On the Level: Where are you?

 By Meredith McKee, Account Supervisor, Consumer

Check out Edelman’s new tools BlogLevel and TweetLevel – available to anyone for free – and find out where you rank on Twitter and in the blogosphere.

Developed by Edelman staffers, these tools track bloggers and tweeters from around the globe and score them according to influence using 40 different metrics. People with the highest rankings are those who have unique ideas and engage their followers by providing informative and relevant content.

It’s addictive to use, and very helpful, as you can find the most influential people on a particular topic and even see how influential your own Twitter or blog are. As someone who works with travel clients – I’ve looked up everything from travel, business travel, airlines, hotels – and even more specific to destinations. Cross-referencing these tools with other sources you can be sure you are engaging with the right people on Twitter and blogs.

Give it a spin yourself. Not sure what to search for first? Tweetlevel yourself…it’s like Googling yourself.

What's Hot at SXSWi 2011?

  By Benedict Wong, Senior Account Supervisor, Edelman Digital Chicago

3942. According to the SXSW Go app, that's how many individual events there are in this year's SXSW Interactive! Let's have that sink in for a second.... 3942 events. So many options, so little time.

Which ones to choose? I find that in general the events under the Emerging category are usually a safe bet. With topics like Augmented Reality, Match.com and Foursquare, Building Fences in the sky, Emerging sessions are just fun to attend! It's a great way to find out what may be the next big idea and perhaps inspire you to take a current idea or concept to a new direction.

Keynote speakers can be hit or miss, the buzz this year is definitely on Blake Mycoskie, the founder of TOMS Shoes. Blake will share the secret sauces to how he started TOMS Shoes, how he turned it into TOMS Movement, and how businesses can make money and do good simultaneously.

Trying to attend all the sessions can be daunting, so my advice is go with sessions where you know very little on the topic, and if you find that 10 minutes into the session you're dozing off from boredom, it's okay to leave and check out another session (really!).

One thing that SXSW has added this year for Interactive is "Meet Up" sessions. A wide variety of daytime Meet Ups are scheduled for this year. These are not panel sessions nor do they offer any kind fo formal presentation, they are just rooms for people with similar interests to meet up with other likeminded people. There are Anime Meet Up, Branded Entertainment Meet Up, iPhone Developer Meet Up, Music Industry Geeks Meet Up, News and Media Innovators Meet Up...etc. I hope lots of people check out these Meet Ups; they are great opportunities to network and learn!

That's all folks! Have a great time in SXSWi!

--Benedict Wong
@BenedictWong

Communicating with Texas Legislators: Inside the Edelman 2010 Capital Staffers Index

By Danielle Allen, Senior Vice President, Public Affairs

Texas topped CNBC’s Top States for Business 2010 with 64 Fortune 500 companies claiming the Lone Star State as its headquarters. As these companies set about taking their products and services to the global marketplace, they face regulatory and legislative challenges. This begs the question: What are the most effective ways to communicate with policymakers to create the most conducive environment for doing business in Texas, the U.S. and abroad?

Over the years, some of Texas’ most influential policymakers have turned to strategic counselors for advice and direction related to policy matters—as one example, former President Lyndon Johnson looked to trusted advisor Bill Moyers. Similarly, Edelman tapped into this brain trust with our 2010 Capital Staffers Index to gain insight into the most impactful communications techniques for reaching legislators and their constituents.

Despite cultural differences, top aides—whether sitting in Washington, London, Brussels, Paris or Berlin—signaled that digital communications, like Twitter, blogs and Facebook, have made noteworthy gains as effective tools for reaching them and their bosses. In spite of these gains however, traditional outreach—face-to-face meetings, calls and letters—remain the most effective communications methods for reaching elected officials. Today, there are now more channels through which your messages must compete and resonate.

On the front line of policy battles, whether trying to capture the attention of media or legislators, one thing is certain: the effectiveness of your messages will pave the way for success or failure. With so many media channels available, it’s more important than ever for your messages to be simple, concise and compelling. Across the board, staff members say businesses should lead with succinct messages, backed by independent research. Messages resonate best when they align with your audiences’ priorities, particularly job creation (both direct and indirect) and benefits to local communities. In the recent mid-term elections in Texas and across the U.S., we saw just how important the jobs message is to voters. We anticipate that it will also be a key issue in upcoming the presidential election.

We also saw an explosion in the use of social media by legislators and constituents alike and the projections are this trend will only expand over the next three years. While we cannot directly extrapolate these numbers to our own state policy debates, the trends found in Edelman’s trans-Atlantic research certainly reflect what we’ve witnessed in Austin. Since the 81st legislative session in 2009, there has been a sharp rise in Members’ presence on Twitter and Facebook and an uptick in political and public affairs campaigns’ use of these tools to demonstrate grassroots muscle, as we’ve seen in the Speaker’s race. Additionally, policy-focused blogs, such as the Texas Tribune, have become key sources for inside information and smart analysis about political affairs.

As the 82nd legislature session begins, with initiatives vying to stay alive amid the threat of the state’s $20 billion-plus budget shortfall, we’ll undoubtedly see a continued emergence of these trends but with our unique Texas mark on them.

For more insights about our findings and unique perspectives from my colleagues in key world capitals, you can find them here.

Navigating Through Foreign Lands and Languages

  By Sandy Diaz, Account Supervisor, Digital

While working as a marketing manager for a packaging company, I spent quite a bit of time coordinating trade shows throughout Latin America. One of the many shows I attended was held in Mexico City.

Being a native of Peru and bilingual, the last problem I suspected to have was a communication issue.

Prior to my arrival in Mexico City, I received a call from Jorge Luis, the Sales Manager for Mexico. He strongly urged that the booth be equipped with “edecanes” during the show. I had never heard of such a word.

I assured him I would take care of his request, and then quickly reached for a dictionary where the English translation for the word read “aid to camp.”

Ah ha, a first aid kit, of course! With all of the heavy equipment at the booth, it made perfect sense.

The day the trade show opened, everything was perfectly in place, thanks to my stellar planning…so I thought.

Immediately Jorge Luis came running towards me, looking around as if something was missing. That is where I learned the hard way that edecan is NOT a first aid kit, but rather a model.

