09/19/14

What Are The Best Key Performance Indicators For B2B Content Marketers?

By Julian Steinforth, Expedition PR

The idea behind Content Marketing is that compelling content attracts customers. An organization creates materials that are relevant for its audiences, such as industry news, white papers, e-books, infographics or case- studies. The key challenge most content creators face is measurement. Which key performance indicators should they pick to measure the outcome?

Content Marketing Metrics Continue reading

09/12/14

Six Industry Events to Keep on the Radar for Q4 Marketing Planning

By Julian Steinforth, Expedition PR

Workplace with tablet pc showing calendar and a cup of coffee onAs the third quarter of the year is coming to an end, here are some of the key events (sorted by date) that should be on your radar for potential marketing and communications activities in Q4.

  1. Water Innovation Summit 2014, September 23- September 24, 2014, Berkeley, CA

This is a great, interactive, event for sustainability professionals that focus on the issue of water access and recycling. The Water Innovation Summit organizer warns that “if you are looking to sit back and listen to panels, you will want to skip this retreat.” Instead of speakers and panel discussions this summit offers workshops and interactive, highly moderated group discussions, to tackle issues and innovations in the water and wastewater sector from both municipal and industrial point of view.

  1. VERGE 2014, October 27- October 30, 2014, San Francisco, CA

VERGE is GreenBiz Group’s global event series focused on how technology accelerates sustainability solutions across industries and sectors. The event brings together the world’s largest companies, technology innovators, and cities, creating a broad ecosystem of players to accelerate opportunities for business, the environment, and the society overall.

  1. ad:tech New York 2014, November 5- November 6, 2014, New York, NY

ad:tech is a leading digital marketing event for marketing and technology professionals from all over the world. It is also a marketplace for buying and selling, a community for networking, a forum for exchanging ideas and an opportunity for contributing to industry trends and initiatives. Continue reading

09/5/14

Two Charity Campaigns that Went Viral

By Julian Steinforth, Expedition PR

According to BBC News people donated $98.2 million to the Amyotrophic Lateral Sclerosis (ALS) Association from July 29 to August 28 this year – compared with $2.7 million donated during the same period last year. All thanks to its Ice Bucket Challenge. Celebrities, politicians, business executives were among the thousands of people all over the world who took part in this clever social media campaign, including former President George W. Bush, Facebook chief executive Mark Zuckerberg and performer Justin Timberlake. The campaign faced some criticism.  Not all #ALSIceBucketChallenge participants mention the disease and some celebrities use it more as a PR stunt for themselves. But as a marketer you have to admit that the campaign turned out to be a success and has achieved its overall goal: to raise awareness for ALS. According to BBC News the ALS Wikipedia page had 2,717,754 views from August 1 to August 27 this year, a significant increase compared to the 1,662,842 people who had visited the page during the preceding 12 months. By August 29 the Challenge had gained 4,483,726 Twitter mentions and increased its followers to 22,000, from 8,975 in early July.

bucket_challenge_hashtag_62

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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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