If you missed the Vocus webinar about online news releases, here is the recording of the session. You can also download the slides (pdf), and the executive summary of the ROI of Online Press Releases SNCR study.
The webinar includes:
- a couple of case studies (Jiyan Wei, Vocus)
- presentation of survey methodology and results (Jen McClure, SNCR & yours truly)
- interpretation of results: dual role, multiple purpose of online news releases (yours truly)
- recommendations for best practices (Shel Holtz, Holtz Communication + Technology)
- Q & A
Closing keynote: Elisa Camahort Page, BlogHer
BlogHer network survey + U.S. representative female online users.
blogs are mainstream
- 53% of US online women read blogs
- statistically the same as IM, photo sharing, etc.
blogs are addictive
- regardless of age, once engaged, blogging is daily part of life
- over 20% of blogosphere participants spend less time consuming traditional media
- 3 categories: readers/lurkers; active publishers/commenters; readers/commenters
blogs are trusted
- for new information
- for advice & recommendations
- for making purchase decisions
What do women find in blogs? They are experiencing the unique, transformational power of blogging. Blogs are changing the way we:
- survive – e.g. Postpartum Progress, Diabetes Mine
- age – e.g. My Mom’s Blog (at 81, possibly the oldest blogger)
- make a living – e.g. Simply Recipes
- participate – e.g. CNN YouTube debates, h2otown, Hurricane Disaster Direct Relief, DonorsChoose, etc.
People don’t trust institutions, they trust each other. What are companies doing to be trustworthy?
SNCR Research presentation
Patterns of influence are changing, and this has a fundamental impact on the PR profession.
Research goals: examine the PR landscape to observe how PR uses social media; to define influencers; to examine how PR creates relationships in social media.
Research methods: survey of nearly 300 PR & marketing professionals, case studies
- Most effective channels: blogs, online video, social media
- Value of social media to PR: growing or core to PR function
- Most important metrics: enhancement of relationships with key audiences, of reputation, awareness
- Measurement behaviors: only half of PR practitioners measure the efforts to communicate with new influencers
- Who are the new influencers? Publishers or relevant & quality content that appears in search enginges – but did not look as much at number of comments a blog post gets
- Influence in online communities & social networks: frequency of participation & posting, name recognition
- Evaluating effectiveness of social media initiatives: search engine rankings, number of unique visitors, audience awareness
ROI of listening: American Red Cross case study
American Red Cross started monitoring blog posts and responding.
- corrected a lot of misinformation and misperceptions
- identified conversation trends: people blog about their blood donation experience & what type of cookie they got :); most people have positive opinions of the Red Cross
- raised level of social media awareness internally by sharing social media monitoring data within the organization
5-step listening process:
- search technorati, twitter, facebook, youtube & flickr – save all relevant content
- aggregate data in an internal e-mail report
- respond – use personal judgment to decide what posts to respond to
- bookmark and tag all relevant content in del.icio.us account. Save it for later reference and long-term tracking
- issue monthly report
- blog search engines: technorati & others
- internal feedback: it helps other Red Cross employees do their jobs better, feel connected to their publics, and understand social media
- external feedback: bloggers appreciate responses
- major culture shift
- hard to measure
- organizational firewall: only social media employee has access to social media sites
- created internal value: everyone values the feedback
- laid groundwork for future social media campaigns
- made case for integrating social media into all communications
- Red Cross IP shows up in blog visitor analytics, bloggers react positively to knowing Red Cross is listening
Emerson case study – B2B (Jim Cahill)
Services are about people and building belief of trust, competence, commitment, creativity – which brochures cannot do. Emerson needed to market its expertise, not products. Needed to get the experts closer to the customers.
Businesses seeking services started with search engines. So decided to start a blog.
Internal approval process:
Approval process took 2 years. Took Steve Rubel’s advice to “show it, not talk it” and started a blog internally. Had to fight fear. Created worst case scenarios to anticipate what could happen if start blog.
Finally, started www.EmersonProcessXperts.com. Also use RSS feed reader to monitor relevant blogs and respond 2-3 times a week.
