Celtics climb back into NBA series with win over Heat

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Content Marketing: Company Branding vs Showcasing Individual ...

What is the difference between showcasing the expertise of a B2B company and that of its employees?

Company expertise is usually ?anonymous? for the effect of branding the company as a whole. Traditionally, the goal has been to enhance knowledge about a product or service as a representation of the brand. A top-notch marketing campaign would not only tell you what it provides, but convince you that you are missing something without what it has to offer. Often, this is still the primary goal. However, social media and online marketing has changed the rules of the game. Now, we want not only to be exposed to information that gives us professional or personal value; we want to know who is giving us this information and why they are qualified to do so. Without a name, face or contact with a person we can visualize, we are less likely to trust the source. The new wave of social media strategy involves balancing the needs of the company brand with the expertise and intelligence of its corporate members.In today?s social media, a company can decide to act as a single entity or as a collection of informed individuals. A single branded unit (one person or homogeneous firm) will publish and share content from a homogeneous perspective, creating a unified social media strategy. This method can be highly effective. (How many mechanics or scientific researchers do you know that also enjoy both writing and engaging in social media activity?) Allowing internal experts and external content marketing specialists to collaborate can certainly enhance a company?s exposure and reputation. However, relying on the ?marketers? to relay information with which they are not familiar risks misconstruing expertise, missing out on communication with the desired audience, and compromising credibility and internal personality.Around 60% of companies worldwide outsource their social media activity, while only 44% of these companies are satisfied with the outcome. It?s hard to make out why the various companies are dissatisfied, yet this pattern should draw our attention. Social media can be a volatile place by nature, but especially in the case for B2B brands, communicating expertise is vital in establishing trust. Outsourcing or relying solely on talent from the marketing team seems an intelligible strategy, but when the valued knowledge and personality of company experts is absent, we may be wise to reconsider just why we are sacrificing these essential elements.

Let?s compare this situation to ?offline? content marketing: do you trust an expert at a business fair who has spent months or years arriving at their conclusions or a firm they hired to speak on their behalf? Would you be more likely to collaborate with the professional that can independently express his or her ideas, or the third-party charismatic speaker who has been paid to provide representation. There is nothing wrong with hiring much needed public relations or marketing help. It is, however, important to assess the costs and benefits of making this decision. Often times ?experts? do not represent themselves as cleanly as the sweet talkers in the marketing biz. But does this also mean they are not the best people to perform the job? The answer will always depend on the situation and desires of the brand, but the question should not forgotten.

When experts and social media strategists are integrated in the content marketing processes, the true value and knowledge of a company can be present and expressed. Defining ?high-quality content? will differ for each company, though keep in mind what will be the most effective way to demonstrate industry expertise and establish a brand reputation. Combining individual expertise to build a collective company reputation may just be your best bet.

To read more on content marketing and building a reputation in social media, see exploreB2B?s whitepaper, The Social Media Way of Life for B2B Experts and Content Marketers.

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British queen's racecourse visit launches jubilee

Queen Elizabeth II received a rapturous welcome from a flag-waving crowd of more than 100,000 at a British racecourse Saturday as she kicked off four days of national celebrations for her diamond jubilee.

Gun salutes rang out across the country before the 86-year-old queen arrived for the Epsom Derby, smiling broadly as she and husband Prince Philip, 90, were driven past the winning post, amid cheers from well-wishers.

In a surge of enthusiasm for the monarchy across Britain, thousands paraded through Perth in Scotland for the jubilee, many others held community parties and villages competed to create the longest stretch of bunting.

Crowds even turned out to watch military bands rehearse in London ahead of the main celebrations marking the queen's 60 years on the throne, support for the royals at its highest level in decades.

A recent poll showed about 80 percent of Britons want the country to remain a monarchy.

At the Epsom Downs racecourse just outside London, bookmaker Diane Barrett said: "It's a very special year. It's never going to be like this again."

Unexpected sunshine broke out, to more cheers from the 130,000 racegoers, as the queen, a keen rider and racehorse owner, watched the races from a balcony garlanded with flowers.

Paratroopers descended to the racecourse trailing huge Union Jack flags and red smoke ahead of the couple's arrival with sons Andrew and Edward, young princesses Beatrice and Eugenie, and other members of the royal family.

The queen wore royal blue and her trademark matching hat with flowers.

As Welsh soprano Katherine Jenkins sang the national anthem, Buckingham Palace posted on Twitter: "And we're off! The #diamondjubilee weekend begins."

