• Let’s Get Real About PR Measurement & ROI

    Let’s Get Real About PR Measurement & ROI

    The question of how to measure the ROI of PR (and social media and influencer relations…) is as old as the industry itself. But we have collectively and consistently failed to come up with “the answer” that rings true to believers and satisfies skeptics. (Yes, both do exist!)

    The reason we have failed isn’t because we are lazy or stupid or unwilling to be accountable. It’s because the formulaic approach to calculating ROI is misguided when trying to measure the drivers of something as complex and psychological as human behavior.

    There will always be a – perhaps significant – portion of PR, social and marketing’s impact that is hidden or unknowable. Consider:

    • you read a review for hiking boots in Backpacker magazine and go buy them at REI
    • a prospect reads your insightful contributed article and enters a sales meeting more pre-disposed to work with your company
    • a friend @s an Instagram post to you and you buy that brand’s product

    The list could be thousands of bullets long. And, frankly, the real impact comes from the cumulative effect, but you get the point.

    (If you are interested in a deeper dive on the concept, check out Alex Madrigal’s piece in the Atlantic on dark social. Even though he’s referring only to social, the tenets of the argument are the same.)

    So, I guess we should just punt.

    Of course not. While it’s a fool’s errand to try to “prove ROI” in the typical attribution-based model espoused by many of today’s analytics companies and digital marketing gurus (I just vomited in my mouth a little bit typing that), we still should attempt to unmask as much impact of our work on business goals as possible.

    With the tools available today, we have more metrics at our fingertips than ever before. But rather than falling into the trap of positioning program metrics (impressions, coverage, sentiment, SOV, social engagement, etc.) as proof of moving the business needle, we must treat them as what they are: really valuable leading indicators.

    Just as while the Consumer Confidence Index does not in and of itself prove the economy is healthy, it is a hugely important area to measure and often predictive of the economy’s performance.

    I believe that, viewed in this context, the measurement discussion becomes both more fair (un-attributable value is captured) and more credible (no longer must we stumble through a non-answer when a client says “So, what?” to our report of generating a bajillion impressions and engagements).
    Up, next…a model for putting the pieces together.

    Jesse Ciccone

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  • Do LinkedIn’s New Profile Updates Matter for Brands & B2B Marketing?

    Do LinkedIn’s New Profile Updates Matter for Brands & B2B Marketing?

    By now, you’ve likely noticed things are changing on LinkedIn – big time. This is the largest update for the platform since its initial launch. Navigation is more streamlined, the search bar has been optimized, you’re receiving personalized suggestions to make your profile stand out, and more. These changes are designed to make the platform easier to use, and more attractive to the average user.

    Don’t write this off as just a little profile redesign – this major change from LinkedIn has real implications for brands. It has the potential to impact how you plan B2B social media campaigns, and here’s why:

    This Is a Power Play to Attract More Active Users

    These updates go far beyond prettying things up, this is a calculated move by LinkedIn to engage users and get them to return to the site much more frequently. This redesign solved many of the complaints users had about LinkedIn, including the major challenge that it was difficult to navigate. Now, as WIRED notes, the new LinkedIn looks a lot like Facebook – and that’s a smart move. Facebook has over 1,870 million active users, so it’s safe to assume most people know their way around the platform, and may now feel more comfortable using LinkedIn. LinkedIn also updated its newsfeed, adding trending topics and in-line messaging. These new features are all designed to keep users coming back and checking in regularly, something that LinkedIn has struggled with for years, falling behind more popular sites like Instagram, Twitter and Facebook.

    Why does this matter for brands? The simple answer is that there’s real potential that people are going to start using LinkedIn more often. That means there could soon be a much larger pool of people to reach on LinkedIn with your B2B marketing efforts. Previously, it often made sense to run paid social campaigns on Facebook instead of LinkedIn, for the (rational) reasoning that business decision makers are more consistently active there. Now, it might be time to pause, and reconsider LinkedIn. We’ll see what this year holds, but LinkedIn is hoping its active user numbers won’t be stagnant for much longer.

