Political communications is failing due to misreading audiences, wrong messaging strategies, and a detachment from building relationships. Traditional stakeholder groups are changing rapidly and being replaced by "modern tribes" - transient communities defined by issue affiliation rather than demographics. To improve communications, politicians and businesses must map and measure these new tribal stakeholders through their physical attributes like mobility and cognitive attributes like discontent, understand what issues are important to each tribe, and focus on building trust through character, competence and delivering on promises. Measuring tribal engagement and sentiment across online and offline forums will be key to adapting communications strategies at the tribes' rapid pace of change.
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...CARMA
Ben Levine, Vice President,Global Research & Analytics for Ketchum conducted a workshop on Getting The Basics of Media Intelligence Right last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016 Session 2: Jim Macnamara -Putting Theory Into Prac...CARMA
Jim Macnamara, Associate Dean & Professor of Public Communication at University of Technology in Sydney conducted a workshop on "Putting Theory Into Practice: Demonstrating Best Practice Evaluation In Three Case Studies" last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation CARMA
Jim Macnamara presents latest international developments in standards and models for evaluation as part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016: Barry Leggetter, CEO of AMEC - Keynote PresentationCARMA
AMEC's Barry Leggetter presents data and insights on AMEC's role and what the Middle East can learn about best practice from other parts of the world. This is part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016 Session 3: Integrating Digital Measurement Into Tr...CARMA
Victor Benady, Global Creative Director for Grayling conducted a workshop on Integrating Digital Measurement Into Traditional PR Campaigns last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
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
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
PR Measurement Summit 2016 Session 1: Getting The Basics of Media Intelligenc...CARMA
Ben Levine, Vice President,Global Research & Analytics for Ketchum conducted a workshop on Getting The Basics of Media Intelligence Right last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016 Session 2: Jim Macnamara -Putting Theory Into Prac...CARMA
Jim Macnamara, Associate Dean & Professor of Public Communication at University of Technology in Sydney conducted a workshop on "Putting Theory Into Practice: Demonstrating Best Practice Evaluation In Three Case Studies" last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016: Jim Macnamara's Keynote Speech Presentation CARMA
Jim Macnamara presents latest international developments in standards and models for evaluation as part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016: Barry Leggetter, CEO of AMEC - Keynote PresentationCARMA
AMEC's Barry Leggetter presents data and insights on AMEC's role and what the Middle East can learn about best practice from other parts of the world. This is part of the PR Measurement Summit which was held last October 12th-13th in the Address Dubai Marina, Dubai, UAE.
PR Measurement Summit 2016 Session 3: Integrating Digital Measurement Into Tr...CARMA
Victor Benady, Global Creative Director for Grayling conducted a workshop on Integrating Digital Measurement Into Traditional PR Campaigns last October 12th as part of the 2-day PR Measurement Summit. The theme of the event was “Measurement in an Age of Integrated Communications”. This was held last October 12th-13th at the Address Dubai Marina, Dubai, UAE.
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
Measurement and evaluation of media coverage - India - Public RelationsMoses Gomes
This presentation covers the different arguments on media coverage analysis. For a long time the Public relations industry in India has been facing one of the major hurdles on coverage analysis. Here is my perspective on how media coverage can be measured.
Jerry Ward, MD of Press Data and a Director of AMEC, delivered a presentation and workshop on the measurement and evaluation of communication, including the Barcelona Principles and AMEC's new framework.
www.prfest.co.uk
A Refreshing Approach to Strategic Communication Planning by Robin Russell Mc...IABC Houston
* step-by-step through a modern, uncomplicated planning process;
* gather data to ensure measurable impact in audience actions & behaviors;
* use social media tools to promote and persuade
by Robin Russell McCasland, Brain Biscuits Strategic Communication, Dallas TX
A Crisis of Trust? Pharma and Healthcare Beyond 2016CARMA
On October 26, 2016, CARMA hosted an event in Washington, DC that brought together pharmaceutical and health care industry communicators to explore the issues facing the industry -- and how the media coverage impacts perceptions.
Webinar: PR Measurement Trends in North AmericaCARMA
CARMA North American CEO and 4L Strategies' Jennifer Zingsheim Phillips discuss trends in PR and media measurement in North America. The webinar was part of AMEC Measurement Month 2016.
