Tag Archives: 10Fold

San Francisco Baykeeper: Keeping San Francisco Bay Safe from Harm

One early morning in 2016, San Francisco Baykeeper’s pollution hotline began ringing frantically. Concerned swimmers and beachgoers reported trash littering the shoreline and wanted to know what could be done. Our field investigator monitored the area during one of our regular boat patrols, and our staff scientist quickly realized the fireworks extravaganza during the Super Bowl festivities had sprayed a plume of plastic and cardboard debris into the Bay and onto local beaches.

When regional agencies expressed a reluctance to do anything about the pollution, Baykeeper’s policy advocates contacted the fireworks company directly and advised them on best practices for preventing pollution from fireworks. The company agreed to use these best practices going forward. For the past two years, we’ve monitored the company’s fireworks shows, and our volunteers have held cleanups of shoreline areas where fireworks debris would be likely to wash up. Fortunately, there haven’t been any more signs of significant fireworks pollution around Bay Area beaches.

San Francisco Bay is the Bay Area’s heart and soul. People are drawn to this treasure for boating, fishing, swimming, paddling, kiting, wildlife viewing, and shoreline strolling. The beauty and moods of the Bay connect all who visit or live here to the rhythms of nature. The Bay and its shorelines are also home to seals, sea lions, birds, fish, and other wildlife, seasonally and year-round.

But in addition to trash, the Bay is also threatened by other significant sources of pollution, including industrial toxins, sewage spills, and oil. More than 1300 industrial facilities operate around the Bay.  Over 90 cities’ stormwater systems and wastewater plants contribute pollution to the Bay.  And close to 400 vessels cross the Bay every day. New threats also loom, including sea level rise caused by climate change.

In the face of these threats, Baykeeper has been San Francisco Bay’s champion for 29 years protecting the Bay from pollution and other harm.

To continue protecting San Francisco Bay, Baykeeper relies on generous partners like 10Fold who care about the health of the Bay. Our nonprofit organization has been a proud beneficiary of 10Fold’s Media SharkTank event for the past six years. 10Fold’s enthusiastic support for Bay protection has improved life on San Francisco Bay for both people and wildlife. Over the years, 10Fold’s generosity has helped Baykeeper:

  • Safeguard the Bay from industrial toxins from more than 40 industrial facilities;
  • Keep millions of gallons of sewage out of the Bay and local neighborhoods;
  • Achieve stronger protections that prevent oil spills in the Bay;
  • Conduct shoreline cleanups that remove trash before it can enter the Bay;
  • And much, much more!

Baykeeper is honored to be the beneficiary of Media SharkTank and to keep partnering with 10Fold to protect San Francisco Bay.

And a big part of the thanks goes to 10Fold’s Media SharkTank participants for sharing our commitment to this magnificent body of water that we all cherish. Together, we are creating a San Francisco Bay where the water is clean, the ecosystem is healthy, recreation is safe, and wildlife – including sharks – can thrive.

Sejal Choksi-Chugh is the Executive Director of San Francisco Baykeeper. To report pollution in San Francisco Bay, call Baykeeper’s hotline at 1-800-KEEP-BAY (1-800-533-7229), e-mail [email protected], or click “Report Pollution” at baykeeper.org.

By Sejal Choksi-Chugh

As If a Mile Wasn’t High Enough, 10Fold Keeps Climbing

10Fold initially opened its new office in the heart of Denver’s River North (RiNo) Arts District, a vibrant business scene full of gifted talent. Shortly after a year, the Denver team outgrew our RiNo location and is excited to announce that we’re moving to a larger space in downtown Denver, just a block from Coors Field (map here).

Denver continues to expand its tech hub and startup scene. If the companies and opportunities in the thriving city are not enough to attract talented professionals, the 300 days of sunshine, amazing views of the Rocky Mountains and the fantastic food and brews will. In the last year,  our Denver team has grown nearly 50% and see the sky as the limit.

Speaking of growth opportunities, if you’re looking to explore a career opportunity in business-to-business, public relations for high tech companies or want to advance your PR career with a company that prides itself on professional growth opportunities and stellar culture, we’d love to speak with you! Feel free to reach out and contact us!

Meet the 10Fold Denver Team:

Bart Tillmans: Vice President of Marketing, Operations and Systems
Bart is 10Folds VP of Marketing, Operations and Systems and joined 10Fold in 2014. At 10Fold he is responsible for the continued and time critical operations of all practice services systems and reporting. Prior to 10Fold he worked in many National and International marketing positions for 3Com, Extreme Networks, Enterasys and Juniper Networks.

