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Customer Spotlight
 Fox News Deploys Citizen Journalism Technology Following Virginia Tech Tragedy
As the shootings at Virginia Tech unfolded, many of us relied on network news to learn more about the tragic events. Although in the early hours the details of the shootings remained unclear, it was citizen journalists who provided much of the content for the news coverage.
Fox News recently launched uReport – an initiative that helps the organization embrace citizen journalism by inviting audience submissions of content through either Web or mobile devices. Using Neighborhood America’s technology, Fox News gathered hundreds of submissions following the Virginia Tech tragedy, including videos, pictures, and comments – many of which were published on air and online. The submissions served to enhance the network’s news coverage and engage audiences.
uReport has been so successful for Fox News that it decided to expand the technology platform. Initially launching with Studio B, Hannity & Colmes, the O’Reilly Factor and On the Record with Greta, an additional 7 programs came in the aftermath of the Virginia Tech tragedy, which brought a renewed awakening that citizen journalism is a valuable component of the news-making process that can be embraced.
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Industry Spotlight |
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Reebok Laces Up MOVO Mobile for Global Movement
Over the years, running has been associated with a "no pain, no gain" theory. In opposition to this philosophy, Reebok's groundbreaking global campaign encourages a more relaxed approach and reminds runners to enjoy the sport at a pace that's right for them.
Reebok's "Run Easy" movement is now underway. The first phase features attention grabbing media placements located in high-traffic areas in key global cities, as well as digital advertising on high profile websites worldwide, that encourage consumers to use text messaging or SMS to join the movement.
Neighborhood America's MOVO mobile is
providing the technology that promotes the interaction; and is helping Reebok build a community of runners. Reebok's website GoRunEasy.com features a community where consumers can map out their favorite running routes, share pictures and music, and join discussion groups with other runners.
Adidas Runs with MOVO Mobile for Boston Marathon
The Boston Marathon is a true American classic. On April 16th, more than 20,000 participated, as the world’s oldest annual marathon celebrated its 111th anniversary, while Adidas celebrated its 19th anniversary as the Official Footwear and Apparel Supplier of the event.
Neighborhood America's MOVO mobile enabled Adidas to launch a marketing campaign designed to reach consumers with event information and content to help runners achieve their goals. Adidas promoted the campaign on several forms of media including mobile billboards, fan cards, and ads in the Boston Globe. Participants sent a keyword to short code “ADIDAS” for event updates and more.
Using Neighborhood America’s technology, Adidas built a database of consumers who run that they can continually re-engage and drove participants to their website to shop for running gear; all the while tracking what media was most successful at reaching them. The results were immediate.
In May, Adidas will drive participants to a new mobile website with new content tailored to runners. |
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NA Point of View |
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 "As Tragedy Unfolds, So Too Does the Quest for Technology"
By Kristi Grigsby, Director of Marketing
Technological advances have made it possible for literally anyone to capture news as it unfolds, and the recent tragedy that occurred at Virginia Tech reminds us that it’s the everyday citizen who is first-on-the-scene, not a professional reporter.
Sitting in an airport awaiting our delayed connection, my 11-year-old daughter taught me how to take pictures on my mobile phone (a feature, mind you, that I didn’t even know I had). In today’s world, there is no limitation to who might capture the most coveted footage of the next breaking story, even those at the tail end of our blossoming, tech-savvy generation. Our focus, therefore, must shift away from who might report the breaking news and instead shift to the question: how can media best position themselves to get it first?
People at the center of the tragedy were quick to publish their stories, videos and photos to social networking sites such as Flickr, MySpace and YouTube. Journalists, then, frantically searched through these sites looking for personal accounts that they could transform into news. But at what cost?
Once journalists find the golden nugget of publicly submitted content, how many others around the world have found it as well? There are a host of monumental problems that accompany the decision to navigate the restless waters of the Web 2.0 world in search of content, including the lack of exclusivity; risk of copyright infringement; and questionable credibility.
Perhaps just as widely reported is the presumption that until more ‘tools’ are developed, this is the current state of affairs in which all media are expected to operate. That is simply untrue.
Contrast the approach discussed above with the approach used by Fox News and their uReport initiative. The underlying difference is that of control. Rather than being disrupted by the evolving world of citizen journalism and exposing their organization to the accompanying risks of typical Web 2.0 environments, Fox News sought ways in which citizens would be more inclined to send their content directly to them – not to the world – providing them not only with the opportunity for exclusive coverage, but also the ability to review, approve and establish copyrights up front.