Jerry Ward, MD of Press Data and a Director of AMEC, delivered a presentation and workshop on the measurement and evaluation of communication, including the Barcelona Principles and AMEC's new framework.
www.prfest.co.uk
A Refreshing Approach to Strategic Communication Planning by Robin Russell Mc...IABC Houston
* step-by-step through a modern, uncomplicated planning process;
* gather data to ensure measurable impact in audience actions & behaviors;
* use social media tools to promote and persuade
by Robin Russell McCasland, Brain Biscuits Strategic Communication, Dallas TX
A Crisis of Trust? Pharma and Healthcare Beyond 2016CARMA
On October 26, 2016, CARMA hosted an event in Washington, DC that brought together pharmaceutical and health care industry communicators to explore the issues facing the industry -- and how the media coverage impacts perceptions.
Webinar: PR Measurement Trends in North AmericaCARMA
CARMA North American CEO and 4L Strategies' Jennifer Zingsheim Phillips discuss trends in PR and media measurement in North America. The webinar was part of AMEC Measurement Month 2016.
Holistic measurement and monitoring, PRecious Communications, 11-2013Lars Voedisch
Holistic Measurement & Monitoring for Traditional & Digital Media Relations
• Setting smart goals: Aligning measurement principals with
business objectives
• Basics of monitoring & measurement:
- Measuring media relationship & scoring sentiment in the news sphere: Field studies, media content analysis, etc
- Ratings worth monitoring on various new media platforms
• KPI for various media relations scenarios (e.g. awareness,
advocacy, reputation, action, sales) & practical exercise to
develop metrics for your own organisation
• The Million Dollar Question: So what’s the ROI? What other KPI can you bring to the boardroom?
• Matching various free & paid analytics in the market to fit your needs
#PRmeasure
Content Marketing Strategies Conference: Bill Flitter How to Leverage Faceboo...dlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Unicorn Media Index Q1'16: Who Ranks Where Across News, Social and Search?Tim Marklein
This quarterly study benchmarks earned media visibility and momentum for 145 unicorn startups, looking across news, social and search. Who are the stars, superstars and megastars? Who's rising and falling?
Amec measurement month: Garbage in, Gospel Out.Smoking Gun PR
Measurement Month is a global education campaign run by the Association of Measurement and Evaluation Companies (AMEC) aimed at educating communications professionals on the latest thinking in measuring, evaluating and proving the success of public relations activities.
The event, themed ‘How to Avoid Garbage in, Gospel out’ offered practical guides to modern PR measurement.
Sharing best practice insights and tips on what it looks like to live in the ‘Land of Intelligent Measurement’ to get the best value, performance and results in your PR, and Social Media Comms.
Discover what intelligent dashboards look like, what to measure and what to ignore, and how to stop doing ‘Fluffy PR’ or becoming a ‘Digital Dinosaur’ to avoid ‘Garbage in, Gospel out’.
Fear Factor Metrics: PR Metrics Communicators Fear MostSandra Fathi
Presentation given at PR News Measurement Conference in Chicago on November 18, 2015. Covers key measurement concepts including Share of Voice (SOV), Competitive Benchmarking & Correlations
During the European Communication Summit 2017, which took place on June 29 and 30 in Brussels, CARMA's CEO Mazen Nahawi delivered a presentation about how to simplify measurement to drive successful communications.
Multicultural Marketing: An inclusive marketing approach to reach diverse populations.
Are you interested in engaging more diverse populations? Do you want to learn how to create authentic messages that resonate with a multicultural America? If so, then you are ready for multicultural marketing, an inclusive and culturally relevant approach that not only reaches diverse populations but also creates trust and builds advocates for people and organizations.
Learn the basic tools to engage multicultural communities by understanding population changes, cultural insights and motivations; in addition, learn ways your organization can start to engage and market to diverse populations.
Attendees will leave with
-Marketing insights that will help you reach multicultural audiences
-An understanding of engagement principles
-Key insights about motivations and trends of multicultural communities
-Basic tools on how to market to and engage with diverse populations
Multicultural Marketing is part of the Engage501 Series. For more information, go to www.cultural-strategies.com or contact Mando Rayo at arayo@cultural-strategies.com.
