Archive for ‘marketing’:


How to Use the New AMEC Measurement Framework—A Practical Session

Monday, September 26th, 2016

For this  webinar, guest experts Richard Bagnall and Giles Peddy joined us from across the pond while AMEC North American Co-chair (and BurrellesLuce CMO) Johna Burke moderated. Richard took pole position with the fascinating story aboframeworkut how the sad state of PR measurement back in the 1990’s spurred the formation of the AMEC organization, which eventually led to the creation of the Barcelona Principles in 2010 and more recently, the Integrated Evaluation Framework.

The Integrated Evaluation Framework better reflects today’s public relations environment, where we’re working across Paid, Earned, Shared, and Owned media.  The PESO model was developed and championed by Gini Dietrich, a well-known industry thought leader and author of Spin Sucks.

http://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

http://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

Richard described how we now “must measure across all these different channels if we’re going to give a credible measurement of the work that we’re doing.” He cautioned that we must be careful to not “just count what’s easy to count but we measure what really matters” to the business. (To hear this in that splendid British accent, you’ll need to listen to the playback!)

The Integrated Evaluation Framework helps us to stop measuring in silos and brings it all together. Giles then talked about the context to the framework stating that communication professionals must show the effect that their work had on the business objective—not just output metrics (aka vanity metrics).  He explained how a diverse global group was put together and worked for an entire year to create what is now a free, non-proprietary, step-by-step process—essentially “how to operationalize the Barcelona Principles”.

Interactive Evaluation Framework

When you land on the website, you’ll find a tile-based, simple to use, clickable worksheet that can be completed right on the site itself (and then download the finished product). Giles walked us through many of the steps which include descriptions and inline help text—way too much information to incorporate into a blog post, so I encourage you to listen to the playback of this presentation and go explore the site. To be honest, for me, this whole concept seemed very complicated and a bit overwhelming—that is, until I attended this webinar!

Giles went on to share how the initial response has been overwhelmingly positive. Lewis PR and many other major agencies and consultancies have already adopted the model, along with the UK government. It’s also being shared with and by other PR and communications trade organizations (such as the US-based Institute for Public Relations) as the key model to use.

Richard chimed in, “In the end, this framework helps you run your campaign effectively and measure it in a way that allows you to understand what it is you’re trying to achieve, understand what success would look like, agree on the targets, plan to run your campaign effectively and measure it appropriately.” However, he explained, that isn’t the end. You need to then take that information and the “flow of the process and tell your measurement story around it. You need to then bring it to life about how you did your work, what it meant for the business, how it helped and, importantly, what you’ve learned—what perhaps didn’t work as well as you had expected and what you’re going to be doing differently.”

Johna summed it up with “this is such a great resource for everyone, whether you have an existing successful measurement program and team or you’re just starting out, to really create and to utilize a program that’s been implemented on your behalf” and is such a great resource.

Are you using the Integrated Evaluation Framework? Please share your thoughts and/or advice with our readers here in the comments section.

PR Measurement: Beyond Vanity Metrics

Friday, September 23rd, 2016
http://claringtonwatchdog.blogspot.com/2008/05/efw-business-case-rubbish.html.

http://claringtonwatchdog.blogspot.com/2008/05/efw-business-case-rubbish.html

“Sometimes just putting out basic metrics can actually hurt your measurement program and not help management see the true ROI and efforts you are putting in.” That was how Nicole Moreo began this AMEC measurement week webinar.  Well, that certainly got my attention! I thought how can reporting on basic metrics hurt my credibility?  Nicole explains.

Vanity metrics are metrics that feel important but are ultimately superficial, or worse, deceptive. What we usually think of are things like impressions, likes, re-tweets, AVEs (ad value equivalency), share of voice, mentions, page views, etc. They are not performance indicators. While some of these are important for benchmarking purposes, they should not be relied upon for actual intelligence.  In the big picture, vanity metrics actually hold you back.

So, how do we figure out what to measure?  First, Nicole cautioned, resist the urge to run out and subscribe to the latest tool or aggregator service that claims to programmatically measure for you.  She went on to outline the steps PR pros must take—before embarking on a measurement program.