    New Opportunities to Showcase Your Brand and Company Thought Leadership

    Another major update from LinkedIn is a new and improved career page – which directly puts the spotlight on your brand’s company culture and leadership team. LinkedIn’s “Life” tab in particular is a compelling new addition. Through photos, videos, employee testimonials, company leader profiles and more, it’s easier than ever to paint the picture of what your brand represents and showcase that to the world. Good for hiring purposes, and great for brand reputation building.

    The new career page has other implications as well – especially for brands and agencies focusing on thought leadership, and diligently working to place opinion pieces from top executives. Thought leadership from executives can now be featured directly on your brand’s profile, via the “Life” tab. In addition to LinkedIn Pulse, this is a great way to get your brand’s voice out there, build brand reputation and get more eyes on the initiatives you’re working on. If your brand’s executives are active on LinkedIn and open to working with you to pen key thought leadership pieces or work on employee profiles, the time is now.

    2017 is shaping up to be a big year for LinkedIn! How are you enjoying the new profile set-up so far – does it inspire you to visit the site more often?

    Matter

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  • BBJ: Matter 3rd Largest Boston PR Agency

    BBJ: Matter 3rd Largest Boston PR Agency

    I’m thrilled that the Boston Business Journal recognized Matter as the third largest PR and social media firm in the Greater Boston area, and that we’ve enjoyed a steady upward trajectory for each year of our existence. It’s a testament to our tremendous staff and our agency’s enterprising spirit. But the story of our success is also intertwined with Boston’s emergence as a true innovation hub, and with a battery of entrepreneurial companies hell-bent on trying to make the world a better place. Matter shares this vision – that a rising tide raises all ships, and that together we are Boston Strong.

    We have clients all over the country, but nowhere do we have more insight and penetration into the local economy than in Massachusetts. And what I’ve seen over the past decade, in Boston in particular, is a sustained determination to seize the mantle as one of the world’s truly great centers of technology excellence. The energy is palpable. The optimism is abundant and the opportunities for startups to find a foothold have never been greater.

    Our Lunchspotting networking events in Boston are truly kinetic, with executives across myriad industries sharing success stories and forging new relationships. We can’t hire fast enough to fill our Boston office, which is barely a year old and bustling. While nothing is certain, here’s what I truly believe: Boston’s future has never been brighter, and Matter has never been more excited to be an integral part of the storytelling apparatus of this region’s outstanding companies.

    Scott Signore

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  • A Newcomer’s Guide to Drone Videography

    A Newcomer’s Guide to Drone Videography

     At this day in age, it’s amazing to think that remote controlled drones (or UAVs) are becoming a part of everyday life. They can be seen in search and rescue applications, lighting scenarios, and of course aerial videography. When it comes to other places it can be useful, the sky is the limit (pun intended).

     

    Let me preface this write-up by stating that I am still a newcomer to the drone videography world. My goal for a while has been to learn any video rig I can get my hands on, and this is the most logical next step. The value in drone videography is obvious as well; shots from the sky add an interesting perspective to your video that simply cannot be replicated.

    At first I was under the impression that someone can go out and buy one of these and use it freely, similar to a remote controlled car- boy was I wrong. Here are a few tips and other things you should consider when becoming a drone enthusiast

    1. Start Small: A drone big enough for a camera complete with all the necessary batteries, prop guards, gimbal, and controllers will set you back at least a couple thousand dollars. Before making such a purchase, I found that buying this $70 drone is a great stepping-stone before graduating to the bigger contraptions. It helps with getting a feel for the controls, air resistance, and aerial maneuvering. It’s also inevitable that you’re going to have a few crash landings, which won’t damage it because of the small size (the drone in the link fits in the palm of your hand).
    1. Take a Class: Flying a drone is not a “plug and play” solution. There are important details such as calibration, course setting, home lock, airport communications, and many other things you need to know that can’t be summed up in a brief YouTube video. I found that taking an in-person course really helped me get familiar with both the drone and the app. The instructors are all licensed helicopter pilots who can address any other questions you may have, and there’s a block of class time that’s used for flight practice.
    1. Stay Current with Government Regulations: The FAA controls all of the airspace in our atmosphere. Whether it’s a few inches above your head or 400 feet off the ground, they are the ones who make the rules. It’s important to read up on their current and proposed regulations, so that you don’t get ticketed or fined for flying illegally. Right now, in order to make money from flying you’ll need to obtain an FAA 333 Exemption, or be a commercial airline pilot. While this paperwork can be easily applied for, it takes roughly six months for it to get approved and sent back. I’m writing this blog in June, and it’s been rumored that the FAA will be coming out with a separate set of drone pilot regulations this month. We’re still waiting on that, which leaves a lot of us commercial drone pilot hopefuls in limbo.
    1. Practice, Practice, Practice: Similar to the first tip I covered earlier in this blog, you can never have enough practice. After all, a great aerial shot cannot be achieved without great aerial maneuvering. Setup a chair or trash barrel in your yard and practice orbiting around it, with the nose of the drone constantly facing the subject. Once you’ve mastered that, give these a try.

