The BOCA Blog

Please Visit Our Facebook Fan Page

2011-02-03T10:58:00.000-08:00

We used to blog, blog, blog...until BOCA created its Facebook Fan page. Now, we post, link, update and share. If you would like to see real-time information taking place at BOCA, please visit our Facebook Fan page.

Cyber Security Awareness Campaign - Thought Leadership

2010-11-11T15:49:00.000-08:00

BOCA Communications is proud of the recent thought leadership initiatives we spearheaded for Narus (www.narus.com) around a national trend: National Cyber Security Awareness Month in October.

Narus partnered with Converge Network Digest (www.convergedigest.com ) and GSN: Government Security News (www.gsnmagazine.com ) to create a survey that queried a cross-section of security professionals in a variety of industries. Using their audience as well as Narus clients we acquired opinions about security in relation to government entities and the telecom sector.

The findings were compelling. An astounding 71 percent of respondents are concerned that their company is not equipped to protect itself from cyber-attacks and approximately 88 percent think the government is not equipped to protect itself thus proving that security is a popular concern.

Upon completion of the survey, we packaged the results into a formal report and linked all our outbound communication to National Cyber Security Awareness Month.
BOCA used a blend of old fashion and social PR mediums to communicate the results to pundits that matter. We developed a dedicated landing page that highlighted the survey findings, leveraged Twitter and Facebook and also incorporated an old school mail out campaign complete with USB drives that housed the Cyber Security report, press release and letter from Narus marketing. The outcome was a success.

Defense Daily
Vendors Need To Offer ‘Best-Of-Breed’ Cyber Security Solutions, Narus Says
http://www.defensedaily.com/publications/dd/Vendors-Need-To-Offer-Best-Of-Breed-Cyber-Security-Solutions-Narus-Says_11493.html

Defense Systems
Are cyberattacks against DOD on the decline?
http://defensesystems.com/articles/2010/10/29/pentagon-cyber-attacks-decrease.aspx?sc_lang=en

Washington Technology
Cybersecurity firms’ values soar as attacks increase
http://washingtontechnology.com/Articles/2010/10/05/Insights-Cyber-Firms-Values-Soar.aspx?Page=1

InfoSecurity
Most network security managers doubt companies' cybersecurity protection
http://www.infosecurity-us.com/view/13000/most-network-security-managers-doubt-companies-cybersecurity-protection/

Government Security News
Narus - CYBER ATTACKS ON THE RISE
http://www.gsnmagazine.com/node/21581?c=access_control_identification

Converge! Network Digest
2010 Cyber Security Report
http://www.convergedigest.com/searchdisplay.asp?ID=31573&SearchWord=narus

Verbal Musicality in the Workplace

2010-08-25T10:12:00.000-07:00

After spending years of my life studying classical music and jazz and eventually transitioning into public relations, there is a parallel I can now draw between inspired creativity in music and in the workplace. One of the most rewarding aspects of being a PR practitioner is identifying creative story ideas that we can then bring to the media. However, how do you get to the point where you can improvise words (story angles) as Mile Davis does notes on the trumpet?

I think the key is to make sure that you first understand the “fundamentals” of your client in the same manner that musicians must first master the fundamentals of playing their instruments. You can’t write a symphony without first knowing all the notes as well as some basic musical theory. When I studied jazz, we had to begin by learning scale progressions, from which we could later improvise. By the same token, when we begin work with a new client, the first thing we try to do is get to know as much about the company as possible. It’s from these often casual conversations that we are able later piece together interesting story ideas. If you know, and understand your clients like a musician knows the scales of an instrument, you can pick the right notes/words to create your own “symphony!”

Sammy

Know Thy Message

2010-06-24T07:10:00.001-07:00

Last night I attended a networking function for entrepreneurs in NYC and had the pleasure of meeting a number of professionals who were selling a variety of interesting products or services. These people ranged from a gentleman who was using online video in what I thought was a novel way to a “relationship manager” who served women who were having difficulty staying in romantic relationships. And while all the people I met were clearly very passionate about what they do, a number of them suffered from the same problem: they didn’t have a clear message.

Though “messaging” is an often overused term in our industry, the value of doing it well can not be overstated. So, what exactly do I mean by “messaging?” In this context, messaging is the core language that we use to describe either what our company does or its primary value to the customer. Larger companies usually have their messaging nailed down but entrepreneurs will often begin selling their products or services before they do so.

One example of the latter was a woman who is selling what she told me was healthy coffee. (I gather it is infused with nutrients that traditional coffee doesn’t have while also containing significantly less caffeine.) However, she then handed me two business cards for her company, each one sporting a completely different message! The first one had a tagline that read “It’s Easy. It’s Simple. It’s Coffee” while the second read “Change Your Coffee, Change Your Life.” Needless to say, I thought the second message was far more powerful than the first. However, that’s a matter of opinion. What can not be debated, however, is that she needs to spend more time thinking about who her customer is, what message would resonate most strongly with this group, and then stick to that message. Once she does, then in my estimation, she will be ready to aggressively promote her business. As things stand now, she risks confusing everyone. Which is why, before beginning any marketing campaign, it’s critical to, as we like to say in the PR world, “know thy message!”

The Power of a Plan - Building a Plan around an Issue (Thought Leadership)

2010-06-22T09:44:00.000-07:00

I have a saying, "build a plan, execute a plan and you have a result."

One day someone asked me “what do PR people not do enough of? “

My answer: think. We don't think enough.

People in general are so busy doing and responding to demands/requests that we don't sit back and think about the following:

- What are we trying to accomplish here?

- What is the big news and how can my client play a role in it?

- What are the assets I have to work with?

- What is my plan of attack?

It is so important to sit back and ponder about the key issues of today and determine how can we pro-actively insert our client's voice into those issues.

BOCA recently sat down with Devicescape to ponder - "What is going on in the world that is relevant to Devicescape." Once we mapped it out, we built a plan.

There is a major issue taking place with global carriers right now—Data Capping. AT&T, Sprint, O2 and others are capping their “all you can eat” data plans. Why? Carriers didn’t realize how much rich media people would actually use (nor be created by app developers). In turn, no one knew truly how expensive all this would be.

How does Devicescape fit in?

Devicescape is working with carriers around the world (Deutsche Telekom, The Cloud, Softbank) and device manufacturers (Nintendo, Nokia, RIM) to help solve the data problem. Devicescape is part of the Wireless Broadband Alliance, an organization where global carriers and leading WiFi companies are coming together to discuss bandwidth constraints, 3G offloading and the role of WiFi.

Carriers need to offload the traffic to WiFi. Device manufacturers need to build in WiFi capabilities to all the new devices (smartphones, tablets, gaming consoles, digital cameras) enabling them to run on this cheaper, faster network.
Devicescape’s CEO Dave Fraser has something to say and proof to back his opinions. He can add value and insight to stories.

BOCA mapped out a plan and is now delivering against that plan which equals results.

IDG
AT&T, Verizon Join Wi-Fi Roaming Group
Stephen Lawson
http://www.pcworld.com/businesscenter/article/199413/atandt_verizon_join_wifi_roaming_group.html

Wireless Week
Devicescape Benefits from 3G Congestion
By Maisie Ramsay
http://www.wirelessweek.com/News/2010/06/Technology-Devicescape-Benefits-3G-Congestion-Wireless-Networks/

CNET
AT&T & Verizon Wireless join Wi-Fi interoperability group
Marguerite Reardon
http://news.cnet.com/8301-30686_3-20008476-266.html?tag=rtcol;relnews

Paul Boutin of VentureBeat & NYT - An Informal Interview

2010-06-16T20:48:00.000-07:00

Last Friday we were fortunate to have Reporter Paul Boutin join us at the BOCA office. Thank you Paul!!!

Many people know Paul in the tech sector because he is an esteemed reporter with VentureBeat and the NYT. He also has written for Wired, the Wall Street Journal and Valleywag. Additionally, after studying at MIT, he worked there for several years on Project Athena.

What we learned about what Paul is up to these days...

Paul writes at least once a month for the New York Times, and his ultimate goal is to “give the reader what they want” while answering some of the most important technological questions, such as, how does one deal with technology in their own personal lives?

We spoke about the power of Twitter, and how it connects celebrities with their fans, but most importantly, how content on the internet is invaluable, and “the power of the click” is not only dominated by the number of clicks, but the time any person spends looking on a page, and the content that is presented. Lesson we continue to learn - content is King!

As technology continues to progress, we can only hope to see some amazing things on the horizon, and we thank Paul Boutin for taking the time to come out and chat with us!

BOCA - Facebook Fan Page

2010-06-16T20:42:00.000-07:00

We were blogging regularly and the universal BOCA (we) promise to get back in the rhythm. That said, we continue to update our Facebook Fan page with everything from our great successes with Shipwire - the Export Vision 2010 - thought leadership initiative to the soft launch of Marketfish...case studies coming soon.

When we don't have an update - please just visit Facebook and you can learn about all the great activity taking place at BOCA.

Media Relations 101

2010-05-12T12:06:00.000-07:00

While I might be the “founder” of BOCA Communications, I am also an account coordinator, expert researcher, media pitcher, writer and of course a strategist. This week I am a focused researcher and media relations expert.

The few things about media relations that people can never forget is that 1) it takes time due to thoughtful research and 2) smart targeting – you don’t want your PR person pitching the wrong reporter or the wrong angle to an outlet. Regardless of sophisticated, web based media tools like Cision (previously Media Map / Bacons), media relations comes down to knowing your outlet, knowing the reporters and picking up the phone.

So – what is my net/net here – research your targets, target correctly and pick up the phone with thoughtful, meaningful content.

GenArts Showcased at the Nab Show in Las Vegas

2010-04-08T14:53:00.000-07:00

We were very excited when our client GenArts, Inc. announced yesterday that it will exhibit at the 2010 NAB Show, held in the big city lights of Las Vegas. GenArts will showcase a number of its cutting edge product demonstrations, including GenArts Sapphire™ 5 for Adobe After Effects and GenArts Monsters GT™ for After Effects. GenArts will also be available at NAB to discuss GenArts Sapphire™ for Autodesk Smoke on Mac, a highly anticipated release among the visual effects community.

This year, booth No. SL2607 will be the home to GenArts’ captivating demonstrations and long-awaited product sneak peeks. Monsters GT for After Effects and Sapphire 5 for After Effects will have their exciting debut at this year’s show, and sneak peeks of the two products will showcase new unique effects, and productivity and creativity enhancements that are all hallmarks of the GenArts brand.

NAB 2010 has also been chosen to be the venue to reveal details about the much-anticipated Sapphire for Autodesk Smoke on the Mac. See real-life examples of how GenArts products have impacted the feature-film industry. See demonstrations of the company’s use of GenArts products on Terminator Salvation, Transformers, and Best Visual Effects Oscar nominee Star Trek. GenArts is a sponsor at a number of events as well, including Filmapalooza, where free trial licenses of Sapphire will be available. Hope to see you at the 2010 NAB Show at the Las Vegas Convention Center April 12-15.

Trust Building Using Crisis Communication

2010-03-28T14:15:00.000-07:00

It is quite obvious that company is in trouble when you look at its website and see all the digital distress signals. Check out these sites of recently troubled or confused enterprises, including Maclaren, Toyota, Playtex, and Tylenol for examples of these distress signals.

When you look at its Web site, Toyota, which recalled millions of cars for their faulty accelerator pedals in January, seems to be going into a apology spring sale frenzy. The plan appears to be to express less chagrin than gratitude and largess. “Toyota wants to thank you with our biggest offers ever,” reads the home page. To the left of that declaration is an equally thrilling-seeming banner, this one red states why they are thanking you: “Recall Information: Get the Latest Updates Here.” Check out last months Toyota Trust Communications BOCA blog for more of their crisis communication. I think they should have followed Tylenols "gold standard" and been alittle less sorry and a little more transparent.

Johnson & Johnson is well known for its profound corporate recovery, in the way it finessed a comeback after the 1982 Chicago Tylenol murders. The Tylenol Web site projects absolute self-assurance on in spite of January recalls of Tylenol and other of its medicines (Rolaids, Motrin, Benadryl) after complaints of a moldy smell. A big red button on the home page points a finger at “Important Recall News” and links to a matter-of-fact press release and to a handy way to tell if you’re holding a recalled Tylenol product. Though it lacks the distracting ebullience of the Toyota site, Tylenol plays its setbacks similarly, positioning recalls as though they were all in a day’s work for a scrupulous company that manufactures a lot of important products.

Seven people died in 1982 after taking Tylenol capsules, which had been tampered with and contaminated with cyanide. According to Effective Crisis Management, Tylenol’s market share quickly went from 37 percent to only seven percent. Johnson & Johnson faced a huge challenge. Not only did the company have to manage the crisis communication of just Tylenol, but also of the entire company’s reputation. J&J recalled approximately 31 million bottles of Tylenol from across the country and stopped all advertising.

