Just a Reminder: Don’t Use Illegal Software

Microscope reports that a recent IDC survey reminds companies hoping to use pirated software in their businesses of one thing: the short-term cost savings don’t begin to compare to the long-term losses.

Globally firms have lost $144 billion dollars from buying illegal software thanks to nasty surprises like viruses and malware.

Although at an enterprise and mid-market level the number of firms using illegal software had dropped the problem had grown at a small firm level and the factors that are encouraging people to cut corners – a poor economy and a head in the sand attitude over BYOD – continued to dominate the landscape.

A bad economy also makes the time-consuming, expensive process of cleaning up infected computers even more of a burden for small businesses.

Companies now trend toward downloading products off of the Internet instead of using computer fairs or ordering a physical copy, but that doesn’t mean the file doesn’t have dangerous surprises in store.

For those firms that downloaded software from the web the infection rates were very high and most had been subsequent victims of identity fraud, having their credit card details stolen and had seen amounts of money mysteriously leaving their accounts.

The lesson is clear: though using pirated software may seem like a cheap alternative, the viruses, malware, and identity theft that follow far outweigh these temporary savings.


Tracy Carlin is a Communications and Public Policy Intern at SIIA. She is also a first year graduate student at Georgetown University’s Communication, Culture and Technology program where she focuses on intersections in education, video games and gender.

The Rise of Social Media Marketing in the B2B World

Social media has become a staple of marketing and communications with customers; whether the company is a Fortune 500 conglomerate or a tiny mom and pop store, everyone is expected to have at least a Facebook page to share information and insight about products.

Some might not imagine business-to-business, or B2B companies, doing the same. But that couldn’t be any further from the truth.

The 2013 SIIA Marketing Industry Report proves that social media marketing is just as pervasive in B2B as among consumer goods. With 98% of companies reporting that they dip at least a toe into social media marketing, from those with revenue under one million to those well over a hundred million, the only conclusion one can make is that social media has grown from niche to marketing standard.

Let’s look at some statistics from the report.

  • LinkedIn is a powerhouse, and will only continue to grow.

Given the large number of marketers in our survey that are targeting businesses, it’s no surprise that LinkedIn was again the channel where most survey respondents planned to increase the use of in 2013. Over 80% (up from 75% in 2011) of the companies planned on increasing the use of LinkedIn followed closely by Twitter at 70%.

While Facebook and Twitter remain the most powerful social networks, the more targeted, formalized LinkedIn appeals far more to the B2B sector. Already there are more than 2.6 million LinkedIn company pages. Not only will this number grows, but the report indicates that activity will increase. LinkedIn will be a new leverage for B2B companies to reach out without the 140 character limit of Twitter or the informality of Facebook (though both will also see increased use over the year).

  • Companies are finding ways to measure social media strategies

Nearly 74% of the businesses use web traffic as an indicator of social media ROI, up 14% from 2011. Meanwhile, over 60% of the respondents using social media marketing are using number of connections/conversations as a key ROI metric, also up almost 14% from 2011. This suggests that some firms have found a way to correlate social media efforts to business leads. The number of qualified leads/conversions also ranks high with half (51%) of the companies.

Social media marketing was considered a fad early in its life, with few expecting a conversation in tweets or a Facebook profile to drive actual sales. Now companies are not only convinced of its power, but actively working to maximize its potential. The fact that both web traffic and actual conversations are treated as applicable, useful metrics also shows that brand presence and interaction need to be carefully mediated by the company.

  • B2B conversations don’t need to just be text-based; video and image-based social networks are on the rise.

YouTube has also gained a following with over half of the marketers expecting to increase its use. Many firms are now creating YouTube channels for the business as well as product categories. In 2011 we predicted that we would see new targeted social networks and marketplaces emerge and we see that with Google+ and Pinterest gaining some attention in 2012.

While LinkedIn lends itself to longer conversations between companies and customers, the B2B industry is starting to recognize the power of the visual. YouTube channels devoted to launching products isn’t that far of a leap; the use of Pinterest in 2013, on the other hand, is intriguing. The image-based social network is visually striking, and when combined with more textual networks like LinkedIn, companies can create a more complete 360 degree picture of their products. It will be interesting to see if these trends continue by the 2014 report.


