What Next for Social Media Monitoring?

Posted on August 3, 2011 by Mark Evans

Over the past few years, the social media monitoring market has exploded as companies look to see what is being said about their brands, products and services on Facebook, Twitter, blogs, etc.

It has provided companies with a wealth of information about activity, geo-demographics and sentiment. This information has helped them make sense of the social media landscape by capturing conversations about themselves, competitors and the markets in which they operate.

But what’s next for social media monitoring beyond getting a handle on the activity on the various services?
It strikes me the obvious evolution in the social media monitoring will involve insight, intelligence and perspective. In other words, it’s great to see the level of activity but knowing what it means and how companies should respond and react will become increasingly valuable and necessary.

While technology does a great job of automating many processes, a major role to make sense of social media activity will be people-powered. Companies looking for a competitive edge will leverage people to manually assess social media activity to make strategic and tactical marketing and sales decisions.

This is where public relations, digital and social media agencies will find a new and, arguably, valuable way to provide clients with value-added services and support for their social media efforts.

Right now, third-party agencies are providing a growing amount of tactical social media services – tweeting, updating Facebook Pages, writing blog posts, and engaging with users. But over time, this activity could sport lower profit margins.

This is where the ability to provide insight and intelligence will become more valuable and important to clients and the third-party agencies offering social media services.

It will be interesting to see how the business models for these kind of services emerge and, as important, the metrics to determine return on investment.

In some respects, it could be easier for companies to justify spending budgets on insight and intelligence because it could provide more tangible action-items to change strategic and tactical directions. This activity would compare with social media monitoring and engagement, which is more number-crunching and data presentation.

For PR agencies, it will become more important to have people who can dig into the data and then deliver insight and intelligence that can make a difference. It will require different types of people to replace or complement social media tacticians but it will be a way for PR agencies to differentiate themselves.

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Nom nom nom – Toronto’s best restaurants for client meetings

Posted on July 25, 2011 by Alen Sadeh

For PR folks, the nine-to-five work week is a nice idea (up there with cold fusion or Sarah Michelle Gellar’s comeback to TV) but hardly plausible in reality.

In a world where news breaks 24/7 and you have international clients that need you when they need you, the work week can get drastically longer and harder to plan. Throughout the hustle, one truth remains – you gotta eat.

Here are my recommendations for restaurants to host client meetings, no matter your schedule.

Breakfast: Early in my career, I learned that feeding your celebrity spokesperson well at the start of a long media tour will drastically improve the quality of your day. There is no better breakfast spot in Toronto than Epic at the Royal York Hotel. Expect to dine among a mixed crowd of fanny pack/cargo-short-wearing tourists and the Bay Street elite, fresh from their early morning squash match. Opt out of the fixed menu and head directly towards the Epic Breakfast Buffet. Succulent Eggs Benedict, fresh-baked croissants and a plethora of omelet choices will guarantee that everyone in your party will be much happier when they leave than when they arrived.

Brunch: I developed my love for brunch during my first internship, which required me to be awake at 4:30 a.m. to start my morning media monitoring at 6 a.m. By 10 a.m. I had yet to eat, so I’d head straight to brunch.

School in Liberty Village has quickly become one of my favourite brunch spots for the same reason I love smart girls and British comedy: they’re clever. Whether it’s the elementary school décor or that my bill comes in a report card envelope, they really know how to dot the i’s and cross the t’s.  It’s a skill that shows in both their cooking and service. My recommendation – try the caramelized cinnamon banana crepe smothered in pistachios and whipped brown sugar butter.

Lunch:  If your party is game for something a bit adventurous try Le Palate on Queen West. It’s a charming French bistro with a chef that knows how to do rare meats really well.  Try the Côtes de Cerf – 12-hour braised venison ribs, parsnip mash, caraway red cabbage and molasses smoked ale demi.

For more timid types, try Terroni on Queen. They take care of the fussiest of eaters. After all, who doesn’t love Calabrese-style pizza? But beware, they don’t take reservations, so send someone to scout a table before you bring over the clients.

