I Tweet, You Tweet:!Public Relations & Marketing in

the Age of Social Media!

I Tweet, You Tweet:!

Host !  Parmjit!(Parm)!Parmar,!Principal,!!

!Montana!Ridge!Ent.!!

Guest Presenters   Alexis!Dobranowski,!Managing!editor!of!

Vaughan!Today!and!Assoc.!Editor!of!Town!Crier!newspapers.!!

  Kelly!Gadzala,!Business!Editor,!Town!Crier!

  Lisa!Kember,!Constant!Contact!!

Who We Are!

Bio’s!and!Contact!Info.!Parmjit!Parmar!Montana!Ridge!Ent!e:!parmjit@montanaridge.com!!!!Tel:!416R750R0966!hWp://www.montanaridge.com!

TwiWer:!!@parmiep!!Facebook:!hWp://on.Z.me/cGUVOC!!LinkedIn!hWp://linkd.in/aZjYc1!!

Parm’s!Bio:!!hWp://bit.ly/9iWwQR!!

Lisa!Kember!Regional!Development!Director!Constant!Contact,!Inc.!!Email:!lkember@constantcontact.com!Schedule:!www.constantcontact.com/southernontario!!hWp://www.constantcontact.com/!!

TwiWer:!@lisakember!!Facebook:!!facebook.com/kember.lisa!!LinkedIn:!hWp://ca.linkedin.com/in/lisakember!!

Lisa’s!Bio:!www.constantcontact.com/local/southernontario/bio.jsp!!

Kelly!Gadzala!and!Alexis!Dobranowski!contact!info!located!on!their!cover!slides.!!

Introduccon!R!Why!build!a!profile?!(Parm)!R!How!PR!Works!(Parm)!

R!!The!newsroom!today?!(Alexis)!

R!Social!media!and!you.!Oh!how!the!world!has!changed!!TwiWer,!Facebook,!Blogs!and!Youtube!!(Lisa)!R!Email:!A!powerful!businessRbuilding!tool!(Lisa)!

RHow!Tradiconal!PR!Vs!Social!Media!PR!&!The!story!(Parm)!

R!Building!your!personal!Brand!with!Social!Media!(Kelly!Gadzala)!

R!Case!Studies!of!Success:!How!the!old!ways!came!together!with!the!new.!(Parm)!

R!Building!a!road!map!for!your!social!media!–!moving!Forward!(Lisa/Parm)!!

Agenda !

Introduccon!

•  How!the!world!has!changed!

•  In!this!age!of!informacon!overload!–  How!do!you!get!nocced!–  Reach!your!target!audience!

–  AWract!new!buyers!–  Keep!up!with!technology!–  Deal!with!marketplace!upheavals!

Why!build!a!profile!

Why!Build!A!Profile!

  Communicate+with+customers,+prospects++

+and+their+extended+network.++

  Build+3rd+party+credibility++

  Get+a<en=on+for+your+brand++

  Build+brand+loyalty+and+trust++

  Influence+the+sales+process+

Why!Build!a!Profile!

King!of!Promocon!

Entourage!Ari!Gold!Quotes…+

GIVING!ADVICE!TO!E:!!

Ari:!What!I’m!capable!of!doing!and!!

what!you’re!capable!of!doing!are!!

two!totally!different!things.!

HOW!TO!GET!ATTENTION:!!!

Ari:!I!would!make!a!scene!of!biblical!!

proporcons.!I!would!lie,!scream,!!

beg,!borrow!and!steal.!

HOW+NOT+TO+BUILD+YOUR+PROFILE++

Tradiconal!PR!

Story!Idea!

Write!Story!

Distribute!Story!Wire/Email!

Pitch!Media!

Media!Coverage!

Gradale!Academy!!!Tradiconal!PR!

Alexis DobranowskiManaging!editor!of!Vaughan!Today!and!Assoc.!Editor!of!Town!Crier!newspapers.!!

hWp://www.youtube.com/watch?v=MpIOClX1jPE!(social!media!!in!plain!English)!

www.TwiWer.com/vaughantoday!!

www.VaughanToday.ca!!

hWp://vaughaneleccon.wordpress.com!!

The!Story!(Content)!ITS!ALL!ABOUT!THE!STORY!

!Journalists!recognize!a!strong!story!within!seconds.!!Your!story!must!have!a!compelling!beginning,!middle,!and!end.!!

LOOK!FOR!A!UNIQUE!ANGLE!!!Unusual!stories!and!angles!peek!the!media!aWencon!!!Anthony!Bourdain!Recently!In!Toronto!Quoted!!In!Post!City!Magazine!Sept.!2010!!Honestly,!I’ve!travelled!through!Toronto!and!met!some!chefs!there,!and!they!were!joking!about!Toronto!!They!talk!sh*t!about!you!in!Montreal,!talk!sh*t!in!Vancouver!—!Canadians!themselves,!your!countrymen.!Nobody!has!grabbed!me!by!the!shirt!and!said,!“Dude,!you!have!to!go!here,!it!is!really!awesome,!and!here’s!why.!I!could!sRll!do!it,!but!I!need!a!compelling!case,!a!personal!situaRon!that!is!a!way!into!a!show.!It#is#character#driven,#not#food#driven.!

BE!CREATIVE.!INNOVATIVE!THINKING!PRODUCES!STRONGER!EFFECTIVE!RESULTS!

CONNECT!!WITH!AND!ENGAGE!NOT!JUST!THE!JOURNALIST!BUT!ALSO!THE!READER!!

The!Story!(Content)!

 !!!Swiss!Master!Chocolacer!!!!!“This!Easter!take!a!walk!over!to!the!Dark!Side”!!

