"The Dialoguer"

FF Shout Out - @AlisonLoat

2012-01-06T09:15:00.005-05:00

Well what a way to kick off another season of our "Tweep in Profile" audio podcasts than with long-time online friend @AlisonLoat - executive director and co-founder of Samara. Samara - as you may or may not know - is a think tank that works to strengthen political engagement in Canada.

I've been following Alison for some time and after working with her and seeing her in action via various newscasts felt she was a natural fit with our audio podcast that features members of the Twitter community.

What I especially liked about her interview with my host/producer @DonnaPapacosta was how Samara has adopted the practice of thinking like a 'media company' when it comes to creating their online content which is designed to encourage their audiences into a discussion on political engagement. And, as has become the custom for my blog, here is a "Tweep" truly worthy of a Follow on this the first #FF of 2012.

#FF Shout out this month is Adam Adamou (@Grazen)

2011-12-03T12:59:00.006-05:00

This month I am happy to be featuring not only a long-time family friend but also one of the savviest business people and venture capitalists I know - Adam Adamou (@Grazen). As the executive chairman of International Datacasting Corporation in Ottawa, (TSX: IDC), a global leader in digital content distribution for the world's premiere broadcasters, Adam was kind enough to spare a few minutes from his hectic schedule this month to join "Tweep in Profile" host/producer Donna Papacosta to talk about the tools he uses to get the most out of his online experience.

We also used Adam to help kick off our "12 Days of Podcasts" featuring each of our monthly profiles from 2011. One of the things I enjoyed most about his interview with Donna was his point that, "If somebody is afraid of the (social media) tools that will provide them with knowledge, then I believe they're positioning themselves for failure." For more insights as to how Adam utilizes these tools for both personal and professional success, check out his interview with Donna by clicking here.

First of the month #FF Shout out goes to @ACHenton

2011-11-04T09:01:00.001-04:00

Well it's that time again where I highlight my one and only #FF "Tweep" with you all. This month it is our Tweep in Profile Annemarie Henton (@ACHenton) who is the media and public relations specialist for the American Society of Radiologic Technologists. I met Annemarie several months ago on Twitter and truly enjoyed her unique style of engagement by creating a two-way communication between herself and her audience.

Whether she is engaging via personal or corporate brand she keeps both the audience and the medium top of mind in order to maximize the experience for both. Not only is she an incredible Tweep to have in the "Follow" list but she is also an awesome person as her recent selection as a Top 40 Under Forty (as per the New Mexico Business Weekly) based on her professional and philanthropic endeavours will attest.

To learn more about Annemarie beyond her avatar check out her interview with my host/producer Donna Papacosta.

First of the month #FF shout out goes to @copywriterTO

2011-10-07T09:00:00.001-04:00

This month I am thrilled to be sharing the latest "Tweep in Profile" featuring my friend Rachel Foster (@copywriterTO). Not only is Rachel an incredible resource for anyone focusing on B2B to enhance profile or increase sales via online content, she is also a past contributor to the podcast series having developed the template for the traditional news release portion of the program. Check out her case study on how she was able to enhance the podcast series.

One of the many things I admire about Rachel is her business acumen - one of the best I've seen. She is straight forward, methodical and delivers high quality assets on time and on budget. She epitomizes what I believe a "supplier" should be in the fact that she tells you what you need to hear vs want to hear...a trait I truly appreciate from both a client as well as partner perspective.

She had some incredible advice to share for those developing content online to enhance their personal or professional brand and that is keep relevancy to your audience top of mind. Although she is a copywriter specializing in B2B content development many of her points in the discussion between her and DGI's host/producer Donna Papacosta ring true for B2C as well. You can check out the interview here and check out Rachel on Twitter, LinkedIn as well as her website.

First of the month #FF Shout out goes to....@ericamallison

2011-09-01T14:37:00.020-04:00

Over the past year I've been fortunate to have featured many people whom I consider "A-listers" from the Twitter community on the Tweep in Profile audio podcast series. My host/producer Donna Papacosta has had many a great conversation with these folks and this month's interview with Erica Allison of Allison Development Group is no exception.

As I celebrate our first anniversary of the program, I am thrilled to have Erica join many other thought leaders such as Danny Brown, Gini Dietrich, Carol Roth and others who have shared details on who they are, what they do, how they utilize social media for themselves as well as their clients and share lessons learned from their time online.

Her discussion with Donna epitomizes why I created the series, as she takes listeners beyond the "avatar" and shares how she has made the most of her time online using Twitter, Facebook, LinkedIn and now Google+ as platforms to identify, engage and build relationships with colleagues and mentors who have helped enhance both her personal and professional brands. To hear the full interview between Erica and Donna follow this link.

#FF Shout out to Dean Heuman

2011-08-04T09:46:00.006-04:00

It's not often that I get a chance to recognize someone from Twitter whom I not only consider an "A-lister" in terms of engagement but who is also a long-time friend. This month I found just that with Dean Heuman (@dheuman), Principal and co-owner of Focus Communications in Edmonton, Alberta. Dean and I went to university together and then - as is the case now - he is an incredible communicator. Someone whom I feel tells it like it is...and what better quality in a friend or a partner in your communications plan.

One of the things that I like best about his recent "Tweep in Profile" interview with my host/producer Donna Papacosta (@donnapapacosta) was his advice to his clients after experiencing and seeing many a stumble in the social media sphere. Before hitting send or posting to your various accounts such as Twitter, Facebook, LinkedIn and now Google+ - pause for 10 seconds to ensure that you are comfortable with what you are about to post and won't regret it down the road.

His philosophy of teaching his clients to "fish" vs fishing for them in the social media pond is one that I think we all can agree - especially when it comes to engaging, relationship building and establishing a personal or corporate brand directly with your followers. I think you'll enjoy the lively discussion between Dean and Donna - and most importantly - will also see the benefit of following him on Twitter.

First of the Month #FF Shout Out - Carol Roth

2011-07-07T14:07:00.010-04:00

px; height: 224px;" src="http://3.bp.blogspot.com/-TRyvo1Xf9N4/ThX2HACvfZI/AAAAAAAAAWE/_ZnEHJ2nN1w/s320/Carol_Roth_tw.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5626673909600320914" />I don't know if you are like me - but I don't particularly like reading books. I usually start them and then when I don't finish them I feel guilty about it. Self-help, how-to and so on just seem to say to me "stop reading about it and just do it". Well that was until I read two books recently - "Bossypants" by Tina Fey (okay maybe not a guide to financial success but I was on a roll here and it's a great read) and "The Entrepreneur Equation" by today's #FF Shout Out Carol Roth.

Carol's "no nonsense" approach to the realities of becoming and more importantly staying an entrepreneur truly has me engaged - so much so that I am actually finding myself re-reading passages and chapters to ensure that I'm getting what she is trying to say. It is an easy read and definitely a resource guide to making you think clearly about your motivations on becoming an entrepreneur and what you have to do to ensure you stay one.

But her book is only one reason why I asked her to join my host/producer @DonnaPapacosta in this month's Tweep in Profile podcast series adding her name and insight to my existing "thought leaders" from the Twitter community. I've followed her for sometime and taken away so much from her experience in business that it has helped me in how I am formulating existing and future business operations here (and since I bought the book I feel we are almost even Carol). :)

You can check out her podcast interview with Donna here - and I'm sure you'll find her words of wisdom as engaging as I and many others have (check out this post by Chris George from @ByGeorgeJournal). So with that I invite you to learn more about this amazing business strategist, New York Times best-selling author and best of all Chicagoan (as many of you may or may not know I have many online and IRL friends and family from the Windy City) by checking her out on Twitter @caroljsroth.

#FF Shout out to Michael O'Connor Clarke

2011-06-03T09:01:00.001-04:00

Happy June everyone...as is tradition I am starting off this month with another shout out to my most recent "Tweep in Profile" - Michael O'Connor Clarke a long-time blogger and now VP of Digital and Social Media at Media Profile.

Michael is an industry veteran and highly regarded communications professional in Toronto and beyond and both I and my host/producer Donna Papacosta were thrilled that he agreed to be interviewed this month.

I'm confident that you'll find his views of social media - and communications industry as a whole - as engaging and entertaining as we did.

FF Shout Out - @ginidietrich

2011-05-05T23:59:00.003-04:00

Once again here we are at the beginning of the month and just in time for my one and only Favourite Friday Shout out...this week it's not only my latest Tweep in Profile® but also my online "BFF" Gini Dietrich.

For those of us who have been in the pr, marketing, communications mediums (both traditional and online) her name comes up most often than not as one of the premier "thought leaders". With her incredible team at Arment-Dietrich in Chicago, Gini helps her clients garner the attention their "stories" deserve.

On May 2 (coinciding with her podcast interview) she and her team enhanced their traditional capabilities with the launch of an online business portal designed to help pr and marketing professionals stay ahead of the online curve known as Spin Sucks Pro. It is meant to help professionals whose job it is to enhance brand and image for their companies and/or clients to do their jobs more effectively by tapping into the collective brain-power of Gini and other industry leaders through tutorials and other learning tools.

Finally, as the author of SpinSucks.com she constantly shares insights, links and most importantly other thought leaders designed to enhance the industry of pr to fight the perception that it is all about "spinning" vs telling the client's story. So if you haven't already done so - check her out on Twitter or the Arment Dietrich page on Facebook - I can guarantee that if you take nothing more than a smile from the experience it will have been worth the click throughs.

FF Shout Out - Donna Papacosta

2011-04-15T09:36:00.006-04:00

Today I am happy to share with you someone from Twitter whom I couldn't live without especially when it comes to making me and those from the Twitter community sound great via DGI's "Tweep in Profile®" podcast series - @donnapapacosta.

As you may or may not know, Donna hosts/produces the segment for me and has interviewed some of the social media platform's biggest thought leaders such as @dannybrown, @aprildunford, @AnnEvanston, @davefleet and @edenspodek.

I can tell you that the interest in this program has increased exponentially - from it's modest e-newsletter beginnings - due in large part to the talents of Donna and with that I am happy to give her the one and only "shout out" today during Favourite Friday on Twitter. I encourage you to not only follow her on Twitter but also her blog because as an independent communicator she offers advice, support and most importantly tips on how to improve how we all communicate for our clients and with each other.

As well, be sure to "tune" into our next "Tweep in Profile®" segment featuring a lively discussion between Donna and @ginidietrich on May 1st - surely to be one of the most entertaining interviews to date.

Dear CEO: Letters to the C-Suite

2011-03-30T09:00:00.005-04:00

This past month I was fortunate enough to have my name included with 31 people whom I have come to know and respect as experts in their chosen field thanks to Gini Dietrich and her team at Arment Dietrich.

After great anticipation Gini released her new eBook titled "Dear CEO: Letters to the C-Suite from Experts on Vision, Culture, Community and Integration" sharing as she points out in her preamble "...advice on where to spend your marketing dollars and how to build community to creating a customer-centric business and integrating all of your customer-facing departments into one hub."

For a taste of what to expect I am inserting my "letter" and would invite you to visit "Spin Sucks" to learn more and to purchase a copy of for your very own to benefit from the wealth of experience and advice included in the book ($40 USD).

So without further adieu, here is my "Dear CEO" letter:

Dear CEO,

Dull, boring and lifeless are words no one wants to hear when they think about their company's image. Unfortunately far too many companies are not listening to the marketplace and worse, they don't have the necessary tools to do so. The result - they continue to fall short of their goals and objectives and don't know what to do to change this cyclical outcome. If you don't know what people think of you - ask them.

The past few years have witnessed the explosion of social media and social networking. Many companies have either felt paralyzed to incorporate social media tools into their communication plans or have taken the plunge too quickly and without the proper plans - often with dire consequences.

As you're looking either to hire an agency or bring in someone internally, the first question you should ask is, what can this person or agency offer that others cannot.

You should look for someone who can provide a fresh, strategic look at your company's communications and marketing program to ensure internal audiences aren't simply hearing what they want to hear. Then you should look for years of experience using multimedia communications - both traditional and online.

I know there are no "silver bullet" solutions as it relates to both traditional and social media initiatives, but find an agency to develop a tailor-made course of action that meets your needs and ensures you achieve your goals and objectives.

Look for how the agency approaches the following:

Engaging - Can they discover what traditional and online audiences think or perceive of you by analyzing the overall perception of your brand in the marketplace;

Exciting - Can they enhance the excitement factor for both external AND internal audiences - brand ambassadors come in all shapes and sizes;

Ensuring - Can they monitor what is being said and adjust the course to keep things on track as required to ensure that initiatives meet your expectations.

The ability to separate your voice from all the others clamoring for attention in the marketplace - traditional and online - is going to become an even greater challenge. Finding an agency or internal marketing pro that is fun, energetic and in-tune will help you stand out in the crowd and be heard.

Good luck with your search! Sincerely,

Andy Donovan

Favourite Friday March's "Tweep in Profile" @davefleet

2011-03-04T09:02:00.006-05:00

Well here we are once again for the first of the month one and only #FF this week...and am happy to be sharing my most recent "Tweep in Profile" from the podcast series of the same name @davefleet. Dave is the VP, Digital at Edelman Public Relations and heads up a team that helps coordinate online engagement for his clients. He's also a blogger and has been doing so for sometime now at davefleet.com - if you get a chance check it out.

This month Dave covers a wide array of topics within Social Media but the one that resonated the best was that of the medium needs to enhance rather than replace traditional communication and marketing methods. To listen to his discussion with my host/producer @DonnaPapacosta check out the link here and be sure to enter and be one of the first 5 correct respondents to our QR Code contest found on the release in relation to the interview.

Since I launched this series late last year Dave's interview has not only been the most accessed and shared interview it also garnered a radio interview for me to talk about the program and why I created it in the first place...to showcase and highlight members of the Twitter community whom I Follow and consider friends both online and in real life.

Favourite Friday Shout Out - Rosemary Yeremian

2011-02-04T09:00:00.001-05:00

Well here we are at the beginning of another month and it's time for my one and only "Favourite Friday" Shout Out - @ryeremian (Rosemary Yeremian) of Strategic Insights. I've had the pleasure of knowing Rosemary in real life and now following both her personal and professional Twitter accounts.

Not only is she a student of the medium she is also a practitioner using the power of Social Media to help enhance the image and brand of Strategic Insights as a mover and shaker within her industry. I think what you'll find with Rosemary is a down-to-earth, professional and no-nonsense kind of leader who exudes the phrase "client-centric". She cuts right to the chase and that's something that is refreshing in this day and age.

So with that, please meet my February "Tweep in Profile" Rosemary Yeremian.

CANLAD Rolls into 2011 with engines revving...

2011-02-02T09:54:00.009-05:00

As many of you know my pet project "Canada Likes Arment Dietrich" on Facebook (CANLAD) is well underway and off to a great start in 2011. To date, we are happy to share that we are closing in on 10% of our goal of 1,000 Canucks "Liking" AD on Facebook by December 31, 2011 - and at this rate we might just be able to celebrate hitting the milestone prior to year's end. (I've even heard threats by AD's CEO that an appearance North of the Border might be in the works to celebrate).

This month's Social Media Release not only shared the numbers but also more of Gini Dietrich's weekly blog feature - known as "Facebook Question of the Week". Gini discusses three topics which include: How much time to spend on a daily/weekly basis reading blogs, How they pick, choose and interact with guest bloggers (present company included) to Spin Sucks, and finally, predictions on where BP goes now with the spill behind them but still a tough road ahead.

So to learn more about Gini and her team at Arment Dietrich I invite you to drop by their Facebook page and see what they are cooking up in the coming months - in the meantime, we'll continue to cajole our fellow Canadians to join the only party up here not participating in attack ads. :)

Favourite Friday Shout Out - Ann Evanston

2011-01-07T09:00:00.003-05:00

Happy New Year everyone...this past month I was fortunate to kick off 2011 by featuring my long-time online friend Ann Evanston in my "Tweep in Profile" Audio Podcast. As many of you may or may not (but I find that hard to believe) know - Ann is a motivational speaker, consultant and career coach who provides advice to women in small business designed to help them stand out amongst the crowd.

She is known by many names such as Ann Evanston, Warrior-preneur but I like to call her "Annie" as she is more than just someone I Follow on Twitter. I like to share, comment and learn from her blog posts, Tweets and one-on-one. This time last year I was fortunate enough to join many leaders in the business community in North America on Annie's BlogTalk Radio program where we talked about success in small business.

Her feature "Blogger Monday" is just another reason why following her is of such great value. She not only talks the talk but walks the walk in terms of being "social" in Social Media by providing a forum for bloggers to meet, interact and engage each other in a fun and non-threatening manner. With that I am happy to recommend Annie as a must on your "Follow" list.

Canada Likes Arment Dietrich on Facebook Rolls On

2010-12-17T09:48:00.007-05:00

So as many of you know, at the beginning of this month I launched my "pet project" for 2011 - which is to entice 1,000 fellow Canadians to check out and "Like" my friends at Arment Dietrich on Facebook. I am happy to report back that it continues to garner interest as well as several new fans for Gini, Daniel, Molli, Patti and the rest of the team. For those of you who have yet to check out their Facebook page, I thought I would share Gini's latest from her segment on Spin Sucks known as the "Question of the Week from Facebook" to give you a taste of what to expect.

As you'll see from this week's topic she is a big fan of product placement designed to generate interest in a brand (and if you've ever watched "The Biggest Loser" you'll know prime examples of this as Bob and Jillian drop in various sponsor related products into their training programs.) If we think about it this is not a new concept but there are folks who do it right and those that just fail to hit the mark. I personally prefer more subtle approaches to product placements but each to his/her own.

The one point I highlighted in Gini's answer was to not forget about the all important bloggers and to ensure you do your homework on them (i.e. proper shirt size, etc.). Especially if you want them to feature your brand or your client's brand in their posts. If you have an opinion on product placement or trying to generate brand awareness through these practices why not drop by Arment Dietrich's Facebook page and join in on the conversation as well as check out some of the other topics of conversation there. In the meantime, have a safe and happy holiday and we'll return in 2011.

