WINNING @ SXSW 2017 PHASE 2: BUILDING MOMENTUM THROUGH CONSISTENCY

WINNING @ SXSW 2017 PHASE 2: BUILDING MOMENTUM THROUGH CONSISTENCY

We’re less than a month from SXSW which means you’re probably deep in the throes of implementing and executing the momentum building strategies you plotted, designed and developed in Phase 1 since, as 2016 statistics for SXSW show, the challenge to increase visibility, position yourself as an expert, and get the most for your invested time, money and effort is very real:

SXSW 2016 statistics reveal there were 70,000 trade show, exhibit and party attendees with nearly 38,000 participants for SXSW Interactive alone (including 82 foreign countries) of which 3,093 were speakers at nearly 1400 sessions.

THIS IS HOW YOU CAN STAND OUT NOW

As you can see from the graph below provided by our friends at Sysomos (thanks @dberkowitz), the level of activity surrounding SXSW on Twitter and Tumblr started to see a visible uptick in activity plus spikes in late January.  

This conversation will continue to build right up and throughout the SXSW event, so having something useful to add to it with regular frequency over time is how you start to reap rewards from noisy events like SXSW.

Let’s dive into what you should be doing to capture your share of the real-time conversations that make the most sense for you.

Phase 2 is all about getting cozy with consistency and making it happen. This will be much easier to achieve if you spent time wisely planning in Phase 1 in a way that sets you up for success now.

As we mentioned before, with 200K to 300K pieces of news being published and vying for our attention daily, a big key to overcoming limitations like lack of visibility, small startup budgets and a crowded noisy event is ensuring you have enough time to build momentum with a constant stream of relevant news, content and social interaction. By doing this, it is possible to level the playing field while at the same increase visibility and impact.

Winning @ SXSW - PHASE 2 - BUILDING MOMENTUM THROUGH CONSISTENCY

About 1 month out: Up till now, it’s been mostly brainstorming, compiling, and timelining, along with other planning activities that set the stage for this phase. And consistent is the only game in town from this point on because it’s the strategy that ensures a critical mass of earned and owned media will accumulate to create momentum leading up to and throughout SXSW.

We’ve been around long enough to know there’s zero chance a one-off blog post, press release, LinkedIn article or a couple tweets will turn you into an industry expert at any time of year, much less for SXSW.

By implementing and executing a well oiled strategy you will build a priceless foundation of trust, authenticity and visibility that’s needed to make it possible for you to breakthrough and have an impact.

Essential thinking, actions and tactics to have in place about one month before SXSW include:

Are you on schedule? Based on the timeline you mapped out, now is the time to make sure you stick to it as closely as possible because it’s the backbone of creating the consistent cadence that makes all the difference in getting the most out of SXSW.

Content development. During Phase 1 you brainstormed, mapped out and likely began gathering resources and initial development of your content strategy. Phase 2 is a continuation of developing the content based on those ideas and topics that will build your momentum and deliver your key messages.

Fame game plan. If you’re planning to make one or more key company announcements leading up to or during SXSW, your press materials should be ready to go and outreach to reporters in progress to determine who is covering the subject and who is interested.  

Extend the invites. In Phase 1 we recommended that you create your short list of names and contact info of the reporters, influencers and other tastemakers planning to attend SXSW and note those you’d most like some face time with.

Early Phase 2 is when you want to begin feeling out who on your list will not just be there but who is open to meeting up. Schedules of the most highly desired will book up about 2 weeks out. We know you don’t want to have to rely on serendipity and ambush as your face-to-face strategy, right?

Now is when you want to start getting in touch with your short list and finding out who is open to meeting. Confirm these with calendar invites.

Content syndication and amplification. This is when you want to start publishing, syndicating and amplifying your content strategy on a timely schedule that leads you right up to and through the big March event to build and maintain that consistent conversation. Schedule blog posts and social media to make the most of every piece of content. Include them in your newsletter.

Tune in & start mingling. Tune into SXSW media channels (Twitter, blogs, etc.) and search relevant hashtags to find the right conversations to get involved with and so you’re up to speed on current topics and trends. Then get out your lists of social media handles and start participating, retweeting, and giving shout outs. This could be a combination of planned Tweet Tips of the Day that you pulled from v/blog posts,  retweets, or hopping on breaking headlines that you have expertise and perspective to share.

