New Comm Case Studies, Take 1

post by Jany Xu

During our staff meeting today, several guinea pigs volunteers presented on case studies from the Society for New Communications Research’s Award Winners.

Goals:

  • Share real world examples of traditional and Social Media strategies
  • Incorporate pertinent strategies and create proactive opportunities to better service our clients
  • Test the theory that if you don’t have a strong jaw line, you should not angle the camera from below… or maybe that’s just for me personally

Take a lookie… we’re aiming for informative & hilarious, and I think we did good.

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Couchsurfing

First up, Marie Williams a la our PR agency and blogger for socialTNT and flackette.  Her case study delves into Couchsurfing International’s external communications strategies.

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Sony PS

And yes, the second one is me, currently working furiously with our new New York public relations office.  My discussion focuses on blogging, transparency and what Playstation did when they fucked up needed to rebuild trust.

Answer: they rocked it!

A Guest Post of a Blatantly Promotional Nature

Guest post by Parry Headrick, vp of sales & marketing at SHIFT…

Today, Todd Defren grudgingly let me blog about an honor bestowed upon him by PRWeek.  He’s too shy to toot his own horn.  You see, just 3 months shy of his 40th birthday – right at the buzzer – Todd was named one of PRWeek’s “40 under 40” (subscription req’d).

At first the staff deduced this meant “under 40 inches tall,” since math is every PR person’s weak suit, and because Todd isn’t exactly a basketball legend. Turns out he’s been recognized by the PR industry’s bellwether pub, PRWeek, as one of the nation’s most intriguing, successful leaders under 40 years old.

Todd was born on St. Patty’s day in 1969. A crude version of the computer mouse had just been invented, and the Arpanet would materialize just as Todd was cutting his first teeth.  It’s fitting, then, that many years (and a lovely wife and two kids of his own) later he would start one of the PR world’s first Internet Practices at SHIFT’s predecessor agency in Boston.

Of course, the dot.com bubble ballooned and popped, and about five years ago Todd gambled big when he started SHIFT Communications with his colleagues — knuckles white on his computer mouse as he closed his eyes and transferred his life’s savings.  This is a guy who started his post-college career on the welfare rolls, so you can bet he was scared stiff.

It was a risk worth taking. PRWeek took note of how Todd helped grow SHIFT from nearly nothing in 2003 to well over $10 million in revenues in 2007, attracting clients along the way such as RealNetworks, Jim Beam, BearingPoint, Oakley, Shimano, Johnson & Johnson, Travelocity, Novell, and Akamai. And those are just some of the marquee names. A heaping helping of startup companies, as can be seen in today’s announcement of 9 new clients, have also benefitted from Todd’s advice.

There’s so much more to talk about when it comes to Todd, as regular readers of this blog know. With his help, SHIFT has become an important voice in the social media and PR realms, garnering the American Business Awards’ coveted “Agency of the Year” in 2007 and The Holmes Report’s “New Media Agency of the Year” SABRE Award in 2008.  His tireless efforts to make PR less about publicity and more about relationships, led him to invent the Social Media Release and the Social Media Newsroom templates; to help with the start-up of the Social Media Club; and so on.

Todd is doubtless squirming in his chair as he reads this, but it’s well-deserved embarrassment. As somebody who has worked side-by-side with Todd for nearly a decade, I can tell you PRWeek’s honor is well-deserved.

So drop him a quick note of congrats if you feel like it. Just don’t ask him if he can dunk.

Pointy Hat & Ears

post by Jany Xu

Maybe it’s the fresh smell of pine in our SF office lobby or the gigantic Christmas ornaments next to the pyramids down the street,  I’m just feeling all in the ‘holiday’ spirit today.

