I have worked with David Kirkpatrick in the past with no issues and have always been a fan of his. And while this detailed account of events does not change my outlook on him, I must say after reading Michael Arrington’s blog post, I can only hope that David and others have a new appreciation for what PR people are up against on a daily basis. How many times have you had to go back and ask a reporter to pull something down or correct misinformation because of a miscommunication? Even if you know the reporter has a right to keep it posted or you and the publication have already agreed upon terms, sometimes circumstances require the information to be changed. And as a PR person who has had to do this more times than I would like to admit, it is never an easy process.
How did you feel after reading the blog post? Siding with Kirkpatrick or Arrington?
By now, almost all the western world — and a good chunk of Asia and Africa — have all heard of Apple’s latest breakthrough product, the iPad.
The sheer number of impressions this launch has generated is in itself impressive. But what is even more impressive is the use of early adopters and key influentials to drive the story, enthusiasm, excitement and buzz for Apple, not the company itself.
Remember that Apple is not a company that is that into social media, yet check out the Twitter hashtag #ipad and end user blogs to get a sense for the mountain of coverage and interest generated for the iPad.
How does it do this? Good old-fashioned smart PR and a communications strategy that relies on the magnification effect of early adopters and influentials to amplify launch noise via traditional PR, Word of Mouth (WoM) buzz and aspirational excitement.
Here’s some of the ground rules:
1. Carefully pick and choose your hero product(s) for the year and put as much wood behind these arrows as you can. The iPad was THE launch of 2010 for Apple. The company maintains ongoing influencer relations, a thorough reviewer’s program, and ongoing engagement for other products, like their laptops, iPods, etc., but the focus was iPad and later this year iPhone OS version 4.0. That’s it. Laser-like focus, picking and backing your product bets, not spreading the wealth across a wide product range that all cry out for PR support, even though they may be close to end-of-life (EOL) and have reached the downward side of the S-curve. The other products bask in the halo of the hero products. See what the iPod did for Macintosh sales post launch? See what the iPhone has done for iPad sales?
2. Focus on long term influencer and early adopter relations and engagement. These are your natural allies. Cultivate them, let them talk for you because they ultimately carry far more weight and credibility than your own Press Releases, blog posts or advertising. Engage with not just technology influencers, but with business, social and celebrity folk that give you brand cache and style. It’s no accident that Stephen Fry is an Apple fan boy, so is half of Hollywood, thanks to decades of engagement with product placement on set and off set, with the stars themselves. Every episode of Seinfeld has a Macintosh and a small statuette of Superman in the background. Check it out next time re-run comes on. At one point, Jerry Seinfeld had a Mac too (and probably still does even though he did ads with Bill Gates last year).
So how does this translate into the iPad launch? How do these uber-strategies map with launch tactics? Well, here’s a synopsis:
The iPad launched officially on April 1, but embargoes were set for March 31. This means a wave of launch buzz and hype 24 hours prior to people being able to buy one (not counting the rumours and speculation in the prior nine months).
Key influencers were seeded with Product Verification & Testing (PVT) units three to four months out in some cases, depending on when these units were deemed stable enough and of sufficient quality to pass muster for people that will forgive non-production machine foibles because they love the technology and because they consider themselves Apple-insiders. These units went to key Apple business partners/friends (remember Google CEO Eric Schmidt got a pre-production iPhone and not so surreptitiously flashed it at Davos, where it stole the headlines rather than dry economic prognostications?), celebrities, technology gurus, etc. Also note that they all honoured the strict Apple NDAs — no insider wants to be ostracized and get thrown out of the club.
Journos/key bloggers in the US (a very select few, high impact folks) had their iPads under NDA for a week prior to launch, enough for them to play and enjoy, but not enough time for them to be too heavily critical. Launch reviews reflect that and it’s commonsense when you think about it. The shine always rubs off the shiny new toy the longer you have it. This early enthusiasm sets the tone for the launch coverage, providing the initial launch gestalt.
Celebrity Twitter-ers helped fuel the social media buzz. Stephen Fry was on the US West Coast at launch (funny how that happened) and put up video of the un-boxing of his iPad. He openly Tweeted he had one a day prior to the rest of the population. Robert Scoble did the same thing, except for the video of the unboxing (he later went out and bought two more iPads because his family kept hijacking his — and Tweeted about it). Reviews popped up the day before the official launch by Walt Mossberg and David Pogue in the US — two of the most highly respected tech journos in the country. Surgical media placement and engagement for maximum impact rather than a broad ‘hit as many as you can’ approach most companies take.
