LPP http://www.lpp.com Healthcare, Technology, Communications. Thu, 28 Dec 2017 23:50:00 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.1 2018 Predictions: Healthcare, Technology and Communications Trends http://www.lpp.com/2018-predictions-health-tech-communications/ Wed, 20 Dec 2017 20:02:18 +0000 http://www.lpp.com/?p=6478   2017 was quite a year for public relations. From fake news to influencer crackdowns, to breaches and major healthcare policy changes, it was a challenging year for PR. But as

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2018 Predictions. Healthcare Technology Communications

2017 was quite a year for public relations. From fake news to influencer crackdowns, to breaches and major healthcare policy changes, it was a challenging year for PR. But as we move forward into the new year, there are some interesting trends on the horizon. At LPP, we discuss our predictions for 2018 – and cover off on healthcare, technology and the communications industry itself.

Here are our 2018 predictions.

Healthcare Industry Predictions

On Who the Winners will be in Healthcare

Melissa Zipin a PR and advertising expert at LPP

Melissa Zipin

Over the last several years, consumer tech companies decided their shiny new toy would be healthcare. There was tons of money to be made and a huge national – and global – problem to solve. While they were well-poised from both visibility and technology perspectives, they quickly realized the amount of time and money involved in closing deals with any health system. So, they tried their hands at consumer health. And, while many companies have been somewhat successful, they’ve recognized that in order to make an impact on healthcare overall, whatever solution is developed must have buy-in from not just the consumer, but from across the entire healthcare chain – patients, clinicians, health systems and pharma. Moreover, they found that every consumer is incented individually – making any one-size-fits-all approach they may have developed, very ineffective. I think over the next several years, we’ll continue to see mergers and acquisitions from the “big boys” – like the one we recently saw with CVS and Aetna. Winning companies will be the ones who recognize that it takes the entire healthcare chain to work together if you want to really make a change.

On the Future of Medical Wearables

Jaclyn Petros strategic planner for tech pr at LPP

Jaclyn Petros

Consumer wearables and their potential within healthcare have been a hot topic for several years now. As consumer adoption of these devices increases and clinical applications of wearable technology continue to evolve, we can expect to see expansion of medical-grade wearables. While watches and bands are the most popular forms of consumer wearables, they may not be the answer for the accuracy required by healthcare. In September, the FDA announced it would be working with several companies to create guidelines for digital health platforms. This is indicative of the industry emphasis to make better, more accurate software programs, which includes analyzing data from wearables. In 2018, we will see considerable improvements to the accuracy of information coming from wearables and the software supporting these devices, which will allow for broader adoption in the healthcare industry.

 

Technology Industry Predictions

On the Future of Edge vs. Cloud Computing

Anastasia Efstratios healthcare organizations expertAnastasia Efstratios

One of the most interesting changes facing businesses today is the emergence of edge computing. What’s wild is just as IT settled on cloud approaches for most applications, along comes the edge to turn networking, data center models, analytics and connectivity upside down. Where do you stand? Will the edge “eat” the cloud as Gartner’s Thomas Bittman stated previously? Or, will IT pros find a way for edge and cloud to co-exist peacefully? I think the edge is here to stay as it makes sense to put networking and processing power closer to the action. But, I’m excited to watch what businesses do, see how major cloud players address the edge, and track new, cool companies looking to make a name for themselves in the edge in 2018.

On the Intersection of Fintech and Blockchain

Scott Love, Senior Vice President, LPPScott Love

“Fintech” is now just part of today’s finance world. If a business, bank or institution thinks otherwise, they are already behind. Technology enables consumers and businesses to interact with their funds today. Fintech is not going to shake up banking in 2018 – that shakeup has already happened. Instead, we can expect that this reality will become more widely accepted. And, as we talk about financial trends, it’s hard not for blockchain to come up as Bitcoin continues to dominate the headlines. Currently, blockchain and Bitcoin are almost synonymous. But blockchain’s appeal is that it is a decentralized, public digital ledger. As we move through 2018, we’ll start to see how this technology can improve society. Dubai announced the government will be based on blockchain by 2020 – and it’s this kind of real-world example that may move blockchain to the technology forefront. 2018 may be the year blockchain unmarries itself from Bitcoin and becomes more real.

