Categories
Digital marketing digital pr Featured marketing online pr SaaS

Escherman Announces Solution Partnership with Nimble: social CRM for PR

escherman: Nimble Solution PartnerHot on the heels of our our recent Hootsuite Solution Partner agreement, we’ve just signed a Solution Partnership with Nimble, a Social Business Platform that combines relationship management and social engagement into an affordable web-based solution. It integrates LinkedIn, Facebook, Twitter, Google, email contacts and conversations into “one seamless, intuitive environment, empowering small businesses in today’s socially connected world to attract and retain the right customers.”

As far we know, escherman is the first UK consultancy to attain both Hootsuite and Nimble Solution Partner status. We think this a big deal for a number of reasons. Not least for the world of PR.

Joining the social media and social business dots: training, implementation and management

Consider this question: if PR is about managing reputation – and this is largely done through managing relationships with various stakeholders – why has the industry been slow to make use of CRM style technologies?  Admittedly, CRM software has been largely targeted at sales, marketing and customer service – but given you could easily replace the “Customer” in CRM with “Stakeholder”, why haven’t we seen more PR firms and in-house departments make use of tools like Salesforce, SugarCRM, etc?

Cost can’t really be an issue given that most of those tools are SaaS based and the cost per month per user is pretty minimal.

The truth partly lies in lack of knowledge of exactly how to use CRM tools in a PR context. And possibly the fact that these tools haven’t yet displayed any real integration with social.

So when Hootsuite and Nimble announced an integration partnership back in December of last year, the light bulbs went on here.

We’ve been using Nimble as our own relationship management system for some time.  Aside from being a very powerful system at an affordable price, we’ve always liked its emphasis on integrating social elements.  Now, with a direct integration with Hootsuite, we have the makings of a truly 360 degree view of key stakeholder relations and management. And at a price that won’t break the bank.

We think the fact that we are now official solution partners for both Hootsuite and Nimble puts us in a unique position. By combining our popular social media training services with the ability to help organisations implement a combined social media management and relationship management platform, we can help businesses more rapidly start to reap the benefits of social media – across all aspects of the process. Not least of which we have a particular speciality in understanding the needs of PR firms and in house PR departments. There are many ways in which PR and comms teams can benefit from understanding how to exploit the power of social media and social business – we’ll be posting more in coming weeks about how to get the best out of the combination of Hootsuite and Nimble.

In the meantime, click here if you want a free trial of Hootsuite.

Or click here if you want a free trial of Nimble.

And clearly if you’d like to talk to us about social media training and implementation generally, just email us.

(And don’t forget the social media and digital marketing training we provide via the CIPR).

Categories
Digital marketing digital pr General PR marketing online pr

Channel 4, LinkedIn, Staffs Police, Synthesio: the social reputation debate at #smwf 27/3/12

I’m very honoured to be moderating a great panel at tomorrow’s Social Media World Forum Europe at Olympia, London on the subject of managing your company’s online reputation via social media.

The panel participants will be:

Colin Smith, Director of Marketing Solutions UK, LinkedIn

Colin Watkins, Digital Communications Manager, Channel 4

David Bailey, Neighbourhood Communications Manager, Staffordshire Police

Catriona Oldershaw, Managing Director UK, Synthesio

If you are attending Social Media World Forum around 3.50pm tomorrow, please do stop by. It promises to be a cracking debate.

Categories
Digital marketing digital pr General PR marketing online pr tech pr Technology PR

PR = reputation management. Really? Who are we kidding?

(This post originally appeared at the CIPR Conversation).

The launch of the VMA Group’s Business Leaders in Communications (BLCS) 2012  study stirred up some heated debate this week. Much of the ire was directed at the apparent lack of interest in social media by senior communications directors. According to the survey, a miserly seven per cent of these senior PR people felt social media was a major communication challenge and less than 15 per cent seek social media skills in candidates.

Speed’s Stephen Waddington blogged about the survey results and his excellent Storify round up of live Tweeting from the launch event captured the flavour of attendees views on the attitudes in the room.

Simon Francis was so incensed he issued a call to arms to have these comms “dinosaurs” outed.

And yet, isn’t this turning into a cracked record?

Peter Morgan, Head of Communications at Rolls Royce was also labelled a dinosaur back in May 2010 when he (in)famously declared that “social media was a waste of time”. He subsequently recanted – but only after Rolls Royce had endured a major comms crisis that caught the company on the back foot with regard to social media.