Some say J&J set a standard for crisis communication when they “assumed responsibility by ensuring public safety first and recalled all of their capsules from the market,” despite the fact that the bottles were tampered with after reaching the shelves. Tylenol was reintroduced into the market with triple-seal tamper-resistant packaging, offered coupons for the products, created a new discounted pricing program, new advertising campaign and gave more than 2,250 presentations to the medical community. According to Managing Crises Before They Happen (Mitroff, 2001), J&J actually increased their credibility during the crisis because of the candidness of the executives. Notre Dame expert Professor Patrick Murphy said J&J set a “gold standard” in regards to business ethics as well because J&J was proactive and transparent.

“Industry expertise” vs. “skillset” - A BusinessWeek Case Study

2010-03-25T17:27:00.000-07:00

One of the most frequently asked questions that PR professionals hear is “who (what journalists) do you know in my industry?”

I’ve always found this question interesting. Why? While it is important who you know, what’s more important is what you know, how you know it, and what skills you have that are transferable.

Sound counter-intuitive? Let’s take a look at Fortune 2000 CEOs and CMOs. They cross industries all the time. Take Edward Whitacre - previously a senior exec at AT&T and now CEO of General Motors. Clearly, GM thinks he’s extremely qualified despite the fact he didn’t come out of the automotive industry. What matters is the fact that Whitacre is a seasoned business professional and CEO.

A great leader is a great leader. A great marketer is a great marketer. A great communicator is a great communicator.

At BOCA, we often take on a new client in an industry that is new to us. One example is Shipwire, a company we began working with a few months ago. Shipwire is our first client (of many, we hope) in the SMB (small/medium-sized business) world. We learned its space, uncovered key reporters, and more importantly, used our seasoned communications skills to secure them a very nice position in the Small Business section of BusinessWeek.

Coincidentally, a technology writer from the same publication wrote a feature story today on our semiconductor client, Telegent. Two different writers in two completely different industries – one within which we’ve had years of experience (semiconductor) and the other new (SMB).

What’s the point here? Knowing the right reporter is a very small piece of the bigger puzzle. Being a seasoned, strategic PR professional who understands business and relationships is how one wins the game.

Read more:

http://www.career-line.com/job-search/new-gm-ceo-comes-from-att/

http://www.businessweek.com/smallbiz/content/mar2010/sb20100318_940081.htm

http://www.businessweek.com/news/2010-03-25/maxlinear-s-34-advance-signals-potential-for-telegent-s-ipo.html

The "Monster" SXSW Tech Week

2010-03-16T10:38:00.000-07:00

South by Southwest (SXSW), the vast festival in Austin, Texas, covering music, film and interactive technologies, is starting off with a bang. Representatives from the likes of Twitter, Google, Microsoft, Spotify and hundreds of other companies of all sizes are addressing the tens of thousands of attendees throughout these first five days.

But what’s interesting about SXSW is not just the big names, it’s the smaller developers and start-ups who are presenting their ideas in the tucked away corners of Austin’s Convention Centre and the surrounding hotels into which the conference overspills. Finding them is another matter – the list of speakers runs to 41 pages.

The SXSW Web Awards took place last night (winners here), with location-sharing service Gowalla beating out Foursquare for best site in the mobile category and search site Wolfram Alpha nabbing Best in Show. TechCrunch liveblogged Twitter co-founder Evan Williams’s keynote Q&A. Evan did not go into details about the company’s new ad platform and was surprisingly tedious according to many audience members. But his Twitter posts about the event were followed in awe by millions. Other big news: Google Buzz was a “privacy fail” (via ReadWriteWeb), and music service MOG will let you stream any song on demand to your phone (via GigaOM).

This event is starting off like it was intended: “A hotbed of discovery and interactivity, the event offers lucrative networking opportunities and immersion into the art and business of the rapidly evolving world of independent film.”

The Prestigious Information Security RSA Conference in SF

2010-03-03T11:31:00.000-08:00

In the new information security age, you’re trained to expect the unexpected. Changes occur in a nanosecond. The RSA Conference in San Francisco, CA is the most all-inclusive forum in information security offering enterprise and technical professionals a place to learn about all those changes. A place where they can go there to learn about the latest trends and technologies, get access to new best practices, and gain insight into the practical and realistic perspectives on the most critical technical and business issues facing you today. This year’s theme is the Rosetta Stone, designed to remember “the Rosetta Stone’s legacy to modern Egyptology and its lasting message on the power of collaboration.”

Our client Narus spearheaded and spoke on yesterday’s panel, “Delivering a Unified and Resilient National Cyber Security Framework.” Moderated by Wall Street Journal reporter Siobhan Gorman, the impressive panel looked at the Obama Administration's concentrated effort to protect the U.S. national infrastructure from cyber threats, and the pitfalls it has encountered thus far in doing so. The panelists discussed how this problem may be solved with cooperation between government and the private sector. Narus CEO Greg Oslan and Cisco CSO John Stewart joined top national security advisors Melissa Hathaway and Bill Crowell for this lively discussion. The panel had about 175 satisfied attendees from major security agencies, defense contractors, governments and large enterprise companies.

GenArts & The Foundry Strategic Alliance

2010-02-23T22:10:00.000-08:00

We are very excited about the recent strategic alliance between our client GenArts, Inc., the premier provider of specialized visual effects software for the film, television and video industries, and The Foundry, the world-leading visual effects software developer. GenArts is a revolutionary plugin developer who has expanded its visual effects software portfolio (Sapphire, Monsters, Raptors and wondertouch) and the alliance should ensure its plugins work seamlessly with The Foundry's popular Nuke software.

GenArts will now be taking over development of The Foundry's Tinder and Tinderbox plugins. The companies also will collaborate to build the capabilities of the infamous Nuke, which has been adopted by a number of vfx shops, including Weta Digital, Industrial Light & Magic and Sony Pictures Imageworks.

GenArts will start off big and immediately get started on all of the development, sales, marketing and customer support of Tinder and Tinderbox. GenArts' acquirement of The Foundry's Tinder and Tinderbox business allows both companies to focus on delivering best of class of product portfolios to the industry.

For more information on the alliance between GenArts and The Foundry please view the press release, FAQ, or check out the recent buzz in the news on fxguide, VARIETY, xconomy Boston.

The Wonderful New World That Allows You To Become “One” With Your Machinery

2010-02-16T16:35:00.001-08:00

It is already perfectly ordinary to interact with a new wave class of devices entirely by using natural gestures. The Microsoft Surface, the iPhone and iPod Touch, the Nintendo Wii, and other gesture-based systems accept input in the form of taps, swipes, and other ways of touching, hand and arm motions, or body movement. These are the first in a growing array of alternative input devices that allow computers, like Hitachi, and PC makers that are on the brink of rolling out game consoles, televisions and computers that use gestures to control the machines. The idea that natural, comfortable motions can be used to control computers is opening the way to a horde of input devices that look and feel entirely different from the keyboard and mouse.

Gesture-based interfaces are changing the way we interact with computers, giving us a more innate way to control devices. They are increasingly built into things we can already use; Logitech and Apple have brought gesture-based mice to market, and Microsoft is developing several models. Smart phones, remote controls, and touch-screen computers that casually accept gesture input. You can make music louder or softer by moving a hand, or skip a track with the flick of a finger. Instead of learning where to point and click and how to type, we are beginning to be able to expect our computers to respond to natural movements that make sense to us.

The most common applications of gesture-based computing are for computer games, file, media browsing, and simulation and training. A number of simple mobile applications use gestures. Mover lets users “flick” photos and files from one phone to another; Shut Up, an app from Nokia, silences the phone when the user turns it upside down; nAlertme, an anti-theft app, sounds an alarm if the phone isn’t shaken in a specific, preset way when it is switched on. PicLens currently offers a small icon cue inset in each Web photo that lets users know they are at a site like Facebook and Google that can be browsed with the software. Some companies are exploring further possibilities; for example, Softkinetic develops platforms that support gesture-based technology, as well as designing custom applications for clients, including interactive marketing and consumer electronics as well as games and entertainment.

Because it changes not only the physical and mechanical aspects of interacting with computers, but also our perception of what it means to work with a computer, gesture-based computing has the potential to transform technology forever. The user and the machine become closer and the sense of power and control increases when the machine responds to movements that feel natural. Unlike a keyboard and mouse, gestural interfaces can often be used by more than one person at a time, making it possible to engage in truly collaborative activities and games. These activities that are used frequently in many casual sporting activities are suited now becoming suited for gestural interfaces on game consoles, televisions and computers.

Deviscapes Q4 2009 WIFI Report

2010-02-11T11:38:00.000-08:00

Devicescape, the leader in Easy WiFi, performed a very detailed WiFi (preference and trend) report in 2009 with nearly 3,000 survey respondents around the world. The survey queried a cross-section of Devicescape's members, a group that includes a variety of professionals and students.

The report found that a majority of users (sixty-eight percent) will view advertisements in exchange for free WiFi. It also found that Sixty-three percent of respondents would like to receive coupons from nearby Easy WiFi venues for product discounts. If a condition is to view an advertisement for free WiFi access at a cafe or other Easy WiFi Network venue, the majority of respondents (eighty-one percent) are willing to view the sponsored advertisements. The report showed that a majority (67 percent) of respondents still will not pay for WiFi, while twenty-five percent stated they would pay up to $3.

We already know about the importance and demand for WiFi from prior quarters' reports, the most recent survey aimed to uncover compelling new trends that will shape the face of WiFi over the next few years. I think the use of advertising is an important trend to watch, one that will likely help offset the cost of providing free WiFi to users. In general, attitudes toward the ads were encouraging, as a majority of survey respondents indicated they would watch advertisements in exchange for free WiFi service. This opens the doors for endless opportunities in the near future.

Toyota's Use of Public Relations and Social Media to Preserve Trust and its Brand

2010-02-09T01:16:00.000-08:00

It is interesting to watch the Toyota story unfold. But, as a marketing professional it is very interesting to watch its use of marketing—commercials, YouTube and etc.
Toyota used public relations, social media, and YouTube to deliver a message by Jim Lentz, president of Toyota’s US marketing, to reassure consumers over concerns surrounding the safety of its cars. They used the video-sharing website in an attempt to restore trust in the brand and avoid damage to its reputation, which reports estimated could cost the brand as much as £4bn worldwide. On the YouTube video, Lentz says, “I hope you will give us a chance to win back your trust.” Trust is a key value the company is also really pushing forward. We are the company you have trusted and you can continue to trust.

Effectively the company is using YouTube and traditional commercials in an attempt to restore trust in the brand and avoid damage to its reputation. While commercials are a great vehicle, a key YouTube element is that unlike television this clip will be around for public consumption for quite a long time and it can be embedded on blogs like this or Facebook, subscribed to on Youtube, and generally pushed around online so there is extra power in the message.

The "mythical" new iPad review

2010-01-28T15:27:00.000-08:00

Like everything Apple designs, the iPad is intended to satisfy our cravings for simplicity and clarity. On the surface it appears to be little more than an oversized iPhone, a flat, black screen with a single button but underneath it wants to be a laptop.

The screen is about the size of a large paperback, but it's just half an inch deep. That big, glassy screen does leave it vulnerable to breakages, but could also make it much easier for people who are used to toting a laptop around with them.

Using it will be familiar to anybody who has tried an iPhone: it uses the same combination of swipes, pokes, jabs and sweeps of the finger of its smaller cousin. Sweep your hand across its reactive 9.7-inch screen, though, and everything feels more satisfying and natural.

The iPad attempts to do almost everything that your laptop can, while also offering almost everything your smartphone can do as well. Surfing the web was a breeze, while it plays video smoothly and handles a variety of games pretty well. You can use any of the existing iPhone applications straight away, though it is disappointing when you realise that they become blocky and almost childlike when expanded to fill the larger screen.

Switched into ebook mode, the way the iPad emulates the printed page feels fairly natural, if not entirely on a par with rival ebook readers such as Amazon's Kindle. When you get down to business, the iPad might not be enough for heavy users. The on-screen keyboard will take a little getting used to: unlike the thumb-driven flash of text messaging, typing on the iPad requires either a single finger stab or putting it down on a flat surface. But for casual entertainment, it manages to do plenty very well: the sort of thing likely to tempt customers who want a lightweight laptop but doesn't really need it to do any heavy lifting.

For anyone who loves new technology, getting the first touch of a new Apple device is a little seeing a unicorn: the first experience of a mythical object imbued with miraculous properties.

Jobs portrays it as exactly that, a magical device that will change the way we use computers in our everyday lives. And while playing with the iPad was not exactly a religious experience, it's not hard to see that the gadget, or at least the ideas it contains, will be with us for a long time to come.

Mobile News Update

2010-01-28T10:27:00.001-08:00

It seems like more and more people are checking their email and social networks every morning. Most of us do it to find out what happened while we were sleeping. Except for we're not tucking into a newspaper with our coffee, we're scrolling down a Twitter or a Facebook app.

This is why news organizations have developed iPhone apps. I ran a search for news applications at the iTunes News Apps for iPhone and stopped counting at 3,240. I love convenience and no matter how small laptops become, my iPhone is always with me. Given the increase in the number of people who will have access to high speed, Internet-enabled devices in years to come, news organizations have joined many other companies that are ahead of the game on portability.