 

Communications Industry Predictions

On Crisis and Issues Management

Christine Simeone a Marketing Communications veteran at LPPChristine Simeone

Crisis communications has always been thought of as a separate part of a PR program. For the most part, crisis comms has had a reactive approach. More recently, companies have gotten better about being more proactive – creating plans ahead of time to prepare for the worst. Now, we’re seeing the line between traditional PR programs and separate crisis communications plans blur. Going into 2018, I expect to see the line continue to blur and soften – crisis communications will become an ongoing part of any PR program. Essentially, we’ll see a reframing from crisis communications to issues management whereby companies are more proactive in how they plan for any situation that may affect them.

 

We look forward to seeing what 2018 holds for healthcare and technology and communication’s role in addressing the challenges, successes and changes.

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Twitter Increasing Character Count: Yay or Nay? http://www.lpp.com/twitter-increasing-character-count/ Thu, 05 Oct 2017 08:30:28 +0000 http://www.lpp.com/?p=6440 Last week, Twitter announced it was beta testing 280-character Tweets, doubling the previous character limit. The company cited research that the 140-character limit was a major cause of frustration for people

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Twitter Increasing Characters - LPP

Last week, Twitter announced it was beta testing 280-character Tweets, doubling the previous character limit. The company cited research that the 140-character limit was a major cause of frustration for people tweeting in English. Since its launch in 2006, Twitter has proposed character count increases more than once – with the first proposal to up the limit to 10,000. After much backlash, they compromised and increased Direct Messages to 10,000 characters, but left Tweets at 140 characters. Now, select users are testing out what they can say with double the space – and the debates have been raging.

Here at LPP, we see both sides of the argument.

Yes to More Twitter Characters

PRO, Megan Doherty: I’m for the increased character count, depending on how it’s used.

Despite how frustrating it is when you can’t fit your ideas into the allotted 140-characters, the change has met more opposition than I would have anticipated. And while I’ve come to terms with the new character limit, I do wish they first removed links from character counts.

That said, the character limit change makes sense from a global perspective. For example, companies tweeting in some languages – like English, Spanish, Portuguese or French – struggle to stay within the character limit, as compared to other languages like Japanese, Korean and Chinese.

For those in heavily regulated industries — particularly, pharma and medical device companies — where the FDA requires risk disclosure in promotional materials, the current character limit made it nearly impossible to include both key messaging and risks in a single Tweet. Moving to 280-characters will give these companies room to adhere to FDA guidance, making Twitter a more accessible social platform.

Aside from additional room for ongoing content, more characters will facilitate better conversations when conducting Twitter chats, live-Tweeting webinars and responding to customer inquiries via @mention. The increased characters will allow users to more easily share their thoughts and ideas in one or two Tweets, as opposed to a string of four or five. In turn, user engagement will become more meaningful with content that includes all necessary context for their perspective, insight or question.

Here’s a question to ask yourself: Do I need to use all 280 characters? Simply having extra characters doesn’t mean every Tweet must hit the new limit. Your strategy will depend on your goals: better engagement, website conversions, increased product sales or disclosing product risks.

No, Twitter Doesn’t Need More Characters

CON, Amanda Fountain: Twitter doesn’t need to give users more space to share their thoughts.

Twitter works because of its brevity and alignment with how people text. The original 140-character limit was only partially an arbitrary number choice – it aligned with SMS texts that allotted 160-characters with the extra 20 characters to include a username (@mention). It was an imperfect system, but something people “got” and differentiated Twitter from other social platforms at the time.

Technology like text messages and Twitter have prompted discussions on how communication has changed over the past decade. We’re a short-hand society now – comfortable with writing in abbreviations and made up acronyms. Abbreviations have permeated our language so much we even use them when speaking – abbrevs are totes cool, obvs (translation: abbreviations are totally cool, obviously).

The beauty of Twitter is that it forces people to be concise and brief when sharing their thoughts. A platform that is frequently called out for its inability to curb harassment, Twitter is setting itself up for more issues. More characters means more space for vitriol. This move will make Twitter harder to police and is not what the company needs to save itself right now anyway. The expanded character count takes Twitter away from its roots — news, jokes and pure absurdity – and still isn’t giving users new features they can’t get on other platforms.