Dinner: The list below comes courtesy of a seasoned veteran in the art of client dinners. She can work her way into your heart before you even realize you’ve told her all about your childhood and when you’ll propose to your girlfriend. She understands that the dinner table is where relationships are forged. Those who eat together play together and stay together, and that goes for clients too.

1. George – Queen and Church
2. Nota Bene – Queen and University
3. Lee – King and Bathurst
4. Enoteca Sociale – Dundas and Ossington
5. Harbord Room – Harbord and Spadina

Late Night: If you were born in 1985 or later you’re probably the resident expert on where to eat at 2:30 am (and I’m not talking drive-through).  On the rare occasion that your event runs late, or that your international client is ready for breakfast when you’re ready for bed, you’ll need to have a few 24-hour hotspots in your back pocket.

The Counter is my go-to for two reasons – The Mac and Cheese on the menu and the Old Fashion that isn’t. The restaurant positions itself as “a modern take on the traditional diner” but it’s unlike any other place in the city. Instead, this ultra-chic silver spoon looks like something you’d find on Sunset Strip in L.A., not Bathurst Street in Toronto.

For something with less polish, but more character, head to The Lakeview. This place is “a traditional take on a traditional diner.” It first opened in 1932 as The Lakeview Restaurant, then became the Lakeview Lunch in the 60’s, until new owners revitalized the dilapidated joint and re-jigged the menu in 2008. It’s the kind of place that takes you back to a time when you could smoke while you had your apple pie, which happens to be some of the best apple pie in the city – conveniently made fresh, right next door.

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Is the Press Conference Dead?

Posted on July 20, 2011 by Mark Evans

When I was a newspaper reporter, a key part of the media landscape was the press conference. Many of them were fun because it got you out of the office, you could hang out with other reporters, and maybe there was some interesting news to report.

Today, press conferences are few and far between. In fact, you could argue the press conference has nearly disappeared.

How come?

The simplest explanation is it’s easier and less expensive to hold a conference call or Webcast than a press conference. At the same time, smaller newsrooms mean reporters are time-strapped, making it difficult, if not impossible, for them to leave the office to attend press conferences.

On one hand, it has made everyone’s lives a lot easier. Companies no longer have to spend time, effort and money to hold a press conference, while reporters can get what they need from the comfort of their newsrooms.

In some respects, the death of the press conference is sad because there is a lot to be said for covering the news in person as opposed to digitally. Without being face-to-face with someone, it is difficult to get context and insight. At the same time, not being the same room with someone doesn’t allow for personal relationships to develop, which is a key part of the company-media dynamic.

While it would be easy to proclaim “Press Conference, RIP”, there is some hope the press conference could survive because not everything has to be or should be all digital, all the time. If you look at the social media world, for example, there are still lots of opportunities for people to get together such as meet-ups, camps and conferences.

As humans, we are inherently social people. As much as the Web has made communications less physically personal, the need to meet and get together continues to thrive, which may be the saving grace for press conferences.

Of course, new digital technologies are also making the online social press conference possible, as this Tibetan advocacy group showed with their innovative use of Google+.

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Is Google+ the Real Deal?

Posted on July 15, 2011 by Mark Evans

It’s been two weeks since Google+ debuted and, so far, the enthusiasm has been palpable. Nearly 10 million users have signed up, and some people such as entrepreneur Bill Gross believe Google+ will reach 100 million users faster than any other online service.

In the wake of the breathless coverage and all the bandwagon jumping, it would be easy to get the impression Google+ will be a smash-hit. It may not be the proverbial Facebook-killer but it could finally give Google a solid and much-needed foothold in the social media landscape.

Personally, I’m still on the fence about Google+. Not that I dismiss the 10 million users or the buzz about its features but there are still big questions about how much value it will deliver. In many respects, Google+’s biggest challenge will be positioning itself as a different or better option than Facebook, Twitter or LinkedIn. It needs to convince the 900 million people already using Facebook or Twitter to either embrace Google+ as part of their social media arsenals, or get them to abandon Facebook and/or Twitter.