Understanding Social+Digital Strategies For Your HNW Wealth Management PracticeApril Rudin
It is no longer a choice but now "table stakes" to maintain a digital/social media presence to provide content to your clients, prospects and referrals while also attracting end HNW investors and potential referral sources.
Here is how...
A List Of The Best Community Outreach Strategies For You.pdfCallHub
Reach your community effectively with these community outreach strategies. Whether you are a nonprofit, advocacy or political campaign - we have the right solutions for you.
Entitled vs. Empowered: Managing, Retaining, and Developing Millennial Talent...CARMA
Entitled vs. Empowered: Managing, Retaining, and Developing Millennial Talent in PR and Communications, a webinar sponsored by CARMA and co-hosted by Ann McCain and Jen Zingsheim Phillips, covers how to hire millennial professionals.
Additionally, this session defines who millennials are and how they're changing the traditional workplace.
Insight and Action: Making Your Data Work for YouCARMA
Insight and Action: Making Your Data Work for You, a webinar sponsored CARMA and co-hosted by Arment Dietrich's Laura Petrolino and CARMA's Jen Zingsheim Phillips, covers how to analyze data and gain insight.
The session explores examples of companies using insight to make decisions, how to ask the right questions about data, and data-driven assumptions versus data-driven decisions.
Big Data, Small Data: Making the Most of the Data AvailableCARMA
CARMA sponsored "Big Data, Small Data: Making the Most of the Data Available", a webinar co-hosted by Neville Hobson, Social Media Strategist at the Internet Society, and Jennifer Zingsheim Phillips, Director of Marketing Communications with CARMA.
The session defines big data, explains where to find data your organization already collects, and outlines how to gain insight and make decisions based on data.
How to Overcome Common PR Measurement ObstaclesCARMA
CARMA sponsored "How to Overcome Common PR Measurement Obstacles", a webinar co-hosted by Karen Swim, President and CEO of Words for Hire, and Jennifer Zingsheim Phillips, Founder of 4L Strategies.
The session identifies the main PR measurement obstacles facing communicators and outlines actionable strategies to overcome them.
As part of AMEC's Measurement Month, CARMA sponsored "North American PR Measurement Trends in 2017," a webinar co-hosted by Roxane Papagiannopoulos, Managing Director of Media Analytics with CARMA North America, and Jennifer Zingsheim Phillips, Founder of 4L Strategies.
This webinar covers communications trends that dominated 2017 and forecasts developments to consider when looking ahead to planning for 2018 communications measurement strategies.
PR Means Business: How Communications Firms are EvolvingCARMA
Matt Cookson, President and CEO of Cookson Strategic Communications, and Jennifer Zingsheim Phillips, Founder of 4L Strategies, co-hosted "PR Means Business: How Communications Firms are Evolving," a webinar sponsored by CARMA.
Understanding the key functions and connections between the business and communication side of the PR industry yields stronger campaigns that add value to companies.
The session covered the evolution of the PR business over the last 10 years, additional changes that would enhance the industry, and predictions for the future of the business.
Crisis Communications: Manage (and Avoid) Crises with Media MonitoringCARMA
Shel Holtz, principal of Holtz Communication + Technology, and Jennifer Zingsheim Phillips, founder of 4L Strategies, co-host Crisis Communications: Manage (and Avoid) Crises with Media Monitoring, a webinar sponsored by CARMA.
In the current era of global communication, social media, digital, and traditional news outlets circulate information surrounding crises faster than ever before. PR professionals and communicators must be armed with the skills and plans to handle these delicate situations before they escalate.
This session addresses how to approach crisis management, as well as examples of modern crises and using monitoring tools to manage them.
Climate Change and Renewables: Media Perceptions and Business Implications CARMA
On April 20, 2017, CARMA sponsored Climate Change and Renewables: Media Perceptions and Business Implications. This event brought together experts and communicators in the energy sector to explore difficulties facing the industry and how media coverage affects the perception of these topical issues.
