We’ve just posted two new case studies outlining how we’ve applied social media marketing strategies to help Epson and MSI Computer increase social network visibility, expand brand awareness and improve SEO.  You can check them out here:

Epson Social Media Marketing Case Study

MSI Computer Social Media Marketing Case Study

Enjoy!

George

Titled, “What’s the Ideal Profile for a Modern PR Person?,” the post outlines some of the key capabilities and traits that today’s PR pros should have in light of our ever-evolving, social media-connected, digital communications world.

Among the traits listed were some of the “traditional” ones, including having a significant number of strong, and appropriate, connections on key social media networks, such as Facebook and Twitter. In addition, the post emphasized the importance of being able to effectively analyze social media data as a means to develop new, more effective programs.

The list is a good start, but I believe that there are a couple skills/traits that are missing, and one that requires a much greater emphasis than the others:

1. Strategic – the ability to think, plan and execute strategically is arguably the most important skill for today’s PR pros. Tech PR is a strategic discipline. It’s about analyzing clients’ corporate and technology assets, target markets, competitive issues, and customer needs, and then devising customized strategies to reach their key audiences via the right combination of messaging and delivery vehicles. This encompasses all aspects of the practice, from pitching and writing to determining which social media outlets are most appropriate for a given client (hint: Twitter is not the be-all-end-all for every client or situation).
2. Cross-functional expertise – Today, with much effort centered on driving client search visibility, PR pros must have a basic knowledge about how to maximize SEO (Search Engine Optimization) for all PR campaigns. This includes identifying the ideal keywords and proper ‘keyword density’ when developing outbound PR materials to attract the most qualified search traffic to clients’ Web sites. This also means that they must have a basic understanding of HTML programming. While most blogging engines and social media tools are pretty easy to use, an understanding of basic HTML provides much more power and flexibility — particularly from an SEO perspective.
3. Business knowledge – Today’s tech world is more competitive than ever. As such, a PR/social media practitioner can only go so far unless he/she understands broader marketing/communications strategies, competitive dynamics and clients’ business environments. Understanding her clients’ business goals, opportunities and challenges – and being able to turn this knowledge into strategic, high-impact and measurable communications programs – is what differentiates a good PR person from an exceptional one.

Beyond these skills, it goes without saying that a PR pro must also be intelligent, creative and ethical. And from the client perspective, it also helps if you’re responsive, helpful and easy to work with.

Interested to hear your thoughts.

George

Last week, Pliant announced availability of its Lightning Enterprise Flash Drives (EFDs), a new class of solid state storage devices for data centers and other high-performance computing environments. The dramatic performance, reliability and energy efficiency gains Pliant’s EFDs offered over anything currently available made for a timely and powerful news story.

After developing an arsenal of compelling performance, reliability and green IT messages, we orchestrated an extensive traditional media outreach campaign. This included setting up 50+ briefings with analysts and press covering SSD, enterprise storage, OEM, HPC, data center, and green markets and news.

On the social media front, we briefed a wide range of bloggers and other “non-traditional” media outlets to expand online visibility of the Pliant announcement, including HotHardware, Cleantech, Matter Network, and HPCwire.com.

The launch was an overwhelming success, generating 500+ articles, press release postings and mentions in a range of online/print media outlets, blogs, analysts reports, and social media outlets, including Twitter, Digg and Facebook.

Mentions on Twitter, in particular, were quite impressive, with more than 200 individual Tweets and re-Tweets appearing at launch and in the days following.
The launch was also successful from an SEO/online visibility perspective. Visits to the Pliant web site were up a whopping 794 percent over the previous week, with 85 percent of these coming from new visitors.

As they say, the numbers don’t lie. But personally, I’d have to say that of the coolest success metric of the launch came in the form of anecdotal feedback:  several editors took the time to offer their congratulations on the success of the launch.

George

We worked closely with Adaptec’s executive and marketing team in developing a compelling positioning platform that underscored the product’s multidimensional marketplace value. Press materials and social media communications content, ranging from releases to Wikis, were prepared and translated into German, French and Russian.

Our U.S.-based team worked closely with Walt & Company global affiliates – EML in the U.K. and Lucy Turpin Communications in Germany – and with Adaptec’s sales and marketing offices in Germany, Russia, Japan, Australia, and China. Scores of embargoed briefings were arranged around the world, including in-person briefings in the U.S., the U.K. and Germany. The results – in both message delivery and sheer number of news stories and blog posts – have been impressive.

The instantaneous globalization of news via online and social media has changed the way we communicate. And the ability of the Walt & Company’s Global Affiliate Network to simultaneously execute programs around the world is making this process more effective and more efficient than ever before.

Bob

But stay tuned: baby boomers and those nipping at their heels, so called “third agers” – early 40s to mid 60s – are about to change this picture entirely.

According to a study by ThirdAge, this high-income, highly educated demographic is an underestimated presence in the U.S. e-commerce market. A staggering 72 percent of third-agers and boomers have broadband connections in their homes – the highest connection rate among all age groups.

