Tag Archives: Kyra Tillmans

Who’s Afraid of the Dark (Social)?

“Dark social” – sounds dangerous, right? Although it may sound like a new hacking technique, it’s actually a recently developed term that refers to social media links that are shared outside of the social platform, which prevents tracking.  Meaning – you are getting shares that lead to website clicks – but you are in the dark as to where the traffic has come from.  For an official definition, Techopedia suggests:

“Dark social […] refers to the social sharing of content that occurs outside of what can be measured by Web analytics programs. This mostly occurs when a link is sent via online chat or email, rather than shared over a social media platform, from which referrals can be measured.”

Let’s Break This Down a Bit
So, essentially dark social refers to sharing social links that marketing analytics miss when people share content through private channels such as instant messaging programs (Skype, Join.me), messaging apps (Facebook Messenger, WhatsApp, Slack), and email (Gmail, Outlook, Yahoo etc.). The ‘dark’ traffic originates from someone sharing a URL but is essentially “miss-marked” as direct traffic by marketing platforms and tools. Why does it matter? Direct traffic arrives at a site without a referrer and, of course doesn’t contain referrer data. This means that instead of going through a URL, the user directly types (or copies) the URL address into the search bar. As noted by Simply Measured:

“In the early days of the web, everything was link-based, so we either discovered something via search, via link, or we went to the site directly by typing it into the browser or via bookmark. […] if a site visitor arrived at the site without a referrer s/he had to be a direct visitor. But this is […] before the rise of mobile.”

Dig In: 3 Best Practices for B2B Social Media

Now with the help of private, mostly mobile, channels there are many new ways a visitor can arrive at a site without going to the site directly (for example, a colleague Slack messaging a recent industry announcement). “These methods don’t automatically attach any tracking tags unless the shared link was copied with the tag included (if you were to copy the URL of an article that I originally found on Twitter, including the UTM parameters attached to it)”, says Hootsuite. According to RadiumOne, dark social shares as a percent of on-site shares jumped from 69 to 84 percent globally over the last couple years. If you notice a large amount of traffic labeled ‘direct’ in Google Analytics, dark social may be the reason.  The problem is, of course, it’s hard (meaning:  nearly impossible) to replicate the techniques you used to get the “direct” traffic — so if 20 percent of your sales are coming from ‘direct’ there’s very little you can do to repeat that performance.

Now that we know what Dark Social is…how can you shine the light on the data?
If your day-to-day job includes publishing content online (marketer, social media manager, entrepreneur, content specialist or something similar), you want to know where your traffic is coming from. Encouraging social sharing is the primary goal of your efforts, and tracking how people (ideally prospects) are finding you matters more than ever.  Furthermore, understanding your audience and their sharing habits will significantly improve how you reach them in the future.

Dig In: Becoming an Industry Thought Leader

The good news? There are strategies that will help you qualify where website visitors came from.  Here are just a few ideas:

  1. Shortened URLs – use Bitly (also included in Hootsuite) which creates a unique link – averaging between 15-20 characters – with tracking capabilities
  2. Social share buttons
  3. Specific analytics tools (for example Simply Measured, Buffer, or Oktopost)
  4. Also, SearchEngineLand offers a straight forward formula for you to identify your estimated dark social traffic:

When properly mined, dark social data can provide the same interesting insights about your prospects that our clearly marked referring traffic provides.  It may take a bit of work, but it is definitely valuable to identify these visitors, and how you can use this information to further improve your social reach and create better connections with your audiences.

For more information about dark social and the latest and greatest in social media, watch this:

By Kyra Tillmans

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Becoming an Industry Thought Leader

Who doesn’t want to be called a ‘thought leader’? Public relations, marketing, and business professionals hear the term on a consistent basis, albeit its exact definition is nuanced. Thought leaders offer one-of-a-kind insights regarding a topic, problem, or trend, with the goal of becoming the go-to-resource for that specific industry, vertical or market space. Their content is not about themselves, and they show – not tell. The thought leaders take an outside-in approach: they focus more on solving others’ problems than on themselves. Sound obvious? There are many wanna-be influencers talking about how great they are, and the goal is to help you avoid that – by advising how to become a true thought leader.