No… no… I know exactly what it is: the fact that Dave just sent us the best elf video in life.  Apparently, OfficeMax and JibJab doesn’t allow us to embed the video, so click here to see it in action w/the music & all.  And yes, that (or really those) are all Parry Headrick, our vp of sales & marketing, doing the elf jig.  We love ya, Parry.  Keep on dancing…

parry-elf-large

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In case you couldn’t make out the fine details in the first screencap… here’s an enlargement.  Ya… you’re welcome. :-)

parry-elf

Video

Gobble Gobble

post by Jany Xu

Thanksgiving maybe over and the Christmas spirit in the air, but let’s not leave this turkey holiday too quickly.  @ SHIFT, we celebrated with a gobble contest during our Thanksgiving potluck.  Click to see who’s the best gobbler and who took the turkey baser home.

…And THIRD place goes to…

Second place:

That’s right, girl.  You’re taking the turkey baser home this year!!! The 2008 SHIFT SF Gobble Contest winner is… <drum roll>

Walt, Kara & 300 of Their Best Friends

Originally posted on janyxu.com

Maybe not 300.  Maybe not their best friends.  But the 6th Annual Gadgets Event hosted by the Churchill Club was pretty freakin’ awesome.  As part of their PR Agency, I got to attend and see some of the coolest gadgets out there.  Some are out.  Some aren’t.

Along with Kara Swisher and Walt Mossberg,  Evan Williams, Twitter Co-Founder and CEO, and Greg Harper, co-founder of Gadgetoff, showed off gadgets from fuel cells to a Star Wars Wii controllers (with LEDs that light up the laser end of the light saber).  Here’s a quick and dirty look of my favorites:

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This is the Flip Mino HD.  Not only is it smaller than the gen 1 Flip, but it also records in full HD.  As usual, the minimalist design and buttons on the back make operating tres easy, as does the pop out USB connector up top.  Retail: about $229.

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When a friend from Portola Valley, home of many a well-to-do/VC types, invited me over for dinner and discussed such a portable projector, I quickly dismissed it as totally impossible.  A projector this small?  Will it actually work or explode into a burning mess?

So I was ridiculously wrong (like that hasn’t happened before).  This little guy is not much bigger than an iPod, as you can see, and from the demonstration that Greg gave, the projection looks amazingly clear with pretty good color precision.  Retail: $300-500.

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There’s also the phone projector.  I couldn’t find the exactly image of the one that Greg showed, but this is pretty close.  It’s shaped exactly like the iPhone, except longer and even has the same interface.  My guess that it’s from China- looser copyright laws.  No idea on the price, and to be honest, I’d probably skip gen one.  If the product works well and with MS Office, you’ll never had to carry a laptop and projector to a presentation again.  A carry case that comes with a laptop connector (for troubleshooting) and a laser pointer, would make this a top sell for all the corporate types. :-)

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This is the much talked about Blackberry Storm.  For those with Verizon (and not stuck with *cough cough* AT&T), the Storm is supposed to be an iPhone killer.  From what Walt showed us on Tuesday night… not so much.  What’s with Blackberry’s need to use that weird non-QWERTY keypad?  And why would you include the numeric keypad for typing text?  Silliness.  It does have international SIM card slot and GMS but doesn’t work in the US (a.k.a. doesn’t work with other mobile services).  Retail: $249 with a $50 rebate, which puts it at the same range as the iPhone.

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Unlike the Blackberry, because it’s less useful but so much cooler, is Plantsense.  This doo-hickie has a pronged fork at the bottom that you stick into the ground.  It detects the soil PH, moisture, etc., while the green flower up top takes measurements from the air, like light and moisture.  Then (of course), it snaps open to reveal a USB stick, which plugs into your computer and gives you a detail analysis of the flora conditions and what plants would best suit the conditions around you.

This is perfect for me.  My last two plants have sadly died and I’m not sure what to grow anymore.  The window next to my office gets blazing sun from morning until noon and shade for the rest of the day.  I think my last plants, local wild flower varieties, died from sun poisoning.  They were growing fine one day and limp and dark green the next.  Retail: $59.95.

