Gli smartwatch di Huawei in offerta su Amazon
Le promozioni su Amazon proseguono senza sosta ormai da mesi e tra i prodotti che in queste ore possiamo trovare in offerta ci sono anche gli eleganti, versatili e duraturi smartwatch targati Huawei, a cominciare da quelli della serie HUAWEI Watch GT 2 che scendono del 48% e vengono proposti a partire da 119,99 euro invece di 229 euro.
20 Ways to Build B2B Executive Credibility and Thought Leadership
The pandemic driven digital transformation of B2B marketing to digital first has created all new levels of competition for time, attention and trust. In this environment, the importance of building credibility and trust is essential in order to deliver stand out customer experiences. But how?
B2B brand Thought Leadership certainly plays a role and as the trends in trust focus more on individuals over companies, the opportunity to optimize content experiences through executive thought leadership and influence are growing. The more influence B2B brand executives have, the more credibility the brand has.
But how? How can B2B marketers build awareness, credibility and influence of their key executives with content? Here are a few tried and true tactics that continue to work in today’s digital B2B environment:
- Client Testimonials – The customer success story is often one of the first things that catches the eye when looking at potential vendors. Common mistakes include testimonials that are too enthusiastic or those that are benign but packed as if they’re something special. Testimonials should reflect issues of interest to the target audience and also include supporting quotes from key B2B brand executives.
- Case Studies – For deeper consideration, B2B brands want to drill down into the specifics of how a company does what it does and the results achieved. Case studies present a picture of a company’s breadth and depth of ability to solve a variety of issues and insights about the story from key B2B executives adds credibility to the study and to the brand.
- Industry Awards – Getting recognized by a respected third party can mean a quick trip to the credibility club. However, such awards are only as meaningful as the credibility of the entities giving them out. Whether a B2B brand is receiving or giving out the awards, key executive should be involved and cited.
- Being Quoted by the Press, Blogs – Being cited as an authority on a particular topic in a high profile publication can be instrumental for building a key executives reputation and credibility and by proxy, the trust and influence of the brand. Relevant media pickups should be curated on the brand’s newsroom or on brand social which is another opportunity to highlight relevant brand executives.
- Influencing the Influencers – It has become a universal truth that buyers trust people more than brands. As a result, there is a significant growth in influencers within various B2B industries. B2B brands can tap into influence by collaborating with individuals that have the trust and attention of customers as well as by building the influence of existing employees. Influencer status could be a consideration when making certain new hire decisions as well.
- Speaking at Industry Events – While most events in the B2B world are now virtual, there are more of them, which presents a great opportunity for key B2B executives to showcase their individual expertise as well as the thought leadership of the brand. Not everyone gets to start out giving keynotes, so be prepared to do some breakouts and work up the ladder of speaker status.
- Representation on the Brand Web Site– A web site still says a lot about a company and the leadership. Social proof of thought leadership for key executives gives a strong signal of credibility for their expertise and participation in the industry.
- Editorial Contributions to Industry Publications – Contributing articles to prominent online or print publications gives companies an opportunity to show their unique problem solving abilities and expertise. By association with the publication, the B2B brand also gets a boost in the credibility department.
- Advertising and Sponsored Content – One way of “buying your reputation” is to advertise in all the places your target audience looks for credible information. This takes a crack creative team and a healthy budget. Featuring key executives in sponsored content can send very strong signals of industry credibility.
- Employee Advocacy – How employees talk on social networks and wherever they connect about relevant industry topics can have a significant impact on the perceived authority and credibility of brand executives. Fueling employee advocacy with brand information that may be useful to their own social engagement can create value for everyone involved.
- Search Engine Visibility – When people search on topics relevant to your industry, your brand website and social channels should show up. But so should the content authored by the thought leaders at your brand. Formats can vary from text to video to audio. In many cases social conversations create interest, but findability in search creates trust.
- Brand – Message – There’s a lot that goes into creating a personal brand. Each interaction between a prospective company and something that communicates information about the B2B brand is an opportunity to make a brand promise. Repeat interactions provide the opportunity to keep that promise. Thoughtful messaging and image also convey important messages that evoke feelings which can either build or detract from credibility for both the executive and the B2B brand.
- Press Releases – Sending out press releases to wire services and directly to cultivated lists of relevant industry publications sends signals of your credibility. And with clever pitching, they might even get you some press coverage.
- Social Media Footprint – Forums, Social Networks, Images, Videos, Podcasts – The boon in social networks usage by those in the B2B world gives abundant opportunity to see another side of a B2B brand. Forums can be very useful to connect helpful and knowledgeable executives with prospective customers and even the media looking for insights. Promoting unique knowledge through social media formats and networks can give important indications of a B2B executives expertise in formats that can match the information consumption preferences of a variety of potential clients.
