Posts Tagged ‘measure’


Top Five BurrellesLuce Fresh Ideas Posts for the Month of April 2011: Smart Goal Setting, Brand Simplicity, and More

Wednesday, April 27th, 2011

Smart Goal Setting for 2010 smart goal setting concept
This post proves that setting “SMART” goals is always timely. To ensure success and empower ourselves to achieve both our professional and personal goals, goals need to be specific, measureable, attainable, relevant, and fit within a defined time frame.

 

When It Comes to Brands and Content, Simplicity Matters iStock_Communication_Small
The practice of using simple language to engage and connect with a target audience has always been an important part of solid communications. However, this is often easier said than done – especially for PR professionals working in specialty fields where communicating complex information is the norm. Few people have little patience for jargon and pretentious language. And this is equally true for journalists and bloggers who are often working under tight deadlines. This post reflects on several questions savvy PR professionals must ask themselves before pitching “Aunt Edna” and “Uncle Walt.”

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2010 Bulldog Reporter Media Relations Summit: Sally Falkow, Press Feed, Interviewed By Johna Burke, BurrellesLuce

Monday, August 23rd, 2010

Transcript -

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and I’m here at the Bulldog Media Relations Summit.  I’m joined by Sally.

 Sally, will you please introduce yourself?

SALLY FALKOW:  Hi, I’m Sally Falkow from Press Feed, the social media newsroom.

BURKE:  And, Sally, you’re doing a session tomorrow about social media strategy.  Can you please share the two big things that whenever anybody is trying to develop their social media strategy for their communications and their public relations – what are the two core things that they absolutely have to keep in consideration?

FALKOW:  Only two?  We’re only allowed two?

BURKE:  Only two for the purpose of this quick video.

FALKOW:  OK.  Well, first and foremost, I think you have to listen. Before you even start doing anything else, you have to listen to the conversations.  We heard a lot this morning in the first session from people saying how much conversation and discussion there is out there, and that the role of PR people is changing from managing news and getting our news out and working just with mainstream media to actually participating in and shaping and directing what was discussion or conversation.  So you need to know what is being said, you need to listen.

And the second thing, I think, is you need to really understand how you fit into the business and what the business goals are.  And you can’t measure if you haven’t set a measurable goal.  So you need to know what it is you’re aiming for, and then you can figure out how to get there.

BURKE:  Sally, always great insights from you.  Where can people find you in social media?

FALKOW:  On Twitter, sallyfalkow.  I’m pretty much just sallyfalkow, all together, one word, lower case.  If you search that, you’ll find me pretty much all over.

BURKE:  Great.  Thank you so much.

FALKOW:  OK.

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Highlights from the 2010 PRSA Travel & Tourism: Section Chair Doug MacKenzie, Director Communications Greater Phoenix CVB, & Johna Burke, BurrellesLuce

Thursday, July 1st, 2010

Transcript -

JOHNA BURKE:  Hello, this is Johna Burke with BurrellesLuce, and I’m here at the PRSA Travel and Tourism Conference in Aspen, Colorado.  And I’m here with Doug.

Doug, will you please introduce yourself?

DOUG MacKENZIE:  Good morning, Johna.  I’m Doug MacKenzie.  I’m the president of the travel and tourism section of PRSA, and the director of communications at the Greater Phoenix Convention and Visitors Bureau.

BURKE:  Greater Phoenix, indeed.  So, Doug, will you please talk to me about what some of the trends are that you’re seeing in the industry right now?

MacKENZIE:  Certainly in the travel and tourism PR industry, the trends are certainly enhancement of our social media tools, really a lot of interactiveness, and also there’s a good development of digital storytelling.

BURKE:  Great.  And then, you know, amongst that of your members specifically, are they talking to you about things that they would like to see as far as future programming and developments there?

MacKENZIE:  I think the tools that certainly track and measure the social media arena, certainly an easy interface where they can certainly message and story tell to the best ability, and to really work with different communities and show the spirit of their destination.

BURKE:  Great, Doug, and thanks so much.  Is there a blog where people can find you?

MacKENZIE:  You know, at our visitphoenix.com site we have the Hot Sheet blog which gives all sorts of good tips on visiting Phoenix.

