Profiles O’Dwyer’s Guide to: SOCIAL MEDIA 4.10 ists from a customized list of websites, blogs and active CAPLAN communities. In addition, we feature your COMMUNICATIONS story on our Online 1700 Rockville Pike, Suite 400 Greenroom site SPRUCE TV Rockville, MD 20852 (www.sprucetv.com), the 301/998-6592 resource for online journalists. Fax: 301/983-2126 We track the reach of our www.caplancommunications.com firstname.lastname@example.org Online Media Campaigns in our reports, which provide Aric Caplan, President you with a clear snapshot of the online coverage garnered for your story. In 2006, O’Dwyer’s hon- ACG is a full-service TV, ored Caplan Communications radio and Internet video pro- with “O’Dwyer’s Award for duction company specializing Public Communications in strategic electronic and dig- Excellence.” ital publicity and marketing. Specialties: Designs radio media tours with all nation- The Big Voice team. Top: Mark Burk, Partner; Lisa Spychala; Victoria al, local and public radio Lang, Partner; Justine Santaniello; Pier Paolo Piccoli, Partner. BIG VOICE outlets; Implements rapid- Bottom: Mariah MacCarthy; Chris Bryant, Partner; Donna Emanuele. UNLIMITED response radio and major 20 West 23rd Street, 3rd flr. national TV coverage; consistent counsel, ongoing New York, NY 10010 Satellite Media Tours reach ALLISON & education and creative ideas 212/675-5740 x13 your targeted audiences that help brands break Fax: 212/206-8168 from anywhere in the USA; PARTNERS through the clutter. Our serv- www.BigVoiceUnlimited.com Canvasses key states; Reach VLang@BigVoiceUnlimited.com 505 Sansome Street ices include digital media target audiences. San Francisco, CA 94111 audits, social media strategy Victoria Lang, Partner Caplan designs targeted www.allisonpr.com and implementation, blogger and rapid-response broad- outreach, content creation, Born to champion brands cast coverage. We help Scott Allison, President and video strategy and more. CEO with small voices. What kind clients to win key legislative Jonathan Heit, SVP, Technology of brands have small voices? battles for nonprofit organi- & Digital Media AURITT Brands in low interest cate- zations and others. COMMUNICATIONS gories; brands with smaller Clients: Advanced As the agency that has marketing budgets than their Deforestation Partners, Alaska helped some of social media’s GROUP competitors; brands who are Wilderness League, American biggest names catch fire 555 8th Avenue, Suite 709 not top of mind in their cate- Rivers, Congressional Black (including MySpace, New York, NY 10018 gory. Big Voice = dynamic Caucus Foundation, YouTube and Ning), Allison 212/302-6230 social media, marketing and Defenders of Wildlife, & Partners has an insider’s Fax: 212/302-2969 advertising made especially Earthjustice, Environment www.auritt.com insight into effectively for brands with small voices. America, Environmental using digital platforms to Joan Auritt, President We help small voiced brands Defense, Friends of the Earth, grow business and manage get noticed, considered and GreenpeaceUSA, Lambi Fund reputation. Today, we’re help- Auritt’s Online Media talked about. of Haiti, League of ing brands ranging from the Campaigns (OMCs) take your Our services include: Conservation Voters, National Hard Rock Hotel and Casino story directly to the online Digital Marketing Strategy, Parks Conservation Las Vegas to journalists, bloggers and edi- Web & Mobile Applications, Association, National Wildlife Philosophy create an authen- tors who cover the topics that Facebook & Twitter Federation, Natural Resources tic social media pres- match your content to reach Applications, Widgets & Defense Council, Pew ence, building a powerful your targeted audience. Digital Distribution, and Charitable Trusts, Physicians bond with customers. We For each OMC, our dedicat- Online Social Games. for Social Responsibility, ensure our clients stay ahead ed team of online media spe- Let us create a bigger voice Union of Concerned of the curve by providing cialists connects with journal- for your client. Scientists. 20 APRIL 2010 WWW.ODWYERPR.COM PROFILES OF SOCIAL MEDIA FIRMS COOPERKATZ & Coyne PR is one of the most sought-after independent public COMPANY relations agencies and an indus- 205 Lexington Avenue, 5th Floor try leader in social media. To New York, NY 10016 stay on top of emerging trends, www.cooperkatz.com rapidly evolving technologies, as well as the issues and ethics Andy Cooper, Principal associated with the self- Ralph Katz, Principal Anne Green, President and COO empowering technologies and open forums of the social media world, Coyne PR created CooperKatz & Company — sPRocket, which has set the an independent, full-service course for the agency, providing marketing/public relations the strategy and expertise firm — was an industry leader required to be the pacesetters in in establishing a practice, today’s social media environ- Cogence®, devoted to under- ment. The agency follows a standing and leveraging social social media code of ethics and Designed to reach moms online, the Walt Disney World Moms Panel media channels. Cogence employs a unique strategy to was launched with help from Coyne PR in 2008 to answer the demand helps clients: Find their online made by families using the Internet to research vacation planning find, analyze and evaluate evangelists/critics; Listen to options. What started out as a 12-member panel has grown each year, appropriate blogs and bloggers them actively and transparent- currently boasts 43 moms and dads who have mastered the art of for each individual campaign. ly; Engage influencers in an planning a vacation for their own families and are excited to share From building blogger net- online dialogue; Empower their wisdom with others. works to hosting Twitter parties evangelists to shepherd the to writing social media policies organization’s message. Optimization with iPR, a propri- ing varied communications for clients, our teams are well- We factor Cogence into every etary SEO Syndication Tool; needs. versed and up-to-speed on the client engagement, with expert- Social