Being the resourceful person that I am, I managed to find an agency and bring Jorge Luis the “booth babes” he eagerly requested, but I learned a very valuable lesson that day.

When working or traveling internationally, one must never make assumptions regarding language and culture. You must do your research.

Growing up I was surrounded by people from countries throughout Latin America. I can spot an Argentinean or a Puerto Rican accent from miles away. I was aware of the fact that certain words could mean one thing in one country and something awful in another, yet I had not done my homework before my trip to Mexico.

That incident is one I often refer to now working on a digital account for Latin America. The region is larger than many may think. It is the fourth largest continent and contains 12 different countries, each with very distinct dialects, food, traditions and governments. Representing a brand throughout Latin America requires an understanding of just that.

In my case, building a social presence in such a unique region has meant research, getting to know multiple audiences and paying very close attention to detail. Each country requires its own platform or community, just as we would expect in the US. For example, in the States, consumers gravitate to brands that appeal to Americans rather than Australians, even though the language is the same. Each country in Latin America should be seen in that same light.

There are several online resources that can be helpful when preparing for a trip aboard or international work. Kwintessential is a site which features cultural customs, including business etiquette, protocol as well as international training and translation and interpreter services.

You can find information regarding appearance, behavior and communication in certain regions of the world. The site is even broken down my country which makes it even easier to search.

Travel sites such as Frommers.com also offer useful information. The Tips and Tools section of the site provides insight on customs and traditions throughout several travel destinations.

Although English is considered the international language of business, it is important to remember cultures and traditions matter as well. A simple greeting can often be misinterpreted, and could result in much more than just a rush to find booth babes.

From Online to Organized Groups: Making the most of 2011 as a non-profit

By Lindsay Stout, Account Executive, Dallas


As we wrap up the season of giving and move into 2011, non-profits and charity organizations are still feeling the pinch of the economic downturn from the past few years. With the New Year comes a fresh hope for increased economic recovery, as well as an opportunity to engage new audiences and turn them into volunteers, loyal fans and donors.

Whether you are a large, national-recognized organization or a smaller-scale local non-profit, here are a few tips for making the most of 2011.

Revamp Your Website / Look
A fresh look is a great way to catch the eye of potential supporters. If you have the resources to rebrand your logo or website, take the time to evaluate how this might benefit your organization. Many non-profits operate with an outdated look that no longer accurately represents their organizations.

Our client Camp For All , a Houston-area camp and retreat serving children and adults with challenging illnesses or special needs and their families, recently revamped its logo and website. Both designs better convey the mission and motto of the organization, and new functions of the website allow for more meaningful engagement for campers and their parents, Camp For All partners, media and supporters.

Create a Young Professionals (YP) Group
As a YP myself, I’m continually looking for new groups with which I can volunteer and network, and many people tend to become faithful fans of organizations they begin affiliating with at a young age. Now is the time to lock in the loyalty of YPs and create a group targeted toward their interests.

The Junior Friends of the Arboretum at the Dallas Arboretum is a great example of a new membership group designed for the under-40 demographic, including YPs and young parents and families. One of the many perks is that the group has access to special events and extra privileges such as complimentary concert tickets and workshop discounts.

Utilize Social Media
While social media can feel intimidating, it’s an incredible tool for reaching people in a fun, conversational manner in order to promote upcoming events, attract new supporters, grow your donor base, share entertaining videos and photos and drive more traffic to your website.

There are lots of trends you can easily utilize, such as using the #charitytuesday hashtag on Twitter to help promote great causes or creating your own Facebook contests, such as Texas Ballet Theater's Weekly Wednesday Win, which gives fans the opportunity to win tickets to performances and other prizes.

Be sure to tap into your board members, interns or members of your YP group to learn more about Facebook, Twitter, blogs and LinkedIn and to get help with engaging on these platforms. It can seem like a daunting step, but it’s a step in the right direction.

Encourage Volunteering
If your budget prohibits you from taking any of these bigger steps, don’t forget that soliciting help from board members and volunteers is always an option. These audiences are already raving fans of your organizations so let them help you take action! Both board members and volunteers are a great way to help relieve overworked staff, and those who donate their time often turn into those who donate their dollars.

Best wishes and here’s to a fabulous year!

Tagging: The Next Generation of Mobile Technology

By Mauren Kunz, Sr. Account Executive, Houston

“Excuse me,” shouted a random man who ran up to me as I was leaving the exhibit hall at a recent conference in Washington, D.C. “Can I scan you?”

Now in any other situation, such a comment might be cause to grab the mace and sprint towards the nearest cop, especially in a city formerly referred to as the murder capital of the United States. But instead of running for my life, I turned around and with an inner chuckle, asked if I could do the same.

It was part of PR Newswire’s mobile tagging game at the Public Relations Society of America (PRSA)’s International Conference in October, and the way people talked about it, you’d think they were playing to win millions.

What’s the buzz about?

The PRN Game was based on a combination of mobile tagging and social media apps used to boost PR Newswire’s visibility at the event and emphasize the company’s new focus on engagement.

While tagging has been around since 2003 and is highly prominent in Asia, it’s just starting to gain widespread popularity here in the U.S. The technology behind tagging allows an individual to create a 2D barcode for mobile scanning through an app, which then directs a user to a designated website for instant access to information, videos, reviews and more.

When first introduced, tagging was available in the format of a QR (Quick Response) code or data matrix, but in 2009 Microsoft announced its High Capacity Color Barcode (HCCB) in hopes of establishing the company’s unique format as the standard in the west. HCCB codes are a series of colorful triangles, whereas QR and data matrix codes look similar to the black and white scanner image you might see on a shipping package.

How it works:

For the PRN Game, the company created more than 70 different tags that were placed in various areas of the conference, including at exhibit booths, on lobby signs, in conference presentations, and even on staff name badges. Additionally, 30 of those tags were available in small stickers that conference goers could add to their own name badges, which encouraged people to interact with each other.

The back end of the program was setup so that the 70 target sites were part of a value system (worth anywhere from 2-150 points) that tracked and added points with qualifying scans. Additionally, tweets using the #prngame hashtag were worth an additional point. In order to engage attendees’ interest in the company’s product offering, PR Newswire also provided in-booth demonstrations for 4 new services, valued at 100 points per presentation.

