Strategic Social Media Program Design for Business by dkx50028

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                    Guide to:               SOCIAL MEDIA

                                                                        ists from a customized list of
                                                                        websites, blogs and active            CAPLAN
                                                                           In addition, we feature your    COMMUNICATIONS
                                                                        story     on     our     Online
                                                                                                           1700 Rockville Pike, Suite 400
                                                                        Greenroom site SPRUCE TV           Rockville, MD 20852
                                                                        (,          the   301/998-6592
                                                                        resource for online journalists.   Fax: 301/983-2126
                                                                           We track the reach of our
                                                                        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-
                                                                                                           Canvasses key states; Reach
505 Sansome Street                  ices include digital media                                             target audiences.
San Francisco, CA 94111             audits, social media strategy       Victoria Lang, Partner                Caplan designs targeted                   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.
                                                                        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
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,                  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;                                              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
                                                  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.
                                    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                        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                                                                                               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-
                                    online world. IMTs are grow-        forms that work best.      
     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                     with a satellite media tour, to                                                       Group and King Abdullah              to build stronger and more                   turn a press conference into a      University of Science and            meaningful relationships among              video press junket, with B-         Technology.                          consumers, products and                   Roll or as a standalone serv-                                                                                            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-                       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-                                                        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.
                                               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
                                                                                                               across multiple sectors,
                                                                                     including automotive, con-
                                                                               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
                                      world (and 60+ US stores!) to                    LEWIS                   Accompanying this issue there will be a          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;                          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
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 and
New York, NY 10022                  launched a viral campaign for
Fax: 212/355-6318                   Nick Jonas’ Simple Wins                   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           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           bership networks.                     “The technology industry is
Sub-Committee member, the 
                                                                          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,  
11 Beach Street, Suite 408                                             company blogs and other   
                                    celebrities who made noble
New York, NY 10013
                                    contributions to the communi-      social media outreach includ-       Michael Morsman, Managing                        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;;                     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- 
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
                                              Media Team keeps us abreast          Fax: 310/854-8106
Publicis          Consultants                                             of all things digital.     
                                       The Purple Lounge Blog:
Worldwide, JKL, Winner &                                                                             
Associates, TMG Strategies,  
                                       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
                                                                                                               ing entertainment marketing
Events.                                                                              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




The Americas   •   Europe   •   Asia Pacific   •   Middle East
                                                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-
                                                                             (,        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
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
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                   launched a social media prac-
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   ,          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.
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
ed marketing firm specializ-
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.                    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                    petitors are openly and frankly            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.
training, workshops and    (Agency Blog)       sively without the traditional         VMS has the most power-
research for companies taking (Agency           marketing spend.                    ful web-based media tracking
their brands onto the social        Ning PR Network)                                                         and management platform.
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
es and new initiatives to the          Two years after the launch of                     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
                                                                        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 
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
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
television markets.                    then it is repurposed again
                                                                                         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        SHANDWICK
SusanStolov@WashingtonIndependent                                       and planning, Social Media           immersed themselves in                        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      
                                                                        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

                                                              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
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

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