Playing Well With Others: How Entrepreneurs Benefit from Collaboration

first_imgA Web Developer’s New Best Friend is the AI Wai… audrey watters Top Reasons to Go With Managed WordPress Hosting Why Tech Companies Need Simpler Terms of Servic… Despite “collaboration” becoming increasingly accepted and valued in business, there are still those that remain hesitant about sharing information or resources and about working with others. It’s still common to hear people say “I have developed a great tool, but I’m afraid that if I share it with anyone, they’ll steal my idea.”You must overcome that fear of losing out on the glory and the profit and learn to work with others. “Having a great idea is only 1% of what it takes to launch your startup,” says Wayne Pope, managing director of the online collaboration tool Glasscubes. “The other 99% is execution.”And that execution will likely come from working with others, as chances are you aren’t going to create your startup alone. Learning how to collaborate effectively can help you propel your great idea forward in ways that working independently could not possibly achieve. As you move your great idea into a viable business, you want to reach out and work with people who can provide skills, knowledge and feedback along the way. And you want to work with these people effectively.How to CollaborateEven if your founding team is initially comprised of friends, colleagues, and people you know locally, it’s likely you will want to implement some sort of online collaborative workplace so that you can all work together – whether it’s in an office or remotely and whether it’s in real-time or asynchronously. We’ve written before about a number of greattools that can help facilitate online collaboration. But whichever tool you select, it’s important to think about three main areas:Communication: Despite the benefits email and instant-messaging have afforded us, they can be unwieldy to track and search. Having a centralized site for communication and for sharing files helps make sure everyone is informed. It’s also important to make sure that everyone has a voice in discussions, if not decisions.Accountability: If you are working with others, be sure to clearly assign tasks and deadlines. This is particularly important in early stages of a startup, when staff is small and people are wearing a number of hats. If you are juggling tasks, it’s easy to lose track of your assignment. It’s useful therefore to have a tool where tasks can be recorded and follow-through tracked.Agility: Having an online collaborative tool shouldn’t replace regular “check-ins.” Daily “scrum” meetings can ensure that you can respond nimbly and that projects and processes move forward.Technology has facilitated real-time communication, but just because we can easily share information doesn’t mean we are necessarily collaborating productively when we do so. And while finding an online tool is an important first step, collaboration requires more than just finding the right technology. It demands moving beyond the fear of losing control and losing credit so that you can, as we were told as kids, “play well with others.”center_img Related Posts 8 Best WordPress Hosting Solutions on the Market Tags:#How To#start last_img read more

