To run a successful social media campaign (say, generate over a million page views and a few-hundred-thousand social mentions), all you have to do is take one wish-fulfilling techno-toy ripped from the script of a classic science fiction film, assure folks that it’s real, then add one celebrity athlete and one astronaut. Mix all elements together, splash some video across the Twitterverse, and…Presto! Bon appetit!
While this abbreviated recipe may sound preposterous, friends of Sterling Communications will know that it pretty much encapsulates the successful campaign we launched for the Hendo Hoverboard Kickstarter last October. Our client, Arx Pax, used the Hoverboard Kickstarter as a platform for coming out of stealth mode and introducing their core technology to the masses. We leveraged social media to amplify the launch using a two-phased process: first establishing credibility, then fostering enthusiast engagement. If you aren’t familiar with this campaign, here’s a quick recap of our overall media strategy. (more…)
I recently found myself trying to explain the Internet of Things (IoT) to my dad. This is a man who literally doesn’t understand how to use a computer, though he has admittedly become somewhat engaged with the basic functions of a smartphone (read: pictures!).
“Why the hell do I want to have an Internet on my fridge?” he asked.
It was only when, after many examples, I mentioned how an Internet-connected sprinkler system would be able to detect that it had just rained and thus wouldn’t water the lawn on its regular cycle that I caught his attention. He gazed at the brown grass outside.
“Well, that’s pretty cool.” (more…)
Marketing, once widely regarded as a pure art form, is now being injected with (data) science. In fact, pretty much everything we read and hear about these days around marketing innovation involves Big Data and analytics. Now, I’m all for proper targeting and effectiveness measurement, but I hope we’re not losing sight of something important here.
Think back to childhood. When you’re dangling one-handed from the monkey bars with your sweaty grip slipping fast, you’re not pinning your rescue hopes on the kid with the photographic memory and unrivaled aptitude for regurgitating facts to save the day. Most likely, that kid would offer you relevant but decidedly unhelpful information such as the number of playground deaths occurring in the US each year for the past five years.
Please, don’t send that kid. (more…)
Crowdfunding has taken the Silicon Valley startup scene by storm. Once a pastime for early adopters, crowdfunding has gone mainstream on a global scale. $16.2B was raised in 2014 alone, up from $6B in 2013. The market is set to double again in 2015, surpassing the venture capital industry, which invests an average of $30B each year. Let Silicon Valley VCs focus on the next unicorn; upstarts with big dreams of their own can still ‘make it’ through the power of the people. (more…)
Public relations is a fast-paced industry where deadlines can be fluid and windows of opportunity within news cycles are incredibly easy to miss. You might have a compelling angle and an experienced spokesperson at the ready, but that won’t get you very far if your media list doesn’t have the right contact info for the right reporters at the right media outlets.
Making sure that you’re talking with the right journalists is vital. Sounds easy, but if there is anything that changes faster than PR, it’s the media landscape. Reporters change beats, outlets, and their preferred contact channels at a dizzying pace, and that’s not likely to slow down anytime soon.
So, what’s the best way to keep your media lists accurate? First, update them as often as possible. By dividing your upkeep tasks into faster, more frequent sprints, you will avoid time sinks and research escapades that could take hours, and you’ll be ready to jump on breaking news. Track industry happenings as part of each work day and, when you find a relevant article, make sure that the reporter is on your media list. If you notice that one of your media contacts has changed publications or coverage beats, immediately update your media list. And, when a new media outlet catches your attention… Update. Your. Media. List.
Everyone knows that maintaining media lists can be a beast. Well, I’m here to tell you that the beast can be tamed. Here are five steps to optimizing your media lists so you can generate great results: (more…)
This is the second half of a two-part article on press embargoes.
Photo credit: Alex Blarth via Flickr
Reporters know that if you’ve set a press embargo, you’re probably pitching the story to many journalists. If your embargo and the wire time for the press release are the same, the reporter who’s bothering to review your news in advance will be in competition with the wire service to be first with the news — and reporters like to break news, especially in the 24-hour news cycle. (Search for “CNN retracts story” to see the results of the fierce competition to be the first with breaking news.)
Ask yourself — Could I give my “friendlies” who are cooperating with me and possibly doing interviews, a leg up on the post time? Can I let them “break” the embargo that I’ve set? The answer is No if you’re working with a public company, and Yes if it’s a private company. (more…)
Photo Credit: Elvert Barnes via Flickr
In 2008, TechCrunch published Michael Arrington’s manifesto calling for the death of the news embargo: “From this point on we will break every embargo we agree to.” Media relations professionals pulled hair, gnashed teeth and whined on social media. Seven years later, the press embargo —a gentleman’s agreement between a reporter and a source to hold a specific piece of news confidential until a pre-determined date and time— is alive and kicking in Silicon Valley. (more…)
Photo credit: Death to the Stock Photo
Designing a company website can quickly become overwhelming. With so many options for site design, it can be difficult to begin choosing features you want to incorporate. That’s why we’ve put together a list of three design features to avoid when creating your company’s website.
I’m at the cliff’s edge on Hawk Hill — that iconic view looking down on the Golden Gate Bridge with San Francisco in the background — about to roll a take of a music artist singing the chorus to his new song. The camera is ready, the talent is ready, it’s cold out, and we are ready to get the shot and move on when a state park ranger approaches. He didn’t approach to say that we had to leave, but to simply tell me that his nephew just got a camera and wants to makes movies, too. Then he asked if he could get a picture with me and the artist.
Everyone wants to be involved in making movies. And why not? It’s fun! Marketers, you can even use this to your advantage. The more people grabbing photos and videos, whether behind the scenes of a project or collaborating on an actual marketing program, the more assets you and your team have to work with — both in the short and the long run. At Sterling, we lovingly term this opportunity as “atomization.” (more…)