And as Si Francis also reported from the BLCS 2012 launch event: “David Bickerton from BP admitted his organisation was left reeling from the social media impact of recent events. And, he added, as a result, the company was now ensuring ALL staff have a role to play in the reputation management of the company on social media.”

Is it the case that comms directors only begin to appreciate the need for taking social media seriously when they suffer a major communications crisis?

But if the potential threat from a comms crisis isn’t enough incentive for action, what about the latest Edelman Trust Barometer?  According to Vikki Chowney at EConsultancy: “This year UK CEOs again face a major hurdle in convincing the public that they should be listened to: they were the least credible public spokesperson for a business or organisation, with only 30% of respondents finding them reliable. More credible were academics or experts (by 73%), followed by a ‘person like me’ (60%), a technical expert (56%), or a ‘regular employee’ or ‘financial/industry analyst’ (55%).”

“People like me” are increasingly to be found having conversations on social networks. Does that not suggest that social media might need just a modicum of attention?

However, the thing that irked me most about the BLCS survey was the fact nearly two in three communications professionals see reputation management as their most important function.  I had to stifle a yawn.

Reputation management has been ranked the number one priority for years now. Matthew Freud was quoted in The Economist in January 2011 as saying that “the future of PR is bright because of the growing importance of reputation management.”

In which case, if reputation management has been so important for such a long time – and PR is supposed to be about reputation management – why is PR and comms representation still largely absent from the board room of UK plc?

According to the BLCS survey, a third of respondents say that advising the board/CEO is one of their most important roles, Which means two thirds don’t. And fewer than half report having a major influence on board level strategic decision-making.

If reputation management really is that important then perhaps we need to up our game in terms of understanding how reputation really is mediated today. And proving our value to senior management and the rest of the business. Taking social media more seriously would be a start. As would a more robust approach to measurement (as Stephen Waddington noted, the subject appeared to be absent form the BLCS survey).

Or perhaps we should stop talking about PR being all about reputation management.

Have a reputable weekend.

Andrew Bruce Smith and The Conversation team

Please note, this Conversation Roundup is written in my own capacity.

I am not a spokesperson for the CIPR.

Categories
Digital marketing digital pr marketing online pr tech pr Technology PR Web/Tech

Using Zendesk to power a PR consultancy website

Anyone who has looked at the escherman site recently will have noticed it has changed.

We’ve ditched Squarespace and taken the bold step of using Zendesk as the framework for the entire site.

Why did we do this?

Zendesk is a brilliant web based helpdesk software product (disclosure: client).

However, the more we looked into it, the more we realised that the help desk metaphor could be applied to many familiar aspects of both traditional and online PR. So we thought we’d go the whole hog and build our entire site around Zendesk. We’ve been very pleased with the results so far.

Here are some of the things we really like:

Easy customisation: Zendesk provides a very easy way to customise both the look and the functionality of the site. Adding extra functionality via widgets is very simple. We particularly like the ready made integrations with a variety of 3rd party products such as Salesforce.com

Social media integration. We can monitor Twitter within Zendesk – any relevant Tweets can be instantly converted to a ticket – and assigned to the appropriate individual. Or can form the basis of an instant comment thread that can be posted in an appropriate forum.

Voice integration. We are beta testing Zendesk Voice.  Already available in the US, this will be arriving in the UK in the not too distant future. In simple terms, it allows us to have an integrated call handling system set up in minutes. Imagine PR firms being able to have a complete and automatic log of every journalist call and interaction.

From a training perspective, being able to hear how account execs and account managers deal with journalist enquiries could be very valuable. Or experienced media handlers could share how they deal with journalists on the phone.

The possibilities are endless. We’ll keep you posted on how we get on in the coming weeks.

Categories
Digital marketing digital pr marketing online pr SEO

“Social media is vital say top SEO firms”. But the bosses aren’t very social…

One of the most frequent comments from search agency bosses in the recent NMA league table of the UK’s top search firms was the importance of social media to search.

The following is a representative quote: “the biggest growth opportunities are in increasing the effectiveness of search by integrating it with areas such as display and social media.”

So are the bosses of these search firms walking the walk, as well as talking the talk when it comes to social media?

On the whole, it would appear the answer is no.

To try and work out just how social the bosses of the UK’s top search firms are, I created a PeerIndex list of the MDs of the top 45 firms as per the NMA league table.

As the observant among you will notice, there aren’t 45 names in this list. This was because I wasn’t able to find a Twitter handle for all of them. This suggests they haven’t got one or they aren’t making it easy to find their Twitter profile (*).