Favourite Friday - April Dunford

2010-12-03T09:00:00.001-05:00

Well here we are at the end of what - I am hoping for all of us - has been a successful year. As well it is the beginning of the month and time for my Favourite Friday shout out. This month, I was thrilled to be able to invite April Dunford onto the "Tweep in Profile" podcast hosted and produced by our mutual friend Donna Papacosta. Here's the link to April's interview which I think you'll find as informative and entertaining as both Donna and I did.

April is the VP of Marketing at Solarsoft (a manufacturing intelligence and ERP solutions to mid-market manufacturers company) and is also a blogger at Rocketwatcher where she shares her views and opinions on product marketing for start-ups. Educated and trained as an engineer, she has spent the past 17 years working with information technology and communications products and solutions -specializing in bringing new technology to market. One glance at her bio gives you a sense of just how influential she has been in this industry and how many companies have benefited from her expertise.

I am glad to be rounding out the year with her as my final guest on the "Tweep in Profile" Audio Podcast series and I hope you'll click on her Twitter profile to learn more about this incredible "Tweep". Happy holidays everyone.

David Weedmark - Power of Words

2010-11-11T15:03:00.004-05:00

by Lori Flood

I have a great passion for words. Poetry, prose, song lyrics; be the spoken, sung to a melody or written. Words have the quiet strength to put people at peace, or to move them to action. There is nothing quite as powerful as the right words at the right time. We've all experienced moments where this is inarguable.

Every now and then, I encounter a writer whose words have the power to move me; to touch me, and to leave their imprint on me in ways that are difficult to describe. When a writer is able to accomplish this, he or she opens up a dialogue with the reader, a connection that brings a deeper level of understanding to both.

David Weedmark is such a writer.

I have long followed and been a fan of David's blog. His content is original and informative. I have found invaluable tips as well as many posts that have inspired me not only to read further, but to continue to write. David's first collection of poetry, First Stirrings, was nominated for the Governor General of Canada’s Literary Award.

He takes his readers on his spiritual journey with him in his book, The Nature of Trees. This book is a life altering read, and David has a workshop forthcoming - designed for both business and personal development - entitled The Art of Daily Living that promises to be a wonderful companion to this important work.

David's recently released mystery novel, The Tanglewood Murders, born of his experiences working with migrant farm workers in southwestern Ontario, is a compelling work of fiction. Not only a crime novel, The Tanglewood Murders also explores the depth of emotion involved with loss, grief, and love in the midst of a perfectly executed thriller.

Those are just a few facts about David Weedmark’s work.

Through reading his work and engaging in his blog (and in the conversations that he opens up with his fans and readers), I have also been very fortunate to come to know David as a friend.
He is an extraordinary man.

David's willingness to share the richly woven tapestry of his life invites his readers to feel like they are sharing in his work in a way that few writers can.

The understanding, empathy and compassion apparent in his writing shines still brighter when you engage with David, himself. David's unassuming and humble demeanour make you feel at home while you share his world, and it's a feeling that you just can't forget.

If more writers - if more people - showed the kind of integrity that David does in both his work and his life, the world would be an easier place for all of us to work our way through.

I believe in the power of words. But I wouldn't get on my little soapbox for just any writer.

David Weedmark is not just any writer. His talent is undeniable.Plain and simple. From his blog, to his poetry, to his novels, there is something here for everyone. David can make you think, make you smile, make you cry; he can entertain you, and he can enlighten you.

It's difficult for a writer - even a talented and published one - to gain the kind of exposure that is required to get their work read by the masses. I believe that David's work needs to be read by the masses. So I have done the one thing that I know how to do, to help that happen.

I have used my words to tell you about his.

Visit David's blog. Read his work. Let his poetry speak to you. Give yourself the gift of his published books.

And then, like me, if you feel moved to do so...

Share it with the people in your world, just as I have shared it with the people in mine.

Information on David Weedmark's published work, including purchasing information, can be found on his website.

Canada “Likes” Arment-Dietrich on Facebook – or at least that’s what I’m hoping 1,000 more of us are saying on December 31, 2011.

2010-11-05T12:50:00.006-04:00

I’m sure for readers of my posts here, on Facebook, Twitter or LinkedIn, it won’t come as a big surprise that I am a fan of Gini Dietrich and her team at Arment-Dietrich. Not only because they are all bright, energetic, dynamic and amazing experts in their fields – but as a group are really funny people. In fact I have often suggested to their ring-leader that she take her act on the road - outside of the PR and Communications speaking circuit – as she is one of the funniest people I have ever met – virtually or in real life.

So after more than a year of following her, her team and their daily musings – I decided it would be a fun side project to introduce Canadians to Gini and her band of merry-people and to get to know them by simply clicking “Like” on her corporate Facebook page. My goal – 1,000 Canuck “Likes” by December 31, 2011. Now before you ask, this is not designed to generate sales leads for her (she already does a pretty good job of that on her own) but rather introduce her philosophy, personality and amazing team to a broader audience and to demonstrate the beauty of Social Media – that being the social aspect.

Gini is a great fan of the medium – she is constantly speaking, sharing, learning and passing on what she has learned to the online communities who have come to know and appreciate her. I have often told her that she is a great “filter” of information for me as she is someone who reads and gets inspired from publications such as The Harvard Business Review – whereas I get the same from reading her blog Spin Sucks.

So with that – if you are Canadian – know a Canadian or just know someone who has had a pancake slathered in maple syrup – drop by Arment-Dietrich’s Facebook Corporate page and say hi to Gini and the crew…I guarantee that you will “Like” what you see (cheesy comments should not be a reflection in any way, shape or form on the Dairy Farmers of Canada).

Favourite Friday Shout Out - @WorkCabin

2010-11-05T09:00:00.006-04:00

Well here we are again - it's the first of the month and my one and only FF Shout Out today will be my most recent "Tweep in Profile" - @WorkCabin or for those of us who know him better - Gregg McLachlan. This past month my host and producer @DonnaPapacosta had an opportunity to sit down with Gregg to find out more about the man behind "Canada's Environmental Job Site" found at WorkCabin.ca.

Among the many things I like about following Gregg is his willingness to engage in dialogue and not simply push what he does. So many people use Social Media as a way to flog their wares vs being...well...social. One of the things you'll find when following Greg he is that along with being a wealth of knowledge from and environment perspective. I was fortunate enough to meet Gregg through mutual contacts and I've enjoyed our discussions immensely these past few months.

I would highly encourage you to check him out on Twitter @WorkCabin or his website WorkCabin.ca. Thanks again for being the "TIP" for November Gregg - here's hoping you have a few more "fans" come your way as a result.

Looking through the Plumber's Crack: Back for No. 2

2010-10-21T14:46:00.007-04:00

As many of you who know me know (in real life or online) I have been assisting my brother Patrick Donovan - a Master Plumber in the outskirts of Belleville, Ontario - launch into becoming an author by sharing his experience and musings from the plumbing and construction industries. Well lo and behold with today's story from EMCBelleville.com he's back for (as his title suggests) Number 2.

A couple of years ago, he and I - along with a dear friend of mine Sandra Da Silva - embarked on a month long parade across Ontario with media and book tours from Ottawa to London and everywhere in between to promote his first "crack" at writing titled: "Looking through the Plumber's Crack: Dispelling the Myths of Plumbing". With the response and success of this first book he began writing his next installment. With this mind and in the coming months we hope to recreate past success by sharing his latest "penning" of life as a plumber as well as a "quasi-celebrity" sharing his experiences in front of the camera/microphone.

Along with the help of his friends like Richard Turtle (the reporter of the EMCBelleville.com story) Patrick has managed to pull together an even funnier look at his wild and wacky profession that those having read his first book will appreciate. As Richard writes, "With a casual and accessible writing style, Donovan offers his own comic perspective on the lovelorn or flood-lorn he has encountered over the years, along with a few practical household hints that could pay huge dividends in savings down the road." So now who says plumbers don't know how to talk "crap" six ways to Sunday?

Yes - as his brother I am happy that he has found something that he is passionate about and is good at - but moreover I am happy that he has been able to mix his passion with something that affords him (both financially and as book fodder) the ability to continue his dream. That said - we'll keep you updated as the journey continues for him, his clients and readers. Who knows - along the way we may all learn something from his - as he so appropriately calls it - "s**tty" book. :)

Photo Credit: EMCBelleville.com

Are your front line employees shooting your image in the foot?

2010-10-20T15:20:00.010-04:00

Last week I had the pleasure of having coffee with one of my most favourite people and an expert in the field of business etiquette - Louise Armstrong - (highly recommend following her on Twitter at @TorontoLouise as well as her blog - A Call for Class - exploring the role of etiquette in communications). After purchasing our lattes we decided to take our conversation outside and enjoy the beautiful weather.

We were enjoying sitting, drinking and musing about our business lives and the fact that one of the biggest lessons learned in running a business was to go with your gut especially when it came to hiring staff. Bottom line for the two of us was "will I feel comfortable having this person represent me to my best client?"

While digesting the conversation we were interrupted by one of the establishment's staff who was cleaning the tables out in front of the shop. Now a few pleasantries from her wouldn't have caught my attention but it turned into a full-blown-too-much-information but mostly uncomfortable conversation about her mother, sick pets and so on. To top things off there were a litany of "F-bombs" dropped throughout her "soliloquy" to us if you will. Now what struck me was not that this person would speak in this manner - as she was clearly not all there - what did was the fact that the coffee company didn't seem too concerned about what image having their front liners act this way would have on their clients.

As we all know and can appreciate - image can be damaged by the simplest of things no matter how great the marketing. We were both polite and waited until there was a break in the conversation to disengage the employee but it definitely has me thinking twice about entertaining clients, friends or family for that matter at this location. I doubt that this was this person's first day and as innocuous as it may have seemed to have her clean tables - it will be the lasting impression for us when we pass by the location again in the future.

I guess the lesson here is keep on top of all of your client interactions and ensure that the people you have representing you are the right ones - regardless of their duties. It only takes one experience to leave a bad taste - regardless of the beverage du jour.

Favourite Friday Shout Out - @DannyBrown

2010-10-01T09:00:00.004-04:00

Wow - here we are again at the beginning of another month and it's time to give a #FF shout out to our most recent "Tweep in Profile" @DannyBrown. For anyone following Danny you know that he is a champion of the "Internet" as he calls everything to do with online including Social Media. If you aren't following Danny, he is the co-founder and partner at Bonsai Interactive Marketing, a full service marketing agency located in Burlington, Ontario.

What I've appreciated, over the past few months of following him, is Danny's willingness to share his experience and expertise in the field with his fellow Tweeps and I am thrilled that he agreed to be interviewd by my host and producer @DonnaPapacosta as this month's featured member from the Twitter Community.

One of the things I am most impressed with by Danny is that not only does he hone his craft and put what he's learned to good use for his personal and professional personas - he is also channeling Social Media into charitable endeavours such as his 12for12k Challenge. Re-launched today (October 1, 2010) it is an initiative designed to help charities through a combination of Social Media awareness and fund-raising. For more details check out the link here at 12for12k.

Thanks again Danny for not only the interview but also for what you are doing to help your online friends - you truly are living the term "paying it forward".

Art of Relationship Building - Know and Respect Your Audience

2010-09-30T09:34:00.006-04:00

The other day I (along with several others) received an unsolicited email from a former colleague who is now working for a company that specializes in "Social Media Profiling". Now my surprise was not the email but moreover the content and tonality of the message. It was nothing more than a "shopping" list of what their services were and an invitation for an online demo...there was no preamble, it was not personalized and of course it has not motivated me to learn more but to blog about "relationship building".

All of us want to feel important, all of us want to know that when we are being contacted by a salesperson that it is because they have some inkling of what our "pain proposition" is and whether - based on this understanding - their solution will satisfy the pain or not. In my career I have been a fundraiser as well as a salesperson and in that the only difference for me has been the title vs the role. In each position one needs to first engage their audience, develop a relationship and nurture or "steward" that relationship in order to encourage a specific call to action. In the above instance my former colleague has done 1/3 of this equation and here is where he'll fall flat unfortunately with not only me but others on his "hit list".

Whether you are seeking donations or sales you need to identify three things to be successful: you need to identify a link (between a donor and a cause or a customer and a solution), you need to identify an interest (does your audience care or have a need) and finally, do they have an ability to either give or purchase based on identifying the more important aforementioned elements.

Had my former colleague done his homework he would have known that a "blast email" would not be something that would encourage me to pick up the phone - especially given the fact that this was the first contact from him in several months and that I have partners who can help me and my clients in this regard. (Had he picked up the phone perhaps all of this would have left a better taste...but I digress.)

Bottom line for me is regardless of what you are sharing - know and respect your audience - don't give them a reason to ignore you.

Favourite Friday Shout Out - @parkernow

2010-09-03T10:47:00.000-04:00

As many of you know I traditionally reserve my first of the month "Favourite Friday" shout out's on Twitter to those I have featured in my monthly newsletter's "Tweep in Profile". This month is no different however I am adding a new spin to it and that is the fact that we have enhanced our typical profile in written format with that of an audio podcast hosted by @DonnaPapacosta.

For more than two years, DGI has featured members of the Twitter community whom we feel are having an important impact on the social networking site and this month's "Tweep" is a perfect example of this - Parker Mason (@parkernow).

As you'll see from his profile Parker has been using Social Media to connect with friends, family, colleagues and now a broader online audience for some time now. In fact, I met Parker a few years back while the two of us worked at CNW Group and he was instrumental in introducing me to one of my favourite people on Twitter and the host of DGI's Tweep in Profile Audio Podcast - Donna Papacosta.

What I like about Parker is that he is a perfect reflection of the spirit of Social Media as he has on occassion provided tips, advice and feedback on several of my multimedia assets designed to maximize the reach and impact of - not only DGI related announcements - but client releases as well. With that in mind, I am highlighting Parker in this month's Favourite Friday shout out.

TD helps homeowners understand solar panels

2010-09-02T08:47:00.002-04:00

On Wednesday, September 1, 2010 we uploaded the above video featuring TD experts and homeowners talking about the financial and environmental benefits of investing in renewable energy to various video sharing sites. For more information please visit www.tdcanadatrust.com.

Favourite Friday Shout Out - @abbyharenberg

2010-08-03T09:00:00.008-04:00

Well here we are again - it's the first of the month and I take this opportunity to share with you my "Favourite Friday" Tweep taken from my most recent "Tweep in Profile" (TIP). As many of you know the TIP is a monthly feature in my newsletter where I profile a member of the Twitter community whom I follow and allow you to get to know a bit better.

This month I featured one of my favourite "photogs" - @abbyharenberg. Abby is a wedding, special events, lifestyle and portraits photographer based out of Chicago, Illinois and who has been on somewhat of a quest this past year with her project "365days2010" on Flickr. Abby and I have been Following each other for more than a year now and I am thrilled to share her and her work with you this month. I think you'll agree she has a very creative eye and has definitely capture that many times within the project.

As you'll see in her profile - she loves Social Media and how it allows her to not only keep in touch with her family, friends and fans...but also help share her work and who she is - I don't think it could be summed up any better than in her collection of work and especially the following photo:

This image is called "We are all connected" and Abby is living proof of life connecting art and art connecting life. So without further ado - please meet @abbyharenberg and her collection. To learn more about Abby visit her website.

Favourite Friday Shout Out - @martinwaxman

2010-07-02T09:00:00.001-04:00

In the second installment of my "First of the Month Favourite Friday" shout outs from Twitter I am happy to share my July "Tweep in Profile" (TIP) @martinwaxman. Not only have I been following Martin for some time now I have also had the pleasure of working with him on a recent project featuring "Gossip Girl" Leighton Meester.

Martin is a wealth of knowledge not only for his experience with Social Media but also traditional public relations having been a former founder of palette PR and now energiPR. As you'll see from his profile he wears many hats - as a business owner, blogger, advisor, college instructor and the list goes on. In addition, he is a frequent contributor to - along with my Twitter BFF @ginidietrich - @joethornley's InsidePR Podcast.

I think you'll find Martin as engaging as I and those who follow him on Twitter do - so without further ado - please meet Martin Waxman - July's DGI Newsletter Tweep in Profile.

Fun Client Campaign: Trust your Intuition - Adopt a 25 Hour Day

2010-06-18T15:57:00.004-04:00

On Thursday, June 17, 2010 we helped Schick Canada launch their multimedia campaign known as "Trust your Intuition: Adopt a 25 Hour Day. Join the 25 Hour Coalition at www.25thhour.ca". We helped to incorporate audio, video and print assets into a dynamic and engaging Social Media Release and shared it across the internet including social networking sites Facebook, Twitter, LinkedIn as well as video sharing sites. Check out Coalition President Jessie Behan as she rally's Canadian women to join the cause for a 25 Hour Day.

Details on the Campaign include the following: “What Would You Do If You Had An Extra Hour Everyday?” “Canadian Women Campaign for 25 Hour Day”, “Time for More Time”. The 25th Hour Coalition is making headlines across Canada. Canadians are urged to join the movement (www.25thhour.ca) and do what comes naturally: add an extra hour to their day. The 25th Hour Coalition was started with the objective of raising awareness of women’s need for more time in the day. Women who continually find that 24 hours are not enough are invited to join the movement and adopt a 25 hour day.

What is the 25th Hour Coalition?
Several scientific studies have shown that the human body intuitively runs on a 25 hour day. These include a study published in the Harvard Gazette which showed the body’s clock is naturally set to 25 hours*.

The 25th Hour Coalition -- which is backed by Schick® Intuition Plus®, a brand that understands women’s need for more time -- was created with the vision of adding an extra hour to the day. Canadians are invited to join the 25th Hour Coalition, try moving to a 25 hour day and start living their lives on a 25 hour clock.

Check out the video and add your voice to the discussion at http://www.25thhour.ca/.

A new "Twist" to my Favourite Friday Shout outs...

2010-06-04T11:14:00.007-04:00

I thought I'd add a new twist to my Twitter #FF shout out's on the first Friday of each month by sharing my monthly newsletter's "Tweep in Profile" interview. I think in order to give - not only the Tweeps themselves but also my newsletter segment - more depth I thought I would share each 1st Friday a little more than the average kudos (or what I am now calling my #FF mini-pack shouts on Twitter).

