Social Media Release - Tourism Montreal Case Study

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What is the future of the press release? View this presentation to learn more about Social Media Releases (SMR) and how Tourism Montreal found success by using an SMR in their communications campaign.

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  • Hello and welcome.
    I’ll begin by introducing myself: I am Sharlene Dozois, Vice President, Sales at CNW Telbec.
    And with me is Pierre Bellerose, Vice President, Public Relations at Tourisme Montréal.
    We are here to present to you the Press Release 2.0: The essential items to be considered, with a case study by Tourisme Montréal.
  • We’ll start off our presentation with a question:
    "What is the future of the press release?"
    In order to be able to answer this question, we need to take a trip into the past and watch this short video describing the evolution of the press release.
    We will then discuss the main differences between the traditional release and the social media release (SMR), i.e., 2.0.
    Pierre will then tell you about his organization’s route through Web 2.0 and how they used a social media release as part of their communications campaign. He will also share with you what they learned with a view to optimizing outcomes.
    We’ll conclude with a Q&A…
  • This video was created for CNW by Mark McKay, a Canadian blogger and videographer, to support the launch of our social media release.
    It provides an outline of how the press release evolved.
  • The traditional press release is sent out over the newswire – a specialized digital network that directly feeds each newsroom’s editorial system.
    The newswire is set up on a pre-authorization basis, which means that releases are only sent to media that have asked to receive them.
    The newswire guarantees distribution of your full-text releases, simultaneously, to both the media and the financial world.
    The traditional press release is comprised of three key components:
    The title
    The content or message you want to communicate
    Your target audience
  • When sending a traditional press release, your aim is to reach your target audience through the traditional media.
    With the social media release, your aim is to reach your target audience directly.
    Rule number one: Know your audience. This remains a constant whether your release is created specifically for the traditional media or for on-line media (audiences).
    The same effort you put into reaching a journalist who covers your industry is needed to reach a blogger or serious connectors. Your challenges will always be to find and understand this person, and to build a relationship with him or her.
  • Once you’ve come to know your intended audience, gathering the material needed to win them over becomes an easier.
    For example, if you determine that a given segment of your target audience prefers to download audio content for their i-pods or another type of MP3 player, be sure to include an audio file in your SMR.
    Think of everything you can share on the Web – photos, audio and video files, PDFs, hyperlinks, etc. – in the format preferred by bloggers and other on-line consumers.
    Keep in mind that websites are different from print media and television, which are limited in scope because of space (column inches) and airtime restrictions respectively. These traditional media have their own websites nowadays, on which they are able to broadcast news in its entirety.
    Journalists who run their own blogs, bloggers known as "citizen journalists". The gap between these two groups is becoming narrower all the time.
  • Now let’s take a look at the specifics/characteristics of the SMR.
    First, the URL for this release: a complete address that includes the title, which helps with referencing. It’s also indexable, which makes file sharing and saving easier.
    The press release title – still a very important element – stands out on the social media release. Furthermore, it should be no more than 140 characters in length, to maximize distribution potential on Twitter.
    The contact information is displayed near the top of the release, unlike the traditional release where it appears at the end.
    Formatting is enriched through the use of boldface characters, underlining and italics, and also includes hyperlinks leading to additional information.
    To help with referencing, the release should be written using commonly employed terms/words. Take, for example, the brand name "Kleenex" and the generic "tissue": Google Trends reveals that "Kleenex" is more frequently used in this search engine.
    Social media releases also make possible the integration of multimedia content, such as photos and videos with multimedia markers to facilitate sharing and integration into a website and blogs.
  • Quotes are detached.
    Integrated moderator-reviewed comments enable "one-stop" discussion, which places control in your hands and gives you time to prepare a reply if needed.
    Transparency remains Rule #1 among best practices for on-line discussion (blogs).
    Also contains tags and links to social media sites (this feature is also available on traditional releases)
    At this time, the social media release is still a Web page located on the CNW site.
  • At this time, the social media release is still a Web page located on the CNW site.
    To integrate the on-line and traditional media, we send the latter a short advisory that includes the title and the link to the SMR.
    All releases – both traditional and SMRs – are also posted to CNW’s site: newswire.ca (English) or cnw.ca (French).
    The newswire.ca site attracts heavier traffic than any other similar website in Canada – approximately 3 million hits monthly.
