27.01.2010

„Virtualisation“ is a state-of-the-art IT technology that collects the computing and storage capacities of a large number of computers in an organisation regardless of their actual location and redistributes them on demand. This method helps enterprises better utilise their hardware and cut maintenance costs. Veeam Software develops backup and systems management solutions that are being used in conjunction with virtualisation and management products from VMware, Microsoft and HP. With Veeam’s help, IT experts can get a better picture of the utilisation and security of complex virtualised infrastructures and solve problems more quickly.

As a first step, Oseon Conversations will introduce Veeam Software to IT trade journalists. A complementary social media programme directly targeting virtualisation experts is planned as Veeam Software gains traction in the region.

“Virtualisation is one of the fastest-growing segments of the IT market in Germany and worldwide”, said Tapio Liller, founder and managing director of Oseon Conversations. “Despite the current recession, companies invest in more efficient information technology. In this context, Veeam Software wants to be the vendor of choice with virtualisation specialists. We are building the necessary media presence through a PR programme tailored to address system administrators and IT decision makers.”

„Since our foundation in 2006, we have been growing at over 100 percent year-over-year. Still, we have merely scratched the surface with regards to the potential market volume for our products”, explains Carrie Reber, Vice President Worldwide Marketing at Veeam Software. „With Oseon Conversations in Germany, we have found a knowledgeable and experienced agency partner in one of our key markets who will drive our communications and strengthen our presence with IT decision-makers.”

(Photo credit: “Server room” licenced under Creative Commons by-sa torkildr)

Technorati Tags: client, new business, PR

immoXpert is a specialised real-estate agent for residential and commercial properties and has piloted a new office marketing product designed to fill vacant office buildings in the Frankfurt area. Under the brand „ofedis“ immoXpert brokers small offices without the usual long-term contracts. The main target group for ofedis offices are companies looking for flexibility when it comes to adapting their office size to their growth. Oseon Conversations was now tasked to communicate immoXpert’s success in their home region to building owners and asset managers everywhere in Germany. As immoXpert is set for expansion, the communications programme is designed to support the company in a sustainable fashion.

„Working for immoXpert is very exciting. Not only is ofedis a product that fills the gap between home offices and large offices with long-term contracts. The company’s management is also very open to innovative online strategies that can help reach their audience without the intermediation of tradional press”, explains Oseon Conversations founder Tapio Liller.

„In and around Frankfurt ofedis is already a roaring success. Now, we want it to grow nationwide”, said Matthias Lorenz, head of immoXpert’s Frankfurt branch and inventor of ofedis. „For this week’s trade show Expo Real in Munich, Oseon Conversations has already generated strong interest from industry trade publications. As a next step, we will directly address potential tenants with ofedis and the theme of flexible office concepts. Among other things, we will launch a blog that Oseon Conversations is developing an editorial plan for.“

Technorati Tags: client, PR, social media

1. The gatekeeper model of PR is dissolving. Understanding “people that are into social media” as just another group of gatekeepers – just like journalists before – will not work. PR needs to develop a new understanding of who we’re talking to. Or rather, who we want to engage in a conversation with.
2. Communication doesn’t stop with the “delivery” of a message, but that’s the point when it really begins! Organisations need to let go of the dominating goal of “penetrating key messages” and measuring PR success based on that. In the future, we will need new forms of organisation that enable companies to continuously be part of the conversations that happen among other people and that help triggering new conversations in those networks.
3. Traditional co-ordination and clearing processes in corporate communications are too slow. The network effect of the social web and technical innovations accelerate online conversations to “real-time”. Organisations that rely on traditional sign-off processes to decide on what to say and who should say it, will get into trouble as the conversations move too fast. The PR industry needs to discuss new processes that enable communicators and business decision makers to keep up with the pace of the real-time web.

These are three areas of discussion that will be at the hear of the PR 2.o FORUM conference in Hamburg on September 15, 2009. This one-day event for PR consultants and practitioners from agencies and companies will be all about discussing the implications of the structural change of the PR industry and defining areas of action to adapt our profession to the new circumstances.

Oseon Conversations partners with the organisers of the event, KongressMedia and has helped design the programme for the day. Managing Director Tapio Liller will be the co-host and moderator of the event.

