But staying on top is the real challenge. Surprisingly, Apple devices do not exactly sport the most advanced technologies, but rather the most stable and proven. For example, the upcoming iPhone 4 release from Verizon. The device will not work on the latest advanced 4G (4th Generation) Verizon LTE network, but rather the existing (about 10x slower) 3G network. Why? The reason given by Apple is that they do not feel that the 4G technology is mature enough yet and the necessary chipset would hamper their design. Fair enough. Apple has always led with design over technology, and are proud of it. But the impressive part is outselling technology based devices that are clearly more advanced technically than your less advanced device. That, is branding and marketing. And along with design, it’s Apples other core strength – so you should expect the iPhone 5 (that’s 4G compatible) to hit store shelves in another 6 or so months – brilliant marketing.

In the next few months, a slew of 4G devices will be arriving, many touting the Android operating system, an open-platform that, to say the least, is the antithesis of the iPhone iOS platform. The features list of these devices should read like a nail in the coffin for the iPhone, but for some reason, it doesn’t. Well, not some reason, we all know what that reason is…the brand. Let’s take just one of the new 4G devices, the Droid Thunderbolt, by the manufacturer HTC. It out-classes the iPhone in almost every possible way. So here’s the short list…it’s on a network that is 10x faster, bigger screen, true video chat (without the need to be on your home or public WiFi network), supports Flash (and despite how much as Steve Jobs would like to see Flash go away, it will be around on websites for sometime), turn-by-turn navigation, Swype keyboard, FM radio, expandable memory (microSD card), removable battery, USB based, and did we mention it’s based on an open platform operating system, which provides for a much easier deployment of apps? And speaking of apps, which tends to be the sticking point for many, it’s true that the Apple appStore has over 300,000 apps while the Android Marketplace only has, umm, over 100,000 apps. And besides the point, I am not aware of a single worth-while app that has not also be ported to Android, so I consider the app argument moot.

But I digress, the purpose of this article is not to demonstrate that the newer Android phones exhibit more advanced technology than the iPhone, but to describe the immense role of marketing and branding in the technology sector. We are seeing a new era in technology branding, and just as others have jumped aboard the Apple bandwagon in design and device manufacturing, many have seen the light, and are becoming increasingly Apple-esque in their branding and marketing. The Verizon Droid campaign is a great example, along with HTC, an OEM manufacturer that most people haven’t even heard of before (even though they have been making mobile phones before the iPhone was even dreamed-up), are advertising and marketing like never before for an OEM.

The facts are that the public consumer is becoming  increasingly more educated than ever before (you can thank the internet for that, especially when it’s in the palm of your hand). And therefore the importance of branding and marketing in the technology sector is growing every day. No longer is enough to create amazing new technology and devices and think it can stand on its own. Without proper branding, outreach, marketing, and advertising, it will just go the way of the Apple Newton (you see, even mighty Apple can fail).

Marc Piparo
Partner & VP of Technology @ Intellavia

To learn more about our technology capabilities and marketing solutions, contact us. jhathaway@intellavia.com

The candidate will lead the development of Intellavia’s business and marketing strategy based on the company’s core competencies. Activities include serving as a representative of Intellavia (such as attending networking, industry, and various business development events), making initial contact and meeting with potential clients, while coordinating with various company resources on business development opportunities. The candidate will also serve as the capture manager during new project initiatives, working closely with the Director of Client Services who is responsible for managing the execution of all projects.

Candidate Must:

• Be very comfortable in social settings
• Be a motivated self-starter
• Be a competent communicator
• Be able to speak on advertising, branding and interactive marketing with confidence
• Be a nice and friendly!

To submit your resume, contact Jourdan Hathaway – jhathaway@intellavia.com

Here is a snapshot of several completed initiatives:

• TRDA Website
• TRDA Blog
• TRDA Facebook
• TRDA Google Places
• TRDA Four Square
  

The TRDA is an independent special district organized in 1987 with a mission to develop and implement technology-based education and economic development programs through partnerships with academia, government and the private sector. The TRDA has established numerous funding partnerships with local, state and federal agencies to fulfill that mission. Current technology-based program initiatives are focused in the areas of business incubation, teacher professional development training, technology transfer and commercialization, and energy.

What can Intellavia do for you?

Exhibit A. Curious what once was?

1. Carrot Cake
2. Peanut Buter Pie
3. Bread Pudding
4. Cannoli Cake

Leave no dessert behind

So long sampler for 4...

For businesses considering the move toward incorporating social media or reviewing the efforts of established vehicles, the key is STRATEGY. Let’s say that again. Like all marketing efforts, those shot from the hip without any solid plan, or logical foundation, usually fail to produce the desired results. Instead, you can wind up with something that takes up a lot of time, energy and money with no measurement of success.

