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RBC Crisis and Social Media Crisis Management

The social media frenzy that surrounded the Royal Bank of Canada after the CBC news report that foreign workers were replacing Canadian workers, got us thinking about social media crisis management. We watched RBC respond and observed what they did correctly, what could have been better handled and thought about how this can apply to other businesses.

We all know that social media is a great tool for managing your brand’s public relations, but we may not all be prepared to deal with the repercussions when social media backfires. If your company doesn’t have a strong social media presence, it becomes difficult to respond quickly, and you can lose control of a situation.

Let’s look at how RBC handled it:

What RBC did correctly.

Despite the huge outcry, RBC will most likely suffer very little from the recent incident. This is largely attributed to how they are handling the crisis. They have responded through many channels and explained their position while remaining empathetic to the customer.

The following letter they have published was a classic case of what to do in the event of a crisis: They showed they are listening to the public, explained their position, apologized for their mistake and proposed a solution. Finally, they shifted the focus on a relevant company highlight.

“RBC has been in the news this week in a way no company ever wants to be.

The recent debate about an outsourcing arrangement for some technology services has raised important questions.

While we are compliant with the regulations, the debate has been about something else. The question for many people is not about doing only what the rules require – it’s about doing what employees, clients, shareholders and Canadians expect of RBC. And that’s something we take very much to heart.

Despite our best efforts, we don’t always meet everyone’s expectations, and when we get it wrong you are quick to tell us. You have my assurance that I’m listening and we are making the following commitments.

First, I want to apologize to the employees affected by this outsourcing arrangement as we should have been more sensitive and helpful to them. All will be offered comparable job opportunities within the bank.

Second, we are reviewing our supplier arrangements and policies with a continued focus on Canadian jobs and prosperity, balancing our desire to be both a successful business and a leading corporate citizen.

Third, our Canadian client call centres are located in Canada and support our domestic and our U.S. business, and they will remain in Canada.

Fourth, we are preparing a new initiative aimed at helping young people gain an important first work experience in our company, which we will announce in the weeks ahead.

RBC proudly employs over 57,000 people in Canada. Over the last four years, despite a challenging global economy, we added almost 3,000 full-time jobs in Canada. We also hire over 2,000 youth in Canada each year and we support thousands more jobs through the purchases we make from Canadian suppliers. As we continue to grow, so will the number of jobs for Canadians.

RBC opened for business in 1864 and we have worked hard since then to earn the confidence and support of the community. Today, we remain every bit as committed to earning the right to be our clients’ first choice, providing rewarding careers for our employees, delivering returns to shareholders who invest with us, and supporting the communities in which we are privileged to operate.

I’d like to close by thanking our employees, clients, shareholders and community partners for your input and continued support.”

What RBC could have done better.

Though RBC’s answer to the crisis was textbook perfect, some critics will point out that a quicker response time would have greatly benefited them. By the time they have responded not only has a lot of the damage already been done, but the media frenzy has lost some of its power and the response will not get the same level of attention.

What should you do in the event of Social Media Crisis?

Have a Crisis Response Plan in place.

Be prepared. Though you may not know what will spark a social media crisis, have some basic provisions in place. How will you respond? Who will respond? How will your employees respond offline? If everyone in your organization knows where to turn to in case of crisis and are ready to respond to an issue, you will save valuable time.

Listen to the public.

You can’t expect to respond gracefully and accurately to a crisis without a complete picture of what the public is upset about. Dig for the issues at hand, often there is more at play than the immediately obvious concerns.

Use empathy and an appropriate tone.

This is not about proving who is right and who is wrong. If the public is upset, there is something to apologize about. Explain your company’s position, admit to the error (even if your company did not do anything technically wrong, something made the public upset, apologize for the action or impression that caused this), and focus on a solution. Remind the public of the many things your company is doing correctly.

Follow through with the solution.

An apology will only get you so far. Once you have outlined a solution, be sure to follow through with it.

As a Public Relations professional, Zenergy can take a lot of the guess work out of Social Media Crisis Management and can turn crisis into opportunity.

A Social Media Primer

With one in three small businesses on social media, it is no longer enough to simply rely on a website. Having a social media presence is now a must. However, there are many social media platforms out there and honestly it can be confusing.

Are you feeling overwhelmed by the choices out there? Fear not! Our social media primer will give you an overview of some of the more popular ones.

Twitter

What: Microblogging service that allows users to send text-based posts of up to 140 characters

Pros: The ability to quickly respond to clients

Cons: There is a delicate balance between content and spam that needs to be struck. Beware, however, as this platform also has a large follower drop off rate

Facebook

What: Large social network where users create profiles, exchange messages, report status updates and share content

Pros: Good for brand exposure and customer relations

Cons: Not SEO friendly

Youtube

What: A video-sharing website that is popular for sharing user generated videos

Pros: Great platform to build your brand through video blogs and tutorials

Cons: Hard to redirect traffic towards primary website

Pinterest

What: Pinboard-style photo sharing website that allows users to create and manage theme-based image collections.