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The femtocell, made by Samsung for Sprint, extends the cell network anywhere you go.  Just plug it in, and it acts like a cell tower, giving you full bars with a radius of 1, 500 feet.  Greg mentioned that other cell carriers have a similar product, and he loves it when he’s in the middle of New York State and needs some bars in hicksville.  I don’t think I’ll be getting one soon, but if you’re like my ex, who lives in a stone house, please consider it on your Santa list.  Retail: a couple hundred plus any subscriber fees, $15-30/month for Sprint customers.

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I started with one of my favorite (the high quality, useful & inexpensive Flip cam), so I’ll end with one too.  This is the Panasonic SDR-SW20.  I’m not 100% sure what that means, except this: it’s a waterproof camcorder that takes pictures too.  And not waterproof, i.e. you can splash water on it.  It will actually go into the swimming pool with you!…!!!  I know!

This lightweight little contraption also comes with wi-fi, which means that you can automatically back up the videos and images on your computer inside the house, while you’re playing underwater (or if you’re my friend in her apartment’s pool, giving a back story to the bandaid floating near the bottom of the pool).  I haven’t hear much feedback on how well the camcorder works in salt water, i.e. on a scuba dive in the Caribbean, but will report back during an unboxing party. :-P Retail: about $282.

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Those were some of the highlights of the evening.  Others like the singing Elvis, which already made a debut on the Late Show with Letterman, and a tiny camera on a stick like those you see in the proctologist’s office, weren’t as exciting.  I can’t wait to see some of these products on market.  With the marketplace in a coma, this is a great time to buy cool gadgets with deep price discounts.  w00t!

Boo!

It’s Halloween time!  Boston and SF have been doing some pumpkin carving and dress up.  Here are some highlights.

[We'll be announcing the winner of the costume contest later today... check out all the pictures at our SHIFT group on Facebook.]

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Boston:

Cruella doesn’t look so bad there. ;-)

Oh, look… it’s Sarah Palin… which is perfect because in the SF office, we also have a version of Sarah Palin.

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San Francisco: [pictures courtesy of Jany's Tumblr.]

Yes, she’s eating a baby.

Why?

Cuz… :-)

In case you were wondering, the name is “Pimp… Pimp Crack-O-Lantern.”

The sucking-up-to-our-security-guard/judge pumpkin did not work… note to SHIFTers: it’s spelled O-Z-Z-I-E for future reference. :-)

If there was a prize for ghetto-est, it would go to this pu’kin.

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…And the winner’s for SHIFT San Francisco’s 2008 Pumpkin Carving Contest are…

Best Overall: Pimp Crack-O-Lantern

Most Creative: Sarah Palin Eating Baby

Scariest: Ding Dong, the Witch is DEAD!

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Boston’s costume winner(s) coming up!

Art + Business

Post by Jany Xu

I went to Madrone Lounge last Thursday for the Art+Business event.  Really, I’d been wanting to go, since I first heard of it over a year ago. This was the perfect excuse opportunity. :-)

Carrie, a friend who works at the de Young Museum in Golden Gate Park, SF, met me for drinks along with some of the board members.  They’re having a party on November 13 celebrating the new Yves Saint Laurent show.  Over drinks, we discussed marketing, specifically social media strategies for promoting the event and the organization.  What struck me is that social marketing allows nonprofits to have a huge reach to their member/volunteer base, to spread knowledge and expertise and to help raise money for their cause, but not many organizations seem to be taking advantage of it.

