Posts Tagged ‘measuring’


How to Maintain Client Satisfaction – Webinar Recap

Monday, August 20th, 2012

Scott Cytron Formal 2011Last week BurrellesLuce had the pleasure of presenting a webinar with Scott H. Cytron, ABC, president Cytron and Company, on How to Maintain Client Satisfaction. Click here to view the recording of the presentation or download the slides at your convenience.

In today’s economy retaining a client or customer is not only easier than finding a new one, it also costs less in time and resources. Yet, organizations may need a boost to determine what their customers need in order to nurture and solidify this very important long-term relationship and continue to provide value that bolsters the bottom line.

Most PR, marketing, and communications, professionals know that engaging with clients is key to measuring satisfaction. However, many struggle with asking the right questions and fostering the relationship.

Here are just some of the takeaways from Scott Cytron’s presentation:

  • 3-step rule to happy clients: Trust + Loyalty + Referrals.
  • Put yourself in front of the client, ideally in person if possible.
  • Pick up the phone. When was the last time you called?
  •  Know what you’re going to ask the client.

The results of your conversation should provide you with some concrete feedback. Ideally, the best result would be “no surprises.” However, “good feedback” is always great too. If the client gives you “not-so-good feedback,” see it as an opportunity to dig deeper. Scott reminds us that “All hope is not lost” and to “turn negatives into positives and call in the Calvary.”

Depending on your organization, clients, and goals – surveys may be another way to gain client feedback. There is no one-size-fits-all survey, but Scott provides some pointers to increase success, including keeping it short, making it available online, and setting a return deadline. Whatever feedback you gain from the survey, it is important to use the results in a positive way and not just forget about them.

Scott offers other insights during the webinar. Click here to download the recording of the presentation or download the slides at your convenience.

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Scott Cytron, ABC, is a frequent speaker on growth strategies and organizational communications, including using social media for business building and retention. He is president of Cytron and Company, a consultancy specializing in public relations, marketing, and communications activities for clients in professional services (accounting, healthcare, financial planning, legal) and B2B product/services.

How to Enhance Online Video with Live Streaming and SEO – Lessons from PRSA-NY

Thursday, November 17th, 2011

Alfred Cox*

My last few BurrellesLuce Fresh Ideas posts have focused on integrating online video into your public relations campaign and creating, marketing, and measuring online video in PR. Both were inspired by a recent PRSA-NY panel. For this post, the third and final in the series, I thought we could discuss how to enhance online video with live streaming and SEO, as taken from the panel.

The event featured presentations from Joe D’Amico, PopTent; Jake Finkelstein, Method Savvy; Jonah Minton, Ustream; Mark Rotblat, TubeMogul; Eric Wright, DS Simon; Jim Sulley, newscast US; and Larry Thomas, Latergy.

It was followed by a roundtable Q&A moderated by Jason Winocour, social and digital media practice leader at Hunter Public Relations.

Recipe for SEO (Search Engine Optimization)
Marketing and communications professionals often talk about the need for engagement and the desire for their videos to go viral. Who wouldn’t want millions of people viewing their videos and spreading them across the web seemingly overnight?

While it’s not impossible to fulfill that goal, the success of a video is quite relative. It won’t matter how great or potentially “viral” your video is, if no one can find it online…

Jack Finkelstein, president of Method Savvy, had these tips to share on effective SEO and improving the searchable quality of your video: (more…)

Creating, Marketing, and Measuring Online Video for Your PR Campaigns – Tips from PRSA-NY

Tuesday, November 8th, 2011

Alfred Cox*

Recently I wrote a post, here on BurrellesLuce Fresh Ideas, outlining key tips for integrating online video into your PR campaign from a recent PRSA-NY panel. For this post, I thought I would re-cap some of what I thought were the most compelling best practices for creating, marketing, and measuring online video content – as discussed at the event.

