Posts Tagged ‘Business’

A Case Study on How Bloggers Can Win the Attention of Press

I’ve been a big fan of the work of Brian Solis for some years now. As one of the leading thinkers in the study of disruptive technology and its impact on business and culture, Brian is known for consistently has his hand on the pulse of what’s changing in the digital space. In the case below, we’ll look at how Brian uses his blog, content marketing techniques and social networks to break news related to Facebook’s coming IPO. By executing these tactics, he’s able to build credibility and awareness for the Altimeter Group, a research-based advisory firm in which he is a Principal. All that said, PR students everywhere should laud his approach to this blog post on the SEC Filing information for Facebook as a classic case study in how to leverage blogs to get the attention of traditional press and other online publishers. Here’s a quick breakdown as to why his approach is as savvy as it comes. Timing is Everything I took this screen shot at about 6PM last night, not long after the article was published. To at least what I can see, Brian was one of the first bloggers to publish any commentary on this news, putting him in a position to capture a good deal of attention from others writing about the developments. How did I happened to find it so fast? The credit goes to a tweet I found from my friend Kelli Nowinski. Not only were Brian’s readers flocking to the post, they were sharing it as well. There’s value in the social proof that comes with being a participant in growing a meme. Brian’s credible personal brand presence online combined with an info hungry audience quickly propelled a meme into the web. When I clicked through to his post, here’s the first thing I saw: Headlines are Mission [...]

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Mobile App Utility: The Secret to Winning the Hearts & Habits of Consumers

According to the Pew Research Center’s Internet & American Life Project, the share of adult cell phone owners who have downloaded an app to their phone nearly doubled in the past two years – rising from 22% in September 2009 to 38% in August 2011. Couple that with Pew’s data from a May 2011 survey that showed that 35% of adults in the U.S. owned smartphones, and you have a picture of just how important using Mobile applications are becoming to consumers. High usage breeds high competition by app developers, as well as the brands who wish to capture consumer attention in the growing mobile and tablet marketplace. It seems like everyone is pitching and buying apps these days. Utility is The Secret It wasn’t until I started hitting the gym again that I fully appreciated an application like Spotify. It’s powerful in that it’s a utility that’s found a way to work itself into my normal daily routine. Instagram seems to have taken hold of iPhone users much in same way. Suddenly, app users have become polished amateur photographers, using Instagram to share moments of their life in with a bit of artistic flare and the convenience of social connectivity. You might even lump Evernote into the same ‘utility’ category. Positioned as an extension of a users memory, Evernote users easily creates habits and behaviors in the routines of it’s user base. So how have applications like these become engrained in the lives of their users? There’s three key areas to consider that will help you and your company think about your application as a utility, rather than simple mobile brochureware. 1. Focus on increasing the frequency of how often your audience uses your mobile app. Applications like those above have something in common — they stay true to the meaning of the term “application software”  –  an application or an “app”, is simply software designed for helping an end user [...]

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