Brian Fuller's blog on the media, marketing and content creation

The Gig Economy-Part 3

Posted on | August 13, 2009 | 8 Comments

I started writing about the Gig Economy some months ago when the fates waved their wands and directed me to consulting and freelance. That changed dramatically this week when I sat down in a new cube down the Silicon Valley to run communications, community and social media for a specialized software company called Numetrics. While I still believe in the value and efficiency of the Gig Economy, the Numetrics full-time gig affords me the opportunity to walk the social media talk.

I’ve blogged about this for years; built news feeds, strategies and communities in the digital-publishing world; created grand social-media plans for PR agency clients. Now along comes a greenfield opportunity to actually implement it within a company that wants to engage, wants to adopt vendor-as-publisher ethos. What’s not to like?

Numetrics offers ERP software to enable R&D resource planning for systems and semiconductor companies. Their challenge is that many in the space view them through an outdated lens, and the problem they’re solving is one many customer-prospects deny having. However, as the semiconductor industry is now almost completely fabless, companies need to find ways to innovate in the design process (beyond just better, faster, sexier EDA tools). That’s where these guys come in. (But that’s a story for the new gig and the tactics we’ll build out over there).

Gig Vitality

I can’t say enough about the Gig Economy. It’s a vital and well-oiled way for companies to leverage domain experts quickly and effectively for project work and for workers to maintain a certain flexiblity in their lives, especially when it comes to work-life balance. Social media, as the Gig Economy’s chief lubricant, is how I ended up at Numetrics. Sam Whitmore the fabulous media/PR consultant who runs MediaSurvey in the Bay Area, shot me a Facebook note about an unnamed tech-software company in the Silicon Valley looking for social media help. That led me to Marla Kertzman at Hoffman Agency who led me to Naeem Zafar who led me to founder and CEO Ron Collett and Numetrics.  Each of these people I’ve known for many years but it was social media that effected the connections. Ron, in fact, wrote a column for me at EE Times (one of the best we ran) more years ago that either of us wishes to disclose. Ron’s always had a fantastic insight about whatever he looks at, and he’s built this company (and the original underpinnings of this company) over the past 20 years.

So wish us luck. I’ve developed a pretty detailed methodology over the past few years about how to take the ethos of publishing and journalism, marry it to the proper social channels and make it work in the context of marketing strategies.

In my head.

The test chip works on the test bench. Now it’s time to see how it fares in the field.

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8 Responses to “The Gig Economy-Part 3”

  1. Lou Covey
    August 13th, 2009 @ 8:01 pm

    We have to have someone on the inside, testing this stuff out. Can’t think of a better person for the job. Let me know if you need a sounding board.

  2. Katherine Bull
    August 13th, 2009 @ 8:15 pm

    My, my, my…how things come full circle. Tell Ron I said hello 🙂

  3. Mike Santarini
    August 14th, 2009 @ 9:19 am

    Congrats on the new gig.

  4. Cathy Browne
    August 17th, 2009 @ 5:47 am

    Congratulations, Brian! So excited to hear that a tech company in the broad semiconductor space understands the value of social media as a component of a corporate communications program. You know that I’m a believer..

    All the best. Let me know if I can help at all.

  5. Paul Miller
    August 17th, 2009 @ 4:56 pm

    Congrats Brian – good company and good people…just back from Europe and surely time for a glass of vino???

  6. Sean Murphy
    August 17th, 2009 @ 11:09 pm

    “the problem they’re solving is one many customer-prospects deny having.”

    I suppose they can always look for smarter and more self-aware prospects.

  7. Steve Paul
    August 19th, 2009 @ 5:07 pm

    Congrats Brian, great gig, making an honest living. Perhaps we’ll put together a webcast or two.

  8. John Graff
    August 20th, 2009 @ 3:36 pm

    Congrats on the new opportunity! Sounds like it should be fun. And thanks for the shout-out on my golf handicap in the last post!

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