The event featured presentations from Joe D’Amico, PopTent; Jake Finkelstein, Method Savvy; Jonah Minton, Ustream; Mark Rotblat, TubeMogul; Eric Wright, DS Simon; Jim Sulley, newscast US; and Larry Thomas, Latergy.

It was followed by a roundtable Q&A moderated by Jason Winocour, social and digital media practice leader at Hunter Public Relations.

How to Create Online Video Content
Nearly 89 percent of journalist report that they regularly include online video content in their stories. But how can marketing and communications professionals create compelling video content?

Jim Sulley, president of Newscast U.S., had these best practices to offer:

  • Understand who you are trying to reach. Who are your target demographics?
  • Get the attention of the people watching. You only have 10 seconds to hook their interest.
  • Shoot to script, don’t script to shoot. In other words, take the time to plan your videos and write a script.
  • Create biscuits, little surprises along the way, and don’t give away the ending upfront.
  • Be truthful. And remember, production values count.
  • Entertain or DIE.
  • Too much text is annoying for online video.

When creating video content, you will also want to get your online community, stakeholders, and agencies involved, as this with provide you with feedback and help you market your initiatives. (more…)

Integrating Online Video Into Your PR Campaigns – Tips from PRSA-NY

Thursday, November 3rd, 2011

Alfred Cox*

Last week, on October 27, 2011, I had the opportunity to connect with industry professionals at the PRSA-NY panel, Successfully Integrating Online Video Into Your PR Campaigns.

The event featured presentations from Joe D’Amico, PopTent; Jake Finkelstein, Method Savvy; Jonah Minton, Ustream; Mark Rotblat, TubeMogul; Eric Wright, DS Simon; Jim Sulley, newscast US; and Larry Thomas, Latergy.

It was followed by a roundtable Q&A moderated by Jason Winocour, social and digital media practice leader at Hunter Public Relations.

Why Digital Video
Fifty-nine percent of Americans get their news every day from online and a mix of broadcast, radio and print sources. In fact, it is predicted that “by 2015, the demand for online video is expected to grow by 81 percent.”

Eric Wright, senior VP of marketing and business development, DS Simon Productions, Inc., offered additional insight on why digital video matters to the media.

  • AOL Newsroom is now bigger than the New York Times.
  • Journalist are using online video on their website.
  • 79 percent will use more online video in their messages.

Interestingly enough, over 50 percent of journalists say that video is vital to their jobs and that HD is the most important format.

For these reasons, among others, it is imperative that public relations professionals use video to engage and build relationships with stakeholders, the media, and the community. However, PR folks have lots of homework before integrating online video in their campaigns. (more…)

PRSA 2010 Counselors Academy: Linda Cohen, Caliber Group, interviewed by Johna Burke

Tuesday, July 13th, 2010

Transcript -

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and I’m at the PRSA Counselor’s Academy with Linda.

Linda, will you please introduce yourself?

LINDA COHEN: Hi, I’m Linda Welter Cohen with the Caliber Group based in Tucson, Arizona.

BURKE: Linda, now, of the things that you’ve learned here at the last couple of days, which have been great sessions, what’s the one thing that you’re looking to implement right away with your team when you get back?

COHEN: I would say when I get back to the office one of the first things I’m going to do is schedule a session with Jason Baer to come to the Caliber Group and impart many of the social media tips and, in particular, some of the newest technologies and training out there on measuring the impact of social media and connecting the dots and how we can counsel our clients to understand this medium better than what they currently understand it. I think that there is so much potential. Everyone understands the potential, I think, but I think there’s so much potential to take our clients to a new level and harness this medium better than we’ve ever done it before.

BURKE: And I can say that probably taking that action and with Jason, you’re choosing a good commander at the post.

COHEN: Right.

BURKE: Now, where can people find you on the web and in social media?

COHEN: They can find me on Twitter @lindawcohen, and on Facebook at Linda Welter Cohen.

BURKE: Great. Thank you so much.