Posts Tagged ‘PR’

5 reasons Spot On PR uses Twitter

Monday, January 18th, 2010

Using Twitter for business@SMEXbeirut asked recently if we’d written an article on why Spot On PR uses Twitter and what we get out of it, so now is probably as good a time as any. Those that have been following our social media efforts will know that we embraced Twitter almost as soon as it was unblocked in the UAE mid-2008. We already knew that Twitter could be a great connector of people and that it was another key piece of the social media puzzle. One and a half years on, and even with Twitter’s growth flat-lining (see Mashable story from 11 January), we still believe it offers great value to communicators.

As a communications, PR and marketing agency Spot On is committed to Twitter for 5 key reasons.

1. Twitter helps MENA’s web community join up the dots.

The Middle East and North Africa is becoming increasingly web-friendly with online ventures, web developers, application developers, bloggers and social media power-users growing in numbers across the region. However, despite the Internet’s ability to make location irrelevant, a great deal of talent and knowledge is local and focused on national opportunities and knowledge sharing and collaboration across borders has lagged a bit. Twitter allows web-friendly people across the region stay in touch daily and brings them closer together. Using Twitter, Spot On is able to swap notes and follow the news from these audiences across the region, on a daily basis and at no charge.

2. Content producers, aggregators and distributors love Twitter.

In last year’s Spot On MENA Twitter Demographics & User Habits Survey we found that 65% of those surveyed were bloggers. Furthermore, nearly 80% of those surveyed interacted frequently with bloggers via Twitter. The Middle East and North Africa Twitter community remains a relatively small one, but it’s an influencial crowd and this is because many of those using Twitter in the region are involved in the creation, distribution or sharing of content as bloggers, social-media power users, journalists or communications professionals (some 35% of those in our survey worked in public relations, media or marketing). Twitter helps us keep up-to-date with new blog posts, breaking media stories and content recommendations.

3. Twitter provides a useful media relations tool.

Spot On follows more than 150 journalists from across the Middle East and North Africa and has added them to its private Twitter Lists in order to have the ability to browse all their tweets in one screen. Like most PR agencies, we deal with hundreds of journalists and we simply don’t have the time to talk to many of them as often as we would like and listen to what’s on their minds. Twitter helps us keep up-to-date with journalists news and latest stories. We also quite often receive client-related enquiries from journalists via Twitter.

4. Twitter helps you discover the unexpected.
Twitter is great discovery tool. It can introduce you to new information, news stories and people every day. However, we often find that people we wouldn’t normally think of, or deal with very much, share some of our interests and we have rather more to talk about than we expected. Discovering unexpected interests and synergies is a huge Twitter benefit and its helped us strike up conversations with some very interesting people and organisations. It’s also, of course, introduced us to new blogs, bloggers, journalists, communications and marketing professionals and other interesting Tweeple.

5. Twitter can be a window allowing others to see more of your company.

I suppose that business development is what pays for our time to do all the other good stuff on Twitter and other social media. Twitter gives us another platform to share information on Spot On, what we’re doing, what we’re thinking and what we’re interested in, which is a great way for potential clients to get to know us a bit better before getting in direct contact. It’s like opening a little window that lets people see more of what’s inside the company and tune in a little bit better to what we’re thinking. It’s also a useful platform to promote our blog and other social media activities. Twitter has introduced us to a number of new clients and new potential clients, that we probably wouldn’t be talking to if we weren’t on Twitter.

If you’re not already following us, you can follow Spot On Public Relations on Twitter here: @spotonpr

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Posted in Content, Internet, Middle East marketing, Online marketing, Twitter, public relations, social media | No Comments »

Losing the battle for control

Monday, January 11th, 2010
Losing the battle for control?

Losing the battle for control?

