A Tangy Slice of Web 2.0

A Random Walk Through Web 2.0 and Online Marketing

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  • Archive for the ‘Web 2.0 PR’ Category

    Selecting a Web 2.0 PR Agency (Part III): The Final Pitch

    Posted by fmdays on June 17, 2008

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    “The Final Pitch” can be the most entertaining and frustrating part of the selection process. We started with goals of understanding the strategic strengths of the principals and quality of the proposed team for our account. Both Limeduck and I have experienced the classic agency “bait and switch” (ie the killer pitch from the partner only to get stuck with a team full of underwhelming fresh grads learning the ropes). Since we already had at least one phone call and one in-person meeting with each team, we were focused on getting to know the people who would ultimately do the work.

    The real first test was when we asked that the proposed account team deliver the final pitch. After the initial shock of this request subsided, each of the finalists found a way to trust its people. While the pitches tended to follow the scripts, we eventually got authentic responses from the individuals and a clear view of the team dynamics.

    Things we looking for:

    • How comfortable was the principal in keeping quiet while we probed for original thought?
    • How fresh were the ideas?
    • Did these people really understand and use social media?
    • What members of the team had relevant experience with Web 2.0 clients?
    • Did they really understand what we did and viewed us as more than just another account?

    Many intangible measures come out during “The Final Pitch”. We were looking for signs of learning. For example, how did the team refine its initial ideas from the first meeting to the final pitch? We also believe that Firstgiving is doing something truly different so were expecting a unique pitch that reflected this belief. And finally, we were looking for how the team worked together as this is a reasonable proxy for how they would work with our team.

    Stay tuned for more details about how put it all together.

    Posted in Web 2.0 PR | Tagged: , , , | 1 Comment »

    Selecting a Web 2.0 PR Agency (Part II)

    Posted by fmdays on June 9, 2008

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    Based on the criteria from my previous post, we made the following short list of candidates:

    • PerkettPR (referral from friend at ConstantContact)
    • KEL and Partners (found them Googling)
    • Topaz (Limeduck worked with them before and raved about working with @DougH)
    • Version 2 Communications (Got recent LinkedIn connection from old colleague Rob Halpin who is working for Maura FitzGerald’s new agency)
    • Waggener Edstrom (family friend Jon Bornstein just landed there)

    Here are some of the other well known Boston PR firms that we knew about but didn’t consider:

    • Schwartz Communications
    • PAN Communications
    • Shift Communications

    These were under the category of “old school firms I have worked with in the past or knew their reputation”.

    Stay tuned for more info about how we evaluated each firm.

    Posted in Web 2.0 PR | Tagged: , | 9 Comments »

    Selecting a Boston Web 2.0 PR Agency (Part I)

    Posted by fmdays on June 4, 2008

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    It has been over two years since I last searched for a PR agency in Boston and a lot has changed since then. With all the new social media channels exploding we needed to find an organization with proven Web 2.0 chops to support Firstgiving (an online community that connects people with the causes important to them).

    Before I started building my Web 2.0 PR agency short list, I put together a plan for outreach:

    1. They must possess tangible Web 2.0 experience. This is more than understanding how to optimize a press release for organic search. This means current clients in the Web 2.0 space with funny sounding names and real success stories.

    2. They need to be active in multiple online communities. How many Twitter followers do they have? How many Facebook Friends or LinkedIn Links do they have? How active are they in these communities?

    3. How connected are they with me? I have over 200 Linked contacts in Boston so I wanted to find someone with mutual friends for vetting purposes.

    4. Talk with my CMO friends for recommendations.

    5. Remove “old school” firms I have worked with in the past or I know their “reputation”.

    My process started with some simple research by Googling things like “Web 2.0 PR in Boston”. After that I reached out to each of them through a social media channel. Bonus points for quick replies through site to set-up initial calls.

    So, who made the short list? Stay tuned…

    Posted in Web 2.0 PR | Tagged: , , | 1 Comment »