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As part of the U.S. Digitalization Hot Spot program, on June 17th Siemens hosted a thought leadership event in partnership with The Atlantic called Bold Bets: Tomorrow’s Industrial Entrepreneurship (And How Everything Will Change). The event convened experts in Silicon Valley to unpack the data-driven innovations transforming how goods and products are manufactured and delivered to the global marketplace and explore the values of partnering and supporting U.S. startup companies.
This was the third installment in a series called “Bold Bets” to explore topics from the future of transportation to advanced manufacturing, cities and intelligent infrastructure to workforce development. Siemens’ first event was held in Sacramento this past February in support of high speed rail.
The June 17th event took place in the heart of the most vibrant innovation ecosystem on earth — Silicon Valley and the San Francisco Bay Area — at the University of California, Berkeley. About 100 entrepreneurs and innovators, as well as business, civic and academic leaders from across the Bay Area gathered to discuss how the spirit of Silicon Valley entrepreneurism will drive the next generation of manufacturing. In fact, Siemens’ Smart Tables were displayed as a means for attendees to learn more about the Future of Manufacturing, Sustainable Energy and Intelligent Infrastructure.
Terry Heath, Senior Vice President, Siemens Corporate Technology U.S., welcomed attendees to the event and discussed the critical need to invest in start-ups; how Siemens is helping start-ups leverage a full spectrum of resources; and Siemens’ footprint in Northern California.
Stefan Jockusch, Vice President, Strategy for Siemens PLM Software business unit, along with Founder and CEO of Authentise, Andre Wagner, participated in a moderated discussion during the “Sponsored Content” portion, which featured the Frontier initiative. At the event, Siemens announced the expansion of the startup Frontier Partner program run by TTB and PLM. The Frontier Partner program deepens Siemens’ long-standing ties to the area as it continues to find, fund, and forge the breakthrough technologies that will harness the power of data and accelerate the development and manufacturing of tomorrow’s innovative products. It also grants manufacturing-focused startups access to Siemens’ PLM software, its technology partner program, and other developmental resources.
Other event participants included: Ken Goldberg, Professor, Industrial Engineering and Operations Research, University of California, Berkeley; Saul Griffith, CEO, Otherlab; Tom Bates, Mayor, City of Berkeley; Eric Benhamou, Founder and General Partner of Benhamou Global Ventures; Justin Rattner, Former Chief Technology Officer, Intel; Lisa Lambert, Vice President and Managing Director, Intel Capital; Mike Fogel, Co-Founder and Vice President, Engineering, Prism; Michael Malone, Author, The Intel Trinity; Jennifer Anastasoff, Founder and Former Chief Executive Officer, Fuse Corps; Founding Member U.S. Digital Service.
Traditional Media:The event received significant 3D printing trade coverage from various outlets and online sites including 3D Printing Industry and The Fabricator. Additionally, Berkeleyside, a regional outlet covering news and events in Berkeley, CA, featuredSiemens’ Frontier Program. Siemens issued a news release announcing the expansion of the Frontier Program that was distributed via BusinessWire and viewed more than 2,000 times. Bloomberg Business published a sponsored content piece prior to the event, “When Should a Storied Company Act Like a Startup?” The Atlantic also published a sponsored content article the morning of the event.
Social Media: A robust social media strategy was designed to generate buzz for the event and introduce Siemens USA’s Silicon Valley digitalization storyline. To support this storyline and the expansion of the Frontier Partner program, the team leveraged the Technology to Business (TTB) landing page and the Bloomberg BusinessWeek “Digitalization Nation” sponsored content series. Content was published across Siemens USA social media channels including Twitter, LinkedIn, Google+ and Facebook. The coverage yielded over 1.3 million impressions. Additionally, Siemens USA published an Executive Pulse blog by Terry Heath, Senior Vice President, Siemens Corporate Technology USA, titled “The Rise of Industrial Entrepreneurship.” Siemens’ support of 3D printing startups has been a top trending Siemens topic for the month of June.
Key Message Resonance: This hot spot highlighted the significance and benefits of partnering and supporting American startup companies. Siemens’ announcement on the Frontier partner program reinforced Siemens as an innovative industry leader with pioneering modernization expertise and a significant presence in the San Francisco metropolitan area.
Collaboration: The success of the hot spot activities resulted from a collaborative cross-channel approach with: media relations, topics/thought leadership, social media and the PLM and CT/TTB business partners.
Regional Daily Print Coverage –
Online Tech Trade Coverage –
Broadcast/Radio (Total Impressions: 1,357,099) –
An audio news release (ANR) was distributed on the Synaptic Digital Radio Syndication Network which resulted in a broadcast feature on ABC 3 WEAR. In addition, the ANR was distributed to several highly ranked radio stations like KCWH-FM (Los Angeles), KFYV-FM (Los Angeles), and KKZZ-AM (Los Angeles).
More than 1,000,000 radio impressions and 200,000 broadcast impressions were featured on key U.S. radio and television markets. Additionally, nearly 300 people live streamed the event and more than 400 reviewed footage/videos after the event.
Siemens Communication Assets –
Social Media Engagement/Activity–