Technorati Tags: conference, event, PR 2.0 Forum

If you’re looking for that one event in Germany that brings together the movers and shakers of the European Web business, Next09 is the place to be. Hosted each year in early May by interactive agency SinnerSchrader, Next is probably the best place in Europe to learn about the future of online business on both sides of the pond, see the hottest up-and-coming startups and network with industry leaders from around the continent.

Keynote speakers at Next09 include Jeff Jarvis, Brian Solis and Umair Haque just to name a few. Here’s the full programme listing.

Needless to say, Oseon Conversations will be in Hamburg on May 5-6 to feel the pulse of the industry and tap the smartest brains for its clients’ benefit. Get in touch with Oseon founder Tapio Liller if you’d like to meet up!

Get 20% off your ticket price!

Friends, clients, and business partners of Oseon Conversations have the great opportunity to get a 20% discount on their Next09 ticket. If you haven’t booked yours yet, call or email Tapio for a promotional code!

See you in Hamburg!

Technorati Tags: conference, discount, events, Hamburg, Next, Next09

I will be in Berlin on April 2 and 3, hosting the 1. re:publica PR lunch, an informal networking meeting for PR folks at the conference. If you’re around and would like to join, just drop me an email for an invite!

Technorati Tags: conference, networking, re-publica, rp09

The presentation “Extend Your Marketing Beyond the Sale by Joining the Online Conversations” can now be reviewed on Slideshare. It even has the full speech as an audio track, so if you missed the event, you have the full experience at your fingertips right here.

If any questions arise from listening to the presentation, please feel free to get in touch. We’ll be happy to help!

Technorati Tags: Dow Jones, event, keynote

The application deadline for Germany has just been extended to 9. March. Companies with an annual revenue in 2008 in excess of € 1.5 Million can apply free of charge online. The most promising applicants will be invited to present in front of the awards jury in London. The winners will be announced at an exclusive awards dinner on 13. May.

Oseon Conversations helped the organisers with securing Internet World Business as the German media partner for the event.

Technorati Tags: client, GP Bullhound, Media Momentum

But there’s also a few pitfalls you may come by when launching into Germany – especially when it comes to public relations and getting traction in the German media. We’ve seen many foreign, often US-based companies try to succeed here with the same approach they used to apply back home – and struggle with the cultural differences.

So, here’s a small list of things you should consider before kicking off in Deutschland:

1. Relationships first, press releases later

If you’re completely new to the German market, you’ll probably want to first build awareness for your brand or product. Getting an email address list of the journalists in your field and sending them two press releases a week won’t do the trick. Actually, they might consider it spam and that’s not where you want to be. The first step to awareness in Germany is building personal relationships with the key journalists. Once you’ve met them face-to-face and told them the story behind your business, you have a foot in the door. Everything else like news announcements, product reviews or company features comes after that. PR in Germany is a lot about the “R”.

2. Localise, don’t just translate

There’s many European countries and most of them have their own language, just like Germany has German, which is also spoken in Austria and parts of Switzerland. Assuming English as the international ‘lingua franca’ will do can be fatal. Make sure that all your PR content – and your agency if plan to hire one – speaks German (or the respective language of the country you’re targeting). And that doesn’t mean just translating press releases literally. You’ll have to genuinely localise and adapt to what content and form the local media expect to get.

3. Be prepared to travel

Germany’s media landscape is the odd one out in Europe when it comes to its geography. There’s no “media hub”, no one single city you would visit to meet all the key publications like London in the UK or Paris in France. Not even Berlin, the country’s capital. This has a lot of practical ramifications when it comes to PR in Germany. Travel is inevitable. For example, for a press tour to the most important editorial offices it’s not unusual to invest two or even three days to meet journalists in Hamburg, Berlin, Munich, Düsseldorf and Frankfurt. However, it’s worth it. Why? See item 1.

4. Dare to speak your mind

We’ve helped many companies set foot into the German market and the best PR successes were achieved for those who told a good story. Company spokespeople who dared to have a strong opinion on their market and a truly exciting vision for the future of their business, were the ones that got even the most sceptical reporter to write a story. Skip the legalese, ignore the FAQs, scrap the usual corporate speak and tell your company’s story and what your plans are for Germany. Make sure the editor understands what’s smart about your business. German journalists love smart people with a strong opinion.

Of course, there’s much more to know about PR in Germany, so this is just for starters. If you’d like to learn more and discuss your PR strategy – be it new or existing – in more detail, just call us. We’ll be happy to cast more light on how Germany ticks PR-wise.

Technorati Tags: culture, Germany, language, PR