October 2012: Issue 3
This week produced a plethora of interesting,
useful or fun articles after last week's paucity.
Highlighted this week are two featured topics with multiple articles. Focus on Social Media Metrics features an article by Brian Solis proposing a novel approach to measuring social media ROI, based on relationships that are started and nurtured in bars. The focus also includes a compilation of articles on measuring social media — a true treasure trove of articles and a checklist of tasks to be completed to achieve success in social media. Featured topic #2 focuses on the PR Client-Agency Relationship and how it can best be started and nurtured.
The "how to" section this week features the copywriting rules of David Ogilvy and the rules of a business lunch.
This week's issue also includes a set of light-hearted articles on social media addiction and British language and wit.
In all, it's a packed and fun issue.
Featured Article #1
Focus on Social Media Metrics
@Brian Solis / Marketing Wizdom / PR News / Trackur
If you're at all involved with creating, implementing or measuring social media programs, you've undoubtedly read dozens of articles on the subject. Read one more. Calculate the ROI of Social Media
has a unique perspective on measuring the results of corporate social media programs — by comparing them to bars where people meet socially and where number and type of "touch points" are the crucial determinants of whether or not a relationship will blossom. The analogies are intriguing and worth considering as you develop social media strategies and programs. Then, if you're looking for additional reading on measurement and analysis of social media, A Treasure Trove of Articles on Social Media Metrics from Marketing Wizdom
aggregates a well-selected group of articles, many of which we have featured here in Media Monitoring News
. Another recent and worthwhile article is 7 Tips for Effective Social Media Measurement
in PR News. Finally, Don't Get Burned: Your 20-Step Social Media Checklist
in Trackur offers a to-do list of tasks that need to be completed to chalk up a successful social media initiative.
Featured Article #2
PR Client-Agency Relationships: Four Viewpoints
Washington Business Journal / Bianchi Biz Blog / PR Moment / CommPro.biz
Intended for start-up businesses, but applicable for most any company, 10 Things to Ask…Before Hiring a PR Agency
provides a checklist of key questions to qualify an agency and determine the vital fit with your culture and needs. Once you've hire 'em, Bianchi Biz Blog highlights A Dozen Things to Expect from Your PR Agency
, focusing on touchy-feeling things most clients want from a service business like attention, pleasantness, good communications, budget conscientiousness, long-term thinking. You might like to add a few things like competence and expertise to produce results. Then, PR Moment looks at the same issue from the agency perspective in How Can Agencies Hold onto Clients Longer?
If the agency selection process includes an RFP, CommPro.biz offers 10 Secrets to Help Your Agency Win More RFPs
25 Questions to Ask Social Media Monitoring Providers
Social Media Today
Finding a social media monitoring service that meets your specific needs requires some research — and asking the right questions of each prospective provider. At CyberAlert, we welcome prospects who understand their media monitoring needs and ask tough questions. The 25 Questions to Ask Social Media Monitoring Providers
will give you a good start on how to get the information you need to make the best decision for your organization.
21 Ways to Do Better Blogger Outreach
Bloggers expect to be treated by PR folks as individuals with specific interests. 21 Ways to Do Better Blogger Outreach
includes key bullet points on how best to individualize PR pitches to bloggers.
Storytelling: Why Most Content Marketing Plans Fail
Notwithstanding the recent focus on "storytelling," marketing is more than telling stories. According to Storytelling: Why Most Content Marketing Plans Fail
, successful content marketing needs to build the customer's confidence and trust, demonstrate experience and competence, and create a response. It's one helluva story that can do all that. In the end, it's not all about storytelling. It's about telling the brand's story in a way that creates a sale.
Keeping Up with Social in 30 Minutes a Day
For corporate PR folks in larger companies (or their agencies), the amount of social data can be overwhelming (to say the least). At CyberAlert, some larger clients receive over 1,000 social media mentions per day in blogs, message boards & forums, video sharing sites such as YouTube, Twitter, Facebook and other social media platforms. Keeping Up with Social in 30 Minutes a Day
offers useful tools and tactics to get a deep read on social media while minimizing the time commitment. Thirty minutes may be optimistic for the bigger companies — but the approaches will be helpful for most everyone. One more suggestion: use an integrated dashboard to manage all social media. CyberAlert is one supplier to consider.
Nine Steps to Becoming a Twitter Chat Pro
Twitter chats are online discussion groups (multiperson chat) based on Twitter and adhering to the 140 character limitation. It can be a confusing process.Nine Steps to Becoming a Twitter Chat Pro
will lift you up the learning curve.
What is the Virtuous Marketing Cycle?
If you're wondering about how to integrate of all your PR and marketing programs, What is the Virtuous Marketing Cycle?
explains how it can all fit together into a synergistic whole in which each element supports and enhances the other communications elements.
