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Wanted to follow up on a post last week by colleague Ray Rahmati focused on best practices for video content. The following online video styles were developed in conjunction with my fellow colleagues Rohit Bhargava and Emily Goligoski in support of some planning and idea generation we’ve been working on for clients.

There are several video style categories to consider when creating compelling videos for any brand. When developing an online video strategy, in most cases, a good model would be one that embraces a blend different video styles over time that matches your brand — as it helps you reach your audience in new and fresh ways.

Below are several categories, descriptions and an example or two of each style:

  • Teasers: Provide a brief insider or behind the scenes looks at a technology or upcoming announcement or campaign. These are usually shot in an informal style as well as a good amount of first-time footage (i.e. screenshots of performance indicators, sneak-peaks at a new technology, etc.).  (Length: 1-3 mins.)  Example: SGN’s Promo Video for F.A.S.T.
  • Educational: Explore a specific topic in depth and help the viewer better understand the subject. Formats include chalk-talks with one presenter, roundtables with multiple experts discussing a topic or even humorous videos explaining how your tech fits into an trend. (Length: 1 – 3 mins.)  Examples:  EMC Cloudfellas, Intel’s Wireless Power, NetApp Play by Play.
  • Testimonial: Take the viewer on a first or second-hand account of a customer or set of customer experiences with your brand or technology. These can be presented in a variety of formats such as slideshows, roundtables and on-site customer videos to provide an overview of the solution and value delivered to the customer.  (Length: no longer than 5 mins.) Example: iPhone in Enterprise
  • Visionary: Provide a thought leadership perspective from a compelling point of view.  This can be tied to a specific technology or a discussion of a broad industry trend – such as the economy, public policy, international law, storage economics, or a topic that is relevant to your brand.  (Length: 2-4 mins.)  Example: Schwartz Video Blog
  • Episodic: Break a running story into multiple videos that can be viewed sequentially to tell the story over a period of time. Can be used in a promotional way, or to create engagement over a longer duration of time.  (Length per episode: 1-5 mins.)  Example: Intel Mobile Etiquette
  • Newsbreakers: Support a specific announcement, or videos actually aimed at breaking news (i.e. releasing a video of a new technology or approach without a supporting press release). (Length: 1-3 mins for pomo or + 60 mins for taped sessions from a launch event/conference.) Examples: Microsoft bing, Google Wave.
  • Entertainment: Provide a humorous perspective on a subject. Usually termed “viral videos” these take the form of edgy, funny videos covering a variety of relevant topics. (Length: 1-3 mins.) Example: Intel’s 45nm Secret Unveiled
  • Stunt: Provide entertainment and information on a subject and usually leverage competitive FUD. (Length: 1-3 mins) Example: NetApp Battles the Competition, Mr. T Puts the “T” in IT

Needless to say, it is important to evaluate the views, comments and feedback to drive conversation and improve the quality and relevancy of videos moving forward.

Please feel free to weigh in on other video styles or if you have interesting examples of any of the above!  I’m always looking out for new uses and good examples of successful content.

I’ll share more on posting best pactices, tagging, etc. soon.

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A year ago this month, Intel (an Ogilvy PR client) launched the Intel Insiders, a social media advisory board of 10 highly engaged, influential thought leaders in technology and new media.

This diverse group of prolific content creators and tech-setters includes:
-Brian Solis of Bub.blicio.us and PR 2.0
-Cathy Brooks of Other Than That
-Sarah Austin of Pop17
-Justine Ezarik, iJustine
-JD Lasica, author of Darknet and publisher of SocialMedia.biz
-Adriana Gascoigne of Girls in Tech
-Irina Slutsky of Geek Entertainment TV
-Frank Gruber of Somewhat Frank
-Tom Foremski of Silicon Valley Watcher
-Christian Perry of SF Beta and Snap Summit

Since the launch of the program, we’ve collaborated with the Insiders on a number of fun projects that’s helped Intel extend their reach and build key relationships with the online tech community. Highlights from the first year of our program have included a range of activities from hosting the Intel CES Kick-off Blogger Party, inside looks and visits to Intel’s FAB in Portland, Oregon and attendance at multiple industry and Intel events such as Computex, SxSW, ISEF and Intel Developer Forum (IDF). continue reading

Just a quick post letting everyone know you can also follow TechPRNibbles via Twitter and FriendFeed.