Social networks have the power to change how retirees approach their lives like never before.  Just think of the potential. Retirees may move from the shadows to the forefront of just about every issue that impacts their lives.

Given their virtually unlimited time, social communities of retirees will be able to focus discussions around all of the complex issues they face. Retirement finance and health care will most certainly be at the top of their lists.

Imagine ongoing discussions regarding the pros and cons of “living benefits” in variable annuity contracts.  Chances are you can’t.  But a retiree whose assets were shielded from the last stock market tumble will have plenty to say. Or, imagine dozens of discussions on the best medical practices regarding many of the lesser known but equally serious health issues facing people in their 70s and 80s.

The era of the non-connected retiree is about to end.

Thoughts?  Let me know.

Bob

In Sunday Business, Phyllis Korkki’s “The Count” column entitled, “Online Outlets for Creating and Socializing,” highlighted the findings of a Forrester Research report on the explosion of social media, concluding that, “…social media are a phenomenon that is now nearly impossible to ignore.” Pretty much in line with what we’ve been saying here at WaltCast.

But then I read Virginia Heffernan’s “The Medium” column in the New York Times Magazine entitled, “Facebook Exodus; why some members are moving on,” in which she wrote about the growing “disillusionment with Facebook.” She talked to people who have a range of reasons for leaving Facebook including: the ending last year of Scrabulous (copyright issues), because it undermines the notion of online friendship, its lack of privacy, a general lack of coolness, and just plain boredom.

Unlike Forrester’s quantitative approach, Heffernan’s insights are solely anecdotal. Yet, both make some pretty good points. The Forrester data shows that social networks like Facebook are enjoying 46 percent year-over-year growth, and that nearly half of all online adults belong to one of the big social networks.  Heffernan’s lead, “Things fall apart; the center cannot hold,” points out the generally inevitable flip side of market domination, and goes on to make a pretty convincing case.

So who’s right? Will Facebook grow by half again next year, or will it be the next Netscape in a rapidly evolving social media landscape? You be the judge.  Since you will, in fact, be part of the decision.

Thoughts? Let me know.

Bob

Compelling examples of boundary-busting all-in-oneness can be best seen in some of today’s leading CE devices. And like anything else that improves the way we live and work, today’s all-in-ones are consuming significant social and traditional media mind share, creating real opportunities for tech PR and social media communications service providers.

Start with the evolution of the desktop printer. Just a few years ago, no matter how great a printer printed, that was basically all it did.  But today, all-in-ones from market leaders like Epson (a Walt & Company client) elegantly integrate the amazing photo quality printing that they’re know for with the ability to print, scan and fax. But it doesn’t stop there. Epson Artisan and WorkForce models also include built-in WiFi, Ethernet, auto document feeders and LCD screens.

And, the mainstream PC market was quick to respond as well – following the iMac’s lead. Virtually all of the leading PC vendors now have all-in-one, with some of the most innovative designs – and aggressive price points – coming from some of the industry’s up-and-coming players.

If you haven’t checked out MSI’s Wind Top (not a Walt & Company client), you’re in for a treat. The sleek flat panel design also includes a touch screen.  How fun is browsing the web with your finger tips – very!

So whether it’s history is repeating itself, or just more of Moore’s law, there’s little doubt that all-in-ones are not only here to stay, they’re going to get even better in the very near future.

I welcome your thoughts and comments.

Bob

Like football coaches preparing for sudden death overtime, CE and tech PR and social media pros need to plan for whatever it takes to drive potential buyers into stores and storefronts before 12/31. And, at the top of this list for most (if not all) should be an effective effort to engage the social media universe by connecting with CE influencers and bloggers.

As you start thinking about a social media holiday outreach initiative, the following is a list of tips to consider over the next several months:

1. Think Narrowly – While your product might be designed for the masses, most blogs aren’t. Why would specific demographic audiences be interested in getting/giving your device?
2. Think Like a Blogger – Assuming your product has already been announced, i.e., no “news” value, why would a blogger want to cover your product now?
3. Think Like an Enthusiast – You’re paid to get excited about your company’s products. How can you get others excited without “over-selling”?
4. Think Visually – The more interesting the imagery, the more compelling your idea will be. Now is the time to get some cool new product shots and video clips.
5. Think About Adding Value – Providing products as a blog contest prize may be the easiest way to add value to a blog, but there are other options to consider. For example, try developing interactive campaigns (e.g., best practices, tips/tutorials) that will help bloggers engage with their readers.
6. Think About Adding Credibility – Providing links to awards, positive reviews or fun/unusual case histories regarding your product will underscore the blog’s credibility, as well as your own.
7. Think About Adding Fun – No one wants to be boring. What can you do to make a discussion about your product fun and cool?
8. Think About Your Brands’ Value – While you may be focused on a specific product, chances are that bloggers and their readers – your potential customers – aren’t. Consumers remember brands and forget model numbers. What can you do to make your brand stand out?
9. Think Fast – Popular blogs are bombarded with holiday posts and pitches. Don’t wait until Halloween to get started.
10. Think “Engagement” – Don’t make this a one-time deal. Stay engaged regularly with bloggers and other social media influencers who have demonstrated interest.

