Posts Tagged ‘Comscore’


Mobile Aids Growth of Traditional Media

Friday, June 29th, 2012

Despite what some proponents contend, traditional media is not dead. In truth – it’s not even on life support.  Sure, The Media has changed in scope (with the biggest decline in outlets occurring in 2009), but certainly not in respect to relevancy, and absolutely NOT in how news consumers access content and satiate their growing appetite.

Why do I think so?  “A mounting body of evidence finds that the spread of mobile technNot seeing all of your media coverage is like looking at the grand canyon through a strawology is adding to news consumption, strengthening the appeal of traditional news brands and even boosting reading of long-form journalism,” confirms The PEW Research Center in its State of the News Media 2012.

The PEW study shows, “27 percent of the population now gets news on mobile devices. And these mobile news consumers are even more likely to turn to news organizations directly, through apps and homepages, rather than search or recommendations – strengthening the bond with traditional brands.” 

Our changing media consumption habits are augmenting, not diminishing, the importance of traditional media. Largely in part to how today’s audiences access The Media across multiple platforms and channels rather than simply swapping one media type for the other.

 The study goes on to cite the comScore whitepaper on Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits, quoting, “The evidence also suggests mobile is adding to, rather than replacing, people’s news consumption. Data tracking people’s behavior, for instance, find mobile devices increased traffic on major newspaper websites by an average of 9%.”

What’s even more interesting is that mobile users tend to favor traditional media values even when using digital platforms to access the content. For example, “The data also found that the reputation or brand of a news organization, a very traditional idea, is the most important factor in determining where consumers go for news, and that is even truer for mobile devices than on laptops or desktops,” according to Amy Mitchell and Tom Rosenstiel of the Project for Excellence in Journalism, and Leah Christian of the Pew Research Center in Mobile Devices and News Consumption: Some Good Signs for Journalism. 

Despite the growth of social media, the brand reputation of traditional media (which also has a social ecosystem) has more influence on audiences – exceeding shares on social networks, including Facebook and Twitter, and even those made by friends.

So, the next time you read a tweet or hear about the demise of traditional media, try to put it in perspective and remember that unless you are seeing your coverage from ALL types of media, you won’t have an accurate representation of how your messages are playing out and influencing ALL of your audiences. While I recommend stakeholder targeting related to your goals and initiatives, all forms of an outlet should be part of your sample or you are skewing your data and results of a high level of integrity based on sampling. Ironically, in an effort to be trendy, some organizations focus solely on digital. However a digital focus alone, that doesn’t include traditional media, is blindingly misleading and can be equated to looking at the Grand Canyon through a straw. Sure, it’s pretty, but you miss more than you see!

What is “SoLoMo” and Why It Matters

Friday, June 1st, 2012

SoLoMo is short for Social-Local-Mobile, referring to the amalgamation of social, local and mobile. It represents the growing trend of targeting consumers based on their current location and is typically designed to be shared via social networks.mobile social local

According to a presentation by Casey Knox at AREA203 Digital, businesses with 100 or more social media fans see an eight percent higher click-through rate and 125 percent higher conversion rates. Her presentation states that one in five searches has local intent and 80 percent of mobile internet users prefer ads locally relevant to them. She also states that 70 percent of all mobile searches result in action within one hour.  Those are some pretty power statistics.

If you’re still not convinced that you need to pay attention to the growing SoLoMo trend, a mobile commerce study performed by BIA/Kelsey indicates, by the year 2015, local search volume via smartphones and tablets will have exceeded that from desktops.  Personally, I’m not sure it will take that long.

In fact, Nielsen and NM Incite published an infographic entitled, “The Most Valuable Digital Customers,” last Fall that shows consumers’ social, local and mobile consumption habits and how these interrelate. Some statistics to note:

  • 66 percent of smartphone users say they access social media from somewhere other than home—at work, in the car, in airports, etc.
  • 38 percent of connected device owners looked up product info for an ad while watching TV on their smartphone or tablet.
  • 62 percent of U.S. adults online used their TV and internet at the same time.
  • 51 percent of social media users say they were influenced by standard web ads on social media sites that show which of their friends liked or followed the advertised brand.
  • Nearly all mobile internet users visit portals.