Media Marketing and DKC Connect, the firm’s latest new media applications ise that includes: Developing Monitoring; Blogger Relations digital division, brings the and their potential for amplify- effective strategies; Monitoring & Blog Creation; Podcasts & same strategic foundation to ing your brand and its assets. social media channels; Vidcasts. Check out Digital social media campaigns that Our internal design team sup- Conducting blogger rela- Park’s blog at DKC brings to media relations. ports our client’s digital needs tions/seeding campaigns; www.rbbdigitalpark.com. The firm’s work in the digital as well, including creating Staging virtual press confer- rbb, headquartered in Miami, arena is rooted in creating two- SMPRs, producing content and ences; Establishing/maintaining is a marketing public relations way engagement that nurtures developing applications. corporate blogs, Twitter feeds, firm specializing in bilingual connections, facilitates conver- Facebook pages, etc.; media relations, corporate com- sations and builds community. Producing videos for the Web; DIGITAL PARK munications, marketing com- Led by James Gregson, who Designing interactive contests a division of rbb Public Relations munication, product introduc- serves as the firm’s chief digi- and promotions; and Leading 355 Alhambra Circle, Suite 800 tions, event promotion and crisis tal strategist, DKC Connect online crisis preparedness Miami, FL 33134 management. Clients share that offers a complete range of dig- planning. 305/448-7450 www.rbbpr.com rbb’s counsel and results are on ital offerings, including web- CooperKatz has won numer- par with the largest national site and social networking ous industry awards like the Christine Barney, CEO & firms, yet come with the indi- strategy and execution, online SABRE, and has been honored Managing Partner Christine de la Huerta, VP, vidual attention of a boutique video production, application as ‘Best Agency of the Year’ in Digital Park agency. and widget creation, and its size category and ‘One of the online reputation manage- Best Agencies to Work For’ by Digital Park is the new media ment. The Holmes Report. DKC division of rbb Public Relations, Among DKC Connect’s named “2009 Boutique Agency 386 Park Ave. South, 10th Flr. recent successes was the cre- New York, NY 10016 COYNE PR of the Year” by the Holmes 212/685-4300 ation of a multi-channel cam- Report and “Agency of the www.dkcnews.com paign for Atari’s Star Trek 14 Walsh Drive Parsippany, NJ 07054 Year” by PRWeek in 2008. Online game that engaged fans Dan Klores, Chairman/CEO through Facebook, Twitter, 973/316-1665 Employing best practices, Sean Cassidy, President Fax: 973/316-6568 Digital Park delivers measure- James Gregson, Director, DKC YouTube, blogs, fan sites and www.coynepr.com forums, building substantial able results for strategic social Connect Thomas F. Coyne, CEO and interactive programs to con- buzz for the title. In the past Rich Lukis, President sumer, corporate and B2B Established in 1991, DKC is year, DKC Connect has also John Gogarty, Tim Schramm, clients. Services include: Online among the largest independent- built thriving online commu- Dave Carter, Kelly Dencker, SVPs ly owned public relations firms nities for brands such as New Chris Brienza, Wayne Catan, Lisa Reputation Management; Web Farynyk, Kevin Lamb, Deborah Site Assessment & in the country. The firm works Balance, Paul Frank, and Sierchio, Joe Gargiulo, VPs Development; Search Engine across diverse industries, meet- King Features. APRIL 2010 WWW.ODWYERPR.COM 21 PROFILES OF SOCIAL MEDIA FIRMS David Wickenden, Managing agency activities, journalist out- Director, Digital Integration reach and client counsel. With an active Twitter account, Fleishman-Hillard’s global Facebook page and trend-savvy network of digital groups and blog postings daily, Hawkins experts has been creating inte- International shares timely grated campaigns and manag- information and engages in con- ing forward-looking online versations with media and con- communications, Web sites, sumers. In addition, Hawkins microsites and applications for actively provides clients with more than a decade. Behind background information and each of our strategies is innova- advice on social media plat- tive and emerging technology forms, best practices, and tools that powers the effectiveness of to help create Facebook pages, these campaigns. We blend new Flickr accounts and YouTube and traditional media into a sin- channels, while coaching clients On behalf of client Kraft Foods, Hunter Public Relations sparked a gle, open ecosystem, shaping in the importance of joining in social media dialogue around Grey Poupon following President Obama’s “executive order” of a burger with Dijon Mustard in May and honing a voice for brands, the online conversation. Follow 2009. Hunter PR posted an open letter to President Obama, urging organizations and issues. Hawkins International on him to pardon all Americans whose choice of condiments “didn’t cut We’re world-class, worldwide Twitter: @HIPR. the mustard.” Hunter PR created an interactive micro site that show- and have an unparalleled histo- cased the open letter and linked to vintage “Pardon Me” Grey ry of delivering integrated com- Poupon commercials on YouTube. Results included hundreds of munications programs that HUNTER PUBLIC tweets, dozens of influential blog placements and 7,000 additional combine strategy and creativity RELATIONS YouTube views. to deliver lasting results. That’s what we’ve always done and 41 Madison Avenue, 5th Floor geted approach to promoting a New York, NY 10010-2202 will always do — with the tech- 212/679-6600 D S SIMON campaign or initiative to the nologies, channels and plat- www.hunterpr.com online world. IMTs are grow- forms that work best. email@example.com PRODUCTIONS, ing in popularity as a commu- Clients include: Smithsonian INC. nications tool among both Institution, Microsoft, AT&T, Grace Leong, Managing Partner Jason Winocour, Agency marketers and the media web U.S. Army, Novartis Oncology, Partner, Social Media Practice