1. what’s up next
Agenda for Today Nov 25:
• 20 min. prep for presentations • Measuring Success
• 5–10 min. presentations • Review for in-class test
Hear about a case study • Work on Draft 3
Understand tool use/how to adapt
Incorporate 1 tool into plan Dec 2:
• Press Release review • In-class test
• Draft 3 review
Dec 9:
READINGS • Draft 3 due
Friends w/Benefits Chapter 6: Measuring Success
99–114.
Olivier Blanchard Basics of Social Media ROI
http://www.slideshare.net/thebrandbuilder/olivier-
blanchard-basics-of-social-media-roi
Top 10 Facebook Pages and Why They’re
Successful
http://www.socialmediaexaminer.com/top-10-
facebook-pages/
Monique Trottier
@BoxcarMarketing
2. Social Media
Case Studies
by Monique Trottier
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing
3. Press Release Checklist
Headlines: Body:
• A Headline Should Appear in Title Case • Body content is on-topic and delivers on the
• Capitalize Every Word Except Prepositions promise established in the Headline
and Articles • Lead paragraph is 25 words or less
• Aim for 60-170 characters • Aim for 300-800 words
• ALL CAPS FOR EMPHASIS SHOULD BE • ALL CAPS FOR EMPHASIS SHOULD BE
AVOIDED. AVOIDED.
• Include relevant keyword phrases • Include relevant keyword phrases (but avoid
• Articulate the content of the press release spammy repetition)
• Provide a good hook (a reason to keep • Content is focused on a core message (not
reading) trying to cram in 3-4 ideas)
• Include the company name • Include a link early on in the release
Summary: Boilerplate Statement
• A Summary should appear in sentence case. • Include the facts: company name, location,
• Aim for 1-4 sentences what you do.
• Include relevant keyword phrases • Include the “so what?”, or the positioning
• Articulate the content of the press release statement: what is compelling about what
• Provide a good hook (a reason to keep you do? Are you the 1st company to do it?
reading) Does 80% of the market use your products?
• Include the company name Remember a press release is no place for a
sales pitch, but you can write a compelling,
relevant boilerplate statement that helps
reinforce the message you are trying to get
across in your press release.
monique@boxcarmarketing.com
twitter: @boxcarmarketing
4. For Review
1. Summary and Lead can repeat themselves
2. Link comes after the Lead
3. Include pertinent details: date, time, location, tickets
4. Jennifer K. Chung
5. 3-Day Novel Contest
6. 33rd or 34 contest winner?
7. 2010 or 2011 winner?
8. Not a Seattle-only contest (International 3-Day Novel Contest)
9. Write a press release, not an article or blog post
monique@boxcarmarketing.com
twitter: @boxcarmarketing
5. Next Steps
READINGS
Friends w/Benefits Chapter 6: Measuring Success 99–114.
Olivier Blanchard Basics of Social Media ROI
http://www.slideshare.net/thebrandbuilder/olivier-
blanchard-basics-of-social-media-roi
Top 10 Facebook Pages and Why They’re Successful
http://www.socialmediaexaminer.com/top-10-facebook-
pages/
monique@boxcarmarketing.com
You should follow me on twitter @boxcarmarketing