The best part on this is that news organizations have a new opportunity to be portable with relevance. In an age when magazines and newspapers are not a daily habit as much any more, news apps incorporate portability with immediacy - push notifications are an example of that.

What can businesses learn from news apps? I think a big part of it involves "providing value in exchange for presence" on mobile phones. Great brands provide utility, experimentation, design of experience, create a sense of community with customers, and change the model.

I believe the best way you get your news feeds on peoples phones comes down to:

1. Publishing great content - this is something you will continue to see improving everywhere. Feeding the web that feeds your phone a completely new and exciting way of organizing content.

2. Being real - we got past the empty "hi, how are you, I'm going to the store" kind of real. Technology updates, entertainment and engagement are good starting points, depending on what your brand stands for.

3. Giving the inside scoop - social networks seem to be giving you the uncut news more quickly now, because it is not monetized like the big news organization.

4. Being personal - a personal relationship still outweighs all the digital gimmicks out there.

5. Allowing a conversation - mobile begins to fare much better than social this year.

This leads to your own personal reflection of what news app works best for you and what you consider intrusive on your phone.

3 of the Most Incredible Things Public Relations can do for Your Organization

2010-01-25T23:03:00.000-08:00

I want to share with you some of the incredible benefits of public relations, below are three of the most incredible. Public relations is the start of a relationship with a customer, and to get that ball rolling, you have to know why having that relationship is important. Customers trust someone they know, and using PR, you can gain that trust.Here are a few things PR can do for your company:

"Build your brand." I believe a good mix of public relations, not advertising, builds a brand. A brand cannot be built on advertising alone since PR is more credible and trustworthy than advertising. Advertising hopes to relay information, but a press release, social media, marketing, newspaper article, or trade show appearance can help to share information and have a meaningful conversation and connection with a customer.

"Create trust for your company and its products." This adds to the first bullet point: "Because public relations is viewed as more credible than advertising, it's a great tool for helping customers understand that they can trust your product." While trust is not gained overnight, PR can greatly increase your chances of generating that trust from customers.

"Shift the perception of your product.""PR is also a useful tool for changing the way customers view your product." Your product, depending on its stage in the life cycle, may already have a perception customers associate it with. These perceptions are sort of like stereotypes about a product that are very hard to change or shift. To change this perception, a company would need to use some major PR tactics. They would need to utilize the media and customers to help that perception change.

Thank you for reading. I hope to have shown you that with the right mix, Public Relations can be an invaluable asset to any organization.

2010 February 15-18 Mobile World Congress

2010-01-20T19:28:00.000-08:00

GSMA Mobile World Congress (3GSM) in Barcelona is the biggest wireless tradeshow in the world. It combines the world's largest mobile industry exhibition with an innovative and exciting conference featuring leading mobile operators, vendors, and content owners from across the world. Approximately 50,000 key decision-makers in the mobile industry are expected to attend the 2010 Congress in Barcelona, Spain.

Mobile World Congress presents an abundance of opportunities for mobile professionals and innovators from operators, value-added service providers, and equipment and device manufacturers from around the world. Mobile World Congress provides the ideal experience and environment for networking with a select circle of mobile professionals who can positively impact your business for an entire year. For more info check out GSM World.

The power of humanity through Social Media

2010-01-19T10:16:00.001-08:00

It’s hard not to feel for the people of Haiti.

The recent earthquake has left Port au Prince devastated and resources to aid in the aftermath scarce or used up. According to The New York Times:

United States Secretary of State Hillary Rodham Clinton told NBC’s “Today” program that 3 million people – about a third of Haiti’s population – had been affected by the quake, and that “there will be tens of thousands of casualties – we don’t have any exact numbers.”

I’ve noticed something as this disaster has unfolded – more than ever before, people are using social media to spread the word and help the relief efforts. People are posting Facebook statuses with their thoughts, prayers and personal connections. Twitter is especially abuzz about Haiti, with such trending topics as#HelpHaiti and #Haitirelief. Scores of non-profit agencies are also using Twitter to raise awareness – and money. The Red Cross and other groups are also accepting donations via text messages.

According to some accounts, a few online con artists are using the Haitian disaster as an opportunity to swindle generous people out of their money. But Twitter is facing up to that challenge as well, with people sharing links to helpful websites like Charity Navigator, which lets you analyze the efficiency and effectiveness of more than 5,400 charities. Another article making the rounds: Ten Tips to Help Haiti, Not Scammers from PCMag.com.

My point is this: social media has proven before and continues to prove itself to be more than just a frivolous time-waster – it can add real value and sense of community, especially in times of tragedy.

My thoughts and prayers are with those in Haiti.

It’s a Mash Mash Mashup World We Live In

2010-01-17T13:42:00.000-08:00

Yesterday I had the pleasure of going on a tour of some of New York’s most renowned art galleries. (For those who are curious, the tour took us through 7 galleries in the famous Chelsea art district.) What struck me was the fact that roughly half of the works were one form or another of what we commonly refer to in the online world as…“the mashup.” One example is artist, Matthew Cusick, who cuts up multiple maps and reassembles them to replicate an image from nature. (Note his beautiful interpretation of a wave above – the blue pieces were taken from the oceans we see on a world map.)

However, the German artist, Martin Denker, may be more representative of the modern mashup wizard: rather than physically cutting anything, he finds, appropriates and develops his own pieces completely from his computer. According to our guide, Martin doesn’t actually create any of the individual elements from scratch – if you look closely at his various pieces (see example above), you’ll find images as diverse as a golf course in Dubai to a certain Mario Brothers video game character.

I think what’s interesting is what this new wave of mashup artists tells us about how we now view “art” generally: when some of the finest galleries in New York are showcasing these artists, you know the mashup has reached near full acceptance as something “worthy” in society. (I say “near acceptance” as major museums seem more reluctant to show these types of work.)

Of course, the mashup has existed in various art forms for many years. Hip hop artists – the Beastie Boys are a great example – have been “re-appropriating”(a.k.a “sampling”) other people’s music for at least twenty five years. And, “pop artists” such as Roy Lichtenstein, Robert Rauschenberg, and Andy Warhol rose to fame in the early ‘60s using a similar approach. Who can forget the comic book strips Lichtenstein used as the basis for his art, including one of my personal favorites featuring the line “I Don’t Care! I’d rather sink…than call Brad for help!”

However, while the mashup has been with us for many years, what’s new is its sheer pervasiveness today, whether we’re speaking of artists working on canvas, in music, and increasingly, in the form of video. And, I think there’s little doubt that digital technologies have been the impetus behind the explosion of mashups both in terms of those that allow us to create (e.g. video and photo editing tools) as well as share (e.g. Youtube.) As technology continues to advance, the mashup seems destined to become an ever greater part of our daily lives.

Andy Warhol would have been proud.

Social Media comes of age in 2010

2010-01-14T08:40:00.000-08:00

New technologies changed the way businesses communicate with customers, friends and families throughout the last decade. For public relations and marketing professionals, the emergence of social media created new opportunities to build relationships never dreamed possible.

Facebook, Twitter, Hootsuite, Tweetdeck, LinkedIn…Where are these social media platforms taking us? Will there come a day when information is somehow beamed directly into the cortex of our desired audience? While that seems unlikely, so did the concept of a social networking site like Facebook ten years ago.

Today, one can update customers through a company’s social media account through a cell phone or notebook. Restaurants and businesses have free wireless Internet services to plug into. The news doesn’t wait for the evening broadcast or morning newspaper; rather, news reaches us instantaneously on our mobile devices through the latest post or tweet. Even traditional news sources allow for public comments after each story on their Web sites.

Remember the days of dial-up Internet service or sending faxes to communicate 10 years ago? The times are certainly changing.

AT&T - not REALLY ready for prime time

2009-12-27T21:57:00.000-08:00

As my business partner, Kathleen, well knows, I routinely complain about AT&T Wireless’ coverage here in New York City. Dropped calls are pretty routine and don’t even consider trying to make a call, text or get online from your iPhone on a summer’s day in Central Park.

Well, despite AT&T’s best efforts to combat the perception that its coverage in the city is truly awful – thank you Luke Wilson (http://www.msnbc.msn.com/id/34154174/) – today AT&T actually provided the proof itself. As one AT&T customer support woman stated in the article below “New York is not ready for the iPhone.”

http://consumerist.com/2009/12/att-customer-service-new-york-city-is-not-ready-for-the-iphone.html

Yeah, I had a feeling.

The Making of BOCA - Our new HQ

2009-12-18T11:50:00.000-08:00

Yes - I am so excited about the office. Heading down there now...then off to lunch with Devicescape...great clients, great friends, passion for the people I work with - from Lucia Mikasa and Kristy to Nate, Steve, Nicole, Dave, Diana, Tamara and the list goes on...

BOCA = New Office = Boat = Office

2009-12-02T23:35:00.000-08:00

Many PR firms consistently write about the great work they do for their clients or amazing news insight. I do write about wonderful experiences with our clients and business, but I am going to write something very personal that I've touched upon before.

For the past nine months I've been living on a boat. Why...partly because it was a personal dream, partly because it was a personal accomplishment and partly because I started a business in the worst recession ever and I wanted to kill all major personal overhead and put my profit and the company profit to the business, our clients and the people - not me.

Wow...we now have six clients and we are about to embark on an office space. I am so excited, I love our clients and the company is growing in the worst recession (depression) since the 30s. The random person I am (as well as strategic, savvy and entrepreneurial) will continue to live on my boat and focus on the business.

That said though - my tenants moved out to Hawaii for six weeks and I moved into my house. I am going to spend the holidays having a vacation in my home - it is awesome....I have just a short time to be in this fantastic, loving home and I will enjoy every minute.

I am so happy with what I've accomplished that past two years. I am so proud of the people at BOCA. And, I am so excited for our new office space....

BOCA will continue to make smart (and interesting decisions) for the long-term benefits of the company and our clients.

Kathleen
Back at home after nine months on the water...YAY!!!

Happy Thanksgiving - Happiness to All

2009-11-26T07:46:00.000-08:00

Today is the best holiday in the U.S. It is a day filled with love, family, friends, food and fun. Much like everyone else in the U.S. - it is also a day to say thank you. I am so appreciative to my family, friends and clients. Thank you for working with BOCA Communications.

I have a vision of an amazing agency with amazing clients and that vision is becoming a reality. Thank you and I look forward to working with all of you. And, I look forward to growing.

I also thank the amazing people I work with - Michael, Ashley, Susannah, Jennifer, Analisa...Thank You!

May we all have a wonderful, safe holiday.

Happy Thanksgiving!

Kathleen Shanahan
Founder
BOCA Communications

GenArts Praises BOCA - Site Traffic Doubles

2009-11-10T12:11:00.000-08:00

Last week BOCA delivered an amazing media tour for our client GenArts. While the company had "hard" news, an acquisition, BOCA's flawless PR execution drove site traffic and lead generation - two critical outcomes that we map towards with many of our campaigns.

Steve Bannerman, the CMO of GenArts stated:

"The BOCA team did a tremendous job on the announcement of GenArts' latest acquisition. They pitched our messages skillfully and scheduled a first class press tour, including every one of our top media targets. 100% of the reporters from our tour wrote outstanding on-message articles and the coverage was syndicated around the world. As a result, our traffic to our website doubled, bringing hundreds of new customer leads to GenArts. This is the type of metric-driven outcome that BOCA delivers time after time."

Yes, PR is about deliving amazing media results to our clients. But, more than media, PR is part of the marketing machine. One markets to sell products - in steps lead generation. Our goal as an agencyt is of course to deliver amazing media coverage, but when we can link our media to lead generation, we know we are really doing our job and delivering for our clients.

Thank you for the kind words Steve.

CTIA - Not so Big, but not so small - a solid show

2009-10-21T13:58:00.000-07:00

Yes, I should have posted this immediately, but I am busy working on building a business and actually working on BOCA accounts. As the founder, I have to practice what I preach - we are hands on and I am involved with all of our clients.

That said, I had a great time and CTIA and I am so happy I attended. I almost did not attend, but when I saw flights for $49 each way - the "gods" above were telling me to head down South.

Overall, I enjoyed the show. Partially I enjoy the networking. But, more so I really like to touch and feel the technology. There was a super cool company by the name of InTouch Health. The company provides real-time video stream from a doctor's office to say an ambulance or another hospital. Very interesteting from a consumer perspective. There was also an interesting company deCarta that is all about LBS. Which - LBS is the coolest technology ever and the wave of the future.

That said - I have to sign off and get back to work - big Devicescape - Easy WiFi launch and loving it.

Free Wi-Fi: The Wave of the Future

2009-10-21T13:18:00.000-07:00

Recently I attended CTIA. When I arrived at the airport, there was a huge sign that said Free WiFi from San.Org. Based on the Q2 Devicescape WiFi Report, more than 50 percent of people will "only" use free WiFi.

As a business owner on the road (up and down the 101), I am a huge advocate of WiFi. While I own a 3g card in hopes of staying connected - the reality is that I can't stand 3G. It is just slow.

WiFi guarantees speed. And, when one is working with fast paced, technology companies - speed is key.

