Using PR Targeting and Measurement Strategies for Investor Relations

July 16, 2014

By Farah Merchant, Global Disclosure & Financial Reporting Services, Business Wire

Targeting, monitoring and measurement are essential to every successful public or investor communications program.

So how do you do it?

The first step for any effective program is to identify or ‘target’ your organization’s correct audience. If performed early on in the communications program, a great deal of time and money will be saved. The earlier you can set up your conversation monitoring, and metrics, the more time you have to make adjustments or changes, as the data dictates.

The Barcelona Building Blocks, the first set of PR measurement rules, were introduced in June 2010 at the Second European Summit on Measurement by The Barcelona Declaration of Measurement Principles and include the following tenets:

  • Goal setting and measurement are fundamental aspects of any PR program.
  • Measuring the effect on outcomes is preferred to measuring outputs.
  • The effect on business results should  be measured where possible.
  • Media measurement requires quantity and quality.
  • Advertising value equivalents (AVEs) are not the value of public relations.
  • Social media can, and should be measured.
  • Transparency and ability to duplicate results are paramount to sound measurement.

When it comes to measurement, IR and PR teams approach it differently.  While both use qualitative and quantitative methods of measurement, investor relations communicators tend to see more value in qualitative metrics. Moving towards a measurement process that combines qualitative and subjective metrics can be a challenge.  While there may be some overlap, Investor relations teams monitor different terms and audiences, all which produce different outcomes. The role of investor relations today includes complying with SEC regulations as well as engaging with and listening to vast array of audiences such as regulators, analysts, investors and media.

Investor relations departments have traditionally measured progress based on either outputs or outcomes.

Output measures items such as number of analysts covering the company, quality of analyst coverage, and media coverage – traditional, online and social, all which can directly influence stock price.

Outcomes are what IR professionals tend to be measured upon – achieving a fair market value for the stock. Measuring outcomes by program does not allow for proper attribution of the external impact from industry activity, roadshows or previous campaigns or news. However, in the wake of the 2008-2009 financial crisis, share price is not necessarily the best metric for evaluating an IRO’s success.

In 2014, conversation analysis is a standard part of any communication program.  While some IROs are catching up, other investor relations teams are allocating larger portions of their budgets to measurement and evaluation. According to a survey conducted by NIRI in 2011 on “How IR Programs Measure Up”, IROs had only allocated 1 to 5 percent of their total operating budgets to this area. Public relation departments, on the other hand, reported an increase from 4 to 9 percent in total amount of budget that corporations were allocating to the measurement of PR and communication programs.

To establish a successful investor relations monitoring program, IROs must first come up with guidelines for conducting and measuring an IR campaign including:

  • Defining the target audience – investors, analysts, shareholders, activists, reporters and more
  • Creating key messaging for these audiences that feature positive company information most likely to impact audience perception;
  • Determining social and traditional communication channels such as press releases, online newsrooms, IR sites, blogs, email, text messaging, social channels and more;
  • Taking a new look at IR communication programs to ensure ideal impact upon the reader.  These can include quarterly and annual reports, conference calls, road show presentations, press releases, and most recently social media;
  • And finally actively conducting perception studies by engaging directly with investors and analysts about the effectiveness of a company’s investor communications, the responsiveness of the IR team and the quality of disclosure.

Social media has not played as prominent a role in the realm of IR targeting/monitoring but this is changing quickly.  IROs should be putting emphasis on tracking the temperature of their company via social media channels.

The right approach to measuring the impact of an investor relations program is to focus on your objectives and to measure the results that affect your objectives.

Think about what you’re trying to achieve in your communication campaign, i.e. identifying conversations about your key terms, the audiences you want to engage with and the results you want to achieve.  Goals can include identifying all conversation types, increasing positive discussions of your company within core audiences, decreasing hype or message misalignments.