How your brain links people and places

first_imgWhat do Clint Eastwood and the Leaning Tower of Pisa have in common? Not much, as far as your brain is concerned. But take a look at a picture of the famous actor and landmark together, and your brain will link the two, thanks to neurons that rapidly encode associations between people and places, according to a new study. The discovery is a “first step” toward understanding how the brain encodes complex, movielike memories of past events, says study author Itzhak Fried, a neuroscientist at the University of California, Los Angeles.  About 10 years ago, Fried and colleagues discovered a bizarre phenomenon. While probing a deep brain region called the medial temporal lobe (MTL) in people with epilepsy, who had part of their skulls temporarily removed so physicians could pinpoint the source of their seizures, they discovered a single neuron that started to fire like crazy whenever the patient saw a photograph of actress Jennifer Aniston. The team went on to show that other individual neurons in the same region—which includes the hippocampus, a structure long known to be vital to memory processing—responded to different celebrities, such as Julia Roberts and Halle Berry, and even specific events in 5-second clips from The Simpsons.The now-famous “Jennifer Aniston” neuron supports a widely held hypothesis that specific brain cells in this region encode discrete representations of places, people, and objects. These neurons have an “amazing” property, called invariance, which sensitizes them not just to one image of their “preferred” stimulus, but to many different versions, Fried explains. In his 2005 experiments, for example, the Aniston neuron responded to images of the actress in any outfit and with any haircut. The only image the cell did not respond to, oddly enough, was of the actress holding hands with Brad Pitt. It’s not that just one cell responds to Aniston’s image, Fried emphasizes. Thousands, if not millions, of other cells in the brain may also be sensitive to the actress. But the cells are so sparsely distributed in the region that researchers only pick up one or several at a time, he says.Sign up for our daily newsletterGet more great content like this delivered right to you!Country *AfghanistanAland IslandsAlbaniaAlgeriaAndorraAngolaAnguillaAntarcticaAntigua and BarbudaArgentinaArmeniaArubaAustraliaAustriaAzerbaijanBahamasBahrainBangladeshBarbadosBelarusBelgiumBelizeBeninBermudaBhutanBolivia, Plurinational State ofBonaire, Sint Eustatius and SabaBosnia and HerzegovinaBotswanaBouvet IslandBrazilBritish Indian Ocean TerritoryBrunei DarussalamBulgariaBurkina FasoBurundiCambodiaCameroonCanadaCape VerdeCayman IslandsCentral African RepublicChadChileChinaChristmas IslandCocos (Keeling) IslandsColombiaComorosCongoCongo, The Democratic Republic of theCook IslandsCosta RicaCote D’IvoireCroatiaCubaCuraçaoCyprusCzech RepublicDenmarkDjiboutiDominicaDominican RepublicEcuadorEgyptEl SalvadorEquatorial GuineaEritreaEstoniaEthiopiaFalkland Islands (Malvinas)Faroe IslandsFijiFinlandFranceFrench GuianaFrench PolynesiaFrench Southern TerritoriesGabonGambiaGeorgiaGermanyGhanaGibraltarGreeceGreenlandGrenadaGuadeloupeGuatemalaGuernseyGuineaGuinea-BissauGuyanaHaitiHeard Island and Mcdonald IslandsHoly See (Vatican City State)HondurasHong KongHungaryIcelandIndiaIndonesiaIran, Islamic Republic ofIraqIrelandIsle of ManIsraelItalyJamaicaJapanJerseyJordanKazakhstanKenyaKiribatiKorea, Democratic People’s Republic ofKorea, Republic ofKuwaitKyrgyzstanLao People’s Democratic RepublicLatviaLebanonLesothoLiberiaLibyan Arab JamahiriyaLiechtensteinLithuaniaLuxembourgMacaoMacedonia, The Former Yugoslav Republic ofMadagascarMalawiMalaysiaMaldivesMaliMaltaMartiniqueMauritaniaMauritiusMayotteMexicoMoldova, Republic ofMonacoMongoliaMontenegroMontserratMoroccoMozambiqueMyanmarNamibiaNauruNepalNetherlandsNew CaledoniaNew ZealandNicaraguaNigerNigeriaNiueNorfolk IslandNorwayOmanPakistanPalestinianPanamaPapua New GuineaParaguayPeruPhilippinesPitcairnPolandPortugalQatarReunionRomaniaRussian