Archive for March, 2011

Radian6 Nets £215 million Price Tag

Wednesday, March 30th, 2011 by Rob Brown

Five years after launching, social media monitoring company Radian6 has been sold by its founders Chris Newton and Chris Ramsey for £215 million ($326 million)  The company has been acquired by Salesforce the company that provides cloud based sales management software.

Radian6 is a software solution that allows organisations to monitor, measure and engage in conversations on-line  It claims to track over 150 million social media sites.   The system provides an interactive dashboard that measures and interprets results and can be used to provide reponses via the Radian6 Engagement Console.

Achieving that valuation in such a sort space of time shows just how important social media monitoring is becoming to the PR industry as a whole and to big businesses like UPS, Kodak and Dell all of whom are Radian6 customers.   It’s also a something of a risk for Salesforce as the social media monitoring market is fast paced, fast moving and fast changing.

Marc Benioff, CEO of Salesforce said: “We see this as a huge opportunity. .. this acquisition will accelerate our growth”

We should expect to see more consolidation in the market over the coming months.

About Rob Brown

Rob Brown has worked in PR for over 20 years and for over fifteen years held senior PR positions within three major global advertising networks; Euro RSCG, McCann and TBWA. He launched his own business ‘Rule 5’ in MediaCityUK, Manchester in November 2012. Rob is the author of ‘Public Relations and the Social Web’ (2009), blogs for The Huffington Post and is joint editor of 'Share This Too' (2013).

Personal branding: getting noticed

Monday, March 7th, 2011 by Bridgett Gayle

 

Today’s PR Media Blog guest post by New York-based Bridgett Gayle,  freelance writer and editor, tackles the very personal topic of personal branding:

When Google announced that it wanted to hire 6,000 candidates during 2011, in one week more than 75,000 people all over the world sent in their résumés. Is it possible for any one job applicant to stand out from the rest? Yes, says personal branding and pitching expert Laura Allen, cofounder of 15SecondPitchTM and founder of ThePitchGirl.com. She develops attention-grabbing personal brands and pitches. Allen knows how to make a great first impression in 15 seconds or less without gimmicks or tricks.

Allen, seeing so many of her friends losing their jobs due to the 2001 US recession and the dot-com bust, started 15SecondPitchTM in 2002. She learned from her 10-year long marketing career sales pitching strategies and decided to share those strategies with jobseekers and entrepreneurs wanting to survive the sluggish economy and job market. She helped them create their own compelling personal brand and then structured their brand into a concise, compelling, conversational 15-second pitch.

Now, nearly nine years later, Allen is once again experiencing another recession. This time, however, the recession is global, the unemployment rate much higher. Allen is busier than ever. I interviewed her to discuss personal branding. She also revealed the secret to her pitching formula.

Question: Let’s start with the obvious question. What is a personal brand?

Allen: Your personal brand is a combination of what you believe in and what you do for a living. Start by picking the one thing you want to be known for. For example, I have a client, Lisa, who is a high-end professional organizer to celebrities. While working with her it became clear that her only goal was to satisfy her clients. Satisfying her clients is what she believes in. Now she’s known as the “No Ego Organizer.” That’s her personal brand.

Q: What’s the biggest mistake people make when trying to come up with their personal brand on their own?

Allen: They try to tell you absolutely everything they’ve done in their entire career. That’s just too much information for an initial meeting or phone call. For a personal brand to work it has to promote the one thing you want to be known for. Branding yourself as a multi-tasker is ineffective. It’s hard to become an expert in 20 different things. It’s even harder for people to believe that you truly are an expert in 20 different things. It’s much easier to become known for one thing. It’s easier for people to remember that one thing you do really well.

Q: But what if you’re really a Renaissance type of person?

Allen: For my clients who do two or three things exceptionally well, I tell them to have a pitch for every niche. People hire experts, not generalists.

Q: After you come up with that one thing you want to be known for, you then have to know how to pitch it to those important people. You give people only 15 seconds to make their pitch. Why?

Allen: If you can’t sell your brand in 15 seconds, I’m going to wonder if you’re really serious about what you’re doing. I tell my clients that a compelling 15 second pitch will get them 15 minutes because people will automatically want to know more.

Q: You use a formula to create that personal brand that can be pitched in 15 seconds. The formula requires mastering four key elements. Would you be willing to share one of those elements?

Allen: I’ll share all four. It’s a difficult time for a lot of people and I want anyone to benefit, not just my clients. The four elements are

1. Who you are.
2. What you do for a living.
3. Why you are The Best at what you do.
4. Your call to action.

People are the most resistant to the third element. They don’t want to brag. I understand that. But subtlety and poverty go hand in hand. And I don’t believe in “faking it until you make it.” People see right through someone who is phony. Find one thing that you’re truly passionate about and learn to talk about it with confidence and spunk. Stand out and make a name for yourself. But you need to start branding and pitching yourself today, before your competition does.

Allen’s website 15SecondPitch.com has grown to nearly 18,000 members. She recently developed ThePitchGirl.com website to provide exclusive services to jobseekers and entrepreneurs.

About Bridgett Gayle

Bridgett Gayle is a writer and content marketer bringing common sense solutions to improve the business-customer relationship.

Mark Hanson – RIP

Thursday, March 3rd, 2011 by Jon Clements and Rob Brown

mark-hanson.jpg

We were deeply saddened to learn of the untimely death of our former colleague and friend, Mark Hanson, yesterday.

Mark was instrumental in bringing new thinking to our business and helping us along the path to embracing social media – something that he cared passionately about. In many ways this blog stands as a tribute to Mark’s foresight. He campaigned for its creation, commissioned the site build and wrote the inaugural post in March 2008. Many of the posts that he wrote – particularly those that married his passions for politics and PR – generated thousands of views and remain amongst the most read.

He was an exceptionally talented communicator with an encyclopaedic knowledge of the media and was abundantly generous in sharing his expertise and experience with others.

Beyond the professional dimension, Mark had a remarkable wit and innate ability to entertain his friends and colleagues.  He remained in contact with many of us at the agency both through social media and in real life.

We never felt that we were competitors. He embraced the spirit of collaboration that social media has brought to the communications industry without getting too carried away with the “hippy shit”, as he occasionally referred to it.  It would be easy to remember Mark as a serious person, not least because of the illness that we have now discovered that he battled with.  In fact Mark had a great sense of humour and a very infectious laugh.  He was, without exaggeration, a one-off and will be sorely missed by everyone who knew him.

Our thoughts are with Clare, his friends and colleagues at Wolfstar.