    To sum it all up, it seems like drone flying is a hobby/professional tool that is here to stay. It’s an activity that should be done with safety as the number one concern, and enthusiasts should not rush to the finish line. I’ll leave you with my three favorite drone videos on YouTube (1) (2) (3). Happy flying!

    Fill out the form below to schedule a free strategy call with our team.



    Matter

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  • Boulder Start Up Week: Birthday Edition

    For most of the country, it’s just another week, but for us here in Boulder, Co, we have a lot to celebrate! This week spins up the sixth annual Boulder Start Up Week (and second year Matter is a sponsor!) during which thousands of entrepreneurs and their teams network and learn with other workaholic dreamers in the area. This event encompasses so much of our own company’s mission – giving back, community, professional growth—and are therefore once again proud sponsors of the event!

    Next, it is our birthday! One year ago, we opened this Matter office, and it has been a wild ride. A few splashes of paint and several team members later, we honestly couldn’t be happier with our new community. We’re working with some of the most innovative brands on the west coast and have found some incredible talent to further build our consumer and B2B expertise.

    If you’re in the area (or simply curious), take a moment to read about all of the fun things we’re doing this week:

    • Anniversary Party / BSW Startup Crawl: Tuesday, May 17, from 4-8 p.m., we’ll be enjoying drinks and hors d’ oeuvres with hundreds of our closest Boulder friends.
    • Job Fair: Wednesday, May 18, come by and visit our table if you’re interested in joining the Matter team! Grab some swag and tell us about you.
    • Marketing Meetup: Thursday, May 19, from 3-4:30 p.m., we are opening our doors once again to bring together some of the best marketing minds in the biz. Grab a drink and chat with us around the latest trends in lead-gen/nurturing, social and PR.
    • Sponsor videos: Our incredible video team will be shooting 15 videos throughout the week, donated as part of our BWS sponsorship. The videos will feature startups in the area and their founders.
    • Social: Join us on social (Twitter, Facebook and LinkedIn) throughout the week to feel as if you’re there or share your own if you are! Hashtag #BSW16 …we’ll be posting photos, videos and live coverage all week!

    Matter

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  • PR Real Talk: Trade Show Execution – What's Working, What's Not?

    Today, we’re talking about industry trade shows. From the months of preparation to the perfect storm that is: HIMSS, CES, RSA, etc., a lot of time, effort and money goes into creating a successful trade show experience for both your team and your clients. As communication professionals, it’s our job to help our clients develop meaningful relationships with media and analysts, at and around these events. Despite the many advances in digital communications, trade shows remain very important opportunities for that oh so valuable face time that journalists love so very much.

    Trade shows have become one of the cornerstones of any successful PR program. Chances are pretty good that any PR vet you talk to will have some heroic battle story about the time they did 78 briefings at CES, or HIMSS, or wherever. Because trade shows have been integral to PR for so long, they suffer from a very real threat of the – “because that’s how we’ve always done it syndrome.”  Good public relations requires evolution and the ongoing questioning of everything. Are we releasing the most interesting announcement we can at this show? Does our presence at the show have value in the eyes of the media and industry at large?

    A few Matter Communications folks had the opportunity to attend and view a live Twitter chat (#HITMC) last week week led by John Lynn, a well-known and highly respected healthcare journalist and entrepreneur. Co-hosted alongside a communications agency based in Georgia, John discussed what works when meeting with media, tips for engaging editors, and thoughts around press releases at HIMSS. While the chat was healthcare-focused, many of the points brought up can be applied to a wide variety (if not all) of our clients, particularly those that attend the largest trade shows and face the goring challenge of breaking through the noise and finding value.