So with this in mind - June's "Tweep in Profile" is my client (and more importantly friend) Christine Beevis or @Ceebie who works and Tweets for the Nature Conservancy of Canada - @NatureConsCDA along with her colleague Reena Kudhail - @RK818. I chose Christine based on her love of Social Media and her desire to "drink in" as much about the medium as possible - no truer cheerleader have I met to date within the charitable sector as to how it applies to the organization so thought she'd be great to introduce to my subscribers.

Christine is an "editor" by nature and I truly enjoyed having her collaborate on June's issue of the newsletter as she also helped me with grammar, spelling and layout that I think added quite a bit to the reading experience...so to that here is the link to the article and I hope you enjoy getting to know @Ceebie as I have - DGI June Newsletter. I think after you've read a bit of the interview you'll see why she, Reena and the entire team at the Nature Conservancy is worthy of a "Follow".

Semaine SécuriJeunes 2010

2010-05-31T08:47:00.001-04:00

Click to Play

Dans le cadre de la Semaine SécuriJeunes 2010, SécuriJeunes Canada souhaite rappeler aux parents que le casque protecteur demeure le meilleur moyen de se protéger contre la première cause de blessures et de décès chez les enfants adeptes du vélo, de la planche à roulettes et des patins à roues alignées. Pour plus dinformations, les parents peuvent télécharger gratuitement une brochure sur le port du casque protecteur disponible au www.securijeunescanada.ca. Distributed by Tubemogul.

Safe Kids Canada promotes helmet awareness

2010-05-31T08:38:00.002-04:00

In honour of Safe Kids Week 2010, Safe Kids Canada wants parents to know that wearing a helmet is the most important line of defense against head injuries the leading cause of serious injury and death to kids on wheels. For more information, parents can download a free helmet safety brochure at www.safekidscanada.ca. (Distributed by Donovan Group Inc.)

Using social media to build your small business team.

2010-05-25T14:12:00.011-04:00

As many of you know I've been running my own company, which specializes in multimedia communications (audio, video, online production and distribution), for more than three years now. Like most small businesses, I’m now faced with having to expand my operations to meet the growing needs of my clients. This is a great problem to be facing, since it gives me added confidence that my business is hitting the right chords within the marketplace.

Recently, while surfing the web I came across an interesting Mashable post by Bantam Live - “10 Tips on how to build a successful small biz team.” Not only was it a great read, it was a positive reinforcement of some of the things I continue to do to recruit and retain members of my "creative braintrust" – folks who not only help me and my clients with strategy but also implementation.

I am currently in the process of expanding this braintrust – with members from traditional or social media as well as event attendees. Tools such as Twitter, LinkedIn and Facebook continue to be a great resource for me to attract the many talented freelancers and companies that may be interested in working with a company such as mine.

I would love to hear what others think of not only the Mashable article, but also how they are growing their small business team and whether they are using similar practices to attract, retain and enhance what they are offering to their clients. Whatever we can share will not only help foster collaboration amongst competitors and partners within the marketplace but also provide enhanced services and solutions for our clients.

My Favourite Friday Tweeps - Volume 3

2010-05-13T12:15:00.025-04:00

Well here we are - another Friday (well almost as I'm traveling tomorrow and am sending this on a Thursday) and another opportunity to shout out to those within the Twitter community that I enjoy following. Each week I find it both hard and easy to share with you those "Tweeps" that I enjoy engaging, bantering, following or simply laughing along to their Tweets. Hard because there are so many to choose from...and easy as there are so many to choose from.

So without further ado here are this week's #FF's:

@ChelseyVeturis - Chelsey is 1/3 of the Veturis Sisters and she has made Twitter an enjoyable experience for me and others who follow her by letting her personality shine through 140 characters at a time. As her bio on Twitter states, she is a student living in Orange County, CA and is a great cheerleader and proponent of social media. Take a moment to delve a little deeper you see a zest for life that we wish we could bottle and retire on. She's always quick with a smile and of course has an incredible memory for details - as she constantly amazes me when asking about our "Trips".

@RochelleVeturis - Rochelle is 2/3 of the Veturis Sisters whom Chelsey introduced me to and whom I've connected with outside of Twitter. Her Tweets are always timely, informative and collaborative. She is a wealth of information relating to traditional and social media and is the creator of Role Model Media --PR w/ a conscience. One Tweet demonstrates not only an intelligent, bright and engaging woman...but someone who shares the zest for life the entire clan of Veturis' demonstrate.

@ReporterHaley - Haley is the final link or 3/3 of the Veturis Sisters and like Rochelle I was fortunate enough to meet and connect with her via Chelsey. Haley provides some pretty good insight both on Twitter and within her blog "DNA-Daily News Alert™". As she describes - "the Daily News Alert™ is a quick and easy way to get a summary of the happenings for the day. Here, you'll get an overview of the news and be linked to more detailed versions from notable publications. After all, it's in our DNA to know."

On a more personal note, I know if these three were my daughters (and yikes am almost old enough to be that) I would be proud as punch for what they've accomplished in such a short time - on Twitter and as you'll see in life.

@martinwaxman - Martin is a contact in Toronto that I met (surprisingly...but then again if you knew her you wouldn't be) via my BFF in Chicago @ginidietrich. He has a bio a mile long which I'll let you view here. Martin is someone I've enjoyed following for his insights, his opinions and links that he shares to further the discussion on social media. A true fan of the medium and advocate and someone I think everyone should have in their "Follow" list.

@TorontoLouise - And if you have Martin you should also include Louise Armstrong - not only because of their partnership at Palette PR but also for the many other insights she brings to the table. I've had the pleasure of meeting both IRL (in real life) and interacting on their respective blogs. Louise - as her Twitter bio states - is a PR expert and business etiquette afficianado who writes a blog titled A Call for Class - exploring the role of etiquette in communications and PR.

Whether you have followed her for a while or whether this is your first glimpse you immediately get a clear picture of where she's coming from and how etiquette and good manners can go a long way in helping to re-inforce your image, your brand and your overall impression in the marketplace.

So there you have it - short and sweet but definitely 5 Tweeps I enjoy following and hope you will too...or at least click through to find out more about them. Have a great FollowFriday everyone.

My Favourite Friday Tweeps - Issue #2

2010-05-06T14:09:00.017-04:00

After coordinating a successful client event last Friday, I'm back again with another round of Tweeps whom I'd like to give a shout out to since they are fantastic folks to Follow. From the many incredible people I have grown fond of I typically choose one for my monthly newsletter within a section I like to call "Tweep in Profile"...some of these folks are included here from past issues...so without further delay - here are my recommendations for FollowFriday:

@laura_lake: speaking of "Tweep in Profile" Laura was my very first and someone I like to refer to whenever marketing - traditional and online - tips come to mind. She has more than 12 years of experience in the field and is a true marketer in every sense of the word and is someone who (as her bio intimates) wears her passion on her sleeve. Two thumbs way up for Following this incredible lady on #FF.

@WriteSyntax: another member of my "Tweep in Profile" section is Cori Padgett. She is a ghost writer and has even penned a post for me here in "The Dialoguer". Not only does she love her craft she is amazing at sharing tips on how to become a better writer - whether as a blogger, Tweep or just all-round. Enjoy having her in my fold of Followers.

@sueyoungmedia: someone who has yet to become (but is definitely on the list) a "Tweep in Profile" is Susan Young. As her Twitter bio states...she is: an amazing woman from the attitude capital of the world...NJ. What I like most about Following Sue is that she not only shares some great insight into the world of communications but also has a lightning fast trigger on personal thanks for sharing to a broader audience. Great sense of humour and an excellent person to be Following.

@jaimealmond : or otherwise known as Jaime Almond. She and her colleague @CopywriterTO (or Rachel Foster) run training sessions from time to time for Tweeps to learn how to use the medium to their advantage. Primarily in business - but I think from what I've gleaned in everyday life as well. Always cheerful and chock-full of interesting tidbits of information - I truly enjoy following and Retweeting their info.

@jhillstephens: AKA Jennifer Stephens, AKA the Alabama Slammer (from her bar tending days). Jennifer is a recent Tweep I've grown fond of following for her incredible wit, sense of humour and also some great conversations. I like her zest for life and am glad that I decided to follow the advice of another Tweep on #FF and click through to learn more.

So there you have it for Friday, May 7, 2010 - Mother's Day Edition of my Favourite Friday Tweeps...hope you find them as intriguing, insightful and entertaining as I do. Have a great one!

My Favourite Friday Tweeps

2010-04-23T10:51:00.006-04:00

For anyone who interacts on Twitter you'll be familiar with the term "Favourite Friday" or the Hashtag "FF". If you don't then basically it is an opportunity for us in the Twitter Community to raise awareness or simply shout out to those people we like to follow and interact. For some time my BFF @ginidietrich from Arment-Dietrich in Chicago has been using her blog www.spinsucks.com to share her thoughts on who she is following and why she thinks others should follow suit. Not only is she a wise woman for doing so it also encourages others like yours truly to emulate and follow her lead.

With that here are a few Tweeps I enjoy following and why: @carece and her husband @joeslaughter also known as Carece and Joe Slaughter. These two I affectionately dub the "Dallas Dynamic Duo" as they use Twitter and other Social networking tools such as Facebook and LinkedIn as an opportunity to engage and develop relationships that could potentially lead to more. I consider them both incredible friends even though we live hundreds of miles apart...funny how Social Media has allowed this to happen.

@KimPossibleX also known as Kim Carlisi is one of those people that make you smile when you see her avatar pop up in the discussion stream. Someone who is a real and genuine lady that is a living example of "what you see is what you get". Not pretentious and incredibly funny...she runs her own company called MissGoGetter a lifestyle management company in Florida and if we ever end up there she's first on my must call list.

@BonDean also known as Bonnie Dean is not only a friend of mine on Twitter, Facebook, LinkedIn and any other Social Networking site you can think of but is also a friend in real life (or IRL). She is a rare gem of a friend who is a straight shooter and has an amazing zest for life that I sometimes enjoy living vicariously through her. Not only has she been an amazing addition to my "creative brain trust" for my company but has also been an amazing client. Couldn't find a more amazing cheerleader for the online medium - and proof positive check out her blog.

@workcabin also known as Gregg McLachlan is an environmentalist, forest owner, communications consultant and multi award-winning writer. He is the founder of WorkCabin.ca whom I met through my client @NatureConsCDA and has been an incredible resource for green and conservation topics of interest as well as sharing green employment opportunities. I always take away something from his Tweets and am happy to share to those with similar interests.

@ccath also known as Catherine Solmes is someone I had the fortune of meeting via our mutual friend @BonDean and who not only is a great member of the Twitter community in terms of engagement she and I are soon to collaborate on a client project introducing her creative eye behind the camera lens. Although I've only know her a short time I've come to enjoy her insights and of course her Photostream images on Flickr.

Well there you have it - my first go round of #FF shout outs via my blog. Not only is this a much more elaborate method of stating why I enjoy following these folks that 140 characters don't allow - it also helps me keep things a bit fresher on my blog. Here's hoping that you reading these quick bios find them as interesting and engaging as I do. Happy Follow Friday everyone.

To be or not to be...a corporation?

2010-03-29T09:59:00.032-04:00

Yes, it has been a while since my last post. But as you will soon see, it's been a busy time around here, what with closing down Donovan Consulting Group as a sole proprietorship and incorporating into a new entity - Donovan Group Inc.

As many business owners can tell you, there are pros and cons to incorporating. Some do it for tax purposes, others to secure outside investors and to impress their bank. While these are all attractive reasons, my decision was really predicated on the fact that I wanted to send a positive message that I, and my business, are here to stay.

My short-term goal was to test a theory of whether my experience and expertise in the fields of multimedia communications and event management would stand the test of time - especially with the mission of creating a positive dialogue between my clients and their intended audience through audio, video and online assets. Thanks to my clients and suppliers, I am now in a position to prove that theory valid.

No one can do everything on their own -- I have been fortunate to have an amazing support system. First and foremost, my wife Alyson and our Triplets (who are actually the true Board of Directors). Second, my host of suppliers within my "creative brain trust" who help me vet pretty much every aspect of my business. During the incorporation process, I had some really good legal advice provided by Anne Hudson from Michael Peter Haddad Barristers and Solicitors. She not only made the process a turn-key one, she answered questions for me that I didn't even know I needed to ask. I can't stress enough to anyone thinking of incorporating, or even opening a business, to get sage legal and accounting advice - believe me, it will save you hours of frustration and hundreds of dollars. So with that, thanks Anne -- I'll see you at the Annual General Meeting. We'll be serving milk and cookies. :) (For general information regarding small businesses check out this link to the Ontario Government.)

The next member of the DGI creative brain trust in this exercise was Hailey Khan from Ryan Smith Designs in Ottawa. Hailey and her team came up with the original logo for Donovan Consulting Group, which quickly became an amazing branding tool for me. When I approached her and her team to help re-jig the corporate logo and brochure, they were not only able to do it within a few strokes of a computer key, they were also able to make recommendations that enhanced the look and feel of how I incorporated these assets into my communication vehicles. Truly, without the support, guidance and advice from professionals like Hailey, I don't know where I'd be.

When it comes to self-promotion, I have to admit I'm not as gregarious as I might or should be. In order to counter that, I enjoy the support of friends like Bonnie Dean (a great communications professional and social media champion) and Carolyn Joseph of Globenewswire. When announcing to the world the change from DCG to DGI, Carolyn suggested that the release needed a bit more punch --..and who better to provide that than someone I have come to rely on for that wizardry of the English language but Bonnie. Together they were able to create the following news release for me that will hopefully catch an eye or two...and if nothing else, begin populating the internet with the DGI brand. I really couldn't imagine life - personal or professional - without the likes of these two incredible ladies.

Finally, as I shared with my friend Ann Evanston on her Warrior-preneur Radio Program earlier this year, I believe that as an entrepreneur you need to be passionate about what you do and along with that have no fear of failure. A strong belief in the fact that what you do and what you offer provides value to your clients and the community in which you live and interact, is what gets you through the challenging times. With the support from friends and family I can wholeheartedly say that I haven't once questioned this belief, and now as the President of Donovan Group Inc. I look forward to many more years of living the dream.

Blogging: creating a discussion...yes, no or does anyone care?

2010-02-05T11:40:00.005-05:00

Over breakfast this morning with a friend I am fortunate enough to be following on Twitter, we mused about the notion of whether people who are creating blogs these days actually cared if people were reading them or if it mattered what (if any) discussions arose from their posts. On the one hand, I believe that we should write as though the whole world is reading and, on the other, as if no one but ourselves will be doing so. Our conclusion was well...inconclusive so I thought I'd give this whole concept of discussion string a bit more noodle.

With that notion over the past couple of days I have been keeping an eye on various discussion strings on a few new as well as existing blogs I am or have been following. I thought I'd provide a sampling of each and their link backs for you to see what types of discussions and comments their writings are generating - if for nothing else - than to placate my own curiosity. So without further delay here are three blogs I think do a good job (and this is by no means an exhaustive or definitive list so if your blog does just as good a job - kudos to you and please share so I can appreciate them) in generating discussion:

Spinsucks or the Fight Against Destructive Spin. This blog penned by my good friend Gini Dietrich (@ginidietrich for you Tweeps) provides a meeting place for a healthy discussion on public relations, social media and everything in between. What I love about Gini's posts is the fact that they provide both valuable information and insight mixed with a healthy dose of her incredible sense of humour. One of the more interesting posts that provides a good example of this has centred around the development of a new tag line for Gini's company Arment Dietrich in Chicago. Have a quick peek and see if you agree - not only with my take on Gini - but on the discussions her posts are generating: The Tagline Contest Finalists.

YummyMummyClub - Maureen Turner (Sex and Chocolate) I was actually pointed in Moe's (@moeturner) direction by none other than herself as I mused about the discussion topics that seemed to be the most interesting on Twitter yesterday. Perusing through her posts I fell upon this one about the announcement of her baby girl on her blog...breaking news indeed! What I liked about the discussion here is that it was reminiscent of those that my wife and I had when we saw our "Trips" for the first time via ultrasound. She definitely knew how to strike the right "chord" if you will by including 3D images of her daughter to enhance the "coolness" factor in the discussion. By the way - congratulations Moe.

Escaping Mediocrity This blog is written by another "Tweep" Sarah Robinson (@SarahRobinson) who is a small business strategy coach and writes about "escaping" of all things mediocre in life. She has a list of Followers on Twitter which are almost a "Who's Who" of the social media set. Take a look at her profile and I think you'll agree that her way of thinking has definitely garnered an impressive following. Check out her most popular post in reference to taking control of your life and "...creating new habits and new ways of thinking". If you look at the comments it generated I think you'll agree she definitely knows how to engage.

As I say - these are but a few examples of people who write their blogs (in my opinion anyway) with the intent that the entire world will read and comment. So I guess the point of my musing today is that regardless of whether you get 1, 11 or 237 reactions to your posts - the discussion each post has the potential of generating is definitely worth the effort. As I'm sure Descartes might have said were he alive today and blogging - "I blog, therefore I am". So with that in mind the answer is yes...people writing blogs today do care about those reading their posts and in turn the discussions they are generating...at least from my perspective anyway.

The three "P's" that motivate buyers to change suppliers.

2010-02-03T10:16:00.006-05:00

Ever notice what motivates a person's decision to switch from one supplier to the next? It isn't exactly rocket science but I think most are motivated by how clients perceive the value that the particular supplier's people, process or price bring to their buying decision. If you think about it - whether you are a Fortune 500 company or the average consumer - the way you interact with a supplier on one of these three levels typically affects how you spend your money. If you are a supplier you are either quick to pick up on your customer's motivations or you prepare your store for a liquidation sale.

In the first of the three "P's" - it has always been my experience that consumers buy-in to the person they initially speak to long before they even hear what that individual is selling. With that, most customers are either drawn in or turned off to learn more about the product or service by what emanates from the company's or sales rep's mouth during their first encounter. Once a relationship has been established - successful companies do everything they can to nurture, encourage and enhance it...those that replace the person behind the desk, phone or counter with someone new on a consistent basis risk the potential of losing a loyal segment of their customer base. Ensuring you have the right people representing you and keen on building strong client relationships for themselves and you equates to long-term sustainability as well as a healthier bottom line.

