Tuesday, June 24, 2008
This in the Huffington Post confirms that Google is trying to steal in on the online measurement space. Their free offering is bound to rattle comScore and Nielsen and I wonder if they are going to try and put any measure on the great online questions of authority or engagement...?
Monday, June 16, 2008
One of the groups I work with is the CIPR's International Group and we have organised a “Elevator Speech” Breakfast Briefing June 25th for which there are a few places left. It is taking place at the CIPR's HQ in central London.
The briefing will be in lead by
The briefing will be in lead byJ. Scott Punk, APR, Director of Global Public Relations and Advertising for ESI International, will provide a structure to wrap key messages around, helping you to introduce yourself and your organisation - particularly invaluable in short conversation settings including:
· First-Time Pitches
· Networking Events
· Cocktail Parties and
· Elevator Rides
Cost: £10 for CIPR Members, £15 for non CIPR members.
I hope you can join us.
Full details and the booking form link are below:
Thursday, June 05, 2008
Since meeting up on the 4 June at the latest gathering of Measurement Camp I have been pondering any connection between the concept of communication outcomes and advocacy. Are they the same, just viewed different ways?
Let me try to explain myself. The objective of successful communications is something to do with message conveyance and more importantly its correct understanding leading changes in behaviour (outcomes). The quality of this change in behaviour could be measured in the number and intensity of your advocates.
The notion of advocates and their importance is supported by the research of Fred Reichheld from Bain and Co. espoused in his book The Ultimate Question. The book ponders that organisations need to be aware of the answer to one crucial question: How likely is it that you would recommend this company to a friend or colleague?
Wednesday, June 04, 2008
At the latest meeting of Measurement Camp Jason Ryan (I think) from ICrossing mentioned a model of consumer behaviour which I feel is somehow connected with the Outputs, Outtakes and Outcomes model initially proposed by Walter Lindenmann back in 1990's. It seems to take a consumers perspective and uses the terms Awareness, Actions and Advocacy. I can see a strong link between media output and awareness and the idea of actions seems to correlate with user outtakes. Outcomes is always an intriguing area and, as I have discussed before, closely connected with the concept of advocacy.
My feeling is that outcomes can be divided into active and inactive outcomes, which could be supported by this this diagram from Ruby Quince of Bite Communications following-up on our break-out groups submission at the meeting. There is quite a lot of detail here and in effect it considers that initially an organisations needs to initiate a lot of social media interactions to generate participation, but as this increases the organisation can decrease its involvement as it gets nearer to the real brand advocates who demand higher levels of paticipation. Brad Little from Nielsen Buzzmetrics made the point that it becomes more difficult to accurately measure as you move from left to right on the diagram.
I hope this seems logical and I welcome any thoughts.