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Entrepreneurial DNA Wins Award for 10Fold CEO

10Fold’s CEO, Susan Thomas, attended the SVSU (Silicon Valley United States) Awards Ceremony on July 30, where she received the Silver Award for Woman World Awards Entrepreneur of the Year. This year’s ceremony brought over 200 women and men from all over the world – including Pakistan, Australia, Europe, and throughout the United States – to the gala event held at the Mark Hopkins Hotel in San Francisco, California.

Companies of all sizes, representing many industries received awards.  The tech crowd was well-represented with industry leaders such as Cisco, IBM, and Deutsche Telekom. The winners received awards for their work that promoted growth, excellence in job performance, and executing outstanding leadership programs.

Under Susan’s Leadership, 10Fold has grown tremendously. The agency has opened four new offices in two years across California, Texas, and Colorado, donated more than $15,000 in charitable giving in 2017 alone to organizations such as Baykeeper, and spearheaded employee growth programs.

Dig In: 10Fold CEO Wins Entrepreneur of the Year in 2018 Women World Awards

Susan was the first to receive the Silver award for the company size 11-99, offering her remarks about the honor of the award and attributing the success to the whole of 10Fold’s staff. “This award is about recognizing 10Fold for our growth and development program. We value our success in this area greatly as it’s the most important thing you can do when you work in services. I truly have the entirety of the 10Fold team to thank for this award.”

The Women World Awards, part of the SVSU awards are an annual industry and peer’s recognition program honoring women in business. The Women World Awards are part of the larger SVUS Awards, which sponsors many annual industry and peer recognition programs honoring Best Companies of all types and sizes globally in Best Products, Innovations, Management and Teams, Women in Business and the Professions, and PR and Marketing Campaigns since 2003.

Susan’s comments were captured at the event live, which you can watch here:

Looking for strategies for promoting yourself or your corporate brand on social media, or in the business press? Check in with us here again soon, and find great content more great content from our award winning team here! If your business looking for a great B2B PR and media relations team, 10Fold can help!

By Tyler Trainer 

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How Live-Tweeting from Events and Tradeshows Can Boost Exposure

The efficacy of social media is generally underrated by the B2B marketing community. Too often the common consensus when it comes to building a social media presence, regardless of the goal, is to post relevant industry trends, relay company news, and perhaps distribute a few original blog posts every now and again.

10Fold has addressed best practices in ’Building a Social Media Plan – Content is King’ and ‘How Do I Prioritize Social Media Metrics?’ and now we’re focusing on  the power of live-tweeting from industry events. Tradeshows and other industry events are some of the most powerful opportunities to borrow credibility and exposure from an event and showcase your brands thought leadership. However, every time events like IoT World, VMworld, and Brainstorm Tech come around, to name just a few, Twitter is full of tweets that clearly don’t fully leverage the reach of the event. Find 10Fold’s best practices for live-tweet events below.

Before heading to the event there are some obvious but often overlooked steps to take. For a start, make sure your brand’s followers and your colleagues know you will be attending or presenting to maximize engagement and reach! For starters, this means promoting your company’s presence at the conference or tradeshow across all social channels at least two weeks before the event. Be sure to share key details such as your booth number, speaking sessions or panels and the times and dates of any activities you are involved in. And don’t forget to share the event hashtag in all posts, and handle in some posts, to ensure that attendees following the conversation are in the know.

If someone from your company is speaking during the event, use their presentation deck or talking points to pre-draft content so you don’t have to worry about typing as quickly as the presenter can speak (your thumbs can only move so fast!). Make sure you have the speakers’ Twitter handles readily available so you can tag them in posts during the show.

We also recommend drawing up some notes on major topics and stats to reference so you’re armed with plenty of knowledge on the topics that will be covered before you start live-tweeting. You can save your pre-drafted tweets in your preferred notes app, like Evernote or Google Docs, so all you have to do is copy, paste, and attach a photo before sending out the tweet. Trust us, your followers and anyone seeing your tweets for the first time, based on use of the event hashtag, will be impressed by how many well-written and thoughtful tweets you were able to post. This will help you avoid random posts like the following:

Last but not least, make sure to charge your phone and pack a portable charger! Tweeting all day will suck up your battery, and you don’t want to miss anything important while you’re charging your phone in the corner!