The second "P" - process - in my estimation, is one of the most important factors in holding onto a happy customer. If you make it hard for a client to give you their hard earned money by adhering to a rigid and inflexible process you risk giving that money to your competitor - not an enticing thought given the nature of the economy these days. A client that feels their needs are paramount to a suppliers desire to cross T's and dot I's is more apt to keep their business right where it is...give them one reason to leave and your 1,000 justifications as to why you do things the way you do won't mean a thing.

Finally, price isn't the only factor but it is a strong one. Perception of a client in terms of value in the first two "P's" dictates whether price will become the key stumbling point for you. I've always believed you don't have to be the most expensive nor do you need to be the cheapest - just seen as good value. We've all done it before on products that are disposable...what's cheapest wins the day like deodorant or a razor. For those services that mean the most - for instance - public relations or video production we are willing to open the wallet as long as we perceive the value is there...and intertwining a healthy mixture of people, process and price is what helps to create that winning perception - for the client and the company.

So my question for you today is whether your decision to change a supplier, store or provider is based on one, two or all of the aforementioned "P's"? I can tell you that whenever approached by a prospective client I tend to think in these terms especially when I know how easily it is for existing clients to do the same thing in turn.

Become A Force for Nature in 30 seconds or less

2010-01-29T11:50:00.004-05:00

Today I helped my client the Nature Conservancy of Canada distribute news relating to their television public service announcement airing across the country. As you may recall I had previously distributed a Social media release featuring the launch of the "A Force for Nature" campaign with Ryan Reynolds, Jason Priestley, Rachel Blanchard, William Shatner and Denise Donlon which was profiled on ET Canada in December, 2009.

Due to an overwhelming outpouring of support from Canada’s major broadcasters, the Nature Conservancy of Canada (NCC) is now proud to announce that "A Force for Nature" will be aired across the country. This 30 second PSA, invites Canadians to join NCC in helping protect ecologically significant habitat and our native biodiversity and is narrated by CBC personality and celebrated author Stuart McLean.

As is the case in most campaigns, establishing a "footprint" with the online community (as well as the traditional broadcasters) has been an integral component to the success of the campaign. In addition it has allowed us to initiate a dialogue and engage various bloggers who have been gracious enough to share details on the campaign. For a look at these check out "Tracks and Trails" and "The Green Pages".

Not only have I enjoyed the experience of working with some truly dedicated protectors of Canada's natural habitats, I have also, enjoyed watching the success of their communications campaign and strategies come to reality. To learn more about the "A Force for Nature" campaign check out their website at www.natureconservancy.ca/tv

A Time for Celebration and Reflection

2009-12-22T10:10:00.006-05:00

As we put the final wraps on our gifts as well as the year 2009, it gives me time to stop and reflect on all the great things I am thankful for this past year - and so - with that in mind I thought I'd share these musings with each of you as you prepare to enjoy your holiday season with family and friends. I have to start with - first and foremost - my family for without whom I wouldn't be where I am today. My wife Alyson (my number one fan, advocate and sounding board) and I have enjoyed the past 12 months watching our 21 month old triplets (Katie, Peirce and Charlie) develop into busy, happy and engaging toddlers - the inspiration for what we do each and every day. Our collective family members who provide constant support and cheer leading - certainly would be a quiet world without their participation in all the long hours.

The second group I am thankful for are my friends "IRL" (or in real life). Those that have played a significant role in the success of my professional and personal life this past year. Some have helped land a job or two...others have provided advice, guidance or most importantly an ear to bend. Their support cannot be measured in dollars and sense but in the warm feeling one gets particularly around this time of year - but - lasts throughout the months and for this I am truly grateful.

The third group are friends that I have made online via Twitter, Facebook, LinkedIn and so on. These people have proven time and again that you don't necessarily have to meet in person to develop a strong bond. Many of these people have been profiled or shared with my readers over the past few months and I can tell you that their insight, experience and willingness to share their knowledge to simply engage and enlighten has been a welcome and much appreciated addition to my life. People like Bonnie Dean (@BonDean), Gini Dietrich (@ginidietrich), Shelly Kramer (@ShellyKramer), Laura Lake (@laura_lake), Donna Papacosta (@DonnaPapacosta), Jane Gilbert (@naturejane), Cori Padgett (@WriteSyntax) and Carece Slaughter (@carece) have all played a significant role by providing advice, guest posts as well as profiles in my newsletters and blogs and to that I say a big thank you.

Finally, I'd like to take this opportunity to thank all of my clients from the past year and to those people who have taken the time to read my blog, subscribe to my newsletter, become a fan of DCG on Facebook or who have simply dropped me a line to let me know what they think of what they've seen and experienced. To all of you - I wish a safe and happy holiday season and all the best in 2010. Until we Tweet again!

NCC's "A Force For Nature" Promo featuring Denise Donlon

2009-11-30T11:33:00.002-05:00

Click to Play

Denise Donlon hosts "A Force For Nature" produced by the Nature Conservancy of Canada and starring such Canadian celebrities as Ryan Reynolds, Jason Priestley, Rachel Blanchard and William Shatner. This 30 minute television journey takes viewers through some of our most magnificent but endangered landscapes. For more information visit: www.natureconservancy.ca/tv

Ryan Reynolds joins forces with the NCC in "A Force For Nature"

2009-11-30T11:29:00.001-05:00

Click to Play

Ryan Reynolds and a host of other Canadian celebrities such as Jason Priestley, Rachel Blanchard, William Shatner and Denise Donlon join foces with the Nature Conservancy of Canada to star in "A Force For Nature". This 30 minute television journey takes viewers through some of our most magnificent but endangered landscapes. For more information visit: www.natureconservancy.ca/tv

Jason Priestley joins forces with the NCC in "A Force For Nature"

2009-11-30T11:24:00.001-05:00

Click to Play

Jason Priestley, along with other Canadian celebrities such as Ryan Reynolds, Denise Donlon, Rachel Blanchard and William Shatner, star in the Nature Conservancy of Canada's "A Force For Nature". This 30 minute television journey takes viewers through some of our most magnificent but threatened landscapes. For more information visit: www.natureconservancy.ca/tv

NCC's "A Force For Nature" Promo featuring Denise Donlon

2009-11-30T10:37:00.001-05:00

Click to Play

Denise Donlon, Ryan Reynolds and a host of other Canadian celebrities have joined forces to protect nature. Reynolds, Jason Priestley, William Shatner and Rachel Blanchard, star in A Force for Nature - a 30 minute television journey through some of our most magnificent but threatened landscapes. The special will air coast to coast. It is produced by the Nature Conservancy of Canada, the countrys leading land conservation organization. For more information: http://www.natureconservancy.ca/tv Distributed by Tubemogul.

Ghostwriter? Is That Someone Who Talks to Ghosts or Something?

2009-10-28T13:08:00.010-04:00

One of the many great things I've found on Social Networking sites such as Twitter is the multitude of professionals who bring a wealth of experience to the table. In my October newsletter I profiled @WriteSyntax (aka Cori Padgett) who is a professional ghost writer. As this topic was all abuzz on Twitter in October I thought who better to talk about the industry and its merits than the "ghostwriter" herself...so without further adieu here is Cori Padgett.

If there is one question I get asked on a regular basis, it is what the heck is a ghostwriter? What do you DO? :) The short answer is... I write. However, I write not only for myself, but for clients as well, who perhaps can't write, don't have time to write, or utterly abhor writing! They then take what I write, stamp it with their own style (or not) and use it as their own 'creation'.

I write things like ebooks, articles, blog posts, and sales copy. Whatever the client asks for, I can most likely write it for them, unless it's wildly weird, wildly technical, or wildly dirty. That my friend, you will have to write yourself! ;)

Hmmn... that sounds neat... So how exactly does one go about finding a quality ghostwriter? Glad you asked! It can be tough at times, especially if you're new to outsourcing, or have never hired a ghost before. It can be hard to know what to look for, what equates to quality, and what your first step is. Many people will offer a lot of well meaning advice on where to look, what to pay, etc.

And unfortunately many business owners (especially small business owners) can be leery of outsourcing, simply for fear of the unknown. It's a shame because outsourcing is such a critical part of success and peace of mind when running a business, whether it's hiring a ghost to write for you, an accountant to manage your money, or a VA to manage your day to day. It can be such a huge weight off your shoulders, finding the 'right' help for your needs.

That being said, here are a few tips on finding a quality ghostwriter. (Or any type of help really.)

First of all, don't be fooled by sites like GetAFreelancer.com. Yes it's possible to find good help there, but many people go there thinking they'll find good help for cheap. Sorry, but the cheap ones generally turn out to be not so good help, and the good ones will be charging what they're worth, whether you find them on freelance sites, or forums, or word of mouth.

So that is the first thing you need to understand when hiring a writer. You get what you pay for, and cheap almost always results in sub-par work and leaves you unhappy. Now, that doesn't mean expensive is always better, but in my experience, if they are charging high fees, it's because they are GOOD at what they do. You can't command those kind of fees and NOT be good at what you do, because word gets around.

Which brings me to my next point. Research your potential ghost. The best ones are usually found through word of mouth or referrals, or sometimes you just get lucky and happen upon them. That being said, regardless of how you find them, Google them. If they are legit, they will have a decent website, and SHOULD have plenty of testimonials from happy clients.

Ask them for examples of their work, and if they don't have any they can share (which is extremely rare) they will most likely offer to write a quick sample for you based on the topic of your choice. If they don't offer, ask. Unless they are extremely well known, and their work speaks for itself, they shouldn't have any problem doing this for you.

Once you see samples of their work, that can help you decide if their style meshes well with your own and the vision you have. A good ghostwriter will already be adept at adapting to each clients needs, but there will always be times where you are just not a good fit, for whatever reason. That's OK and just means it's time to renew your search for the perfect ghost.

Finally, if you like their work, everything adds up to a picture you can appreciate, and the price is right, take the leap and hire them already. Most will be happy to start out with a 50% deposit to start a project, which provides a medium of protection for you both. Some of the the elite may demand payment in full upfront, and that is entirely up to you on whether or not you choose to accept that, or prefer to find another writer who is more compromising in that regard. And don't be fearful about asking them to sign a ghost agreement. They will be perfectly willing if they are true professionals, and if they aren't willing, consider that a red flag and an indication to steer clear.

Bottom Line?

Finding a ghost that fits doesn't have to be difficult. Do your due diligence, make sure they have a great reputation, and that you see samples of their work. Only you know your budget, but remember you get what you pay for. Cheap doesn't always cut it, and often times, if you are paying higher fees it is not only for the quality of the writing itself, but speed of delivery, quality of service, and often times additional value in ways you did not expect. A ghostwriter can be an amazing asset when you find the perfect one that suits YOU. Happy hunting!

Warm regards,
Cori Padgett

Getting everything in life means to me helping someone get what they want - first.

2009-10-07T09:53:00.020-04:00

Wow has it really been over a month and a bit since my last post...I guess the only explanation I can come up with is that I've been doing quite a bit of nurturing...family, friends and of course those that know me professionally or virtually on the Social Networks such as Twitter, Facebook and LinkedIn. This is where I'd like to start for my post this month - nurturing your "Fan Club" and what it means to you. For me it means taking the time to live the adage "in order to get what you want in life help someone get what they want".

Over the past month I have made a concerted effort to get to know those in my network a little bit more and to identify those areas that they are most interested in - whether personally or professionally - and to actively attempt to help them in these endeavours. For instance, each month I distribute a newsletter that features either articles penned by me about topics of interest within Multimedia Communications or friends such as Anick Losier (@Anick_Losier on Twitter) or Catherine White. What this does for them is help attract a much larger audience to their messages - what it does for me is enhance the quality of the information that I share with my readers - an opportunity of mutual benefit.

In addition, I have incorporated a section dedicated to sharing with my readers profiles of people on Twitter such as Laura Lake (@laura_lake) and Cori Padgett (@WriteSyntax) who have had an impact on how I interact on the network. I can recall a post by one of my "Tweeps" Shelly Kramer (@ShellyKramer) that stated that Twitter is about engagement, leading to relationships and finally as I see it opportunities of mutual benefit. It can't be just about flogging a product or service - you don't amass friends or advocates by constantly trying to close the sale. What does happen though is a slow, methodical and truer understanding of what makes these entrepreneurs tick - and for them you. We're all trying to navigate the uncharted waters of Social Networking but the basic concepts of relationship building remain constant.

This is where I think the importance of nurturing your relationships comes in by sharing with the greater community those things that are important to your fans. For the past few months I have been attempting to do just this for my friends Bev Wallace (@nursebevw) and Kathy Caya (@madtownbabe) who have been sharing details on a cause they are supporting. Not only have I supported their efforts financially I have also done so by sharing the details for others in my network to view and consider - maximizing the reach and impact of the cause. I see it this way - if one of my "Tweets" helps someone within my network get a step closer then I have done what I set out to do..."helping someone attain what they want in life in turn helps me get what I want" regardless of whether this is immediate or years down the road.

In my mind, expanding your friend and fan base through these efforts is the stuff that life-long friendships and professional relationships are made.

Enhancing Your Brand with Multimedia

2009-08-25T20:08:00.035-04:00

Today's post is in relation to an article penned by my friend Catherine White which appears in this month's edition of my newsletter titled "Evolution of Brand". In reading Catherine's musing it reminded me of a biography I watched recently on marketing pioneer (and one of the original "Mad Men") David Ogilvy who was a strong believer in the fact that "...nobody has ever built a brand by imitating somebody else's advertising." It would be interesting to see what David's viewpoint would be on companies using similar tactics to connect with and enhance their brand to a vast online audience (employees and clients alike). I'm sure he would reiterate that there is still the need to establish a unique brand that can sustain the ages (as well as the onslaught of the competition) - something we can all agree with even though that it can both be nerve wracking and also unbelievably satisfying at the same time.

For instance, incorporating multimedia assets (video, audio, online) to support and enhance traditional tactics can help in keeping the brand fresh and top of mind with your audience. In scouring the internet for some hard-core case studies on this topic I was fortunate to stumble upon the following post by Carmine Gallo titled "Enhancing your Brand with Video". Carmine uses the examples of Zurich Financial Services and Cisco as two corporations that "get it" when looking at ways to enhance their corporate brand to a new and interactive audience. YouTube, Facebook and Twitter give these companies the ability to connect with their customers and staff in a way David Ogilvy could only dream about. (For another creative example on how to combine brand and video, see Deloitte & Touche Film Festival on YouTube. How do you think something like this might play in your organization?)

One of my favourite mediums - to provide stimulation to our audience members commonly referred to as "theatre of the mind" - is audio whether through podcasting, webcasting, or other means. Just think how technology has progressed to a point where a "user-friendly" mechanism allows the average person to produce content that can be easily distributed, accessed and shared through vehicles such as iTunes, Blip.fm and so on. Whether it be by you, one of your colleagues or someone with the experience and expertise to do so on your behalf audio can be cheap, effective and engaging for your audience to connect to you and your brand. My friend and colleague Donna Papcosta (who has a weekly podcast via Trafcom News) frequently blogs about how clients can enhance not only their communication strategies but also their brand by incorporating a podcast with their traditional marketing/communication programs. Talking directly to your audience via podcast can help to create and maintain top of mind awareness especially when coupled with traditional advertising.

Of course once the content has been produced ensuring that your audience sees and hears the message, experiences the brand and so on continues to be enhance via Social Media. Whether through video sharing sites such as YouTube, social networking such as Facebook or Twitter or creating discussions through sites such as Digg, Technorati and Newsvine this "tool" has become every marketer/communicators new best friend in terms of creativity, consistency and to some extent control over when, where and how their content is presented to their audiences. Here you can create an audience if you take the time to do what is necessary in order to interact and most importantly engage them.

My point here is to emphasize the need to incorporate multimedia into your plans (whether they be internal or external) to build and develop a brand that is unique and talks directly to that specific audience in the language and format that they are accustomed. In the words of David Ogilvy - "Every advertisement should be thought of as a contribution to the complex symbol which is the brand image." Timeless advice regardless of the medium.

Hiring a Project Coordinator is akin to hiring a General Contractor

2009-07-06T11:52:00.005-04:00

Have you ever considered a home renovation and wondered where to start? If you are like most you would go online and check out websites to find a contractor who has the experience and expertise necessary in carrying out what - for most - is a daunting task. This person needs to be qualified of course, know the in's and out's of the building code and have within their "black book" a litany of sub-trades such as electrical, plumbing, HVAC, etc. to handle the project - hopefully on time and on budget. With this in mind it's not much of a stretch to look at hiring a Project Coordinator in a similar way.

For those who are either swamped or don't possess the necessary skills to oversee a project - whether a corporate video or special event - picking a qualified company to oversee the various elements can seem just as daunting as the home owner's search. The company and its staff need to know how to pull together the necessary components on your behalf and pretty much act as a "virtual employee" for you. What I think most people look for is a solution that addresses their specific needs while creating a sense of comfort and control over the process. As the saying goes - a supplier, no matter what they offer, needs to target and address their client's "pain" and provide a solution that ensures this need is filled - otherwise there are plenty of other qualified service providers eager to step in.

Okay - I think you can see where I am going here with this...basically in both scenarios you are looking for the "trust-factor" seeing that you are potentially handing over hundreds if not thousands of dollars for a desired result. I think where most people (especially contractors and service providers) fail is at the very beginning where they do little to manage expectations - from both sides. For instance, take the example of a contractor who comes in to your home and quotes a job with the comment "this will be easy peasy" (I use this as I've heard this on numerous occasions in my own home). In my experience you might just want to shy away from this bloke since if it is a job where there are going to be holes in walls a seasoned expert states from the outset that on the surface it seems straightforward but you never know what you are facing until you open up the walls...that's why we have a contingency fee in our quote to cover us both.

Similarly, whenever quoting a project - say a corporate video - a project coordinator needs to address with the client the basic elements involved in a production (such as shooting, editing, etc.) but also prepare them for contingencies that are sometimes not completely known during the script and storyboard phase of the project. I think that whether you are looking for someone to swing a hammer for you or oversee a corporate event you need to ensure that there is a true comfort level there - and that begins at the outset - so that if surprises do occur they can be worked through to a mutually beneficial outcome.

