08/29/14

Recap: Brooklyn Tech Meetup on 3D- Printing

By Julian Steinforth, Expedition PR

Brooklyn Tech Meetup 3d printingBrooklyn, August 26, 2014 – I was a little early for the Brooklyn Tech Meetup at Huge’s offices in Dumbo.  So I had time to go to the waterfront and enjoy the view of the Manhattan skyline that gleamed in the sunset. With such a start I expected the Meetup to be a great event – and I was not disappointed. After a short pitch by Heatseek NYC, one of the Big Apps Competition winners, Maureen Coiro and Ben McCallum of the Brooklyn-based 3D – manufacturer MakerBot went on stage. Maureen began with an introduction about the company, and  how 3D- printing will lead into the next industrial revolution. Creative minds only need a desktop computer, tablet, smartphone and a desktop 3D- printer to transform the way we do business. MakerBot is setting up an ecosystem for the 3D-Printer community. So far they have built an app that allows 3D-printer users to monitor and control the printing process and among their online community MakerBot thingiverse, pioneers are freely sharing their blueprints and 3-D models.

3D-printing can be applied in a variety of fields, starting from architects and designers, who 3D- print their models, over to educational institutions that e.g. multiply dissection kits for students or do other amazing projects. For example, the MacArthur Barr Middle School built their own racing cars for their CO2 Drag Race with the help of 3D-printing. And of course there is a consumer side. Consumer use 3D-printers to build bird houses, personalize phone cases, and create jewelry and toys, among others. Continue reading

08/22/14

The 5 Best News Aggregator Apps For Marketers & PR People

By Julian Steinforth, Expedition PR

With information overload growing, one challenge for marketers, content creators and PR people is to find relevant content and ideas. News aggregator apps can help you to put relevant content together, stay up-to-date and find articles for your interests.

Here are five new aggregator apps that we work with:

flipboard

Flipboard (iPhone, Android, iPad)

Part of my daily routine is to read the latest news over Flipboard on my iPad. With its modern magazine style, Flipboard makes the entire reading process convenient and simple. During the setup you choose your topics of interest and sources and Flipboard will provide you the content you need. As you can integrate social media channels such as Twitter or Instagram, tweets or images will show up next to the articles.   Continue reading

08/12/14

3 Common Mistakes Marketers Make When Trying To Make Their Campaign Go Viral

By Julian Steinforth, Expedition PR

Photo: Markus Spiske

Photo: Markus Spiske

There is not shortage of articles that offer advice on how to create marketing content that can go viral. However, nobody can tell you for sure what mechanism works behind the phenomenon of viral campaigns: content that gets shared and commented on by millions of people worldwide.

The foundation of inbound marketing is simple: companies need to involve their audience in the creation process. David Spitz writes in his recent article for the Harvard Business Review that we need to change our thinking and ask ourselves “Who are the multipliers we are trying to reach with this campaign?” instead of “How can I make my content go viral?” For a B2B marketer aiming for a “viral” campaign could be even ineffective and a waste of marketing budget, since almost every viral content is targeting the mass market. Social media platforms have become the main source of content discovery and a major channel for audience engagement. Continue reading

08/5/14

10 Must-Read Publications For Startups

By Julian Steinforth, Expedition PR

Photo: Markus Spiske

Photo: Markus Spiske

Last week we published an article on “Books You Want To Read This Summer” and before that we recommended “A Few Sites To Follow The News And Get Ideas”.  This time we put together a few blogs and publications that we think every entrepreneur should read to stay ahead of the curve.

WSJ “The Accelerator” Column

In the Wall Street Journal column “The Accelerator”, startup mentors are discussing strategies and challenges of creating a new business. The blog shares different viewpoints and experiences of entrepreneurs, angel investors and venture capitalists. It’s a must-read for every aspiring and serial entrepreneur. @wsjstartup

TechCrunch

Every company we talk to wants to be covered by TechCrunch. It is one of the biggest news sites to cover disruptive IT startups and large companies, such as Google, Apple and Facebook. We call it “the daily bread” of the tech industry. @TechCrunch  Continue reading

07/29/14

Books You Want To Read This Summer

By Julian Steinforth, Expedition PR

Young woman reading a book lying in hammockAugust is around the corner.  Many of you will escape the city – and the heat – to get some deserved vacation. Downtime is also reading time. To help you recharge and get new ideas, we have assembled a few reading lists to help you make your pick:

Mashable’s list of “24 Must-Read Books for Summer 2014” contains everything from full-length novels to short stories and compelling non-fiction. The list offers beach fun readings such as Emma Straub’s “The Vacationers”, but also in-depth looks at the post-recession economy in Michael Lewis’ “Flash Boys”.

Alternatively, take a look at Buzzfeed’s list of 22 books that you need to read this summer. There number one is “The Lover” by Marguerite Duras, a quick read (little over 100 pages),that tells the true story of her teenage years as a French girl in Vietnam, where she met and proceeded to have a tumultuous affair with an older and wealthy Chinese man.

If you want to use your vacation to improve your leadership skills, Inc. magazine has the right book recommendations for you. The magazine compiled six books, which according to them, will help you improve the above mentioned skills. For example “Imagine: How Creativity Works” by Jonah Lehrer deals with how to be more creative, more imaginative, and more productive. So if you struggle with new ideas and changing your perspectives, this is your book.

Inc. magazine also has got the right books if you want to advance your marketing knowledge. In the list “Top 10 Marketing Books of All Time” you find 10 books about marketing that should be in every business library.

