Archive for the ‘measurement’ Category
I was shocked today to get pointed to a post on the Hootsuite blog by friend Kami Huyse. The post “What is the most sought-after selfie?” looked at recent famous selfies. What galled me was this paragraph:
2014 was the year of the first billion-dollar selfie. During the 2014 Oscars, Ellen DeGeneres snapped a group selfie, rumored to be sponsored by Samsung, with the likes of Brad Pitt, Angelina Jolie, Bradley Cooper, Julia Roberts and Meryl Streep. She then uploaded the photo to her Twitter account and ended up getting millions of retweets from people around the globe. Maurice Levy, CEO of advertising firm Publicis, said that the Oscar selfie was worth between $800 million to $1 billion to its client Samsung.
I immediately shared some inappropriate words, then I left a comment on the post. But apparently I still have more to say.
Lévy is the CEO of a gigantic conglomerate of agencies lumped together as Publicis Groupe, and he was doing a talk at the MIPTV summit in April, just after the Academy Awards. Here’s the crucial quote:
The quote: “The earned media — all the buzz which had been done around the Oscars — represents roughly a value between $800 million and a billion US dollars, because it has been mentioned all around the world, and the Samsung phone has been either mentioned or seen.”
M. Lévy has, no doubt, achieved great things. His group of companies generated $2.3 billion in revenue (US dollars) in the first quarter of 2014. Compared to me, he’s a top predator, and I’m an amoeba. So I am shocked to see a man of his stature, in his position, use a metric that has been so thoroughly discredited — Advertising Value Equivalency, or AVE.
AVEs have been around for a long time. And despite the efforts of many professional groups and individuals, they remain. Why are they problematic? I can’t state the reasons much better than this 2003 paper from the Institute for Pubic Relations. I’ll turn the paper’s objections into bullet points for brevity:
- There’s no factual basis for assuming that an “editorial” mention is equivalent to an advertisement
- The credibility of media varies from one topic and one outlet to the other. So using one “multiplier” is impossible
- AVEs only measure what APPEARS, while PR folk often work to minimize coverage or not see something appear at all. This is not measurable by AVE
- Advertisements depend on repetitive mentions to build awareness. “Earned media” cannot do the same
- Not everything is relatable to advertising. If there are no ads on the front page of a magazine, what’s the value of a cover mention?
- If a story tangentially mentions a brand or an organization, does the equivalency relate to the entire story or the portion of the story mentioning the specific brand?
In 2010, a coalition of leading communication organizations agreed upon what came to be known as the “Barcelona Principles.” Principle number five of the seven principles states: “AVEs are not the value of public relations.” Yet, according to PR News earlier this spring, the principles are not being adopted as quickly as might have been expected. Or hoped. And when you have people in the position of Maurice Lévy using these discredited and disavowed numbers, while it remains disappointing, it becomes less surprising.
The lesson for us here? I could simply and flippantly say “Don’t follow leaders.” But there’s a slightly deeper lesson here. Even if you’re working with a “top agency”, even if you’re hiring “the best” — you owe it to yourself and your business to be ready to call BS on what they tell you. Don’t simply assume they know best, that their advice should be taken. If you can’t understand the strategy, or the method of evaluation; if you can’t relate the tactics to your business goals: speak up. Ask for better.
And if you’re a communicator — find a way to help push our industry out of the bad habits that we’ve developed. We can do better. And we know how.
Yesterday was an anniversary. Eleven years ago, I started this blog. I was working media relations for a university then; both my parents were alive; I had a regular column for a CBC Radio show (in fact, a lot of the early content of the blog was made up of scripts for my CBC column), and I thought there was something to this social media thing, but I wasn’t quite sure what it was. Who knew I’d still be doing this a decade later?
Not that I planned any of this out at all, but my blogiversary coincided with a visit to Ottawa by Gini Dietrich, the CEO of Arment Dietrich and the author of the brand-new book Spin Sucks (also the name of the agency blog). I’m working my way through the book and plan on giving it a fuller review soon. But her appearance at Third Tuesday Ottawa was a convenient marker.
