The document outlines an agenda for November 25th that includes a 20 minute preparation for presentations, 5-10 minute presentations on a case study and how to adapt and incorporate a tool into a plan. It also includes a press release review and draft 3 review. It lists readings on measuring social media success and top Facebook pages. It provides contact information for Monique Trottier and recommends following her on Twitter.

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