By Danny Sullivan
Supported by the recent news of AOL’s acquisition of popular social networking site Bebo for $850 million, it is clear that the phenomenon continues to be considered an influential and valuable market segment.
And there is little doubt that social networking represents a significant new marketing channel for consumer-oriented products companies. Indeed, there are already many strategies and approaches out there advising on just such a topic, and viral marketing has never been so popular as a result.
But what does it mean for the B2B sector? Are social networking strategies an important PR component for companies selling enterprise software solutions or new server technology?
Well, we’re probably not talking Facebook or Bebo here. As far as I’m aware, these sites don’t yet host large groups of CIOs swapping tales of ROI and disaster recovery strategies.
But social networking extends beyond the realm of those well-known sites, and there are networks catering to members holding virtually every job description known to humankind.
Still, although such networks do present opportunities for PR professionals, any strategy to target them should be carefully considered. You can’t join a networking group and then start spamming everyone with your news releases… well, I suppose you can, but you won’t be in the group for very long!
A consumer product company will seek to generate excitement and interest for its products among social networkers in its target demographic, and a B2B vendor must seek to do the same. And in doing so to a (usually) well-educated and (almost always) sceptical audience, the approach and method must be well thought out.
As with contributions to conventional media outlets, companies seeking to influence such networks must present value to the audience and should not embark on blatant pitches for business. Providing relevant, interesting and thought provoking content is key.
Social networking is all about sharing – and this philosophy must be upheld by those seeking to take advantage of it.
By Danny Sullivan
I’ve been approached by a few companies over the past few weeks, all of whom were offering some PR tool or another designed to make the life of the PR consultant that little bit easier. Often at first glance, these tools seem to offer some snazzy new features, but after you sit down and think “what is this actually going to do for me, and more importantly, my client” you begin to realize that, in many cases, these tools offer little in the way of true value.
Now, of course, I’m not saying that we should all arm ourselves with nothing more than a phone, pencil and paper. Technology is a marvelous thing and there are some great PR tools out there, many of which I use myself, but some careful discernment should be used when making the decision to add a new one to your arsenal.
The technology products and services available to PR folk are many and varied and many of them perform the same or similar tasks as others. Don’t end up in the position where you are paying for three separate tools that all provide the same basic functions. And never assume that some great-sounding features will mean the thing actually delivers on its promise… always try before you buy.
Also, it must be remembered that, while software, web services, outsourced resources and so on can go a long way in helping lower the poor flack’s workload, they still do not understand your client’s stories the way that you do. Putting your faith and your client’s PR program in the hands of a piece of code is risky business.
By all means, use technology, but remember who is supposed to be the expert here.
By Danny Sullivan
It was with a spring in my step that I set off to the Scottish Technology Showcase last week. Two years previously, I had visited the same event and it was where I first came across the incredible company that is Touch Bionics. If this year’s event could boast some stories with even half the appeal of that little gem, then I’d be well satisfied.
As it turns out, the number of products-oriented companies that presented potentially interesting opportunities for a PR firm were relatively thin on the ground. There were a lot of manufacturing and design services firms that don’t usually present the most interesting of prospects for a PR firm – although you should always scratch beneath the surface before making that call.
There were certainly a few shining lights (literally) among the clustered booths in Glasgow’s SECC. The light was primarily thanks to an outfit from the University Edinburgh called NIPHT, which has developed kits that allow customers to grow decorative bioluminescent mushrooms at home or in the garden. These glowing fungi could be used to illuminate a garden pathway or flowerbed at night. Nifty indeed.
At the opposite end of the technology spectrum, Perth company, Ewgeco, has developed a fascinating device that will allow small businesses and consumers to accurately measure their utility consumption in real time. In today’s ever increasingly energy-conscious society, this could indeed be a timely device.
Alongside these two examples, and despite the larger number of services firms, there were plenty of other innovative products companies on display, from CRM and mobile security software to satellite systems and advanced loudspeaker technology, proving that entrepreneurship of the very highest standard is still a trait in Scotland.
By Danny Sullivan
In the world of the PR agency, you can never really achieve enough. The nature of the client-agency relationship dictates that clients will always demand more of their PR firm, even if it outperforms all expectations. And why not? It certainly keeps the agency on its toes and companies need to ensure that they continue to generate high value from their PR program. Still, for the PR practitioners working diligently day in and day out, it can sometimes feel like a lot of effort for little thanks. So how do PR folk stay positive in the face of seemingly insurmountable expectation?
For a start, good communication with clients is an important step. Even if the expectation remains tough, ongoing feedback, both positive and otherwise, ensures that the relationship is about more than just the results and helps the PR function to become a more integrated part of the client’s marketing mix. This is beneficial to both sides.
But in addition, PR agencies need to become internally aware of the value of what they are delivering for their clients, and it may require elements other than feedback to bring this perspective to bear.
Probably the most effective way to do this is through the setting of objectives. By establishing in advance with a client what kinds of results would constitute success, it is a simple process to then determine if what is being delivered meets those criteria. Even with set objectives, the client’s appetite for greater and improved results is likely to be undiminished, but the achievement of such objectives offers the PR worker an element of satisfaction that is as vital in this profession as it is in any other.
By Danny Sullivan
If you are working in PR in today’s high-buzz technology media market, then you will be very aware of the requirement for proof points in order to secure quality media coverage. Gone are the days when an unproven company could announce a new product months or even years before it was available and yet still generate plenty column inches. And that’s a good thing for everyone.
However, it’s still refreshing to see news like yesterday’s story about the $195 laptop, which, despite the company not revealing much detail about the technology specifics, still generated a lot of press interest. It shows that the right kind of content can still elevate your news beyond those editor-imposed rules of “no proof, no story”.
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