From a brand and company perspective, report after report after report indicate shorter Tweets get better engagement. “Short” means something in the 100-character range – a number much lower than the regular 140 and significantly less than 280. Long posts are detrimental to brands, so why would they want to have more space to get ignored?

But I think nothing argues against more characters than below. Good writing is accomplished with fewer words. Take the editing pen to your Tweet before embracing the extra characters.

 

Are More Characters Right for You?

Here’s what LPP advises: Know what your goals are and adapt from there. Social is rarely a one-strategy-fits all approach. Things are constantly evolving and changing and one company may have vastly different audiences and goals than another.

 

Ready to talk about your social media strategy? Let us know.

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Internet Trends 2017: Mid-Year Update http://www.lpp.com/internet-trends-2017-mid-year-update/ Tue, 22 Aug 2017 08:00:18 +0000 http://www.lpp.com/?p=6389 Mary Meeker released her annual Internet Trends report, which serves as a de facto “State Of The Union” for the tech world. The 352-slide report touches on virtually every corner of

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internet trends 2017

Mary Meeker released her annual Internet Trends report, which serves as a de facto “State Of The Union” for the tech world. The 352-slide report touches on virtually every corner of the tech world, but there were a number of findings that jumped out, both because of their general intrigue and because of the opportunity they offer for effective PR and communications. Here are three highlights:

  • Digital advertising is becoming increasingly measurable and actionable
  • Cloud adoption is up – as is the need for cloud security
  • Healthcare data continues to increase in volume

Digital Advertising Is Becoming Increasingly Measurable and Actionable

Despite the consistent increase in ad blocking usage, companies are devoting more resources to digital ads than ever before. In the U.S. alone, digital ad spend topped $73 billion in 2016. This increase is mostly driven by mobile ad spend – in fact, desktop ad spend actually decreased in 2016. Advertisers have known that mobile usage has been growing; however, it wasn’t until the latter half of 2016 that technology could accurately gauge ROI from mobile ad spend. Additional insight on who is (or isn’t) engaging with ads allows advertisers to optimize accordingly for more efficient spend.

The good news is the additional data from mobile advertising will give companies more insight into their audiences. This will allow communicators to develop better strategies to reach audiences beyond mobile ad displays. To stand out against competitors, a company will need to create fully integrated campaigns that include both digital advertising and great story telling through public relations.

Head in the Cloud, Feet on the Ground

Cloud has been the buzzword for what feels like so long it feels as though its degree of popularity has been firmly established. It may be surprising to learn adoption of public and private clouds is still on the rise. Since 2014, cloud adoption has risen 37 percent and the total spend is approaching the amount spent on traditional data centers.

Considering its proliferation in the news, cloud adoption has been slower than expected. There are several concerns that prevent companies from adopting the cloud.  However, it may be surprising to learn that concerns over data security has dropped by seven percent and cloud-related matters by 17 percent. The majority of enterprises now state their most pressing cloud concerns are vendor lock in (15 percent increase) and compliance/governance (six percent increase).

However, given recent massive global cyberattacks like Wannacry or Petya, security should still be a concern. For cloud-based companies, it is critical to have the right messaging for customers to understand what security measures are in place. The right communication strategy can demonstrate to customers – both existing and potential – their data will be protected, secure and the right measures are in place to mitigate risks.

 Heath Care Must Tread Cautiously With More Data

The amount of usable healthcare data available is increasing exponentially. Over the past year alone, healthcare data has grown by 48 percent. This trend has been primarily driven by wearable technology. In 2016, 102 million wearables were shipped.  It’s not just the public’s increased desire for gamified fitness devices, though. Because these types of wearables track heart rate, exercise duration and blood pressure, an increasing amount of crowdsourced data are being leveraged for medical and pharmaceutical studies.