In October 2017, 10Fold and Dimensional Research published research findings providing insights on content types and efficacy. The goal of the survey was to capture hard data about the role of content as part of the marketing plan, and it investigated specifics around content creation such as budget, channels, resources, metrics, media types, key challenges. Key findings include:

 76% of companies will generate 3 or more times more content than last year

 32% of companies release content daily or hourly

 42% of companies will spend $250,000 or more on content in 2017

Looking ahead, as the importance and frequency of content continues to rise, it is crucial to ensure the quality stays on-par. This is easily achieved by identifying the thought leader within your organization.

Dig Deeper: Content Is Still the King!

Some might think C-level executives are the best fit, but there are likely others equally as valuable in your organization with ideas, passion, and experience that may be credible thought leaders. The overall goal is to bring a new perspective to the table, so it is important to not repeat what everyone else is saying. To achieve this and find the ideal candidate, look for the individual who has a perspective that dives deeper than the surface of a topic or trend.


Pick a topic – take note of interesting conversations, with colleagues, partners, customers and more. The most interesting ideas might follow a conversation you didn’t expect. Additionally, scan the industry, stay up to date of trending topics, and attend/speak at industry events for new insights from industries or technologies you normally don’t come across.

Establish credibility – to have people see you as their go-to person for relevant industry insights, you need to ensure you know what you’re talking about. A great way to achieve that is back-up from trustworthy, informed third-parties such as academics or industry analysts.

Target your content – create communication channels that connect you directly with your desired audience, customer, client and supporter segments.

Consistency is key – you don’t become a thought leader overnight. Stay consistent, post frequently, make predictions about the future, and explain to people where you think the industry is headed.

Pick your platform – the rise and evolution of social platforms provided us with a wide variety of options. In addition to blogs or vlogs, you can now also use: Twitter, LinkedIn, and Medium to name a few.

Want some more? Check out these example pieces by The Qt Company, Coresystems, and FogHorn Systems.

Navigating the nuances of the Internet of Medical Things


The new reality of connected field service


Taking Machine Learning to the Edge

By Kyra Tillmans

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Think an Internship Doesn’t Count for Much? Think Again…

Have your friends convinced you that an internship is a waste of time that only the losers even bother considering? Are you pretty sure you have the skills to skip the whole process and jump straight into a hired position? Think again, kiddo. There’s more to an internship than just a roadblock to the hiring process, and this is especially true when it comes to the value of experiencing your profession up close and personal.

But what is it exactly that is so valuable about internships that you should spend so much time and effort in trying to get one? We can’t speak for any other of the other PR guys, but you can check out what Account Associate Kyra Tillmans has to say about her experience with the 10Fold internship program:

RELATED: How do you pick a good internship?

10Fold was my first, real internship, so I wasn’t sure what to expect. Moreover, at that time I was an international student at a local college, and because I did not grow up in the United States I had no other experiences to compare it to. I also had no previous experience in PR.  When I first began my application process, I expected an internship to be a hands-on learning experience in your chosen field, where you help your teams with non-client facing research tasks. My 10Fold internship experience was that and much more!

What I liked best about the 10Fold internship experience, was that they really make you feel part of the team. You are respected and recognized for all your abilities and this shows – you are invited to all team brainstorm sessions and even get pulled aside for special projects depending on your expertise (video, social, visual etc.). 10Fold uses TAFI as a rule book, and the TAFI values are something each employee embodies.

T – Teamwork: Only a very small portion of your work is done individually. Many tasks focus on teamwork, and it is great practice for whatever is next in your career. You learn how to work with different people (and geo) on the team, and quickly learn that every individual can teach you something new.

A – Accountability: There is a great, friendly and energetic vibe, and there are no cliques. Everybody owns their workload and takes care of their part.

F – Fun: 10Fold has the perfect balance of getting stuff done while also having fun. The team parties are a great way for all offices to come together, and the company-wide off sites are day-long training and brainstorm sessions, unique to the company, that allows employees, managers, and leadership to come together and discuss what we’re doing right (and how we can improve).

I – Integrity: 10Fold treats everybody equally and with respect. The team helps each other out – no matter what level.”

RELATED: The Intern Experience at 10Fold

“My managers and teams (both direct and team-wide) gave great tips and advice during my 10Fold internship and truly set me up for success. They took a lot of time and effort getting me introduced to the world of B2B tech PR and guided me through difficult technical terms, industry acronyms, the media landscape with a great attitude and a willingness to help me and my peers grow.

