tag:blogger.com,1999:blog-280875102024-03-05T20:35:27.240+00:00Evaluating the mediaPR geekiness - the tools & techniques to gain insights from PR exposure
Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.comBlogger168125tag:blogger.com,1999:blog-28087510.post-10692039134427815532015-06-23T11:14:00.000+01:002015-06-23T11:17:49.147+01:00PESO: a model, a checklist or a call to learn advertising skills?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcQR_ZeCPw3nwV5LLMi8TBoK0o_rIbbZD_EmFpRaoiqfEaLJU7miflMSC_gTwttbFu1rIj1739kKsIe-JP2L1tYNzFKfdbYykWMw1XK3C_OR1hbOIKBcVZrdHylvlTDOsfVRCYxw/s1600/2015-06-23_09-26-37.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="363" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgcQR_ZeCPw3nwV5LLMi8TBoK0o_rIbbZD_EmFpRaoiqfEaLJU7miflMSC_gTwttbFu1rIj1739kKsIe-JP2L1tYNzFKfdbYykWMw1XK3C_OR1hbOIKBcVZrdHylvlTDOsfVRCYxw/s640/2015-06-23_09-26-37.gif" width="640" /></a></div>
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">PESO (or paid, earned, shared and owned) has been around for a few years, originally created <a href="https://twitter.com/ginidietrich">Gini <span style="color: #0000ee;"><u>Dietrich</u></span></a>, it has been growing in profile. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: large;"><br /></span> <span style="font-size: large;">Last week I was watching the Twitter and Periscope feeds from the Future Comms 2015 event where there was a panel discussion on PESO and someone (<a href="http://www.dannywhatmough.com/2015/06/18/paid-a-must-not-a-maybe-for-pr/?utm_content=buffer72c4b&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer">Danny Whatmough</a>, I think) said that it's not so much a model, more a checklist. </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: large;"><br /></span> <span style="font-size: large;">A checklist of what a PR needs to do to promote a campaign. This is preferable to a 'model', it allows things to be broken down. With native advertising and increasing opportunities to target advertising messages at specific audiences, it only follows that these targeting skills need to run hand-in-hand with the non-paid options. </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: large;"><br /></span> <span style="font-size: large;">The old silo approach of separate disciplines is being swept away as the media platforms enable paid audience message delivery, in an arguably less intrusive manner. </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: large;"><br /></span> <span style="font-size: large;">As PR takes on more channels so comparing their effectiveness is more challenging. Tools like Google Analytics can embrace different channel sources, particularly if these lead to a buy-point on an owned location. </span></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-size: large;">But PR is more than quantifying the route a buyer takes to buying. These clues help quantify audience interactions, enabling learnings on things like relationship opportunities and what content works. </span><br />
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<span style="background-color: white; color: #222222; font-family: Arial, Helvetica, sans-serif; font-size: large; line-height: 25.2000007629395px;">Thank you for viewing the article and I very much hope you found it interesting. Please don't hesitate to offer a comment, particularly if you disagree! It would also be great if you wanted to subscribe to future blog updates.</span><br />
<span style="font-size: large;"> </span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-75399429358231151662015-05-21T17:33:00.003+01:002015-05-23T13:28:20.270+01:00#PRStack - a crowd sourced reference book for PRs<span style="font-size: large;"><br /></span>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLLPLp6ezSPwODHir6SQNr46Qu2fwaP5ixJoE95JDCYZNoPo90Ll-ZfDkLfvtwXz75cPmCqVGou1FaVvLs_w1qe9EpvPxf6p4Pgh0VqYj8blFBHDCgUGCv_rB5Atsvl3ZDJFWLyg/s1600/HowTo.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="466" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjLLPLp6ezSPwODHir6SQNr46Qu2fwaP5ixJoE95JDCYZNoPo90Ll-ZfDkLfvtwXz75cPmCqVGou1FaVvLs_w1qe9EpvPxf6p4Pgh0VqYj8blFBHDCgUGCv_rB5Atsvl3ZDJFWLyg/s640/HowTo.gif" width="640" /></a><span style="font-size: large;"><br /></span><br />
<span style="font-size: large;">How-to's are growing in popularity. According to the Hobson and Holtz Report FIR (<a href="http://www.nevillehobson.com/2015/05/18/the-hobson-and-holtz-report-podcast-808-may-18-2015/">#808</a>) from earlier this week research by Google found that searches for how-to videos on YouTube are up 70%, year on year. </span><br />
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<span style="font-size: large;">A few months ago</span><span style="font-size: large;"> I asked </span><span style="font-size: large;">Stephen Waddington if I could do a guest post on his <a href="http://wadds.co.uk/">blog</a>. </span><span style="font-size: large;">Always ahead of the curve, Stephen suggested a how-to, and the result was this <a href="http://wadds.co.uk/2015/03/24/how-to-google-analytics-track-public-relations-outcomes/">post</a> on using Google Analytics to track PR outcomes.</span><br />
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<span style="font-size: large;">While it's great to pontificate over strategy, there is a time when you need to just get on with it and how-to's make this easier. Following on from this it seemed obvious to look at other how-to topics to contribute with. And recently there was one on using <a href="http://mediaevaluation.blogspot.co.uk/2015/04/making-database-usable-online-with.html">Caspio</a><span id="goog_918929749"></span><span id="goog_918929750"></span><a href="https://www.blogger.com/"></a> to make a fully functioning database online.</span><br />
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<span style="font-size: large;">And then there is <a href="https://prstack.co/#/">#PRstack</a>, an open crowd sourced repository of tools used by PR people. An ebook was going together and I volunteered a section on how to get results out of Brandwatch. The great thing about the <a href="https://prstack.co/#/myprstack">book</a> is it covers such a diverse selection of tools from Google Predict, to Buzzsumo, Topsy and Hemingway. They are all PR focussed, and written by PR people.</span><br />
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<span style="font-size: large;">So where will #PRstack go from here? The tools are changing all the time and this content is time limited. Should it be just a snapshot of where we are now, to be replaced in 6-9 months by app which melds a load of PR tools into one? No idea but it will be fun to watch. </span><br />
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<span style="font-size: large;">Thank you for viewing the article and I very much hope you found it interesting. Please don't hesitate to offer a comment, particularly if you disagree! It would also be great if you wanted to subscribe to future blog updates.</span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-40871969945371485992015-05-21T08:13:00.001+01:002015-06-02T11:33:12.921+01:00Practical guide to PR Tools - free ebook launched #PRstack<span id="docs-internal-guid-ff9a3727-753b-bd06-76bd-9bbcea737236"><span style="background-color: white; font-weight: bold; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Tackling public relations workflow</span></span></span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibzn6qIJTr41qlhxK623IDX-aScB65MTU_ECGHS52K-TN7pJA6pADTQEdpOBON7xxIYbn7N6y5qCnDbYdMoDxEf1XV38HbbiWrBrkxE9EPPmd5EunnC1Mv1Dt_uYODTTZey91D3A/s1600/PRStackBookCover.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Times, Times New Roman, serif;"><img border="0" height="201" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEibzn6qIJTr41qlhxK623IDX-aScB65MTU_ECGHS52K-TN7pJA6pADTQEdpOBON7xxIYbn7N6y5qCnDbYdMoDxEf1XV38HbbiWrBrkxE9EPPmd5EunnC1Mv1Dt_uYODTTZey91D3A/s400/PRStackBookCover.gif" width="400" /></span></a></div>
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<span style="background-color: white; color: #333333; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">The #PRstack book published today developed as a crowdsourced project to tackle modern public relations workflow.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="https://prstack.co/#/myprstack" style="text-decoration: none;"><span style="background-color: white; color: #1155cc; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">My #PRstack: a practical guide to modern PR tools and workflow</span></a><span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> is a book published today.</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">It consists of a series of case studies by public relations practitioners exploring modern aspects of public relations practice.</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">There are 18 contributors and 40+ practical how-to examples of tools used in public relations, content marketing and search engine optimisation (SEO).</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">The book is distributed free under a Creative Commons license via the #PRstack community. You can download a PDF via Slideshare and the chapters will all be shared as a blog posts each day over the next three weeks.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="https://prstack.co/#/myprstack" style="text-decoration: none;"><span style="background-color: white; color: #1155cc; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap;">You can download the book and check out the content for yourself</span></a><span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">.</span></span></div>
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<span style="background-color: white; color: #333333; font-family: Times, Times New Roman, serif; font-size: 31px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Modernising public relations</span></h1>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Public relations is rapidly modernising from publicity to influencer relations, and brands are developing their own media and communities.</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">The third-party tools market isn’t quite so neat and clear cut. It is characterised by vendors selling tools packed with features all looking for a problem to solve.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><span style="background-color: white; color: #333333; font-style: italic; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">My #PRstack: a practical guide to modern PR tools and workflow</span><span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"> is made up of 17 chapters split into the following sections:</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Social listening and planning - how to identify and listen to a community using the social web and other data sources</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Content - creating content as a means of public relations engagement</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Curation - curating content on the social web to turn social content into owned</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Building relationships online - examples of influencer relations and community management</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Example #PRstack workflows - putting tools together to create a complete workflow</span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Project management - managing a public relations campaign or any form of project</span></span></div>
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<span style="background-color: white; color: #333333; font-family: Times, Times New Roman, serif; font-size: 31px; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;">Building #PRstack</span></h1>
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<span style="font-family: Times, Times New Roman, serif;"><span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-f3acaddc-754d-b6c3-fff2-3029ba2e087b" style="font-weight: normal;"></span></span><br /></span>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-f3acaddc-754d-b6c3-fff2-3029ba2e087b" style="font-weight: normal;"><span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">The magical thing about creating a community is that you never quite know how it’s going to develop.</span></span></span></span></div>
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<span style="background-color: white; color: #333333; font-style: normal; font-variant: normal; font-weight: bold; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;"><span id="docs-internal-guid-f3acaddc-754d-b6c3-fff2-3029ba2e087b" style="font-weight: normal;"><span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Some gather around an event and disperse as quickly as they came together. Others quickly establish a purpose and hierarchy and become bogged down in bureaucracy.</span></span></span></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Some, like the community of practitioners that I spearhead in my day job are noisy and thrive, developing a culture and life of their own.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="http://wadds.co.uk/2014/12/15/%e2%80%aa%e2%80%8eprstack-hack-public-relations-workflow/" style="text-decoration: none;"><span style="color: #1155cc; text-decoration: underline; vertical-align: baseline;">The #PRstack community started as a blog post in mid-December</span></a><span style="vertical-align: baseline;">. I publicly bemoaned the lack of mature workflow for public relations.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="https://docs.google.com/spreadsheets/d/1XR63aorKMVXBo_era55M7UX0IzNUcFReu3Ul8loQ_dU/edit#gid=0" style="text-decoration: none;"><span style="color: #1155cc; text-decoration: underline; vertical-align: baseline;">A community developed around a Google spreadsheet </span></a><span style="vertical-align: baseline;">over the next 50 days. It described more than 100 tools.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="http://www.prezly.com/" style="text-decoration: none;"><span style="color: #1155cc; text-decoration: underline; vertical-align: baseline;">Prezly’s</span></a><span style="vertical-align: baseline;"> Frederik Vincx offered development time to build a web app to sit on top of the #PRstack Google document to help people interrogate the data. Prezly is a storytelling platform for brands that is listed in the #PRStack.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><a href="https://prstack.co/" style="text-decoration: none;"><span style="color: #1155cc; text-decoration: underline; vertical-align: baseline;">We launched the PRstack app in early March</span></a><span style="vertical-align: baseline;">. It now describes more than 250 tools.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><span style="vertical-align: baseline;">During a #PRstack Twitter chat we explored ways to develop #PRstack. </span><span style="font-style: italic; vertical-align: baseline;">My #PRstack: a practical guide to modern PR tools and workflow</span><span style="vertical-align: baseline;"> is the result.</span></span></div>
