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I was going to leave this be but I feel I should clarify a few things because I do respect the people I worked with around PR but I have learned things as an entrepreneur I would do differently next time. We had some great coverage. Some of the best was brought to us by our PR agencies. Some of it was not.
As a startup if you don't do the right things at the right time you run out of cash and die. We had some great coverage but the resulting buzz or web traffic that resulted was something we weren't able to capitalize on fully at the time because we had more work to do on the product. The $$ tradeoff of PR for us was about equal to an engineer. With the product and customers in place I believe I would have been able to leverage PR in a much more effective way.
My point here is that when cash is oxygen like it is in a startup I would have approached my spend and the timing of that spend differently. My agencies were good but if the company is not in the right place it is a bad use of the company's $$.
1 year, 3 months ago on The PR Firm Debate: Should Startups Hire One or Not?
I have had a ton of experience with this over the past year. We have spent quite a bit of money on PR with mixed results. We have been in the WSJ multiple times, Bloomberg, TC, Venture Beat, etc. Great. We got some exposure but very few of them generated leads. When I looked back at the last year of our coverage about 50% came from my efforts not the people we were paying from PR.
It may make sense for a startup to have a PR team but there is one critical milestone they should reach before doing that - customers that will speak publicly. We now have no PR and it is money I believe that we should have put into engineering.
I agree completely with the fact that social media needs to be part of the marketing mix and the content needs to match the channel but I would extend this post a bit more. When I get a piece of direct mail I don't really care how it gets there. I have an inbox and everyday I sort through it to see what goes in the trash and what I consume. The distribution channel fills a part of the value chain but the content is what gets me to act or now. Social is different. On Twitter or any other social platform I not only care about the content but I care about who I get it from. We consume content based on the people we receive the content from. That consumption is based on the context in which we know people and the strength of that relationship. Social has much more of an element of personalized distribution as well as personalized content.
1 year, 4 months ago on Distribution Methods: Match Your Content With Your Audience
@BrianSolis I don't agree with that. I actually believe that weighted interest graphs over a social graph is exactly what is wrong with where the industry is today. The social graph is built on friends and followers which are static connections. Relationships based on interactions within a context is what we should be talking about which is not how the social graph as defined today. Relationships around a context is the basis for how information gets spread. When you look at an individual there may be some concept of a weighted interest graph but from a business perspective the only thing I really care about is the relationships you have within the context I'm interested in. Your other interests are interesting and they may have some chance of a random byproduct but they are not materially relevant. This is why we have to start with context and generic measurements don't work.
I very much agree with the improving signal over noise and the relationships/value they drive. This is our entire focus. For us that starts with context then very strategic relationships (not individuals).
1 year, 8 months ago on Why The Conversation Prism Misses the Boat on Influence
I'm so glad you chose to fight these fights Danny. The argument of networks vs services is strange. A network requires nodes and connections between those nodes. Many of the people in this space define the connections in different ways but most of us are still adding value to on top of someone else's networks. I have no dispute with that.
The idea that social scoring is a network is just wrong. They are looking at someone else's network and providing a score of individuals at a generic level. We have talked quite a bit about the social bubble over the last few months.
Social is in a new phase where it is no longer an experiment in the corner. It is a required part of the marketing mix fo the CMO. We have to keep moving the conversation forward because the issues are going to be exposed as results start to lack. This will call into question old thinking and methods. Many people are moving past social into new area thinking that social has had it's day. We are a long ways from making the most out of social. Over the next few years we are going to push the industry and understanding well beyond where it is today.
Thanks for mentioning Tellangece and the rest of us that are trying to do just that. We appreciate it.
1 year, 9 months ago on Influencer Marketing: Stop Looking for the Pied Piper
@JoeCardillo I agree with the point about CTR's and search - one challenge is that this is what the market knows. Social is still new for them so it will take them some time to adjust.
@biggreenpen I'm glad that resonated with you. It is a very important part. It is not just about our ability to push information, it is our ability to consume that really has massive impact.
@AmyMccTobin Thanks Amy :)
@Howie Goldfarb Thanks Howie. I agree that they way the market is looking at "influencers" today is going to have a very hard time producing results that have the lasting impact marketers are looking for. The technology in this space is still evolving. There is a better way but it will take a bit of time.
@samfiorella I agree - it won't go away because people are vain and like to be compared to others. It is human nature. Because it is not solving real business problems I see them being used less and less by businesses to achieve business objectives. Other real analytics will quickly replace that. Because they can still tempt people to be scored and the notion of increasing your score by connecting more profiles together they could be a great play on selling unified identity data. That would give people something different to hate on about them. :)
2 years, 1 month ago on Kill Influence Scores; Improve Influence Marketing
The challenge with any general scoring mechanism is that social is not as simple as ranking us into a list of people. "Influence" is a very personal and unique thing. Based on the topic that I'm interested in, I have built different relationships that I get my information from. Ranking and lists don't tell me if person 1 and person 5 interact or not. If my objective is to get my message heard the most effective way to do that is to have someone that my audiences trusts tell them. It is more about finding the right people with the right relationships to get to the right audience in a way that audience will actually consume your message and care.
