Insights for Leaders Navigating
Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
Imagine accessing a new desktop app without having to endure the install process. We are all familiar with the numerous steps we have to take to actually run the apps we want, download the app, run the install, determine what dependencies are required (e.g. .Net, Java, Adobe AIR), install those technologies, resume install and finally access the application.
Communiqué PR client Spoon, a Seattle-based developer of app virtualization and streaming technology, allows developers, publishers and enterprises to deliver desktop apps or downloadable games via the Web and enables consumers, employees, contractors, and partners to access the desktop apps they want with a single click eliminating installs and reducing lengthy download times typically associated with desktop apps.
Until now there hasn’t been a simple solution to access apps via the Web. Many traditional app virtualization and streaming solutions require hardware and significant IT resources to distribute apps which ultimately results in poor user experience and increased latency. The company’s technology is being used by a number of organizations including Autodesk, Novell, the United States Marine Corps and casual game developer Wildfire Studios.
In preparation for the recent launch of Spoon Server, we scheduled and facilitated a number of analyst and media briefings. Over and over during those conversations we heard comments such as “This is amazing,” “It sounds too good to be true,” “What’s the catch?”
The company established a browser sandbox to demonstrate its technology and included a growing number of desktop apps (including games, productivity apps, and tools) on its portal Spoon.net such as Skype, TweetDeck, WinZip and even the popular game Oregon Trail. So if it sounds too good to be true – you can go check it for yourself.
Take a look at recent articles in Net Developer’s Journal, SD Times and ReadWriteWeb about the company’s technology. In the coming weeks we anticipate additional coverage will appear in SearchVirtualDesktop.com, Virtualization Review, Virtual Strategy Magazine, ZDNet and more.
Spoon will be attending Casual Connect Seattle July 20 – 22 and will be meeting with game publishers and developers. If you are interested in meeting with Spoon, please contact us.
Social media contests have the power to drive massive awareness and engagement for an organization. Earlier this year we blogged about the benefits these campaigns can provide both consumer and business-to-business (B2B) companies, as well as a case study about a successful Facebook campaign we launched. While we have experience developing and executing social media contests on platforms such as Facebook and Twitter, there are times we have found it makes sense to outsource the platform execution.
Recently we were tasked with creating and executing a Facebook campaign for one of our clients, Earth Class Mail. The company wanted to create viral buzz surrounding its online mail management service and drive potential customers to test drive their service by offering Facebook users an electronic coupon for a free mail scan with a subscription to their service. In addition, users will be entered into a random drawing for a chance to win a one-year business membership to Costco. This particular campaign requires that we ensure participants claim the coupon as well as participate in the company’s test drive demo on its website. In order to execute and manage this efficiently, we turned to Wildfire Interactive to help us build the infrastructure to execute the contest in a cost and resource effective manner.
Wildfire offers simple tools that allow companies and organizations to easily build interactive social media campaigns to meaningfully engage with users on social media platforms. Wildfire Promotion Builder, the company’s flagship product, offers users a wide variety of customizable campaign templates including coupons, quizzes, sweepstakes, video contests, etc. One of the advantages of using Wildfire Promotion Builder is that it allows users to leverage the viral features that social networking sites provide such as friend invites, activity streams and notifications. Many worldwide brands including Pepsi, Sony, AT&T and Universal Studios have used this tool to execute successful viral contests.
One of the best things about Wildfire is that the platform allows you to publish your campaign not only to a Facebook page but also to Twitter and a company’s corporate website, enabling organizations to raise awareness on other social media platforms and encourage participation. The other great thing about Wildfire is that it’s affordable and offers flexible pricing options. Wildfire charges a one-time fee of as little as a $5 plus $0.99 a day – any company, no matter how small, can easily execute a campaign. Of course the more you pay the more you can customize your contest but Wildfire can be tailored to fit any budget.
It’s not just their pricing that makes them a standout; their ease of use for setting up the campaign is extremely attractive. Wildfire’s platform pretty much holds your hand the whole way through setup. The platform provides in-depth details on exactly what you need to include in the campaign and where to include it. For Earth Class Mail, we chose the coupon campaign option and were able to customize everything from the coupon’s fine print to the Web banners without the need to know HTML or Web design.