New York Headquarters sites and bloggers that crave 229 West 36th Street, 12th Floor PepsiCo, Allstate, Papa John’s, Leader New York, NY 10018 online content, specifically Nokia, iRobot, the Better Sleep 212/736-2727 video. Increasingly, IMTs are Council, Kroll, RMB Private Social media offers a rich, Fax: 212/736-7040 being used in conjunction Bank, Air Transport Action continually expanding platform www.dssimon.com with a satellite media tour, to www.YourUpdate.tv Group and King Abdullah to build stronger and more www.vlogviews.com turn a press conference into a University of Science and meaningful relationships among firstname.lastname@example.org video press junket, with B- Technology. consumers, products and email@example.com Roll or as a standalone serv- firstname.lastname@example.org brands. Hunter Public Relations ice. In addition to significant- ly improving your search HAWKINS — an independently-owned, Los Angeles Office 213/346-9927 INTERNATIONAL mid-sized marketing communi- ranking, we are typically see- cations firm — harnesses the Fax: 424/247-9875 ing pick-up of the IMT on PR enormous power of Twitter, more than 20 viral video sites, Facebook, the blogophere, Chicago Office 237 East Ontario Street 100 social media news 119 West 23rd Street, Suite 401 social communities, online Chicago, IL 60811 sites, and 500-1,000+ plus New York, NY 10011 312/255-0240 212/255-6541 video and an ever-evolving ros- websites. The service is sur- www.hawkpr.com ter of other social media chan- prisingly affordable and can nels to revitalize mature brands, Douglas Simon, President & CEO Eric Wright, Sr. Vice President, be an effective way to jump Jennifer Hawkins, President create buzz around new prod- Marketing & Business Dev. start your online initiative or ucts and build awareness among Christine Deerin, Divisional VP, provide additional support to A renowned boutique public Los Angeles Office key influencer groups. The current campaigns. We are relations agency specializing in award-winning firm’s When it comes to social headquartered in New York global luxury travel, Hawkins unmatched acumen and insights media, it’s important to have with offices in Los Angeles International recognizes the into social media — coupled an all-inclusive program in and Chicago. importance of social media in a with thoughtfully tailored pro- place for creating and distrib- successful integrated multi-plat- gramming and precise tactical uting content as well as FLEISHMAN- form PR campaign along with execution — benefit some of the engaging with your publics. traditional media outreach. HILLARD Hawkins International stays up most respected companies in One tool that can help facili- America, including Hasbro, tate that is the D S Simon 200 N. Broadway to date with the latest social Diageo, Kellogg’s, Kraft Foods, Internet Media Tour (IMT), St. Louis, MO 63102 media trends and tools, integrat- Campbell’s Soup Company, 314/982-1700 ing them into both day-to-day which is a comprehensive, tar- www.fleishman.com E&J Gallo Winery and 3M. 22 APRIL 2010 WWW.ODWYERPR.COM She votes with her thumbs, and her social network follows her lead. Where does she stand on your issues? We can get you there. be there. www.fleishman.com PROFILES OF SOCIAL MEDIA FIRMS pushed the two-year-old and attention to detail of a ZeroWater to overtake all boutique PR agency with the competition — we have com- unmatched experience level bined what we do best with of a global PR firm to deliv- what we are: social media er the best possible results users and enthusiasts! for our clients. In addition to Your target audience is visit- traditional media and analyst ing and buying via the virtual relations, LEWIS specializes marketplace community in social media PR, SEO, everyday now. You want to be digital marketing and cre- there, and we can take you ative services. It works with there. companies to implement integrated communications KAPLOW programs on an international scale. LEWIS works with 19 West 44th Street, Suite 601 leading and emerging brands New York, NY 10036 212/221-1713 across multiple sectors, www.kaplowpr.com including automotive, con- email@example.com sumer, government, health- care, insurance, legal, non- Liz Kaplow, CEO profit, technology and tele- Kaplow is an award-winning com. public relations firm dedicated LEWIS has always taken to cultivating brand identities the approach that PR must be and reputations that nurture visual, fast and global. happy, loyal consumers. Today that is more true Kaplow exists for a singular than ever. Content is created, reason: To emotionally connect consumed, commented on, our client’s brand story with collaborated over and circu- consumers who matter. Kaplow lated at an ever-accelerating helps consumers fall in love pace through social media, with your brand. We create pro- search engines and digital grams that put consumers first content. Companies must be by identifying the media, events quick to identify, learn from and people that influence them and engage in conversations and ensuring the brand is front that are happening about and center in those places. their brand. They must com- Kaplow’s creative digital municate using channels pre- strategy division, K:drive, is a ferred by an increasingly vital part of our innovative selective audience. And they approach. K:drive promotes our must ensure their message The LEWIS news 360 app is an intuitive news aggregator that provides can be understood around the a tailored selection of the best breaking stories direct to your iPhone. clients beyond the realm of tra- ditional media, building word world in seconds. This saves you the time and effort involved trawling the web to find the LEWIS takes a highly inte- stories that matter the most. You can access stories from around the of mouth about brands and fuel- ing conversations where they grated approach to social globe in their local languages. occur, such as online and in media PR. It develops practi- PR we don’t just dip in a toe social media. K:drive expertise cal digital PR programs that but we dive head-first into the includes