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Consumer brands must tap technology to stay relevant post-pandemic

PR Daily

Traditional brand experiences are being replaced by virtual interactions and activations—but consumers desires haven’t changed. Shuttered doors and social distancing have forced a reexamination of traditional brand experiences.

How one podcast anchors a community-building campaign for nurses

PR Daily

It’s hardly the only attempt to create community around a storytelling initiative, but what is unique about the SHIFT campaign is how it anchors the entire effort around a podcast, “ Shift Talk.” They make natural brand ambassadors. Measuring success.

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Report: Consumers want to be entertained on social media

PR Daily

A new study from Sprout Social reveals that PR has a lot to offer online campaigns, including understanding the target audience, content generation, brand visibility and more. The study asked 1,000 social media marketers about their current campaigns and goals and then asked 1,000 consumers whether brand managers were satisfying their desires. Most marketers say brand awareness remains the top goal for their social media outreach efforts.

How to measure the impact of communications during COVID-19

PR Daily

It enables an organization to stay in touch with community stakeholders and participate in the conversation around an all-consuming crisis. A good measurement strategy is based upon expected outcomes. Measurement and PESO.

Why and how you should measure brand perception

PR Daily

Business is built on customer relationships, and brand perception sets the tone. Today’s consumers share their opinions and experiences widely, and their peers trust them when it comes time to buy or pass. Companies, of course, want to cultivate a positive brand perception among their target consumers, but it’s a tricky goal. As Brandwatch points out , companies don’t control brand perception—consumers do. The basics of brand perception.

How and why you should be measuring reputation in 2020

PR Daily

Consumers are choosing everything from cars to chicken sandwiches based on corporate values. Yet for all the talk of corporate purpose, and the reputational benefits earned through its pursuit, there is a lack of guidance on how to measure reputation’s existence and value.

The next crisis: Why all consumer-facing businesses should prepare

PR Daily

As businesses navigate reopening and bringing back consumers to their premises, how can communicators prepare for this period of uncertainty and anxiety? Doing business with consumers, diners, and shoppers will change. A local community could be designated as a “hotspot.”

Discord and Reddit grapple with ‘WallStreetBets’ communities, Activision Blizzard defends DE&I hiring initiatives, and Twitter rebrands to embrace ‘real’ conversations

PR Daily

Here are today’s top stories: Discord and Reddit address ‘WallStreetBets’ community. The surge is thanks to individual investors putting a “short squeeze” on the stock in a concentrated campaign organized through the r/WallStreetBets community on Reddit and the group’s Discord server.

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Kroger joins push for tougher gun laws, consumers readily change brands, and WeWork’s founder walks back trademark sale

PR Daily

as tragic shootings continue to plague the nation’s communities. MEASURED THOUGHTS. Consumer disloyalty is the new normal. It reported : New Nielsen findings demonstrate that just 8% of consumers consider themselves to be firmly committed loyalists. A whopping 46% of consumers tell us they are more likely to try new brands than they were five years ago; a clear signal to a trend we should expect to intensify.

Cruise lines embrace CDC restrictions amid government fight, P&G works to overcome Apple’s privacy measures, and eBay removes auction for art made in Japanese internment camp

PR Daily

Take care to preserve your brand reputation by framing any position around the wellbeing of your internal and external stakeholders. Google Ads is offering a new experimental video feature that will allow brands to test and compare different video strategies to refine their campaigns.

Instagram drops IGTV button, public speaking tips from MLK, and how consumers get news from social media

PR Daily

Also: Sainsbury’s wins Twitter with Beyoncé tweet, Walmart and others get kudos on sustainability, brands cash in on big NFL game day, and more. We always aim to keep Instagram as simple as possible, so we’re removing this icon based on these learnings and feedback from our community.”.