Once you know your audience, consider what kind of conversation and materials you want to share with them.  This will vary by platform.  For example:

  • If you find discussions are on Twitter, add images to your Tweets to receive higher shares and engagement. Don’t forget to monitor your cashtag ($ sign + ticker) to capture direct discussions about your stock
  • LinkedIn discussions are generally textual, but images receive much larger space on the page, so upload an image with your update and link to increase impact
  • Facebook varies its content by the user’s preference, so use a mix of video, images and text and track the results to determine impact
  • YouTube is the world’s largest video library. With billions of videos watched daily, it is not surprising that more than 30% of all searches are related to news

Monitoring must also include identifying important trends in consumer opinion and top influencers, activist activity and then tracking changes over time.

NUVI bubble stream

The NUVI Bubble Stream

At the 2014 NIRI National Conference, we had the opportunity to see the impact of traditional and social communications on company reputation and stock price via the NUVI’s social media monitoring platform.  In one easy step, by simply typing in the company name and cashtag (a dollar sign + ticker symbol), one could instantly  identify conversations, discussion trends, influencers,  message adoption and geo-resonance, all data used to create a better, stronger IR communication program.

The principles of measurement, albeit designed for PR professionals, are just as applicable to IROs.  Although differences do exist between the roles of public relations and investor relations, i.e. different stakeholders, there is still a great deal of overlap.  IROs will benefit by developing a standard of measurement using the methods that PR professionals have implemented as a guideline and making them more relevant to the financial health and reputation of the organization.

Have questions on how to create an IR program that embraces these principles?  Let us know! We work with thousands of public companies around the globe, ensuring we stay on the forefront of investor relations best practices.


How to Measure the ROI or Impact of a Press Release in 2014

May 8, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Almost every day, clients ask our teams how to determine the return of investment when it comes to news distribution services.  Thanks to better monitoring and tracking services, tracking the true ROI of a press release has never been easier.

Not every press release may be accountable for immediate conversion or sales, but there is no denying its impact in the promotion of the news and content relevant to each organization’s core audiences.

Defining ROI

ROI is simply one’s return on investment or the overall cost of the creation and distribution of your press release vs the impact of this outreach within the company’s goals.

How Press Releases Align to the Marketing Funnel

How Press Releases Align to the Marketing Funnel

Press releases are documents written to activate audiences.  These audiences, defined by PR, IR, marketing and management teams, include customers, prospects, stockholders, employees, brand fans, industry experts and other stakeholders.

Smart teams build customer journey maps for each audience that outline the desired outcome for each step of the decision process. Many take it a step further by assigning a dollar value to each customer (referred to as the customer’s lifetime value or LTV).  Journey maps help communicators identify content positioning while distribution vehicles and assets maximize each piece of content’s overall impact.

Distributing Your Content

Before determining content and news distribution options, ask yourself these questions:

  • What is the goal of the news you are sharing out?  Are you alerting media to new products, or showcasing thought leadership with white papers and infographics?
  • What is the expected outcome of this news or content?
  • What audience can share this news out to drive the highest impact on your goals?
  • What audience reactions affect this outcome?
  • What assets are you including to increase ROI?
  • Increasing awareness with coverage?
  • Driving action with inbound traffic?
  • Driving advocacy with social sharing?
  • What distribution options provide both highly targeted and wide visibility?
  • What sharing options do I need to include to increase impact?
  • How can I track ROI

How it Works:

Let’s assume the news you are sharing promotes a white paper, video or other piece of content to increase awareness within core audiences and move them into and through your marketing and sales funnel.  How would you distribute this content in a holistic manner that drives meaningful action?

The Path of the Press Release

The Path of the Press Release

Writing Your Release

The first step is to write a well written release. There are many great examples of how to do this, such as this: http://www.businesswire.com/portal/site/home/sample-press-release/. Once written, make sure your release is fully optimized for usage by media as well as for reading by today’s search engines.

Using Your OWN Channels

Every company already has brand fans!  Alerting these existing audiences of new content is a terrific way to increase impact.  Place your press release and assets within your corporate newsroom, on your blog and across social channels. Distribute the news directly through email mailing lists, including social share buttons to jump start social sharing.

The Power of Paid

While placing your content on your own channels is a no brainer, this tactic alone most likely will not provide the visibility needed to reach your goals.  This is the time to consider paid promotion.  For years, PR professionals have been leveraging paid channels to increase impact and visibility of all kinds of news. And for good reason. To this day, even now in 2014, commercial newswires provide the best ROI when it comes to news distribution.