It goes without saying this will be a huge challenge given how entrenched Facebook and Twitter have become. As well, power digital and social media users have a tendency to dabble with new, shiny toys but getting them to a new service into the fold is another thing altogether.

The other thing to consider when looking at how quickly Google+ jumped out of the gate is the high hopes people have that it will become a viable rival to Facebook. My sense is there is a lot of anxious wishing Google+ will provide an alternative to Facebook, whose dominance and ambitious mandate have some people spooked. If Google+ can succeed, it may be able to keep Facebook honest by giving people an alternative.

The good news is about Google+ is the positive reception of its design and features. For those who haven’t used Google+, it has a clean, user-friendly look and feel.

One of the more interesting parts of Google+ is the ability to split your social network into different parts, known as “circles”. This makes it easy to create and share content with particular groups of people as opposed to your entire social network. Media Profile, for example, could create a “Clients” circle to distribute interesting information, and also have a “MP” circle to share information internally. You can watch an explanation of circles in the video posted below.

It should also be noted that Google+’s features and usability will become more interesting as Google starts to integrate some of its other online services such as Blogger, Picasa and Google Docs into Google+.

If you get a chance to use Google+, I would encourage you to take it for a spin. It just might capture your fancy or be seen as just another social media service vying for your affections.

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The New Girl Joins the Annual Picnic

Posted on July 11, 2011 by Ginger Shewell

A company picnic is often touted as a great way to boost employee morale. A day away from the office together provides the perfect opportunity for staff to create and maintain friendships, but what about the new person?

At this year’s annual Media Profile picnic, I was that new person.

The Media Profile picnic was my very first company event. I was (admittedly) a little nervous as I’d only been in the office a few short weeks. The bus was leaving 11 a.m. and would not return until 10 p.m. What could we possibly chat about for 11 hours?! After all, I was still in my “reserved” personality phase – you know the one you show people until they really get to know you? Would I find my place in the crowd? How was I to avoid the fate of so many employees fired after the office party?

Once we got on the bus and got ourselves organized, my nervousness melted away. The limo bus’ zany décor certainly helped! It no longer felt like my first day at a new school!

I started chatting with Maria (the other new girl) and Tonique (one of my senior colleagues) and the trip flew by. We headed to Hart House Farm in Caledon, a beautiful spot with rolling hills, a picturesque farm, a swimming hole, and forests all on 150 acres in the Niagara Escarpment. The sun was shining and the day was flawless.

 

Truth be told, the Media Profile picnic was exactly what I needed. I talked to just about every one of my colleagues. We did yoga, played games (including sangria-assisted croquet), swam, and ate yummy BBQ’d food. The night ended with a full-on dance party on the bus ride home and tons of laughter.

The week after the picnic is when I really started feeling like a part of the team. It was the perfect way to embed myself in the culture here. I’m certainly not my “reserved” self anymore.

P.S. There’s still a lost shoe in the Media Profile lost and found, if anyone’s looking.

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Five Tracks for a Successful Week in PR

Posted on July 4, 2011 by Scott Taber

Working in an open concept office, and leaping from one client project to the next throughout a typically-intense PR work week, you’re going to need a couple of things to keep you sane. 1) A decent set of headphones, for when you really need to focus and 2) a kickass soundtrack to keep your week flowing smoothly.

Monday:
Explosions in the Sky – Human Qualities

Monday morning is all about dusting off the weekend cobwebs and rallying the troops for the week ahead. Explosions in the Sky’s “Human Qualities” from their latest emotionally-charged instrumental Take Care, Take Care, Take Care, is battle-ready and an instant boost that’s best enjoyed en route to the office.

Trembling guitar work and lapping drums provide the perfect atmosphere to reflect on the weekend’s triumphs without distraction, leading up to a swelling crescendo that, if timed perfectly, will have you bursting through the office doors brimming with gusto and ready to grab your work week by the throat.

