Glint Elevates Its Brand with a Broadcast Segment

Glint CEO, Jim Barnett (far left), highlights how incorporating data from employee surveys is important for feedback and starting important conversations.

Glint CEO, Jim Barnett (far left), highlights how incorporating data from employee surveys.

Seizing the Opportunity: Leveraging Its National Study

Glint, an HR platform that helps organizations measure and improve employee engagement, had the key components but needed to get in front of a producer to tell its story. To get CEO Jim Barnett on-air, Highwire leveraged the company’s first-of-its-kind national study about Silicon Valley retention and engagement as a timely hook to highlight Barnett’s expertise.

Effective Execution: Proactive Media Pitching

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Glint CEO, Jim Barnett (right), prepares for his NBC Bay Area segment Press:Here.

Highwire collaborated with the Press:Here host on potential show topics, and once the segment was secured, the team prepped Jim to anticipate all the variables of the fast-paced, panel-style show.

During the segment, entitled “Modern Day Suggestion Box,” Jim positioned himself as a thought leader on a number of topics, including:

  • Winning the Tech Talent War: How to keep tech employees from bailing on their $200,000-a-Year Jobs
  • The Intersection of AI and HR: Why AI isn’t the future of the workplace – It’s here now
  • High-Touch Solutions to Hands-Off Problems: How AI addresses inclusion and diversity issues in Silicon Valley
  • Avoiding Popularity Contest at Work: Balancing company needs with employee wants (without diving off the deep end)

Positive Results: Reaching a Wide Audience

With about 5.25 million people in 9 counties accessing NBC Bay Area, broadcast opportunities like this one allowed Glint to expand and reinforce its brand recognition throughout Silicon Valley.

While there is lots of pre-show work, it doesn’t end when you leave the studio. In this case, Highwire ensured there was a good rapport built with the Press:Here host and panelists in order to encourage future conversations with Barnett.

Click here for more from Jim’s Press:Here segment.

InsightPool vs Traackr: Who Does Influencer Marketing Better?

Highwire Labs reviews the best in social influencer tools

 

In recent months, Highwire has seen increasing interest in influencer marketing and engagement from clients. While we currently use a platform called BuzzSumo to track influencers, we thought it could be time to kick the tires on other similar platforms.

The Highwire Labs team diligently looked into two of the leading influencer marketing solutions: Traackr and InsightPool. Here’s what we found:

Traackr

Traackr was founded in 2009 to serve as search engine for people in PR/marketing to discover influencers for a particular audience. Whether looking for influencers in “Big Data”, “Internet of Things”, “Future of Work” or “Artificial Intelligence”, theoretically, Traackr should be able to identify them in its platform.

Traackr has a stylish UX and looks a little like Tweetdeck on steroids. Agencies can use it for their system of record to track influencer engagement, determine share of voice and easily identify the number of interactions. The service features reach and relevance scores for influencers, and is platform agnostic so one social media platform isn’t prioritized over others.

The major con with Traackr is its price point. This is an extremely pricy piece of software that costs thousands of dollars annually for a subscription — all without so much as a trial period. Additionally, the baseline option allows for only three campaigns. Hard pass from these PR professionals.

Pros

  • Ability to track engagement and interactions
  • Share of voice metrics
  • Manual influencer profile upload
  • Manipulated search results in order to find the best fit, whether it’s by largest audience or an influencer’s reach

Cons

  • Price point and lack of trial option
  • Not user-friendly or intuitive – requires training
  • Sweet spot is B2B tech although Traackr works with consumer companies

physical web of influencersPhoto credit: Getty Images

 

InsightPool

Claiming to be the world’s largest social influencer database, InsightPool certainly didn’t disappoint in our initial demo. The company analyzes everything from social audiences and email database exports to uncover influencers and brand advocates that are most appropriate for client campaigns. What’s more, the platform allows users to sign up for a free trial before fully committing (Full disclosure: we’ve already signed up for two demos, both of which were able to meet specific goals outlined by our client).

Its user interface is easy to navigate, with cool features including scheduled social interactions, contact uploads and engagement monitoring. Once an influencer engages with you over social, you’ll also receive a notification in which you can schedule strategic responses via Twitter or Instagram. For example, after you receive a follow from a top target, you have the ability to slide into those DMs to personally thank them for being a fan of your content.

