We have finished up our participation in GreenBeat 2009 conference on the Smart Grid.  Vantage Communications was a strategic partner for the event, which provided me with a unique view of a major green conference that I would like to share.

1. “VentureBeat is doing its first green conference. Would Vantage be interested in participating?” Andie Rhyins, Publisher of VentureBeat

Actually, I answered yes, before Andie finished the question.  I knew if VentureBeat was putting together a show, this was a rare opportunity to be part of an important event from the beginning.  As the first GreenBeat event, we had a clean sheet of paper and the opportunity to provide a defining voice for marketing and PR that would help attract attendees, sponsors and speakers. It also was a bit scary knowing that our white board scribble and initial PowerPoints needed to be made into a conference with topics, speakers, attendees and press in very short order.

2. “Fw: Al Gore has agreed to come to GreenBeat” Matt Marshall

This was the header of a late Friday e-mail at the end of August. In less than 10 words, the bar had been raised for everybody. It also meant that we had to rethink our media outreach for the show. You may be asking why a conference run by a highly influential blog needs to do outreach to other media?  Part of the attraction of a conference for high-level speakers is the ability to reach a large number of highly influential people. Approximately 500 people attended GreenBeat in person. However, the number of people that read about the show can be in the hundreds of thousands. While VentureBeat does provide in depth coverage of the show to its readership, it is important to maximize awareness by being seen and heard on multiple channels. Media coverage for GreenBeat inlcuded the New York Times, CNET and Earth2Tech which has an aggregate audience in the millions. Immediately following the show, Techmeme  had VentureBeat ranked #5 of the sources most frequently posted to Techmeme.  This  was a higher ranking than even the New York Times.

3. “My name is Jim Rogers and I’m one of the speakers” Jim Rogers, CEO of Duke Energy

What as particularly impressive about GreenBeat is that despite the large number of high profile speakers and attendees, there was virtually no attitude or hubris. The CEO of Duke Energy attended without entourage, and the above quote is how he introduced himself. He made himself available to anyone who wanted to talk with him. Vinod Khosla was in the lobby for much of the morning available to talk to anyone. In his talk, John Doerr gave his e-mail and invited start ups to send him business plans. I attend many conferences and I never have seen a friendlier conference than GreenBeat. This is a real testament to Matt and the GreenBeat team. I look forward to seeing you at GreenBeat 2010.

It’s time for a fractured fairy tale: Spinning the Web: P.R. in Silicon Valley, courtesy of the New York Times.  Once upon a time in a Sand Hill Road conference room, an entrepreneur, a VC and a PR consultant met to discuss the launch of Wordnik, a website about language and word usage. The PR person suggests a press tour of leading tech blogs (TechCrunch, GigaOm, etc.).  This suggestion is rejected by the VC as not a good match for a language website. Instead, they decide that they would have influential Silicon Valley entrepreneurs mention Wordnik in social media.  As so it came to be.  Digg founder, Kevin Rose, twittered that Wordnik was “truly amazing.”

From there, people started madly retweeting, which led to Wordnik becoming a trending topic on Twitter. Then, everyone in the Valley was abuzz about Wordnik. People will look back on these past few months as the “Summer of Wordnik.” And they all lived happily ever after.

Except that in the real world, the launch of Wordnik went virtually unnoticed.  As Michael Arrington reported in TechCrunch, Wordnik received a small blip in traffic and then quickly returned to its previous minuscule level. Since this is a fractured fairy tale, the frog doesn’t get turned into a prince.  But there are some lessons to be learned.

Hipsters vs. Word Nerds:  Before starting a launch plan, the first imperative is to determine “who is the target audience?” Then, look for the best way to reach them.  Here the target audience was …. Wordniks. The VC was correct that word nerds really don’t follow mainstream tech blogs.  But targeting hipsters using twitter is more about making a fashion statement than a viable launch plan for a language website.  

Something Old, Something New:  Much of the debate generated by the Times article is about whether social media is replacing PR. This is based on a false premise. The rise of new technologies doesn’t mean that the old technologies are banished to a virtual thrift shop. The new supplements the established. The old technology adapts to fit in with the new. At the time of the original Fractured Fairy Tales, PR people mailed press releases to the local newspapers. Today, the number of communication tools and influencers has increased exponentially. But press releases now incorporate SEO and still remain in the mix.

