IoT, Uncategorized

5 Best Practices to Develop Your Brand Image

Social media branding has been embraced successfully by iconic companies like Nike, Apple, and Google, however many smaller organizations and individuals are challenged to develop brand image on social media platforms.  Many organizations simply do not know where to start.  Outlined below are 5 steps to get you started:

#1 Know Your Target Audience & Where They Play.

For companies that are established, an easy way to identify your customer demographics is simply to analyze the customers you already have.  Many customer relationship management tools allow businesses to analyze their customer data.  For small businesses who have not invested in a customer relationship management/CRM system before, Hubspot offers one for free to get you started.  You are also able to use tools like Socialbro to analyze the demographics of the existing Twitter account.  Another way to get an understanding of demographics and psychographics.

Once the target customer has been identified, you will need to research what social media platforms your target customers live on.  For example, if your target customer is 17 years old, in high school, and mobile connected, there is a good chance that the customer is active on Snapchat and Instagram.  This is critical to know, because you will need to identify what platforms will be most effective to reach the customers you want to reach, while also ensuring that the platforms are consistent with the brand you are looking to develop.  CRM

#2 Identify Your Influencers & Leverage Them.

Building relationships with influencers is paramount to developing a successful social media brand.  The easiest way to identify influencers is simply to Google top influencers in your industry.  Another tool that is effective is an application called Klout, which will allow an organization to identify top social media influencers based on Klout scores, which defines social media effectiveness and reach.  Once you have identified the influencers, you should connect (or follow) and begin engaging the influencer.  Share their content and mention them in content that is posted.  Nurture this relationship, and the influencer will help your business multiply its reach.  Hootsuite has a fantastic blog that provides a deep dive on locating and engaging influencers.

#3 Provide High Quality Content, Often.

Developing a brand that customers trust hinges on a company or individual’s ability to deliver quality products and services.  A company’s social media presence is a reflection of that quality, and so it is critical to ensure that the content that is being shared is relevant to the audience, consistent with the brand, and of the highest quality possible.  Brands that post valuable, high quality content on a consistent basis find that they build customer loyalty.  Companies like HubSpot and Marketo built entire businesses around this model.  There are a number of resources to provide free, great looking content, like Canva.  Canva allows users to create great web ready graphics with no design experience.  CanvaFollow the 80/20 rule. 80% of what you share should be quality, shareable content that is sourced from someone else.  20% should be original content from your brand.  Applications like Klout and Hootsuite make it very easy to pick content that is relevant to your brand and share it via social media with a click of a button.

#4 Be Responsive.

Social media is all about engagement.  Your customers and prospects can and will use social media to engage your organization.  If a company is unresponsive on social media, or does not respond quickly and consistently, those customers will disengage and may leave for a competitor.  Managing social media accounts and responding effectively is a daunting task for a small company.  Most experts recommend using software to manage this.  Applications like Hootsuite, Tweetdeck, and Hubspot provide tools to manage this process.  Replies can be automated to an extent, and you can ensure you never miss a message.

#5 Be Consistent.

Consistency goes beyond the content of the message.  Yes, the content of the messaging should be consistent with the brand across all channels, however consistency does not end with content.  Small organizations with limited resources might consider using a simple solution like Canva to begin experimenting with designs and company identity graphics.  Colors, graphics, and even fonts should be consistent across channels.brand_reversion.jpg  By doing this, as customers go from Facebook, Instagram, Twitter, etc., they will never be confused about what company or organization they are looking at.  This is a failure of marketing.  Do not allow the details to get in the way of successfully retaining and growing the customer base.

IoT, Uncategorized

Top 3 IoT Social Media Influencers

  1. Tony Fadell(@TFadell)

    Tony FadellThe infamous Nest boss has been under scrutiny lately for his alleged less than pleasant demeanor, however there is no denying that Tony Fadell is a social media powerhouse among IoT influencers.  Since the $3.2 billion sale of his connected home startup, Nest, Fadell has been busy as a Google executive and amassing quite the social media following.

