Archive for the ‘Social Media’ Category

#BPRefresh Contest

Tuesday, July 21st, 2015

Ashley Vilgrain & Danielle Alfaro, Interns

 

As we were gearing up for the unveiling of Brookline’s fresh new website this spring, we decided to hold a contest for our fabulous social media followers to build buzz for the launch. And so, with a little help from some of our amazing clients, the #BPRefresh contest was born.

The strategy behind the contest was to build closer relationships with our social networks while creating awareness for our website refresh, so we asked people to let us know how they were keeping things fresh in their lives by using #BPRefresh on social media. We were extremely pleased with the number of responses we received and the creativity that we saw on Twitter, Instagram, and even YouTube. Our followers posted dozens of pictures and videos showcasing how they were keeping it fresh and we were blown away by the effort and thought they put into their entries. We saw everything from fresh food and new ways to stay fit, to travel destinations and activities, to spring cleaning and closet refreshes.

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We were also very grateful to receive support from our clients including Paul Brandt, the Calgary Airport Authority and Sheldon Kennedy in helping to build awareness for the new website through congratulatory video testimonials which were posted to the Brookline YouTube channel. Each of them took the time to engage in two-way communication via video clips describing the special relationship they have with Brookline.

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There were so many outstanding posts that choosing just one winner was definitely not an easy decision, and as a token of our appreciation to our wonderful contest participants, we also distributed first and second runner up prizes. In the end, the grand prize contest winner was selected based on the frequency and quality of posts to receive a gift basket filled with goodies donated by our fantastic clients, including:

  • Gift cards from MARKET Calgary, Thomsons Restaurant, Edo Japan, State & Main, and Rocky Mountain Wine and Food Festival
  • A selection of chocolate confections from Cococo Chocolatiers
  • Jack Daniel’s whiskey
  • Botaneco skincare products

Thank you to everyone who participated!

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Ashley BW Horizontal 1Danielle BW Vertical 1– Ashley Vilgrain and Danielle Alfaro are Interns at Brookline Public Relations.

The Merger Of Phone And TV – Is The Future Finally Here?

Wednesday, June 3rd, 2015

Lisa Libin, Group Director

Lisa May Post

As I re-enter the agency world after a hiatus, one thing I have realized was how quickly I need to re-immerse myself in the latest and greatest technologies in order to be a strong strategic advisor to clients and colleagues.

When I started here at @BrooklinePR, #Periscope was making its rise to fame in the online world in a rapid fashion, coming in strong and soon after having people question whether it has lasting potential or would make a quiet exit in the way many technologies have done before. April also was the peak of the hockey playoffs here in Calgary, and as I was watching the Calgary Flames give it all they had on television, I was also noticing how technologies like Periscope were sneaking their way into the way media were reporting game results.

Technology has consistently impacted how we watch TV. Gone are the days where we would watch game shows and simply yell the answer at Jeopardy to the screen, generating our own internal smugness when we got the answer right.  Today, networks are consistently looking at ways to make television shows more interactive – from weekly online voting about what contestants on Big Brother should eat, to the barrage of game shows that ask viewers to use their apps to play along. And while many of these “interactive” attempts simply haven’t caught on and gotten the viewership networks were banking on, they also didn’t move the needle in terms of changing the face of television and media.

Until Periscope. Periscope is a live video streaming app with the added feature that allows viewers to send “hearts” and interact with the broadcaster by tapping on the mobile screen as a form of appreciation. Viewers can also ask live questions or comment on what they’re seeing on-screen and the videographers or hosts can respond in real-time.

During the playoffs I started seeing numerous tweets and rants from reporters who were shooting live coverage using Periscope. Media were quickly realizing that Periscope was able to provide a new dimension to how their viewers watched the game by giving fans live, behind-the-scenes, exclusive viewing of their favourite teams. It also enabled journalists to show replays and other key game-time excitement while simultaneously interacting with those watching them.

No surprise, the NHL was not impressed with this “rogue” way of broadcasting games, and so suddenly Periscope was banned from the NHL. Other sporting organizations have been quick to follow suit including the PGA and, as of this week, the NFL.

To me, this demonstrates a sad state of how technology attempts to change media and the immediate barriers it faces when it is seen as a risk to the bottom line. In my opinion, if utilized correctly, these types of technologies can ultimately increase viewers and dollars if organizations could see the potential.