Pros: Good for visual businesses such as interior designers, fashion companies and lifestyle magazines to promote their products and inspirations

Cons: Not a foolproof way to drive traffic to your site. Original links can get lost along the way as photos get repinned

Still not sure? Zenergy Communications can help you navigate the world of social media by offering consulting services, as well as help you manage your social media portfolio.

With so many eblasts going out with post-holiday sales, how do you stand out?

Does your emailing list have 500, 5,000 or 50,000 contacts? It doesn’t really matter, what does matter is the number of people in your list that do open your carefully crafted message. A great open rate is typically between 14-19%, and can vary depending on your industry, but how do you achieve success in this saturated market? With a carefully crafted subject line of course!

Project Coordinator Matt, has put together a list of some of his favourite eblast subject lines:

1. We’re throwing a party!

2. Keep an eye out for [COMPANYNAME] updates (January)

3. [COMPANYNAME] and [COMPANYNAME] Invite You!

What do all of these have in common, we asked? Well, they cause some intrigue for the recipient. There is a little mystery, a powerful statement and something for the recipient to follow with. When writing your own eblasts it is important to really consider what you want the recipient to do, what would draw them in, and what their next step would be.

Tell us, what was one of your favourite eblast subject lines of 2012?

For more details check out Mail Chimp

#5MinutesForAIDS

December 1, 2012 hosted the 25th World AIDS Day and in collaboration with our client the Farha Foundation we executed the first ever #5MinutesForAIDS. This event was hosted only online and commemorated 20 years of the Farha Foundation raising funds and awareness for AIDS. With over 5,000 invitees and hundreds of tweets, the first ever #5MinutesForAIDS was a huge success.

Participants were asked not to tweet, post, text or email for five minutes at noon on World AIDS Day. This awareness campaign included promotional tweets and posts from other HIV/AIDS organizations, partner groups and Quebec celebrities.

During this ad-free campaign, the Farha Foundation received 47 mentions and 33 retweets on Twitter and 40 shares on Facebook. The Farha Foundation was also discussed in print, online and television media totaling thirteen articles. As a result, they are looking to continue with this campaign in 2013.

Changes to the 2013 #5MinutesForAIDS campaign will include a longer silence period, a participation request to HIV/AIDS organizations across Canada and promotion in conjunction with the ever-successful ÇA MARCHE campaign.

Did you take #5MinutesForAIDS on World AIDS Day?

Hitting it out of the park: How to develop the perfect pitch

Building relationships with the media is key for any successful pitch. We spoke with our Media Relations Coordinator, Catherine, as her experience in pitching has led her to create long-lasting relationships with the media. Here are three simple media pitching techniques that should be remembered:

First thing’s first – do your research! Find out what stories your contacts have been writing for the last few weeks - or even months! Make sure your pitch fits into their category and is timed with their editorial calendar, if applicable. Remember, the most important thing media cares about is how your story is beneficial to their readers.

Second – keep it concise! You will find yourself with a very low response rate if you pitch media with an extensive email. Stay focused on the content and make it short and pitch-worthy. These days, more and more media respond via Twitter. Consider this approach if you have a low response rate by email or phone.

Third – follow up! This one is tricky. It’s important to follow up as there’s a good chance that your contact missed your email or voicemail, however, you also don’t want to be known as that person who “can’t take a hint”. This is why is it important to develop relationships and do your research as following up is highly dependent on the individual. If your contact has shown interest, be sure to follow up and ask if you can provide more information, images or set up an interview in order for them to write the story. After the story is published, be sure to thank them for taking the time to write it. Not only is it about building that relationship, but it’s also about maintaining that relationship.

Tell us about your style of pitching in the comments section below!

When to comment on a blog

Commenting on a blog post or on an online article is the modern version of sending a letter to the editor. The big difference is that all of your comments are visible to everyone. Your letter to the editor, on the other hand, may or may not be published in next week’s paper.

We thought we’d share some tips on commenting etiquette:

1. Only comment on a blog when you have something of value to add. This could be that you agree with a particular point the author has made or that you offer a difference of opinion. Make sure your comment:

Clearly addresses the point that you are commenting on
Is written in a clear and concise manner, leaving no room for misinterpretation

2. Do you completely understand all of the points the author is making? This is a great question to ask yourself. If you are unsure of one of the author’s points, your comment may not contribute much to the discussion. Always ask questions to clarify points if you are unsure. A great blogger will do their best to answer the questions of his/her readers.

