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

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.

I conclude that PleaseReview is social media for documents

Posted by David Cornwell on 5. December 2012 16:20

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


Two months and no blogging. Poor effort. Note to self: must try harder.

In that time I've been in Sacramento, Baltimore, Atlanta, LA, Seattle, Orlando, Malaysia and London attending conferences and visiting clients and prospective clients! Apart from the on-site demo when my PC turned itself off – twice – all went well. Apart, that is, for a small hairdressing faux pas which, if you have been following the PleaseTech Twitter feed or visited our Facebook page, you will have been party to. The good news is that it has grown out now.


I now have a nice new *light* Samsung SSD (‘solid state drive’) machine which, so far, has been perfect. Whilst I love the new PC, I think my mistake was to be persuaded to go for Windows 8.  I've now installed a bit of software (Start8 - $4.99) which removes the ‘metro’ interface and re-instates a ‘Start’ button, so now it’s just like Windows 7 and all is well.  As a side note, I’m not an expert on these things but tend to agree with those suggesting that Microsoft couldn't decide on what it wanted Windows 8 to be. 


There is no doubt the future has a strong mobile element and the iPad experience has set the standard. In my own family I've seen user adoption of the tablet by individuals who have never touched a PC. They are now happily Skyping, emailing and surfing from a Samsung tablet. I remember introducing them to the capabilities of the tablet using my iPad in mid-2011 by holding a Skype video call with our niece in Dallas. Their kids then bought them a tablet for Christmas – the Samsung was their only option as they didn't own a PC to connect it with! 


Most readers of this blog will be thinking ‘so what’ there is nothing clever in Skyping, emailing and surfing from a tablet.  But remember whole generations have grown up without a computing background. I consider myself lucky that I was ‘in’ on the personal computing revolution.  It was less than 20 years ago (~1995) I first added an email address to my business card (for Computerised Document Control which became CDC Solutions) and had to explain to people what it was! 


Now, we are now allegedly in the ‘post email’ era, but more on that later. But, 20 years ago, did you ever imagine that you could sit on your sofa video chatting in real time with someone across the world using something the size of a notepad with no wires attached? People take this as standard now but there is no doubt it’s not only extremely clever but also that the whole mobile tablet genre represents a step change in the evolution of personal computing.


I think the main question for us is: ‘to what extent will the tablet revolution continue into the enterprise’? Personally I don’t see the tablet replacing PCs in the next 10 years. In terms of where corporate computing will go I suspect that my new Samsung Series 9 is an example of a constant process of evolution in which PCs become increasingly mobile. For example, my new PC with its SSD is only 1kg (2.2 lbs) heavier than an iPad and is considerably more flexible and useful from a business perspective. 


So, how will the tablet impact us? Currently, the way I see it is that there is increasingly a line between information producers and information consumers. I can’t see people writing serious documents on a tablet. Even typing this blog entry on a tablet would be challenging and it’s hardly a serious document. However, information consumers – and here we are mainly talking  management who are regularly on the move (and can ignore the edicts of their IT department stating that tablets do not fit into their device management strategy) – are adopting tablets and using them for most, if not all, of their work. So the message to us is we must assume that an increasing number of those with input to documents will be using tablets.


In this respect it is worth noting that ‘approving’ documents (i.e. viewing a document and then clicking on an ‘I Approve’ button) is much, much easier than providing ‘input’ to documents. By input we mean review capabilities such as red lining (i.e. proposing changes) and commenting as part of a greater collaborative review.


We spotted this trend a while ago and released our optional iPad module in Q1 this year. However, as the importance of ‘mobile’ continues to grow, PleaseReview v5.0 (currently scheduled for the back end of Q2 2013) will run with it and will have further tablet enhancements.


Hang on a minute. Did I just slip a major product announcement in there? Yes I did. Having recently released PleaseReview 4.5 with the new delegation module, we are now concentrating on the next release which will be called v5.0 and we are looking at a release mid-2013.


Forthcoming blogs will address additional features expected in v5.0 but, for now, I’m more concerned with strategy. We are constantly informed that the future is (i) Mobile, (ii) Social, and (iii) Cloud.

We have numbers (i) and (iii) sorted. I've addressed mobile above and we've been offering cloud options since we first launched PleaseReview in 2005. The challenge is ‘social’. 

If we look at the definition of ‘social’, Wikipedia says “In the absence of agreement about its meaning, the term "social" is used in many different senses and regarded as a fuzzy concept ……….”. No help there. But, of course, when the IT Analysts and strategists say social they mean ‘social media’. When people think social media they think of Twitter and Facebook and it’s tough to see how PleaseReview can become social in this sense. It has been said that we are in the post email era and that reminders and notifications which currently come from PleaseReview as emails should leverage social media. But how? Do people really want reminders that the deadline is approaching tweeted or posted on their Facebook timeline? I think not. 


I’m increasingly of the view that PleaseReview in itself is ‘social’ in that it’s collaborative and if social isn't collaborative what is it? Wikipedia is some help this time. It says: “Social media employ web- and mobile-based technologies to support interactive dialogue and introduce substantial and pervasive changes to communication between organizations, communities, and individuals ………….. Social media are social software which mediate human communication.”


I think that summarizes PleaseReview pretty well. PleaseReview leverages web and mobile technologies to introduce substantial changes to the way in which documents are reviewed (i.e. communication with respect to documents) and mediated between organizations, business communities, and individuals (in our case Authors and subject matter experts and others with input to the document creation process). So, in so far as Pinterest enables engagement around pictures, Youtube around videos, Twitter around instantaneous messages and Facebook around friends, PleaseReview enables engagement around documents. In short, PleaseReview is social media for documents! Maybe that is a thought we can use in our marketing!


So, from a product strategy perspective, I’m pretty comfortable that we are hitting the main targets. We continue to improve the base product, we have a great story with respect to mobile, cloud is old hat to us and we are now social media for documents! 


From a market strategy perspective we continue to expand into new sectors both from a technical and business perspective.  Watch for announcements in the New Year.  


So with travelling over for the year and the v5.0 development spec’d and started, focus now moves to closing the year out.  I’ll let you know in January how that goes!

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