viral and social media support business goals, are JB CUMBERLAND based on compelling content, action — just as we did years campaigns, brand audits, blog- PUBLIC ago, breaking into the brave ging and blogger relations, pro- and use only the most rele- vant tools and technologies. RELATIONS new world of social media. duced and casual video, plus From taking the stylish digital-media training and 135 W. 27th St., 10th Flr. measurement services. The May issue of O’Dwyer’s will rank the New York, NY 10001 Reisenthel carrybags from 646/230-6940 fashion to the online green largest independent PR firms in the U.S. Fax: 646/230-6935 www.jbcumberlandpr.com world (and 60+ US stores!) to LEWIS Accompanying this issue there will be a firstname.lastname@example.org gathering a highly interactive profiles section where the top-100 575 Market Street, Ste. #2550 community of coffee-addicted San Francisco, CA 94105 ranked firms can discuss their practice in Joanna Cumberland, President Facebookers for BODUM; www.lewispr.com their own words. If your firm has been Marie Cacciato, VP Cristina Villa, Digital Strategist from launching the Curious ranked by O’Dwyer’s and would like to Chef line to parents by creat- LEWIS is a global commu- be listed, contact Editor Jon Gingerich at When we find a tool that is ing a grassroots movement, to nications agency. LEWIS 646/843-2080 or email@example.com valuable for our clients, at JBC leading online WOM that has combines the personal service 24 APRIL 2010 WWW.ODWYERPR.COM PROFILES OF SOCIAL MEDIA FIRMS urable social media strategies MARINA MAHER that fit into their overall com- munications program. In the COMMUNICATIONS last year, Mark Haefeli INC. Productions distributed U2’s World Tour Opening EPK to Member of the Worldcom Public Relations Group various blogs/websites includ- 830 Third Avenue ing rollingstone.com and New York, NY 10022 launched a viral campaign for 212/485-6800 Fax: 212/355-6318 Nick Jonas’ Simple Wins www.mahercomm.com ContestBayer through Bayer Paula McMartin Hahn, Managing Healthcare which was posted Director, Media Connections on thousands of sites/blogs. Robert J. Ricci, Group Senior We’ve launched Twitter Vice President, Social Media Samara Finn, Vice President, accounts and Facebook fan Social Media pages for MHP clients that have now become integral Marina Maher Comms.’ parts of the companies’ com- Actor Morgan Freeman (right) receives a Lifetime Achievement (MMC) Social Media Group munications programs. award from TV Celebrity Anchor Janeen Mansour at the first Annual links brands with thought lead- Follow MHP on Twitter at Noble Awards event in Beverly Hills, CA. MAYO Communications ers and target consumers www.twitter.com/markhaefeli handled the Social Media campaign for client All4Media.TV, Los where they live — online and prod. Angeles, CA. The successful event was sold out and will likely be on cell phones. We combine televised this year. The client is shopping for a network. key insights with key strokes MAYO Photo by George McQuade to inspire conversations among top social media influ- COMMUNICATIONS McKnight and Annalynne Webvision hosting and data encers in communities where 7248 Bernadine Ave., 2nd Floor McCord. MAYO created a center; PowWeb hosting, Los consumer engagement with West Hills (Los Angeles), CA huge social buzz at online Angeles; C.I. Host, Dallas and brands resonates. 91307 818/340-5300 news websites, entertainment SafeMedia Corporation, Boca Led by a social engagement Fax: 818/340-2550 blogs and social media mem- Raton, FL. pioneer and WOMMA Ethics www.MayoCommunications.com bership networks. “The technology industry is Sub-Committee member, the Publicity@MayoCommunications.com This year PERI Software on the rebound,” said team’s social media relation- Company, based in Newark, President Aida Mayo, MAYO ships and strategic ability to Aida Mayo, President George McQuade, Vice NJ with with offshore facili- Communications. “There are identify “what’s next” in com- President ties in Chennai, India and so many new products and munity activation has pro- offices in San Jose and Los services that are coming so duced acclaimed results for a MAYO Communications, Angeles California retained fast, that positioning and broad range of clients. From founded in 1995, based in LA MAYO for social media branding are top priorities for e-vents like stylist Twitter par- with offices in New York, San branding and TV broadcast high-tech companies. The ties for COVERGIRL to high- Diego and Bern, Switzerland, services, media training and technology industry is always ly interactive experiences like has been offering high-tech, media relations. PERI is a looking for the next new thing Arnold Breads’ virtual kitchen corporate, government and global consulting and technol- and PERI software as a global challenge, the MMC Social nonprofit clients social media ogy services company special- leader recognizes this critical Media Group gets consumers and broadcast services for izing in industry-specific solu- moment.” talking, typing, texting and more than a decade. Last year tions, strategic outsourcing Tweeting their connection to All4Media.TV teamed with and integration services. The our brands. MS&L GROUP MAYO Communications to company was founded in launch The First Annual 1999, and has grown to more 1675 Broadway MARK HAEFELI New York, NY 10019 Noble Awards event in than 700 employees world- 212/468-3893 PRODUCTIONS Beverly Hills, where a dozen wide. MAYO will be handling Fax: 212/468-3007 charities honored Hollywood new media, social media, www.mslgroup.com 11 Beach Street, Suite 408 company blogs and other firstname.lastname@example.org celebrities who made noble New York, NY 10013 212/334-2164 contributions to the communi- social media outreach includ- Michael Morsman, Managing www.mhp3.com ty. Morgan Freeman received ing the grand opening of Director, MS&L Digital a Lifetime Achievement PERI’s new Los Angeles Mark Haefeli, Joe DeAngelus award. A dozen other celebs office. MS&L Group is the participating included: Teri MAYO Communications has Publicis Groupe’s flagship Mark