Institute for PR Measurement Summit presentation, "Integrated Measurement & Measurement Integration" by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick, October 14, 2009
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Tim Marklein
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Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedischguestac13bb
Dow Jones Expert Series for Public Relations & Corporate Communications Hong Kong, 28 January 2010
Monitor, Analyze, Discover, Engage
Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global.
Gain a better understanding of how your campaigns are performing and how you can adjust for greater success
Discover opportunities and risks
Engage your stakeholders on message, in conversations and with understanding Real time is the new prime time
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
Linking PR to Sales (South Carolina Governor's Conference on Tourism & Travel)Tim Marklein
Presentation on "Communications Measurement: Linking PR to Sales"" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented February 21, 2011 at the South Carolina Governor's Conference on Tourism & Travel in Charleston, SC.
Social Or Not - Its Media Relations, Dow Jones 2010, Lars Voedischguestac13bb
Dow Jones Expert Series for Public Relations & Corporate Communications Hong Kong, 28 January 2010
Monitor, Analyze, Discover, Engage
Listen more strategically to the news and buzz affecting your organization and your brand by having a 360 degree view of events and conversations wherever they are happening – in print, web or social media from local to regional to global.
Gain a better understanding of how your campaigns are performing and how you can adjust for greater success
Discover opportunities and risks
Engage your stakeholders on message, in conversations and with understanding Real time is the new prime time
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
Next Practices for Integrating Facebook Into Your PR / MarketingTim Marklein
Presentation on "5 Next Practices for Integrating Facebook" by Tim Marklein (@tmarklein), Technology & Analytics Practice Leader at WCG (@wcgworld). Presented at PR News Facebook Conference in San Francisco August 9, 2011. Covers key next practices for organizations embracing Facebook, so they can better leverage Facebook and other social channels as part of their marketing, public relations, customer service, recruiting, e-commerce and other business initiatives.
Social media has clearly moved beyond the experimentation stage. Big brands and little brands are diving into the pool. But are they ready for all the change in store? And are there larger forces at work?
In reality, social media is just the tip of a broader movement. Advocacy and "badvocacy" are dictating the future for marketers and communicators. Apple carts of tradition are being tossed in at least six key areas: marketing channels, engagement methods, legal and regulatory controls, measurement, budgeting and organizational structures. This session will share research, insights and lessons learned from work with hundreds of clients.
Speakers:
Tim Marklein - Weber Shandwick
Executive VP, Measurement & Strategy
Integrated Measurement: Linking PR to SalesTim Marklein
Presentation on "Integrated Measurement: Linking PR to Sales" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to PRSA Travel & Tourism Conference May 26, 2010 in Aspen, Colorado
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
Next Practices for Integrating Facebook Into Your PR / MarketingTim Marklein
Presentation on "5 Next Practices for Integrating Facebook" by Tim Marklein (@tmarklein), Technology & Analytics Practice Leader at WCG (@wcgworld). Presented at PR News Facebook Conference in San Francisco August 9, 2011. Covers key next practices for organizations embracing Facebook, so they can better leverage Facebook and other social channels as part of their marketing, public relations, customer service, recruiting, e-commerce and other business initiatives.
Social media has clearly moved beyond the experimentation stage. Big brands and little brands are diving into the pool. But are they ready for all the change in store? And are there larger forces at work?
In reality, social media is just the tip of a broader movement. Advocacy and "badvocacy" are dictating the future for marketers and communicators. Apple carts of tradition are being tossed in at least six key areas: marketing channels, engagement methods, legal and regulatory controls, measurement, budgeting and organizational structures. This session will share research, insights and lessons learned from work with hundreds of clients.
