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About Accolades
• Accolades Public Relations is a results-oriented
  communications firm committed to progressive
  strategies in public relations and marketing. It is a
  new breed of PR firm where the client’s needs drive
  solutions, whether in media exposure or news online.
• The firm’s mission is to set the standard in what
  carefully executed public relations and communication
  strategies can do for sales, lead generation and the
  bottom line of ROI. Accolades’ team of public relations
  specialists practice a blend of traditional public
  relations along with optimized PR and social
  media.
Trust is Key
• According to the 2009 Edelman Trust
  Barometer
  – 29% of people have connected with a brand
    through a social networking site
  – 79% of people said that recommendations
    from family and friends was very important
    to them
  – 91% of people said that a company that
    communicates frequently and honestly on
    the current state of the business is an
    important factor to the overall reputation of
    the company
Convergence of Media
Google Rules
• Lessons from the McNuggets story and
  Jackie Huba
• You are not in complete control of your
  brand
• “The sum of your brand is Google
  search results”
• What is the impact on reputation
  management?
Rising above …
      • Enterprise, Media & UGC




Image courtesy of Converseon
Too much chatter …. not enough
          listening
Process of Engagement
      Setting KPIs -




Image courtesy of Converseon
The Performers
Strategic integrated communications
  campaigns
•   Sustain visibility
•   Drive home clients’ core messaging
•   Dominate niche markets
•   Elevate thought leadership
•   Open doors and… of course …
• Get ink
The “Force-Multiplier Effect”
• The goal is to do a good job in Social Media and in
  Traditional Media. Success in BOTH arenas creates a
  force-multiplier effect. The trick is understanding that you
  need to craft custom approaches to these varying
  audiences.
• Social Media demands 24/7 presence, frequently updated
  and relevant content, a diplomatic and distinct voice.
• Traditional Media requires careful timing, a differentiated
  story, a proud voice, a tightly-packaged and closely-held
  assembly of content, verifiable proof and articulate
  defenders.
• Understand the difference. Do both.
   - Todd Defren
Case Studies
Interactive Austin 2009
           Objective
               – Increase IA09 conference visibility
                  and attendance

           Strategy
               – Use traditional online marketing and
                  social media tools, including Twitter,
                  LinkedIn and Facebook

           Result
               – Gained visibility by over 2.4
                  million Twitter followers
               – Increased event attendance by 100
                  new attendees
Mercury Mambo Business Development
                Objective
                    – Hispanic marketing firm wants to
                       demonstrate expertise in Hispanic
                       markets

                Strategy
                    – Accolades PR assisted with technical
                       set-up, content and strategies of their
                       company blog

                Result
                    – Firm’s blog gained top 5 Hispanic
                       marketing blog status
                    – Blog helped establish agency’s
                       credibility; gained speaking
                       opportunities to provide Hispanic
                       marketing training to PR firms.
Flamingo-a-Go-Go for Planet Cancer
                 Objective
                    – Increase community support,
                      attendance at the annual
                      fundraiser

                 Strategy
                     – Use a combined social media &
                       PR campaign, which could be
                       duplicated in other cities

                 Result
                    – In 2 mos., Facebook community
                       grew from 0 to 712 members;
                       80,000 Twitter followers
                    – Met fundraising goals w/ overall
                       40% decrease in donations
                    – System for duplicating
Objective
   – Deepen relationships with commercial interior designers
   – Build community with art enthusiasts online


Strategy
   – Develop integrated communications strategies for target
     audiences that build fans of the company. Build community
     with art enthusiasts online
   – Improve lead generation and ROI
Integrated Communications
              Strategy – Social Media/PR



                                           E
 ch venue                            E
as its own
 cultural
 rms which
should be
ept in mind




      Image courtesy of Converseon
Mushland
                                                             – The lines are blurring between
                                                               internet marketing, social
                                                               media marketing, search
                                                               engine marketing, WOM
                                                               marketing, inbound marketing
                                                               companies and public
                                                               relations firms.
                                                             – There is an overlap of
                                                               functions and yet not all of
                                                               them provide an overall
                                                               comprehensive
                                                               communications plan that
                                                               integrates the marketing,
                                                               blogging and social media
                                                               along with the public
                                                               relations efforts.
Artist Kujisha – http://forums1.caligari.com/truespace/archive/index.php?t-850.html
Arrows in Quiver
PR 2.0 Firms – Integrated Strategy
•   Messaging for Key Audiences
•   Optimized PR/SEO/SEM
•   Reporters/Influencers
•   Online Newsrooms/SMPRs
•   Blogging/Micro-blogging
•   Social Media
•   Monitoring/Measuring
Cynthia A. Baker, President & Founder
         512.586.8278 (cell)
         512.795.2353 (office)