Bring on municipal WiFi. Free your WiFi. I personally don't lock my personal WiFi in my home.

Kathleen S.

Devicescape: Thank you for Easy Wi-Fi

2009-10-06T13:55:00.000-07:00

The BOCA and Devicescape Teams have tremendous history.

Before Devicescape, I personally used to work with Dave Fraser, Devicescape’s CEO, at Wind River. Wind River, now Intel, was the publicly traded 800 pound gorilla within its space—the embedded systems space.

Embedded systems or device software touches people every day. Device software is everything from consumer gadgets to military or aerospace electronics. From gaming consoles to airbags, there is software everywhere. And, I love it. My dirty secret – I have a thing for device software and semiconductors. (Note: BOCA has other experience. This is just my little passion).

At Wind River we talked about the “connected world.” Years back we discussed the fact that people would be downloading or uploading and connecting to data, to services, to content.

Devicescape has kept that vision in its site. We don’t talk about it as much as we used to – but we all know that every move we make needs to help making the world connected.

In step Wi-Fi. Wi-Fi is everywhere. From cafes, to libraries, to homes and offices—we all love Wi-Fi and want Wi-Fi. Devicescape has harnessed that wildly fragmented technology and wants manufacturers to embrace it, embed it, download it and give it to their customers: the consumer.

Today Devicescape announced its latest Easy Wi-Fi connectivity solution and a new Easy Wi-Fi Network. Device manufacturers can literally ship their gadgets with Wi-Fi, but more importantly the ability to find Wi-Fi and connect to Wi-Fi. What does that mean…me the consumer can upload, download and stream?

Beyond the gadgets, I am tethered to my computer all the time. I drive up and down the 101 to visit clients. I need Wi-Fi. The Easy Wi-Fi Network will improve my life. I know we are just at the beginning – but this will be a great ride.
Kudos for helping us move to a connected world. And, thank you!

Venture Beat
Devicescape launches network to get gadgets online, wherever you roam

http://venturebeat.com/2009/10/06/devicescape-launches-latest-version-of-its-global-wi-fi-hotspot-network/

“The Easy Wi-Fi Network provides device manufacturers with a solution. Devicescape makes it easy to find and connect to Wi-Fi hot spots, and it offers lifetime Wi-Fi access plans that can be shipped with the products themselves. The solution could be bundled with devices such as netbooks (which are smaller than laptops), media players, phones, digital cameras, and eBook readers, said Dave Fraser, chief executive of Devicescape.”

Wi-Fi Net News
Devicescape Adds Seamless Wi-Fi Access Service, Mapping

http://wifinetnews.com/archives/2009/10/devicescape_adds_seamless_wi-fi_access_service_mapping.html

“The firm's CEO, Dave Fraser, said, "It's obvious that there's a big attraction for putting Wi-Fi into devices, whether it's netbooks, new types of consumer electronics, like media players or ebook readers," and so on. But device makers have a challenge.”

“Fraser said companies could "ship the device with service included, which is theoretically a great experience for the consumer, because it just works," but that's "very expensive for them." Nintendo, Kodak, and a few camera makers all included free access for a limited time to hotspot networks (Nintendo partnered with Wayport in the U.S.; Kodak and others with T-Mobile).”

Converge
Devicescape Aggregates Global, Free Wi-Fi Network
http://www.convergedigest.com/WiFi/wlanarticle.asp?ID=28648

“The Easy Wi-Fi Network provides an easy-to-use hotspot location finder, enabling users to quickly find the nearest free Wi-Fi access point. The addition of a seamless Wi-Fi access service and a mapping enables device manufacturers to ship products with lifetime worldwide hotspot access.”

“The company said this paves the way for a new range of devices -- such as e-book readers or wireless-enabled digital cameras, to gain Internet backhaul capability without the device manufacturer needing to negotiate a mobile data access deal with a service providers. Devicescape aggregates data on a worldwide network of hotspots into its client, which is licensed to the device manufacturer.”

Twitter - TweetUp - Facebook - Social Media

2009-10-02T10:54:00.000-07:00

Many people ask about social media expertise or what is social media or how do I use social media.

Social media or social media outlets are new vehicles of how to get your message out. They are extensions of what was before...

Facebook - while yes we use it for personal. Business can use it as a customer service or marketing medium.

Twitter - while it is fun to track people, Comcast has someone monitoring Twitter near real-time.

The key difference is output. When one pitched a weekly magazine - there was time. Now, we pitch daily bloggers that are under tremendous pressure to produce content. It is much the same with Facebook, Twitter or even a blog. I personally don't blog every day. If I had more time I would, but I need to deliver high quality work for my clients. It is critical that I work for my clients b/c that is why they hire the BOCA team.

That said, I do get a bit exhausted from all the technology and social media outlets - but it is part of our life and it is here to stay.

So - let's go TweetUp...

CTIA - Very Excited

2009-09-22T16:15:00.000-07:00

Maybe b/c I am a mobile enthusiast - maybe b/c we have a client announcing some cool news or maybe b/c I look forward to learning about new technologies and companies, but the net/net is that I am very much looking forward to CTIA.

CTIA is a great show with all sorts of mobile CE to how the health care industry is building wi-fi enabled applications. I've also worked in this sector for some time - so while many people consider tradeshows a bother, I consider it a joy.

I look forward to seeing you at CTIA.

Lessons Learned - New Biz Pitch Gone Wrong

2009-09-16T09:58:00.000-07:00

Every agency at some point walks out of a pitch and thinks wow...that was really bad. And, I am sure the prospect things...wow - they are horrible. I know that BOCA is a fantastic agency. And, I know our clients think we are smart, savvy, sophisticated and results oriented. We get their business and we get their culture.

But, sometimes people/business/etc. fall on their faces. BOCA did that the other week. I worked so hard on a pitch. But, the word in that sentence is "I." I worked on the pitch in a silo. I didn't bring the team in; we didn't collaborate and we didn't practice. Moreover, during the meeting, I didn't listen or pay attention to signals.

I felt bad walking out of the pitch. But, then I reflected and I do believe that everything happens for a reason. Rather than drowning in self pity or feeling sorry for the company (which I did for a few days) it is about how do we get better, smarter and more organized.

So, that said, I will learn from my mistakes. The team will learn from their mistakes. We will collaborate, we will listen and pay attention to signals and we will grow.

We are a boutique. And, while we are all senior - there are growing pains with every company - big or small.

We learned our lesson and will grow from our pain.

Kathleen

Site Update/New Biz Update/My New Flip Camera

2009-09-09T12:46:00.000-07:00

I do love the look and feel of the BOCA site. But, since we launched it about a year and a half ago - we haven't done ourselves justice. We receive such great coverage for our clients and have very good case studies. But, we have not profiled it the way it should be.

That said - I recently engaged with a graphics guy to create some visually compelling clips to showcase our clients in the news. I am so excited to have that. I will state I am shocked I didn't have it upon launch - my bad.

I am also obsessed with updating our new biz presentations. The look and feel is getting better, but I want audio and video. Therefore, I bought a Flip camera. We just did our first customer testimonial and it turned out very nice. I figure who better to tell the story than our client. My goal is to embed the clip in our PPT and then showcase the results. It hasn't happened yet...but it will.

I am having fun with my Flip camera. All this stuff...so much technology - one must try to stay on top of it.

The new content should be up in a week or two...so look out.

Narus: A company picnic - thank you

2009-08-31T16:47:00.001-07:00

Last week we ended with a wonderful picnic at our client's office Narus. It is so great to have the kind of relationships in place with your clients where we are truly an extension of their team. We are invited to their events - beyond company meetings.

For almost five years we've worked with Narus. And, I count my lucky stars regularly to have so a fantastic relationship with the executive staff and our day-to-day Marketing Director.

Thank you for being such a great partner to BOCA.

What is a virtual agency? BOCA

2009-08-19T11:55:00.000-07:00

BOCA is a virtual agency. We are a group of very smart, senior-level people that decided we want to work with each other and we want to have the freedom to work from anywhere...

We go on-site to our clients, we meet at cafes, we meet at our houses and we meet on the phone.

We work around the clock - because we are always on-line.

I am personally in San Francisco. As well as others on the team. But, Michael, our VP of Media/Messaging, is in New York City. We are bi-coastal and our clients love it. I love it.

That said, we have clients in Boston, San Francisco, Silicon Valley and coming soon Austin, Texas. We have a CMO that works out of his house in Aptos and a PR Director that works between the office in San Francisco and her house in the valley.

Being virtual also allows us to hire people where ever as well. So, when a client comes in from Austin, we can hire someone in Austin.

Beyond the ability to hire someone in a client's zip code - our operation costs remain low. There is no need for BOCA clients to pay for over priced San Francisco office space. Even if the rents are low - no need.

Additionally, many agencies need to have rigorous structure because they have junior staff. They just graduated from college and need to learn some form of structure. There was an agency I once worked at that had the administrative assistant walk the office to confirm the staff was in their seat by 8:45 a.m.

I've said this before in past blogs - I do want an office at some point. But, I like the idea of a creative lounge/think tank versus an office. One fabulous open space with whiteboards and a full bar.

Ok...back to work.

BOCA: Branching Out (Health, Wellness, Travel, Leisure)

2009-08-04T17:29:00.000-07:00

While technology has been my forte - I do think at times it would be nice to branch out. And, the beauty of being a nimble, boutique firm is that me and the BOCA team can really do what ever we want...there are no formal rules.

Yes, I love technology. And, I literally love deep technology - there is nothing like making a chip manufacturer sexy, or embedded Wi-Fi a mush have, not a nice to have.

That said, I also think that health service, drug treatment, wellness centers are of interest and here to stay. With an aging population and a more health conscious population - why not go down that path.

In regards to travel and leisure...who wouldn't want to do PR for the British Virgin Island Tourist Board or the Bitter End Yacht Club....the islands are fabulous and the Yacht Club luxurious.

I am not saying BOCA will go down that path...but the world is our oyster. And, it doesn't have to me. The beauty is hiring people that are true experts.

At BOCA, differentiating by specialty is how we run our business. Yes - there are jack of all traits - but if someone is just an amazing pitcher and story telling strategist (e.g., Michael Lindenberger - also knows as our Big Game Hunter) or an expert writer (e.g., Susannah Adler - also known as our writing Goddess)- one should tap into that excellence.

So - that said...we'll see who we hire and who we bring on as additional experts.

Kathleen S.

MSFT and Yahoo - A OK

2009-07-31T16:57:00.000-07:00

I wrote this a while ago - but blogger randomly shut down. So - very quickly - I am happy about the MSFT and Yahoo partnership. I've always had a soft place in my heart for Yahoo...from the first commercial...do you "Yahooooooooooooooooooooo." I actually would like to see those again...mabye it should be - "are you read to BING....." with a big bong sound at the end.

No - really. I don't love Google. It is probably a personal reason - actually I know it is a personal reason but I've just never been a fan. And, we do live in the USA - so why not have some healthy competition...

I look forward to watching the motion...and commotion the next few months.

Kathleen S.

I Got an iPhone and I love it

2009-07-23T11:51:00.001-07:00

I got an iPhone on Monday and I just downloaded some apps and I am learning how to use it. Ok - it is a lot of fun. I am so excited about this product. I've been working in the mobile space for so long now - it was about time for me to get this toy.

While - it is my phone - I think of it more like a personal computer on my body. And, yes - it is a toy.

Back from Vacation: Wi-Fi Observation

2009-07-23T10:19:00.000-07:00

I was just on vacation for the past two weeks and it was amazing...I went to the British Virgin Islands and sailed with friends on a 38 foot Lagoon. The Caribbean Sea was gorgeous, the sands majestic and the people warm.

While I was on vacation - I still have technology observations - lots of open, free Wi-Fi Networks.

I live in San Francisco where it is fairly difficult to find an open network. Yet, I go to the BVI and I had Wi-Fi everywhere...

Yes, I am addicted to my Wi-Fi. We live in a world where we can live, work anywhere. And, I love that. When will we get more open, hotspots in SF? Where is my municipal Wi-Fi?

My Wi-Fi thoughts today...

A Passion for PR - GenArts Rocks

2009-06-08T17:24:00.000-07:00

I am exhausted today...but me and the team keep going. We've worked very hard these last few weeks for our all of our clients. But, in particular, our client GenArts had a major announcement that we obviously supported. Today, the news went live about a customer/partner/expansion with GenArts loyal customer Lucasfilm.

We met with everyone from the New York Times, Bloomberg, L.A. Times, Wired, Financial Times and their trades such as Hollywood Reporter, Variety, Vanity Fair and more.

I am now sitting back watching the coverage roll-in. I am so proud of the team and I am so happy for GenArts CEO Katherine Hays and CMO Steve Bannerman. They worked very hard on this deal and to see it go live in this fashion is awesome.

I love my team, I love BOCA and I love that we all have one core attribute: passion. We enjoy what we do for a living and it shows...

BOCA, A Passion for PR.

Go Team...................

Kathleen S.

More than PR - Corporate Marketing - A Webinar

2009-05-22T10:40:00.001-07:00

While 90% of BOCA's business is PR - we actually do a lot more than PR - specifically for our client Devicescape.