Does the strategy really work on the public-facing side? If my daughter captures critical images that can help to shape tomorrow’s news (and it would have to be her because I haven’t used my ‘camera phone’ since she made the discovery that I had one), I will not publish it to a world of anonymous social networks – a world that includes vultures circling overhead awaiting the opportunity to sabotage or pick apart my ideas. Instead I will send it to a network that has won my allegiance; and one that has gained my trust.
Until media more widely understands this concept of building relationships rather than furiously combing the Web for suitable content, we will remain to see only a few shining stars such as Fox News emerging from the digital free-for-all of the Web 2.0 world, paving the way to the next generation of social networks that work at an enterprise level.
In other words, they get it. While others may be content in continually searching for the answers, Neighborhood America’s customers have already found it.
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Company News |
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 Florida Senate Chooses Neighborhood America to Share Industry Expertise
The Florida Senate Higher Education Committee called university presidents and campus police chiefs to testify about their campus communication systems last week. Most conceded that they lack the funding to communicate to students in real time in the event of an emergency.
T.K. Wetherell, president of Florida State University, told the committee, “It isn’t that the technology doesn’t exist. We just don’t have the money to fund it.”
Neighborhood America’s Vice President of Mobile Solutions Dan Miller was the only private citizen/vendor invited by the chairman of the committee to speak. Miller's testimony focused on Florida’s ability to take a leadership position with a multi-tiered solution that reaches beyond mobile text messaging.
“Such a system would allow administrators to not only send out critical alert messages, but also enable responses from their community members before, during, and after an emergency. In this way, governments and universities have the ability to collect critical information from that same population in the form of safe lists, status and location information, and even the exchange of photos or videos from those who are on the scene,” testified Miller.
The state Board of Governors has proposed the Legislature approve $3.5 million in funding to enhance university communication systems and hire additional officers to respond to campus emergency.
Read the buzz about campus communications: Herald Tribune.
 IBM Recognizes Neighborhood America as "Top Star"
In 2004, Neighborhood America made a significant commitment to IBM and launched a business partnership that provides us with broad-based distribution, superior hosting services and market validation for its software solutions.
Each year at IBM’s PartnerWorld event, an elite group of business partners are chosen by the channel sales teams and industry executives because they consistently demonstrate the “Best of the Best” qualities that ensure a successful partnership as well as success in the marketplace.
Last week, IBM honored Neighborhood America with a "Top Star Public Sector Award." The award recognizes excellence in delivering innovative technology solutions that are helping government, healthcare and life sciences, and education clients around the world broaden their vision of what's possible. We are proud of this recognition and the relationship, which allows us to better serve our customers.
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Conferences and Events |
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 Paddling and Puffing Benefits Southwest Florida Kids
The Great Dock Canoe Race has become an important tradition for Neighborhood America. First held in 1977 as an “end of season” party for the owners and employees of the Dock Restaurant in Naples, Florida, the Race has evolved into a community festival centering around a sometimes-wacky, sometimes-competitive canoe race on Naples Bay.
In our continuing involvement and enthusiasm for one of our community's longest-standing traditions, Neighborhood America is proud to sponsor the Theme Canoe Parade; a great way to give back to the community, while offering our employees and their families the opportunity to come together and spend a day of fun outside of the office.
Each year, the Great Dock Canoe Race remains true to its community roots by donating proceeds to a local charity.
The 2007 beneficiary will be Voices for Kids of Southwest Florida in support of the Guardian Ad Litem Program. The program assigns volunteer court-ordered advocates to represent abused, neglected, and abandoned children in Southwest Florida.
 A Brave New World
Blogs, podcasts, and social networks. These new social media tools are changing how companies and U.S. government organizations relate to their customers or constituents by promoting a culture of participation. But how many of us understand how to create our own professional blog, never mind developing a social network?
On May 10-11, Neighborhood America will be the host sponsor of the Social Media and CRM 2.0 Certification Seminar in Naples, Florida. Internationally recognized CRM authorities Paul Greenberg and Christopher Carfi will teach decision makers and influencers from premier organizations how to launch their own initiatives.
Since 1999, organizations have trusted Neighborhood America to launch their initiatives, leveraging online collaboration and growing their customer or constituent base - without risking their image to unfiltered communications often associated with blogs and social networks. |
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Customer Satisfaction |
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It is our goal to deliver quality information of value to you. Please share your insights and suggestions on how we can improve our newsletter. Click here |
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Newsletters
Customer Spotlight
Fox News Deploys Citizen Journalism Technology Following Virginia Tech Tragedy
As the shootings at Virginia Tech unfolded, many of us relied on network news to learn more about the tragic events. Although in the early hours the details of the shootings remained unclear, it was citizen journalists who provided much of the content for the news coverage.
