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CP Communications Newsletter- PR Tips & News 16 March 2010

Catriona Pollard - Tuesday, March 16, 2010
Last Tuesday night I had the most amazing experience. I was in a room with over 40 women sharing stories about social media. How it has affected our personal and professional lives. The energy in the room was electric as well as supportive and inspirational.

Last year I started thinking about how women are participating in social media. More and more women are using social media and connecting online – so the natural progression is to create a group that recognises the important role women play in social media and actively build the community.

I shared this idea with two amazing women – Nancy Georges and Kristin Rohan – who I met through twitter – and Social Media Women was born. The group was launched on International Women’s Day – and we received amazing media coverage (including international coverage).

We put it all together in around a week – website, media release, blog, posterous, LinkedIn, Twitter and Facebook –  and we had over 70 women register to participate in that week.

The response has been huge, not only because women want a forum to discuss and collaborate  but because they want a voice in social media.

I want to thank everyone for your amazing support and encouragement. This group has certainly filled a need and I can’t wait to see it flourish.

For more information see the Social Media Women website or the full article.

First impressions last- create the perfect elevator pitch

Whether you’re trying to gain the interest of a potential customer, trying to get the attention of a journalist or simply explain what you do, having a strong elevator pitch is your key to success.

An elevator pitch is a quick clear and concise description of your business or what you do. It gets the name ‘elevator pitch’ because you should be able to say it in the time it takes to travel from the ground floor to the top floor in an elevator (30-60 seconds).

What should I say in my elevator pitch?
The point of creating an elevator pitch is to design a statement that explains to someone with limited knowledge of your industry, what you do, how you do it and who you do it for. It should be simple, short, concise and easy to understand.

What are the essential elements of an elevator pitch?
Your elevator pitch needs to be goal orientated and targeted. Ask yourself, what is the reason behind my pitch and who am I talking to? You may need to create a different pitch depending on your different objectives and audiences.

Read how to create an elevator pitch on our Public Relations Blog. 

Measuring the success of social media tactics

Social media can be very much like PR – how do you measure relationships and credibility? In PR we can measure things like the number of key messages in articles and the amount of media coverage. For social media there are many ways we can measure how successful the strategy is: 

Measure Buzz
You can use online buzz measurers such as Social Mention by typing in key words and it does a real-time social media search and analysis. To  find out how influential you are on Twitter you can use Twitter Grader, Klout and DailyRT. Topsy is a search engine powered by tweets and for Facebook try Facebook Grader.

Increased Visitor Numbers
If you have existing social media profiles, have they had an increase of visitors/subscribers since you started your campaign? If you have just launched your social media profiles, keep track of the numbers. Do your visitors/subscribers increase rapidly or consistently or not at all over a set amount of time (weekly or monthly)?

Links and Sharing
Do people link your sites to theirs? Are you providing links that are easily shared? Are people sharing your content. For example, Facebook has a share mechanic where users post content on the walls of their friends?

For more measurement options read the full article in our resources section on our website. 

Upcoming events

Here are some events coming up that we thought you might be interested in:

Australian Broadcasting Summit 2010
Celebrating its 8th year, the Australian Broadcasting Summit 2010 comes during a time of great change and opportunity for the industry. It will offer senior stakeholders a platform to discuss these pressing issues and explore strategies for successfully developing this key industry.
23-24 March 2010

Lifestart Kayak for Kids
I am in a kayaking team for the Lifestart Kayak for Kids which is an inspirational paddling challenge on Sydney Harbour. It raises funds for kids who have an intellectual disability or developmental delay. It’s a 17.5km course running from Blues Point to Clontarf and takes place on 28 March. We would love your support through a donation.
28 March 2010

ConnectNow
ConnectNow is a marketing and communications conference focusing on the convergence of social media, emerging technologies and enterprise. Topics will include innovative trends such as online/offline integration, geo-tagging and location-based services, mobile’s growing dominance, augmented reality.
7-9 April 2010

Friend or Foe Debate: That Social Media Causes More Harm Than Good
This debate will raise many arguments for and against social media as a PR tool and give PR practitioners an insight into how social media can be a great way to add value to PR activities but also how it can cause problems for clients and employers.
13 April 2010

Social Media Women 
Women with an interest in social media are invited to attend the next meeting to be held by the newly launched formal networking group Social Media Women. Whether you are an expert or have never used social media – you will find it an inspirational and collaborative group.
13 April 2010

Click here to sign up to receive the CP Communications newsletter directly in your inbox every second Tuesday morning.

