Agile Computing Authors: Elizabeth White, Carmen Gonzalez, John Mertic, Pat Romanski, Yeshim Deniz

Blog Feed Post

Counterintuity – Creative Internet Marketing in Burbank

Pacific-Tier Communications and Burbank N Beyond’s Innovators and Entrepreneurs had an opportunity to visit with Amy Kramer, President and Marketing Whiz, and Lee Wochner, CEO and Counterintuity Offices in Burbank CaliforniaCreative Strategist, at Counterintuity LLC, a Burbank-based agency focusing on Internet marketing.  Amy and Lee discussed a variety of topics ranging from taking the risk with a start up company, to their visions and ideas on Internet marketing and social media, as well as why Burbank is a great place to run a business.

Counterintuity is a full-service marketing agency that has designed, launched and maintained hundreds of custom-built websites, digital marketing strategies, public relations, search engine optimization, social media campaigns, as well as identity and print pieces.

PT-BNB:  It is kind of scary doing a start up when you have worked in a corporate environment your entire life – how did you get started?

Amy:  Back in the late 90s I was working in direct response, in infomercials.  And I was helping a very large product break into the web.  So we were launching eCommerce sites doing email marketing when it was only text, and Lyrist was the only provider.  And so right there at the very cusp of Internet marketing I was there with a budget.

It was a tremendous opportunity.  So after launching that product, then we’re into 2000 and it was really starting to grow, and the opportunities were really awesome.

So I left the cushy direct response gig and decided to break out and do it myself.

The there was an opportunity for Lee and I together to bring this Internet marketing product and series of products to small businesses and organizations.  Because previously it was only available because the cost was so prohibitive.  So we were able to bring it to a wider range of businesses and organizations.

Lee:  Amy and I already had a working relationship and I already knew she was a really smart digital marketer, we work well together, and I think it is a great time to be in business, it is an important time for entrepreneurship, and I think a lot of the problem in the country and in the world will increasingly be solved by entrepreneurial solutions.

And so what we were looking to do was find a way to leverage those sorts of opportunities for smaller businesses rather than lock them out because they don’t have big budget.

PT-BNB:  Are smaller business a focus of the Counterintuity, does it make any difference what size a business is?

Lee:  It really depends on how you define small business.  I think small business as defined by the federal government is 500 employees or fewer.   So people, even in the Small Business Administration think they need to redefine that.

We have clients who do a million dollars a year in revenue, sometimes a little bit less.  And we have clients who do 200 million dollars a year in revenue or more.  About a third of our clients are non-profit or public sector.  So I don’t know if they really fit that profile.

But the commonality among all of our clients is that they are looking to succeed in entrepreneurial ways in response to all of the changes in consumer patterns driven by the Internet.

PT-BNB:  On your website you show three majors areas which include social media, website design, and digital marketing.  You wouldn’t have seen that 10 years ago, with social media being a focal point.  What is the impact of social media?  Why is that important for us to understand?

Lee and Amy at Counterintuity Burbank CaliforniaLee:  So next week we’re doing a presentation for the city as part of “Team Business.”  We’re going to be doing our “Get Connected Social Media Seminar.”

Let me give you the shortest, best answer I can.  Social media is word of mouth marketing done big.  Amy and I both have a background in the theater.  That’s how we met in 1999.  What you find out in the theater is that it doesn’t matter what your ads are, what your reviews are, the primary way to drive business is through “word of mouth.”

Social media presents a suite of tools that allows you to capture word of mouth from all of the people you are connected to and spread it.

Obviously there’s a potential upside and a potential downside to that.  The potential upside is “hey this is really great we really like this,” and the potential downside is “we were really disappointed, we don’t really like this, and forget them.”

There has always been a conversation about you, your product, and your service.  Now you have more opportunity than ever to manage that, and to spread the word, and to turn other people into advocates for you online.

PT-BNB:  What does social media mean for the generation that is just graduating from high school and college, and what role do you play in being able to fulfill their need for having access to social media?

Lee:  What need does the typewriter fill? Or the quill pen?

It’s not a marketing tool, it is a tool.  A basic tool.  It is a communications platform.  It’s a way to connect everybody up, with all of their content.  Some of the content might be “here is a picture of my kid.” And “here is the dinner we had.”  I took a picture of my dinner in San Francisco the other night because it was so interesting, and I built a blog post around it.

And then all these people on Facebook “liked” the picture of my dinner, and said they wished they’d had it.  If that had been my client in San Francisco I would have linked to it.

But see it was my life, and then I could turn it into marketing, but really it’s about the tool.