While only 62 attendees competed in the game, PR Newswire estimates it generated over 1,000 tweets in 3 days. Pretty impressive considering the number of people participating. On top of that, more than 23 percent of tweets that used the official conference hashtag (#prsa_ic) also included the PRN Game hashtag, which doesn’t even account for the large percentage of people who instead used #prsa2010 or #pra10 as their conference hashtag.

In the end, PR Newswire took advantage of an innovative technology to increase the company’s visibility beyond the 6 x 12 foot booth space purchased for the event. The service provider did an extensive job of spreading content such that even those that participated in the game couldn’t help but be aware of it.

What does it mean for you?

With a generation constantly seeking the electronic version of information, tagging is another way to reduce the load of paper hauling and tree chopping to provide audiences with quick and directed materials in the palm of their hands. Vollmer often avoids the paper build up by offering tagging for quick and easy downloads at client conferences where it sponsors social media tutorial booths and needs to provide handouts.

Companies may soon find ways to integrate tagging codes on displays, in press releases and on other materials. Airline companies such as Continental, are already using mobile tagging for electronic boarding passes, allowing travelers to access codes on their phones for paperless flight check-ins. 

As technology improves and smart phones continue to flood the market, tagging will continue to play a role in the evolution of how we consume information. Who knows, now that we're even exchanging business cards via mobile tags the phrase “Can I scan you?” won’t be so strange after all.

Find the app that’s right for you:

QR Code Reader – http://www.mobile-barcodes.com/qr-code-software/

Write What You Mean: The ABCs of Grammar and Spelling for Social Media

 By Mary Kate Smither, Social Media Practice Leader

In our business, clients rely on us every day to help reach their business objectives by communicating messages correctly and effectively. While I love social media, and all of the opportunities it offers us to engage with each other about those messages, I also believe that in some ways it has allowed us to compromise our skills for accurate grammar and spelling.

I admit that I’ve always been somewhat of a spelling and grammar snob, and I also acknowledge that we are all moving faster than ever to generate quality content and keep up with each other. But how many times have you read a tweet with so many letters missing you need a code to decipher it, or a blog post about a brand that includes grammatical errors, such as your instead of you’re, its instead of it’s or there instead of their? My guess is that if you’ve noticed some of these errors, your attention was diverted from the true message of the post.

Despite my acknowledged neuroses and the crazy speed of life, I still firmly believe that we all owe it to our clients and to ourselves to slow down long enough to ensure that we’re actually communicating what we mean to communicate. Twitter and Facebook posts, mobile messaging and blog entries are all an extension of ourselves and our brands, and isn’t the goal always to create a great first impression by putting your best foot forward?

As a public relations professional, not only do I want to make sure that my current clients are happy with my work and fans of our agency, but I also want to use my work as way to earn new business. How can I expect a potential client to have confidence in my ability to produce great work if I don’t know the proper usage of a word or its correct spelling?

While we live in a world where social media allows for a more informal conversation tone, and -- as humans mistakes certainly happen -- avoiding spelling and grammatical mistakes can be easy enough. The point is not to stop writing or tweeting, but to do it well. Following are a few resources to help make sure you put your best foot forward.

• Spell Check – While it doesn’t catch words that are spelled correctly but are grammatically incorrect, spell check is always a good first step in proofing a post, text or tweet. Most social media sites and many smartphones offer some form of spell check application.

• Find a Friend – Sometimes we’re so close to our own work, that we miss what’s right in front of our faces. Enlist a colleague or friend to help proof your blog posts, especially if you’re writing them from a professional standpoint or on behalf of someone else.

• Dictionary – Not sure how to spell a word? No problem. It's true that the dictionary is an obvious go-to resource, but now both the Oxford English Dictionary and Merriam-Webster have made it easier than ever to check the spelling and meaning of a word with their online versions (Oxford English is a paid subscription, Merriam-Webster is free) at http://www.oed.com/ and http://www.merriam-webster.com/.

• AP Stylebook – Vital to those of us in the public relations profession, the AP Stylebook offers a guide to proper writing style, including grammar, punctuation , capitalization and is used by many media outlets as a standard. While many of us still use the print version of the book, AP now offers online subscriptions beginning at $25 (http://www.apstylebook.com/).

Measuring Social Media Success

by Mary Kate Smither, Vollmer Social Media Practice Leader

One of the most frequent questions I’ve heard throughout my career in public relations is about the tangible value of our work.  Understandably, clients want to “see” and understand their return on investment and  measurement is a major component of every campaign we develop.  As we achieve successes for clients, it is as important to us to see the value or return on what we’re doing as it is for them.  Not only does it help us prove our worth; it also helps us quickly figure out when and where campaigns might need to adjust and evolve.  Sometimes measuring  our results is easy – we can calculate print and broadcast media hits, tally the number of new reporters or influencers who have engaged with the client and even judge the impact of events we’ve coordinated through attendees, media coverage and increases in foot traffic.  As media has continued to evolve, first into the online world in general and now into the form of social media, measurement has become increasingly difficult.  It seems as though just as we mastered calculating accurate totals for online websites successes, we were tasked with figuring out the value of tweets, comments and views. 

We are interacting with each other online more and more, yet often with more personal interest and two-way conversations than ever before.  Campaigns are no longer limited simply to traditional media coverage and in-person interaction, but now more than ever before include up-to-the-minute grassroots elements of location, experiences, feelings and feedback.  Measuring these intangibles has added a new twist to understanding the success of a campaign. For example, many of Vollmer’s travel and tourism clients, including Travelocity and The Joule Hotel have created campaigns based solely on social media.  Whether voting on Facebook to send the Roaming Gnome on vacations around the country during Travelocity’s “Summer of Possibilities” program or providing scavenger hunt clues completely over Twitter in the Joule’s weekend giveaway “Golden Easter Egg Hunt”, we have measured their success through the engagement with target audiences, including increases in fans and followers, photos taken with the Gnome, comments, promotional code usage and, most of all, the addition of second phases, such as the Travelocity Roaming Gnome’s “Cure Cabin Fever” winter tour.  In addition, Vollmer’s client, Texas Tourism, recently launched its “Be Our Texas Lone Star” Facebook contest (http://www.beourtexaslonestar.com/), which will award a customized Texas trip to one lucky winner based on one of five “Lone Star” types – beach, Western, sports, adventure and food.  As part of the campaign, the winner  will issue social media posts throughout their Texas experience.