 

 

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Media Release: ‘Goa Hippy Tribe’ online TV documentary launched on Facebook

Catriona Pollard - Friday, March 12, 2010
The innovative online TV documentary series, ‘Goa Hippy Tribe’ has been launched using only Facebook as the media platform.  

The documentary series has been a joint project by multiplatform strategy and branded content agency, Dubz.tv; TV production company, Freehand Television/Being Films; Australian broadcaster, SBS; and it is supported by Screen Australia’s Innovation Fund and Screen NSW.

The project follows a young Australian film maker, Darius Devas as he travels back to Goa, India to document the unique reunion of old friends who were part of the Goa hippy mecca of the 1970’s. 

Devas has interviewed key personalities central to the story and will release a series of video vignettes through Facebook on a regular basis throughout March and April.

Dubz.tv creative head, Justin Buckwell said that Dubz.tv was brought on board to drive the digital strategy and audience experience behind the process. 

“This project is using a new way of storytelling that is taking broadcast into environments where it has never been tested before.”

“Traditionally in the lead up to creating a documentary there would be a research and interview process that would never be released to audiences. What we are looking to achieve with the Goa Hippy Tribe is allowing people to experience and become part of the whole documentary process.”

Freehand TV Executive producer, Paul Rudd said, “It’s very exciting to find a new way to tell an incredible story like Goa Hippy Tribe. Through the use of digital it is our hope that the build up of interaction will ensure the Facebook audience will feel a greater sense of community and involvement with the documentary than they would otherwise feel from simply watching on the television.”

Head of Online at SBS, Marshall Heald said, “SBS is currently experimenting with social programming and social marketing.   In the fragmenting media environment its going to be increasingly important for broadcasters like SBS to reach out to audiences where they exist and push content to them rather than waiting for them to turn on the TV and come to us.  The interaction on the Facebook page so far indicates that the project will be a great success.” 

Justin Buckwell said “Facebook allows audiences to become involved in group discussions surrounding the whole process helping to influence the shape of the documentary.”

“This approach is turning the documentary from passive into an active experience, helping to build an increased community with the audience.”

“The aim is to deliver the full documentary over Facebook, with a total of 13 episodes to be released every three to four days that run for approximately four minutes,” said Mr Buckwell. 

See how the series unfolds http://www.facebook.com/goahippytribe
                    
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Dubz.tv as part of the @www Digital group draws on over 14 years of experience working internationally in collaboration with broadcasters, content producers and brands to create big ideas that inspire conversation and stories that generate buzz and excitement online.

Dubz.tv is managed and staffed by a creative team skilled in developing new ways of presenting and distributing engaging broadband websites, online video & social media programming.

Dubz.tv is a team of specialist staff in Sydney and London with backgrounds from TV commissioning, network advertising agencies, broadband entertainment, mobile technology, social media and UX Architecture. Clients include BBC, FremantleMedia, Endemol and ITV. 
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Social Media Women - connecting & collaborating

Catriona Pollard - Friday, March 12, 2010

Social Media Women, a new group launched on International Women’s Day, is using the power of social media to connect women and give them a voice within this space.

Co founder, Catriona Pollard Director of CP Communications, said Social Media Women has been established to encourage and assist women to participate more prominently in social media.

“We are seeing more and more women online and the obvious next step is to create a group that recognises the important role women play in social media and actively build the community,” said Catriona.

Stats show that there are equal numbers of men and women use sites like LinkedIn, DeviantArt and YouTube and when it comes to sites like Twitter, Flickr, Facebook, FriendFeed, MySpace, and Bebo women outnumber men.