3. Remember, it is an open platform, so everyone has access to what you post on the Internet. Just as not everyone will agree with the author of the article, not everyone will agree with your comment either. Always be courteous to the author and fellow readers.

Commenting on the Internet helps increase your SEO. In some cases, your comment will work better within a discussion that is already happening below the post rather than a stand-alone point. Do your best to check back and see what discussions your comment has generated; you never know who will be interested!

Happy blogging!

5 Questions for the Perfect Translation

Zenergy Communications is a bilingual agency, with in-house translation, and is active in both French and English markets.

Hailing from France, our coordinator Charlotte is fluent in her adoptive English, in addition to her native French. She was the perfect candidate to ask these questions about translation:

1. How do you ensure that the meaning of the text comes across in another language?

Answer: The most important thing to do is first read the entire text from start to finish. This ensures that you understand the context, purpose and tone of what you are translating. I always make sure to keep in mind the contextual differences between my native Parisian French and Quebec French.

2. How much time does it take to translate a text?

Answer: Well, that depends on the length and nature of the text. I know a lot about most subjects, but need to do a little research for others. If I am unfamiliar with the topic, it will take a little longer.

3. Do you translate social media posts differently than you would a PowerPoint presentation or strategic plan?

Answer: I follow the same translation process each time: I read the full text, evaluate the language for tone, get a solid grasp on the context and then start typing. I always reference any words I am unsure of in the dictionary, and as a standard practice, I have another member of the team proofread my writing.

4. Have you ever made a really big error in translating a text?

Answer: No, fortunately a colossal error has never occurred in anything I have translated. It’s very important to be confident in your work, and to be confident you have to make sure your work is impeccable. You should feel proud of the work you produce.

5. What is your favourite part about translating?

Answer: I love seeing the words transform on a page. In communications, reaching a large audience is the goal; translating text helps achieve this, and ultimately helps our clients and us.

Zenergy President Linda Farha is one of Canada’s Top Female Entrepreneurs by PROFIT Magazine and Chatelaine

Linda Farha, President at Zenergy Communications, is one of Canada’s Top Female Entrepreneurs on the PROFIT W100, produced by PROFIT and Chatelaine magazines. In its 14^th edition, the annual ranking by PROFIT Magazine is a composite score based on the size, growth rate and profitability of Zenergy Communications. The PROFIT W100 is made up of a diverse group of female entrepreneurs, who use their passion, insight and business dynamism to ensure their companies excel.

Linda sat down to share her insights on reaching the PROFIT W100, and what it means to be a successful entrepreneur:

How does it feel to be a part of the PROFIT W100?

Creating exceptional relationships with our clients depends on a team that is skilled, satisfied and engaged; that’s why being recognized as one of the nation’s top female entrepreneurs is so meaningful. It confirms that I have built a foundation where people want to work and where my employees have the support they need to perform at their best. I am very proud to be among PROFIT’s Top 100 Female Entrepreneurs.

How have your entrepreneurial motivations changed since you first started?

When I started Zenergy communications, I provided public and media relations, and event management in the Québec market. As both Zenergy and I have grown, we have moved into the Ontario and North American markets, and expanded our service offerings to include digital and social media. In marketing and communications, adding value for your clients by offering integrated solutions is the key to business success.

What systems have you set up in your business to help it grow?

Part of being a successful entrepreneur in this industry is having a comprehensive plan and a dedicated team behind you each step of the way. I hired a team of experts to work directly with clients in order to meet all of their goals and exceed expectations each time. I meet with clients regularly, and have detailed action plans tailored to each client so that team members can handle any account or client request at any given time.

What is one piece of advice you have for budding entrepreneurs?

Have goals! Knowing what you want to achieve, and having targets and timelines in place to mark milestones will help you build an action plan for success. Sit down and set objectives in order to figure out exactly what you need to launch and grow your business. Make sure to research your industry and network with successful entrepreneurs. Ask about the strategies they used in order to build their business, and what tips they can offer you.

Congratulations to Linda Farha on being one of Canada’s Top Female Entrepreneurs with PROFIT W100 and Chatelaine. For more information on how Zenergy and Linda can benefit your company, email us at info@zenergycom.com

10 Tips from the Zenergy Interns

Here in the Zenergy offices, our interns get first-hand agency experience working with multiple clients on a variety of projects. Not only do they have the chance to hone their skills, but they are an integral part of the team, helping meet client goals and carrying out objectives.

Currently, we have two interns in the Toronto office, one specifically dedicated to social media and the other for public relations and marketing communications. We asked them to share their tips for succeeding in the work world, whether you are fresh out of school or an office pro:

1. Write everything down: This includes: instructions for a task, dates/appointments/meetings and tips and advice from your colleagues. You never know when you will be called upon to recall information or need to refer to something that happend weeks prior.