While measuring pure social media campaigns like these may be more challenging, we have effectively shown our clients that these campaigns indeed do provide ROI and do have value.  While tools like Radian 6 and Cision exist to measure social media, we have created our own guidelines for clients who prefer that we do campaign measurement in house by building upon our existing Vollmer Measurement Model to create one that fits social media.  As with a traditional media campaign, our overall goal with any social media campaign we develop is to achieve success for our client’s objectives, and customized measurement specific to those objectives.

The Laws of Social Influence: How to Learn Them, How to Use Them

By Ward White, Vollmer Public Relations

Have you ever heard a speaker who absolutely blew your socks off?  I did recently, and I feel so energized by the experience that I’m driven to share it.

The speaker was Robert Cialdini, the world’s current expert on social influence – “ethical persuasion” he calls it.  His classic book, Influence: Science and Practice, presents six basic principles of winning friends and influencing people (boss, client, media, mentor or the all-important customer).  Cialdini is a bigwig professor and has tons of credentials, but it’s what he has to say that’s so impressive -- and even life-changing.

His stuff isn’t about vague or lofty principles.  Everything he writes, you can use today.  It’s all based on fascinating, actual-life research of real people in real situations.  He illustrates with convincing stories and data showing how people act and what moves them to act in a particular way.

Here is a sneak preview of the first three of Cialdini’s “Six Laws” that drive social influence

• Reciprocity  -- You first, then me, then you again.  A person helped by another, or given something of value, feels a natural impulse to return the favor.  Cialdini says this law is found in every human society ever studied.  It’s as old as human nature itself.  Give and ye shall receive.  You scratch my back; I’ll scratch yours.  One who receives a gift of some value feels obliged to give in return.  Hence our expression, “Much obliged.” The most important thing about the  Reciprocity principle is  this – you have to go first.  Give useful or timely information.  Give services.  Give concessions.  Whoever gives first, wins. Think about this principle in terms of managing your boss or prospecting for new business or interdepartmental cooperation or whatever is the most critical success factor in your career right now.  More on this later.  I’m inclined to see reciprocity as the single most important of the six principles.

• Scarcity – Offer what’s unique, or at least rare.  People want more of what they can have less of.  Think of diamonds --  valuable (and valued) because scarce.   When it comes to information, if what’s scarce is exclusive, that’s even better.  Offer what is unique, limited, found only here.   “I just got a draft of the attached White Paper this morning.  This is not yet public information, as it won’t be released until next Monday.  Hope it’s useful to you or your boss/your CEO.”  The scarce item may not be a single thing, it may be a bundle of attributes unique to your particular company.  Victoria Falls is not the tallest waterfall, it’s not the widest, it doesn’t have the greatest water volume – but it’s the greatest combination of all three factors.  It is this bundle of attributes that makes it one of the most spectacular natural wonders on the entire planet.

• Consistency and Commitment – Humans have a desire to be (and to appear) consistent with what they have already done or said.  A consistent orientation helps simplify the complex options presented by our modern way of life.  So people tend to behave consistently with choices they’ve already made, even very small choices.  If someone can get you to commit to a small action now (sign a petition, make a tiny contribution, wear a yellow wrist bracelet), you will be more inclined to take larger supportive actions down the road.  Research shows that, if you write a goal down on a piece of paper, you’re much more likely to achieve it.  This can be a purpose of your personal annual planning meeting , or your team’s.  This practice gets your goals set down on paper and, an even more important motivator, it makes them public to all who participate.   Commitments are more effective if they are active, public, effortful and felt to be uncoerced.

That’s a snapshot of Cialdini’s first three laws of how people’s behavior can be triggered.  Next time, we’ll take a look at the remaining three laws:

• Liking
• Authority
• Consensus/Social Proof 

Cialdini’s books have sold more than two million copies and have been translated into 26 languages.  Fortune magazine lists Influence: Science and Practice in its "75 Smartest Business Books” of all time.  Small wonder.  More bits of wisdom from Robert Cialdini to follow.  Stay tuned.

Moving the Needle with Social Media…It’s All About the People

by Mary Kate Smither, Vollmer Public Relations Dallas

Yesterday afternoon, I participated in a conference call hosted by Peter Shankman (@skydiver) and Chris Brogan (@chrisbrogan), two of the leading authorities in the world of social media.  Shankman is best known as the founder of HARO, or Help a Reporter Out, a Web site that acts as a conduit between reporters and sources to create stories, and which also sponsored the conference call.  HARO has been a great addition for PR people, helping us to connect more easily on a daily basis with reporters looking for specific resources for their stories. Brogan is a veteran blogger, entertaining speaker and president of New Marketing Labs, a new media marketing agency.

Throughout their discussion both shared case studies and anecdotes on ways that various brands had elevated themselves among target audiences and found ways to generate ROI using social media.  For example, Shankman described how the Capitol Hotel, located in Little Rock, Ark., had increased visits from its target audiences by 20 percent over six weeks simply by using social media strategies. 

While this is fascinating and we hear many success stories like this every day, I was most interested in what they felt were the fundamentals for success, something I believe that a lot of companies and organizations sometimes take for granted as they jump headfirst into social media. What both Brogan and Shankman mentioned repeatedly was the importance of people in building and maintaining effective social media efforts.  I think that sometimes in today’s very online world we forget that the point of all of these sites – Facebook, Twitter, Foursquare, LinkedIn and so on – is not to simply push out content, but to connect with people – real human beings.

A campaign begins and continues successfully by listening to your target audiences, asking and figuring out what they want and then giving it to them in the way that they like to see it and hear it.  All of this is done with the goal of continually building a trust bank with your customers, investors, donors, employees or whomever you may be targeting. 

