Posts Tagged ‘ipr’

When leaders sell their profession short

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.

Eight simple steps to powerful measurement tools

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.

“Measurement is hard!” is what Flickr user Tom Schenkenberg titled this photo of his daughter. But it doesn’t have to be, as Jeffrey’s paper shows. Start with… baby steps.

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.

  1. Identify goals 
  2. Research and prioritize your stakeholders for each goal
  3. Set objectives
  4. Set key performance indicators
  5. Choose your tools and benchmark
  6. Analyze your results and compare them to your costs
  7. Present to your management
  8. 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.