InsightPool also provides a unique social ranking system that ensures each and every influencer is right for your campaign. To do so, the platform scores each influencer in its platform using data sciences to determine true influence, including: Reach, Resonance and Relevance.

If we had to give it one critique, it would be its inability to easily compare share of voice among targeted influencers. While its segmentation feature provides analysis on what influencers are talking about, which brands are impacted and how their social network impacts your campaign, it could be presented a lot more clearly.

Pros

  • Influencer segmentation
  • Scheduled social engagements
  • Full-service trial period
  • Simple user interface

Cons

  • No SOV tracking
  • Complex presentation of analysis

Highwire Labs’ Take

If your clients are asking about influencer campaigns, get onboard with InsightPool — The free trial period should be enough to take care of any one-off campaigns. But consider making the investment if influencer marketing is increasingly being requested by clients.

Not only is the platform extremely user-friendly, the smart influence algorithms do a great job segmenting influencers, and its annual cost is significantly lower than that of its competitor. Believe the hype.

WINNER: InsightPool

 

Post co-authored by Haley Rodriguez, Account Associate, San Francisco

Haley Rodriguez is an account associate in Highwire’s San Francisco office primarily supporting consumer technology clients. She graduated from California State University, Chico with a degree in journalism and has experience in social media management, news production and copy editing.

IBM InterConnect: Connecting the Dots Between IBM and the Cloud

InterConnect, IBM’s annual cloud and cognitive conference, may have ended at the end of March, but we’re still feeling the effects of the cloud hype.

IBM InterConnect 2017 Stage

Photo via IBM

This year’s conference, a four-day long celebration of everything cloud, drew more than 20,000 attendees to the Mandalay Bay Convention Center in Las Vegas, where IBM showcased its latest innovations and made it clear that it’s committed to an enterprise-strong cloud centered around cognitive technologies. Sessions by influential speakers such as Salesforce CEO Marc Benioff, H&R Block CEO Bill Cobb, AT&T CEO Randall Stephenson and even Will Smith were a major highlight of the conference.

With notable partnership and software announcements, the focus of InterConnect was learning how to “become cognitive”, encouraging organizations to weave human-intellect-inspired cognitive computing into their applications and business processes. Highwire worked with the IBM team to develop an announcement strategy that would resonate with media and other key audiences and positions IBM as the leader in cloud technology.

Delivering on the Hype

The conference kicked off with the unveiling of IBM’s “Blockchain as a Service,” allowing customers to build secure blockchain networks. Continuing the momentum, IBM announced two Watson partnerships with PlayFab and Galvanize.

 

 

 

Another highlight of the conference came from CEO Ginni Rometty’s keynote address, which focused on how cloud and cognitive can come together to change the way we work. After the keynote came two more partnership announcements with Wanda Internet Technology and AT&T.

 

 

Throughout the conference, a major focus area for our team was organizing roundtables with IBM cloud executives to allow media and analysts to discuss the implications of these announcements. These roundtables covered topics such as cloud video, hybrid cloud adoption and the future of developers and offered reporters the opportunity to participate in smaller, interactive sessions.

The announcement cadence, sessions and other events proved to be successful. The conference garnered 291 articles in the U.S., further cementing IBM as a leader in cloud technology with a commitment to innovation in the enterprise.

Client Experts on the Future of Security

IoT, AI, Offense and (Cyber)Insurance

We are in the midst of a thrilling time in which many of our technological aspirations, from autonomous cars to highly advanced computing devices that fit comfortably in our pockets, are a practical reality. But along with the enhanced capabilities offered to businesses and individuals, comes increased risk.

For instance, IoT technology has helped create devices reminiscent of HAL 9000—but, much like the film character, it can be subject to major flaws. Fortunately, direct physical harm hasn’t been caused yet, but 2017 will surely be the year that cybersecurity stops being a news novelty to becomes a well-understood norm by all. The year to come is the year “cybersecurity” becomes just “security,” for even those outside the industry.

Taking from our all-star security client lineup, here’s what our experts are expecting in the year to come.

 

Affecting Trust

The savviest attackers are moving away from just data theft to targeting data integrity. Longer standing, reputational damage is becoming more common, especially in cases where the involvement of a nation-state is suspected. We’ve already seen these kinds of attacks in M&A scenarios with the Yahoo breaches and during the presidential election.