Sarah Thorson: Account Director
Sarah is an award-winning communications professional with 15 years of agency and in-house experience specializing in managing strategic marketing and communications initiatives for business-to-business technology companies.

Kimberly Diesel: Senior Account Manager
Kimberly has more than eight years of agency experience developing and implementing strategic communications, media relations and social media plans that support internal marketing goals and exceed client metrics.

Jackie Daane: Account Manager
Jackie has more than eight years of strategic communications experience in B2B tech verticals working with clients of all sizes, from Fortune 500 companies to entrepreneurial start-ups, to help drive sales objectives through media relations and content creation to support internal and external audiences.

Jake Kasowski: Senior Account Executive
Jake has more than four years of experience in media relations and strategic communications in B2B and B2C tech verticals with companies of various sizes, from early- and late-stage startups to seasoned tech companies. Jake has helped develop and execute communications campaigns for company and product launches, funding announcements, acquisitions and IPOs. Before joining 10Fold, Jake worked with clients in cleantech, telecommunications, aerospace, fintech and security industries.

Danielle Johannes: Senior Account Associate
Danielle has been with 10Fold for nearly a year. Danielle is responsible for supporting clients’ speaking and award programs, providing supporting documents, researching industry trends, managing social media and conducting media outreach, across enterprise software, security, big data, AI and IoT industries.

Abby Nolan: Intern
Abby joined the 10Fold team in September 2018 as an intern in the Enterprise practice. Abby received her Bachelor of Science in Business Administration with an emphasis in marketing from the University of Colorado Denver. She brings extensive writing and social media experience to the team.

Whether you head up marketing for a complex, technology company or you may want to find your home with 10Fold in the future, stop by and meet our expanding team!

Read the full press release here: 10Fold Launches Sixth Office to Keep Pace with High Demand for Integrated Communications

Enjoy your read? Check out our other content here.

By Danielle Johannes 

Don’t forget to subscribe to our newsletter to get our content and other updates straight to your email as soon as it’s posted!

Is My PR Program on Track? 7 Key Tells

As Yogi Berra famously said: “You’ve got to be very careful if you don’t know where you are going because you might not get there.”  Clearly, it’s critical that both you and your agency know what you’re aiming for.

What does your C-suite or Board and investors expect? Have you agreed KPIs with your key stakeholders so that there’s no mystery about what you are collaborating with the PR agency to achieve. If you’re a marketing professional, this is not always straightforward – how can you track the PR results to your quota of marketing qualified leads (MQL)? Depending on the company stage, focus and makeup of the marketing department, the answers to these questions could vary widely.

Below are seven ways to know that your partnership is working:

Sales has plenty of “air cover” – Are sales reps knocking on your door with industry articles mentioning competitors in-hand, demanding why your company isn’t featured in them, as well? While some industries are “hotter” than others and generate more media coverage, your PR team should be working to ensure that there is a steady stream of articles that your sales team can share with prospects.

Your company’s share of voice is improving vis-à-vis key competitors – Every company has competitors, and nothing sticks in the craw of an executive more than seeing those competitors in the news much more often than their company. If you’re a David in a field of Goliaths, it may not be immediately possible to outpace competitors in sheer quantity of media coverage, but your PR team can help you identify areas where you can compete – specific key terms, for example – and measure that quarter over quarter.

When your product sector is mentioned, your solution is often referenced – We often work with innovative companies that want to define a new sector or market category. But even first-movers can get eclipsed by noisy upstarts that come after them. The PR team should monitor the news carefully, track reporters who are following your market category and make sure that they receive frequent updates and are briefed on company news. The more that key industry reporters mention your company, the more likely that the wider tech and business press audience will pick up that your company is a key player.

Industry analysts invite your company to participate in critical industry reports – For any technology company selling to enterprises, engaging with industry analysts should be a component of the marketing strategy. Large analyst firms, like Gartner and Forrester, directly advise enterprise buyers on creating shortlists and defining the requirements for RFPs, etc. Boutique or niche analyst firms can advise on specific technology sectors and assist with marketing and PR efforts. Either way, proactively engaging with analysts will ensure that your company is invited to key reports, magic quadrants, market guides, etc. that serve as guides to prospective buyers.

