Last week we managed the global tech PR and social media launch of an innovative new product for Adaptec, the Adaptec MaxIQ™ SSD Cache Performance Solution. Featuring a customized Intel®-powered SSD cache, it addresses the needs of I/O intensive data centers by creating high-performance hybrid arrays – storage arrays that use both solid state drives (SSDs) and hard disk drives (HDDs) – to deliver up to five times the I/O performance of HDD-only arrays, and up to 50 percent savings in costs.

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