The 10Fold internship is very hands-on. Even though you are not directly communicating with clients, you are involved every step along the way, and there is a great amount of visibility and transparency. You are not only researching (building media lists, coverage reports and more), but also drafting social content, writing, and even pitching. I feel like this is unique to the 10Fold experience, and is something you will not find at other PR internships.

I strongly believe my internship at 10Fold prepared me for my career, as I not only learned about all aspects of PR and the tech industry but also learned great organizational and time management skills. You are inspired to become a hard and effective worker, and it often leads to a successful bottom-up management style. This allows managers to focus on other aspects of the accounts, which is a big help to the VPs as well. You know that you are valued, and it is a very rewarding experience.”

Sound like our workplace is something you could thrive in? Check out some more information on each listing we have available.

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Learning from the Leaders of Today

Last week, members of the 10Fold Team joined The Expat Woman for an inspiring “Women Leaders in Tech” panel discussion at StubHub. The team, panel and a couple dozen other industry professionals discussed success in the tech industry, the gender gap, current industry trends and advice for forging ahead in their fields.

Panelists included:

  1. Camila Franco, Director of Product Management at StubHub
  2. Kriti Kapoor, Worldwide Social Customer Care Lead at Microsoft
  3. Ewa Erickson, Director, Head of PMO at StubHub
  4. Angelica McKinley, Senior Communications Designer at Slack
  5. Gelena Sachs, Director of People Operations at Udemy
  6. Madhura Dudhgaonkar, Director of Engineering – Search, Data Science, Machine Learning at Workday

The panel was moderated by:

  1. Safia Ali, Director of Product Design at StubHub

Here are some top insights:

During the discussion, each panelist recognized that their family and cultural environments influenced their leadership style in the office. One panelist, Camila Franco, explained how being brought up in Brazil led to a direct communication style with her employees, resulting in to-the-point, honest conversations. Camila explained how this management style can be extremely effective with some employees and spur personal growth but isn’t for everyone. She stressed this is why cultural diversity within the office is greatly important.

Furthermore, the panel discussed how work culture can also influence behavior in the office. Madhura Dudhgaonkar discussed how her Workday really values the work-life balance, which she believes is a top-down process. She explained how a high-level executive in her company would reschedule meetings to spend time with his children. Madhura believes that company culture is strongly influenced by the top executives, and by setting the right example, the rest of the company will follow suit and adopt healthy work-life habits.

One of the most in-depth discussions was regarding gender and the workspace. In light of recent news surrounding gender, sexism, and discrimination in the Silicon Valley tech world, the discussion dug deep into how businesses can prevent this from happening. Some panelists noted the importance of finding “male allies” within the workplace.The panel noted that a large portion of their male counterparts has always been supportive, which should be acknowledged more often, especially by the media.

The last discussion topic covered career advice. The following insights that stood out the most included:

It’s okay to not have a set career path.
Each panelist spoke on how their careers have never followed a perfect path. One panelist shared, “When I started my first job out of college, if you would’ve asked me to draw the path my career would take over the next 20 years, I would’ve been completely wrong.” The panelists encouraged audience members to see a career change as an actionable moment, instead of something intimidating. It is important to make a career change if one isn’t fully satisfied in their current industry or role. Panelists recommended we all take the time to fully reflect on personal roles and positions, and ask ourselves if we are truly happy and growing. This reflection can help guide career decisions in the right path.

Never losing sight of growth.
People should look for future trends in the industry to help shape their continued growth, as this “forward thinking” is what keeps tech so innovative. Also, by expanding one’s own skill set, it’s less likely to fall behind in the fast-moving tech industry. “Think of your career as a marathon, not a race,” said one panelist, meaning that you don’t need to gain all the skills at one time, but keeping up a good pace of growth can really move someone ahead.

The importance of “soft skills”, such as empathy, dependability and a sense of urgency.
These skills can really help someone stand out, and can help set any worker apart from the pack. Create meaningful relationships with coworkers, and convey appreciation for the hard work they put in. “Sometimes the best thing you can do to help someone during a hard day is to tell them they’re doing a great job, this could mean a lot to them,” said Ewa Erickson.

No matter where one comes from, who they are or what they do, everyone is able to bring something unique to the workspace. This is most often a result of their upbringing and culture – both nationally and internationally – and is something that should be celebrated. The 10Fold team enjoyed this uplifting panel, and thank the intelligent professionals who came out to share their thoughts and experiences with the group.

By Nathan Zaragosa & Kyra Tillmans – contributions by Katrina Cameron

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