Haefeli Productions’ Hatcher, Joel Madden, launched several successful public relations, public affairs, social media expertise spans a Norman Lear, Lionel Richie, high tech company campaigns financial communications, range of industries from music Laila Ali, Nancy O’Dell, Brett over the last decade in the U.S., social media, branding and to corporate. We work closely Ratner, Kenny Babyface including Linux 6.0 operating with clients to develop meas- Edmonds, Emily Bear, Brian software; IcChina.com; Continued on page 26 APRIL 2010 WWW.ODWYERPR.COM 25 PROFILES OF SOCIAL MEDIA FIRMS audiences with key message ness-to-business sectors, points and ultimately drive including food and beverage, business. financial services, consumer We were the U.S. PR firm products and education. We behind the blockbuster The work closely with clients to Best Job in the World develop measurable social (Queensland, Australia), media strategies that fit into which won HSMAI Best of their overall communications Show. We crafted a Blowout program. In the last year, Sale at Hudson Hill RF|Binder has hosted two vir- Condominium, NYC, the cen- tual wine tastings enabling the terpiece of which was an e- country’s top wine bloggers to video campaign with weekly interact directly with wine- chats with the developer. This makers, generated business “first” in NYC residential leads for a medical device development helped spike company via YouTube and sales 25%; each video e-blast blog coverage, led online cri- sent Web site traffic jumping sis communications strategy Carla Caccavale Reynolds, partner at Quinn & Co.; Florence Quinn, pres- 50%. sessions and managed multi- ident, Q&C; Shana Pereira, regional director of the Americas, Tourism The agency offers a Digital ple Tweet chats for consumers Queensland; and John Frazier, executive VP, Q&C celebrate the HSMAI Audit focused on social to learn about everything from Adrian Best of Show win for Tourism Queensland's The Best Job in the media, SEO, blogs and Web nutrition and dieting to cook- World PR campaign. Best Job turned into a social media phenomenon site. It identifies opportunities ing with chocolate. We’ve for more than a year. and challenges, and generates launched Twitter accounts and recommendations to stay Facebook fan pages for both base of fans. We help clients ahead of the competition, B2B and B2C clients that MS&L GROUP unleash their brands’ potential manage reputation and have now become integral Continued from page 25 by marketing with people not engage. parts of the companies’ com- to them. We have conducted Digital munications programs. MS&L Group employs Audits and social media cam- RF|Binder assists social events network. more than 2,500 people oper- paigns for numerous clients, media initiatives of Boston In today’s world, clients ating in 50 countries and including Hilton, AKA, University, the government of need more holistic and more offers best-in-class public Marriott hotels, Westin hotels, Chile, Dunkin’ Brands, effective communication with relations, corporate and finan- residential and commercial Johnson & Johnson, McGraw- global reach and access to dig- cial communications, reputa- real estate firms, restaurants, Hill, Scharffen Berger ital and social media capabili- tion management, public The Grand Dalles Vineyard Chocolate, and Wines of ties. Clients value a greater affairs, social media, digital and the Finger Lakes. Chile, among others. Follow consistency and integration of and live events management. We have led clients in RF|Binder on Twitter at all forms of communications YouTube contests, SEO pro- www.twitter.com/RFBinder. to enhance their brands’ QUINN & CO. grams, Facebook campaigns, awareness and attractiveness. online press rooms, Twitter ROGERS & COWAN MS&L Group is designed to PUBLIC RELATIONS engagement and blog posts. meet these expectations 520 Eighth Ave. Our entire staff is immersed Pacific Design Center MS&L Group combines the 8687 Melrose Ave., 7th Floor New York, NY 10018 in digital media on a daily Los Angeles, CA 90069 collective scale and expertise 212/868-1900 basis. An internal Digital 310/854-8117 of MS&L Worldwide, Fax: 212/465-0849 www.quinnandco.com Media Team keeps us abreast Fax: 310/854-8106 Publicis Consultants of all things digital. email@example.com The Purple Lounge Blog: Worldwide, JKL, Winner & www.rogersandcowan.com www.quinnandco.com/wordpress Associates, TMG Strategies, firstname.lastname@example.org Facebook, LinkedIn and Twitter: RF | BINDER Tom Tardio, CEO PBJS, Relay, Capital MS&L, @Quinnandco Hanmer MS&L, Carré Noir, 905 Third Avenue, 7th Floor Rogers & Cowan is the lead- SAS, Masius, and Publicis Florence Quinn, President New York, NY 10022 212/994-7600 ing entertainment marketing Events. www.rfbinder.com and PR agency with offices in Influencer Activist Quinn & Co. combines our Los Angeles, New York and Marketing (I AM) is MS&L’s signature creative approach to Amy Binder, CEO London. Our highly experi- unique approach to social traditional media with strate- Brian Belardi, Director, Interactive Solutions enced team of professionals is media and digital marketing. gic digital media initiatives to Kate Farber, Director, Interactive at the forefront of social media, We use our deep under- develop dynamic and highly Solutions implementing social media standing of influencers, com- effective integrated PR pro- communications, designing and bined with powerful analytics, grams. We help clients in our RF|Binder’s social media executing comprehensive, inte- content and experience, to core areas of Food, Wine + expertise spans a range of grated social media campaigns move beyond making online Spirits, Real Estate and Travel industries in both the busi- connections and building a achieve goals, reach target ness-to-consumer and busi- Continued on page 28 26 APRIL 2010 WWW.ODWYERPR.COM socialactivation socialstorytelling socialnetworking rfrelate@ruderﬁnn.com The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com PROFILES OF SOCIAL MEDIA FIRMS relations agencies need to behavior. We offer our global understand this trend and