I have a lot of respect for Gini, the business she’s built, and how she’s done it. I also like her a lot. She’s fun and funny to be around, and she falls in that category of people that I take great pleasure in teasing (not growing up with sisters leaves a void in your life you have to fill somehow). And it was unsurprising to me that her presentation to TTO was typical of her: incisive, opinionated, entertaining, and well-reasoned.
Gini summed up one of her central arguments about the suckitude of spin as “It’s a marathon, not a sprint,” referring to the need for PR practitioners and clients to adopt a long-term mentality toward social media and toward brand identity. For example, don’t use black-hat SEO techniques for an immediate boost in search engine results (sprint); build your site and act in a manner so as to build those results over a longer term (marathon). She’s been developing this metaphor for some time.
I like the metaphor (and forgive her for using a running metaphor despite her being a far superior athlete – a cyclist – than just some runner). But here’s the challenge of being a marathoner in this business is trying to convince people to stop running so fast.
The social media tools and the availability of real-time results is a potent drug, and it’s easy to become addicted to instant feedback, instant action, instant reaction. So the challenge for me when I’m working with a client is to simultaneously tell them to be active on social media, to be monitoring feeds and the like, but at the same time to not assume or expect that your video will go viral, that your blog will rocket to the top of the charts, etc. That’s especially true if you have other people in the consulting world who are promising those easy instant results.
In my experience, one of the best things I can do with a client is get them into using an editorial calendar for their social media efforts. Turning the page from month to month – physical or virtual – makes people think longer term. What powerful tools or arguments have you discovered to help your clients or your colleagues get the tricky balance between FASTER and SLOWER! I’d like to hear ‘em.
I was pleasantly surprised to discover that — as if by magic — just a few days after writing “It’s hard to be social when you’re not social” about the Canadian federal government’s difficulty grappling with social media, Digital Canada 150, the long, longgggg-awaited digital strategy of the Government of Canada was released on Friday afternoon, April 4.
This is a digital strategy that’s been promised and not delivered by five Industry Ministers since 2006, when the current government was first elected. So if the rest of this post is critical, I have to give the current minister James Moore some kudos for at least publishing something.
The first thing that gave me the willies? A Friday afternoon release. Even though it seems everyone’s wise to the tactic, I still get worried that a Friday afternoon release of anything means there’s a desire to bury it.
The second thing that gave me the willies? The flash animation for the launch, leading to the … flipbook and downloadable PDF, which treat the reader to full-page vanity messages from Industry Minister James Moore and Prime Minister Stephen Harper.
And then we get to the meat of it. There are five pillars to the strategy: Connecting Canadians, Protecting Canadians, Economic Opportunities, Digital Government, and Canadian Content.
Each section has a number of policy directions, followed by a list of things the government has done, will do, and a success story.
A year-and-a-bit ago, Maclean’s magazine writer Peter Nowak wrote this “New Year’s resolution” for a digital strategy. In it, he argued for things like:
- Create a Technology Minister.
- As Nowak put it, “Incubators, incubators, incubators.”
- And a combination of increased broadband service and subsidies and training for those who aren’t currently online.
Veteran Internet observer Michael Geist calls the document “the digital strategy without a strategy“, and points out that of the $5.72 billion the government just raised from a wireless-spectrum auction, the plan identifies far less than that in investment. And IT World Canada’s Howard Solomon quotes Geist and others with some fairly substantive criticism. Openmedia calls it a rehash of previous announcements.
Byron Holland, the president of CIRA, Canada’s .ca registry, wrote in a blog post “The digital economy, and Canada’s digital future, is too important to be left to a series of activities that may or may not relate to one another. We have seen time and time again what happens when leaders get too focussed on day-to-day activities instead of focussing on a strategic direction.”
CIRA’s 2010 submission to one of the consultations that led to this strategy suggested, among other things, that “it is useful for the Government of Canada to benchmark Canada’s performance in the digital economy against other countries and in particular against major trading partners. With this in mind, it might be useful to create an ongoing compendium of publicly available data with an annual assessment of where Canada stands, available on-line.” Sadly, there’s nothing in the strategy about that, and if there were, we might well be quite disappointed with the results.
