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What is Data-Driven PR, Part 5: Testing

Shift Communications

We’ve used the expression data-driven PR for quite some time now, but haven’t clearly defined it. What does data-driven PR mean? How do you know whether your public relations efforts are data-driven or not? To be data-driven is to make decisions with data first and foremost. In this series, we’ll examine how to become a more data-driven PR professional. Stock price of the brand.

Embracing the Data-Driven PR Future (And Math)

Shift Communications

As communications becomes more digital, more quantified, and more data-driven, the pressure is on for pros to be as comfortable with data collection, metrics and measurement as they are at writing and creativity. To explore why this is important, let’s look at an example of how data helps PR get press for clients. Her team receives the data and then releases a study or white paper detailing any notable trends in her client’s industry.

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Data-Driven PR Milestone: SHIFT Becomes Google Analytics Certified Partner

Shift Communications

Digital has been in SHIFT’s blood for over a decade, from being one of the first agencies to embrace social media to creating the social media press release and social media newsroom. One of the greatest challenges to public relations as an industry since the advent of digital marketing and communications is how to measure the effectiveness of PR. Increased trust in your brand. Increased desire to purchase or at least consideration of your brand.

Top Data-Driven PR Trends of 2016: Interactive Infographics

Shift Communications

In this series, we’ll examine a few data-driven trends that could mean success or failure for your PR efforts in 2016. Click to view the live infographic and work with the data. Audiences can slice and dice data to find the information they care about most. What does it take for PR teams and organizations to create interactive infographics such as these? They typically require a data analyst to gather, clean, and prepare the data for visualization.

Find your Brand’s Optimum Facebook Strategy

Shift Communications

One of the fundamental truths to Facebook in current environments, however, is that brands (in general) need to pay in order to be seen. Thankfully Facebook presents brands with several options to increase the number of eyeballs on the content and engagements with the post. Note: There are several other paid strategies available on Facebook, but these two apply to most brands. if you want to replicate this for your own purposes, use your data, not our conclusions ).

Top Public Relations Trends in 2018: Introduction

Shift Communications

In this series, we’ll examine some of the major trends we see ahead and how PR practitioners of all stripes should prepare. Thanks to technologies like cloud computing, ubiquitous Internet access, mobile devices, and machine learning, the pace of change will only increase. The 2018 PR Mega-Trends. Hyper-Segmentation of News Means Hyper-Segmentation of PR. Reputation Is Brand. PR Professionals Blindsided by Rich Media. SEO and PR Merge In Some Firms.

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3 Reasons Small Business Needs Social Media

Shift Communications

Here are the top three benefits of having a robust social media presence: A World of Glorious Market Data. Useful – but not quite as powerful as the truths their data can untangle. With plenty of free analytics tools available, there are many of options for interpreting this data. On top of that, free tools like Iconosquare for Instagram and Google Analytics can provide data on other platforms that don’t have sufficient native offerings. We’ve all seen it before.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

CEO Mark Zuckerberg reiterated that VR will be the firm’s focus in 2016 with the launch of its Oculus VR headset and technology in Q1; Samsung’s VR technology will integrate with Oculus by the 2015 holiday season. Concurrent with this technology release, Facebook continues to make significant investments in video integration in its news feed. Are you ready for this level of technology? Vice President, Marketing Technology.

The Most Important Metric in PR Today

Shift Communications

I was asked recently what the most important metric, the most important thing to measure in PR is. However, if we distill down the essence of public relations, it’s to build awareness and trust in a brand, such that people want to share it, talk about it, and ultimately buy from it. The biggest problem brands face – for the most part – isn’t negative press. So, what measurable trait helps us determine the effectiveness of PR?

Should you stop using hashtags in social media content?

Shift Communications

This is a question asked recently by Patrick Coffee of PR Newser at AdWeek. Rather than guess, let’s take a data-driven approach. Where a brand had more than one social media page or profile, we chose the page with the largest audience. Vice President, Marketing Technology. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Analytics Data Data-Driven PR Marketing Social Media Strategy

How DOES Mobile Change The Brandscape?