Kudos from the board and C-suite – While we work most directly with marketing or communications roles, it may be hard to know exactly how the PR efforts are being recognized at senior levels within the company. Getting a compliment or “thank you” from the C-suite is a clear message that our work is on target.

Metrics you agreed with the PR agency on are met – Do you get to the end of the quarter and realize that your big launch has been pushed back (again) and there’s not much media coverage to show in your quarterly report to your boss? While it takes two to tango, your PR team should be working with you closely to ensure that serious gaps in coverage don’t undermine the success of the team. If the metrics you agreed upon a few months back are no longer reasonable, the PR team should bring ideas to the table that will generate valuable results for the company.

Your PR team is part of the integrated marketing team – The PR team is a critical “listening” group that has a finger on the pulse of how media and analysts are covering your industry. If you feel that PR pros can add value to your content calendar meetings and marketing strategy discussions, chances are they not only get what you’re aiming for as a business,  but have shown that they can bring creative and realistic ideas to the table to help you achieve your goals. When you feel that you are truly working in partnership with the PR team – you’re definitely on the right track.

Organizations vary widely in how much marketing support they have, what the C-suite cares about and what tools you can leverage to meet your unique goals. The above points are useful indicators to getting – and staying – on track for a successful company/PR agency relationship.. If you’re struggling to trust your team or don’t see the results you were expecting – it may be time to have a constructive conversation about how to re-orient the relationship to meet your goals.

By Caitlin Haskins 

Don’t forget to subscribe to our newsletter to get our content and other updates straight to your email as soon as it’s posted!

 

Finding a Great Fit with a Tech PR Agency

It’s fall, and it’s the time of year when many companies are building new budgets and considering hiring, or making changes, with their marketing and PR agencies in preparation for the new year. Not unlike updating a wardrobe, it’s important to find the right fit at the right price. Maybe you’ve outgrown your existing partner, or maybe this is the first time you have had the budget to hire an agency. In any case, if you are in the market to hire a tech PR or marketing agency, know there are (at least) three key common mistakes companies make when selecting an agency, including:
NO FOLD ICON 15x15 Narrowing search criteria to only agencies that have worked with big corporate giants (believe it or not, some of the expensive brands may not fit as well as you would hope);
NO FOLD ICON 15x15 Not prioritizing what’s most important in your program is like spending too much on button-down shirts and having no money left for the winter coat; and
NO FOLD ICON 15x15 Setting your budget artificially low for your PR and marketing partner is like buying a pair of pants on sale, but two sizes too small, in the hopes you will lose weight. Find a partner you trust to deliver the services you need.

Big Brands, Big Budgets
While not an absolute, it’s safe to assume that if the agencies you talk to mention only big brand names on their client list, they are also used to having large budgets to work with. Companies commanding a large share of voice spend a minimum of $25,000 per month and frequently spend $100,000 per month (or more) to dominate the industry narrative. Unless you are prepared for this level of monthly retainer, you may not want to shop in the designer section.

And, just because an agency is working with a tech superstar today, it doesn’t mean that same agency built that company’s share of voice and industry footprint. Rather than simply being dazzled by the logo on the slide, ask questions about when they began working with the company and what the company’s share of voice was at the time. Know their budget and the results they got that company – and ask how long it took them to achieve those results. And, ask if the same team members on that superstar account will also be on your account. Agency knowledge doesn’t necessarily transfer between team members.

Dig In: Sean Captain – Media SharkTank is a chance to clear many waters

Now, don’t get me wrong, 10Fold has worked with some tech superstars throughout the years (and we naturally love to brag about them – take AppDynamics or Nimble Storage, for example). The important thing to know is that we worked with them from the beginning – and starting out their budgets were much smaller.

To make a sound decision, compare your budget to the average client budget for that agency. If they match, move forward – and if they don’t, keep looking.

No agency can be all things to all clients, and when priorities are clear, agencies with integrity will bow out if the requests don’t match their capabilities. Click To Tweet

Knowing What You Want is 90% of the Battle
It’s hard to choose an agency when the agencies say the same things. Most agencies have honed their pitches to cover their bases – that’s why it’s really important to be specific about what you are looking for. And this is especially true if your budget is limited. No agency can be all things to all clients, and when priorities are clear, agencies with integrity will bow out if the requests don’t match their capabilities.