Tracy Carlin is a Communications and Public Policy Intern at SIIA. She is also a first year graduate student at Georgetown University’s Communication, Culture and Technology program where she focuses on intersections in education, video games and gender.

SIIA Partners with ITIF on Data Innovation Day

SIIA is happy to announce that they will partner with the Information Technology and Innovation Foundation (ITIF) for Data Innovation Day, coming tomorrow, January 24, 2013.  Data Innovation Day works to raise awareness about the benefits and opportunities that come from increased use of information both by individuals and the public/private sector.

This year’s theme is “Big Data. Bigger Opportunities.”

As part of Data Innovation Day, ITIF will host panel discussions in DC on how government agencies are using data to make government work more effectively and efficiently, as well as highlighting interesting examples of how data innovation is transforming different sectors of the economy. DMA will also host a virtual event to celebrate data-driven marketing innovation – and to engage data-driven marketers in the growing data debate that is taking shape in Washington and around the world. For more information, visit the Data Innovation Day schedule of events.


Tracy Carlin is a Communications and Public Policy Intern at SIIA. She is also a first year graduate student at Georgetown University’s Communication, Culture and Technology program where she focuses on intersections in education, video games and gender.

Karen Billings on Ed Talk Radio

On December 6th SIIA’s own Karen Billings went on Ed Talk Radio to discuss her recent induction into the Association of Educational Publishing Hall of Fame.

The educational publishing industry’s highest individual honor, the AEP Hall of Fame recognizes those who have dedicated their careers to the advancement of educational resources and the industry that develops and supports them.

Karen talks about her philosophy on educational technology and sound educational principles. To her, it is only the teacher who can intervene and guide students, even as educational technology continues to evolve and grow as an industry. She also discusses how new technologies like tablets and mobile technology is changing the educational technology game.

Karen says:

“Technology has come a long way since I started using it… There are a lot more choices out there…kids can do things online, they can do a lot they couldn’t do five or ten years ago. There is certainly an opportunity for students to do more types of learning on the computer. But I firmly believe it is only the teacher who can really help guide instruction, intervene, and find the materials that the kids should be using…For as much as computers can learn about you, they can’t see you face-to-face.”

Karen, called the “queen of educational technology” here, spent her first four years of elementary school in a one room schoolhouse in Iowa.

Other guests include Margery Mayer and Dick Casabonne.

For more information about the AEP Hall of Fame, visit the AEP website.


Tracy Carlin is a Communications and Public Policy Intern at SIIA. She is also a first year graduate student at Georgetown University’s Communication, Culture and Technology program where she focuses on intersections in education, video games and gender.

SIIA VP for Education Dr. Karen Billings Inducted into Association of Educational Publishing Hall of Fame

The Education Division of the Software & Information Industry Association (SIIA) announces that Dr. Karen Billings, VP for the Education Division at SIIA, was inducted into the Association of Educational Publishers (AEP) Hall of Fame. The induction was held during a ceremony at the McGraw Hill Conference Center in New York on Nov. 29.

The educational publishing industry’s highest individual honor, the AEP Hall of Fame recognizes those who have dedicated their careers to the advancement of educational resources and the industry that develops and supports them.

Billings has nearly tripled the number of educational company members at SIIA in past 10 years. She founded the Innovation Incubator program and the One-to-One Business Profiles program, and has doubled attendance at signature education technology events. She has grown the CODiEs program from seven educational technology awards to 21 in 2012.

Billings drives strategic direction, programs, and initiatives for the 180 education-focused members focused on providing technology products and services to the K-12 and postsecondary markets. In the past ten years at SIIA, she has supported education members with programs that provide thought leadership, industry advocacy, business development, and critical market information to better serve the evolving needs of the educational technology industry and its marketplace.

Billings has 45 years of experience with education technology, including 12 years in K-12 and postsecondary classrooms. She taught mathematics and computer classes in public and private schools in rural, suburban, and urban areas in Iowa, Alabama, Oregon, and New York. Her graduate teaching experiences, including both face-to face and online courses, were at Columbia University Teachers College, UC Berkeley, and Pepperdine University.