This kind of attack will continue to gain traction, especially within industries that rely on public confidence like medical facilities and financial institutions. Governments may also fall victim to attacks to spur on distrust in national institutions and processes (e.g. alleged Russian involvement in the presidential election).

Cyber Insurance Matures

Amid the slew of unmanageable threats, organizations will likely continue to increasingly take advantage of cybersecurity insurance. As the underwriting market responds, we can expect the due diligence requirements for underwriting to bolster greater spending on security controls. As such, we can expect security product purchasing decisions to be driven by cyber-insurance companies.

Expect cyber-insurance organizations to develop short lists of vendors and products that must be deployed to be compliant for insurance. CSO/CISOs will be asked by CFOs for these products and purchases may be directed top down if they’re lacking. We can also expect more vendors to offer guarantees and/or their own insurance offerings.

 

Finally Sifting Through Troves of Data

Machine learning and AI have recently come to the forefront across industries for good reason. Human’s cannot parse and make sense of all the data being generated today. Human’s simply can’t scale, work as long or be as detailed oriented like a well crafted and intelligent program, so expect further investments in neural networks and smart technology.

A caveat is that machine learning and AI will also be used for nefarious purposes. Hackers often mimic the same models as their targets for unlawful tools and distribution, often protected by the anonymity of the dark web. Just like machine learning algorithms sift through threat alerts, criminals will start using it to parse the troves of data they steal. Moreover, smart strains for malware (e.g polymorphic and metamorphic) have already entered the scene, capable of intelligently evading detection and even changing is composition to do so.

What do you think we have in store for the year to come?

If you’d like to here more from our experts, join us at Highwire’s third annual RSA Happy Hour—this time in conjunction with the Christian Science Monitor’s security vertical, Passcode, which will conducting live podcast interviews with some our experts.

 

How Bots, Voice Recognition & AI Are Changing the Consumer Tech Landscape

Last week’s CB Insights Innovation Summit focused on how chatbots, voice recognition and the future of AI are changing the tech landscape for consumers today.

Last week’s CB Insights Innovation Summit focused on how chatbots, voice recognition and the future of AI are changing the tech landscape for consumers today.

Last week’s CB Insights Innovation Summit focused on how chatbots, voice recognition and the future of AI are changing the tech landscape for consumers today. CNBC’s Ari Levy interviewed Arthur Johnson (VP Corporate Development and Global Partnerships at Twilio) and Jeremy Liew (Partner at Lightspeed Venture Partners)  about how interfaces of the future are changing the ways both consumers and companies interact. Check out some of our key takeaways from the livestream.

You’ve Got to Bring Bots More to Life

At a high level, there are two main types of bots: bots that operate independently with completely automated responses and bots that operate through a messaging platform such as Facebook Messenger. And they aren’t exactly new. Bots have been used for over 10 years in customer service operations. But both Johnson and Liew agreed that in order for companies to build the next generation of successful bots, they must use personalization and a limited domain to compete in the crowded U.S. app landscape.

“There are some interactions that are better suited for bot technology today than others,” said Twilio’s Johnson. “When you have limited domain, controlled environments and customer service interactions, these are better suited for bots. The more complicated interactions may not be suited for bot technology yet, but there is still a lot of promise in this area.”

Bigger companies like IBM, Facebook and Google will have a leg up on AI innovations, but smaller companies can tap into this technology and benefit as well. Multiple industries such as retail, food and healthcare will benefit from the major potential that exists in chatbots technology. For example, if customers can access bots from their favorite stores through social media sites, it will make customer service easier for both customers and retailers.

“In China, we saw WeChat was so successful because the web and apps were kinda crappy as alternative,” said Liew from Lightspeed Venture Partners. “Here in the West, the web and apps are pretty good for most use cases. The way a user is interacting with a customer service rep was better than it was there before. To drive chat, you have to get better.”

Keep an Eye on Voice Recognition

Recently, a lot of companies have tried to make money building AI communication products. Since AI models are difficult to build and train, this task has proven challenging. The panelists noted that Amazon’s Alexa [used to reference Alexa-driven products such as the Amazon Echo] and Google Home are currently leaders in the space. These devices, however, aren’t pocket-friendly. To compensate, developers are making cellphone apps that work with these products.

