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Posts Tagged ‘Nielsen’

STUDY: The Public Trusts ‘Expert’ Content More Than Any Other Kind

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Given the endless talk of content and its newfound value in both PR and marketing, we shouldn’t be surprised to learn that the line between such materials and a given client’s business goals is rarely clear.

A newly published report offers us a bit more information on the subject.

The study, conducted by Nielsen and commissioned by inPowered—a company specializing in targeted content marketing distribution—considered the three major types of content and their effects on the purchasing process.

Its main conclusion? The public likes objectivity and reliability.

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Roll Call: Weber Shandwick, Rubenstein PR and Nielsen

Weber Shandwick announced the appointment of Vanessa McDonald as senior vice president and national practice leader, Consumer and Technology, in the firm’s Toronto office. McDonald will be responsible for the growth and management of client business in Canada, contributing to the agency’s leadership across its Consumer and Technology practices. McDonald joins Weber Shandwick from NATIONAL Public Relations where she led the Marketing Communications Practice. Prior to this, she headed the London and San Francisco offices of Ballou PR, a Paris-based communications firm. She also held the position of associate director, Marketing at Capgemini, one of the world’s largest consulting firms. (Release)

Rubenstein Public Relations (RPR) announced that Megan Wilson has joined the agency as an associate vice president. Wilson brings several years of public relations experience managing consumer accounts in the fashion, fitness, restaurant, and wellness industries with a focus on event planning, media relations, strategic communications and new product launches. In her position as associate vice president, Wilson will develop and execute dynamic publicity campaigns for RPR’s clients. Wilson joins RPR from Krupp Kommunications, where she advanced from an account coordinator to the position of account executive and Media Specialist over the course of three years. (Release)

Nielsen announced the appointments of four senior marketing and communications leaders – Greg Daniel as chief digital marketing officer; Laura Nelson as chief communications officer; Saul Rosenberg as chief content officer; and Marcy Shinder as chief marketing officer. The appointments are effective immediately. Daniel will be responsible for developing and implementing innovative marketing and communication strategies across digital channels globally, including web, mobile and social. Nelson will be responsible for developing and sustaining an overarching messaging strategy that builds upon Nielsen’s legacy and highlights the innovations that drive the business forward. Rosenberg will leverage Nielsen’s proprietary assets to lead global conversations on issues of import to both the company and its clients, while creating valuable content that enhances Nielsen’s value proposition to internal and external stakeholders. Shinder will develop and lead the overall global marketing strategy and oversee Nielsen’s brand evolution, commercial go-to-market strategies, partnerships, and channel execution, including events, advertising and creative services. (Release)

Study: While Consumers Still Trust Word-of-Mouth Most, Owned Advertising Is Gaining Ground

images-2It’s no surprise that people are more likely to base purchasing decisions on the personal recommendations of individuals they know and trust than on commercial advertisements. In fact, according to a new study by Nielsen, 84 percent of consumers around the world trust word-of-mouth recommendations from friends and family (a form of earned media) above all other sources of advertising.

While it’s unlikely the public will ever value branded messages more highly than the opinions of those closest to them, that doesn’t mean owned advertising isn’t effective. In fact, the same study shows that most forms of paid advertising are actually gaining ground when it comes to winning the trust of consumers.

The study found that 69 percent of global respondents trust owned advertising in the form of content and messaging on brand websites, making it the second most-trusted advertising source in 2013, up from a fourth-place ranking in 2007.

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CSR Is More Valuable Than Ever…or Is It?

Everyone agrees that CSR efforts are extremely important for big-name corporate clients, right?

No, seriously: we don’t know the answer to that question, and it all comes back to the biggest challenge in the industry: drawing a solid line between point A and point $.

First: The results from data king Nielsen’s latest Global Survey on Corporate Social Responsibility have already inspired headlines about CSR cementing its place as a crucial element of the big name PR equation.

Its basic finding: 50% of consumers surveyed in 58 countries say they’re willing to pay more for goods and services from companies that have “implemented programs to give back to society.” That number increased in ¾ of the countries surveyed, rising 5% in total since 2011. And the “yes” votes were highest in the crucial under-30 demo.

No surprises there. The only finding that we didn’t expect is the 12-point increase in pro-CSR sentiment among the 40-45 demo. Seems like CSR’s value has become clearer to all parties, no?

Maybe.

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Just What Is the Relationship Between Twitter and TV?

Marking another evolutionary step in the dynamics between the public and the ways we consume information, Nielsen has released its first survey measuring the impact of Twitter on TV audiences, and vice versa.

The study didn’t unearth any groundbreaking revelations. That’s the funny thing about studies meant to mine us, the public, for information: We’re not surprised by the things we do. The data from Nielsen’s “Twitter Causation Study” reveals that 29 percent of the time Twitter does in fact “meaningfully” affect TV ratings, particularly unscripted programming such as reality TV shows and sports coverage.

Anyone who has ever live tweeted the Oscars, the Super Bowl, or America’s Got Talent knows the appeal of being able to riff on funny, inspiring or entertaining moments of spontaneity. It’s fun, and the perfect example of how our lives constantly involve multitasking. We facebook the stuffed flounder at our favorite restaurant. We instagram holding hands with a lover. And, yes, we tweet while watching TV.