Be prepared for and be on the look-out for fast-emerging opportunities such as a spontaneous Facebook Live interview or entertaining activity at the booth that you should promote (see Itron at IoTWorld below).

In addition to using the event hashtag in every post so that attendees following the hashtag will see your posts, also use other relevant hashtags to broaden your audience and attract engagement from Twitter users who are in your same industry but aren’t attending the event. For example, during IoT World the following hashtags would be most appropriate: #IoTWorld, #IoT, #IIoT, #SmartCities and #SmartGrid.

It’s easy to get distracted by all the sights and sounds of a tradeshow event, but don’t forget to capture all the excitement for your tweets! Take several photos and videos of speaking sessions, panels, the tradeshow floor and of course your booth and signage showing attendees, media, partners, customers engaging with your brand. Remember, either clear your beloved cat photos or store your event images on the cloud or a laptop when your phone starts running out of space while you’re at the show!

Although your pre-drafted tweets will be really helpful, don’t forget to draft occasional live posts the relate to the event at large and not just your company. These posts can catch humorous, on-the-spot insights and quality quotes from speakers and panelists. Listen for great one-liners or comments that nicely sum up an issue or industry and be sure to include comments from notable thought leaders. Tweet these nuggets and tag the speaker. This can boost your engagement and increase your chances of gaining followers during the event.

Typos and mistakes can happen when you’re tweeting up a storm. Have a colleague proofread your posts before you hit send. If you’re solo at the show, text the content to your colleague or a trusted copy editor. Unfortunately, Twitter doesn’t allow users to edit posts and you don’t want to delete content after it has already received engagement.

The fun doesn’t stop when the event ends! Remember to tag and mention the event panelists in posts recapping their ideas and attendance, as well as any reporters and analysts that may have stopped by your booth. This may seem like a small gesture towards these individuals, but it helps to maintain your brand in the minds of these influencers, and firmly establishes that you will engage with them and their content in future interactions you have. Taking every step possible to maintain influencer relationships can lead to great results. Find more information on that in Reciprocal Relationships: The Key to Influencer Partnerships that Work.

This will give you a great starting point for your live tweets, but there’s so much more for us to cover! Come back to the blog soon or subscribe to our blogs newsletter below for more content on ghost live-tweeting, measuring your social media programs success, and many more B2B PR and marketing insights!

By Katrina Cameron  and Tyler Trainer

Why Using VR for Your Next Launch Puts You Ahead of the Game

10Fold is a high-tech integrated marketing and public relations agency that knows the best tools, rules, and techniques to give each client the competitive edge in their industry. Virtual Reality is the next innovative tool for media and companies, allowing viewers to experience and in some cases, interact with products and different environments in ways that create increased understanding and greater connection.

Among the three identified forms of VR – see graphic table, 360 immersive videos present the largest potential for business and technology demos. Demos typically use pre-recorded or live video for product or brand introductions, but 360 immersive videos can take these presentations to the next level. Imagine a company demo where a consumer can be a part of the presentation. For example, if the business is promoting a new work space, a consumer can metaphorically walk through the building, hear the chatter of workers at their desk, and see 360 views of the space.

Making an Immersive Video
To further understand what VR is, let’s take a minute to understand how it is made. Cameras are set back to back in a full circle covering everything in the surrounding area. After filming takes place, the images are edited to form a full panoramic video. From that stage, the video can be edited for the viewer to see full sights and sounds of the area. Editors can easily add voice-overs and closed captioning to the film to allow instruction for viewers. National Geographic and USA Today are just two examples of media using 360 immersive videos to tell stories.  While National Geographic transports viewers to another location allowing them to experience the world’s splendors, including outer space, USA Today has a segment dedicated to VR stories explaining an idea or product.  Currently YouTube is the main distribution channel for 360 videos, allowing a potentially huge audience to access and actively engage with VR content no matter where they are

Virtual Reality vs Live and Pre-recorded Demos
The most common types of product demo today still remains the live demos, and pre-recorded videos including animation. Whether live (and being recorded for later viewing or pre- recorded for later presentation or viewing, there can be a number of  issues with these styled demos. Live demos are limited to time and the ability of the camera-person to capture the entire “scene” during the demonstration. In addition, any mistakes made in a live recording will not be edited out. If the demo fails, the entire audience gets to see it happen in real-time.  Another common struggle with live videos is that if there are technological difficulties then the presentation may be delayed entirely. Since live demos have a higher risk rate, most companies do not use this technique, instead opting for pre-recorded demos. These can be used repeatedly; however, the viewer is limited to what the editor wants them to see. Though pre-recorded videos can be edited and have a lower risk rate, the audience cannot be personally involved with demonstration and can become bored or frustrated.