- Research Published – In the same way that faculty at Universities gain prominence and reputation by publishing research in professional journals, B2B brands that have the insight and resources to conduct real research and publish their findings create very strong signals of credibility. It is not only the execution of such research that makes it an effective “signal” though. The intelligent promotion by key executives of these learnings is as much or more important.
- Industry Association Involvement – Investing in the future of the overall industry through association involvement by key executives and thought leaders can give the impression that a B2B brand has a higher level commitment than those that are not involved. Being involved with setting industry standards, guidelines and even training programs can set a B2B brand apart and give an indication of their expertise.
- CEO, Executive and/or Company Blog – Blogs can still be effective at imparting a company’s philosophy and corporate personality. Company web sites tend to be dry and careful or conversely, full of hype. A well written and promoted blog can do amazing things for a B2B executive and brand’s reputation in an industry.
- Podcast and Social Audio – Audio content is decidedly on the rise in B2B through an increase in the popularity of podcasts. Social audio through new platforms like Clubhouse and features of existing social platforms like Twitter Spaces creates an opportunity for B2B brand executives to showcase their expertise, network and engage a community.
- Word on the Street, Buzz, Word of Mouth – First and foremost, doing good work is the cornerstone of building positive word of mouth. At the same time, successfully engaging the tactics on this list will build positive buzz, but the longevity of that buzz is only sustainable if the B2B executives involved deliver results. There is such a thing as over-marketing and people are smart enough to realize that one person can’t do everything. Making it easy for clients to pass on the good news or making sure testimonials are properly promoted can extend a B2b executive’s reach with nominal marketing investment.
- Being Included on Industry “Lists” – No matter how you slice and dice it, getting included on a list sends a signal. Lists are inherently controversial because getting included means others are excluded. If you know how to create and promote the right signals, like doing great work for clients and letting the world know about it, getting on the kinds of lists that build credibility is pretty straightforward. Alternatively, a B2B brand can make its own list and use a key executive to communicate the criteria. If you can’t be king, be a kingmaker.
If you’d like to learn more about building B2B thought leadership with brand executives, be sure to tune in to the March 31st Edition of LinkedIn’s Live with Marketers: The Business of Executive Thought Leadership featuring Alex Rynne and Amber Naslund from LinkedIn and myself as we cover:
- What a compelling executive presence can do for your business
- Examples of effective thought leadership on LinkedIn
- How to measure your thought leadership efforts
- How to create a compelling and engaging profile
- How to integrate brand, executives and corporate communication
And more. Sign up here.
The post 20 Ways to Build B2B Executive Credibility and Thought Leadership appeared first on B2B Marketing Blog – TopRank®.
How my startup uses AI to reimagine water utilities
History repeats itself, but it doesn’t have to. I was inspired to launch my startup, Varuna, when Austin Water released its first-ever boil water warning in 2018 — a moment eerily similar to the massive winter storm in Texas just a few weeks ago. Because the water utility companies didn’t have enough real-time data to measure water quality in individual neighborhoods, they took the blanket approach of asking all of the city’s 950,000 residents to boil any water ingested through drinking or cooking. After several days of substantially reducing water usage — and seeing more than 625,000 plastic bottles of water handed out across the city — I set out to find a solution.
A systems engineer by trade and a problem-solver by nature, I repurposed our dishwasher’s sensor to create my first water-quality measurement device. Excited, I called up my Chicago-based friend and former employee Jamail Carter to talk about my idea. We agreed that water quality issues like the crisis in Flint are symptoms of a bigger problem: operational inefficiencies within water utilities.
When technicians don’t have real-time visibility into what’s going on across the water distribution system, utilities companies either splurge on a single sensor bound to one location or rely on manual measurement, which can be costly and time-consuming. By simply getting access to the right information, each community water system in the U.S. could save thousands of dollars — and lives — annually for every sample collection point they have on-site.
After months of prototyping and research, Jamail and I launched Varuna, named for the Vedic deity associated with water, truth and enlightenment. The platform provides cities and towns with Google AI-powered alerts, recommendations and predictions to reduce inefficiencies and violations in their water management operations. With a series of connected sensors in the distribution systems, Varuna reduces the number of times technicians need to collect water samples to lab test for quality issues. Google Maps Platform provides the “where” to the what and the why of water quality contamination issues, while Google Cloud gives users a way to access this information whenever they need it—all essential for adopting a proactive, preventive approach to water treatment.