FederationRWANDASaint Barthélemy Saint Helena, Ascension and Tristan da CunhaSaint Kitts and NevisSaint LuciaSaint Martin (French part)Saint Pierre and MiquelonSaint Vincent and the GrenadinesSamoaSan MarinoSao Tome and PrincipeSaudi ArabiaSenegalSerbiaSeychellesSierra LeoneSingaporeSint Maarten (Dutch part)SlovakiaSloveniaSolomon IslandsSomaliaSouth AfricaSouth Georgia and the South Sandwich IslandsSouth SudanSpainSri LankaSudanSurinameSvalbard and Jan MayenSwazilandSwedenSwitzerlandSyrian Arab RepublicTaiwanTajikistanTanzania, United Republic ofThailandTimor-LesteTogoTokelauTongaTrinidad and TobagoTunisiaTurkeyTurkmenistanTurks and Caicos IslandsTuvaluUgandaUkraineUnited Arab EmiratesUnited KingdomUnited StatesUruguayUzbekistanVanuatuVenezuela, Bolivarian Republic ofVietnamVirgin Islands, BritishWallis and FutunaWestern SaharaYemenZambiaZimbabweI also wish to receive emails from AAAS/Science and Science advertisers, including information on products, services and special offers which may include but are not limited to news, careers information & upcoming events.Required fields are included by an asterisk(*)How such neurons contribute to the seamless, movielike recollections of past events—called episodic memories—is still largely unknown, however. So in the new study, Fried and colleagues showed 14 people undergoing exploratory surgery for epilepsy 100 to 200 randomly ordered images, including pictures of their loved ones, celebrities such as Clint Eastwood, and volleyball player Kerri Walsh, as well as landmarks such as the Eiffel Tower, the White House, and the Hollywood sign in Los Angeles. Each patient already had electrodes sunk deep into their MTL to detect aberrant electrical activity, and scientists used the wires to listen for cells that fired up in response to different images.Of the roughly 600 neurons the team recorded in each patient, between 2 and 28 cells fired vigorously in response to at least one image. Next, the researchers presented participants with digitally altered photographs in which a neuron’s “preferred” image, such as a photo of Clint Eastwood, was superimposed on a background the neuron had ignored in a previous trial, such as the Leaning Tower of Pisa. In a series of memory tasks, the participants were asked to match pairs of separate images based on the doctored composites. If they’d seen the Eastwood composite, for example, their task might be to pair a photo of Eastwood with a separate photo of the tower.Even after one exposure to the composites, neurons that had previously fired exclusively in response to one picture—like that of Eastwood—significantly increased their firing rate  when exposed to the image with which it had been combined—in one case, by 230%, Fried and colleagues report today in the journal Neuron. The fact that an individual neuron can adapt its firing rate so quickly could help explain how large, dynamic neuronal networks form complicated memories of past events, Fried says.The findings are “very consistent with results from a number of animal studies” that show rapid changes in hippocampal neural activity during learning, says Loren Frank, a neuroscientist at the University of California, San Francisco, who was not involved in the study. “This is indeed the sort of thing that has to happen” in the brain to store memories of once-in-a-lifetime events, he says.Fried hopes the new study will contribute to efforts to restore memory in people suffering from traumatic brain injury or Alzheimer’s disease, such as an ambitious Defense Administration Research Project Agency (DARPA)-funded initiative aimed at restoring memory function in neurological patients in which his lab is participating. Many scientists have expressed skepticism about the DARPA project, and Fried notes that bridging the gap between basic research on simple associations and clinical memory treatments is “a formidable challenge.” Such projects, he says, “should avoid the pitfalls of unrealistic expectations for early ‘big wins.’ ”last_img read more