Brand Awareness: It’s All About Content

Onclusive

CMOS and CEOs Sound Off on the Essentials for Getting Buzz and Building Your Brand Awareness. For marketers, this makes brand awareness a huge challenge: How do we stand out above the noise? Marketers and communicators are now competing for consumer attention amid Facebook posts, Buzzfeed memes, blog posts, articles, texts and more. To help, AirPR asked leading CMOs, CEOs and marketing leaders to share a piece of advice on brand awareness.

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Poll: Consumers more likely to buy from brands they follow online

PR Daily

Still, many PR and marketing managers struggle with just how to spend their time crafting and publishing content online—and what will best engage consumers of all ages. It recently surveyed 1,000 consumers in three generation brackets : millennials (ages 18 to 34), Generation X (ages 34 to 54) and Baby Boomers (ages 55 and up). Here’s what brand managers should know: 1. 1 as most consumers’ preferred social network. percent of millennial consumers—along with 50.4

Twitter offers permanent WFH, Kaiser Permanente uses esports to promote mental health, and how consumer behavior hinges on trust

PR Daily

The effort is a brilliant way to support trending consumer behaviors with online platforms (shelters across the United States have reported pet adoption booms during COVID-19). It’s also a CSR effort that ties to Pedigree’s brand and stands out from other community efforts.

4 ways Tom’s drives consumer success and sales on social media

PR Daily

The company’s online success is in part due to the careful way they’ve used a mixture of compelling content and paid social media ads to deliver their messages to targeted consumers at a time when social media algorithms can easily bury branded posts. Instead of launching a branded presence on every social media platform, focus on the few where your audience resides. These platforms should also be a fit for your brand voice and content efforts. Put consumers first.

3 marketing trends that will define 2021

PR Daily

After speaking to over 200 brand leaders, on industry insider offers his view on what will be the trends to watch for the year ahead. Less advertising, more brand building. For online brands, digital advertising and performance marketing have dominated marketing strategies worldwide.

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6 keys to successful social media measurement

PR Daily

Social media measurement tools enable marketers to determine which tactics work best. Marketers use measurement to track their progress and contribute to meeting their organization’s overall goals. Without measurement, marketers often rely on their gut feelings instead of data. Applying metrics to your myriad marketing approaches can be a major challenge—especially for larger brands or companies with multiple brands. Brand image.

Brands tone down April Fools’ Day gags, Microsoft and others speak out against Georgia voting law, and Johnson & Johnson loses 15 million vaccines

PR Daily

Cuomo explicitly tied the law to racial equity and stated that the program will prioritize helping communities who have been impacted most by the War on Drugs. Brands offer muted April Fools’ Day gag campaigns after a year of loss. MEASURED THOUGHTS.

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Measure PR Goals that Drive Real Business Results

Cision

The only way a PESO model can give PR pros a seat at the executive table is to measure, measure, measure. Without measuring your PESO activities’ effectiveness, you don’t know where to focus. Here’s a starting point for your measurement activities. The following metrics do: Are you using brand ambassadors to help spread the word about your product or service? Is it so good they can’t help but share it with their communities?

Burger King UK apologizes for offensive tweet, Unilever drops ‘normal’ from beauty product branding, and Google adds context to news stories

PR Daily

Hello, communicators: Taco Bell has jumped on the non-fungible token (NFT) train by offering 25 tokens for what the brand called “iconic and original artwork inspired by our tacos at the easily digestible price of our menu items.”. MEASURED THOUGHTS.

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Google’s Mother’s Day salute, Souplantation permanently closes, and only 4% of consumers demand a halt in advertising

PR Daily

Google’s efforts are an example of the virtual offerings and messages many brand managers shared for Mother’s Day, as many consumers celebrated while also sheltering in place. Keeping engagement high can help keep your brand top of mind as you plan and execute your recovery strategies.

WhatsApp limits forwarding to slow misinformation, SeaWorld CEO resigns, and measuring PR in a crisis

PR Daily

Along with sharing content from official sources and helping your employees and consumers to identify misinformation, also consider using influencers and your organization’s biggest advocates to further your messages through smaller or one-on-one conversations (which can increase trust).