More data means potentially more insight into healthcare, but it also means increased responsibility. It’s up to healthcare organizations to communicate how they collect and use data responsibly, and the best way to do that is through a strategic communications plan. A single campaign isn’t going to be enough to convince people that the data isn’t being abused, especially when stories surface seemingly every week about leaked or misused data. Healthcare organizations need to have a partner to help craft and update their messaging to put the public at ease.

The good news is that people are more willing to share sensitive data with organizations they view as “trusted.” Sixty percent of people polled said they’re willing to share their health data with Google, 56 percent with Microsoft and 50 percent with Apple. One reason these companies are so trusted is because they are consistently in the media and communicating with their customers and the public. People feel like they know these companies because constant communication breeds familiarity. Good PR can go a long way in people’s minds.

These are just the tip of the Internet Trends iceberg. You can check out the full report here.

 

Ready for a PR program of your own? Connect with us here.

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Black Hat 2017 Tips: Hack Your Next Trade Show http://www.lpp.com/black-hat-2017-trade-show-tips/ Tue, 15 Aug 2017 08:00:17 +0000 http://www.lpp.com/?p=6377 Trade shows can sometimes seem like a necessary evil for a company. From creating marketing materials to securing speaking opportunities for your executives to planning your schedule at the show, we

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Black Hat Trade Show

Trade shows can sometimes seem like a necessary evil for a company. From creating marketing materials to securing speaking opportunities for your executives to planning your schedule at the show, we know the laundry list of to-dos required for a successful presence at any industry conference is longer than you’d care to admit.

KISS at Black Hat

Last month, Black Hat (and co-located conferences BSides and DEFCON) took Las Vegas by storm and put the spotlight on both budding and establishing security companies. We met celeb lookalikes (see photographic evidence of our business development manager Lindsay LeCain with KISS impersonators), tasted whiskey at client Arbor Networks’ booth, and even turned off our WiFi capabilities to fend off potential hackers. But most importantly, we ditched our heels for flats and powered through the show floor to talk shop with the industry’s leading security companies.

 

Lessons From the Show Floor

Here are a few lessons from our team’s experience at Black Hat that will help your company manage its next show presence with ease:

 

  1. Do your homework. If your company is attending a show, do your research into recent trends and hot topics in the industry. At a security show, for example, what cyberattacks have dominated recent headlines? What were the implications of those attacks on the industry? Be prepared to talk with the experts and audiences at the show.
  2. Determine your goals ahead of time. Before you even step foot on the show floor, think about what you’re looking to get out of the conference. If you’re strictly there to learn, take advantage of trainings and speaking sessions at the show. If your goal is to talk to other vendors for their perspective on the industry, take a look at the exhibitor list ahead of time to determine who you want to talk to.
  3. Network…and do it well. When you’re talking to other industry experts at events and conferences, one question is bound to come up: “What does your company do?” Be prepared to tell your company’s story that explains exactly what you’re doing differently than the other 1,000 vendors in the room. The more you can tie your company story with recent trends, the better you’ll provide context for potential customers. Of all the insightful conversations we had at Black Hat, the ones that stood out kept us engaged with their unique point of view. Make sure people walk away with a little something to remember you – like business cards and other marketing collateral (tip: company swag doesn’t hurt either).
  4. Create content. If you’re like us, you know the importance of great content and you use every trade show as an opportunity to show off your company’s collateral. At Black Hat, for example, our team created a customized infographic to accompany us at the show which highlighted our experience in the industry. Don’t discount the value of a strong piece of content.
  5. Maximize social media presence: Is there an event hashtag? Are your executives speaking at a panel that could be live-Tweeted or streamed? The more social activity you participate in, the more your company becomes a key player in industry conversations online. But, don’t negate the value of face-to-face interaction. Use social media to complement a great booth presence that will leave attendees talking – and posting.
  6. Follow up. Following up post-show is not just about checking in with contacts you traded cards with – it needs to include finding ways to keep your company visible. Focus on developing a unique point of view for your company, train spokespeople and get ready for media outreach. Finding a public relations and communications strategy partner can help make sure your company’s story goes far beyond a tradeshow.

 

Still feeling stressed about your company’s next industry trade show presence? Don’t worry – we’ve got your back! Connect with us here.