Fox News recently launched uReport – an initiative that helps the organization embrace citizen journalism by inviting audience submissions of content through either Web or mobile devices. Using Neighborhood America’s technology, Fox News gathered hundreds of submissions following the Virginia Tech tragedy, including videos, pictures, and comments – many of which were published on air and online. The submissions served to enhance the network’s news coverage and engage audiences.
uReport has been so successful for Fox News that it decided to expand the technology platform. Initially launching with Studio B, Hannity & Colmes, the O’Reilly Factor and On the Record with Greta, an additional 7 programs came in the aftermath of the Virginia Tech tragedy, which brought a renewed awakening that citizen journalism is a valuable component of the news-making process that can be embraced.
Reebok Laces Up MOVO Mobile for Global Movement
Adidas Runs with MOVO Mobile for Boston MarathonOver the years, running has been associated with a "no pain, no gain" theory. In opposition to this philosophy, Reebok's groundbreaking global campaign encourages a more relaxed approach and reminds runners to enjoy the sport at a pace that's right for them.
Reebok's "Run Easy" movement is now underway. The first phase features attention grabbing media placements located in high-traffic areas in key global cities, as well as digital advertising on high profile websites worldwide, that encourage consumers to use text messaging or SMS to join the movement.
Neighborhood America's MOVO mobile is providing the technology that promotes the interaction; and is helping Reebok build a community of runners. Reebok's website GoRunEasy.com features a community where consumers can map out their favorite running routes, share pictures and music, and join discussion groups with other runners.
The Boston Marathon is a true American classic. On April 16th, more than 20,000 participated, as the world’s oldest annual marathon celebrated its 111th anniversary, while Adidas celebrated its 19th anniversary as the Official Footwear and Apparel Supplier of the event.
Neighborhood America's MOVO mobile enabled Adidas to launch a marketing campaign designed to reach consumers with event information and content to help runners achieve their goals. Adidas promoted the campaign on several forms of media including mobile billboards, fan cards, and ads in the Boston Globe. Participants sent a keyword to short code “ADIDAS” for event updates and more.
Using Neighborhood America’s technology, Adidas built a database of consumers who run that they can continually re-engage and drove participants to their website to shop for running gear; all the while tracking what media was most successful at reaching them. The results were immediate.
In May, Adidas will drive participants to a new mobile website with new content tailored to runners.
By Kristi Grigsby, Director of Marketing
Technological advances have made it possible for literally anyone to capture news as it unfolds, and the recent tragedy that occurred at Virginia Tech reminds us that it’s the everyday citizen who is first-on-the-scene, not a professional reporter.
Sitting in an airport awaiting our delayed connection, my 11-year-old daughter taught me how to take pictures on my mobile phone (a feature, mind you, that I didn’t even know I had). In today’s world, there is no limitation to who might capture the most coveted footage of the next breaking story, even those at the tail end of our blossoming, tech-savvy generation. Our focus, therefore, must shift away from who might report the breaking news and instead shift to the question: how can media best position themselves to get it first?
People at the center of the tragedy were quick to publish their stories, videos and photos to social networking sites such as Flickr, MySpace and YouTube. Journalists, then, frantically searched through these sites looking for personal accounts that they could transform into news. But at what cost?
Once journalists find the golden nugget of publicly submitted content, how many others around the world have found it as well? There are a host of monumental problems that accompany the decision to navigate the restless waters of the Web 2.0 world in search of content, including the lack of exclusivity; risk of copyright infringement; and questionable credibility.
Perhaps just as widely reported is the presumption that until more ‘tools’ are developed, this is the current state of affairs in which all media are expected to operate. That is simply untrue.
Contrast the approach discussed above with the approach used by Fox News and their uReport initiative. The underlying difference is that of control. Rather than being disrupted by the evolving world of citizen journalism and exposing their organization to the accompanying risks of typical Web 2.0 environments, Fox News sought ways in which citizens would be more inclined to send their content directly to them – not to the world – providing them not only with the opportunity for exclusive coverage, but also the ability to review, approve and establish copyrights up front.
Does the strategy really work on the public-facing side? If my daughter captures critical images that can help to shape tomorrow’s news (and it would have to be her because I haven’t used my ‘camera phone’ since she made the discovery that I had one), I will not publish it to a world of anonymous social networks – a world that includes vultures circling overhead awaiting the opportunity to sabotage or pick apart my ideas. Instead I will send it to a network that has won my allegiance; and one that has gained my trust.