Tips for a Successful Earnings Call
Insider Investor Relations
Earnings calls are fraught with possibilities of a catastrophic gaffe that spooks investors and wipes millions from the value of the company. Tips for a Successful Earnings Call
examines different approaches to help stage-manage the critical quarterly events, including the notion of prerecording the presentations.
Six Ways for Creating an Analytics-Driven Marketing Culture
Data and analytics have become vital for development of effective marketing and PR programs. But staff in both departments are largely driven by creativity, not data. How do companies add data obsession to creative cultures? Six Ways for Creating an Analytics-Driven Marketing Culture
recommends looking at marketing data as if they are the components of an investment portfolio,
using the results to rebalance programs. Choosing new hires with analytics in mind can also help change the culture as can simply asking for data to support marketing and PR recommendations.
How Top and Side Positions Affect CPC, Traffic Volume
Search Engine Watch
If you are buying pay-per-click advertising with Google or other search engine, you'll want to see the data in
How Top and Side Positions Affect CPC, Traffic Volume
. One startling data point: there is a massive 15 point difference in click through ratio between the top positions and side positions. Top positions drive significantly more volume at a higher CTR. Speculation: a large portion of the users don't differentiate between top position advertising and organic search results. Now here's an even more startling statistic: 53% of Organic Clicks Go to the First Link
according to new research from Compete.com as reported in Search Engine Watch. The study also reports that 85% of consumers click on the top ads vs. 13% on the sides.
10 Tips on Writing from David Ogilvy
Among the greatest advertising copywriters ever,
David Ogilvy had very definite notions about what constitutes good writing. Still hanging in the CyberAlert offices is an ad he wrote in 1971 entitled "How to Create Advertising that Sells
," a masterpiece of instructive copyrighting with absolutely no illustration. He believed that good writing was a developed skill — and required hard work. 10 Tips on Writing from David Ogilvy
encapsulates some of his most important rubrics on writing. My favorite: use short words, short sentences and short paragraphs. Here's his non-writing piece of advice: if you want action, don't write. Go and tell the guy what you want. (Presumably, "guy" is gender neutral.)
Seven Rules of the Successful Business Lunch
Like all courtships, the business lunch has its rules and manners (or mannerisms). Seven Rules of the Successful Business Lunch
(or breakfast, dinner or coffee - but no cocktails) neatly explains how to master the business courtship over food. Tip: Whoever requests the meeting picks up the tab.
The 10 Types of Social Media Addicts
Does anyone admit to being a social media addict? Does the American Psychiatric Association have a diagnostic category for an unhealthy relationship with social media? Is there a standard treatment plan? The 10 Types of Social Media Addicts
examines the different kinds of social media addiction in a light-hearted infographic.
Americans Are Barmy over Britishisms
New York Times
Just for a fun read — and an example of entertaining writing — take a look at
Americans Are Barmy over Britishisms
on how British colloquialisms are permeating American writing and conversation. The article calls it "annoying". We rather like it, though the headline writer could have chosen a better-known British expression than "barmy." Brilliant! Cheers!
Hilarious Prank Makes London's Commute More Fun
Humor from Britain: Hilarious Prank Makes London's Commute More Fun
assembles a gallery of the fake signs being plastered in the London Underground (Tube). The witty signs are a commentary on various underground manners. It's unknown if it is a PR prank or if the signs are the work of one person or organization. Prediction: with America's predilection for everything British from language to Broadway musicals, it won't be long before the signs appear in New York's subway.
PR Meetings, Seminars, White Papers
— Maximising Social PR
, sponsored by PR Week, will be held October 17 in London. The cost to attend is £449 + VAT.
— DMA 2012
, sponsored by Direct Marketing Association, will be held October 13-18 in Las Vegas, NV. The cost to attend is $1,899 if registered before June 29.
— WOMMA Summit 2012
, will be held November 12-14 in Las Vegas, NV. The cost to attend is $1,395 for WOMMA members and $1,695 for non-members.
— Power to the People
, sponsored by PR Week, will be held November 14 in New York, NY. The cost to attend is $845.
— PR Measurement Summit
, sponsored by Ragan Communications, will be held March 19-20 in Washington, DC. The cost to attend is $495 for members and $645 for non-members.
PR & Marketing Job Openings
The listing for this issue includes PR job openings and marketing positions — with detailed job descriptions for each. Readers are invited to submit job postings to firstname.lastname@example.org
Best of Previous Issues
Determining Your Media Monitoring Needs
Print News Monitoring Vs. Online News Monitoring
Broadcast Monitoring for TV & Radio News
Selecting a Social Media Monitoring Service
F.r.e.e & Low-Cost News Release Distribution Services
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ONLINE SOCIAL MEDIA MONITORING
|BlogSquirrel - blog monitoring service monitors 7+ million new postings each day in 75+ million blogs worldwide.
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