“These are new modalities that are open to you and these can generate new use cases,” said Liew. “For instance, being able to call an Uber from my Alexa app isn’t a new use case, it’s a new channel of behavior for existing companies.”

Liew mentioned that voice recognition could be the next best platform because you don’t have to use your hands to interact with Alexa or Google Home. Even individuals who have difficulty using apps and web browsers or those that are unable to read and write could benefit. The possibilities are endless.

“It’s eerily scary how natural [communicating with Alexa] is,” said Johnson. “I can talk fast, I can talk slow or even with an accent, but it’s accurate. That’s the secret sauce. I wanted it to remember my preferences and being able to tie all these preferences and different interfaces together will be a special experience.”

Future Concerns Around Security & Usability

Neither Liew nor Johnson mentioned how these devices will be protected from hacking. If an Alexa is connected to multiple devices and gets hacked, what will happen? Will you still be able to use your Nest thermostat and operate your IoT connected garage door opener? Even with the capabilities of connected devices, an attack could cause private information to be leaked.

Usability will also be a major factor for consumers. Neither the Alexa or the Google Home has a screen, which may turn-off some buyers. IoT connected devices also are not cheap. Consumers will also have to decide whether or not there they see value from paying more for a connected device even if it does make their lives easier.

These platforms are the foundation of the future. Voice recognition will influence the way all types of people use artificial intelligence to make everyday tasks easier. As bots become more mainstream, more companies will try to capitalize on the quickly crowding market.

Companies will need to develop unique bots that provide value for customers and avenues for smaller companies to tap into the technology. We’re excited to see how consumers will benefit from these advancements in upcoming years. 

AppSec USA: The Place to Be for Web Application Security

It’s no secret that cybersecurity is a top concern for the enterprises, government and consumers. And what do hackers target to steal sensitive information? The application layer. According to Verizon’s 2015 Data Breach Investigations report, 61 percent of attacks happen at the application level. From mobile application flaws—such as Stagefright Android—to Web application vulnerabilities—such as the WhatsApp hack—now more than ever, it’s time to educate yourself on application security.

So where can you meet the best application security experts? AppSec USA.OWASP-AppSecUSA2015-logo

Hosted by Highwire client Open Web Application Security Project (OWASP), AppSec USA is a four-day conference where developers, security experts and technologist meet to discuss cutting edge approaches to securing Web applications. This year’s conference is in San Francisco September 22-25, 2015.

Highwire PR will be at AppSec USA and is thrilled for this year’s keynotes from Facebook CSO Alex Stamos, Microsoft MVP Troy Hunt and Department of Homeland Security’s Chief Cybersecurity Official Dr. Phyllis Schneck. Not to mention Fireside Chats with Uber, Twitter, Netflix and Salesforce.

To get the most out of this year’s AppSec USA, here are the top three must-do’s from OWASP global board member Michael Coates:

1. Hands on Training

There is a massive shortfall in the industry for quality security engineers. If you’re technically inclined, learn application security fundamentals from the best-of-the-best to secure your organization through hands on training opportunities.

As cyber threats become pervasive, everyone from developers to incident responders need to stay up-to-date on the latest threats and best practices and tools needed to keep sensitive systems safe.

The trainings range from application vulnerability evaluation to a malware crash course that includes hands-on malware dissection, software debugging, malware analysis and more.

2. Listen, Learn, Discuss

Learn, listen and discuss about pertinent, cutting edge security topics, such as how to address cloud security for your Web applications, how to handle security at scale, and real-time event detection and response. Experts from security companies like WhiteHat, iSec Partners and Denim Group; technology providers such as Docker and Akami; and enterprise security teams like Netflix, Salesforce and LinkedIn will all cover a variety of security topics and enable discussions that address security experts’ burning questions. Additionally, learn about the state of security, its most pressing issues and what it will take to secure them from keynote speakers Facebook CISO Alex Stamos, Microsoft MVP Troy Hunt, Chief Cybersecurity Official of DHS Dr. Phyllis Schneck and more.

3. Build Your Network, Find the Right Talent

A crucial aspect to any conference, network and connect with the brightest security minds in the world at the most concentrated event for Web application security. Discuss the leading topics with people from all parts of the security process including software developers, information security professionals, incident responders, computer security researchers, and corporate investigators.