Queen Elizabeth presented the 110-year-old Coronation Cup, renamed the Diamond Jubilee Coronation Cup for the occasion, to the team behind winning horse St Nicholas Abbey, which also won the race last year.

But the showpiece of the day was Britain's richest race, the Epsom Derby, won by favourite Camelot.

But the queen's own horse Set to Music could only manage second in a race at Haydock Park in northwest England.

Rachel Molloy, 28, a singer from London, said over strawberries and champagne, "We waved to her and it was very exciting because we've never seen the queen this close. She looked happy."

"I just want to see the queen," said Chinese student Adora Lin, 22, from the factory mega-city of Shenzhen, who had bought a new hat for the occasion.

"I'm not going to bet. I just want to see how people dress up and celebrate."

Andrew Cooper, director of racing at Epsom Downs, said: "The queen seemed relaxed throughout the day. She appeared pleased with Katherine Jenkins singing the National Anthem, you could see it in her face."

People were already camping in tents beside the river Thames ahead of a pageant of about 1,000 boats that will sail through London on Sunday, with the queen in a royal barge decked with 10,000 flowers.

Prince William and wife Catherine -- whose 2011 wedding drew two billion TV viewers and was credited with reviving public interest in the royals -- will join the queen in the procession.

"There is huge excitement. The queen has done a terrific job in the past 60 years," said Andrew Phasey, whose canal narrowboat will be part of the pageant.

"We feel hugely privileged to be taking part. It will be a terrific day."

Britons have planned more than 9,500 street parties for Sunday, although there are concerns about forecasts of heavy rain.

On Monday, some 4,000 beacons will be lit across the Commonwealth following a huge picnic and star-studded concert at Buckingham Palace.

Tuesday, which like Monday is a public holiday, will be devoted to ceremonial events including a thanksgiving service and carriage procession.

Shops across Britain were doing a brisk trade in Union Jack accessories, commemorative china, masks of the royals and jubilee garden gnomes.

In Northern Ireland, even republican party Sinn Fein has supported celebrations, backing the province's gift to the queen for the occasion.

Festivities are set to be more muted across the Commonwealth, mostly made up of former British colonies, but British soldiers were pictured in Afghanistan serving celebratory tea from a gold-coloured teapot.

The queen acceded to the throne on February 6, 1952, upon the death of her father King George VI while she was away in Kenya, and was crowned the following year on June 2, amid massive public enthusiasm despite heavy rain.

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Decoding tomato DNA: Genetics could yield sweeter fruit

Knowing the genetic sequence of one tomato can help seed companies and plant breeders get a grasp on what makes different varieties, like heirloom tomatoes, different from the generic grocery tomato.

By Jennifer Welsh,?LiveScience Staff Writer / May 30, 2012

Healthier Tomatoes Grown in Seawater

Livescience

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For years scientists have slaved away, trying to piece together the genes that make up the ripe, red goodness that is the tomato. They have finally published the fleshy fruit's genome in full.

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The genome of any species is the DNA code that is stored as a blueprint inside every cell of every individual of that species. The DNA letters, called base pairs, are organized into genes, which are translated into proteins, the building blocks and machinery of every cell.

Decoding these genes can help researchers understand the different types of proteins found in organisms, and how these proteins make that species different from every other species. These kinds of insights from the genome could help crop researchers improve the yield, nutritional content, disease resistance,?taste and color?of tomatoes, they say.

"For any characteristic of the tomato, whether it's taste, natural pest resistance or nutritional content, we've captured virtually all those genes," study researcher James Giovannoni, of Cornell University, said in a statement. "Tomato genetics underlies the potential for improved taste every home gardener knows and every supermarket shopper desires and the genome sequence will help solve this and many other issues in tomato production and quality."

Generic and wild genomes

The researchers sequenced the genome of the tomato species?Solanum lycopersicum, of the variety "Heinz 1706," as their type tomato. These tomatoes possess some 35,000 genes arranged on 12 chromosomes (large arrangements of hundreds of genes packed into one strand), the researchers said.

The researchers also sequenced?the garden?tomato's wild ancestor,?Solanum Pimpinellifolium.

Knowing the sequence of one tomato can help seed companies and plant breeders get a grasp on what makes different varieties, like heirloom tomatoes, different from the generic grocery tomato.

Because the variability between two varieties is pretty small, it's easier to use the Heinz 1706 genome as a guide, and pinpoint the differences that lead to changes in color, taste, texture, size and shapethat distinguish one variety from another.