Keep a list of your duties: This goes along with writing everything down. When your supervisor or colleague asks for your assistance, make sure you put it on your task list with a due date in order to keep on top of the workload and ensure nothing falls through the cracks.

2. Proofread everything: Whether it’s your work or something that happens to come across your desk, catching errors not only helps you, but also helps your colleagues and the business succeed. Errors aren’t always spelling and grammar related, but can be a broken link to a site that is no longer active, the wrong event date in a tweet or incorrect event details.

3. Always follow up: When you are in charge of a task, you have to own it. So if you have to call the CEO 3x to get his/her approval, you have to do it. Nothing should hold you back from completing a task. Your success is important.

4. Be on time or better yet- early: This applies when you are arriving to work in the morning, hosting an event for a client or showing up to a meeting. Punctuality is important for your success as well as your image within the industry. It presents you as reliable and trustworthy.

5. Dress appropriately: Your attire should be clean, ironed and polished every single day. If you have casual Fridays, like we do here at Zenergy, you should still wear appropriate clothing. Dress up on your first casual Friday to see what your colleagues wear, and then dress accordingly afterwards. Also, dress up when you have a client meeting. You may already have the business but you do want to keep it.

6. Don’t be afraid: If you have an idea, share it. It might be the best thing they’ve heard all year! It could secure you a place within the organization. If it isn’t well-received, don’t worry you’ll have another brilliant idea, and if they do love your idea, you might get to take ownership of it as a project.

7. Research before your interview: This includes the company itself, their clients, and their current and past work. You should go into the interview knowing the company just as well as they do. If you have a particular interest in a client or product, make it known.

8. Be prepared: Bring extra copies of an agenda or presentation. Have Tylenol on hand and if there is an event get ready to roll up your sleeves. If you think of something: do it, bring it, take it or send it. Be resourceful, take initiative and stay on top of it.

9. If you screw up, fess up: It is better to call out your own mistakes then have someone else notice them first. You can always fix an error, so figure out a solution, go to your supervisor, tell them what happened and then tell them your idea for a solution. You’re an intern, your bound to make a mistake… Even the pros aren’t perfect all the time.

10. Attend the events: You never know what you will get to do, or who you will get to meet! Public relations is all about networking with both clients and other professionals. Build your contact list, and ultimately build your business.

We hope these tips help. The interns love their experience and can’t wait to progress to the next level in PR. The most important tip is to HAVE FUN! If you don’t love your job, it’s not the right one for you. Every day won’t be smooth sailing, but you should love what you do no matter what.

Twitter Basics

Twitter can be a fast and effective way to connect with your audience, but like any public space there are rules to follow and those who choose to ignore them often pay a price. With Twitter, you could lose followers!

Many of the rules that you follow in everyday business practices such as proofreading also apply to your Tweets. But there are also rules that apply specifically to Twitter. If you want to engage your followers and win over new ones check out the three types of tweets our coordinator Matt Moccia told Kim Hart Macneill to avoid in his interview for Profit Magazine:

1. Automated thank you = automatic don’t

Twitter can be configured to send a direct message thanking new followers for subscribing automatically, but the people you are trying to connect with often view this as impersonal. Instead of an automatic thank you, thank followers with a personal message that refers to the content they post. This makes followers feel good about you and highlights your willingness to engage with them. If you don’t have time to thank every follower, concentrate on your influencers and target audience.

2. Balance content and add value:

Twitter is full of shameless self-promoters and even brands with good social media presence can be guilty of this. Mix your marketing content with external information such as relevant industry news, interesting articles, blog links and personal messages to create a balance and add value. 20% marketing 80% value-added content is a great blend to keep and earn followers.

3. Embrace the negative:

Twitter offers your audience a new way to ask questions, make comments about your brand and engage with you, but it can also open up your brand to public scrutiny and negative feedback. You might be tempted to ignore or try to bury negative messages but in the Twitterverse your followers will likely see the tweet before you do. Instead of ignoring it, address it politely and publicly. Show your followers that you care about what they have to say and are willing to work with them to resolve the issue.

For more tips on tweets to avoid check out our coordinator Matt Moccia’s interview with Kim Hart Macneill for Profit Magazine: http://www.profitguide.com/manage-grow/technology/five-ways-to-lose-twitter-followers-2-40075

Want more tips on how to engage with followers on Twitter? Contact us at info@zenergycom.com to see how we can help!

