tion permits for the project • Signed a benefits agreement with • Signed a 20-year agreement with Ger- the Assembly of Nova Scotia Mi’kmaq man utility giant Uniper for the full Chiefs, allowing the Mi’kmaq to ben- capacity of Goldboro LNG’s first train efit economically from the develop- and half of the total project ment, construction and operation of Goldboro • Confirmed the German Government’s • Reached a project labour agreement support of the project, declaring it eli- with major Nova Scotia trade unions gible in principle for up to US$4.5 bil- to ensure fair employment opportuni- lion in loan guarantees ties in that province during Goldboro’s • Negotiated arrangements to use ex- construction isting pipelines to transport the natu- CIO: What learnings were taken ral gas from Western Canada to the from previous experiences into the de- Goldboro facility’s front door October, 2019 | Canadian Industry Online | 51
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Pieridae Energy velopment of the Goldboro project? \"We are unique in JM: The biggest learnings involve the sense of our two core things: get your customer and core business model: own your own gas. When you look at the revitalize, repurpose 15 or so LNG projects that have been proposed off Canada’s West Coast, only and reuse.\" about three remain. The others that went by the wayside didn’t deliver the two core learnings. CIO: How has the development pro- cess been from an efficiency standpoint for Goldboro? JM: The overall process has been MODULARIZED LNG THE RIGHT WAY SMALL, MEDIUM OR LARGE. WE DELIVER. As a world leader in LNG and modular project Social icon kbr.com delivery, KBR collaborates with owners from Square project inception, promoting cost certainty and Only use blue and/or white. speed to market. For more details check out our Brand Guidelines. Modules delivered globally: 1,500,000 tons October, 2019 New Solutions for a New Era Goldboro LNG, Nova Scotia, Canada Two-train 10 million ton per annum facility Optimized Modular Approach Enhancing execution efficiency Smaller footprint helps minimize environmental impact Optimized supply chain solutions 52 | Canadian Industry Online |
quite efficient but with any large-scale ect compared to LNG Canada’s, theirs project, has had its bumps which has is quite similar but with a much higher slowed progress at certain points. Still, price tag of $40 billion versus $10 bil- steady progress has been made and lion. We are unique in the sense of our continues. The biggest hurdle has been core business model: revitalize, repur- the capital markets as there seems to pose and reuse. For example, we will be a view from investors that Canada to revitalize Alberta and Atlantic Canada “closed for business” in the energy sec- natural gas assets to serve new offshore tor and that has made raising capital markets; repurpose and expand Alberta very difficult. midstream assets, and existing Cana- CIO: What is unique about Gold- dian natural gas pipelines; and finally boro in terms of projects of this size and reuse waste heat from Goldboro facility scale? which is a natural by-product of the liq- uefaction process. JM: When you look at our proj- October, 2019 | Canadian Industry Online | 53
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Pieridae Energy CIO: How is the company manag- built and begins operations. As Chief ing and cultivating relationships with Terrance Paul said: ‘This agreement with First Nations? Pieridae is an example of how compa- JM: The benefits of Pieridae’s Gold- nies can respect our Mi’kmaw Rights and boro project are broad and diverse. Thou- Title, and also provide an opportunity for sands of Canadians will support their Mi’kmaq participation in development families by working on the project and on our lands’. support activities. It is important to Pier- CIO: What about the local publics? idae that the First Nations peoples par- JM: We set up a local Community Liaison ticipate in this success. As such, it was Committee a few years ago that meets very gratifying to sign a benefits agree- regularly to discuss project updates and ment with the Nova Scotia Mi’kmaq in deal with any concerns. Members of our February 2019. The agreement means team live in Nova Scotia and are regular- the Mi’kmaq will benefit economically as ly out at the site and in the community. the Goldboro LNG facility is developed, We were recently held an open house in 54 | Canadian Industry Online | October, 2019
Goldboro where over 100 people - locals we are very proud of that. But we know and many from afar - drove to the meet- our work is not done and we remain fo- ing to get a project update and ask ques- cused on following all terms and condi- tions. We have also worked closely with tions of the EA. Not just because it is a the Municipality of the District of Guys- requirement of our construction permit, borough and the Director of Economic but because we know it is the right thing Development to build awareness and to do. For the last several years, respect understanding of the project. for the environment in and around the CIO: What environmental initia- Goldboro site has been paramount. We tives are underway to protect the land as have studied lobster, urchins, bats, fish the project moves forward? and moose to see what impact our proj- ect might have on them. And if there is JM: When it comes to the environ- an impact, to do whatever we can to ment, our commitment is unwavering. lower or remove it. We have sampled the We have our Environmental Assessment soil, the streams, rivers and the nearby (EA) permit for the Goldboro facility and ocean so we know and understand the October, 2019 | Canadian Industry Online | 55
