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Tech PR Nibbles*

*A nibble is half a computing bite. A Tech PR Nibble is an insight or idea that can lead to conversation, a big idea or influence for a brand. The shared thinking of the global Ogilvy PR technology practice community; dedicated to Technology and Beyond. Participants in our social media world.

Going Undercover: Covert MarketingAugust 27

I read a really interesting article on the emerging social media trend of ‘dark marketing’ which takes a very much ‘covert’ approach. It provides examples of companies that have implemented stealth tactics in order to reach and sway influencers and potential influencers without engaging them directly with a brand.

Dark Marketing was defined as “…discretely sponsored online and real world entertainment intended to reach hipster audiences that would ordinarily shun corporate shilling” by Tom Edwards in this article.

In order to give a balanced account of this marketing approach, I have provided a couple of positive and negative examples. Sony recently launched a ‘Fake Tourist’ campaign in which it seeded Sony camera users in a central location and asked them to engage with people to take their picture with the desired goal to lead to a ‘pseudo-pitch’ around the product. This approach faced widespread criticism as it was considered a sly tactic to try and drive up sales of Sony’s latest camera product.

Another example is Vespa in the

Going…going…Google MobileAugust 25

Nowadays, we worship and rely on Google. Can you actually remember what your life was like before it? Pretty hard, isn’t it?

While in New York earlier this summer, I got up to speed on a great service (and probably one I should have known about before), but it is perfect for those of us not always completely sure where we are going or just haven’t updated our electronic  rolodexes on a regular basis.

Google Mobile makes our lives more streamlined, more on time and far less confusing. Simply text commands to 466453 (”Google” - as I’m sure you could have guessed). Commands can range from product prices (ex: PRICE Apple iphone) to weather (ex: WEATHER san francisco) to places (ex: Magnolia Bakery nyc). Other commands include sports, stocks, movie times, and directions. What more could ask you for?

Google Mobile is a great resource to have in the palm of your hand as you’re out and about going to meet a client, need to get a cross street for a lunch spot or just want to be able to obtain the necessities instead of dealing with the browser on your smart phone.

Now get those fingers typing and get on the move!

What does the future of the Internet look like?August 21

It seems like a logical move but who would have thought that we are well and truly advanced to the point where the Internet will be delivered to us in our livings rooms via our televisions. Intel and Yahoo are teaming up to bring this experience to consumers via a Widget Channel, representing a true evolution of the Internet as know it.

So what implications does this have for the consumer? If we are looking ahead, it means that we will have the ability to interact with these TV widgets via remote control - offering us an enhanced and all-immersive online experience. We’ll be able to purchase products online, converse with friends via email, frequent social networking sites, check out favourite videos online and share with friends during the ad breaks. The possibilities are endless.

If you are viewing an ad that features a new, must-have product, this new experience could mean that you don’t need to leave your house to purchase it. You see a product, love it, want it, jump online and purchase in real time - and from the comfort of your very own couch.

And the really cool thing - Intel and Yahoo are already collaborating with companies including

Cats get nine lives, does Second Life get just one?August 21

Personally I am not a fan of Second Life - it has never captured my imagination and with three children, two of teenage years, it hasn’t captured their’s either. Clearly, for the virtual world creators at Linden Lab, and the early adopters that got on board at the start, it has been a success. But like most things, once the hype and excitement of a new application wanes, that is when the real effort begins. Can Second Life really sustain a presence, continue to innovate and attract new users, whether personal or business? You decide.

But one Australian researcher, Kim MacKenzie, a PhD student at the Queensland University of Technology, is trying to find the answer. Kim is completing her honours year thesis around the business applications of Second Life. She studied 20 international brands over three months last year and has come to the conclusion that many were either ghost towns or worse, had shut up shop. She often found herself wondering around with no evidence of anybody in. See the full article posted today by the Sydney Morning Herald’s Asher Moses.

Linden Labs released figures in April that showed Second Life active users in Australia were 12,245, down from 16,000 towards the end of last yea

PR is not synonymous with “publicist”.August 20

I have seen so many posts and buzz these last few days about PR becoming obsolete, everywhere from TechCrunch to ZDNet. In some cases I felt compelled to post comments. Now I finally have a bit of time to log into my WordPress account and write a proper post about it.

Let me address the issue at its core: PR is not synonymous with “publicist”.

PR is much more than media relations or pitching bloggers. It’s much more than being the conduit between a company and the media (be it traditional or social.) It’s about been strategic on what you want to communicate, how, when and to whom. A good PR campaign can (and should) reach all the stakeholders and the influencers beyond media and blogs, such as financial analysts, industry analysts, academia, legislators, partners, employees, consumers, customers, local communities, online communities, Wall Street, etc. It depends on the company business and its business goals.

If the point of these posts is that the media landscape is changing and therefore PR people need to understand it in order to provide sound counsel to their clients (regardless of whether you are in-house or on the agency side) then I agree with you. However, good PR people are much more than publicists. They know that blasting a pitch email hoping that it sticks will not work. And most im