(W)right On Communications Launches WOC Intelligence

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New survey reveals San Diego County residents strongly favor SeaWorld fireworks

SAN DIEGO, August 21, 2014 – To gauge stakeholders’ opinions – from hyperlocal through national markets – and leverage those detailed insights for data-driven decision making, San Diego public relations firm (W)right On Communications has created WOC Intelligence.

(W)right On’s new research capability is one of the first of its kind among San Diego-based PR agencies. WOC Intelligence is a market and public opinion research service that strategically helps reveal the heart of key issues through expert survey development and skilled analysis.

“It’s part of our core values to work with client partners to develop intentional and strategic campaigns that produce exceptional results,” said Grant Wright, CEO and managing partner of (W)right On Communications. “Since intelligence gathering has long been a critical part of how we develop strategic communications plans, WOC Intelligence continues (W)right On’s investment in the right tools to ensure our strategies are informed by the best information available.”

Based from (W)right On’s Vancouver, BC, office, Director of Research and Analytics Hamish Marshall is at the helm of WOC Intelligence. A former advisor to the Prime Minister of Canada, provincial premiers, city mayors and dozens of elected officials, Marshall has strong experience throughout the USA, Canada and UK in all data collection methods to provide critical insights for strategic planning, marketing and other organizational activities.

WOC Intelligence conducted a recent survey of San Diego County residents on a variety of topics coinciding with the agency’s key practice areas in hospitality and tourism, energy and water usage, and health care. Among the results, WOC Intelligence found that the majority of San Diegans think SeaWorld should continue its fireworks. 74 percent of San Diego County residents are in favor of keeping the SeaWorld fireworks. 15 percent are either moderately or strongly opposed and 11 percent said they weren’t sure. The results did not vary between City of San Diego and South or North County residents, nor 18 to 34 year olds versus other age groups.

An online survey questioned 375 San Diego County residents between July 21 and July 24, 2014. Results weighted by age, gender, income and County region, with the margin of survey error being +/- 5.1%, 19 times out of 20.

Being a Know-It-All Isn’t such a Bad Thing

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The know-it-all: you know that person. It seems everyone has one or two in their life. The not-so-humble person who elicits an eye roll every time he/she begins to speak. The person who pontificates on everything, and the minute you bring up something new, they claim to have known about it yesterday. They’re annoying, right?

But in the field of communication, we have a responsibility to be know-it-alls in the least obnoxious way. What do I mean?

Chance Shay and I went to a presentation on influencer marketing where Mark Fidelman quoted Google’s Eric Schmidt, saying that every two days we create as much information as we did from the beginning of time up to 2003. Every day it seems that there is more and more information to be consumed, and it’s tougher and tougher to cut through the noise. That presents a challenge for marketers because it makes it more difficult to reach customers in a meaningful way. But it’s also a challenge because technology is forcing us to do more than ever before. We have to be the experts. We have to filter through the junk for our clients so they don’t have to. We have to be ahead of trends so we can present the best possible ideas for our clients. Phew!

It’s a tall order, but that’s why I make it a personal mission to be a know-it-all. And in the best way possible: you won’t find me bloviating at the water cooler. But I do like to share trends and important articles with my clients the second that they’re relevant. I also think it’s important to incorporate up-to-date information into my work in real-time so I’m serving clients to the best of my ability.

That means taking time daily to stay on top of it all. But I’m no magician and I don’t have a 25th hour in my day. To make it work without being a time suck, I use a number of resources and work-hacks. Here are some of my favorites:

  • The Skimm: a daily enewsletter that skims the headlines & provides the most important information in a simplified manner.
  • The Muckrack newsroom: I visit this once a day to read the stories that are the most tweeted by major journalists.
  • To accompany that, I subscribe to the Muckrack enewsletter. I hate email newsletters just like any other schmuck. So if I sign up for one, I like it to do multiple things for me. This one also highlights the day’s most important news but it also reports on changes at major publications.
  • Newsle: enewsletter with news stories that feature your Facebook friends & email contacts. This serves as an alternate way to monitor for client stories, but it’s also a great tool for networking. What better way to reach out to a contact than by sending a quick note? “I saw your article in Forbes! Congratulations! And by the way, I’d love to catch up soon.”
  • Twitter lists: I have created twitter lists for media, colleagues in the industry, brands I’ve got my eye on, and clients/partners. I also get push notifications to my iPhone every time @BreakingNews tweets.
  • Feedly: the RSS reader of choice to keep up on all my favorite industry blogs, including but not limited to: Mashable, TechCrunch, PRDaily, All Things D, The Verge, Fast Company, Venture Beat, Forbes, NYT Bits, Inc., Waxing Unlyrical, Sarahsfav.es, Spin Sucks, Brian Solis, and more.
  • MediaGazer & TechMeme: MediaGazer aggregates the day’s top news stories and TechMeme does the same for the tech industry.
  • Cir.ca iPhone app: a beautiful iPhone app with the day’s top headlines, presented in a user-friendly format. Perfect for when I’ve got five minutes in between meetings or I’m waiting in line at the grocery store.
  • The Li.St: One of my favorite enewsletters from media veterans Rachel Sklar and Glynnis MacNicol (Huffington Post, Mediaite, Business Insider, Mediabistro). It comes out only a few times a week, but I read it to the end every time.
  • TED and NPR iPhone apps: I only have time to consume my beloved TED talks or NPR while I’m driving, running, or at the gym. These apps make it possible.