By the numbers:

Fadell boasts an impressive amount of followers, and according to Klear.img_0014com , has achieved “Celeb” status for achieving 1,620 retweets in the month of April. In addition, his brand is consistent across social media channels (LinkedIn, Facebook Business Page, and Twitter).

Why is Tony Influential?

Not many entrepreneurs on the IoT startup scene have reached unicorn status (valuation of $1 billion+), which immediately differentiates Tony from his peers.  Not only did he build a multi billion dollar IoT brand, but he sold it to arguably the most influential technology companies in the world – Google.

2.  Glen Gilmore (@glengilmore)

Glen Gilmore

Glen Gilmore is a marketing strategist and has been recognized in Forbe’s Top 20 Social Media Power Influencers.  He is recognized for his expertise in marketing and IoT, two fields which are rapidly blending together, positioning Glen to be the go-to-thought leader on the subject.

By the numbers:

Gilmore blows Fadell away with 320k+ Twitter followers.  Like Fadell, Gilmore has earned’s “Celeb” distinction based on his massive following and engagement on Twitter.  In addition, Gilmore is well-rounded across brand consistent platforms.  He has over 500+ (where LinkedIn stops counting, as he’s likely in the thousands) connections on LinkedIn, has 4820 Facebook friends, and has 7,900 Google+ followers.

Why is Glen Influential?

Glen stays incredibly active on social media.  According to’s analysis, Glen posts an average of 21.9 times per day on Twitter.  This compare’s to Tony Fadell who posts fewer than 1 message per day.  He posts consistent, quality content with high frequency and the more times he is recognized by trusted institutions, the more his following grows (as does his sphere of influence).

3.  Timo Elliott (@timoelliott)

Timo Elliott

Timo Elliott is an established entrepreneur in the technology space, with over 25 years working in the business, Timo has a wealth of experience that he has used to inform his brand of “innovation evangelism”.  Timo has a great blog, which can be found here.  Timo spends a lot of time focusing on marketing and big data, which are two key components at work behind the scenes in IoT.

By the numbers:

Timo has an impressive Twitter following of 18k.  In addition, rates him as “Very Popular” with over 170RT’s in April.  Timo has over 500+ LinkedIn connections and 204 followers on Google+.

Why is Timo influential?

Like Glen, Timo is very active on Twitter.  Klear states he posts on average 6.5 Tweets/Day.  His responsiveness is rated as very friendly, and his content is always compelling.  Timo leverages content marketing to provide a lot of great insight and analysis for free.  This is in sync with Hubspot’s strategy of giving your best content for free to build brand loyalty.  Timo’s influence continues to grow daily, and his input will potentially shape IoT’s future.




A Brief History of Social Media and Its IoT Importance


Social networks have completely transformed the capabilities of the Internet by enabling and encouraging users to share content. Just as email, chat, and instant messaging defined digital communication in the 1990’s, social networks redefined digital communication in the 2000’s. MySpace was arguably the first major social media network to experience myspacebreakthrough success in the early 2000’s. The platform benefited from being one of the early pioneers, but also having the benefit of timing as the early 2000’s saw the mass adoption of high-speed, broadband internet. This enabled network’s like MySpace to allow users to post videos, high resolution photos, and content to their MySpace page. Users were able to search for friends on MySpace, connect, and share content with each other.

Post Myspace

While MySpace was the largest and most successful of the early generation of social media companies, it wasn’t until Facebook came along that companies actually learned how to build powerful social media platforms that not only connect hundreds of millions of people, but made the process of sharing user generated content simple and intuitive. On top of the social capabilities of Facebook, the company built a tremendously powerful advertising platform that allows advertisers to get deep demographic and psychographic facebookdata from the company’s global user base. From a marketing perspective this means you can drill down and market to, for example, users who live in the New York market ages 27-35 and who have specific interests that meet the target customer profile. As a result, Facebook was able to scale beyond what many thought possible and is now a company worth $334 billion. To put the company’s success into perspective, it’s founder and CEO Mark Zuckerberg became the worlds youngest self-made billionaire at the age of 23.