A man goes into a shop to look for a new electronic product. He’s already been researching his new purchase online via the manufacturer’s website as well as news sites, product review sites, blogs and by asking his online and offline friends about which brand and products they know and recommend. Armed with this store knowledge he knows exactly what to look for when he goes into the shop and is, in fact, much better prepared on the subject than the sales representative he’s just about to ask for help. Some of the customers calling the retailer’s help line for support are similarly empowered with the latest information and frustrated when the customer service reps don’t know what they’re talking about. A journalist calling the marketing department for an interview already knows about a product recall that has so far not even been communicated to the shop floor. However, some of the company’s staff have already found out about the recall via Internet chat and so have started to post jokes about it on Facebook. Meanwhile, it comes as a surprise to the customer service team that a disgruntled customer has aired his colourful views on the company’s service via his blog and that this has attracted a wide audience and much agreement from dissatisfied customers.

The company management takes a long hard look at its communications and concludes that an increasing number of communications about the company, its services and its products are completely out of its control. The more difficult reality to come to grips with is this is perfectly normal and will, in fact, become increasingly the case.

Social media is bringing changes at every level of organisational communications. And this is not simply online communication either. Increased consumer access to information and opinion means that customers, employees, investors and other stakeholders engage with organisations with the benefit of knowledge gained from a wide range of other sources. Organisations now have much less control over what their customers see, read and hear about them. Customers, on the other hand, have an almost infinite choice of information sources. More and more consumers decide when and how they access news and information, and then access it via their preferred media platform. They also become conduits for information, creating their own content channels: filtering, sharing and recommending content to their own contacts, forums and audiences.

In the past organisations have focused a great deal on putting out what they want to say and far less on what their audiences want to hear. In the age of social media, where people have an overwhelming choice of content, every organisation needs to be in the content business – and that means carefully considering the content consumption habits and needs of its stakeholders. Those that fail to meet the content challenge may see third party content, well informed or not, fill the vacuum.

The consequence of this shift in communications is that many organisations are likely to find that focusing on information or messaging control as a core strategy is going to become less and less effective as time goes on. Some will simply find that the battle for control is simply not worth fighting, since the Internet provides so many ways for content to be created, copied, edited, shared and commented on that are outside the possible purview of corporate control. The new challenge for organisations is to ensure that their own content is the most compelling, most easily accessible content available and therefore the most appealing for their stakeholders. Ensure that your own content is the most copied, shared and commented on by your key audiences and suddenly the ubiquity of content channels becomes an enormous strength.

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Posted in CRM, Customer care, Customers, Facebook, Middle East marketing, Online marketing, Twitter, brand marketing, public relations, social media | No Comments »

Social media measurement

Monday, November 23rd, 2009

Social Media MeasurementSpot On’s Alexander McNabb is taking part in a panel session on PR measurement in social media at News Group’s PR Measurement Summit in Dubai today. So, as the region’s public relations practitioners meet to discuss the region’s demand for monitoring, research and measurement methodologies, it’s probably as good a time as any take a quick look at measurement for social media.

I’m not going to delve deep into specific metrics and tools here. In fact, one could argue that all social media metrics either measure influence or engagement, or both and there are a growing number of tools to help marketers define and monitor such metrics. Instead I’d like to take a moment to tackle the broader problem that so often stands in the way of effective social media measurement. The crucial starting point for all social media communications campaigns. And this vital first step will come as no surprise to experienced communications and marketing professionals, because it is simply good objective setting. Without clear objectives social media is likely to be a waste of time, budget and resources for any organisation and the larger the organisation, the uglier it can get. Unless you can step back and take a strategic look at why you’re engaging social media and what results your organisation would like to acheive, all the social media monitoring and measurement tools in the world can’t help you become more effective. A simple enough propostion, but it’s still sadly a lesson that many corporate users of social media have yet to learn.

If you’re ‘different’, why copycat?
One of the first things to recognise is that your organisation’s social media objectives are going to be different to others. Everyone has their own core proposition. Everyone has their own target customers. Everyone has their own strengths and weaknesses. You’ll want to plan your own social media campaign to get your own messages across to your own target audiences: in a way that suits your organisation. So, bear in mind that whilst other social media marketers maybe a great source of inspiration, it’s not always wise to copy everything that they do and join every social media platform they use, just because their social media campaign is successful. Their social media audiences may behave in different ways and be engaged by different online content to your target social media audience.