Phase one is where you want to invest quality focused time because it sets you up for success as your timeline progresses through to Phase two, three and a post-event lessons learned wrap-up and next steps. The better prepared you are the greater your ability to leverage whatever develops serendipitously and the more ROI you’ll enjoy.

Many of our current clients are also looking at raising their profile through major industry events, parties or unique ideas. We can help you brainstorm new concepts and support these activities, as they can offer great exposure – not just with reporters, but analysts, end users and other influencers as well.

If you’d like to discuss how we can help you get the most out of major conferences in the future, then please contact us.

Finally, you can take our game plan with you or keep it on your smartphone for easy reference or for sharing with your network - DOWNLOAD HERE.
 

 

 

 

 

 

WINNING @ SXSW 2017 - PHASE 1: PLAN FOR MOMENTUM

WINNING @ SXSW 2017 - PHASE 1: PLAN FOR MOMENTUM

It’s that time. By now you’ve probably pulled together some ideas and strategies for getting the most return for your effort (& investment) from SXSW. Whether you’re hosting a branded event, session, or heading out as an attendee, you just need the right game plan.

Because the challenge is real.

To recap, 2016 SXSW statistics reveal there were 70,000 trade show, exhibit and party attendees with nearly 38,000 participants for SXSW Interactive alone (including 82 foreign countries) of which 3,093 were speakers at nearly 1400 sessions.

So how can you stand out? With 200K to 300K pieces of news being published and vying for our attention daily, a big key to overcoming limitations like lack of visibility, small startup budgets and a crowded noisy event is planning and giving yourself enough time to build momentum and capture your share of voice with a constant stream of relevant news and content.

Phase I is about getting ahead of the curve and choosing the ideal combination of ingredients that brings your broader plan to life positioning you as the go-to guru in your industry. Using this game plan to execute a consistent cadence of created content, press outreach and social interaction, is what helps level the playing field and increase visibility and impact.

Winning @ SXSW - PHASE 1 - CONDITION THE MARKETPLACE

About 2 months out: It’s important to embrace the idea of conditioning the marketplace to create the most optimal environment and opportunity for your expertise to shine. It needs to be done far enough in advance (in this case, weeks vs. days) to give you enough time to build a critical mass of earned and owned media interest leading up to and throughout SXSW.

This process creates the foundation of trust, authenticity and visibility needed to make it possible for you to breakthrough and have an impact.

Key considerations to begin to address and decide on around two months before SXSW include:

Map a timeline. Start with the SXSW event date, note key dates and begin to reverse engineer your vision of success so you can start to see how much time there actually is versus what you need to get done. Fill it in as you determine which pieces you need vs. want to include.

Brainstorm content ideas based on your priorities. Is it issues surrounding a product or service you’re launching later in the year? Or maybe it’s a deeper dive into the signature expertise you want to be known for? And so on.

Decide on a content strategy and channels. Decide on the channels and format that make the most sense for your content, audience and goals. Is it a blog or video series, etc., Tip of the Day Tweets, a Slideshare presentation, or another format relevant to the people you want to reach.

Plan content creation and publication timelines. A cadence of blog posts or a video series has different timing than press announcements or daily tips when it comes to both the investment of time and resources required to create each one, not to mention publication and amplification timing.

Plan your fame. When it comes to press coverage, you need to know what you’re announcing with enough time in advance to make it happen. Getting on a reporter’s radar early is important not only to be one of the first to plant seeds about your SXSW story idea but also to allow for ideas to be pitched to editors and get them approved.

Start feeling out who is assigned to SXSW (google articles from last year, etc.) and what they might be interested in around 4 to 6 weeks before the event. Let them know you’re available now and throughout the event for comment and what you can talk about.

Compile or update your lists. This should include lists of SXSW influencers, reporters and other digital tastemakers, plus event and niche hashtags, as well as a shortlist of folks you’d like to meet up with face-to-face during the event.

What you want to do with these lists are find the conversations, follow them, and plan to interact at the appropriate moments.

Always be inviting. Once you’ve put together your lists of influencers, industry tastemakers and reporters, begin reaching out to determine who’s attending and follow up by suggesting meeting for coffee, breakfast or drinks based on responses about a month in advance. Confirm with calendar invites. By two weeks out, many of the most sought after schedules are booked leaving only serendipity and ambush as your primary mingling options.

Phase one is where you want to invest quality focused time because it sets you up for success as your timeline progresses through to Phase two, three and a post-event lessons learned wrap-up. The better prepared up are the greater the leverage and the more ROI you’ll enjoy.