Equally important was the idea of two-way interaction with target audiences. Both said that the benefit of social media is that people can feel like they’re participating. What I’ve always found fascinating about social media and what Brogan and Shankman emphasized for me again is the idea that what is old is never really old, it just might be evolving. The same ideas that we apply to more traditional communications, such as good customer service and interested interaction during phone or in-person discussions, are still true and have only been furthered in today’s online, day-to-day communications.

People still want to know that they’re being heard, they want to ask questions, they want answers and they want to provide companies with feedback that is acknowledged.  They want to know who they’re buying from, and the people behind the companies and products they’re buying.  Social media provides the best possibilities we’ve ever known for two-way conversations, as people are able to update, check in, ask questions, view videos, give opinions and find out information in mere seconds, while brands provide new and different connections to their organizations, people and inner workings that help customers feel cared about, excited and engaged for long-term brand loyalty. 

For more information on how we can help you listen to your target audiences and meet their needs via social media, contact me @mksmither on Twitter, at marykate@vollmerpr.com or 972-488-4790.

Olympic Size Social Media - Going for the Gold!

by Mary Kate Smither, Vollmer Public Relations Dallas

Last month I was lucky enough to attend the XXI Winter Olympics in Vancouver, Canada. Not only had I never attended the Olympics before, but this was also my first adventure as a solo traveler. I can truly say that it was one of the most exciting and intense experiences of my life.

From the beauty of Vancouver to the people from around the world that I met each day and the exhilaration of seeing some of the most thrilling sporting events I will ever enjoy, it was amazing. As a huge hockey fan, there is no better moment in life than gearing yourself up with a U.S.A. T-shirt, American flag and very loud cowbell and cheering on your team to a 5-3 win over Canada in Canada!

Because I was traveling alone it was even more important to me to stay connected to the world around me as well as the world at home.  I also wanted to grab onto this once-in-a-lifetime trip and make it the richest, fullest experience possible.

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Months before I even left for my events, I began following the Olympics on Facebook and Twitter, as well as the pages of some of my favorite athletes I hoped to see like Apolo Anton Ohno and Lindsey Vonn. I signed up for text alerts that notified me about progress on Olympic construction and that helped me plan my daily transportation adventures.

Before I arrived in Vancouver I became a part of the Olympic experience. Even my local hockey team, the Dallas Stars, which I follow avidly on Facebook, provided updates about our players attending the Olympics. By the time I boarded my plane to Vancouver I was ready to jump into the Olympic fray full force.

During my stay, I kept in touch with family members, friends and my colleagues here at Vollmer primarily through social media. I made sure to post photos and details of my experiences, from the electrifying U.S.A. hockey win over Canada to watching Apolo grab the bronze and hanging with the Aussies at freestyle aerial skiing. Since I've returned home, I've run into more people who have mentioned to me how much they enjoyed my daily updates and how they enhanced their own Olympic experiences.

I loved every minute of the Olympics, including the challenges of long lines and crowds, and I will never forget the way it made me feel to cheer on my country and soak it all in every minute of each day I was there. Social media simply added another layer to those experiences and allowed me to share my enthusiasm with my family and friends.

Slugging Out the Benefits of Social Media for B2Bs

by Mauren Kunz, Vollmer Public Relations Houston

I admit it  – I’m a “slugger.” You know, one of those crazy Houstonians who pick up total strangers from the side of the road just to take the carpool lane during rush hour. I mean, who can blame me when it shaves 30 minutes off my otherwise two-hour commute?

Don’t worry. I’ve done it for years and have taken precautions to stay safe. I’ve even mapped out possible escape routes and determined the best places to crash my car (passenger side first) without interfering too much with traffic should I end up with a psycho. (Maybe I’ve been watching a little too much of the TV show “24.”)

But it’s not just saving time that attracts me to slugging, it’s also the fact that I’m fascinated by the people I meet and the things I learn from doing it. From city workers to restaurant chefs, the head of HR or the IT assistant down the street, I’ve met them all, and sometimes I’m inspired to share with others the conversations that result.

Such was a recent experience I had after I picked up a technology consultant and a legal assistant. By request, I had the opportunity to spend 30 minutes educating my riders about something that I’m really passionate about: social media.

I work on the business-to-business (B2B) team here at Vollmer, and our conversation took a spin in that direction when the rather skeptical looking technology consultant asked: "Why should B2B companies care about social media if their business doesn’t target the typical consumer? " 

Simple. B2B customers are people, too. They have real lives and exist in real places. Sure, traditionally they haven’t sought out information about products and services on line, but technology and integration have changed communication and B2B companies are recognizing that.

In fact, according to a recent Business.com social media survey, 81 percent of B2B businesses maintaining company-related accounts or profiles on social media sites compared with 67 percent of B2Cs. That helps explain why more than 50 percent of Vollmer’s B2B clients have requested social media services – it works and they see it.

In pleading my case  about why B2Bs should be involved in social media, these are the top three reasons I gave my riders:

1)      Crisis communication – Social media is one of the quickest ways to spread the word about an emergency, but when a crisis comes, it’s too late. Companies need to start now to build followers and rapport so that when the tough news comes, they have a base network to help communicate the word.

2)      Increased visibility – Companies should use social media to tell their story, because if they don’t, someone else will and it might not be accurate. Social media’s also a great outlet for recruiting, advancing important issues, building relationships and strengthening thought leadership.

3)      Increased awareness – Social media is one of the fastest ways to see what’s being said about a company. With so many free online monitoring sources such as Google alerts, Addict-o-matic and BoardTracker, there’s little reason to be caught unaware of a potential problem. Companies can monitor what’s being said about them, their customers and even their competitors to learn how to be a better business partner.

In the end, my riders agreed that B2B companies and the general public alike could really benefit from social media. As I dropped them off, we swapped business cards, said our goodbyes and set off about our lives.  I hope they felt better informed and maybe even better prepared to educate others about the pluses of social media for B2Bs.

Want to hear more about my next slugging adventures? Follow me on Twitter @maurenkunz. You just never know what you might learn. 

Social Media: Get Up, Get Out and Make It Social!

 by Mary Kate Smither, Vollmer Public Relations Dallas

The things I first loved about public relations still apply today: the opportunities to meet all kinds of different people, to learn about new industries, interests and personalities.  I still get a thrill from “the chase” and the relationship building that are so vital to the success we make happen on behalf of our clients.