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<span style="font-size: 31px; vertical-align: baseline;">Meet the #PRstack crew</span></span></h1>
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<span style="font-family: Times, Times New Roman, serif; font-weight: bold; vertical-align: baseline;"><img alt="prstack-shareimg-02" height="312px;" src="https://lh5.googleusercontent.com/LVtuuQZLrDwEyVaiuqemf4yaE1Js4rRyR7o80xNi6t7NvE_ByP-xupiDBRZl461pSBEyalxD5n2N0FhNA1b1rykeMAzMBAdIYASG4C1gfuXR90eWYYwzyjWZuICBlSbnGa8Z01U" style="-webkit-transform: rotate(0.00rad); border: none; transform: rotate(0.00rad);" width="624px;" /></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Thank you to Frederik and the team at Prezly for their commitment to the project. As well as the app they’ve laid-out this book. No other vendor has shown such courage or leadership.</span></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">The authors of this book have all given up their time and expertise freely to contribute.</span></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Thank-you Matt Anderson; Stella Bayles; Michael Blowers; Stuart Bruce; Scott Guthrie; Sarah Hall; Adam Parker; Gary Preston; Andrew Ross; Andrew Smith; David Sawyer; Kalli Soteriou; Dan Tyte; Max Tatton-Brown; Ben Verinder; Angharad Welsh; and Ross Wigham.</span></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">You’ll meet them all as you read through the book, and I highly recommend that you seek them all out on Twitter.</span></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Margaret Clow worked with me to knock the book into shape. Andrew Smith, Adam Parker, Sarah Hall and Sarah Pinch have given me helpful nudges along the way.</span></span></div>
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<span style="font-family: Times, Times New Roman, serif; font-size: large;"><span style="vertical-align: baseline;">Gary Preston and Stella Bayles from </span><a href="https://coveragebook.com/" style="text-decoration: none;"><span style="color: #1155cc; text-decoration: underline; vertical-align: baseline;">CoverageBook.com</span></a><span style="vertical-align: baseline;"> have been strong advocates alongside the social teams headed by Gemma Griffiths and Dan Tyte at the</span><a href="http://www.cipr.co.uk/ciprsm" style="text-decoration: none;"><span style="color: #1155cc; text-decoration: underline; vertical-align: baseline;"> CIPR</span></a><span style="vertical-align: baseline;">; and Danny Whatmough at the PRCA.</span></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">Communities can be magical things.</span></span></div>
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<span style="vertical-align: baseline;"><span style="font-family: Times, Times New Roman, serif; font-size: large;">** On a personal note I have read a couple of the guides and they are really helpful. Simple things like Google predict can fashion keyword use around issues, while Hootsuite is a genuine help to managing multi-channel social output. </span></span></div>
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Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-51583760634715597742015-04-15T09:49:00.000+01:002015-04-16T08:05:52.862+01:00Making a database usable online with Caspio<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjg9eG7EPWcoTY6WnJ-TIftITf6MVkDmenNGanlobsxlXPRR_F8Vg_TT3SOIG43k-OK_ylaApWarb1ZmUEN061aMlQsr2oJR3qjrnlIEwWwpYmdl5S0IU9-c_1OIYVDmp79NA72VQ/s1600/2015-04-14_14-28-03.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjg9eG7EPWcoTY6WnJ-TIftITf6MVkDmenNGanlobsxlXPRR_F8Vg_TT3SOIG43k-OK_ylaApWarb1ZmUEN061aMlQsr2oJR3qjrnlIEwWwpYmdl5S0IU9-c_1OIYVDmp79NA72VQ/s1600/2015-04-14_14-28-03.gif" height="61" width="400" /></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Anyone using MS Excel Access on a regular basis will have wondered how easy it might be to move the data online. This might be with a view to enabling a client to view a database, or to allow working from another computer.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">I have not tested the latest online offering of MS Office/Access so can't comment on this. I am stuck with the older version of Office which does not easily 'go online'. To solve the problem I recently took a trial with Caspio - a tool to take data online.</span><br />
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<span style="font-size: large;"><b>The brief - Take Access online</b></span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Some background....this was in response to a specific query from a client asking for access to a database I use to create a monthly report. This seemed like a good idea. They can do a bit of slicin'-and-dicin' of their own, gaining some up-to-date added value from it.</span><br />
<span style="font-size: large;"><br /></span><span style="font-size: large;">And heres the problem. The Access database on which everything sits is not online accessible and even if it were, Access is not the most intuitive platform to run queries on the fly. There is no escaping it; Access is not particularly user friendly. What was needed was a way of creating a GUI or client view which they could use without tuition.</span><br />
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<span style="font-size: large;">This is the heart of the existing Access database. It kind of makes sense to me if no one else!</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyVtN64caxTKpmCS-u8DOn4YmRP8nozSRhyphenhyphenwZK81dQ5TU3beajSzfvMaPcpbU88_X21sT_JxuaGrF2uLv58wXGTqxtz86LmY5MrFPKaef1AGyV7xtw4std6ObiRtqvFeHestqsnQ/s1600/2015-04-14_14-43-16.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhyVtN64caxTKpmCS-u8DOn4YmRP8nozSRhyphenhyphenwZK81dQ5TU3beajSzfvMaPcpbU88_X21sT_JxuaGrF2uLv58wXGTqxtz86LmY5MrFPKaef1AGyV7xtw4std6ObiRtqvFeHestqsnQ/s1600/2015-04-14_14-43-16.gif" height="640" width="316" /></a></div>
<span style="font-size: large;"><br /></span><span style="font-size: large;"><b>Caspio - The Solution?</b></span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Caspio is a bit like Access in that it runs on tables and uses queries, forms and reports. It easily deploys to your own website, literally appearing as a box where you put the code. I am using a Weebly website and it was little hassle to install. After loading my latest table of data, the rest of the time was spent configuring what the clients sees and how they manipulate the results.</span><br />
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<span style="font-size: large;">A number of video tutorial do help getting to grips with Caspio. Although I have explored only a narrow selection of its capabilities it seems logical and well laid out. I would have liked to have seen more of those little pop-up explanation boxes which expand on what an option means, as there are an awful lot of options.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Once some sort of data table has been added to Caspio, the next stage is getting a table online. This can either be used to collect responses (contact form, directory, etc), or adding responses to a form. Alternatively, as in this case, I have all the data and want to allow a client to sort and filter through them.</span><br />
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<span style="font-size: large;">Anyway, in either instance you need to go to the DataPages, and in this instance select Report and Tabular style. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTT5-fiDnEzFRsgzFgN90XE4vOErjVJudZBblzwb7G2CUsmTX0bL19EST0Di8h6mE0yJPYqlOn6Kepy9MRFXce9Wf9JlWKqEJGDCM51BlL29p-UfZ817VX1Ua-d7CDr97Uvqy6gw/s1600/2015-04-14_14-52-45.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTT5-fiDnEzFRsgzFgN90XE4vOErjVJudZBblzwb7G2CUsmTX0bL19EST0Di8h6mE0yJPYqlOn6Kepy9MRFXce9Wf9JlWKqEJGDCM51BlL29p-UfZ817VX1Ua-d7CDr97Uvqy6gw/s1600/2015-04-14_14-52-45.gif" height="266" width="400" /></a></div>
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<span style="font-size: large;">From here there are about 8 stages left including selecting what the fields to show, creating what the page which the client will use to select their options. Then specify what the initial and detailed results pages will look like. </span><br />
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<span style="font-size: large;">Once the wizard has gone through the various options and stages, the final thing is to deploy the code to a site. Copy the chunk of code at the end of the process and paste it into a webpage. In my experience I then spent quite a few hours refining the look and way a user selects the options. My final(ish) version looks like this:</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdpBNFeqsv5J5UWwQSO38xY8mIRzz_9OH277zgjkEW5wgKDohX_MGNDhPqRk5lo4iDZtmAOzh3Nh98Mckmp1kjEdMjrnrp3ksVbN_Cxlf1dATrk93QqFnZd0fuDmiW5oM21cJ6ig/s1600/2015-04-14_14-45-54.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgdpBNFeqsv5J5UWwQSO38xY8mIRzz_9OH277zgjkEW5wgKDohX_MGNDhPqRk5lo4iDZtmAOzh3Nh98Mckmp1kjEdMjrnrp3ksVbN_Cxlf1dATrk93QqFnZd0fuDmiW5oM21cJ6ig/s1600/2015-04-14_14-45-54.gif" height="400" width="367" /></a></div>
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<span style="font-size: large;">I would predict you will spend the majority of your time on this specific page of the wizard:</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhODeFVmyzhvPHt6y69edywA2kA9Ya9VMaMPDeeS6uHaRdfQ8E-GgRfcGXp4AMPjUkq1-S-1N-xmC-Ux6GZqG9qewTXZP-8paUUH3oid05J74CWflijA8wRwaT7gzpZFdhT2_ZaJg/s1600/2015-04-14_15-22-37.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhODeFVmyzhvPHt6y69edywA2kA9Ya9VMaMPDeeS6uHaRdfQ8E-GgRfcGXp4AMPjUkq1-S-1N-xmC-Ux6GZqG9qewTXZP-8paUUH3oid05J74CWflijA8wRwaT7gzpZFdhT2_ZaJg/s1600/2015-04-14_15-22-37.gif" height="268" width="400" /></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">This is where to decide how the fields look and operate. I wanted a Date From and Date To option which was set up as a double criteria on the same field. I was also keen to allow my client a 'Select All' option which required a bit of extra configuring. There is no coding and it is all done by working through the wizard and seeing what the impact is on a preview form.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">I would recommend a newbie to look at a few video and read a couple of how-to's. Then try adding a table and creating a deploy to a site. You can't really brake it.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Regrettably this level of functionality is not free, although there is a trial with the 'enterprise' version for a week or so. I did read around to see what the others were offering. While there are cheaper ones, with something like this there needs to be a level of dependability and support, both things which the reviews suggest Caspio excel at. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Thank you for viewing the article and I very much hope you found it interesting. Please don't hesitate to offer a comment, particularly if I get things wrong! It would also be great if you wanted to subscribe to future blog updates.</span>
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<br />Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-47966177807596178022015-04-01T16:56:00.000+01:002015-04-01T16:57:42.326+01:00Using Google Analytics to measure outcomes against your PR objectives<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7XBWykt18blqA1dX7hs8wnhf55v7jDisJfLqnzv7oc66vEA5UYdNihZn22OKK3xAALUqHuOA32VvO8vIhDy44YDdFc1Yctn09rUQSSSY9IMEx7TQ6FKi0jSSs131DPVgw1DpRHA/s1600/gablog.gif" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj7XBWykt18blqA1dX7hs8wnhf55v7jDisJfLqnzv7oc66vEA5UYdNihZn22OKK3xAALUqHuOA32VvO8vIhDy44YDdFc1Yctn09rUQSSSY9IMEx7TQ6FKi0jSSs131DPVgw1DpRHA/s1600/gablog.gif" height="191" width="400" /></a></div>
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<span style="font-size: large;">Is this relevant to you:</span></div>
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<!--[if !supportLists]--><span style="font-size: large;"><span class="apple-converted-space"><span style="font-family: Symbol; font-size: 18.0pt; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman'; font-stretch: normal;">
</span></span></span><!--[endif]--><span class="apple-converted-space">Are you interested in knowing more about what people
do when they see your proactive PR outreach?<o:p></o:p></span></span></div>
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</span></span></span><!--[endif]--><span class="apple-converted-space">Do you have a specific goal in mind when you plan an
outreach campaign? <o:p></o:p></span></span></div>
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</span></span></span><!--[endif]--><span class="apple-converted-space">Does that goal involve some sort of interaction on
your web properties? <o:p></o:p></span></span></div>
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<span class="apple-converted-space"><span style="font-size: large;">If the answer is ‘yes’ to even one of these questions
you probably use or have someone using Google Analytics to track your users.