Here are some broad objectives that you might consider, elaborate on and prioritise for your social media campaign:

- Generate brand awareness
- Build brand engagement
- Build a following
- Run product/service marketing campaigns
- Generate sales leads
- Establish / reinforce leadership
- Create a new communications channel
- Enhance customer relationship management (CRM)
- Test new concepts
- Drive visit to your website or blog
- Monitor opinions & feedback

Likely, you’ll find that several of these objectives figure in your planning and that prioritisation is the key. It’s through defining and prioritising obectives like these that you will be able decide what constitutes success for your social media program and identify the right metrics to monitor and review your campaign’s success moving forwards. As with other forms of communications, there are a range of methodical and anecdotal ways to track success and there are some quite sophisticated tools now available to track success metrics for online campaigns. Many companies will find that their online social media campaign is actually an extension of their offline activity and that one feeds the other, and so a combination of online and offline metrics will make sense for measurement. Many companies starting out in social media for the first time may also question the wisdom of investing in a state-of-the-art social media business intelligence system and instead opt for free-to-use online tools and existing offline monitoring methods. Note that there is no “one-size-fits-all” solution for measuring social media campaigns.

As you spend more and more time running and monitoring online campaigns — and the clicks, links, visits, friends, fans, followers, subscribers, keywords, comments, replies, references, referrals, opinions and perceptions that are relevant to them — you’ll realise that social media is almost infinitely measureable. The trick is to know what you’re measuring and why you’re measuring it.

Useful links

Social media analytics systems: Nielsen BuzzMetrics, Radian6, Sysomos, TNSCymfony
Chris Brogan: Prioritize Your Social Media Efforts
Mashable: ViralHeat: Sophisticated Social Media Tracking on the Cheap
Mashable: HOW TO: Track Social Media Analytics

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Posted in CRM, Customer care, Customers, Internet, Middle East marketing, Online marketing, brand marketing, public relations, strategy | No Comments »

Alexander nominated for Communicator of the Year!

Sunday, November 15th, 2009
Spot On's Group Account Director Alexander McNabb

Spot On PR's Group Account Director Alexander McNabb

The MEPRA Awards shortlisted nominations and submissions are out today, which include 10 best practice categories and two individual awards categories, being Young Professional of the Year and Communicator of the Year. Having decided as an agency not to enter into the MEPRA Awards best practice categories this year, we had no expectation of seeing ourselves entered for any award. So, imagine our surprise on reading the official MEPRA Awards 2009 press release today when we saw Spot On’s own Alexander McNabb nominated for the Communicator of the Year Award! McNabb himself very nearly choked on his morning coffee as the news broke in the office!

MEPRA’s Communicator of the Year Award was created to recognise a communicator in the Middle East region that has demonstrated outstanding communication success in reaching stakeholder audiences in 2008-2009. Honest, open communications is something of a mantra for us and Alexander has certainly championed the need for organisations to communicate openly and honestly with their publics during the past year via a variety of media including print, radio, television, conference platforms and social media. Alexander is one of five nominees for the award and the winner will be announced at the MEPRA Awards 2009 gala dinner on Tuesday, November 24th.

You can read more of what Alexander has to say on the Spot On blog, his own FakePlasticSouqs blog or follow him on Twitter. And, by the way, he’ll be talking about public relations and the MEPRA Awards 2009 on Dubai Eye’s Dubai Today program tomorrow (Monday) between 9am and 12 noon.

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Mrs. Google and her five lovely daughters

Friday, July 31st, 2009

Have you ever Googled yourself? Feel free to go ahead and try it. There’s no shame. Everyone does it, they just don’t tend to boast about it in public much.

Are you the first search result? If not, someone else owns you. Now if you’re called Amy Winehouse or Barack Obama, the chances of you doing something about it are pretty slim, but all is not lost: bear in mind most people will refine a search for a common name – with a location or profession, for instance.

Search is a funny and arcane little game, but broadly search engines prioritise sites by their popularity using a mixture of relevance, links to the site and traffic. Blogs get treated incredibly well by search engines, as does Wikipedia. If you’re mentioned on a major website or a blog, it’s likely that this mention will pop up first – the minor vertical industry website about melamine production in Kamchatka likely won’t rise to the top of the pile.

If you’re not on the first page of search results, a lot of people won’t bother going on to wherever you are to be found down the pecking order.