    A DYING TRADE? OR AN EVOLUTION?

    One topic that raised a few key takeaways is around the continuous battle of the press release. A continuous stable (or base) of each client announcement that has rendered suspicion over the years. Is it really dead? A majority of the PR pros at Matter and across the industry will agree that no, the press release hasn’t died. While the press release is still alive and well, it is not the same tool that it once was, thus our approach may need to be reevaluated. A few of the participants of the #HITMC chat noted that sending out press releases are best done at least one or two weeks prior to HIMSS (or other major conferences), versus right before. This allows the reporter to read and fully digest the material, and provides them an extended time to be able to ask questions prior to meeting your client at the show. Other participants raved about the type of content we are feeding them within our press releases; making it relevant, interesting and NEW. Here are a few examples:

    DATA, DATA, DATA

    Another topic that arose during the chat, and one we’re well aware of, is the media’s insatiable appetite for data. We always ask for it from clients, as reporters really do value hard and fast numbers that support or bolster the stories we are telling on behalf of our clients. Third party validation and data are undoubtedly one of the key ingredients to make our clients stand out amongst their competitors.

    During the next conversation with your client, and if it aligns with your current campaign and overall messaging, ask your client if he/she has any updated case studies or data they have gathered internally. If not, maybe that brings up another conversation about conducting a survey to gather that data. Aside from becoming great pitching fodder for your team, data can lend itself to other assets we love as PR pros such as infographics, info-stamps and even gifographics. Data can provide that extra level of expertise your client is always looking to portray to its customers, industry influencers and the media.

    IN SUMMARY

    When it comes to large conferences, there are always lessons to be learned as you come out of the show. As trusted partners to your clients, it is important to understand and recognize when you need to revisit a certain tactic or approach when planning for conferences large or small. Always be on the lookout for industry intel on what the media wants and how well your proposed strategies and tactics are working. When it comes to PR planning and development the need for evolution is the only constant. To set yourself apart and to really be seen by your clients as a trusted advisor, keep an eye out for the next Twitter chat or take an opportunity to simply ask a journalist what they want. This desire to understand your audience and the state of your industry will help you to set yourself apart from the PR flacks at the trade show, who continue to simply do the same things they’ve always done.

    What other tips do you have when developing a trade show plan? Share yours below!

    Matter

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  • Why I Get Amped When Visiting Our PR and Social Media Office in Portland!

    Last week I shared some thoughts related to the experience that clients have when engaged with a PR and social media agency that has a national presence – and this week I had the opportunity to spend some time with my dynamite crew of professionals in one of our offices on the West Coast. Here are a few reasons why I get pumped when I visit Portland, and in particular, when I spend time with the smart, savvy and hard-working gang from Matter in that city:

    First, Good Lord – what a town. Portland has a terrific blend of people, culture, hobbies, and happenings. It’s a city that supports an active lifestyle – and please see our gang getting recognized for being so healthy! –while also offering more eating, drinking and merriment options than all other cities of comparable size and scope. It’s a vibrant community that’s fueled by solid and honest people.

    Second, speaking of those people, our office is jammed-packed with a group of outstanding locals – and those who are quickly becoming locals. There’s a great blend of local knowledge, balanced by perspective from the East Coast. Half of our crowd are born and raised in the great Northwest, but a number of staff have moved to this great city from Boston, Atlanta and other hot spots on the eastern seaboard. As a result, it’s so nice to be here in person to meet new people – but also to see some of the familiar ones who made a great life choice to add to their career experience by spending time in Portland.

    Third, it’s special to sit with the team here in Portland in person and be reminded about their capabilities and their PR savvy. I love hearing first-hand how they are working creativity into their client programs – in terms of imaginative pitch ideas for media relations, or highly visual content produced by the creative team. It’s terrific to hear them overcome media challenges, and celebrate successes. While improvements in connectivity have changed all of our lives for the better, nothing really compares to talking shop in the office or catching-up on life during a visit to a pub.

    Fourth, this town has a steady and growing technology buzz. Beyond its thriving start-up scene, in which Matter client Urban Airship is so active, a constant stream of established players, such as Google, Intel and eBay, have moved people and their gigs to the region in the past few years. There’s so much energy that results from having credible, thriving and opportunistic technology players side-by-side, and the buzz can be felt while walking in the Pearl District – or glancing quickly at GeekWire.