As can be seen by the PeerIndex list, the bosses of the UK’s top search firms don’t appear to be that active in social media.

Of course, I’m fully aware of the argument that bosses shouldn’t be wasting their time Tweeting and Facebooking 24/7 – they have far more important things to do like running their businesses. However, given that the top search firms seem to have a consensus about the importance of social media to their clients, you might think that there might be more of an effort to “lead from the front”.

On another point, I will spare the blushes of the search agency MD who “protects” his Tweets.

As I said earlier, I don’t think anyone is disputing that search and social media need to work hand in hand. And from the PR perspective, if the PR sector wants to “own” social media, perhaps it could lend a hand in helping the bosses of search firms get more immersed in the environment. And perhaps creating powerful intergrated offerings that will deliver more effective, high value and more profitable services for clients?

Agree? Disagree? Have your say below.

(*) I’ll happily add in any search agency boss I’ve missed off if they want to supply their Twitter handle to me

My profile on Google+

Categories
Digital marketing digital pr Facebook Fashion General PR Humour information risk management IT security marketing Media Men's footwear Music online pr Pocket Video Politics SaaS Science SEO SF sharepoint tech pr Technology PR Television Travel Video Weblogs

Recycled Friday: Is £2.5 billion really spent on press releases in the UK?

I was inspired by the following comment from @adcontrarian in his latest blog post:

Because I am a lazy bastard and the thought of writing five posts a week is a constant source of terror, I have decided to introduce a new policy around here. From now on, on Fridays,  I’m going to recycle old posts that I like and that are still relevant. Today is our first Recycled Friday.

What a great idea. Having nearly 600 posts over 7 years gives me a good back catalogue to plunder.

Without further ado, here is a post I wrote five years ago – has much changed? You be the judge.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

New survey conducted by Benchmark Research on behalf of Glide Technologies has thrown up some interesting, if not entirely unsurprising, results about the PR industry in the UK today.

The full report is here:

Glide PR survey

However, the one item that caught my eye was the calculation that  £2.5bn is spent on press releases in the UK. This based on the survey finding that 39pc of PR professionals time is spent on creating, distributing, and following up on press releases – and the estimated total size of the UK PR industry at £6.5bn. Couple that with only 32% of releases received by the media being of genuine interest, then I calculate that means £1.7bn is being wasted on irrelevant press releases.

Although I’d take this calculation with a pinch of salt, it would be fair to say that an awful lot of money is still being spent (and wasted) on the humble press release.

The survey also highlighted a clear discrepancy between journalists desire to be contacted by email and PRs who still overwhelmingly use the phone.

I know the reasons for both sides views. Journalists have been jaundiced by too many wasteful phone calls along the lines of “did you get my press release”, or are you attending exhibition X (see Phil Muncaster of IT Week vent his spleen re: the pre-InfoSec deluge of calls asking him whether he was going – Muncaster InfoSec rant )

On the other side, PRs often feel that they will get more “attention” by actually talking to the journalist. Though of course that still means you need a good enough story to give them.

My take on the survey as a whole is that is shows the same old values still apply to PR in terms of media relations – journalists will give the time of day to a trusted source – but even that doesn’t guarantee they will use a story. Perhaps some of that wasted £1.7bn could be spent on training PR professionals to get better at becoming trusted information sources.

Other findings below:

81% of Journalists on a desert island opt for laptop over a phone

Email remains the most popular delivery format for journalists. Fax, post, newswire, PDA and SMS all decline. RSS and IM emerge.

76% of journalists more likely to use press communication with photos etc.

89% of journalists will visit an organisation’s website most of the time when writing about them

Journalist Complaints

Poor use of email (e.g. sending large attachments) accounts for the two greatest online deterrents to journalists

Only 32% of releases received by the media are of genuine interest

73% of journalists think an organisation is ‘not media friendly’ if its online press information is poor. 60% think they’re ‘lazy’, 50% that they’re ‘incompetent’.

Research conducted by Benchmark Research.

Categories
Digital marketing digital pr General PR marketing online pr tech pr Technology PR

Top 5 reasons PR firms should ask clients/prospects for access to Google Analytics data

In March 2010, I gave a presentation on PR and SEO at the CIPR HQ in Russell Square, London, to around 75 senior in-house communications directors and managers. I asked how many of them used Google Analytics data from their own corporate sites to inform their PR and communications strategies. Not a single hand went up.