Interestingly research from Harvard Business Review showed that even though there are more women on Twitter, they get less love.  Men and women follow a similar number of Twitter users, men have 15% more followers. Further, men are almost twice more likely to follow another man than a woman.

“So what can be done about this? We can start by seeking out, following more women on Twitter and other social networks and supporting each other in all that we do,” said Catriona

“Social media is a powerful tool, both personally and professionally. It becomes extraordinarily powerful when online connections become real friendships and business connections.”  

“Women want inspiration and collaboration, support and confidence. They certainly don’t want self proclaimed social media gurus pushing them to the sidelines.”

“With Social Media Women we have created a safe place for women to gain experience and confidence to ask questions, learn and challenge themselves to grow, evolve and aspire.”

"Our first meeting saw over 40 women attend on only a weeks notice, with over 70 actually registering with the group. We had women attend who had no social networking experience, and some who run their own social media companies," Catriona explained.
 
”The buzz around the launch of this group has been amazing. Obviously women understand the power of social networking and want a place to be able to express it.”

“When we opened floor to share experiences, the stories were inspirational – both professionally and personally. One woman shared an incredibly inspirational story about how Twitter literally saved her life by allowing her to connect with people who she found better understood her,” said Catriona.

The group physically meets on the second Tuesday of the month. During the rest of the month the women continue to connect with each other on Twitter, LinkedIn, Facebook, blogs and the Social Media Women website.

Social Media Women welcomes all women whether working on their own or in an existing company, business, organisation or still studying. It’s for women that are interested in media, networking, communications and exploring the new ways people are communicating.

Connect with Social Media Women:

Web: SocialMediaWomen.wordpress.com 
Posterous: socialmediawomen.posterous.com
Linkedin Groups: Social Media Women
Facebook: Social Media Women
Twitter: SocialMediaWomn
Event registration: socialmediawomen.eventbrite.com
Email: socialmediawomen@gmail.com

The next meeting will be Tuesday 13 April. To register: socialmediawomen.eventbrite.com

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Media release: IG Markets Appoints First Rate to its SEM Account

Catriona Pollard - Thursday, March 11, 2010
Leading online marketing agency, First Rate has been appointed by IG Markets, Australia’s largest specialist in Contracts for Difference (CFD) and Foreign Exchange trading, to manage and drive its Search Engine Marketing (SEM) program. 

First Rate won the company’s SEM account after a fiercely-contested bid process, involving several other agencies from Sydney and Melbourne.

The veteran online marketing agency, which has 40 staff and offices in Sydney and Auckland, will begin working on the IG Markets account in March.

Tom Skotidas, head of marketing at First Rate said, “We are proud to be working with IG Markets, a recognised market leader in CFD and forex trading. We will be using all of our agency’s search marketing experience and technology to maintain and grow IG Market’s market share, in CFDs and forex.”

Mr Tamas Szabo, CEO of IG Markets said “With the aim of leading our category, we have engaged First Rate to run the PPC strategy for IG Markets.”

“After spending time researching the market, we believe that First Rate are the preeminent Search Engine Marketing agency and their commitment to leading technology and innovation fits well with our own business model. We are excited to form this partnership,” said Mr Szabo. 

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First Rate is one of Australia’s leading online marketing agencies, specialising in Search Engine Marketing (SEM), Search Engine Optimisation (SEO), and performance online advertising.  They are recognised as leaders in developing strategies and tactics that help their clients dominate the search engines and grow their online market share.

First Rate works with many of Australia’s leading blue chip brands.  Its clients are spread over 50 industries including retail / e-tail, financial services, education, energy, travel, and CRM.

IG Markets specialises in financial derivatives, principally Contracts for Difference (CFDs) on shares and indices, as well as being a leading dealer in margined Foreign Exchange. Their clients include brokers, fund managers and trading companies as well as private investors.  IG Markets is part of the IG Group, a UK FTSE 250 member with over 75,000 active clients worldwide. The group has offices in Melbourne, London, Singapore, Chicago, Dusseldorf, Paris, Madrid, Milan, Tokyo and Stockholm. 
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Media Release: First Rate Wins GraysOnline SEO Account

Catriona Pollard - Thursday, March 11, 2010
Online marketing agency, First Rate has been appointed to manage and drive the search engine optimisation (SEO) account of GraysOnline.

