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Introducing the Expanded Foskett Services Team

When I started Foskett Services three years ago, I wanted to do something special: Bring together a team of great people to organize and promote community in the enterprise IT space. Between Tech Field Day and Symposium events, industry Roundtables, and community-building for SolarWinds’ Thwack and Aruba’s Airheads, our business has grown dramatically over the years.

Claire Chaplais has been with me from the start, handling the organization and logistics behind the scenes, with Matt Simmons taking her place for a while in 2011. We always had more work than the two of us could handle. That’s why we’ve worked with fantastic contractors like PrimeImage Media, Scott D. Lowe, and others. But we finally reached the point where we needed additional resources full time.

Enter Tom Hollingsworth. Since attending his first Tech Field Day event in early 2011, Tom caught my eye with a combination of enthusiasm to build community, technical knowledge, and sincere concern for the people around him. He stepped up to help at later events, often before I even needed to ask for help, and was always ready to go the extra mile.

That’s why I’m thrilled to announce that, as of today, Tom is part of the Foskett Services team. He’ll be helping out with all sorts of activities, from GestaltIT.com to Tech Field Day to writing and speaking projects. He’s got the skills to do just about everything, and we intend to give him the opportunity to become “more”, as he so eloquently put it.

Welcome, Tom!

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How To Make Your Event More Blogger-Friendly

Do your events foster discussion or scare bloggers away?

With traditional media and analyst organizations declining in numbers and influence, conference organizers are turning to social media for coverage and attention. If identifying and attracting bloggers is difficult, keeping them happy at an event is doubly so. After three years running the Tech Field Day and a decade attending conferences, trade shows, and other events, I’ve learned a thing or two about that. Here are my suggestions.

Make Blogger Passes Available

Trade shows and conferences have long offered free admission to members of the press, and many events cater to industry analysts as well. But do bloggers get invites too? Many independent influencers don’t write for a living, and even professional organizations operate with limited budgets.

Every event should offer a number of free passes for bloggers and other social media types. These blogger passes should be all-access and should include special meetings with executives, presenters, and attendees. It can be a challenge to identify, invite, and vet potential attendees, but that is another topic for another day!

Offer Travel Support

Non-professional writers often don’t have the luxury of an expense account to draw on to attend events; many even have to take vacation days or unpaid leave. Merely offering a ticket will not be enough for these desirable attendees: Event organizers should offer to pay airfare, ground transportation, and hotel costs too. Once again, vetting prospects is key, since this can easily get out of hand. But paying for travel is a great way to entice attendees!

Give It Some Structure

Many bloggers are industry event neophytes and need guidance to help navigate the schedule, while others are just too busy to do much pre-event planning. Offer to create a custom schedule, including key presentations and event highlights, one-on-one interviews, and time off for writing. But make sure they can opt out of certain events if they choose – not all are willing to go with the flow! Offer a custom schedule in printed and electronic form, too.

Shepherd Gently

On-site guidance and shepherding is a tricky task. It can be helpful to remind bloggers where and when they should be in a scheduled event. But be careful that you don’t appear too strict: There is a fine line between influencing and imposing! Your best ally is an organized insider who can help guide their peers through the event.

Identify Yourself

Social media is exceptionally real-time focused, so make sure bloggers know who is talking at all times. Handouts with names, titles, bios, and photos are a big help, as are table cards and large, easy-to-read nametags. Never assume that the audience knows your PR staff or CEO at a glance.

Mix and Mingle

Make your staff and guests available to the audience, and resist the urge to clump together. Events can be great fun for the PR team to bond, but insider conversations can exclude the very people you are trying to reach out to. Avoid talking shop and focus your friendliness on the invited attendees.

Provide Wi-Fi and Power

What good are bloggers if they can’t blog? Make sure there is plenty of power and open Internet access everywhere they will go. Go crazy with the outlets, providing two or three at every seat, and set up special powered spots at keynotes and mixers. Make sure the Wi-Fi network is mobile-device-friendly, without excessive splash screens and passwords that interfere with iPad and smartphone users. Typical paid hotel Wi-Fi is a non-starter; set up your own.

What’s the Hashtag?

Twitter hashtags can be created on the fly, and your attendees will create a few if you don’t standardize ahead of time. Every event should have a simple, short hashtag associated with it, and the best are consistent over time. “#CorpWorld” beats “#CorporateWorld2011” hands-down and still gets the message across.