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Pieridae Energy \"Goldboro would be current environment and then leave it as Nova Scotia’s largest we found it when the facility is built. ever mega project, creating 3,500 jobs CIO: How is Pieridae setting the bar during construction.\" as a good corporate citizen? JM: The best examples are high- lighted through our work with the Mi’kmaq, the community and respect for the environment as these all speak, in practical terms, of how we operate as a corporate citizen. We also support many community initiatives and businesses through ongoing sponsorship. CIO: Do you have any key messages for Canadians about the importance of this project? What about messages for 56 | Canadian Industry Online | October, 2019
potential industry partners? ulation of Guysborough County by about JM: Completing this project would 25% so plenty of spin-off benefits and demonstrate that Canada is open for more jobs: in catering, laundry services, business and that we can get large- money for restaurants, gas stations - the scale energy projects built. It also opens list goes on. And let’s not forget the thou- up global markets for Canadian natural sands of jobs created and supported in gas for decades to come, which means Alberta through a four-year drilling pro- tax and royalty income for governments gram in an area that has been dormant to provide funding for social programs for a couple of decades. we all rely on – money for news schools, Finally, natural gas can change the roads and hospitals. lives of many globally who currently have Goldboro would be Nova Scotia’s no access to clean-burning, inexpensive largest ever mega project, creating fuel to heat their homes and cook their 3,500 jobs during construction, 200 full- food. We believe people living in devel- time jobs once the plant is built. During oping countries have the same right to a construction, we are increasing the pop- lifestyle many of us take for granted. October, 2019 | Canadian Industry Online | 57
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Tech MICROSOFT 58 | Canadian Industry Online | October, 2019
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CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Microsoft TECH SERIES: CIO TALKS TO other companies offering a similar MICROSOFT CANADA’S MARK suite of services in Canada? SPEAKER We are the only cloud vendor to of- F OR THIS MONTH'S tech series, fer a complete suite of integrated solu- Canadian Industry had the pleasure of tions from end-to-end, making it easier talking to Mark Speaker, Industry Solu- for people and organizations to get work tions Executive, for Microsoft Canada done and collaborate in a reliable and se- (established in 1985, as a subsidiary cure way. We’re proud to say that 95% of of Microsoft Corp.). Speaker discussed Fortune 500 companies trust their busi- with CIO how Microsoft is ramping up ness on the Microsoft cloud and that we its solutions business, focusing on part- have the largest portfolio of compliance nership with customers, and creating a offerings in the industry. With Microsoft world-class internal culture. Azure, we are helping organizations drive new levels of organizational productivity, How has the company addressed intelligent data-driven experiences, and a tougher competitive landscape? deepened business trust –all via a con- As the old cliché goes, the rising sistent, unique hybrid cloud approach tide lifts all ships and we view a healthy across data, apps and infrastructure, competitive tech industry as a positive. We approach our competitors like we approach all challenges – with a growth \"We approach our mindset. Microsoft has undergone a complete culture change since Satya Nadella was named CEO in 2014; we’re competitors like nurturing an environment to encourage the dreamers and the risk takers and we approach all we’re also encouraging people to not be afraid to fail, and that allows us to stay on the forefront of innovation. Our lead- challenges – with a ership team also challenges us to be customer obsessed in everything that we do, and doing so drives an ongoing growth mindset.\" cycle of iteration and reinvention. What sets Microsoft apart from 60 | Canadian Industry Online | October, 2019
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CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Microsoft whether on-premises or in the cloud. secure technology. With Microsoft 365 we have created a How has the company evolved its complete, intelligent solution, including branding to be a household name in Office 365, Windows 10, and Enterprise Canada for 40+ years? Mobility + Security, that empowers ev- eryone to be creative and work together, Microsoft founder Bill Gates aimed securely. And finally, with Dynamics 365 to put a computer on every desk and in is a suite of intelligent business applica- every home and in doing so, he changed tions that enable businesses to digitally everything about the way we live and transform products, operations and cus- work. Under Satya Nadella’s leadership, tomer engagement. In addition to this, our mission has evolved to “empower ev- Microsoft’s model of a single vendor al- ery person and every organization on the lows users to maximize cost efficiencies planet to achieve more.” We are working while operating on platforms backed by to address some of the world’s biggest some of the world’s most trusted and challenges with technology and we know 62 | Canadian Industry Online | October, 2019