I just got off a call with eg3.com - a very relevant online entity within the engineering world. Devicescape will be working with eg3 to sponsor, host and participate in a Webinar. The Webinar will be great and the content will be very thought provoking.

BOCA worked side-by-side Devicescape to develop thoughtful questions about the hotspt/wi-Fi market. We will delve into Deviescape's member and customer base to uncover all sorts of interesting nuggets of information and we will then unveil the data vis a vis a Webinar. This is much more than PR. We are talking about the following:

- Developing thoughtful questions
- Tapping into survey company to uncover relevant data
- compiling data into a formal report (think Yankee Group or In-Stat); literally this is a formal report of third party data relevant to Devicescape's customers/industry.
- Develop member communications
- Develop customer communications
- Create landing pages
- Deliver a Webinar

Hence - much more than PR and a lot of work. But, at the end of it all - it is so wonderful to see a program like this executed. Especially - when it really does help sales. Marketing is not just to market - marketing (and PR) is to assist with brand credibility, lead generation and general company awareness.

Off to work on this project...

Kathleen

Just Admit it - I like Networking

2009-05-15T09:41:00.001-07:00

Yes...it is officially my dirty little secret. I go through moments where I hate networking...and I don't want to be that PR person all up in someone's face. But, I am not that person because that is just not my personality.

So - here it is. I had an awesome time at the DEMO event last night. And, I saw old friends and I put reporter faces to names.

The reality is - I run the company and work on the corporate/product planning with the CEOs/CMOs/VP of Products. I sit with them and figure out how best to promote - beyond PR. Email member communications to B2B customer communications to Webinars to Thought Leadership initiatives.

In step Michael Lindenberger and Ashley Wilkinson - rock stars that work with BOCA Communications. Michael is our VP of Media out of NYC and they guy knows reporters. But - one better - he thinks like a reporter. He knows how to develop and create a story. And - he is a fantastic writer.

Ashley - our newest addition - is awesome. She knows everybody and she is just super cool and so fashionable.

Me - I've been way too trapped behind the office of the CEO. I love that place - but I grew up as a media person. I used to be that gal that knew everyone. That said - I am running and company so Michael, Ashley, Jennifer and Susannah are the people that help me. But - there is nothing like shaking the hands of cool people - both reporters and just tech enthusiasts like myself.

And - I think Chris Shipley is cool. I love, love, love DEMO. Our client Devicescape launched there a few years ago and it was AWESOME. The energy is amazing. Sadly _ I don't have a client that needs to launch at that venue. But, oh I wish I did...

Kathleen (BOCA) - I love BOCA...

How Living on a Boat Exhibits BOCA Attributes

2009-05-14T12:18:00.000-07:00

Yes - I live on a boat. I don't share a lot about my personal life on this blog b/c it does run off of the official BOCA website. But, I started to think - there are many aspects to my life (like living on a boat) that are parallels to BOCA Communications.

18 months ago I woke up and said - I want to live a different life and I want to run a different kind of PR firm. I don't want to be one of those firms trapped in horrible old attorney like office setting that lacks character, essence, living...Even though I don't think the site exhibits this now (site will be modified soon) we are hip, young (yet seasoned) at heart, amazing, smart, savvy and fun.
Boat people are fun. Regardless of their age or economics…just good old fun smart people that like the water. Much like the BOCA peeps.

How does this relate to living on a boat? Living on a boat totally freed my mind of clutter. When I moved from my beautiful Cole Valley Edwardian 1900 square foot flat to a 34 foot boat - my life changed. I got rid of everything I didn't need. I focused on quality versus quantity. I became flexible, adaptable and I think more strategic too. These are all qualities that BOCA possesses.

While I never talk about me being the founder of BOCA - the reality is I am the founder. I talk about BOCA in third person all the time b/c I want BOCA to be a brand essence. I want every person that works for BOCA to be free in their mind and heart so they too can be creative, fun and not trapped from the “right way people are suppose to do things.” We are about thinking different. Boat people think differently – we like unconventional.

I worked at a lot of agencies that allowed clients to be rude, over bearing and hurtful to team members. Boaters don’t think that way. Boaters are team members. From the Captain to the Skipper – respect is critical. At BOCA we have respect and trust.

I don’t know why I felt to have this tangent – but I did. I love BOCA and I love the people that work for BOCA. I too – love our clients. B/c if I didn’t or a BOCA member didn't – they wouldn’t be a BOCA client.

Food for thought…Kathleen

One Week Later - My Thoughts on Monday Networking

2009-05-12T09:02:00.000-07:00

My ongoing gripe with content – not my clients – not the industry – but me. I do love having a blog and expressing myself – but it is hard to keep in mind that I should keep it fresh regularly as I do have a day job.

So – now – one week and a day later – I am blogging.

First – my thoughts to last Monday. I hit up Frost & Sullivan’s Go Mobile. My dear friend – also in PR – had a client attending. Very nice people. The conference appeared interesting – but bland. Not to be rude – it was just another enterprise focused, analyst conference with minimal sex appeal. I did meet a few interesting companies that would be wonderful additions to the BOCA client roster – specifically Proxim…yes – I do plan to follow up with you. Literally – perfect fit with the BOCA group.

Next up – Mobile Monday. The net/net – a group of people looking to make money off of App Stores. And, yes – more than just Apple. There were apps for Android and Windows Mobile. I actually thought the applications (some of them) seemed fun. Sure – if I am out and about town I would love to know where friends are and other party goers.

Moreover, I think people can make money off their apps – if they are interesting, different and targeted. Maybe a million or pocket change - but money is money.

I took a very long sabbatical from networking. I just don’t want to be another PR person hustling for clients. But, I think that is not the way to think about it. I listened, I learned and I had fun. At the end of the day – I’ve been in tech for 15 years, I’ve made it though several recessions now and it is all about being in this together – the great, the good, the bad and the ugly.

Not sure about networking at evening events this week. I need to find out if there is anything of interest out there before I commit. Until then…I will work during the day and play with friends and family at night.

Kathleen

Mobile Monday - Networking Events In General

2009-05-04T15:49:00.000-07:00

When I first started BOCA I attended so many networking events - that I officially burned out. Well - I am going to get back in the game and start tonight with Mobile Monday. I pretty much love anything to do with mobile technology. So - I will leverage this to A) meet like minded people, B) learn as learning is always good and C) just get out there again...

So - let's see what happens but I am looking forward to it...

Kathleen S.

Walt Mossberg Likes Devicescape Easy Wi-Fi

2009-03-26T11:37:00.000-07:00

I wanted to share that Devicescape’s Easy Wi-Fi application for the iPhone made Walt Mossberg’s list of top applications for the iPhone.

Some Favorite Apps That Make iPhone Worth the Price
http://online.wsj.com/article/personal_technology.html

Several years back, we approached Mossberg about Devicescape and the technology. It was a tough meeting, but we made it through the questions and walked out exhausted. We continued to liaise with this consumer technology pundit, but we treaded lightly. We knew when to approach and when to scale back. We sent him information we knew he would only care about; rather than sending him every release, we sent extremely focused, targeted communication.

Today our soft-touch strategy (along with a great product) paid off. Now, it is time to go viral…

I am very proud of this pro-active, thoughtful PR “long-term” strategy that finally paid off. I am also proud that we helped re-define a techie, embedded Wi-Fi component into a mainstream name with critical media pundits.

Regards,
Kathleen S.

Anatomy of a Feature Story

2009-02-23T18:22:00.000-08:00

Sometimes it all comes together.

This morning, The San Jose Mercury News ran a page 1 story about Silicon Valley tech companies that sell their products overseas at http://www.mercurynews.com/topstories/ci_11765129. Why do I mention this? Because, naturally, one of our clients was featured!

We recently began work with Sunnyvale-based, mobile TV chip company, Telegent Systems. Telegent is literally the first (and only) company to successfully engineer a chip for the reception of free, over-the-air analog TV. Think “bunny ears” on your mobile phone. As we recently learned, there are over 20 million mobile TV phones – all used outside the U.S. – that have shipped with Telegent’s TV receiver. However, because these chips aren’t available yet in devices sold here, we’ve worked with Telegent to uncover potential stories that go beyond just the wonders of the product itself.

Interestingly, though a local paper, the San Jose Merc has devoted some of its best resources to reporting technology developments outside the U.S. that directly affect Silicon Valley. (The Merc also produces online-video documentary on this subject, which, as with its writing, competes favorably with anything produced by the national business press.)

With that in mind, we made sure to let the Merc know about some of the novel things that Telegent has done to penetrate markets outside the U.S. As the paper noted “Telegent Systems, which began shipping its power-sipping chips in April 2007, has so far supplied more than 20 million mobile phones worldwide - including 5 million in China - with its technology. CEO Yun claimed that while other companies battle over digital standards, his company is the first to provide the technological backbone for mobile analog TV, which snatches free programming off the airwaves. He first looked to Asia because that region is the world's trendsetter when it comes to cell phones.”

While it may sound obvious, one of our principal roles as PR practitioners is to help unearth both our clients’ “untold stories” as well identify the journalists for whom these narratives have the most resonance.

A Universal Marketing Truth

2009-02-12T19:28:00.000-08:00

As a colleague of Kathleen Shanahan’s at BOCA Communications, I decided it was high time that she stopped having all the fun on our blog. That said, I’m writing my first – and hopefully not last - BOCA post.

My inspiration came from a book I’m reading as well as an interaction Barack Obama had yesterday with Henrietta Hughes. The book, “The New Rules of Marketing & PR,” in spite of its name, also brings to mind one of the age-old “rules” of marketing: the need to demonstrate understanding of your customer’s “pain” AND offer solutions rather than merely promoting your product. Interestingly, as I read this passage, I was reminded of something I saw on TV only an hour earlier.

As anyone knows who has been following the news, Barack Obama has been on the road in an effort to “sell” his stimulus package directly to the American public. During a Q&A in Ft. Myers Florida, a woman by the name of Henrietta Hughes – who recently became homeless - gave Obama a heart-felt plea to provide assistance to people like her and the country at large. Obama – quite naturally – showed what appeared to be sincere empathy and even gave the woman a kiss on the cheek. At that moment, it became clear to me that Obama – as one who has something to sell – truly understands this fundamental rule of marketing: with intense competition (the Republican members of Congress), Obama knows that he has to address how his product (the stimulus package) will solve the very real needs of his customers (the American public.)

Ironically, during the campaign, one of the few knocks on Obama’s political skills was a supposed inability to show that he understood his customers’ pain. Like all good marketers, Obama has demonstrated he’s learned this lesson well.

Devicescape - Building a Brand through Thought Leadership

2009-02-05T08:29:00.000-08:00

BOCA continuously will evangelize the importance of owning issues and driving thought leadership to our clients. Unless you are speaking with a highly focused vertical publication that really cares about your product – guess what – reporter don’t care about your product. This is not personal. Again, the right publication will…but BusinessWeek to IDG/Cnet – don’t care.

It is about issues…thoughtful conversation, bigger picture trends. We are in the middle of a massive crisis in the US – and your company needs to provide relevance to bigger themes.

At Devicescape we implemented the Devicescape Wi-Fi Report. The company is in the Wi-Fi space and we need to talk about it. And, there really are big trends taking place…3G networks can’t handle the new rich data services coming from smartphones. It is expensive for the carrier and the Wi-Fi technology is literally better for downloads and streaming video.

In steps Devicescape. Rather than touting its product – we embarked on data finding. Data, data, data…there is nothing like empirical data and great research. We implemented a survey to find out what their customers want and need. Then…we determined the best way to debut the information.

We announced the news at a media luncheon in the UK with Devicescape at its partners The Cloud and Trustive. Note, the company did not stand alone. We got “like minded” companies to partner with us to talk “for real” what is happening in the industry.

So, in the UK, we leveraged the media luncheon, but in the US we leveraged highly credible online outlets such as Giga Om, MuniWireless and Converge! Digest – among others.

GigaOm
More Proof People Really Love Wi-Fi, Especially on the iPhone
http://gigaom.com/2009/01/28/more-proof-people-really-love-wifi-especially-on-iphones/#comments

MuniWireless
Survey shows 84 percent want citywide Wi-Fi, 91 percent expect it when traveling
http://www.muniwireless.com/2009/01/28/survey-shows-84-percent-want-citywide-wi-fi-91-percent-expect-it-when-traveling/

Converge! Digest
http://www.convergedigest.com/WiFi/wlanarticle.asp?ID=26518

This was just not an exercise in PR, it is an exercise in uncovering what consumers, Wi-Fi savvy and non-Wi-Fi savvy, want. We are about to embark on another survey to a test group of non-Wi-Fi savvy folks to review it against our current data. Now, this is real findings, real data and real news. It is also thought leadership and interesting factoids versus product.

London – Paris – Boston

2009-02-05T08:23:00.001-08:00

Wow – it has been a few weeks. This is not normal for me or BOCA, but I literally hopped the globe and the states for our clients.

And, it was a complete success. I think I am going to do some different blog posting b/c I just can’t put it all in this – so many different themes from thought leadership, to new business, to pitching to you name it…

But, as Dorothy once said, “there is no place like home.” I head back to San Francisco today and I hopefully don’t leave for quite some time.

