April 8, 2013

Your fans want to know exactly how you did it


Share your business’s process and backstory

Chris AbrahamPeople are obsessed with process. How did you get to where you are and learn what you know? That’s why YouTube is an obsession: it’s all about “how you do it” or “how you did it.” There are two motivations for sharing what’s behind the curtain that I can discern: humble-bragging (hey, look what I can do) and also-ran (hey, look, I can do it too!).

Whatever the motivation, be it thought leadership or surfing the wave, people want to know how you did it. They don’t want to just see the final, edited version; they’re interested in seeing all the struggle, challenge, revisions, and endless iterations it took to finally be ready for opening night. Continue reading

June 27, 2011

How to become one of the most respected companies in your industry

The story of Tripwire and the security industry

David SparkOne of the most critical and popular aspects of my business, Spark Media Solutions, is live event reporting and production, where I, backed by my team, attend conferences and trade shows and report on the event from the editorial viewpoint of the client.

If my client is interested in a subject that happens to be the subject of a conference, then they want to be a participant in that conversation. They can do that through live event reporting. Depending on how you approach the reporting, that editorial voice can take the form of either being at the center of discussion, a voice on that topic, or that of a moderator who acts as a hub for all information on that topic.

By attending live industry events, one of my clients, Tripwire, an Internet Technology security company, did an excellent job making their presence felt across the security industry. This is the story of how Tripwire and my colleagues worked together to build relations and content with and for the leading voices in the security industry.

How to become a respected voice

It’s free! No registration required.

Here’s what you’ll learn from this case study:

  • The importance of integrated marketing campaigns that combine traditional and social communications.
  • How to build relations through interviewing rather than pitching.
  • How to find your industry’s influencers.
  • Importance of speed and timing of content.
  • How to create a relationship with influencers that’s based on mutual passion.
  • How a brand journalism approach can be more effective for press relations than traditional PR.
  • The true value of social media ROI is the return on relationships.

Stock photo courtesy of Shutterstock.

March 31, 2009

P&G adjusts to the social Web

Stowe BoydI had the opportunity to talk with Joe Schueller of P&G several times in the past weeks, and I found the experience extremely rewarding. Joe is an Innovation Manager in Procter & Gamble’s Global Business Services organization.

We talked about the econolypse and its impact of businesses like P&G. See the original post on the Enterprise 2.0 blog. Joe makes some great points:

1. P&G had already been working to damp the cycles of oscillation and impacts based on things like the rise in gas prices in 2008. The new downturn has just sharpened focus.

2. Joe believes that P&G has grown intolerant of duplicative work, for example.

3. He quotes the CEO of P&G, who stated recently that the company has many, many networks of smart people, and the trick is to get them to find each other and dream up new ways to deliver great products.

Continue reading