Image courtesy of Cake Communications

At the recent Communicators Conference in Portland, OR, I attended a track titled Audience Evolution led by Michael Pranikoff of PR Newswire. What I learned is that we (PR professionals) will always be students of the social media landscape. It is unrealistic to refer to ourselves as social media “experts” or “gurus” because social media is constantly changing, and we must continue to practice and gain experience in order to provide educated recommendations to our clients. So, is anyone ever really a social media expert? To help keep you up to speed in this rapidly changing world, here are a few key takeaways from this helpful session:

• Don’t pretend to know the ins and outs of every new social media platform created before testing them out first. Instead, create a personal account on the latest craze (Pinterest, Google+) and get to know the platform before making any recommendations

• Posting to your social media channels in the evening is often the best time to reach your social media audiences. Go by your audience’s schedule instead of your own work schedule

• Creating Google+ accounts will enhance visibility (SEO) in Google

• In terms of different media channels, remember that Print is what happened yesterday, Online is what is happening today and Mobile is what is happening right now

• Your clients do not have to be visible on every popular social media platform available. Choose your channels wisely by determining where your audience is participating

• Make your content accessible (mobile optimized), easy to view and easy to use

• Including a multimedia element (video, image) in your press release or article will make it 77% more visible and will increase public engagement by 35%

• The most frequently shared content on social media includes new data, humor, survey results and infographics

Still don’t feel like you are in the know? You’re not alone. Contact Nereus and let us help you craft your social media strategy.

Whether writing a newsletter, creating an infographic or shooting a video, it is essential to speak the same language as your target audience. As Ann Wylie said in her keynote session, “to catch a fish you have to use the bait they like, not the bait you like.” In other words, find out what your audience is interested in and tailor your piece accordingly.

Image courtesy of Steven Goodwin

To make sure your marketing communications efforts will successfully reach your audience, start by asking the right questions:

1)      Who are you trying to reach?

• What do they like/dislike?
• What do they need?
• How do they speak?

2)      What do you want these people to know, think or do after they read, see or watch your communications venture?

3)      How does that information or action benefit them and meet their needs?

4)      What is the best method to reach the target audience so it is easy for them to get the message?

5)      What’s the budget and preferred timeline?

This list is simply a place to start. There are many other great questions you can ask depending on your communications initiative, just don’t skip this step. It’s easy to do when you’re busy or anxious to get started, but it’s worth it to slow down and start the project on the right foot. Your audience will thank you!

To preface, approximately 32,000 new car and truck postings were uploaded to Craigslist Seattle this past Tuesday. That is a lot of competition. But recently this Seattle car owner’s Craigslist post for a 1995 Pontiac Grand Am has garnered national attention. Now, I may be biased since this exact car (color, make and model…everything) was my first car, but no one can deny this takes the Craigslist post to a new level. Well, apparently it worked; the seller sold the car (donated it, actually) and posted this follow-up. The car even has a Twitter handle: @manlycar.

Craving a bit more creativity? There’s also this guy:

Inspired? Yeah, thought so.

So it was with great excitement after months of anticipation that I watched THE DRAFT last Thursday. With Aggies’s QB, Ryan Tannehill, predicted to go in the top ten, I couldn’t wait to see what would happen! They finally called his name as the eighth pick overall, selected by the Miami Dolphins. (While I’m thrilled for “Tanne,” I’m also eager for Oregon Stater Matt Moore to keep his starting job!)

What a huge accomplishment to be selected that high in the draft! Tannehill only started at QB in 19 games in his college career, taking over the starting role mid-way through his junior year. Of those 19 games, he won 12.

Which leads me to the question – how did Kellen Moore not get drafted? Moore went 50-3 at quarterback during his college career at Boise State. He is a hero in Idaho. Unfortunately for Moore, he’s also a small guy playing in a small league. There is a big leap in talent and skill from college to pro football, and Moore didn’t fit the NFL mold. Tannehill did. But Moore shouldn’t worry. He’s in good company with Kurt Warner, Tony Romo, Victor Cruz, Arian Foster and dozens of other NFL stars that were overlooked on their draft day.

What Moore can do as a free agent with the Detroit Lions is prove that he belongs in the NFL. “I don’t think there will probably be a more motivated quarterback,” said Moore, after signing with Detroit.

Although THE DRAFT told him no, I believe that his work ethic, determination and attitude say yes to ultimately succeeding in the NFL. What do you do, when you hear no?

USB-IF Technology Session at IDF Beijing 2011

Last week, I attended Intel Developer Forum (IDF) Beijing. Using some of the strategies below, we secured a dozen on-site press briefings and garnered strong media coverage in conjunction with the event. Check out the following tips for driving successful global media relations.

Learn from locals

• Find out what publications your audience is reading and the journalists they respect and follow. Additionally, look at local specialty and trade publications, which are likely to run more in-depth features. Local employees, customers and vendors are useful for this type of information.

