PleaseTech blog

We aim to provide useful, pertinent and sometimes fun insights into the world of document collaboration and the workings of a technology company

Document review, Labradors, webinars and cartoons...

Posted by Sarah Edmonds on 3. March 2015 11:02

The other half of marketing... Google


Hopefully somebody’s reading this blog as it forms part of our marketing communications strategy. This strategy is based on a wide variety of activities such as insightful content management, analyst relations, exhibition presence, speaking opportunities, whitepapers, webinars, partner activity, our cartoon website, social media as well as a variety of literature, and of course our website.  But amongst all this, what is the most effective method for really engaging with our customers and prospects and for getting a conversation started?

There is absolute value in producing whitepapers and conducting webinars, which can be viewed and listened to again on our SlideShare page.  The proof is in the pudding as hundreds of people visit this page. Not all visits turn into leads, but some do.  It also positions us as an authority and a market expert in the field of document review and co-authoring. This is broadly considered as ‘thought leadership’.

The same can be said for our YouTube page, here people can find the short animated films we’ve created which detail and demo the product, PleaseReview, and why you might need it.  We know that reading presentations and whitepapers can be a little dry at times and, as you can tell from our cartoons, we are anything but ‘dry’. So we often animate the results of any research we’ve conducted.  It humanizes our communications and projects our company’s personality. What we do is deadly serious but communicating it needn’t be dry. After all, our customers and prospective customers aren’t machines; they’re normal folk who absorb information in a range of ways from watching TV to reading a paper.

And these normal folk don’t want to spend their days solely thinking and looking at work related subjects, even when at work checking out their LinkedIn, Twitter or Facebook streams – we all do it… Sometimes we just want a bit of light hearted fun, something that doesn’t tax the brain, something that makes us laugh.  So, for example, we took a look at our database and segmented job titles against names to establish the most popular names amongst various job positions, such as medical writers (Heather by the way).  And people loved it - they liked it, commented on and retweeted it.  And the response to our online quiz which allows people to find out what sort of document review personality they are (Labrador, squirrel, lion or dolphin) has gone through the roof.  

Hopefully whilst they’re on our website having a bit of fun, curiosity has got the better of them and they’ve had a little look around the site.  And maybe, just maybe they found something else they quite liked…

 

PleaseTech’s advent countdown

Posted by Sarah Edmonds on 29. November 2013 09:48

The other half of marketing... Google


It’s that time when people reflect on the year gone by.  A year of many highs at PleaseTech; we launched PleaseReview 5.0, the latest version of our leading document review software, started worked on v5.1, were named a Gartner ‘Cool Vendor’ and welcomed new clients to the fold.

But that’s just the start of it.  We’re kicking off the festive season with our own version of the Christmas calendar, but done so ‘the PleaseTech way’ across our social media channels (LinkedIn, Twitter, Pinterest, Facebook, Google +).

We’ll be taking a look back at our year in more detail, showcasing some of the best bits.  Check it out from December 1st (might even be some champers up for grabs!).

The law of unintended consequences and customer feedback

Posted by David Cornwell on 20. September 2013 10:02

Founder/CEO of PleaseTech Ltd - collaborative document review and co-authoring for the enterprise.


So the summer is over, the kids are back at school and business has got manic again. I’m writing this blog post from Budapest airport where I’ve been on a less than 24 hour visit to give a presentation at the Lorenz user conference called UserBridge.13. About 160 people from 21 different countries attended with visitors from as far afield as Australia, South Africa, the USA, Japan and Europe.

As always with Lorenz, the conference was immaculately organised with a beautiful venue, superb food and sessions which ran more-or-less on time!

I was presenting our document collaboration maturity model which allows organizations to check whether their collaboration process actually meets with their collaboration requirements.  We're going to be talking about this a lot of the coming months, so watch this space.

On Saturday I fly out to San Francisco for Oracle World.

So, to the title of my blog – the law of unintended consequences. 

One of the things CEOs and all others who make decisions are acutely aware of is that any process, set of rules, etc. will be subject to overly rigid interpretation, misunderstandings and a complete lack of common sense.