PR Measurement Summit 2016: Sunil John of ASDA'A Burson-Marsteller's Industr...CARMA
Sunil John, CEO of ASDA'A Burson-Marsteller presented an industry insight on Stakeholder Analysis - The Arab Youth Survey last October 13th as part of the 2-day PR Measurement Summit held at the Address Dubai Marina, Dubai, UAE. The theme of the event was “Measurement in an Age of Integrated Communications”.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
2. Tribal Relations:
How our understanding of trust
will change amidst the failure of
political communications
@CARMA @mazennahawi CARMA.com
3. Overview
• Political communications is failing
• Traditional stakeholder groups changing rapidly
• Politicians (and businesses) failing to grasp this change
– main driver of lack of trust
• Deeper look into new stakeholder groups “modern tribes”
Complex dynamic of trust in future PR &
communications
5. Political Communications is failing
Poor Measurement & Research
• Misreading audiences
• Wrong objectives, intent and priorities
Failure to Communicate
• Wrong messages
• Polarizing communications strategies
Failure to Build Relationships
• General detachment
• Arrogant elitism, isolation
Failure in results
• Inability to compromise
• Failure to deliver
10. Lessons learned
• Dislike, mistrust of politicians is not new
• Scandal has always existed
BUT
• The unprecedented scale, volume of dislike, scandal is ….accelerating
• The wide-spread impact is global, local and deep rooted
• We are entering an age where trust is increasingly rare
• Dislike in all its forms – including hate – is on the ascendancy
• Credibility of institutions is severely diminishing or dead
• The collapse of institutions is being replaced by ‘Modern Tribes’
11. Lessons learned
The collapse of institutions is being
replaced by ‘Modern Tribes’ – transient
communities that now are increasingly
setting the global agenda and redefining
social contracts
12. Modern Tribes?
• Global shift in stakeholder groups
• Moving from traditional, predictable and lasting stakeholder groups…… to
unorthodox, unpredictable and temporary stakeholder groups
• Stakeholders groups “Modern Tribes” are defined far less by traditional
metrics such as gender, age & location – and much more defined by new
metrics such as issue affiliation, social contract, mobility and communal
values.
13. TRADITIONAL MARCOMS
STAKEHODLER MAPPING
Tories: Target Conservative Voters aged
45-60
Coke: Target youth age 18-25 in cities
Critical Flaws in the traditional model:
• The line between internal/external stakeholders is
increasingly blurry – staff are customers, community
leaders are on the board etc.
• People do not stay in one place anymore
• Definitions of ‘wealth’ and ‘income’ are shifting
• Issues, loyalties, preferences were the last things to be
considered (if in fact they ever were)
• Slow/incapable at tracking mobility, change in
circumstance
Internal Stakeholders
(Board, shareholders, employees)
External Stakeholders
(Customers, Clients, Voters, Media,
Community, NGO)
Age Seniority
Gender Income
Location Ethnicity
14. Modern Tribes?PhysicalAttributes
Global
Mobility
Low-cost travel to
internet & phone
connectivity
Wealth
Most people have
more money than
ever before
Health
You are young &
probably working
at the age of 60
nearly anywhere in
the world
CognitiveAttributes
Contentment
/
discontent
People are
increasingly driven
by being content or
discontent
Entitlement
All factors lead to
people expecting a
broader and
deeper set of
inalienable rights
Intellectual
Fluidity
Decision making is
quick, changeable
based on quickly
moving but shallow
sets of data
15. 7 Key features of ‘Modern Tribes’/New Stakeholder Groups
Physical Attributes
Mobility Wealth Health
Cognitive Attributes
Discontent Entitlement
Intellectual
Fluidity
Tribal Attributes
TRANSIENT COMMUNITIES
• Modern tribes can form and
disband very quickly.
• They coalesce around ideas and
hopes - not places or age groups -
and certainly not around
institutions
• Modern tribes are not exclusive
and interlock with other tribes
• Modern Tribes often have no name
18. What do these tribes look like?
“Hannah’s Tribe”
• Modern tribes can form
and disband very
quickly.