    As a result, we benefit from excellent referencing in the search engines. For example, when you search Google for the latest news about your company, the CNW release will often appear even before it’s displayed on your own site. So you benefit from the CNW website’s traffic.
  • All releases – both traditional and SMRs – are now distributed on Twitter, where users can subscribe to receive releases for specific sectors.
    You can also subscribe to the RSS feed, to receive all your social media releases.
  • The videos are distributed through a number of video websites, including CNW’s YouTube page.
    You also receive statistics for videos and Web pages visited.
  • You also receive statistics for videos and Web pages visited.
    CNW will send you a weekly automated report, created using Google Analytics, that presents a profile of the number of people who looked at news about your organization, the most frequently searched terms and the most popular hyperlinks.
    These data-rich reports can be used to evaluate the success of your campaign and serve as a guide for future ones.
  • Issuing a press release is only one step in the process.
    Although we offer strong media exposure whatever the network chosen, media follow-up using the traditional press release is essential.
    Just as telephone calls can help you garner traditional media coverage, an e-mail might produce comparable results in the blogosphere.
    Relationships – as with any type of business relationship – must be built,
    So don’t delay… Socialize within these social networks!
    This means building relationships with bloggers and on-line communities, the same way you do with journalists.
    When you pitch your news or ad to them, don’t expect them to start writing about your ad or product immediately. Remember: They are sure to have full-time jobs as well, so they might hold your news for the blog posting they expect to write or comment on sometime on the weekend. Sign on to their RSS feed and do your usual monitoring!
    Put the SOCIAL in social media!!!
    Now, here’s Pierre Bellerose, who will put into practice the theoretical elements I have just shared with you.
  • Social Media Release - Tourism Montreal Case Study

    1. 1. 01/30/15 Social Media Press Release – Tourism Montreal Case Study Sharlene Dozois, Vice President, Sales – CNW Pierre Bellerose, Vice President, Public Relations – Tourisme Montréal
    2. 2. Social Media Press Release What is the future of the press release?
    3. 3. The Evolution of the Press Release 3 Click Here
    4. 4. The Traditional Press Release 4 Title Formatting
    5. 5. The Social Media Release: Why, How and Then What? Know your target audience
    6. 6. The Social Media Release: Why, How and Then What? Release (plain text) +
    7. 7. The Social Media Release 7 Release title stands out Enriched formatting Standard address in English or French (indexable!) Contact details show at the top Video with multimedia marker
    8. 8. The Social Media Release 8 Isolated quotes Tags and links to social media sites Integrated moderated comments
    9. 9. The Social Media Release 9 URL link
    10. 10. The Social Media Release 10
    11. 11. The Social Media Release 276 pages visited CNW’s YouTube page
    12. 12. Google Analytics Slide # 12No. of visitors Peaks – number of readers
    13. 13. Google Analytics Peaks – number of readers No. of visitors
    14. 14. Google Analytics Summary of traffic sources Source detail Keywords used
    15. 15. Video Analytics Peak viewers
    16. 16. The Social Media Release "Putting the social in social media"
    17. 17. 100% Web Campaign – APRIL 2009  Tourisme Montréal holds media breakfast to announce 2008 results and unveil its 2009 marketing strategy  Press release and specs for CNW "traditional"  CNW "social media":  Links  Video featuring Tourisme Montréal President and CEO  Video – Montreal in Two Minutes Case Study Geotourism MapGuide – JUNE 2009  Distribution of press release announcing launch of first urban Geotourism MapGuide  Press release and specs for CNW "traditional"  CNW "social media":  Links  Drawings by children  Geotourism MapGuide
    18. 18. Case Study Tourisme Montréal: the shift to 100% Web-based advertising yields positive results – JANUARY 2010 •Distribution of press release announcing the results •Press release and specs for CNW "traditional" •CNW "social media": Links 2 videos 1 image
    19. 19. The Social Media Releases April 2009 Release  Tourisme Montréal shifting to 100% Web-based advertising June 2009 Release  Montréal becomes the first city in the world to release a National Geographic Society MapGuide January 2010 Release  "Tourisme Montréal: the shift to 100% Web-based advertising yields positive results" on SMR