Connect to Existing Social Networks

Set up a event-related groups on LinkedIn, Facebook, and Flickr rather than creating your own forum for event-related discussion. Walled-garden social networks tend to fail, and empty discussion boards are just embarrassing. Go where the bloggers are rather than asking them to come to you.

Keep On Top Of Things

Once you standardize the twitter hashtag and identify the online groups, actively follow the discussion and immediately address any concerns that come up. Real-time chat can rapidly turn nasty, but it can also save your bacon. If a presenter is boring the bloggers, he’s probably also turning off the rest of the attendees. Pull the plug or redirect the session rather than allowing the heckling to start.

Promote Them Back

The most valuable commodity in the blogging world is a link. Actively promote the bloggers who attend your event with lists and links to their sites, and share and tweet their coverage. Balanced coverage is much more credible than straight praise, so don’t be afraid to promote less-than-flattering content. You’ll gain respect from the bloggers and their audience if you acknowledge and engage rather than aggressively refuting their commentary.

Team Up

Social media is a two-way street. Rather than going it alone, event organizers should team up with bloggers, user groups, and organizations to maximize communication and cooperation. That’s one reason we created Gestalt IT, and why today I spend 100% of my time at Foskett Services organizing and coordinating events like this. It’s nice to see so many companies reaching out and getting involved!

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A Lesson In Failed Social Media Marketing

This morning, someone left a comment on a 10 month-old blog post about EMC Corporation’s products over at Gestalt IT. Although the writer, “Brian,” identified himself as “EMC Social Outreach Team”, the short message seemed somewhat spammy, including a bit.ly link to one of that company’s marketing promotions. Further investigation reveals what looks to be an inept social media marketing maneuver by “integrated sales promotions” firm, AlterSeekers. Let’s use it as a case study in how not to do social media marketing.

The saga continues! Read my follow-up, Digging Deeper: AlterSeekers, myYearbook, Sharethrough, and Spam

Social Media Outreach

There aren’t hard and fast rules, but most agree that honesty, credibility, and real human interaction are critical for social media. No one likes talking to a robot, and we hate being spammed by them. But not all robots are mechanical: Many companies are hiring outside firms to spread the word about their products and services with real human agents. Some are laughably inept (like the dozens of poorly-worded comments posted to my blog from “Ugg Boots For Sale” and “Nike Air Force”), while others are probably fantastically well-executed (and thus unavailable as examples).

Skill aside, it is the intent of a comment or other social interaction that determines its quality. Blog comments are intended for discussion of the issues presented in the blog post. Links to other sources are perfectly acceptable if they advance the discussion, and the conversation often takes a turn into unrelated areas. None of this is a problem. Simply put, this is the essence of social media.

Imagine you are having a conversation in a public place and someone stops and joins in. You wouldn’t mid if they were really interested, and would probably be pleased if they had some special insight or suggested you talk to a friend in the business. But what if they stopped by, pretended to be interested, but instead were being paid to interject an advertisement for the sushi place across the street? Even if your conversation centered on sushi from the start, the stranger’s intent makes their intrusion unwelcome.

Hello, Brian

Now let’s turn to the comments by “Brian.” The post at Gestalt IT was written in September, 2009 and is an exploration of EMC’s plans unifying their storage array platform. It was pretty popular last Fall, and one of the authors eventually went to work for EMC. But readership has declined since, and no one had commented in nine months.

Then, along came “Brian” with the following insightful remark:

“Great thoughts on EMC! I’m curious if you’ve heard of EMC’s new 20% capacity advantage guarantee? Check out this paper – and we challenge anyone to beat it! http://bit.ly/ao57rm — Brian, EMC Social Outreach Team”

This short comment is not a contribution to the discussion. “Great thoughts on EMC” can be translated as “this post is about EMC but I have nothing to add to it.” The rest is an advertisement, plain and simple, for a marketing campaign centered around EMC’s “20% capacity advantage guarantee.” The fact that they used bit.ly to shorten the link proves this – they’re tracking clickthroughs with it!

One positive element of the comment is the identification of “Brian” as a member of “EMC Social Outreach Team.” This is much more transparent than most spammy comments, and shows that the perpetrator was more inept than devious. But the fact that the Disqus profile belonging to “Brian” was not filled out was less than transparent.