Odds and Sods - Do "Blogger Moms" have an influence over your company's branding and more importantly profits? You bet!

2009-06-03T16:03:00.005-04:00

Long before I became a cheerleader of Social Media (and of course a parent of our constantly busy triplets) I would listen to friends, family and colleagues speak about their growing reliance on the Internet for information on the various aspects of rearing their children. From the latest and greatest book to read about getting your child to sleep through the night to the most common remedies for the sniffles, the Internet had - for them - become a growing influence on how they interacted with their children.

Now, with the advent of Social Media, mothers have taken their casual Google searches and have exploded as a force to be reckoned with within the blogosphere. Several blogs have now become the definitive resource for their viewers every want and need when it comes to their babies and growing children. In a recent Marketing Magazine article titled "Blogger Knows Best" by Michelle Warren (a freelance writer in Toronto) the importance of blogger moms to - not only - the information highway - but also - the way in which others think, talk about and purchase has become enormous.

In the article Ms. Warren shares results from a survey performed by Compass Partners in the US where "...40% of women consider blogs a reliable source of advice and information; 50% say blogs influence their purchasing decisions and 24% say they watch less TV because of blogs." None of this comes as a real surprise since it makes total sense if you think about how the Internet has become, for some of us, our main form of communication. For instance, although she isn't a Social Media fanatic like some of us - my wife relies a great deal on the Internet and "Mom-related" blogs to help reinforce some of her decisions as they relate to our children.

This point demonstrates that the impact of the online message has the potential of going wider and deeper than traditional means and, it has not gone unnoticed by marketers and public relations professionals alike. Ms. Warren demonstrates this fact with her example of McDonald's and how the corporation invested capital into the world of Blogger Mom's through their program Mom's Quality Correspondents. Basically, out of 300 applicants, 5 Blogger Moms were chosen to participate in a behind the scenes field trip and were provided laptops to blog about their experience while on the road. Based on the article, the program was an outright success since the power of the blog had a more marked impact than simply posting information on a corporate website.

I think the true measure of success for any type of medium is how it plays a role in changing perceptions. The McDonald's example demonstrates that utilizing the "blog" for a targeted approach can have significant impact in, not only, the way people think and perceive, but also, act upon the information they uncover. In addition, blogs - such as Urbanmoms.ca which feature other brands in various contexts - reinforce for marketers that a targeted approach (especially in turbulent economic times) can be a viable and more profitable alternative to traditional advertising.

It seems that going viral with "Mom" is becoming the way to go since, after all, when has her advice ever steered you wrong?

(Special note - this article was originally released in the May, 2009 edition of the DCG Newsletter. To see another take on this topic as well as what mom's are doing online check out Scott Monty's blog post on the subject titled "Oh Mama".)

The podcaster's Guide to the Universe with Donna Papacosta

2009-05-15T09:36:00.010-04:00

Have you toyed with the possibility of trying your hand at the world of podcasting? If so then one of the benefits of Social Media sites such as Twitter, Facebook and LinkedIn is finding industry trailblazers and cheerleaders like Donna Papacosta of Trafalgar Communications. Like the "Hitchhiker's Guide to the Galaxy" podcasting can appear to be a daunting and vast area to navigate without the advice and guidance of those who do it on a daily basis - but like the book cover says - don't panic.

I originally posted this story in my December newsletter as I found Donna's podcast "Trafcom News" an excellent example of a site where one could not only hear some really great topics but also learn a few tricks of the trade. In her latest podcast, she offers insight into enhancing your podcast by addressing the topic of "Why does my audio sound so bad? How to make it right!" By listening to the podcast, you can hear how to ensure that you are creating as high a quality product as possible as well as see first hand how the medium itself can be used to build an audience and share your information in a fun, easy and interactive way.

I thought I'd "reprint" the article as, I too, have toyed with the medium and have benefited greatly from Donna's advice - in addition - her use of the medium to maximize her client's reach and impact (take special note of her conference podcast series) is something I whole heartily support in terms of enhancing dialogue between clients and their audience. If you are keen to learn more about how you can prepare yourself for the fun and rewarding world of podcasting from an industry expert I invite you to check out her blog. In the meantime, have a great journey.

*To subscribe to my newsletter and see future articles on topics such as podcasting, multimedia production and special event management please click here.

I've received some pretty favourable media coverage...now how do I effectively leverage it?

2009-05-14T12:50:00.015-04:00

Well it certainly has been a pretty good week for Donovan Consulting Group (DCG) leading to today's musing title vs a "how to" statement of fact. After attending the Massive Media Technology Show held on May 7, 2009 at the Toronto Hilton and meeting the editor of Click! Weekly - Amy Bostock - I shared my company's news feed with her and subsequently received a page 2 write up of my Social Media Release announcement featured in the May 12th edition of their enewsletter.

Now I appreciate how the above, on the surface, can appear to be nothing more than some shameless self promotion - but for me it was simply another example of how the online community is continuing to evolve and create additional media touch points. Yes - I am hoping that this coverage will develop into additional website hits and mutually beneficial opportunities - but moreover - I am hoping that it helps to enhance my search and social media engine optimization in order to further expand my impact on reaching additional eyes - especially for future client announcements.

What initially peaked my interest about this publication, as I went from booth to booth at the show and after speaking with her, was the audience - made up of business executives looking for trends, tactics and just general information relating to the online community - and how they may be interested in learning more about me and my potential solutions. As an ardent cheerleader of Social Media, I am constantly amazed at how the medium continues to grow at an exponential rate and how immediate the responses are from the audiences here - particularly on sites such as Twitter. So after receiving a pretty good review of my Social Media Release announcement on Click! Weekly I saw it as an opportunity to share Click!'s potential value with clients and friends within the P/R community for their own review.

That's what raised the question in my mind of being able to leverage this in order to enhance my philosophy of enhancing or creating a positive dialogue between potential clients and their intended audiences - whether they be the media or direct consumer. To that point - I think the biggest leverage aspect of this opportunity was the ability to share what may just have been until then Toronto's "best kept secret" with friends and colleagues. In my mind if, by doing so, the publication helps to enhance the search engine ranking of these groups and access to a new prospect pool then my job here is done - or is it just beginning? Only time - and a few more weekly clicks - will tell.

Video Annual Reports (VAR) - Pros and Cons

2009-05-06T13:36:00.007-04:00

Imagine being able to present your Annual Report directly to a captive audience through not only words but pictures, videos and interactive assets designed to enhance, not only, their overall understanding but also experience (and helping you reinforce your key messages along the way)? Well that's exactly what many companies (and charities) are considering these days especially with the advent of Web 2.0 and Social Media taking what was once a static experience into a more real-time environment. As is the case for most things in relation to Social Media, there is no silver bullet answer to address whether the ROI (return on investment) justifies a complete shift in traditional communications but definitely incorporating these elements may just help address the needs of the new and more engaged audiences being created as a result of Twitter, Facebook, etc.

To assess the pro's and con's here I will use a recent research project on this topic that I coordinated for a prospective client. Anyone doing a quick search will find only a few examples of where the VAR has been adopted, but, the merits behind it are becoming more and more studied especially if you are an organization where optics alone might dictate the incorporation of these assets into the communication strategy (i.e. environment, government, etc.) Being able to deliver your key messages and results on the past year via interactive assets such as slide shows, videos, etc. may strike the right chords with an audience that is looking at the traditional paper report in terms of number of trees sacrificed to accomplish or just simply outdated.

Of course the cost of creating a more interactive experience vary depending on what you are hoping to see as a finished product. The following examples give you a good idea of what the market has already seen from the perspective of the Video Annual Report, from a publicly traded corporation to that of a charitable organization - California Pizza Kitchen and Nature Conservancy There are solid arguments from both within the private and charitable sectors for this becoming more common place vs the exception, but, as I have discussed with colleagues and prospective clients one still needs to take into consideration that we have a huge segment that grew up with print - the old "...unless I can feel it I don't believe it's real", mentality still needs to be addressed. Hence why I feel now is the time to introduce the VAR as a complimentary tool to the annual report and not a complete replacement.

Let's take a look at some of the pro's and con's of introducing a VAR into your communication mix:

Pro's:
Enhanced experience
Broader Reach
Ability to repurpose video for other assets
Reducing printing and mailing costs

Con's:
Potential Costs
Potential of alienating traditional audience
Optics

Negative impressions of poorly produced video

Bottom line as in any discussion on communication assets begin and end with the needs of your audience. If your audience isn't interested in Social Media then odds are you are better off with your tried, tested and true approach. If you have a younger and often more engaged audience then creating an experience online may not only help deliver your message in a more interactive manner, but, it may also help you to build brand ambassadors - not a bad trade-off.

*This article was taken from my May Newsletter - to see other articles relating to the world of multimedia click here.

DCG Celebrates our Second Anniversary

2009-04-06T11:54:00.003-04:00

On April 2, 2007 I opened the doors to a consultancy that I thought might find an audience within the public, private and charitable sectors with the mantra - "experience and expertise working for you". Heading into my third year of operation we have grown substantially each and every year as a result of our clients' faith in DCG as a solution for their needs. As I look back over the past two years, I reflect on, not only, the lessons learned, but also, reaffirm why this venture has become and continues to be the "dream job" of my career.

One of the first things I received on my first day was a list of reasons to become an entrepreneur from my sister-in-law that I thought I would share...here are the top five:

5. Because working for yourself is about making things happen and making a difference.

4. Because the worst that can happen is that you waste some time and lose some money...the world is full of far nastier things than that.

3. Because whatever happens, you'll learn more by doing than anything else.

2. Because you never ever want to say I wish I had gone for it.

And of course the Number 1 reason...entrepreneurs are cool!

Even though, the aforementioned are for those of you thinking about becoming your own boss, and yes there are days where I remember fondly the relative "safety" of a corporate gig, I believe that this resonates for the entrepreneurial spirit in all of us.

After year one - I was fortunate enough to see the fruits of building and introducing to my client projects the "creative brain trust" approach. More specifically it focused on bringing the talent and expertise of different professionals to the table that may not have been there for the client internally. The key here is transparency, and demonstrating that by providing access to these professionals it helped to, not only, address such things as opportunity cost, but, it also developed a stronger bond between DCG and our clients.

As year two drew to a close, the thing I enjoyed the most was the diversity of projects we were able to participate - from live events, to video productions, to video sharing distributions, to the wonderful world of publishing and promoting a book and, of course, the introduction of our Social Media tools. All of which came with their own unique challenges, but more importantly, a litany of opportunities to strengthen our service and attract new "fans" to our philosophy.

As I head into year three, I take this opportunity to stop and recognize, not only, my clients and partners on past projects, but also, my family and friends who have offered support and encouragement to continue on this journey. To all of you I say a hearty thanks - and I look forward to celebrating with you the next anniversary milestone in 2010.

Spring is a time for renewal, keeping things fresh and of course "Tweeting"

2009-03-02T13:52:00.008-05:00

Today I released my March Newsletter providing insight on the topics of renewal, keeping things fresh and the importance of Twitter as it relates to one's online presence. With the promise of Spring just a few weeks away, and since it is after all "March Madness" in terms of government fiscal year end, I shared with my readers the fact that with all the "doom and gloom" coming out of Wall and Bay Streets on a daily (if not hourly) basis it's time to look at all of these challenges as opportunities. Not to adopt a low profile but to shout to the world that we as small business people are alive and well and eager to help our clients meet their communication goals and objectives while also assisting in alleviating the beatings on their bottom line.

Next I talk about the importance of keeping your online look and feel fresh. Within this article, I describe my own renewal of sorts to update the website to reflect more effectively my services within multimedia production, distribution and special event management. As well, I share insight provided by web designer SKDesigns out of Sacramento, California as it relates to keeping a website dynamic, engaging and enticing to return to time and again. Since I updated my site, I have seen a spike in the overall average length of stay from first time visitors moving from under 5 seconds to over 30 seconds or more - in addition return visitors are taking a longer look than they did before...tiny steps but hopefully all part and parcel of a few more eyeballs for a few more crucial and important seconds.

My final article relates to anyone who makes "Social Media" their life. This won't be news to many - but for those readers of the newsletter who have yet to experience it, I share details on the phenomenon of Twitter including the features, benefits and musings of why people have decided to incorporate this into their daily rituals. One such example came from David Jones of Hill and Knowlton (aka DoctorJones) who shared with us "Twitterites" his ability to maintain contact with friends and colleagues via Twitter but also how it has also afforded him the ability to attract new clients as well as suppliers.

A second take on why Twitter has become part of our "Social Media" daily lives was presented by Bonnie Dean (aka BonDean - a friend, former colleague and all round fellow cheerleader of the technology) whereby she provides not only her top five reasons for being on Twitter but also shares with my readers a link to her past post from BonMots regarding "Twittering". Pretty strong testimonials if you ask me. As we begin to experience Spring Fever, here's hoping that with a few well placed "Tweets" leading to an enhanced social network, it will spell success for us all. (If you'd like to follow me on Twitter you can do so by clicking here).

Calling all virtual rock stars! National gaming tour kicks off this week

2009-02-24T12:02:00.008-05:00

This video features details about the wildly successful AMP Your Game National Gaming Tour heading to 40 university and college campuses across Canada to audition talented young gamers in a national Rock Band 2 contest AMP ENERGY $100,000 Rock Off! The winning band will take home a guaranteed $100,000 cash prize. The AMP Energy Pro Team, North of 49, share professional tips in this video for digital rock stars looking to compete.

In addition to the Rock Band competitions, each tour stop will feature up to 20 gaming stations with a variety of popular video game titles for PlayStation 3, Xbox 360 and Nintendo Wii. A full AMP Your Game tour schedule, performance videos and updates can be found on AMP ENERGY Canadas Facebook page or www.ampenergycanada.ca. The video was produced and distributed by PraxisPR and Donovan Consulting Group.

Poinsettia Fashion 110 Varieties: 2009

2009-02-03T18:31:00.001-05:00

Click to Play

www.vinelandontario.ca This video features coverage of Vineland Research and Innovation Centre showcasing among other plant life in their facility the Poinsettia and its 110 different varieties at the North American Poinsettia Trials held at the facility each year. Vineland Research and Innovation Centre is an independent, not-for-profit corporation established to create a world-class centre for horticultural science and innovation. Vineland will have a broad range of lasting benefits for Ontario, the Niagara Peninsula, and Canada. Research outcomes will be aligned with industry needs and will support a healthy and economically vibrant Canada. Distributed by Tubemogul.

Poinsettia Fashion 2009

2009-02-03T16:10:00.001-05:00

Click to Play

www.vinelandontario.ca This video features coverage of Vineland Research and Innovation Centre showcasing among other plant life in their facility the Poinsettia and its 110 different varieties at the North American Poinsettia Trials held at their facility each year. Vineland Research and Innovation Centre is an independent, not-for-profit corporation established to create a world-class centre for horticultural science and innovation. Vineland will have a broad range of lasting benefits for Ontario, the Niagara Peninsula, and Canada. Research outcomes will be aligned with industry needs and will support a healthy and economically vibrant Canada. Distributed by Tubemogul.

Launching a Social Media Release

2009-02-01T09:00:00.003-05:00

As anyone who has created and launched anything for the web can attest (website, blog, etc.) introducing a new product offering to the market can be at times an arduous but definitely rewarding endeavour. Recently, DCG launched our own version of what is known as a Social Media Release which incorporates audio, video, print and online assets into a dynamic and engaging platform. It is designed to be viewed, shared, mashed-up and commented upon and with so many voices in the market I'll admit it was a tough call as to whether we launched our own or partnered with another company. In the end it came down to what our clients wanted from us (both creatively and financially) and for me personally a desire to have that comfort and control over how these things function, operate and of course making sure everything works. (To read more about the SMR read Brian Solis' posting "The Definitive Guide to Social Media Releases").

With the launch of our "home-grown" SMR we are hoping to further support our philosophy of creating or enhancing a positive dialogue between our clients and their intended audience. Hosted on our servers - and with the ability to be developed within our standard template or with our client's own unique look and feel - the SMR provides clients with the opportunity to create an interactive experience for their end users. Viewers to the page are able to view embedded video/audio as well as bookmark and share the page with friends or the online community. They can also incorporate links, logos, documents and photos and provide a comments page where the viewer can communicate directly with the author of the release.

The one beauty of the service (much like the Internet itself) is it will constantly develop to meet the ever changing needs of our clients and their intended audience. Whether it be part of a traditional media outreach campaign, a grass roots viral initiative or simply to support video sharing opportunities, the SMR can be a valuable asset to the communicator's toolbox. As many within the sector will tell you there really is no true "Silver Bullet" when it comes to social media however there are several companies on the market offering SMR solutions and what that means clients will have a wide selection from which to choose. To see a sampling of these solutions I've provided the following links - Social Media Group, Marketwire, Shift Communications, CNW Group, RealWire as well as ours at Donovan Consulting Group.

What I liked about this entire process is the dialogue it spawned from true hard-core believers in the medium to those who doubted its impact on the end user. Regardless of what side one is on in this topic, I am excited to see where the market takes not only services such as the SMR but the discussion it will no doubt continue to encourage as a result.

How to avoid embarrassment when creating a video for the media.

2009-01-13T09:37:00.000-05:00

Unless you have been under a rock for the past two months you now know that Stéphane Dion’s best laid plans were actually his ultimate undoing - capped by the disastrous video presentation that was meant to cement the argument to Canadian public via the media that he and the Coalition partners (NDP and Bloc Quebecois) were ready to take over power from the Harper Government with him at the helm. Well we all know where he is and unfortunately for him his last hurrah was grainy, unfocused and delivered more than an hour later than when it should have…all major sins in the art of video production for the media.

In order to help others avoid similar faux pas' I thought what it might be helpful to shed a little light on what might have prevented Mr. Dion's video embarrassment by getting the perspective of someone who has been behind the camera for more than a decade working within the media, as a public relations practitioner and now an independent video producer. With over ten years of experience Tina Gladstone (President of Gladstone Productions) has helped her clients create dynamic and engaging presentations for all types of audiences including the media. The following is a segment of my interview with her focusing on the do's and don't's in creating videos regardless of the audience:

The Dialoguer: Tina, based on your experience and given the Liberal debacle in early December of last year what in your estimation went wrong here?