we can’t do that alone. We are working \"We are working to with partners, customers, academic in- address some of the stitutions and non-profits around the world to do things like reduce the impact of climate change, make the world more accessible for all and strengthen democ- racy by protecting elections. What innovations have propelled world’s biggest challengesMicrosoftforwardinthelast10years? For consumers? For businesses? with technology.\" Artificial intelligence (AI), data and the cloud have been huge drivers in pro- pelling us to where we are today in both business and consumer arenas. These October, 2019 | Canadian Industry Online | 63
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Microsoft technologies have revolutionized every- recognize that they must embrace digi- thing from the way we do business to tal transformation to futureproof their simple daily tasks and will continue to business. Whether it’s leveraging smart be driving forces in moving Microsoft data to retain top talent, using machine forward. learning to revolutionize customer expe- How is the company serving its riences or reducing business costs with business customer base in Canada AI, our customer base recognizes Micro- with such a great diversity in industry? soft solutions among competitors as the most secure, compliant and effec- From large-scale enterprises to tive tool for positive business outcomes. SMBs, businesses across Canada rely on For example, to accelerate the growth of Microsoft solutions to help them com- AI across the country, we are investing pete and stay ahead. Our customers more than $100 million in cloud technol- ogy so Canadian organizations have the 64 | Canadian Industry Online | October, 2019
tools they need to compete in the digi- \"Customers see our tal age. Customers see our continued investment in their success and realize we’re in it for the long haul. What industries are seeing dra- continued investment in their matic shifts as a result of technology and Microsoft’s service offering? Microsoft solutions are accelerat- success and realize we’re in ing digital transformation in virtually it for the long haul.\" every industry across the board, from manufacturing to banking to healthcare. For example, TD Bank Group recently an- October, 2019 | Canadian Industry Online | 65
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Microsoft nounced it will use Microsoft Azure as its to determine personalized patient treat- cloud foundation to power the future of ment plans in mere minutes, a process digital customer experience further en- which previously took months to do. abling the bank to adapt and quickly re- How is the company boosting spond to changing customer needs. Canada’s economy? When it comes to healthcare, orga- Microsoft is making significant in- nizations like UHN in Toronto are mak- vestments to help power Canada’s econ- ing ground-breaking strides in precision omy especially in the areas of AI, research healthcare and genomics leveraging ar- and development, startup acceleration tificial intelligence (AI) and cloud com- and workforce upskilling. We’re current- puting to bridge the gap between cancer ly investing more than $100 million in research and treatment. They’re using cloud technology and more than $570 Microsoft’s cutting-edge cloud technol- million in fixed assets across the coun- ogy to develop a shared data platform 66 | Canadian Industry Online | October, 2019
try. We’ve recently partnered with busi- \"Microsoft is making ness incubators and accelerators such significant investments as MaRS Discovery District and LE CAMP to help power Canada’s to help facilitate the growth of Canada’s startup ecosystem and continue to sup- economy.\" port development from our own offices Vancouver, Toronto and Montreal. Microsoft is also investing in the in- dustries, ideas and workforce of tomor- row through ongoing support of upskill- ing and training programs for both youth and professionals. Last year alone, we reached more than 80,000 young peo- ple in Canada through collaboration with October, 2019 | Canadian Industry Online | 67
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Microsoft Microsoft partners, offering the resourc- How is the company boosting the es, training and skills they need to get educational landscape in Canada? ahead in the digital economy. Of these At Microsoft, our goal is to empow- young people, 50 per cent were girls and er every student on the planet to achieve 80 per cent were underserved and Indig- more and when it comes to Canada, enous youth. we’re making huge strides. We believe When it comes to professionals, inclusion starts with an attitude and we’ve invested more than $2-million approach that embraces diversity and over the past year in programs, cours- learner differences and promotes equal es, OpenHacks and resources to help up- opportunities for all learners. This is why skill developers and data scientists and one of our programs, IncludEd, aims to get hands-on training. In addition to this, bring awareness to how digital tools can we recently launched AI Business School help break down barriers by addressing to share insights and practical guidance individual needs to create more confi- from top executives on how to strategi- dent students and inclusive classroom cally apply AI to their organizations. environments. We also offer programs 68 | Canadian Industry Online | October, 2019
