The annual Challenge calls for workplace teams to pocket their car keys and rely on bike transportation for an entire month. Individual mileage is logged by each rider, and it’s then fed into a live leaderboard displaying the teams that have the highest percentage of commutes done by bike.

For us, the challenge is fun, it’s competitive, and it’s a great way to encourage colleagues, partners and clients to practice healthy and sustainable living. As CMD’s team captain Sharon Huber puts it, “It’s all-around more rewarding to ride a bike to work than to sit in traffic in your car. Who gets the reward? The planet, the car drivers, and your ass.”

Are you riding in the Bike Commute Challenge? Be sure to leave a comment on this post with how many miles you log each way, and if you happen to see any of the earned media team members pictured below riding our bikes around, be sure to give us a wave! Safe riding. =)

Darcie Meihoff, FPC 2011-2012 board president

The Conservancy helps protect, maintain and preserve Forest Park in collaboration with Portland Parks & Recreation. With a dedicated staff, FPC helps rally volunteers to remove invasive species, help protect native wildlife and maintain the park’s 80 miles of trails. As highlighted in the recent (Forest Park Conservancy Trails Report –embed link) in 2010 alone, FPC rallied 1,400 volunteers and, along with its crews, logged more than 10,000 hours to help care for and restore the park and its trails. The board of directors provides strategic guidance, oversight and support for the Conservancy’s work in caring for what is considered one of the nation’s most iconic forested urban parks.

“We are fortunate to have such an amazing natural and recreational resource right in our city’s backyard that contributes greatly to Portland’s livability and environment,” said Meihoff. “We need to tackle the tough issues affecting the health and well-being of the park, and it’s an honor to serve in this capacity with people who are dedicated to doing just that.”

With 21 years of public relations, marketing and communications experience, Meihoff heads up the earned media division at CMD, one of Portland’s largest marketing agencies. She has held several positions on FPC’s board of directors since 2009, including as board secretary. A native Oregonian, Meihoff also has served on the Public Relations Society Portland-Metro board of directors for the past 10 years, including as president in 2008.

About Forest Park Conservancy and Forest Park

The Forest Park Conservancy (FPC) is a nonprofit organization working to preserve, protect and restore Forest Park. The Conservancy works collaboratively with Portland Parks & Recreation, which manages this 5,100-acre city-owned park on a limited budget. FPC focuses on trail maintenance and improvement, habitat restoration, environmental education and public outreach. To donate, get involved or become a member of Forest Park Conservancy, call (503) 223-5449 or visit www.forestparkconservancy.org. Follow FPC on Twitter @pdxforestpark.

Julie’s panel, “Mobile Multimedia: Making Media On the Go,” will cover tips and tools needed for mobile content creation, while Melissa’s panel, “Your Blog Can Make You a Social Media Marketer,” will teach attendees how to transition from a personal blogger to a professional marketer.

After working with Julie and Melissa for two years–and watching Melissa present at SXSW–I know participants will find their sessions full of innovative ideas and actionable advice. But hey, don’t take my word for it, check out the short video below of Julie and Melissa discussing their BlogHer ’11 sessions and what attendees will take away from them.

Even if you can’t attend BlogHer ’11, you can still follow Julie’s and Melissa’s panels on Twitter:

Melissa’s Panel:
Your Blog Can Make You a Social Media Marketer
Aug. 6 at 10:45 a.m.
Participants: @ElisaC, @HeyJK, @marcymassura, @MelissaLion
Hashtag: TBD

Julie’s Panel:
Mobile Multimedia: Making Media On the Go
Aug. 6 at 3 p.m.
Participants: @techmAma,  @LittleTechGirl, @JulieY 
Hashtag: #BH11mediaongo

Julie Yamamoto (left) and Melissa Lion (right) will be speaking at BlogHer '11.

PORTLAND, Ore. - Two top pros from CMD, Portland’s leading integrated marketing agency, will speak next week at BlogHer ’11, the world’s largest conference for women in social media.

CMD earned media senior executives Julie Yamamoto and Melissa Lion will present on two panels; “Minding Your Own Business: Your Blog Can Make You a Social Media Marketer” and “Social Media Geek: Mobile MultiMedia-Making Media on the Go.”

With years of experience developing social media strategies for some of the world’s biggest brands along with extensive journalism, public relations and blogging backgrounds, Yamamoto and Lion will share their tips and techniques for effectively leveraging social and digital media.  They also will discuss the skills that today’s social media and online self-publishers need to succeed.