To ensure the highest possible return on investment for your press release, take a close look at your news distribution options.

  • First, determine what geographic region does your news impact? Where are your decision makers located? Are they in specific parts of the country or world?
  • Next, get granular with industry and vertical market reach. Did you write the press release to inform investors, impact IT decision makers, or activate today’s increasingly powerful Hispanic purchasers?
  • Then, understand that to drive meaningful impact, today’s press releases and content must include multimedia. With thousands of news, stories distributed each day, and fewer reporters than ever, the inclusion of an asset may be the key differentiator separating your news from that of your competitors.visual world
  • Finally, consider promoting your content with paid advertising.  One popular way PR pros are increasing the impact of coverage is by placing them within native advertising blocs such as dlvr.it (included in your Business Wire distribution) and Outbrain.

EARNED Media Increases Results Significantly

Even the most interesting stories may never reach interested readers and reporters without outreach. Once your news is live and your content is available, reach out to leading reporters and identified industry influencers to discuss coverage focus that engages their audiences and yours..

Repeated studies show that coverage has a direct impact on moving audiences into marketing and sales funnels.

To increase the success of your outreach efforts, focus your pitch on the impact your content will have on their readers, and do not forget to reference or include multimedia assets.  Today’s most successful online stories include supplemental photo essays and statistical videos.

SHARING Your Coverage

Nothing moves audiences in and through the marketing funnel better  than recommendations, referrals or shares of smart, interesting news by friends and family.  Not only should you share out coverage you receive, you should make it easy for your audiences to share your information as well.  Include calls to actions directly within your press release (see here for an example) to simplify sharing by content readers.

MEASURING Your Success

There are several ways to measure the success of this kind of PR program.  One of the easiest things you can do is look at the metrics reports created by each distribution platform.  Most press release measurement metrics, such as the ones below, focus on overall views and generated actions.

Picture2

Coverage

The first and oldest metric of PR has been the amount of coverage your news and content generated, the placement (and its impact on core audiences), length of article, assets included, message permeation and more.

Visibility

The second step in measuring the impact of the press release is wide awareness of news.  How broadly was the news shared, who shared it and which audiences impacted the marketing funnel the most–was it editorial coverage?  Influencer shares of that coverage?  Did employee sharing increase word-of-mouth marketing? Did the multimedia assets you included increase impact?

Geo-Impact

Another terrific metric available to PR professionals is the ability to see what regions, locally and globally, the news resonated within.  This data can be acted upon immediately by continuing the discussion with paid advertising or a concentrated sales effort, allowing sales teams to strike while the conversational iron is hot!

Social Shares

When tracking social impact, first look at the number of influencers talking about your news, and the number of overall news shares.  Social sharing analysis should also look at message adoption and associated hashtags usage.

Inbound Traffic

Measuring inbound traffic is easy!  Simply add a URL Builder or extension to any URL within your press release that drives traffic back to your website (create this as a hyperlink).  Then, once someone clicks those links, you can track their actions within your website.  Of course, not all media outlets will include hyperlinks to your website, so it is key to note that this will only be a snapshot of the traffic driven in. It is key to look at all increases in followers, or inbound traffic that occurs during the news cycle to get a more accurate look at the traffic you generated.

Owned Channel Registrations

Include links to join your other owned channels including following social channels or signing up for a newsletter.  This enables interested parties to take the first step in creating a relationship with your organization.

As you can see from the above, there is a very real place for the press release, and press release distribution platforms in today’s news and content distribution services. Now, with a few easy additions, communication professionals can highlight their significance quickly and easily.

So what do you think? Do you agree with this program? Is this something you could and would implement?



Media Consumption in 2013: The Risks of Ignoring Mobile

November 18, 2013

By Simon Ogus, Media Relations Specialist

The sight is so common now; it doesn’t even register with us anymore.

You see someone with a few minutes to kill, whether it be waiting for a bus or an appointment, and inevitably the smartphone comes out and the individual is immediately engaged with the apps and web that are so easily accessible.