Many of our current clients are also looking at raising their profile through major industry events, parties or unique ideas. We can help you brainstorm new concepts and support these activities, as they can offer great exposure – not just with reporters, but analysts, end users and other influencers as well.

If you’d like to discuss how we can help you get the most out of major conferences in the future, then please do Contact Us.

Finally, you can take our Phase 1 game plan with you or keep it on your smartphone for easy reference or for sharing with your network - DOWNLOAD HERE.

10 HIGH IMPACT PR STRATEGIES SUCCESSFUL PEOPLE DO  BEFORE #SXSW2017 TO GET MORE BANG FOR THEIR BUCK

10 HIGH IMPACT PR STRATEGIES SUCCESSFUL PEOPLE DO BEFORE #SXSW2017 TO GET MORE BANG FOR THEIR BUCK

The more preparation you put into any event before you go, the more you will get out of it, whether that’s a small social gathering at work or a huge industry event such as CES or SXSW for example.

 

According to 2016 statistics, there were 70,000 SXSW trade show, exhibit and party attendees with nearly 38,000 participants for SXSW Interactive alone  (including 82 foreign countries) of which 3,093 were speakers at nearly 1400 sessions.

 

So how can you stand out or at least get the most for your time and effort?

Fortunately, there are a number of strategies you can implement to get more out of your participation whether you’re an attendee, exhibitor, sponsor or session host (or even an online spectator).

Follow these proven strategies consistently before any major industry gathering to up your game during and after in ways that maximize your time, energy and resources, not to mention, help position you as the go-to guru in your industry.

  • TIMING IS EVERYTHING: Condition the marketplace ahead of time and increase your share of voice by planning to distribute company news or other announcements well in advance of the SXSW March 10th start date. Doing this achieves a cadence of consistent communication and visibility that helps your voice or brand break through. This could include any executive appointments, product announcements or relevant insights, as well as a weekly blog post series or a Twitter stream or Instagram posts that share Tips of the Day.

MID-JANUARY

  • HAVE SOMETHING TO SAY: Create a content strategy (blog series, Tip of the Day tweets or Instagram tips/how-to posts, or similar) so you have something fresh and relevant to build on as the noise around SXSW heats up. With 200K to 300K pieces of content being created each day, quality, frequency and quantity are the best ways to capture your share of voice. This could be text, images and/or video - even better if it’s all three.

  • ALWAYS #HASHTAG IT: Compile key and trending hashtags to include in social media posts, including #sxsw, #sxsw2017 and other more niche tags such as #sxswbranding and so on. These give your posts and tweets extended reach and visibility. Don’t forget to include any of your own hashtags if appropriate.

  • YOUR WHO’S WHO LIST: Shortly after CES ends in early January, begin feeling out key press, bloggers, influencers and other digital tastemakers by email or social media interaction to find out who will be at this year’s event, note who covered it last year, and create your target influencer list.

LATE JANUARY

  • GET FAMOUS: Pitching to seed and ultimately secure press coverage timed to the SXSW event should begin in early February, about one month out, to get on the radar and find out who might be interested in you as an expert source, your company news or who is assigned to cover specific topics like must-see sessions, trending topics and other predictions about the annual digital festivities.

  • BE INVITING: By the end of January, know who you want to suggest coffee, breakfast or a drink with - or invite to your event or session. During the first week in February, start inviting anyone you’d like to meet up with because schedules fill up quickly, particularly with savvy SXSWers. By the 2nd or 3rd week in February, most press, bloggers and other tastemakers’ schedules will be booked and the only way you’ll be able to catch up with them at SXSW will be via accident or ambush.

EARLY FEBRUARY

  • TUNE INTO THE SXSW CHANNELS: Identify and plan to follow SXSW content channels, including their blog, Twitter feed and other key channels where they will be communicating all the goings on before, during and after the event so you know what’s hot and what hasn’t been discovered yet. Mention them, get on their radar, check if they are open to guest articles or Tweet chats.

  • CAN I GET A @MENTION? Compile, curate or update key Twitter handles and other social media lists of contacts, partners, press, influencers and tastemakers so you can begin mentioning them now to get on their radar during SXSW, be part of the real-time conversation, and afterwards to keep the relationship warm.