Speakers:
Tim Marklein - Weber Shandwick
Executive VP, Measurement & Strategy
Integrated Measurement: Linking PR to SalesTim Marklein
Presentation on "Integrated Measurement: Linking PR to Sales" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to PRSA Travel & Tourism Conference May 26, 2010 in Aspen, Colorado
Inbound Marketing Summit Boston Tim Marklein Oct809Tim Marklein
"Advocacy, Badvocacy & Upsetting Apple Carts" presentation at Inbound Marketing Summit 2009 in Boston -- presented by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick
March to Standards: #SMMStandards Progress and RoadmapTim Marklein
Presentation by @tmarklein and @kdpaine outlining progress, initial deliverables and a roadmap from the #SMMStandards Coalition and Conclave work, presented June 15, 2012 at the 4th European Summit on Measurement hosted by AMEC in Dublin -- includes contributions from cross-industry collaboration including AMEC, Council of PR Firms, Institute for Public Relations, PRSA, Global Alliance, CIPR, IABC, SNCR, Web Analytics Association, WOMMA and key clients Dell, Ford, Procter & Gamble, SAS, Southwest Airlines, Thomson Reuters
Big Trends in PR Measurement (PR News Measurement Conference March 1, 2011)Tim Marklein
Presentation on "PR Measurement Big Trends for 2011" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- as part of opening panel session March 1, 2011 at the PR News Measurement Conference in Washington D.C.
PR News Digital Summit: Measuring ROI + KPIs for Digital PRTim Marklein
Presentation on "Measuring ROI + KPIs for Your Digital PR Efforts" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented as part of panel session October 7, 2010 at the PR News Digital Next Practices Summit in New York City.
Best Practices & New Ideas in PR MeasurementTim Marklein
PRSA St. Louis presentation on "Best Practices & New Ideas in PR Measurement" by Tim Marklein, executive VP of measurement and strategy for Weber Shandwick
Online engagement campaigns are a test for both the organization and its fans, a learning moment, and a check/balance of how you are crafting meaningful ties with your stakeholders. In this session at #SM4NP Boston, Debra Askanase profiled successful online engagement campaigns, breaking down the essential ingredients of preparation, design, execution and measurement.
Purpose: To advance public relations measurement by recommending metrics and approaches for evaluating public relations’ influence on four main business outcomes:
o Financial
o Reputation / Brand Equity
o Employees and other Internal Publics
o Public Policy
A presentation by Hugh Anderson of Forth Metrics on public relations measurement - what has changed, the implications of digital and social media, a new framework, tools and resources. Presented as part of the CIPR '
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
The efficiency of online advertising (Andrew Felbert - Nielsen)SEMPL
The nature of online advertising allows us the chance to deeply understand performance but in the past we haven’t done a very good job of making these capabilities work for us. The Nielsen representatives will show us how we are able to understand the effectiveness of brand based advertising online and use this information to become more efficient, but this requires organizational and attitudinal change.
Leveraging Social Media to Reach B2B CustomersAlex Flagg
When you think of social media, do you think of running Facebook contests and videos of cats playing Patty Cake? Think again. Your B2B customers are increasingly using social media to gather product information and short list vendors.
This presentation covers 1) How B2B customers behave differently than their consumer counterparts, 2) How to develop and orchestrate an editorial plan to reach your B2B audience, 3) Recruiting your social media ambassadors, 4) The importance of Search Engine Optimization 5) Measuring the Share of Conversation.
Alex Flagg
Manager, Social Media and Digital Content Enablement
HP Enterprise Segment Marketing
In HP’s Worldwide Enterprise Segment, Alex leads a unique organization dedicated to increasing HP’s influence and participation in key B2B conversations with customers through social media channels. Alex is a dynamic B2B marketer with more than 18 years experience leading teams and running strategic marketing programs for HP, Sun, Microsoft, and AT&T. In his advertising career, Alex was among the first to buy online media in 1995 and helped shape the industry by proposing the first Internet advertising standards. Alex has a deep understanding of how to create engaging B2B editorial content, how to leverage social media to maximize content reach and how to utilize search engine optimization to ensure content find-ability and relevance.
Proximity BBDO Sweden presents: Digital Day 2011, Feb 10.
NICK ORSMAN
ROI and Social Media -- why are companies investing in social media, how do companies measure their investment and what are some of the best examples of using social media to meet marketing objectives.