What are some of your favorite tools for being a know-it-all? Feel free to tell me in the comments.

Labels: feedly, know-it-all, mediagazer, muckrack, newsle, public relations, San Diego, skimm,techmeme, tips

The Next Big Social Media Platform

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In a recent discussion about opportunities to engage a lackadaisical customer base, a client asked, “What are the kids using these days?” Regarding social media, it’s something we hear often.

Sometimes the question is “what’s the next Facebook,” or, “are people still getting information from (insert name of platform),” but at the heart of the query is an understanding that social media is powerful and the landscape is ever-changing. It’s not 2007; businesses have caught on and understand that information isn’t consumed as it traditionally was. Chat up your friends around the water cooler and it’s likely that they’ll cite an article, meme or trend that they discovered through a “new media” channel (social networks, blogs, vlogs, etc.).

So, the question remains: what’s the next big social media platform?

To understand the next standout social media platform is to first understand basic principles of how people communicate. Second, it’s to understand the latest ways the Internet is being used.

Humans are thoughtful, emotional and social creatures. We express thoughts and feelings through speaking, touching and body gestures. When we do this with other humans, we call it socializing. While socializing, we anticipate cues to help us gauge impact, interest and agreement that will influence how/ what we communicate going forward. We prefer to socialize with others who have similar view points, or at least similar approaches to communication, although diversity keeps things interesting. We communicate to achieve outcomes, express ourselves or even just pass the time. This is human communication in a nutshell.

Figuring out how the Internet is being used is much more difficult, but to simplify, we can split the answer into two components: occupying through content and fulfilling a need. The guy who’s leaving YouTube comments that have nothing to do with the video is occupying himself by producing content. There’s no goal he’s trying to accomplish through his actions, nor is his commentary part of a larger plan. He’s commenting because it’s easy and he is entertained by others’ responses. The key here is it’s easy.

Fulfilling a need is simpler to understand. Two examples of innovative Internet applications that address needs are WebMD self-diagnoses and EBay’s new Group Gift, which allows a group of people to pitch in on a present. For businesses, it’s important to understand how customers are fulfilling their needs on the Internet. That serves as a foundation to determine what social channels to focus efforts on and what approach should guide their overall social media strategy.

In our experience, there are steadfast social media criteria to help determine what the next big social media platform will be:

  • Appeal – If the platform is too niche, it won’t get mass appeal (although hyper-targeted platforms can be incredibly effective for certain brands, but that’s for another blog)
  • Solving a new need – Providing a solution to something people didn’t realize was a problem
  • New way of solving an old need – Solving a problem better than a previous solution
  • Scalability – Ease by which new users join and connect, and degree to which connecting and growing circles improves the experience
  • Simplicity – For something to catch on, it has to be easy for the general public to do because if it can’t be figured out by a quick trial, people will move on

Based on these criteria and my diligent research, I present to you the three apps most likely to be the next big thing:

  • Circle – A mobile app that shows you what’s happening nearby right now and adapts to your location to provide useful information anywhere you go. Sound familiar? Ashton Kutcher is a key investor in the Palo Alto-based venture. The app has amassed a user base of 12 million spread across more than 1,700 U.S. cities. The app claims a million users join every month. Uniquely, Circle doesn’t try to make you build a new network for the app, but instead uses the contacts already in your phone. Sharing your plans with friends is incentivized by earning points which can be redeemed for real life value, such as an Amazon gift card or a weekend in Las Vegas.
  • Nextt –  Ever scroll your Facebook feed and think, “Who cares?” That’s because what’s shared on Facebook, and many other sites, are happenings of the past. Nextt focuses on the future and, more specifically, your circle of friends’ future. Nextt solves the main problem of online social networks, which is preventing you from interacting with friends offline. You know, like when you’re with friends at happy hour and everyone’s nose is in their phones. To solve this, Nextt gathers you and your friends in one convenient place to effortlessly organize and plan upcoming gatherings.