Foreign (that is, non-US) media got flown to a glitzy New York event and even if there was no pricing for their markets, they got to play with units at launch in salubrious surroundings and with high profile Apple execs. They in turn also had the opportunity if they were keen enough to buy their own units in the US, which judging by the coverage, a good few did, thereby continuing the buzz momentum.
And the result is, as you can see, a wave of initial great coverage that drives WoM, then sales and sets the tone.
More importantly its a self-reinforcing cycle of clever, surgical market engagement that fuels Apple’s mystique as a cult rather than as a technology company.
And the interesting thing is that other companies with ‘insanely’ great products could be doing the same to build their own mystique and stories. Mass communications doesn’t have to be massive, just smart.
Postscript: The iPhone OS 4.0 was announced a few days ago. Only Apple developers are supposed to have the beta code for testing. Stephen Fry, who last time I checked can’t cut a line of code, Tweeted yesterday that he had just installed it on his 3G iPhone. General availability for the masses is not expected until the northern hemisphere summer/autumn (fall).
The media and communications worlds may be in great turmoil and evolution respectively, but a few things remain the same. Media and PR pros both love lists. Lists bring order to things, allow analysts to analyze, and give a platform for brands to say, “see why you should love me”.
This year’s World’s Best Companies list from BusinessWeek ventures to teach our technology PR discipline a little bit more.
Here are a few lessons, some old some new, that jumped out at me.
A.T. Kearney says looking forward they see two important factors that are most likely to drive global economic performance – “leveraging technology and innovation to enhance productivity, and demographic shifts such as graying populations. ”
The former bodes well for technology PR pros. Until then, long live the list!
My colleague Sam North, former managing editor of The Sydney Morning Herald and The Sun-Herald in Australia, has responded strongly to Umair Haque’s Nichepaper Manifesto. He doesn’t blog but has given me permission to post his thoughts. A little long for a blog post, but thought I would share it all:
If the Nichepaper Manifesto is some sort of harbinger of the future then God help us all. Unfortunately its broad sweep of generalities, trite statements and ill-informed comments are typical of the newspapers-are-dead lobby. I defy anyone to get their head around such an amalgamation of nonsense. The day the article was sent to me today (Wednesday, August 5), as usual, I read the AFR (a specialist finance and business newspaper and website which seeks – and many say succeeds in doing – to develop a perspective, analytical skills, and storytelling capabilities that are inimitable by rivals . . Nichepaper, anyone?), The Australian, the SMH and the Daily Telegraph. All three strove to impart meaningful, lasting knowledge by extensively educating, enlightening and informing me about many issues, particularly the Ozcar debacle in Canberra and the terrorism arrests in Melbourne.
Far from radically reinventing what news is, both those issues had the previous day been the subject of astonishing news breaks by The Australian, with the paper exclusively revealing that Godwin Gretch had admitted to writing the fake email and – even more astoundingly – revealing that the massive police terror raids were being carried out even as our papers were being delivered.
The SMH and The Australian had sections on local news, world news, arts, sport and business (Nichepapers?) and separate liftout sections on Money (SMH), Higher Education, Wealth and the Australian Literature Review. Both papers have interactive websites with the last figures I saw showing smh.com.au with more than 4.3 million unique browsers each month and theaustralian.com.au with 1.4 million.
The Nichepaper Manifesto says Nichepapers ‘’are different because they have built a profound mastery of a tightly defined domain – finance, politics, even entertainment – and offer audiences deep, unwavering knowledge of it.’’
One would have thought that the SMH, The Australian and the AFR – along with their attendant specialist sections – offer all that, plus something more: eyeballs.
The latest circulation figures show that, far from the sky falling, the top three quality broadsheets in Australia – the SMH, The Age and The Australian – slightly increased circulation over the previous 12 months. And, in fact, the three papers have increased circulation over the past five years. And, while I can’t talk for The Australian, I do know the SMH and The Age remain profitable.
News (of the current definition, not the yet to be disclosed reinvented definition) still sells. The Daily Telegraph in London increased daily circulation by around 100,000 during the recent period when it was drip-feeding stories about the spending habits of British parliamentarians.
It is true that advertising has tanked in newspapers. But my theory is that everyone loves a new toy and the lure of the bright, shiny new media was difficult to resist. But in the light of a post-Christmas hangover sometimes those toys are looked at in a more critical light – they might be trendy, but are they better at doing the job?
Nielsen research released in April showed that more than 60 per cent of Twitter users have stopped using the service a month after joining; the two latest ANZ job advertisements surveys have shown an increase in newspaper job ads in June (0.9%) and a decrease (0.4%) in July, while online ads fell 4.8% in June and 3.6% in July.