Pop Quiz: How Does a Small Company Generate Leads Like a Big Company?

first_img . . Originally published Jan 14, 2009 8:22:00 AM, updated March 21 2013 Vico Software . Instead, they produce webinars and create content that prospects download and link to. In other words, they do things that help them get found. Although Holly is a HubSpot customer, this video focuses on Vico’s approach to marketing, not its use of HubSpot software (we try avoid talking too much about HubSpot in the Inbound Marketing Blog). We have a separate page for  Holly’s answer? And it’s working. Over the past six months, their website traffic is up 89%, their free download program is up over 200% and they’ve generated over 1,500 leads. In the video below, Holly explains the process. Inbound Marketing construction software to engineers and contractors.center_img Inbound marketing That’s what I asked Holly Allison a few weeks ago. Holly is the vice president of marketing at  Topics: , a successful Boston-area startup that provides  Lead Generation HubSpot case studies With the economy tightening, Holly says, Vico can’t be spending money on trade shows or  direct mail Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Forget Retail: The B2B Applications of Foursquare

first_img Do you agree with these opportunities? Has you business begun examining the marketing implications of location-based applications?  Topics: Foursquare Grader What About Foursquare for B2B? . For retail businesses, location-based social networks such as Foursquare serve as a public loyalty program, providing business owners with valuable information about its customers while making it simple for customers to share their favorite places with their friends. . Regardless of industry it is likely that your customers and prospects are using MariSheibley – We have discussed in the past that location is changing search engine optimization Lead Generation Foursquare badges blog – Sales and marketing teams for B2B companies traditionally have profiles and personas for their customers. They have an idea about their personality, what motivates them, the types of activities they like to do. A significant part of who a person is, are the places they go and the people they spend time with. If you are in the business of selling software to engineers, then you can find the places in your sales area that engineers are likely to frequent and use location-based applications as a way to connect with them. A New Layer To CRM Identifying Prospects and Facilitating – For B2B companies it is likely that as adoption of Foursquare increases, that trade show marketing will change. One of the important results of using online location-based networks is that they facilitate offline interaction.  Trade show marketing success is predicated on the ability to connect and build relationships with potential customers. Foursquare and other location-based services will only help to facilitate this connection. Additionally creative businesses will replace or augment their event sponsorships with promotions and activities on Foursquare. New Media thought leader, Brian Solis, will share how to implement and manage a Social Media Optimization (SMO) program. search engines – Location-based applications like FourSquare are the precursor to enterprise-level location-based applications. As location-based technology begins to work its way into the enterprise, one of the key uses will be to manage sales teams and add richer data to CRM platforms. B2B companies may have private location-based networks for their sales staff. Using the GPS functionality in most smartphones used by sales staff, smart sales teams will automate locations of sales visits into the CRM system for a more accurate log of sales and nurturing activity. Additionally, it will make it easier for executives to change a sales person’s schedule to go talk with a “hot lead” because they will be able to do it on physical proximity in near real-time. Making Events Work Better Foursquare Is A New Layer For Google Interested to see how you compare to other Foursquare users? Check out our new free tool: like Google to find important business information. As search engines evolve location information is an important new layer of information that will provide users with a more contextual experience. Businesses that succeed in the next generation of organic search engine marketing will have a content strategy that works with elements of location as well as social connections as a method of increasing search engine relevancy.  . Also checkout this Originally published Apr 6, 2010 10:30:00 AM, updated October 20 2016 . Photo Credit: is hot. The location-based social network has generated a lot of buzz in recent months and is adding thousands of users each day. Examples of businesses using this new platform have largely been limited to retail industry staples like Foursquare Foursquare Download the on-demand webinar now  to increase your visibility in social media! On-Demand Webinar: Social Media Optimization Is The New SEO With Brian Solis coffee shops and restaurants While retail is important, how do other businesses take advantage of the rise in location-based social network usage? If you sell sheet metal, corn seed or software why should you care about location? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

New Chart: How To Grow Your Email Marketing List

first_img MarketingSherpa’s 2011 Email Marketing Benchmark Report According to Originally published Jan 24, 2011 8:00:00 PM, updated October 20 2016 Topics: The next step is figuring out the most effective ways to get that information. , the effectiveness of email list growth tactics break down according to channel sales (B2B & B2C) and marketing processes.B2B marketers rate registration for downloads as their #1 most effective tactic for email marketing list growth, while B2C marketers rate registration during a purchase their #1 tactic. B2B companies find webinars and registration downloads as the most effective means of walking a prospect through the oftentimes lengthy B2B sales cycle.  Into the funnel, and out a customer some three, six, nine months later. The other thing I find of interest in this chart is how so many of these tactics are inbound marketing tactics. center_img How does email fit into your Inbound Marketing program? Figuring out how much information you need is the first step. Email Lists and Segmentation One thing I find most interesting about this chart is how B2C favors adding social sharing buttons in their email messaging, while B2B does not.  I think that this stance will change dramatically during 2011.  Not only will many more B2C companies use this tactic, but as B2B companies become more comfortable and familiar with social media, they will leverage social media sharing to increase their email lists. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

