Boomerang

As PR pros, it’s our job to be “in the now” and “in the know.” Trend tracking is one way we accomplish this but it’s not the only reason to stay on top of the market pulse. Trends help us maintain our clients’ relevance in the marketplace, identify changes in consumer expectations, and increase a client’s “cool factor” with specific audiences. Market trend knowledge gives us valuable insights so we can develop goods, services, and experiences that appeal to customers. It helps us avoid the risk of disappointing (or worse yet - not even reaching) target audiences.

Scoping the blogosphere over the last year, we’ve seen niche networks become more prevalent but not necessarily at the expense of the more wide-reaching sites such as Facebook, LinkedIn and MySpace. Experienced networkers are spending considerable time on niche sites like Goodreads and Imeem that cater to particular hobbies or interests. We’ve also seen a growing number of networkers forming smaller sub-communities on the larger sites.  

Yes, tracking trends helps us stay on top of what’s happening right now, but it also provides insights into what’s coming next. Looking around the corner, I expect to see a growing number of sites that connect offline neighborhoods, housing communities, buildings, and dorms to online networks. These new networks will provide a virtual space for community members to interact and to find or promote local services. The good news is that a highly localized online network will enhance its offline community. 

For some, the benefit of joining the neighborhood network is to quickly learn about what’s happening, and get updates about their immediate environment. For others, it’s more about connecting with people in their area who share similar socio-economic backgrounds or lifestyles. Hey, if they all live in the same building – they must have something in common!

Recently a client asked me what he could do to increase his knowledge of social media and to be perceived as a “web-savvy executive.” While he’s already pretty sophisticated in terms of understanding the evolving online ecosystem, he felt was ready to take it to the next level.It’s a worthy goal, and I came up with a list that I think will not only help him talk the talk but also walk the walk.1) Participate in online discussions such as blogs and add your opinions, thoughts, and perspectives. Joining the online conversation is the best first step to become web savvy.  

2) Write an article on a topic you’re expert in or passionate about and post it to Wikipedia or Amazon’s new Amapedia website.  

3) Leverage Facebook and start using it to expand your network. I know people think that site is just for college students but it’s not. Technologists, journalists, and executives of all industries are joining en mass. While you’re at it, why not create a Fan page or even a Facebook group for your company.  

4) Start soliciting your LinkedIn network with questions pertaining to your industry. (What??!! You’re not on LinkedIn? That was even before step 1 so go ahead and register now.) Sending questions to your network allows you to connect (or reconnect) with colleagues and survey them for insights, as well as shows them that you value their opinions and knowledge. I like the fact that LinkedIn questions are public and come up in Google search results. 

5) Create an account on delicious and start bookmarking things you discover on the web. It’s also a great way to extend the distribution of your own digital assets (anything with a URL) and lets people find your content organically through search on that site. Make sure to include your name in summaries, if appropriate, and craft descriptive summaries, notes, and tags. 

(George Shroder and Mike Cordano, Fabrik, Inc.)

Chris Shipley and the crew at DEMO, the premier event for introducing emerging technologies for more than 16 years, run a top-notch and well-oiled operation from their annual desert launch pad. Unlike CES and Macworld, there’s a more “make-or-break” feel to DEMO’s first public unveilings, which are broadcast live on the Web, and blogged about in real time. There’s also added pressure to deliver the golden sales pitch and big “aha” moment in less than six minutes flat to qualify as a DEMO-God. (At least in the Warhol 60’s, you had 15 minutes of fame.) 

Last week, 77 carefully selected entrepreneurs gathered on the main stage to reveal their wares to the world, while their software development teams back at the home office cheered them on. The demos are tightly scripted, including A/V cues for the broadcast crew, and the quality of lighting and sound is impressive. The best demos I saw this year were funny. Take Mandiant, for example, an enterprise security company that “Finds Evil and Solves Crimes.” The founders’ comic delivery had a campy Hawaii Five-O ambiance, but the simplicity of their messages played out quite well on the grand stage.

The DEMO experience stands out from other events in January, typically tech PR’s busiest month. It’s much less frenetic than CES, and the balmy Palm Desert air gave me a chance to dry out from the dismal weeks of San Francisco rain during Macworld. It’s a more intimate gathering that lends itself to networking for partners, making personal connections, and learning more about other great ideas and implementations in the works. Instead of journalists running from one tech giant to the next, like CES, it seemed they had more time for casual conversations, laughs and insights from smaller, innovative companies.

DEMO proved to be a fantastic launch pad for our client Fabrik’s Joggle, a new Web service for consumers frustrated by finding content spread across a variety of devices, online services and social networks. It’s one of the most extensive and interesting services yet to be based on the Adobe AIR platform. To kick off the coverage, BusinessWeek picked Joggle as one of its annual top DEMO picks, and buzz about Joggle spread across the Web quickly — including blog posts from CNET Webware, Popular Science, the San Jose Mercury News and Macworld.  

For companies planning to make a big splash with a cool new product or service, DEMO is definitely at the top of my short list of recommendations.