My particular hobbyhorse last week, and on an ongoing basis, is the federal government’s use of social media in its operations. The Digital Government section offers not the slightest hint that government departments or agencies will see their ability to actually DO social media increase between now and 2017 (the 150th anniversary of Confederation, our country’s founding). The section focuses almost entirely on open data — a useful tool, and not one I’d argue against. But if you were hoping that this document might encourage departmental blogs, or Youtube videos with comments enabled, or Twitter feeds that actually conducted conversations with followers, you are wearing a black armband today.
Our federal government has at its fingertips great levers of power and money. So far, it has not chosen to use those levers to re-engineer government to catch up with what we’re doing in our daily lives, right now. Rather, it’s simply going to pick around the edges of things, drop a little money from time to time, and unfortunately, let its citizens — and its international counterparts — leave it in the dust.
Because I’ve spent a lot of time over the last few years teaching at Algonquin College and at Eliquo Training and Development, and because I’ve done a fair amount of speaking on social media and communications topics, I’ve found myself doing lots of “social media 101″ talks. And I’ve written dozens of posts here under the “how-to” or “SMB101″ categories, which are posts particularly useful for people trying to get started in social media.
Do I find that repetitious or tiring? I suppose that would be possible. But as I’ve been doing this, I’ve become more and more convinced that even though “going deep” is appealing, business as a whole is still at the beginning stages of exploiting social media.
Given that social media has been a “thing” for a number of years, the following stats may surprise you:
- Two-thirds of businesses in one survey said they weren’t doing any social media monitoring for business purposes.
- Nearly half of people with smartphones look up information on a product they’re considering buying right there in the store. And more than 40% people will not return to a website with a crappy mobile experience.
- Four out of 10 businesses either seldom or never monitor online reviews about their business. And yet… sentiments expressed about a product online have been shown to reduce customers’ willingness to pay.
- Three-quarters of small business have fewer than two people dedicated to social media.
- Six out of 10 small businesses spend $100 or less on social media.
These stats, and the feedback I get from students, tell me that while those of us who think about social media all the time are busy talking about some of the minutiae, trying to figure out the latest changes to the Facebook algorithm, and pushing the discipline forward, a large portion of the people who are actually working with customers are still trying madly to figure out if and how to do a blog, start a Facebook page, or get on Twitter. And another large group of businesses have started using some or all of those tools, but are floundering.
While it’s a joy to be on the cutting edge, it’s important to realize there are a lot of people out there running businesses who are just struggling to get by. It’s easy to say “Well, they just need to buckle down and get going,” but it’s nowhere near that easy to DO. Let’s not leave them behind.
Earlier this month I wrote about taking public stands as a business. One of the elements of that post was that you want to be listening to the conversations taking place around the issue, and around your business. Ideally, you should be doing that on an ongoing basis.
I also wrote about developing a “listening strategy.” Maybe you took those posts to heart. But, you say, you don’t regularly monitor social media? Too difficult? Too expensive? Pshaw.
Yes, you can spend money on a commercial social media monitoring service. There are lots out there. But maybe you don’t have the budget for that. Well, In a few steps, you can have a listening post set up that might not be as exhaustive as some giant corporate operation, but is certainly going to be better than ignoring conversations.
Step one: Get your Google on.
There’s more to Google than just searching for that store that sells those gadgets you need. You can use tools like Google News, Google Blogsearch, in tandem with RSS feeds and/or Google alerts to know exactly what is happening in your industry, when someone writes about your competition, or when a blog covers a topic of interest to you or your business. Don’t forget about Youtube searches as well.
Step two: Say yes to RSS.
The geekosphere mourned the loss of Google Reader when it was shut down on July 1, 2013. But there are alternatives, like Feedly. What are these things? Here’s my simple description. Websites, Google searches, and all sorts of web-based tools all generate something called an RSS feed. That feed gets updated every time the site is updated. Feedly, and other RSS readers, grabs all the feeds you want and creates a newsstand on your screen. You can skim through hundreds of websites in a couple of minutes, keep the articles you think are worth keeping and forget about the rest. To try to visit an equivalent number of sites would take HOURS. This is a huge timesaver.