Here are a few ways that nonprofits can brand themselves online:

  • Create a Facebook page, a MySpace profile or a blog badge:  Allow your members and fans to show their support, while helping you market the organization. We’ve done this in the past with bumper stickers, tote bags and other gifts.  This one’s free and easy to pass on.
  • Make sure you publicize your events through all channels available to you: This means making an event page on Facebook, so it’s easy to export to people’s calendars and it’ll show up on people’s newsfeeds.  Put it on upcoming, local event sites like sfstation, going, yelp, etc.  Let people know what’s happening, and make it easy to share and redistribute that information.
  • Start blogging? Yes, everyone and their mother is blogging, but as a nonprofit, you probably already have a reader base.  Give them a reason to keep giving each year.  You don’t have to post every day.  Instead, just post about a recent event or upcoming events.  If you’re a museum, write a short blurb about an artist opening (with pictures on Flickr or videos on vimeo or YouTube) or how curators set up the newest installation.  I think people get really scared when they hear the word blogging.  Yes, there are lots of blogs that are thoughtful and time-consuming to write.  But yours can focus on snippets of fun information.  Take a couple of shots and slap a few captions on them.  Write a one paragraph intro.  Obviously, feel free to contribute more, but it doesn’t need to be a daunting task.
  • Tap your members: people want to contribute and feel great that they’re helping a cause.  So give them a way to do that.  Write a newsletter and include ways members and interested parties can help.  Ask your local PR/creative agencies to help or an ambitious marketing/PR professional (pick me!) to put together a social media plan and execute.  Whatever the member’s profession, social circle or hobby, make sure you allow them to contribute in the way they want.  For example, I don’t mind folding T-shirts or handing out water at a marathon, but my time is probably better used in helping you redesign the website, design a new logo, put up postings on Facebook or blogging about the organization.

If you dedicate half a day to establish and a few hours a week to keep up with all the things listed above, I firmly believe that you can build a strong following.  You can supporting and tout your current members and find and engage new ones.  Just remember, a genuine interest in making a difference matters, whether it’s online or in your organization.

FYI, if you’re in SF and want to get tickets to the Ives Saint Laurent show, click here.

@Churchill Club’s Annual Dinner W/ Ballmer

Post by Jany Xu

I attended the Churchill Club‘s annual dinner last night with fellow SHIFT Melissa Roxas.  We’ve been the Club’s PR agency for years now, and I’m always so excited about the panels they put on.  It’s information/insight + friends/new friends + food + alcohol.

Ballmer a la MSFT was the perfect speaker for last night’s event.  Eloquent, witty, honest and well timed.

Here are some videos courtesy of techpulse360:

Shout out to @TomForemski, @MikeArrington,  @JasonChen & everyone for making it out. :-)

Sweet Tom, Tweet On

Post by Jany Xu

Sweet Tom

Tom Foremski stopped by for a quick lunch at SHIFT’s San Francisco office yesterday.  I’d never really met him, only seen him from afar.  He has the most soothing voice and a deep understanding/insight into the valley (which makes his blog, Silicon Valley Watcher, such an appropriate name).

The discussion centered around the evolving roles of PR and media in the tech industry, more specifically, where are we going and how to we pitch you.  Here are some of his pearls:

  • What happens if old media dies before new media learns how to walk?
  • You can’t fake interest online (referring to bloggers and their topics).
  • Google isn’t a tech company.  Google is a tech enabled media company.

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Tweet On

As if Tom isn’t enough, our own Todd Defren had a tweet up last night @ Elephant & Castle.  Of course, I had to make an appearance, and I’m so glad I did.  Why?

  • Hef- its the end of a long work day; my body keeps telling me I haven’t slept and need to get on that.
  • Great company- I swear, at one point, we were discussing the merits of choosing the right traditional & new media strategies for each company, and then, we started talking about Folsom Street Fair (I am SO going this year!).
  • Elephant & Castle- we had the whole downstairs.  It wasn’t too loud.  Our server was amazing.

Shout outs to @bitemarks bunch, @dale, & @julie.

All the little birdies on Jaybird Street…

Love to hear the robin go tweet tweet tweet

Rockin’ robin, tweet tweet tweet
Rockin’ robin’ tweet tweetly-tweet…

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Our very own Todd Defren is in town for a few days and having a Tweet Up tonight at 6pmat Elephant & Castle.  Come grab a pint!  slice will be there with our cams, Flips and iPhones. :-)

Cheerio!

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