The story gets a little complicated, so follow carefully!

So, there I was, sitting with my wife on an Easyjet flight back from Barcelona, when I observed behaviour which illustrated this perfectly.

Easyjet have recently moved to an allocated seating model which allows them to charge people extra for the emergency rows and the front of the plane. I’m sure when the idea first came up, it seemed like a really good idea and, from a business perspective, it is. More revenue from the same people on the same flight – what’s not to like about that?

This particular flight was not full, nor crucially, were the two emergency rows in the middle of the plane. In fact the entire 2nd row of emergency seats was not occupied at all. As a frequent flyer, sitting one row behind the vacant emergency row, I noted this and indicated to my wife that it would be interesting to see how they deal with this because, as we all know, you need at least one capable person sitting in the row (in case of emergency).

Now, at approximately the same time, the strapping 20 something year old in the aisle seat next to next to us asked the crew if he could sit in the emergency row and was told ‘no’, as people have to pay to be there. Fair enough.

So, the doors close and the steward makes his move. A (very) large gentleman is asked to move from the aisle seat in the first (occupied) emergency row and does so gratefully, occupying the middle seat on one side of the previously empty emergency row. Score one for the steward.

Now what to do? He still needs an able-bodied person on the other side of the aisle. There remain two couples occupying the other emergency row on opposite sides of the plane.

But, our man was on to it. Alas, instead of doing the sensible thing and ask the strapping chap next to me to move (or indeed another capable individual) he split a couple up so that one had to occupy the empty row!  Unbelievable!

Now, don’t get me wrong, I’m no body language expert, but given the fact that (i) she was leaning on her partner’s shoulder  with her arm around him when the steward came calling, (ii) the steward had to persuade the lady to move and kept reiterating ‘it’s only for take-off’, and (iii) given the long, dare I say, lingering kiss she gave her partner as she reluctantly moved back a row, I’d  guess that it was not how she had expected her romantic(?) weekend in Barcelona to end. Needless to say she was back next to her man the second the seat belt sign was turned off.

So, rather than a win for Easyjet: Strapping man next to me is happy as he gets an emergency row and more leg room for his long legs, aforementioned lady is happy as she gets to take off next to her nearest, I’m happy because the seat next to me is free, the, no doubt highly trained, steward managed snatch defeat from the jaws of victory.

I have no doubt that no-one intended the above scenario. They assumed that the steward would take the common sense approach and move someone else.

What lessons do I take away? Simply, that, regardless of how clearly you define procedures and practices and regardless of how highly trained the staff are, you still need to rely on your staff to exhibit common sense. In this case the steward did not. Why not, we ask?

Well, of course, it may be an incorrect company policy. Perhaps he would have got into trouble if he let someone occupy a seat they hadn’t paid for. Answer, listen to client feedback such as this and re-think company policy.

Perhaps it is a misunderstanding/over rigorous understanding/interpretation of company policy and another steward would exhibit common sense. Answer: include the scenario in company training.

Perhaps he is a poor reader of body language and thought the woman needed rescuing? Answer: I’m sure that’s not the case.

In fact, I have emailed this to the CEO of Easyjet, told her I’d be including it in my blog and had a very nice response from a lady in ‘Executive Support’.

But I think that, other than the law of unintended consequences, there is another key point to emerge and that is, without customer feedback, you don’t get to know where you are going wrong or get the chance to put things right. So, I’m a great fan.  We rely heavily on customer feedback here at PleaseTech to establish development priorities so, customers, please do let me know if there are any unintended consequences from our software or, indeed, enhancements you want to see in future releases. .

Finally, I’m regularly asked ‘what mad venture are you up to next’? So, I’m pleased to announce that the answer is ‘driving sheep across London Bridge’ – I’ll bet you weren’t expecting that to be the answer!