through Microsoft YouthSpark like Digi- \"We will continue to Girlz, that gives middle and high school be customer-obsessed, girls opportunities to learn about ca- delivering the most reers in STEM, connect with Microsoft innovative technology in employees, and participate in hands-on everything we do.\" computer and technology workshops. What is the company’s strategic growth plan for 2019 and next 5 years? We will continue to be customer- obsessed, delivering the most innova- tive technology in everything we do from AI to the cloud to hardware like Holo- Lens 2 and the Xbox Accessible Control- ler. Our current growth reflects a stead- fast commitment to customer success, October, 2019 | Canadian Industry Online | 69
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Microsoft whether through cross-industry partner- As we enter our next stages of de- ships or through cloud- and AI-driven velopment, Microsoft will remain best innovations that are transforming how in class by continuing to be customer- organizations are building competitive obsessed and maintaining a growth advantages and creating value for their mindset culture. We will encourage risk- own customers. taking and not be afraid to fail as we rec- What is the Microsoft corporate ognize there’s growth and learning to be culture in North America and how is gained from failure. As an organization, this cultivated? we will also continue to transform our culture into a more diverse, inclusive en- Microsoft has undergone a com- vironment where everyone can learn and plete cultural transformation since Satya thrive. Nadella was named CEO in 2014. Satya Any key messages for future cus- and his leadership team have deliber- tomers? ately created a growth mindset culture which transcends North American bor- We’d like to encourage businesses ders and is reflected through the entire to take advantages of the enormous op- company. We emphasize learning, col- portunities made possible by AI. A recent laboration and creativity, giving employ- study from Gartner found that Canada ees the tools to accomplish their goals was 9th out of 10 countries in adoption in the ways that work for them. Playing and deployment of AI in business appli- it safe rarely drives innovation so we cations. Those surveyed said their top reward risk-taking and big ideas while challenge to implementation is lack of also acknowledging there’s growth and skills and lack of a defined AI strategy. learning to be gained from failure. Lastly, Canada is a leader in AI when it comes we know that if we want to achieve our to research and development, but if we mission to empower every person and truly want to lead, we must address this organization on the planet to achieve challenge. We have to help businesses more, we need to be unwavering in our accelerate their adoption strategies or efforts to build a diverse and inclusive we risk falling behind. If we want to at- organization. tract the best and brightest talent and How will the company remain secure Canada’s future for the long term, the best in class as you enter the next we must work together to make sure stages of development? we’re able to compete at a global level. 70 | Canadian Industry Online | October, 2019
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CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Exclusive DAIRY FARMERS OF ONTAR 72 | Canadian Industry Online | October, 2019
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CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Dairy Farmers DAIRY FARMERS OF ONTARIO— customer assurance program that cov- SUPPORTING A THRIVING DAIRY ers milk quality, food safety, animal care, livestock traceability and environmental SECTOR, ONE FARM AT A TIME A sustainability, all important to running S DAIRY FARMERS of Ontario healthy farms and ensuring a safe food (DFO) approaches 55 official years in supply for the consuming public,” Smith operation, the organization celebrates says. While health trends are constant- several milestones and developments in ly changing in Canada, DFO continually 2019. Under the “Milk” brand, Canadians promotes milk as an important part of a know the work of DFO, even if they don’t healthy, balanced diet, and aims to edu- realize at face value how critical DFO is cate consumers on milk’s benefits and to every day life. Milk, as a grocery prod- correct misinformation about the indus- uct and also a key ingredient in many try. things Canadians consume, is a staple in the food and beverage industry. Repre- DFO works with its farmers, part- senting the dairy sector in Ontario, DFO ners and industry stakeholders to pro- markets and supports farmers and the mote dairy products’ contribution to a dairy industry on a day-to-day basis. In healthy lifestyle, while simultaneously 2017/2018, Ontario dairy farmers from bolstering the dairy industry and actively 3,504 farms produced 3,017,388,885 litres of milk, and milk sales for the same period were approximately $2,238,458,852. \"Milk is very CIO had the opportunity to speak with Cheryl Smith, DFO’s new Chief Ex- important to ecutive Officer (CEO), to talk about its priorities, progress and plans for 2020. Canadian consumers’CANADA’S DAIRY INDUSTRY IS AT THE TOP OF ITS GAME Today, Canada’s dairy farmers are overall health.” seen as world leaders in milk production. Canadian producers “have committed to participating in an integrating on-farm 74 | Canadian Industry Online | October, 2019