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Accolades Pr New Media

  • 1.
  • 2. About Accolades • Accolades Public Relations is a results-oriented communications firm committed to progressive strategies in public relations and marketing. It is a new breed of PR firm where the client’s needs drive solutions, whether in media exposure or news online. • The firm’s mission is to set the standard in what carefully executed public relations and communication strategies can do for sales, lead generation and the bottom line of ROI. Accolades’ team of public relations specialists practice a blend of traditional public relations along with optimized PR and social media.
  • 3. Trust is Key • According to the 2009 Edelman Trust Barometer – 29% of people have connected with a brand through a social networking site – 79% of people said that recommendations from family and friends was very important to them – 91% of people said that a company that communicates frequently and honestly on the current state of the business is an important factor to the overall reputation of the company
  • 5. Google Rules • Lessons from the McNuggets story and Jackie Huba • You are not in complete control of your brand • “The sum of your brand is Google search results” • What is the impact on reputation management?
  • 6. Rising above … • Enterprise, Media & UGC Image courtesy of Converseon
  • 7. Too much chatter …. not enough listening
  • 8. Process of Engagement Setting KPIs - Image courtesy of Converseon
  • 9. The Performers Strategic integrated communications campaigns • Sustain visibility • Drive home clients’ core messaging • Dominate niche markets • Elevate thought leadership • Open doors and… of course … • Get ink
  • 10. The “Force-Multiplier Effect” • The goal is to do a good job in Social Media and in Traditional Media. Success in BOTH arenas creates a force-multiplier effect. The trick is understanding that you need to craft custom approaches to these varying audiences. • Social Media demands 24/7 presence, frequently updated and relevant content, a diplomatic and distinct voice. • Traditional Media requires careful timing, a differentiated story, a proud voice, a tightly-packaged and closely-held assembly of content, verifiable proof and articulate defenders. • Understand the difference. Do both. - Todd Defren
  • 12. Interactive Austin 2009 Objective – Increase IA09 conference visibility and attendance Strategy – Use traditional online marketing and social media tools, including Twitter, LinkedIn and Facebook Result – Gained visibility by over 2.4 million Twitter followers – Increased event attendance by 100 new attendees
  • 13. Mercury Mambo Business Development Objective – Hispanic marketing firm wants to demonstrate expertise in Hispanic markets Strategy – Accolades PR assisted with technical set-up, content and strategies of their company blog Result – Firm’s blog gained top 5 Hispanic marketing blog status – Blog helped establish agency’s credibility; gained speaking opportunities to provide Hispanic marketing training to PR firms.
  • 14. Flamingo-a-Go-Go for Planet Cancer Objective – Increase community support, attendance at the annual fundraiser Strategy – Use a combined social media & PR campaign, which could be duplicated in other cities Result – In 2 mos., Facebook community grew from 0 to 712 members; 80,000 Twitter followers – Met fundraising goals w/ overall 40% decrease in donations – System for duplicating
  • 15. Objective – Deepen relationships with commercial interior designers – Build community with art enthusiasts online Strategy – Develop integrated communications strategies for target audiences that build fans of the company. Build community with art enthusiasts online – Improve lead generation and ROI
  • 16. Integrated Communications Strategy – Social Media/PR E ch venue E as its own cultural rms which should be ept in mind Image courtesy of Converseon
  • 17. Mushland – The lines are blurring between internet marketing, social media marketing, search engine marketing, WOM marketing, inbound marketing companies and public relations firms. – There is an overlap of functions and yet not all of them provide an overall comprehensive communications plan that integrates the marketing, blogging and social media along with the public relations efforts. Artist Kujisha – http://forums1.caligari.com/truespace/archive/index.php?t-850.html
  • 18. Arrows in Quiver PR 2.0 Firms – Integrated Strategy • Messaging for Key Audiences • Optimized PR/SEO/SEM • Reporters/Influencers • Online Newsrooms/SMPRs • Blogging/Micro-blogging • Social Media • Monitoring/Measuring
  • 19. Cynthia A. Baker, President & Founder  512.586.8278 (cell)  512.795.2353 (office)