What’s Nextt for you? from Nextt on Vimeo.

  • Highlight –  This app is a location-based social network that makes local searches more social. Highlight draws data from friends and feeds you information about those around you. Whether someone is biking past your apartment or a pal just wrapped up at work, Highlight will tell you everything you could ever want to know about your friends. Sound a bit intrusive or creepy? Let’s be honest and agree the notion of privacy is much different than it was a decade ago, not to mention that it’s up to you what amount of data you allow the app to share with friends.

Platforms like Facebook and Instagram allow friends to share events of the past. Twitter and Foursquare allow communication surrounding the present. Nextt will usher in the new wave for social media: the future.

As a bonus, I came across some wacky and poorly thought out social media platforms and apps while researching this post. For your entertainment, here are the Bottom 3 newest social media apps. Enjoy!

  • Yo – This app asks you to build a circle of connections so that you can merely send people a “yo” message. That’s it. Seriously. Somehow, the app secured $1 million in initial seed funding, but considering it has no revenue stream and a use that’s more novel than captivating, Yo (in its current state) is heading for the app graveyard.
  • Yik Yak – An app that allows people to anonymously share messages with people in their area without actually knowing them. This article brilliantly quipped that Yik Yak “combines comment section trolls, schoolyard bullies, a person’s random thoughts and a whole lot of f*bombs” and questioned its usefulness after causing two false school evacuations in a week.
  • WhatsApplebee’s – Ever find yourself in an Applebee’s (drawn in by a “two for $20” combo, no doubt) and felt the urge to chat it up with fellow patrons without having to stop chewing the gummy sirloin you ordered? WhatsApplebee’s (not officially affiliated with Applebee’s) allows you to chat with other patrons, but it only works when you’re in an Applebee’s. “That’s awesome,” said no sane person ever.

(W)right On Communications Promotes Erica Schlesinger to Communications Strategist

Erica Schlesinger Promoted

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(W)right On Communications  has promoted Erica Schlesinger to Communications Strategist after only six months at the agency. In her new role, Erica will direct and execute communications and public relations efforts for the agency’s clients, focusing most heavily on the hospitality and lifestyle industries.“

Erica’s passion and enthusiasm for her client’s success is truly contagious and infects the rest of the team,” said Julie Wright, founder and president of (W)right On. “She knows the lifestyle and hospitality industries inside and out – and her creativity and excellent writing skills bring outstanding results for our clients. We’re excited to see her flourish in this next step in her career.”

Erica will oversee and implement client initiatives including comprehensive PR and social media strategies, media and community relations programs, branding, crisis communications, multimedia and web development and event planning in collaboration with (W)right On’s team of communications, multimedia and design experts.

A San Diego native, Erica brings more than three years of experience in public relations, social & digital media and branding to the Communications Strategist role. She has worked with top industry brands including Delaware North Companies Parks & Resorts, Hilton Hotels and Tenaya Lodge at Yosemite and achieved media placements with outlets such as Outside, LA Times, Fodor’s, Forbes, San Francisco Chronicle, NBC San Diego, Westways and more.

Ideas Worth Spreading: 5 TED Talks to Inspire Your Work & Stir Curiosity

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It’s no secret that I love TED Talks. When I’m facing a tough challenge at work or need inspiration, they’re a fantastic resource. I even listen to them in the car on the way to work or on long runs. Here are a few favorites:

Simon Sinek: Start With Why

This TED talk not only changed the way I approach PR and marketing campaigns, but it changed the way I approach life. In this talk, Sinek unveils a simple but powerful model for how leaders inspire action, starting with the question “Why?”

Arianna Huffington: How to Succeed? Get More Sleep

In a world where most people are overworked, overstressed and under-rested – and wear it as badge of honor – Arianna Huffington’s mantra is refreshing. Huffington shares a small idea that can awaken much bigger ones: the power of a good night’s sleep. She believes we can sleep our way to increased productivity and happiness — and smarter decision-making. This is a short talk – only four minutes long and well worth your time.

Seth Godin: How to Get Your Ideas to Spread

This talk is 11 years old but is every bit as relevant today as it was back then. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.

Madeline Albright: On Being a Woman and a Diplomat

“There is a special place in hell for women who don’t help women”

Former US Secretary of State Madeleine Albright talks bluntly about politics and diplomacy, making the case that women’s issues deserve a place at the center of foreign policy. Far from being a “soft” issue, she says, women’s issues are often the very hardest ones, dealing directly with life and death.