“This is the premier event for women who are shaping and pioneering innovations in the communications industry,” said Darcie Meihoff, vice president/managing director of CMD’s earned media group. “It’s an honor for CMD to have the opportunity to speak to an audience that is considered the best in class when it comes to digital influence and social media know-how.”

BlogHer is a community and media company created in partnership with women in social media. Held in San Diego on Aug. 5-6, BlogHer ’11 will bring over 3,000 attendees from all over the world together to share hands-on learning, rich discussions, opportunities to meet with the brands that support them and plentiful networking opportunities.

PORTLAND, Ore. – For JELD-WEN and Major League Soccer fans everywhere, it’s all about driving toward the ultimate goal.

That passion is captured in a series of new JELD-WEN Windows & Doors television ads that celebrate the company’s involvement in “the beautiful game.” The ads aired for the first time Sunday during the Portland Timbers vs. the Seattle Sounders soccer match and will run throughout the season.

The new spots from JELD-WEN, an official partner of Major League Soccer, the Portland Timbers and the name sponsor of JELD-WEN Field, draw a strong correlation between the inspiration, passion and reliability that soccer fans embody and JELD-WEN’s own brand values as a leading global window and door manufacturer.

“We understand the commitment, the intensity and what it means to be dedicated, because that’s the inspiration behind all of the products we make,” said Bill Hueffner, Director of Development & Professional Relations for JELD-WEN. “Our goal with these ads is to symbolize what it means to be part of something you’re very proud of by celebrating loyal soccer fans everywhere.”

JELD-WEN officials say that the new advertising effort also demonstrates the company’s deep-rooted commitment to its own home state. Created

by CMD, one of Portland’s leading marketing agencies, and shot entirely in Portland using local talent, the new 30-second spots highlight the intense love of the beautiful game. In the ads, that zeal is demonstrated by fans and supporters from all walks of life – from the face painters and flag wavers who storm JELD-WEN Field to cheer on the home team, to the soccer mom who takes to the field to compete herself. For authenticity, CMD cast as many actual Timbers season ticketholders as possible for the commercials.

The ads will air locally during televised Portland Timbers soccer games throughout the 2011 season as well as nationally as part of MLS telecasts including the 2011 All-Star Game in New York when the MLS All-Stars take on world renowned club Manchester United. The new television ads will be accompanied by a series of radio spots airing locally during the season.

According to Hueffner, the partnership with soccer and the stadium allows JELD-WEN to support a historic Oregon icon and important community initiatives as well as help further establish brand awareness among a loyal, international fan base. JELD-WEN has been a longtime supporter of sports that draw a close connection to its brand message of reliability. The company also is the Official Window and Door Provider of the Timbers and Major League Soccer, and is a sponsor of the PGA TOUR and a Proud Partner of THE PLAYERS Championship.

Watch the spots now:

1. The Beautiful Game
2. The Beautiful Game #2
3. The Anthem

About JELD-WEN, inc.

JELD-WEN, inc. is the world’s leading manufacturer of reliable windows and doors. Based in Klamath Falls, Ore., JELD-WEN began in 1960 as a small Oregon millwork plant with 15 employees and today has approximately 2,500 employees in Oregon and nearly 20,000 worldwide. JELD-WEN was named by the Environmental Protection Agency and the Department of Energy a 2010 and 2003 ENERGY STAR Partner of the Year. JELD-WEN has been the official window, door and millwork provider to the PGA TOUR since 2003.

About JELD-WEN Field

JELD-WEN Field is an iconic sports and entertainment facility located in the heart of downtown Portland, Ore. at 1844 SW Morrison. JELD-WEN Field plays host to a wide variety of events each year, including Portland Timbers MLS soccer, Portland State University football, college and high school football and soccer, concerts, community events and public and private functions. JELD-WEN Field opened to the public on April 14, 2011, after a significant renovation crafted to create one of the most unique and authentic soccer environments in the country as the Timbers mark their debut season in Major League Soccer. Originally constructed in 1926, JELD-WEN Field is a historic civic gathering place that has played host to some of the region’s most memorable events, including presidential visits, a 1957 concert by Elvis Presley, the National Football League’s first game decided by overtime, Pele’s official last professional game and the 2003 FIFA Women’s World Cup. For more information, visit www.jeld-wen.com

Media contact: Stefanie Week, CMD on behalf of JELD-WEN, (503) 488-4400 or sweek@cmdagency.com

Implement a CRM system: Do you remember each and every interaction that you and your colleagues have had with your Twitter audience? Probably not. Establishing a CRM system is a major key to personal, long-lasting relationships with your followers. There are free solutions out there, such as CoTweet, and even more possibilities to track your offline and online interactions are on the horizon thanks to SalesForce’s acquisition of Radian6.