AT SXSW

  • BREAK THE NEWS: Extend your content strategy right through SXSW by planning to create content during the event that’s fresh, and possibly allows you to break news yourself, including tweets, selfies with folks from your key influencer list, Snaps, Facebook Live streaming and blog posts of “key learnings.” These demonstrate you’re part of the insider crowd. If you’re not attending, watch the announcements and social media posts of your key influencer list and curate interesting round-ups or thought leader pieces on how you see these developments impacting the industry, consumer or how we live our lives.

BEYOND SXSW

  • EXTEND THE WARMTH ALL YEAR LONG: Follow up after SXSW and tie up any loose ends. TechCrunch Disrupt, Cannes, DMexco, Advertising Week, LeWeb and plenty of other events are just around the corner and many of the same folks are involved in these other industry tent pole events as well. By focusing on “deeper” connections, you’ll get more out of your efforts in the long run.

WHAT’S NEXT?

Now it’s time to put these strategies into action. Here are a few next steps you can begin to tackle now:

  • Brainstorm unique and timely content topics for a blog post or video series

  • Pull ‘Tip of the Day’ sound bytes from your content series to create tweets, and other snackable size social media channel posts

  • Create your shortlist of influencers and hashtags so you can begin interacting as soon as possible.

Many of these pre-event strategies are designed to build momentum that will continue through the event but an early start is critical for achieving real impact.

We can help you brainstorm new concepts and support these activities, as they can offer great exposure – not just with reporters, but analysts, end users and other influencers as well. If you’d like to discuss how we can help you get the most out of major conferences in the future, then please do - contact us.

Finally, you can take our 10-strategy game plan with you or keep it on your smartphone for easy reference or for sharing with your colleagues - DOWNLOAD HERE.

5 keys to CES success for 2017

5 keys to CES success for 2017

About 80% of the work required to maximize ROI at major conferences like CES is done before the conference even starts – this is where you (or more specifically your PR team (ahem... Wise PR?) puts in the real time and effort. And trust us, it’s A LOT of work. And it’s worth every bit of effort.

1.      Plan as far ahead of time as possible. Sounds obvious, right? Every year we have clients hoping for a last minute miracle over the holidays. The timing of the show is tricky, so having all the major campaign components in place before Thanksgiving gives your PR (and sales) teams the best chance for success. Heck, you should really have these components in place by Halloween, but we know that’s unrealistic. Or is it?

2.    Location, location, location! A great booth location with inviting signage that is as high (literally, as high as you can get it!) visibility as possible is key to pulling reporters and prospects to learn about your product.

3.     Go in with a clear “call to action.” Do you want people to participate in a demo, view your latest product, or learn about your most recent partnerships? Let the Wise PR team know what the #1 goal is and we’ll craft the perfect message for the right reporters from the behemoth press list.

4.     Be prepared for the round-up article requests. We want to secure coverage in as many round-up articles as possible. We’ve seen the media trend toward slideshows in their coverage of the show. How do we get ready for these requests? Make sure we have quick access to your product images, price, and availability. Reporters are in a rush to get their coverage up, so we try to make their lives as easy as possible.

5.     Have a representative from your PR team on-site. The traditional PR role was to keep everything as on-schedule as possible and locate reporters who planned to stop by the booth. We’ve seen more media embrace the chaotic nature of the show and wander the show floor looking for the best (or most unusual) story. Since Wise PR team’s presence at the show is dedicated to press coverage, we can be on the lookout for press visitors to the booth and get them in front of the right company representative for a quick interview or demo right away.  We can also be dedicated to getting them the follow-up materials they need to write a story.

We hope that you enjoyed these tips in and that the effort and energy you put in now to generate momentum fuels a successful 2017.

To that end, if you're interested in discussing your PR plans leading up to, during and post CES, please contact us at harrison@wisepublicrelations.com. 

And, just keep in mind the dates for CES 2017 are just around the corner: January 5-8, 2017.

MedMen CEO Adam Bierman Discusses Marijuana Legalization On Bloomberg TV

MedMen CEO Adam Bierman Discusses Marijuana Legalization On Bloomberg TV

MedMen Co-Founder and CEO Adam Bierman appeared on Bloomberg TV to discuss the future of legalizing marijuana in this year's election. The legalization of marijuana has been in the works for the last 30 years, and has gained enough momentum to be featured on ballots, where recreational use by adults passed in California, Nevada, Massachusetts, and just today, Maine. California passed with about 56 percent, but tally not over yet. Arizona failed to pass. Florida, North Dakota and Arkansas passed medical marijuana measures. 