360 immersive videos solve a lot of these issues, while also bringing audiences closer to a company or product because the viewer has a personal experience with the demo. Because the videos are edited, the company still has full control of what they want the viewer to see, hear, and physically experience. Creative audio solutions can include a step by step process on how to use a product or how a product works. Though the editor has full control over what the audience can and cannot experience, based on the content presented, viewers have control over what they choose to look at or explore based on their individual needs and interest. No one will have the same exact experience or reaction based on an immersive video, but every viewer will be presented with a perfectly orchestrated demo.

Use of VR Growing Daily – See for Yourself
Use of 360 immersive videos in the media is growing daily. Journalists and companies are using  VR  to present ideas, product (Waymo Self-Driving Journey) issues, and new environments. Companies that invest in using 360 immersive videos for demos are likely to increase their appeal both to their target customers as well as to media who are receptive to this form of content.

These two sample uses cases walk through potential scenarios. Your company has a product that alerts inhabitants when there is a gas leak in their home.  A 360-immersive video would place a consumer in a simulated, but fully realistic situation where the features are demonstrated. Imagine actually seeing yourself laying in a bed late into the night and you can hear the beeping in each ear coming from the company’s device alerting you to wake up for your own safety. You can see the product light up and tell you how much gas is in air. You can read the prompt on the product’s screen asking if you would like to notify the local police for aid. You can control what you want to see in the room and how the product works. Though the consumer has this control, the company is providing the audience with exactly what they want them to see and experience.

Scenario number two focuses on placing the viewer in a new location such as a city in America. Consider this for launches, building tours, ceremonies, or press conferences. Regardless of where the viewer is located –they can see, walk through and experience  the grand opening of a brand new corporate office, or the launch of a new product, or major corporate announcement. In the case of a grand opening, that viewer can see the reporters and guests attending that event as if they were standing next to them at the ribbon-cutting ceremony. As the immersive video continues, the viewer can explore the halls, hear the questions being asked by reporters, and the chatter of small conversations around them. The immersive video will allow the viewer to see as little and as much of the new building as they would personally like.

VR and Why it Works
360 immersive videos can elevate the experience a person has with a brand without giving up total control to the viewer.Jaron Lanier one of the first pioneers of VR technology describe a term called “the conversion moment”. This is when portions of one’s brain stop rationalizing between virtual reality and reality. viewers become more engaged with the immersive video because they have more control over what they want to see in the 360 presentation.

In turn the audience will be more invested in the company and product and trust the authenticity of the brand because they feel more involved with the demonstration.   Now companies are limited only by imagination.

By Shelby Canady

P.S: As a bonus for reading to the end, here are a couple of examples for the adrenaline junkies: Great White – An Amazing Virtual Dive

Mega Coaster: Get Ready for the Drop – Feel free to skip the ads!

10Fold Video Division, ProMotion Studios, Honored with Award of Distinction from Videographer Awards

ProMotion Studios Celebrates its Fifth Award This Year  

San Francisco, CA July 17, 2018 – 10Fold’s video division, ProMotion Studios, has secured the Award of Distinction from the Videographer Awards in the Corporate Image category. The success of the winning submission, ‘OVH – U.S. Launch and Company Vision,’ marks the third commendation for this particular video since its release, previously receiving wins from both the Telly Video Awards and the Hermes Creative Awards corporate video categories earlier this year. The win also marks the fifth award for ProMotion Studios for video productions in 2018.

Judging for The Videographer Awards was conducted by the Association of Marketing and Communication Professionals (AMCP). AMCP is a third-party evaluator of creative work by marketing and communication professionals and has been judging competitions for two decades. AMCP judges are chosen based on their extensive experience and proven creativity in the video field. The Award of Distinction presented this year is reserved for projects that exceed industry standards.