A 7 Step Guide to Email Deliverability

first_img Greet the newcomers when they sign up for your newsletter or other types of email communication. In the welcome email, set some expectations explaining why that person is receiving your messages, how often they are going to be sent out and from whom exactly. These details will help you build a relationship that goes a long way. When you sign up for GroupOn, for instance, you expect to be receiving daily emails and look forward to them. Follow GroupOn’s example and make your subscribers look forward to your emails. and How often do you open your mailbox, grab the pile of unsolicited mail and throw it in the trash? Probably a million times. How often do you pause to think you might have unintentionally thrown out non-spam? Probably a lot fewer times. Get ready for the same type of experience online. 7. Track Your Complaint Feedback Loop The last place you want to see your emails is in the spam folder. Yet with the further sophistication and higher demands of Internet Service Providers, the probability of this happening is high. That is why deliverability becomes a critical element of a successful email marketing campaign. To help you tackle this issue, we put together some best practices for increasing email deliverability:   You are probably tracking hard bounces and soft bounces. But do you know how many people clicked on the “This Is Spam” button? First, Make sure your subject line and body of email don’t include any keywords that can trigger spam alerts. Some Email Service Providers (ESPs) help you identify these phrases with features such as register for our Science of Email Marketing webina Branding is vital to how emails are being read and how recipients understand them. It helps people make the connection and say, “This is the real thing, not just a third-party email.” Include your logo in your email communication and make it clear this really is your company. Also consider including your company name in the subject line of your emails. To learn more about email marketing, don’t forget to Mail clients have started tying the engagement levels of your email subscribers to your reputation as a sender. In response to this, you will need to keep your recipients highly engaged in order to appear reputable in the eyes of Gmail, AOL, Yahoo, etc. Do your recipients click on emails or do they delete them? Do they mark them as spam? What action do they take? Make sure your subscribers don’t get what they don’t want. Are you keeping track of the percentage of hard bounces you get? You need to be. If that number is rising, bring it up with your ESP. Since hard bounced can really hurt your reputation, you will have to clean your list regularly. Make sure you suppress against them if that is not already something your ESP is doing on the back end. . But the most universal piece of advice you can adopt to avoid spam-triggering words is to keep your emails out of the box. Be bold and think outside the frame of what other companies are using. 2. Suppress Against Hard Bounces   6. Use a Preference Center If a recipient wants to update her email address, does she have an easy way to do that? Provide her with a preference center, in which she can make that selection and tell you what the best email is to be contacted at. Give people the option to mark how frequently they want to receive emails from you and share their favorite topics. Such a feature will show you care for your subscribers and respect their preferences. 1. Check Your Copy for Spam-Triggering Words  center_img 5. Don’t Forget Branding , Originally published Jan 31, 2011 4:00:00 PM, updated October 20 2016 4. Set Expectations in the Welcome Email Content Detective 3. Increase Engagement Levels r. ContentChecker look into that SpamAssassin These best practices will help you monitor your deliverability and improve it overtime. Don’t be the piece of mail that got stuck in the spam pile and unintentionally got thrown out. Stand out. Topics: and understand how many of these complaints you are getting. If the number is significant, you will have to take action. Remove the subscribers who have complained and stop torturing these poor souls. Also consider putting the unsubscribe button at the top of the email instead of at the bottom. (Unsubscribing is better for your reputation than having your email reported as spam.) Email Deliverability Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