Periscope is a great partnership between phone and television. Many have been able to watch sports on their phones for years but now, not only can they watch the sports, they can be part of the action. The technology carries some big advantages that networks could easily embrace – first, it’s live. Anything that happens on and off the ice at a hockey game can be covered in real-time. This gives broadcasters – from sports media to news reporters to game show hosts, etc. the opportunity to show behind-the-scenes coverage that other reporters may not have access to, driving exclusive content to viewers and potentially creating larger broadcasting deals for the networks.

Second, it’s interactive. This isn’t just voting someone off the singing stage by phoning in a number; this is allowing people to love, comment, and criticize – all in real-time. This also enables the owner of the broadcast to see how many people are actually watching and who they are – so basically a network’s online viewership and demographic data is handed to them on a silver platter.

Finally, it’s free. Distribution costs nothing. So while a network can still show its TV broadcast in their traditional way, for zero cost they could also add an online Periscope broadcast and potentially gain a new level of viewership. Our own @BrooklinePR client @PaulBrandt recently used Periscope to broadcast the launch of his Canadian tour. Simple to execute, and very little cost compared to the traditional method of posting a press release on a national newswire. In his words, utilizing technology was a “game changer” in terms of how he got news out to fans and media.

Regardless of the rules that sporting organizations and networks put on technologies like Periscope, if the demand is real, people will find a way around the barriers. The $100 price tag to watch the hugely anticipated Mayweather-Pacquiao boxing match was negated by many who watched the fight via Periscope live stream. I think at some point, networks will be left with no choice but to embrace these new technologies or will ultimately be left behind. So the big question on my mind is, who will be the first to move the broadcasting needle?

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-Lisa Libin is Group Director at Brookline Public Relations. She is a seasoned communications practitioner who specializes in delivering smart, creative and results-driven programs for her clients. She has planned and executed winning campaigns for some of the world’s top consumer and corporate brands. Lisa’s strengths lie in issues management and brand reputation issues, working with local and global communications teams to handle ongoing and current industry issues.

Is social media right for your organization?

Friday, September 30th, 2011

It’s no secret that social media is no longer a trend but often seen as a necessary business tool. Many organizations have jumped on the social media bandwagon because they feel ‘they have to’ or ‘because everyone else is doing it.’  However, what many organizations do not realize is that putting your name on a Facebook Page, Twitter Account or any other medium ties you to that information and if not properly managed, can actually work against you. But how do you know if social media is right for your organization? Here are some tips that can help you decide:

1.    Is the social media tool you are using targeting your audience?  If your audience is not active on the platform you choose or if you do not know how to reach them, take the time to research. Disseminating information is only effective if there is someone on the other end to receive it.

2.    Can you keep your accounts up- to- date? While it may be helpful to have your information distributed across various networks, if that information is inaccurate or not timely, you are only doing yourself a disservice. Social media applications can be a quick and easy way to find relevant information, so take the time to ensure the information you are transmitting is accurate.

3.    Is someone able to actively monitor your accounts? Creating a presence on social media is a commitment. Before you decide to sign up, consider if you have the resources to actively monitor your accounts. Anyone can post misinformation on page or tag you in something that may be detrimental to your business. It is your responsibility to monitor how your accounts are being portrayed to the general public.

4.    Are you engaging with your audience?  The organizations that benefit the most from social media are those that listen and engage. Is it definitely worthwhile to have a presence on social media but almost just as important to listen and respond to those who can directly impact your business. Use your social media tools to find out what is being said about your organization, what your audience is talking about, and interact with those who may be of interest.  The organizations that can create a dialogue with their followers often have a better chance of getting their message across.

5.    What you put out there stays out there. With the upcoming launch of Facebook Timeline (the newest Facebook feature that shares photos, posts, and events from the very first day you sign up) we are once again reminded that what you write about one day will definitely catch up to you the next. So be mindful of what you post, and ask yourself if in a couple of years from now, would your business stand behind that tweet, post, photo, blog, or video?

6.    Can you measure the effectiveness? Remember that social media is a tool and just like any other business tool it is important to measure if it is working for you. Platforms such as Facebook regularly provide users with weekly account updates. Take the time to review these reports or create a system that can measure your efficiency. Consistently monitoring your progress updates will let you know just how effective your social media presence is.

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