Current Social Media Market

In the wake of Facebook’s massive success has been a series of social networks including: Twitter, Instagram (which was purchased by Facebook), Snapchat, Vine, and numerous blogs. Each of these platforms offers unique features and new avenues for users to generate content. Perhaps the most interesting of these are Instagram and Snapchat, which appeal to Millennials due to their focus on photos and video rather than text. These platforms collect billions of pieces of anonymous data, which advertisers are increasingly looking for in order to develop marketing tSnapChathat is more compelling and has a higher chance to draw a potential customer in to the top line funnel. In this way, social media shares a commonality with Internet of Things. IoT companies, just like Facebook or Instagram, are looking for ways to monetize the data they collect. I foresee that companies in IoT will increasingly find themselves integrating with social networks in order to have access to their data to provide a complete big data analysis on a potential buyer. The social media network will tell the advertiser the user’s demographic and psychographics, and IoT can give data on things like driver behavior, home temperature preferences, location, etc.

Personal, Uncategorized

About Me

My name is Angelo Rodriguez, and I am a husband, father of 3 (2 boys, 1 girl – ages 8, 3, and 1), entrepreneur and Senior Manager at Verizon in Southern California.  I have lived in 5 states in the last 10 years (Pennsylvania, Florida, Rhode Island, Massachusetts and California).  When I am not working (which is rare), I love spending time with my family, watching UFC, playing video games, and working on art.  I am passionate about businesses, and more specifically, technology startups focused on Internet of Things.  

Brief Background

Spending the majority of my early years in the rough side of Harrisbug, PA–the tiny capital of Pennsylvania that mirrors the conditions of many former industrial towns like Cleveland or Detroit–certainly went a long way in shaping the man I grew to be.  I grew up in the culturally diverse, poor, crime-riddled neighborhood of Allison Hill.  My parents were middle class but stayed in the neighborhood to be close to family, and growing up in that environment taught me at an early age to be tough and to never back down.  That mindset served me well when I started my career, and is the primary reason for the success I have experienced thus far.  

I was the second oldest of 5 kids and the oldest son.  My family has always been very close, which is likely a product of our cultural background (my father is Puerto Rican).  To this day my siblings are incredibly close and carry  the “us against the world” mentality that is common where I am from.  

When I was 18, I moved to Florida to follow my dream to work in visual effects.  I majored in Computer Animation at Full Sail University, but soon realized that as jobs in the field were being exported, that a career in that field might not be lucrative enough to pay the bills.  I met my wife in Florida and my beautiful step-son.  After we got married we moved to New England, where I started working in Verizon Wireless’ business to business sales team in downtown Boston.  While in Boston, I also started studying Business Administration at Harvard University’s extension school.  

Since then, we’ve moved to California where I managed the Los Angeles and Riverside markets for Verizon Wireless’ business group.  My job focuses on managing a team of account managers to drive growth in the SoCal business market, with a special emphasis on Internet of Things technology and segment growth.  I am completing my final year at Harvard, and I am looking forward to pursuing new ventures and potentially continuing on to graduate school.  

IoT, Uncategorized

Internet of Things is a Marketing Game Changer

Tech consumers are well aware of the Internet of Things era we are coming in to, however many would be surprised to find the implications these technologies have on the way marketers interact with consumers.

The Problem

Ryan Begley at IBM’s IoT Division wrote an insightful blog on this topic earlier this week. He describes the evolution of advertising, from traditional to digital. As Ryan outlines, the problem with marketing has always been determining causality.internet-of-things-everything-you-need-to-know

Marketers have attempted, to varying degrees of success, to rectify this issue with deep analytics tools. While analytics and algorithms have been used by companies like Google to predict buying behavior, Internet of Things finally gives marketers the ability to truly attribute marketing spend to sales results.