Tie news to region

• Ask locals about industry trends and top regional news stories. Having an angle related to topical news will make your story more impactful.
• Highlight partners, customers, manufacturers or members you have in the area.
• When highlighting market share and forecasts, focus on information specific to the region.

Localize materials

• Have presentations and announcements translated into the local language. Be sure to build in time to have materials translated.

Strategically time news

• Like in the United States, the best time to distribute press releases abroad is typically in the morning during the work week, so plan your distribution time accordingly.
• Aim to avoid distributing your news during holidays within the region you are targeting.

Avoid colloquial terms and jargon

• Whether communication in person, over the phone or through email, aim to avoid conversational language and complex jargon, which may not translate clearly to your audience. Also, regularly check in with your reporter during the discussion to ensure they understand your messages.

Hire an on-site interpreter

• If you are traveling to the region, it is often beneficial to hire an on-site interpreter. Not only will they be able to serve as a liaison during the briefing, but they also can assist with real-time coordinating if the journalist needs to reschedule, change meeting location, etc.

Partner with a local agency

• Working with a local agency can be a cost-efficient way to introduce your company to a new market. PR agencies abroad will often take on a project, such as offering support for a tradeshow or international meeting. Look for agencies that specialize in your industry and be sure to share all useful resources, including FAQs, key messages, webcasts and announcements.
• Additionally, a strong partnership can lead to new business if the local agency’s client needs support in your region.

If you’re looking to build awareness in a new region, Nereus can help you establish a presence.

MakerBot at SXSW Interactive 2012 Opening Night Party

I first caught sight of MakerBot’s 3D printer, The Replicator, at CES 2012 (CNET Best of Show for Emerging Tech) and saw it again last month at SXSW Interactive.  The price point for personal 3D printers is the leading breakthrough in this emerging market. Now that they are being built with the everyday consumer in mind, simplicity and affordability will undoubtedly continue to be the focus. It’s a new solution for an age-old inventor dilemma, how to showcase what’s in your head without going into full production.  Additive Manufacturing- taking a digital model and literally spraying layers of plastic (similar to the plastic used for Legos) one layer at a time- is the idea behind these personal 3D printers.  In addition to plastic, some 3D printers use metal, ceramic and even chocolate for fabrication materials.

Have an idea… the next big invention? It’s easier to get it to market than you might think. DIY shops, such as the TechShop and GE Garages, are popping up around the country. In addition to featuring do-it-yourself prototyping machines, tools and equipment, they offer classes, workshops and training events, even chocolate molding parties at some locations.

With a young inventor in the house (age 10 and she already has her first patent pending product), I’ve been hearing about the Maker Faire as well. It’s coming up May 19 & 20 in San Francisco. If you’ve been before or plan to attend, let us know what to expect with a comment below.

Also, if you’re in Austin, be sure to come out to the 3^rd Annual ACE Innovation event, taking place April 21, 2012 on the UT Campus. Interactive tables are expected to feature demonstrations of stop-motion animation, 3D printing, robotics, rocketry and various community programs. Show your support for Austin’s young innovators and our highly-creative entrepreneurial community if you’re in town.

Plenty happening on the DIY scene- join the movement and get out from behind the screen a bit with some creative, hands-on activities to showcase the inventor in you.

First, it was freezing in the venue and that’s coming from someone who is typically hot blooded. No, really, thermostats are a point of contention with every roommate I’ve ever had. It was cold enough in the main conference hall to be a distraction and a frequent topic on the Twitter stream. However, PSAMA did what they could to address the problem without turning it into a big hullabaloo and even e-mailed attendees a discount for future events with an apology from Bell Harbor Conference Center. Well done PSAMA.

Moving on, these are the lessons and case studies that resonated with me the most.

Key takeaways from Market Mix 2012:

• Watch out for ‘Give Me One of Those’ people, or GMOOTs as Allison Watson put it. When a GMOOT sees a competitor doing something, they want to implement it immediately. It’s our job here at Nereus to strategically present our reasoning for why (or why not) a client should climb aboard the most recent social media fad. We are the proverbial gravel pits on the side of a highway that absorb semi-trucks with runaway brakes. Through proper research we evaluate and then recommend what is best for them. Any company can offer you thousands of fans, friends and followers for a certain price, but what does that number actually mean for your brand?
  

• Social media is about reputation, not ranking. It’s about the quality of your relationships, not about the number of followers or fans. Building social credibility is like buying insurance; if you end up with a snafu that catches fire, social credibility is an invaluable tool while communicating with your audience. A critic can become your best advocate, but only if you engage them, ask for feedback and suggestions and then actually listen to their opinions. Thanks Ted Rubin for dropping this knowledge. BOOM.

• Remember, your company is not what you think it is; it’s what your audience thinks it is. Rod Brooks, I wholeheartedly concur.

