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PIC Newsletter - December 2013
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Hope you enjoy the latest edition of The Buzz!
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A message from the PIC chair, Sharon Aschaiek
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What's on your 2014 "do-not" resolution list?
With the new year just days away, it's hard to escape one of the season's big buzzwords: resolutions. From conversations with family and friends, to media reports, to ads for gyms and weight-loss companies, there's lots of focus on achieving a new and improved 2014.
When it comes to our communications businesses, it's useful to have an aspirational to-do list regarding new markets, clients or publications. However, I think it's just as important, if not more so, to have a list of do-not resolutions regarding the unsuccessful strategies and bad business habits to avoid next year. Here are a few key areas to consider when trying to identify the don'ts of doing business:
A key mistake entrepreneurs can make is not focusing enough on nurturing and leveraging relationships with existing clients. As business writer Austin Allison says in a recent Business Insider article, Three Bad Business Habits You Need To Break, in an economy where customer experience matters more than anything else, customer retention is more important than lead generation for growing your business. That's a good reminder for being more consistent and systematic in efforts to build and maintain strong relationships with current clients.
Another business function worth reviewing at this time of year is our social media marketing. In 5 Bad Social Media Habits to Kick in 2014, content marketing manager Carly Stec shares the most common mistakes we can make on Twitter, LinkedIn and other social networks. These include sharing the same content across the board, refusing to adopt new platforms and focusing on the wrong social media metrics. On that last point, she advises to not obsess about our number of followers, and instead, probe the metrics that matter most. These include: How often are people engaging with your brand on social media? What types of keywords or hashtags are driving the best results? Are your social media efforts driving traffic back to your website?
As we make plans for our business and gear up for new projects, it's worth asking whether we did enough professional development during the past year to be prepared for those initiatives. Investment in our own business-related knowledge and skills often gets pushed aside for client work, but that can put our competitiveness at risk. It's a point made by Les Kollegian in the Fast Company article 5 Fundamental "Don'ts" That Every Business Owner Should Know About: "Building your brand and business requires that you market your abilities and invest in yourself. Yes, unfortunately this requires a monetary investment and will certainly impact your profitability and cash flow. However, that's the cost of doing business."
If the thing that's been missing from your work is enough involvement in the indie business-boosting activities of PIC, never fear! We're preparing a dynamic range of new PD offerings in 2014, including Digital Day (see below), our comprehensive full-day workshop for communicators on better leveraging the web for our businesses and our client projects.
Continued success in 2014,
Sharon
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Newsletter archives
| Find back issues of The Buzz here.
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We want your talents!
| Interested in writing, editing or contributing ideas for PIC's The Buzz or IABC/Toronto's Communicator? We'd love your help. Let us know!
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| Tidbits of knowledge | Visit the Professional Independent Communicators - Toronto blog for tips on such topics as pricing and running your business, as well as pre-event podcasts and post-event reports.
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PIC 2013-2014 Executive
| Contact any of us with questions, comments and ideas for speakers or topics!
Chair:
Past Chair: Communications:
Membership & Events:
Programming:
Social Media:
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Should social events like Dec. 11 replace networking exchanges?
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by Sue HornerIn the words of PIC executive member Roger Morier, our event on Dec. 11 was a "scintillating super stand-up seasonal social"! A sizeable group came together at the TIFF Bell Lightbox lounge, lending support to the idea that PIC members might prefer purely social events to the less-well-attended networking exchanges we've been holding every second month. We're going to give this a try in the new year, and invite member feedback on where you'd like to meet. Ideas suggested on Dec. 11 included the Irish Embassy, Fionn MacCool's, Supermarket and other downtown watering holes. Please share your thoughts with any of the PIC 2013-2014 executive members shown at right.
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Next event Jan. 25: Web-based strategies & tools to boost freelance success at Digital Day
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As independent communicators, we live and work online. Doing research, meeting with clients, sharing files with colleagues, writing copy or invoicing -- all of it can be done on the web. But what if you could do it all a little better, faster and easier? Join PIC and the Professional Writers Association of Canada -- Toronto Chapter on Saturday, Jan. 25, 2014, from 10 a.m. to 4 p.m., for Digital Day. This comprehensive one-day workshop will cover digital strategies, techniques and applications you can use for your business and for your client projects, with professional development sessions covering the following areas: - sophisticated social media strategies
- the how-to's of blogging
- website must-haves
- search engine optimization
- advanced online research tactics
- tech tools for communications and business
You will leave this comprehensive workshop with new resources, strategies and contacts for building your communications business, as well as insights on often unseen opportunities for independents. Arrive early for a free 40-minute "social media starter" session at 9 a.m. Date & Time: Saturday, Jan. 25, 2014, 10 a.m. to 4 p.m.