“10Fold and ProMotion Studios are honored to be recognized with the Award of Distinction from the Videographer Awards,” said Ross Perich, Vice President at 10Fold and GM and Creative Director of ProMotion Studios. “We partnered with OVH U.S. to showcase its brilliant vision and produced this award-winning video as part of its U.S. launch. OVH U.S. exemplifies the type of fantastic teams we are privileged to work with on a daily basis, and such awards would not be possible without close collaboration with our incredible clients.”

About the Videographer Awards      
The Videographer Awards is one of the oldest and most respected awards programs in the industry. Winners are listed on the Videographer website and in next year’s Call for Entries, a brochure that is seen by tens of thousands of communication professionals. Winning an award from the noted third-party evaluator of creative work has been an important marketing point that many firms have used for news releases, resumes and marketing materials.

About 10Fold Communications
10Fold is a leading North American integrated communications agency designed to create thought leadership and build brand value. Among the top 10 percent of all public relations agencies, 10Fold headquarters are in San Francisco, with regional offices in Pleasanton, San Diego and Capistrano Beach, California; Austin, Texas; and Denver, Colorado. 10Fold offers award-winning, highly specialized teams comprised of marketing, video, and PR industry veterans who have been recognized nationally for media and analyst relations, written and video content, messaging, social media and paid digital services.

About ProMotion Studios
ProMotion Studios blends decades of television news and PR experience to uniquely tell your story in simple language and succinct sound bites – with very little involvement from you (really, just ask our customers). Headquartered in the San Francisco Bay Area and with staff experience from CBS, FOX and NBC, ProMotion Studios is widely acclaimed for its video work having won several national awards, including the Marcom Awards, AVA Awards, Telly Awards, and the Hermes Creative Award in 2018 alone.

For more information, please visit our website or follow us on Twitter, Facebook, or LinkedIn.

Tyler Trainer
10Fold Communications
(925) 389-1601

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Where is the Yelp for B2B Tech? Gartner Chimes In…

We now live in a world where four billion people – more than half the global population – are connected to the internet, and one of the most intriguing outcomes of this widespread connectivity has been the advent of crowdsourcing. Since you’re one of those four billion people, you’re probably familiar with crowdsourcing, the practice of enlisting the services of a large number of people (typically via the internet) to achieve a common goal. In fact, if you’ve ever contributed to a Wikipedia article or published a Yelp review – or even just answered a question on Quora – you’ve participated in crowdsourcing. It’s a powerful form of collaboration that relies on the “wisdom of the crowd.”

As with most technology advancements, crowdsourcing made its most immediate impact with consumer-facing services (Yelp, Angie’s List, etc.), which helped everyday people decide where to spend their money on products and services they regularly use. And there is now an increasing appetite in the business sector to draw on the wisdom of the crowd for the same effect. Why? The foundational technologies that help a B2B company run – such as servers and storage appliances – can cost tens or hundreds of thousands of dollars each, so making the wrong purchase can be costly. This is also true of services in which B2B companies make significant investments, including ongoing subscriptions with leading analyst firms (Gartner, IDC, Forrester, etc.) – which can cost upwards of $60,000 each.

If it’s clear that businesses seek a crowdsourced resource for the comparison of B2B products and services, even for complex, high-cost purchase decisions, what are their options? In parts two and three of this blog post series, we’ll examine the most popular options that are currently available, as well as the lesser-known sites that are emerging. In this post, we’ll take a look at the site that has generated the most amount of buzz in this relatively nascent space (and this buzz isn’t surprising, based on the site’s namesake): Gartner Peer Insights.

Launched in 2015, Gartner Peer Insights, whose tagline is “Choose IT Solutions with Confidence,” presents itself as a site featuring “reviews from your enterprise peers – verified by Gartner.” Its goal is to offer detailed perspectives for every phase of the IT lifecycle, from evaluation and implementation to service and support. That’s ambitious, but one of the biggest advantages Gartner Peer Insights has is something that all crowdsourced projects aim to leverage: tons of contributors. If the true value of crowdsourcing lies in the collective wisdom of the crowd, doesn’t it stand to reason that for accuracy’s sake, you want as large of a crowd as possible? If so, Gartner Peer Insights has that box checked, boasting more than 85,000 reviews of enterprise software across almost 300 product categories.

