     
    |
 |
 |
|||||||||||||
|
The Latest From the Schwartz BlogsSchwartz Crossroads BlogCan B2B Manufacturers Use Social Media to Support Distributors? 02-07-2012 6:30:22 PM EST  Just about everyone in marketing knows that many B2B companies are having a tough time integrating social media into their marketing mix. They understand they should do it, but oftentimes can't figure out how to do so. Plus, they're generally budget constrained, so can't hire experienced staff or consultants to create a solid strategy and then execute. The result is that many underfund initiatives centered on one or two social platforms and often skip right past the strategy step. Certainly, there are examples of companies Getting It Right, but they feel like outliers at the moment. One group of B2B marketers who I think are a part of that majority--those who are trying to figure it out, but not quite there yet--are manufacturers. A few weeks back, Derek Singleton blogged about this issue on Software Advice. Sourcing a Forrester Research report, he states that "only 30 percent of global manufacturers planned to increase social media spending in 2012." Mr. Singleton is mostly interested in opportunities presented by social media for smaller manufacturers to do things like get feedback from customers and share their own thoughts. He's got several recommendations for those businesses. As I read his post, I wondered whether one additional use of social media for manufacturers, which often rely on networks of distributors to get their products into the hands of customers, might be supporting those partners by producing great social content that they can use. The idea of creating social content specifically to fuel outreach by partners, who in turn touch customers, has been on my mind since reading "Drive B2B Channel Sales with Social Media Content" earlier this week on the Social Media B2B blog. It seems to me that a manufacturer looking to explore how social media might work for them could consider the recommendations from both of these posts if they know they want to do more work online to support sales, but often work through distributors or other partners. +++ For a reasonably recent (October 2011) look at how B2B marketers are faring with social media, download "Truth from the Trenches" from Penton Marketing Services. A few findings:
Here’s hoping that visitors to Tangled Web enjoy listening to The Malware Report, a weekly podcast sponsored by ESET and hosted by Schwartz MSL’s own Matt Grant. Listen in here: http://www.newworldpodcasting.com/files/podcasts/eset/020212_ESET_VeriSign.mp3
Schwartz Crossroads Blog An understated fact from this past holiday shopping season was the torrid sales pace of tablet computers, especially iPads and the new Kindle Fire. For anyone watching developments related to content marketing and marketing automation, the news is significant, for these devices are useless unless there is something on them to read. At least that's one of the findings in this year's "State of the Media Report," which was recently issued by the media tracking and analysis company Vocus. "When people hold a tablet in their hands and seek content to consume, they are willing to pay for it," the report quotes Rebecca Bredholt, managing editor, Magazine Content. The context of the analyses was the iPad's impact on magazines, but the implications of both tablet adoption and the Vocus study reach far wider. It would seem that humans have an insatiable appetite for consuming media. I would love to see a study on the most prolific iOS apps. Something tells me that beyond apps for searching, the most popular category has to be news (even more so than games). That's because of our innate desire to gather content. Enter content marketing. No discipline can have a greater impact on both SEO (affecting those search iOS apps) and materials that can be consumed by those tablet devices. Given the value of the content and the insatiable desire by all of us to consume it, consider two other realities: the shrinking universe of professional media and the low-cost of entry for becoming a content producer. The Internet today allows anyone to be a publisher, which means companies have a significant opportunity to fill the void left by shrinking professional journalism staffs. Companies are hiring journalists to write content for their blogs. Many of Schwartz MSL's clients are signing up for our content marketing services, and we are driving the content creation efforts for them. When done correctly, such efforts aid SEO, increase website traffic, align to other marketing efforts and campaigns, and--when tied to a marketing automation solution such as HubSpot-- ultimately lead to leads and sales. More fundamentally, the content marketing efforts work because, very simply, people want the content. To radically oversimplify the point, it really is a case of if you write it, they will come.