As an example, we recently replaced an agency where priorities had been unclear. The encumbent had exclusively focused on getting mentions of the CEO in business press articles focused on corporate culture. The client had originally agreed that business press was important, but after six months, the client realized the agency lacked the technical depth to secure articles about their technology that would be meaningful to their buyers. The previous agency had no clue that what they were delivering wasn’t matching expectations. Almost any and all visibility can be helpful, especially when you are just starting out – but it is important to decide what you really want, so the agency can have impact.

Also, make sure your proposed agency spend is directly aligned with that specific priority. If you must command 60 percent of the share of voice in application monitoring solutions, then make sure 60 percent of your spend is on media programs and verify that with your agency partner. Understanding how the agency will address your goals and objectives is key. What has the agency agreed to do for the budget? Are they offering you guarantees about the outcomes? Think about calculating a price per deliverable based on their proposal and make sure the value they propose aligns with yours. We recommend focusing on fewer services, so that there are meaningful results for each program and less fragmentation of the team. Savvy shoppers know to take an inventory of their current wardrobe before a shopping trip, and likewise you should know what is included in your agency budget and then align those results to the way you are being measured internally.

Trust is the Best Way to Build an Agency Relationship – Don’t Be Tempted by “A Deal”
When faced with a decision between agencies, it’s easy to get tempted by a low monthly retainer. Just like the loud sweater you bought on impulse at the half-off sale, you may regret picking the cheap agency. Cheap usually translates to a lot of work on your part. One agency we replaced was described as “such a deal” when they were originally selected until the marketing exec realized that they were sending speaking plans with simply the names and dates of conferences, with no other context (such as audience size or titles that attend, or even sponsors). If your bonus (or even job) is dependent on your ability to produce great visibility, find an agency you trust.

As you likely know from your own recruiting program, great talent is not cheap, and the same is true for agency staff. And, agency spend is not just staffing, it’s also the expenses associated with research and reporting tools to deliver the great service that most savvy marketing execs are expecting. If you are buying at a lower price point, then set your expectations accordingly. Get to know and trust the team for deliverables, and make sure those agreements are clear.

Dig In: Is it Time for Media Training? Three Questions to Test Your Media Savvy

Ask any agency you are considering which tools they use,  and ask them for sample reports. Also ask to meet the key staff allocated for your account so you can understand each of their roles and responsibilities,  and ask for examples of results they have achieved for others similar to your company.

Simply put: the staffing and overhead costs cannot exceed the budget. If an agency spends more to deliver service then it makes, it’s a recipe for bad business.

Fall means more than just colder weather and wardrobe changes. It means every tech marketing executive is expected to produce a budget and some may choose to revisit their ongoing agency relationships. If you are making changes in your PR firm, then think carefully about how you will make the decision and remember these simple tips:
NO FOLD ICON 15x15 Big client logos frequently translate to big budgets. Determine if your spend fits nicely within the agency’s parameters.
NO FOLD ICON 15x15 Prioritize your “must have outcomes” and verify the agency can deliver on those. Ask for case studies of companies similar to yours that demonstrate the capabilities you need.
NO FOLD ICON 15x15 Don’t fall for “a deal” – build trust and align agreements to your budget.

Happy shopping!

By Susan Thomas

Don’t forget to subscribe to our newsletter to get our content and other updates straight to your email as soon as it’s posted!

Is it Time for Media Training? Three Questions to Test Your Media Savvy

Anyone can speak to the media…right? If you’ve pitched investors, you should be able to speak to print and broadcast press. At least, that’s what tech founders often think. Here are three questions to determine your media savvy – or if it’s time for a refresher course on engaging with reporters.

What’s your media close rate?
Just as with sales – have you looked at your “close” rate for media interviews lately? Do reporters always write after speaking with you? Do producers invite you to go on-air after intro calls? Interviews around news are typically easier to “close” since there is a clear angle for reporters to use for their stories. But if you don’t have news and reporters don’t seem to write as often as you hope, you may want to brush up on techniques to hook reporters. If you get them on the phone or face-to-face, they’re interested in what you have to say, so identifying a few angles to present to them and/or practicing your delivery can make a huge difference in improving your close rate.

Do they get the message?
When reporters do write – is it what you expected? Too often, executives expect the articles to mirror their press release or corporate messaging. While this may happen once in a blue moon, it’s not the norm. So, how can you tell if reporters are really “getting” it during the interview? A simple tactic is just asking questions. It may be counterintuitive since you’re expecting the reporter to drive the interview, but assuming they understand your industry jargon may get the meeting off track as soon as it’s started.

