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Archive for Analytics’ Category

3

Dec
2015
Comments Off on The Certifications You Need to be a Digital Marketing Expert

The Certifications You Need to be a Digital Marketing Expert

Jennie Ford

Jennie Ford

Stevens Strategic Communications (SSC) is thankful to have hard-working and results-driven employees. When it comes to working in the digital age, continued education is even more critical. We encourage our employees to embrace opportunities that enhance their talents and deepen their skills. One of the most educated and driven women on our team is our Director of Digital Marketing, Jennie Ford. Since joining our company, Jennie has been laser focused on growing her pool of knowledge and expanding her department’s capabilities to provide our clients answers, exceed their expectations and blow their minds with fresh and creative tactics to engage their target audience.

Staying up-to-date in the quick-changing realm of digital marketing is more than a full-time job. With social media strategies, search engine optimization, pay-per-click campaigns and analytics, it seems that there is always something new to learn. Jennie knows the importance of staying current and she is on top of it even encouraging everyone at SSC to embrace learning opportunities as they arise.

Jennie realized early that Google Analytics can tie PR success to client website traffic. With Google Analytics certification in hand, she can track key metrics and understands the best ways to implement changes to improve campaigns. Along with certification in Google AdWords Jennie has certifications for HubSpot, Hootsuite, Woo-Rank, Search Marketing, Marketing Measurement & Analytics, Marketing Copy Writing and Email Marketing.

No matter what direction digital marketing takes, we know Jennie will stay one step ahead. If you want Jennie to discuss your digital marketing situation with you, she has a wealth of knowledge that she loves to share. Send your questions to her.

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2

Apr
2013
Comments Off on Running a Public Relations Firm

Running a Public Relations Firm

SSC-logo_Stacked

The debate rages on.  Just what is a public relations firm?  Over the years technology and our economy have caused the definition to change.  In many ways, when I think of the words public relations, the word Catholic or universal comes to mind.

In essence the public relations firm is one that deals with our relationships with all of our publics.  That means our customers.  Our employees.  Our communities.  Our world.

We create messages for audiences and determine the best ways to reach that audience.  Is it advertising?  Social media?  Videos?  Media relations?

Yes, we used to have advertising agencies, public relations firms, and specialty shops.  We even had agencies of record.  Now we provide the best we have to our clients.  Timing, messaging, quality and cost are critical.  Now that we have an understanding of what a public relations firm does—just about everything in terms of communications—then how do you staff?

In the military, I was always impressed with our Special Forces.  These were teams of soldiers with more than one refined skill.  They are linguists, mechanics, snipers, medics, demolition experts.  They are people who accomplish their mission.  In fact, in the military we learned the value of being resourceful even when we weren’t green berets.   So many of us were crossed-trained to do more than our primary military specialty.  That’s how I see the public relations firm of today.

We have social media people who are great account executives.  Crisis specialists who know advertising.  Video producers who know how to write.  Engineers who can create speeches.  Art directors with audio engineering expertise.  Research executives who can handle direct marketing.  Wow.  Our guys are talented.

Survival in the business world today requires that we have many skills, stay up to date on trends, and work hard to stay ahead of the pack.  We want to do all of this while we are having a good time helping our clients succeed.

(FLASH) That is my snapshot of running a PR firm today.  It’s providing the right climate for great, talented people—so they can do great things for great clients!

— Ed Stevens, APR
President, Stevens Strategic Communications

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19

Dec
2012
Comments Off on What You Can Learn from Social Media Experts

What You Can Learn from Social Media Experts

2012 Midwest Social Media Summit in Mayfield Heights, Ohio

2012 Midwest Social Media Summit in
Mayfield Heights, Ohio

The 2012 MidWest Social Media Summit held at Executive Caterers at Landerhaven in Mayfield Heights, Ohio was a fantastic event sponsored by Smart Business and Blue Technologies.

Experts gathered to share knowledge and useful tips on how social media can help businesses prosper and potentially bring in additional revenues. Representatives from organizations such as the Cleveland Clinic, the American Red Cross, the Cleveland Cavaliers and General Electric were great panelists for this event. A plethora of helpful information was shared amongst the panelists and the 400 summit attendees.

Here are some quotes from the panelists:

From Jim Kukral, best-selling author and professional speaker for University of San Francisco – discussing “social media is business” –

            “Create amazing content and get it shared. Win. Wash. Rinse. Repeat.”

