The Technology Practice at Ogilvy PR today announced the launch of ACE (Analyst Community Engagement), a new global service designed to give technology companies an informed, strategic and measurable approach to industry analyst relations.
Why launch an AR service in 2012?
Two main reasons:
We are launching ACE because Analyst Relations is the most global of all marketing functions, and we believe we have the global coverage and expertise needed to support any kind of company on their AR needs. With a global team based in New York, San Francisco, Chicago, London, Hong Kong, Beijing, Singapore and Sydney.
Ogilvy PR has a unique PoV that can really help AR and PR work better together and speak the same language, making AR a strong asset for marketing, sales and, why not, corporate communications as well. We believe that the analyst world consists of “Deal Makers” and “Perception Makers”, and that the true value of AR is in knowing how to distinguish between the two, and tap the right ones to influence sales cycles as well as shift market attitudes and perception. In other words, in the first instance, AR support sales, while in second one, AR supports reputation, and therefore PR.
I’d love your comments on this and what you see at your firm, regardless of whether you are in-house or on agency side.
Tech innovation and enthusiasm is clearly alive and well in our nation’s capital. Last Thursday, I attended the Digital Capital Week 2011 Core Conference, an all day affair at the Artisphere, where entrepreneurs, creatives, developers, marketers and communicators from around the world came together to network and share information.
One of the highlights for me was the Disruptive Entrepreneurs panel, where Ruha Devanesan introduced us to PeaceTones, a nonprofit that supports talented, unknown artists from developing countries build their careers while giving back to their communities. PeaceTones trains artists on their legal rights and marketing techniques, and helps them distribute their work internationally.
The music industry has changed so much in the past decade. Music today is digital and easily shared, making it difficult to monetize less direct consumption—even for the big record labels and well-established artists. For musicians from earthquake-ravaged Haiti or the impoverished favelas of Brazil, the struggle to “make it” is nearly impossible to overcome.
PeaceTones leverages the power of social media platforms to spread these artists’s work globally. They film personal narratives and create music videos for their artists and then teach them how to self promote using Facebook, YouTube, Twitter and other platforms. PeaceTones also uses Kickstarter, the world’s largest platform for funding creative projects, to raise funds to launch the artists’ albums. This effort has been tremendously successful in helping these artists share their music with a global audience. And the best part is that 90% of all product sales go directly to the musicians and their community’s development goal.
Later in the day, I attended the Responsibility in Media in a Global Age panel where Alex Howard of O’Reilly Media declared identity to be “the biggest issue of the digital age.” The group discussed how, when working a story, today’s journalists need to be “data scientists” and know how to tap into the ever-evolving tools that help verify someone’s identity. Food for thought: networked identity – what qualifies as an individual in a new media environment? What happens to self-identity when presented through networks of social connections? For example, does an enterprise Twitter account with multiple authors presenting a single “voice” qualify as an individual? I’ll let you chew on that…
We all know that it’s increasingly challenging for media to manage breaking news and fact check for accuracy, but as this panel discussed, the social tools being used to share information in real time (i.e. Twitter and YouTube) are having a massive impact, especially in areas of extreme conflict, as we saw with the Arab Spring uprising. Anthony De Rosa of Reuters shared, “especially in the developing world, the notion of responsibility is changing. You need to know when to burn access in order to get the story out fast. You either report what’s happening now or you get left behind.”
Also in this session, Google’s Caroline McCarthy (formerly of CNET) shared one of her favorite Twitter handles: @MrDisclosure, a whistleblower who tweets when investors don’t disclose their investments in their tweets – check it out!
Toward the end of the day, I attended the Winning Mobile Campaigns, hosted by Ogilvy client, Ford. Panelists agreed that it’s unclear if QR codes have a future. “It’s a bridging technology, not the final destination.” They also shared their thoughts on some of the exciting technologies we can expect to see used in mobile marketing campaigns of the future. Some of my favorites:
I was delighted to see one of my very favorite startup CEOs on the Winning panel – the mind-blowingly brilliant Brian Wong, of kiip, a company that offers marketers an entirely new model for in-game advertising. Kiip’s long-term goal? To “own every achievement moment on the planet.” For example, people are rewarded for exercising for a certain length of time or for leveling up on a game they play on their smartphone. As Wong says, “we think of happiness as a resource. We’re trying to mine happiness rather than create it. We’re learning more every day about how to tap into those key moments and create affinity for a brand.” Pretty impressive thinking for someone who isn’t yet legally old enough to rent a car!