Varuna is founded on the belief that when people know better, they do better. Research shows that water systems in communities of color have a disproportionate amount of EPA violations. By taking away excuses and providing key information, we can positively impact underserved communities. That’s why we first piloted programs in historically diverse locations across Louisiana, Texas, New Jersey and Alabama — and are tackling Chicago and New York City next.
As a Black immigrant founder building a startup in Texas, I understand firsthand the frustration of being denied access to needed resources. Despite the inherent humanity of Varuna’s mission and our proven entrepreneurial track record, Jamail and I faced systemic obstacles as we attempted to raise capital and network in a predominately white industry. Less than 3% of U.S. venture capital funding went to Black-led companies in 2020, despite the fact that 10% of American companies are Black-owned, according to U.S. Census data.
Thankfully, doors are getting opened — forced open in some cases — that have been previously closed to teams like ours. Receiving a $100,000 cash award from theGoogle for Startups Black Founders Fund last October wasn’t just a financial investment; it was a vote of confidence. Only three months after being selected for the Black Founders Fund, we’ve raised an additional $1.6 million, added two team members and a design agency partner, all while redesigning and halving the cost of our hardware. When you fund Black founders, you not only create equal access to economic opportunity, but also empower us to create real change with our tech, one glass of clean water at a time.
Celebra el Día Mundial del Agua con este emprendimiento
La historia se repite, pero no tiene por qué hacerlo. Fui inspirado a fundar mi emprendimiento, Varuna, cuando Austin Water lanzó su primera advertencia de contaminación del agua en 2018; algo extrañamente similar sucedió semanas antes cuando se desató una masiva tormenta invernal en Texas. Debido a que las empresas de servicios hídricos no tenían suficientes datos en tiempo real para medir la calidad del agua en los vecindarios individuales, optaron por el enfoque general de solicitar a los 950 000 residentes de la ciudad que hirvieran el agua para ingerir o cocinar. Después de seis días de reducir sustancialmente el consumo de agua y entregar más de 625 000 botellas plásticas de agua, me propuse encontrar una solución.
Ingeniero en sistemas de oficio y solucionador de problemas por naturaleza, miré alrededor en busca de objetos domésticos y recordé que los lavavajillas cambian de modo cuando el agua que contienen está lo suficientemente limpia como para que pase la luz. Readapté el sensor del lavavajillas para crear mi primer dispositivo de medición de la calidad del agua. Emocionado, llamé a mi amigo y antiguo compañero de trabajo en Chicago, Jamail Carter, para contarle mi idea. Coincidimos en que los problemas de calidad del agua, como la crisis en Flint, son síntomas de un problema mayor: las deficiencias operativas dentro de los servicios hídricos. Cuando los técnicos no tienen visibilidad en tiempo real de lo que sucede en los sistemas de distribución de agua, las empresas de servicios derrochan en un único sensor vinculado a una ubicación o dependen de costosas mediciones manuales que consumen mucho tiempo. Si tan solo tuvieran conocimiento y acceso a la información correcta, cada sistema hídrico de cada comunidad en los Estados Unidos podría ahorrar miles de dólares
—y vidas— anualmente por cada punto de recolección de muestras in situ.
Tras meses de realizar prototipos e investigaciones, Jamail y yo lanzamos Varuna. La plataforma brinda a los pueblos y las ciudades predicciones, recomendaciones y alertas basadas en la IA de Google para minimizar las deficiencias en las operaciones de gestión hídrica. Mediante una serie de sensores conectados, Varuna reduce la cantidad de veces que los técnicos necesitan recolectar muestras de agua para realizar pruebas de laboratorio para determinar problemas de calidad. La Google Maps Platform proporciona el “dónde” para el qué y el por qué de los problemas de contaminación de la calidad del agua, mientras que Google Cloud permite que los usuarios accedan a esta información cuando la necesitan.
La investigación muestra que los sistemas hídricos en las comunidades de color cuentan con una cantidad desproporcionada de infracciones de la EPA. Al eliminar las excusas y permitir el acceso, podemos tener un impacto positivo en las comunidades marginadas. Por eso primero experimentamos con programas en ubicaciones históricamente diversas, como Luisiana, Texas
y Alabama, y abordaremos Chicago, Nueva Jersey y la Ciudad de Nueva York a continuación.