Why does it matter? Increasingly, you want people to find you online – because increasingly, people look for people online. A recent ‘straw poll’ we conducted over Twitter saw over 85% of respondents saying that they researched new business contacts online before meeting them. So the person you’re shaking hands with for the first time likely already has a view and opinion of you – and he/she found just what you found when you searched yourself.

Can you do something about it? Sure. Get online and join up for professional networking sites like LinkedIn. Think about how people would find you and use those phrases wherever you are interacting online or writing content for online media (‘John Smith Dubai Creative’). Give your Facebook profile a spring clean and spend a little time trying out some social media interactions.

You never know, taking a look at that search result and putting yourself in the shoes of a recruiter, potential employer, new business prospect or supplier may just be what it takes for you to start working on your online profile and investing a little time in a Google Makeover!

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Radio Gaga

Friday, July 31st, 2009

Radio is probably the most undervalued advertising/communication medium of the lot: something of a shame, it’s one of my favourite ‘legacy’ media…

I had always thought of this as a Middle East problem, but apparently it’s the case worldwide. People just won’t invest appropriately in creating compelling executions for radio.

I’ve also always believed that crappy radio advertising stemmed from the relative affordability of the airtime on a slot by slot basis, that it was the consequent underinvestment that lies behind the awful executions that we all know and loathe so well. Because, let’s face it, Middle East radio advertising is mired in awfulness that is beyond simply bad – it’s heroically bad.

However, the almost total lack of data on the reach and influence of radio is, I believe, a uniquely Middle East problem. It’s hard to actually define who’s listening to what, when. And that, of course, makes it difficult to justify investing in radio from a cost per listener point of view.

Taking the issue from the other end of the pipeline might help – what’s the value of radio if you look at results. For instance, if you promote an event in a public place, say a shopping mall, over radio do people actually pitch up? If you ask for a response, for instance a phone-in or an SMS, by radio, do people respond?

The answer is not only yes, but it can also be a resounding yes – depending on how well your message is put together and how it resonates with its audience. Radio can be a very targeted medium indeed – and one interesting piece of evidence for this is to be found in the growing relationship between radio and social media. Thousands of people are starting to follow Dubai DJ Catboy, for instance, on Facebook, YouTube and Twitter – and as that relationship matures and strengthens, new followers are being added hourly. And those followers are active participants – they respond to competitions, give opinions, take part in what has become, in a very real sense, the ‘conversation’ that every Web 2.0 proponent will gladly talk to you about until your ears bleed. (Incidentally, over 4,000 people are currently following Simon ‘Catboy’ Smedley on Twitter).

So I’d like to suggest perhaps a slightly different approach to radio – one that’s not based so much on ‘How many people are getting our message when we scream slogans and benefits at them’ but more on ‘What stuff can radio help us to encourage people to do and participate with them in doing’ – the action in itself being a symptom of a deeper understanding of, and relationship with, your audience.

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Snarky

Friday, July 31st, 2009

The ability to be cynical, negative and rude is one of the strongest assets of a good public relations practitioner.

If you have someone inside the tent who’s able to take a look at what you’re up to and see the downside, to ask the hard questions that media and the public will ask, then you’ve got an opportunity to factor that likely feedback into your plans. You then have the opportunity to change the plan, if that is what is required, or to prepare a well-thought out and clear response to the question that presents your point of view clearly and cogently. That includes looking at the searching, negative questions you’d rather not have to face, let alone answer.

We call the collection of those responses a ‘rude Q&A’: it’s a document that summarises the worst things you can expect to have thrown at you, that asks the difficult or dangerous questions and that proposes a response to those questions. It means that your team is better prepared – they have had the chance to consider the factors involved and they all have access to a formal, unified response to the most challenging of questions.

A rude Q&A can make the difference between taking and managing the most probing query in your stride or standing around looking like a slightly surprised goldfish while you try and think up some off-the-cuff response to that bolt from the blue. It also avoids the awful situation where more than one spokesperson is in that situation and they both give completely different responses in their panic. Both responses may be perfectly valid, but it still ends up looking like the proverbial left and right hand disconnect.