When people talk about social media marketing, then I say we’re talking about communications.  When you think about it, when you are born the very first thing you do is communicate.  You cry, and then you start to breath.  You are crying to communicate.

Communication is at the heart of who we are.  There is (traditional) scientific research that says we developed more than other primates because we have language, and because we have bigger brains.

The new thinking is we have bigger brains because we developed language, developed synaptic connections, and grew our brain muscles.

So language and communication are at the core of who we are.

I try to talk to people and say “don’t focus on the tool.”  If I give you the three basic ways to think about all the social media tools then you can do anything you want with them.  Don’t get hung up on how seemingly complex there are, and how to use them.

It’s like your car.  I have no idea how the cylinders work.  I just drive it.  That’s how social media should work for you.

Amy:  And when you talk about the next generation, they are just using it (social media) in different ways.  They don’t like talking on the phone as much.  They like texting more.  It’s a small, quick conversation.

Turns out a lot of the kids are not into Facebook.  Some prefer Twitter.  Others right now are really into Instagram.  It is a great way for them to share what they are doing, and what they are involved in.  Visual storytelling.

Again it is sharing information, it all comes down to what’s sharing what is going on in your life and telling that story.  Whether it is for you personally, or whether it is for a brand.

Kids today – email.  Not as big with kids.  They are doing Facebook messaging. They are doing DMs on Twitter.  Just a text.  It is a different way to communicate.  But as Lee was saying, it is just a communication tool, it is just how new social media and new Internet platforms are helping them (young people) communicate.

PT-BNB:  What is the role of blogging?

Lee:  Blogging at its core is journaling.

As marketers, we recommend it for our clients.  And the reason we recommend blogging for clients is it is a way to build credibility and to expand your authority in your industry.

When journalists are looking for folks to interview, where do you go?  You go to LinkedIn to look them up, and generally the next place is their website.  Then if you get to their website and want to look at what they have to say you go to their blog.

Because that gives you a bit of insight into their voice and into their POV (point of view).

The you go “oh, they might be good for this entrepreneurial article that I’m writing.”

So blogging is an entrée into PR.  It is an entrée into getting more coverage, as well as if a client is looking for someone like you it can actually help your search engine optimization, significantly.  Because it can give you opportunities to talk about what you do.

So blogging is good for authority, it is good for search rankings, because the more content, and the more regularly you update your content on your website and your blog, the more highly Google thinks of you.

PT-BNB:  How about video?

Lee:  Massive, huge.  We’ve been doing more and more video for clients and for ourselves, and have been winning awards for it. It (video) has got to be brief, it has got to be interesting, it has got to make a point, and you need to share it.

Put it on Youtube, Tweet out a link, put it on your Facebook, put it on your website, stick it in your blog, repurpose your content, because then people will see it more often.

Amy:  And it has got to be short.  Attention spans are now teeny.  It must play quickly.

Lee:  So if you go to our Youtube page you will see some of the videos we have done.  We’ve been doing client videos and internal videos, and the great thing is you no longer need a massive budget.

Now there are projects we’ve done for very large clients who have a budget, and we can go do what would be called a corporate-looking video.

Then there are ways to do more guerrilla type video.  We did a video recently for Center Theater Group, the Taper, Ahmanson, Kirk Douglass Theater.  I and our video editor went down there and we did 13 setups and shot the whole video in about 4 hours.  Because now the technology is such that you can go do that, be really mobile, really fast.  We wrote the script in advance, went down and shot it, and then it took about a half a day to do the first cut on a laptop.

We sent it to the client, the client asked for a few tweaks, and in just two days we had a complete corporate video for them.

PT-BNB:  Why did you decide to setup shop in Burbank?

Lee:  Burbank is a great place to do business.  Burbank is a tight knit community, it is easy to do business here, and it is easy to become part of the community.

The city has been terrific.  We have personal relationships with all the city council members, the mayor, the city staff…  Whenever we have had an issue or an opportunity they have resolved it very fast.  They have worked with us, and we have nothing but positive things to say about the city.

With regard to the Chamber of Commerce, the Chamber has been a key driver in our business.  They have been so terrific at connecting us up, offering valuable services, and anything we can do with or for the Chamber we will do it.

It is a great place to be, Burbank.

You can learn more about Counterintuity at their website www.counterintuity.com

Burbank Innovators and Entrepreneurs

Burbank is the home of the global entertainment industry, prominent in aviation, and a burgeoning Internet development community.  Burbank Innovators and Entrepreneurs will look at companies and persons based in Burbank making an impact in their industry, with an emphasis on entrepreneurs, and those on the cutting edge of technology, services, and thought leadership.