Alternatively you might be using Adobe Analytics to track responses, which is
good as it is more challenging to use than Google Analytics (GA), and so you
probably a very competent PR web data analyst. <o:p></o:p></span></span></div>
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<span class="apple-converted-space"><span style="font-size: large;">Regrettably that does not mean GA is easy. At first
glance it yields some results but feels like there lots of duplication and unnecessary
complication. Please persevere. If you are the right organisation asking the
right questions it will help you, a lot.<o:p></o:p></span></span></div>
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<span style="font-size: large;"><span class="apple-converted-space">I am not going to tell you how to open an account,
configure settings and all that kind of thing. Get over to GA tutorial area (</span><a href="https://analyticsacademy.withgoogle.com/course01">https://analyticsacademy.withgoogle.com/course01</a><span class="apple-converted-space">). Though to go from
a standing start to competent will involve quite a few hours.<o:p></o:p></span></span></div>
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<span class="apple-converted-space"><span style="font-size: large;">My intention is to offer some ideas of what GA can do
to help a PR person. In particular around objective setting, and goal and
conversion measurement. <o:p></o:p></span></span></div>
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<span class="apple-converted-space"><span style="font-size: large;">A PR manager might be wondering if a single person can
handle both Twitter and Facebook. And if one gets better results, should it be
allocated more resources. To do that you will need data, likely from GA. <o:p></o:p></span></span></div>
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<span class="apple-converted-space"><span style="font-size: large;">Let’s presume there is a PR plan, campaign objectives
and a selection of measurable goals. These might be White Paper downloads,
contact form leads, additions to a mailing list at the micro end or e-commerce
sales at the macro level. <o:p></o:p></span></span></div>
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<span class="apple-converted-space"><span style="font-size: large;">GA will allow you to set up each of these as goals and
track the results. GA is quite keen on the concept of ‘valuing’ intangible
actions on your site. For some this might be where things get a bit
controversial. Now I am no fan of AVE’s, and the like. Setting a value on
something like a White Paper download could be like trying to value of Twitter
follower. And that was an argument which did not end well!<o:p></o:p></span></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span style="font-size: large;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span class="apple-converted-space"><span style="font-size: large;">It would not be correct to value these interactions in
the first instance. After a number of campaigns you might be able to make some
fairly objective assumptions. Over time you may able to estimate how many of a
certain type of interaction results for particular organisations in a sale if
there is a tangible linkage. <o:p></o:p></span></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span style="font-size: large;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span class="apple-converted-space"><span style="font-size: large;">For example, if you are a B2B provider you will
probably have an idea that for every 20 service demonstrations you get a sale.
You will know the average sale value and so can estimate the value of a
demonstration, hence the value of that type of goal. But it does not work for
everything so you must discriminate.<o:p></o:p></span></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span style="font-size: large;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span class="apple-converted-space"><span style="font-size: large;">There are a selection of other facets you can check
alongside you goal conversions including relative new to returning visitors, if
they came by search what term did they search under and what it the general
level of satisfaction with your site (bounce rate). There are a selection of
attribution models you might consider to understand the progression successful
buyers take and where others drop out. <o:p></o:p></span></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span class="apple-converted-space"><span style="font-size: large;">My advice is to become familiar with Google Analytics.
PR can benefit from access to web analytics if success is getting people onto a
web property. You really need to hold
the keys to this stuff and not rely on other departments.<o:p></o:p></span></span><br />
<span style="font-size: large;"><span class="apple-converted-space"><br /></span>
<span class="apple-converted-space">Thank you for viewing the article and I very much hope you found it interesting. Please don't hesitate to offer a comment, particularly if I get things wrong! It would also be great if you wanted to subscribe to future blog updates.</span></span></div>
Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-64515228554483766022015-03-24T14:39:00.002+00:002015-03-25T08:42:28.381+00:00Using Google Analytics to track PR outreach & outcomes<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIlcK623AcAbCvMOWZEFer9zssWZCklQXi115cSBw9JpxhgB-KsTJKeRBQrxBOVTppqTrTB1PGNCCn_ymH5O-_YZfDow2-h4uVcon3wZQ2fi405I7zzmwSQEXew3bKEgAUsMlVEg/s1600/2015-03-24_14-36-25.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgIlcK623AcAbCvMOWZEFer9zssWZCklQXi115cSBw9JpxhgB-KsTJKeRBQrxBOVTppqTrTB1PGNCCn_ymH5O-_YZfDow2-h4uVcon3wZQ2fi405I7zzmwSQEXew3bKEgAUsMlVEg/s1600/2015-03-24_14-36-25.gif" height="200" width="400" /></a></div>
<span style="font-family: inherit; font-size: large;"><br /></span>
<span style="font-family: inherit; font-size: large;"><br /></span>
<span style="font-family: inherit; font-size: large;">In my previous blog post I referred to an experiment I was running with Google Analytics for a guest blog post I was writing. This has just been published and many thanks to <a href="http://wadds.co.uk/">Stephen Waddington</a> for using the article. It can be found <a href="http://wadds.co.uk/2015/03/24/how-to-google-analytics-track-public-relations-outcomes/">here</a> under the title '</span><span style="background-color: white; color: #222222; font-family: inherit; font-size: large; line-height: 1.2;">How-to use Google Analytics to track public relations outcomes</span><span style="background-color: white; color: #222222; font-family: inherit; font-size: large; line-height: 1.2;">'. </span><br />
<span style="background-color: white; color: #222222; font-family: inherit; font-size: large; line-height: 1.2;"><br /></span>
<span style="font-size: large;">Thank you for viewing the article and very much hope you found it interesting. Please don't hesitate to offer a comment, particularly if I get things wrong! </span><span style="font-size: large;">It would also be great if you wanted to subscribe to future blog updates.</span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-239293106514884742015-03-23T14:15:00.003+00:002015-03-23T18:05:48.939+00:00Link Tagging & Goal Conversions in Google Analytics<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrhlFT2iNcmAQq9Yqpblf5M7WIDtBO08o5TGDdvRXXt7r2JX8yU2uhaYzouNKbSFFlXxx9sH990Fv7PEcN7OtWK9e5VjPM5n8e99rNYq6hZjnmYE0EZZYi7VDRoeHEom0YHqa19Q/s1600/2015-03-23_14-14-15.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrhlFT2iNcmAQq9Yqpblf5M7WIDtBO08o5TGDdvRXXt7r2JX8yU2uhaYzouNKbSFFlXxx9sH990Fv7PEcN7OtWK9e5VjPM5n8e99rNYq6hZjnmYE0EZZYi7VDRoeHEom0YHqa19Q/s1600/2015-03-23_14-14-15.gif" height="226" width="400" /></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">This is a brief post just to record my thanks for clicking on the Twitter link! </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">This will record a positive result against a Google Analytics record of activity from Twitter on this blog and will be used in a guest blog I am writing on how to create link tags and goal tracking. I will post a link to this blog post when its up.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Thanks again!</span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-91288038377680526112015-03-20T16:33:00.000+00:002015-03-23T13:57:15.658+00:00Downloadable Google Analytics Custom Dashboard for PR people<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyuqulITaimmbWTuMACRZSTA0JYwEX3PoSd-rfIgk9K5f-jY21FRrVQ7zaN505-MykxAupaAGAQGr7buS_W5qZ7o4-abt3lCKxR959rPx-JhP5k23ot01E3dvIg7V5JKCYNwcKSw/s1600/2015-03-20_15-49-19.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyuqulITaimmbWTuMACRZSTA0JYwEX3PoSd-rfIgk9K5f-jY21FRrVQ7zaN505-MykxAupaAGAQGr7buS_W5qZ7o4-abt3lCKxR959rPx-JhP5k23ot01E3dvIg7V5JKCYNwcKSw/s1600/2015-03-20_15-49-19.gif" height="200" width="400" /></a></div>
<br />
<span style="font-size: large;">Custom dashboards are such a good aspect of Google Analytics. They compose of up to 12 components, or widgets. They can be placed on a blank page taking highlights from nearly all the various reports presenting them in near enough real-time, with up-to-date data.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">I have created a <a href="https://www.google.com/analytics/web/template?uid=ryiw58BvSb-woMcDhrqZHQ" target="_blank">Public Relations Custom Dashboard</a> which will allow you to import the layout and settings (as above) into you own Google Analytics account, minus my data. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">You can create quite a few custom dashboards which would be useful if you wanted to present a slightly different slant to different people. For example your management might want a brief overview of aspects like web popularity, top referral sources, campaign goals and conversions. Where-as, brand analysts might want to know more about what search terms are being used, and marketing might want to find the steps taken before an e-commerce sale. </span><br />
<span style="font-family: inherit;"><span style="font-size: large;"><br /></span>
<span style="font-size: large;">All can be catered for via an individual custom dashboard. When you have finished laying out your widgets, choosing the dimensions and metrics, you collect a template link from the drop-down Share button at the top of the page. As long as your user has a Google Analytics account, a connection to the site data, when they click on your link it will automatically add the dashboard to top of the left hand column.</span></span><br />
<span style="font-family: inherit;"><span style="font-size: large;"><br /></span>
<span style="font-size: large;">This custom dashboard a<span style="background-color: white; color: #222222;">ims </span><span style="background-color: white; color: #222222;">to present to PR people what might be useful to know about from geographical representation of where site visitors are to how they are finding you. Then on to the device they are using and their level of engagement (bounce rate). We have also indicated volume of sessions (visits) and individual users and the most popular landing pages. If you have campaigns we would suggest adding a goals widget and tags to you inbound URL to measure their success and conversions.</span><span style="background-color: white; color: #222222;"> </span></span></span><br />
<span style="font-family: inherit;"><span style="font-size: large;"><br /></span>
<span style="font-size: large;">Thank you for viewing the article and very much hope you found it interesting. Please don't hesitate to offer a comment, particularly if I get things wrong! </span><span style="font-size: large;">It would also be great if you wanted to subscribe to future blog updates. </span></span><br />
<br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;"> </span><br />
<br />