In the intervening months, I’ve been boring for Britain to anyone who’ll listen that asking clients for access to Google Analytics should be one of the key questions any PR should be asking.  In fact, it should be a great question to ask prospects.(*)

Either way, Google Analytics (GA) can provide a whole host of insight that can have a big impact on the communications strategies and tactics you advise clients on.

Here are my top 5 immediate reasons for asking for GA data:
1. Bounce rate (or as Avinash Kaushik so memorably described it – they came, they saw, they puked). If a client website has a high bounce rate ie 75pc or higher (and isn’t a blog) then they have some issues – there is no point driving traffic to a site if it doesn’t engage the visitor. There may be many reasons why a site has a high bounce rate. But I’m willing to bet that 9 times out of 10, that content is a key part of the the problem. If the client or prospects existing content isn’t working then it needs fixing – it also flags that using existing messages and content to fuel PR probably isn;t going to work – enter the PR firm….

2. Segmenting web site visitors based on where they come from and the intention behind their visit should provide a gold mine of insight for a PR. Take search. If there are certain key phrases that are driving people to a site, then using Google’s free Doubleclick Ad Planner tool can help determine where PR content should be pitched (hint: it won’t always be media properties that may be the most fruitful places to pitch PR content – or it may disprove assumptions about which media outlets really do matter to your audiences – based on what they actually do rather than what the media owners media pack tells you).

3. Set up goals. So often, even if a client has set up GA, they won’t have set up any goals. And they don’t necessarily have to be transactional. What about setting goals for time on site or depth of visit and putting a financial value on these more engaged visitors? Wouldn’t it be great if the PR firm could show a causal connection between PR activity and more engagement? Well, the tools are freely available…

4. Using GA Tagging Parameters. PRs can and should get a lot smarter about using tag parameters in the links they use in news releases and other PR related content. A bit of effort to work out a logical tagging strategy allows GA to give you far more accurate insight into how different tactics have performed. Hell, Google even provides a free tool to build your parameterised link for you.

5. Create multiple GA profiles. Again, very often, clients have only got a single profile view of their GA data. You’ll get kudos for advising them to at least set up a second one where they can test tweaks to the system without compromising the existing data. But setting up a specific profile for use by the PR firm should be a must-have in any case. Imagine being able to use the annotation function in GA to highlight where PR activity (both on and off-line) may have had an impact on visitors and commercial activity.

Here’s a real example. A piece of PR generated broadcast TV coverage at 11am on a Sunday morning resulted in a spike of visits to the site at that  time. Analysing those visitors showed exactly how many requested further information and/or requested a trial of the product. In other words, a clear line-of-sight causal chain between PR output and commercial outcome.

I could go on. But I’ll say it again. If you aren’t asking your clients and prospects for access to their GA data, do it now.  If only for the solitary reason that being able to show the start to finish causal impact of PR content on real business outcomes is hugely powerful – and the fact is, there is nothing to stop PR firms adopting these approaches today. If they don’t, somebody else might do it for them. And get the glory.

*What about confidentiality say some people? Sign an NDA if you have to. But if a prospect or client still refuses to share GA data with you, I’d treat that as a warning sign.

Categories
Digital marketing digital pr General PR marketing online pr tech pr Technology PR

Are you a UK Social Media Power Player?

(This article first appeared on Marcom Professional)

Can online influence be determined algorithmically?

That’s the serious question behind the bit of fun I had last week creating the PR Week UK Social Media Power Player league table.

Using PeerIndex to determine an overall influence score (and based on PR Week’s original Power Player selection), I’ve so far listed around 283 people (if you feel you should be on the list, then sent me a Tweet – @andismit).

As I explained in my original Storify piece, I was simply testing out the new group creation feature of PeerIndex. However, little did I realise the Pandora’s box I was opening.  If I’ve learnt anything this last week, it’s that PR folk love a league table and are hugely competitive. The clamour to be included on the list was astonishing (as of this morning, the list has been viewed nearly 7,500 times). And clearly some people have begun obsessing about their rankings.

Inevitably, some have questioned what meaning – if any – a PeerIndex score has (or a Klout score for that matter).  I’d have to agree that an absolute rating like the overall PeerIndex tally probably doesn’t really provide much insight – other than being a modest diversion for PR people. However, PeerIndex clearly has plans to provide a rating relative to specific topics. That to my mind is far more interesting. Being able to have insights into which people may have more or less influence in relation to specific subjects is far more worthwhile for PR and marketing people.

Of course, that begs the question as to how PeerIndex arrives at its scores.  Like Google, they aren’t revealing the details of their People Rank algorithm. Some might argue that it is impossible to determine influence algorithmically. And I’d agree that PeerIndex isn’t perfect. At the same time, I applaud the effort to try and do it. Given the choice between attempting something and doing nothing I’ll always plump for the former.