Place: Miles Nadal Jewish Community Centre, Room R318, 750 Spadina Ave., Toronto
Cost: $75 for IABC and PWAC members and students if paid before Jan. 10 ($100 after)
$100 for non-members if paid before Jan. 10 ($150 after) Facilitators wanted! Interested in facilitating small group discussions at the workshop in exchange for a free Digital Day pass? If you feel like you could lead small group discussions on the Digital Day topics, email Sharon Aschaiek, Digital Day co-chair. Include 100 words on why you would be a good fit to lead the discussions, and what you personally want to learn at Digital Day. |
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Hands-on social media workshop on Jan. 17
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Limited space is still available for PIC member Donna Papacosta's popular hands-on social media workshop from 9 a.m. to 3 p.m. on Friday, Jan. 17, 2014. If you've been promising yourself you'd learn more about social media to enhance marketing and lead generation in the new year, this is your chance! The session will cover:
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The importance of having a communications/marketing strategy before getting deeply into social media
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Blogging for business: Why and how to blog; advantages of WordPress
- Becoming a Twitter power user: Shortcuts; using a dashboard like Hootsuite or TweetDeck; setting up lists; joining chats; persistent searches; following influencers; gaining valuable followers
- Making the most of LinkedIn: Optimizing your profile; joining groups, participating in discussions
- Facebook for business: Setting up a business page; winning likes; engaging with your community; pitfalls
- Advantages of GooglePlus: Search, Circles, Hangouts, Communities and more
- Pinterest: How brands are using Pinterest; setting up boards; building a following
- How to integrate social media into your daily activities
- How to keep learning.
You are invited to bring your own laptop computer, although this is not necessary (you will still gain from the workshop). If you do bring your laptop, you must be familiar with its operation, and please have all the login information for your existing social media accounts with you. Free wifi will be provided. The group size is strictly limited so you can get individual help.
PIC members receive a 15% discount on the regular cost of $229. Enter code iabc2014 when registering to pay $194.65. The price includes coffee and muffins in the morning as well as lunch. Please contact Donna regarding any dietary restrictions.
Location: Quality Suites, Civitan Room, 74 Bronte Rd., Oakville.
Find our more or register now!
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#Winning in 140 characters or less
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by Amy Sept
Twitter has a reputation for being frivolous -- something @CharlieSheen's more than 10 million followers can likely attest to. It can also be thought provoking, entertaining and informative.
It can also become very controversial very fast. How can you identify, and avoid sending, "bad tweets"?
A lot of people worry about "doing Twitter wrong" and saying something embarrassing in such a public forum. But are some people like Kenneth Cole -- who's raised the ire of the Twitterverse on several occasions -- "doing it wrong" by mistake or with purpose?
"Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC" @KennethCole tweeted during the 2011 protests in Egypt.
While he later apologized, during an interview in September he relayed this common conversation: "'Ken, I love your messages,' and I would say, 'But what do you think of my shoes?'" Connecting shoes to a revolution is an odd way to shift focus, but there's no doubt it gets attention.
In another example, Philadelphia news anchor Joyce Evans was unapologetic after linking a local shooting to a popular TV show:
"Thought "Breaking Bad" was hot last Sunday? @FOX29philly See who's breakin' bad in SW Philly leavin' 6 people SHOT - Tonight at Ten!"
What can the average tweeter learn from Cole and Evans?
- Own what you say, or don't say it. (Sometimes, companies claim rogue tweets were sent by hackers. This only works when it's true.)
- If you wouldn't say to your friends in person, don't tweet it.
- Do the billboard test: How would you feel if you saw the message on a billboard with your name attached to it?
As experience has likely already taught you, people won't always agree with what you say or how you say it. The important lesson isn't that you should be bland, just that you should tweet consciously.
Are you on Twitter? Follow @PICTorontofor event updates, news and professional advice. Follow Amy at @AmySept and find out more about her at Nimbyist Communications.
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Join the conversation about indie representation at the 2014 IABC World Conference
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What kind of content would make you say, "I HAVE to attend the 2014 IABC World Conference"?
Hop over to our LinkedIn group to weigh in on the discussion. IABC is considering an indie day on the opening Sunday, and would like to make sure the content has value.