Proofreading 101

Proofreading is an essential part of any messaging you send out whether it’s for a press release, social media post, newsletter or report. Clear, error-free writing looks professional and well planned, while overly complex language, spelling mistakes and grammatical errors look sloppy, unprofessional and can alienate your audience.

Follow these tips from the Zenergy team to enhance your proofreading skills.

Tip One: Three times the charm

Read a story three times. It may seem excessive but think of reading once for content, once to edit and once to make it perfect for your audience. Consider reading it backwards as well to catch any mistakes you might have missed the first time.

Tip Two: Phone a friend

Always get a colleague or someone else to look it over before your piece is sent out. Often times they will catch mistakes that you may have missed or can help clarify an idea. A fresh set of eyes will make your writing even better.

Tip Three: Making sense

If you don’t understand something, neither will your audience. Simple is always better. Don’t try to make it more complex than it needs to be, this will alienate your audience. If it doesn’t make sense, get clarification or cut it out.

Tip Four: Capitalization

Capitalization can be tricky. For example, “Prime Minister Harper” is capitalized but “the prime minister” is not.

The general rule: capitalize all proper names, trade names, government departments and agencies, associations, companies, clubs, religions, languages, races, places and addresses. Otherwise, keep it lowercase.

Tip Five: Punctuation

Even the pros need help with punctuation now and again. There are so many exceptions to the rules that when it comes to punctuation, a style guide is key. A good style guide can be your best friend when it comes to how to use a comma or solving the debate of “its vs. it’s”.

“It’s” is an abbreviation for “it is” (or “it has”) while “its” denotes possession (held its own), just in case you were wondering.

What are your tips for becoming a better proofreader?

For more on how we can help you with your proofreading, contact us at: info@zenergycom.com!

Social Media Etiquette: The online Ps and Qs for successful engagement

Social media is one of the best ways to communicate with your audience. It's a chance to have a conversation, develop a connection and learn from each other. Encouraging engagement on social media takes time and commitment just like anywhere else. More importantly there is etiquette to follow when building an online relationship with your audience. Like being polite, listening and saying thank you, being respectful on social media is key. Here are a few tips from James Debono on social media etiquette:

1. Listen

Social media isn’t a place to pummel your audience with ads or drop content and walk away. This is a chance to listen to your audience. Find out what they’re thinking and what they want. It’s also an opportunity to address any issues your audience might have and reward positive feedback by encouraging more debate.

2. Share

Listening is key but sharing content is important too. Don't bombard your audience with ads. Make your content personal include things that inspire you that make you laugh or that make you think. More people will respond and share their opinions growing the conversation.

3. Make Time

Social media takes time. Yes you can connect quickly with your audience but building a relationship and creating brand advocates takes effort. You have to invest in you online relationships just like you would in the offline ones. Make the commitment to respond to people, ask questions and share content regularly.

4. Respond promptly

Waiting to hear back especially when you need something can be excruciating. How long is it before you start feeling ignored? If your audience is trying to engage with you by asking a question, making a comment or linking content then respond quickly. Just because the message is coming from one person, doesn’t mean thousands aren’t listening.

5. Don’t Ignore Negative Comments

Keep a level head and your reputation in in mind when you are responding. Negative comments are a chance to address issues and showcase your responsiveness and commitment to your audience. When you show you are willing to address negativity, resolve conflicts and work toward a solution it builds brand equity and can improve your organization’s standing in the community.

Social media for business isn’t about selling it’s a two-way conversation. It’s about building a community of people who are engaged with your brand and know, like and trust you.

What are your tips for social media etiquette?

Need help managing your social media conversations? Contact us at info@zenergycom.com to see how we can help!

Optimizing Twitter for search engines: How to make your account visible using SEO

Twitter is a place to build a community, follow news, trends and have conversations. It can also be used for search engine optimization. Staying top of mind for your audiences and reaching new targets is key to building your brand. Twitter handles (names), tweets, trends, and #hashtags all appear in Google searches. In order to optimize your chances of appearing in search results and being a part of the conversation, we have a few suggestions below:

Keywords: Keywords and messages are central to building your brand and it is important that they are searchable. Put relevant keywords and websites you want to promote in your Twitter bio. The first 27 to 40 characters in a tweet count as a title in a Google search so make sure that the keywords you want are also within that range to optimize your account.

Shrink Links: Shorter links allow more space for content within a tweet. Use bit.ly or tiny.url to shorten them. Bit.ly and tiny.url use 301 redirects, a web tool, which makes webpages available under more than one URL address. This means that your webpage and content can be searched using the regular URL and the bit.ly or tiny.url link. Essentially, this creates multiple ways for your audience and potential newcomers to find you.

Tweet often: Google integrates tweets and #hashtags into its search results, making it easier to stay on top of current events and watch for trends online. Integrating them into your posts can increase your chances of appearing in search results.