Tina Gladstone: Three things: Problem one – there was something wrong with the camera, which was why the shot was out of focus and tinged red. Problem two -- as soon as the producer discovered that, he or she should been on the phone to a friend, a colleague, a video equipment rental house – anyone -- to get a working camera over to him, fast. Ottawa is a small place. He could have fixed that problem in 15 minutes.

Problem three – the crew was shooting on a format (I don’t know which) that was not readily playable in newsrooms. The media world is in transition now; the former standard (Betacam) is on the way out. But TV stations are in various stages of replacing it. A producer needs to know what local news stations are equipped with and deliver material they can play back immediately.

The Dialoguer: What basic elements do you typically review with your clients when looking to develop video assets for their audience whether media or consumer?

Tina Gladstone: It depends on how involved the project is. But the best place to start is by finding out their objectives – what do they want to create, what they want the video to accomplish? Is it to educate? Increase awareness? Promote something? The next thing to find out is where the video will be seen – at an event, at numerous events, or, as we see more and more these days, is it for online use? Once you have this basic information, you can start to dig deeper to find out what the elements of the video are, where it will be shot, budget range and more.

The Dialoguer: What tips can you share with the viewers of my blog that they should consider when thinking about and creating videos in order to effectively communicate their message and engage their audience?

Tina Gladstone: Now there’s something I could go on and on about. But for the sake of your readers, I’ll restrain myself to a couple of key things. Video is a pretty expensive medium to work in – but it can be the best way of reaching your audience; and also of moving them. It’s and ideal medium for capturing people’s full attention, and for communicating compelling, moving stories.

The other crucial element is mindset. A solid production team is strong on anticipation. They have the foresight to know what kinds of small bumps might crop up during a production, and then, rather than panic, they go straight to the solution, and deliver a great product that makes the client happy and proud (and that’s not out of focus or discoloured).

What I took away from my interview and discussion with Tina was that ensuring that your team include an experienced producer, production and editing crew was crucial to not only creating something that will effectively communicate your message but also ensure that it is delivered on time and in a format that is easily accessed by this audience. Now I think everyone can appreciate what the Liberals tried to do here and although it could have happened to anyone it does provide an important lesson in protecting your image/branding/reputation and it starts with preparation.

For more information on Tina and her experience in this field feel free to visit her website at http://www.tinagladstone.com/.

Awards -- Top 25 Canadian Immigrants

2008-12-03T08:57:00.005-05:00

Our company recently uploaded the following video to various video sharing sites designed to maximize the reach and impact of a new awards program launched by Canadian Immigrant Magazine.

With the understanding that Canada is a country built by immigrants and that more than a quarter million immigrants arrive here each year it is not surprising that like everyone they need people to look up to. The first national awards program to celebrate the achievements of Canadian Immigrants - and uncover their untold stories - is being launched by Canadian Immigrant magazine. Nominations are open at http://www.canadianimmigrant.ca/ and run to January 30, 2009. To learn more, go to canadianimmigrant.ca/top25.

Social Entrepreneurship Summit 2008 - changing the way we do business.

2008-11-24T09:12:00.005-05:00

On November 17, 2008 I was fortunate enough to attend the Social Entrepreneurship Summit of 2008 Evening Event held at the MaRS Discovery District to hear from Tamzin Ractliffe who is the founder of GreaterGood South Africa on the topic of social entrepreneurship and the ability to not only raise funds for charitable causes but also to engage the donor to take a more active role in the process. This was my first venture into the MaRS Discovery District and I was quite impressed with the capabilities here and the videos produced as a result definitely confirm. In addition, I liked the way the MaRS folks were plugged into social media having received updates via Twitter on the events of the two-day Summit as well as the above video from their channel on Vimeo.

Back to the topic of the event - one of the concepts that Tamzin spoke about was that of the Social Stock Exchange based on the example created in Brazil by Celso Grecco. Basically the exchange would allow investors to trade shares in projects that seek to preserve the environment, such as clean technology, and that promote health care, aid for the poor, or other social goals. A quick look at the internet on the topic has varied opinions on this but I think the one thing they all can agree upon is that the stock exchange has a long way to go to iron out all the kinks as well as prove that it can survive especially in North America.

Outside of this whole discussion one thing that really impressed me was the innovation of those in attendance at the event and who are trying to help change the world - one opportunity at a time. My first conversation was with Perdo Ho of Sola Caritas a start-up company which allows corporations to "load advertisements onto their website for free during their beta testing phase, and each time a user views that advertisement, 50% of the ad fees go towards a charity of that user’s choice." Interesting spin on the traditional means of online advertising that allows corporate donors to not only connect with a targeted audience but also give back to the community through a seemingly non-intrusive mechanism.

My second conversation was with Tal Dehtiar, co-founder and President, of MBA's Without Borders which is "an international organization that empowers local entrepreneurs in developing countries by matching them with top MBA leaders around the world." It was impressive what Tal and his associates have been able to do and the number of countries he has been able to visit to share the vision of the organization. Once again active participation from the donor seemed to be key to the success of the program vs as Tamzin suggested the "spray and pray" approach to giving.

The biggest thing walking away from the event I suppose, was the conviction of these serial social entrepreneurs in the fact that there was more to success than bottom line financials...being able to temper it with the ability to enhance a donors impact on not only immediate but long-term needs is something I think we can all appreciate. I'll definitely be looking forward to next year's event.

Is your blog lame?

2008-11-17T10:34:00.006-05:00

The question being posed today is whether your blog would be considered lame particularly if it were held up to the same standards as the enclosed link from PC World. Whether a blog is or isn't lame I suppose depends on the viewer but in an effort to determine what makes up a good blog I thought I would do some digging on the topic. As I have often suggested most of my postings are used simply as a daily musing and if I am the only one reading well then I guess I can't be disappointed with the results.

Based on some general consensus amongst those within the "blogosphere" here's a quick list of what one should keep top of mind in order to create a good blog:

1. Not surprisingly content is King - share impressions that are informative, creative and appealing and you not only create an audience you'll get people sharing your musings across the Internet.

2. Keep your posts simple and concise - content heavy blogs don't tend to capture the visitors attention...I can admit to falling victim to this from time to time so using bullets, lists and links can help you make your point in a simple and concise manner and keep your readers coming back for more.

3. Staying focused keeps your readers coming back - the general consensus here is that not sticking to one topic per posting or veering off course from why you created the blog will ensure you will not keep your viewers. Stick to one point per post and ensure that it is relevant to the nature of your blog.

4. Ask questions, include polls and other ways of interacting with your viewers - no blog exists within a vacuum so ensuring that wherever possible you encourage some interaction with your viewers it will help to create some great discussion strings as well as enhance social media and search engine optimization.

5. Link to other blogs - this is the easiest way of getting yourself noticed. Several times I have created posts and included links from other bloggers with positive results as they shared with their viewers my post...not rocket science but definitely something that can enhance the number of eyeballs to your blog. For a more detailed list of how to create a good blog check out William Kraska's posting on the topic.

I think the key is to strive to create something that is relevant, dynamic and engaging...be a shame to put all this effort into your online creation to have it end up on the wrong top ten (or in this case top 11) list.

"Now playing online" - the future of film distribution?

2008-11-06T09:00:00.006-05:00

For the better part of a year now our company has helped our clients distribute their video assets designed to simply maximize the reach and impact of their traditional distribution methods (i.e. television, radio media) through the power of video sharing sites such as YouTube, Blip.tv, AOL, MySpace and other sites. Adding to this portfolio is an animated short called "Animal Care, The Series" that centres around three main characters - Larry the chicken, Ben the boa constrictor and GT the fainting goat – living on an animal sanctuary. Having seen several television ads promoting similar methods it has me wonder aloud whether we will see/hear more ads in print, radio and television for these productions (independent or mainstream) with the tag line of "Now playing online" vs coming to a theatre near you?

As a quick synopsis of the series, the sanctuary is supported by sponsors who have responded to an "urgent appeal" from an infomercial. All of the animals have been saved from some form of mistreatment or other troubling circumstances. Each sponsor supports an individual animal. Each sponsor gets a photo and a letter about the animal they are sponsoring. The human administrators at the sanctuary write letters on behalf of the animals and send pictures to the sponsors. The sponsors believe they are receiving a letter directly from their sponsored animal. Ironically, all the animals have the ability to talk and communicate, and each one has a distinct personality. The animals create an intensely dysfunctional family on the sanctuary. For example, Larry the chicken has a drug addiction, and GT the fainting goat is seriously neurotic and paranoid.

“Animal Care really appeals to the university and college crowd,” according to its creator Ryan Paul Keller. “The pilot episode and subsequent episodes are fast-paced, hilarious, and always leaves the audience wanting more. It’s a great break from the mundane.” This is where I think video sharing sites are beneficial especially to producers such as Mr. Keller and his team in order to get their creations out to a specific audience in the hopes that it catches on and creates enough of a virtual buzz that it attracts the attention of more mainstream distribution channels such as Teletoon and others.

One of the reasons that Mr. Keller chose this route was due to the success their initial distribution received through YouTube and maximizing reach and impact through other video sharing sites seemed like a no brainer. “We are really excited about sharing the pilot episode with students all across the country,” added Keller. “We know students have a great sense of humour and they will love it as much as we loved creating it.” Imagine trying to share this as easily as you can today as little as 5 years ago...and as anyone who deals with the Social Media on a daily basis can attest if your content is good these channels can take you to a completely different level in terms of awareness.

Given the enormous popularity of these sites by the general public to share funny or educational videos with family, friends and the world it has me thinking that the Internet will continue to grow as a viable and more preferred means of distribution for film makers both independent and studios. In the case of "Animal Care, The Series" targeting a medium that is frequently accessed by college and university students may just help create the necessary "buzz" designed to catapult the creators to far more than they could have imagined when they came up with the initial crude drawings of Larry, Ben and GT. It'll be certainly interesting to see if video sharing is the sanctuary that helps Keller and his team (along with the main characters) go beyond the friendly confines of the farm.

Better Sleep vs Sex

2008-10-28T08:48:00.002-04:00

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According to a new Better Sleep Council Canada survey, men and women are divided when it comes to how they'll use the extra hour as the clocks turn back on November 2nd. Given the choice between sleep and sex, more men would choose sex and more women would choose sleep.

The survey uncovered other tensions in the bedroom, with three quarters (73 per cent) saying poor sleep affects their relationship. A couples counsellor offers tips to help couples make the most of their time in bed, whether it's for sleep or sex.

Why telemarketing gets a bad rap.

2008-10-24T14:05:00.002-04:00

So as many of you know at long last Canadians have been given the choice as to whether they get calls during meal time or not to support their favourite charity, association, newspaper or political party through the National Do Not Call list as well as ioptout.ca. Recently I signed up (at home and the office) for both to ensure that when my wife and I are sitting down after putting the triplets to bed we can actually decompress and reconnect with each other for some grown up chat. That said we are still receiving uninvited calls during the 31 day grace period and it seems that the tone of some of the telemarketers has taken on a bit of desperation knowing that their days seem to be numbered. (Not that I've had one of these but check out the video from YouTube here)

Take a call today where one of the - shall we say home phone service providers - called and upon hearing that I wanted off their list proceeded to argue with me over exactly "what do you want not to be called on?" Hmmm...let me see would the answer "for whatever it is this number is selling I don't want" be sufficient? Okay maybe a little facetious but I wondered why they would take so much time out of their day to argue this fact vs moving onto the next number where they might be welcomed with open arms? Now I don't profess to know exactly how they are getting remunerated - whether on a per call basis or actual sign ups but it can't be that easy these days.(especially with the advent of Do Not Call and the recent economic crunch).

Now even though I had a less than satisfactory experience during today's call it certainly hasn't been the worst I have fielded...in fact when you get a call from someone without the proper training it can be down right insulting. For instance (and I doubt if this is the worst ever) I once fielded a call from a charitable organization's volunteer telemarketer who began his pitch to which I suggested to keep me in mind for next year since my donations had been committed for this year. Fair enough? That's what I thought until he accused me of saying this every year and wanted to know when that would ever change. Gee...given that please put me down for "never".

Okay now yes today's post is a bit of a rant but it seems that there are some companies out there starting to panic and using every tactic (good and bad) to ensure they aren't completely shut out of joining in on our supper hours. I think that there are truly some consumers out there who would welcome a call much like I received today and with that I concur with a discussion post I read relating to the DNCL coming into effect and that is there should be an ioptin.ca website giving the telemarketers of the world a qualified and warm list of potential prospects vs the cold and at times justifiably irate ones they are getting now.

I believe - like most sales tools - if done right telemarketing can be an important component to a company's overall sales and communication tool. I just find it hard to swallow if you will why it takes a raised voice to make them excuse themselves from my dinner table.

The three books I think every entrepreneur needs to have in their library.

2008-10-15T13:01:00.006-04:00

When opening up my company I was fortunate enough to have had two of the three books I will be speaking about in today's post already in my library...the third was something I found to be as useful as the other two in helping to put things into perspective - whether this was general operations, sales, securing outside funding as well as marketing the business. These publications are (in no particular order): "The Carolina Way", "Finance on a Beermat" and "Wise Words". In the following paragraphs you'll see what I found of use from each.

A former employer of mine brought "The Carolina Way" to my attention initially and it has become a well-thumbed reference guide for me in terms of how to lead and of course learn from our losses as much as our victories. For anyone who has yet to hear of it the book is written by former head coach of the University of North Carolina men's basketball program Coach Dean Smith. In it he imparts advice on leading a team from his more than three decades worth of successful coaching - and given the number of national championships and multitude of players that have gone onto success in the NBA and in life I think he has the cred to speak on the topic. Talking from a basketball perspective and then relaying it to a business example helps to reinforce his message, for example on setting goals and objectives for the players on his team:

"Setting short-term and long-term goals is vital to success in all walks of life, of course. The real challenge is to choose the right goals. Dean's teams never had goals that distracted from their team focus but rather enhanced it. A major danger is that some leaders set goals that say more about their own insatiable egos, an ongoing turf war, or some other personal motivation than what is best for the business and the team members. Leaders have to fight the natural emergence of what I call ego goals, which can misdirect the larger organization toward dysfunctional goals." The Carolina Way - Leadership Lessons from a Life in Coaching

Pretty basic concepts if you think hard about it but how many times do we as leaders and/or managers establish targets based on our agenda vs what is best for the team or the company. Ensuring that goals and objectives are set for a common good is the recipe for success and no matter who is part of my team I ensure that this mantra is front and centre.

The second book I like to refer to was given to me when I first set up my company by a family member titled "Finance on a Beermat" a book written by Mike Southon, Chris West, Stephen King and Jeff Macklin. Written from the financiers perspective it provides details on what one needs to think of and more importantly incorporate into their plans - from establishing the initial concept, to ensuring that cash flow remains paramount to creating a support system of advisers whose sole purpose is to provide a "sober second look" to your plans. It is written from a UK business perspective but the concepts are universal.

What this book provides is a straight on and as I mention "sober" look at your business plans and what it will take to set yourself up to be around longer than a few years if not months. I refer to it frequently to reinforce some of the business decisions I make on a daily basis to ensure that at least it makes sense from a financial perspective. From the initial pages I think anyone opening or thinking of opening their own business may appreciate how these words of encouragement how I start every day:

"Entrepreneurs and small business proprietors are brave people. You have to be brave to turn your back on the relative safety of regular employment and go it alone (or, if you want to succeed, go it as part of a small, dedicated team). You have to be brave to deal with the hassles, with the bureaucracy, with the Monday mornings where you open the order book and see blank pages two weeks ahead. Forget those 'charismatic CEOs' we're always hearing about in the media: the real heroes and heroines of contemporary economic life are entrepreneurs and small-business leaders." Finance on a Beermat

Finally, "Wise Words" which is penned by Sean Wise (and whom I've blogged about before) gives a unique perspective on how to prepare and set yourself apart from others especially when attempting to attract investments for your venture. One of the many concepts that Mr. Wise speaks about is the importance of honing your "Elevator Pitch" a term that came to prevalence during the hey-day of Wall Street in the 80's where if you were lucky enough to ride up with your "target" had 4 minutes to make your pitch and catch their attention. Today it may even be less in terms of time but not so in terms of importance - how many times have you had a conversation with someone and almost immediately lost interest in what they do based simply on how they presented themselves or their service? Reviewing the experiences of Mr. Wise keeps this whole process top of mind and ensures that the first impression is always the best.

"You only get one chance to make a first impression, so make sure it counts. Continue to craft your Elevator Pitch until you have something that is succinct, irrefutable, accessible and greed inducing. Ensure that your final Elevator Pitch is something that every member of your organization can adopt and incorporate into every pitch, whether it is for new capital, new partnerships or new talent." Wise Words - Lessons in Entrepreneurship & Venture Capital

One piece of advice I've received that continues to resonate for me on a daily basis is to use the one thing that each of us possesses but constantly ignore - our common sense. For some reason it seems that the simplest solution is ignored because it is just that - too simple. The more complicated the solution the more it seems logical that implementing will answer all of our needs - in reality the true need here is identifying what the client's "pain" proposition is and identifying how our service can address it. Common sense dictates that in order to achieve what you want concentrate your efforts on helping someone else achieve theirs first - the rest will fall into place.

Although each book provides something different they each have something in common and that being in order to be successful you have to work hard at whatever it is you do and constantly learn and adapt to what you are faced with...whether it be a sport or business. Working hard at something every single day takes us from dreaming about success to actually achieving it - probably why these books spend more time in my hands than on my shelf.

Will you be casting your vote for personality or platform on October 14th?

2008-10-01T15:10:00.009-04:00

Had an interesting conversation with my wife the other day and she raised a good point - although she knew there was an election on October 14th she didn't (and I would dare say most Canadians share these sentiments) know what the key issues were or where each party stood. She was obviously aware of the war of words between Stephen Harper, Stephane Dion and Jack Layton but outside of that before our discussion that was about it. So with that I thought I would take a moment and ask a simple question - when it comes to your vote (assuming you will exercise your right on election day) what determines the way you vote - personality or platform?