This is media consumption in 2013 and there is no going back.

With web networks continually getting stronger and Wi-Fi becoming more readily available in public places, the public’s mobile consumption will continue on the meteoric rise that it’s on right now. Consider this graph below from Business Insider detailing the U.S. Consumer Media Consumption Share of Voice:

Source: Business Insider

Source: Business Insider

The graph above shows consumption for all forms of major media. Television and print media are steadily declining with their users often simultaneously engaged with some second screen device, especially during valuable commercial time.  Meanwhile, mobile use is steadily rising.

There are many reasons for this trend, but first and foremost is that when you are on the go, mobile has no competitors. It’s convenient, provides immediate gratification, and there isn’t as much opportunity for distraction as there is when you are watching television, reading a newspaper/magazine or even sitting down with your laptop at home or at a coffee shop.

There is considerable data to suggest that these trends will not only continue but continue in a dramatic fashion. Consider these facts in a recent Business Insider report on mobile media consumption.

  • Consumers are spending as much time on mobile as they are in the traditional online category (which includes all activity on desktops and laptops).
  • Mobile was the only media type to grow in total U.S. consumer minutes spent per day from 2010 to 2012.
  • In the course of 2013, tablet shipments have grown 83% while PC shipments dropped 13%.
  • Mobile video is already big, but it’s poised to become even bigger. Consumers are watching at almost unheard of rates. They’re also sticking to their mobile devices for longer periods of time while watching. This gives marketers more time and opportunity to place ads within streaming video content.
  • The 219 million mobile-only users now make up close to 20% of Facebook’s total user base and Pinterest’s U.S. mobile-only user base grew 28% reaching 18.3 million in June 2013.  Facebook in particular has made significant progress monetizing this growing  audience: mobile advertisements now represent 41% of its ad revenue.
  • Search is also becoming increasingly mobile. Tablets and smartphones now account for 26% of all local search traffic.

Business Insider’s reference to the development of mobile websites is particularly significant and shows that this trend is for real. As developers continue to make mobile websites quicker and more efficient, consumer usage of mobile search and mobile brand interaction will continue to grow.

Early versions of mobile websites were less user-friendly, but the newer interfaces are improving so rapidly that it is becoming less and less of an issue.

What does this mean going forward for today’s brands and organizations? It means that any information disseminated through the web needs to be easily accessed and consumed from a tablet or smartphone. Organizations can do this by first creating a fast, mobile-friendly website utilizing responsive design.  This will ensure easier access to your content whether it is read on the desktop, smartphone or tablet.

The second step is serving up content directly of interest to mobile users. Mobile phones are lean-in devices, people do not pick them up without wanting to take an action. Use your Google Analytics to help you determine what content you should present first on your mobile website.  For most brands it is contact information, including a phone number, then links to internal sections of the website including the About Us and newsroom.

Today’s mobile newsrooms and press releases also require mobile-ready formatting.  Images, videos, press releases and PR contacts should be easy to both find and read on each device. Multimedia, a huge component of driving action on mobile and desktops alike, should render quickly on mobile phones, and any delays in rendering the image should be fixed quickly. Lastly, make sure your newswire vendor distributes your news in both standard and mobile-ready formats.

With many companies investing in user-friendly mobile layouts, and consumers’ mobile devices replacing desktops, the organizations that don’t make mobile websites and content priority will start to fall behind the pack.  Mobile is the present and the future and businesses will need to acknowledge and adapt to this reality going forward.


Business Wire Gets Socially Analytic with NUVI

February 13, 2013
by Sandy Malloy, Senior Information Specialist, Business Wire/SF
Sandy Malloy, Senior Information Specialist

Sandy Malloy, Senior Information Specialist

I do love information.  My Business Wire Twitter handle is @BWInfoDiva and in my profile I even describe myself as a “baseball stat geek.” But I am the kind of stat geek who appreciates statistics only for what they mean, and I like to be able to use them to some end.  I didn’t enjoy Moneyball because I think that OBP is so cool (that’s “on base percentage” for you non-baseball-stat-geek types);  I enjoyed it because of the way it illustrated using statistics to place a value on previously undervalued assets and then turning that information into action; in this case, to maximize an organization’s budget.