In addition to volume, the other main advantage Gartner Peer Insights has over competing sites is the trust and credibility associated with the Gartner brand. You’d be hard-pressed to find an IT professional who doesn’t pay attention to where their organization stacks up in its respective Gartner Magic Quadrant. In fact, Gartner is almost too influential: there’s a reason that, when a startup is looking to get its marketing strategy off the ground, one of the first questions it tends to ask is “does a Gartner subscription make sense for us?” Whether it does make sense is a question for another blog post – so watch this space for that…

While the cynic might claim that Gartner Peer Insights is simply a “feeder service” whose real aim is to turn its users into paying Gartner customers – and/or that the crowd are all carefully picked positive customers put forward by its client base – the site is without question one of the best options currently out there for crowdsourced evaluations of B2B tech products and services. In our next blog post in this series, we’ll examine some of the other most popular comparison sites currently available, so you can better understand what each has to offer to maximize your organization’s product and service investments. Until then, may the wisdom of the crowd be your guide!

By Drew Smith

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Crash the Keynote!

And other advice on how to maximize thought leadership when it comes to speaking opportunities.

This blog post is the second installment in a 4-part series that will cover multiple steps on the path to becoming a thought leader. Read our first piece, which focused on writing for thought leadership, here.

Hit me with your best shot.
I mean it! Go ahead, name your dream speaking slot for 2019. Ready, set (here are my favorite responses to…) GO:

Client: The CEO is dying to snag the keynote at MWC Barcelona.
Me: We can do it!  Let’s check out how your latest case studies align with this year’s tracks.
Client: We need to get started on the HIMSS 2019 call for proposals (aka call for dissertations).
Me: Awesome, good thing you’ve already got some killer  white papers/case studies to pull from.
Client (my personal favorite): The team seems all about the three letters C-E-S, yet we’re an entirely B2B business, help!
Me: It’s not (always) out of the question. Let’s find an approach that still adds value.

Landing thought leadership-enabling speaking opportunities might be one of the most challenging  aspects of my job, but somehow it’s also one of my favorite parts. In all fairness, this may be partially because I have a competitive – and still very journalistic – spirit. The concept of good content winning is not only “alive” when it comes to thought leadership – it’s critical.  I love that!

But, I think the part that I really love is that the challenge is one that makes us all better marketers and PR practitioners. In an industry that’s often criticized for jargon and “marketing speak,” the boilerplate approach will never win. It’s refreshing, right?

Plus, let’s be real: When David – the truly groundbreaking innovator – takes on the “Goliath” of the industry and has an opportunity to disseminate that knowledge to the masses, not only do we all win; we all want front row seats. In the agency world, securing that speaking slot is considered a good day!

(Quick plug: if you’re looking to learn more about how to actually land a thought leadership speaking opportunity – vs. how to gain thought leadership via speaking opportunities – check out my colleague,  Kathleen See’s blog post that features five things you should know about securing a speaking opportunity).

The fact of the matter is, challenges exist. It doesn’t matter what industry your brand is in, how big/small the company is; whether the company is an early stage startup, or a heritage brand in the space, the reality is that brand recognition doesn’t buy thought leadership, the speaker earns it.

You can slice and dice this a million ways, but here are four factors I see as fundamental, if you’re trying to achieve thought leadership through speaking opportunities:

Crash the Keynote
If you have any interest in speaking at next year’s event, you better not miss this year’s keynote. Don’t just take note of his/her on-stage presence, note the content; what got them up there? Was it unique research that they published with an analyst partner? Did they let the spokesperson from a partner company take most of the airtime? Whatever it is, identify the structure and their storyline and remember it, as it will help to remember what success looks like.

Pick the Right Pursuits
Yes, you’re busy. I’m busy. We’re all busy. The idea of wasting time writing an abstract for an event you don’t want to attend is painful; the idea of you speaking at an event you don’t see value in is excruciating. So, let’s pick the right pursuits.

Does this mean that you should only take gigs at the biggest and most expensive events? No way. Does it mean you need a Rolodex of sales leads after every speaking engagement? Sounds great but good luck! That can’t be the expectation when you’re pursuing thought leadership.

In fact, you’d be lucky if you accomplished one of those goals – for every event – within the same year, and doing so without paying a hefty price tag to be a part of them is next to impossible, but if you find a way to nail it all, please do let us know. However, in the meantime, you can identify what events will add value – not just to your company and salesforce, but to you as a thought leader.

