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 4, 2010

RSA 2010: What responsibility do security bloggers have to the industry?

David SparkAt the RSA Conference in San Francisco, I interviewed Andrew Hay (@andrewsmhay), a security blogger and Information Security Analyst at the University Lethbridge in Alberta, Canada. Hay had keynoted the hipper side security conference known as Security B-Sides earlier this week.

One of the issues Hay talked about at B-Sides was that security bloggers were becoming the voice of the security industry, and as a result, they had a responsibility to the industry. Hay said that security blogging first responsibility is to be educating everyone else and helping others understand the challenges of security. Part of that involves engaging others on how to solve security problems collaboratively.

Given that bloggers are not beholden to an editor or a publisher, the security blogging community self-polices each other and happily jump down each other’s back when they make mistakes. Sure they’re in security, but they’re only human, so they do make mistakes.

Lastly, I asked Hay what’s the best way to communicate with a security blogger if they say something for which you don’t agree. He gave the most common, and I believe correct response, and that’s to not air your argument out publicly online. Pick up the phone and have a conversation. Find out what the core of the dispute is. Hay’s seen a lot of anger quelled by a simple phone call.

Check out more of Tripwire’s coverage from the 2010 RSA Conference in San Francisco.