Directories: Like yellow pages in the phonebook, Twitter directories such as TwitterCounter, WeFollow and TwitterHolic, allow you to promote your profile to new followers. Following popular users and trends or searching specific users and trends related to your business can help you target and reach potential followers by linking your content to their interests.

Need help optimizing your twitter page? Contact us at info@zenergycom.com to see how we can help!

Bringing Your Retail Business Online

The development of apps for mobile shopping and the creation of mobile-friendly websites are becoming increasingly important for businesses wanting to keep up with competition, stay current in today’s changing technological landscape and adapt to new consumer buying behaviours.

We’ve outlined a few starting points below for those beginning to adapt:

If you’re creating an online presence for your retail business, make sure that you incorporate a mobile-friendly site into the initial design discussions with your programmer. Thinking about this at the start will alleviate a lot of frustration down the road.
Develop a mobile application (app). The small screen size and limited processing power of smart phones versus desktops will have your customers giving up on purchasing through their phones very quickly if you don’t think of mobile ergonomics. Creating a user-friendly app that works on all platforms is a great way to remedy this.
Go social. Having a strategic and well integrated social media presence can have a massive impact on your online awareness and, in turn, sales. Online shopping carts can now be integrated directly into your Facebook Timeline.

Need help with achieving any of this for your business? Zenergy can help! Email us at info@zenergycom.com for more info.

E-Blasts from the Past: How to Send Effective E-Blasts in 2012

E-Blasts from the Past: How to Send Effective E-Blasts in 2012.

With micro-blogging platforms and unique social networks popping up each week, e-blasts are often seen as an aging form of communication. While we can’t stress enough how important it is to adapt to the ever-changing world of social media, there’s no reason why we shouldn’t save room for good old e-blasts. After all, elders deserve a little respect. We’ve outlined some helpful tips below to make sure that your e-blasts don’t show signs of aging.

Know Your Target | Make sure you know exactly who you’re talking to. Writing to the alumni of your graduate program? Don’t bore them with stats about this year’s graduation percentages. Instead, send them invitations to fun alumni nights and networking events.

Be Creative | Text-only e-blasts are what give e-blasts a bad rap. Go beyond simple text-heavy emails and push the limits creatively. Include attractive visuals, bright colours, and sleek design. This is not a job for your mail boy anymore; it’s definitely time to hire a professional designer.

Links, Links, Links | So you have some relevant information and a great visual – now what? Provide your customers with an enticing call to action. Include several links to different parts of your website, social media profiles and exclusive content.

HTML | One of the trickiest parts of sending e-blasts in 2012 is proper HTML coding. With so many different email platforms available, it can be very difficult to get your e-blasts to look right for everyone. Consult a professional programmer and always provide a stand-alone link.

Need help with your next e-blast? Contact us at info@zenergycom.com to see how we can help!

Google Virtually Steps into the Business down the Street

Google Virtually Steps into the Business down the Street

Imagine this. A new furniture shop opened an hour transit ride away from your home. Interior Designers are calling it the “most spectacular furniture shop in town.’ But is it really? No one wants to take that long and lonely transit ride to the new shop only to find out that it’s a flop.

Enter Google Street View. Indeed, Google has their fingers soaked in this market and they have long been known for being more than just a search engine. Google broke into the virtual industry when they introduced Street View to the U.S. in 2007 and Canada in 2009. Users had the ability to look at an image of a map and were capable of virtually walking the streets of locations in Canada, U.S. and beyond.

Google has recently expanded this virtual meandering into the business market. Businesses are invited to contact a trusted Google photographer and develop a virtual page of their business online. The photographer will take photos to develop a 360 degree image of the business itself, similar to Street View but with the focus on the independent business. This new feature is only available in the U.S. for the time being but as demand grows, it will likely expand.

So instead of dragging your furniture-savvy self to the newest shop in town you will soon be able to check out the place virtually and share it with the world.

What do you think?

Is this a step too far for virtual technology or is this a step in the right direction?

Let us know @zenergycom with your thoughts and insights!

McDisaster – McDonald’s Hashtag Disaster Round 2

Will McDonald’s ever learn? This week marks the second time in recent history that the fast-food giant has paved their path to a social media crisis. Last year, McDonald’s looked to social media micro-blogging platform Twitter to promote the massive re-launch of their infamous McRib sandwich.

For those who aren’t familiar with the concept, Promoted Tweets (with an estimated cost of over $100,000 per day) are words bought in advance and given top-line placement in the trending stream beside organically trending topics. Promoted Tweets are comparable to Google AdWords where companies buy keywords and search terms within Google.