This is as simple as looking at your job description.

Are you the CMO of a company that uses analytics software to help retail companies with franchise networks better understand and improve the online reputation of their business by improving customer service? NRF is a great long term goal (and a good one!), but in the meantime, get your feet wet at all of the marketing events you can find.

What about the CIO? Does your company help improve some aspect of corporate infrastructure and therefore target IT professionals? Engaging with the IT audience in some capacity – even if you simply host a meetup – should definitely be on your to-do list long before you even dream about taking on a proposal to secure the keynote slot at Interop, Spiceworld or RSA.

Practice not only makes perfect, it makes perfect sense. However, practicing to an empty room, or a room of professionals that don’t help you grow, doesn’t make sense. So, when attempting to pick the right pursuits, evaluate the opportunity based on this simple rubric which requires you to check all of the boxes that align with accurate statements about the event you’re considering:
NO FOLD ICON 15x15 More than 45 percent of the event attendees will gain value from what I plan to discuss
There’s a 65 percent chance that I will meet at least two people who I have networks I could benefit from, if I pursue and secure this opportunity
At least 10 percent of the audience could be characterized as early adopters of my target customer segments, or channel partners who influence the early adopters of that audience

If you can check at least two of the above “boxes,” pursue it. If you don’t, take a pass.

Know when you’re the right fit for the opportunity (and know how to fit into the opportunity when you know the right fit)
If you’re looking to be perceived as a thought leader, you know that there are some stories that are best told by your customer or partner. In those situations, let them lead the charge. And if you want some tips on how to get their buy-in, check out this blog for tips on how to make that happen.

Another consideration: an organization that issues a “call for papers/proposals” often allows for some creativity as it relates to “format of proposed presentation.” Don’t gloss over this question, seriously.

Here are two examples of how you might leverage that opportunity to build your thought leadership even when you know you aren’t the right fit, but you know someone who is:
NO FOLD ICON 15x15 If you’ve been effective in building strong analyst relationships in your industry, consider having him/her moderate a panel of 2-3 customers + you (or a member of your exec team); while s/he interviews the group, your customers can speak to how they’ve leveraged a specific technology to improve their business/services/bottom line, etc., while you weigh-in on the information they brought to the table that enabled the success. It’s a win/win.
If your company leverages a partner network – whether it’s a group of technology partners, channel partners, or otherwise – submit on behalf of their appropriate spokesperson, while also helping to shape their content. For example, you might introduce them, and note that they’ve provided excellent customer service to your audience, by leveraging key educational and case study materials before they get up and speak about how your technology is enabling business opportunities for your (shared) customers

Start Pumping Up Your Profile, Yesterday.
There are a handful of associations tied to the best, brightest and biggest events in the business and technology space(s) that recently did something smart, but not necessarily groundbreaking (sorry, CEA), but somehow it still surprised applicants: they started requiring that speakers – who are interested in speaking at their top-notch and highly respected event – provide more than just a speaker history/bio (gasp!).

They’ve also asked for personal Twitter handles, LinkedIn profiles and more. They’ve even asked for submitters to confirm post frequency, and to share links to the speaker’s blog and/or links to the last few articles s/he has written for mainstream media publications. We’ve also seen an increasing number of requests for video clips from past speaking engagements that we’ve recommended our clients create a speaking “reel” for, or at least keep a living list of links that they can pull up and copy over as needed. Again, smart (and completely warranted), but not groundbreaking.

This is exciting and scary all at the same time because suddenly, thought leadership comes down to the “leader” not just the company’s leadership, and it’s no coincidence that in the weeks leading up to these deadlines we see a sudden influx in inbound client prospects who are hoping we can help them establish the “leader” part. While this is absolutely something we can do, it takes at least a little bit of time to do it effectively.
he exciting part: it no longer takes the MWC/HIMSS/CES gig to gain thought leadership status in today’s world, the thought leader controls his/her own destiny. In fact, David can win that keynote spot, despite competing with Goliath.
The scary part: if you’re staring at the submission form and thinking “I don’t even know if this executive has a Twitter account,” it’s too late (for that specific event, that is).

The good news is that all thought leader prospects face an even playing field, and with the right content strategy, it’s absolutely possible, and if you take a pragmatic approach to thought leadership brand building, it’s even predictable.