Dig In: Ready to Test Your Pitch in the Deep End?

Do you prepare?
Executives are busy- we get it. But just as you wouldn’t pitch a prospective customer or VC without doing your research, it is also critical to know who you’re speaking to, what they cover, and how to win with them. As PR pros, we see the difference between spokespersons who prepare- even for 5 minutes – and those who wing it. Briefing sheets are designed to be a quick read with information you need to succeed. Reporters pick up on when an exec has taken the time to review one of their recent articles and reference it in the conversation. The result? A more genuine interaction that builds rapport.

While these questions ring true for both “trade” and “business” reporters, business press are often the most valued – and difficult- to land stories with. And who better to tell you what it takes than those journalists themselves? Learn more about 10Fold’s Media SharkTank event on Oct. 25 in San Francisco, here.

By Caitlin Haskins

Don’t forget to subscribe to our newsletter to get our content and other updates straight to your email as soon as it’s posted!

 

Ready to Test Your Pitch in the Deep End?

Pitch your story to top broadcast and business press at 10Fold ’s annual Media SharkTank charitable event. SharkTank, now in its eighth year, allows executives to “test” their business pitch and receive feedback from the experts. Join us on October 25th at the Palace Hotel in San Francisco to deliver your three-minute pitch to an expert media panel who will tell you what did and didn’t work in telling your story and how to do it better next time.  This type of feedback is invaluable and rarely offered.

Who will be there?
10Fold has lined up some of the most coveted, top-tier ‘Media Sharks’ in business and broadcast journalism for first-hand feedback on your pitch. The panelists confirmed so far are:

NO FOLD ICON 15x15 Jon Swartz, Senior Writer – Barrons

NO FOLD ICON 15x15 Sean Captain, Technology Journalist – Fast Company

NO FOLD ICON 15x15 Scott McGrew, Technology and Business Reporter – NBC Bay Area

NO FOLD ICON 15x15 Don Clark, Contributor – New York Times

NO FOLD ICON 15x15 Dean Takahashi, Lead Writer – Venture Beat

NO FOLD ICON 15x15 Chris J. Preimesberger, Editor Features & Analysis – eWeek

NO FOLD ICON 15x15 Heather Somerville, Technology Reporter – Reuters

NO FOLD ICON 15x15 Michael Liedtke, Technology Writer – Associated Press

NO FOLD ICON 15x15 Connie Guglielmo, Editor-in-Chief – CNET News

NO FOLD ICON 15x15 Kym McNicholas, Editor At Large – Vator.tv

With more to come! Find more details about the sharks here!

Sounds great! What do I do now?

  1. Pitch the Media SharkTank:

Participating companies are asked to donate only $1,995 for the opportunity to interact with the media, in this educational format by participating in the SharkTank media pitch. By making this donation, the executive spokesperson will present to eight of our elite judges (four judges per session and two sessions) and may even have the opportunity to catch a story of their own.

  1. Not ready to pitch? Attend the Media SharkTank reception:

Network with the media panelists and B2B tech executives while enjoying a cocktail reception and hors d’ oeuvres by making a $595 donation to the San Francisco BayKeeper. Industry analysts and VCs in-the-know also regularly attend 10fold’s Media SharkTank event, so don’t be square!

All proceeds from the event will be donated to the San Francisco BayKeeper chapter, which keeps our bay and the communities that rely on it safe and healthy.

Ready to register? Find more details about the event and our panelists here, and watch a short video recapping past events below!

By Tyler Trainer

Don’t forget to subscribe to our newsletter to get our content and other updates straight to your email as soon as it’s posted!

Edge Computing is Set to Transform the Speed of Business – Here’s Why

Edge computing, also known as fog computing, is experiencing rapid adoption – this technology’s small footprint, real-time speed, security offerings and reasonable cost are setting it up to change the way businesses operate. Our clients are onto this exciting new technology, which has the potential to impact countless markets and applications.

Edge computing is catching on and is becoming more appealing to businesses. Findings from recent report issued by Business Insider showed that 40% of companies that provide IoT solutions reported that edge computing came up more in discussion with customers in 2017 than the year before.

