About Kfir Pravda

Posts by Kfir Pravda:

Disruptive Real-time Marketing and PR at TechCrunch Disrupt

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Social conversation distribution about TechCrunch Disrupt

Despite the power of the personal connection that social media marketing delivers – there’s still something missing in online marketing and PR – immediacy.

Whereas conferences, trade shows, and live events were once the primary focus of direct marketing – today, social networks and blogs are leading the charge. Just like face-to-face meetings at CEBIT, CES or COMDEX – today’s online discussions, personal conversations, and opinions affect the way potential buyers, investors, and reporters perceive and value products and services.

So, we’ve got the personal connection covered – nobody can argue that Facebook isn’t personal. But what’s missing for companies looking to supplant the costly trade show or conference marketing experience has been immediacy. Social media marketing has yet to effectively duplicate the immediate buzz factor of gathering interested parties in a room, making eye contact, and “wowing” them, Steve Jobs style, with new technology.

That is, until now (you did see this coming, right?).

Here’s how it works. On May 24, 2011, SHL Telemedicine, one of our clients, unveiled a new and truly revolutionary product. Smartheart is a small, lightweight, hospital-grade ECG device that connects to a patient’s iPhone, Blackberry or Android device. The product was unveiled at TechCrunch Disrupt, one of highest-profile startup events in the world, which took place in NYC, San Francisco and Beijing. Serious buzz factor potential – but mostly for those in the room, right?

Not exactly. Pravda Media Group created a real time marketing and PR umbrella for SHL Telemedicine, in order to maximize the online exposure, the value, and – especially – the immediacy of the TechCrunch Disrupt event.

By combining technology, a unique workflow and work methods, we managed to increase the resonance of the client’s messages. By identifying and reacting to feedback in real time, we helped SHL Telemedicine control the coverage and ongoing conversations surrounding the product launch – measurably contributing to the overall success in the event.

And the results were clear: Smartheart received excellent and positive press coverage, was mentioned in key publications such as the Washington Post, was covered by bloggers in the mobile and health sectors, and dominated the online conversation compared to other event participants.

The bottom line: it’s possible and highly worthwhile to radically expand the circle of impact for events, product launches, etc. It’s not simple – so plan ahead, and contract with an experienced provider. Adding immediacy to the personal online conversation – real time PR increases PR and marketing efficacy, raises brand awareness, and will ultimately positively impact sales. What’s not to like?

Please leave your contact details below to receive a free copy of our real time marketing and PR Techcrunch Disrupt case study.

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With one simple metaphor, Google+ beats Facebook

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I love Google+. I started using it this morning, and it is, for a lack of a better word, awesome. Though it takes many concepts from Facebook‘s playbook, they’ve definitely solved one of the biggest issues of Facebook – friends lists and filtering.
Google+ integrated a simple mechanism called Circles: each contact can be assigned to one or more groups such as friends, family, and Acquaintances. It is also possible to create new circles (such as work buddies etc).
By assigning friends to circles, stream filtering and selective sharing becomes an extremely simple task. Now I can share pictures of my newborn daughter only with my family or see posts only from my real and close friends. Pretty cool. Let’s hope they won’t over complicate things here. They will face a major challenge when they will grow – the more friends one have, the more complex it would be to manage these circles. But it is definitely the right way to go.

My friend Jon Burg also wrote an insightful post about the invitation mechanism Google used for Google+

Everything is a remix – the truth about creativity

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If you are going to watch only one video today – this should be it.

Everything is a Remix Part 3 from Kirby Ferguson on Vimeo.


We are Hiring!

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Wanted Poster at Holburn Station (London, UK)

Image by takomabibelot via Flickr

We are looking for a Digital Marketing Project Manager.

Job description:
1. Manage ongoing digital marketing activities with international and local clients
2. Find and manage suppliers and vendors
3. Work internally with development, creative and content professionals
4. Support sales and business development processes

We are located in Tel Aviv, Ramat Hachayal

Full time position

Our Ideal Candidate:

You have a strong passion for media, marketing, and getting others excited. You are a hard working self starter and motivated individual, who get things done. You solve problems, and are considered an out of the box and creative thinker.

