360DigitalInfluence

For the past couple of years I haven’t been in a client meeting or industry event where “social media” isn’t mentioned. Forget “mention”: it has been at the core of the discussion. But in all these conversations, what hasn’t been covered is how traditional media, in particular tech press, is evolving, changing, adapting; and what this means for “traditional” tech PR professionals. Publishers like CMP (or better the former CMP) and IDG are changing. They have been “socialized”.

From now on, when I talk to a client or colleague, I’d like to make a distinction between social media and socialized media.

Of course I believe they are both very important, but they are critically different. And since all the attention has been focused on the first one, in this post I want to share some initial thoughts on the latter:

1. Traditional tech papers have been migrating for the past 2/3 years from print to online. By 2010 there won’t be any print. We will be living in a Paperless Tech PR world.
2. Traditional space in the media to cover tech related stories is shrinking, but new opportunities to pitch and place stories are rising in new, different venues. The use of video, slide shows, graphs is exploding. The publishers themselves are still sorting out what they want to be, still blurry on what is pay to play and what is vendor content deemed worthy of editorial sharing. They’d be wise to make the distinction. As PR professionals, we now need to learn how to navigate this new environment and become fluent visual storytellers. We always knew that “an image is worth 1,000 words “. Now a video is worth even more.
3. Almost all “traditional” journalists (I hate calling them traditional, as if they didn’t matter anymore - they do) are now blogging. We all know that. Some of them prefer staying unbiased on reporting, others enjoy the opportunity to become commentators. But the way they get their information and are sharing their stories is changing. Some of them are using social networks to do that, others not. So, in some cases, following a journalist on Twitter can be the best way to find out about a story or to come up with a brilliant pitch.
4. Everyone is now a publisher. Now, in the “socialized media” world, tech publishers are eager to use vendor-generated content. The publishers are becoming a distributor of information. Transparency, ethics and credibility will play an important role as new rules will apply.
5. Bloggers can be social media or they can be writing for a socialized media outlet. How can we define what’s what? Traditional bloggers like Michael Arrington, Om Malik and Robert Scoble (I love to define them as the traditional ones!) are spending a lot of time building their own personal brands. We can call them the “brandbloggers.” Bloggers of traditional media outlets (the “journabloggers”) are not focused on that at all. They are journalists by background, enjoy the freedom that only a blog platform can give them and know that branding is not part of their job description.

So what’s the net-net? As PR practitioners we are in front a very complex ecosystem, with a lot of moving parts. I think knowing and understanding the different motivations of all the players (the blogger, the journalist, the publisher, the editor) will make us better counselors and strategists.

Much has been said about the use of social media and I’ve heard several business to business technology companies either struggling with how to best harness social media or viewing social media as something that is too risky to adopt.

What I think lies at the center of this discussion is the need to really know the voice of the organization and the key attributes that factor into building the foundation that supports the voice.

That foundation should include a few key elements: a secure and confident understanding of the organization’s core values that ultimately define the brand; a compelling mix of core messages to support the company’s products or services; and a vision for where the company and industry are going.

From these elements – and quite possibly several other considerations – a social media strategy can be built that integrates the right tools, activities and campaigns that adequately represent the brand and help communicate with the company’s audiences.

I attended a Business Social Software Jeopardy Webcast hosted by Jive Software on May 28^th. The Webcast three contestants - Bill Johnston - Chief Community Officer at Forum One Communications; Laura Ramos - Vice President and Principal Analyst at Forrester Research; and Jeremiah Owyang - Senior Analyst at Forrester Research and was hosted by Jive Software’s CMO, Sam Lawrence.

Overall the Webcast was informative, but what really stood out was the POST methodologythat Forrester’s Jeremiah Owyang spoke about. POST stands for People (knowing your audience/ who you are trying to reach), Objectives (what are you trying to achieve?), Strategy (how your relationships will change from the activities) and Technologies (the tools you’ll use to achieve your goals for the effort). Following these four steps make a lot of sense to me, but they need to be built on a foundation that falls in-line with the company’s voice and overarching brand personality.