Thanks for joining the conversation and stay tuned for more updates, ideas and content.

The past few weeks witnessed the introduction of two new competitors to Google: Bing and WolframAlpha.  Both services have their strengths (and weaknesses); however they both experienced rocky roll-outs.  Here are three lessons public relations professionals should learn from the respective launches.

1.      If you’re going to launch, be open for business.  The world was introduced to Bing May 28th. But not really. Visitors to the site were greeted first by a blank screen, then with a note that Bing would be “coming soon.” The launch release indicated it would be available for actual searches six days later on June 3rd.  The end result? A tremendous loss of traffic that wasted massive amounts of  publicity.

2.      If you’re going to tease, make sure there’s a payoff.  The launch of WolframAlpha was fed by months of speculation and anticipation (a leaked screen shot, a video demo with no shots of the service, etc).  When it launched, however, the service did not live up to, probably unrealistic, expectations. The result? By one measure interest in WolframAlpha has cooled significantly.

3.      Don’t be cute, but if you insist on being cute, be consistent.  You may think WolframAlpha and Bing are search engines but they’re not. How do we know? They told us. WolframAlpha is a ‘computational knowledge engine’ while Bing is ‘decision engine.’ What’s wrong with this? First, the phrase ‘computational knowledge engine’ needs its own ‘computational knowledge engine’ to be understood.  Second, while ‘decision engine’ is easier to understand, Microsoft is inconsistent in its messaging.  Just check out the launch release wherein Bing is described as both a ‘decision engine’ and a ‘new approach to search.’ If you want to play down comparisons to your chief competitor, describe yourself as something different all the time. If the comparisons are unavoidable, don’t try to avoid them.

I said there were three lessons, but here’s one more thing we should all remember.  When you’re naming you’re new product, make sure you think through all the ways your new name can be manipulated.


With tech publications and online media warming to the idea of vendor generated content, the opportunity to garner coverage and increase the visibility of your brand, products and services through channels such as videos, infographics, slideshows and podcasts are on the rise. Although many of these outlets will accept content in the form of bylined articles, guest columns, and white papers, they require significant time commitments from our clients, which can oftentimes be a challenge.  Video is quick, easy and requires a relatively low investment in time and resources, all while providing yet another medium for showcasing thought leadership.

Video has seen enormous growth online over the past few years, which can be attributed to increased broadband adoption and the proliferation of video sharing sites such as YouTube, Blip.TV and Yahoo! Video. With these sites attracting hundreds of millions of eyeballs per month, and with tech media and bloggers scrambling for content, the opportunity to broadcast your company’s message can seem just about endless.

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Anyone who currently uses Facebook or is thinking about using Facebook to publicize a brand should be aware of the Facebook Usernames offering coming this weekend.

I’m sure it’s going to be a mad rush for everyone trying to secure a user name and Mashable suggests securing a username may not be as easy as it sounds.

If you have not already given some thought around a Facebook Username in the context of PR, you might want to read the FAQ’s that Facebook has posted on its blog.


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Being a Denver Nuggets fan, I was recently reminded that Mark Cuban has said some off the wall things.  Having said that, he often provides some very interesting and thought provoking ideas on the world of social media.  His recent post in late May “Who Cares What People Write?” is a good example of the latter.

Cuban shares some interesting ideas around “Outties” (content creators that fit into professional “Outties” as well as amateur “Outties”) and “Innies” (who are “passive consumers of web writings” or consumers who “read watch and listen to the professional “Outties” and ignore the amateur “Outties””).  The idea being that professional “Outties” are generally established, branded sites with strong/large readership and amateur “Outties” are people looking for an audience (commenters, retweeters, reposters, etc.) who are creating content to be discovered.  Read his post for the full scoop and he closes with a pretty interesting wrap up of the concept…

The moral of the story is that on the internet, volume is not engagement .  Traffic is not reach.  When you see things written about a person, place or thing you care about,  whether its positive or negative, take a very deep breath before thinking that the story means anything to anyone but you.