Step three: Make it a nest-y habit.
Make checking this part of your daily routine. My recommendation: First thing in the morning, when you turn on your computer or tablet, you check your e-mail, right? Then you do the same thing with your RSS Reader. You then flag anything that’s of importance and act on it — give it to an employee, respond, make phone calls, put it in your follow-up file — whatever works.
If you do this? You’ll be further ahead than the majority of businesses, as you’ll see by this late-2012 study that found that TWO THIRDS of companies aren’t monitoring social media for business purposes.
Got a question about setting up your listening post? Leave a comment. Like this kind of post? Click on the “SMB101″ or “Tips” tags just below! Need a little help or support setting things up? No problem – contact me.
(photo: Creative Commons licenced by Flickr user Elliott Phillips.)
If you’re here regularly, you’ll know I love me some measurement. So when I saw a recommendation to read a paper from Katie Paine, I was pretty much immediately going to the site to download it.
“Social Media Measurement: A Step-by -Step Approach” by Angela Jeffrey, a Texas-based communications consultant with Measurement Match, is exactly what the title implies — a no-BS guide to doing solid measurement of social media initiatives for organizations, published by the excellent Institute for Public Relations. When I saw a thanks to Kami Huyse, a communicator who I like and respect a great deal, that made me even more positively disposed to the paper.
And the content does not disappoint.
She starts with the depressing information that measurement is NOT being embedded in organization’s social media campaigns and points to three different surveys with disturbing numbers. Perhaps the worst? An eConsultancy survey that reported only 22% of communicators had a strategy that linked data and analysis to business objectives.
So perhaps you’re in the three-quarters of that sample. Drop the shame, and read the rest of the paper. In under 20 pages (before the appendices), she lays out an eight-step process for a solid — and achievable — social media evaluation process.
Here’s my paraphrase of her steps. And if any of this is shocking, you need to really brush up.
- Identify goals
- Research and prioritize your stakeholders for each goal
- Set objectives
- Set key performance indicators
- Choose your tools and benchmark
- Analyze your results and compare them to your costs
- Present to your management
- Lather, rinse, repeat.
If you’re holding back, or you haven’t done a measurement component to your social media activities, read this paper and then tell me why you can’t.
Hell, you don’t even have to pay for her paper. So .. get to it. And if you want some more support, feel free to contact me for a consultation, or to take the next social media measurement course I’m teaching later this month.
One of the classic quotes from the world of business is attributed to John Wanamaker:
Half the money I spend on advertising is wasted; the trouble is I don’t know which half.
I’m guessing this is a familiar refrain for many business owners. It’s easy to spend money on advertising, whether it’s in the community paper, the local daily, radio, or online. Wouldn’t it be nice to have a gauge that you could use to measure the effectiveness of that advertising?
But before I give you a few tips, a couple of theoretical points to address. First, it can take multiple exposures to a message before people will act on it — or even notice it. This is called, in the business, “effective frequency.” So don’t think that you can simply run an ad, and based on that one exposure, people will flock to your business.
Second, advertising plays a different role for businesses at different stages of their lives. Al Ries, a renowned brand strategist, characterizes it this way: “PR creates brands; advertising defends brands.” So if you’re a new business, you might be focusing your efforts more on the PR side. If you’re an established, mature business, advertising may be taking a more prominent role.
So once you have a strategy in place and understand the role advertising plays in it… how can you tell if you’re wasting your money? There are some simple things you can do:
- Track online. QR (Quick Response) codes are those square barcodes you see on ads, posters, and the like. If you use QR codes in your advertising, you can track how many times those codes are scanned. Even if you don’t use the QR codes, utilities like bit.ly offer similar abilities to track clicks (By the way, bit.ly will generate QR codes that you can use too). And plan out what your call to action will be. Don’t just send people to your website — create a specific page to point them to. Then you will know by traffic if your message is getting through.