SEO: 301 Redirects Don’t Pass Existing Social Shares

first_imgWhenever you consider a Passes Social Shares?   Google+  value of social sharing For the other sites besides Twitter, none of the social sharing factors carried over at all and we didn’t notice this same phenomenon with them. Sharing addresses on the Performable blog or other parts of their site didn’t impact the sharing totals for HubSpot at all. It looks like Facebook and Google+ aren’t counting the redirects and final URLs in the same way that Twitter does as a result, or the results would have matched theirs. In summary: , particularly factors that show up in search engines or other formats, like the number of tweets or Likes a page has gotten. That led us to the weekend, and I checked the statistics on Monday. Something interesting had happened over the weekend though: As people occasionally tweeted the old URLs from the now-redirected, those tweets counted towards the total tweets for the relevant page on Topics: It’s also worth mentioning that while Facebook, Google+ and LinkedIn don’t read the redirect when deciding where to send people, they also often don’t properly realize that they are being redirected as part of the new URL. For example, if you try to share today on Google+, you end up with a very strange looking preview with the Performable logo and a page on, as below: Reads Redirects? After we did all the redirect work on Thursday afternoon, we checked right afterwards for the social sharing stats for each of the pages for Facebook, Google+, LinkedIn, and Twitter. Unfortunately, it doesn’t appear that any of the shares passed through to the new pages. All of the new pages on the HubSpot domain showed having no social shares at all, and the old pages still showed their old data. Don’t let something like this stop you from making important changes to your website or re-architecting how things are laid out, but if you need help we have a Putting a redirect on an old page and then pointing it to a new one didn’t move those shares through. This was somewhat a surprise to us – Since anyone who clicked on that old share or tweet still came through to the new site, we had hoped the share might come through too. Originally published Aug 10, 2011 11:00:00 AM, updated October 20 2016  Twitter  One of the factors that can be easily overlooked on this front is the website redesign or changing the layout of your website, there are a number of extremely important questions that you should ask yourself. For example, you should think carefully about where you are going to move your key resources or pages, what impact the shift might have on them, and how to make sure that you’re easily able to get found. No  LinkedIn center_img Over the last month, as we prepared to shut down the Performable website after HubSpot’s acquisition of them. We took careful stock of each of their webpages and the statistics of them, so that we could carefully measure what would happen to each of them. For each page on’s blog, we recorded the number of views that page had in the last month, and the number of tweets, likes, LinkedIn shares, and so on for the page. No No . No Yes No No When Twitter formulates the count of tweets for a certain page, they first read the URL that was tweeted and then follow any and all redirects off of that URL. As a result, the following tweets afterwards did count towards HubSpot’s pages. It makes a lot of sense for Twitter to do this – that way, no matter what URL shortener someone chooses to use, they make sure they’re always recording the final URL that was being tweeted by someone. The fact that matters for the tweet count is the final URL that was tweeted, and not anything in between or if that URL was redirected. If you are ever considering moving a website or a section of your website, be very conscious not just of the obvious factors, like making sure that the pages have redirects. Also be aware that there may be things that you lose or cannot control, such as losing the social shares that may exist of your current pages. website Having established our base data, we want to check on if we could take advantage of these shares in any way and preserve their value as we moved the website redesign kit to help. No  Facebook  Social Media Engagement Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

How Traditional Industries Are Adopting Inbound Marketing [Marketing Update]

first_img Topics: Switching to Inbound Marketing Special guests Brian Whalley and Janet Aronica hosted last week’s episode of Marketing Update. Brian and Janet discussed new LinkedIn company features, Steve Jobs, rooftop QR codes, the state bar of Wisconsin encouraging inbound marketing, and how few marketers target US Hispanics with Spanish-speaking Facebook pages. New LinkedIn Company FeaturesBrian and Janet explained how the newly released LinkedIn company status updates are useful for B2B companies to engage with their networks. Now businesses can control which employees are able to post updates that appear on their company LinkedIn page. This is a great new method of sending updates and content to fans and friends without requiring them to join a LinkedIn group. Remember that your company’s LinkedIn profile should have its own unique personality and presence to help it stand out from competitors on LinkedIn.  Marketing Takeaway: Start increasing your company page’s LinkedIn following so you can reach more members of the LinkedIn community with your updates. Learn how to get started using LinkedIn’s company status updates for marketing here.State Bar of Wisconsin Encourages Inbound Marketing Many law firms and lawyers are creating free online content that informs potential and existing clients of important changes in the law, and at the same time promote these specific lawyers. These law firms understand the importance of updating their audience with content that they’re searching for online. This strategy will definitely help law firms get found by potential clients if the timing is right and the content is valuable and accessible.  Marketing Takeaway: Creating content and utilizing inbound marketing strategies can benefit any business, no matter what industry. Even industries that have been slow to adopt new inbound marketing tactics are finding that they can be a powerful business marketing tool. If you’re not using inbound marketing already, get started today. The internet is your oyster. Originally published Oct 10, 2011 8:00:00 PM, updated October 20 2016 Don’t forget to share this post!last_img read more