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07/25/14

How Wearable Tech Is Changing The Sports Industry

By Julian Steinforth, Expedition PR

http://www.keswaab.com/Adidas

http://www.keswaab.com/Adidas

This week the Fitness & Sports Wearable Technology Conference FAST took place in New York, as part of the Wearable Tech Expo. With Pivothead and adidas two large brands in the wearable tech industry gave some insights of their products and on ways to use them.

Pivothead sells glasses that are equipped with an HD camera that is placed between the eyebrows, guaranteeing hands and distraction free recording and capturing during activities. In other words, you have the same effect as putting a GoPro camera on top of your head, only without looking goofy. Pivothead’s two models Kudu and Durango can be bought in different colors and are both connectable to the Pivothead mobile app. But Christopher Cox, founder and president of Pivothead, didn’t talk much about the technical details of his creations. Instead he focused on ways to use his product. He gave some amazing insights on how broadcasting, brands and companies in the sport industry could take advantage.

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07/23/14

The Future of Television Might Not Be Televised: Aero Fights Back

By Dennis Anderson, Katja Schroeder, Robert Wu

Source: http://dpo.st/1lv20bM

Source: http://dpo.st/1lv20bM

Social media was a buzz in July about the World Cup events. The final game between Germany and Brazil was the most-tweeted sports event with 35.6 million tweets [1].  Where to watch the games and what countries’ teams were playing were among the different topics trending through various social media channels.  Many had simply planned to watch the games using their mobile devices through a platform known as Aereo. Subscribers pay a fee in exchange for almost real-time cable content streamed to their Internet-connected device. However, many of those subscribers who had planned to use Aereo to watch the games were largely left in the lurch, as service was abruptly suspended on June 28, 2014 in response to the U.S. Supreme Court’s decision in American Broadcasting Cos., Inc. v. Aereo, Inc.[2]. In that ruling, six Justices of the Court agreed the nature of Aereo’s streaming video service infringed upon the copyrights of television broadcasting companies.

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07/18/14

These Social Media Marketing Campaigns Scored Gold During The FIFA World Cup (Part II)

By Julian Steinforth, Expedition PR

World CUp Hummels SchachThe first part of the article on how the FIFA World Cup was breaking new records for social media marketing discussed the level of social media activities on Twitter, Facebook, and Instagram, among others, as well as the type of content that was shared by millions of soccer fans around the world.

The second part takes a look at some of the brands that had successful marketing campaigns during the World Cup, getting fans engaged about sportswear and solar power.

Let’s start with adidas, a designer and manufacturer of sports apparel and shoes, and one of the official World Cup sponsors. About 100 athletes that participated in the World Cup had a signed sponsorship contract with adidas. The company had created a “Content Bible” of 1,000 images and 160 videos that the social media marketing could use during the Games to feature the players and tailor messages based on game outcomes. The result, over 1.6 million tweets, retweets and replies mentioned the brand during the first weeks of the tournament. The company’s YouTube audience also doubled, with more than 200,000 new subscribers since the Games started.  By showing 4 to 5 YouTube videos a day adidas gained 90.3 million views for their World Cup videos in total.

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07/15/14

FIFA World Cup 2014 Broke Social Media Records and U.S. Marketers Took Note (Part 1)

By Julian Steinforth, Expedition PR

Source: http://on.mash.to/1sZXO91

Source: http://on.mash.to/1sZXO91

The FIFA World Cup 2014 came to an end last Sunday with Germany becoming the World Champion. It was the first time a European team claimed the World Champion title at a game hosted on South American soil. The World Cup set a number of new world records and some of its games made history – not just on the field, but also in social media. More than 350 million people posted 3 billion interactions on Facebook during the World Cup, creating the largest online conversation to date. A total of 35.6 million tweets were sent during the Brazil’s 7-1 defeat by Germany in the semi-finals, making it the most talked about World Cup event. That’s roughly 11 million more tweets than the number of tweets sent during the Super Bowl XLVIII in 2013 (24.9 million tweets);  an eye-popping number, for marketers in the US, who are adept at using large entertainment and sports events for marketing purposes but had questioned the size of the US soccer viewership in the past.

The games also attracted a strong TV viewership. According to the Wall Street Journal the game between the US team and Portugal drew a combined audience of 24.7 million viewers between ESPN and Spanish- language Univision. Perhaps it helped that the coach of the US national soccer team Juergen Klinsman had posted an open letter to businesses urging them to let their employees watch the games and support the US team. US soccer fans could download the letter and bring it to the office to ask their bosses to let them watch the US team matches.

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07/11/14

The Wrong Marketing Strategy Can Lead To Product Launch Flops- Tips to Avoid Common Product Marketing and PR Mistakes

By Julian Steinforth, Expedition PR

Success and failure in petals of daisyEvery year companies launch roughly 30,000 new consumer products. A staggering 95 percent of the new products end up failing, according to Harvard Business School professor Clayton Christensen. We also only read and hear about a small percentage of all these new products – mostly the breakthrough successes and the worst product flops.

It’s hard to get a new product on the peoples’ radar, especially for startups. Marketing flops, and ultimately product launch failures, are not only costly, they can be fatal. Startups and early growth companies simply don’t have the resources at hand like larger competitors to absorb those financial backlashes. Hence it does not astonish that according to NASBP, 46 percent of all US-based businesses failures occur due to a lack of marketing knowledge or management incompetence. And of course the reasons for startups to fail are numerous: from running out of cash, gabs in the strategy, wrong market positioning over to wrong leadership there are many hurdles for entrepreneurs out there. For consumer products, another hurdle is a person’s buying habit. Consultant Jack Trout stated that American families, on average, repeatedly buy the same 150 items, which constitute as much as 85% of their household needs. The challenge to get something new on the people’s radar, might be one of the toughest, but it can be achieved with the right marketing and PR strategy.

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