Shift Communications

Today, with over 2 billion smartphones in use, the ways in which consumers experience brands is fundamentally different. The way we think of the “internet” as a place for brands must fundamentally change to reflect the rise of mobile. In the internet of a decade ago, users experienced brands primarily through web browsers. In this way, mobile devices themselves are free-game for brands to get themselves out there.

SHIFT Communications Creates HAROLD: First Artificially Intelligent, Cloud-Based PR Employee

Shift Communications

SHIFT Communications, the premiere data-driven PR agency , announced today the release of the Heuristic And Recurrent Ontological Lexicon Deep-learner, or HAROLD, the world’s first artificially intelligent (AI), cloud-based PR employee. HAROLD is based on the proven TensorFlow multidimensional data array artificial intelligence software, first developed by Google Brain, part of Google’s Machine Intelligence division. 2014: ZIPR Mobile PR Spokesperson App.

PR and the Google Customer Journey to Online Purchase

Shift Communications

However, many were concerned that its overly broad models – “business and industrial”, for example – could mean a B2B technology company or an industrial concrete company, two very different businesses. What if a company’s data doesn’t exactly map to the generic model? We applied Google’s Customer Journey idea and paired it with data-driven models to help you understand what’s really working in your digital marketing plans.

Why automated sentiment analysis is broken and how to fix it

Shift Communications

What a terrible mixup, to classify something as negative towards your brand when it’s a positive. If you have hours or even days before reporting is due, then perform a human-driven sampled sentiment analysis. Using the data analysis tool of your choice, understand the size of the data you’re dealing with, then calculate how many samples you’ll need to examine. Vice President, Marketing Technology.

Shark Week Case Study: A Lesson in Crisis Management, Pt. 2

Shift Communications

Whether a brand has experience with controversial news or has yet to meet a crisis challenge, having a communications plan in place in advance of a potential incident is a must. recognizes the potential controversy Shark Week could stir up for his business, and knows he needs to bring on a PR team to build an actionable plan before the situation gets him into deep water. his brand and his community well before a crisis hits. Another data source G.W.’s

Much to Loathe About Programmatic Thinking

Shift Communications

In my last post , I covered what for me was a particularly egregious misuse of marketing technology, when a bot promoted a white paper with “Fear and Loathing” in the title on the 10 th anniversary of the suicide of Hunter S. Automated marketing technologies rely heavily on the mimicry of the masses in social spheres to measure efficacy and the resonance of company messages in the market. Data-driven PR does not equate with programmatic thinking.

Breaching 140: Who’s Using Twitter’s 280 Characters?

Shift Communications

Naturally, as one of the first-ever social media agencies, we wanted to understand the impact of the doubled character limits. Some observations we noted: Marketing and PR aren’t making significant use of the new character limits. Of all the industries using the new format, B2C financial services – banking and retail investment brands – are using the most characters in the new format. Vice President, Marketing Technology. B2B technology.

SHIFT Archives: The Best of Q4 2015

Shift Communications

Our top posts from the fourth quarter of 2015 focused on best and worst times for press releases, connecting PR and sales, and measuring PR for 2016 planning. Ah, the question on every PR pro’s mind. How to Help Sales and PR Speak the Same Language. At the end of the day, sales and PR both want the same thing: the success of the business. That’s why we collected the key understandings needed to explain the profitability of PR to a sales team.

Coming Full Circle – From Tech PR and Back Again

Shift Communications

In my role, I oversee a variety of B2B tech PR programs, providing strategic direction and managing an exceptional team of professionals. You might have called me a bit of an untraditional candidate when I interviewed, having spent many years in PR at a small, Catholic liberal arts and sciences college. I began my career in agency tech PR in 1999 during the dotcom boom. The results were national, brand defining coverage. .

Crisis Issue? Own It: Shark Week Case Study, Part 4

Shift Communications

While press release distribution can be costly, the practice can be valuable which is why companies across the globe use them in their PR strategy. Building relationships with writers is the key to any successful PR program and an announcement is the time to continue fostering those relationships. s crisis is one many brands hope for – one where he has the upper hand. did nothing wrong, yet his brand (and thus character) are being questioned.

