Tag Archives: analytics

Measuring Public Relations Effectiveness

30 Mar

How effective are a company’s public relations efforts? The answer to this question has become even more complex in this era of online viral marketing and word of mouth. It’s not enough to just count mentions, etc., as we did in the past.

According to Onboardly, a demand marketing agency that helps small and medium-sized companies fast-track visibility, brand awareness, and lead generation by working at the intersection where public relations, content marketing, and social media meet, to deliver marketing that gets results:

“PR is still a mystery to many. Press releases. How some make it onto TechCrunch and others with equally great products or stories remain unknown. Say the words ‘PR Metrics’ and you’ll get an even more quizzical face in response.”

“Some question the value of PR for their business and well. PR metrics are what demonstrate the need and the effectiveness for tactics such as earned media, influencer relations, content marketing, and good old-fashioned press mentions. We’re firm believers in the power of PR to make big things happen – no matter how small the company or the size of the budget.”

We’ve developed this infographic as a way to explain a bit behind what PR is as well as what it can do.”

 
PR Metrics That Matter
 

The World’s Most Ethical Companies According to the Ethisphere Institute

29 Mar

There are various reports about the most ethical firms in the world. One of the most comprehensive such reports is compiled by the Ethisphere® Institute.

According to its Web site:

“The Ethisphere® Institute is the global leader in defining and advancing the standards of ethical business practices that fuel corporate character, marketplace trust and business success. We have a deep expertise in measuring and defining core ethics standards using data-driven insights that help companies enhance corporate character. Ethisphere believes integrity and transparency impact the public trust and the bottom line of any organization. The World’s Most Ethical Companies is a distinction that honors superior achievements in transparency, integrity, ethics and compliance.”

“The World’s Most Ethical Companies® designation recognizes companies that truly go beyond making statements about doing business “ethically” and translate those words into action. Honorees not only promote ethical business standards and practices internally, they exceed legal compliance minimums and shape future industry standards by introducing best practices today. In 2015, 132 honorees were named spanning 21 countries and five continents and representing over 50 industries. In its ninth year, the list includes 15 nine-time honorees and 11 first-time honorees.”

Of the 132 honorees for 2015, 100 are U.S.-based companies!

Click the image to see the 2015 honorees, designated by industry as well as alphabetically.
 

 

How Should Companies Respond to Tweets on Twitter?

25 Mar

With the growing popularity of Twitter as a business communications platform, companies have various decisions to make — including these: Does every tweet mentioning the firm’s name require a response? How should firms respond to positive tweets? To negative tweets? How fast should a firm post its response to a tweet?

LeadSift (“Our technology sifts through massive amounts of social data so brands can easily identify customers and engage with them in context.”) recently conducted an important research project on these topics:

“Is it better to answer an irate customer on Twitter, or take the conversation to E-mail? Should you include happy faces in your tweets, or keep them professional? There is no end to the questions that businesses have when developing their Twitter engagement strategy, so we decided to help. LeadSift examined over 10,000 randomly selected interactions from brands and small and medium-sized businesses on the LeadSift platform to see what works, and what doesn’t, when engaging with customers. Take a look at the following infographic for 10 research-backed ways to improve your Twitter customer engagement.”

And click the infographic to read a lot more.
 

 

An Infographic Dictionary for Business Founders

20 Mar

Often times, the lingo involved with startups is in a class by itself. So, what terminology is essential for business founders to know?

As Pedro Sanchez de Lozada writes for Udemy, an online educational firm:

“Silicon Valley not only has its share of startups and founders. It has its own lucrative lingo. Outsiders need time to adjust to such new-found words. Though we see this same lingo popping up in places like New York, Boston, Portland and LA, the Valley is home to some of the most outrageously butchered start-up buzzwords.”

“If you are just visiting, here for a long-term stay, or moving all together, I suggest you become familiar with how the left coasters chat. You may need to know this at your next pitch. Oh, and more importantly, don’t take these definitions too seriously.”

Check out Udemy’s “Founder’s Dictionary.”
 

 

How to Generate Better Product Ideas

18 Mar

New, actionable ideas are the long-term lifeblood of both large and small firms. It is rare that a business can survive over time with just the products being marketing today.

Many companies recognize that idea generation and assessment are aided by following a series of steps. Others are totally haphazard in their approach and hope to eventually have a “eureka” moment.

As Laura Montini, reports for Inc.:

When it comes to great ideas, intuition is ‘more powerful than intellect.’ That’s according to the late Steve Jobs. Many experts would agree that truly transformative ideas rarely come from one individual with a high IQ. Instead, these researchers, executives, and entrepreneurs believe that innovation is largely the result of freewheeling collaboration — with just a few guidelines.”

“Below Bluescape, creator of collaboration software and hardware, organized a few of these experts’ insights into four main steps. Take a look a the infographic below for tips on creating an effective idea strategy.”

 

 

Social Media Analytics and Google+

15 Mar

For many people, Google+ is an under-appreciated social media platform.

Yet, according to recent data assembled by Craig Smith for Digital Marketing Ramblings (and other sources):

  • Google+ has about 350 million active monthly users.
  • Google + has about 25 million active monthly mobile users.
  • 22 percent of online adults visit Google+ at least once per month.
  • There are 100 million Google+ users in China.
  • On Google+, 53 percent of users’ brand interaction is positive.

As a result, it is valuable for us to understand how to utilize the Google+ Dashboard in our social media analysis.

Liz Jostes has written an excellent article with tips on the Google+ Dashboard for Social Media Examiner:

“Do you know how your Google+ business page is performing? Are you using Google+ My Business analytics? The Google+ Dashboard has greatly improved the analytics it offers for its platform. In this article, you’ll discover the Google+ Dashboard and the analytics included in each option.”

Click the image to learn more about the Google+ Dashboard.
 

 

Why People Unfollow Brands on Social Media

14 Mar

Clearly, a key company and individual goal is to have people “like” their social media efforts enough that they become loyal to those efforts. When too many followers abandon social media sites, there is a big problem for marketers.

So, why do people “unfollow” brands? If we can understand the reasons, we can improve our social media approach.

As Andrea Lehr writes for HubSpot:

“One of the most important things a brand can do is understand its target audience. What do they worry about? Where do they hang out? How do they prefer to interact with brands?”

“When they dive into answering these questions, many businesses discover that social media are a goldmine for their marketing efforts. Not only are social networks a popular place for people to hang out on, but also consumers expect brands to have a presence on social media. (And when people follow a brand on Twitter, 72% of followers are more likely to make a future purchase from that brand.)”

To capitalize on these trends, businesses focus on getting new followers in the door – but that’s not all you should be concerned about. Just because you’ve convinced someone to follow your company’s account doesn’t mean they’ll stay. In today’s competitive market, retention is crucial. So what causes people to stop following brands on twitter? BuzzStream and Fractl conducted a survey with more than 900 respondents to better understand why.”

The survey revealed three main reasons for people unfollowing brands: (1) Too much of content is self-promotional or uninteresting. (2) There is too much emphasis on automated messaging; and too little emphasis on personal engagement. (3) Hashtags and platform-specific symbols are used improperly.
 
Click the image to read more from HubSpot.
 

 

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