Sample Scenario

Imagine a WiFi connected refrigerator that through sensor and camera technology detects you are running low on milk. A timely event-based marketing message from your favorite grocery store or Amazon provides you an offer if you place your order now via your smartphone or from the refrigerators touch screen. In this interaction, the marketer is able to directly access the need of the consumer and provide a timely marketing message that will have a measurable financial impact.

Looking Forward

One of the biggest challenges to these solutions continues to be the fragmentation and security of IoT platforms. The opportunity is to create widely adopted, secure, unified platforms for IoT that will enable these solutions to scale. Companies like IBM, Microsoft, Google, and Verizon are already fast at work building and scaling various IoT platforms, and the result of that work may lead to what Ryan Begley describes as a digital media transformation.

IoT, Uncategorized

Key Considerations Before Your Next Connected Device Purchase

There is no denying the Internet of Things (IoT) revolution is well under way.  Gartner expects that there will be 6.4 billion connected devices in use in 2016, and 20 billion by 2020.  As new players enter the field every day, it is important that we focus on customer pain points and products that resolve those pain points, rather than simply creating tech Connected Devices.pngthat is loaded with fantastic features that don’t solve any problems.  As consumers and businesses consider adopting this technology, a few important points should taken into consideration:

How is your data secured?

IoT promises access to a nearly unlimited amount of data analytics including: connected car,  smart home, wearables, and healthcare data.  While there are hundreds (if not thousands) of startups breaking onto the scene offering killer apps to resolve the myriad of issues in each of these spaces, security is increasingly becoming a point of concern.  I call this the “Google problem.”  Google has access to your search data, browsing data, smartphone use and application data, and many other data points.  Some have raised concerns about the amount of data the tech giant collects and how it might be used.  As each company gains insight into driving behavior, health and fitness behavior, and various other IoT applications, the real question becomes–How are these companies safeguarding this information?  Ben Dickson of Tech Crunch outlines some of the security challenges IoT faces in his blog Why IoT Security is So Critical.  Look carefully at the company’s security and privacy policies.  If your information is being shared to partners or advertisers, what specific information is being shared?  How is it being used?

I don’t believe the issue lies in the amount of data being collected, however I do believe it is critically important that companies remain completely transparent so customers understand exactly how their information is being used.  Customers will then be able to make informed, educated decisions about the applications they choose to adopt.

What is the ROI?

For businesses, in particular, this point is critical.  If you are looking into a connected car or fleet tracking solution, consider the potential implications on your insurance premium.  Contact your broker to get an understanding of how much you will save by tracking your connected carvehicles and assets.  This also holds true for consumers, who frequently receive a break in insurance premiums for installing a GPS solution in their vehicle.

Challenge your solution provider to quantify the return on investment in terms of:  fuel savings, overtime reduction, maintenance cost benefits, etc.  Consider ancillary benefits such as the cost of data entry, paper, and other manual processes that many IoT solutions can solve at considerably less cost.

What about the network?

The IoT solution is only as valuable as the network the data travels on.  If you are using a wifi-based connected device, ensure your wifi extends through the entire area you need to collect data and that data speeds are sufficient for your application.  Ensure that your connection is encrypted (VPN, private network, etc.).

If your IoT solution is traveling over a wireless carrier’s network, ask your provider what network they are using.  If the network does not function well in the areas you need your connected device to work, you won’t have access to the data when you need it.  Every carrier has an IoT team, and each has put resources into building out an IoT ecosystem.  Ask questions about the quality of the connection, where you should expect to see connectivity issues, and how the solution provider intends to overcome those challenges.

Final Thoughts

Internet of Things has nearly limitless opportunities to improve our quality of life, however it is important that we ask the right questions.  Large companies like Cisco, Microsoft, Verizon, AT&T, Google, and others have put considerable resources into building out an IoT strategy for bringing these connected devices to the market.  It will be exciting to see how these various players bring ground-breaking technology and must-have killer apps in 2016.