This momentum has been spurred by companies such as MedMen, an industry leader in bringing institutional business practices to the cannabis industry.In his interview with Bloomberg TV, Bierman described California as the possible tipping point in eventually legalizing marijuana throughout the country.

To watch Bierman's interview, click here.

3 Strategies to Get the Most Out of Your PR Firm

3 Strategies to Get the Most Out of Your PR Firm

So, you hired a PR firm. But now, the real test begins. What should you expect from your agency? What can they expect from you, the client? How can you both work together to forge a partnership in which you both benefit?

These are some of the questions that must be answered openly and honestly, as the agency and client make an effort to understand one another in the early stages of a relationship.

To this end, we thought it would be useful to share three top ways in which you can ensure that, when you do engage a PR firm, they’re working as hard and as effectively as possible for you.

  • Don’t buy a dog and bark yourself. 

In other words – when you invest in a PR firm, trust the advice they provide.

Remember, specialist PR and communications firms focus exclusively on this.  They don’t sell your products and services.  They don’t run your accounts and they don’t handle your HR.  Rather, they get paid – and grow their own businesses – based on the the quality of the advice and results they delivered.

For the smartest, high growth PR firms, what that really means is that they aren’t offering advice for the sake of it.  Rather, they’re offering it because they’ve proved consistently, time and time again, that it works and can achieve the desired impact or outcome.

Challenge the thinking by all means – and question it in order to understand – but ultimately ensure that you’re giving them the confidence to deliver.

  • Open the kimono. Share everything – warts and all.

PR firms specialise in helping organizations find and develop a commercial position that’s both compelling and unique.  To do that, they don’t need the glossy picture you present to clients, prospects and peers.

In fact, that’s a hindrance – not a help.  Instead, they need a succinct, comprehensive and clear picture of where you’re really at – what’s working, what’s not – where are you struggling to gain ground and where are you already winning work and cleaning up?

Full, frank and transparent disclosure provides your PR partner with the ability to position you effectively and to help you find your niche and unique value proposition.  

  • Invest more than money.

Don’t hire a PR firm, pay the invoices and then forget all about them.  Do so and, sure, you may well generate some results – but you will be limiting the campaign.

Instead, recognise that an investment in an effective PR campaign is about more than just the money.  It’s about investing in a long-term relationship that directly benefits all marketing and new business efforts.

Learn this lesson early – and in doing so, understand that the more you invest in building that relationship, the more it will give back.

If you’d like to learn more about how we here at Wise PR define and communicate the Client/Agency Expectation Equation to ensure mutual success you can download our New Client Welcome Letter which we share with all new clients at the start of our relationship and prior to our kickoff meeting. To download enter your information here: 

 

Leading Experts Weigh on On Personal Privacy in the age of Drones, Wearables, IoT

Leading Experts Weigh on On Personal Privacy in the age of Drones, Wearables, IoT

Wise Public Relations Inc. and Cowan, DeBaets, Abrahams & Sheppard LLP  recently co-hosted a thought provoking panel discussion designed to explore some of the near-term & long-term challenges to our personal data in the emerging IoT era where the primacy of providing customer data counterbalanced by privacy policies and advocacy efforts may result in the disruption of existing business models and the creation of new models.

We spoke with several of our panelists one-on-one to get their own personal thoughts on privacy. 

Personal Privacy in the age of Drones, Wearables, Internet of Things

Personal Privacy in the age of Drones, Wearables, Internet of Things

Wise Public Relations Inc. and Cowan, DeBaets, Abrahams & Sheppard LLP  recently co-hosted a thought provoking panel discussion designed to explore some of the near-term & long-term challenges to our personal data in the emerging IoT era where the primacy of providing customer data counterbalanced by privacy policies and advocacy efforts may result in the disruption of existing business models and the creation of new models.

Panelists included:
Moderator: Lauren Barack, Executive Editor, GearBrain
Joshua Sessler, Partner, Cowan, DeBaets, Abrahams & Sheppard LLP
James Pasquale, EVP North America, digi.me
Gareth Price, Technical Director, Ready Set Rocket
Sean Bohan, ProjectVRM, www.seanbohan.com
Ben Goodman, Founder & President, 4A Security & Compliance

You can view the video of the panel below or by clicking here

Why “Culture Fit” Means Nothing

Why “Culture Fit” Means Nothing

VideoAmp Head of Culture CK Lin wrote a guest byline for TalentCulture.com “Why ‘Culture Fit’ Means Nothing.” In his byline, CK makes the point that looking specifically for “culture fits” is one of the biggest mistakes a tech startup can make. Yet, with so many tech industry giants incessantly reiterating the importance of “culture fit,” it’s easy for startups to fall into that trap. In reality, the kind of people startups need is fundamentally different. Here’s an excerpt:

It’s easy for an employee to consume the culture at one of those big companies. Who doesn’t like to be paid well, have more freedom, and work alongside smart colleagues? Who doesn’t want to have great amenities? Who doesn’t want to work at a fast-growing company that helps them grow as well?