devel- clients a range of op expertise in using New social media marketing capa- Media methods to effectively bilities, including: online reach ever-widening audiences. landscape analy- Rosica PR adeptly integrates ses, social media monitoring, traditional and online PR and blogger relations, content cre- marketing. Our agency’s servic- ation, and application devel- es comprise blogging, search opment. Our award-winning engine optimization, and online digital agency, RFI Studios, reputation management as well creates and implements inte- as competitor and reputation grated, comprehensive digital monitoring. Along with our sis- communications platforms ter company, Interact Marketing and programs across chan- (www.interactmarketing.com), nels. our PR efforts incorporate all Clients include: Novartis, aspects of social media, includ- Johnson & Johnson, Beringer, (left to right) Schneider Associates’ Julie Hall, EVP/Partner, Consumer ing blogs, Facebook, JVC, TiVo, and the Liz Group; Joan Schneider, President and Creative Director; and Phil YouTube,Twitter and others. Claiborne Foundation. Pennellatore, EVP/Partner, Corporate and Public Affairs Group. Clients include: Exergen, Tristar Products, La-Z-Boy, Savvier SCHNEIDER tion that is relevant to them and and Telebrands. ROGERS & COWAN Interact’s targeted blogger ASSOCIATES their target audience, and build Continued from page 26 relationships that benefit the programs, such as Member of the Worldcom Public consumer and the brand MommyOutreachSM, utilize Relations Group online PR to generate positive 2 Oliver Street, Ste. 901 and creating custom applica- Some clients/projects have Boston, MA 02109 tions for a diverse roster of included 52nd GRAMMY word-of-mouth and leverage 617/536-3300 clients. Awards social media campaign, the buying power of influential Fax: 617/536-3180 As innovators in navigating the Scion Reinvent the Wheels web demographic groups. At Rosica www.schneiderpr.com email@example.com world of social media, we offer series and web/mobile widget and Interact, we excel at identi- clients our knowledge, insight, development project, 19 fying emerging online trends to Joan Schneider, President & relationships and a deep under- Entertainment’s If You Can keep our clients ahead of the Creative Director standing of the quickly evolv- Dream web series, competition. Julie Hall, Executive Vice ing social media space to assist GlaxoSmithKline alli mommy President/Partner, Consumer Group them in developing and execut- blogger campaign, Wrinkle RUDER FINN Phil Pennellatore, Executive ing communications strategies Free Eyes Twitter and Vice President/Partner, that put them in the mix of the Facebook campaigns, EQAL’s 301 East 57th Street Corporate/Public Affairs Group New York, NY 10022 online conversation with con- Harper’s Globe web series, 212-593-6463 sumers about their brands. Our Fanta’s Search for the 4th Fanta Fax: 212/715-1556 Schneider Associates team creates and implements blogger campaign, NTRA’s Joe www.ruderfinn.com launched a social media prac- RFrelate@RuderFinn.com. customized campaigns for start- Talamo 30 Til Derby Twitter tice five years ago and has up social network companies campaign, KeyVive, Scott Schneider, EVP-Managing integrated social media seeking to build awareness Openfilm.com, SodaHead, Director, RFI Studios, New York strategies into campaigns for through traditional media out- MySpace and RockYou. a wide variety of consumer, reach as well as established As traditional demograph- corporate and public affairs brands seeking to utilize social ROSICA PUBLIC ics lose relevance in a web- clients. Our proprietary Five- media solutions to engage with connected world, understand- Step Social Media consumers on a deeper level. RELATIONS ing the intent of a target audi- Methodology includes Whether we are targeting 95 Rt. 17 South ence — or what motivates processes for education, lis- influencers via the power of the Paramus, NJ 07652 people at each and every tening, engagement, meas- blogosphere, driving a brand’s 201/843-5600 moment of their digital day — urement and evaluation. www.rosica.com message home or engaging becomes the key to successful Schneider Associates’ social consumers on social network- Chris Rosica, CEO engagement. media practice is constantly ing sites, or building a mobile RF’s Social Media Practice, seeking new ways to help application, Rogers & Cowan Internet-enabled tools have RF Relate, uses intent-driven clients innovate in a digital will help influence the way our transformed the media land- social media programs to age. Whether we’re manag- clients audiences think about scape, and conventional media extend the reach of a message ing iPhone apps, social con- their brand while respecting and outlets have had to adapt to an through the social Web. Our tests, social gaming, blogger building dialogue with key era of two-way conversations. strategy is continually outreach and Twitter manage- online communities. When it Online social media networks informed by our ongoing ment, or social media mes- comes to the digital community, have become the dominant way research study, RF Intent sage guide development and we find the influencers who to create and share content and Index, which identifies online strategy planning, we matter, get them the informa- opinions. Therefore, public emerging trends in online know how to integrate com- 28 APRIL 2010 WWW.ODWYERPR.COM PROFILES OF SOCIAL MEDIA FIRMS munity management into campaigns. TEXT 100 In our 30th year, Schneider Associates is a full-service 352 Park Avenue South, 7th Floor public relations and integrat- New York, NY 10010 212/529-4600 ed marketing firm specializ- www.text100.com ing in Launch Public RelationsSM — a proprietary At Text 100 we recognize method of launching prod- that the rise of social media has ucts, services, companies and forever changed the way organ- communities. Other types of izations communicate. Our PR include: consumer, food award-winning Social Media & beverage, retail, public services help clients to identify, affairs, corporate, real estate, prioritize