With the advent of social media, little has changed except for the creation of new possibilities.  We’ve been given new ways to listen to each other, to connect and to build relationships.  Sites such as Facebook, Twitter and LinkedIn have allowed us to re-establish old friendships, seek out people we might never have encountered otherwise and network for job, business and even personal opportunities.  Perhaps it’s the beginning of the new year, but lately I’ve been thinking about how to better leverage social media to foster deeper, more meaningful interactions. What I’ve concluded is that social media doesn’t mean just using my iPhone or laptop to build these relationships, but it also means actually being social and getting out from behind the computer to meet the people I network with on line every day.

Because I’m Vollmer’s social media practice leader, it might sound strange for me to say this, but I believe that we can never overestimate the value of an in-person get-together.  The key is to take what we’re doing on line and remember that sometimes it’s just as valuable to take it off line. Just last month, I attended a Dallas Social Media Club (@dallassmc) event featuring social media guru Chris Brogan (@chrisbrogan).  Chris was by far one of the most entertaining and astute social media speakers I’ve ever heard and definitely the reason I went to the event. I walked away glad that I had attended and not just because of the insight he offered.

What also excited me about the event was getting to talk in person with so many of the people I follow and talk with every day on Twitter.  This is by no means a suggestion to stop tweeting, Facebooking or blogging about our everyday experiences.  It’s just about maximizing all the hard work you put into your online relationships.  For instance, in the last month, I’ve traveled from Dallas to Boston to meet up with an old friend I reconnected with on Facebook, and we had a great time. The more levels of interaction we allow, the stronger these relationships become.

So get out there. Find the social media club in your city, attend an event and put faces to the Twitter handles you talk to regularly.  Going on a business trip?  Find out if any of your LinkedIn connections live in that city and suggest having coffee and do some face-to-face networking.  Attend that Tweetup you’ve been too busy for that’s being held by your favorite restaurant, retail store or charity group. Ask your favorite local blogger to lunch for some conversation and advice.  This is all about getting to know people a little bit better and, as Chris Brogan said, people buy from people they know and like.  Now that’s just good business sense.

For more ideas on how to leverage your social media program, contact Mary Kate Smither, Vollmer’s social media practice leader at marykate@vollmerpr.com or 972.488.4790.  You can also follow her on Twitter @mksmither.

Social Media in 2010: Getting a Glimpse into What's Next

by Mary Kate Smither, Vollmer Public Relations Dallas

Over the last year, social media has proven its sticking power, demonstrating amazing growth for sites like Twitter and Facebook with Twitter alone achieving 21 million unique monthly visitors this June, a 1,928 percent year-over-year increase according to Nielsen . Most everyone has jumped on the bandwagon in one way or another; whether they're updating  friends through Facebook, tweeting away about the day's activities, sharing videos through YouTube or Digging stories that they find interesting.  Businesses too have recognized the value of social media, using it to promote events, announce products, provide customer service and raise awareness and connect with and educate consumers and media about their services and products.  The past year has truly created a boom of excitement and a new method for meaningful conversations and engagement as the world of social media has expanded beyond the experts into everyday activity for the mainstream population.

Now it's time to take a look into the crystal ball and see where we might be headed with social media in 2010.  The past year has provided some great indicators of what might be next as we've experienced improvements and changes on now mainstream platforms like Facebook and Twitter.  The great wide open space that is social media has begun to narrow as Twitter now offers the ability to create and categorize follower lists.  Likewise, Facebook recently altered its format to help us all wade through our news feeds by prioritizing friends' updates.  The good news for all of us as individuals is that we still have control over how much we see, when and where while being able to sort through the clutter that we don't need.  The even better news for the business world is that by offering this more narrow focus, brands now have the ability to utilize their marketing dollars more effectively than ever by honing in on their exact target audiences or grouping various audiences together for specific messaging.

On the flip side, with the increased use of social media by businesses, PR agencies will be further challenged in 2010 to show clients the value of their social media investments. Professional services such as Cision and Radian6 have added social media monitoring to their offerings.  Likewise, agencies have begun to develop ROI calculators to demonstrate to clients the importance of social media campaigns, Vollmer included.  We've looked at the different ways that we measure media for clients, ranging from interviews secured, relationships developed and the reach of media coverage, to evaluate the ways in which we might also measure our social media campaigns and develop a process for doing so.  Just like the multiple platforms that continue to grow and develop, so will our social media measurement model continue to evolve with the needs of our clients.  While we can see exactly what the future holds, we can know that no matter what it will be an exciting time filled with challenges and new opportunities.

To find out more about more about Vollmer's social media measurement or how to put social media into action for your brand in 2010, contact me at marykate@vollmerpr.com, 972-488-4790 or on Twitter @mksmither.

What’s with the Facebook Changes??

by Mary Kate Smither Vollmer Dallas

I’m a big fan of the motto: “If it ain’t broke, don’t fix it.”  

So, when I first logged onto Facebook late last month and noticed the changes to my homepage, I’ll admit I was momentarily thrown. However, in the fast-moving world of agency public relations -- where my brain is constantly changing gears to help deliver effective counsel to our clients across multiple industries – and, as Vollmer’s social media practice leader, I’m also a fan of evolving with the times. That very often means finding the good in change and moving forward with it.

According to recent ComScore data, Facebook memberships continue to grow, as the site added 3.3. million unique users in September alone. If you’ve joined the world of status updates, sharing, commenting and “liking,” you, too, may have felt a momentary jolt when you logged in. You might be wondering what’s behind all of the changes when Facebook seemed to be working just fine.

For one thing, by creating a new News Feed view, Facebook says it is helping weed through the clutter and provide its members with recent content posted by friends, fan pages and groups that Facebook selects as most interesting and relevant to them. Facebook says it makes changes based on members’ questions and feedback, although there have already been questions about how Facebook filters the content and selects which friends’ updates and information to show a member.