Listen and Ask

Listen to senior management, your team, your clients (internal or external). Ask questions, such as

  • What is the strategic goal of the PR / marketing program, specifically the business goal? You may hear, for example, “increase share of voice” (SOV)—why? Or, “we want to put this message out on social media so people can see it”—why? What is the goal? Are you trying to increase sales? Are you trying to get people to download a whitepaper? How does that tie back to the business goal?
  • Who are the key audiences? Your program is obviously not to every single person in the universe, so precisely who do you want to reach?
  • Which platforms will be effective—based on the answers to the first two questions?
  • What are the internal KPIs (key performance indicators) that are being used? What business point does that tie back to?
  • What is the internal reporting structure?
  • What insights are you hoping for?

Once you have the answers to those questions, you want to use your metrics as a tool to tell a story (after all, that’s what public relations practitioners are good at—storytelling)!

So What?

Start with the basic metrics, like share of voice—but who are you comparing to? Competitors? Other divisions within the company? Ensure what you are comparing is apples to apples.  Engagement is also a basic metric that allows you to know how many people are actually interacting with your content and potentially have the influence to share it. Tonality (sentiment) is another that you may opt to use and there are others but start with these basics.  Then, ask again, so what? That may lead you to another point, where you once again ask, so what? Nicole recommends asking this three times will help you find the answers that offer a mix of qualitative explanations and quantitative variables.

She went on to offer specific examples, showing charts and graphs  sharing how each of them created a story of insights and intelligence that were meaningful and actionable. This was all possible by asking the right questions before embarking on the program.

Please feel free to add your own thoughts or experiences here in the comments section, and continue to check back here for more AMEC PR measurement tips from the experts!

Confession of a Social Media Consultant

Wednesday, May 25th, 2016

By Brad Wester

secret-1142327_960_720 I’ve been a freelance social media consultant for several years, and I have a confession to make.

The power of social media is a myth.

You know that great idea you have for your next Facebook post? It’s probably worthless. I’m not trying to be harsh, and I’m not saying you have terrible ideas, but take a moment to think about it. How many people are going to see that post? Hint: not enough.

In 2015, Facebook organic reach dropped from an average of 12% to under 6%. This trend has continued in 2016. Facebook’s organic reach is low and continues to drop. Reaching less than 6% of your audience isn’t powerful. It’s time to stop posting and hoping for the best. It’s time for a plan.

The power of social media has always been a myth. The true power is in the planning – it’s in the development of a social media strategy.

Posting on social media without a strategy means your posts may be missing your targeting audience. You may be posting at the wrong times, creating the wrong content and using the wrong call to actions. You could be using improper tracking methods or relying on the wrong metrics to show success. Without a social media strategy, you’re at risk of wasting time and energy that could be spent more effectively on other parts of your business. You may even be hurting the future success of your Facebook page due to poor performance now.

Having a fully developed social media strategy is essential and should include the ability to track and analyze data in each step. Tracking data will allow you to determine what social networks you should focus on, what type of content is most effective, if it’s more effective to create a wide variety of content, simply promote high performing content to a larger audience and even how much you can afford to spend on promoting your high-performing content.

More social networks, including Instagram and Snapchat, are creating algorithms to determine what content to show users. These algorithms will continue to decrease organic reach and increase competition, driving up the cost of effective social media marketing. Developing a social media strategy will help you rise above your competition.

It’s time to stop posting and start planning.

 

Byline

Brad Wester is a freelance digital marketing consultant specializing in helping small businesses create engaging online experiences that generate leads and drive sales. Follow Brad on Twitter: @wester_brad.

Transformation Influencers: Rust-Oleum’s 1,000 Projects Campaign

Wednesday, December 3rd, 2014

There are more than 100 million searches each month on “how to” do something. Rust-Oleum, a nearly 100 year-old company, came to the realization that people aren’t really passionate about products as much as they want to change and improve their living spaces, creating something beautiful that they can enjoy.

Photo: Pinterest Screenshot

Photo: Pinterest Screenshot

With the insight that people want to improve and/or change what they love, Rust-Oleum (along with its agencies) set out to create 1,000 compelling projects to serve as inspiration and demonstration to consumers. Leveraging paid media and using data driven marketing to share a transformation story through images and video, they empowered bloggers and every day influencers to share their own inspiration stories, in turn driving awareness and a new excitement—a re-introduction of sorts.

Lisa Bialecki, Senior Director, Integrated Communications at Rust-Oleum, shared their journey with attendees of PRSA St. Louis’ recent Digital Communications Summit.