So the debate about PeerIndex and its ilk will no doubt rumble on. But I can’t help but feel that this kind of algorithmic approach to determining online influence will play an ever increasing role in  21st century PR and marketing.

Categories
Digital marketing digital pr General PR marketing online pr tech pr Technology PR

Why fungibility is the PR industry’s biggest problem (Marcom Pro)

As the head of WPP, Martin Sorrell’s pronouncements on any aspect of marketing are always worth paying attention to.

Back in December, he suggested that the PR sector’s biggest issue was the lack of talent – at least by comparison with other industries such as investment banking and management consultancy. According to Sorrell: “professional consultancy firms such as McKinsey and Goldman Sachs continuously hire the best people. Our malaise as an industry is that we don’t – we just nick them.”

On a related theme, Speed Communications joint Managing Director Steve Earl had a great post this week talking about how recession is the overriding factor dominating how PR businesses are run, how they’re developed, what their aspirations are and how PR is bought at the moment. Says Earl: “What I’m getting at is whether agency management teams are responding wisely, transparently and fairly to helping their personnel through a recession. Many of the job applicants Speed has seen through its doors in recent months talk about how many agency staffers are being asked to do jobs a level above their pay grade.”

Sorrell’s views are related to Earl’s observations. But these issues are nothing new. Professional services consultant David Maister identified the symptoms (and cures) for this malaise over 20 years – his books on Managing The Professional Service Firm and Strategy and the Fat Smoker should be required reading for senior PR management.

So what would Maister’s advice be to Sorrell and Earl?

According to Maister, Goldman Sachs and McKinsey are both “one firm firms”.  The emphasis is not so much on hiring the best talent as developing it from the ground up. Maister contrasts this with what he describes as “warlord firms”, where the productive senior members operate as chieftans presiding over their own territories, “occasionally collaborating but generally acting without a long-run commitment to the institution or each other. The past and the future are not often items high on the agenda.”

Consequently, over time, the performance of extreme warlord firms often swings through peaks and valleys. Much management energy is expended in modulating the politically charged environment.

As Maister presciently observed some years ago: “many warlord firms have reduced or eliminated entry-level recruiting, purportedly because of the short term cost of hiring and training such people. They prefer to hire laterally from other firms, to avoid the costs of investing in junior people.”  Or in Sorrell’s vernacular, nick them.  As far as Maister is concerned, “such firms are sending two uncongenial messages: the people we hire are fungible and there is nothing special about us. As a result, they fail to develop the loyalty and cohesiveness needed during periods of both prosperity and stress.”

And recession and stress go hand in hand. As Sorrell said in December of the PR sector: “we are supposed to be in the differentiation business”. In which case, the apparent “fungibility” of its most prevalent commodity may well be the most urgent issue that needs addressing.

(This post originally appeared here).

Categories
Books Digital marketing digital pr General PR marketing online pr tech pr Technology PR

If PR was no fun in 1985, what is it now?

David Maister’s 1993 book “Managing The Professional Service Firm” is still the gold standard by which all other management books aimed at the legal, accounting, PR, marketing and consulting sectors should be judged.

A round up of material he’d been writing since the early 1980s, re-reading it again reminded me how much truth is still contained within its pages. There is very little that has dated.

Every chapter still contains golden nuggets of wisdom – not just for those in senior management positions in PR firms, but for those who are starting out on their careers.

For example, if you think the “motivation crisis” among the younger generation in PR is a new phenomenon, think again:

“PR is just not any fun any more. Today’s clients are demanding, cynical about the value they receive, and treat you less as a professional and more like an ordinary vendor. The pace, intensity and workload are greater than ever, and the firm atmosphere is competitive rather than supportive, and certainly less collegial. With all this concern about profitability, it seems like we’re being asked to work even harder for less money.”

And that was in 1985!

However, if the issue hasn’t gone away, then the solution offered 25 years ago is broadly similar. In other words, the problem isn’t one of too much work, but too much meaningless work. The role of management is to explain why work is important rather than just telling people what needs to be done. In addition, it is a function of the knowledge and skills that the firm has to offer that will give it the best chance of long term success. As Maister says, knowledge and skills are assets that left untended will depreciate in value. And quickly. And perhaps even more so in this day and age.

The PR sector as a whole clearly needs to invest in developing new knowledge and skills.

The future is bleak for those who continue milking yesterday’s assets.