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Snapchat disses Instagram, 81% of consumers want brands to do ‘right,’ and Snickers campaigns to move Halloween

PR Daily

Meet your audience where they are, and, when appropriate, throw shade at your competitors—provided your overall message fits your campaign goals and brand voice. MEASURED THOUGHTS. Edelman’s 2019 Trust Barometer Special Report revealed that for 81% of consumers, trusting the organization to “do what is right” is a major consideration for purchasing. However, only one in three consumers trust most of the brands they regularly patronize.

Why Your Marketing Team Shouldn’t Lead Community Outreach Efforts

prTini

While this varies from company to company, I think a brand has to be really careful if its community outreach lives within the marketing department. But should we big-hearted consumers trust at face value that our dollars are being spent as virtuously as we’re led to believe by a marketing campaign? If every brand indicates on the surface level that it’s doing good or giving back, doesn’t it drastically reduce the impact? Developing New Community Outreach Metrics.

Measuring Social Media Success with @AdamSinger, Data King and Google Guru

Social PR Chat

Adam Singer, the Measurement Man. who has been a digital marketing consultant for everything from SEO to PR to social media to measurement. In our ever-changing social sphere, there are so many different places consumers can go to get their content fix, and each of these worlds have a unique feel. Conversion is anything that you would define as a success for your brand. A couple years ago, a consumer would see a banner ad and purchase right there.

Starbucks, Coca-Cola and Unilever pause social media ads, Microsoft closes retail stores, and cosmetics brands drop ‘whitening’ terms

PR Daily

Also: Google explains how YouTube content gets promoted and more, UPS Dogs showcase the power of online communities, consumers say trusting brands is paramount, and more. Don’t forget to brush up on YouTube’s “Community Guidelines” as well. MEASURED THOUGHTS.

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Earned media best for driving purchases, consumers sour on social media, and IBM battles an age-bias lawsuit

PR Daily

Also: Delivery drivers are munching consumers’ food, a bevy of PR and marketing job openings, and Burger King Belgium roasts McDonald’s. . Good morning, PR pros: A US Foods survey of roughly 500 food delivery drivers and more than 1,500 consumers in the United States reveals that more than one in four delivery drivers (nearly 30%) eat items from customers’ orders before delivering them. The findings speak volumes about delivery apps’ contractor behavior and consumer trust.

Measuring CSR: #measurePR with John Friedman

Waxing UnLyrical

John’s long been a proponent of measurable communications, and in addition to his pretty hectic day job (the man gets to fly between DC & Paris, France, so I don’t feel that bad for him), he’s cofounder of the Sustainable Business Network of Washington , and the Huffington Post’s CSR and sustainability blogger. but did you enhance brand. On how Sodexo specifically measures its Corporate Citizenship efforts: A3: #Sodexo uses 3 year survey of stakeholders.

What trends will shape the future of measurement?

PR Daily

Expert Katie Paine shares the topics she is tracking in the new year and what that will mean for your PR measurement and brand reputation. Or discovering that you are now the target of millions of dollars of ads from The Lincoln Project, you’ll be spending more time defending your brand than you will on promoting it. If you haven’t noticed, employees are your most visible brand ambassadors. The post What trends will shape the future of measurement?

Minneapolis hires influencers to share information about George Floyd trial, brands tweet for Golden Globes, and 77% of ‘outperforming’ CEOs say workplace wellness is crucial

PR Daily

Also: Arby’s takes aim at McDonald’s with new fish sandwich, Brazo Electric Power files for bankruptcy, Apple and Target team up to attract more consumers, and more. It’s offering consumers a check for $3.79 MEASURED THOUGHTS.