You should also have experience in working with clients in Israel and abroad and with a variety of vendors and service providers.
We are a B2B/B2C digital agency, with publicly traded international clients. We believe that the relations between brands, companies and customers are changing fundamentally, and there is a need for a new breed of marketeers that understand different platforms, know how to integrate them, and how to create value to for customers and brands/companies alike.

If we work together, you will create and execute multi-platform digital and real life projects that challenge traditional advertising and PR industry.

Please send your CV to jobs@pravdam.com

The No Story of Forbes

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Cover of "Cry Baby (Director's Cut)"

Cover of Cry Baby (Director's Cut)

Come on, this is perfectly ok:

The technology was of interest to a number of acquirers, including Zappos.com which tried to buy it, and Kumar rounded up a group of angels for its first funding–a $500,000 angel round in August/September 2009.

The only problem—another start-up, Like.com, was doing something similar. Modista’s technology was better, according to Kumar….. But Like.com had a patent on product applications of computer vision. Like.com, which was well-funded with $47 million in venture backing, filed a lawsuit against Modista the day before its funding was going to close. (Like.com was later acquired by Google in August 2010, showing the value of the idea.)…The lawsuit caused investors including Kumar to drop out, for fear of dealing with an expensive lawsuit that could cost more than they had even planned to invest. Because Modista had no money to defend the suit in court, the company later shut down.

So where is the news here? Companies are built to win, not to be nice.

Now that's what I call OOOPS

Now that's what I call OOOPS
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I love zombie flicks but this is too much:

“If you encounter this just as you are going to the funeral service to make arrangements for a loved one, it could be upsetting. People of a certain age group could find it particularly challenging.”

More about this here

Gatekeepers Make a Lot of Sense

Gatekeepers Make a Lot of Sense
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I love Techdirt. Their cynical writing style is fun to read. Their in-depth knowledge is amazing. But they are missing the point in their post about entertainment industry:

Gatekeepers don’t make much sense.

Actually they do. In a world where media distribution was complex and expensive, gatekeepers enabled the whole industry to exist. But now, the internet is changing the game, as Mike says clearly in his post:

But the amazing thing about the internet is that it knocks down fences and walls with ease.

In a world without fences there are still gatekeepers – they are just different ones. Facebook and Google are the new gatekeepers. We need them. We need them to help us find what we want and communicate with our friends. By providing this value they become the new gatekeepers.

I fully agree with Mike’s statement, that the entertainment industry doing as much as possible to cripple innovation. These guys are not ready yet to change their business model. It is probably because there isn’t any viable alternative that will provide the same revenues and profits. But there is no free love – when one gatekeeper collapse, another one is taking its place.

Image by Pink Sherbet

On Writing

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Emotion, honesty, truth, passion. These are the backbones of writing.

Shawn Blanc

Playbook – #Fail

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I was really looking forward to see a major company releasing a proper contender to the iPad. RIM looked like the best one to do just that. But Walt has some bad news:

“….But that isn’t the biggest distinction between the PlayBook and the other tablets. This first edition of the PlayBook has no built-in cellular data connection and lacks such basic built-in apps as an email program, a contacts program, a calendar, a memo pad and even RIM’s popular BlackBerry Messenger chat system.
To get these features with your $500 PlayBook, you must use it with a nearby BlackBerry phone connected to it wirelessly over a short-range Bluetooth connection. Once this link is made, these critical applications pop up on the PlayBook’s screen, via a system called Bridge.
But these are essentially ghosts of the same apps on the phone. In my tests, I could use them from the tablet, where they looked nicer, and they did synchronize with the phone. But when I broke the connection, the apps became grayed-out and the data they held disappeared. It is all stored on the phone….”

You can’t beat a great product with crap.

Extraordinary Storytelling – Apricot

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There are rare occasions, when I see a piece of creativity that tells a story in a condensed format, but manages to convey so many emotions.
This is one of them. Enjoy.

Additional information about the creators could be found here