Many of Business Wire’s clients face the “How do I make sense of this data and what action should I take?” dilemma when it comes to analyzing social media.   There are many excellent social media monitoring and analysis products in the marketplace.  I should know, as I’ve seen more than my share of demos.  But until I saw a demo of new Business Wire partner NUVI I couldn’t tell many of those products apart.  They all had sentiment metrics; they all showed the number of posts, and followers;  they all targeted “influencers”; and they all presented charts and graphs.  In my opinion, there were too MANY charts and graphs and after a while they start to run together in my mind.

What’s different about NUVI is that the underlying information might be similar to data that other social media monitoring and analysis companies are gathering, but the presentation is more accessible and far more useful.  NUVI is built on a visual platform that allows customers to actually see the key metrics in real time as a bubble stream.  Or, they can simply focus on an easy to understand overview that provides sentiment, influencers, popularity, and trend information at a glance.

NUVI bubble stream

NUVI Bubble Stream (click for full-size)

NUVI overview

NUVI Overview (click for full-size)

It’s difficult to describe data visualization in words, but here’s an analogy:  Imagine that someone tells you there’s a fire in the neighborhood.  Then imagine you are looking at a graphic of some type showing you where a fire might have been detected 15 minutes ago.  Now imagine looking out your window and seeing flames and smoke.  Which scenario would be most likely to get you to evacuate immediately?  Data visualization makes it easier to turn information into action.

Speaking of action, NUVI provides tools that make the sentiment, popularity and influence of posts immediately apparent.  So, much of the guesswork is removed from  the decision to engage with a member of your social media audience, or not.   Clients can click on a large bubble, indicating a high degree of influence and/or popularity, and contact that person directly.  This interactivity is built into other parts of the platform as well.  And since the product is truly “real time”, even volatile situations can be monitored as they unfold.

Business Wire and NUVI have partnered to bring our clients this powerful social media monitoring/analytics platform. To learn more, please visit our NUVI information page on BusinessWire.com.


Pinning Your Press Releases on Pinterest

December 5, 2012
by Sandy Malloy, Senior Information Specialist, Business Wire

Sandy Malloy, Senior Information Specialist

We already know that having a photo accompany a press release will result in more views of that release.  Back in April, I approached this same topic from a different angle and mentioned that Pinterest had become the third most popular social site on the Web.  But did you know that a press release can easily be pinned right from the Business Wire site?

We have made the Pin It button available on the top of every release, as well as beneath each multimedia asset.  While we have found that people do share both text releases and photos from Business Wire on Pinterest,  people are most likely to share visuals.

Pinterest "Pin It" button beneath a Smart News Release graphic on BusinessWire.com

Pinterest “Pin It” button beneath a Smart News Release graphic on BusinessWire.com

What this means in the context of the modern, super-charged press release is that on top of all the benefits that accrue to multimedia releases – more clicks, more sharing in general, content that can outlast the release itself – Business Wire clients now know that the images they use to tell a compelling story can broadcast that story more readily than ever before.

Who uses Pinterest?  This infographic (appropriately enough) breaks down the demographics along with the most popular interests.  But just because crafts, hobbies and design are among the leading topics doesn’t mean that boards are limited to these rather obvious areas of interest.  As we’ve seen on the Business Wire-sourced page, anything can be pinned.   So, balsamic vinegar ketchup bottles share the page with the world’s smallest 4K USB 3.0 camera and a Charmin wedding dress.  (Make that an award-winning Charmin wedding dress.)

If you are distributing a press release on Business Wire, why wait until a viewer decides to pin?  You can pin it yourself, just as you probably already tweet, or post to your Facebook page, or otherwise share the content you have created on social media.  However, it’s best to remember that even while trying to promote your company or client, it’s best to think in terms of “how can I help someone?” rather than “how can I sell something?”  Your board can be amusing or useful, practical or frivolous, but it has to give people a good reason to stop by and check it out.