Silicon Stilettos - Only in the UK - Networking for Ladies

2009-01-27T09:51:00.000-08:00

Well...I am in the UK for Devicescape/networking/working/meeting and etc...

I've already met with some great folks and tonight I am heading to Silicon Stilettos. I am actually very excited to view the event. I've gone to some Tech Meet-Ups in the Valley...I headed to a few NYC events last year and now I am off to a UK ladies only (or almost only) networking shin dig.

While we have Women in Technology and other events - only outside of the US can one get away with Silicon Stilettos. And, I like it or at least I like the name...
I recently learned that a wonderful woman I worked with while at Wind River heads up the event - Zuzanna Pasierbinska-Wilson. She was at Ranier PR when they had the Wind River account. She is smart, tech savvy and yes, sexy - hence the name Silicon Stilettos (Zuzanna: i hope it is ok i said you are sexy, but it is true and smart and etc...)

Off I go – I am excited to report on the compare and contrast of US versus UK women tech events.

About Silicon Stilettos
What's 80/20? It's a typical ratio of men versus women at most tech meet-ups. Isn't it about time it was the other way around?

Minibars, DrinkTanks and OpenCoffees are all great, but how about a women-only (or almost women-only) meet-up, with lots of cocktails, relaxed networking and no pressure?

So if you're a woman in tech, writing about tech or running a tech start-up, join us! We don't have a regular sponsor, so you might need to buy your own drinks, but good company should make up for this.
*Men are welcome as long as accompanied by the Silicon Stilettos members.
*Need more info? @huddlesuz or visit http://girlaboutweb.com

A New Day and a New Era...

2009-01-22T13:11:00.000-08:00

Yes, I should have blogged on Jan. 20 but I was too busy watching all the other commentary. It is very exciting to see what the US is embarking on. We have a Democrat back in the office and probably one of the most attractive families I've personally seen in a long time.

I don't believe in talking too much politics in business. Being in Silicon Valley there are many Republicans and many Democrats and I really don't want to get in the middle of "personal political" debates. That being said though, I love to debate and I love to talk politics.

I will find it interesting to watch how this administration unfolds. I believe many people are putting Obama on a pedestal and that expectations are very high. But, he is only a man, not a saint. It takes everybody together in the same boat, paddling in the same direction to make change. I personally believe in a higher consciousness.

I look at the bailouts and I think, wow…if a Silicon Valley, start-up ran companies the way some of the big “boys” do, the CEOs would have been voted out by the board a long time ago. I personally think, if I didn’t pay my bills and debts, I would be kicked out of my wonderful home and my car would be impounded. But, here is a secret. My car won’t be impounded because I own it. I own my car my scooter and I have no credit card debt. I personally believe that one should live within their means – I live within mine. I feel no need to keep up with the Jones, the Smiths, the Finkelsteins. I am who I am and I am who I can afford.

I am not perfect in any way. But, I would like to see people take responsibility for their lives and own up to what they can really own. As an American, I promise to pay my bills and be a better contributor to society. It has to start within. He cannot do it alone.

PR today - a constant change

2009-01-14T21:10:00.000-08:00

As a PR professional it is amazing to sit back and really philosophize how PR has changed. Technology – online sites and blogs - have almost destroyed the print publication. The recession has forced publications to lay-off amazing reporters and scale back overall. A security pundit was recently laid off from Cnet. I was literally shocked.

All these changes have forced PR professionals to change. The day of the “traditional one week media tour” is boarder line dead. And, unless you are Microsoft, Apple or the like….don’t think you will be able to command a press event.
So, what does a company do?

Thought leadership, thought leadership, thought leadership…
Provide value and interesting fodder to reporters and your audience in general. I personally believe that more like-minded companies also need to come together and provide value to their constituents together.

The importance of owning your content and owning your message is also critical, especially as it relates to a bigger Search Engine Optimization (SEO) strategy. When you own your content and write your content and you pepper in the right terminology – the company will only win.

BOCA Communications recommends to its entire client base to start every PR partnership with an SEO workshop and messaging exercise. We develop formal “messaging platforms” that we can leverage to drive all your content.

Step two is to uncover companies we can partner with to drive bigger picture trend stories. From partners and customers to companies in like-minded spaces, as a unified group providing thoughtful content, we all win.

BOCA is implementing the above partner strategy with one of our clients now…Not only is it thoughtful and creative, I must admit, I am personally having fun. Imagine that – fun in one’s job. What can I say, but I do like my job…

PR versus Journalism—The Constant Dance

2008-12-17T21:51:00.000-08:00

For the past 15 years my BOCA colleagues and I have been working in tech PR. There has always been the “dance” between PR and journalism. One must respect each other, be authentic and trustworthy – we must provide solid value (on both ends) to each other. We are a team, partners – not enemies. At the end of the day, we are in the same business—news and telling real stories.

When I first started, the struggle was there, but not to the caliber that I see today. It saddens me to see this kind of animosity and lack of respect. While many of the comments make sense – I would like to see how many of us can think about common respect versus pointed fingers, blame and anger.

While I do understand the stance against bad, un-thoughtful PR, I would like to applaud Marshall Kirkpatrick for his follow-up article “Entrepreneurs: We Will Happily Respect Your Embargoes.”

I respect embargos, BOCA respects embargos – point.

Techcrunch
http://www.techcrunch.com/2008/12/17/death-to-the-embargo/

Crunchgear
http://www.crunchgear.com/2008/12/17/pr-and-the-fine-art-of-not-being-crazy/

ReadWriteWeb
http://www.readwriteweb.com/archives/we_will_respect_your_embargoes.php

Spark PR called out…
http://twitter.com/erickschonfeld/status/1049537427

Silicon Valley Rocks to SF New Tech Sponsorship

2008-11-30T13:28:00.000-08:00

Ok - after taking a bit of a summer sabbatical, I am officially getting out on the social SF technology circuit again. After buying my boat I went a bit underground from the SF tech scene. While I enjoy networking with the coolest and hip of Silicon Valley to SF, one needs to take a break and reflect on their own life outside of work. Which, during that time, I met a very nice person so I guess it was worth taking the break.

Now, all that being said, the holidays are here and I am out and about again. From Silicon Valley Rocks to being a sponsor at the SFNewTech Meet Up Holiday Party, BOCA Communications is back in action working hard, networking to the best and having a wonderful time in this amazing center of innovation known as Silicon Valley.

I am very luck to be part of such a smart group of people. From my clients and colleagues to my personal friend network, every person that touches my life impacts me tremendously.

I hope others join me at these amazing events to promote everything from music to innovation.

Thanksgiving: A personal reflection

2008-11-27T09:13:00.000-08:00

Where do I start? I have so many thoughts, opinions and feelings. Sometimes I don’t know how to truly express myself. This Blog is part work and part personal, so I am guarded at times. But, today, I am not going to guard my personal written monologue.

I am very sad about what took place in Mumbai yesterday. The attacks on Mumbai represent so much more than the day, weeks, and months of pain inflicted on India – the world.
Why can’t people live in peace and in harmony? I know that since the beginning of time there has been war, anger, territorial strikes, and religious differences. But we are supposed to be more evolved today - aren’t we? Aren’t we supposed to be emotionally evolved?

Between the recent economic meltdown, the “war on terror,” bombings across the world – haven’t we seen enough.

Today is Thanksgiving. I am having family and friends for a feast at my home. When times are tough and the world is up for grabs – we have just a few things. And these things are not possessions. These things that people or at least I personally care about are friends and family. I love my family and I only wish warm, kind, caring thoughts to them. But, beyond my family, I also wish warm, loving, caring thoughts for people around this world.

People are losing jobs, people are losing homes and people are losing their lives in all this war and anger. My heart goes out to everyone today. Good, bad, evil – everybody is getting a warm thought from me. It all starts with one person. One act of kindness. One act of positive gesture.
I have never been officially “religious” probably because I grew up with a lot of religious people around me when I was younger. And, those religious people were mean sometimes – much of the time. The judgment passed on others was like acid. I literally thought – wow – that is a religious person – or in my home town, that is a Christian.

I consider myself spiritual. I believe in a higher power. I don’t care if you are Catholic, Jewish, Hindu or Born Again. All I care about is the following: are you a good human being, do you treat people with respect, are you kind? These are critical questions. And, as this blog is part personal and part business – I think about this stuff in business all the time. Life is too short to work with people that you don’t want to work with. My mom (also one of my best friends) says to me all the time, “Kathleen, if you die tomorrow, is that the decision you want? Is that how you want to live your life?” When I approach life, work, love, I always think, “Kathleen, is this going to make you happy? Are you doing something good? Are these good people?”

I am very proud of my network. I love my friends. I love my family. And, I fortunately, love what I do for a living. And, I like all my colleagues, clients, professional friends. I wish all of you a warm Thanksgiving. And, I hope all of you put out positive, warm, caring, kind energy to the world – not just today, but every day.

Kathleen Shanahan

Mumbai: Our Deepest Condolences

2008-11-26T15:50:00.000-08:00

Our Condolences Go Out to the people of Mumbai.

The last few months have been difficult domestically. Today, we witness hardships abroad and we empathize with the families and loved ones of Mumbai as well as the business and vacation travelers.

Here in Silicon Valley we have very close ties to the people of India. Many of our friends and colleagues are from India, specifically from Mumbai. One of my dearest friends, Kunjali Shah, and her mother Mrs. Palavi Shah were in India the past few weeks. Fortunately, Kunjali left her family on Monday and her mother was on a flight back to the US today.

I am personally very sad to see this kind of hurt throughout the world. From 9/11 to bombings in the UK to now Mumbai, we continue to see a world in pain. We at BOCA Communications are very sorry for the tragedy today and our hearts go out to the people impacted by this unfortunate event.

Devicescape: Financial Times - A Success Story

2008-11-18T18:10:00.001-08:00

For years I've been working with Devicescape. I am very proud of the company. It has remained so focused on its business strategy and driving results.

The company recently had a successful 3.0 launch. Since its launch of the Easy Wi-Fi product, it remained focused on driving deals (HTC, RIM, Intel) and delivering cool technology (its Easy Wi-Fi is one of the most popular wi-fi downloads at the iPhone App Store).

I am very proud of the company and its management team.

Today, we got a nice write-up in the FT. The reporter totally "got it." The first thing that came out of his mouth was the importance about the mix between Wi-Fi and 3G. These are not competing technologies - they are supportive of each other. Additionally, In-Stat came out with a report a few months ago about the biggest Wi-Fi trend (the blend between Wi-Fi and 3G). And, of course, the Smartphone is driving this trend.

Devicescape started to beat this drum years ago and it is like companies are finally getting it. And, I personally appreciate when a reporter understands the value too.

http://blogs.ft.com/techblog/2008/11/devicescapes-easier-wi-fi-aids-carriers/ Devicescape’s easier wi-fi aids operatorsNovember 18, 2008by Chris Nuttall Wi-fi can be a hard thing to figure out for a user on-the-go - all those networks, signal strengths, passwords and WEP encryption keys. While popularising wi-fi with its Centrino chipsets for laptops, Intel did a pretty poor job with the software, in my opinion, making it impossible for me to log on to some networks from my corporate notebook. So I’m glad they’ve now handed the job to someone else, in the shape of Devicescape, a Silicon Valley company backed by VC firm Kleiner Perkins Caufield & Byers, among others. Its software is now used in most Intel-based laptops, as well as a host of other devices. For example, I downloaded its popular Easy Wi-Fi application for the iPod touch and entered my login details for AT&T Wi-fi. Now, when I go into a Starbucks coffee store, I just press a button on the app screen to instantly connect. Before, I had to fire up the Safari browser and re-enter all my details on the AT&T website to get online. David Fraser, Devicescape’s chief executive, tells me it should be even easier than that. As more smartphones, such as the iPhone, incorporate wi-fi chips, manufacturers are embedding Devicescape’s software to switch seamlessly between 3G and wi-fi, without the user noticing. “We’ve moved from text messaging to watching YouTube videos on the phone and this explosion of data traffic can cause problems for carriers,” he says. By shifting users onto wi-fi, where available, operators can ease any congestion. Devicescape’s technology is used in Blackberry, Motorola, Nokia and Palm smartphones. As more categories of devices include wi-fi, the company sees its market expanding - it is in the new Nintendo DS handheld console and sees opportunities in personal navigation devices and digital cameras. The company maintains a database of thousands of networks, enabling easy connections to hotspots, municipal wi-fi and services such as Meraki and Fon. The San Bruno start-up, employing 30 people, was known as Instant 802, before Mr Fraser joined four years ago and rebranded the company. It is now at cash flow break-even and is hiring staff, at a time when everyone else in the Valley seems to be cutting back.

Heads Down: So I took some time off

2008-11-18T18:08:00.000-08:00

Ok - I was slammed in October. I had client launches, media relations, new business and etc. I just didn't have the time to devote to a blog.

Therefore, I must commend the bloggers out there that can do it. Between work, regular email, Twitter, blogging and etc...I just don't know how people find the time.