Tuesday:
A Tribe Called Quest – Buggin’ Out

So you survived Monday, but Tuesday is when the writing starts to pile up. Whether it’s a plan, press release, or client report — you’re going to need inspiration. Enter Q-Tip and the Phife Dawg, two of hip-hop’s finest lyricists and backbone of the recently revived A Tribe Called Quest.

Ironically titled “Buggin’ Out,” from the highly acclaimed The Low End Theory, this track features some of Tribe’s cleverest rhymes and one of the best opening lines in hip-hop, gripping you like the perfect headline you just penned. Pair that with the Q-Tip’s smoother-than-smooth delivery and your writing will simply take care of itself.

Wednesday:
Sharon Jones and the Dap Kings – Tell Me

When hump day rolls around it’s time to start making things happen, which might mean hitting the phones for some hardcore pitching. Landing interviews becomes natural when you have Sharon Jones and the Dap Kings belting out Motown-inspired gems like “Tell Me,” from the 2007 LP 100 Days, 100 Nights.

Jones demands your attention, lyrically strutting straight through this tune while the Dap Kings set the tone with classic funk guitar and horns. Take a cue from Jones and the Daps and media won’t have a choice but to listen to what you’re throwing down.

Thursday:
Junior Boys – Second Chance

Thursday’s the new Friday right? Though every instinct might point to thumping the bass and hitting the dance floor, your colleagues might not appreciate your “moves” on the boardroom table while they discuss social media strategy. Hamilton, Ontario’s Junior Boys have you covered with the totally danceable, yet headphone-friendly “Second Chance” from their latest effort It’s All True.

On, “Second Chance,” Matt Didemus’ undeniably catchy 80’s-inspired groove plays contrast to Jeremy Greenspans’ sinful crooning. Throw this track on for your own personal dance party while maintaining that media list, and avoid the stink-eye from your fellow co-workers at the same time.

Friday:

Okkervil River – Unless it’s Kicks

Friday… your campaign plan was approved, your timesheets are complete, and only a few hours left before you kick off the corporate shackles and throw caution to the wind with this perfect summer anthem. “Unless it’s Kicks,” one of the driving hits from their fourth record The Stage Names, helped launch Okkervil River into mainstream success.

Opening with an infectious guitar riff and singer/songwriter Will Sheff’s urgent “nothing else matters but right now” lyrics, “Unless it’s Kicks” is determined to catapult you into the weekend, hoping that you may just hit ‘repeat’ somewhere along the way.

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In Defense of Office Shorts

Posted on June 29, 2011 by Alen Sadeh

A few weeks ago I came across Tiyana Grulovic’s article in the Globe’s style section advising women on acceptable ways to wear shorts to work. I read the article while perched on a ledge just outside of my work, guzzling an iced tea, cowering under scarce shade. It was hot. Dead hot. Sahara-desert-hot.

As I perspired through my dress shirt, tie and dress pants, I thought to myself, why not me? Why can’t I have freedom from office heat-stroke and pit stains? Why shouldn’t I have the option to bare skin and enjoy the breeze?

For most of us men, our wardrobes are like our tires: all-season. Our Thursday shirt sometimes blends with our Monday slacks but that’s where the creativity hits a wall. Men, unfortunately, have limited options and this becomes a problem during the dog days of summer.

Before I accidentally start a movement of overheated men tossing away their pants in Homer Simpson-like fashion, instead opting for basketball shorts, I should point out that in most, relatively conservative businesses, offices shorts are the exception, not the rule. They should be reserved for those unbearable days during a heat wave.

Here are five rules to follow when attempting the office short:

1. Only wear them on Fridays. Unless you work in a tech startup or other environment where ratty t-shirts and jean shorts are totally acceptable.

2. Length – at the knee or slightly above. Too long and you look like a toddler, too short and you resemble a marathon runner.

3. Colours – Khaki or Navy. Bright colours are risky so if you have a hesitation, air on the side of caution. Never, under any circumstances, are white shorts acceptable, unless you’re actually in the Navy.