 

 

 

 

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Anatomy of a Successful Communications Program http://www.lpp.com/anatomy-successful-communications-program/ Mon, 14 Aug 2017 21:54:45 +0000 http://www.lpp.com/?p=6384   Automation may be the future of security, but it’s not for public relations. A successful communications program needs to be evaluated on an individual basis for each company. Here’s the

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Communications and PR plans

 

Automation may be the future of security, but it’s not for public relations. A successful communications program needs to be evaluated on an individual basis for each company.

Here’s the anatomy of a successful communications program:

  • Keep an Eye on the Future. Provide predictions on how threats will evolve and what the next frontier will be in cyber defense.
  • Analyze the Market. Share insights on the threat landscape and the attackers, highlighting emerging trends and concerns.
  • Do the Hard Work. Use elbow grease to discover new threats, or the source of and MO of existing threats.
  • Be Passionate. Have bold and contrarian opinions that get to the heart of industry issues to establish yourself as a valuable source.
  • Keep a Pulse on the Industry. Comment on the latest trends from ransomware to machine learning to IoT and mobile malware in order to infiltrate media.
  • Leverage Experts. Put forth thought leaders who have a credible reputation and pedigree in the security field.
  • Be Nimble. Turn on a dime to make spokespeople available when significant security news is breaking.

Ready to analyze your communications strategy? Connect with us here.

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Award Season: Bringing Home the Bells http://www.lpp.com/award-season-bringing-home-bells/ Wed, 07 Jun 2017 13:48:53 +0000 http://www.lpp.com/?p=6322 There are few things more satisfying than being publicly awarded in front of your PR and communication peers. We’ll skip the list of other things we like and just focus on

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There are few things more satisfying than being publicly awarded in front of your PR and communication peers. We’ll skip the list of other things we like and just focus on the awards bestowed upon us last week though (Tweet at us if you’re curious now).

The 49th Annual Bell Ringer Awards, sponsored by the Publicity Club of New England, honors excellence in communications work in every field and industry, across all forms of media. Known as “the Bells,” the awards recognize professionals who leverage creative strategies, tactics and tools to achieve meaningful results for their clients, companies, organizations, and institutions.

The Setting

The Bell Ringer Awards Gala was held at the Revere Hotel’s Liberty Hall this year. Professionals from more than 55 agencies, companies and non-profits from across New England gathered with colleagues at the Gala. The evening kicked off with a cocktail hour and was followed by a family-style dinner. When the lights dimmed, host Josh Brogadir, sports reporter/anchor at WCVB Channel 5, began announcing the winners.

And the Winner Is…

LPP was a finalist in two categories for our work with Philips. The competition was fierce this year with many peers submitting impressive work – especially in the healthcare campaigns.

In the Healthcare Publicity Campaign category, the team’s media coverage and results from HIMSS 2016 won a Bronze. The award recognized the team’s media relations work which helped to strengthen Philips’ position as a leader in connected health while reinforcing its leadership in health IT by driving home key messages.

The team nabbed another Bronze award in the Healthcare Product Launch category for its work securing coverage during RSNA 2016. The campaign was awarded for its achievement in breaking through noise during the show while driving home key messages on connected radiology.  

Quality Client Time

Members of the Philips team joined LPP at the ceremony to celebrate the award-winning work. Strong partnerships like the one LPP/OVC has with Philips are the best way to achieve award-winning results. This year, two Bronze awards illustrate the client-partner relationship we put at the center of our work. Next year, we predict even more fantastic and award-winning work.

 

Photos courtesy of Publicity Club of New England. 

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The Road to Disruption: Owning Your Message http://www.lpp.com/the-road-to-disruption-owning-your-message/ Tue, 23 May 2017 19:03:45 +0000 http://www.lpp.com/?p=6303 The road to disruption starts with owning your message. During a show like Collision, young companies aim to share key messages with investors and meet with potential partners. But how do

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The Road to Disruption: Owning Your Message

The road to disruption starts with owning your message. During a show like Collision, young companies aim to share key messages with investors and meet with potential partners. But how do you manage your message once you’ve committed those investors and partners? As a startup grows, a strong communication strategy is essential but difficult to do on your own with limited time, limited budget and lots of pressure.