Putting together a rude Q&A means being realistic about the other point of view, looking at the issue with fresh eyes and challenging it. It means having a downer on your good work, being cynical and snarky about your virtues and focusing on what’s bad about you. It means having the impertinence to ask the most inappropriate and searching questions of yourself. But it’s important that you do – before someone outside the tent does it.

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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How do you manage a social media campaign?

Thursday, July 30th, 2009

How do you manage a ‘social media’ campaign? The breaking down of barriers that Internet communication has encouraged is probably faster and more fundamental than many communications managers realise. One major problem is the challenge of speed – you can no longer take a few days to respond to a media enquiry while your exec finishes travelling or deals with ‘more important’ business. In a social media environment, people expecting total access and answerability from your organisation are beating on the door right now. There’s no gatekeeper anymore, remember?

It’s also worth bearing in mind that social media is user-driven so you’re leading a conversation and, like all conversations, it will have ebbs and flows. You can’t expect relentless positivity but are aiming to have an overall dialogue that puts your position and proposition.

Another issue facing social media campaign managers is that of approvals. In the old paradigm, your agency made sure that every single communication was approved. It would never do, for instance, for the agency to be speaking in your place. And agencies, for their part, wanted to be indemnified from clients’ actions and liabilities. If you’re running a campaign that cuts across websites and interactive, ‘social’ media, someone needs to be posting, responding, commenting, Tweeting, filming and uploading content on your behalf. And that either means that you, as a campaign ‘manager’ need to be 100% engaged 24×7 in your campaign or you need to redefine the rules so that your agency has a wider scope of responsibility, empowerment and response-ability. That means you have to let your agency take more risks on your behalf, and therefore that your agency is sufficiently indemnified to take those risks. Dispensing with indemnity can be an expensive game for the hapless communicator.

Likewise, you need to be sure that you’re working with an agency that understands those risks, that gets where the pain points of social communication lie, but also that understands the issues of corporate governance in this changing environment as well as new expectations of corporate behaviour. It can be a complicated trade-off – ensuring that the company is answerable at every level and yet also responsive at every level, that it is transparent and yet decisive and that it communicates with its stakeholders appropriately, despite the immediacy and ubiquity of online ‘social’ access.

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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Social media predictions

Thursday, July 30th, 2009

Here are some ‘social media’ predictions for 2009, just for fun. Why social media? Well, my first prediction is that we’re going to see a lot more fuss about ‘social media’ here in the Middle East in 2009. And the trick there will be sorting the wheat from the chaff – because you’re about to see a load of ‘experts’ talking with great authority on the subject. And, as usual, the expertise on offer will all too frequently be scant. I recently had an advertising agency offer to ‘infiltrate the forums’ on behalf of a client, for instance. That to me is a signal of quite how bad it’s going to get before we settle down and work out who are the practitioners delivering new and insightful programmes using the social media tools that are revolutionising communications practice elsewhere in the world.

So I think we’re probably going to see one or two high profile social media gaffes in our region, quite a lot of weighty pronouncements and agencies rushing to show how they can package their ‘unique insight’ into the social media paradigm for clients. This is what my very good friend Gianni Catalfamo, the uber-geek and European Web 2.0 guru, calls 2.0Wash. Like Greenwash that preceded it, 2.0Wash is when every programme contains a blog, just because, well, they should all contain a blog these days…

In the meantime, I think we’ll see an increasing pressure on regional telcos to stop blocking these social media networks – orkut, flikr and other important components of the ‘Web 2.0’ mix remain blocked. These blocks continue to contribute to retarding our region’s use of some of the most powerful communication tools to emerge since Thomas Caxton started thinking about Ps and Qs.

My final social media prediction for 2009 is that we’ll start to realise quite how powerful the grassroots movement towards using these tools can be. It’s already happened in other world markets and it’s late arriving here precisely because of the blocks. But more people in the Middle East are using FaceBook than read any single newspaper. More people in the UAE are using FaceBook than read any single newspaper. And FaceBook is only one of many, many social media platforms…

This piece originally appeared as one of the chucklesomely named ‘A Moment with McNabb’ columns in Campaign Middle East magazine.

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