<br />Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-43939735324473676342015-03-17T11:25:00.000+00:002015-03-17T11:48:02.229+00:00Measure Camp - compulsory for anyone serious about analytics?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijPsZ0D2EbdlhKGKcvQvwL0oKbIDpwnGrgbkzOj9ZckSoPjpyYuqXUBrwtxdEUgzmf-JYMGHnpvn5FwQwy3GSJLOkZKQaJrH2t6BHEiRTuhn4CUvd3tKgK-W0nryy7QDabqMRaqw/s1600/2015-03-17_10-49-15.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEijPsZ0D2EbdlhKGKcvQvwL0oKbIDpwnGrgbkzOj9ZckSoPjpyYuqXUBrwtxdEUgzmf-JYMGHnpvn5FwQwy3GSJLOkZKQaJrH2t6BHEiRTuhn4CUvd3tKgK-W0nryy7QDabqMRaqw/s1600/2015-03-17_10-49-15.gif" /></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">A few years back I was an advocate of a PR/measurement combine called Measurement Camp. This was in no way connected with Measure Camp. It proved a useful talking shop for PR to understand more about social media metrics. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Maybe it was too early, but it seemed to miss out on the business end of analytics, dealing with techniques as they were a decade or so ago. Useful, but flip forward a couple of short years and Measure Camp came into being, not by PR people as before, but by the people tasked to quantify online experience, aka 'the geeks'.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">The latest Measure Camp took place in London last Saturday. It applies the unconference format with the 260 participants suggesting topics to be dealt with over the following hours in a series of presentation rooms. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Topics were diverse, addressing advanced pointers on using Google Analytics, j script and R; thru to philosophical discussions on what they would do differently if they could turn back time, or how you break downs the barriers to analytics (thanks to Measure Camp founder <a href="https://twitter.com/peter_oneill">Peter O'Neill</a>).</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">There seemed to be only a single presentation related to PR analytics. It was a really interesting discussion by <a href="http://never_online01/">Ed Hammerton</a> comparing how they used to measure, with how they do it now. What made it better was it was all about the regulation-infested health sector and featured how they report on their PR activity. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Just as PR missed out on search engine optimisation (ref. <a href="http://wadds/">Stephen Waddington</a> at a recent Future PR event), there seems to be every likelihood that serious analytics is now slipping away from PR. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Particularly when considering the recent CIPR state of the industry findings that senior PR people are failing to recognise the importance of online media and measurement.</span><br />
<span style="font-size: large;"><br /></span><span style="font-size: large;">I don't want to paint too depressing a picture for PR. But if they don't want to be marginalised by advertising/marketing analysts they need to be prepared to give up the occasional Saturday. </span><br />
<span style="font-size: large;"><br /></span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-8910609058550317792015-03-16T16:39:00.002+00:002015-03-16T21:46:19.846+00:00Does Google Analytics offer PR a way of connecting their efforts with organisational outcomes? <div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC8LYHHyQbAm63HZMhS1ZD9aH2P2C6fN3L6nTQ8xKojh8bkJiNE53X0N59j10ee2kh_dY7Z5nnhypEqBOJ9MPOnj2E4Pr8ToIJhcRDVQzwnkeghIoyM9E42dAqZisK-YPlOWQomg/s1600/2015-03-16_16-19-27.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiC8LYHHyQbAm63HZMhS1ZD9aH2P2C6fN3L6nTQ8xKojh8bkJiNE53X0N59j10ee2kh_dY7Z5nnhypEqBOJ9MPOnj2E4Pr8ToIJhcRDVQzwnkeghIoyM9E42dAqZisK-YPlOWQomg/s1600/2015-03-16_16-19-27.gif" height="142" width="400" /></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">- Put simply, yes(ish). </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Though it comes with lots of caveats, this is a possible way of tracking cross social media impact. Google Analytics (GA), as has been said before, is not easy. The interface is often confusing, often inconsistent and often failing the 'so what?' test.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">But if your goal is for people to do certain things on your site, it might just prove to be the assist that puts the ball in the back of the net - not that I do football analogies.</span><br />
<br />
<span style="font-size: large;">Before I go any further I have a quick rant about GA. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">I do a lot of competitor comparison/analysis of media coverage. I hoped GA could help me with this, but it can't. While Google Search is the master at finding influential news topics and comment, GA does not integrate search results, unless (..and how great this would be) you can correct me.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Back on-topic; and the starting point is nowhere near Google Analytics. You need to think about what success might look like. Think carefully about the goals to achieve. If you run an e-commerce site and have a new product, its likely it involve sales. If you are B2B you might want sign up on your site, white paper downloads or contact forms. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">To appreciate the many processes involved, and you are a newbie to GA you would be best reviewing these tutorials: </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Firstly there is a series on <a href="https://analyticsacademy.withgoogle.com/course01">GA Fundamentals</a>. Then, if you run e-commerce (a shopping cart, but not etsy!) on your site you will need to enable that element and also review these <a href="https://analyticsacademy.withgoogle.com/course02">additional tutorials</a>.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">I know this all seem ponderous, but there are concepts, terminology and bolt-on you need to know about if you are going to manage this this well. I promise you, if you really want to find the answers, this will not be a waste of your time.</span><br />
<span style="font-size: large;"><br /></span><span style="font-size: large;">However this is a gist of what's involved. Get a Google Analytics account or update an existing account (it changed quite a lot about 2 years ago, latest version known as 'Universal Analytics'). Prepare a list of your target social media networks. What you will probably want to know is which of these networks gets the most sales or conversions. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Once you have prepared your post or tweet for sending out, you will want to add a link to the best landing page on your site. This is the magic bit...GA can add a bit of extra code to track lots of extra things to work out what works best. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">So you need to add a bit to your inbound link address and that's done in GA by using the Link Builder (put </span><span style="font-size: large;">Link Builder into the Analytics Help bar)</span><span style="font-size: large;">. You will need to add 3 pieces of information, the Source or referrer, the Medium (banner, email, etc), and Campaign name. If that's not enough to isolate which of your efforts it is there are 2 other optional field you can use.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">The link builder will create a unique link which you can then use as your link for that network and campaign, etc. Once installed the code will start returning activites to your GA account telling you things like what network and promotion was most successful in getting people to your site, making conversions and hitting your preset goals. It will also give you other useful information like what was the bounce rate (only visited 1 page), what type of device and browser was used. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">It will also tell you about what people do once on your site, like where did they go, for how long and if they were new or returning visitors. If its an e-commerce site, as long as you have enabled the right GA settings you can also see how people progress through the buying process and if there is an aspect making buyers drop out, or loop-back in the process. </span><br />
<span style="font-size: large;"><br /></span>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgef_M4g4qqrkfolAVjMLWki9P6EQ97g6G3zUCpCj-R1RHt_FrHmi5aWcS4iM8mr7J-G2GAghohwgH83m0e5zms07jEIdsocpVxYkZeqp_XYNlwQPwjoLjqm9gkEWcRArtKsYzSAg/s1600/2015-03-16_16-04-05.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgef_M4g4qqrkfolAVjMLWki9P6EQ97g6G3zUCpCj-R1RHt_FrHmi5aWcS4iM8mr7J-G2GAghohwgH83m0e5zms07jEIdsocpVxYkZeqp_XYNlwQPwjoLjqm9gkEWcRArtKsYzSAg/s1600/2015-03-16_16-04-05.gif" height="178" width="400" /></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">When you connect the initial tagging process with the other trackable things like product groups and categories, it is easy to image how easy it is to link the initial outreach with an end result.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">This outcome connection is something PR has been striving to achieve. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">GA as a tool, has the feeling of being an instrument for the use of advertisers. It will quite easily integrate Adwords data, letting advertisers see how well different ads work. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">The worry I have is that too many PR's are discounting it for this very reason. Any sensible organisation will be using GA, or the even more confusing Abobe analytics package. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">PR's should fight to get and keep their GA logins; and study very carefully what they can do with it, as it has many PR applications. If I might be so bold, I might suggest it is one of the few ways you might genuinely connect PR input with organisational outcome. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">I hope you found this of interest and if you have a view please post a comment. It would also be great if you wanted to subscribe to future blog updates. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;"> </span><br />
<span style="font-size: large;"><br /></span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-62410076260162205122015-03-12T13:01:00.000+00:002015-03-12T13:58:41.106+00:00Metric Silos - a desolate place to be<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy1KmufFEvAdmHp5VaSaKja6hckt5dlakL0IuJC5QjtB487K2DrZl_HHQgf_tsUlunck7Dl3OZxaFK8zWhYRHhXlxxIfxzUg1odoqvB50srzS5XMb3T-gccn66WJAr3A3-nQVc5w/s1600/Ralls_Texas_Grain_Silos_2010.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjy1KmufFEvAdmHp5VaSaKja6hckt5dlakL0IuJC5QjtB487K2DrZl_HHQgf_tsUlunck7Dl3OZxaFK8zWhYRHhXlxxIfxzUg1odoqvB50srzS5XMb3T-gccn66WJAr3A3-nQVc5w/s1600/Ralls_Texas_Grain_Silos_2010.jpg" height="212" width="400" /></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">I have been reflecting on the <a href="https://support.google.com/partners/answer/6089738?hl=en-GB">Google Analytics Individual Qualification</a> I did a few weeks ago. In particular, what benefit this might be to a PR person. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">W</span><span style="font-size: large;">e are surrounded by analytics tools and one of the many challenges is finding the right one for the job. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">If there is one thing I hate in PR it is silos. What I mean is separate media groups, separate networks and measurement tools and crucially, separate metrics. They require some comparative measure of return to justify overall resourcing. </span><br />
<br />
<span style="font-size: large;">These silos run counter to the way the public sees the media; in the round - as one. At the same time these silos also run counter to the way business manage them. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">How do you decide how much time to ascribe to Facebook or LinkedIn or Twitter when there is little commonality behind the metrics? </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">The way these networks have developed leaves me with little doubt that a common currency does not exist. Sure there is page views, users, sessions (GA), tweet impressions and weekly reach (FB Insights).</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">The more I ponder this issue, the more limitations I find. I am so sure social media is supposed to make like easier; this does not seem to be happening.</span><br />
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<span style="font-size: large;">In the next post I'll explore if there is any chance that Google Analytics can be gamed to produce some form of comparative data. </span><br />