From Amy Neumann, CEO of Good Plus Tech and contributing writer to Forbes magazine – discussing “strategy and branding” –

            “Social media does a great job of making the pie bigger. How can we reach a larger number of people? By showing a little personality, solving a problem and entertaining people, you can reach a whole new audience.”

From Matt Smith, senior talent acquisition leader for JCPenney – discussing “researching candidates through social media” –

            “LinkedIn is the place to be in social media during a hiring process. We use it every day…Social media helps you point out key people in companies and can help with your job search.”

From Thom Fladung, managing editor for the Plain Dealer – discussing “social media and the media” –

            “Social media is not a threat – it’s an opportunity!”

From Krista Neher, CEO of Boot Camp Digital – discussing “management and measuring” –

            “Remember to look at quantitative information. Not everything that counts can be measured and not everything that can be measured counts. Get a feel for the results you’re getting.”

From Roger Lowe, senior vice president of communications for the American Red Cross – discussing how the Red Cross uses social media –

            “Social media is having something to say when people are listening… it’s not just about having the tools or technology; it’s having the right thing to say when people are in need.”

From Mike Maleski, vice president of digital sales, marketing and operations for the Cleveland Cavaliers – discussing “big data and social media” –

            “We do engage our fans during events. We have a team dedicated to monitor the social channels, specifically Twitter, during events. We want to be able to respond quickly. We take real-time questions and comments very seriously. We have a social media response team. If there is a seat broken in a specific section, we need to fix that.”

From Jon Hyman, partner at Kohrman Jackson & Krantz P.L.L. – discussing “legal ramifications of social media policy and use” –

            “Employees need to understand what is private and what is public, but that divide is no longer there…The issues aren’t new. The method of communication is.”

And, lastly, a quote from Kelly Waite, marketing and database manager from one of the summit’s sponsors, Blue Technologies – discussing “strategy 201: what do I do now?” –

            “Encourage your sales force to share your company’s social media initiatives with their networks to increase reach.”

 

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17

Oct
2012
Comments Off on Analytics: Find Out What’s Working for Your Business

Analytics: Find Out What’s Working for Your Business

analytics-picture

Having an accessible and well-designed website, several social media accounts and a subscription to a good news release distribution service are great ways to ensure maximum exposure for your business. After all, if people don’t know who you are, at least they can see that you are offering several easy ways for them to find information about your business.

Though these features are great, you still need other tools to make sure you know they are working and are truly being a help for your business. Being able to gather analytics for your website, social media platforms and news releases is important if you want to be able to show growth and success to your business colleagues.

You can go to Google and type in “website analytics” or “social media analytics” to find a number of tools your business can use to create reports on how many people have visited your site, how many retweets your business’ Twitter account received last month, how many shares you received for posting that video to your Facebook, and much more. So you don’t have to search through the millions of results that Google will produce when you type in “website analytics” or “social media analytics,” here are some of the tools we know work well for businesses.

Google Analytics: This tool is a service that generates detailed statistics about visits to your company’s website. It can help you track visitors to your site, pageviews, average visit duration, bounce rate, percentage of new visits to your site and even page value. Google Analytics can give you details regarding demographics, behavior, browser and network choices when viewing your site, mobile device views and more. The best part is that this tool comes with a lot of these features for free.

HootSuite: Your business may use HootSuite just so you can schedule your Facebook and Twitter posts for after business hours. But, there is more to this tool than you may think. For a small monthly fee, HootSuite can help you generate reports about your social media data and web traffic. It can help you measure results with your Twitter and Facebook accounts as well as your company’s return on investment with these social platforms.

CisionPoint/BusinessWire: Cision and BusinessWire are both news release distribution services. Those who use these tools can distribute news releases to a large audience across the nation and even across the world. Cision offers analytics for news releases and allows its users to create reports on their own in regards to media mix, reach, social media influence, number of hits and more. After sending a release through BusinessWire, a report is generated within an hour and emailed to the user. BusinessWire reports are updated continuously throughout the year, so you can offer up weekly, monthly or even quarterly reports to your colleagues without much effort at all. Both of these services are costly, but can be worth it if PR is a main focus for your business.

These are just a few tools you can use to generate analytics, but there are a plethora of them out there. And don’t forget, some social media platforms such as Facebook, LinkedIn and YouTube have analytics programs of their own. Do some research and find out what tools can work the best for your business.

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