Does Including a Photo Get You More Views? Rutgers CMD Wins SNCR Award for Finding Out

November 13, 2012
by Phil Dennison, Senior Marketing Specialist/Business Wire – Cleveland

As we’ve stressed again and again, multimedia drives press release views online — our own measurement data shows it, and so does pretty much everyone else’s. This past Friday, though, the Rutgers University Center for Management Development (CMD) won an award from the Society for New Communications Research (SNCR) for looking into it in an unconventional way: What happens when you distribute the same release twice, once with a photo and once without?

The photo distributed by Rutgers CMD with their second of two identical press releases one week apart.

With the help of SEO-PR, Rutgers CMD wrote and optimized a press release concerning an upcoming promotion, then distributed it via Business Wire at identical times one week apart, first without a photo, then with one. Everything else – headline, content, formatting, and so forth — was identical. The photo was the only difference.

The result? Despite the fact that Google News didn’t index the second release, it got 20% more views and 63% more clicks in 14 days than the first press release got in 21 days. Taking into account search engine penalties for duplicate content, that’s a pretty impressive result.

Even better, according to Eric Greenberg, Managing Director of Executive Education, Rutgers CMD, “This campaign has already generated seven registrations worth $31,500 in incremental revenue for Rutgers CMD, which is 8.75 times more than the $3,600 spent on writing, optimizing and distributing the press releases over Business Wire with and without a photo. So, conducting the study has paid off financially as well as academically.”

To further bring home the importance of press release optimization, after issuing the press release announcing this award, Rutgers CMD got some very impressive search results:

This is not the first such research that Rutgers CMD and SEO-PR have conducted into press release ROI. Greg Jarboe of SEO-PR recently authored a white paper for Business Wire, Linking Press Release Output to Outcomes, that details three separate sets of research on when best to send a press release and whether an active press release campaign has measurable revenue effects. Download it today to find out more.

Congratulations to Rutgers CMD and SEO-PR on their prestigious award, and we hope to bring you more research from them in the future.


13 Tips To Sharpen Your Communication Skills in 2013

October 18, 2012

Raschanda Hall, Global Media Relations Manager, Business Wire/Chicago

By Raschanda Hall, Global Media Relations Manager, Business Wire/Chicago

There is a distinct buzz in the air during the final quarter of the year.  In the PR community, this growing sound is our nagging reminder to sit down and think about new business, budgets, cuts and strategies for 2013.

We’re no different, so our team looked at our own best practices to empower you with 13 tips to make you a better communicator in 2013.

13. Commit to commenting. Stop being a social media voyeur.  Be active by liking and commenting on posts you read.  The comments can be as interesting as the posts; many people read them and they’re a good way to make connections.

12.  Give before you ask. No matter what service you provide, even the well-intentioned invitation can be seen as a demand for time, effort, and attention. Take this tip from Chris Sacca, advisor to some of the top social media companies, “If you’re insightful and helpful, people will want to be around you.”

11.  Refine your elevator pitch. How? Practice, edit, repeat. If you pitch TV stations you know assignment editors are willing to listen, but you’d better be able to get your point across fast! Call five assignment desks, and chances are, you’ll hone your pitch quickly.

10.  Subscribe to industry newsletters and READ THEM. PR/communications newsletters such as CommPRO.Biz, MediaBistro,  Smart Brief on Social Media and Ragan’s PR Daily offer helpful suggestions for improving your written and verbal communication skills and keep you up on industry trends. You might recognize a misstep you consistently make, such as avoiding an overused word.

9.  Get involved with an industry organization.  Don’t just attend events — join a committee, serve on the board, or simply volunteer your time as you can. Be sure not to limit yourself to PR/IR groups.

8.  Learn more about the offerings of your service providers. OK, this one may be a bit self-serving, but don’t shoot the messenger.  Many PR-related service providers are constantly advancing their catalog of offerings, providing free reporting, or creating complementary products to go along with the services they’re most known for.  Take the meeting and find out what else they offer for you to maximize your relationship.

7.  Have an SEO discussion with your web team, your wire vendors and your content creators. If one conversation isn’t enough, have however many it takes for you to understand search engine optimization (SEO) basics and start using these strategies to improve the visibility of content you produce for the web.