What can I say, clients first - then blogging. But, I am going to try to get back in the game.

I am about to head to a tech meet-up. Very excited. Maybe I will blog about it. Maybe I won't - we will see.

Intent To Blog - To Be or Not To Be

2008-10-07T11:20:00.000-07:00

I always have the intent to blog. I think about all the different topics - but then I just get busy with work. Yes, work...

I feel like I still need to comment on my trip to NYC. I will create another blog entry for that - but overall, a success.

Social Ad Summit - Observations

2008-09-15T09:22:00.000-07:00

I am most likely going to have a few posts today...I am at the Social Ad Summit today and I am going to provide some kudos the event organizer. The room is packed, a lot of market experts and companies leveraging social networking platforms such as MTV, Chase, Ford and etc. I hate it when I go to a conference and I am being "pitched" product the entire time. I want to learn about applications, services and actual implementations. I am getting that information from this conference...

The key concepts that are coming across so far are...

What is the end goal and how does a company chart a course to get to that goal?

How does one remain focused on the brand? How is my social networking strategy supporting my brand?

What kind of money are big companies spending on social networking / sites? On that note, MTV is spending about $500,000 advertising dollars on new media / social networking sites. Am I crazy to think that is actually kind of low? A company like MTV has so much money….I feel like the ad dollar would be more.

There is also a lot of talk about the move from click through rate to engagement/results. How does one engage with their audience – what is the company trying to drive from the engagement?

As I continue to listen to the panels – I will provide updates…

Social Ad Summit - NYC - Advertising and Social Networking

2008-09-14T15:28:00.000-07:00

I arrived today from San Francisco into New York City. I am here to attend the Social Ad Summit. Why? While I don't have a lot of clients specifically in the "social networking" arena - PR has changed tremendously and social networking is here - here to stay. Therefore, I see it as my job to remain on top of the trends, learn more about the trend and hear from industry experts.

While I am excited about the conference - I am going to admit it - I am disappointed with the fact that I proposed a CEO as a speaker, but she wasn't accepted. The shame is - she would have been perfect. And, yes, I am going to bring out the woman card...I know that gender shouldn't matter, but as a woman who owns and runs her own company in the center of the technology heartland - San Francisco/Silicon Valley - I would like to see more female representation. Yes, women do speak on a lot of panels, but after reviewing the speaker list - out of almost 30 speakers - only two are woman. So, I proposed a CEO that runs a internet "how to" site that is all about social networking and 100 percent based on an ad model - but she wasn't accepted...oh well. I am sure all the other folks will be equally amazing.

I look forward to the conference...

Positive Client Feedback

2008-08-26T23:36:00.000-07:00

The other day I did a post about how happy I am with the work BOCA did for our client Zinnov. While it is great if we sing our own praises, it is better when the client sings them for us.

I woke up the other morning to the best email from our new client Zinnov. The CEO stated:

"I just wanted to inform the BOCA team that since our recent launch into the U.S. market, we've already started getting positive customer traction based on the press coverage you have been able to generate in the last few weeks. Three of our top customers have come forward to share their innovation stories from India. The team's effort on our account has potential to generate immediate and tangible impact on our business. So thanks for all the hard work and effort. Please feel free to use Zinnov as reference to any of your international customers."

Pari Natarajan, CEO of Zinnov

While it is just the beginning of our partnership journey, I hope to see more results so we deliver the real PR result to them - business value.

Zinnov: A Recent Client Win and Success

2008-08-15T05:29:00.000-07:00

BOCA Communications recently won a new client. On June 23, 2008 Zinnov, a leading management consulting company providing services in the area of offshore advisory, joined BOCA as our newest PR partner.

Zinnov had a very clear mission. Review the messaging to determine it was appropriate for a US audience and “launch” their company in the US. While the company has been around for years and works with leaders in the tech industry, Zinnov had no marketing or PR programs within the US (where their primary customer base is located).
BOCA got to work.

We brainstormed with the founders, partnered with our PR counterpart in India and began to uncover amazing nuggets of information. With a plethora of rich data, BOCA was able to move forward with thoughtful content that the media would truly appreciate. Many agencies (people) throw the concept of thought leadership around lightly. However, Zinnov and the company’s insight within the outsourcing market truly legitimates thought leadership.

Within just six weeks, BOCA—armed with strategic content about the Indian offshoring market—brokered introductions to leading media pundits from New York City to Silicon Valley. We packaged the data in a thoughtful manner and targeted media that we knew literally cared about the content. And, on August 11 we (Zinnov) issued the company findings.

http://www.marketwatch.com/news/story/rd-talent-drives-product-offshoring/story.aspx?guid=%7BB8D0FBAF-323B-41C0-8E5D-17E12CB99363%7D&dist=hppr

Beyond a press release, BOCA’s extensive yet targeted media activity garnered coverage in the most critical of publications for Zinnov such as BusinessWeek, CNet, Computerworld, IDG, NetworkWorld and more (Coverage Below). While the release may have hit the wire, this content truly is “evergreen” and our clients truly are experts when it comes to discussing strategic issues around the offshoring market, specifically as it relates to India and China.
BOCA is honored to work with a company such as Zinnov and proud to call them one of our PR partners.

BusinessWeek
India: R&D StrongholdWith giants like Cisco and GE driving demand and staffed more by skilled expats, India's offshore R&D centers are booming, despite spiraling wages
By Pete Engardio
http://www.businessweek.com/globalbiz/content/aug2008/gb20080811_250527_page_2.htm
+++++++++++++++++++
CNETReport: India isn't just for outsourcing anymore
By Jim Kerstetter
http://news.cnet.com/8301-1001_3-10013050-92.html?tag=nefd.top#comments
++++++++++++++++++
ComputerWorldOffshore R&D to India, everyone else is
By Mark Hall
http://blogs.computerworld.com/offshore_r_d_to_india_everyone_else_is
++++++++++++++++++
EE TimesReport: India's outsourced R&D business growing at 23%Bangalore talent pool seen as second only to Silicon Valley
By Rick Merritt
http://www.eetimes.com/showArticle.jhtml;jsessionid=NDYLFDBMNBYP2QSNDLPSKHSCJUNN2JVN?articleID=210002011
++++++++++++++++++
NetworkWorld (through IDG)
Offshoring R&D to India on the upswing
By John Ribeiro
http://www.networkworld.com/news/2008/081108-offshoring-rd-to-india-on.html
+++++++++++++++++++++++++++++++
ComputerWorld (though IDG)
IT vendors in India target sharp growth in software sales Trade group forecasts annual product revenues of up to $12B by 2015
By John Ribeiro
http://www.computerworld.com/action/article.do?command=viewArticleBasic&articleId=9112318&intsrc=hm_list
+++++++++++++++++++++

Nothing Like a Good Relationship & Teamwork

2008-08-05T22:20:00.001-07:00

Today I spent the entire day with one of BOCA's clients. It was the company's corporate offsite, where the executives shared the strategy, messaging, vision and technical roadmaps. Of course, marketing was also weaved into this conversation.

There are many times a PR firm is a sidebar, nothing more than a vendor that has an arms length relationship with the client. First, I personally do not want that kind of relationship with our clients. And, today I learned we have a fantastic relationship with this client (and I would like to believe our other clients too). Not only did they want us in the entire session, including financials, they highlighted our work and our relationship. They asked me and my fantastic colleague Susannah Adler to stand so that the audience (technical and sales representatives) could put faces to names and learn that we are not just a "PR vendor," but we are a strategic partner to this company. I was honored. And, I want to say thank you for making us part of the team.

Why are we different?

2008-08-04T19:12:00.000-07:00

When I walk into a new business pitch many prospects ask me (us) how we differentiate. I see why they ask that question. So many PR firms are exactly the same. But, I really do believe we are different.

First, I believe in chemistry. We believe in chemistry. Many firms are great. But, at the end of the day, do I think this person or group of people can get the job done? And second, do I want to spend time with them? Do I want to grab a drink after work? Do I want to hear about the potentially exciting or mundane aspects of their life?

At BOCA, we believe in chemistry. Not only do we want chemistry with the people we hire, we want chemistry with the people that hire us. We are a smart, passionate, enthusiastic group of marketers that want to literally kick ass and have some fun while we “strategize” for our clients and deliver high-quality work.

So on the hiring front, BOCA recently hired a VP of Media Relations out of New York City—Michael Lindenberger. So, I guess, that is also how we differentiate. I truly believe in specialists. One size shoe does not fit everyone. And, if someone is very good at media and really never wants to write a press release, why force it. Michael can uncover the most interesting of nuggets and tell the story. He works with our clients to find something of value, something different and something compelling.

So, I guess this is a second differentiator. Maybe I only say this now because we are a young company and I am personally idealistic, but I want people to do what they love and what they are good at. Hence…Michael does media and Susannah Adler is our senior writer. Yes, she was a traditional supervisor at Schwartz so she can manage, pitch, write, think…but she LOVES to write. So…she shall write.

And, I also determined our third differentiator. And, again, I might eat my words at some point in my life, but I really want an agency of more senior folks versus more junior folks. That being said, we always need support and mentoring is a wonderful experience. So, as BOCA grows, we will hire more junior staff, but as they grow, we will not push them into a mold, we will work with them to hone their skills. FYI…in house folks at the HPs of the world or Google are also placed into specialties, so why shouldn’t we.

My thoughts on Monday evening…

Michael, welcome aboard. I look forward to growing this business and enjoying it every step of the way.

Boat as Device; Boat as Fun in the Sun

2008-07-14T21:07:00.000-07:00

I recently bought a power boat...yes I know...way too much money in regards to gas and general up keep. But, it is amazing. I love that I have a boat, but what I love more is the fact that I am learning. On Saturday, I spent the entire day on the boat with my brother-in-law wiring. We had to re-route a lot of the electricity and battery power. It isn't done yet, but we got her going. The amount of electronics on the boat is fantastic. I have a GPS, radar, sonar....all sorts of power running through the entire boat. I am learning about AC DC versus 110 power and I also have a generator. I am learning charts, codes, signals, engines and everything I can to be a smart boater. And, while I bought the power boat, I am also taking sailing lessons. The water is so fantastic.

Beyond what I am learning from an electronics perspective, I just love the water. My friend Jeffe helped me move the boat yesterday from Point Richmond to Pier 39 in San Francisco. It was so beautiful going across the bay. And again...back to learning. I was learning the rules of the sea road...tankers, sailors, commercial boats, who has the right of way and who doesn't. So fantastic to be at the helm of my boat and feeling the power of it in my hands. I am happy that Bocatina (her name) is up and running. Bring on the learning.

From Demo to Digital Living

2008-06-26T14:05:00.000-07:00

Yes...I know...I should have blogged about the DEMO reunion the other week at that time. But between real work, email, Facebook, LinkedIn and the list goes on...one can only try to keep up.

So...on that note...I love DEMO. I will still never forget when Devicescape launched its consumer facing product at that show. It was just so amazing and it really makes you realize how cool tech is. The energy is high and everyone is just excited. The DEMO reunion was a lot of fun...a solid mix of CEOs, VCs, small tech companies in general to of course...the PR folks like me.

This week I attended CONNECTIONS: The Digital Living Conference hosted by Parks Associates. I would say it is a good, local brand awareness exercise. The media attendance was “ok” and the leads I hear were also “ok” to “good.” But, again, branding was strong.

One company that I think is super cool is Green Plug, Inc. the company aims to provide innovative green power components that allow manufacturers to standardize on one universal power connector and eliminate environmental waste. I am personally a huge fan of this. Not just from an environmental perspective…but I am so over cords. Why can’t all electronic manufacturers standardize on one cord. There is no reason for me to have a cord for my computer, a cord for my phone, a cord for my digital camera, etc., etc., etc… Such a hassle when one travels.

Ok…my two cents…

Online Viral Marketing -- Always Successful

2008-06-12T08:23:00.000-07:00

I am a true believer in viral marketing. While print publications are still highly important, it is also very important to drive traffic to a company's web site. Therefore, a key strategy I like to implement with many of BOCA's clients is an online, viral PR strategy.

It is amazing to see how a client's traffic can increase because they are blogging about thoughtful topics. May I add that thoughtful is a key word.

After six months of hard work, a client of mine finally sustained critical mass due to our blogging effort.

Another BOCA client, implemented their own "editorial calendar" of discussion points and people are reading their content.

And, both of these clients are building relationships with key members of the media, especially online media, because of their thoughtful commentary. Web traffic is up, lead generation is up and news coverage is up. These are all exciting things.

ASP versus SaaS: What?

2008-05-29T23:18:00.000-07:00

I love what I do for a living and after many years of ERP, CRM, HRMS….I am consistently happy about new non-enterprise software. The technology that is so far removed, yet impacts my (our) everyday life is amazing—Atheros, Intel, Wind River, Devicescape—or the technology that is so close and familiar like Facebook, MySpace and "Apple" (I need to put Apple in quotes b/c it is super cool technology but closed, expensive and exclusive—in branding), Slacker and more are for the consumer and the benefit of the masses.