Smart Home

3 Ways to Reduce Your Expenses With Connected Devices

Internet of Things promises to simplify our lives by transforming the way we interact with the Internet. Rather than accessing the Internet from your smartphone, tablet, or laptop, people will connect nearly all everyday technology to the Internet over WiFi or cellular. Everything from you car, refrigerator, thermostat, shower, television, or oven will have the capability of connecting to a network to make things easier. There has been a lot of hype over the IoT revolution, with experts like Gartner predicting 20.8 billion connected “things” by 2020. With all of that hype and confusion over what Internet of Things actually means, it’s easy for the everyday consumer to feel lost when trying to answer, “How will the Internet of Things simplify my life?”

In 2015, I made a commitment to utilize connected “things” to reduce my monthly expenses, and I was shocked to see how much my monthly costs went down. Outlined below are 3 ways to reduce monthly expenses by leveraging connected things and smart devices.

Connected/Smart Thermostat: Nest 

Google’s Nest product has completely revolutionized the smart home by keeping the home warm or cool based on weather data, user behaviors, time of day, and historical user img_0014preferences. The device connects to your home WiFi and accesses temperature and weather data, and it actually learns your temperature preferences over time. Nest senses movement in order to detect whether a person is home, however with it’s most recent update, the device will sync with your smartphone to determine if anyone is home. With the latest update, if I am home, the Nest will keep the temperature at 72-74 degrees during the day. When I leave to go to work, it will jump to 78-80 degrees.

The result of utilizing the Nest is that I no longer have to worry about forgetting to turn off the air conditioning, which in California can result in exorbitant energy bills. The Nest also takes the guess work out of setting the temperature. It learned my family’s temperature preferences, and ensures that the house is not being cooled at times when it does not need to be.

Result: Approximately $150 reduction in annual energy costs

Connected Irrigation System: SkyDrop

This is a big one for those of us living through California’s epic drought. In early 2015, we purchased a home in beautiful Southern California, shortly after the state began its water rationing measures. We were faced with potentially removing landscaping and and replacing it with a desertscape (yes…this is an actual thing), replacing the lawn with artificial turf, or finding creative ways to reduce our water consumption. After doing some research, we found a solution called SkyDrop. In a nutshell, SkyDrop is Nest for your sprinkler system.

The device connects to WiFi and waters the lawn based on a combination of user preference, weather forecasts, and temperature to ensure that water is not being needlessly wasted. For a city kid like me, who never had a lawn until now, the beauty of this solution is the ease of programming and the simplicity of keeping the lawn cared for while minimizing water consumption.

Result: 27% reduction in monthly water costs

Connected Car: Verizon Hum 

Connected car is among the most exciting aspects of the Internet of Things space. A variety of startups are attempting to develop a game-changing solution to connect the hundreds of millions of cars in the U.S. to the Internet. Companies like Automatic and Zubie have developed solutions to allow consumers to track their vehicles, receive vehicle diagnostic information, and track safe driving behavior. Recently, Verizon entered the fray with its Hum product. I have been using this product for the last few months, and I have been impressed with its feature set. An overview video is included below:

While there are a number of ways connected car solutions like Hum will help reduce monthly expenses, including: reduced maintenance costs, reduced fuel consumption, etc, the immediate place to reduce costs is through insurance prehum-verizonmium discounts. Many insurance companies provide a 5-10% discount for consumers using GPS technology in the vehicle. For me, that translated into approximately $102 in annual insurance premium savings.

Result: 5% reduction in monthly premium ($102/year)

In total, I am saving nearly $700 per year in energy, water, and insurance costs.  The hardware also paid for itself within the first year. This is just a sample of the potential IoT has to simplify our lives, reduce our costs, and improve the environment. For more information on the latest IoT news and opinions, follow me on Twitter @TheIoTExpert or on LinkedIn at