Como inmigrante de color y fundador que desarrolló un emprendimiento en Texas, comprendo de primera mano la frustración de que se nos niegue el acceso a los recursos necesarios. Más allá de la humanidad inherente de la misión de Varuna y de nuestra trayectoria empresarial comprobada, Jamail y yo enfrentamos obstáculos sistemáticos cuando intentamos reunir el capital y relacionarnos en una industria predominantemente caucásica. Afortunadamente, se nos están abriendo puertas, de manera forzada en algunos casos, que antes no se abrían para equipos como el nuestro. La recepción de USD 100,000 por parte de Google for Startups Black Founders Fund el pasado octubre no fue solo una inversión financiera, sino un voto de confianza. Tan solo tres meses después de haber sido seleccionados para Black Founders Fund, recaudamos USD 1,6 millones adicionales, añadimos dos miembros y una agencia asociada de diseño al equipo, mientras rediseñamos y redujimos los costos de nuestro hardware a la mitad. Cuando se financia a los fundadores de color, no solo se estimula la generación de riqueza y se crea acceso igualitario a oportunidades económicas, sino que también se ayuda a devolver el favor dando cabida a otras comunidades poco representadas con nuestra tecnología; un vaso de agua no contaminada a la vez.
Varuna se basa en la creencia de que cuanto más se sabe, más se puede hacer. El primer paso para la creación de un cambio real es prestar atención a la gravedad del problema, ya sea mejorar la calidad del agua o crear condiciones de competencia equitativas para las empresas entre la población de color, porque solo así abordaremos colectivamente el problema. El acceso al agua potable es una necesidad humana fundamental y universalmente reconocida; algo que todos los seres vivientes compartimos. Con el respaldo de las personas y los productos de Google, en este Día Mundial del Agua pretendemos convertir ese derecho
en realidad y dar impulso a los futuros fundadores de color a lo largo del camino.
OnePlus passa a ColorOS di OPPO per la Cina
OnePlus è pronta ad annunciare al Mondo la nuova serie di smartphone top di gamma, la linea OnePlus 9, e col debutto dei nuovi dispositivi si appresta a dire addio, al momento soltanto per il mercato cinese, alla sua variante di Android, OxygenOS, una versione più minimale che arriverà sui nuovi OnePlus 9 nel resto del Mondo.
FIFA 21 in offerta fino al 58% di sconto su Amazon
Non solo The Sims 4. Una serie di videogiochi targati Electronic Arts sono in offerta su Amazon a prezzi mai visti prima e tra questi ce n’è uno che gli amanti del calcio non potranno non apprezzare: FIFA 21, nelle sue tre edizioni al momento disponibili per le principali piattaforme, scende di prezzo e in alcuni casi viene proposto addirittura col 58% di sconto a 24,99 euro.
The Sims 4 e le espansioni in sconto fino al 75%
Gran parte dell’Italia è in zona rossa e, come accade ormai da un anno a questa parte, l’isolamento domiciliare a cui siamo costretti coincide con un’impennata delle vendite dei videogiochi, tra i modi più gettonati per trascorrere il tempo divertendosi. Oggi Amazon, come già accaduto l’anno scorso, ha deciso di proporci in offerta uno dei videogiochi più amati di sempre, The Sims 4, capace di tenere incollati davanti allo schermo milioni di videogiocatori nonostante siano passati ormai sei anni dalla sua uscita.
Recensione Samsung Galaxy S21: è lo smartphone compatto da comprare nel 2021?
Samantha Cristoforetti racconta il proprio lato nerd all’Ultrapop Festival
Ieri sera Samantha Cristoforetti, in videconferenza dagli Stati Uniti, ha fatto una bella chiacchierata sull’essere nerd, parlando poco di spazio e molto di fantascienza (su richiesta dell’intervistatore, Antonio Moro) e di cosa voleva dire essere nerd prima dell’esplosione del mercato dedicato ai nerd, quando trovare in edicola una rivista che parlava di Star Trek o di altre serie TV di fantascienza era un miracolo, riuscire a vedere una serie completa richiedeva attività clandestine e acrobazie collettive, e saper citare a memoria battute o brani o la genealogia dei personaggi era visto con sospetto.
Un aspetto forse poco conosciuto dell’astronauta, che rivela anche quanti altri astronauti hanno lo stesso pallino e di cui si può parlare pubblicamente in modo più rilassato rispetto alle solite interviste istituzionali, senza le cautele e le limitazioni che invece giustamente circondano l’attività professionale. Buona visione.
UE: al via progetto app che calcola il rischio di ammalarsi
Un’app accessibile dallo smartphone e che permetta di valutare in netto anticipo, per ogni singolo soggetto, il rischio di sviluppare malattie non trasmissibili, da quelle cardiovascolari e respiratorie croniche, ai tumori e al diabete. Fantascienza? Non proprio. Si tratta infatti di una nuova iniziativa nata nell’ambito del programma quadro per la ricerca Horizon 2020 dell’Unione Europea, su iniziativa di dodici centri di sei Paesi, compresa l’Italia.