At the heart of social media are ‘words’. Sure, they might be abbreviated with grammar and spelling thrown out the window, but it’s still the words elicited that become the conduit to action. Words connect. Words engage. Words spark emotions. Words create a message. With these words, content is created. The words spoken during a video, the words conveyed through graphic elements and the words written about your words create the social environment for which relationships are fostered. What about pictures you ask? Those aren’t words. Would you agree that a picture is worth a 1,000 words? Then there are the keywords that help people find your content, but that’s a whole other conversation.

So what words would you use to describe your social media strategy and the methodology for defining success? If nothing concrete comes to mind, then we invite you to take the right STEPP to an intelligent approach to social media.

Intellavia’s Social Tactical Engagement Planning Process (STEPP) provides a structured process-driven environment for capturing requirements, defining behaviors and functionality, implementation, and deployment of social media initiatives. It establishes an iterative and incremental approach to social media planning that allows for extreme scalability and rapid execution. Developed exclusively by Intellavia, this hybrid process is based upon the Rational Unified Process (RUP) while incorporating components of the Agile methodology. It provides a unique approach to successful, results-driven social media planning.

In other words, we’ve developed a clear step-by-step process for developing a social media plan. It creates a solid foundation by asking all the right questions on the front end and preparing for all the things that can happen on the back end. If you’d like to learn more, take a walk with us. We’ll help you take the right STEPP.



Hermann Engelmann Greenhouses, Inc. has selected Intellavia for several interactive initiatives including the development and implementation of a new CMS based website, a social media engagement plan and search engine marketing.

The web solution will provide extensive on-line management of all content, media, and data through a web-based graphical user-interface. In support of sales for the company’s Exotic Angel Brand® of tropical foliage, the content rich website will be search optimized and easy to navigate with an ecommerce infrastructure.

In conjunction to website development, Intellavia will develop and implement an internet marketing strategy. It will contain both an organic and paid component as well as social media utilization, increasing the brand’s online visibility and sales potential. Already in Home Depot, Lowes and other major retailers, Hermann Engelmann Greenhouses is looking to use new tactics to expand reach.

“We’re seeing more and more companies looking for social media strategies as part of their overall interactive initiative. Intellavia’s Social Tactical Engagement Planning Process (STEPP) provides a structured process-driven environment for capturing requirements, defining behaviors and functionality, implementation, and deployment of social media initiatives”, commented Marc Piparo, Partner and VP of Technology at Intellavia.“It establishes an iterative and incremental approach to social media planning that allows for extreme scalability and rapid execution.”

About Hermann Engelmann Greenhouses

Hermann Engelmann Greenhouses is dedicated to growing the finest and most unique tropical foliage grown indoors and specially acclimated for indoor, lower light conditions. Their plants are found in the most popular and successful retail stores throughout the United States and Canada including: the best garden centers; the home improvement chains; national discount merchandisers; supermarkets; and independent floral, lawn and garden outlets.

About Intellavia

Based in Orlando, FL, Intellavia is a full-service marketing company providing internet, advertising, branding, e-marketing and software solutions. It was founded in 2006 by Marc Piparo and Joe Sharpe from the desire to create a progressive interactive agency that would help organizations define, build, measure, and expand their internet strategy and presence. Expanding on its hallmark interactive services, Intellavia hired key talent in a myriad of traditional and non-traditional advertising disciplines in efforts to provide a full range of integrated strategies and tactics that work together to achieve results-driven solutions. The company focuses on Customer Experience Management and provides full life-cycle support for today’s communication needs. For more information, visit www.intellavia.com.

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To diversify and strengthen its portfolio of services, Intellavia has brought on Dan Richards as Customer Relations Manager. Mr. Richards’s customer relations management responsibilities will be to generate and capture new business. Dan’s initial focus will be on building new client relationships and fostering new project acquisition. He will also serve as the capture manager during new project initiatives, working closely with the Director of Client Services who is responsible for managing the execution of all projects.

Dan will lead the development of Intellavia’s business and marketing strategy. Activities include serving as a representative of Intellavia (such as attending networking, industry, and various business development events), making initial contact and meeting with potential clients, while coordinating with various company resources on business development opportunities.

“Dan Richards is a key part of our growth strategy and has an outstanding reputation in our industry”, commented Marc Piparo, Partner and Director of Technology at Intellavia. Added Joe Sharpe, Partner and Director of User Experience, “Dan is a perfect fit for Intellavia. He has a positive, professional attitude along with a commitment to ethical business practices”.

Unusable.

How many times have you been overwhelmed with a website’s search results—offering you so many options you can’t possibly sift through it all and find what you are looking for? What about those great drop down menus, that lead you so deep within a website you can’t dig your way out?

Unusable.

There’s a plethora of websites that take three clicks to get a phone number. “Contact Us” shouldn’t just be a form, or an email.

Unusable.

Is your website usable? Can your users find what they are looking for? You might think so, but our resident Certified Usability Analyst would often disagree. And how can usability effect your social channels? We put together a quick graphic to illustrate how your social media efforts can work against you when website usability is not up to par, or completely ignored.

Click the image below to open a usable, readable PDF. (82KB Download – Adobe^® Reader Required)

So there is a path that leads from usability to social channels. Just make sure you follow the smart path.