- the blog gets more hits than many regional websites
- sales inquiries
- media inquiries
- media calls to interview experts who blog – resulted in trade magazine article
[all SNCR coverage cross-posted from New Communications Review]
SNCR Research Presentation
- 18 million monthly visitors
- 30-40 daily articles
- no fact checking
- full-time staff of 7
- 500 references in WSJ and NYT
- more than 34,000 references on Digg
Consumers have found that they get more results if they complain through these channels rather than contacting the company directly. These websites, along with the attention they get from both mainstream media and digg, point to new dynamics in customer care and brand reputation. Old tactics no longer work. Stories can spin out of control and become storms in a matter of hours. The worst thing you can do: Send in the legal team.
Customer service has moved from a private, one-to-one communication with a disgruntled and unhappy customer service representative to the public domain.
Julia Ochinero, Nuance – a company working, among others, to improve customer self-service technologies. The phone remains the preferred customer service channel and people prefer talking to a live representative rather than an automated system.
Customer care interaction has become a marketing opportunity – a way of differentiating products.
Paul Gillin presents the results of a 400-respondent survey about consumer opinion and complaints websites.
- customer care impacts purchase decisions and brand impressions
- experiences expressed in social media influence purchase decisions
- consumers use social media to protect others
- one posting by one consumer can trigger a storm of posts on same topic
- consumers feel one person can influence many about a product – but are companies listening?
- 35% use social media to research products often & always
- verbatim comments show a sense of responsibility to leave feedback on shopping sites – people like to recommend good experiences to others
- 84% take customer care reputation into consideration in purchase decisions – peer reviews more valued than professional reviews
- Verbatim: “I ALWAYS research online any purchase over $300.”
- Sources of information: search engines, online rating systems, discussion forums, blogs, company websites: “Social media sites that aggregate ratings like Yelp or TripAdvisor have the most impact. I’m more likely to listen to the combined opinion of 25 people over the rantings of one angry customer”
- 75% agreed they choose companies/brands based on other customers’ experiences
- Most respondents had NO response from companies on online complaints
John Cass presents two case studies:
Comcast on twitter
Mike Arrington from TechCrunch twittered his poor experience with Comcast. The Comcast customer service exec. happened to notice, intervened and solved the problem. This incident triggered Comcast twitter outreach program: 5-7 people monitor and conduct outreach on twitter.
Comcast had been monitoring blogs, but Comcast feels twiter is proving to be more direct and quicker to respond than blogs.
Dell case study
If you’re not familiar with it, please review the notes from the Dell Conversation post.
Dell has provided a useful model of how companies can use blog monitoring to identify customer issues and respond to them online.
Research Challenge: Understand how consumers relate to the Internet, from the consumers’ point of view. Created Netpop research framework to tap into consumer attitudes, behaviors, etc.
Tenets of the framework:
1. The interface is broadband – research focus on broadband users only
2. The interface is global – same devices for internet access worldwide
3. The fundamental areas of involvement are the same globally – similar sites, activities (i.e. social networking, gaming, virtual worlds)
• huge population differences, but similar number of broadband users (about 100 million in each U.S. and China – about 50% of Americans but only 10% of Chinese)
• online activities are very similar among American and Chinese users
• comparison of various broadband user demographics
The top level of the framework: attitudinal segmentation: 5 attitudinal groups in the US:
1. online insiders
2. fast trackers
3. social clickers
4. everyday pros
5. content kings
Comparison of attitudinal groups shows the Chinese are early adopters in larger percentages than Americans.
Content contribution in a typical month: 35% of American broadband users publish a personal page on social networks. 28% post comments on blogs. China: 47% post comments on blogs., and overall are much more involved in discussion forums. Chinese users are much more involved in expressing opinions and interacting online.
• Both populations spend about 50% of their spare time online.
• Both populations go online daily for: music, casual games, videogames, reading magazines.
• Time spent on video: 48% of U.S. time spent watching videos is online, vs. 74% in China. However, more money is spent on TV advertising vs. online sources, although people spend about equal amounts of time watching video on TV and online.
• Communitainment activities: Chinese users much more interested than U.S. in meeting people online.
• Chinese users spend a considerable amount of money online.