- A/B testing is your friend. This may sound a bit intimidating. But the concept is simple. Don’t just run one ad. Run two, with a variation in imagery, copy, and the like. Then use the tracking tools mentioned in tip 1 to look at which one is performing better. The easiest place to do this is online, using platforms like Facebook Adverts or Google Adwords, but you can do similar things with other forms of media, like print or direct mail. And it’s particularly important to do this when using Facebook ads, which according to online marketing smart guy Brian Carter, “burn out” far more quickly than other forms of advertising.
- USE YOUR KNOWLEDGE. All of this stuff is only cool if you use it. Tracking the impact of your ads, measuring A/B results — you need to dedicate the time necessary to understand what the numbers are telling you.
From Google Analytics to SocialMention to Bitly to Facebook Page Insights and onward, there are a host of great tools out there that let you do everything from finetune your online ad copy and images to make the search engine bots happy and welcome on your page to understand who’s coming to your site and how they get there.
Of course, the next step in understanding how people are coming to your site is to start thinking about whether you can fine-tune the content you’re producing — whether that’s blog posts, videos, images, infographics, or whatever — to attract more of the people you want and increase the spreadability of your stuff.
However… don’t get so focused on the mechanics of what you’re doing that you forget the humanity.
Some people hire search engine optimization (SEO) consultants or SEO companies that do some questionable things. Some companies hide links back to their own companies in the websites they work on, they use link farms, they will fill a sub-page on a website with links back to the home page… all of these things are bad.
But sometimes the temptation to use what we can learn from the Google Keyword Tool, Compete, Google Insights, and the like can overpower the basic truth. What is that basic truth? Brace yourself. It’s going to ROCK YOUR WORLD:
If you do the basic stuff (metatags, add title text, use categories and tags on blog posts, put alt text on images) right, if you engage with the community you want to be part of, if you are generous in sharing links, praising, discussing, and advancing discussions, and you write or produce great content… that’s easily as important as feverishly reading every SEO book, blog, and white paper out there.
Keep it simple. Build a strong foundation, then do good work. Good things will happen.
(This is post number four in an ongoing series of posts aimed at providing practical advice for small businesspeople in the areas of public relations, communications and social media. If you ever need help with your small business… why not get in touch?)
The backlash is burbling against infographics. For the last couple of years, these visual depictions of information have become more and more frequently used on the web. Seems you can hardly find a news release, a website, blog, tumblr, or whatever without seeing piles of infographics.
And that’s perhaps where the backlash begins. Katie Paine has identified bad infographics as her “Measurement Menace of the Month”, calling them “the Kardashians of measurement.” My friend Doug Haslam has created a Pinterest board called “Infographic Crimes Against Humanity” (and, to his chagrin, seen people re-pin the “crimes” as great infographics).
I think what’s happening here is a cycle of usage that I’ve seen happen a number of times in my time as a computer user / online denizen.
The cycle goes like this:
- A tool or communications medium is introduced. It’s expensive and/or difficult to do. (Think traditional page layout in the 1990s, early illustration programs, making presentations using transparencies or actual slides, word processing in the 70s, hardcoding HTML…or creating infographics)
Implication: only specialists create using the tool.
- Innovation and technology make the tool less expensive and easier to use.
Implication: a small group of people start “playing” with the tool.
- Some early adopters use the tool with great success, touting the “HEY! I DID IT ALL BY MYSELF!”
Implication: people think “If that shmuck can _____, I can!”
- Everybody jumps on the tool.
Implication: some truly heinous things are created.
When it comes to infographics, the current darling, it would be useful to remember that there’s a reason great infographics are great — it’s because skill and thought are put into their creation. Tools like Visual.ly don’t do the hard work of thinking through the information, any more than Pagemaker or Printmaster actually DID the design work, or Geocities or FrontPage created beautiful graphics.
I’m not against infographics. I love them. As long as they’re good. If they aren’t? Don’t use ‘em. If you can’t make good ones — either learn how, or pay someone who can. BREAK THE CYCLE!
I disagree with the Government of Canada on many things. So many I couldn’t begin to list them here.
So it’s with some surprise that I find myself… defending at least one of their actions.
A flurry of attention got given in my FB and other circles to this story recently:
“OTTAWA (NEWS1130) – The Harper government has been monitoring political messages online, and even correcting what it considers misinformation. One local expert says the government is taking things too far.