Until media more widely understands this concept of building relationships rather than furiously combing the Web for suitable content, we will remain to see only a few shining stars such as Fox News emerging from the digital free-for-all of the Web 2.0 world, paving the way to the next generation of social networks that work at an enterprise level.
In other words, they get it. While others may be content in continually searching for the answers, Neighborhood America’s customers have already found it.
The Florida Senate Higher Education Committee called university presidents and campus police chiefs to testify about their campus communication systems last week. Most conceded that they lack the funding to communicate to students in real time in the event of an emergency.
T.K. Wetherell, president of Florida State University, told the committee, “It isn’t that the technology doesn’t exist. We just don’t have the money to fund it.”
Neighborhood America’s Vice President of Mobile Solutions Dan Miller was the only private citizen/vendor invited by the chairman of the committee to speak. Miller's testimony focused on Florida’s ability to take a leadership position with a multi-tiered solution that reaches beyond mobile text messaging.
“Such a system would allow administrators to not only send out critical alert messages, but also enable responses from their community members before, during, and after an emergency. In this way, governments and universities have the ability to collect critical information from that same population in the form of safe lists, status and location information, and even the exchange of photos or videos from those who are on the scene,” testified Miller.
The state Board of Governors has proposed the Legislature approve $3.5 million in funding to enhance university communication systems and hire additional officers to respond to campus emergency.
Read the buzz about campus communications: Herald Tribune.
In 2004, Neighborhood America made a significant commitment to IBM and launched a business partnership that provides us with broad-based distribution, superior hosting services and market validation for its software solutions.
Each year at IBM’s PartnerWorld event, an elite group of business partners are chosen by the channel sales teams and industry executives because they consistently demonstrate the “Best of the Best” qualities that ensure a successful partnership as well as success in the marketplace.
Last week, IBM honored Neighborhood America with a "Top Star Public Sector Award." The award recognizes excellence in delivering innovative technology solutions that are helping government, healthcare and life sciences, and education clients around the world broaden their vision of what's possible. We are proud of this recognition and the relationship, which allows us to better serve our customers.
by Linda Moss
FEARnet, Comcast's video-on-demand and online horror channel, has not only added user-generated content to its Web site, but it will also be home to Saw II director Darren Lynn Bousman's message blog.
Read the full article in Multichannel News.
by Catherine Holahan
Stay tuned for a message from your cell phone, which seems to know an awful lot about you.
Read the full article in Business Week.
by Catherine Holahan
Companies are turning to a spate of new filtering tools to keep online conversations from devolving into either hate-filled arguments or meaningless drivel.
Read the full article in Business Week.
by Liz Glagowski
When young people walk out the door, they usually grab three things—their wallet, keys, and mobile phone. So why stick to traditional media when marketing to them?
Read the full article in 1to1 Magazine.
The Great Dock Canoe Race has become an important tradition for Neighborhood America. First held in 1977 as an “end of season” party for the owners and employees of the Dock Restaurant in Naples, Florida, the Race has evolved into a community festival centering around a sometimes-wacky, sometimes-competitive canoe race on Naples Bay.
In our continuing involvement and enthusiasm for one of our community's longest-standing traditions, Neighborhood America is proud to sponsor the Theme Canoe Parade; a great way to give back to the community, while offering our employees and their families the opportunity to come together and spend a day of fun outside of the office.
Each year, the Great Dock Canoe Race remains true to its community roots by donating proceeds to a local charity. The 2007 beneficiary will be Voices for Kids of Southwest Florida in support of the Guardian Ad Litem Program. The program assigns volunteer court-ordered advocates to represent abused, neglected, and abandoned children in Southwest Florida.
Blogs, podcasts, and social networks. These new social media tools are changing how companies and U.S. government organizations relate to their customers or constituents by promoting a culture of participation. But how many of us understand how to create our own professional blog, never mind developing a social network?
On May 10-11, Neighborhood America will be the host sponsor of the Social Media and CRM 2.0 Certification Seminar in Naples, Florida. Internationally recognized CRM authorities Paul Greenberg and Christopher Carfi will teach decision makers and influencers from premier organizations how to launch their own initiatives.
Since 1999, organizations have trusted Neighborhood America to launch their initiatives, leveraging online collaboration and growing their customer or constituent base - without risking their image to unfiltered communications often associated with blogs and social networks.
It is our goal to deliver quality information of value to you. Please share your insights and suggestions on how we can improve our newsletter. Click here
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