First Rate won the company’s SEO account after a competitive bid process, involving several other agencies.

The veteran online marketing agency, which has 40 staff and offices in Sydney and Auckland, will commence work in March.  First Rate’s goal is to optimise GraysOnline natural search engine rankings and online traffic.

Tom Skotidas, head of marketing at First Rate said, “We are proud to be working with GraysOnline, a leader in Australian online retail and auctions.” 

“We are planning to deploy all of our agency’s SEO experience and resources to ensure GraysOnline maintains and grows its natural traffic, and dominates its key product categories.”

GraysOnline is an online retail and auction company selling products across more than 80 categories, from IT & consumer electronics and wine to automotive and mining equipment.

GraysOnline group marketing manager, Westley Stringfellow, said: “After a thorough search for an SEO partner, we chose First Rate because of their industry-leading experience and track record in delivering excellent SEO results for their clients. We are looking forward to working with the First Rate team.”

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First Rate is one of Australia’s leading online marketing agencies, specialising in search engine optimisation (SEO), search engine marketing (SEM), and performance online advertising.  They are recognised as leaders in developing strategies and tactics that help their clients dominate the search engines and grow their online market share.

First Rate works with many of Australia’s leading blue chip brands.  Its clients are spread over 50 industries including retail / e-tail, financial services, education, energy, travel, and CRM.

GraysOnline is an Australian online retail and auction company, offering a huge range of consumer, industrial and commercial goods, direct from manufacturers and distributors. With a heritage spanning over 100 years, GraysOnline have always been pioneers in creating the most efficient way for buyers and sellers to connect – from their traditional auction heritage to their first online auctions back in 2000. 
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Great coverage for our client, Starlight Cinema, on Nova 96.9FM

Catriona Pollard - Tuesday, March 09, 2010

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CP Communications Director, Catriona Pollard, talks about networking in the latest edition of the Australian Career Practitioner

Catriona Pollard - Tuesday, March 09, 2010
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Media Release: Social Media Women, unite!

Catriona Pollard - Monday, March 08, 2010
Social Media Women, a formal networking group that will encourage and assist women to participate more prominently in social media has been launched today on International Women’s Day.

Having recognised the important role women play in social media, the group will give women a voice in all areas of social media.  It’s a place to connect and share to support each other and build a community.

Co-founder of Social Media Women, Catriona Pollard says, “Social media comes naturally to women. We are networkers, nurturers, gatherers, builders of villages and communicators.” 

“Women want inspiration and collaboration, support and confidence. They don’t want self proclaimed social media guru’s pushing them to the sidelines.” 

“With Social Media Women we have created a safe place for women to gain experience and confidence to ask questions, learn and challenge themselves to grow, evolve and aspire.”

“It’s a strategic group. It’s more than just talking about social media tools. It's about taking a step back and seeing the big picture. It’s about collaboration and nurturing of ideas and creating change from them,” said Ms Pollard.

The founding members are Nancy Georges (Magnolia Solutions), Catriona Pollard (CP Communications) and Kristin Rohan (Sassy SEO). 

Social Media Women is both online and in person, with meetings taking place on the second Tuesday of every month at 6:30pm.  

Social Media Women welcomes all women whether working on their own or in an existing company, business, organisation or still studying. It’s for women that are interested in media, networking, communications and exploring the new ways people are communicating. 

At the meeting along with social media discussions, public speaking and networking opportunities, an open forum will also be held to toss around ideas for speaking topics as conferences arise.  This will lend to the group’s lobbying efforts to secure more female speakers at social media conferences.

The first meeting will be Tuesday 9 March at Blues Point Hotel, 116 Blues Point Rd, McMahons Point 2060. To register: http://socialmediawomen.eventbrite.com/  
Linkedin Groups: Social Media Women
Facebook: Social Media Women

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