Under the pilot program the Harper government paid a media company $75,000 to monitor and respond to online postings about the east coast seal hunt.
UBC Computer Science professor and President of the BC Freedom of Information and Privacy Association, Richard Rosenberg, says it seems unnecessary for the government to be going this far. “The government has a lot of power, that it feels the need to monitor public bulletin boards, or places where people express views and then to respond to that, seems to me going beyond a reasonable action the government should be taking.”
Rosenberg says knowing that the government is monitoring certain topics online could result in people being more careful with their identities when they’re posting about political issues on the internet.
He says it’s the first time he’s heard of this happening in Canada.”
There are 20 pages of comments on the story. Most are along the lines of this:
|Democracy dying a quicker death in Canada!
I guess the right to free speech, freedom of the press, the right to strike, belong to a union, belong to a professional group, a society, freedom to associate and every other right or freedom we have under our Constitution or the Charter of rights and freedoms will slowly be eroded by this government! Two generations of mine fought in two world wars to defeat tyrants and dictators, their legacy for us does not leave room for the same politics happening here. I work with people from all around the world and many have asked how Canadians can allow this to happen in our country. Some left their homelands to escape dictatorships and tyrrany but see it happening here. Something is dreadfully wrong here. This is no longer the Canada I grew up in, these are not the politicians my parents and grandparents would have supported.
It would be REALLY easy for me to write a post critical of the federal government’s actions. I’m not much of a fan of our current government. Except… isn’t this exactly what we tell organizations to DO?
One quick example: Radian6 has a book out called Nine Rules of Social Media. Chapter two is the rules of listening:
- Refine, refine, refine.
- Process what you hear.
- Don’t ever stop listening.
Later, they talk about “the rules of engagement”:
- You don’t have to talk directly to people to be engaged.
- Social media engagement policies and guidelines are a must.
- Be kind, be social, and be consistent.
I don’t think anyone involved with social media would find much to argue with with those rules, in principle.
Another example is the now ubiquitous US Air Force Blog Assessment Chart, made popular by Jeremiah Owyang.
And if I was being asked for advice from a client on a controversial file, I would think the fairly standard fare would include:
“Listen where people are talking about you. If you see plainly wrong information, consider whether and how to correct it. And engage in the conversation if you feel it will further your case.”
So if we social media folk tell our clients to listen all the time and engage when appropriate, why would we not want our government to do the same?
And if we want a responsive, attentive government, are they not supposed to know what people are saying in public forums and on public websites?
Whether or not we are in support of a government or a political party, surely we must be able to agree that it’s in our — and their — best interest to listen to and understand what discussions are being had in the online public square, and to understand what this means to the government’s policies and programs.
Where the government seems to me to be falling down is in explaining what it did and why. After a week (admittedly a week including a long weekend and a very difficult period of preparing to lay off thousands of employees) I received an e-mailed response from the Department of Foreign Affairs and International Trade’s media office.
Here’s what I asked:
I’m a communications blogger interested in learning more about the program of monitoring and engagement DFAIT coordinated concerning the seal hunt. (see this story:
national/article/58287–or http://www.ctv.ca/CTVNews/ harper-government-monitoring- online-chats-about-politics Canada/20091222/seal_) monitoring_091222/
I would appreciate the opportunity to learn what tools were used, what criteria were used to gauge success or failure of the initiative, and whether it was judged successful or not. I would also appreciate seeing some examples of how and when the government engaged in discussions to correct misinformation.
Here’s what they told me:
This pilot provided a tremendous opportunity for the Government of Canada to test new media monitoring and communication tools as a way to be better informed about what Canadians are saying about important public policy issues.
There were two objectives to this pilot: to correct misinformation about Canada’s seal harvest, and to train Government of Canada employees to detect and correct misinformation about this industry. Both objectives were met.
Topics for monitoring and correction covered the two main myths regarding the seal harvest: the myth that the harvest is inhumane, and that it is unsustainable.
Not much detail there. So I guess if there’s a lesson to be had, it’s that doing good work (at least one can assume it was good work) deserves a good story to be told.