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<span style="font-size: large;">Thank you for reading this and I'd love it if you could add a comment or share this. </span><br />
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<br />Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-61926827125443493052015-03-03T09:34:00.000+00:002015-03-03T09:35:19.167+00:00Google Analytics Individual Qualification - <div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8HZ8FN8UHG08DGM4LjMpG_BlBfzDSCYULsitnUhZQLhsCfmdcMKBfU0M-4B9wdWr0EdoFlip_iJ7pZD30Inpb4MZltrYV6KbKJVcBzSA4QDfggv92CvfIiYxBmdVJj4bCOo3JRQ/s1600/2015-02-27_10-51-27.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8HZ8FN8UHG08DGM4LjMpG_BlBfzDSCYULsitnUhZQLhsCfmdcMKBfU0M-4B9wdWr0EdoFlip_iJ7pZD30Inpb4MZltrYV6KbKJVcBzSA4QDfggv92CvfIiYxBmdVJj4bCOo3JRQ/s1600/2015-02-27_10-51-27.gif" height="214" width="320" /></a></div>
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">Google is a strange organisation. It provides all these free tools but has one product (Adwords) which seems to make all their money. Many of us have been playing with their gadgets and properties over the years. Things like like Trends, Maps and YouTube. I have experimented with early versions of Adwords, Motion Charts, and of course, Analytics.</span><br />
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">It is this final Google property which received a revamp almost 2 years ago, this latest version referred to as Universal Analytics. My early plays with Analytics were laced with confusion (on my part) as it did not seem relevant to competitor intelligence, which is core to my interest.</span><br />
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">For a number of years Google has been running a<a href="https://support.google.com/partners/answer/6089738?hl=en"> Analytics Individual Qualification</a>. Within the past year it has received a revamp, now making it free. It now has to be done in a single 90 minute sitting; no pausing or browser closing to 'stop' time, like before. You are presented with 70 question in turn, with no opportunity to go back at the end. In the screens bottom corners there are an indications of how far (as a percentage) you are through the exam and how long you have left of the 90 minutes.</span><br />
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">Why take it? There are other analytics tools you can use to analyse your site and without exception they are easier to use. Google Analytics is difficult but it is the benchmark for tooling needed to gain insight from your site, be it with or without an e-commerce element. </span><br />
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">In preparation I spent time going over the Google course video/dec tutorials and self tests making notes as I went (not that I could read them). This I would say is a must and the most accurate indication of the type of questioning you will face. There also a number of third part testing sites which on the whole were harder than the Google ones. My feeling was as many of these were prepared by named (with links) individuals who were showing off their prowess with Analytics to be difficult not to be disillusioned reader.</span><br />
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif;">How long you take to prepare on how familiar you are with Google Analytics (GA). I would suggest at a minimum you review their tutorials, which would take a good 6-8 hours. I am a slow learner and not terribly familiar with the tool and so spent a week preparing. </span></span><br />
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<span style="font-size: large;"><span style="background-color: white; color: #222222; font-family: arial, sans-serif;">I delayed taking the Exam until I started getting more than 50% of the harder questions right. The Exam structure is all multiple choice, tick 1 box questions. A large number of the questions have a 'catch all'....all the statements are right or wrong. My feeling was this option seemed to apply an awful lot of the time. That said, I can not be entirely sure as you have no way of knowing if you answered specific questions correctly, it only tells you at the end how many you got right and if you exceeded the 80% pass rate. If I had passed in the upper 90%'s I would know with certainty, but I did not. If you pass your Google Analytics</span><span style="color: #222222; font-family: arial, sans-serif;"> Individual Qualification c</span><span style="background-color: white; color: #222222; font-family: arial, sans-serif;">ertificate should appear on your Partners profile within two days</span></span><br />
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">As the Google Analytics course covers a broad selection of topics, I would restate that even if you use GA on a daily basis, I would suggest going over their tutorials. Once you are ready to face the Exam I would suggest diverting the phones, opening a single browser with the exam and another with you resources, a blank browser, cribs notes and help screens like this <a href="http://www.blastam.com/resources/Blast-Google-Analytics-Reference-Guide.pdf">one</a> which I found really useful..</span><br />
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<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">In case your were wondering, you can not grab the text from an exam questions and insert it into a help page or search engine. I understand if you do pass you can not retake it for a week.</span><br />
<span style="font-size: large;"><br style="background-color: white; color: #222222; font-family: arial, sans-serif;" /></span>
<span style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: large;">While this would seem relevant to advertising and marketing people, I would strongly recommend PR people consider this qualification. Google is not going away anytime soon and analytics is increasingly becoming a core discipline within PR, and the quest for the linkage between effort and outcome.</span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-54988600953290615662015-02-10T11:11:00.000+00:002015-02-10T11:14:18.902+00:00PR vs Marketing - Let Battle Commence<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhf3Qh8RIWlh7kAPbiiZ7e-OEoSMJ9gQ8Rto691-96LfzJSk_gdoWlmmb4C8qxqC4tOfbksPbrSV11c4-0brKKnLfwXI_VGTtStyJun21mSxatvsSZeK4eBzX__4x52qRWnnIzEfQ/s1600/2015-02-10_11-04-18.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhf3Qh8RIWlh7kAPbiiZ7e-OEoSMJ9gQ8Rto691-96LfzJSk_gdoWlmmb4C8qxqC4tOfbksPbrSV11c4-0brKKnLfwXI_VGTtStyJun21mSxatvsSZeK4eBzX__4x52qRWnnIzEfQ/s1600/2015-02-10_11-04-18.gif" /></a></div>
<span style="font-size: large;"><span style="background-color: white; color: #222222; font-family: arial, sans-serif;">I bumped into a tweet last week which mentioned the difference (or lack of) between PR and marketing. If you study the books and consult with the relevant trade bodies you will be very clear on the differences. But what of reality in this fast changing media environment?</span><br style="background-color: white; color: #222222; font-family: arial, sans-serif;" /><br style="background-color: white; color: #222222; font-family: arial, sans-serif;" /><span style="background-color: white; color: #222222; font-family: arial, sans-serif;">Marketing is about selling stuff (er...simplified) encompassing sales and associated activities. PR on the other hand is more about communication with not only customer, but influencer and other </span><span style="font-family: Arial, Helvetica, sans-serif;">stakeholders . It<span style="background-color: white; color: #222222;">'s abou</span></span><span style="background-color: white; color: #222222; font-family: arial, sans-serif;">t engaging with and convincing those various publics.</span><br style="background-color: white; color: #222222; font-family: arial, sans-serif;" /><br style="background-color: white; color: #222222; font-family: arial, sans-serif;" /><span style="background-color: white; color: #222222; font-family: arial, sans-serif;">My angle on this is measurement. As the media environment has moved online so the arguments become louder over what are the best metrics. There now appears to be a lot more ways to show change. We used to talk about media output as the measure of PR success. Now we are told real insight comes from understanding outcomes. One of the outcomes which is most often touted is impact on sales. This is where I think the problems arise. Where marketing and PR are increasingly stepping on each others toes.</span><br style="background-color: white; color: #222222; font-family: arial, sans-serif;" /><br style="background-color: white; color: #222222; font-family: arial, sans-serif;" /><span style="background-color: white; color: #222222; font-family: arial, sans-serif;">Both disciplines are starting to use very similar metrics. Sure, the online environment rather points you towards using a fairly prescriptive selection however PR is just a little bit more than just sales.</span></span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-38117495256897400462015-01-21T15:39:00.002+00:002015-01-21T16:33:10.831+00:00Updating a web presence<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4J6qTqyQBeUK7bsIe2KtuMPFBOkHY5I95jKwxrOKe5lHOueuf0FU_NIcMD9shPUArbXW5nmNO9JKUFWN32sMWKxiLvHaAgjH8o2YKHLr0t-j9hDyoIPRZrGuIXL4QXDnC5Mnz0Q/s1600/2015-01-21_15-09-12.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4J6qTqyQBeUK7bsIe2KtuMPFBOkHY5I95jKwxrOKe5lHOueuf0FU_NIcMD9shPUArbXW5nmNO9JKUFWN32sMWKxiLvHaAgjH8o2YKHLr0t-j9hDyoIPRZrGuIXL4QXDnC5Mnz0Q/s1600/2015-01-21_15-09-12.gif" height="241" width="320" /></a></div>
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<span style="font-size: large;">Being a partner at Media Evaluation Research I get to put together the website. Over the past couple of years this has evolved from a fairly basic Dreamweaver '1.1', adapted by my wife, who did an OU course in HTML. A subsequent version was prepped by a graphic design friend, who was getting into web design.</span><br />
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<span style="font-size: large;">But it was fairly basic and non browser/device specific. While doing my CIPR Continuous Personal Development at the end of last year I stumbled on some <a href="https://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf">research</a> by Google which found people were spending on average 39 minutes browsing with a PC or laptop and 47 minutes on a phone or tablet. I know we have been told that personal devices are how the browsers of tomorrow will get their information, but this was the first tangible bit of data which said more are looking <b>now</b> using a phone or tablet.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNx00LP9e4c2-ReiOxSWQ54KQxKZawK5PMAInw_u_2M9pZomv_e_UgdCx5meWLgKwJeJLtP3bTx2l7U0O5f5JVfvfeQWk8yDEAbZs5veYVBLWaCMddp2j6MuwvuTGT4XVjUuWn2A/s1600/2015-01-21_15-11-25.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNx00LP9e4c2-ReiOxSWQ54KQxKZawK5PMAInw_u_2M9pZomv_e_UgdCx5meWLgKwJeJLtP3bTx2l7U0O5f5JVfvfeQWk8yDEAbZs5veYVBLWaCMddp2j6MuwvuTGT4XVjUuWn2A/s1600/2015-01-21_15-11-25.gif" height="170" width="320" /></a></div>
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<span style="font-size: large;">This motivated me to finding a way of revising the site to be phone/tablet friendly. I experimented with <a href="http://www.wix.com/">WIX</a> but settled on <a href="http://www.weebly.com/">Weebly</a> as I liked the way you can adapt their templates and the relative ease of generating a mobile version. I also liked the way you can keep domains with an existing holder, just swapping out of the hosting package for what turned out to be very similar money.</span><br />
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<span style="font-size: large;">The Weebly GUI seems pretty bullet-proof, although there have been a few crashes, logging out and in resolves that. This uses their basic package and the tool seems adaptable enough to take further additions like a slide show or video; things I would like to look at adding in the future. I would be interested in your thoughts on the <a href="http://www.mediaevaluationresearch.com/">new site</a>.</span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-30481468938080674962014-06-24T10:51:00.001+01:002014-06-24T10:51:20.924+01:00Media Evaluation Techniques (Part 2)<span style="font-size: large;">In <a href="http://mediaevaluation.blogspot.co.uk/2014/06/media-evaluation-techniques-part-1.html">Part 1</a> of this discussion on media evaluation techniques there was a look at the processes involved in collecting the cuttings, creating a media list and using packages like MS Excel and MS Access to collate and sample the media coverage. </span><br />
