embrace the user-generated YouTube content experimenting with Diet Coke and Mentos.  Another examples are the early lesson Edelman learned with the Wal-Mart blog.  This often falls into the category of astroturfing, another reason why it is essential to be authentic and transparent online.
  • There will be content that crosses the line. You and your clients need to accept that up front and take the good with the bad.  One negative comment is nothing. But, if it snow balls you need to identify it and correct incorrect facts, but never remove anything.  There tends to be a lot of self policing in online communities, and if it gets out of control someone will say something.
  • Finding the right online space for your client is just like finding the right publication for their story. Match your client’s audience with the online community that is the best fit.  One example to target moms is Twitter Moms.  You need to be narrow and focused in your outreach in order to influence behavior and perception on behalf of your client and brand.
  • Podcasts. Train your spokespeople for a podcast / videocast / v-cast just like any other media opportunity. Go through media and message training and prepare key messages you want to address in the spot.
  • Measurement online is not just about numbers. Its much more than hits.  Your online and social media results should be analyzed for influencers, other media quoting the bloggers / posters, link backs and other metrics to determine if bloggers / posters have influence in the online community.
  • Online and social media is not the same as banner ads. Online and social media engagement goes far beyond banner ads.  Engagement goes beyond the numbers metric — it’s the heart metric.  By looking at the tone, frequency, whose engaging and qualitatively analyzing the information there are far more implications for a company / brand / client beyond quantitative numbers.

Resources, Recommendations and Reactions:

Case studies to take a look at for customer engagement online:

Web sites, resources and idea starters:

Some social media news articles and Web sites from Nick Mendoza:

If you have more questions or yours were not answered at the meeting, you can tweet Nick Mendoza or Siobhan O’Neill who both offered to answer questions via Twitter. Just don’t forget to mark your conversation with the #PRSA-LA tag so that everyone can benefit from the answer.  We will be following and re-tweeting @LAPR.

We hope you can make it to our next meeting in April!   Check back for more details and location information.

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