Stay tuned for our next installment, and in the meantime, make sure to subscribe and check out our other blogs!

By Meghan Brown  


10Fold CEO Wins Entrepreneur of the Year in 2018 Women World Awards

Leadership, team development, and community building comprise winning principles

So, you might think that 10Fold winning the Stevie Award for Agency of the Year is pretty cool, right? What about adding that 10Fold also won Most Honored Agency of the Year from the same awards organization on top of that? Wait, did I mention that 10Fold has won the Best Places to Work Award from the Business Intelligence Group too? Now, I know what you’re thinking: “That’s a lot of winning, surely there cannot be more?”, but you would be so very wrong, because our CEO Susan Thomas has just won Entrepreneur of the Year from the Women World Awards!

The Women World Awards are an annual industry and peers recognition program honoring women in business and the professions and organizations of all types and sizes in North America, Europe, Middle-East, Africa, Asia-Pacific, and Latin-America. The Annual Women World Awards is part of the SVUS Awards® recognition program, which sponsors many other awards.

Susan Thomas founded 10Fold in 1995, and the agency has grown consistently since. Beginning in the San Francisco Bay Area, 10Fold has now grown to six offices, and is considered to be among the top 10 percent of all public relations agencies in the US. Susan is best known for her drive, which is explains how she finished a master’s degree by the age of 21 and started the agency in her late 20’s. Susan continues to be a very active contributor for the agency – she is best known for building a large network of prospects, clients, and technology executives that have created opportunities for 10Fold and its clients. And, Susan still loves all things communications: her out-of-the-box thinking has helped her to create unique campaigns that have increased brand value for 10Fold clients. Susan’s passion for leadership helped her create a unique culture that is focused on team and individual growth and development.

In the press release, Susan thanked her staff and management team and recognized their contributions as vital in the success 10Fold has achieved: “This award would not be possible without the dedication from our entire team, and I am very proud to share this honor fully with them.”

Looking for more B2B marketing content? Check in with us here again soon. If you are looking for more great content from our team, make sure to peruse our other blogs here and sign up to our newsletter to get content straight to your email as soon as it’s posted!

By Tyler Trainer 

ENDLESS POSSIBILITIES: B2B Tech Shows Us the Future, Now

Sometimes Jumping In At The Deep End Makes You Love Swimming

My first day at 10Fold was a whirlwind of acronyms, complicated jargon, and general confusion. I heard the term edge computing for the first time ever, I sat in on a meeting where at least fifty percent of the words made no sense, and I learned that the cloud is far less fluffy than I assumed. I vividly remember thinking, “what have I gotten myself into?”

I grew up with the technological revolution; if Google were a person, it would have been in my grade in school. I scarcely remember a world before CDs were the norm, and can hardly believe that people used to go everywhere without a cell phone (because they hadn’t been invented yet) and were not only functional but content with being unreachable. Technological paradigm shifts were as much a part of my childhood as Harry Potter or making mud pies, and for that reason, the next one has always been an exciting prospect for me. Dramatic change was not only a possibility but a probability.

We are advancing more rapidly than at any other point in human history. When you consider this reality, the possibilities are endless. Click To Tweet

Having grown up in this world of tech, I went into this summer feeling as though I knew all there was to know about it. I knew what the cloud was, I knew that robots existed and that they were useful sometimes, and I knew that computers can communicate with each other. Turns out, despite technology having been there every step of the way for me, there was A LOT I had to learn.

Instead of choosing to be discouraged by everything I needed to learn, I began immersing myself in the less-publicized side of technology. Now, two months into my internship, I am more fascinated by deep, complex tech concepts than ever. I find it incredibly exciting that the future innovations that we will someday come to rely on have their foundations within the kinds of clients that 10Fold works with.

Imagine a future in which every drop of water used in agriculture is accounted for, and leaks are a thing of the past; where a smart hospital not only knows that you’re sick before you do, but how to cure you; where cars can talk to each other to not only prevent collisions but also minimize or even eliminate traffic. All of these things sound futuristic, and they are, but the coolest part about living today is that by using concepts such as machine learning, artificial intelligence, and the Internet of Things, they will all likely be possible in our lifetimes.