• 73% o U.S. purchase decisions are influenced by an online source vs. 93% in China
• U.S. users shop on eBay, in China on EachNet.com. Top shopping sites in China are auction sites – a community environment
• Online activity has evolved: push > pull > participation
• It’s a global phenomenon
• Everything is interpersonal
• The speed of change is increasing
[Notes from session with Todd Defren, SNCR Fellow, SHIFT Communications, and Maggie Fox, Social Media Group.]
Will SMNR replace traditional releases?
Todd and Maggie are in “violent agreement” – why not add social media features to your release?
Do RSS-enabled news releases have the potential to take over the wire model?
Todd: Probably not; there are regulatory and legal requirements for certain releases that require wire services.
Maggie: If I were a wire service, I’d be very concerned about my business model. All media need to know is the URL the releases are coming from.
Discussion: Corporate America wants the reliability that only wire services can provide. But the RSS technology might improve over time and become reliable. Wire services are much more than distribution – there are other services they offer that RSS can’t compete with.
Todd: The problem with an RSS-only model is that as a journalist you lose some of the accidental discovery piece, you only get the feeds you’re subscribing to.
Comments on SMNRs are not necessary or even desirable.
Maggie: I agree. Companies do not always need to host a conversation. Sometimes they need to provide comment to enable those conversations.
Todd: I disagree. If it’s social media, it has to be social. Richard at Dell is a walking case study about the importance of conversations. I believe in moderated comments, to avoid spam, but why wouldn’t you want as many of the conversations to happen at the SMNR? There you have a better opportunity not to control the conversation but to engage in it, rather than chasing down every single blog post. You can aggregate the conversation at the SMNR site and respond there in an official way.
Maggie: Corporate blogs are where the conversations should take place. If you allow comments on a SMNR, why not just start a blog?
Todd: I see SMNR’s accumulating and being a blog. You link to flickr, YouTube, etc. People can comment there. So why not aggregate the comments and let the conversation happen there?
Maggie: Good point. In the releases we’ve issued for Ford, although there’s a very active online fan community for F-150, we only got about 25 comments. So there’s not an appetite for commenting on news releases. Had we allowed comments on the SMNR, we would have gotten comments from PR people: “nice release!”
Todd: Everyone has an invisible sign that reads “make me feel important.” By allowing comments right there on the SMNR you make people feel important.
Ultimately, the purpose behind creating the SMNR was to help journalists and make it easy for them: easy to find the fact, include all the links they need to research their article, etc.
Maggie: Many people who blog are not used to reading and digesting traditional press releases, so SMNR’s make it easier for them to sift through the information.
Todd: Using bullet points is a way to strip away the baloney and cut through the facts. Press release writing has often buried the facts in poor writing, so now when journalists see the bullets they go “oh, so THAT’s what you meant!” The SMNR strips away the “story” and provides just the facts.
Whitney Drake: At Ford, we’re doing both. We’re placing the bullet points at the top of news releases that need it, for journalists who only look at that. We’ve seen that journalists look at one, the other, or both.
Jiyan Wei, Vocus: Google News blocks some SMNRs because if they’re fragmented they’re not considered real news stories.
Maggie: Our digital snippets template doesn’t go into Google News, but it is findable through keyword search.
Should you have both SMNR’s and an online press room?
Maggie: No, they’re redundant.
What are the characteristics of the most effective SMNRs?
Maggie recalls the Chris Anderson story and how difficult it is to pitch to Wired. Howevered, Wired pulled information and images from a Ford SMNR.
Todd: ultimately, it all comes back to content. If the content is bad and not newsworthy, it doesn’t matter if you do a SMNR or not. You won’t get coverage.
If you’re doing SMNRs, is that all you need to do in terms of social media strategy?
SNCR audience snickers 🙂 The entire conference is about social media strategies, which Todd sums up as listening and participating.
Google corporate communication officer in the audience explains that relevant news will be posted on one of Google’s 150 corporate blogs, by an employee, and will reach the appropriate, targeted audience. Google issues very few press releases for a company its size.
[Notes from Track1-session1, New Comm Forum]
Blake Cahill, Visible Technologies overviewed a couple of case studies of Visible Technologies clients and their online conversation analysis efforts.