Smart startups realize they can easily find anyone off the street who will probably love to fit right in. But if they are not actively contributing, then they are actively draining the company culture. The mission and values of the company lose momentum, which leads to culture complacency and disintegration.

What specifically drains company culture depends on the company’s core values. Here at VideoAmp we clearly describe what culture draining behaviors are for us:

“If you are complacent, if you constantly hide who you really are in order to be liked, if you constantly worry about propriety rather than the task at hand, if you are a lone genius, if you have no opinions about anything, if you like to play politics, if you like to hoard secrets and power, if you have no passion for life, if you are not naturally curious, if you think you are entitled to the bounties of life or if you can’t laugh at yourself, you won’t succeed, and you’ll be miserable here.”

That kind of thinking helps a tech startup narrow down its candidates to a select few who can actually elevate the culture, rather than drain it.

To read CK’s byline, click here.

The Biggest Tech Challenges of Today's Digital Publishers

The Biggest Tech Challenges of Today's Digital Publishers

Brightcom’s Hadas Moked wrote a guest byline for MarketingProfs - The Biggest Tech Challenges of Today's Digital Publishers. Here’s an excerpt:

Given that the programmatic market is an open one, ad fraud exists despite publishers' best efforts to prevent and combat it. Some prevalent examples include ad units that don't get placed in the relevant space or website as agreed. In those cases, some of the misplaced ads are of high quality, but they don't match the site's content or requirements (for example, an alcohol brand ad appearing on a kids' game website). That hurts the user experience.

Another factor negatively affecting user experience is the development of malware viruses that pose as legitimate online ad units. Referred to as "malvertising," those virus-laden advertisements are spread through programmatic ad networks and legitimate websites.

Publishers focused on providing a positive user experience know that supplying more consumer-friendly advertising is key. But they also need to ensure that it does not affect how the website functions.

Today, many sites are over-tagged because of their ads, which slow down page-loading speeds.

Another factor stalling page loads is when there is no demand for a specific video ad. Publishers need to make use of technology to enable faster load times and more effective results. But this is a huge challenge; not all publishers have the needed technical capabilities, manpower, or time.

To read Hadas’ byline, click here.

No Productivity Hack Will Ever Eliminate Hard Work

No Productivity Hack Will Ever Eliminate Hard Work

Here’s a guest byline our Vice President Tracey Boudine wrote for Entrepreneur on the value of hard work over productivity hacks. In her byline, Tracey argues the point that tools like Asana, Slack, and Evernote are buzzing with digital glee 24-7. However, the reality is that hard work is needed to achieve your goals. Here’s an excerpt:

You spent all your time and energy doing the wrong work, often the work in your comfort zone (networking, schmoozing, paying for more bells and whistles or tweeting) instead of what really needed doing - upgrading or learning new skills; and deep diving into the tedious unglamorous stuff.

Or maybe you knew exactly what needed doing, but you didn’t get any results or make any progress. Skimping on the follow through, or not spending time troubleshooting to fine tune your strategy, can make all the effort seem fruitless.

Step back, and make sure you’ve been honest about the real work that’s required at this point. Follow through until you get results or know why you didn’t do it so you can make quick revisions based on the lessons learned.

There are no shortcuts to genuine growth and success. Too much focus on shortcuts, or feeling famous, and you never get there, or when you do, things quickly crumble.

Take a cue from Abraham Lincoln, and spend more time sharpening your ax than you do talking about it; chasing shiny objects; or paying for the latest solution. It’ll reduce the amount of swings you need to take. That can be a real time and money saver.

To read Tracey’s byline, click here.