Overall, a fantastic conference, and I look forward to attending again next year. In the meantime, I’d love to hear your thoughts on the most exciting technologies you’re looking forward to in mobile marketing campaigns of the future.
‘The Social Media Revolution’ a phrase that has become ubiquitous over the past few years, is being used by people all over the globe. The fast-paced life we lead has created demand for easier and simpler communications. Consumers are no longer passive, but rather active producers of content. There is no doubt that the Internet is a wondrous creation, but what has generated an unexpected leap in web activity and really taken it to the next level can all be summed up in two words ‘Social Media.’ continue reading
Over the past few weeks, I have been fascinated with the story of the Russian spies who were assigned to “Americanize” themselves to get U.S. nuclear secrets. Not stunned by the fact that we actually had “Russian spies” in this country, but more so the technology they were using to attain these secrets and communicate with their Russian counterparts.
In reading an article in NewScientist I was able to learn more about the technology that the spies were using, and actually began to chuckle a bit. Aren’t they supposed to have state of the art gadgets Mission Impossible style? Secret communication techniques that are not easily detectable? I was especially floored when I read they were hiding messages in online images…that is so 1990’s.
Speaking of 1990’s, this story also made me a bit nostalgic for technology that has come and gone. The floppy disk, the printers that used the paper you had to tear the edges off, etc. If I had to pick two things to come back, I would wish the original Sega Genesis game console would make a come back and the Motorola V60i cell phone (my very first).
So this begs the question: What technology do you miss and wish would make a comeback?
This past Monday, as I feverishly refreshed Engadget’s live Blog of Steve Jobs presentation at the WWDC conference, I was reminded of this excerpt from the book about the development of the Segway, Code Name Ginger, and this quote from author and aviator Antoine de Saint-Exupery:
“Perfection is achieved not when there is nothing left to add, but when there is nothing left to take away”
Apple has access to the same sort of raw material (in the form of people, technologies, strategies and tactics, etc) as their competitors, and yet is a very, very different company than all of them. I’m not going to speculate as to why that is, this TedX video makes one argument, but I do think part of the answer - as suggested by the book excerpt linked to above which heavily features some of Steve Jobs thinking on promotions - is that the company is just more sophisticated and disciplined when it comes to marketing than most other technology companies.
Jobs presentation at the recent WWDC - and really, all his presentations - is a great showcase for some simple, straightforward marketing principles that more companies should employ:
In public relations we talk a lot about influencers. Business press influencers, analyst influencers, trade press influencers, and at Ogilvy PR specifically, we have a practice dedicated to digital influencers. But what I have come to realize in my five years as a practicing tech PR professional, is that this job has a huge influence on the way that I look at other people…actually, the way I look at their consumer devices.
Some people notice shoes, some notice handbags, but if you talk with a tech PR professional, we notice devices. Everything from what kind of mobile phone you are using and on what network, to the type of TV you have and whether it’s equipped with the latest and greatest from CES that year. When tech PR colleagues get together, we pull our BlackBerrys and iPhones out of our pockets and purses and, without noticing, start to compare who has the newest one, giving everybody else in the room “tech envy”.
This “tech envy” stems from the reality that the work we do has a greater influence on our daily lives than most would like to admit. When you work in tech PR you learn about your client’s newest software offering or chip development, and what it means for their respective industry. You learn about what can make laptops run faster and more efficiently and the true capabilities of your BlackBerry if it uses one of your client’s products. And after learning about the product, we are tasked to communicate it as well. It becomes a part of who we are and how we talk about things. We “drink the Kool-Aid,” so to speak.