Janet Eden-Harris, Umbria. Umbria was created to tap into and aggregate “unstructured text” and mine conversations. Umbria analyzes patterns of conversation – different groups of people speak differently. Umbria focuses on 4 areas:
- Tell me about my brand – not by doing surveys, but by listening to spontaneous conversations taking place in social media
- Tell me about my industry – are there trends I need to be paying attention to?
- Tell me about my customers – many people blog, and they say a lot about things they care about. Blogs can help you understand what your customers care about. For example, Umbria analyzed blog posts by dog lovers. Interesting patterns emerged: Gen Y talk about pets as accessories “How do I look with my pet?” Gen X talks about how to integrate the pet in family life. Baby Boomers talk about pets as people/companions – they talk to them, dress them up, etc. 🙂
- Tell me about my product – online conversations produce ideas about new products. Many new products fail, but if you build a product based on existing conversations, it might be more likely to fill a need. Umbria grouped online conversations about pets into smaller topics. If the conversation is positive, this means that particular need is being met: e.g. organic food, pet daycare. Negative conversations revolved around traveling with pets. Umbria’s client, DelMonte, saw a product idea there. They created a line of products for traveling with pets and created online content and information about traveling with pets: tips, pet-friendly hotels, etc.
Q: Is what you’re talking about monitoring or measurement?
A: If you track monitoring over time, it can become measurement. You don’t track (only) eyeballs anymore. You track the change of sentiment in online conversations, and ultimately, you need to see if the social media campaign ties back to sales.
Q: What is Umbria’s data universe?
A: Umbria has the tools to collect tens of thousands of blog conversations. You can never get them all, but for one client, you might analyze about 10,000 blog posts.
Q: Is traditional business segmentation falling apart? Can you trust computers to analyze the data and come up with categories?
A: You cannot trust computers. You have to oversee the data. But it’s not feasible for humans to analyze every single comment. Segmentation is not dead, but you have to understand that one person fits in different segments for different contexts. The same person might be a bargain-hunter when shopping for cleaning products, but think nothing of spending $5 for coffee at Starbucks. So segmentation makes sense in specific contexts. It can be a useful and powerful tool.
Q: How do you code data? Is “positive” the same for Dell, Ernst & Young and dog food?
A: Jane answers: At Umbria we use natural language processing algorithms to analyze comments and identify: age, gender, and sentiment. If you show comments to people and ask them to identify sentiment, inter-coder agreement will be only 65%. Algorithms can only get close to that, but they can’t get better than that. Sentiment is really hard to identify and code. So you have to keep working on teaching the software how to code and score. Also have to keep in mind that language and language patterns keep changing.
Q: What’s it going to take to move these technologies to analyzing more than text?
A: You don’t look at comments individually, you have to look at interaction and conversation threads. For audio and videos, we look to transcribing the audio to text and having it analyzed.
Q: Is there a way to assess if blogs are increasing or decreasing in importance?
A: K.D. Paine: Don’t ask me, ask your audience. There are all these tools out there, find out what your particular audience is using.
Q: If I’m a nonprofit and don’t have $10,000 to spend, what do I do?
A: Do a quick keyword search on technorati, etc. and look through the conversations. Even if you don’t do the detailed segmentation we do, you can get a very good idea of online conversations on topics you care about. If you don’t use any tool or technology, you just have to read the posts & comments. So, what do you look for when you read them? You can note sentiment, visibility, themes & trends that emerge from those conversations, etc. Richard (Dell) explains you shouldn’t be afraid of going through comments manually. If you have the right searches set up, it takes 60-90 minutes to go through about 1,000 post. Richard responds to about 15% of blog posts. It’s likely that a nonprofit doesn’t have the same volume of comments as Dell, so reading comments using a feed reader is entirely feasible.
Q: Have you thought about open-sourcing your algorithms so smaller companies can use them?
A: Blake: We’re still working on improving those algorithms. We’ve been focusing on perfecting our technology. We’re operating at the enterprise level, but there are many people out there who provide basic services at very low prices. Jane: Companies will probably not do this, but there are tools being developed in academia which will become public domain.
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