In a Search Engine Watch post, Lisa Buyer states it well, “Fish where the fish are. Taking your social PR message to the market works best when you take the message to the mobile market.” She goes on to state, “Publicizing events, news, and promotions to the mobile market becomes increasingly important for online marketers and brands. The social revolution is driving a paradigm shift in technology use and online public relations and social media campaigns need to go with the SoLoMo flow.”

The Localeze/15miles fifth annual comScore Local Search Usage Study was recently released and indicates the SoLoMo revolution has begun. As reported by Bulldog Reporter, Jeff Beard, president of Localeze, states “Marketers have a unique, unprecedented opportunity to capitalize on reaching consumers at the right time and in the right forum…”

It seems that SoLoMo can help you bring ultra-precise targeting of your campaigns—allowing you to reach the right people at the right time with the right offer. How are you taking advantage of social-local-mobile for your brand?

All The News That’s Fit To…Tweet? Re-writing the New York Times Motto

Wednesday, June 30th, 2010
Flickr Image: B.K. Dewey

Flickr Image: B.K. Dewey

Valerie Simon

Monday morning, as I sat down on the train headed to the Bulldog Reporter 2010 Media Relations Summit, I had trouble getting past the front page of The New York Times. No, it wasn’t the story about “online bullies” or the “G20 agreement to halve budget deficits,” but a part of its masthead: “All the news that’s fit to print.”  

I am bothered by the fact that the motto remains tied to a particular format, when in fact The New York Times Digital ranked 13th on the newly released comScore report of top 50 web properties. I enjoy reading The New York Times online via my BlackBerry, following @nytimes on Twitter and receiving its RSS feeds in my reader. I listen to NYtimes.com podcasts and watch NY Times videos. The various formats and channels each offer a unique purpose and different advantage in storytelling.

When I arrived at the conference I paid particular attention to how other media organizations were evolving. During the first roundtable I moderated, Glenn Coleman, managing director, Crain’s New York Business, discussed the different methods of outreach and subscription types available to readers. Alongside the original print edition, there is a digital edition, several premium specialized newsletters, as well as free email alerts consisting of daily, weekly, industry and company email alerts delivering the day’s breaking business news.

Likewise, at my second roundtable, Joe Ciarallo, editor of PRNewser and manager of PR initiatives for mediabistro.com, noted that the MediaBistro community receives content and information from a wide array of platforms. In addition to its original blog, MediaBistro reaches its audience using targeted blogs such as PR Newser, TV Newser, and Agency Spy, premium content, and opportunities for members,  live events and an active social media presence.

So what is the new standard of newsworthiness – the new goal of media organizations striving to be that essential trusted source of news?  During the conference Rand Morrison, executive producer, CBS News Sunday Morning, wisely remarked that, “Long is shorter than it used to be.” Perhaps an updated motto for The New York Times would be “All the news that’s fit to tweet.” But seriously, the motto should no longer focus on one particular format, but rather on consumption, discussion, or sharing. I’ll put it to you, the BurrellesLuce Fresh Ideas community. What do you think would be a more appropriate motto for today’s New York Times?

How to Leverage YouTube in Your PR Campaign

Monday, May 24th, 2010

At the PRSA International Conference, last fall, I attended the “PR Needs YouTube” panel discussion and subsequently wrote a recap of the session. We were told that in September 2009, Americans conducted 3.5 billion searches on YouTube.  In April 2010, just seven months later, that number is even higher at 3.7 billion searches, according to comScore.

An AdAge article stated that some marketers have just about given up on the traditional path to broadcast media coverage – instead of pitching their stories to reporters, they are directly engaging consumers through original content they and their agencies have created. “And while they haven’t completely abandoned traditional media outlets, big-name marketers such as Procter & Gamble, Best Buy, MasterCard and Coldwell Banker are among those who have taken matters into their own hands by creating content and bringing it straight to consumers.” 