Innovators and Entrepreneurs will bring personal interviews digging into the motivations, challenges, successes, personalities, with visions of companies and people driving our business community into the future.

If you have a Burbank-based company or recommendation of a company, that is at the cutting edge of your industry, are an innovator, or an entrepreneur, and would like either Pacific-Tier Communications or BurbankNBeyond to highlight the activity, send a note to [email protected].

Read the original blog entry...

More Stories By John Savageau

John Savageau is a life long telecom and Internet geek, with a deep interest in the environment and all things green. Whether drilling into the technology of human communications, cloud computing, or describing a blue whale off Catalina Island, Savageau will try to present complex ideas in terms that are easily appreciated and understood.

Savageau is currently focusing efforts on data center consolidation strategies, enterprise architectures, and cloud computing migration planning in developing countries, including Azerbaijan, The Philippines, Palestine, Indonesia, Moldova, Egypt, and Vietnam.

John Savageau is President of Pacific-Tier Communications dividing time between Honolulu and Burbank, California.

A former career US Air Force officer, Savageau graduated with a Master of Science degree in Operations Management from the University of Arkansas and also received Bachelor of Arts degrees in Asian Studies and Information Systems Management from the University of Maryland.

@ThingsExpo Stories
What are the successful IoT innovations from emerging markets? What are the unique challenges and opportunities from these markets? How did the constraints in connectivity among others lead to groundbreaking insights? In her session at @ThingsExpo, Carmen Feliciano, a Principal at AMDG, will answer all these questions and share how you can apply IoT best practices and frameworks from the emerging markets to your own business.
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smar...
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to impr...
Successful digital transformation requires new organizational competencies and capabilities. Research tells us that the biggest impediment to successful transformation is human; consequently, the biggest enabler is a properly skilled and empowered workforce. In the digital age, new individual and collective competencies are required. In his session at 19th Cloud Expo, Bob Newhouse, CEO and founder of Agilitiv, will draw together recent research and lessons learned from emerging and established ...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Amazon has gradually rolled out parts of its IoT offerings, but these are just the tip of the iceberg. In addition to optimizing their backend AWS offerings, Amazon is laying the ground work to be a major force in IoT - especially in the connected home and office. In his session at @ThingsExpo, Chris Kocher, founder and managing director of Grey Heron, explained how Amazon is extending its reach to become a major force in IoT by building on its dominant cloud IoT platform, its Dash Button strat...
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
We are reaching the end of the beginning with WebRTC, and real systems using this technology have begun to appear. One challenge that faces every WebRTC deployment (in some form or another) is identity management. For example, if you have an existing service – possibly built on a variety of different PaaS/SaaS offerings – and you want to add real-time communications you are faced with a challenge relating to user management, authentication, authorization, and validation. Service providers will w...
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
SYS-CON Events announced today that Streamlyzer will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Streamlyzer is a powerful analytics for video streaming service that enables video streaming providers to monitor and analyze QoE (Quality-of-Experience) from end-user devices in real time.
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
The IoT industry is now at a crossroads, between the fast-paced innovation of technologies and the pending mass adoption by global enterprises. The complexity of combining rapidly evolving technologies and the need to establish practices for market acceleration pose a strong challenge to global enterprises as well as IoT vendors. In his session at @ThingsExpo, Clark Smith, senior product manager for Numerex, will discuss how Numerex, as an experienced, established IoT provider, has embraced a ...
Cloud based infrastructure deployment is becoming more and more appealing to customers, from Fortune 500 companies to SMEs due to its pay-as-you-go model. Enterprise storage vendors are able to reach out to these customers by integrating in cloud based deployments; this needs adaptability and interoperability of the products confirming to cloud standards such as OpenStack, CloudStack, or Azure. As compared to off the shelf commodity storage, enterprise storages by its reliability, high-availabil...
Donna Yasay, President of HomeGrid Forum, today discussed with a panel of technology peers how certification programs are at the forefront of interoperability, and the answer for vendors looking to keep up with today's growing industry for smart home innovation. "To ensure multi-vendor interoperability, accredited industry certification programs should be used for every product to provide credibility and quality assurance for retail and carrier based customers looking to add ever increasing num...
In the next forty months – just over three years – businesses will undergo extraordinary changes. The exponential growth of digitization and machine learning will see a step function change in how businesses create value, satisfy customers, and outperform their competition. In the next forty months companies will take the actions that will see them get to the next level of the game called Capitalism. Or they won’t – game over. The winners of today and tomorrow think differently, follow different...
“Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. CloudBerry Backup is a leading cross-platform cloud backup and disaster recovery solution integrated with major public cloud services, such as Amazon Web Services, Microsoft Azure and Google Cloud Platform.