If you are thinking about launching a social media contest or campaign and are looking for an easy way to customize and execute it, consider checking out “The 9 Best Social Media Tools for Small Businesses.” Finally, please feel free to leave us a comment if you have a perspective on effective social media tools.
In the world of professional services with today’s uncertain economic times, many people cringe at the thought of saying “no”, especially to a client or prospective client. However, there are times when saying no is exactly what needs to be said. So how does one say “no” effectively?
Bud Caddell, strategy director for advertising agency Victors and Spoils, recently published a blog post titled, “Saying no is a powerful service to offer clients,” which I think captures some great points. Bud writes, “If communicated the right way, “no” means that you’re unwilling to build a business around projects that do a disservice to their organization.” The reality is being in a services-oriented business, it can be hard to say no – even when it is the right thing to do for everyone involved.
I have found that instead of simply stating “no,” offering solutions can be more valuable and allow you to hone in on finding a solution that works for all parties. To be effective, it is important to have a shared understanding of the underlying objective so you can be in a position to suggest viable alternatives. Just as when you’re undertaking a successful negotiation, identify the other party’s interests and do not focus simply on pushing your point of view.
As Bruce Patton, cofounder of the Harvard Negotiation Project and coauthor of “Getting to Yes” shared in a side bar in “Strategic Public Relations,” to identify the other party’s interests you can ask, “Why is that important to you?” or “What would be wrong with something like this?” Alternatively you can offer, “If we did something like this, would that be of interest?” or “We can pursue this option or these other options. Which of these would be worth exploring from your point of view?” Once you understand the underlying interest, it is easier to shift to a viable solution without having to say “no.”
The Harvard Business Review published an article earlier this year entitled, “This Year, Say Yes to Saying No,” that offers some additional tips on how to say “no.”
Remember your business may benefit from saying no; however, you can still add value by helping to identify alternative solutions to accomplish the underlying objective.
We’d love to hear from you. Feel free to share your tips or experiences effectively saying “no.”
Did you hear about that car accident on Capitol Hill? What about the construction mess at the intersection of Pike and Pine? The new bakery that just opened around the corner? It’s not likely you’ll hear about what’s going on in your own neighborhood from your local newspaper, favorite TV news channel or radio station. However, more and more people are turning to hyperlocal networks to get dialed into what’s happening in their immediate surroundings. In fact, a recent Pew Research study indicates that 20 percent of all adults (27 percent of all Internet users) use digital tools including Twitter, hyperlocal networks and text to keep informed about community issues such as weather, crime, traffic or events.
A hyperlocal network is defined as something that connects people locally and could include blogs, Twitter, Facebook, etc. With the recent rise in social media, neighborhood organizations and community members are turning to these outlets to receive information about activities, events and news impacting their community. The Pew Research study found nearly one in 10 social network users joined an online group focused on community issues in the past 12 months. As communities continue to turn to the online world, so too are companies and organizations looking to reach local audiences.
The increasing popularity of social media coupled with the shifting media landscape and cities spreading further and further out of metro areas, is making it a challenge for local media to produce quality journalism about all the communities a particular city serves. This is where hyperlocal networks can become a powerful medium for bridging the gap. For example, in Seattle we have a number of hyperlocal networks such as Queen Anne View, Fremont Universe and BallardBlog that cover specific neighborhoods. Many residents (and even mainstream local media) are turning to these networks to gather and share relevant information that they simply can’t get from mainstream news sources.
Consider this, A la Mode Pies a new online pie company based in the Capitol Hill neighborhood of Seattle recently opened. While mainstream local media were interested in the news, they simply didn’t have the resources to cover the company. However, CHS Capitol Hill Blog, a hyperlocal neighborhood blog, was very interested in the story as there was an onslaught of pie companies opening in the neighborhood causing one to wonder if Capitol Hill was becoming a battleground for Seattle’s pie fans. As a result of the piece in the CHS Capitol Hill Blog, business nearly tripled for this pie company as neighbors wanted to support the new business.