The presentation can be seen:
http://www.youtube.com/watch?v=Z9TBeCVjReM
Get to know Proximity BBDO Sweden here:
http://www.facebook.com/ProximityBBDOSweden
http://www.proximity.se
In this webinar Julie Cleeland Nicholls, Adobe’s Director of Communications, Asia-Pacific, shares her recipe for success in managing and executing Adobe’s social media strategies.
This is a unique opportunity to uncover key tricks and tools from the corporate sector to help you improve your organisation’s not for profit social media presence.
To view the recording please visit: https://www.blackbaud.com.au/notforprofit-events/webinars/past
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
3. Current state of PR measurement
THE GOOD Everyone agrees: Measurement is important
Basic standards, tools in place for measuring media
CMOs, CFOs and CEOs are asking for more
THE BAD
Still lots of lip service without investment
PR wastes time fighting AVE – “media value” is real
Quarterly reports are shelfware, don’t drive decisions
THE UGLY
PR metrics aren’t translated into executive terms
Not enough definition or accountability for outcomes
“Random acts of measurement” – not enough integration
Source: Weber Shandwick
Slide 3 -- October 14, 2009 Measurement & Strategy practice
4. The critical challenge: Mind the gap!
Typical PR metrics Key business metrics
• Total clips • Contribution to sales
• Total clips in top-tier media • Contribution to market share
• Total circulation/impressions • Contribution to profitability
• Share of voice • Influence on stock performance
• Media sentiment • Influence on stakeholder awareness
• Message pull-through • Influence on stakeholder opinion
• Ad equivalency • Influence on employee attitudes
• Cost per thousand • Influence on customer consid/pref
• Influence on stakeholder awareness • Influence on customer satisfaction
• Influence on stakeholder opinion • Influence on customer loyalty
• Influence on employee attitudes • Influence on brand equity
• Influence on corporate reputation
“It will be difficult for PR to get a larger share of the total
communications expenditure without quantitative means that
go well beyond measurement of media outputs.”
Source: Adapted from GAP V report, Annenberg
Slide 4 -- October 14, 2009 School of Communication, “Fifth Annual Public Relations
Generally Accepted Practices” study, Q1’08
5. The importance of integration
• Old world, meet new world
• Integration of traditional, digital and social media
• Integrating WOM and other new influence patterns
• Silo #1, meet silo #2, silo #3, etc.
• Integration of PR with other communication disciplines
• Integration of PR with other marketing disciplines
• Integration across business units, products, geographies
• Measurement, meet strategy
• Integration of metrics, data sources, tools, dashboards
• Integration of data and insights into decision-making flow
Slide 5 -- October 14, 2009
7. Traditional/digital integration:
New metrics, data sources and concepts
measures: Assess how content is accessed, shared,
adapted, amplified across various sites and media properties
measures: Assess the volume, engagement, sentiment
and reach of content shared via the web.
measures: Assess the paid and organic search rankings for
company content, brands and keyword associations
measures: Assess the volume, engagement, feedback and
reach of content shared via company’s web properties
measures: Analyze volume, content, sentiment
of conversations about company/brands across sites, media
measures: Assess audience, reach and “touch
points” of company content/conversations across sites, media
• Outcome measures: Assess how the content, conversation
and community measures correlate with desired outcomes
Source: Weber Shandwick Measurement & Strategy
Slide 7 -- October 14, 2009 practice, “Inline” measurement framework
8. Traditional/digital integration:
The challenge of “scale” and how to adapt
• What’s more valuable?
• Chicago Tribune print story
• WSJ.com online story
• Industry blog post
• Key considerations
• Total impressions vs. targeted impressions
• Total engagement vs. targeted engagement
• Earned Media Value – consistency of source data
• CPM vs. CPE – very different scales
Slide 8 -- October 14, 2009
9. Integrating new influence patterns:
Advocacy takes center stage
More than just
word-of-mouth…
45% ADVOCATES
High intensity (9%) Sharing advice
Low intensity (36%)
Making recommendations
20% Making their loyalty visible
BADVOCATES
Reaching out broadly
Making fast decisions
INFLUENTIALS
Taking action
OPINION ELITES
Slide 9 -- October 14, 2009 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007
10. Integrating new influence patterns:
Tracking WOM conversation volume, quality
Low Volume / High Quality High Volume / High Quality
Nationwide
Prudential
Industry
All State Average
Quality of Advocacy (%)
State Farm
Metric Score Industry
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
AIG
Low Volume / Low Quality High Volume / Low Quality
Share of Conversation (%)
Source: Weber Shandwick Measurement & Strategy analysis,
Slide 10 -- October 14, 2009 based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08
11. Integrating new influence patterns:
Re-thinking channels, reach, influence
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
Who in their personal or work lives does What kinds of experts (specific people,
your audience trust for information and categories of people, or specialized
advice? publications) does your audience
seek out when they want information
Who in turn do they contact and and advice?