4. You’re at work, so wear a collared shirt. Wonder what I mean? Consult the The Style Blogger, he’s got the right idea.

5. Shoes – this can be tricky. The Style Guy at GQ recommends a penny loafer but I think you’re safe wearing Sperry Top-Siders. Low-cut Converse classics are also acceptable.

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Canadians Stretch Coast to Coast for Power of Movement 2011

Posted on February 10, 2011 by Stephanie Bell Account Director

Did you know that arthritis is among the most common chronic diseases in children and an estimated 1 in 1,000 Canadian children under 16 live with juvenile arthritis?

On Sunday, February 27, 2011 join the Media Profile team and the thousands of Canadians who will be doing downward dog for Power of Movement 2011. Now in its fifth year, Power of Movement has raised over $700,000 benefitting 4.2 million Canadians who live with arthritis and autoimmune diseases. Media Profile is proud to be involved in Power of Movement through our work with Abbott Canada. Secure your spot at one of the Power of Movement mega-sessions happening across the country in 12 major cities. It’s not too late to sign up at www.powerofmovement.ca and start taking pledges from your friends and families.

Can’t attend? There are lots of ways to participate! Check out the Power of Movement list of local studios participating in the yoga challenge or just simply make a donation to Power of Movement. You could also participate virtually through our online challenge which is sponsored by My Yoga Online.

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Sweater Style – stay warm while keeping the planet cool

Posted on February 3, 2011 by Jeri Brown Senior Consultant

Models pose after the National Sweater Day fashion show at The Ballroom in Toronto. These looks will all be available on eBay beginning February 10.

Last night we were honoured to help WWF-Canada kickoff its new National Sweater Day campaign with a fashion show at the newly-opened Ballroom bowling venue in Toronto.

The show saw some of Canada’s top designers create or repurpose sweaters worn by a combination of fabulous celebrities and top professional models, who strutted their stuff down the laneway-turned-runway.

We expanded borders on all sides last night – organizing WWF-Canada’s first ever fashion show and extending its brand beyond its traditional target. We helped WWF-Canada generate awareness in fashion and pop culture circles of influence, reaching a new audience with its climate change message.

Sweaters from the show will be available for purchase on eBay beginning February 10 and all auction proceeds will support WWF-Canada.

Sweater Day is February 17, and WWF-Canada will ask Canadians to turn down the thermostat three degrees and don a sweater for the day to show their support for the environment. Sweaters can be any design – from the tackiest Christmas pattern to the chicest in knitwear; wearing a sweater and helping the environment have never been so in style.

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Be Part of the World’s Largest Yoga Challenge in Support of Arthritis Research

Posted on January 25, 2011 by Stephanie Bell Account Director

Did you know that there are more than 100 different types of arthritis and autoimmune conditions including rheumatoid arthritis, osteoarthritis, AS (ankylosing spondylitis), lupus, scleroderma and juvenile arthritis and that the causes of most types are still unknown?

On Sunday, February 27, 2011 the Media Profile team will be joining thousands of Canadians for the world’s largest yoga challenge to raise awareness and funds for arthritis and autoimmune diseases. Yoga leaders from Canada’s leading yoga studios will teach classes designed to build a healthy balance of strength and flexibility. Yoga mega-sessions will take place in 12 cities coast-to-coast including Vancouver, Edmonton, Calgary, Saskatoon, Regina, Winnipeg, Kitchener-Waterloo, Toronto, Aurora, Ottawa, Montreal, and Halifax.

Since its inception in 2005, Power of Movement has raised over $700,000 to support research for arthritis and autoimmune diseases, which affect more than 4.2 million Canadians. We’re proud to be involved in Power of Movement through our work with Abbott Canada.

Register at www.powerofmovement.ca to participate in a yoga mega-session near you and start collecting pledges through a personalized fundraising page. You can also participate virtually through our online challenge which is sponsored by My Yoga Online. Money raised will support research priorities across the nation, through the Arthritis & Autoimmunity Research Centre Foundation (AARCF) and the Canadian Arthritis Network.

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