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CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Dairy Farmers contributing to communities all across play in dispelling myths about dairy, and the province. Smith told CIO one of DFO’s ensuring Canadians know the nutritional primary objectives in advocating good benefits of milk products and the value nutrition is “to ensure Ontarians have the industry contributes to the commu- access to all the available evidence that nities in which they live, Smith says. It is supports milk and milk product’s role in why DFO has been engaging consumers a healthy lifestyle, because research con- through promoting the good work dairy firms milk proteins rank as some of the farmers do on their farms and the dedi- highest quality proteins available and; cation that goes into supplying consum- therefore, milk products remain an im- ers with the dairy products they enjoy portant part of a healthy, balanced diet.” everyday. Educating Canadians on the Further, the industry has a role to health and nutritional benefits of dairy, 76 | Canadian Industry Online | October, 2019
its high standards of production and the system in which dairy farmers oper- ate, are important goals for the sector. \"Research confirms milkThis education will help ensure consum- ers understand the importance of dairy proteins rank as someto healthy diets and general health, the safety and high quality of milk and milk products, including the way these prod- of the highest qualityucts are produced, and the value and strength the industry brings to the Cana- proteins available.\"dian landscape on numerous fronts. Over the last few years, the Ontario October, 2019 | Canadian Industry Online | 77
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Dairy Farmers dairy industry has seen more than $400 ing an innovative and modern dairy sec- million in new processor investments, tor that is open for future opportunities notably Gay Lea Foods Co-operatives and growth, and fostering an environ- joint processing venture with Vitalus ment that allows dairy farmers to thrive Nutrition in Winnipeg, Man., China’s Fei- and keep producing the safe, high-qual- he International infant formula plant in ity milk Ontarians have come to expect,” Kingston, Ont., Coca-Cola Canada and she says. fairlife’s investment in Peterborough, Ont., and Nestlé Canada’s expanded ice COLLABORATION FOR CONTINUED cream plant in London, Ont. Looking to- SUCCESS ward next year, DFO will continue to sup- port a growing industry, Smith says. “DFO One of the most primary aspects of also continuously works toward ensur- DFO’s work is to provide leadership and 78 | Canadian Industry Online | October, 2019
excellence in the production and mar- \"DFO’s work involves keting of Canadian milk. Its vision state- engaging consumers, ment is to ensure a “dynamic profitable marketing milk products growing Canadian dairy industry.” In or- and the industry.\" der to do this successfully, DFO collabo- rates with various partners to ensure a healthy, thriving dairy industry in Ontario. The dairy management system benefits both Canadian dairy farmers and Cana- dian consumers to ensure high-quality, local milk is available to all Canadians. “Important to the sector’s suc- October, 2019 | Canadian Industry Online | 79
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Dairy Farmers cess are established relationships with cific health trends, the organization pro- its producer associations and provincial moteshowmilkproductscontinuetoplay milk marketing boards, processing part- avaluableroleinhelpingCanadiansmake ners, milk transportation, ag commodity healthy-eating decisions on a daily basis. associations, ag service organizations, “Scientific evidence supporting the nu- educational institutions, lab services tritional benefits of milk products in the and government,” Smith says, adding promotion of bone health and preven- they all play important roles in the indus- tion of chronic diseases is stronger than try’s success.” Additionally, DFO’s work ever, and new evidence continues to ac- involves engaging consumers, market- cumulate,” Smith tells CIO. ing milk products and the industry, “pro- As a driver for the Ontario economy moting the good work dairy farmers do and agri-food sector, dairy makes up 20 on their farms and the dedication that per cent of the province’s primary agri- goes into supplying consumers with culture economy, supporting more than the high-quality milk and milk products 75,000 full-time jobs and contributing they’ve come to enjoy,” Smith adds. more than $6 billion to Ontario’s gross WhileDFOcannotcommentonspe- domestic product. Dairy itself is compli- 80 | Canadian Industry Online | October, 2019
cated to produce, and there is a signifi- \"It is our goal cant amount of care that goes into pro- to make dairy ducing dairy products asa result of very an inspired food high standards on the part of dairy farm- choice once ers, and the dairy production industry. again.\" “It is our goal to make dairy an in- spired food choice once again and re- mind consumers why they should feel good about including milk and milk products in their healthy diet plans,” Smith says. Not to mention, Ontario dairy farmers are primarily made up of Ontario families—meaning the stability of the dairy industry directly affects Ca- nadians, she adds. “As long as the dairy industry thrives, so do people and com- munities.” October, 2019 | Canadian Industry Online | 81
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Marketing THE 5 TRUTHS OF MODERN MEDIA TARGE C/O C 82 | Canadian Industry Online | October, 2019
82 ETING Canada Newswire October, 2019 | Canadian Industry Online | 83