By Lauren Bocskocsky Heading to San Francisco for the RSA Conference? The largest event for IT security pros offers education, social networking and... well, numerous cocktail receptions. If you’ve attended before, you know what a whirlwind RSA becomes, and you understand the overwhelming desire to take a breather between endless meetings and scheduled events. For that reason, Schwartz MSL is sponsoring-- for the second year in a row-- the Disaster Recovery Breakfast hosted by Securosis. It's being held on Thursday, March 1 from 8-11 a.m. at Jillian's in the Metreon (pretty much right across the street from the Moscone Center). No need to worry if 8 a.m. is too early for your liking, or if you need to head out before the end--there are no speakers to listen to or materials to read–so come and go as you please. Relax, grab some food, and even pick up some "recovery" items to start your day off right. We look forward to meeting some new people and seeing some friendly faces. If interested in joining please send a quick RSVP email to rsvp@securosis.com. (Editor's Note: This post was written by Lauren Bocskocsky, member of the Schwartz MSL IT security practice.)
The countdown is on for RSA 2012 and in a few weeks, thousands of people will descend on Moscone Center for educational sessions, new product launches and discussions on next-generation cyber threats. Vendors have many wonderful opportunities at the show to meet with influential journalists, industry analysts and other IT security experts as the show ‘unofficially’ kicks off a busy year in marketing, sales and public relations for many technology companies. Being practical and creative is the best way make an impact at the show. Schwartz MSL’s ‘Road to RSA’ provides pointers on how to make a marketing and public relations impact at the show. Enjoy!
Schwartz PRx Blog The majority of medical technology marketers navigating the social media waters have been waiting for an update or course of direction from the FDA regarding social media. Since holding a public hearing in 2009 on the “Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools,” the FDA really hadn’t issued any guidance on what medical device companies wanted most—how to respond to adverse-event reporting via the emerging medium of electronic media.
For those people that heard the recent rumors about the demise of Security B-Sides, it is being reported that the event will go on during the RSA Conference 2012 after all. This year, RSA Conference organizers denied sponsors of their show the chance to sponsor another event within close proximity to Moscone Center. With plummeting sponsor dollars B-Sides was likely to close the doors on this year’s event. But because of a generous sponsor the show will go on. Read more of Steve Ragan’s coverage below:
Schwartz PRx Blog If you are a med tech marketer trying to make sense of how and when to engage in social media as part of your overall marketing mix then you don’t want to miss our next healthcare social media event. Schwartz MSL and MassMEDIC are co-hosting a free social media best practices working group for MassMEDIC members at our new conference center on Friday, February 3 at 8:00 a.m. in Waltham. Representatives from Philips, Palomar, Smith & Nephew and Vention Medical will participate in a roundtable discussion on social media practices to discuss how marketing, legal, regulatory and HR can work collaboratively. Moderated by Jim Weinrebe, healthcare practice leader for Schwartz MSL, the program will be a highly interactive session with attendees from the area's top med tech companies. You will walk away with keen insights into how to construct savvy marketing programs to engage with your key audiences to drive conversation, elevate brand awareness and boost community involvement.You'll also get insight into the FDA's draft guidance which was released in December 2011. Don't hold your breath - it's not comprehensive, not that you expected it to be - it offers suggestions on how to respond to requests related to off-label information for products. There is some good commentary out there -- check out AdAge.com and the WSJ's Health Blog if you haven't already. Reminder, the event is open only to MassMEDIC members and is free of charge ![SchwartzMSL_white_small[1].jpg](http://www.schwartzcomm.com/prx/SchwartzMSL_white_small%5B1%5D.jpg){kind=small} To register for the program, send an email to info@massmedic.com
Schwartz PRx Blog By Brenna Hagy