My job has influenced me to the point of becoming what I consider a “consumer technology snob.” I don’t have the best or newest technology by any means (it can be really expensive!), but I do know enough about it to want it. Additionally, when I started thinking about this blog topic, I started to notice how I look at people on the bus with older cell phones and laptops, and I wonder what is preventing them from getting a new one. Don’t they care? Why don’t they care? It is important, right?
So what I would like to know is… What about your job influences you? Have you noticed you look at people differently (for better or for worse) because of it?
The NY Times got me again. To say that this is a great read for any marketer is an understatement and it may be worth reading more than once.
At the risk of violating one of the premises of the article, the section that really struck me from a communications standpoint was a concept the article attributes to Cass Sunstein called “cyberbalkanization.” Essentially this is the ability for anyone to easily use online and social tools (as well as traditional ones) to surround themselves with news, opinions and ideas that are in-line with their own existing ideas, perceptions and beliefs. This eliminates the need to listen or learn from anyone that has an opinion outside of your own - this part is towards the end of the story.
While I believe much of this has been around for years via traditional media catering to specific consumer, business and political interests, the future is certainly accelerating the opportunity and dropping the barriers to entry while increasing the gap between opposing views. Instead of paying for subscriptions or content, I can now get almost whatever I want, free and delivered to virtually any screen I want while mashing it up with any other content I wish. I’m able to create my own happy little news world - surrounding myself with my preferred bloggers and authors (thanks to my RSS feeds, readers) and my own social networks (that , naturally, consist of likeminded ”friends”). It is easy to see how small my world can become and how easy it is to block out the culture, ideas, thoughts and perspectives of those outside of it.
From a technology standpoint, some research groups are working on ways to try and intesect this trend. Take a look at the Dispute Finder project developed by Intel (Disclosure: Intel is a client) and UC Berkeley - here is a good video of the project as well. Through a Firefox extension, I’m able to read all the news and views I want, as normal. But when the Dispute Finder picks up a keyword phrase, I’m presented with the option to hear two perspectives of the story one supporting it and one opposing.
Until this type of technology is available for broad use, we’re faced with the challenge of determining how we speak with people and communicate with them if they’re not even listening or tuning in. Certainly we need to understand the habits of our target audiences (both online and offline) as well as the technology they use to gather their information - but we also need to be willing to listen to opposing views, learn from them and find ways to apply that knowledge to reaching our audience. Some of this may be engaging with them in discussion (online or offline) and that it is the beauty and fear of social media. I also think this is part of the reason we all jump to read the cyclical “PR is Dead” story or the debate about the death of embargoes (search Twitter for #newscartel) or how the media industry is dead (or dying - @themediaisdying).
We should be paying attention, and more importantly, we should be listening and learning.
I want to explore the notion of people ‘trimming the fat’. I think we are increasingly seeing people explore different avenues and ways to improve their lives and ‘trimming the fat’ provides a good platform for people to do so. There’s no denying that times are tough - the current economic climate has impacted us all in one way or another… some stronger than others. Trimming the fat helps people declutter and space-save in order to regain a sense of control over their lives. This can be a cathartic experience.
People are trimming the fat with regards to ’self’. There has never been more low-fat food options on the market, nor have we seen more weight-loss clinics and services popping up around the world (think Jenny Craig, Lite ‘n’ Easy etc…).
With reference to the ‘home’, people are decluttering their personal space to free up space in their lives. Spring clearning has become a more regular year-round activity rather than a seasonal one. Minimalist home design and decor is also becoming increasingly popular.
With regards to ‘work’, the latest technologies (gadgets, applications, hardware and software) are helping people trim the fat and stay connected to the things that matter (friends, family, colleagues, work).
Trimming out the fat in the workplace helps people work smarter and faster - ultimately encouraging more productive work practices.
Technologies such as smartphones, new ultra-thin notebooks and wireless Internet connectivity are making it easy for us to trim the fat at work - minimise downtime and remain connected.
I’m keen to explore this further. If anyone has any thoughts, please drop me a line.
Are people doing anything else to trim the fat in their lives?
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:
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.
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
David Carlson: Social Media and Traditional PR