Is your communications plan helping you along the road to disruption?

Rev Your Engine

As you start down the road to disruption, build the base for your communications program. This will keep you going during future stages when there are road blocks or heavy traffic from competitors clogging the space.

  • Develop differentiated messaging
  • Build your corporate narrative
  • Media train key spokespeople
  • Gain board and employee support
  • Prioritize customer references leading to launch
  • Develop strategic communications plan
  • Audit competitor social media channels

 

Put the Pedal to the Metal

Once you’ve properly inflated the tires and tuned up your communications plan, it’s time to put the pedal to the metal. Creating the right buzz can be challenging, especially when competing with other companies in the space. Being strategic with your external communications will keep you ahead of the competition.

  • Establish street “cred” of leadership team
  • Secure customer champions
  • Create opportunities for executive visibility
  • Develop compelling content and points of view (POVs)
  • Leverage POVs to engage with influencers
  • Launch social media channels and build an audience

 

Create Your Own Lane to Success

A startup needs to create its own lane to successfully disrupt the market. Unique communications campaigns that support business objectives can help create that lane and set your company ahead of competitors.

  • Launch products and announce partners
  • Tell a unique story through data and customer references
  • Refresh POVs to stay competitive
  • Strengthen media and analyst relationships
  • Amplify messages through social media channels and influencers

 

Navigate the Traffic

Even when you’ve created your own lane, the competition from competitors is still fierce. Sometimes, you need to shift your approach a bit to stay ahead and navigate the traffic flow.

  • Diversify storytelling and content dissemination
  • Become a trusted source for media
  • Adapt messaging to stay current
  • Earn engagement on social media channels
  • Prepare for issues management situations
  • Leverage influencers to increase visibility

 

Make Your Mark

The road to disruption can lead your company toward many destinations. Whether it’s IPO, acquisition or building your brand, LPP can help you become a unicorn.

 

Need help getting gassed up? Ready to hit the road with your messaging? Want to partner with us? Connect with us here

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Collision 2017: A Big Conference in the Big Easy http://www.lpp.com/collision-2017/ Wed, 10 May 2017 19:28:40 +0000 http://www.lpp.com/?p=6268 We know how important it is to stay on top of the latest trends, especially in the technology industry. To tap in to the pulse of what’s hot and new, we

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Collision 2017 - LPP

We know how important it is to stay on top of the latest trends, especially in the technology industry. To tap in to the pulse of what’s hot and new, we spent a week at Collision 2017, which has established itself as the “it” show for some of the most exhilarating tech startups from around the world. With more than 20,000 attendees and 4,500 companies, there’s no shortage of creativity, diversity and entrepreneurial spirit.

We headed down to New Orleans to learn about some of the coolest startups during the day and drink in the biggest tech trends on Bourbon and Frenchmen Streets at night. Each conversation inspired us to hear the passion behind each fledgling company and the dedication from each founder to make their vision a reality.

Trends at Collision

From the show floor we saw a mix of Alpha, Beta and more established startups. Here’s a sample of the trends we saw from these up-and-comers:

  • Apps reign supreme. Apps continue to dominate the focus for many companies. From employee engagement to crisis alert systems to data protection, apps were a dominant category at Collision. In attendance were app development companies to partner with creative ideas, confirming that your mobile device is going nowhere.
  • Virtual reality is real. Not all that long ago, VR felt like something only possible in old sci-fi movies. VR is here and it’s gaining in both functionality and resonance in different applications. Not just for video games, VR has potential in advertising and healthcare and medtech.
  • Security is critical. From protecting your smart home and devices to preventing fraud to endpoint protection for, security continues to be a focus in the tech industry.

AI and IoT: Not Just Acronym Soup

Tying all these trends together were two trends we’ve been keeping an eye on for some time: artificial intelligence and IoT.  The number of connected devices has grown exponentially, making the Internet of Things more relevant than ever before. AI has become a critical component to keep these smart devices smart now. We expect to see more focus on AI integrations as the IoT continues to grow.

Ideas Collide at Collision

The Collision show floor had an atmosphere of collaboration and inspiration. It was amazing to see how diverse the tech industry can be and we were continually inspired by compelling POVs from these companies. In heading down to the Big Easy our goal was to meet people who could share insights about emerging technologies – and that’s just what we found at Collision.