BURKE:  Great.  Thank you so much.

MacKENZIE:  Thanks, Johna.

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Why It Pays to be the Influencer for Sales and Retention Efforts

Wednesday, June 23rd, 2010

by Emily Mouyeos*

Influence marketing is beginning to showcase itself as an effective tool in social media strategies. Companies such as Starbucks and Virgin America have partnered with Klout , a startup that measures influence on Twitter, to identify influencing social media users. The criteria used to identify key influencers include more than 25 variables used to measure “true reach,” “amplification probability,” and “network score.” Klout’s website explains that, “The size of the sphere is calculated by measuring True Reach (engaged followers and friends vs. spam bots, dead accounts, etc.). Amplification Probability is the likelihood that messages will generate retweets or spark a conversation. If the user’s engaged followers are highly influential, they’ll have a high Network Score.”

The examples of Starbucks and Virgin America shows how companies are reaching out to find influencers to (in the words of Frank Sinatra) “start spreading the news” or share their valued opinion on a product or service. However, it can be just as important for the company to be the influencer, especially in B-to-B marketing. Being an influencer means you need to create a following (True Reach), have smart and interesting things to say (Amplification Probability) and connect with other shakers and movers (Network Score.)

This article, appearing on The Drum, offers some tips for effective influencer marketing,  among them: 

  1. Focus on the Influencer.
  2. Focus on Transactions.
  3. Focus on the Story, not the pay-off.
  4. Measure what counts.

If want to become an influencer then scoring high in these areas will pay off for your sales and retention efforts. If people come to know and like you, they will want to buy from you. Co-founder of influencer marketing company Pursway, Ran Shaul states, “The fundamental marketing challenge today is more strategic than tactical. Numerous studies all draw the same conclusion – the majority of people buy based on the conversation and recommendations of trusted friends, family members, colleagues and, increasingly, online reviewers.”

klout happo 2

He then goes on to cite Nielsen’s latest Global Online Consumer Survey, which revealed that out of over 25,000 Internet consumers, from 50 countries, “90 percent of consumers surveyed said they trust recommendations from people they know, while 70 trust consumer opinions posted online.” Incidentally, 70 percent of consumers surveyed also indicated that they “trusted brand websites completely or somewhat.” With 64 percent listing that they trust “brand sponsorships.”

How does this translate to sales and retention efforts? Becoming the influencer (directly or indirectly) gives you direct connection to potential clients who will remember you when they are looking to buy. These types of relationships increase brand awareness and prove you are a trusted advisor through thought leadership. Potential clients plugged into the industry chatter will know who you are and what you are about. Social Media has made it incredibly easy to share information. You no longer have to write a book to be considered an expert or impact the community.

As an example, I loved watching the phenomenal initiative; “Help A PR Pro Out” (HAPPO) impact the PR community. The campaign partnered together “PR Pros” with recent graduates looking for jobs in this tough economy. It may not have been the intent of the co-founders, Arik Hanson, ACH Communications, and Valerie Simon, BurrellesLuce, but they instantly became industry influencers to the young generation of PR professionals. You better believe that the college graduates will look to them for future partnerships and will one day become influencers themselves, not to mention the group of current PR influencers HAPPO was able to group together. I think the HAPPO campaign hit all of the “high scoring” variables used by Klout on the head. They created a strong following of PR pros and college graduates, gave out incredibly valuable information and gathered together the PR industries current and future influencers.

Do you know of any influence marketing campaigns where the influencer is the actual company? What are potential pitfalls to a company striving to be an intentional influencer? 

***

*Bio: Emily Mouyeos joined the BurrellesLuce account management team with a background in nonprofit communication and development. Her background and current experience with BurrellesLuce allows her to effectively address client needs and consolidate feedback for senior management. To Emily, nothing feels better than helping others achieve their goal, whether it’s professionally or personally.  By focusing on client management through the Fresh Ideas blog, she hopes to evaluate new client management trends, as well as provide insight to the pros and cons of current practices. She looks forward to connecting with the readers of Fresh Ideas for new perspectives and dialogue on issues that affect overall success. LinkedIn: Emily Mouyeos Twitter: @BurrellesLuce Facebook: BurrellesLuce

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