Dissecting Brian

So who is Brian and what is the EMC Social Outreach Team? A quick check on his (unclaimed) Disqus profile reveals that “Brian” made similar comments on seven industry blogs. All but the one on Gestalt IT contained unique human-written and readable commentary, but none was in any way insightful or related to the discussion at hand. And all included that same bit.ly link. This, and the fact that “Brian” hadn’t commented anywhere else, is clear proof that this was advertising and nothing more.

Happily, bit.ly link statistics are open to the public. A quick run over to the tracking page for that link (http://bit.ly/ao57rm+) reveals that “Brian” got 35 clickthroughs in his short career as a comment spammer. Not great. It also reveals a tracking parameter in the URL, “SOC-UNIFIEDGUARANTEE-Social”. Finally, it shows that “Brian” used a bit.ly login belonging to “amberbragas” – now we’re getting somewhere!

“Amber Bragas” is a fairly unusual name (see Google), and LinkedIn contains just one person by that name. She works for a company called “AlterSeekers”. A quick search reveals the Twitter page for @AlterSeekers (not linked), which calls itself “an integrated sales promotions firm” and claims “We get marketing and we get results.”

Jump over to the AlterSeekers web site (not linked) and one is greeted with a flash header featuring a photo of none other than Amber Bragas! Considering the mission of AlterSeekers, the connection to IT industry companies, and the bit.ly connection, I feel safe in assuming that “Brian” is actually a spam bot employed by this company to drive traffic to EMC’s guarantee. He could even be AlterSeekers employee, Brian De La Torre.

I’m going to guess that this was a “proof of concept” pitch by AlterSeekers to win EMC’s business. There is one click from July 16 (perhaps a demo), then more clicks and comments starting on July 19. Similar comments were posted by “Marlon” (De Jesus?) and “Justin“.

It would appear for the offending party searched Google for “emc unified storage systems -oracle“, an amusing construct that reveals the intent of the perpetrator. Why exclude Oracle? They left a comment as “Brian” or “Marlon” on just about every blog post that search returns. The visitor came from Port Washington, New York (home of AlterSeekers) and the IP address traces as “alter seekers inc.” I guess we can be pretty certain who the guilty party is!

Bye, Brian

Whoever Brian is, he’s not part of some “EMC Social Outreach Team”, nor is he “making authentic connections with your customers.” He’s spamming blogs with tracked marketing links. And he’s also apparently out of a job.

EMC Marketing CTO, Chuck Hollis (who I will link to) responded this morning with two tweets that speak for themselves:

We found out about it yesterday morning, and quickly shut it down. Somebody’s bad idea, quickly fixed. (1)

and

Someone thought it would be clever to go to an external “social service”. Imagine our collective horror …(2)

‘Nuff said, Chuck. EMC is really astonishingly good at real social outreach. They don’t need this pathetic and spammy “social outreach” by a third party. Chuck quickly took responsibility and shut it down, demonstrating the correct approach to this sort of thing.

Lessons Learned

Social media is about being genuine and, well, social. You can’t hire an outsider to do this for you. Your customers will see through inept attempts to “join the conversation.” As AlterSeekers own web site notes, one has to make “authentic connections” not post transparent blog comment spam.

This is the core problem facing so many “social media marketing” firms. They employ people who aren’t part of the conversation, use inappropriate metrics, and try to entice non-genuine behavior. Regardless of whether you sell flowers, cars, or IT equipment, you cannot outsource the conversation. You must rely on genuinely engaged and authentic commentators.

One must also consider the goals of this sort of campaign. Clearly, AlterSeekers was trying to entice people to click through to that one link. When social media goals focus too narrowly on a single specific action, they tend to look like spam and go off the rails. Goals should be broader, guiding the conversation and spreading the message rather than just taking a single (albeit measurable) action like clicking a link.

Returning to our example of the street corner conversation, what if the sushi restaurant encouraged sushi lovers to spread the word about their love of sashimi? They would undoubtedly encourage more sushi eating! And what if they offered discounts or supported a sushi club? They would drive real traffic and, more importantly, a devoted audience. Fresh sushi sure beats canned spam!

The saga continues! Read my follow-up, Digging Deeper: AlterSeekers, myYearbook, Sharethrough, and Spam