But, it’s true.   On Sunday 29th September, in the company of the Master of the Worshipful Company of Woolmen, one of the oldest Livery Companies of the City of London, my wife and I and some friends will be participating in the traditional, annual sheep drive. Costumes yet to be decided but it will be either biblical or sheppardesque. I have firmly ruled out ‘Little Bo Peep’.

Needless to say any funds raised go to charity so hopefully we can have some fun and raise a bit of cash! I’ll report back in my next blog and will post pictures as proof on our Facebook page!

Why does PleaseTech use social media as part of its B2B marketing strategy?

Posted by PleaseTech Guest on 1. August 2013 15:52

Our guest blogger is...


Mary Thomas is a social media advisor to PleaseTech.  She is the founder of Concise Training and the author of ‘Social Media Made Simple’.

The first question we must address is ‘what is social media’? It’s one of those phrases which means different things to different people. A teenager may think of it as Facebook whereas a business professional may think of it as LinkedIn.  As a social media professional, I think of it as a way of engaging with a large number of people in a cost effective and time efficient way.

From a business perspective, it’s another marketing channel and within this social media channel, there are many individual channels which include some of the more famous ‘social networking’ tools as well as other channels that might not automatically spring to mind.  These include Twitter, LinkedIn, Facebook, Google +, blogs, video, forums, eBooks / E-articles, image sharing tools, email newsletters, FourSquare, Groupon and QR Codes.  

As a business with a specific target market, PleaseTech, for example, knows that not all of these tools are appropriate to its business and has taken a strategic approach to which channels best support its messaging to the target market and thus its overall marketing and sales activity.  Based on audience, time, resources and content, PleaseTech has picked which of these channels most effectively brings ‘to life’ its flagship product, PleaseReview, and which best supports its communications with stakeholders.  

For example, its YouTube channel (PleaseTechLtd) features an animated movie detailing the problems organizations face when trying to get large teams of people to effectively collaborate, author and review documents. YouTube is an efficient distribution mechanism which is widely understood and accepted, therefore allowing PleaseTech to easily communicate its key messages and product information in an easily digestible format to a large audience.

We all absorb information in different ways and that’s the beauty of social media, that information can be communicated visually, verbally or via the written word.  

Talking about the written word, you are currently reading PleaseTech’s brand new blog, which is beginning to build up a wealth of content through interesting articles on a variety of subjects - such as this one.  This is not entirely altruistic as the objective is to have an active blog which is part of search engine optimization and which, in turn, will increase PleaseTech’s chances of being found by search engines and becoming known as an expert in their field.  Although, in retrospect, if this is the objective it may be better to concentrate on articles on document review rather than social media!  

Building up such content is ‘content marketing’. But what exactly is content marketing? It’s a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a target audience.  By giving away useful information, businesses become the ‘place to go for information’.  As the brand of the business is developed, it becomes the ‘place of choice to do business with’.  In the old days, content marketing was the advert in the trade magazine which you sent off to get a white paper. Now it’s as simple as having valuable content accessible via your website, blog, etc.  

It’s important to differentiate content marketing to relationship marketing.  If you go to any face to face networking meeting, it is clear that even in the B2B world, many people will select businesses based on relationships.

If you ‘like’ somebody or a brand, you are more likely to trust them and do business with them.  The major brands use social media extensively to convey their ‘values’ and thus try and gain your support for the brand.  

In a B2B context,  it can be used to develop and build relationships with people that you know and more importantly, people you don’t know. PleaseTech is a classic example of a business which has an ‘electronic’ relationship with a great many of its clients. The relationship with such clients and prospective clients encompasses all means of communication, including this blog.

For PleaseTech, many face to face meetings take place at conferences and exhibitions across the US and Europe, but ‘touching’ people before they meet, whether that’s via a newsletter, Twitter, Google + or LinkedIn, and then, for example, supplying them with literature that allows them to scan a QR code, taking them directly to the www.pleasetech.com website, helps to build and nurture both new and existing relationships.  

All this takes both time and thought; it doesn’t just happen by accident. It’s all about strategy, resources, content, tools, audience, aims, review and measurement.  Combine these effectively and your social media will support your business goals.

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