We are advancing more rapidly than at any other point in human history. When you consider this reality, the possibilities are endless. If someone had told my parents on the day I was born that, by the time I was in college, you could buy a pocket-sized device that can access the entirety of human knowledge, or store billions of gigabytes in the cloud, they probably would have looked at you funny. Today, not only are these technologies real, but we use them every day, and anyone can upload to the cloud; because virtually everyone has some form of internet-accessible cell phone.

Who’s to say that Back to the Future was wrong about what’s to come?

10Fold, in the multi-office format we exist in today, would have been impossible to operate only a short time ago. It’s very likely that your job would have been too. The ritualized, technology-reliant tasks we do every day would be unbelievable and fascinating to someone even only fifty years ago.

The initial pain of wading through a dictionary of terms I was totally unfamiliar with has ultimately been extremely worth it. Now, I don’t only feel more educated on the future of tech, but genuinely excited for what’s to come.

Yes, change can be scary. However, that doesn’t mean that it isn’t simultaneously incredibly exciting. Based on how far we have come in my lifetime alone, I am certain that in another twenty years, even more now-inconceivable technology will have become everyday and life-changing. There’s no reason for the exponential growth of advancement to slow, let alone stop. If you can dream it, you can do it.

By Chelsey Crowne  

How Do I Prioritize Social Media Metrics?

With the increasing hype around social media, and now evidence that social media strategies are a solid business practice, digital specialists are heads down trying to develop solid plans that will deliver a return on the investment. It’s easy enough to set a metric and work towards it. However, knowing which KPIs and metrics deliver maximum value against your goals matters. Too often, a team will set a target follower base, engagement goal, or an ideal number of shares and call it a success without a thorough understanding of exactly what each target means and how it relates to the goals you’ve set for your social media presence. While boosting all social media engagement is always preferable, 10Fold has found success in designing custom engagement goals to gain the maximum value for our clients.  Following are a couple of our best practices.

Content Discovery and Lead Generation
Sharing your native content on social media is the best way to boost your lead generation and broadcast your thought leadership. For this approach, your team will want to prioritize link clicks. The definitions of exactly what the term ‘link clicks’ constitutes tend to vary across platforms, however for our purposes we will define them as content clickthroughs, I.e., someone clicking the link to your blog). An account focused on getting form-fills from leads that has high post engagement but little clickthrough may seem visibly successful but is misleading in the fact that its content is not actually being interacted with in a productive way.

Your best bet to boost link clicks organically is to use specialized hashtags that individuals interested in the topic will be searching for. 10Fold uses RiteTag to determine hashtag post volume, as shown below:

The three colors indicate whether a hashtag is popular (green), good for long-term viewing (blue), or should be avoided (gray). A quick note here: It’s tempting to want to cram your posts full of high volume hashtags, however, if the post’s engagement is low, then the post will get sent to the bottom of that hashtag feed. Make sure to have your team engage with posts that use high-volume hashtags or give them a paid boost to make sure you capture your target audience!

Brand awareness
Building your brand awareness and industry recognition is an important part of maintaining your clout on social media channels. Key metrics should center on impressions to maximize viewership, so organizing your campaigns around post engagement to boost positioning in social media platform algorithms will also be very important. With this approach, we recommend a stronger focus on the aesthetics of your channel, which includes increasing impressions, followers and visible engagement (likes, comments, and shares).  To monitor this, or be found by other users, you can use user profiling programs such as Brandwatch Audiences and Followerwonk.  These programs will monitor activity on your accounts and identify your account content to others searching for related information.  All of this will boost your influence and social authority scores.

The most effective and simplest process to increase your brand awareness is always going to be a paid strategy, but if you’re not willing to shell out the big bucks for a social media plan, then some approaches at influencer marketing will be a good first step! Check out How Do I Build an Influencer List? and Reciprocal Relationships: The Key to Influencer Partnerships that Work for more insight into this strategy. The biggest mistakes made by teams attempting to boost brand awareness include 1) investing in broad-interest targeted ads (unless you want a follower-base of pure bots), 2) engaging in follow-for-follow relationships, and 3) interacting with the bot posts on Twitter (example shown). Remember, if you want to build an engaged and influential group of followers, avoid those three mistakes!

For more strategies for promoting yourself or your corporate brand on social media, check in with us here again soon. If you are looking for more great content like this, make sure to peruse our other blogs here and sign up to our newsletter to get content straight to your email as soon as it’s posted!

By Tyler Trainer