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Marketing W ITH AN EVER-growing sphere media coverage and ROI by targeting the right contacts and sending effective of influence, it’s never been more com- messages informed by key insights. plicated for communicators and PR pro- fessionals to understand who impacts Sorting through the complex maze the opinions of their audience most. of influencers isn’t something commu- Today, influencers and contacts come nicators can do alone. By investing in from all corners of the digital landscape. the Cision Communications CloudTM, They range from large media outlets PR professionals will be equipped to with broad audiences like The Globe and not only identify the right influencers, Mail and The Wall Street Journal, all the but also craft relevant campaigns that way to niche blogs or social media that garner their engagement and help drive focus in on specific topics. Regardless of results. Before professionals jump into whether the influencer is paid to create using a tool, here are five truths of me- content or not, any of them have the po- dia targeting that will help support their tential to impact consumer buying deci- outreach goals: sions. However, if communicators pitch 1. The Customer Informs The Tar- to all of them, they’ll have limited suc- geting Strategy, Not the Other Way cess. Around Communicators have demonstrat- Challenge: PR managers may want ed the scope of this challenge. Despite to have big-name contacts from outlets wanting to leverage influencers more like The Globe and Mail or the Wall Street effectively for earned media and PR Journal on their daily monitoring clips, campaigns, 75 per cent of communica- but communicators should consider tors say they struggle with identifying how appropriate those journalists are the right influencers. For the influenc- going to be for sharing a specific brand ers they do target with their outreach, message with the target audience. By they’re also stumbling to find the right taking a customer-centric approach, PR message. In fact, 80 per cent of influenc- pros can map out the channels that their ers complain about receiving irrelevant audience uses and the outlets that they pitches from brands. Deriving true value engage with the most. For example, a from an earned media strategy requires potential retail customer might be inter- a coordinated effort across teams and acting on social channels like Twitter as a data-driven approach to communica- they ask their followers if they have any tions. With an integrated cloud solution, suggestions on a new product. On the PR professionals are able to maximize 84 | Canadian Industry Online | October, 2019
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CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Marketing other hand, B2B customers might go to a customers. Start with talking to other trade publication or website to research departments that track this information information on a potential purchase. Un- closely. Meet with the product market- derstand who they are, what they want ing or customer teams to discover buy- and what they need; customers’ media er preferences -- from demographics to preferences will help inform the strategy interests to where they consume their for the brand’s target influencers. content. Then they should map their in- Approach:PRprofessionalsshould fluencer strategy backwards. Questions work backwards to identify a brand’s tar- to ask include: Who reaches that demo- get audience. Before communications graphic? Who is a trusted influencer? teams even consider media list creation, PR professionals should do a deep they should first do some investigative dive to uncover insights such as age, gen- work on the company’s prospects and der, lifestyle, buying habits, brand prefer- 86 | Canadian Industry Online | October, 2019
ences and more. When brands have spe- willing to share it if they believe the com- cific data on the target audience, they munications team is trying to enhance will be better equipped to identify the the customer experience. influencers that the brand’s audience The Tech Recipe: Traditional list will respond to. One goldmine of data is building tools and databases have a lot often the visitor information in the com- of benefits in terms of making sure PR pany’s website analytics tool. Communi- professionals are targeting vetted, rel- cators should periodically review reports evant contacts in areas of interest. Tech- or have a web owner pull specific web nology now enables communicators to traffic reports for them. understand the audience they influence. In many cases, communicators will The Cision Communications CloudTM find that stakeholders in the company not only provides insights on the influ- not only have this data, but they’ll also be encer themselves - social profiles, pitch- WE’VE GOT 2019-05-03 2:18 PM SOMETHING IN COMMON... | Canadian Industry Online | 87 CARING ABOUT YOUR EMPLOYEES greatwestlife.com Great-West Life and the key design are trademarks of The Great-West Life Assurance Company. GWL_half page.indd 1 October, 2019
