Guest Post by Cortney Rhoads Stapleton, SVP and head of the Professional Servies Practice at BlissPR New York & Aven L. James, Account Supervisor at BlissPR in New York City
While most people have made their resolutions and predictions, there is still snow on the ground in NYC, so we feel that is our free pass to add our contribution. This is a synthesis of the thoughts from members of the B2B Practice Group of the Worldcom Public Relations Group, the world’s largest network of independent PR firms. In conversations with Worldcom partners in North and South America, a few trends emerged about the direction of our profession in 2011: Continue reading »
NOTE: While I am a listed expert on virtual events and social media, the below represent my own personal opinions and are not reflective of Focus.com’s.
In my blog posting, “Getting Beyond the Quora Hype,” I mentioned another site called Focus.com, which seeks to provide “millions of professionals with the expertise they need to make better business decisions.” Backed by Lightspeed Venture Partners, Trinity Ventures, and GGV Capital, Focus.com cites 1 million members with 5,000-plus business experts (Source: Focus.com Announces Increased Growth and Expansion Over Past Month, September 27, 2010 press release). Considering the buzz that Quora has received, I wanted to take a closer look at Focus.com as well.
Overview of Focus.com to Date
1. Designated Subject-Matter Experts: Focus.com has designated specific members as “experts”, who are considered subject-matter experts based on a few criteria highlighted under “what it takes to be an expert.” When Focus.com identifies an emerging topic to include, the company reaches out to a few industry experts to assist in building the expert network around that topic. Think of it as the Alltop for business experts.
For example, for virtual events, my colleague, Dennis Shiao, helped recruit experts for the topic. Since Dennis personally sent invites, this increased the likelihood of others, like myself, to participate as experts. And theoretically, increases the quality of answers. My concern is the number of vendors listed as experts compared to business end-users, which may add a level “selling” to answers.
You can also request to be an expert (see image to left).
3. Expert-lead Research Briefs, Roundtables, etc.: Focus.com has done a great job in leveraging its group of experts to provide insights on industry trends via research briefs, roundtable discussions and white papers. This provides three benefits: 1) members receive insights via the collective knowledge of experts, 2) experts share their knowledge to prospective audiences, and 3) Focus.com increases its position for quality content through the efforts of its experts.
As Scott Albro, CEO of Focus.com, wrote in response to “What are some tips for using focus? on Focus.com:
“Use Focus Research for seminal decisions. Research combines the data collected from end users with analysis and commentary from Focus Experts. It’s a great way to understand complex issues such as major purchasing decisions or what best practices to adopt for a particular part of your business.”
To my knowledge, the experts provide their contributions free of charge. As Focus.com gains more momentum and demonstrates a larger following, I anticipate that this relationship may change, with more experts seeking compensation for the fruits of their efforts.
4. Expert Promotion: With that said, many experts may be content with how Focus.com heavily promotes its expert network. Experts receive invites to participate in media opportunities sourced by Focus.com and exposure through Focus’ distribution to its members network and roundtable programs. This publicity may be enough for most experts who consider this part of their overall marketing and PR efforts.
5. Search Capabilities: For the life of me, I spent a good 10 minutes trying to figure out a way to search or filter questions on Quora. Maybe it’s cleverly hidden, but it was frustrating. OK, I just found the search function and it is cleverly hidden. I thought you could only add a question in the upper left-hand tool bar. In fact, this is the search engine – just don’t click on “add question” as you type in your search term. One thing I do like about Quora’s search is that it tries to identify if a similar question has been asked as you type in the words.
On the other hand, Focus.com has the search clearly visible on the top of the page, making it easier to find questions related a specific term. And according to the website, Focus.com plans to roll out a new search feature.
Conclusions: Use Focus for Business Decisions
Overall, the key difference is how Focus.com and Quora position themselves. Focus.com clearly states it’s a site for business decisions while Quora is a place for getting your questions answered as a collaborative research database.As such, I would recommend that marketers and businesses use Focus.com as part of your marketing mix while you’re evaluating Quora’s appropriateness. Focus.com has an edge with regards to a speedier service, search capabilities, and layout for finding the topics/questions related to your interests.