As Apple Readies Next iPhone, Headphone Companies Brace for Major Market Shakeup

As Apple Readies Next iPhone, Headphone Companies Brace for Major Market Shakeup

One of our mantras at Wise PR is to become a valuable resource to reporters. To that end, we’re happy to have helped Inc’s Salvador Rodriguez with his story on Apple’s plans for the next iPhone and offered up Nuhera Co-Founder David Cannington as a source. Here’s an excerpt:

In the past, Apple has bundled earbuds with all of its iPhones, but it's unclear if the Cupertino tech giant will do something similar for the next iPhone either by way of Bluetooth earbuds or a Lightning-port adaptor. There have also been reports indicating that Apple could launch new headphone products through its Beats by Dre brand that capitalize on the removal of the audio jack.

"You can look at this one of two ways. You can say 'Oh my god. Apple is bringing out a product that will compete against us. We're dead in the water,'" said David Cannington, co-founder of Nuheara, which makes cordless Bluetooth earbuds that can distinguish separate speech from ambient background noise. "Or you can say 'Apple is bringing out a product that will be different from ours and our challenge is to create innovative technology that delivers a better consumer experience."

To read Salvador’s story, click here.

Digital Video - Online Video Advertising Effectiveness

Digital Video - Online Video Advertising Effectiveness

A new Nielsen Media Lab study, which was commissioned by HIRO Media, was published on IAB's member research section.

How do you measure the effect of an online video ad? Engagement metrics (i.e. clicks, VTR and viewability) are easy to monitor and accurate, but the challenge with these digital KPI’s is that they are virtual in their very nature. You will know how many people saw your video ad but you cannot deduct from that how many people actually remembered the ad, liked the brand, and had an intention to buy. In other words, viewability and VTR are KPI’s and not an ROI. In this new Nielsen Media Lab Study that was commissioned by HIRO Media, the report identifies what predicts the effect of the ad and analyze new factors that prove to be more influential then the traditional engagement KPI’s.

The Nielsen HIRO report was also covered by Mediapost, VideoNuze, ExchangeWire, Adotas.

To download the report, click here.

 

Walmart's Jet move: Is IT magic enough on its own to take on Amazon?

Walmart's Jet move: Is IT magic enough on its own to take on Amazon?

Ai Media Group’s Director of Advertising Technologies Joel Citron was quoted in a Computerworld story on Walmart’s recent acquisition of Jet.com. Here’s an excerpt:

When Walmart said on Monday (Aug. 8) that it was buying Jet.com for over $3 billion, it was widely interpreted as the retail giant getting serious about competing with Amazon. That's hardly what is happening. The technology from Jet is fascinating; that's what is really behind this move.

Walmart.com has been serious about taking on Amazon for years. The problem has been that Walmart's top brass has simply refused to shed its store-centric mentality, thereby forcing Walmart.com to have to have to be subordinate to physical stores at all times. If an effective Walmart.com strategy might rob some sales from its stores — even if it still makes more money overall for the company — that strategy wouldn't be approved. Therefore, the real question is whether this acquisition indicates that Walmart senior brass are now willing to let online do what makes sense for online.

"I would say that the spending of $3.3 billion — and having [Marc Lore, the CEO of Jet] become their head of e-com — shows that they are finally truly ready to embrace e-com," said Joel Citron, director of advertising technologies for the Ai Media Group. Walmart has been "trying, but they did not have the right people with the right mindsets and the right technical stack in place to compete. They kept on trying to copy or keep up with their competitors, and it wasn't working. Buying Jet gives them something fresh and gets them great leadership as well."

To read the story, click here.

VideoAmp Launches Advanced TV Ad Buying Platform

VideoAmp Launches Advanced TV Ad Buying Platform

VideoAmp announced a new Advanced Television (ATV) advertising platform, one that promises to better measure the performance of video campaigns running across both VOD and linear TV channels, which was covered by Broadcasting & Cable. A software-as-a-service platform (SaaS), ATV is already being beta-tested by programmatic and TV ad buyers at Publicis Groupe’s Mediavest-Spark, Varick Media Management and full-service agency Swirl. Here’s an excerpt:

The ATV platform lets advertisers run cross-screen campaigns using data from VideoAmp, which offers insights on device usage and viewing behavior. At launch, inventory will be available for broadcast TV stations, digital long-form, OTT and set-top box VOD.

FreeWheel, Tubi TV, WideOrbit, PlutoTV, and SpotX are partnering with VideoAmp at launch, giving ATV users access to broadcast TV spots that reach 23 of the top 25 markets, covering 85% of American TV households.

