Technology | Edelman Canada | Social Media and Public Relations

Posts tagged ‘technology’

Help a Startup Incubator Get Off the Ground

Edelman had two weeks to generate coverage through online influencers and media to raise awareness of HYPERDRIVE and increase the number of applicants to the program with the impending application deadline of June 4, 2012.

Edelman quickly developed a strategic outreach program, leveraging a series of announcements to drive awareness and application submissions.

The team employed a transmedia strategy, leveraging traditional and digital media channels to spread the word about HYPERDRIVE. This included a robust media relations program to targeted online properties across North America, as well as an influencer relations program.

Under tight deadline, Edelman was able to generate significant online media coverage and successfully amplify awareness of the HYPERDRIVE launch through seven forum submissions and nine articles including top-tier coverage in the National Post and Globe and Mail. The outreach totaled 3.9 million media impressions, and Communitech received a total of 117 application submissions – exceeding the goal by 134%.

Canadian launch of Mint.com

Mint.com is an easy, online tool that accurately and securely tracks spending habits of Canadians and enables them to set budgeting goals. The launch of Mint.com in Canada took place during a year when Canadian household debt was at an all time high and the need to take control of personal finances was critical. A year prior to the launch, Intuit, makers of TurboTax and Quicken, purchased the US site and quickly identified Canada as the first region in Mint’s international expansion. As the first market for Mint.com outside the US, Intuit identified this launch as a major priority – setting the stage for additional rollout of Mint.com into other markets across the world. PR was the only communications tool used to drive awareness and spur registration growth. The PR program strictly consisted of media relations. Therefore a phased approach to the launch was developed to maximize the newsworthiness of a company founded by one of Silicon Valley’s most successful entrepreneurs, Aaron Patzer and drive awareness and adoption.

How the Tablet Could Finally Stop the Press

I read with interest this week media speculation that Montreal-based French language newspaper La Presse was apparently planning to make the bold step of phasing out its print edition with the promise of a free tablet to those purchasing a three year subscription to their digital edition.

If the speculation proves to be true – and it should be stressed that La Presse have so far remained tight-lipped – such a strategy is an interesting one: make a significant investment in upfront hardware costs in exchange for enticing a large portion of your 200,000 readers to start reading the digital edition of La Presse. This would drive readers to your online content while potentially making a case for phasing out the print edition altogether.

March 18, 2011 in Our Ideas, The Zeitgeist Stream

Twitter: Television’s Peanut Gallery

This post also appears on Socially Mediated Life

During this year’s Oscars, I had two screens going. The big one was showing the 83rd Annual Academy Awards. The smaller laptop screen was showing the #oscars feed.

March 2, 2011 in Our Ideas, The Zeitgeist Stream

Wiki Culture and the End of Practical Obscurity

This post first appeared in Socially Mediated Life

I learned a new term the other day from Zeynep Tufekci, one that lawyers use to call information that is essentially accessible but not necessarily easily available… “practical obscurity”.

February 17, 2011 in Our Ideas, The Zeitgeist Stream

Digital Digest #14

Digital Digest – What’s new and emerging in marketing, technology and strategy

———————————–

Recovering from information overload

For all the benefits of the information technology and communications revolution, it has a well-known dark side: information overload and its close cousin, attention fragmentation. McKinsey has a 3F solution: Focus, Filter, and Forget.

Set Aside Time to Read This (registration required)

February 7, 2011 in Digital Digest, Our Ideas

Digital Digest #13

Digital Digest – What’s new and emerging in marketing, technology and strategy

———————————–

What’s Fueling Mideast Protests? It’s More Than Twitter
Don’t call it a Twitter revolution just yet. Sure, protesters in the Middle East are using the short-messaging service — and other social media tools — to organize. And yes, there are sporadic reports coming out of Egypt that the regime has shut off internet access. But don’t confuse tools with root causes, or means with ends. And remember, only 25% of the Egyptian population is online.

Activists Need More than 140 Characters

January 28, 2011 in Digital Digest, Our Ideas

Digital Digest #2

What’s new and emerging in marketing, technology and strategy

The Future of the Hotel Industry and Social Media

Unlike many modern industries, most of what a hotel does needs to happen offline. It’s hard to deliver room service or make beds with a click. But hotels are experimenting with plenty of other ways to improve service and connect with customers using social media. In other words, they’re at the forefront of social business. Some of their implementations might inspire ideas for other businesses.

Enjoy Your Digitally Enhanced Stay

October 29, 2010 in Digital Digest, Our Ideas