Where Quora has the edge is the quality of individuals responding to questions; though these range beyond business to consumer and entertainment. The question is whether this enthusiasm will continue in the next 3, 6 or even 12 months from now. What do you think? Are you planning to monitor both Quora and Focus.com or just one?
Other Articles of Interest:
1. AppAppeal, Review of Focus.com
2. Fast Company, Focus on Business Smarts for All
Over the past few weeks, there has been a wave of publicity about Quora, a service seeking to rival LinkedIn’s popular answers service. After reading some of the coverage, I decided to check it out and was a little bit disappointed. I’ve actually been an active participant of an alternative service called Focus.com. While I see the value that services like Quora can bring, I believe that most of Quora’s current hype is due to it’s founder and funding to date.
Right now, I’m keeping an eye on the service and seeing if Quora delivers on it’s hype.
Initial Thoughts About Quora
1. Faster Service: The last few times I’ve accessed the Quora site, the service was slow to load. This made finding questions, responding to them and posting quite laborious. I assume that these kinks will be figured out shortly. In the meantime, this will most likely slow the site’s adoption rate.
2. Registration Required: Since Quora is fairly new, businesses are still evaluating the value of participating on Quora. Unfortunately, you have to register in order to review the content. This puts a barrier not only to businesses but also to the very individuals you’re seeking to attract as subject matter experts. Furthermore, this requirement may drive the initial membership numbers; yet, the statistics will bear out how many are truly active on the site.
3. Quiz Before Asking: Before any member can post a question, there is a quiz on Quora’s recommended way of asking questions. This helps create a standard expectation about what is acceptable and unacceptable; though some may be put off by the approach.
4. Social Community: An interesting aspect about Quora is how the service brings in your social graph, instantly identifying members to follow who you’ve previously vetted. The community can also vote up or down topics, helping to filter out quality questions/discussions.
5. Perceived or Real Influence: Since signing up for the service last week, I already have 30 followers without much work on my side. I wonder if Quora will fall into the “more followers you have, the more ‘influence’ you have” issue that surrounds Twitter and subsequent “influence” ranks.
6. Technology Elite are Present: In discussing Quora to my friend, Dennis Shiao, he highlighted how questions are being answered by some of the industry’s technology elite. I agree with him that this presents an interesting opportunity for members to get a glimpse into the thinking behind some of the industry’s top venture capitalists, technologists and entrepreneurs.
Conclusions: Don’t Put All Eggs into the Quora Basket
Quora is an interesting model where individuals can establish expertise and drive conversations around topics, brands and products. While Quora has received all the “buzz” recently, I would closely evaluate services like Quora to determine which works best for your company based on your audience, objectives and staffing resources. Once such service is Focus.com, which I’ve been an active user of.
Previously started as a lead generation service, the company morphed into its current incarnation in May 2010. I’ll provide my insights about Focus in my next PR/marketing/social media post.
Do you agree – is Quora a case of the PR “buzz” machine getting ahead of the promise?
Other Articles on Quora:
1. Jeremiah Owyang, Quora for Business Not Allowed, But You Should Still Monitor and Respond
2. Mario Sundar, Should I Care about Quora?
3. David Armano, Quora Underscores Need for Corporate Ambassadors
For nearly 3 years, I’ve been writing about PR, marketing, social media, and most recently virtual events. At times, I’ve been very prolific and other times I’ve gone weeks without a post. As a commitment to myself and to you, my readers, I wanted to share some updates for the site in a short video message that I hope will make the blog more useful for you.
Briefly, I am enacting an editorial calendar to help develop a schedule of posts and expectations. My writing schedule will be Mondays (virtual events), Wednesdays (pr, marketing, social media), and Fridays (PRMM interviews with industry experts).
I also want to invite you to submit your ideas for potential blog topics and interview subjects (email or video). Here are some high-level bullet points on what I’m looking for in guest posts, interviewees and/or blog ideas, such as surveys highlighting key trends, case studies that demonstrate ROI, interesting case uses of technology, someone who is truly visionary, etc.
But, most importantly, read my past posts first before connecting with me.
If you’re interested, please drop me a note either in the comments or via email. I look forward to hearing from you and watch here for future announcements.
I recently worked with the Virtual Edge Summit to help get the word out about the summit. Social media was an important strategy for reaching target audiences and driving a conversation before, during and after the event. Of all the social media channels, Twitter was an integral part of the strategy. Here are three tools that I recommend if you’re seeking to drive engagement around any event, such as press conference, webinar, conference, product launch, etc.