• Regulated industries are another story on social media. This was a halleluiah moment for me. Several of our clients are industry groups that promote various technology specifications and there are limits on what they can say using social media. It is our job to find the balance between open communication and respecting the limitations that come with the territory. Ted Rubin this came out of your Jet Blue story.

• Look at a situation from a different angle. Vague, I know, but here is the example. At a children’s hospital in the United States, the window washers dressed as various superheroes. Essentially a no cost plan with exponential rewards. Brilliant. Rod Brooks again I believe. Can you tell I’m playing favorites?

• What is the longest word in iPhone? PHONE. Pick up the phone and call someone. The world may be going digital, but we are all still people working with people. Ted Rubin this was refreshing and validating.

What was the best part of the whole trip you ask? After we parked in the garage and were about to walk in, I actively headed a ‘no jacket needed’ campaign to Karen, citing the annoyance of carrying one around all day and the unlikelihood of a coat check.  Besides the aforementioned temperature challenges, there was indeed a coat check. Whoops.

Although SXSW started as a music festival, the interactive conference is what draws a crowd; a widely divergent collection of culturally-relevant, creative thinkers and influencers who have a reputation for speaking candidly.

This was my third year attending and my current relationship status with SXSW is one of love and hate. I love being at the epicenter of technology innovation, but I hate not being able to see and do it all. During the interactive conference, you best stick to your schedule and plan for interruptions. It’s part of the game that makes SXSW both fun and chaotic – a week of scrambling around and scribbling notes from each panel or speaker. Sometimes panels are an amazing learning opportunity; sometimes they’re duds. What looks good in a panel proposal doesn’t always translate well for an engaging discussion.

I love the ability to interact with panelists and have a personal conversation before and after the sessions; I was able to chat with a few speakers after the media measurement panel I attended. I also checked out a handful of new media and marketing panels and learned a trick or two. Sometimes it’s good validation, as a professional, to sit through panels and stay ahead of the discussion.

Panels are great for growing (or validating) your professional skills and speakers provide some bleeding-edge ideas that push the interactive conference forward. I put together a few of my favorite speakers from this year. I think a combination of their creativity and passion for technology, plus their charisma, really made me feel all warm and fuzzy inside.

Abundance: The Future is Better than You Think

You may not have heard of Peter Diamandis before, but you must have heard of X Prize or maybe the private space flight contest that happened a few years ago. That project was his first and he’s since gone on to make an organization devoted to pushing the limits of creativity and technology, challenging the private sector to compete in contests that provide solutions to some of the world’s toughest problems.

Expanding Our Intelligence without Limit

Ray Kurzweil blew my mind. He and Diamandis have similar ideas about computers outsmarting humans in the very near future. Kurzweil is a long-time advocate of human longevity and like Diamandis, he wants to improve our health system, believing that eventually we’ll be able to turn human genes on and off. He’s a futurist and his ideas are exhausting, but oh-so fascinating.

Catch Me if You Can: Frank Abagnale 10 Years Later

You remember Frank. He was portrayed by Leonardo DiCaprio in a biographical film, where he forged a lot of checks and dressed up like a pilot. He had a lot to say about identity theft and related topics – he now consults with companies on secure document storage. He’s got plenty of great advice and is unexpectedly totally up-to-speed with new technology.

Additionally, here are some trends from SXSW 2012 that caught my attention:

• 3D Printing (It’s real and important people are talking about it)
• Highlight app (It launched and I’m still not convinced)
• Location-based group chat (The apps came back this year, with a fizzle)
• Singularity University (It was announced and it wants geniuses)
• QR codes (I think advertisers might finally give up on them)
• Attendees with iPhone + iPad + MacBook Air = eye roll

Image: Courtesy of AMC

After two long years, a few contract disputes and delays, AMC’s Mad Men is finally coming back for its fifth season on March 25, and I couldn’t be more excited. This program provides viewers with an inside look into agency life in the 1960s, and each season provides unexpected and intriguing twists and character plots. That is why I was so thrilled to see this season’s web video trailers. I thought that perhaps the videos would give a few hints at the upcoming season’s story lines. Instead, the short, 30 second videos “___ is Back” give a very quick montage of each main character’s past signature moments. Even though the videos do not provide any new show footage, they still got me interested and eager to watch the new season.

Web videos continue to grow in popularity and with YouTube, Vimeo and other social media channels, these videos are becoming easier and easier to share with your personal and/or professional networks. According to a 2011 comScore study, 82.5 percent of the U.S. Internet audience viewed a video online. And since members of the millennial generation have very short attention spans, a short video can often make a large impact. AMC successfully produced captivating ads without showing any new footage or giving away any of the plot – not an easy task. Check out my favorite of the trailers below. What do you think? Will you be tuning in this season?

On Air Trailer, Don Is Back: Mad Men

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