By Linda Forrest
My colleagues have been writing about the role of champions in bringing technology to market, examining the role internal and external champions play in determining the market success of your product. I’d like to examine a subset of the external group: media and analysts. What role can these influencers play in championing your burgeoning technology?
Let’s look first at a few of the ways the media can champion your product or company.
Being covered by the media
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By Francis Moran
At the time my PR agency, inmedia Public Relations, was founded, I worked out of a large integrated agency in the city and some of the account executives there loved to push my buttons by declaring that media relations was free advertising. They especially liked to do this in client meetings because they knew it would prompt me to mount a fevered defence of the merits of PR and all the ways in which it differed from advertising.
I knew they were only kidding. I knew they really knew better. I knew it was all a bit of harmless fun.
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By Alexandra Reid
Over the last two weeks, I have taught our readers how to grasp the basic concepts required for monitoring and managing social media so they can be more effective in marketing their businesses on these channels. As the last in my three-part series, this post discusses how to measure the information received through the first two processes to provide actionable insight required to carry out successful, long-term social media strategies.
In earlier posts, I explained how to develop a social media strategy and carry it through and how to track social media efforts and reach your benchmarks. Your strategy should include your social media goals, determined by analyzing your business to decide what you want and are able to achieve through social media and what you are able to offer your audiences as well as other businesses to understand what they are doing successfully so you can compete. You can also look at reports and other key benchmarking data, provided by organizations such as MarketingSherpa, MarketingProfs and Forrester. Your strategy should also include your plan for measuring success, laying out your key performance metrics and how you will collect and analyze the data. I suggest you read these posts first to provide you with a good starting point for today’s discussion. This post will provide details on how to actually measure social media, including tools and measurement methods we employ.
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This is the 23rd article in a continuing series that examines the state of the ecosystem necessary to successfully bring technology to market. Based on dozens of interviews with entrepreneurs, venture capitalists, angel investors, business leaders, academics, tech-transfer experts and policy makers, this series looks at what is working and what can be improved in the go-to-market ecosystem in the United States, Canada and Britain. We invite your feedback.
By Francis Moran and Leo Valiquette
Last week, tech heavyweights from around the world lined up to bid for Nortel Network’s portfolio of more than 6,000 telecommunications and web-related patents. When the dust settled, the portfolio had been sold for five times the opening bid and at least twice as much as analysts had expected.
Feisal Mosleh, vice-president for acquisitions at Intellectual Ventures, put the Nortel sale in context for MarketWatch.
“Since the market took off in the last eight years or so, intellectual property went from being an unused asset in the corner to a prime financial asset that can be traded,” he said, adding that, “there is no shortage of capital for the right invention. It’s one of the most differentiating aspects of business today.”
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Whether you’re celebrating Canada Day or Independence Day, we want to wish you all a happy and safe holiday long weekend.
Regular posting will resume on Tuesday.
Image: LP Custom Embroidery
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June Roundup: What does it take to get technology to market
June 30, 2011 by Alexandra Reid
Is it the last day of June already? Perhaps it whooshed by because we were so hard at work, writing about what it takes to bring technology to market […]
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Why companies must incubate
June 29, 2011 by Jason Flick
Over the past couple of years, incubators inspired by organizations such as Y Combinator and TechStars have taken the limelight and become hotbeds for angel investment and innovation. Montreal alone has seen at least six new incubators created so far in 2011 […]
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Community management: Simple ways to keep track of key information
June 28, 2011 by Alexandra Reid
This is part two of my three part series on monitoring, managing and measuring social media. Last week, I discussed how to choose the right tools for monitoring social media and how to use them to their best effect […]
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Championship: Opening up the ivory tower
June 27, 2011 by Francis Moran
In the context of getting technology to market, “champion” can mean a lot of different things.
Early in this series we defined it as individuals within established enterprises who see the value in supporting a new venture or investing resources in an innovation to help realize its commercial potential […]
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It’s a fact: content marketing drives B2B sales leads
June 24, 2011 by Linda Forrest
Like many B2B companies, we ourselves have been working hard to fill our sales pipeline in recent weeks and months. I was encouraged to see some statistics from MarketingSherpa that validated not only our approach to seeking prospects for ourselves, but also the content marketing approach that we follow for our clients […]
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My three buckets of customer segmentation
June 23, 2011 by Francis Moran
Marketers are well familiar with the concept of segmenting the marketplace. It’s the process of dividing a broad and undifferentiated set of consumers into ever-smaller segments until you have identified that group of potential customers that is the best match possible for your product or service. […}
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First we’ll eat – then we’ll talk
June 22, 2011 by Bob Bailly
I remember several road trips as a teenager travelling with my parents and my younger brothers and sisters to California from Calgary. Back then it was a three-day journey for us, stopping in Idaho Falls, Las Vegas and a final day across the desert to Los Angeles […]
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Drinking from the waterfall: How to effectively monitor social media
June 21, 2011 by Alexandra Reid
This is part one of a three part series I will write on how to monitor, manage and measure social media. I have discussed best practices for each of these processes in previous posts. However, after receiving a comment on LinkedIn, I realized that I neglected to dive into any of these subjects in great detail […]
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