CoTweet – Schedule Your Tweets
For this particular instance, I knew I would be busy throughout the conference and unable to tweet updates regularly. As such, I used CoTweet to schedule tweets in advance. And as Guy Kawasaki points out, the tweet stream moves so quickly, only a portion of your audience will view your tweet at any particular time.
By using CoTweet, I could schedule advanced tweets about exhibitor promotions during the show, space out reminders to register for the event, and retweet relevant news at specific times to have a rolling set of activity throughout the day.
The other benefit is you can have more than one account and users to manage tweeting responsibilities. This is useful when you have large team of PR professionals, marketers, and/or event staff overseeing the event.
What the Hashtag – Trend and Track Your Hashtag
If you plan to use a hashtag, the challenge is creating a simple, visual way to capture the overall activity for the hashtag. What the Hashtag is a tool that allows you to do this. Once you’ve registered your hashtag and added a description, you can view a chart of the number of tweets, top users tweeting out the hashtag and other high-level statistics.
This is a great way to identify top twitterers for that hashtag or your brand. By reaching out to these individuals, you can develop a relationship for future announcements and events.
The only detraction is that the stats are available for only 7 days. So you will want to designate a day to go back and capture the data from the past week, such as first thing Monday morning or end of day Fridays.
Twapper Keeper: A History of Your Tweets
While Twitter is great for publicizing a brand and generating conversation around a community and topics, tweets are not archived. This provides a challenge when you want to create a history or search for specific tweets. One site that may help is Twapper Keeper, which seeks to save tweets related to a particular hashtag.
I created the archive for the Virtual Edge Summit at: http://twapperkeeper.com/hashtag/VES11. While the user interface is inelegant (which is why I decided not to include an image) and service can be a bit slow (at times doesn’t load), the idea is interesting and valuable for evaluating the conversations around a specific hashtag or even keyword. I’m curious to hear of any other similar service as Twapper Keeper has a great idea, but needs to make significant improvements to gain traction.
What do you think? What other Twitter tools would you recommend?
NOTE: I am providing pr/marketing services to the Virtual Edge Summit. This post reflects my personal opinions and is not representative of the Virtual Edge Institute or Virtual Edge Summit.
I previously wrote about some of the efforts we undertook to promote the Virtual Edge Summit. I would like to highlight some of the buzz coming out of the Summit and what this means for marketers. Interestingly, I anticipated hearing some innovations from the key players in the US virtual events market – INXPO (Note: I was previously employed here), 6Connex, and Unisfair.
Rather, for me, I was intrigued by the number of mobile developments by other providers at the show, Altus, Digitell Inc. and Social27. While this was surprising, it fits into my overall predictions about the industry, that newcomers will help push the innovation for virtual and hybrid events. Here’s a quick summary of the announcements. I also had the opportunity to speak briefly with Altus and Social27. Here is a quick overview of the Altus and Social27 news, and I plan to post the videos once I get those completed.
Altus Brings Conferences to the Palm of Your Hand
Altus highlighted their announcement as an extension of physical to provide a “hybrid” experience. The mobile application allows conference organizers to put the conference agenda, sponsor information and even presentations on your mobile device.
Why you should take a look? Since attendees proactively download the app to their device (supports many operating systems), conference organizers can continue pushing updates to attendees long after the conference has ended. If you leverage this as an opportunity to continue a conversation, you can keep members engaged while driving interest for the following conference, as well as open up possible revenue opportunities via sponsorships.
Taking Social Interaction to the Next Level with Social27
Social27 originally started as a service to bring social collaboration to enterprises. Seeing an opportunity, Social27 is moving into events and conferences. The company has a philosophy of “Social, Mobile and Local”, which Ike Singh Kehal, CEO of Social27, explains in his video (coming soon). Like the main U.S. players in the market, Social27 provides an environment with 2D locations for networking, exhibitors and sessions. Since the company comes from the social collaboration space, Social27 provides a simple integration with the key social networks.
Why you should take a look? Social27 does the social collaboration and networking well. I would venture to say that it provides the simplest and most intuitive interface to date. Furthermore, the company leverages the wealth of your social graph to provide “matches” to assist with networking. Currently available on Windows mobile phones, expect Social27 to expand the services to additional mobile OS. By adding the geographic aspect as well, Social27 provides marketers with the ability to search, seek and network with prospects – virtually or in the real world.