It was also a concept expanded on by the Progress & Freedom Foundation‘s Senior Fellow and Director, Center of Digital Media Freedom Adam D. Thierer.  Adam’s blog does a nice job of framing Cuban’s thoughts and adding some additional parallels to them around Power Laws as well as Chris Anderson’s Long Tail theory.

I think the one area that is not captured in either blog is the importance of recognizing the conversation that is happening — whether they are driven by the professional or amateur “Outties.”   While I agree with Cuban that volume is not engagement and traffic is not reach, but I also believe that all comments, re-posts, link backs, tweets/re-tweets, blogs expanding on a topic or theme, etc. (like this one) are part of the conversation that is taking place.  The collective conversation is the piece that matters for brands.

A simplified example of this would be to search for your brand on Twitter and see what’s being said.  One person with 15 followers may be saying something that may be able to be dismissed, but if 10, 20 or 50 people with 15 followers each are saying something, after you take your deep breadth, it may be worth taking a closer look and joining the conversation.

The role of communications is indeed changing and how we think about creating or sharing a message is something that needs to be considered.  I think this is one of the key reasons companies are starting to act more like publishers or content providers — to ensure anyone (either professional or amateur) can participate in their story, share it and share their perspectives on it.

Regardless of which outtie you are thinking of or the innie you are trying to reach, always consider the importance of helping foster conversation through your communications initaitives.

One of Banksy's Public Works in New York City

One of Banksy's Public Works in New York City

A few months ago I had a chance to check out a book of Banksy’s art.  At least for me, I consider it art, others may consider some of the work graffiti or vandalism, but that’s a different discussion.

In the book I was flipping through there is a quote from Banksy stating, “Any advertisement in public space that gives you no choice whether you see it or not is yours, it belongs to you. It’s yours to take, re-arrange and re-use.  Asking for permission is like asking to keep a rock someone just threw at your head.”

While very much focused on advertising – billboards, poster-boards, etc. – and brought to life by some of Banksy’s public works where the existing Ads were altered, I think it holds true to the online world of communications today as well.

More than ever, companies in the tech sector (and others) are acting as publishers and the sheer amount of vendor generated content in the form of blogs, videos, photos, slideshows, podcasts, etc. are almost unavoidable. Whether you are creating a video, shooting photos of an event or just publishing your latest white paper, its important to keep in mind that the minute you share it online – your message is now open to the world at large to ‘take, re-arrange and re-use.’  This is a trend we call Socialized Media and is permeating not only vendor Websites but industry publications as well.

In many cases the opportunity is present for someone to interpret, analyze and share opinions and perspectives on your content — so the concept of re-using or re-arranging may take many different forms.  In short, the job of creating and sharing is the first step, the ongoing conversation and engagement around the content is what becomes even more important for you to be a part of. Have you thought through what you’d do if / when a competitor responds publicly to your content or a mashup being created of your content or are you even prepared to track and monitor that conversation?

In many cases, how you respond or don’t may say as much about your brand as the original content itself.

To use Banksy’s words, in the evolving world of communications, there is a fine line between throwing rocks at someone and throwing a rock WITH someone – so they realate to and become part of sharing your message.

 

Over the past few months, I have had the opportunity to embed myself at a couple of my clients’ sites. In tech PR, face time is crucial to an agency/client relationship, and sitting at the client site every couple of weeks has positively changed the dynamic with my clients.

Now, I realize that not everyone has such a unique opportunity. However, if you do have the opportunity or are thinking about it, I offer a few suggestions for how both a PR professional and client benefit from this approach.