She then went on to hold positions in management, product development, marketing, and sales within the publishing and technology industries. Prior to joining SIIA, Billings held executive-level positions at bigchalk Inc and MediaSeek Technologies. Earlier in her career, she held positions at Microsoft Corporation, Claris Corporation (now FileMaker), Logo Computer Systems, Inc., and Houghton-Mifflin Company (now Houghton Mifflin Harcourt).

Billings has authored four books and numerous articles for education journals, has been active in many education technology associations, and is a frequent speaker at education conferences. In 1986, she was given a lifetime membership to the International Society for Technology in Education (ISTE).

She received her Doctorate in Communications, Computing and Technology at Columbia University Teachers College, where she specialized in the uses and evaluation of technology in education. Billings received her Master’s Degree from the University of Oregon, and her Bachelor’s Degree from the University of Northern Iowa.

For more information about the AEP Hall of Fame, visit the AEP website.


Tracy Carlin is a Communications and Public Policy Intern at SIIA. She is also a first year graduate student at Georgetown University’s Communication, Culture and Technology program where she focuses on intersections in education, video games and gender.

SIIA Announces Innovation Incubator Award Winners

SIIA’s Education Division showcased some of the leading growth companies in the education technology market and recognized the best among them as part of the Innovation Incubator program at the 12th annual Ed Tech Business Forum, held Nov. 26 and 27 at the McGraw Hill Conference Center in New York.

The award winners are:

  • Clever received top-votes as Most Innovative and Most Likely to Succeed
  • Mathalicious received first runner-up for Most Innovative and Most Likely to Succeed
  • Classroom, Inc. has the distinction of receiving the first-ever Educator’s Choice Award

More than 75 applicants were assessed for the Innovation Incubator program on a broad range of criteria, including the education focus, end-user impact, market need for the innovation, representation of K-12/postsecondary market levels, and the level of originality and innovation. Twelve participants and one alternate were selected for the program, and six were elected as finalists in the program.

Other finalists include:

SIIA’s Innovation Incubator program identifies and supports entrepreneurs in their development and distribution of innovative learning technologies. The program began in 2006 and has provided incubation for dozens of successful products and companies in their efforts to improve education through the use of software, digital content and related technologies.


Tracy Carlin is a Communications and Public Policy Intern at SIIA. She is also a first year graduate student at Georgetown University’s Communication, Culture and Technology program where she focuses on intersections in education, video games and gender.

Karen Billings Shares Vision K-20 Insights with Research Journal

This month, SIIA’s own Karen Billings shared her unique perspective on education technology and schools with the Journal of Applied Research on Children: Informing Policy for Children at Risk. Her article, “Perspective from the Ed Tech Field,” extrapolates on her experiences after 12 years of teaching in elementary, secondary, and postsecondary classrooms and 20 years of working in education and technology companies. In particular, she shared some of the conclusions SIIA has made after 5 years of implementing the Vision K-20 survey.

First, education technology is a booming industry. From the article:

Despite having to contend with deep budget cuts, schools have been able to maintain current levels of technology growth, a surprising find given the difficult economy and drastic budget cuts within education.

Other key points:

  • Although participants say current technology use lags behind their ideal level, schools are continuing to implement technology despite budget cuts.
  • Results showed an increase in technology integration that focuses on differentiated instruction, assessment tools, and information systems, suggesting these areas are priorities for schools.
  • The survey also showed, for the fourth year in a row, a marked difference between K-12 and post-secondary institutions in the adoption of technology. The average scores for the 2012 survey were 2.39 for the K-12 segment and 2.71 for post-secondary (on a scale of 1-4), meaning post-secondary institutions are integrating new technologies faster than K-12 institutions.
  • Technology priorities for K-12 and postsecondary are strikingly similar when it comes to using security tools to protect student data and privacy; providing high-speed broadband access for robust communication, administrative, and instructional needs; and building institution websites for the education community with access to applications, resources, and collaboration tools.
  • The effects of distance education of virtual/online learning is about the same as traditional instruction, and the best results are coming from ‘blended’ learning (a mix of online and traditional face-to-face instruction).

You can get the article here.


Tracy Carlin is a Communications and Public Policy Intern at SIIA. She is also a first year graduate student at Georgetown University’s Communication, Culture and Technology program where she focuses on intersections in education, video games and gender.