Last month, I had an opportunity to speak with Scott Albro, Founder and CEO of Focus (note: I am listed as an expert on the Focus network). I previously wrote about the company here and was interested in learning more about the company.
Here is a quick overview of our discussion:
1:10: Where is this space heading and trends? Albro highlights his thoughts on the knowledge marketplace and how human participation will help create and distribute knowledge.
2:50: How does Focus maintain the level of engagement, quality and experience for members? Albro discusses how Focus incorporates human capital for quality control while incorporating up and down voting features.
4:35: Where is Focus headed in 12 months? 5 years? Focus is looking to disrupt the industry on business expertise. With more than 30 million businesses in the US alone, the company is seeking to help these businesses make better business decisions and to open up the world of business expertise.
7:35: How does PR and marketing fit in to the success of Focus and his advice as a CEO? Albro provides an interesting appraoch to PR and marketing with three lessons: focus on product development before marketing; build a community to be your advocate; and focus efforts on a few, high-quality campaigns
I met Chris Abraham, President of Abraham Harrison, while he was in a San Francisco late last year. While we were unable to record an interview at the time, I sent Chris some questions via email. Here are Chris’ video responses, as he shares his thoughts about his company, why they don’t consider themselves a PR agency, and what he would like to see in 2011.
Briefly, Chris is a leading expert in online public relations with a focus on blogger outreach, blogger engagement, and Internet reputation management. He can be reached on Twitter @chrisabraham.
If you are interested in submitting suggestions for future blog posts or would like to be a guest blogger, please contact me.
I recently caught up with Steve Gershik, author of the Innovative Marketer blog and producer of the upcoming DemandCon conference (May 18-19, 2011, San Francisco, CA). Steve shared his thoughts on the future of marketing automation and what we can expect from DemandCon, which will help marketers and sales professional realize revenue rapidly.
In this installment of PRMM Interview, I spoke with Dennis Shiao, author of the It’s All Virtual blog and “Generate Sales Leads With Virtual Events.” This video highlights the motivation behind writing his book, top tips for generating leads via virtual events, and a special offer for his book.
Here are two videos that I took while I was at the Virtual Edge Summit 2011. Again, while I provided PR/marketing/social media services to the summit, the below represents my personal opinions and not those of the Virtual Edge Summit.
Following previous interviews with key virtual event vendors, I interviewed Dannette Veale, Virtual & Social Technology Strategist, Global Sales Experience (GSX) of Cisco, to get an end-user perspective about virtual events and what technology innovations we can anticipate. Now a member of the Cisco Global Sales Experience team, Dannette previously produced the global Cisco Live and Networkers conferences as hybrid events. She will be speaking at the Virtual Edge Summit on future trends for virtual and hybrid events on January 12, 2011 from 2:15 – 3:00 pm.
In Part 1, we discussed virtual events, the pros and cons of being an innovator, and how Cisco leveraged several technologies for the Cisco Live hybrid events. In part 2, to be published next week, Dannette shared her predictions for events in 2011. Hint: it’s about mobility. Please leave any questions you have for Dannette in the comments.
How are virtual events being leveraged within Cisco?
Cisco leverages virtual in many ways. We have flagship events like Cisco Live, which is annual user event with several points around the world, and Partner Summit event, which is our single point of activity for partner communities. And there are internal events, like the Strategic Leadership Offsite (SLO) and GSX (Global Sales Experience). We see virtual as a way to most cost-effectively take event activities to a mass audience.
For majority, Partner Summit and Cisco Live events around the globe, are physical events that are hybrid to extend the activity to a worldwide audience. There is some unique programming for virtual audiences. We don’t clone or repeat everything at physical event. We look at what will translate to the virtual and opportunities to create an experience that can’t be done at the physical event.
For example, keynotes are always presented at Cisco Live and taken to virtual audience. Virtual provides a unique or intimate experience for a post keynote chat session. Keynote speaker goes into a room to have a dialogue with the audience for questions that came up during the keynote. We leverage a space that the speaker can do an intimate chat with 10K people on site in Las Vegas and 30k+ people attending virtually.
That is where we see how virtual offers opportunities that you can’t facilitate at the physical.And some in the physical won’t translate well into virtual. We have a technical solutions clinic on site at Cisco Live for attendees to visit on an ad hoc basis to work with Cisco support regarding deployment issues. In the technical solutions clinic the primary source for sharing information is a white board, this format is difficult to translate virtually. Therefore we have a modified version for virtual that we call the Ask the Expert Center, providing this on a schedule basis versus intervals. When you have 10-15K onsite, there will be plenty of foot traffic to the technical solutions clinic. In the virtual environment, the open-ended aspect doesn’t work as well and virtual attendees respond better with scheduled activities, such as ask-the-expert activities.
You’re incorporating several innovative technologies, such as augmented reality and QR codes. What are your recommendations for others considering using technology for their events? Pros and cons?
We haven’t rolled out some of the technology you mentioned. We had augmented reality (AR) featured at Cisco Live Europe 2010 with keynote speaker, Prof. Bruce Thomas, and used some AR tools on stage to demo power. But we haven’t done what I feel we can do to integrate this on the tradeshow floor.
We also haven’t done a lot with QR codes, and I have blogged a lot about how to leverage it for an event. Rather, we’ve leveraged more social tools like geo-location with Foursquare and DoubleDutch (white-labeled) for Cisco events. We’ve also used Ustream with Facebook and Twitter.
While we haven’t done much for events yet, we can push the envelope with AR and I would love to see a on site and virtual blended scavenger hunt leveraging QR codes, but not at this time.
What are the pros or cons of doing this?
Pro is that we were first – a trailblazer for virtual event opportunities in general. Use that as the specific pro and con for technology.