 

Ready to talk about your technology? Want to partner with us? Connect with us here

 

 

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How to Become a Thought Leader in 4 Steps http://www.lpp.com/become-thought-leader/ Wed, 26 Apr 2017 07:35:29 +0000 http://www.lpp.com/?p=6244 One of the most common requests from executives is to become a thought leader. The term “thought leader” often refers to someone who is an expert in his or her field.

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How to Become a Thought Leader
One of the most common requests from executives is to become a thought leader. The term “thought leader” often refers to someone who is an expert in his or her field. As popularized by marketing teams, the definition goes a step further in that the person is a recognized authority whose expertise is sought and often rewarded. It’s not enough to just be well-informed. You must be a trusted source and inspire others with innovative ideas while turning ideas into reality to be considered a thought leader. Thought leaders have to start with a provocative idea and the ability to engage others to continue building on the idea or take action.

The trouble is that positioning yourself as a thought leader often requires taking a controversial or disruptive point of view to rise above the noise of everyone else sharing ideas within your industry. To create a strong leadership position to elevate your personal and corporate brand you need to be innovative and unique. Essentially, you have to be bold and willing to take risks.

Thought Leadership Benefits and Risks

If you can successfully establish yourself as a leader in your industry, you have the opportunity to make a meaningful impact on issues that matter. When you become a trusted source, you can change the conversation by asserting your expertise and influence. As you establish yourself as someone who consistently provides ideas that are genuine and aim to enhance the conversation, more people will want to listen. Often, this results in better speaking opportunities and more interest from media to share insights and participate in stories.

With thought leadership also comes responsibility. At its core, thought leadership is about having the power and influence to persuade and create change. As the saying goes, “With great power comes great responsibility.” There’s a certain amount of ethical obligation to be truthful and helpful as you influence others to create change and bring forth new innovations.

Not all thought leaders are universally appreciated for their contributions though. Being in the spotlight can make you a target for critics. Having a strong point of view means you can’t please everyone. There will be opposition to your ideas and debate among others in the industry. Credible leaders will have the proper sources and background to support their arguments.

Steps to Become a Thought Leader

While being a thought leader is an objectively valuable path for any executive or professional, it’s important to recognize the amount of effort required to be successful. It’s not enough to launch a blog and start creating content. The road to thought leadership starts with credibility and draws in ingenuity to differentiate yourself. Here are four tips to positioning yourself as a thought leader:

  • Build a personal brand. A personal brand is important in building your reputation and establishing your authority. Your personal brand should be polished, interesting and authentic. Start by reflecting on what you believe in and stand for to create your value proposition. Decide what image you want to portray and then cultivate that image through profile photos, writing and comments. Make sure your social channels reflect your personal brand and are an accurate representation of you. Evaluate your performance periodically to make sure that you’re sticking to your brand.
  • Show you understand your audience. Tailor your content and messaging to grab the attention of your intended audience and on which platforms. A narrow focus is better for engaging the right people at the right time. Knowing who your audience is will better allow you to build messaging that inspires them to engage and share your content. In turn, this will further support your authority on a subject.
  • Create quality content. Creating quality content isn’t always easy. You need to do your research. Figure out what everyone is talking about and decide how your brand fits within the conversation. Draft thoughtful, meaningful pieces once you have something relevant – whether it’s long form for your blog or a short burst for a social account. How you’re presenting your content also matters. Make sure you’re using the right platform to get your message out, and keep appearances in-line with your brand.
  • Make bold claims. Having a clear, compelling point of view is key. Look at what your competitors are discussing and see how you can set yourself apart. Being opinionated opens you up to criticism, but it also encourages discussion and engagement. Figure out what makes you different and own it. Balance reason and emotion to enhance your point of view but constantly push boundaries. Thought leaders don’t restrain POVs because of preconceived notions of what works or what’s appropriate. The more a POV can disrupt thinking and present new ideas, the more people will look to you as a leader.