Twitter’s New Algorithm

Shift Communications

It’ll also enable you to aptly take advantage of best tweets for your brand and think of how to engage with your followers from a new perspective. So now the question is, how will this impact brands? Although it’s still too early to definitively say how things will go, here are a few tips to help brands prepare and react in the meantime. Consider How Your Content Can Be Tailored To Those Already Engaged with Your Brand. Marketing Analyst, Marketing Technology.

Data doesn’t have to be scary

Shift Communications

Big data is a buzzword thrown around in every industry. Companies of all shapes and sizes collect data that can be used to make strategic decisions at every level. petabytes of data. The data available to PR professionals and marketers today has the potential to answer so many questions, but the problem is: lots of people don’t know what to do with the data they have. Social Media Data. PR pros, want a deeper dive?

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Don’t Be Outdated: Why It’s Important to Refresh Your Models

Shift Communications

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? This often means using data about our current market or audience to create a model. A simple example may be an analysis of engagement for a brand’s 2015 social content, revealing what types of posts earned the most attention. Why can this be such a problem for marketing and PR?

3 Reasons Small Business Needs Social Media

Shift Communications

Here are the top three benefits of having a robust social media presence: A World of Glorious Market Data. Useful – but not quite as powerful as the truths their data can untangle. With plenty of free analytics tools available, there are many of options for interpreting this data. On top of that, free tools like Iconosquare for Instagram and Google Analytics can provide data on other platforms that don’t have sufficient native offerings. We’ve all seen it before.

3 Reasons Small Business Needs Social Media

Shift Communications

Here are the top three benefits of having a robust social media presence: A World of Glorious Market Data. Useful – but not quite as powerful as the truths their data can untangle. With plenty of free analytics tools available, there are many of options for interpreting this data. On top of that, free tools like Iconosquare for Instagram and Google Analytics can provide data on other platforms that don’t have sufficient native offerings. We’ve all seen it before.

Transparency and accountability in digital advertising: can P&G make it happen?

Media Bullseye

Chief Brand Officer Marc Pritchard made that statement at an Interactive Advertising Bureau (IAB) leadership meeting, and then elaborated on what P&G will require from its paid media and advertising partners and agencies. Any marketer, communicator, advertiser, or PR person who has dealt with measuring and reporting on social platform metrics likely understands one of P&G’s major frustrations: the varying standards for each channel.

The Citizen Analyst Manifesto, Part 2: Curious

Shift Communications

You must be curious of nature, and dedicated in heart; Speak humbly , but with insight ; Seek truth in your data, yet not hold it too high; Ask boldly. And to all this, you must bring persistence , for data whispers its secrets to few. You question it, and want to see the data. You want to download the data and do your own analysis. You crave subtlety and nuance, a desire to see the big picture as well as the data itself. to agenda-driven data.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

CEO Mark Zuckerberg reiterated that VR will be the firm’s focus in 2016 with the launch of its Oculus VR headset and technology in Q1; Samsung’s VR technology will integrate with Oculus by the 2015 holiday season. Concurrent with this technology release, Facebook continues to make significant investments in video integration in its news feed. Are you ready for this level of technology? Vice President, Marketing Technology.

State of Social Media Q3 2015: Facebook has 1.5 billion people

Shift Communications

CEO Mark Zuckerberg reiterated that VR will be the firm’s focus in 2016 with the launch of its Oculus VR headset and technology in Q1; Samsung’s VR technology will integrate with Oculus by the 2015 holiday season. Concurrent with this technology release, Facebook continues to make significant investments in video integration in its news feed. Are you ready for this level of technology? Vice President, Marketing Technology.

Three Public Relations Mega-Trends in 2017

Shift Communications

What’s in stock for us as practitioners, as agencies, as companies seeking to build awareness, reputation, and trust? How can we use data, analytics, and algorithms to achieve awareness at scale? For those brands and professionals who do not engage machine learning technologies in their work, they will see their relative share of voice decline. We public relations professionals, whether in house at a brand or at an agency, must take ownership of our audiences.