2 years, 6 months ago on #FollowFriday: Lindsay Bell
You guys did a fantastic job on the event. It was my first time in Toronto - which I loved. All of the people were great. The best part was meeting people in person for the first time like @Danny Brown @hessiejones and @ginidietrich . It is hard to believe that was the first time for that event. Thanks for everything.
2 years, 7 months ago on Your Business Is Not the Story
It was great to meet you in 3D finally and very entertaining.
2 years, 7 months ago on Random stuff I learned at SocialMix 2012
@MSchechter @ginidietrich I haven't but I will check it out. I love task management stuff.
2 years, 8 months ago on Technology vs. Paper for Your Task List
@MSchechter @kamichat @ginidietrich The reminders in what? The daily emails? If it is about the due dates - they are designed to be used in a very limited way.
@kamichat @ginidietrich I knew that Kami was smart.
I have worked on this issue personally for years. I have been implementing and reimplementing GTD for over 10 years. I used OmniFocus in the past but I can't work with my team with it. I have heard of people that rewrite their todo list manually each day. This gives you a way to review it all the time. I have found that I need to be electronic or I end up keeping multiple lists in multiple place. At that point I have no idea which list is current. I now use Asana. Price = free on all devices and works with up to 30 people. It is also designed for GTD which I like. It really comes down to what works for you.
@DannyBrown Great - I'm bringing Nitin as backup. :)
2 years, 9 months ago on Why YOU Should Attend Social Mix 2012: Reason #4 – @matthixson
@DannyBrown @belllindsay I'm saying that the current field of science does not fit how social networks actually work. I'm not one for titles but I do have issue with how people perceive them.
@belllindsay It would be nice if social was that simple but the reality is that social is a complex and quickly evolving field. Science that was built for other things can't be applied to social in the same way. Hopefully we can have a good conversation about where we are and where we hope to go.
@DannyBrown Thanks Danny - No pressure at all. :)
Great post Kami - There is a ton of data that people can get their heads around and gain valuable insights with a few simple tools. Learning excel is a great example of DIY analytics. You can gain a ton of insights from doing that. Where it gets complex is when you get to relationships and groups of relationships around specific subjects that form communities. We have tons of data points today but most of us end up putting a mental model of how it all fits together in our head. I think over the coming months people will see new accessible applications that allow them to visualize and understand what they have only pieced together in the past.
2 years, 12 months ago on Big Data: Five Essential Skills for Public Relations to Master
@markwschaefer Brands are biting because they are desperate for something - anything - that will help them figure out social. The issue is that this "something" does not help produce real business results for 99% of businesses. People love to score themselves. What Klout has going for them is the gamification aspect where people want to know how they stack up against others. This element is what will keep Klout alive and collecting tons of data about people. You will see analytics start to emerge that solve real business problems and this will become an issue for Klout.
3 years ago on 12 Most Important Reasons to Love Klout
I may not be as obsessed as you Gini but I agree that there is a major opportunities for business here, especially if there product has a visual element. I posted a picture of the new Range Rover Evoke on my Pinterest the other day. I think the design of the car is amazing so I pined it. My email went nuts over the next 8 hours with people repining and liking it. It was amazing to me. Range Rover should be in there engaging with these people - they are possible customers. I agree with you - very addictive. The other site I love like this is www.houzz.com.
3 years, 2 months ago on Three Ways to Use Pinterest for Business
We need to stop saying influence. As I know you would agree, scoring people is a waste of time. What we need to look at is how relationships are formed within various subjects so we can understand how these people interact. Then we can be smart about what relationships we focus our time on. This network of relationships that we build enable us to do predict how people will behave (like sharing information). This is possible and predictable but people have to stop looking at individuals or just outcomes and start understanding the most important thing in social media - the network of relationships. As a brand or an individual you don't have to directly "influence" everyone like in broadcast marketing, but we do want people to be "influenced" with our messages through people they trust. Sorry for the rant. This has been on my mind a bit lately. :) As always - nice post.
3 years, 3 months ago on Because Influence Is More Than Just a Circle Jerk Number
Nice post Daniel. It is an important conversation to have.
3 years, 4 months ago on Is Klout Doing More Than Using Facebook to Inflate Their Numbers?
Great post @bobledrew. I feel like the Klout debate epitomizes the state of social media today. The days of any action is good is gone for most people. Businesses are now trying to make sense of this so they can justify their time/resources spent on social media. Klout is something that has risen as a metric of success because it is one number and simple. The problem is that social media is complex. Relationships come and go. Roles and interactions change depending on the context and time. None of that can be accounted for in a single generic score. Social media needs a deeper level of insight that does not does not simplify the complexity to a point of uselessness but understands that it is complex and makes it simple for businesses to know what to do next.
3 years, 5 months ago on A Klout Upside the Head
Great post - you are spot on. So many people think that Google decided to build this great social experience because they wanted to create the perfect network. They want to sell you ads. Period. This is the same reason that Intel gets into lots of businesses. They may seem strange but they are all designed to sell more chips. Google is playing the same game.
3 years, 7 months ago on Google+ Is the Social Network That’s All About Search