Tomato vs. potato

The genome is also important in learning why the tomato is so different from its genetic relatives in the nightshade family of flowering plants, which includes the potato, pepper and even coffee. Scientists want to know what genes have changed that gives each of these species their distinct flavor and look.

"Now we can start asking a lot more interesting questions about?fruit biology, disease resistance, root development and nutritional qualities," Giovannoni said.

Tomatoes represent a $2 billion market in the United States alone. The USDA estimates that Americans consume, on average, more than 72 pounds (33 kilograms) of tomato products annually. Researchers have even developed a?robot tomato harvester?to go into space (or just use here on Earth).

The study will be published tomorrow (May 31) in the journal Nature.

You can follow LiveScience staff writer Jennifer Welsh on?Twitter, on?Google+?or on?Facebook. Follow LiveScience for the latest in science news and discoveries on?Twitter?and on?Facebook.

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Wi-Fi Alliance announces Miracast wireless display certification program

The ability to transmit audio-visual content over WiFi is poised to launch a bit of a cable-free revolution in the living room, but before that happens, the Wi-Fi Alliance hopes that manufacturers will rally behind its standard set of technologies known as Miracast -- in the process, burying WiDi and giving AirPlay a run for its money. While the certification program itself has yet to be finalized, it's said to launch later this year and will bless all compatible devices with the "Wi-Fi Certified Miracast" mark. Everything from televisions and set-top boxes, to notebooks, smartphones and tablets will be eligible for certification, which means that we may begin to see the seal in a hell of a lot more places. The PR itself provides scant additional details, but if you're so inclined, feel free to hop the break.

Continue reading Wi-Fi Alliance announces Miracast wireless display certification program

Wi-Fi Alliance announces Miracast wireless display certification program originally appeared on Engadget on Thu, 31 May 2012 21:19:00 EDT. Please see our terms for use of feeds.

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HBT: O's Hammel accuses Jays of stealing signs?

Jason Hammel came into yesterday?s game with a 2.78 ERA and just three homers allowed in nine starts this season, but the Orioles right-hander served up four homers to the Blue Jays and afterward got about as close to accusing them of stealing signs as he could possibly get without actually doing it.

Here?s what Hammel told Eduardo A. Encina of the Baltimore Sun:

They?re a very potent offense and if you don?t make your pitches down they?re going to get them out. They were taking some pretty big hacks on my breaking stuff too, which leads me to believe it was something else. It is what it is. I need to keep the ball down.

When you?re locating your fastball, you?re going to give up some home runs there, but the swings they were taking on he breaking stuff, it was pretty amazing to me. I don?t think you can take swings like that not knowing they?re coming. I don?t know. That?s all I can say.

This is far from the first time an opposing pitcher has accused the Blue Jays of stealing signs in Toronto and in fact Amy K. Nelson wrote a whole article about it in ESPN The Magazine a couple years ago, making ?the man in white? famous.

When asked if he was aware of the past accusations, Hammel replied:

There?s rumors and things like that. I don?t know. I can?t speak on that, but they were taking very, very big strong hacks on breaking stuff. It was something I?ve never seen before.

Hammel has started 125 career games. Not only was that the first time he?s allowed four homers, he?d allowed three homers just twice before and gave up zero homers in 65 of those 125 starts.

Toronto has hit .262 with an .803 OPS at home this season, compared to .231 with a .660 OPS on the road. Their splits weren?t quite as extreme last season, but the Blue Jays hit .254 with a .759 OPS at home compared to .244 with a .699 OPS on the road. So ? if they are stealing signs at home the Blue Jays are at least doing a pretty effective job of it.

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On the Road with Mark Lerner by J?rgen Fauth ? Behind the Book

In April, J?rgen Fauth read from his debut novel, Kino, in our reading series at the KGB Bar alongside Mark Leyner, an author he liked to read when he was a creative writing student in America.? Whether you?re an experienced writer, or you?re just beginning, meeting an author will never cease to be a special experience. As J?rgen Fauth writes about the ties between writers and readers, we hope that our students will also be inspired by the authors they meet through Behind the Book.

I was born and raised in Germany and came to the U.S. as an exchange student in the early 90s. There, I discovered creative writing classes, which were relatively unknown in Germany at the time, and decided I wanted to be a writer.