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Marketing ing tips, recent articles they’ve written - identify which ones the brand’s audi- but also information into who they reach, ence will trust. Additionally, it will be dif- including their audience demographics, ficult to discern the professional, trust- locations and interests of their follow- ed influencers from the unvetted ones. ers, which should align with the brand’s Approach: It’s important to treat a target audience. brand’s influencer list like a living, breath- 2. Google Can’t Find The Best Influ- ing thing that needs to be constantly encers maintained and monitored in real-time. Challenge: Communications and If the only thing PR professionals know PR pros experience challenges in the about an influencer is that he or she is actual building or management of their a “sports journalist,” they won’t have media list and influencer data. While enough information to connect and build they are likely familiar with the key me- a relationship with him or her. An organi- dia in their industry, the challenge lies in zation needs a centralized influencer da- uncovering emerging influencers that tabase that has detailed insights, such haven’t yet been identified. As influenc- as topics of coverage, outlet, audience ers now come in all forms, including demographics and more. As communi- bloggers, celebrities, podcasters or poli- cators get ready to run a new PR cam- ticians, communicators need tools to paign, it will tell them whether or not the help them identify the “new” influencers influencer aligns with the brand’s views and understand their impact. and goals and if they are a good match to consume and share their story. It also doesn’t account for life The Tech Recipe: Cision’s media da- events and career changes that the tabase offers access to nearly a million names on those list experience. The tra- global, vetted media contacts across ditional media industry sees movement hundreds of thousands of outlets. On av- and changes all the time. The size of edi- erage, 20,000 updates are made to the torial teams has shrunk by nearly 40 per database every day to keep up with the cent during the past twenty years. Mean- constantly changing media landscape. while, new media personalities with a Similar to Google and Twitter, communi- blog or social presence crop up every day. cators can run a search of any keyword, Many turn to Google, which is hashtag or topic to generate a list of in- tempting, because it’s free. While look- fluencers, but Cision provides tools to ing for influencers with a Google search quickly filter the right influencers to en- will turn up thousands of hits, it won’t gage. Influencer profiles contain links to 88 | Canadian Industry Online | October, 2019
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CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Marketing their recent articles and social accounts Prospects and customers are also over- to gain even more insight into their whelmed; ninety per cent of consumers sphere of influence. are getting inconsistent brand messag- 3. A High Volume of Outreach Might es and experiences. By targeting out- Not Be Effective reach to the right influencers, PR profes- sionals can improve brand perception Challenge: Pressure from execu- and inform, rather than overwhelm cus- tives to prove the value of the PR and tomers. earned media strategy leads many Approach: First, take a step back communicators to take a high-volume and closely observe the PR programs that “batch and blast” outreach approach the organization has executed previous- in their efforts to maximize coverage. ly. What campaigns drove an increase in However, more pitches does not equal traffic to the website or grew engage- more results. In fact, it will probably ment on social channels? If communi- have an adverse effect. Reporters from cators analyze the data from those suc- major news outlets receive an average cessful campaigns, it might help them of 38,000 emails a year and they don’t understand what messages were most feel like they’re getting relevant pitches. effective. Did a few publications and in- 90 | Canadian Industry Online | October, 2019
fluencers provide the best results out of it to earned media outreach programs. everyone else? Often times, PR profes- With Cision’s Google Analytics integra- sionals might find that specific pieces tion, PR professionals can easily under- of content helped drive the engagement stand which articles and outlets drive of those campaigns and it might come traffic back to the website. From there, from unlikely places. For example, a ho- communicators can discern which influ- tel company might run a campaign for a encers are truly making an impact. And new hotel they’re opening in Vancouver. while email is still an effective outreach The local newspaper might have gener- tool, social streams in the Cision Com- ated some web traffic, but it turns out, munications CloudTM allow PR profes- a travel blogger’s endorsement on Twit- sionals to engage with the influencers ter created thousands of retweets from on media lists directly through social potential out-of-town tourists. These are channels. the kind of results communicators want 4. Use Target Data to Tailor the Brand to identify and escalate to senior lead- Message ers. The Tech Recipe: Website analyt- Challenge: Often, just knowing ics can show what’s driving traffic and tie the influencer themselves is only half October, 2019 | Canadian Industry Online | 91