The Virtual Edge Summit provided great insight into how marketers can leverage virtual and hybrid events as part of the marketing mix. And an integral part of the experience is extending the event to mobile devices. Do you agree or disagree?
From January 12-13, 2011, hundreds of people will gather in Las Vegas and online to attend the Virtual Edge Summit 2011. I have had the pleasure of assisting the Summit in their public relations and marketing efforts. While I have done PR and marketing activities as a vendor exhibiting or speaking at an event, this was an interesting opportunity to help drive awareness, conversation and ultimately registrations for a conference of this sidze (not including corporate webinars and virtual events).
With the conference a week away, we will not have a full sense of the results until after it has concluded. With that said, I wanted to highlight three strategies and tactics we used (are using). While this doesn’t encompass everything we did/are doing for the Summit, it does provide a look under the covers:
1. Drive Brand Awareness: This year, the Virtual Edge Summit expanded its program beyond virtual events, meetings and conferences to incorporate virtual learning and training. This opened up the Summit a potential new pool of attendees within the elearning and training spaces. Our goal was to continue driving awareness within the meeting and events industry, while introducing the Summit to this new space.
2. Increase Engagement: We wanted to build on the 2010 efforts to further involve our audience – both virtual and physical – with the Summit. This would help generate word of mouth amongst our key audiences and hopefully reach new target audiences.
3. Grow Registrations for In-Person and Virtual Attendance: And of course, part of the success would be measured by the number of registration for the in-person and virtual versions of the event.
1. Focus on Public Relations: My foundation is in public relations, so this was a natural area to focus our efforts. In addition to the general press releases about keynote speakers, new sponsors and the program, we looked at how we can generate discussion in the industry, while promoting the Summit. For example, we decided to develop an infographic that summarized the key virtual events industrystats from 2010. The purpose was to provide the industry with a visual way to synthesize the progress that virtual had made over the past 12 months. In addition to posting to the Summit blog, we contacted key reporters, industry bloggers, and sponsors. The resulting blog posts and discussion around the infographic keeps the Summit and Virtual Edge Institute front and center.
2. Start and Seed a Summit Blog: Our speakers are the innovators within the virtual events and learning industries. We started a blog and invited our speakers to submit 300-400 word blog postings related to their presentation or industry. With a dozen speakers taking up the offer, this provided credibility to the blog, allowed us to generate relevant content quickly, and distribute this to a wider audience through speaker promotion. At this writing, our hope is to continue the blog to drive the conversation until the next Summit.
3. Social Media: While Twitter was leveraged last year, we drafted a more formal strategy for our social media program this year.
a. The cornerstone will continue to be Twitter, assigning each room with a unique hashtag to receive questions from the audience. We also created Twitter lists of attendees, speakers and sponsors to recognize all the different audiences supporting the Summit. Finally, we reached out to speakers and sponsors to promote their participation at the conference, which generated many tweets leading up to the conference over the past few days.
b. We researched groups in learning, training, events, conferences and meetings on LinkedIn. Following group guidelines, we posted information about the Summit, participated in appropriate discussions, and/or started discussions.
c. With regard to Facebook, this is being leveraged as an alternative way to connect with our audiences. We cross post all blog posts and post questions to solicit engagement. While this part is nascent, we’re contemplating using Facebook as the main photo archive for the Summit and inviting virtual attendees to post photos of where they are attending the Summit to the page.
Wish Us Good Luck
While this doesn’t cover everything we’ve been doing, I’m pretty happy with what we’ve been able to accomplish so far. If you’re interested in checking out the summit, you can register at http://www.virtualedgesummit.com/registration_reader. The interesting aspect is that the Summit will have ten different technology vendors streaming the content. The idea is to provide people with a choice and way to evaluate different ways of holding a virtual event.
In the post-event summary, I’ll highlight some other unique aspects of the event, initial results and some areas of improvement.
And I’ll also be one of the virtual hosts to bring content live from the exhibit show floor to the virtual audience! (wish me luck)
Cece Salomon-Lee is director of product marketing for Lanyon Solutions, Inc. and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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