The popularity of edge computing is partially a result of the exponential increase in IoT devices – personal, commercial and industrial. PWC estimates that $6T will be spent on IoT solutions between 2015 and 2020, and IDC estimates there will be 80B connected devices by 2025, generating 180 trillion GB of data. All of these devices increase the amount of data in the world and taking advantage of that data is where edge computing can provide some serious benefit to commercial and industrial users. The scope of this is massive – McKinsey Global Institute estimates IoT could have an annual economic impact of $3.9T to $11.1T by 2025.

So what is edge computing?
Edge computing takes place near the data source right on the edge of the cloud, hence the term “edge,” and includes data processing and clean up, analytics and machine learning. Some edge providers don’t check all of these boxes and use the cloud for those missing pieces, but the actual appeal of edge computing is that all of these capabilities take place as close to the data source as possible, not in the cloud. This isn’t to say that cloud computing has no place. After the initial round of edge computing has taken place on-site, the clean, relevant data can be sent to the cloud for further analysis and processing or to be stored. With that said, more companies are looking to tap into the power at the edge. In four years, 75% of enterprise generated data will be processed at the edge (versus the cloud), up from less than 10% today according to Gartner.

So how does it work?
There are a few key pieces of technology needed to make edge computing truly intelligent and valuable for those deploying an IoT strategy. According to a recent report from ABI Research, “an intelligent edge provides Complex Event Processing (CEP), ML capabilities and high performance stream processing with actionable analytics to any range of computing devices.” Considering IHS Markit forecasts installed IoT devices to increase to 31 billion in 2018, and with about half of those in industrial and commercial sectors, the ability to collect, process and analyze data from a multitude of sources through a CEP to find actionable insights is crucial.

Additionally, the ABI report states that edge computing should take advantage of existing resources, including deployed sensors, networks and storage, to minimize additional investments and add value within a matter of months. What’s more, the edge computer needs to exist within a small footprint of the devices, sensors and machines found in industrial and commercial settings – this often means within the size of a Raspberry Pi.

So what’s the big deal?
Edge computing can provide some serious benefits to businesses that produce a lot of data, those in remote locations and those that need immediate insights. Those that produce copious amounts of data can save on costs to transmit data to the cloud for processing. Think about it this way: if a company with 150,000 machines each of which is sending 1GB of data to the cloud every day at $.023/GB per month, that would wind up costing them over $103M a month. That is a huge investment on their part.

What about companies in remote locations? Edge computing enables them to make their data useful to them without constant connectivity to the cloud or data center. All of the benefits of edge computing can take place during network downtime and can be sent to the cloud or data center when the connection is live. Think about how useful this is for offshore oil rigs or isolated mining operations. These industrial players can still take advantage of data processing and the insights gleaned from machine learning at the edge in these remote locations meaning their businesses can still run as smoothly as if they were right next to a major city.

Speaking of insights, businesses that need immediate feedback to keep their operations running seamlessly and safely don’t have time to wait for the data to be sent to the cloud or data center for processing and then back to the machine to be applied. The difference of milliseconds can be the difference between a power plant catching a fault and halting operations or failing and impacting millions of lives.

Beyond the immediate insight and cost-saving benefits, edge computing offers an additional layer of security on top of organizations’ existing firewall and encryption systems. Many industrial and commercial companies are processing very sensitive, proprietary data that directly impact their operations and profits. By processing this data at the edge, on-premise, they’re reducing the risk of potential hacks and theft of sensitive data either in transmission to the data center or cloud or through weak access points in the cloud or data center. In the days of ransomware and malware like WannaCry or NotPetya, this added security benefit allows industrial organizations to rest assured their data, and profits, are safe.

So who’s doing it right?
10Fold is pleased to represent a few companies in edge computing that are working with some major names across the industry, including FogHorn Systems and FreeWave Technology. There are a number of organizations and consortia focused on enabling and improving edge and fog computing. Check out a few of them to learn more about edge computing and the impact it’s having on industrial and commercial applications:

NO FOLD ICON 15x15 Open Fog Consortium

NO FOLD ICON 15x15  EdgeX Foundry

NO FOLD ICON 15x15  Industrial Internet Consortium

By Kathleen See

Don’t forget to subscribe to our newsletter to get our content and other updates straight to your email as soon as it’s posted!

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 

Don’t forget to subscribe to our newsletter to get our content and other updates straight to your email as soon as it’s posted!

B2B Live-Tweeting – 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
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!

During
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.

After
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