For those interested in getting up-to-the-minute updates on all current content and activities posted about a member’s friends, fan pages and groups, Facebook also offers a Live News Feed tab, which users may select as their permanent home page feed. On both the News Feed and Live News Feed views, users can add (or deselect) whose activities they would like to view by selecting the Edit Options button located at the bottom of the News Feed homepage. You may select the number of friends to view in your news feed and show who it has designated as your “recommended” News Feed friends and fan pages, while allowing you to make changes to this list.

In many ways, Facebook has simply centralized content that was already available to users. News Feed content that had previously appeared in the Highlights right hand section of the page has now been moved to the main column, or central focus, of a user’s view. For those of us who don’t necessarily adapt instantly to change, it’s comforting to know that we’re not really losing any content, but instead simply viewing a different presentation of it -- while still ultimately staying in control of what we see.

How long the current version of the homepage will be around remains to be seen. We can only be certain that, at some point, it will change. In the meantime, it’s important to figure out how to best use these changes as a way of further promoting your brand. For answers to questions you may have about these changes or for more information on how to leverage Facebook to promote your brand, contact me at marykate@vollmerpr.com or 972.488.4790. Also, you can become a fan of Vollmer on Facebook at http://www.facebook.com/vollmerpr.

Everybody Tweetup!

by Mary Kate Smither
Vollmer Public Relations Dallas

So you’ve built your following, and find yourself tweeting and retweeting more than you ever believed possible. Now you’re wondering: What’s next? How do I take the great following I’ve built and leverage it to create even more brand awareness?

The answer’s simple: a Tweetup. It can offer the same benefits as a more traditional event, yet it specifically targets audiences who participate in and follow you on Twitter. It allows you to create an event around a product, brand launch, non-profit cause, public awareness campaign or virtually any other piece of your business you’d like to promote by gathering people together and allowing them to interact with each other, both in person and virtually.

Recently, Vollmer helped develop the first-ever, progressive Tweetup for leading Scotch whisky, The Macallan, with our partners M. Booth & Associates. The event, held during a designated time at three different venues in Dallas, allowed invited Twitter influencers to tweet their experiences throughout the evening about the brand and each venue’s specialty, The Macallan cocktail. In addition, it allowed followers both nationally and internationally to participate virtually via Twitter. A select group of traditional media, as well as social media influencers, all of whom are active in participating on Twitter, were invited to attend, along with their guests.

Whether you want to invite a select number of Twitter users, such as key media you’re trying to engage, or want to open the event to all of your Twitter followers and their followers, too, creating a successful Tweetup can be easy. Just build the right buzz and make sure everyone is coordinated in the Twitter efforts. Following are a few tips and tricks for pulling off a winning Tweetup:

• Select the Venue(s) – Be sure to choose a venue that fits with the theme of your Tweetup. You may want to have your event at a public park, college campus, local restaurant or shopping area. Make sure to check on any necessary permits for holding the Tweetup in your chosen location.
• Choose Your Attendees – When selecting your attendees, think about the kinds of people you’d like to invite. Are they particularly interested in what you’re trying to promote? Are they traditional media or just considered great influencers on Twitter? Do they have a great following locally? These are just some of the things to consider; you may actually want a combination of various types of people.
• Prepping Your Tweeters – As part of the Tweetup experience, be sure to develop information cards about whatever you’re promoting. The goal of the event is to get participants tweeting about their experience as it relates to your brand, so you want to make sure they can easily access key facts about your brand, product, cause or whatever else you’d like them to tweet about. Additionally, it’s a good idea to provide some basic guidelines on how you’d like them to tweet (no profanity, tweet throughout the event, etc.) The goal is not to stifle people in their tweeting but instead to help give a little direction.

These are just some starting points. For more information on how to choose your attendees, get virtual participants or leverage your Tweetup for traditional media exposure, email me at mailto:marykate@vollmerpr.com,call, call me at 972.488.4790 or follow me on Twitter @mksmither. Let me know your thoughts and what you’d like to read more about in an upcoming Vollocity!

Here Today, Gone Tomorrow? The Future of Sites Such as Facebook and Twitter

by Mary Kate Smither, Vollmer Public Relations Dallas

Each day, I log on to my computer and seem to discover that another social media site has launched.  Along with questions about what the site offers, whether I should join and how I’ll find the time to manage my account, I’ve also started to wonder about the business side of the ever-growing universe of social media.  How can all of these sites possibly sustain themselves, become profitable and ultimately grow?

This caught my attention again recently when I read in the Los Angeles Times that Facebook had become profitable ahead of its original predicted date of 2010.  With the addition of 150 million users, for a total of 300 million users in less than nine months, there’s no doubt that Facebook has seen astronomical growth and success.

But how did Facebook do it, and how will other sites like Twitter follow to achieve equal, or even greater, long-term success?  According to a recent article in Advertising Age, keys to Facebook’s success are: its continued user growth, with a fastest-growing demographic of users 35 and up; its low overhead, with a total of 1,000 staff members, or one engineer for every million users; and its strong advertising partnerships with companies such as Microsoft.  Facebook also continues to work on developing its own advertising model to achieve greater benefits from brands wanting to use the site as a vehicle for engaging consumers and other businesses.

Meanwhile, it appears that Twitter is taking a stronger look at advertising as its road to profitability, as well.  As has been noted in recent reports, Twitter’s changes to its terms of service have paved the way for advertising and possible future revenue.  As founder Biz Stone stated in a recent blog post, Twitter is interested in keeping its options open.  Other reports relay that Twitter may begin working with verified corporate accounts as a way to begin driving revenue, with The Wall Street Journal citing companies like Dell and Starbucks and their already popular tweets that help further their brands and build business. It will be interesting to see how sites like Twitter can learn from the current success of Facebook and build their own winning models.

In the meantime, we can all breathe a deep sigh of relief as our Facebook addictions remain alive and well. Friending, sharing, becoming fans of our favorite brands and causes are all still possible--at least for now.

What are you doing?

by Allen Caudle, Vollmer COO

When my social media team came to me and told me I had to sign up for a Twitter account, I dug in my heels and refused. I explained, I receive more than 200 emails a day, countless phone calls, people line up at my door to ask me questions, I have a Facebook page that has dredged up people from my past that I vaguely remember and certainly don’t recognize anymore and now you want me to post “what I’m doing” so followers know my every thought? Am I starting a religious cult? Can I reduce my very essence to 140 characters? No thank you!