Olivia Fox Cabane: Build Your Personal Charisma

OK, OK – this one isn’t a TED talk. But it’s close! This talk helped me learn a lot about active listening, eye contact, warmth, body language and presence. Olivia Fox Cabine teaches us that charisma isn’t purely innate or magical. Instead, it can be something that one cultivates.

Social Media and Media Relations: Like PR’s Peanut Butter and Jelly

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How many times did you check your favorite social media channels today? I’m willing to bet it’s definitely more than one, and if you’re anything like the average person, it’s probably more around 14 – and that’s just Facebook. Even if you haven’t reached the point of constant connection, social media is a big part of everyday life.

In the professional world, social media is a great resource for info gathering. Most of us are on at least a network or two, and given the time we spend on said networks, we leave a trail of facts and tidbits about ourselves that can be useful for taking care of business. Competitors can suss each other out, business development pros can track and connect with leads, fashion influencers can gauge the style tendencies of the season – the list goes on. It’s stalking, really. I don’t mean this in the literal, creepy sense, of course; it’s a jargon-y terms that explains how we employ Twitter and the like to learn about the people around us.

In PR specifically, social media is an invaluable tool when it comes to connecting with members of the media and building strong relationships. While excellent for tracking down specific contacts, media databases like Vocus and Cision don’t always give us the robust and ongoing information on journalists their own social channels can. Social media is also a fantastic way to talk with consumers and efficiently manage communications – any good PR strategy should include social media presence, after all. Social Media Today reports that between 2012 and 2013, brands using social media to respond to customers increased by 143%, and 71% of consumers are likely to view a brand in a positive light and recommend it to peers when they receive satisfactory communication through social media. With that in mind, platforms like Twitter – definitely the holy grail of making media connections – are indispensable resources in a successful PR pro’s box of tricks. Here are a few key best practices to keep in mind:

  • Spot trends: Twitter has easy trends to follow on its sidebars, which can be tailored to your city, the location of key influencers– wherever you’d like. However, that’s just the beginning when it comes to your ability to track trends and current events on the network – plus, the “suggested” trends are often dominated by non sequitur topics. Follow news organizations from hyperlocal to international, sync up with journalists you’ve worked with or have collaborated with in the past, connect with fellow publicists and look to movers in shakers in industries relevant to your clients  – these people will be on their game when it comes to current events that matter to you.

Once armed with this information, think about how you can pull together a creative and impactful pitch that piggybacks on current events and will be all the more likely to catch a journalist’s eye. Is a writer at a big fitness publication talking about gluten-free foods that actually taste great? Did the health food brand you work with just roll out a new line of GF treats? Bingo.

  • Make friends: Journalists are people, and people are more likely to work with others they know and trust. So, use Twitter to “make friends” with media people you’d like to collaborate with. Understand who they are, what interests them both inside and outside of work, what they like to write about, and even their “voice.” Engage with their content and ask questions – genuinely, of course. Don’t pretend you’re an expert on nuclear fusion because you want a writer to cover something in Scientific America.
  • Do your research: Continuing on the trend spotting component of Twitter, it’s important for PR pros to have a handle on what’s going on in the world. However, PR being an extremely busy profession by nature, it can be hard to stay on top of news. Twitter is perfect for quick updates – its snackable content gets to the point, and if something piques your interest, you can choose to take additional time to read more.
  • “Listen” and learn: Targeted “social listening,” or monitoring social channels for topics that relate to your industry, is a great way to track sentiment. Social listening can help you out when:
  1. You’re dealing with a cool launch, a big announcement or a crisis comms situation. It’s a quick and direct path to connecting with the consumers talking about your brand or product. Simply type a search term, or better yet, a hashtag, in your Twitter search box and voila – hundreds of conversations at your fingertips. From there, you can plan responses and next steps, build a social sentiment report, or plan for a follow-up campaign.
  2. You’re running a social media campaign or contest with a special hashtag, this will give you an easy rundown of how quickly the Twitterverse is picking up on your content.
  3. You’re trying to build a quality follower base. Use social listening to find conversations that make sense to become engaged in – give opinions, retweet good points, and ask your community for their input. As like-minded users see you sharing their content, it’s likely they’ll return the favor somewhere down the line and earn you a new follower. For more advanced brands, this is a great way to find brand advocates – bloggers, industry leaders, and the like. If a conversation takes off or they tweet something that indicates they’re the perfect match for a brand or product, a publicist can take that cue and make a connection outside of social media.

PR pros, how else do you use Twitter and other social networks to enhance your skills and effectiveness?