What it all means, I’m not sure but I’ll finish with a blog in March from Tim Pethick, the young entrepreneur who successfully launched Nudie drinks, among other products. He told of his product Sultry Sally chips, a low fat brand available in Woolworths. Woolies, which had launched a rival product, told Pethick that he had to engage in mainstream advertising to boost the sales of his chips. Pethick wrote: ‘’to be forced into a position where I have to take a traditional, main media approach is anathema.’’ His fears were multiplied when a partner suggested advertising on 2GB.
‘’My heart sank. Strategically, I couldn’t think of anything worse. We are talking radio; worse, AM radio; worse still, talk-back radio; even worse, a radio station that everyone knows is only listened to by a few old punters – way, way off target and brand for us.’’ Needless to say the product walked off the shelves, with stores emptied of Sultry Sally chips. ‘’It is working like nothing I have seen before,’’ wrote Pethick. ‘’I love the fact that the old ways still count for something; I love the fact that I can still be surprised, be wrong and learn from it.’’
Actually I won’t finish on that, I’ll finish with the Nichepaper Manifesto which writes that ‘’Nichepapers are the future of news because their economies are superior.’’ ‘’What is different about them is that they are finding new paths to growth, and rediscovering the lost art of profitability by awesomeness’’. And what is the lost art of profitability by awesomeness?
I quote: ‘’When you can make awesome stuff, you don’t need to find “better” ways to sell it. The fundamental challenge of the 21st century isn’t selling the same old lame, toxic junk in new ways: its detoxifying and dezombifying it, by learning how to make insanely great stuff in the first place.’’
As you can see, Sam holds a firm view towards the newspaper lobby and its future, perhaps being an ex hack and all that. But he makes his points very vividly and with passion, just as Umair did in his original post.
Of course, plenty to debate here for everyone.
Right about now, the Global Financial Crisis has probably hit most companies marketing budgets, with CEO’s tightening the belt on expenses as their revenue lines come down. Prudently these chief executives seek to bring costs into line with revenues.
A study by the Aberdeen Group, a Harte-Hanks company, found ’82% of companies have reallocated their planned marketing spend for 2009 to varying degrees on account of the recession.’
The Aberdeen analyst continues with what would seem to be the bleeding obvious: ‘Companies need to ensure that they’re allocating their limited marketing funds in the most productive ways possible … In other cases, companies are actually investing more aggressively in various types of marketing programs, sensing an opportunity to capitalize on the grim economic headlines.’
So for PR managers across the globe this means that marketers are probably beating a direct path to their doorstep looking to leverage ‘free PR’ to augment their dwindling demand generation dollars. This is good news.
It’s good because like the Marines, PR comes to the rescue and to the forefront of marketers’ consciousness. It’s good because PR executed and managed correctly can do enormous good for awareness, consideration and preference. And finally it’s good because social media is the next black and PR as a discipline is primed and ready to take to this new vehicle with a vengeance.
Smart PR managers will be evaluating and prioritizing their core dollars and then looking to see how they can maximize and deliver results on the incremental dollars that some of the marketing folks will bring to the table. The even smarter ones will start to factor into their PR programs effectiveness metrics and will be able to provide a correlation between the campaign or program spend and execution and whatever pre-determined measures were agreed with the marketing folks. That then provides clear accountability and enables PR to talk the marketing talk and walk it at the same time.
Unlike traditional media, social media metrics provide a fantastic opportunity to highlight PR ROI, if done correctly. Linking back a PR-specific program to traffic, or eyeballs or community conversations can be easier (and cheaper) than the more traditional qual and quant analyses of print and broadcast media. There are powerful online tools that allow you to do this and even automate the reporting.
All in all, now is a great time to be in PR.
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.
Just a quick note to direct our loyal readers to this Nightline segment about the recent Domino’s Pizza crisis. It’s a good overview of the topic and resident expert and colleague John Bell is featured.
There’s never any shortage of articles on the troubles facing the newspaper industry, but the New Year has brought a handful of thought-provoking pieces that are well worth reading.
I can’t predict the future of media (and the PR industry) any better than anyone else, but I do think some answers can be found in these pieces. The articles also remind me of a recent conversation I had with a recently laid off tech journalist. He (I’ll leave him anonymous), believes PR firms will increasingly look like custom publishing houses. Given the trends and developments outlined in these (and other) articles, I tend to agree.
One final thought before the links: If Clay Shirky is right (see #3) and the last print pub left standing is Brides Magazine, what will we say to all those clients who insist on print coverage?