How to Measure PR and Marketing Outcomes on Snapchat

Waxing UnLyrical

PlayStation Social Media Strategist Genny Harrison says that the gaming community hasn’t found Snapchat as useful to build community as other industries have. “In Freshly Picked for instance branded their Snapchat account almost like talking to your best friend – very casual and giving sneak peaks into upcoming lines.”. As you can imagine, Snapchat measurement is not straightforward. Brand discovery (“Discovery”).

Thousands of brands’ ads found on sites with COVID-19 misinformation, Facebook labels UK climate change posts, and job listing language leads to museum’s leadership change

PR Daily

The videos cost $75 each and are a clever way to boost revenue during COVID-19, while also strengthening brand awareness and engagement. We have ignored, excluded, and disappointed members of our community and staff. MEASURED THOUGHTS.

Facebook joins #GivingTuesdayNow push, brands celebrate Cinco de Mayo virtually, and Salesforce helps organizations return to work

PR Daily

Hello, communicators: Avocados from Mexico created a campaign that encourages consumers to celebrate Cinco de Mayo from home: Being indoors doesn’t mean you can’t celebrate #CincoDeMayo ! MEASURED THOUGHTS.

How a legacy cleaning supplies brand is using Spotify to juice engagement

PR Daily

For Jelmar President Alison Gutterman, the idea to launch a branded Spotify playlist started with her own dislike for cleaning. “I Jelmar started in 1949 and has become a storied brand in the cleaning supplies industry, more recognizable by the names of its products “Tarn-X” and “CLR.” Now the company is launching a series of Spotify playlists to engage with consumers as they use its products. Community at its core. Do they suggest additions to a CLR-branded playlist?

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IBM stops facial recognition work, employees seek fewer open workplaces, cosmetics brands drop talc, and more

PR Daily

Also: Google Maps offers alerts for mass transit users, Google Meet’s new noise-canceling features, how consumers feel about brand messages on racial justice, and other topics. MEASURED THOUGHTS. What safety measures do they expect?

Brand managers celebrate Groundhog Day, Verizon commits $10M to helping small businesses, and JetBlue highlights Black florists

PR Daily

The tweet also highlights an opportunity for brand managers to create content and share messages that tap into consumers’ and employees’ collective exhaustion after the unprecedented crises over the past year. Here are today’s top stories: Brand managers jump on Twitter to celebrate Groundhog Day. Holidays, such as Groundhog Day, provide a respite for brand managers looking to connect and share levity with their followers, so embrace the opportunity. MEASURED THOUGHTS.

YouTube rolls out ‘fact check’ feature, Twitter users want brand content, and TripAdvisor lays off 25% of workforce

PR Daily

Google wrote : As COVID-19 continues to impact communities around the world, people and families everywhere are spending more time at home. Why it matters: Consumer behaviors have shifted in response to COVID-19, and some of them will remain long after shelter-in-place orders are lifted.

Amazon, Instacart and other essential workers strike, Disney offers branded face masks, and Deloitte shares crisis recovery tips

PR Daily

Do the same in your social media campaigns by asking what you can do to help your community and responding to their questions, concerns and stories. You can also glean the latest insights at PR Daily’s Media Relations and Measurement Virtual Conference , May 14-15. MEASURED THOUGHTS.

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Starbucks reveals why brands should lead with values

PR Daily

Research suggests consumers want organizations to take a stand, but a high-profile position can turn your brand into a lightning rod. ” Ferraro added that the union hopes the incident will reaffirm the connection between officers and the community. But for good measure, Starbucks apologized further, issuing a statement on its website saying in part: “At Starbucks, we have deep appreciation for your department and the officers who serve the Tempe community.”

NHL’s Arizona Coyotes drop draft pick after backlash, Walmart removes guns from shelves due to ‘civil unrest,’ and brands make fun of tone-deaf Kardashian tweet

PR Daily

Hello, communicators: Amanda Ponzar, chief communications and strategy officer for Community Health Charities, recently shared her “Captain Vote America” costume that she created as part of the nonprofit’s “Fall for a Cause” campaign: . MEASURED THOUGHTS.

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