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<span style="font-size: large;">Although this 2-parter is an exploration of media evaluation techniques, deciding on a strategy is no less important. To be clear on this it is necessary to set clear campaign or period PR objectives. These objectives need to be measurable; thereby enabling the evaluator to hang the relevant techniques off of these, and thereby addressing these goals.</span><br />
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<span style="font-size: large;">One of the points to emphasise is the non-prescriptive nature of this advice. As is often said in media evaluation circles, there is no one-size-fits-all solution. To paraphrase <a href="http://www.philipsheldrake.com/">Philip Sheldrake</a> 'Every organisation is unique, generating unique exposure, demanding a unique set of evaluation metrics'.</span><br />
<span style="font-size: large;"><br />Once the media list has been collated and the chosen fields queried the most interesting stage to an evaluation project can start. My chosen query tool is an Excel Pivot Table, in my experience one of the most flexible and little used tools in the entire MS Office suite.</span><br />
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<span style="font-size: large;">After extracting a listing featuring all the needed fields from MS Access, (see <a href="http://mediaevaluation.blogspot.co.uk/2014/06/media-evaluation-techniques-part-1.html">Part 1</a>) paste into a blank Excel sheet. Add an extra column at the far left titled 'Count' and fill it with '1's down to the last entry. This will be used to calculate volume figures. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqnaqke-XKF5gqNJTv6JoVDJec6v3nFH-6XRp8YNOzzfa3rRJvcXPH8b4iWmC0EmkYkJlZqBll5f8L5lbkumtH2Z_IUkvHpK3suQkURbgknTxnVpsn913Afqw0moNZWHO5m55JMA/s1600/PivotStart.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjqnaqke-XKF5gqNJTv6JoVDJec6v3nFH-6XRp8YNOzzfa3rRJvcXPH8b4iWmC0EmkYkJlZqBll5f8L5lbkumtH2Z_IUkvHpK3suQkURbgknTxnVpsn913Afqw0moNZWHO5m55JMA/s1600/PivotStart.jpg" height="209" width="320" /></a></div>
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<span style="font-size: large;">Then from the Insert tab on the top line </span><span style="font-size: large;">select Pivot Table which will then create a new tab. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr5OrvjylRUVI1XLe1Fzd23AIo7RorRKMerHvOacwsnyIu7MeNeS47tT1eiGIZInE9alS5n63x0uwdg1aVSBi1kW8X8_vCxolWjqWgnVpNKmH5dAKsolvl9kfr9hkXkxVqMc4GKg/s1600/BlankPivotTable.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhr5OrvjylRUVI1XLe1Fzd23AIo7RorRKMerHvOacwsnyIu7MeNeS47tT1eiGIZInE9alS5n63x0uwdg1aVSBi1kW8X8_vCxolWjqWgnVpNKmH5dAKsolvl9kfr9hkXkxVqMc4GKg/s1600/BlankPivotTable.jpg" height="250" width="320" /></a></div>
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<span style="font-size: large;"><br /></span>
<span style="font-size: large;">The list of fields on the right should match the column on the your listing. The first thing to do is select a metric with which to generate results, which if you want to use volume is what the 'Count' column is for. Drag it to that box unless you want to use another metric like cumulative audience. Be aware that if selecting another metric make sure it says 'Sum of....'. If it says 'Count of...' click the drop down to the right of it and select Value Field Settings and select Sum.</span><br />
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<span style="font-size: large;">Pivot tables are a very flexible tool and its worth spending time dragging the fields around between the boxes </span><span style="font-size: large;">and seeing what the impact is on the grid on the left. It is quite hard to break a pivot table. When you start dragging values around and doing cross-references, it is tempting to add a column or alter the source listing in some way. That is fine but delete the pivot table tab and insert a new one as it won't recognise the changes made to the listing. </span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEgHfH3CVqKFGJfJwnRFW7Kh9j0RZLyGBjeMp1gk6kusr_NvSessRhIF2BcFza6CCrbM1n54MrTTPqJA74wPp1WUZ6sXJkt5mr-uyqEdpU3EjkiT5f1CLLIHB_nY9v4UksWKiFdQ/s1600/PivotCrossRef.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEgHfH3CVqKFGJfJwnRFW7Kh9j0RZLyGBjeMp1gk6kusr_NvSessRhIF2BcFza6CCrbM1n54MrTTPqJA74wPp1WUZ6sXJkt5mr-uyqEdpU3EjkiT5f1CLLIHB_nY9v4UksWKiFdQ/s1600/PivotCrossRef.jpg" height="247" width="320" /></a></div>
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<span style="font-size: large;">The sort of useful results which can be generated using this tool is multiple cross-referencing of fields. For example, finding out how many proactive clips there are for different subject or product areas or tracked competitors. As long as it is on the listing you should be able to query it.</span><br />
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<span style="font-size: large;">The next stage is to parse these results into some form of report or presentation. Though this might make good content for a later post it is likely you have a very particular application in mind. </span><br />
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<span style="font-size: large;">I hope you have found this of interest and I would welcome any comments or thoughts you might wish to share. </span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-24751931921879238442014-06-23T16:20:00.000+01:002014-06-23T17:14:11.762+01:00Media Evaluation Techniques (Part 1)<span style="font-size: large;">Although everyone has a different way of doing an evaluation of a project or periods media exposure, there are certain common processes worth highlighting. From a strategic perspective the starting point has to be the objectives. on the other hand, if you are more interested in evaluation techniques, getting the media clips seem like the logical beginning point. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">While there is much to be said about PR and campaign objectives at the strategic level, this mini-guide concentrates on the execution techniques. More often than not these media clips are electronically circulated press and internet cuttings from the various specialist monitoring outfits like Gorkana or Kantar. Personally I can't speak for the latter in any detail but for the former there is also the option to create an Excel media list, which we'll talk about in a bit.</span><br />
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<span style="font-size: large;">Having worked with these sources for a number of years it is my experience of the UK media that most of the coverage found tends to be either printed or online coverage. It may be a symptom of my clients interests or the keywords checked but there is seldom coverage from broadcast sources.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWmB60zxXVWIl43qdUS4xKDc-1cKjdiqF8x7_oBmoUzZD419SID6s4s8dTijen-381Ioi4LA2ia8CTAQgAlWQtiYtu9u1sd0gCNmmK57RsaHZBOiAQXQUsRyrfBNuAW_8EqPQJCg/s1600/2014-06-23_14-33-44.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWmB60zxXVWIl43qdUS4xKDc-1cKjdiqF8x7_oBmoUzZD419SID6s4s8dTijen-381Ioi4LA2ia8CTAQgAlWQtiYtu9u1sd0gCNmmK57RsaHZBOiAQXQUsRyrfBNuAW_8EqPQJCg/s1600/2014-06-23_14-33-44.jpg" height="143" width="320" /></span></a></div>
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<span style="font-size: large;">These Excel media lists can be filtered to only the coverage for a set period; helpful if doing monthly evaluation reports. Often these listings will also have an indication of circulation or audiences (and the dreaded AVE figures!). Unless my own master media listing file is missing a title I tend to ignore these figures. Once this Excel listing has been formated I Paste Append into the clients MS Access file.</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0TkiPQ3SyhJq_DnKuHGnVDMijTKF0i52lKOlYc1rUjuI51Y6x8jRcO-qqbf_hxxU3vpJGIJwPA2tzXIBH1_xOb3yb_QBN5T6CQ3u_Et4tEkAHWyI1f3kOLEJy0jCMdVUcC8ionA/s1600/AccessEntry.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-size: large;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0TkiPQ3SyhJq_DnKuHGnVDMijTKF0i52lKOlYc1rUjuI51Y6x8jRcO-qqbf_hxxU3vpJGIJwPA2tzXIBH1_xOb3yb_QBN5T6CQ3u_Et4tEkAHWyI1f3kOLEJy0jCMdVUcC8ionA/s1600/AccessEntry.jpg" height="163" width="320" /></span></a></div>
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">This is when to find out how well the listing has been formatted. All the Excel columns have to match up with the Access file. Also this will draw on a separate master media data file, and so the media titles have to match. This is often a problem as my master media titles do not start with 'The', instead leaving it at the end. For example 'Daily Telegraph, The' is our chosen format but the cuttings agencies don't always do it that way. Once the data has been added I run a query to highlight those media titles it can't find.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">After 'cleaning' the entries the next stage is to work through the cuttings, sampling them for the relevant tracked fields. It is always a good idea to sample for as many fields as you might think could be relevant. This often goes beyond the brief, but you never know what might be of interest or where coverage might take you. </span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">Core requirements tend to be things like favourability towards the brand and presence of key messages. Then there are additional things like the tracking of subject or product/service areas, corporate/brand descriptors, pro-activity, scale of cutting. Below is an example of a form with fields (excluding messages).</span><br />
<span style="font-size: large;"><br /></span>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPDnn47HEW4yf_j8wMNci6ApT7ifS8eV6OJfmsWyluVUP-h9ceZ_a4GFmOWCwzQ_YRsQxzCQPZg2tEba6lQfF_BujUbP1lfiX1QL0n58uoerQYFM_JgvfT1bT1vf7f4-0AZnXTzw/s1600/AccessForm.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhPDnn47HEW4yf_j8wMNci6ApT7ifS8eV6OJfmsWyluVUP-h9ceZ_a4GFmOWCwzQ_YRsQxzCQPZg2tEba6lQfF_BujUbP1lfiX1QL0n58uoerQYFM_JgvfT1bT1vf7f4-0AZnXTzw/s1600/AccessForm.jpg" height="233" width="320" /></a></div>
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<span style="font-size: large;">That is the first part of a two-parter. In the next section we will take a look at some techniques on how to interrogate the data, filtering, sorting and sampling. Then there is report writing, mixing graphs and tables with narrative and choosing formats, all to address the original objectives.</span><br />
<span style="font-size: large;"><br /></span>
<span style="font-size: large;">If you have thoughts on this or additions it would be great to hear from you.</span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-90829983841301537502014-06-11T12:05:00.000+01:002014-06-11T12:32:07.913+01:00'Just try to become less crap at it'<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjf_vQtASlTGrQ1oZSNRX6jF8PNW-zLWM6I54Bse-NBZ5eA2n158VWjSSMOSdSiytiSOqjze7lBfoLKkSPBVZ_q4KlkCmJQEjcpHY86P7ijhcYGFxHNXtRqXBR9vnT_pJ-yWet8xQ/s1600/Rory.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjf_vQtASlTGrQ1oZSNRX6jF8PNW-zLWM6I54Bse-NBZ5eA2n158VWjSSMOSdSiytiSOqjze7lBfoLKkSPBVZ_q4KlkCmJQEjcpHY86P7ijhcYGFxHNXtRqXBR9vnT_pJ-yWet8xQ/s1600/Rory.jpg" height="216" width="320" /></a></div>
This was a declaration by<a href="https://twitter.com/rorysutherland"> Rory Sutherland</a>, leader of Ogilvy Change on their <a href="http://www.ogilvychange.com/">website</a> when talking about marketing. Somewhat self-deprecating, but a useful starting point from a great intellect and very relevant to media measurement.<br />
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He makes the point that he is opposed to the concept of surveys and focus groups. The areas of the brain that fire buyer behaviour do not respond well to this type of introspection, often residing at a sub-concious level. I have often wondered about the value of this style of research, seeing it as a way of gauging peoples views on questioning process rather than the actual questions; the Hawthorne Effect, and all that....<br />
