360DigitalInfluence

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:

• Intensity: Apple treats its news like a precious commodity, hordes it, and announces it all at the same time. On Monday Jobs had 8 pieces of news. Most companies would string those out over 8 press releases and each would achieve the attention it deserves. By packaging them together their inherent news value becomes more, not less, significant.
• Simplicity: Remember this article in the New York Times about the problem the US military has with PowerPoint? Apple doesn’t have that issue. Ever. Presentations are simple. A concept a slide. A word or two a slide. A picture in place of words whenever possible. Our minds seem to be wired to want to communicate in complex forms but to only understand things when cleanly and simply presented.
• Credibility: Want people to understand how wonderful you are? Establish your credibility by showing them real, functional solutions (um, WiFi issues notwithstanding), and get partners and customers to help tell the story. If you’re giving them a big stage, they’d be crazy not to want to share it.
• Beauty: Maybe it’s just me, but when Apple communicates something, it takes the time to make sure it’s presentation is, well, aesthetically pleasing. Look at the Engadget pictures. Sure the slides are text, or photos of hardware, but they look good. There’s nothing bad about being easy on the eyes.
• Narrative: The presentation recognizes the importance of narrative, something I’ve written about before. This isn’t just a series of product introductions, it’s a story about what ‘we’ (Apple) are doing to innovate and create an even more compelling next generation of products. Narrative is important, it’s how people think, process and store information. There’s a story, an innovation story, behind everything Apple does, and it works.

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:

• 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.

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 like everyone else, I am following with interest and a smidgen of anxiety the swine flu epidemic (my in-laws live in Mexico City).

As a tech guy, I started to look at some of the technologies that can be used or have been used to help contain the flu and solve this global threat.

This is what I have found so far.
First of all, Internet technologies have been tapped to track the spreading of Swine Flu. Here an article on this topic from IHealthBeat. This is a Google map. And this is the CDC Twitter feed so you can follow the updates real time.
As Ogilvy PR we have developed a simple aggregator where you can follow the latest news as well as some interesting information.

But what about technologies that prevent or that can help cure the flu?

I found a press release of a company, Qualsec, that says to have  a technology that can screen individuals for Swine Flu and provide instant results.

So apparently not much from the tech community to help solve this potential pandemic . Much faster and more creative is the professional spanner. Read this blog post on the LA Times  on how spammers are using celebrities such as Salma Hayek to get the attention of  recipients. Maybe Diego Luna and Santana are the next ones? And according to McAfee computer viruses may be the next part of the swine flu outbreak. Virtual world and reality coming  together?

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.

Whilst there is a lot of attention and focus right now on the recession and how it will impact IT spending, I am sure the Wednesday’s news that PC Magazine will close its print edition to go 100 per cent online did not go unnoticed. I would imagine this decision will have many asking themselves the question “if PC Magazine can’t sustain itself, who can?”

It is a trend that we have seen in Australia with PC World doing the same thing some months back.

So, is this a shock or simply a result of market forces?

Having spent nine good years myself at Yellow Pages through the late 80s to the mid 90s, there was a belief then that the print directory would disappear. It didn’t happen and the book is still going strong and has a place in most homes sitting underneath the phone. But of course, online consumption is powering ahead and at some stage I am sure it will all go online. 

But in light of PC Magazine’s decision, is this going to be a watershed moment for the PC and technology magazine industry?

Arguably, PC Magazine has been the world’s number one PC publication for much of its history, so this decision will make many other publishers take note and consider their strategies.

Personally, I think online is not a problem and in fact opens new opportunities for us and our clients: deadline cycles change, faster news cycles, more opportunity for video, for reader comments and so on. Also, much easier to track and monitor stories. Bring it on.

But with the global financial crisis and such a Goliath dropping its print edition, it’s hard not to imagine it won’t have some kind of knock-on effect. Let’s hope not. Long live technology magazines, if not in print, online.