 6.  Take a class or seminar.   Many schools and professional societies offer continuing education classes at a low cost, and some even offer free sessions. Consider classes in photography, advanced web technology or web design.  You can even brush up with a business writing or grammar class.

5.  Attend a journalism conference. The price tag of some PR conferences can be off-putting.  Directly across the aisle our industry peers are putting together great and pertinent programming at a fraction of the cost.  Check out conferences organized by the Online News Association, Society of Professional Journalists or one of the journalists-of-color member organizations like NABJ, the National Association of Black Journalists.  You’ll learn a lot and make some new contacts while you are at it.

4.  Share your experiences. If you have no time to sit on a board or a committee, offer to speak at one of their programs on a  topic you know matches the interests of their members.  In PR groups, speakers on the topics of social media, measurement, crisis communications, media relations and brand strategy are highly sought after!

 3.  Invite a blogger out for coffee. If you don’t work with bloggers, meet up with an editor, producer or member of the Twitteratti who you value having a relationship with.  Even if they can’t meet face to face, the check-in email is a nice gesture and way to keep a relationship top of mind even if you’ve moved on to cover new areas.

2.  Be an active listener.  Multi-tasking, while great in so many ways, contributes immensely to our eclipsed attention spans. Make an effort to listen more closely.  Practice by playing a prerecorded webinar and not clicking away; or watching or listening to an on-air personality you don’t agree with and resisting the urge to turn away or blurt out.  Just listen.  If you improve your listening skills you might pick up the other half of what most people don’t hear when someone is speaking.

1. Immerse yourself in mobile.  Mobile marketing is the future, but the future is today.  To leverage this market for you and your clients you need to use it. Download news apps and visit the mobile rendered pages of your favorite brands. Then make sure your own messaging is mobile friendly.


Why You Should be Alerting Investors via Mobile

October 3, 2012

News audiences, all of them, are on the go these days: More than half of all US adults own a smartphone or tablet, and more than 60 percent of those read news on their devices at least once a week. As mobile starts to complement – and in some cases, supplant – desktop usage, it’s important to make sure that you’re reaching audiences where they are. And that’s more true when it comes to market-moving news targeted at investors and analysts.

Nigel Malkin, president of Brand2hand Media, recently led a webinar for Business Wire called “Mobile Alerts for Investor Relations.” In this webinar, Nigel discussed the whys and wherefores of reaching investors by mobile. A few highlights from that event:

  • SMS open rates are more than 90% on average, compared to 22% for email
  • Mobile users generally open SMS messages within 4 minutes, compared to 6 hours for email
  • Different markets have different text character limits, and messages must be designed accordingly
  • There’s a definite way to structure your mobile alert messages for top effectiveness

You can listen to the archived webinar here, or view the accompanying slide presentation below.

Afterwards, learn more about how we can help you add mobile alerts to your own investor relations program.


Is Apple’s iOS 6 Update Affecting Your Search Traffic?

October 2, 2012

Last month, just prior to releasing the new iPhone, Apple released iOS 6, the latest version of its operating system for mobile devices – iPhone, iPad, and iPod Touch. And as SearchEngineLand details, that update may be affecting what you’re seeing in your traffic data.

Safari is Apple’s own web browser, and it’s used by nearly 87% of iOS device users. So if someone is browsing the web on an iPad or iPhone (which 64% of mobile users are) it’s likely they’re using Safari.

The important change here, which SearchEngineLand explains in great detail, is that someone coming to your site via a search using Safari’s built-in Google search box no longer shows up in your traffic logs as search or referral traffic.  They show up as direct traffic, no different from if they had simply typed in your URL.

This appears to be an unanticipated result for everyone involved, and may result in Google making some changes to how searches via mobile are forwarded to the destination site. In the meantime, though, be aware that searches showing up in your NewsTrak Reports and other analytics as “direct traffic” may in fact be searches from iPad and iPhone users.

Combined with last year’s changes that no longer pass search terms through from logged-in Google users, this adds another complication for marketers and PR people trying to maintain an SEO/SEM strategy. It’s a quickly shifting landscape, so make sure you’re aware of all the trends and changes before making adjustments to your own strategy.

 


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