I do believe that there is a role for social media within any company or organization. How broad reaching the effort is, how “edgy” the tactics are and what tools and techniques are applied. The chief underlying rule to always keep in mind is that they must be built from a solid foundation and awareness of your voice.

Here are a few interesting current and past social media efforts from business to business companies that support their brands. The differences are obvious, but what is important is how they found their own voice and approach to meet their goals.

Some of these are well known examples, others may be new to you…

LiveVault Institute for Backup Trauma

Cisco donthaveameltdown.com (I believe the official site has been taken down, but the viral video still lives on)

*Hitachi Data Systems blogs and viral videos

Know of any good B2B social media campaigns or activities? If so, please share them!

* full disclosure we currently represent Hitachi Data Systems, however we were not involved in the development of the Mr. T viral video series

Yeah, as in Wonka. Remember the scene? Charlie at the gates? Thousands upon thousands of fans standing in eager amazement as the gates were about to open. Would we see oompa-loompas for the first time? Gorge on chocolates to our hearts content? Just what would we do with the gates open?

And that’s a bit of the sensation I had as a tech PR professional upon reading that some mainstream media (MSM) are responding to the surge in growth and buzz (there’s a difference) in and about social media. They want some too (yes, get me some of that social media, but as a means to growth and buzz) so they’re opening the gates. Call it readership community! Collaboration! Co-creation! Whatever you call it, BusinessWeek and others want to let readers guide story topic selection; heck sometimes they’ll let them write the next sentence! They want to engage with readers, and in doing so cede the ‘we are the experts, we’ll decide what to analyze and then do the analysis’ mantel.

So like I said, at first the PR pro in me gets giddy. What an opportunity! More ways to suggest topics! More ways to influence! More ways to get the experts I want to see espousing with more air-time than your experts! Alas my clients will be heard!

But wait. Then the New Englander in me speaks up. The New Englander automatically furrows the brow and looks for ‘the angle’ in anything that looks good at first. There must be a downside dammit. And then it hits me. The thousands of fans at the gate. Some of them are maybe not evil, but certainly not upstanding. Let’s just say, they won’t be operating with transparency. They might just dupe those MSM. They might steer, influence and suggest too far. Why, with the news staffs shrinking, who will ensure that some bot doesn’t just keep changing names and suggesting similar topics that mislead a tag cloud of story ideas! Those poor unsuspecting MSM!

Then I decide, maybe the change actually lands somewhere in the middle. Of course BusinessWeek needs to socialize itself. They must innovate or shrink. They’ll succeed in places, fail in others. And after all, this is about conversations and relationships, and that’s why I got into this field 20 years ago. It’s a good thing, right? As long as those of us acting transparently traffic the rest of the crowd. After all, someone has to protect the Ever-lasting Gobbstoppers.

It’s a good thing. Right?

I am personally extremely excited to start this blog not only because it will be a platform to share our thinking and engage in conversations with a broader community but because it will be really broad. In fact we have contributors from our Tech Practice from all around the world: from San Francisco to Singapore, from London to Sydney, we have people coming together with a common, global passion. Not, it’s not soccer. OK. It is soccer. But it is, mainly, Hi-Tech PR.

In this venue we will share what we see in the world of technology PR and beyond. We will talk about trends, ideas, things we stumbled upon, questions we might not have an answer for (and maybe you can help us.). Experiences of working with colleagues from other practices and disciplines. What’s changing and happening in the different markets: locally, regionally or globally.

We didn’t want to have the point of view of just a few senior PR professionals. So I am particularly thrilled to have members at every level be contributors. Fresh air. A different perspective. Young. Old. Experienced. Opinionated. Thoughtful.

We want to make it easy to have conversations with our clients, competitors, industry leaders, students, fellow bloggers and not just among ourselves. We would love to see a lot of content, ideas and participation.

Join the conversation. Throw us a Tech PR Nibble!