From a PR perspective, the rise of hyperlocal networks is also impacting PR professionals who are looking for the most effective mediums to reach target audiences. Hyperlocal journalists and bloggers are an emerging category of influential media and a group that should not be ignored. In addition to building and fostering relationships with traditional local media, PR professionals should consider developing relationships with hyperlocal bloggers as part of their media relations program.
So you’ve developed a great product. The funding is locked down, a marketing plan is set into gear and the product is ready to be launched into the world. Before you release your new product into the wild, you might want to consider developing a product demonstration. A demo can help a company validate and solicit feedback regarding its product or solution, as well as be used to educate and create awareness and buzz with target audiences.
Product demos are valuable for two reasons. The first is product demos can validate whether or not a product or solution will resonate with a target audience(s). A company invests a lot of time, effort, and money into developing a product and it is important to understand whether the product is of value to your target audience. This could be done in two ways – one way is to develop a beta version or test drive of your product and use this as a means to solicit early feedback from customers. Another way is to create a traditional product demo that can be seeded with industry analysts and other influentials to secure feedback and allow a company to tweak the product before it is released.
Earth Class Mail is one company that is leveraging product demos to help potential customers understand how its product works. The company recently launched an interactive “test drive” of its online mail management solutions. The test drive incorporates innovative technology to simulate a true user experience without requiring users to sign up for a trial account. In addition, the company hosts a more traditional video demo on its website offering potential customer two ways to learn about their products.
The second reason product demos are valuable is that they can be a great way to create engagement and spur conversation. A compelling product demo (such as the recent demo of Apple iPad) can create broad awareness and buzz and drive discussions in articles, on social media platforms such as Facebook and Twitter and word of mouth.
Apple is a great example of a company that has successfully used product demos to build buzz and broad awareness with consumers, media and other audiences. Two to three times a year, Apple and more specifically, CEO Steve Jobs, steps on stage to present the company’s latest innovation to a plethora of reporters, developers and Apple enthusiasts. Many of these reporters and enthusiasts post photos and videos of these demos with follow-up pieces including detailed information about every aspect of the product. These demos and resulting stories create a rolling thunder of conversation leading up to the product’s release.
Consider these tips when creating a product demo:
- Keep it short – a demo should only take five to 10 minutes to conduct. You want to give the audience a taste of what the product is about and pique their interest in learning more.
- Be sure to discuss and/or demonstrate the benefits for the end user. The key features and functionalities of a product are important, but ultimately, a potential customer wants to know how this product is going to make their life easier or better.
- Consider creating a demo potential customers can interact with not just watch. By offering an opportunity to interact with the product in a test drive scenario, you’re enabling them to use the product in a way that’s meaningful to them.
Companies should consider strategically incorporating product demos into their marketing and PR plans. A compelling product demo can be extremely valuable in the development of a product and can go a long way in educating potential customers, driving broad awareness and influencing purchasing decisions.
For more information on how to leverage product demos, please contact us at [email protected].
Jeff Wilson and Melissa Liton
Peter Shankman’s Help a Reporter Out (HARO) recently featured a new service from mBLAST called AwardSync. This free service enables award organizers to post information and publicize industry award programs. It also makes it easy for organizations and PR professionals to find awards relevant to their specific industry and vertical market. AwardSync provides information about deadlines and enables users to filter and save searches. We recently tested the service and found it offers intuitive search functionalities much like Google and can be a valuable resource when developing awards programs for clients.
Clearly, pursuing and winning the right industry awards can help organizations increase sales, raise awareness of their products and services, recruit talent, and establish thought leadership with a wide range of audiences including consumers, industry experts, venture capitalists and influential media.
We’ve developed numerous awards programs on behalf of our clients. Most recently, we developed an awards calendar for one of our newest clients Earth Class Mail, a provider of online mail management solutions designed to meet the needs of individuals, small businesses and international license partners. We researched vertical categories including finance, legal and technology innovation. We were able to find a number of industry awards in these categories by searching on AwardSync.
As you consider developing an awards calendar on behalf of your organization or client, we encourage you to register for AwardSync and test out their service. For tips on creating winning award submissions, visit our past blog here.