 And, it’s not just broadcast news using video anymore. A large number of traditional print outlets have online affiliate sites that are complementing text with video – even radio stations are getting into the game by incorporating videos into their websites.

If you aren’t already utilizing YouTube in your public relations efforts, it’s definitely time to sit up and take notice! (My colleague Denise Giacin recently discussed a similar topic in her blog post, “YouTube Turns Five … Are You Tuned In?”)

So, how do you get started?  Here are some tips from Douglas Idugboe at smedio:

  • First (obviously) create the video. Expensive equipment or production studio time is not needed; you can use your own flipcam or other video recorder.
  • Build your own YouTube channel by choosing a name. The name should include your company’s or one that reflects the product/service category you’re associated with. Register it and you’ll receive a URL reading youtube.com/user/[yourfullnamehere]. 
  • Create a profile and upload an avatar or video screenshot that catches peoples’ attention.
  • YouTube has different types of accounts. Idugboe recommends “Guru” to stand above the crowd.
  • You can upload your own images and backgrounds to create a look consistent with your website, blog, business cards, etc.
  • To help build your brand and your online community, check all relevant options under “Modules”
  • If you want viewers to always see the latest and greatest, click “Edit” on the screen’s top right. At “Featured Video” click “Use the Most Recent”

From there you’ll then want to:

  1. Embed your YouTube videos on your website and blog.
  2. Link your channel and videos everywhere possible to maximize visibility (making sure to follow the rules of proper engagement).
  3. Leverage your current network, and let YouTube help grow and expand it.
  4. If applicable, notify local newspapers, TV and any other media outlets via press releases, to alert their audiences to your video.

In addition to cross-marketing to your existing network and the media, you’re probably asking “How do I optimize the video for SEO?”  In the video below, Greg Jarboe provides three tips for video search engine optimization from the International Search Summit in London last week:

Do you have additional tips on using video for PR for the BurrellesLuce Fresh Ideas readers? Are you using YouTube or other video sharing sites?  Care to share any examples of successful (or unsuccessful) cases of video used in public relations campaigns?

PR Needs YouTube

Tuesday, November 17th, 2009

Note: This blog post first appeared on ComPRhension!, PRSA’s blog, November 17, 2009.

GregJarboeSES4Did you know that Americans conducted 3.5 billion (yes, billion) searches on YouTube in September of 2009? You should, according to Greg Jarboe and Laura Sturaitis in their “What’s the ROI on Your Press Release” workshop. 

Multimedia is one of the biggest trends in public relations today. One reason is that your press release no longer goes just to the media, but now directly to consumer as well. 

Three ways to build ROI with every communication was shared in a pre-conference post by Jarboe and Sturaitis. In his presentation at the PRSA International Conference, of which BurrellesLuce was a sponsor, Jarboe offered some additional key points for optimizing your release:

  • Conduct keyword research to find relevant terms (synonyms) that your stakeholders are likely to use.
  • Edit your press release to include those terms — particularly in the headline and first few sentences.
  • Add links so readers can easily locate related content.
  • Measure your results — not only in brand awareness and Web site traffic, but also in qualified leads and online sales.

Keep in mind, different people want different formats. Some may only want text. Some may need hi-res photos, video and/or audio. While others may just want to link (so be sure to include your URL). Sturaitis advises to use social media buzz, Twitter, blogs, Web sites, link love, etc., to garner as much “Google real estate” as you possibly can.

Not convinced you need to utilize multimedia in your press release?  Here are some eye-opening statistics via comScore Video Metrix. During September 2009:

  • 168 million Americans watched 26 billion videos.
  • 125.5 million viewers watched 10.3 billion videos on YouTube.
  • 45.6 million viewers watched 424 million videos on MySpace.

Jarboe shared three ways you can help ensure your videos get discovered in search results and related videos:

  1. Think of the title as your 120 character headline, but Google only displays the first 61-65 characters so the brand name (if in the title) should go last.
  2. Be as detailed as possible within your 1,000 characters, and include URLs.
  3. You have 120 characters to tag brand, city, topics, etc.

Finally, Jarboe advises, “PR needs YouTube. Do it offensively, do it defensively, just do it!”