influence?
How does this contribute to their
decision-making?
What groups, clubs or networks What brands, celebrities or
(online or offline) does your cultural trends have caught
audience turn to for information the attention of your audience
and advice? and are most influential in
their decision-making?
Who do they in turn communicate with?
SOCIAL HUB MEGA HUB
Slide 11 -- October 14, 2009 Source: Weber Shandwick & KRC Research
12. Integrating new influence patterns:
We can’t assume or pretend they’re linear
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
Experts Sales Trade show
Home E-mail
Reps
Telephone
Podcasts Customer
Service
Work Vertical
place Business Media Lifestyle
SMS Media
Media
Pundits
Mobile Brand
WOM Authors
Phone Website
Social Blogs Branded
Organizations Celebrity
Entertainment
Community Search VOD Print
Direct
Groups Mail
Cable
Social Clubs Social Broadcast Television
Networks Television Branded
Opinion Sites
Radio Applications
Business
Internet TV
Organizations Video games
ARG’s
SOCIAL HUB MEGA HUB
Slide 12 -- October 14, 2009 Source: Weber Shandwick & KRC Research
13. Integrating new influence patterns:
Customers aren’t necessarily who they seem
SALES THOUGHT:
Eric = $500K IT budget
THE REALITY:
Eric = $76M IT impact inside,
$200M total in 40 companies
$500,000
IT Budget
14. Integrating new influence patterns:
Different engagement methods and vehicles
Traditional marketing Advocacy marketing
• Create collateral • Identify advocates
• Send direct mail • Engage advocates
• Buy media • Manage relationships
• Attend events • Have conversations
• Create events • Activate communities
• Buy more media • Create great content
• Conduct PR • Syndicate content
• Write case studies • Tell many stories, one
• Buy more media at a time, synchronized,
• Tell one story to mass through many voices, to
markets or big groups “micro” markets
Slide 14 -- October 14, 2009
15. PR/comms/marketing integration:
Re-framing the measurement conversation
activities reach relevance outcomes worth
What activities Did you reach Were you What business What is the
were performed your audience? relevant to your results did you estimated dollar
to achieve How many audience? Were achieve? value of your
results? impressions, you credible? Awareness? communication
web visits, Did your ideas Engagement? efforts? What
reports, and messages Reputation? was the ROI?
attendees, etc. resonate? Did Leads? Sales?
were you drive Loyalty?
generated? conversation? Advocacy?
Quantity/Output Quality/Outtakes Business Impact Value/Efficiency
Communications Team Marketing Team Executive Team
Source: Weber Shandwick Measurement &
Slide 15 -- October 14, 2009 Strategy practice, “ARROW” measurement model
21. Measurement, meet strategy:
Integrate data, insights into decision flow
• Have you built your “measurement cycles” to match your
company’s “decision cycles”?
• Daily or hourly (crisis and issues management)
• Weekly and monthly (progress, trends, course corrections)
• Quarterly and annual (strategic decisions, direction changes)
• What are your company’s “decision forums”?
• Staff meetings, board meetings, key individuals, etc.
• Are you there? Do they have the data? Are they using it?
• What are your company’s “data consumption” habits?
• Individuals and organizations learn, adapt, decide differently
• Are you packaging your metrics to make them consumable?
Slide 21 -- October 14, 2009
22. Your transformation moment
• One-way communication is dying.
• Conversations and community are king.
• Integration trumps independence.
• Measurement is imperative.
• You have the data. Use it to lead. Be a change agent.