Inside Pravda Media Group

What Happens When A Company Loses Credibility?

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WAZE, a social navigation application for your Smartphone is one of Israel’s favorite apps for navigation on-the-go. With user-generated reports, this app helps drivers avoid traffic jams and find more durable roads. And it worked well – with almost no hitches. But then on Valentine’s Day 2012, the company upgraded the Software. While the upgrade should have been seamless, it had several bugs and users soon found themselves directed straight into traffic jams, or off-course by several kilometers. (Imagine you want to take your sweetheart out for a romantic dinner at a new restaurant, and you end up at the cement factory in Ramle instead.)

Anyway, in a recent interview with The Marker, Kfir Pravda, the CEO of Pravda Media Group, explains the implications of this loss of credibility for WAZE : “The greatest challenge for WAZE is to regain the users’ trust. If the problem is localized and the company apologizes and explains, this will ameliorate things. But if malfunctions repeat – that’s another story.”

This is an important lesson for companies everywhere. Mistakes happen. Period. And owning a previous error — accepting responsibility, and taking measures to ensure that these mistakes don’t happen again — is a true sign of leadership.

For the full article in Hebrew, please visit: http://www.themarker.com/hitech/1.1649716

Pravda Media Group (Sort Of) at CES 2012

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The PrimeSense Booth at CES

Every January, the Consumer Electronics Show becomes the center of the tech universe, and geeks and gadget lovers from all over the globe flock to Las Vegas for four days of sensory overload.

This year, Pravda Media Group was at CES, too.

Sort of.

One of our clients, PrimeSense revolutionized the living room experience at CES,  and we had to be there too.  Right there, in the PrimeSense “living room.” At CES. In Las Vegas.  On the other side of the world.

But since we haven’t yet figured out a way around the whole space/time continuum thing we did the next best thing:

We created a Live Room,  a real-time marketing operation that allowed us to engage with our target audience as if we were directly on the floor at CES.

The War Room from Dr. Strangelove ain't got NOTHING on Pravda Media Group

We used Tra.cx and TweetDeck to search the internet for relevant people and discussions related to the event.  Then, we were able to engage with them on various social media platforms in real-time.   In addition to this, we also had a camera at the PrimeSense booth rigged to send images directly to us so we could post the photos and videos online on Facebook, Twitter, and Google+, as well as add them to the Live Site we created to feature real-time PrimeSense and CES coverage.

Our Live Site offered real-time updates, photos and videos of PrimeSense and CES.  We combined live  news, video, Twitter, and Instagram feeds to create a virtual experience for anyone who wished they could be at CES and couldn’t, or who were at CES and wanted an effective way to see everything that was happening at the event in real-time.

@GoPrimeSense is at #CES 2012!

And so it went, on into the night: While folks in Las Vegas drank their coffee and traipsed the halls of one of the biggest tech shows in the world, all of us at Pravda Media Group pounded our keyboards and scoured the internet for interesting material to share about our client and provide value for our target audience.

(And we drank coffee, too. After all, it was after midnight in Israel.)

In Yiddish, there’s a saying “you’re tuchus can’t dance in two weddings at the same time.” Well,  it turns out, you can.   Through solid team-work both internally at Pravda Media Group, and with PrimeSense, we made it happen.  And the numbers also reflect the success of this operation: PrimeSense was mentioned over 1600 times on Twitter, and using our various monitoring platforms along with our rapid response time, we were able to increase engagement on Twitter by almost 300%.

And, at the end of the day, (well, um, the beginning of the day, because of the time difference!), we all enjoyed the challenge of being in two places at once.