You can also send your thoughts directly to PIC member Diana Degan, ABC, who is working on the programming committee. Thanks! |
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PIC Personalities
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Meet Lisa Goller
by Heather West
We count more than 160 members in PIC, offering a range of talent from coaching and media relations to video production and writing. Do you know everyone? PIC Personalities introduces new members and randomly profiles existing members. Let Sue Horner know if you'd like to be profiled and she'll be in touch to set it up!
Lisa Goller made the leap into freelance writing and editing in February 2013 after more than 14 years in marketing and communications. She is a strategic freelance writer and editor who helps clients achieve their objectives in print, web and social media communications. She also writes articles on entrepreneurs, mompreneurs and parenting. Visit Lisa's website at www.lisagoller.com, or reach her at 416-460-0659 or goller.lisa@gmail.com.
What's your background?
I took business in university and studied marketing. I worked for a couple of years in marketing and communications, and gravitated toward public relations. I decided to return to school to get my MBA and then held several marketing and communications positions over the next 10 years.
When did you launch your business?
After considerable planning (nearly five years), I decided to start my own business and, in February of this year, gave my employer notice. Having my son brought everything together. I was ready to build a business around my passion for writing and editing.
I started out writing for publications, which built my confidence and my portfolio. I expected to return to the corporate world after an extended maternity leave. I thought I would just dip my toe in, but now I realize I've built my dream. I work from home and can be available when my family needs me. I love the flexibility.
What do you enjoy most about being an independent?
I enjoy the challenge. I'm being forced to continuously improve myself and I've had to learn how to sell myself, which I wasn't very good at. I realized my corporate job was pretty cushy; I lost my edge and I'd become complacent. I didn't feel like I stood out and now I'm learning how to create value for customers every day. Freelancing keeps me on my toes. I'm inspired and I jump out of bed in the morning.
What are some of the things you're working on?
Right now I'm working with a few clients in IT, insurance and education. I'm mostly working on web copy, along with some change management projects. I'm looking forward to doing more work in social media.
Do you have any advice for others new to independent life?
I definitely recommend being honest with yourself. Are you energized by freelancing or are you just looking to run away from a bad boss? Are your head and heart both into this venture?
I also believe in planning. A business plan forces you to think about how you'll diversify and reach new markets, and helps you figure out who in your network can help you.
Ask yourself every day what you can do to make sure you're moving in a positive direction. That's how I've been able to find balance and live my dream.
What value have you experienced from your PIC membership so far?
PIC's monthly newsletter is phenomenal, as it provides practical solutions to members. Also, the membership directory has helped me connect with other indies, and I look forward to attending PIC events in 2014.
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IABC/Toronto needs you!
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Want to share your ideas and opinions on communications? There are a couple of ways you can contribute to IABC/Toronto: 1. Communicator is the magazine IABC/Toronto publishes six times a year for its members, and we need your help to ensure we provide readers with interesting, well-written, topical articles on communications and public relations. You can volunteer to support Communicator in a variety of ways, whether as writer, editor, great proofreader, or even just an idea generator. We will take as much, or as little, time as you can offer. If you have a story recommendation, would like to write an article (or two!), or are great at proofreading other people's work, then Communicator is looking for you! 2. Commversations is the IABC/Toronto blog. Got an opinion or idea on PR, current events or the latest marketing sensation? Don't keep it to yourself, submit your thoughts in a written post on Commversations! We want to hear from you, so please visit often and share your insights with fellow communicators. We look forward to getting the conversation started! |
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Explore the PIC blog: How to go about marketing yourself
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Check PIC's IABC eXchange site, listed upper right as "PIC Toronto blog," for resources and information to help you start, run and grow your business. In "Marketing Your Services," you'll find helpful advice about what should go into your marketing plan, networking advice and more.
If you find a dead link or inaccurate information on the site, please let us know. If you'd like to volunteer to update specific sections of the blog, let us know that, too! |
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PIC is a special interest group of IABC/Toronto. PIC's mission is to support independent IABC/Toronto communicators through professional development, networking and marketing. The Buzz is PIC's e-newsletter, intended to inform independent communicators about our activities, share professional development tips from past meetings and keep us aware of what's going on. Connect with us on the web at pictoronto.com.
As the largest chapter of the International Association of Business Communicators, IABC/Toronto provides access to products, services, activities and networking opportunities in Toronto and around the world. IABC helps people and organizations achieve excellence in corporate communications, public relations, employee communication, marketing communication, public affairs and other forms of communication. For more information, visit the IABC website.
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Director, Communications - PIC Copy editor
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