Before answering - why don't we take a look at what the key election platforms are for each of the Parties and then ask the question again. From their websites each of the parties have laid out what they feel are the key issues at stake during this election - in no particular order here is what each are stating are the main points (for a more detailed overview of their election platforms I've included a direct link to each of their websites):

Conservatives - Sovereignty, Leadership, the Environment, Health Care, Lower Taxes, Child Care, Tackling Crime and Accountability. Okay and for each we can drill down and learn more about their position on each.

For the Liberals - a Richer Canada through a balanced budget, etc.; a Greener Canada with plans to address climate change, water and protecting our health; a Fairer Canada with investments into our health care, investments in our kids and better relations with immigrants and First Nations; finally how to position Canada within the world.

The NDP are looking to create more jobs; hire more Doctors and Nurses to improve our health care system; have a plan for the environment and a host of other priorities.

Finally, the Green Party hopes to monitor our economic activities as they relate to the our health, education and environment; wants to invest into public facilities and services; create a climate for healthy business supporting small business, offer tax incentives for living a greener work/home life; etc.

So in talking all of this over with my wife I was impressed that she decided to share who she was voting for and why. It made me stop and think why I was leaning the way I was and whether that was truly the best decision for the country, my family or even me. I have to tell you that even though the Canadian election has been overshadowed by not only the US Election and the debacle on Wall Street it has provided for some real head scratching moments from all of the parties all of which played over and over in the court of public opinion via the media.

So I think with all of this in mind it's important for me (since I'm the only one I can control and probably the only one who would listen to me) to cut through the rhetoric, personalities and platforms to determine who I think would be best for the country. That being said it will certainly be an interesting final few days to see if in deed my vote counts if only in the court of familial opinion. If the US Election has taught us anything it's that the cult of personality may be able to distract the attention of the average voter for a brief period...however once you cut through all of the layers you may not be happy with what you are left with once again reinforcing the importance of standing up and being counted come election day.

A run on the bank that even old Mr. Potter wouldn't believe.

2008-09-23T09:14:00.005-04:00

Much like Old Man Potter bailing out the bank in Frank Capra's "It's a Wonderful Life" the US Government is poised to jump in with a $700 billion dollar package for the financial sector in the States as well as giving unprecedented powers to the Federal Treasury to avoid future similar events. I don't know if you are like me but in looking at and hearing about the huge fluctuations in the markets recently and the outright collapse of institutions such as Fannie Mae, Merrill Lynch, AIG and Lehman Brothers it started me thinking of how this got to such a huge crisis? Not being a financial wizard I couldn't really put my finger on as to its cause or who might be to blame for catching the world's investors off guard- US, UK, International Banks, Republicans, Democrats, Wall Street or even the media.

In order to get a better grasp on the situation I spoke to a friend of mine who had experience working within the markets on both sides of the "Pond" and in her mind it works like this...in the UK most major shareholders of the banks and financial lending institutions are typically insurance companies which put huge pressures on senior management at these places to turn higher and higher profits especially when they see their competitors reaping short term gains from their banking partners. Okay assuming that this is the case I can see why being a Sr. Manager comes with a huge price tag as I'm sure their "life" expectancy is shortened by this constant strain.

In North America it is more of a mutual fund game and individual investors tend to get jittery when looking at the day's financial news. My former financial planner once told me "...whenever the media covers performance of long term investments in the same breath as short term I tend to field about 20 calls from my clients wanting to move everything around." So in his mind the onus is on the media to educate their readers on the fact that they shouldn't worry about investments that won't reap dividends for 20, 30 or 40 years but does that sell newspapers or get viewers to turn into the evening news? In looking at this topic I found the internet and the Social Media outlets as divided as the traditional news which makes me think that education might be the cause and the cure here.

Think of it this way - if we start teaching our children from high school to the end of their college/university degree the importance of knowing how money works and the perils/opportunities could we have an impact on how their financial stability is set? One key lesson I would think would be (and stealing from the Ontario Lottery and Gaming Corp. here) knowing your limit and playing within it...whether it's the lottery or the stock market. Don't bet the farm on Black 19 and especially not on stocks such as Enron, WorldCom or AIG and Merrill Lynch apparently without a lot of due diligence. So my musing today is simply to say that I don't think the worst has happened and I personally doubt that $700 billion will ebb the tide here especially...given the coverage to date on the topic (have a gander at coverage from last night's edition of Lou Dobbs on CNN)...if those at these institutions who were at the helm are given the bulk of this bail-out as exit packages.

With that in mind - I can now understand the relief on the face of the bank manager in Bedford Falls as he stood in Old Man Potter's office. I'm pretty sure though that if he had a Golden Parachute waiting for him it had a few less zeros than those at the financial institutions that crumbled over the past few weeks - ah the good old days.

The Anatomy of a Book Tour continues...

2008-09-10T13:41:00.000-04:00

As many of you who follow my blog may recall I (along with a good friend and p/r specialist of mine) have been assisting my brother promote his "how not to" book dispelling the myths of plumbing known as "Looking through the Plumber's Crack: Dispelling the Myths of Plumbing". To this end we have spent the last year refining the look and feel of the publication, securing media interviews on both television and radio throughout Ontario, signing copies of the book at Chapter's locations and more recently seeking the critics impressions of the book such as the National Post's review of his book on August 9th of this year.

This couldn't come at a more opportune time as we head into and gear up for another book signing at Chapter's in Southern Ontario further spreading his mantra of "if you flush today...thank a plumber". Above all I think the thing that has struck the biggest chord especially with the media is the uniqueness of the concept - who'd have thought a plumber could hold a pen let alone write a book of his experiences designed to help homeowners avoid the pitfalls of maintaining ones home and cottage plumbing systems.

Speaking of which as we head into the Fall season thoughts of renovations and even closing up these cottages come to mind which has provided him another opportunity to share with the media and public additional tips on how to or how not to rather get caught with wet feet heading into 2009. Among some of these tips include advice on how to avoid high water bills, enhance drinking systems and even how to ensure you maintain your healthy glow and soft skin. With scheduled stops in London, Hamilton and Oshawa television and radio stations he is sure to further the notion that plumbers and tradespeople in general are much more than what they seem especially if they don't know exactly how to tie a Windsor knott.

And since nothing breeds success than success the past year has not only helped to increase his exposure (and in turn revenues) it has also provided the necessary fodder to pen a follow up book known simply as "Looking through the Plumber's Crack: The S&*$ I've seen and heard". Perhaps a little crass and maybe way too tongue in cheek but based on the interest and the sales to date of his first foray into authordom those who have a copy of his book in their bathroom magazine racks all seem to appreciate his straight-on and satirical look at what he has come to embrace as his life. So I guess being known as a "Turd Surgeon" isn't as bad as many would think.

Who says the internet can't hurt you...just ask United Airlines

2008-09-08T13:16:00.004-04:00

Talk about being hit while you are down...if rising fuel costs, increased competition and fewer travellers wasn't bad enough for the airline industry in today's Globe there is a story how the stocks of United Airlines took a nose dive today with a report from the Florida Sun Sentinel online version which posted a four year old story stating that UAL the parent company of United was losing $22 million a day while under bankruptcy protection. Trading was halted after the shares were decimated by this report and now the company is looking for a retraction and possibly more for the gaff.

It goes to show you that attention to detail on what is posted to websites (whether you are a corporation or in this case media outlet) is crucial otherwise it can have some rather dire consequences as was the case with United. This is every Investor Relations and Public Relations professionals worst nightmare having something posted to the internet that they were neither prepared for (and how could you in this case) or aware of in time to stave off the negative results. Now that damage control has begun for United I would imagine that there is some major scrambling going on over at the Sentinel and of course its head office in Chicago since it is owned by the same company as the Chicago Tribune.

It's instances like this that reinforce the sage advice from P/R pro's like Mat Wilcox of Wilcox Group in Toronto, Ontario in her June 27, 2007 Report on Business online conversation regarding "Surviving a PR crisis". No doubt UAL had a crisis plan in place for some known and even unknown issues affecting not only the industry but the company itself - but who would have thought that the media outlet covering the airline would be the one in need of their own crisis management plan as a result? As Mat points out, "Your brand can be obliterated in minutes by a poor decision. A crisis team needs to be removed from any emotional links to a company and take an objective approach; reacting quickly, and thinking clearly about all stakeholders and their immediate needs and concerns."

It'll be interesting to see what the outcome and aftermath will be in the days and weeks ahead as the dust settles on this event for both UA and the Sun-Sentinel - I'm sure a few heads will be rolling on the tarmac over this one.

How we use the gift of "GAB" to satisfy a client's pain (real or perceived).

2008-08-17T13:04:00.012-04:00

I imagine that most people reading the title would think that being a big talker is our way of showing a client how using our services can better their lives - to the contrary - it really is a play on words to identify how we address our client's "pain" by listening to what they are saying. "GAB" in this instance really stands for our client's Goals, Audience and Budget and after identifying and assessing the true needs we offer solutions based on these items. The road to these solutions however is the key...taking our "speak" out of the third person and into the first (i.e. our client) demonstrates our keen interest in truly understanding our client's pain challenges and demonstrating what really is in it for them.

The first element in this process is of course identifying the client's goals and objectives. By reviewing the overall picture with our clients we can determine what the exact need is that they are trying to address and whether our services are appropriate or whether an alternative solution (whether ours or someone else's) will empower the client with the ability to satisfy their "pain". By doing so we attempt to become much more than a "Yellow Pages" answer to the overall opportunity.

The second element is identifying and addressing the needs of our client's intended audience. As always our objective is to either create or enhance the dialogue between the two and we accomplish this by truly understanding the key messages being delivered and the specific way in which the message needs to be received by the end user. Whether this be through traditional or digital means creating an environment that helps the end user take in the information and potentially repurpose it for their own or other means is key to the overall success of the project. Take for instance the enclosed from Wonderday linking to a project we distributed for the CN Tower through YouTube and other video sharing sites.

The final and of course most important to the majority of clients is the budget. In most cases it is either unknown or somewhat out of line of what is required to fully accomplish the overall goals and objectives of the project. For instance a client may think that a Video news release designed to inform, educate and engage the media to share their key messages with a full day shoot, edit, etc. can be accomplished for a few hundred dollars where in reality it is more in the lines of several thousand to effectively create a high-quality product for distribution to the broadcasters for potential use. Here is where truly understanding and addressing goals and audience help to manage expectations (yours and the client's) before dollars and cents are ever discussed.

By implementing the aforementioned we move one step closer from a prospect only relationship to a potential client relationship similar to what Vanessa Richardson described back in February of this year for Onwallstreet.com in an article along the same vein titled "Turning Prospects into Clients". In it she shares tips from the experts on how to manage the relationship before, during and after the first meeting. As potential advisers we play a key role in helping the client assess the current and future landscape along with providing them with the professional services designed to enhance their ability to share their key messages and achieve project goals. As mentioned above whether we are providing the services or simply identifying their options the overall goal for us is to create a long term and mutually beneficial relationship.

So as I see it, by introducing our desire for a good "GAB" session and actually hearing what the prospect is saying about their needs places us in a better position of becoming seen as an "advisor" than simply another card in the Rolodex...assuming it even gets there.

All I ever needed to know about business I learned from NFL Hall of Famer Walter Payton

2008-08-15T11:30:00.007-04:00

As a little diversion today I am moving away from my traditional discussions or musings about communication and dialogues to a bit of a personal analogy between business and sports. One of the all time greats (and who by the way held a Bachelor of Communications Degree) was NFL Hall of Famer and former Chicago Bear's running back Walter Payton aka "Sweetness". In following his path to the NFL and beyond it struck me that some of the things he stood most for or demonstrated on the field could easily be translated into the business world. So if you'll allow me I'd like to provide a few terms and descriptors that play well in both arenas.

Consistency - Sweetness missed only one game in his entire 13 year career. In business I've often felt that the difference between an individual and a team player was the fact that an individual thinks only of how his/her actions affect them where a team player puts those around them and how they are affected by the actions of the individual first above themselves always.

Flexibility - Sweetness was famous for his athletic ability and the signature stutter step designed to create an advantage over as well as throw off his pursuers. In business this is akin to being up on not only industry trends, but staying healthy and being willing to work with differing opinions towards a common goal not only keeps you at the top of your game but also a step ahead of the competition.

Success - Sweetness lived the statement of "there are those that dream of success and others that work at attaining it every single day". Even in practices he would rarely step out of bounds preferring to hit his tacklers to keep both himself and them sharp for the real thing. In business this is similar to working hard to ensure that you are at the top of your game - whether prepping for a big meeting or networking event - staying sharp allows you to ensure that first impression as well as the last are the best.

Balance - Sweetness was a well rounded individual outside of the "hash marks" having various interests and a loving family. He enjoyed a variety of interests including cooking, CART racing and was both an accomplished dancer and chess player. In business being able to juggle both a professional and personal life allows one to live a life that has depth. As they say all work and no play makes for a dull "boy".

Community Spirit - Near the end of his life Sweetness became an advocate for organ transplants along with his wife they created a Foundation dedicated to bringing attention to this issue. I think when possible we need to all "pay it forward" so to speak and support a worthy cause or even volunteer. I guess the adage of "to whom much is given, much is expected" rings true especially when there are so many who could benefit from a helping hand.

For those of you taking the time to read the aforementioned I appreciate your time...I hope that it has some type of affect even if only for a fleeting moment. If nothing else it reminds me that being fully cognisant of what we do - whether in business or in life - has a direct impact on the success or failure of our endeavours.

Social Media's role in Alumni Communication and Engagement

2008-08-13T12:28:00.011-04:00

Several weeks ago I was reading on Joe Thornley's blog about his study into how different universities were or were not using Social Media to connect with their alumni. From the comments on his page it appears as though for the most part Canadian Universities continue to use traditional means to stay in touch from email to snail mail to telephone and very few are utilizing the full potential of Social Media to interact with their grads.

As my alma mater's Chapter President in Toronto this struck close home for me especially seeing that the institution's award winning alumni website has been making connections with their grads for years with discussion forums, lost and found sections and frequent updates via email. With the advent of Web 2.0 of course there is always room for improvement (as one fellow grad pointed out on Joe's blog) which I assume the University continues to address much like their counterparts across the country determining how best to harness the potential power of Social Media within their communication scheme.

Within the GTA alone (which happens to be the second largest global concentration of the university's alumni) the challenge is to not only determine how best to connect but then how best to engage alumni. I am sure that this is a common theme where most alum have more of an affinity to their particular program, athletic organization or association vs so much the institution itself so utilizing targeted Social Media seems to be more and more the desired avenue vs traditional snail mail or even email blasts to inform and entice participation re: upcoming events. As I've heard time and again having a recognized leader from these various segments can and should have more of an impact than a general "shout out" if you will to the populous at large.

This whole topic is important to me of course since I am trying to determine in my own mind what would be the most effective form of communication in order to engage the thousands of alumni that work and live in the GTA. In the months to come it will be interesting to see if our efforts on the alumni website as well as our presence on social networking sites such as Facebook will become the leading form of communication and engagement for the masses.

With that said...I'd be interested to hear (similar to what Joe has experienced) what other institutions do to engage their alumni in the area of Social Media if at all. In addition, I'll be keen to learn from a case study point of view how Joe's collaborations with the Canadian university he speaks of in one comment turn out that may have impact for us all.

McCain vs Obama - who will ultimately win the "Internet-battle" as they race to the White House?

2008-08-05T12:25:00.008-04:00

For someone who is a bit cynical by nature when it comes to politico's the question of who is winning the battle of the Internet (and ultimately the White House) based on John McCain's online swipes at Barack Obama and the Hollywood Democrat elite has become an interesting one for me. For those of you who have yet to see what all the hub-bub is about have a look at McCain's video from his YouTube Channel simply called "Celebs" featuring images of Obama along with such celebrities as Paris Hilton and Britney Spears.

I must admit I am buying into the "winds of change" as espoused by the Obama Camp but I can't help but admire McCain's tactics whether they be appearing on The Daily Show with Jon Stewart, to his appearance on Ellen to his self deprecating stint on Saturday Night Live...this latest foray of the "old timer" into the land of the next generation has me wondering whether this might not strike the right chord come November. If you think about it...based on the experience of the Democratic Leadership Race - Obama and the Democrats were actually expected by many to win in this new medium hands down offering them the opportunity to deliver unabashed their message to the electorate and yet the most buzz lately has been how the Republicans are actually harnessing the power of the Internet to their advantage...early stages of the campaign or not.

Now I don't know whether having a hard hitting Social Media Strategy like McCain's and Obama's will win over the "hearts and minds" of those voters not completely set on who they will be voting for in the Fall - but definitely not having an effective one certainly leads me to think that it will play some role in who will be handed the reigns of Commander-in-Chief of the World's last Super Power. Something I would suspect is not lost on the parties North of the Border here facing the potential of a Fall/Spring campaign themselves.

Returning back to the "Celeb" video on the McCain YouTube Channel I am paying less attention to the comments than I am the total viewership and of course sharing of this video...for many of us in this new medium numbers like this can only make you salivate. It does go to show you though how powerful the Internet has become even since the last time the Republicans and Democrats squared off for the right to sit at 1600 Pennsylvania Avenue.

When all is said and done (and if you think of my past post referring to Molson's foray into developing a relationship with the blogosphere) this should provide for a great case study as to the merits of a strong, dynamic and engaging strategy designed not only to address the needs of those Internet-hungry news addicts that call Explorer home - but also how it can play well in the traditional media arena where coverage sometimes leaves the viewer wanting during the long campaign trail.

How important a role does strategic planning play in your organization?