McDonald’s McRib promoted tweet, #McRib, was met with harsh words in the Twitterverse. Examples included; “The #McRib is back, and so are the McRuns” and “Well, folks, it’s that time of year again. #McRib is back. Pfizer stock on the rise. #lipitor.”

In attempt to promote the menu’s new healthy options and farmer-grown ingredients, McDonald’s took to Twitter again this week with the hashtag #McDStories. They were met with even harsher words. @SkipSullivan, now enjoying his 15 seconds of fame for his hilarious remarks on this topic, went as far to say: "One time I walked into McDonalds and I could smell Type 2 diabetes floating in the air and I threw up. #McDStories."

What do you think? It is time for McDonald’s to give up on Promoted Tweets or can they make some changes moving forward? Tweet us @zenergycom with your thoughts!

2012 – The year that Social Media takes over the world!

Just a mere 5 years ago, social media was largely perceived as a fad that was strictly built for teens and college aged adults. One or two platforms led the market and interactivity was at a minimum. Social media was thought of as a cluttered and utterly useless online space secluded for nerds and gamers.

Fast forward to 2012 – Facebook is set to hit 1 billion users, new platforms such as Tumblr and Google+ are growing at an incredible pace, a blog is no longer a foreign object and YouTube has claimed, with reason, sole responsibility for Justin Bieber’s popularity. These effects have not only shaped popular culture, but have had drastic effects on the communications industry.

Companies now understand the role that social media can play in drawing media attention to their brands and creating conversations around their products and services. Tools such as Twitter and LinkedIn have even made historically bureaucratic corporations more transparent and available to their consumers. Even the U.S. Secret Service opened a Twitter account in late 2011. We now live in a time where every organization – from Joe’s Donuts to Coca-Cola – needs to maintain a robust online presence in order to stay competitive.

2012 will see even more advancements in the way people communicate. Geo-technology such as Foursquare and Gowalla (recently acquired by Facebook) are estimated to peak this year, while new industry specific social networks are popping up every week. These new networks will continue to develop as consumers look for innovative ways to interact online.

2012 - L'année où les médias sociaux prennent le relais partout dans le monde!

Il y a à peine 5 ans, les médias sociaux étaient largement perçus comme une mode qui était strictement conçue pour les ados ou jeunes adultes aux études. Une ou deux plates-formes principales ont dominé le marché et l'interactivité était au minimum. La majorité des gens pensaient que les médias sociaux étaient encombrants et totalement inutile et qu'ils ne desservaient que les ‘’nerds’’ et les joueurs.

Passons en mode rapide jusqu’à 2012 - Facebook a frappé le 1 milliard d'utilisateurs, de nouvelles plateformes telles que Tumblr et Google + croissent à un rythme incroyable, un blog n'est plus une chose étrangère et YouTube a affirmé, avec raison, d'être la responsabilité de la popularité de Justin Bieber. Ces mouvements ont non seulement façonné la culture populaire, mais ont eu des effets radicaux sur l'industrie des communications.

Les entreprises comprennent maintenant le rôle que les médias sociaux peuvent jouer en attirant l'attention médiatique vers leurs marques tout en créant des discussions autour de leurs produits et services. Des outils tels que Twitter et LinkedIn ont même fait des sociétés bureaucratiques historiquement plus transparentes et plus accessibles à leurs consommateurs. Même les services secrets américains ont ouverts un compte Twitter à la fin de 2011. Nous vivons maintenant dans un temps où chaque organisation – Joe Donuts à Coca-Cola - a besoin de maintenir une forte présence en ligne afin de rester compétitifs.

L’année 2012 verra encore plus de progrès dans la façon de communiquer. Géo-technologie tels que Foursquare et Gowalla (récemment acquis par Facebook) sont estimés à prendre de l’expansion cette année, tandis que de nouveaux joueurs dans les réseaux sociaux font leur apparition chaque semaine. Ces nouveaux réseaux permettront de continuer à se développer alors les consommateurs recherchent des moyens novateurs d'interagir en ligne.

Zenergy Announces Fun Holiday Facebook App that Suggests the Perfect Gift Idea!

In the spirit of the Holiday Season, the Zenergy team has developed a fun Facebook application that eases your shopping stresses by recommending the perfect gift for that special someone. Whether you’re looking for a gift for a co-worker, loved one, friend or complete stranger, Zenergy will provide you with ideas that will help survive the Holidays this year. All you have to do is click here to visit our Facebook Page and provide us with a few starting points – we’ll take it from there! From all of us at Zenergy Communications, Happy Holidays and all the best moving forward into 2012!

