Posts Tagged tideway

Part and Parcel of the Firm Voice

An article that appeared in The Firm Voice today states that PR may be more insulated from the recession and economic malaise than many other businesses.  It goes on to quote CMOs including long-time client Tideway‘s CMO Kelly Wenzel to back up the point and highlight areas within the PR mix that CMOs are spending their budgets on.

Kelly mentions that even though she’s had to cut the monthly retainer, she is able to supplement it with a project budget to make up for the fewer in-house resources she now has.  Our experience with Tideway has told us that this approach works well if the client and agency take a partnership approach to resourcing, results and remuneration.

Paul King, CEO of Herculese Networks points out that savvy PR agencies that take the time to get ahead of the measurement curve now will be a prime position now and post recession.

Applying science to PR measurement doesn’t work.  We all know this.  Companies and their PR partners need to get around the table regularly to assess the actual outcomes of the PR results (mainly visibility in influential media both social and traditional).  And as part of any customer advisory board a company has put together, measuring the marketing (PR in this instance) output/outcome should be discussed and verified.  This brings measurement down to planet eath.

And is social media the saving grace for PR budgets?  If you visit our site, March Communications, you will see that we do not list “social media relations” on our list of services. Instead, we incorporate social media principles and tools into our client’s campaigns, at both a strategic and tactical level. That way, social media becomes part of what we do for every client, on every campaign.  So, its not only the saving grace, it’s the ticket to PR today.  It’s just part and parcel of PR, so measuring it should involve the same process mentioned above.

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Are economic woes giving rise to owner-driven global PR networks?

I spent two days in Milano with 30 PR professionals from around the globe.  We all belong to the GlobalCom network – a network built by passionate owners of specialist agencies across the world.

During our time together, we asked each other what implications the recession has had on our clients’ businesses and the growth of the network.  Since the network is made up of agenices that specialize across the IT, healthcare and travel and tourism industries, all our clients are feeling the pinch and taking precutionary measures.

One trend we identified was the move toward owner-driven agency networks.  A number of our clients recently moved from the well established global networks most of us have spent time in.  They tell us the ROI is stronger and more quickly established with global networks that are made up of specialized and experienced teams that more often than not have the agency owner participating.

With a number of pitches on the boil and big conferences in the coming months, we weren’t short of discussion points to take us away from the gloom and doom of the recession.  I had the honor of presenting a case study my Tideway team so successfully implemented during WEF in Davos, Switzerland.  I simply showed how Twitter can be a useful tool when trying to reach influencers that are all in one place.  I have to be honest, if it weren’t for this Twitter experience with Tideway, I wouldn’t rate it.  I just don’t get why people want to follow me or why i should follow others.  Do I care what people are eating for breakfast, what city they are in, or their most recent thought?  May be but I think not.

Anyway, Milano was amazing.  I loved the wine, the food and especially being with 30 PRs who get it.  Most people would find the thought of being surrounded by 30 PR people frightening.  I am not like most I guess.

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Live… from Davos, Twit-zerland

According to my records, I averaged over an hour a day on Twitter last week. Not because I find the lure of constant 140-character correspondence with 100 of my closest acquaintances absolutely irresistible (although that is also the case!), but because one of our clients was in Switzerland and I had a job to do.

Tideway, one of the 15 IT companies chosen as a 2009 World Economic Forum Technology Pioneer, had the opportunity to attend the WEF’s annual meeting in Davos, Switzerland last week – a prestigious event that attracts the very top tier of entrepreneurs, politicians, media and geniuses from all over the world.

By now, you’re probably aware of the prominence Twitter has gained in the way people interact at conferences and trade shows.  It’s an ideal tool for connecting people who are all in one physical place, but don’t already know each other or have one another’s contact information. You may be surrounded by six hundred strangers in suits and nametags, but on Twitter you can be engaged in a dialogue with these people about the session you just attended, the big news a company just announced, the party you’re going to later, or the best booths to hang out in. We knew Twitter would be crucial at Davos – and before the meeting started, we had our eye on at least three dozen prominent attendees and media outlets who were already actively tweeting about it.

Tideway’s CEO, Richard Muirhead, sent tweets throughout the week reacting to panels and sessions, responding to open-ended questions, and distributing his first-person blog series about the Davos experience. Our job was to keep our ears to ground and eyes on the screen, communicating multiple times a day to relay who was talking about what, and identifying opportunities to connect Richard with people who would appreciate his perspective and personality. This was, of course, in concert with all of the traditional PR activity surrounding such a momentous event!

The outcomes of this strategy were huge. In just over a week, Tideway received first-time visibility in some of the highest-profile media outlets in the world, including Forbes.com (three times) and the BBC (twice).

Here’s the thing about social media: only the tactics are new. The philosophy remains the same. Following and corresponding with the Davos media on Twitter worked, because it enabled us to take advantage of timing and tailoring – two things every PR team should be doing with any pitch already. Our time spent digesting hours’ worth of 140-character dispatches paid off in knowing what journalists wanted to talk about, when they would be receptive to hearing about it, and where and how to approach them. It’s not always this easy!

The only thing left to be desired from Davos? Bono. He is apparently busy recording an album right now, and did not attend. Bono, if you’re reading this – Richard is still available to meet with you when you’re ready.

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The Davy Crockett of Technology

Tideway has recently been named a World Economic Forum Technology Pioneer.  One of only 34 companies chosen worldwide and among only 15 IT companies, Tideway was selected by a panel of 44 global technology experts for its innovation and vision in IT management, potential market impact, and proven customer adoption.

To be selected as a Technology Pioneer, a company must be involved in the development of life-changing technology innovation and have the potential for long-term impact on business and society. In addition, it must demonstrate visionary leadership and show all the signs of being a long-standing market leader – and its technology must be proven. Previous Technology Pioneers include 23andme, Amyris Biotechnologies, Dr Reddy Laboratories, Google, Gridpoint, Infosys, Kaspersky Lab, Mozilla Corporation and Nanosolar. The entire list of Technology Pioneers, including profiles and interviews with the executives of the selected companies, can be found at: http://www.weforum.org/techpioneers.

Congratulations to Tideway!

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Tideway’s CMO Named Best Business Executive by the Stevie® Awards For Women in Business

Kelly Wenzel, Tideway’s Chief Marketing Officer, was named the 2008 Business Executive in a Computer Software and Services company with up to 2,500 employees by the Stevie Awards for Women in Business.

The 2008 Stevie Awards for Women in Business is an international competition recognizing the accomplishments of outstanding women executives, business owners, and the organizations they run. The awards are produced by the creators of the prestigious American Business AwardsSM.

As CMO, Wenzel drives Tideway’s go-to-market strategy and oversees product marketing, lead generation and marketing communications, sitting at the hub of the company’s sales, communications, product management, and engineering activity.

Congratulations Kelly for all of your achivements!  Well deserved.

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Hot Men of ETRE

We’re pleased to announce that the CEO of one of our client companies, Tideway, has been named in Tattletech‘s Top 9 Hot Men of ETRE 2008:

Richard  Muirhead, CEO, Tideway – Men with glasses. Tall men with glasses. Smart, tall men with glasses. Smart, tall, debonaire men with glasses. If they are looking for the next Bond when they get sick to death of the blond Daniel Craig, then they should run to Richard.

Congratulations, Richard!

Though typically we actively pursue media opportunities focused on the company’s technology and industry issues – rather than on the CEO’s likeness to 007 himself – we can tell that this mention probably made his day. Lesson learned? There’s more than one way to tell a client’s story! Perhaps we’ll have to start making some calls to GQ

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