How to Jack the News to Generate Marketing Buzz

first_img Topics: Originally published Nov 16, 2011 7:30:00 PM, updated October 20 2016 Piggybacking on newsworthy information in marketing often leads to big successes. Historically, we have encouraged marketers to keep track of newly released industry reports, upcoming events, and opportunities to tie their brand to a story that is currently generating a lot of buzz in the news. Such techniques help us become more agile marketers and gain stellar public exposure.David Meerman Scott’s new book Newsjacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage invites marketers to look around themselves and spot more “newsjacking” opportunities.Here is an excerpt from David’s new book, Newsjacking:As journalists scramble to cover breaking news, the basic facts—who/what/when/where—are often fairly easy to find, either on a corporate website or in competitors’ copy. That’s what goes in the first paragraph of any news story.The challenge for reporters is to get the “why” and the implications of the event. Why is the company closing its plant? The corporate website may offer some bogus excuse like “because it wants to spend more time with its family.”Competitors may quote some expert’s speculation on the real reason, but a reporter can’t cite that without adding something self-demeaning like “according to an expert quoted in the New York Times.” Journalists need original content—and fast.All this is what goes in the second paragraph and subsequent paragraphs. That’s why the newsjacker’s goal is to own the second paragraph. If you are clever enough to react to breaking news very quickly, providing credible second-paragraph content in a blog post, tweet, or media alert that features the keyword of the moment, you may be rewarded with a bonanza of media attention.If there is one organization we all count on for a quick reaction, it’s the fire department. So it is encouraging to find that the London Fire Brigade (LFB) is able to newsjack at lightning speed.News of the rescue, along with photos of the dramatic fire, quickly became the lead story in media worldwide. But the story was thin, few outlets had an original angle on it, and no one had reporters in the British Virgin Islands. For editors in the ferociously competitive UK media, situations like this are hideously stressful. So imagine their collective relief when the local fire brigade showed up to the rescue.Within hours of the initial reports on the fire and Winslet’s role in the rescue, the LFB offered Winslet the chance to train with firefighters at its training center. The offer was made in a story written by the LFB and posted on its website.This clever newsjack got the LFB huge attention, as the offer to Winslet was featured by news outlets worldwide.  What the LFB did—quickly posting the Winslet offer on their site and alerting reporters—took no more than a few hours and probably cost nothing. But the resulting media exposure was worth millions. It was a gambit that succeeded because the timing and the message were perfect. You can newsjack, too.This excerpt clearly communicates the value of following what’s in the news and being able to remix it in a marketing context. So what should a marketer do in order to be prepared to newsjack?Follow the NewsIt might sound simple, but the importance of following the news cannot be emphasized enough. Read not only your favorite media outlets’ websites and blogs, but also sign up for Google Alerts to receive notifications when certain (industry) keywords are being mentioned.Follow JournalistsBy following and building relationships with influential journalists who cover stories in your industry, you expose yourself to more opportunities to hear about what they are interested in and to pitch them ideas. Muck Rack is one tool that can guide you in this task — it helps you to find journalists and follow the conversations they engage in.Be QuickIn order to take advantage of newsjacking, you need to act fast. Most likely, you won’t have time to develop a full-fledged marketing strategy. There might be time to only host a quick brainstorm session with your team. Make sure you are prepared to involve the right people and assets in this process.Have you had success with newsjacking? Share it with us in the comments below. Newsjacking Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more