    20. 20. The Results 100 % Web Campaign - APRIL 2009  No traditional media pick up  Numerous specialized blog  Numerous Tweets and Re-Tweets on Twitter.com Geotourism Map Guide – JUNE 2009  Several dozen traditional media articles  A number of specialized articles  Numerous posts on specialized blogs  Multiple Tweets and Re-Tweets on Twitter.com Source: Google Analytics – CNW. September 3, 2009
    21. 21. The Results Results 100% Web Release (January 2010)  Less impact but on a good niche  No traditional media articles  A number (few) of specialized articles  Few posts on specialized blogs  Multiple Tweets and Re-Tweets on Twitter.com  Social media “spin”:  Facebook  Twitter  Direct, personal contact – specialized bloggers
    22. 22. The Results Google Analytics Summary CAMPAIGN 100% WEB GEOTOURISM 100% WEB RESULTS visits 1618 586 1131 Visitors 1222 448 888 pages views 2862 905 1246 direct/cnw.ca 756 230 675 google 520 258 88 facebook 127 36 99 twitter 40 8 109
    23. 23. Sample Article – Traditional Media Source:LeDevoir,PLAISIRS[Leisure]section,Saturday,June27,2009,p.D2
    24. 24. Sample Article – Traditional Media Source: La Presse, Vacances/Voyage [Vacation/Travel], Saturday, June 20, 2009, p. Vacances/Voyage 7
    25. 25. Personalize Content for Bloggers…
    26. 26. Sample Blogger Coverage…
    27. 27. Sample Blogger Coverage…
    28. 28. Sample Blogger Coverage…
    29. 29. Sample Blogger Coverage…
    30. 30. Sample Blogger Coverage…
    31. 31. PierreBellerose - Mon 15 Jun 14:03 Montréal, première ville au monde à disposer d’une carte géotouristique du National Geographic Society http://bit.ly/10BQJk #Géotourisme PierreBellerose - Mon 15 Jun 14:06 Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ #Geotourism
    32. 32. StartupCoach - Mon 15 Jun 14:15 via Search RT @Pierrebellerose: Montréal, the first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ ClaudePéloquin - Mon 15 Jun 14:20 via Search RT @Pierrebellerose: Montréal: first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ IChronos4 - Mon 15 Jun 14:22 via Search Montréal, first in the world to release National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ (via @Pierrebellerose) MarieJugag - Mon 15 Jun 14:39 via Search RT @claudepeloquin: RT @Pierrebellerose: Mtl: first city to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ Suzlortie - Mon 15 Jun 14:43 via Search RT @Pierrebellerose: Montréal becomes the first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ Jgettrion - Mon 15 Jun 14:46 via Search RT @suzlortie: RT @Pierrebellerose: Montréal first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ RT @PierreBellerose
    33. 33. Varseneault - Mon 15 Jun 15:43 via Search @Pierrebellerose Montréal becomes the first city in the world to release a National Geographic Geotourism MapGuide http://bit.ly/pTxjQ Bibliofusion - Mon 15 Jun 16:07 via Search RT @Pierrebellerose @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 KaterineRollet - Mon 15 Jun 17:15 via Search RT @Pierrebellerose: Montréal becomes first city to release a National Geographic S. Geotourism MapGuide http://bit.ly/pTxjQ #tourism LaureMHart - Mon 15 Jun 18:52 via Search RT @katerinerollet @Pierrebellerose: Montréal first city to release a National Geographic Geotourism MapGuide http://bit.ly/pTxjQ #tourism KimVallee - Tue 16 Jun 14:46 via Search @urbangreengirl Honestly the link to download the map was not obvious to find. I spoke to @pierrebellerose for the paper version Ruby Roy - Tue 16 Jun 07:22 via Search Montréal the first Geotourisme City since 2007! Want to know more...come visit with me and you will see why... www.montrealgeo.com.. RT @PierreBellerose
    34. 34. Cifort: Montreal’s all-new geotourism MapGuide published by the National Geographic Society: http://tinyurl.com/m2lljt PublishingNews: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide: TOR.. http://cli.gs/mQ4JjM montrealgazette: Montreal first for geotourism http://snipurl.com/k5x41 TodaysReleases: Launch of the Island of Montréal's first Geotourism Guide Produced by the National Geographic Society: MONTREA.. http://cli.gs/hXesbE CNWGroupSMR: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://tinyurl.com/lgo3c6 jgeoffrion: RT @suzlortie: RT @Pierrebellerose: Montréal first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ suzlortie: RT @Pierrebellerose: Montréal becomes the first city in the world to release a NatGeo Society Geotourism MapGuide http://bit.ly/pTxjQ #Geotourism Page 1/7