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Marketing the battle. Once PR professionals know quent most and engage them in conver- which influencers to target, they need sations about mutual topics. If brands to know what messages will work best. have a centralized database that maps This requires communicators to use key these channels to each individual influ- data points to craft a message and cam- encer, it becomes much easier. The types paign that will resonate effectively. The of data points communications teams more communicators personalize and want to consider include: individualize each message to the influ- • Topics of interest encer, the likelihood that the influencer will want to work with the brand increas- • Recent articles they’ve written es. • Demographics of their followers Approach: By gathering data on • Audience reach the right influencers to target, brands can better establish a relationship with • Best time to contact them them. PR professionals should research which social platforms influencers fre- With these data points in mind, 92 | Canadian Industry Online | October, 2019
when it comes time to engage, PR pro- The Tech Recipe:Track engage- fessionals will have a solid foundation ment and pitching strategies within the upon which to build their partnership. Cision Communications Cloud™. Look Instead of focusing on sending out as back at past efforts and take notes on many pitches as possible, take the time the information learned about each in- to specifically tailor outreach based on fluencer. Cision also provides detailed each individual influencer. The more PR information about influencers’ pitch- professionals understand their target ing preferences to help make the right influencers and which media contacts outreach decisions. PR professionals will make the best partners, they in- can use the knowledge they’ve gained crease the chances they’ll represent the through research and insights to send brand message in a fair and consistent targeted, personalized communications way. This will have positive downstream to the right influencers. Look at open impacts with a brand’s target audience, rates, replies and other conversations to who is consuming the content these in- see which messages are resonating and fluencers craft. follow up with the influencers who are engaged. October, 2019 | Canadian Industry Online | 93
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Marketing 5. Not All Media Contacts Are Creat- some of the niche players can drive as ed Equal much, or even more, impact to the busi- Challenge: Communicators often ness and inform conversations with ex- view reach as the most important metric ecutives. when identifying influencers to target. But the big industry names aren’t always The Tech Recipe: Looking at reach the influencers who can help a brand the purely by unique visitors per month to a most. These high-visibility influencers website doesn’t provide the full picture may have a large audience, but PR pro- of an outlet’s reach or true influence. Ci- fessionals must consider if it is the right sion’s exclusive Digital Reach method- audience for the brand. ology goes beyond unique visitors per Approach: Start looking at met- month - taking into account how often rics beyond reach. Take other metrics, content from that outlet is shared in so- such as engagement, into account as cial channels and linked on other web- well. Drill down and examine how each sites to help gauge influence. And with influencer’s audience responds to their more than 400,000 bloggers in Cision’s messages. By using influencer data ef- database, uncovering niche influencers fectively, communicators may find that has never been easier. 94 | Canadian Industry Online | October, 2019
let’s | Canadian Industry Online | 95 talk retail Bess Liscio Director, Retail Strategy [email protected] 647.448.9662 www.ghadesign.com October, 2019
CANADIAN INDUSTRY ONLINE - DECEMBER 2015 Missed CCHaAOnaNNdiAaOnDUInIRdAuANstRryY’s JUNE 2018 VOLUME 8 ISSUE 6 CANADIAN INDUSTRYFEBRUARY 2018 VOLUME 8 ISSUE 2 an issue? ONLINE O’COJNENRERLYLExclwuisthivSearIanKtoepravmieewes OanspCeacritaelr,lohvies cfaorreCear,naandda BINRVCEETATSNTWIANIDLGASOINN ESxacrlausKiovpeamweeitsh Inside: Spotlight: Photo Credit: Bell Media Inc. Inside: 3InCfaransatdruiactnurPeo:rts photo credit: Steve Dolson Self-Counsel Press Saska5tcQhueewsatinonCsh: amber Mining: Famous Cdn Brands: Firesteel Resources Canada Dry Check out 150: A Year of Discovery VOLUME 7 ISSUE 10 Turns 150: A Year of Discovery VOLUME 7 ISSUE 9 Canadian DECEMBER November Industry’s Turns 2017 Canada 2017 Archives CANADIAN INDUSTRYCanada CANADIAN INDUSTRYONLINE ONLINE JOHN BETTSMcDonald’s Celebrates 50 Years in Canada IHNJINDAYCMHDCRELIVIFSEFRE ExwciltuhsSiavrea KInopteamrveieesw InStaerarvKioepwamweeisth Business of SpeedThe Real Estate: Exclusive: C Inside: Transportation: PIRET Inside: Union Series: Toronto Police Service M TTC UNIFOR Y Healthcare: Ontario: CM Ottawa Hospital 150 Years MY CY AUGUST 2018 VOLUME 8 ISSUE 8 CANADIAN INDUSTRYCanada Turns 150: A Year of Discovery July 2017 VOLUME 7 ISSUE 6 CMY K ONLINE L o c k h e e d M a r t i nCredit:LockheedMartin SCOTT BROTHERSCreating a brandE&xclhuosmiveeowwintherSsa'rvaisKioonpsamees Defence Partner for over 75 Years MToranntrsépaolrAtairtipoonr:t Manufacturing: Canada’s Trusted Promation Real Estate: Property Guys Inside: CInBsaiodnen:andeavilCleoHnsotrmuectss: Exclusive: Balzac’s Automotive: Subaru Canada April 2017 VOLUME 7 ISSUE 3 CANADIAN INDUSTRYSEPTEMBER 2018 VOLUME 8 ISSUE 9 ONLINE AD IRC KLI EN SNOEN HMOLIMKEESMakinFgorit1R5igYheta,rOsn Air, ExclusiveSaInraterKvoipewamweieths InStaerarvKioepwamweeisth RECAaLnEdSTeArTeEl: FOOD ANPDizBzEaVEPRiAzGzEa: CANADA CONBSrTitRcUoCT&S CCR Construction photo credit: HGTV Transportation: DC-SaqnuaadreadCCoonnssttrruuccttiso:n OC Transpo Canada Turns 150: A Year of Discovery AInsbidoe:SriigxinNaal tBiounssiness: 96 | Canadian Industry Online | October, 2019
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