and engage in the and financial and profession- online discussions that impact al services. Learn more at their businesses the most. www.schneiderpr.com Social networks are no longer on the fringe — they are SPOT ON very real factors that can influ- PUBLIC RELATIONS ence the perception of compa- Alexander McNabb, Director, Spot On Public Relations nies large and small. Dubai, United Arab Emirates Customers, partners and com- +9714 3491686 firm’s game-board approach, it ing monitoring across all www.spotonpr.com petitors are openly and frankly firstname.lastname@example.org engaged in these channels, and offers clients a one-stop shop of media — internet, social Twitter: @spotonpr these discussions are occurring services, including social media media, blogs, broadcast, completely outside the control programming, mobile applica- radio, print, and outdoor. Carrington Malin, Managing tions, web-tainment, online VMS recently launched the Director of the companies that are being Alexander McNabb, Director written about and scrutinized. community development, SEO, first-ever integrated platform, We believe in helping clients web and microsite interactive Vantage, which enables com- Focusing on the Middle East embrace new communication and design. Representing B2C municators to see the affects and North Africa, Spot On platforms because the right and B2B companies, of PR on advertising, and Public Relations has been help- strategy can build bridges with Trevelino/Keller begins a client vice versa, for their organiza- ing multinational firms com- key audiences and between engagement by benchmarking tions and competitors, com- municate with audiences across communities with common the brand’s social media voice plete with correlations to the region for the past 15 years. interests in ways that traditional against its competition. For business outcomes. A longstanding Brodeur public relations cannot. companies with multiple brands VMS provides public rela- Partner, Spot On is an inde- That’s why we are constantly or offices, corporate or fran- tions firms, advertising agen- pendent communications seeking new ways to integrate chise, Trevelino/Keller delivers cies and marketers world- agency that helps build brands traditional consultancy with a social media webinar series to wide with the most compre- online and offline, integrating new media tools. introduce and engage compa- hensive, cutting-edge editori- traditional PR and marketing nies in social media. Its client al and ad retrieval, manage- with online programs and management portal, built on a ment and analysis solutions, social media campaigns. The TREVELINO/KELLER Ning platform, helps compa- including a broad spectrum agency is also one of the most 949 W. Marietta St., Suite X-106 nies rally a decentralized sys- of industry-leading advertis- active Middle East companies Atlanta, GA 30318 tem around a dynamic PR and ing and public relations in the social media space and 404/214-0722 Social Media strategy in an measurement and tracking services include social media Fax: 404/214-0729 effort to compete more aggres- tools. www.trevelinokeller.com training, workshops and www.pr-speak.com (Agency Blog) sively without the traditional VMS has the most power- research for companies taking www.prstarbase.com (Agency marketing spend. ful web-based media tracking their brands onto the social Ning PR Network) and management platform. email@example.com web. VMS Through its InSight platform, Spot On PR has a long track Dean Trevelino, Genna Keller, users can quickly and easily record of helping to bring new Principals 1500 Broadway search, compile and analyze market entries, market launch- New York, NY 10036 media coverage across all 212/329-5651 es and new initiatives to the Two years after the launch of www.vmsinfo.com media as well as allow users region. Current agency clients its social media approach, to perform all their day-to- include IBM, Lenovo, Social Social Status, Trevelino/Keller Michael Giovia, Chief Marketing day PR activities. InSight Eyez and Virgin Megastore steps into the future again with Officer provides essential measure- Middle East. the launch of WheelHouse, an ment data including audience Spot On PR is a founder “agency-in-an-agency” focused VMS is the world leader totals, demographics, tonality member of the Middle East on helping brands reach their for integrated media intelli- and media values. Public Relations Association audiences where they live, gence solutions that bring (MEPRA). work and play. Leveraging the together news and advertis- Continued on page 30 APRIL 2010 WWW.ODWYERPR.COM 29 PROFILES OF SOCIAL MEDIA FIRMS relations technology partner Weber Shandwick builds of household names that campaigns based on how peo- include Ford Motor ple are influenced. And, since Company, Southwest different people are influenced Airlines, Baylor Healthcare, in myriad ways, each Weber Big Bear Resort, Mercedes Shandwick campaign is opti- Benz USA, Pinehurst mized for the combination of Resort, General Motors, channels that carry the most Allstate Insurance, and influence, whether those chan- American Honda Motors. It nels are online or offline. We also provides robust data- call this approach “Inline.” base and Web distribution Inline means we don’t create a platforms for numerous standalone traditional commu- media companies world- nications campaign and bolt on wide, including the a few online tactics. It means Australian AP, Haymarket Washington Independent Productions produced People Are Talking we deliver an integrated strate- Publications in the U.K. and for the Society of Interventional Radiology. The eleven minute video gic plan that reflects the audi- several of The New York was inexpensively repurposed to ten minutes for YouTube and five ence a client is trying to reach Times’ companies. minutes for social media distribution. as well as the nature of the com- munications objective. ZENO GROUP videos that make people talk. The Inline approach enables VMS That’s what makes us differ- us to identify which combina- a Daniel J Edelman company 501 Colorado