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So could the media be the touch-point on people forecasting? Yes, but it needs to be one of a selection, a host of pointers based on unique circumstances, fashioned and adapted to reflect the changing circumstances (competitors, technology, expectations, etc). A gauge on the media has its advantages. Whilst it often seems a contrived situation, it is about free expression and combined with social media selective amplification, provides a good measure of weight and velocity.<br />
<br />Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-33347308323453562772014-01-24T11:53:00.001+00:002014-01-24T12:10:19.629+00:00Thoughts on another media year<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoXioUEWZYJ9qmBLV8yLm1Vfaws0PVNbWLcRYwSQV4V9P80I_o9BPYMhsw59VXYv7hibHgmg5DmoDPApQwcv3RnumOXqaNkAunbhDRwpe3nMgrKgB2I5IReoRAFNkmdq5cmkK5UQ/s1600/Guardian.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhoXioUEWZYJ9qmBLV8yLm1Vfaws0PVNbWLcRYwSQV4V9P80I_o9BPYMhsw59VXYv7hibHgmg5DmoDPApQwcv3RnumOXqaNkAunbhDRwpe3nMgrKgB2I5IReoRAFNkmdq5cmkK5UQ/s1600/Guardian.jpg" /></a></div>
<span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;">There are a number of fast forming trends shaping and reshaping the media. In a few short generation the influence of the printed has diminished dramatically with much of the audience seeking their content online, sometimes behind paywalls. Any well-informed clues on where these trends are going is gold dust and the CIPR in this <a href="http://www.cipr.co.uk/ciprtv/109097/cipr-tv-the-future-of-the-media-with-david-pemsel-chief-commercial-officer-guardian-news-media">video-cast</a> featured </span><span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;">David Pemsel, Chief Commercial Officer, The Guardian;</span><span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;"> a paper advocating free access, for the time being anyway.</span><br />
<span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;"><br /></span>
<span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;">He highlighted that newspapers can be more flexible online, using a more diverse a selection of media sources and formats. The Guardian take the view that they need to have a scale of usage to gather the influence necessary to be a news 'player', and that level of engagement presently only come from the site being without a paywall.</span><br />
<span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;"><br /></span>
<span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;">The discussion make a point about news ownership. The Guardian believes that their news content is most trustworthy as a result of their being owned by a Trust...an aspect they believe contrasts with other providers which may be subject to commercial or political pressures.There's also a perspective on newspaper opinion and if they are being dragged into a competition with bloggers for influence. The idea of the media 'melting pot' seemed central with good ideas and perspectives rising to the top.</span><br />
<span style="background-color: white; font-family: 'Avenir LT W02 45 Book', corbel, arial, sans-serif; font-size: 14px; line-height: 22px;"><br /></span>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-39277103735759631012013-09-09T15:24:00.000+01:002013-09-10T09:28:03.701+01:00What is the value of an online newspaper comment? <div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv3H97Z0dlHRSrYsUdLYMTd7WjyaXdORT5PfYN4GtHg1oY9Bc91-eUa6TvMiX5zaegm5BOsp-obv-_Tm5_8aOl31nrFJQK9rXG-Yh9qhIKJbQBKtSrxj-5ykWLpl4ARWCcIftFBg/s1600/Comment.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv3H97Z0dlHRSrYsUdLYMTd7WjyaXdORT5PfYN4GtHg1oY9Bc91-eUa6TvMiX5zaegm5BOsp-obv-_Tm5_8aOl31nrFJQK9rXG-Yh9qhIKJbQBKtSrxj-5ykWLpl4ARWCcIftFBg/s1600/Comment.jpg" /></a></div>
<span style="font-family: Arial, Helvetica, sans-serif;">Much has been said about the value of a Facebook Like and so it seems only logical to think about the value of other online third-party endorsements and claims. What about comments on online newspapers? Just about every site that could be described as an online newspaper has a mechanism for allowing readers to comment, however in the many years I have been evaluating online content (mostly manually) I have not included or ever been asked to include consideration of the online comments. I would be very interested in any readers experiences?</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">While it might be suggested that online comments have moved up the agenda following Arianna Huffington's decision to stop all anonymous comments on the Huffington Post, it was actually an <a href="http://www.telegraph.co.uk/finance/personalfinance/houseprices/10292697/House-prices-spiral-up-in-virtuous-circle.html#disqus_thread">article in the Telegraph </a>this weekend that got me thinking. There a few more emotive subjects in the UK than housing and this article waves a red flag with the headline '<span style="background-color: white; line-height: 1.16em;">House prices spiral up in 'virtuous circle''. In the last 3 days there has been 466 comments, taking for main part, a counter view. </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 1.16em;"><br /></span>
<span style="background-color: white; line-height: 1.16em;">If I were evaluating just this article (not the comments) I think you would have to ascribe it as positive towards the housing market and the efforts of the Government to support it. If on the other hand you were evaluating just the comments you could seriously only take a contrarian view. Just take a look - see what I mean?</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 1.16em;"><br /></span>
<span style="background-color: white; line-height: 1.16em;">Comments seem to be becoming a bigger part of the online newspaper experience. Today's Guardian home page has on average received 232 individual comments per news article. </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 1.16em;"><br /></span>
<span style="background-color: white; line-height: 1.16em;">A search of Google on the value of comments has so far been unproductive - if you have anything please get in contact. I strongly believe this area needs more research.</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 1.16em;"><br /></span>
<span style="background-color: white; line-height: 1.16em;">As mentioned, with this volume of feedback there is a need to find ways of analysing and integrating this material. </span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 1.16em;"><br /></span>
<span style="background-color: white; line-height: 1.16em;">There are a couple of options:</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="background-color: white; line-height: 1.16em;"><br /></span>
</span><br />
<ol>
<li><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.546875px;">Skim-off the top comments for separate or composite analysis. Most online newspapers allow you to sort the comments in order of the time, popularity, recommendation, etc. </span></li>
<li><span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.546875px;">Develop a comparative index to integrate the impact of all the comments across the online newspapers.</span></li>
</ol>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.546875px;">But there are also a few hurdles. If you relay on electronic cuttings from a cuttings agency the likelihood is they will not include the comments. Similarly if you use a social media monitoring tool the chances are it will not capture or analyse comments - I just tried to use one to find the comments on this Telegraph cuttings, with no success.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.546875px;"><br /></span></div>
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<span style="font-family: Arial, Helvetica, sans-serif; line-height: 18.546875px;">So if these tools won't help you find the stuff and there is little research to suggest it matters, maybe we should carry on ignoring it? I am thinking to the contrary. In our social/connected world there is valuable intelligence and relationships going to waste.</span></div>
<br />Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-50966399161548219142013-07-30T09:30:00.001+01:002013-09-10T09:28:42.313+01:00Is it ever okay to use AVEs? - Thinking the unthinkableI was reading <a href="http://they%20are%20also%20the%20default%20measure/">this article</a> on the BBC website about the value to sponsors of the Olympics and it led me to think a little about that horrid PR conundrum. Are there ever circumstances when the use of AVE is acceptable?<br />
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AVEs have loads of reasons for their non-use. I really don't want to rehash that list, but they are irrefutable and compelling. They are also the default measure for lazy PR folk. They are just complicated enough to allow the lazy types to explain the methodology to the layman and make them look clever, but not so complicated as to loose those same people.<br />
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However the world changed and they are now a bit like Babycham, deeply unfashionable, widely regarded as horrid. The transparency around AVEs methodology exposes their flaws making them easy to reject; end of discussion....<br />
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But I keep getting this pain...it nags away at me demanding satisfaction. Its a question...why won't AVEs just die?<br />
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If they won't go away are there circumstances then they might be considered as okay to use them? Arguably within the sponsorship industry they are still widely used as a measure of velocity (frequency & audience & scale). All sponsors coverage is positive (?) and progress is ink on page. I have major questions about applying same thoughts to the digital world. Also, (& this is where lazy PR can happen) if we say its okay to measure sponsorship coverage by default it is okay to measure other 'good news' stories - the creep begins! <br />
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<br />Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com2tag:blogger.com,1999:blog-28087510.post-75125019527116525762013-05-24T17:26:00.001+01:002013-05-24T17:36:12.016+01:00Are you missing something?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFm5XTJum2cBnDTrwUNBLv2i5oNC2IeJaQ_OnT_gZ4_EmBdEdOlYksUHRHj_EBJU1IXx7H1aYhj9ZDL92TtCh1NbA0iHihVnLV2eeCYdR__1lStVWWGta1mW6gfMyBC1YJfikqvg/s1600/NewspaperPC.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="221" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFm5XTJum2cBnDTrwUNBLv2i5oNC2IeJaQ_OnT_gZ4_EmBdEdOlYksUHRHj_EBJU1IXx7H1aYhj9ZDL92TtCh1NbA0iHihVnLV2eeCYdR__1lStVWWGta1mW6gfMyBC1YJfikqvg/s320/NewspaperPC.gif" width="320" /></a></div>
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<br />
Having been around media monitoring and analysis for quite a few years I sometimes wonder if a tipping point has been reached and you can achieve a picture of coverage by considering just the online sources.<br />
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However, is there a possibility you are missing something by taking the web exposure as a proxy of all exposure?<br />
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For the last couple of months I have been comparing the online and printed output for a couple of trade publications to establish how much is original to each medium. Although this is a limited sample the results seem quite startling.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2PQZW7UDA92F2KOK_b76EeET468GyJEi2Vv4qJ_Bj9AiP8HGW8UEmpHcYrisK4yOjhlssO24BBfi76_ZyagVtJEVqGl4ZD_oiJ8XwTtOuvbTBFAhBbrx1T0aLjnv0lcZ_1YHFJg/s1600/VennDiag.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="199" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2PQZW7UDA92F2KOK_b76EeET468GyJEi2Vv4qJ_Bj9AiP8HGW8UEmpHcYrisK4yOjhlssO24BBfi76_ZyagVtJEVqGl4ZD_oiJ8XwTtOuvbTBFAhBbrx1T0aLjnv0lcZ_1YHFJg/s320/VennDiag.gif" width="320" /></a></div>