At the end of the day, be it the enterprise consumer (yes there is the CTO…COO…that wants to drive economies of scale and cost reduction down), or the traditional consumer…it is all about making life easy with technology.

While I am writing about random enterprise and non-enterprise software, my original thought was ASP versus SaaS.

As a PR person I consistently remember ASP (so long ago, but just blogging about it now). Yet, ASP and SasS are the same thing, but ASP is the original “category” defined by some individual that is now gone. Why did SaaS take off over the ASP? I don’t mean to appear questionable, but as an individual in the industry….I literally hear one thing and think…wasn’t it that other thing just a few year ago and aren't they the same thing? Was the branding for SaaS that good? I am impressed by category creation. I know the ASP/SaaS argument has been had…but I sill tend to thing: WOW…the power of thought, category and a solid budget.

The definitions from Wikipedia are below…

An application service provider (ASP) is a business that provides computer-based services to customers over a network. Software offered using an ASP model is also sometimes called On-demand software or software as a service (SaaS). The most limited sense of this business is that of providing access to a particular application program (such as medical billing) using a standard protocol such as HTTP.

Software as a service (SaaS, typically pronounced 'Sass') is a model of software deployment where an application is hosted as a service provided to customers across the Internet. By eliminating the need to install and run the application on the customer's own computer, SaaS alleviates the customer's burden of software maintenance, ongoing operation, and support.

Universal Wi-Fi/Internet Access - New York Times FON Profile

2008-05-28T18:10:00.000-07:00

This weekend I read the New York Times story by John Markoff, “Global Dreams for a

Wireless Web,” which is a very large profile on the company FON. While the story focuses on FON, it basically is about the CEO's vision to get people Internet access. I personally am a huge believer in ubiquitous Wi-Fi access and I am consistently surprised that my city, San Francisco, still does not have universal Wi-Fi.

With the thousands of Comcast cable boxes and Linksys routers…if we were to just open it up and allow people access…this city (as well as other major metropolitan cities) would be Wi-Fi enabled. Yes, I know there are security risks…but with the many amazing brains in Silicon Valley (let a lone the world) I am sure we could figure something out.

So, here is my crazy concept:

What if people just didn’t security enable their Linksys or any other type of Wi-Fi router in their home?

What if neighborhoods bonded together to create Wi-Fi towers—much like how there are cell towers around the city (world) due to operators, we could just open up hot spots in our neighborhoods? We could bypass the bureaucracy of the big boys and the city superintendents and do it ourselves. Now, that would be great. I live in Cole Valley, the dwellings of Craig from Craigsligt. Maybe we could get him to help sponsor a grassroots neighborhood initiative for Wi-Fi, Wi-Fi access, 27/7 immediate Internet. That would be great. I am already doing a bit of my part by not locking my router. Maybe, I need to take it one step farther.

On another note, there are so many interesting start-ups that have a similar vision to FON. I remember going to DEMO in 2007 with my client Devicescape and FON announced their company and vision along with Whisher. All these companies have something very similar within their visions:

Getting people on the Internet (Access)
Free, ubiquitous Internet (Availability Everywhere)
Internet, Internet, Internet to the masses

While FON and Meraki (another super cool company with a Free The Net concept) are about getting people Internet, Devicescape is all about access from any device. Beyond handsets or lap tops, their vision is Wi-Fi access from any device, anywhere, anytime. Imagine, a digital camera with built in Wi-Fi so when you take those photos…you can send them immediately versus tethering up to your PC as a conduit. Imagine bypassing expensive cell lines and offloading to Wi-Fi. Now, imagine more Wi-Fi so we can really live this dream.

I would like to see FON, Meraki, Boingo and Devicescape all work together in lock-step to help consumers like me get more access to the Internet so I can enjoy the services from the Internet.
Ok..my two cents as am a Wi-Fi junkie in full support of these companies. And, a independent thinker/worker who needs more Internet cafes, parks and the like.

San Francisco Still Going

2008-05-19T20:37:00.001-07:00

As I continue to build my business and network, I go to many events and outings in San Francisco/Silicon Valley. Last week, Wednesday, I hit hot spot Americana and it was busy. Most likely the fact that San Francisco was sunny and 90 degrees is part of this reason, but wow...I couldn't get over the amount of techies. Coming off the heals of the New Tech Group the night before, I just couldn't help to think, "wow, this city is amazing, beautiful, powerful and still going." I am incredibly proud to be part of this fabric.

As the recession looms forward and politics are at play, I look forward to seeing what will happen in this vibrant city filled with innovation and thought. I could also report on Microsoft and a few other cool announcements, but I really just wanted to salute this place—go San Francisco.

SF New Tech Meet Up - My First Time

2008-05-14T15:28:00.000-07:00

So for the first time ever, I went to the SF tech meet up where they also show betas...I have to say I enjoyed it. Not only was it good networking, there were some interesting companies that provided the audience with a demo and some food for thought.

As I am a woman I should not like this site, but I like Zivity (http://www.zivity.com/). I am probably being naive as my passion in the day was art (BA in art history from Cal), but I really would like to approach the site as a portal for photo sharing and revenue for the photographer and artist. Yes, there are some nudes, but nudes are also art - think of David. The woman providing the presentation was having a bit of a hard time, but I would like to salute her for having the gumption to go on stage. This site will most likely make a killing because as we all know – sex is a money maker. Plus, the subscription based business model will work. For only $10 I know many men and women that will pay to see tasteful, yet seductive photos.

I love the wine concept on the iPhone. As a wine enthusiast, I can very much appreciate it. He never clearly defined his business model, but what does he care – they can be picked up by wine spectator magazine or a content provider type as a nice service for clients.

While the above two companies remind me of the 1999 .com or bomb companies…Ribbit to me appeared like it can be a true disruptive force. Developers love the open source and open platforms…with Ribbit you can have “unified communications” sans Cisco.

Well…I will continue to attend these events, listen, learn and network. I love San Francisco and the Valley…I am so happy to be part of these 21st Century “Belle Opaque” salons.

Apple versus Microsoft and Google versus Yahoo

2008-05-09T17:02:00.000-07:00

Now, I hope I don’t lose respect from friends and colleagues for what I am about to write. And, I can’t believe I am even writing this after my experience with Vista, as it has not been great. But, here it is—I don’t like Apple. I actually think I might not like Steve Jobs.

Yes, the products are gorgeous, designs are hip, sexy, cool. Every good looking man and
attractive woman has an iPhone. It is like to be cool one must have an iPhone. But, they are expensive. And the technology is totally closed. I really hate the commercials too. I am officially starting to feel sorry for Microsoft. Yes, I feel sorry for Microsoft. And, those commercials have made me not like Apple even more and really not like Steve Jobs.

Ok…Google versus Yahoo. I don’t like Google either. I am like the anti-Christ. I am a woman in technology here in San Francisco and I am writing blasphemies. Everyone loves Apple and Google and I prefer Microsoft and Yahoo. So…after this week to witness the possible merger (or shall I write acquisition) between Microsoft and Yahoo is almost funny. Two companies that for some reason I now have a soft spot in my heart. I think I would like to see a merger/acquisition. But, the merger didn’t go threw and the two companies still stand. And, while they might not be Apple and Google, I have faith in the companies. I do wish that Yahoo could reclaim its status, but the Google giant is strong.

Not just work, a bit of personal too

2008-05-09T16:32:00.000-07:00

May 1, 2008

My overall trip has been very insightful. While, yes…I did a lot of work and met with amazing companies…my blog can’t just be about work. I need to blend a bit of personal and general observations. First observation…in comparison to U.S. cities where I feel I never see babies….wow…so many people in Amsterdam have babies. Maybe it is just because they are not in a car tired down in the seatbelt, but out and about with their parents on bicycles so you literally, physically see them. I must say—I like it. A population of people that work, play, create families and go out on the city streets.

Another observation…people of all ages go out. I feel like in San Francisco, one only sees the 20 or 30 something crowd. While in Dublin, the cutest group of lady friends (I say in their 50s) were out on a Thursday night having cocktails. Yes the 50 something woman right next to the 20 something woman. And, the same goes for men. I am not saying that people are cloistered in their home in the US, I am just saying I se more ages mixing in mingling in the same places.

While this trip has been predominately work, yesterday I did enjoy Queen’s Day. It was wonderful. First – what is Queens Day? It started as a day when the Queen lifted all tariffs from goods. And, people could sell anything without a license. So, in essence, we are talking about a giant flea market or garage sale. Now, in modern day, keep the garage sale, but add in thousands of people from all over Europe landing on the city of Amsterdam for a fun, hedonistic day of partying, dancing and running around—DJs on every street corner, canals filled with party boats—young, old and the like as well as different—parading the canal. It was amazing…

With a name like Shanahan--Dublin a Must

2008-05-09T16:31:00.000-07:00

April 26, 2008

I arrived in Dublin a few days ago. This is a blend of a business and a personal trip. With a name like Kathleen Shanahan I had to uncover the roots of my father’s past. Plus, I know a lot of Irish folks so if I am all the way over here…it would have been a shame not to come and say hello. I had a PR meeting on Friday morning. Very kind and smart Irish woman. I have three meetings on Monday…I look forward to learning about this marketplace.

How I got to BOCA?

2008-05-09T16:26:00.001-07:00

April 23, 2008

I think I have been preparing for what I am doing my entire life. While I love being American and I am proud of my country (regardless of the politics, real estate down turn, devaluation of the dollar), I’ve also always enjoyed different cultures, countries, ethnicities and people from around the world in general. Since I was a little girl my eye always saw beyond boarders and past major bodies of sea. Maybe it starts with the fact that I am partly a first generation American—mother is an Italian Argentine and my Dad is an American Irishman that still thinks he really is an Irishman—maybe it is the fact that I grew up bilingual while all my other friends spoke only English or maybe it is the fact that I just really enjoy meeting people from around this amazing world…who knows…but my experience brought me to where I am today and what I do today.

For almost 15 years now I’ve been providing marketing and PR consulting services. I’ve been all over the board…I’ve represented Silicon Valley start-ups, major telecom carriers, enterprise software companies (more in the 90s though), wi-fi software providers, gadget companies and so on and so on. I will say that my personal passion is in the next generation enabling technologies that are transforming the way people communicate. Be it a wi-fi software, software for the telecos space, a consumer device and etc…my heart officially left enterprise software and moved to the human.

I know most people wouldn’t consider telecom software of interest…but it is how we’ve traditionally communicated. Now…throw in the video and voice applications (the companies that make those applications) as well as the devices that run those applications…now we are talking…some cool stuff. I think this started at Wind River…a very interesting company that is so deep dark in the tech…no normal lay person will know the brand. But this is the company that provides the embedded software that sits in a consumer electronics device, a set top box, a robot, an anti-break system….the stuff that touches humans every day. This is the company where I started to incubate my future dream and future marketing communications agency.

While at Wind River, I not only figured out how to humanize the technology (Alissa…you are amazing and I could have never done it without you), but I also oversaw all corporate communications at a global level. I worked with strong PR agencies in the U.S…but I also worked with amazing agencies across Europe…I loved the international aspect to the job. I loved learning how the agencies would strategize a launch…learning what works in the US versus Japan, Italy, France, the UK, Germany…sometimes the same…but also very different. It was hear I thought…while I always want to work with cool Silicon Valley start-ups and tech companies across the US…I also thought…how great would it be to create a US based agency that caters to a non-US technology community. Yes, the US is amazing…we have venture capital, controversial bloggers and solid next generation technology….but the US is not alone in this. There is a market outside the US…cool start-ups…next generation technology, forums trying to create telecom and femoto cell standardization…and all these companies also need a way to express their ideas, thoughts, products, compatibilities in general with the US marketplace.

In steps BOCA Communications.

Yes, the URL I bought years ago has officially become a company. I LLCd in November and started with some great Silicon Valley companies as my (BOCA’s) first clients ever.

Thank you to Devicescape (awesome wi-fi software that is an enabler of next generation services to devices) to Narus (very interesting software company that sells security, intercept and traffic management solutions to service providers – hence the love of telecom – and governments) for helping me establish a real company with interesting clients in spaces I personally love.

Now…I thought…what are BOCA’s strategic next steps? BOCA needed to learn, understand and bridge relationships with software and PR communities outside the US. So…I went on a personal fact finding, primary information gathering mission across the UK, Ireland and Amsterdam (coming soon will be Germany and Sweden…eventually Bangalore). I needed to learn…what are agencies doing here…is all their growth from US based companies that need PR abroad…or is there a small niche of sexy, cool and traditional tech companies (European based) that might need strategic help and solid execution in the US. Furthermore….BOCA clients need UK and Pan-EMEA support. As a strategic partner to my clients I need to guide these companies in the right direction. Sure…I can go word of mouth…or I can come and learn on my own. That is nothing like continuous learning and personal growth.

I just finished the first stint of my UK experience…I met with seven of the top technology agencies in the US. Some of the firms have offices only in the London area (but provide a network of other firms across Europe, therefore the best-of-breed approach) and others with real, living, breathing organically grown offices in Spain, Italy, Germany, France and Belgium. What an amazingly fantastic experience! I officially can say I am an expert (or an emerging expert) on UK PR capabilities.