“End Times”, Michael Hirschorn, The Atlantic: http://www.theatlantic.com/doc/200901/new-york-times
“Why the New York Times Won’t Cease Printing”, Felix Salmon, Conde Nast Portfolio: http://www.portfolio.com/views/blogs/market-movers/2009/01/07/why-the-new-york-times-wont-cease-printing?tid=true
“The Shape of things to come”, Tom Teodorczuk/Clay Shirky, The Guardian: http://www.guardian.co.uk/media/2009/jan/05/clay-shirky-future-newspapers-digital-media
“Let’s Invent an iTunes for News”, David Carr, New York Times: http://www.nytimes.com/2009/01/12/business/media/12carr.html?em
“The Future of News”, Joel Mathis, Philadelphia Weekly: http://www.philadelphiaweekly.com/?inc=article&id=984&x=the-future-of-news&_c=news
“The New Journalism: Goosing the Grey Lady”, Emily Nussbaum, New York Magazine: http://nymag.com/news/features/all-new/53344/
According to a new book released by the Media, Entertainment and Arts Alliance, journalists face “two years of carnage”.
Titled “A report, Life in the Clickstream: The Future of Journalism”, the book also revealed it’s very possible that the biggest media companies in the US will come crashing down due to cost-cutting and reduced quality, while five in 11 newspapers will vanish in Britain. After all, more than 12,000 journalists around the world lost their jobs this year.
Media Alliance federal secretary Christopher Warren said that usually, journalism has traditionally “thrived on the emergence of disruptive technologies even as economic models have changed”. The Australian newspaper spoke to Christopher and filed a story yesterday.
In the article Warren says: “Like all crises, the challenges journalism faces are rewriting everything we thought we knew about the news media and causing us to question the basis on which the industry has survived and flourished.” Whilst journalists are using technology to find new and progressive ways to keep the public informed, in the report 70 per cent revealed they’re now experiencing increased workloads due to a shrinking of the workforce.
As to the future, 19 per cent said they were excited about the future of journalism, but 35 per cent said they were pessimistic about their prospects.
Just like the PR industry has to modify the rule book in terms of how it uses social media and the Internet to help its clients participate in conversations and reach new influencers outside heritage media; by the same token journalists and publishers face even tougher challenges to retain relevance, especially as audiences continue to fragment the world over and chose multiple sources for information. Add to this the financial crisis now sweeping the world and further cost pressures will only amplify the speed of change.
The Australian article looks at what might evolve if mainstream news organisations collapse, citing research from the City University of New York. That says an organic news organisation could evolve – based on bloggers, video shooters and photographers, it would be augmented by community managers, program developers artists and run by just a handful of editors, all on an annual budget of $2.1 million.
On a brighter note, and to update on my last post about PC Magazine’s decision to cull its print title, Roy Morgan has just released circulation figures in Australia for the last 12 months. The good news is that PC magazines did remarkably well. PC User’s readership climbed from 281,000 to 313,000 while APC went up from 275,000 to 280,000. PC Authority went up from 154,000 to 158,000, and PC Powerplay up from 111,000 to 115,000. Netguide was the only tech title to record a fall, dipping from 106,000 to 99,000. For even more analysis, check out last year’s results to compare.
Some good news to end on.
Enterprise technology PR professionals, stop your whining and start your engines. So you think the media and blogging worlds are only interested in your brand story if it is centered around a CE gadget running on 3G, delivering cloud applications and fueled by solar cells. Not so!
The b2b tech PR community breathed a palpable sigh of relief this morning (over coffee) in seeing William M. Bulkeley’s half page WSJ print (yes that medium) story on Cutting Tech’s Energy Bill; Computer Makers See Profits in Retooling Clients’ Data Centers.
Just what should we take from this? A perfect storm of questions more business journalists should be asking like:
a. Where is enterprise IT growth coming from? Data centers, Virtualization, Storage – you betcha, and more.
b. How is the corporate world impacted by energy costs and how will pain on the bottom line drive adoption of power-savings technologies?
c. Should more corporations be publicly reporting on their plans to curb electricity consumption?
Clearly, interest in speaking to ‘green for dollars-sake’ has not ebbed. As b2b tech PR professionals, it’s our job more than ever to think broadly about the constituencies who have an interest in these issues. Listen to them and engage with them as appropriate.
What do you see as the great untold b2b stories today? What companies are doing a good job in your view of making their enterprise technology stories relevant to broader social, environmental and economic trends? We want to hear from you!
Disclaimer: Ogilvy advertising works with IBM.
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Behind The Scenes: Ogilvy PR, Washington, D.C.