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In essence, if you only consider the online coverage you are missing almost half of the picture. Please note this is quite unscientific and I would hasten to add much dependant on the titles. With some, their online coverage almost mirrors the printed coverage, while others are apparently quite different. If I were to offer a broad observation on which types fit into these, the more frequently published titles (daily & weeklies) will often more closely resemble the online offering, while the less frequent (ie. monthly magazines) tend towards greater unique online and printed content.<br />
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That said, I am sure many of us have found it difficult to find a printed article in the online version of a daily press title.<br />
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Obviously press is in decline and online is the future, but we would appear to not quite be there yet. I would be very interested in if this matches with your experiences?Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-42189020782087105302013-05-03T12:42:00.001+01:002013-05-03T12:42:56.949+01:00The iPhone in the media - a chartist approach<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjr78TSuB0XGBMixoMF4ZeId1mdpv4mWPbT5YQ5V-mP6wOVdmn0WenO-7mi6aFxy-3D7t7EAjDONGJZkTJ4ov6OUKJ8CgIS-PCOQjcqNbllklan3BJeeQzTFmbwSfO0MzHZRMMZ9Q/s1600/RottenApple.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjr78TSuB0XGBMixoMF4ZeId1mdpv4mWPbT5YQ5V-mP6wOVdmn0WenO-7mi6aFxy-3D7t7EAjDONGJZkTJ4ov6OUKJ8CgIS-PCOQjcqNbllklan3BJeeQzTFmbwSfO0MzHZRMMZ9Q/s1600/RottenApple.gif" /></a></div>
Apples stock price has fallen some 40% in the last six months and its fair to say the iPhone 5 experiences have been mixed. So is the media still fixated with what in the past was called the 'god device'?<br />
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This charts sets out the relative use of the term 'iPhone' for the 3 main markets. There is an unmistakable drop in use over the last 2 years or so.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVGBfSpeq3-lKyvRkoFIMyvFndc-LBzTVezGWCQOfUDnNR4lz4sZ_iuVqTJ0DMD-KrpEdtlclcGVfOHJS57NilgBrq6o_BAY456WaRx3rE553E72zJHD2p1Uyak10wsOH39JKteg/s1600/References+to+%E2%80%98iPhone%E2%80%99+in+the+Media.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVGBfSpeq3-lKyvRkoFIMyvFndc-LBzTVezGWCQOfUDnNR4lz4sZ_iuVqTJ0DMD-KrpEdtlclcGVfOHJS57NilgBrq6o_BAY456WaRx3rE553E72zJHD2p1Uyak10wsOH39JKteg/s320/References+to+%E2%80%98iPhone%E2%80%99+in+the+Media.gif" width="320" /></a></div>
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Who is the ascendancy? This next chart takes the world-wide media use of the terms Apple iPhone and Samsung Galaxy.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwZsKvCDfkepkhfBYH8FotQkDlcSJ0d3VWSxIwq611Wj8PA-uKVUdHfXuADZIARuZzdYMoU1RToUvgrxVy4S4T5S9GJEsK-dlCjbwPf4n5W_MZk8Ct73gokcc5if8NdtAWcs42uA/s1600/References+to+%E2%80%98iPhone%E2%80%99+in+the+Media2.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwZsKvCDfkepkhfBYH8FotQkDlcSJ0d3VWSxIwq611Wj8PA-uKVUdHfXuADZIARuZzdYMoU1RToUvgrxVy4S4T5S9GJEsK-dlCjbwPf4n5W_MZk8Ct73gokcc5if8NdtAWcs42uA/s320/References+to+%E2%80%98iPhone%E2%80%99+in+the+Media2.gif" width="320" /></a></div>
The Samsung Galaxy, like many other devices use the Android operating system. Interestingly this is referred to far more than any handset.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglbDdmvpm5j6OdhW01Y_1y85rSEzBPcKjQQSLz4E9jAIjaUT-nxmrtugEUcrqsh6BMcB9aQZAmjoeD9oOwuRP6wypqprLnHdgTMukDGeN7gcKliy2YDX7Bgc_qf4cyIUtCpMfkBw/s1600/References+to+%E2%80%98iPhone%E2%80%99+in+the+Media3.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEglbDdmvpm5j6OdhW01Y_1y85rSEzBPcKjQQSLz4E9jAIjaUT-nxmrtugEUcrqsh6BMcB9aQZAmjoeD9oOwuRP6wypqprLnHdgTMukDGeN7gcKliy2YDX7Bgc_qf4cyIUtCpMfkBw/s320/References+to+%E2%80%98iPhone%E2%80%99+in+the+Media3.gif" width="320" /></a></div>
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Staying with the Apple iPhone comparison theme, where is its standing compared to the newest device to hit the market, the Google Glass?<br />
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The iPhone is very strong brand and largely made Apple into (depending on how you measure it) the worlds largest company. The tide is undoubtedly turning; the media are talking, but about other things and Apple will have to try hard to regain the media momentum lost over the last 18 months.<br />
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*Data Source: Factive, Inc<br />
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Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-83435056569726787632013-04-10T15:42:00.001+01:002013-04-10T15:49:53.989+01:00New Facebook page for Media Evaluation Research<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCtHvKinlrWTydTKU9tg75uziHGkTOWsa2llvsB5qcfCpM-PRkxZDun5d-hGtqPsVPB0nNGW5i9sw2xMEzfQfFGFECrdEiNyNUzHcxr1EFqmFaR6ALdOZ4-1izoLoqcfOYsYJ7Mg/s1600/FB_Page.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="102" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCtHvKinlrWTydTKU9tg75uziHGkTOWsa2llvsB5qcfCpM-PRkxZDun5d-hGtqPsVPB0nNGW5i9sw2xMEzfQfFGFECrdEiNyNUzHcxr1EFqmFaR6ALdOZ4-1izoLoqcfOYsYJ7Mg/s320/FB_Page.gif" width="320" /></a></div>
I just created a <a href="https://www.facebook.com/MediaEvaluationResearch">Facebook page for Media Evaluation Research</a> which was a mixture of easy & difficult. Pictures required a bit of re-gigging and I have been trying to get a blog button link beside the number of Likes (currently 1...!). Not figured that yet and this is an issue when you try search Google for tips. So often do they seem to tinker with the structure of Facebook that any walk-through's are problematic to say the least when it related to an old version. Just take Badges...where are they? Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-70101279204039503922013-04-10T11:45:00.002+01:002013-04-10T11:45:10.450+01:00PR Standards - Social Media Measurement & Monitoring Conference London 2013<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgidyiHk6VKzDtKnJo1Za5t2DCh28Hzyox91JZhGBkRdH6bhJwib4N4R5cOK6WGUClq933x7drGGFRzAVuNFQrT38cLvntwaHZ7x35Fjs1jW65so5s22G3G3vg6Yg8E7FuvYruHFA/s1600/Standards.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgidyiHk6VKzDtKnJo1Za5t2DCh28Hzyox91JZhGBkRdH6bhJwib4N4R5cOK6WGUClq933x7drGGFRzAVuNFQrT38cLvntwaHZ7x35Fjs1jW65so5s22G3G3vg6Yg8E7FuvYruHFA/s1600/Standards.jpg" /></a></div>
This <a href="http://oursocialtimes.com/socialmediameasurement/">event</a> has been going for a few years now and I last attended it 2 years ago. This year many of the same faces were there, taking sessions and filling the audience. I wanted to see how things had moved on in the past years. I know there has been a lot of behind the scenes work on PR measurement standards and new to me was hearing from Katie Paine talk about the latest stage in the standards discussion - the conclaves to gather detailed opinion and gain (final?)consensus.<br />
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While PR measurement standards may not be the most sexy of subjects it is widely acknowledged as key to the development of PR and in particular how it addresses the issue of success in the digital age. I asked Katie about the need to police standards and she indicated it was a pertinent next step following consensus on standards being reached.<br />
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I would like to see a combination of carrot and stick. On the one hand a clear reference to the success queues, the gold-standard methodology; and on the other hand possibly a mechanism to name and shame!<br />
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I have mixed feeling on the need to audit research companies, for them to have their processes scrutinised. Very capable smaller media researchers might be dissuaded by the bureaucracy and cost. The industry needs to think very carefully about anything which looks like a hurdle to entry into the market. Get this wrong and providers 'passing' the test could start looking like a cartel, repelling new entrants, new ideas and no doubt putting up the costs for their work.<br />
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I strongly believe it is feasible to introduce PR standards and uphold those effective<br />
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providers of measurement services. In summary, I should explain where I would like the market to get to. My hope is that those looking for research suppliers will be able to easily invite proposals from conforming providers; knowing clearly what methodology will be used, and very importantly eliminating any suspicion of smoke and mirrors around their processes. <br />
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As a postscript, if you are interested in knowing more about the current measurement standards debate look at <a href="http://smmstandards.org/">http://smmstandards.org/</a>Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0tag:blogger.com,1999:blog-28087510.post-16813858789366654702012-12-19T15:27:00.000+00:002012-12-19T16:52:14.986+00:00Tax loyalties<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnrxWnl0VeQObHYXOpZ0gCWKflTbj67wZDd2JjhQEHu56Q5mYs6btSzAmzhXNz46yvrFFwjhxlSapp0bbVJtQ1OuOu9ot-GMbYtj21NXXZOeM8F_D-tqC3YNLwW2du84XBsXP_UA/s1600/Starbucks.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="170" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgnrxWnl0VeQObHYXOpZ0gCWKflTbj67wZDd2JjhQEHu56Q5mYs6btSzAmzhXNz46yvrFFwjhxlSapp0bbVJtQ1OuOu9ot-GMbYtj21NXXZOeM8F_D-tqC3YNLwW2du84XBsXP_UA/s320/Starbucks.gif" width="320" /></a></div>
<span style="font-size: x-small;">Image credit: <a href="http://www.brandwatch.com/">Brandwatch</a></span><br />
Like many UK consumer I have been dissuaded from purchasing goods, refreshments and services from the multi-national organisations implicated in the parliamentary investigation into corporate tax avoidance. As a small business operator I don't understand how there is such a chasm between the rules governing a small coffee or book shop from their bigger rival.<br />
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I have watched with interest and growing incredulity as organisations like Starbucks try to reinstate their social credentials through their voluntary tax donation and (the massive car crash that is) the <span style="background-color: #eeeeee; color: #333333; font-family: tahoma, verdana, sans-serif; font-size: 12px; line-height: 18.233333587646484px;"> </span><a href="https://twitter.com/search?q=%23spreadthecheer" style="background-color: #eeeeee; color: #226699; font-family: tahoma, verdana, sans-serif; font-size: 12px; font-weight: bold; line-height: 18.233333587646484px; text-decoration: initial;">#spreadthecheer</a> sponsored Twitter hashtag. Google take a different tack and suggest its just entrepreneurial; seeming to run counter to their corporate motto 'don't be evil'.<br />
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I am no crisis communications specialist, but the organisation caught up in this I am sure can relatively neatly side-step much of the negativity surrounding this issue. After all, if they were each football teams and were criticised for the rules they play under, that would seem unfair. However, if they do decide to take my approach they will need to be to be brave; as it does not come without risks. Some organisations may have (in part) taken this approach and, if so, I am sorry for my ignorance.<br />
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Possibly the multi-national organisations need to acknowledge that the days unceasing growth and consumer ignorance are over. If they get found out doing things they they shouldn't their reputation is toast...just ask the banks. The public does not like to be treated like ignoramuses and the public now have through social media the instruments to propagate their disquiet.<br />
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In short, they need to admit the game has changed and offer to work fully with the authorities both nationally and internationally to create a corporate tax structure fit for all types of organisation. They also need to improve their organisational transparency, particularly regarding their finances. Multi-national organisations would also do well to actively push the international tax regulatory authorities like the OECD to sort this out sooner than later, for as long as this goes no they are vulnerable.<br />
<br />Anonymoushttp://www.blogger.com/profile/02431099211909015904noreply@blogger.com0