WHERE ARE YOUR AUDIENCES AND
HOW ARE YOU ENGAGING THEM?
A CAVEAT BEFORE WE BEGIN
• Tools are only as good as the strategy that drives
• You don’t need to be everywhere. Learn to simplify.
• Be a ruthless editor. Stick to the content and
channels that are working for you.
• Ego check: Balance your personal brand and your
• There are some tremendous “How To” guides online.
YouTube can be a great resource.
ORGANIZATIONAL APP: EVERNOTE
• Evernote is a note-taking application; notes can be
taken from your desktop, online, phone.
• Each “note” can be either text, an image, a file,
• Web clipping
• Even text which shows up in a photograph is
searchable via Evernote’s OCR technology
• All of it is searchable & cloud-based
HOW I USE IT
• A single account connects my PC, Mac and
iPhone. I use Firefox plugin for one-click adds.
• Clip online articles
• Take notes
• Organize pics of ideas, business cards and
• Sign up for the blog/newsletter
• Aggregates RSS feeds into one location
• Allows you to build folders for organization
• Tracks what content you are reading/sharing
and what content you aren’t. Clean it out at
least once per month.
• 50+ Firefox Extensions for Google Reader
HOW I USE IT
• Share articles with my team
• Share articles with Twitter,
LinkedIn and other networks (in
one click if you alter settings)
• Favorite articles, custom tags
• Spot trends
• Track media or brands that I
want to connect with
• Create RSS feeds for key
EVERYDAY TOOLS: BROWSERS
• Firefox & Google Chrome
• Third Party Plugins
o Better Gmail 2
o AdBlock Plus
• Create groups; determine privacy settings by group
• PR 101: Nothing is off-the-record
(i.e., nothing is totally private on Facebook)
• Pay attention to B-days; 10 Minutes every morning
to send a note
• Use TweetDeck for more than Twitter; can add
Facebook, LinkedIn, Foursquare, Google Buzz
feeds – and use filters.
• Create MVP lists of media or influencers you want
to follow more closely; spend the time to sort.
• Watch/follow trends, or conversations with
• Hootsuite is great for teams managing accounts
• Ping.fm updates multiple accounts (LinkedIn,
Facebook, Twitter) with one post
• Posterous is a mini-blog, pulling from lots of sources
• Tumblr is a really easy blog platform with strong
google app ties
• Stumble link with su.pr “traffic builder”
• Amplify is where micro-blogging and blogging meet
SOCIAL CRM: GIST
• Online service that connects your inbox – and all
contacts - to their social media activities
• Combines Outlook or Gmail communication, online
address book, LinkedIn contacts, and Twitter and
Facebook networks to create an intelligent
dashboard view of your connections.
• Shows news, posts, links, documents you have
shared. Prioritizes contacts.
TRICK: MAP MASHUP
• Use online content to create dynamic, customized
• Media itineraries
• Themed pitches
• Bing (with Silverlight): choose different map types, all
of which display simplified and easy-to-read maps:
American, European, Sketchy and Treasure, which
looks like a pirate map.
NEXT WAVE OF SOCIAL
• Platforms: Mobile, etc.
• Video: One-take
• Social Search
• Virtual Collaboration
• Cloud Computing
EXECUTE A MOBILE PR STRATEGY THAT
WORKS AND WON'T BREAK THE BANK
• Key channel - Mobile will be the main
o Developing content/messages differs
o More people browse than search
o Advertising real estate being defined
• Influencers can be reached 24*7
• Be ‘on call’ to respond to clients needs
• Implement real time crisis management
• Leverage ‘Geo-Location’
• Integrate different media types
• Eventually will require more than text
• Understand what format your client likes
• Augmented Reality
o QR Codes