Take it offline: Last year CMD utilized Twitter for a national campaign promoting WiMAX technology. To show off the mobility of WiMAX, we hosted live scavenger hunts across major cities and challenged our followers to come find us. We gave out cool prizes and custom-made t-shirts to people who did, (more on exclusives later), and most importantly, we turned digital connections into real-world relationships. We were no longer just a corporate Twitter account. Making the effort to connect offline with your followers allows you to gain invaluable business insights while forming relationships with your audience that go well beyond 140 characters.

Create Twitter-only exclusives: What better way to show your followers love than to give them access to something only they can have? Dell was a pioneer by offering exclusive deals on its products, and it paid off in spades. Exclusive content and deals will engage your followers, make them feel valued and keep them coming back for more.

Integrate with other marketing efforts: The best social media initiatives are part of a fully integrated campaign, but oftentimes I see brands leaving Twitter, and other social media channels for that matter, on an island. Across all available mediums, provide users a way to find you on Twitter and, better yet, leave them with a strong CTA to engage with your account. This is paramount in new follower acquisition and reaching your targeted audiences.

Making the most out of your following will justify your time spent on Twitter. But these are just a few examples of how to take your efforts to the next level—what are YOU doing?

The growth was most evident to me while attending several large conferences last year–PAX East, Comic-Con International: San Diego, PAX Prime and New York Comic Con–and witnessing the staggering increase in online conversation from event to event. At the first conference our client was one of the few brands using social media to engage attendees, but by New York Comic Con even the street performer outside the convention center was on Twitter.

Remember the analogy that social media is like a cocktail party? Well, now that party is a frat house rager and the key people you really want to talk to are surrounded by throngs of others vying for their attention.

But 2011 isn’t a time to be discouraged by these new challenges; it’s a time to embrace the opportunities and rise to the top! Here are a few tips to get you started:

• Make Your Content Searchable: One of the easiest ways to be found is to be searchable. We use SEO best practices in all of our writing, from blog posts and YouTube video descriptions to Tweets and Facebook updates. The first step to making your content searchable is understanding your audience. Put yourself in their shoes. How will they be searching for you and your content?
• Provide Value: The best way to ensure people keep coming back to your social channels is to give them a reason. Whether it’s fun promotions or compelling content, this should be the core of your focus. It seems obvious, but we see accounts every day wasting characters on shameless product plugs or inane updates. Select your content like you’re picking gems for a necklace –select only the best and most beautiful content to string together on your social stream.
• Know Your Influencers: It has been reported that 5 percent of Twitter users account for 75 percent of activity. Do you know who in that 5 percent is influencing your target audience? You better. Get to know your influencers and provide them with access to people, information or product that will interest them and, furthermore, their followers as well. Consider creating a brand ambassador program for a select few users – they will be paramount in breaking through the noise and amplifying your message.
• Be Proactive: You have a lot of friends and followers on your social channels, so what? Don’t be complacent with your current following and don’t expect everyone to come to you. Utilize paid (Radian 6) and free (Twitter search, Google Alerts) tools to monitor conversation and find opportunities to expand your network. Monitoring will also help with your SEO research; what terms does your audience consistently use?

So, how are you planning to break through the noise in 2011?

Here’s how to claim your holiday surprise:

1. Come to CMD (bonus if you’re sleigh-borne)
2. Using your mobile device, check in at CMD on Facebook and claim the deal (note: we have 20 gifts to give, so come today!)
3. Take the elevator to the 4^th floor and show the receptionist that you claimed the deal
4. Receive your gift!

And while you’re in the building, be sure to stop by the 2^nd floor and say hello to the Earned Media team. Happy holidays!

The roar of the crowd
Rising thunderous and bold
A nation’s pride, GOOOAAAAAL!!!!!

Congratulations to Back Deck blog reader Doug Shipley on his creative entry. For his efforts, Doug will receive a USA Soccer jersey to proudly wear as a reminder of his victory.

Thank you to all who submitted entries in the CMD World Cup Haiku Contest and voted on the five finalists. We had a lot of fun and look forward to 2014.

Follow the below link to the voting survey and select your favorite. Voting is open until July 11, 10 p.m. PST.

http://www.surveymonkey.com/s/CLJF8DK

Watch for the winning haiku announcement on Monday, July 12.

Good luck to the finalists!