    I like spending time here in our Portland office – can you tell?

    Scott Signore

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  • Why Our PR Agency Just Went “All-In” in Boston

    I’m thrilled to spread the news that – with gusto! – Matter just expanded its footprint in the city of Boston! We’ve moved from our modest shared space to a custom-built location designed to encourage smart thinking, creativity, and which is conducive to generating results.  It’s a place where smart and savvy PR professionals want to hang their hats – and we’ll be supporting our growth by welcoming them with open arms!

    In case you aren’t already living the dream in the Hub, here are several reasons why having a substantial footprint in Boston matters:

    First, it’s about being among the movers and shakers – in our business, and in the categories we serve. We’ve experienced a noteworthy business benefit by sharing some space in the Seaport District, and we’re looking forward to leveraging our new-and-improved digs to shake more hands, share more thinking and do more business.

    Second, we’ve always prioritized having the best professionals anywhere, and now, from a recruiting standpoint, we’re able to welcome those who want to join our team – but are urban dwellers who would rather not leave the city during the work week. When you’ve been named a Top Place to Work by the Boston Globe two years straight, you are always considered as a potential employer by the region’s brightest– and now geography won’t interfere with destiny!

    Third, and related to the above, we’re giving those hard-working employees in Newburyport, Providence – anywhere, really! – an in-town location for collaboration with clients and colleagues. It may not be a day-to-day happening, but it’s filled with energy, enthusiasm and a familiar Matter vibe when needed!

    Fourth, we’re now even more easily accessible to clients and partners – important face-to-face meetings can occur, whether scheduled or on a whim. Discussions about creative PR and social programs can happen with limited travel commitment.

    And, finally, it’s directly aligned with a key tenet of our success: that quality of life is truly important. On Portland Street we’re positioned well for commuters by the T or commuter rail, and within walking distance of so many places to eat, drink and be merry. It’s an accessible office that’s within near reach to so much that an employee’s professional path can be complemented by activities far beyond the job.

    Drinks, anyone?

    (more…)

    Scott Signore

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  • Companies Vying to be “Top Place to Work” – I’m Typing to You.

    Last week I had the tremendous pleasure of collecting the hardware associated with our agency being named a “Top Place to Work” by the Boston Globe – for the third year in a row! – and I’m taking some time to share how a business like ours receives such an accolade. We’re in great company, and while I’m confident that others on the Globe’s list manage their business similarly, here are a few steps we take to ensure that Matter is a place where people want to spend their time:

    First, we hire exceptionally well. We’re in a people business and having the very best PR, social media and creative professionals anywhere is key to our business success, and having such a high standard for employees drives expectations upward and fuels positive results. Delivering as a team or an individual – and being part of a culture with a results-focused foundation – directly contributes to Matter being a Top Place to Work.

    Second, speaking of culture, since our inception we’ve embraced a work-hard/play-hard approach, and balance work demands with a number of ways to clear our minds. We have active clubs for running, basketball, golf and yoga, and we have an active and robust agency-wide volunteer program – called “Helping Hands Matter” – which is a significant source of pride for all those involved. We collaborate as teams and in office-wide brainstorms, and celebrate all that we can while enjoying locally brewed beer poured from our Matter-branded beer tap.

    Third, we likely lead the PR industry with the amount of time off given to staff. In addition to a rich PTO (Paid Time Off) policy that includes our agency being closed between Christmas and New Year’s Day, and Summer Fridays from Memorial Day to Labor Day, our agency likes to offer some added time off for employees to make the most of holidays.  We have an extra day off around the Thanksgiving break, and we typically take a day to recover from our annual holiday party – among a long list of days off throughout the year. Our people rarely stray from doing 110% when they work, and having a few extra days to do whatever make them happy goes a long way.

    Fourth, our agency provides serious professional opportunity – in a way that you won’t find elsewhere. We have an established mentoring program that is one piece of a bigger pie that helps our staff reach important professional milestones. A career can be made while working at Matter, and several of our management team members have demonstrated exactly that. In addition, we are nimble and encourage entrepreneurial and creative thinking. While we have grown significantly over the years, we are still able to turn on a dime while embracing employee-suggested solutions on ways to become a better organization. That sort of environment encourages employee empowerment, rewards entrepreneurial thinking, and ultimately translates into increased revenues for the business.