They conducted fast data analysis to identify exactly what people are searching for and where they’re looking to find this information. Using this research data, they created a blueprint of projects that they needed to create and feature—for example, 14% of the project would be devoted to the garden tackling things like planters, fences and stones, while 5% would be devoted to garage revamping items such as cabinets, hardware, organizers and the garage floor.

Their strategy included media partners, consumers, professionals and brand projects. Rust-Oleum created “an army of project enthusiasts,” Bialecki said, leveraging volumes of content–using print, blogs, web, video, Facebook and Pinterest. They also hyper-targeted banner ads to their audiences and created a new website for project inspirations with a user forum section—creating a community.

But it wasn’t just all traditional print, social media and digital. Rust-Oleum hosted DIY conferences. They held multiple blogger innovation summits in an effort to generate excitement for these bloggers to write about new products. One such summit included 18 highly influential DIY bloggers (from 15 key blogs) over a three-day period. During the summit, they took them on a manufacturing plant tour, a corporate headquarters breakfast and tour which included a marketing studio “hands-on” session. Through these “in real life” events, they were able to build a stronger awareness of new products, strengthen existing and build new blogger relationships.

This integrated PR campaign not only supported Rust-Oleum’s retail marketing but has resulted in 250 million project impressions to date and 3 million project engagements. Pinterest has become their number two driver to the website. Most importantly, unit sales are up 40% year-over-year. This is a great example of PR, marketing, advertising, digital and social successfully working together!

The Marketing Words That Work With Each Generation

Monday, October 6th, 2014

Words That Work For Each Generation BurrellesLuce Media Monitoring Public Relations PR Software Marketing Millennials Generation X Demographics can be a slippery slope – combining 15 to 20 years’ worth of people into one neat category? Not so accurate. As a result marketers and public relations pros alike would be remiss to think that one style of language will resonate across the generations.

There’s a lot more that goes into messaging – like targeting and segmentation – but putting that aside for this post, let’s take a look at words and language styles that generally speak to each generation.

Generation Z

Born between 1995 and 2010, the earliest part of Gen Z is coming into its own purchasing power. These tech savvy multitaskers also respond to discussion about sustainability and green products. They’re also constantly adopting the latest technology and want to know what’s next. Gen Z also cares about privacy (hence their tendency toward ephemeral social media like SnapChat), having control over their own preference and security settings, and tend to prefer visuals over text and short, bite-sized content.

Generation Y/ Millennials

Ah, the elusive target market unicorn. It seems everyone wants to market to Millennials but no one can agree on how. Well, that might be because marketers tend to lean too heavily on stereotypes instead of reality. Some Millennials are go-getters with steady jobs who carefully cultivate their own brand, while others are trapped by economic circumstance: overeducated, underemployed, and not as financially independent as they’d like to be.

A lot of millennials respond to off-beat, sarcastic humor, social awareness, and freedom. Being aware of so many social and civil rights issues, using inclusive language and imagery is especially important for resonance, and Millennials like to hear words like “global citizen,” “diversity,” and “community.”

Generation X

GenXers tend to be skeptical, especially of the government (which is what growing up during Watergate and the Vietnam War will do to you), so they’re not into hype. They’re also protective of their personal time, so Anne Loehr recommends using phrases like “It’s your time … “, and “You will benefit by …”   Be real, refrain from being overly optimistic, and since Gen X likes data, emphasize results.

Boomers

Since Baby Boomers control 70 percent of disposable income in the U.S., it’s pretty important to get your messaging right. Like all generations, they like humor, but prefer it to be clever and not mean-spirited.

Boomers like positivity and are enjoying their economic freedom, so provide options and create positive messaging instead of using the word “don’t.” Try to include messages that explain why you understand Boomers, how you make their life easier, or how you make their life better. Boomers tend to be idealistic and ambitious, so using legacy-oriented language, a bit of sentimentality, and lots of information will most help your message resonate.

Traditionalists

Traditionalists, born 1925ish to 1945, grew up in the Great Depression and WWII, so they’re frugal, traditional, and loyal – once you’ve earned that loyalty. Emphasizing a company’s legacy, stability, reputation, and trustworthiness are all important.

Words like “earned,” “honor,” “respect,” “reliable,” “value,” and “responsibility” all resonate with Traditionalists.

So when you’re writing your blogs, releases, or messages, be sure to keep in mind who your audience is and what language they respond to. And also remember that demographics are very general, so further targeting and segmenting will help you hone your message further and more carefully curate your words.