Curious to hear your thoughts.

Bob

The continuing decline of traditional print and broadcast media outlets, coupled with the rise of social networking and an increasingly digitally-connected public, are requiring fundamental changes to the way client communications programs are conceived and executed.

And nowhere is this more evident than in the world of technology PR.

Budget-, competition- and eco-minded organizations spanning virtually every technology sector are putting increasing pressure on their PR partners to adapt to this new era, and essentially, do more with less. This means generating more brand visibility, continually devising new and more creative program strategies, and driving more online traffic, in less time, with fewer resources, and often with only limited “news.”

At the end of the day, PR is still about helping a company manage how it interacts with, and is viewed by, it’s public. However as the rules of the game change, so does the tech PR practice as it seeks to keep up with new and unprecedented client and market demands.

Here are 4 fundamental ways in which the tech PR practice is evolving to meet these changing times:

1. Social-centeredness – PR pros are increasingly called upon to help tech clients devise strategies to identify and reach the growing numbers of media, influencers, partners, investors, and customer via a wide range of social networking tools and outlets. And, as no two client social media programs are alike, PR pros must quickly become experienced in a variety of social networks, tools and norms.

   This new social networking focus, by necessity, requires that the PR practitioner truly walk-the-walk. It’s virtually impossible to counsel a client on the nuances of Twitter unless one has used it him- or herself. As a result, many PR pros are blogging, Tweeting and engaging in Facebook, YouTube, Ning and a host of other social networking outlets on their own and on behalf of their agencies to hone their skills.

2. Google trumps ‘ink’ – While a front-page story in the Wall Street Journal may still be the Holy Grail for many tech clients, public relations is increasingly focused on helping a company establish and maintain strong brand visibility and a positive corporate reputation in the social media sphere, and by optimizing programs to help drive organic search visibility. This requires an entirely new set of technology and communications skills that traditional PR pros must learn — and learn fast. As a result, to be successful moving forward, tech PR pros will need to be trained in multiple disciplines, which brings me to the next point…
3. Cross-functional expertise – Traditionally, communications, media and/or journalism was the primary training of the PR pro. Today, with much effort centered on driving client visibility on the Web and via digital media, they must also have a basic knowledge about how to maximize SEO (Search Engine Optimization) for all PR campaigns. This includes identifying the ideal keywords and proper ‘keyword density’ when developing outbound PR materials to attract the most qualified search traffic to clients’ Web sites. Thankfully, there a number of helpful tools available for this purpose, including the Google Keyword Tool and PRNewsire’s SEO tips document and Keyword Density tool.

   Also, given the growing popularity of client blogs as part of an overall PR strategy, it helps to have a basic understanding of HTML programming. While most blogging engines are pretty easy to use and provide plug-ins to enable most of the core functionality, an understanding of basic HTML provides much more power and flexibility — particularly from an SEO perspective.

4. Putting the “public” back in PR – With the growing importance of social media communications, PR today is increasingly about helping clients use new tools to establish authentic, transparent relationships with customers and business partners, in addition to press and analysts. For the PR pro, this requires actively tracking client- and issue-centric discussions, monitoring conversations, and managing relationship-building and content-development strategies. Sometimes, it also means helping clients break through old, well-entrenched corporate cultural norms and biases as a means to build meaningful social media programs.

This is not to say that all traditional PR tactics will cease to have value. For example, there will still be a need for media/analyst relations activities, and press and/or social media releases for the foreseeable future.

However, tech PR is and will always be a strategic discipline. It’s about analyzing clients’ corporate and technology assets, target markets, competitive issues, and customer needs, and then devising customized strategies to reach their key audiences via the right combination of messaging and delivery vehicles.

And, these changing times, new technologies and the increasing pressures require that PR pros apply the same type of strategic process to continue finding new, creative, efficient, and effective ways to help clients achieve tomorrow’s communications and marketing goals.

Interested to hear your feedback.

Geo2

As a tech PR agency, operating successfully while many of your clients are doing poorly is no easy feat.  It means continuing to focus on generating measurable results even when there’s tremendous pressure to focus on process and reporting, and while budgets are more than likely shrinking. It means being more creative than ever at a time when some clients are being force to limit product innovation and simply refresh or extend existing lines. And it means maintaining positive morale at a time when raises and promotions are scarce, clients are stressed and there’s a good chance that many your employees have friends and family who’ve recently lost their jobs.

On the positive side, there remains an enormous need for agencies to help many of their clients successfully navigate between the waning traditional media universe and the brave new world of social media. This shift underscores the power and value of social media-driven PR programs. It also takes time.

And, bottom line, it means doing more – sometimes far more – for less. Now is the time that every good agency should be letting all of its client’s know that they’re willing to do everything they can to ensure that there will be a next year.

Yes, times are tough, but there is light on the horizon. Apple and Intel, both tech market bellwethers, just blew past Wall Street’s quarterly recommendations. And, back to school buying, followed by the holiday buying season, can help get this train back on track.

Stay tuned. I know I am.

Bob