As an early adopter, we can have a much more dynamic effect on the evolution of that industry and technology offer. There is something to be said about partnering with the companies on these technologies to evangelize the business prospect regarding what we need from these technologies. The earlier we participate on this, the more influence we can have on their long-term road maps.
Con is that sometimes things don’t work. Once we’ve done it and publicized, we have to be ok with saying that it didn’t work. For example I have some blogs about gaming implementation for CiscoLive 2010. Some goals that were on the scope couldn’t’ be realized within the timeframe of deployment. We had to be ok with saying that we didn’t meet all the objectives and met 50% of them, while pursuing the other later. That can be perceived as a con – I don’t personally see this as a con and think it’s about being a good thought leader in the space.
Dannette Veale’s Bio
As the virtual and social technology strategist for Cisco’s Global Sales Experience (GSX), Dannette Veale lives and breathes new media. Prior to her role on the GSX team Dannette lead the creation and drove the strategy for the award winning Cisco Live and Networkers virtual program. Dannette has also managed global online and virtual programs for a variety of Cisco groups; most notably emerging markets. When she’s not evangelizing the use of virtual environments to extend the reach of an event and broaden the overall audience demographic participating, you’ll find Dannette engaged in such varied hobbies as producing streaming media, designing Web sites, or watching classic films such as Blade Runner. Outside of her daily immersion in the bleeding edge of collaborative media, Dannette’s also been known to partake in such real world activities as gardening, baking, and knitting;while watching cyberpunk anime, of course.
Every Friday, I try to interview an industry expert to provide insight on their industry. This week on PRMM Interview, I interview Scott Kellner, CMO of 6Connex, regarding what the future holds for virtual events and the best way to keep people engaged virtually.
As CMO of 6Connex, Scott is responsible for all communications activities and initiatives for 6Connex, including corporate, product, and channel marketing. He also supervises the 6Connex Service and Support group. Scott brings more than 20 years of marketing leadership to 6Connex. He has established branding and positioning strategies for a variety of companies, both as an agency executive and as senior, corporate marketer. Scott has also implemented the development and training of international reseller networks, managed direct sales organizations, and developed go-to-market, alliance marketing, advertising and PR strategies for companies in industries ranging from entertainment to professional services to consumer packaged goods.
Can you provide a quick intro to 6Connex?
One of the questions we often get is where our name comes from. I think it’s important to cover this because our name underscores our view of the virtual experience industry. The name comes from a combination of: the six degrees of separation connected at a nexus point. As such, our core mission is to connect people with each other, and with relevant content.
While we formally launched in February of 2009, our beginnings can be traced back to the first, and still the largest, virtual event every produced: AMD’s Virtual Experience (or AVE), which was run on 6Connex technology in 2006, and again in 2007. With just under 1 million unique registrants and statistics like 330,000 video views and more than 600,000 document downloads, it was truly a monumental undertaking. That experience, and the software that powered it, launched the company, though we stayed in stealth mode for two years.
Webinars have become a common lead generation tool for marketers. Can you provide 2-3 reasons why marketers should consider virtual events?
Given the way we’ve architected our platform, we believe marketers should consider virtual experiences for more than just events. That said, webinars are a tremendous tool, but they are usually effective for just a moment in time. While there are varying technologies, their efficacy is brief, and they don’t offer the level of flexibility, measurement, rich media content distribution or social networking that solid virtual platforms do.
We counsel our customers to use webinars as a key part of virtual experiences, but to also to take advantage of the ongoing presence afforded by virtual platforms to continually reach out to target audiences, refresh content, encourage interaction and create networks of professionals that can benefit from one another’s expertise.
Some of the best examples of this go beyond mere “events”. We encourage our customers to think in terms of both short and long term objectives, and to utilize the flexibility of virtual technology systems to continually engage their target constituencies. Cisco’s Data Center of the Future, and Siemens’ Navigating Healthcare virtual experiences are great examples of this. Simply put, webinars can do that.
As virtual events become more prevalent, there is a risk of attendee fatigue. What recommendations do you have to keep the experience fresh for attendees?
As many in your audience know, our heritage is not only in software development, but also award-winning interactive strategy and design. 6Connex has created virtual environments and critically acclaimed Web-based gaming programs for Disney, Universal Pictures and ABC, for example, so we understand, at a deep level, things like how to use video effectively, how to create a user experience that’s engaging and meets business objectives, and how to walk the fine line between attendee length of stay and the ease of finding relevant content.
To avoid fatigue, a virtual environment must be both pleasing and intuitive. It must have best in class information architecture, user interface design and be quick to load. But it must also be designed to allow attendees to chart their own path if they want. We believe you avoid weariness by making a virtual experience pleasing to the eye, by enabling people to connect with one another easily and by allowing attendees to encounter content on their own terms.
There seems to be a lot of developments with virtual events. Where do you see the industry going in 2-3 years?
Well, I have to be careful here. I don’t want to tip my hand in terms of what 6Connex has in alpha and beta stages now, though our customers are all in the loop. I will say this: I think better collaborative tools are on the immediate horizon. Improving the effectiveness of virtual platforms will require that providers enable secure, collaborative workspaces for their customers to use.
Another area of innovation centers on video conferencing, for sure. Creating more lifelike environments that complement physical events will continue to be necessary.
Also, integration with physical event technologies will become more important. One great example of this is “pushing” virtual content into a physical space via digital signage. We’re all familiar with “hybrid” events that take in live feeds from physical venue keynote addresses, for example. But we see no reason it cannot work the other way around.
Last, mobile is an obvious area for innovation. The increasing adoption of tablets and personal consoles like the iPad will drive some of this, but the most innovative virtual software providers will seek to push some envelopes in this arena on their own. Stay tuned!
Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, 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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