    35. 35. JeffWelchMT: RT: @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 mariejugag: RT @claudepeloquin: RT @Pierrebellerose: Mtl: first city to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ knwachter: RT @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 Nancy_BP: RT @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 (Yé à @PierreBelle ... NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 iCronos4: Montréal, first in the world to release National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ (via @Pierrebellerose) #Geotourism Page 2/7 522 followers 845 followers 21 712 followers
    36. 36. missmartine: RT @Pierrebellerose: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://bi ... Pierrebellerose: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide http://bit.ly/pTxjQ #Geotourism geotourism: A salty treat for the day. Check out how salt mines and routes in Mexico are creating jobs and responsible tourism. http://ow.ly/edhl NewProductsCNW: Montréal becomes the first city in the world to release a National Geographic Society Geotourism MapGuide: TOR.. http:// tinyurl.com/mjvzny mattforsythe: @MTLCity Everyone's talking about Montreal's geotourism map today. Isn't the term 'geotourism' redundant? MTLCity: Montreal's the first city to do a geotourism map which groups together both famous and less well known features .. http://tinyurl.com/kjm6mp #Geotourism Page 3/7 497 followers
    37. 37. natgeomaps: NatGeo and city of Montreal launch first urban geotourism mapguide with cartography from NG Maps. http://tinyurl.com/nc68wy montrealgazette: New city guide puts Montreal on the geotourism map http://snipurl.com/k83u9 MindfulTable: RT @moniquebeaudin Blog item: Montreal first city to get National Geographic geotourism map http://tinyurl.com/m89pxz LaurelMHart: RT @katerinerollet @Pierrebellerose: Montréal first city to release a National Geographic Geotourism MapGuide http://bit.ly/pTxjQ #tourism canadacomnews: Montreal first city to get geotourism map: Montreal Mayor Gérald Tremblay is to officially unveil a new geotouri.. http://tinyurl.com/mabvbt katerinerollet: RT @Pierrebellerose: Montréal becomes first city to release a National Geographic S. Geotourism MapGuide http://bit.ly/pTxjQ #tourism #Geotourism Page 4/7 1 023 followers 516 followers
    38. 38. moniquebeaudin: Blog item: Montreal first city to get National Geographic geotourism map http://tinyurl.com/m89pxz gazetteblogs: Green Life: Montreal first city to get National Geographic geotourism map http://tinyurl.com/m89pxz StephanieLaurin: RT @missmartine: RT @Pierrebellerose: Montréal becomes the first city in the world to release a National Geographic Society Geotourism M ... bibliofusion: RT @Pierrebellerose @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 moniquebeaudin: Montreal gets a new geotourism map http://tinyurl.com/m2lljt Pierrebellerose: RT @NatGeoSociety: National Geographic and city of Montréal launch first urban Geotourism MapGuide http://ow.ly/edH5 varsenault: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://a2a.me/IIb via @AddToAny #Geotourism Page 5/7 418 followers 323 followers
    39. 39. chrisarsenault: RT @twtfelipe RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 AndresRestrepo: RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 urbangreengirl: @KimVallee I got the PR too for GeoTourism map but I thought it wasn't available yet. mohakprince: @twtfelipe Kudos Montreal Community | So,Nice to see a city with NatGeo's Society Geotourism Mapguide #w00t FlowersMontreal: RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 twtfelipe: RT @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 evablue: rt @KimVallee Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 #Geotourism Page 6/7 865 followers
    40. 40. endirectdesiles: Retweeting @KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 KimVallee: Montreal is the first city with a National Geographic Society Geotourism MapGuide http://bit.ly/tLo61 ecomentum: RT @GeoTourista Montreal gets first urban geotourism map guide w/National Geographic GeoTourista: Montreal gets first urban geotourism map guide w/Nationl Geo KimVallee: @stephdau: MTL is the 1st and only city to National Geo. Center for Sustainable Destination's Geotourism Charter. I am writing about it stephdau: Montreal is the 1st city to sign the National Geographic Center for Sustainable Destination's Geotourism Charter: http://montrealgeo.com/ #Geotourism Page 7/7 3487 followers
    41. 41. A Few Tips 41
    42. 42. The Social Media Release What is the future of the press release?

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