HIMSS 2012 is right around the corner, and healthcare IT (HIT) companies are revving their engines to make the most of their time at the show. The Schwartz MSL Healthcare IT Practice Group spoke with Eric Wicklund, one of the industry’s top trade reporters. Eric is the editor at the newly launched mHIMSS website. He shared with us what he is looking forward to at the show and what topics and trends he’ll cover. HIT X.0, a sub-conference that will showcase some emerging mobile technologies, is sure to feature and attract the movers and shakers in healthcare. Also, the Exhibit Hall floor will offer an array of new and exciting tools and services. The Interoperability Showcase should also be interesting. I’m looking forward to any and all tracks and other sessions having to do with mobile health, including those dealing with telehealth and telemedicine. I’m particularly interested in sessions examining how mHealth tools may be adopted to improve clinical workflow, and monitor and treat people with chronic conditions. MedTech Media has been exploring the mobile health/telehealth market for two years and had identified it as a growing interest in the healthcare field. Combining our editorial expertise with the newly formed mHIMSS group seemed like a natural fit. The healthcare landscape of the future will rely more and more on new methods for delivering care and making sure it’s effective, and mobile health tools and telehealth will be at the forefront. Mobile health technology and practices, telehealth and telemedicine will be the three main topics. We will also focus on emerging and best practices, trends, consumer and professional applications, home-based healthcare, health and wellness tools, medical devices, grants, research and public policies, international programs, infrastructure, interoperability and data exchange, privacy and security. It’s a fast-growing trend, as evidenced by the number of mobile health and telehealth tools and projects seen in the Exhibit Hall at HIMSS11 in Orlando. Between educational tracks, the social media pavilion and HIT X.0 at HIMSS12, it’s safe to say mobile health will be one of the most discussed aspects of 2012. Don’t be afraid to be creative and experimental. The healthcare landscape of tomorrow will differ greatly from what we’re seeing today, with a shift away from facility-based care and toward mobile, home-based and telehealth care. Anything that can help the provider adapt to this new healthcare paradigm will be greatly appreciated. Schwartz MSL has created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, a timeline to help you plan ahead and even some tips on other fun things to do in Vegas. For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.
Schwartz Crossroads Blog Walking through the halls of CES 2012, many people see flash and excess, maybe even view it as a signal that the economy is in recovery given that companies are spending money to share their story. What I saw was a lot of HARD WORK. Every banner that was visible to attendees was the thoughtful results of graphic designers, marketing teams, printers and who knows how many others --all before landing in the hands of someone with a forklift and support staff to dangle it from the rafters. In our work with client SimplyHired.com, we are closely examining the trends around employment and reminded regularly that it is a tough job market out there. The effort and enthusiasm from booth and convention staff was refreshing—no one was taking for granted the opportunity to earn a living. On the flip side, attendees were grumpy! You couldn’t go anywhere in, around or near the convention center without overhearing a personal “war story” from one of the thousands of attendees. Gripes about cab lines, food options and the outrageous cost for any fill-in-the-blank item was the main topic of discussion. Many aspects of the convention experience is perceived as broken and it made me think “Where there is a market problem, enlies a business idea!” Cab shortages? What about bike rentals or PediCabs? Long lines for unhealthy lunch options? The hotels should sell healthy BROWN BAG LUNCHES! It would be nice to get people thinking about active-lifestyle alternatives.
 I am anxious to see how this space shakes out from an adoption perspective. The amount of walking that was done over the course of the week makes CES attendees the perfect target for these devices. Maybe next year, someone can use the event as a test bed! Other notable companies in the iLounge area were Mavizon, who was showcasing “Mavia” a socialization tool that ties into your car, Looxcie, a hands free camera with streaming capabilities, as well as Boost Case which won some CES award accolades for its slim cases that double battery life of your iPhone or iPod. I also enjoyed seeing the buzz around one-time client Dish Network’s launch of “Hopper” its new DVR offering. Hopper messaging was everywhere, but this is the one I wanted to bring back to the office. It would be perfect for an office group nap! Did you attend CES? Please send me a note at kangell at schwartzmsl dot com or comment here. I would love to hear your war stories or business ideas, maybe this time next year it will be in beta…
|
|||||||||||||
 |
 |
|
PR Home :
Public Relations Services :
Client Coverage :
Case Studies :
Client List :
Expertise :
About Us :
Blog :
PR Resources :
Contact :
Site Map
Bilbao Museum photography by special arrangement with © FMGB Guggenheim
Bilbao Museoa, 2002 All rights reserved. Total or partial reproduction prohibited.
©2011 Schwartz MSL |