Becoming a thought leader does not happen overnight. Establishing credibility, authority and identifying provocative POVs takes time. Putting in the time, effort and work are essential to fine-tune your personal brand and messaging and get into a thought leadership position. It’s an ongoing process to maintain a thought leadership position once you’ve established credibility and authority. Bottom line: Have a thought to be a thought leader.

Do you have compelling ideas you’re ready to share with the world? Want to partner with us? Learn more about our POV program here.

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Video Owns the Internet: What Happens in an Internet Minute http://www.lpp.com/video-owns-internet/ Mon, 17 Apr 2017 09:30:47 +0000 http://www.lpp.com/?p=6235 The Internet is a busy place. Every minute, staggering amounts of data are generated across the web. In 2010, Google’s CEO Eric Schmidt said that every two days we create as

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Video for PR Strategy

The Internet is a busy place. Every minute, staggering amounts of data are generated across the web. In 2010, Google’s CEO Eric Schmidt said that every two days we create as much information as we did up to 2003. And that volume has not slowed down over the past seven years. Curious about what happens in an Internet minute in 2017?

In an Internet Minute

  • 1 million videos views on YouTube
  • 5 million Google searches
  • 156 million emails sent
  • 8 million Snaps created
  • 16 million text messages sent

Video owns the Internet

 

All those millions add up to content in the billions being created, shared and viewed each minute. The combined total of emails, text messages, and Tweets sent is 172 million, indicating that people want to connect with others. Between Snapchat, Instagram, and Facebook Messenger, 1,861,200 images and video clips were shared in one Internet minute. In fact, more than 70,000 hours of video were watched on Netflix and 4.1 million videos were viewed on YouTube in one minute.

Compared to a similar report from 2016, video has seen the sharpest rise. YouTube views have nearly doubled since last year, increasing from 2.78 million in 2016. Those 1.8 million Snaps created? That’s about 3.4 times more than last year – or put another way, a 241 percent increase in Snaps created. For context, emails only had a four percent increase and Tweets had a 30 percent increase. Data overall may be increasing, but video content is on track to claim a much bigger percentage of the Internet minute in the next few years.

 

Video is the New Black

The rise in video creation and consumption is also evident in how much video content is shared across social networks. Scroll through Facebook and you’ll see more video clips than in previous years. Both Facebook and Twitter have been pushing live broadcast options – Facebook Live and Twitter Go Live powered by Periscope. Facebook has even started prioritizing live video and longer videos in the News Feed algorithm. This means that the more video content a page publishes, the more likely it will make its way in front of its audience. In other words, share more video, get more views. But video is driving much more than just views for brands that know how to use it as part of a content strategy.

 

Make Video Do the Work

Integrating video into a PR strategy can help better communicate a company’s mission and goals, as well as position products and services better. For PR, target audiences are already consuming video content, as evidenced by a Forbes study that found 75 percent of the senior executives surveyed said they watched work-related videos at least weekly. Here’s what video can do for a brand:

Drive website conversions. Adding videos to a website increases search engine optimization. Google prioritizes video content for SEO and research has shown that a web page with a video is 53 times more likely to show up on the first page of search results, according to a Forrester study. Hubspot data also shows that including video on a landing page can increase conversion rates by 80 percent.

Increase audience engagement. Including videos on websites or social media channels encourages visitors to spend more time looking at content. According to YouTube, over 50 percent of videos have been rated or have comments, illustrating the engagement potential for this medium. Videos in email can boost open rates by 20 percent and increase click-through rates two to three times, according to BrainShark.

Tell a more compelling story. Words can pack a lot of meaning, but visuals capture audiences in a distinctly different way. Video can humanize a story and help audiences see a story unfold, enveloping them in the details. Remember that saying “a picture is worth a thousand words?” A video is nothing but a moving picture after all. By adding visuals, you can help turn a complex story into an accessible, easily understood one. People are more compelled to take action when they understand a story.

As video continues to take over the Internet – and it will – companies will need thoughtful and creative strategies to break through the noise. Not every video goes viral, but there are still millions of viewers consuming content every day. By embracing this medium, brands can make sure their messages get in front of the right audience and create impact.

 

Ready to start your video content strategy? Want to partner with us? Connect with us here.

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