Through the luck of the draw, I spent my exchange year at Mississippi College, a small Baptist school outside of Jackson, MS, and I was making interesting friends ? the slackers and outcasts, the people who enjoyed skipping chapel and staying out past curfew (which only existed for the female students.) At home, university students were considered adults, with all the rights and responsibilities that came with it, but here, there were rules to break and hall monitors to dodge. It was easy to imagine myself a rebel, and the books we were reading reflected this. The beats were our favorite because even if Mississippi College wasn?t exactly like the fifties; it had more rules and regulations than any place I?ve lived before or since.

With my love for Kerouac and Ginsberg came the siren song of the open road. My Mississippi friends weren?t of drinking age, but they had cars, gas was cheap, and the roads that started behind our dorm led to I-55, which connects Jackson to New Orleans and Memphis, and goes on from there to St. Louis and Chicago. Whenever we got the chance, we drove ? Florida, New York, Denver, San Francisco, it didn?t matter. We drove and drove, and I must have crossed the country four or five times that year, coast to coast, north and south, any which way between.

On these trips, no matter how impulsive or spontaneous, we always brought books with us: Gravity?s Rainbow by Thomas Pynchon was the first in the trunk every time, along with an actual copy of Kerouac?s On the Road, the collected poems of Allen Ginsberg, Richard Brautigan?s In Watermelon Sugar ? revolutionary books that allowed just as much youthful, exuberant exploration as the wide country stretching before us. We would sleep in the car; we parked at Bryce Canyon waiting for the sunrise, reading poetry. Outside of Williams, Arizona, the axle broke, and I remember sitting on the curb ? the actual curb, not the air-conditioned waiting room ? reading our favorite Pynchon passages out loud.

I made a great many discoveries during that first year in America, and one of them was the work of Mark Leyner, which I immediately added to our traveling cross-country library. Unlike many of the books I cherished most, his novels ? Et tu, Babe and My Cousin, My Gastroenterologist ? had only come out recently, but in their wild play with language and pop cultural references, I saw them coming from a clear tradition of writers storming the heavens, afraid of nothing. They were also unmistakably contemporary, and that gave them an additional edge. They were hilarious, outrageous, yet somehow deeply felt, and more than the other books that somehow belonged to a time before mine, they seemed to give me the license to try this for myself. You can write this kind of thing right now, Mark Leyner?s books said to me. You can do anything you like.

And I did. After my exchange year was over, I returned to Johannes-Gutenberg-University in Mainz, but it was no longer what I wanted. My German professor greeted me with ?ah, the creative writer,? the slightest hint of a smirk on his lips, and I knew I?d have to leave. I had to get back to America, where I had found encouragement. I applied to the graduate program at the Center for Writers, not far from where I?d spent my exchange year, and took the first serious steps on the long path of becoming a writer.

Decades passed. I wrote stories, I wrote books, I threw half-finished books away. I moved to New Orleans, I moved to the Caribbean, I moved to New York. I wrote and wrote. I got married, I had a daughter. I submitted stories, edited magazines, started a literary community. I got an agent. And finally, nearly twenty years after I had taken my first workshop, I published a book, my novel Kino, which is, among other things, the story of an immigrant who moves between continents so he can keep making art. And when it came time to read from the novel, Behind the Book was kind enough to invite me for an event at KGB Bar. Tom Perrotta, a writer I admire, would read with me ? exciting enough, until, a week before the event, one other name was added to the line-up, somebody who hadn?t published fiction in many years but was now celebrating his return: none other than Mark Leyner, who?d read from his new book, The Sugar-Frosted Nutsack.

I was glad to be the first reader because I certainly didn?t want to follow the others. I read a section from Kino called ?Lang?s Dragon? that was also excerpted in the online magazine Guernica. Tom Perrotta read, then Mark Leyner read, and as expected, his performance was sharp, over-the-top, loaded with word play and whiplash cultural references. He was outrageously funny. When I came over afterwards to ask him to sign a book for me, he asked me to sit, graciously told me how much he?d enjoyed my reading, and we chatted: about the movie War, Inc., which he?d written, about Gerhard Richter Painting, a documentary we both admired, about vanishing advances and making it as a writer.

I left KGB Bar feeling that something had come full circle that night, a long story that had begun in Jackson, Mississippi, led all over the country and the world, and had finally reached its long-awaited pay-off. It was a wonderful reminder about how writers speak to other writers, in ways they can never know or predict. Every book ever written doesn?t just tell its story, it also secretly gives license to its readers to try and write something like it themselves. I can only hope that someone might one day pick up a book of mine, Kino or the next one, and that it nudges them a little closer toward saying, hey, maybe I can do this too.

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