2008-07-23T13:53:00.014-04:00

Today's post refers to a recent article I was fortunate enough to pen (along with my colleagues Sue MacGregor and Chris George) for an online newsletter known as "Administration Today" published by Kevin Bourne and his wife Koliah Bourne. In this publication - targeting administrative and management professionals - I write about the importance of strategic planning and more specifically how an organization's entire team must be involved in order to ensure that the proverbial boat has all of the oars necessary in which to move them forward toward a common goal. In it I use an example of an organization that I and my two aforementioned colleagues provided support to in order to help determine how best to focus the organization's resources to accomplish their intended goal. Although the article was written specifically for the newsletter's audience the message is one that I think transcends position and department within organizations regardless of whether they are public, private or charitable.

In a former life I was brought into a charitable organization to create and introduce a fund development program to help ensure the charity's long term financial sustainability. It was to incorporate all of the aspects necessary to initiate an annual giving program designed to identify major gift and even (hopefully) planned giving donors. When I thought that I had received the sufficient support internally and been given the mandate to proceed I decided to create a small but effective focus group consisting of staff and volunteer alike - the assumption was that we had done enough internal strategic planning to ensure that all were on the same page. Much to my amazement after announcing what our approved plans were one of the management team members literally threw up their hands in front of the volunteers to announce "I am not in support of this either" referring to an objection made by one member of the volunteer crowd...talk about a silent room.

What I learned from this experience is that top down and peer support is crucial to the success or failure of an organization - whether it be determining their mission and vision or launching a major communications/marketing/fundraising campaign. It also demonstrated that not everyone within the hospices of the exercise will provide you with the feedback you require unless you demonstrate the openness of providing differing ideas and how consensus can help to address these differences during the planning process. Since this experience I have had the opportunity to witness several different organization's go through the planning process and I am happy to say that for the most part all of the "oars having been going in the same direction".

As we point out in the article, since we never know what's around the corner strategic planning provides us a life-line to hold on to both when things are going well and when the unexpected happens. "Knowing where you are in the world, where you want to be and how you can get there will make all the difference to your organization's bottom line - especially if a situation arises that challenges your direction". In my mind getting everyone to hold onto the life-line no matter what comes their way is crucial to long term sustainability and should resonate well throughout an organization whether a recent start-up or one that has been around for decades.

(To obtain the most recent issue of or subscribe to Administration Today please contact Kevin or Koliah at JDAS)

Do you treat traditional media and bloggers the same way?

2008-07-17T14:15:00.006-04:00

Had a conversation with a friend of mine recently who shared a story of how the recent outreach by Molson's dubbed "It's all about relationships" to the blogosphere had created a "pro and con" reaction from those who use Social Media both as their lifeline as well as those who consider themselves as dabblers. During this conversation it was interesting to hear that there were those (who by the way blogged frequently themselves) questioning the validity of Molson's BBQ outreach for both traditional media as well as bloggers based on the infancy of Web 2.0 and the lack of case studies to support efforts like these making a difference (but don't you have to start somewhere?). I had to wonder with the advent of Social Media and its impact to date shouldn't everyone (traditional or not) be invited to the party?

And with that I think using the term "party" as a metaphor here opens up the discussion (for me anyway) that Social Media - although not completely tested with case studies etc. - allows room for different conversations between like minded interests much like a backyard BBQ can for a mixture of your friends and family. If we think about it Molson's was providing a unique and engaging opportunity for bloggers to come out and interact with not only the beer company's representatives but themselves and any chance for these "citizen journalists" to rub elbows with each other in dynamic and non-traditional ways can only enhance the medium in my mind.

Yes I agree that the true impact of the "blogoshpere" has yet to be empirically tested but I think that the fact that a company the size of Molson's has seen the value of the online community is testament that the time's are a changing and for the better. As Ferg Devins at Molson's put it "...we are committed to being in conversations with folks related to our business and beyond" which tells me they have their eye focused on the blogosphere as much as they do their traditional communication methods and events like these can only add to the discussion - positive or negative.

Now I also concede that not everyone has this view but I think they can agree that having events such as this geared to people like ourselves who are attempting to add to the dialogue goes a long way to enhancing the credibility of the notion that we should be able to determine what is of interest to us...whether this be news, entertainment or an opportunity to simply kick back and learn more from traditional or Social Media participants. With that I am curious to learn whether corporations treat traditional media and bloggers the same in terms of their outreach (check out Trevor Jones' as well as Nicolaus Guan's posts on this topic as well) - and from the bloggers' perspective whether they are beginning to feel a shift in the way that these companies interact with them especially where it relates to their interaction with them as they vy for potential coverage?

Does providing the media "swag" garner additional coverage? Maybe not but if done right it can't hurt.

2008-07-03T09:53:00.010-04:00

Just a daily musing from a recent experience involving a press conference where two organizations with seemingly similar goals and objectives were present. One focused on delivering their key messages with impact statements and the other on delivering their message bolstered by a "grab bag" of sorts for the media that were present. The former garnered significant media coverage as well as interviews after the event where the later received very little. Although this was just a single incident it did start me to look further into whether "swag" for lack of a better term really helped enhance media coverage?

For anyone who specializes in media relations content is obviously always "King" but in those rare circumstances where the message might be a little weak surrounding the announcement providing some "sizzle" has sometimes helped in getting coverage from traditional contacts especially during those slower news days. Obviously the true measure of success is not just how many media outlets attend but rather the amount of actual coverage, the way the message was delivered and finally how this coverage plays with the intended audience - positive, negative or indifferent.

One other element that cannot be discounted is the fact that media relationships are a long-term effort and using swag as a means of thanking media for any potential coverage is never a bad thing even if it doesn't always generate coverage in the short term. For instance, Sharon Housley (who manages Marketing for Feedforall.com a company out of Hanover, MA that produces software for creating, editing, publishing RSS feeds and podcasts) suggests in an article from the National Business Association's newsletter from 2007 that swag is good and should be used as part of an organization's relationship building exercises with the media to enhance "top of mind" and brand awareness as a result.

As is the case in most audience relationship building efforts "freebies" should be just one of the many elements that make up the various points of contact necessary to keep us top of mind - whether this be our end users, the general consumer or media outlets. Finally, this segues nicely into the fact that with the advent of Social Media and the concept of the "citizen journalist" treating bloggers the same way as you would a traditional media outlet or media contact where it relates to freebies is advisable to enhance the relationship between you, them and their potential viewers/posters.

Overall on its own swag in my experience does not a relationship make...however when used as part of an overall strategy and exercise it certainly can't hurt.

An Essay on Social Media - from a P/R student's perspective

2008-06-20T09:31:00.016-04:00

As many of the readers to the "Dialoguer" can attest I have attempted to generate some interesting discussions regarding the topics of media relations, fundraising and special events. To add a new wrinkle I've invited my friend and former colleague - Bonnie Dean - to give her take on the past, present and future of Social Media from her unique perspective as a mature P/R student at Centennial College. I hope you like this as much as I did.

"We all do no end of feeling, and we mistake it for thinking. And out of it we get an aggregation which we consider a boon. Its name is public opinion. It is held in reverence. Some think it the voice of God." – Mark Twain

In 2005, Jeff Jarvis endured a lengthy ordeal with the customer service department of Dell, the manufacturer and seller of computers. Trying to get his computer fixed, Jarvis had to deal with many unanswered e-mails, countless hours on the phone and replacement units that malfunctioned. A print journalist and a blogger, Jarvis turned to the web to express his frustrations and published a series of posts on his blog about his ongoing experiences with the company. His “Dell Hell” posts received a lot of attention, with thousands of other frustrated customers commenting on, and linking, to Jarvis’ blog.

During this period, Dell was experiencing a decline in overall customer satisfaction. The last thing it needed was negative attention from the mainstream media. Needless to say, the company took quite a blow to its corporate image and reputation. The negative attention from the media and its drop to second place in the industry behind competitor Hewlett Packard finally made Dell sit up and listen. It instigated a major campaign to repair the damage to its brand, starting with their Direct2Dell blog, which invites customers to “tell the company what to do” and enables them to rate its products. It is reported that negative blog posts about Dell dropped from 49 per cent to 22 per cent. And all the Dell Hell posts on Jarvis’ blog have dropped off the first page in a Google search.

This case perfectly illustrates the growing influence social media as a tool for the public and the new challenges it poses to communicators. Traditional ways of managing a company’s brand and image are no longer effective on their own. Shel Holtz, among others, has chronicled the evolution of audiences from passive recipients of information to active, engaged participants. This means communicators must change their public relations strategies to fit in a world where their audience’s opinions can be heard louder and carry more impact. If their views happen to be inaccurate or harmful to an organization’s image, the effect can be more devastating and resounding than ever before.

While advances in technologies have provided new communication channels for the average citizen, these very same tools can also be used by communicators to make their voices heard. Social media allows organizations to send their messages directly to their audience. Likewise, an organization can also create a dialogue with an audience formerly accustomed to a “top-down” receipt of messages. If the key function of public relations is building and maintaining relationships between an organization and its publics on which its success depends, then social media should complement, not challenge, the role of a communicator.

As in all relationships, there needs to be a continuing discourse between the parties involved if it is to succeed. An organization communicates its brand, corporate mandate and products and services to build trust and loyalty amongst its audience. In turn, it must listen to its stakeholders (clients, employees or shareholders) to ensure their needs and expectations are being met. This mutually beneficial exchange of ideas is the crux of public relations and an organization can certainly profit from the adaptation of social media.

But with the rise of a new technology not yet fully understood or grasped, apprehension can set in. The idea of having a conversation with their stakeholders is anathema to senior management used to having a comfortable distance between their customers or the media. There is also the trepidation some organizations feel about putting themselves “out there” and joining the conversation – will their audience take it as an open invitation to tell them what they really think in a public forum?

Such fears are easily overcome when you consider the advantages of dialoguing with the public. An organization now has the ability to monitor what is being said about it. It can keep on top of any negative chatter that would harm the company’s corporate image. Responding to rumours or criticism in a timely manner goes a long way in diffusing the damage that, left unchecked, could cripple a company’s reputation.

An organization that interacts with their audiences and listens to what they have to say reaps huge rewards. It builds credibility, trust and enthusiasm. It also leads to what Robert Scoble and Shel Israel describe in their book, Naked Conversations, as “customer evangelism.” There is a chance that your audience will have negative things to say about your company and those can certainly sting. But if you listen to closely to your audiences and build a loyal following of customers they can protect you from any unwarranted and unjustified criticism.

Social media tools provide more efficient ways to get your message out. Relatively inexpensive to set up, they reach millions of people and are less costly than traditional means of communication. Scoble and Israel refer to it as “word of mouth on steroids.” It works like this: Company A releases a product into the market through a podcast or a video posted on YouTube. It gives its audience a forum in which to express their opinions, in this case a blog on its website. It listens to what it is being said and begins a dialogue with its audiences by responding to their comments and incorporating their ideas into future product development. By engaging its publics, and responding to their needs by building a better product, the company develops a loyal following. These “customer evangelists” then encourage others to buy the product by commenting on other blogs, posting photos or video of the product on Facebook and linking to larger blogs related to the company’s industry. This type of “viral marketing” costs less than traditional marketing or media relations campaigns and not only are the results easy to monitor but provide a great return on investment.

But will social media replace traditional media channels altogether? The statistics don’t seem to bear this out. While circulation numbers for daily newspapers are dwindling (from 1 to 5 per cent depending on which source you believe) it does not appear that print and broadcast media are going to disappear any time soon. In Canada, for example, the daily paid circulation in 2006 for newspapers stands at 4,753,070 copies on an average publishing day and 31,075,551 copies in a week (Daily Newspapers Circulation Report 2006, Canadian Newspaper Association). History has shown that new forms of media have never killed old media - they simply forced old media to adapt. (Has video really killed the radio star?) Every traditional media outlet has incorporated some aspect of social media in their website – adding blogs, RSS feeds and videos to name a few examples. They have to if they want to survive in an era of consumer-driven content and “citizen journalism”.

The crossover from traditional to social media also brings many journalists to the web. According to the search engine Technorati, 34 per cent of bloggers identify themselves as journalists. Excluding this group from your media relations game plan would be withholding information from individuals who may hold more influence than you think. As with traditional media, this means extending your communications strategy to include building relationships with bloggers. A journalist might not be able to publish a story about an organization in the paper they write for but they may very well post it on the outlet’s website or their own blog.

The growing trend amongst communicators is to look at social media as another tool in their public relations arsenal. As many readers of the "Dialoguer" can attest Andy Donovan is a true believer in the power of social media. His use of tools such as YouTube and Search Engine Optimization (SEO) is “part and parcel” of the overall media relations campaigns he creates for his clients. “Don’t look at social media any differently than you would traditional media. Incorporate them both into your program. But keep in mind the only difference with social media is we decide what is newsworthy.” Furthermore, today’s journalists contribute to so many different platforms “they are starving for content and are looking to the web for it,” says Donovan.

Scoble and Israel see two schools of thought operating in the industry today: the “command and control” school communicates in the same manner and with the same rules that have always practiced, while the “listen and participate” school embraces a more open, conversational approach. It is obvious which group they see flourishing in the future: “We firmly believe that many members of the command and control school will soon find their futures in the restaurant service industry.”

Social media opens up a dialogue with existing audiences and invites new ones to join in. Organizations that refuse to join in the conversation will miss the positive corporate branding and customer loyalty social media can offer. A communicator should not abandon traditional media altogether or rely solely on social media tools. The key is in building a customized, integrated marketing plan that incorporates both old, proven tactics and exciting new conversational tools, while remaining attentive to the values and goals of the organization.

Bonnie Dean is a student of the Corporate Communications and Public Relations Program at Centennial College. The previous nine-and-a-half years of her career was spent at CNW Group, most recently as an Account Executive. She lives in downtown Toronto and is a pop culture savant and you can check her blog out at Bon Mots Musings of a Mature P/R Student.

The smaller the organization the larger the need for good public relations.

2008-06-13T08:50:00.006-04:00

It's no secret that the key to success for any corporation in terms of branding and awareness lay mostly within a well thought out and well planned marketing and public relations strategy. Larger corporations of course pay special attention to those items that are necessary in order to effectively react - in a proactive or reactive manner - to the realities of the market. Smaller businesses although they may not feel they need it require just as much planning, implementation and measurement of public relations as a Fortune 500 especially if they want to break from the "think small, stay small" mentality.

Several start-up, small or medium sized organizations sometimes consider themselves as too small and run into the trap of thinking that a formal public relations strategy really wouldn't do them much good...after all they exist within a niche market and interact with a unique client base - why would they need one? Good point...however the challenge here and the question they need to face is if their organization became a news story today for whatever reason - would they have the key messages, multimedia assets (video, website, etc.) necessary to ensure that the media have all of the background materials they need in order to effectively represent the company's side of the story on the six o'clock newscast?

More often than not the answer is no...and understandably so. However (and fortunately) I've worked with several organizations who have for obvious reasons seen the need for some form of media training, asset development and overall message formulation to ensure that should a media outlet show interest in them (whether traditional, industry or Social) they at least are able to provide details that allow them to tell their story in their own words. Preparedness regardless the size of the organization is something that takes a lot of work but can most definitely pay off in the long run.

Even if there isn't a news story knowing exactly what to do for instance in a crisis...who to contact, what to say and how to follow up not only ensures that the organization comes off as being proactive it also affords them the ability to establish themselves as credible and valuable resources to the media covering them. In most cases the initial stages of a public relations strategy are simply meant to establish contact in the hopes of creating a long-term and mutually beneficial relationship with the media.

With so many voices clamoring for attention in the business world having a well-planned and executed public relations strategy can go a long way from taking you from one of the many to a trusted few. As many in the media relations field will attest this is equally as important whether you count your profits in the millions or as most of us do (hopefully for the time being anyway) in the thousands.

How important is online Word of Mouth within your strategic plan?

2008-06-06T23:42:00.013-04:00

Everyone by now who has been associated or involved with sites such as MySpace or Facebook knows the power of connecting online with past friends as well as those with common interests to share family updates or buy/sell a much needed item so it's not surprising to think that this medium is taking the concept of "word of mouth" (WOM) to new heights especially where it relates to promoting one's business - big or small.

In doing some recent research into the various forms of strategic planning - how companies identify their strengths, weakness, key opportunities and potential threats - one of the key elements that came out of this exercise was the importance of how people feel about an organization external as well as internal and how they shared their perception with others. Ensuring that client's talked about the organization in a positive way online was as important within the communication plan as any other element. The goal here (as is traditional chatter) is to not only identify how to generate it but also how to measure it and more importantly harness this into creating advocates to the product or service.

This point was driven home (for me anyway) in a recent arctile I found in PR News titled "Catching the WOM Bug: Going Viral via Consumer Evangelism" where one of the contributors talked about how online and offline communication can support each other in an organization's efforts to develop long term relationships as well as third party advocates for the brand. It spoke a great deal to how to ensure that the online/offline efforts worked together in order to generate a positive image and impression for consumers whether the tactics were viral videos, communication with bloggers or online vehicles such as website teasers geared towards engaging visitors to click further.

Moreover than creating positive WOM is the ability to measure it. How do you collect the data crucial to assessing the negative or positive impressions generated by these conversations?

According to the article several factors come into play when compiling and analyzing the fruits of your labour...consumption, inquiries, conversions, relays and recreations all play an important part in helping to determine what type of affect online WOM has on a company's overall bottom line. Once the information has been compiled and analyzed the importance is to listen to what the client is saying and react to it...no different from traditional measurement except for the fact that online is more immediate and can be implemented on a dime - which in itself can be both a blessing and a curse if not analyzed correctly.

It's not surprising in the least that online WOM can have as important an impact on a company's bottom line as traditional especially when it experiences various forms of "mash ups" within the veil of Social Media. For instance - a tourism company creates a viral video designed to provide potential viewers a glimpse of what they could expect from actually being at the attraction and they in turn share their impressions of the "online" experience with blogs, social networking or Social Media sites...by doing so it not only helps enhance credibility but can create a ground swell of interest for potential visitors to experience the actual attraction.

Creating positive WOM comes in many forms and when considering marketing or communication tools designed to inform, education and engage the end result should be the desire to ensure that the overall experience is in deed positive and if not that these concerns can be shared with you and finally addressed in short order. I'm sure that most would agree how people perceive you whether on the street or on the net can make or break a small business...ensuring that favourable WOM remains a paramount goal to one's strategic plan can only mean good things - both to perception as well as the bottom line.