Share your data for a better PR program

Shift Communications

If you’re working with a data-driven PR firm, chances are at some point in your relationship you will be asked to grant access to a variety of marketing and data systems. To understand how systems access informs your PR program, we’ll reference the SHIFT Earned Media Hub Strategy as the base framework. This helps to narrow down PR campaigns, making them more appealing to your target audiences. Vice President, Marketing Technology.

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From PR to Marketing: Why You Should Expand Your Skill Set

Shift Communications

It’s hard to miss all the articles and blog posts about how the PR industry is changing, how it’s integrating with new skill sets. Today, I wanted to dive a little more into my personal experience on the subject – including why PR pros should honestly start thinking about expanding their skill sets (and where to start). years working on the technology PR team. I was already starting to see the need to integrate our traditional PR practices with marketing tech.

The Citizen Analyst Manifesto, Part 2: Curious

Shift Communications

You question it, and want to see the data. You want to download the data and do your own analysis. You crave subtlety and nuance, a desire to see the big picture as well as the data itself. to agenda-driven data. The cardinal sin to a citizen analyst is deciding what you want to say first, then cherry picking facts and data to support your point of view. Vice President, Marketing Technology. Analytics Data Data-Driven PR Metrics

The Citizen Analyst Manifesto, Part 4: Speak humbly, but with insight

Shift Communications

Data is twisted and perverted to serve specific purposes. To have true insight, we need to set ego aside–because it is only when we are without ego, without preconceived notions, that we can truly hear the questions our data asks. In the hierarchy of analytics, data is the stuff, the raw materials. Data is what’s stored in your database, crammed into your spreadsheets, cluttering up your hard drive. Anyone can regurgitate data.

How to Grow an Agency

Shift Communications

Now that we’ve popped the champagne and cut the cake, it feels natural to consider not just HOW MUCH we’ve grown, but HOW we’ve grown – and more importantly, what does that suggest for mid-sized agencies in an increasingly competitive market? The reality is, for those of us in the “mid-size” bracket, it’s tough to compete directly against the pockets of the large, public agencies when it comes to growth – whether we are talking about sheer footprint, new services or practice specialties.

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What is the value of an impression?

Shift Communications

One of the most common PR measurement questions we receive is, “What is the value of an impression?” I can’t recall a single brand or product on any recent drive. The example brand and product above, Squatty Potty, is more than 7 years old. Vice President, Marketing Technology. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Analytics Data-Driven PR Public Relations

What is the value of an impression?

Shift Communications

One of the most common PR measurement questions we receive is, “What is the value of an impression?” I can’t recall a single brand or product on any recent drive. The example brand and product above, Squatty Potty, is more than 5 years old. Vice President, Marketing Technology. appeared first on SHIFT Communications PR Agency - Boston | New York | San Francisco | Austin. Analytics Data-Driven PR Public Relations

BuzzFeed Pound and the Future of Data-Driven Decisions

Shift Communications

Lately, that focus has turned to data. Take Snapchat; many brands are jumping on that bandwagon to the tune of $750,000 a day , but the truth is that the analytics for those efforts are sorely lacking. BuzzFeed, the Internet’s current media darling, realizes that data is the key. Data is the way to determine what works, what spreads, what stories will be shared and in what ways. On a much smaller scale, companies can use their data in similar ways.

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{PR}edict: Predictive Analytics and the Future of PR, Part 5

Shift Communications

Part 2: Pre-Requisites to Predictive Analytics for PR. Part 3: Predictive Analytics for PR, Applied. Part 4: Where Predictive Analytics for PR Goes Wrong. Now that we’ve surveyed the domain of predictive analytics for PR, it seems appropriate that we spend some time making predictions about predictions. What’s the Future of Predictive Analytics for PR? Data scientists, to build predictive models from our data. The Future of PR is Predictive.

A Traditional PR Pro Take on Analytics

Shift Communications

It’s the age-old question…or the ‘PR-age’ old question that is. With many agencies still stuck offering client reports relying on impressions or number of social shares, you’ve likely seen many posts on the SHIFT blog about how to move past these antiquated forms of measurement. In fact, you’ve seen an entire team form within the SHIFT walls dedicated to quantifiable PR. Yes other PR peeps, I said it – analytics. Analytics Marketing Technology analytics