Blvd., Suite 305 Continued from page 29 ent. tion of channels will be most Santa Monica, CA 90401 Our strategy: To impact effective in driving advocacy 310/566-2290 VMS provides access to your audience with powerful for a specific brand, issue or www.zenogroup.com company. We have digital Twitter: @NickMendoza @zen- the largest continually updat- video that gets your message odigital @zenogroup ed advertising database in the across. Raw and unedited or experts embedded into each Facebook.com/zenogroup world with over six million award winning and broadcast office in the Weber Shandwick ads and commercials through ready. network and our Inline Nick Mendoza, Director of Digital Communications the market leading AdSight Our videos raise money, approach informs strategy and platform. The competitive explain a cause, teach or pro- execution across our practices. The world is round and advertising intelligence VMS mote. And we help you get people float across conversa- provides includes U.S. and the most for your money by WIECK MEDIA tions in real-time. Flat, linear international creative content repurposing your video. A 12 12700 Park Central Drive, Ste. 510 public relations campaigns as well as domestic spending minute video becomes ten Dallas, TX 75251 are muted in this 360-degree and occurrence data from minutes for YouTube and 5 972/392-0888 communications environ- Nielsen for the top 100 U.S. minutes for viral sites and www.wieck.com firstname.lastname@example.org ment. television markets. then it is repurposed again email@example.com Zeno Group’s Digital VMS recently entered into into an 8 minute b-roll feed Lifestyle practice develops a strategic partnership with for broadcast reporters. Tim Roberts, President/CEO digital and social media pro- world-class software Our html emails contain Jacob Sloan, Social Media grams to help brands and provider Autonomy to take “click here” video links and Strategist companies engage their advantage of state-of-the-art feature a multimedia news always-on audiences, build meaning-based computing to release placed on more than For more than 19 years, relationships and produce enhance their search capabil- 40 viral sites and more than Wieck has been pioneering desired business outcomes. ities. 1,000 websites with easy links technology advancements in Our social media initiatives to Twitter and Facebook. the media relations industry are created through the lens Whether pitching bloggers WASHINGTON by creating solutions for of public engagement and or consumer TV reporters, at organizations large and two-way discussion versus INDEPENDENT WIP we make complicated small. We’re now bringing public noise and one-way issues simple. PRODUCTIONS that trusted experience to disruptions. Companies need 1819 L Street, NW, Suite 100 the Social Media practice. to value the limited time and Washington, DC 20036 WEBER Our services include Social attention of on-the-go con- 202/638-3400 Media strategic direction sumers who’ve fully WashingtonIndependentProductions.com SHANDWICK SusanStolov@WashingtonIndependent and planning, Social Media immersed themselves in Productions.com 919 Third Ave. newsrooms, one-touch social media. Zeno advises New York, NY 10022 multi-channel content syn- clients to think about four C’s Susan Stolov, President www.webershandwick.com dication and user generated when implementing a social Share. Post. Tweet. Tell a content (UGC) database media program: Chris Perry, Executive Vice friend.Washington Independent President, Digital processing and distribution. Content: The content Productions produces web Communications & Social Media Wieck is the trusted media should be relevant, informa- 30 APRIL 2010 WWW.ODWYERPR.COM PROFILES OF SOCIAL MEDIA FIRMS odwyerpr.com is unrivaled for its hard- hitting coverage of all areas of marketing, communications, PR and media news. With PR and media in a state of upheaval, it’s more important than ever to keep on top of the buzz in the industry. The social media team at Zeppos & Associates includes John Gardner, Senior Account Executive; Mikaela Balfany, Assistant Account Executive; and Kris Naidl, Executive Vice President. tive or entertaining and spur a measurable action from the ZEPPOS & target audience. Pure self- promotion is spurned, while ASSOCIATES, INC. selfless participation is cele- 400 East Mason Street, Suite 200 brated and shared. Milwaukee, WI 53202 Conversation: Social net- 414/276-6237 works were built for commu- Fax: 414/276-2322 www.zeppos.com nications among personal connections. Brands should Evan N. Zeppos, President think about the two-way Kristine Naidl, Executive VP opportunities to interact with consumers, not interrupt their More and more businesses, conversations. media and consumers are using Community: Embracing social media, making it a critical customers is evident through component of today’s commu- the development of a com- nication efforts. Zeppos & munity that’s centered on Associates is an independent their needs and wants. firm with demonstrated success Brands that strive to fulfill in incorporating cutting-edge the wishes of its community, social media strategies into fans and followers are well-rounded, comprehensive strengthening relationships, public relations plans. Our pro- building loyalty and creating fessional team helps produce ambassadors. appropriate, attention-grabbing Commitment: Companies content; monitors online chat- that dedicate themselves to ter; and advises companies listening, learning from and and organizations on how best responding to their customers to talk with rather than at key understand the power of audiences through various social media. A long-term social media platforms. Our view with a real-time com- focus is on developing a bal- mitment is essential to gener- anced, value-added communi- ating results that move the cations strategy that makes needle and positively impact sense for our clients and helps the other “C” pillars in social them reach and engage impor- media. tant audiences and customers. APRIL 2010 WWW.ODWYERPR.COM 31
"Strategic Social Media Program Design for Business"