 !!!BeWy!Crocker!CookieRLicious!Everything!!you!need!to!know!about!!an!Easter!Cookie!or!Two!

 !Brookfield!Homes!The!Villages!

Tradiconal!PR!vs!Social!Media!PR!!The!Story!(Content)!

Story!Idea!

Press!Release!

Distribute!Story!Wire/

Email!

Single!Audience!

Media!Coverage!

Story!Idea!

Social!media!Release!

The!Web!

Always!On!

Media!Coverage!in!many!shapes!

and!Form!

One!to!Many! Many!to!Many!

Facebook!TwiWer!Website!Pitch!Engine!!YouTube!Blogs!

Video!Release!

EVENTS!

Newspapers!radio!TV!

Newspapers!radio!TV!TwiWer!Facebook!Flickr!

Live!!Tweecng!Twitpic!Live!Streaming!!

Think!Fashion!Week!Toronto!!!Think!Australia’s!Top!Model!

Tradiconal!PR!vs!Social!Media!PR!!

The!Story!(Content)!

With!the!advent!of!mobile!tools!for!smart!phones!(IPhone,!Blackberry)!–!mulcple!apps!keep!you!Connected!and!ON!

Tradiconal!PR!vs!Social!Media!PR!!

The!Story!(Content)!

LCBO!goLocal!–!hWp://www.lcbogolocal.com/!!

Live+webcast+from+the+Barrel+Cellar+of+Henry+of+Pelham+Winery+in+Niagara+hWp://www.lcbogolocal.com/events!!!From!your!living!room!join!the!tascng!–!!post!comments!on!twiWer!#lcbogolocal!

30+DAYS+OF+LIVING+LOCAL!CHALLENGEJoin!local!foodie!blogger!Suresh!Doss!as!he!embarks!on!our!30!day!goLOCAL!challenge,!where!he!will!be!documencng!daily!on!his!journey!and!experiences!through!Ontario's!seriously!cool!wine!regions.!

Two!field!trips!with!blogger!and!newspaper!reporters!!Niagara!Vineyards!&!!Prince!Edward!County!

SKY+High+Grape+Stomp+at+CN+Tower+with+

+wine+and+food+media+Restaurant!partners!paired!and!matched!wines!with!food!!

Lcbo’s!LargestRever!Promocon!Of!OntarioRproduced!Wine!Builds!On!Growing!Sales !!

TwiWer!hashtag!#lcbogolocal!

Kelly Gadzala lifestyle!writer/editor/!blogger!

TwiWer!@kellygadzala!!hWp://grungeRqueen.blogspot.com/!

CASE+STUDY+5+DAY+HOUSE+BUILD+

Halminen!Homes:!!Build,!furnish!and!landscape!a!house!within!5!days!for!charity!

The Goal

  Mulcple!Players!–!builder,!hospital,!!contractors,!Interior!designer,!Pr!&!social!media!partners,!documentary!filmRmakers!

  Halminen!Homes!located!in!Courcce!

  Website!portal!built!for!5!day!bld!

  Social!media!release!issued!

  Social!Media!partner!ramped!up!3!weeks!prior!to!build!day!

  Press!conference!on!Start!and!End!day!of!build!

  Over!1000!photographs!

  5!days!of!24/7!coverage!

CASE+STUDY+5+DAY+HOUSE+BUILD+The Start-up

Media Center for 5 day House Build

Twitter Postings of happenings

Videos – long and short posted on

You Tube

Website contains press materials, and links to all social media components. There should be an area setup for comments and question from community.

Facebook updated frequently

Photos from the build posted and made available to media

5 Day House Build

Website

Blog – hosting area of all content

its updated constantly with

meaniful content

Follow+Along+h<p://twi<er.com/5daybuild+

Facebook:+h<p://www.facebook.com/pages/Cour=ceXOntario/5XDayXBuild/137361006283108++

Youtube:+h<p://www.youtube.com/5daybuild+

Blog:+h<p://5daybuild.wordpress.com+!

CASE+STUDY+5+DAY+HOUSE+BUILD+The Links

The!Roadmap!For!Social!Media!Success!

 Determine!Your!Target!Audience!!

 Become!a!reporter/editor!!

 !Determine!what!content!you!need!

 Create!Your!strategic!Plan! Create!your!own!social!media!calendar!hWps://spreadsheets.google.com/ccc?key=tDS3AtDdn7R_NQ91Et_XYBA#gid=4!!

 !Schedule!Your!Content! To!schedule!your!content,!consider!what!formats!you!will!be!sending!and!how!oxen.!!!Applicacons!such!as!TweetDeck,!HootSuite!and!SocialOomph!will!let!you!simultaneously!post!to!Facebook,!LinkedIn,!TwiWer!and!others.!

 Quality!Over!Quancty!

Resources!!  MashableR!social!media!site!hWp://mashable.com/socialRmedia!!!

  hWp://www.hubspot.com!R!social!media!site!

  hWp://www.fastcompany.com/topics/technology!!R!latest!news!on!tech!

  Public!Relacons!and!markecng!in!the!age!of!social!media!R!hWp://www.prdaily.com/!

  Media!Post!–!!aggregate!site!content!&!publicacons!for!PR,!Advercsing!social!media!!

!!hWp://www.mediapost.com/publicacons!!

Wri=ng+social+media+release+  hWp://socialmediatoday.com/sarahRhartshorn/147284/howRwriteRsocialRmediaRpressRrelease!!

  Top!10!Social!Media!Arccles!That!You!Might!Have!Missed!Last!Month:!September!2010!Edicon!hWp://bit.ly/ccth7N!!