Prendetevi cura di voi, prendetevi cura dei vostri soldi!
— – di Greta V. Galimberti – Trendiest News – – Dal 22 al 28 marzo webinar gratuiti per i giovani. AIEF è la prima Associazione italiana dedicata alla formazione professionale sull’Educazione Finanziaria AIEF – Associazione Italiana Educatori Finanziari aderisce alla Global Money Week, la settimana che dal 22 al 28 marzo è dedicata all’alfabetizzazione finanziaria dei giovani in tutto il mondo, grazie alla Global Money Week (GMW) evento annuale promosso dall’OCSE. A coordinare in Italia l’edizione 2021 è il Comitato per la programmazione…
L’articolo Prendetevi cura di voi, prendetevi cura dei vostri soldi! scritto da REDAZIONE TRENDIEST proviene da Assodigitale.
Nft: come funziona il certificato digitale del momento
Nato nel 2017 l’Nft, ovvero il Non Fungible Token, è un certificato digitale che potrebbe avere lo stesso successo dei bitcoin. Proprio come la moneta virtuale, utilizza il sistema della blockchain e promette di dare una mano a diversi settori dell’economia, come quello artistico, qualcuno parla già di “crypto arte”, e tecnologico. Nonostante l’Nft esista già da quattro anni, la sua popolarità si è impennata solo negli ultimi tempi grazie a due personaggi assai in vista, ovvero Elon Musk, numero uno di Tesla, e Jack Dorsey, amministratore delegato di Twitter.
Milano 2050, IA e tecnologie a servizio di un futuro sostenibile
— – di Federica Di Bari – Trendiest News – – Nell’ambito della Milano Digital Week, diretta streaming nella pagina di Fps Media su Facebook, il secondo webinar dedicato alla sostenibilità; presentate alcune soluzioni innovative per una grande città sostenibile come la Milano del futuro. A moderare l’incontro Gianluca Schinaia, Head of Sustainability di Fps. Planet Farm Beatrice Borgia – Chief Marketing Officer di Planet Farm – presenta le fattorie verticali. «Una verticalità non solo…
L’articolo Milano 2050, IA e tecnologie a servizio di un futuro sostenibile scritto da REDAZIONE TRENDIEST proviene da Assodigitale.
Antibufala: il video delle manganellate a chi non porta la mascherina
Roberto Burioni ha retweetato oggi (20/3) questo video di un metodo particolarmente drastico ma efficace per convincere le persone a indossare la mascherina per ridurre i contagi.
Perché alcuni paesi hanno una bassa incidenza di COVID-19? https://t.co/oJ2ESZyH4J
— Roberto Burioni (@RobertoBurioni) March 20, 2021
Una versione a maggior risoluzione è qui.
Il video è diventato virale, ma lasciando da parte le discussioni più o meno serie sull’opportunità di approcci così violenti per ottenere il bene comune…
… quanto tempo ci avete messo ad accorgervi che la persona manganellata è sempre la stessa?
Il video è insomma un esempio interessantissimo di cecità selettiva: siamo talmente presi dal contenuto emotivo della scena da non accorgerci di un dettaglio fondamentale come l’identità della persona colpita.
Se state pensando a un altro famoso video di attenzione (o cecità selettiva), probabilmente avete in mente questo.
Questo articolo vi arriva gratuitamente e senza pubblicità grazie alle donazioni dei lettori. Se vi è piaciuto, potete incoraggiarmi a scrivere ancora facendo una donazione anche voi, tramite Paypal (paypal.me/disinformatico), Bitcoin (3AN7DscEZN1x6CLR57e1fSA1LC3yQ387Pv) o altri metodi.
Dr. Marco Citro: consigli per una buona igiene dentale
— – di Iuliana Ierugan – Trendiest News – – Oggi ho intervistato il Dott. Marco Citro di Odontociemme. Una realtà nell’ambito medico odontoiatrico, con grande esperienza, un team di professionisti qualificati, ognuno con la propria specialità nelle varie discipline odontoiatriche esistenti. Medici chirurghi, igienisti, odontoiatri, di altissimo livello che si occupano della salute della bocca, con deontologica professionalità. Iuliana: Che cosa consiglia per una buona igiene dentale, se preferire lo spazzolino classico o quello…
L’articolo Dr. Marco Citro: consigli per una buona igiene dentale scritto da REDAZIONE TRENDIEST proviene da Assodigitale.