With my complaints out of my system, I reluctantly agreed to learn more. I signed up for a Twitter account and have posted a couple of Tweets. But more importantly, as I spend time with this tool, I’ve learned the many ways it can be used and am slowly becoming an advocate. First, I noted how the media is using it to compete in a not just 24 hour-a-day news environment but an up to the nano-second news environment. Then, I realized how companies, as well as individuals, can use this device to point “followers” to additional information. So this whole 140 characters thing is not the whole story. Then I noted how a concept can be tested and feedback can be gained from individuals who have chosen to care enough to follow an organization or individual. There is some really powerful stuff going on out there in the vapors of Twitter land.

And now as we begin the task of developing communication plans for 2010, I find myself including the use of Twitter as a valuable tactical element for almost every plan. And certainly for every crisis communication plan we write, it’s included to point followers (the media) to the website containing more information about an incident.

Recently, we were conducting crisis training and discussing various communication policies for a particular company. We asked if they felt there was any risk of photos or videos being taken inside their plant and making it to the internet in the event of a crisis. They responded, absolutely no risk, we have all our visitors leave any photo or video equipment at security before they are granted access. We asked how many at the table had cell phones; how many of those cell phones had cameras; and how many had video capabilities. At which point one of the trainees volunteered that he now enters a plant with two cell phones so he has one to leave at security and one to use. It was at that point they realized their vulnerability and how fast bad news could travel. If you’re not matching the speed at which news can travel with your capability to get your message out fast, you’ve lost control of your message.

I admit, I’m a little slow to embrace this technology. But…

Twitter is here and it has endless possibilities. It offers a competitive advantage for those who embrace it.

“What am I doing?”

I’m testing the water. And so far I like it.

Follow Allen on Twitter @abctx

Many Happy Returns: How Companies Measure Their Social Media

by Mauren Kunz, Vollmer Public Relations

So you’ve decided to venture into the social media realm, but how do you know if it’s making a difference and reaching your audience? We talked to some companies leading the way in social media to find out how their outreach through up-and-coming avenues is making an impact in a real way – the bottom line.

The General Motors family of brands was among the first to adopt social media when it launched its FastLane blog in January 2005. GM now utilizes a series of blogs, along with Twitter, Facebook and other tools, to spread its good news and educate its audiences, even throughout the bankruptcy process.

Rather than assigning social media aspects a numerical value for measurement, GM takes a different approach – measuring quality over quantity. That includes anything from first-class conversations to comments from people that say their outlook on the company was changed by a GM social media intervention. GM also utilizes a paid program to track page views and clicks on the various GM blogs, and even piloted a software program that measures the tone of GM-related blog posts to identify which are most influential.

“The piloted software streamlined the process of responding to posts, which we try to do on a regular basis,” says Adam Denison, assistant manager, Chevrolet Communications. “That allowed us the opportunity to be involved in the dialogue from the beginning. When it comes to measurement, we look more at how the conversation is changing as a result of our efforts, and we see it working.”

Southwest Airlines, another social media veteran, first jumped onto Twitter in June 2007, shortly after the 140-character site launched. Known for its non-traditional attitude to flying, the low-fare air carrier uses a combination approach to measure its outreach efforts on Twitter, Facebook and YouTube.

“We measure many of our social media channels similarly to how we measure PR,” says Christi Day, emerging media specialist, Southwest Airlines. “There are a ton of free tools that can help us gauge followers on all three outlets, but we also subscribe to paid analytical tools that help capture the entirety of the conversation.”

A combination approach seems to be working for the company, which now boasts more than 115,000 Twitter followers, more than three times the number it had on June 1, 2009.

“We’ve found that the best way to measure is to be in the tools every day, using them to build relationships with the audience,” says Day.

No matter what your company values, there are tools to measure your outreach efforts and ensure you’re contributing to the bottom line. Turn to the experts at Vollmer, and let us help you determine what makes the most sense for your business!

Social Media is HERE AND NOW

by Tony Shelton and Dayna Steele, Shelton & Caudle/Vollmer Public Relations

Social media has taken the world by storm, moving so fast that some people have no idea they have even been left behind. With Twitter and Facebook, emailing, texting, and cell phones that all but cook your dinner, it’s a whole new ball game for corporate America.

During a recent crisis communication training, a plant manager made a point of saying that social media wasn’t an issue for his plant. He said he wasn’t worried about employees sending out photos during a crisis because “we don’t allow cameras inside the plant.” Really? After a quick survey of the 14 people in the room, we were able to point out that everyone present had a cell phone with a camera. All but one of the phones also had a video camera.

The point is: No matter what the industry or size of the company, you can no longer control information. That means companies are going to have to learn to embrace social media and find a way to use it on their own terms. The alternative is to be blindsided and run over by people – including possibly your own employees – who do know how to use it and manage it.

“Well,” you might say, “I’ll just ban cell phones with cameras.” Really? At a recent dinner party, one man pointed out that he carries a dummy phone. As a highly paid safety consultant, he is asked to show his cell phone at the security gate of industrial plants. Typically, security holds onto any phone with a camera. For just this reason, he carries a phone he had to special order without a camera. In his other pocket? A typical cell phone like the rest of us have – with a camera and video camera.

First, simply acknowledge you can’t control information about your own company anymore. So, what can you do?

1. Educate yourself. At a minimum, make sure you, your executives and your communications department understand social media and how to use it.

2. Dedicate an employee who understands it and is tasked with implementing and utilizing social media. Southwest Airlines has an entire department covering social media. Getting ahead of it and getting your own message out early can often be crucial.

3. Learn in advance how to monitor social media, so you will know if you become the target of a social media attack. You can’t control rumors and defend yourself if you don’t even know the rumors are out there.

4. Educate your employees about what you are doing and what they can do to become involved as well. Like it or not, they may well become your in-house “i-reporters,” who will get the story out when something goes wrong. Give them some guidance and they may even get the story out on your terms.

5. Let clients and customers know they can reach you through these media in a pinch.

Social media is here to stay. Organizations that educate themselves in the ways of social media will be ahead of the game. The ones that don’t will be left in the dust of their ruined reputations and won’t even know what hit them.