Zenergy Communications' President Linda Farha will be a feature panelist on the "Secrets of Success" panel during today's W100 Idea Exchange for Profit Magazine

Linda Farha, along with four fellow female entrepreneurs and PROFIT W100 award recipients, will discuss the secrets of success during this morning's W100 Idea Exchange panel. The PROFIT W100 Idea Exchange is an exclusive event designed to help business owners develop management skills and improve their business.

Ms. Farha's panel discussion will provide guests to learn how Canada’s Top Female Entrepreneurs are building their companies, thru innovation, progressive HR practices, and strategic sales and marketing.

The W100 Idea Exchange is being held November 28, 2011 at One King West Hotel & Residence located at 1 King Street West, Toronto from 9 AM - 6 PM.

GERRY DEE SET TO HIT TV, THE STAGE, BOOK STORES AND YOUR DVD PLAYER

Canadian Comedian launches CBC show, cross-Canada tour, new DVD and book in 2012.

Gerry Dee, one of Canada’s leading comedians, has a big year ahead of him with a brand new sitcom, Mr. D, premiering on CBC-TV this January 9, 2012 at 8:30 p.m./EST. The New Year will also bring continued success with a cross-Canada tour, kicking-off on January 14, 2012, ,and a DVD and book release.

Filmed in Halifax, Mr. D is a fictional 12-episode series based on Gerry’s former career as a private school teacher for nine years. Mr. D is the story of an under-qualified teacher trying to fake his way into a teaching job, just as he fakes his way through life. The sitcom includes co-stars Jonathan Torrens (Jonovision and Trailer Park Boys), Wes Williams (a.k.a. rapper Maestro), Mark Little (Picnicface) and Gemini Award winners Booth Savage and Bette MacDonald.

“It was an amazing experience to tape the show with such an outstanding cast and share some of my past experiences as a teacher,” says Gerry Dee. “I know that people will love Mr. D, because it has a bit of an edge to it and has the look and feel of The Office.”

To check out a quick clip from the pilot, please visit: http://www.cbc.ca/revenuegroup/mr-d.html

Coming off a successful mini-tour in 2011, Gerry will also be hitting the road once again starting January 14, 2012 on a cross-Canada tour. The initial winter/spring tour will be followed-up by more dates in the fall, dates to be confirmed soon. To keep his momentum in full swing, he will also release a brand new DVD, Life After Teaching, which includes stand-up material from his past tour, all while writing a book set to be released next October.

For more information about Gerry Dee, please visit www.gerrydee.com

Zenergy Communications’ President Linda Farha selected in Canada’s Top Female Entrepreneurs by PROFIT Magazine

Zenergy Communications is proud to announce that the Company’s founder and President, Linda Farha was selected in the PROFIT W100 ranking of Canada’s Top Female Entrepreneurs.

In the 13^th edition of the annual ranking by PROFIT Magazine, Ms. Farha was positioned at number 71, which was established on a composite score based on the size, growth rate and profitability of Zenergy Communications’ business.

“The PROFIT W100 are a diverse group of entrepreneurs united by their passion, dynamism and smarts,” said Ian Portsmouth, PROFIT’s Editor-in-Chief. “They set a tremendous example for business leaders of all kinds, and we are proud to recognize them in our 13^th annual ranking of Canada’s Top Female Entrepreneurs.”

For more information please contact:

Vitaly Gurevich
Media Relations Coordinator
Zenergy Communications
T: 416.591.5461 | 514.286.4034
vitaly@zenergycom.com

ARE ANNUAL REPORTS REALLY A MARCOM TOOL? CANADIANS SAY NO!

A new survey by RBC Direct Investing reported that very few Canadian online investors read formal disclosure documents like annual reports for investment information.

So where are they getting their information? About 62% stated that they use online resources other than their brokerage websites.

What does this mean for your investor relations and marketing departments?

Print and PDF financial documentation remains a legal necessity but has weak MARCOM value. At Zenergy, we suggest reallocating budgets to web-based resources. Invest in your IR website and use social media channels like Twitter to reply to questions during IR conference calls and distribute presentations via SlideShare.

FOOD FOR THOUGHT – MARCOM STATS

– About two-thirds of moms are online, and the vast majority of them spend at least two hours a day reading blogs, playing games, researching products and downloading coupons before making a purchase

– iPhone owners are more likely than Android smartphone owners to open emails on their phones

– Adults 65 and older spend at least 1.5 hours a day using multiple media outlets

– 81% of air travelers have forgotten to pack a toothbrush or other toiletry item

– Most Canadians would choose no news over paying for news online - and that’s bad news for some media outlets

– 75% of tweets on Twitter are created by 5% of Tweeters!

– In North America, Netflix is now 29.7% of peak downstream traffic and has become the largest source of Internet traffic overall

Think about how those stats have an impact on your MARCOM activities – the Zenergy team considers these things all the time!