PR and Social Media, Better Together: Combining PR and social media into an integrated strategy can deliver great results. PR provides an efficient way to quickly gain traction with the targeted influencers and audience. Social media builds connections with these folks.  By social media, I mean participating in conversations on Twitter and Facebook, joining the blogosphere by writing and commenting on blogs rather than having Internet celebrities tweet on your behalf. You could argue it would be better to just use social media to gradually grow an audience (especially with a niche product).  But these days, VCs and board members want to see immediate results, as evidenced by Wordnik’s VC participating in the PR discussion. Though prior to launching a PR campaign, it is important that the product is ready for the attention (see: PR for Tech Start Ups – Are you ready for your close up?).

The Happy Ending: Completion of a product launch should be the first of many interactions with customers, partners, and influencers. There are many opportunities to build, even on a less than successful launch. After all, it’s more important where you end, than how you start. And this is where this post happily ends.

In the latest issue of BusinessWeek, there is an in depth piece on cloud computing – Cloud Computing’s Big Bang for Business. One of the sidebars includes a piece on Coca-Cola as an example of a company using a cloud-based system to streamline distribution. In a nutshell, 12,000+ store merchandisers (the guys in the red trucks that stock the Diet Coke at your local grocery store) no longer have to pick up instructions at the warehouse every morning before they head out on their route. “Using smartphones and a cloud computing setup…they stay in constant touch with their bosses and the company’s information storehouse. At the end of each stop, they complete online surveys that give the company a complete picture…in real time.”

This article is one of many recent cloud computing articles, which can make it look like cloud computing is the answer to almost any business problem imaginable. But can cloud computing alone ensure correct, on-time deliveries and solve all of the supply chain problems within large organizations such as Coca-Cola?

In PR, we are always mindful of the hype cycle…when a technology becomes the hot new thing and then becomes over-hyped. Often the interest in the new technology can overshadow the many other technologies it takes to provide a complete solution. For companies like Coca-Cola, the cloud computing infrastructure needs to work in combination of a large number of IT and supply chain management hardware and software.  Over time, reality sets in and the technology loses its youthful allure. Even as the technology matures and gains more widespread adoption, it likely will not be considered as newsworthy as the latest thing.

For example, I recently wrote about RFID, which not too long ago was considered a red hot technology.  Today it’s used for solving multiple business problems ranging from tracking items from the warehouse to the distribution plants to the store shelves, and everywhere in between. Using RFID, if a Coca-Cola employee were to pick up the wrong pallet, he would immediately realize it before hitting the road. More businesses are adopting RFID, even though  it is not garnering national magazine coverage like it once did.

Cloud computing and mobile devices are very important business technologies that justifiably are  getting national magazine headlines. But it’s also important  not to forget that these technologies are only a small piece of a much bigger puzzle.

Brianna Schweitzer and I just left the Florida Venture Forum’s Capital Conference in Naples.  It was a fabulous event, and did an excellent job of connecting investors from all over the world with emerging companies throughout the state of Florida.  As you may guess, the buzz was all about the economy.

The keynote was Martin Schaffel from AVI-SPL.  He told a compelling story of true entrepreneurship and how he grew from a University of Florida graduate without a dollar to his name, to running a $400 million a year company.  For thirty minutes, we were captivated with a story that was lighthearted, interesting and inspiring, then ended abruptly with the message that things will be hard for a couple more years.

Even with the down economy, the people at the conference who were most inspiring were those with a positive outlook.  It was said more than once that the greatest economic times in our country were born out of the very worst times.  It was refreshing to be at a conference and see hopes high, business flourishing and deals being made.  The overall feel was uplifting, and reminded me of one of my favorite quotes that has gotten me through many times and has rung true everytime:

“When you get into a tight place and everything goes against you, till it seems as though you could not hang on a minute longer, never give up then, for that is just the place and time that the tide will turn.”  -Harriet Beecher Stowe

My key takeaway from this show is the importance of staying positive and keeping focused on putting yourself in position to succeed.