• They coalesce around
ideas and hopes - not
places or age groups -
and certainly not around
institutions
• Modern tribes are not
exclusive and interlock
with other tribes
• Modern Tribes often
have no name
19. Measuring Modern Tribes: Refining Stakeholder Mapping
TRADITIONAL MARCOMS
STAKEHODLER MAPPING
Tories: Target Conservative Voters
aged 45-60
Coke: Target youth age 18-25 in cities
Internal Stakeholders
(Board, shareholders,
employees)
External Stakeholders
(Customers, Clients, Voters,
Media, Community, NGO)
Age Seniority
Gender Income
Location Ethnicity
Physical Attributes
Cognitive Attributes
Mobility Wealth Health
Discontent Entitlement
Intellectual
Fluidity
Measure:
Connectivity
Travel
Measure:
Real PPP
Affinity to Share
Measure:
Activity &
Contribution
Measure:
Sentiment by
issue
person,
Organization
Measure:
Demand intensity
Social positioning
Advocacy
Measure:
Data availability,
Accuracy
20. Measuring Modern Tribes: Refining Stakeholder Mapping
TRANSIENT COMMUNITIES
• Modern tribes can form and
disband very quickly.
• They coalesce around ideas
and hopes - not places or age
groups - and certainly not
around institutions
• Modern tribes are not
exclusive and interlock with
other tribes
The big re-alignment in audience measurement
• Before setting an objective - understand if it’s in fact the one your
stakeholders/customers want! – let them decide your agenda.
• Understand all the ‘tribes’ related to your business: Monitor,
analyze and simply list their leaders, followers and issues.
• Do not stop at traditional/primary audience models - make the
effort to build in the ‘tribal’ nature of these stakeholders groups:
measure the tribe’s physical and cognitive attributes
• Understand the engagement and messages that will foster
trust with these ’tribes’
….Now you can start a serious PR/Communications campaign
21. Understanding Trust in the Tribal context
• PR is foremast about relationships (not outputs/activity)
• Modern Tribes are based on trust
• How do we engage - ethically and scientifically - on a basis of trust?
Trust
Character Competence
• Tribes are easy to find and reach – so find them!
• Meet he tribe: Nothing beats human contact
• Let them talk first; you listen
• Build objectives, products, services, policy – with
their views in mind
• Engage, update, adapt
• Deliver the value you promised on time, with the
right qualities
• Challenge yourself to see if the value you are
delivering is making a difference
• Always have excellent, accurate information
• Measure…measure….measure
• Be ready to change at a moments notice
22. Measuring Trust in the Tribal context
Refine your Monitoring/Listening Program
• Cool off on the keywords, strengthening broad data-mining
• Monitor what matters: Do not go for all clips/mentions – focus on People, issues, themes
• Integrate your monitoring across all channels: Digital, traditional but never forget/leave out grey literature
• Jump on any opportunity to listen in person to the “Tribe”/Stakeholder group
• Scientifically capture, tabulate and correlate your monitoring information to match analytics with your
objectives
Modern Tribes/Stakeholder groups are transient communities: They are cross border, multi-everything, fluid
and change place, ideas and positions very quickly – you must be able to adapt at their speed.
23. • Let Science guide your strategy, Let ethics mark your engagement
• Rebuild your stakeholder map: Go easy on primary metrics & invest in identifying tribes/groups that matter to
you. Keep it simple: focus on people and issues
Measuring Trust in the Tribal context
Primary Leadership:
who is in charge of the tribe
Secondary leadership
Key internal, external
influencers
Members of the tribe
Inter-locking tribes
Your relationship with
this group
PEOPLE ISSUES
Core & secondary drivers
Key messages by
advocates &
detractors
Trust/credibility metrics
for you and for them
Forums of engagement
(media, events)
Definition of success
24. Measuring Trust in the Tribal context
• Are Trust barometers helpful? Yes, but don’t over do it – more importantly have a trust index for
each stakeholder group and their associated issues.
• Always remember to measure misinformation: Often ignored in an industry which is slightly too
optimistic by nature. If you are only measuring positive content and engagement then you are not
seeing the whole picture - which means you do not have the whole truth.
• This sounds complicated? It will be when you set it up, but once you have done so it’s easy to
maintain and adapt
25. Conclusions
• We have always known about mistrust in politicians, scandals…..what is different this time is this is now impact global
society as a whole.
• Discontent is diminishing traditional institutions and they are being replaced by “Modern Tribes” - new stakeholder
groups that are transient communities primary coalescing around ideas, and less around income, location, gender….
• PR and communications professionals, especially in public affairs, must re-think stakeholder mapping and create new
models to engage and measure with these communities
• Measuring is key to understanding and engaging these audiences
• As with all great PR, keep it simple – let science guide your strategy and let ethics mark your engagement