Hiring? Job searching? AppSec USA also provides the opportunity to network with a wide range of security professionals and find your next gig or next great hire at the career fair. Some of the hottest companies will be participating including Netflix, Twitter, Airbnb, Palantir, LinkedIn, NetSuite, MobileIron and Tableau.

OWASP’s AppSecUSA is the largest application security conference in the world. You won’t want to miss out!

Register now for AppSecUSA and win 4 sold out Giants baseball tickets. If you’re already registered you can Retweet this to enter to win!

If you’d like to get in touch with Highwire PR at AppSec USA, please email owasp@highwirepr.com.

*Top Three Things to Know originally published by OWASP Global Board Member Michael Coates.

 

TIL How to Use Reddit for PR

Most have heard of but probably haven’t ventured much into the world of Reddit. A website with over a 174 million users and hundreds of thousands of communities called subreddits, Reddit is a nexus for social sharing, creativity and fun. And it could also be a great tool to leverage for a PR pro.

The self-proclaimed “front page of the Internet” has in the last couple of years picked up steam and has stepped into the arena of mainstream media. And if not in its own right, it’s done so via websites and blogs like Buzzfeed, Gawker and Huffington Post. In fact, it was such a good source that controversy arose from how often stories were being pulled from the boards of Reddit without proper accreditation. It got so far that Huffington Post was actually banned from Reddit late last year for sourcing its news from the site without giving proper attribution. And if not in the form of original content, users regularly post trending pieces of news and current events.
reddit-alien
Reddit’s notorious user base, often thought of as cynical and merciless towards overly self-promotional content, has also drawn its fair share of attention in the public eye. Take Nissan, who earlier this year failed miserably to gain the response it sought from Redditors through a Reddit AMA (Ask Me Anything), an open thread for users to “ask anything” to high-profile celebrities, personalities, or companies. Instead of positive recognition, Nissan only gained the accusations of Reddit regulars for dodged questions as well as convenient questions asked by suspiciously new accounts. Fortunately, Reddit did not ultimately see any foul play, but the backlash was bad news enough.

It’s seems daunting but Reddit can be a great place to reach your clients’ audiences if leveraged correctly. To avoid having what happened to HuffPost or Nissan to you or your client, here are some guidelines on using Reddit the right way:

Rule #1: Follow the rules. It’s simple and can save you a lot of trouble. Take a deep dive into the site and explore several subreddits; users don’t care for misplaced content. Try to understand how each community works and how Reddit as a whole choses to interact among itself. What leads to more upvotes? What material is okay for what subreddit? Who are influencers within the community? What will get you booted? If you don’t know the rules, you could end up off Reddit, just like Huffington Post.

Rule #2: Do an AMA. It might not sound appealing considering what happened to Nissan, or the likes of Morgan Freemen and Woody Harrelson for that matter (considered two of the worst AMAs of all time). But appropriately leveraging an AMA can be a huge win for any business or person trying to gain exposure on the Web. The key is to understand that Reddit users can smell a sham from a mile away, so it pays to be genuine. Remember, people are interested in people, and not always what’s being sold to them.

Rule #3: Tap into the ultimate focus group. Social media and trending news on the Web can often make one feel awash in a downpour of information, but Reddit’s vastly diverse user base makes it a tool that can help your client stay afloat and tuned in to the right conversations. Instantly, you can have access to top tier professionals and experts in every field from astrophysics to gaming. In some cases, it’s appropriate to establish your own subreddit, much like Highwire’s social virtual reality client AltspaceVR did. Imagine having the biggest and most diverse focus group on every subject on the Internet only a click away – that’s what Reddit is. More than a place to gain exposure, Reddit is a place to see how people are reacting and discussing anything from shower thoughts to world news. Gain insight and participate in a discussion that can help you and your client down the road.

Rule #4: Be a real person. It’s often hard to take our PR hats off, as we swim through a sea of buzzwords and industry jargon. But Reddit is place where a clever handle and a subreddit can lead you down a rabbit hole of jokes and heartwarming stories that can get you all teary-eyed. Be real. It’s plain and simple. Don’t push a product or unprompted information onto others unless they can genuinely benefit from it. If not, be ready because if Morgan Freeman can garner Reddit’s contempt, what makes you special?

Written by Erik Martinez, Content Associate in San Francisco