    And, finally, we truly like one another and have fun coming to work and doing our jobs. Our agency’s vibe encourages friendship – in and out of the office – and it shows in client meetings and at company events. Our people genuinely like what they do, and have made a commitment to work as well as they are able while here at Matter. In turn I’ve committed to providing an environment that is supportive and fun, and that contributes to us being awarded as a Top Place to Work.

    If you take nothing else away from this blog post, it should be this: happy people do great work. And you know what else? They tend to stick around for years. That creates a virtuous cycle of consistency and excellence, and what could be better than that?

    Scott Signore

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  • Trend Alert: Personalization is Changing PR

    I chose a career in PR because of the ever-changing nature of the industry. I can never expect the same day-to-day with my consumer clients due to the unpredictability of the retail industry and the enhancement of technology. It’s so important to stay in tune with the hottest trends, but one trend that has not only been pertinent to my consumer accounts, but across a wide variety of industries, is personalization. Personalization is tailoring content toward a specific target, so every consumer gets a customized experience. There are three specific personalization trends within the consumer industry that I have noticed have increased my client’s capabilities:

    1. Customer Loyalty

    More and more retailers are using personalization to increase customer loyalty, and gain crucial information about their customers’ shopping preferences. While PR isn’t directly related to quarterly sales, we are driven by data, which helps us tell a compelling story. This goes further than simple demographic results. Personalization when it comes to shopping can go as far as predicting what a customer will buy based on their purchasing habits. As an example, should a person continuously buy a certain brand of paper towels, makeup or clothing, technology and personalization allows our consumer clients to anticipate that with the information collected from past purchases, giving them the ability to send coupons and rewards they will want to use. By understanding how our customers’ are working to use personalization as a customer loyalty tactic, it allows us as PR pros to identify opportunities to position our clients as innovative, strong brands.

    2. Mobile App Development

    Every PR pro needs to be ‘in the know’ when it comes to what technological innovations are shaping the industry’s our clients are a part of. For years, mobile apps have been a huge focus for many industries – and consumer is constantly having to stay ahead of the next new update. For example, on Wednesday, LinkedIn announced the fully redesigned Pulse mobile app, which delivers personalized articles to the newsfeed based on the LinkedIn user’s job, followed pages and network connections. By using Pulse, I can quickly sift through daily news articles that are personalized for me—even disliking content with a swipe left, or saving an article with a swipe right. In an area where there is a lot of noise, it’s important as PR pros to be able to identify where our client differentiates compared to its competitors.

    3. Digital platforms

    The rise of social media changed the world as we know it. This has not only effected business strategy and PR, but also changed our reality. According to Adweek, there are more than two billion active social media users worldwide—that’s roughly 28% of the world. With these stats alone, we can understand how important it is to target consumers strategically through Facebook, Twitter, Instagram, Pinterest and many more widely used platforms. Social channels are constantly changing their platforms to create an easy, intuitive and personalized user experience. This year, Facebook rolled out new updates that changed the way consumers are able to view brands and friends in their newsfeed. Forbes mentioned how its new algorithm creates content only each specific user cares about so it’s less likely to be missed. For me, having the power and ability to stay on top of this extremely fast paced industry allows me to stay one step ahead of what’s going on so I’m armed with the knowledge I need to position my clients in the most influential way as well as keep an eye out for any barriers that may arise.

    Personalization isn’t completely new to the PR world—we all know that building relationships is a crucial part of PR, but this isn’t something that will happen overnight. A quick glance at your media list and name swap on an email blast is ineffective. If you want a long-term relationship with a reporter, you need to dive deeper—read and comment their stories, check out their social pages, and keep the conversation going. This way, when your client is counting on you for a new product launch, you have the perfect person to pitch. Although improved personalization trends are crucial, it’s imperative to stay grounded and focus on preventing the simple errors. You might have taken the right steps or completed detailed research, but an overlooked name spelling could cost you the big story.

    At the end of the day, staying aware of industry trends will only help you represent your client more efficiently—making you the PR pro to trust. Has personalization improved the way you approach PR? Let us know and comment below!

    Matter

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