“The audience targeting available in VideoAmp offers media buyers scale, precision and targeting of cross-screen campaigns greater than any other platform in the market today,” said Ross McCray,Co-Founder and CEO of VideoAmp. “Advertisers will have the tools they need to access and evaluate valuable inventory on emerging delivery formats including OTT, digital FEP and premium local broadcast TV inventory. Our new user interface combines cross screen analytics with Advanced Television targeting that will make cross-screen buying more simple and elegant than ever.”

To read the Broadcasting & Cable story in its entirety, click here.

Brightcom Announces Partnerships With GeoEdge And Forensiq

Brightcom Announces Partnerships With GeoEdge And Forensiq

Brightcom, a global ad-tech and multichannel media firm, announced new integrations with GeoEdge and Forensiq to enhance viewability measurement and improve fraud detection capabilities for clients. Here’s an excerpt from the Mediapost write-up:

Working with Forensiq, a fraud detection company, Brightcom will channel all its ad traffic through a fraud evaluation program to  offer real-time detection for clients.

“With the fraud scores provided by Forensiq, we will enhance our overall ecosystem by making sure clients are immediately aware of fraud,” explained Galia Arnon, CEO of Brightcom. “We want to take additional responsibility for what is being sent to our advertisers.”

GeoEdge, an ad-verification provider, has a similar role, but from a publisher perspective. It checks for malicious creatives, improving transparency between the advertiser and publisher. “By checking for creatives that do not match the guidelines set by the publisher, we hope to improve the user experience on publisher sites that we work with,” said Arnon.

To read the Mediapost story in its entirety, click here.

Can Jet.com (Finally) Get Walmart's E-Commerce Ops Moving?

Can Jet.com (Finally) Get Walmart's E-Commerce Ops Moving?


Joel Citron, director of Advertising Technology at Ai Media Group, was included in a CMS Wire story on Jet.com and their recent acquisition by Walmart. It was announced that Jet.com was bought by Walmart for $3.3B. When it comes to the two companies, Joel said, "They have very different ways of engaging with the customer.” Here’s an excerpt from the CMS Wire story:

Now here is where Jet.com can clearly help Walmart — it continuously engages with the customer, far more so than Amazon. Every time a customer puts an item into his cart, the site engages with him, Citron told CMSWire. "It will tell you, for example, 'all you need is to buy another $10 to get your total price down to $75.'"

Is the secret sauce that Walmart.com has been missing? Possibly, but Citron also agrees that it is unusual for a retailer to have such a huge chunk of the brick-and-mortar sales and such as small percentage of online sales.

"Maybe Walmart won't be able to successfully integrate Jet.com in the end," he said.

But, then maybe it can. Besides the pricing engine, which automatically builds in engagement as well as maximized cart sales, that $3.3 billion purchase price includes Lore's expertise. Lore will be staying on at Walmart.com for two years as part of the deal.  "He has a great reputation plus those two years at Amazon," Citron said. "If anyone can turn Walmart.com around it is Lore."

To read the CMS Wire story, click here.

Has the term ‘newsjacking’ damaged the PR industry?

Has the term ‘newsjacking’ damaged the PR industry?

Our Vice President Tracey Boudine wrote the following guest column for PR Daily, "Has the term ‘newsjacking’ damaged the PR industry? " In her guest column, Tracey explores newsjacking and offers her viewpoints on the term and its use in PR. Here's an excerpt: 

In a recent blog article, an allegedly experienced PR pro discussed the Oreo tweet heard round the world about dunking in the dark during the Super Bowl as an example of “newsjacking.”

It wasn’t. That was real-time (social media) marketing, not “newsjacking.” News is the operative word. We call it earned media today to distinguish it from shared (social) media. This confusion by industry professionals about what even constitutes “newsjacking” seems like a red flag.

On the other hand, let’s say an Oreo marketing executive comments on the strategy of being prepared for real-time marketing opportunities for an article to be published in Bloomberg Businessweek during the days immediately after the Super Bowl.

This is how an expert adds value to the conversation—which, in one of its most straightforward applications, is really what goes on.

To read Tracey's guest column in its entirety, click here.

Women Trained in Technology

Women Trained in Technology

Women Who Code Chief Maker Zassmin Montes de Oca appeared on CNN en Espanol to discuss the global non-profit group that puts on more than 3,000 events around the world each year, has garnered a membership exceeding 50,000, and has a presence in 20 countries, all aimed at empowering women to advance in tech.

To watch Zassmin’s interview, click here.