  1. Co-create on a project – Select a project or campaign that involves both the client and agency and think of how it could be advanced if both sides sit down to walk through it. This enables a true co-creation between client and agency and allows any concerns or reservations about the direction of the project to be vocalized in a much less formal environment.
  2. Have an honest conversation – It is much easier to have an honest conversation with your agency or client about how things are going in-person. You are able to talk one-on-one and face-to-face. Additionally, a casual honest conversation may spark other ideas or projects for discussion.
  3. Manage your time – Both a client and agency should be aware that the client will not spend the entire eight hours on only their account. Having a PR professional plugged in for the full day lets the client have quick access to the agency for a question or opinion.
  4. Expand your relationships – Typically, when working with a client, agencies only have access to PR and marketing folks. However, when working onsite, agencies can gain valuable insight from exposure to other client contacts and expand relationships within the company. Having an agency onsite also helps make PR efforts more visible. Often times, others in the company are not even aware an agency exists for PR support.
  5. Embrace client culture – One of the most valuable things about working onsite is that it provides the PR professional with a deep understanding of day-to-day operations at a client site, such as how they run meetings, how PR is being receive internally, other internal initiatives, and corporate structure. Embracing client culture also helps the agency feel committed and passionate about their client’s business.

Once you have successfully spent one day onsite with your client, do it again! The more time spent at the client site, the more you and your client truly reap the benefits of an agency-client partnership.


Tips on selling technology to the federal government

Tips on selling technology to the federal government

We (Ogilvy PR’s tech practice) often hear from business to business technology marketers and tech PR professionals looking for a better understanding of Government – selling to it, benefiting from stimulus spending, and how the regulatory environment may evolve. I want to share a great piece that our Ogilvy Government Relations team has developed. Having access to thinking like this is one of the things I love about working at a full-service firm that knows tech PR but thinks far beyond. 

For any of you with an interest in marketing products and services to the federal government, please take a look at these tips on how to build a stable and thriving federal sales market. 

Selling to the Federal Market: Complications and Opportunities

With declining commercial sales and an uncertain economic climate, many tech and IT companies are looking to the one certain growth market in today’s economy – the federal government.  Given the growth in federal spending projected over the next four years in every area from healthcare to border security, there is no doubt that federal agencies will continue to procure record amounts of IT services and equipment.

However, selling in this market can often be a frustrating dead end for companies not attune to doing business with the government.  Most adventures in government sales for the uninitiated bear little fruit for many years.  The most frequent refrain from disappointed vendors is that the government could not “see the wisdom or merits of their technology or services.”  

There are ways to build a stable and thriving federal sales market, but it takes commitment, time, money and savvy to realize that goal.  Below are a few tips for those looking to break into the federal market or to significantly expand their presence.

1) Know Your Market and Capabilities – Whether it is health IT, communications, data storage and retrieval, or complex systems integration, you must have active intelligence of federal opportunities before word hits the street.  This task requires active knowledge of agency plans for future budget cycles, agency requirements and Executive Branch and Congressional Initiatives.  Furthermore, you must know whether your technology aligns with that particular need and is either competitive or can represent best value to the government.

2) Be in Your Market – Simply coming to Washington from the home office, armed with minimal intelligence to meet with a government official is totally ineffective.  At best you will get a meeting.  At worst, you will be regarded as an outsider with an unproven track record.  Government purchasers are loathe to trust the untested and unknown.  Without a consistent physical presence in Washington, you will never gain the trust of careerists whose futures depend on making the right decisions.

3) Staff Up – To be successful at both step one and two, a company must have a dedicated federal sales force and a lobbying team to open doors and provide intelligence on an almost daily basis.  In addition, the company must have employees who have experience in the complex world of government contracting and requirements, and relationships with agencies that they have worked for or with in the past.  This is a particular type of expertise that is no different from that of a software engineer or other technician and it can prove invaluable in winning contracts.

4) Team Up – Often the easiest way to win government business is to team with larger corporations or trusted government service providers who already have large, flexible contracts in place with agencies.  Going after large contracts with major players as a sub can get the company in the door and begin building relationships for future opportunities.

5) Brand, Brand, Brand – As noted above, lack of familiarity in Washington breeds contempt.  A company in the federal market must be able to tout not only its name and technology, but its past and present performance as a government contractor.  Again, without the commitment to advertise and use public relations in the federal sales arena, few government purchasers will feel comfortable enough to take a chance on an unknown vendor.

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