That’s just where we are. As PR professionals, our job is to figure out where all of this is going. So it’s smart to measure how social media and TV are evolving together, particularly since TVs are basically morphing into computers. Will Twitter mean that crowdsourcing is the future of successful programming? Or is there any future at all for TV? Just where is all of this heading?

Any ideas?

Twitter Buzz Helps Boost TV Ratings

The biggest PR/marketing story of the week so far involves Coca-Cola‘s surprising announcement that social media “buzz” doesn’t translate to short-term boosts in sales. On the television front, however, research comes to the opposite conclusion: yesterday we learned, via our sister blog Lost Remote, that Nielsen finally released a yearlong study firmly tying Twitter mentions to increased ratings for popular shows.

How does that relationship work? Let’s check out the numbers:

The Twitter effect is least influential on season premieres. an 8.5% increase in buzz (or related tweets by volume) leads to a 1% bounce in viewership among the 18-34 set, while a 14% increase creates the same gains among viewers aged 35-49. For midseason episodes, however, the numbers are more impressive: the amount of buzz required to create a similar 1% ratings bump is almost half the size for episodes airing midway through the season.

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Nielsen and Twitter Team Up to Measure Social TV

The present is a great time to be in the public relations industry: never before have so many people done so many things while in contact with so many others.

Thanks to social media and the continuous miracle that is technology, we never do anything alone anymore (with a few obvious exceptions, ahem).

There was a time when television was a passive pursuit that involved tuning into a favorite program and ignoring the rest of the world. That dynamic, however, has changed. Watching TV has become an active–even interactive–experience.

So it makes perfect sense for TV ratings monolith Nielsen to join forces with Twitter, creating a new ratings system that will generate metrics for viewers who comment on TV shows and those people who read or interact with said comments.

It’s fun to open a bottle of red wine and log onto Twitter while movie stars walk down the red carpet to accept awards in clothing worth more than your apartment. It’s entertaining, cathartic and always good for a laugh.

But if the Oscars aren’t your thing, there is always the NFL, which suffered a major public relations disaster this weekend as the league’s less-informed (and, let’s be honest, flat-out racist) fans took to Twitter to vent their displeasure about President Obama’s speech in Newtown, CT, taking precedence over the New England Patriots vs. San Francisco 49ers game. Wow. Not exactly the image the NFL wants for its fans.

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The Unpredictable Power of Live Television

We human beings know that unpredictability is a profound force in our world. No matter how much we make plans, diligently practice and religiously strive to control the outcomes of our days, years and lives, we are all subject to the whims of a universe that is simply too vast, powerful and indifferent for us to control in any significant way. We hate, and love (or is it need?) unpredictability.

Either way, it’s not surprising that a new survey highlighting the latest Nielsen research proves that people still love to watch live television. We’re addicted to the unexpected.

These findings pose a unique problem for PR professionals like us who loathe the thought of losing control of our connection with the public. We’ve learned the hard way that even the most disciplined messaging strategy can be sabotaged by unexpected factors–like Clint Eastwood and an empty chair.

Nevertheless, we must adapt to human nature and harness its formidable power–fighting natural law brings nothing but disappointment and catastrophe, which is why PR students need to study Shakespeare as much as business management. Business is about desire and money, life is about love and unpredictability, and PR is about all of the above. Read more

Music PR News: Radio Still Rules the Roost

Some recent Nielsen findings will be relevant to anyone with more than a passing interest in playing and/or promoting music. In short: The more things change, the more they stay the same. A newly released study reveals that old, reliable, traditional radio is still the way to go when it comes to getting your material heard–and making some money in the process (perish the thought!).

Now that digital music officially brings in more revenue than physical recordings (nearly $9 billion in 2012 alone), how can musicians and their representatives make the most of the “new” business model? Two answers: old-school broadcasting and YouTube.

Despite all the torrenting and streaming that’s supposedly going on, radio still dominates the industry: 48% of respondents told Nielsen that they discover new music most often on the air; “friends/relatives” ranked a distant second at 10%. This statistic didn’t even include services like Spotify, Pandora or Last.fm, so if your tunes don’t appear on the AM or FM dial then you’re going nowhere fast.

A more surprising number comes from the all-important teenage demographic: Read more

Roll Call: Hill+Knowlton Strategies, 451 Marketing, Crafted, and More

Ipswich, MA based integrated digital agency, Crafted, has appointed Emma Plummer as PR Director. Emma will head up the company’s new offline public relations department, in recognition of the increasing need to combine digital communications with more traditional forms of marketing. With more than 12 years’ experience in PR, Emma brings with her a raft of clients from her own consultancy, which she ran prior to joining Crafted. In her time at Blue Poppy PR, Emma handled Crafted’s public relations for just under two years. (Release)

Karyn Martin has been promoted to the role of vice president at Boston, MA based 451 Marketing. As vice president, Karyn will continue to oversee strategy and management of integrated public relations campaigns for clients including The Yankee Candle Company, Hood Ice Cream, The Annie Selke Companies (Pine Cone Hill, Dash and Albert, Annie Selke Home, Fresh American Spaces), Netwatch, and Entertainment Cruises. (Release)

Hill+Knowlton Strategies announced today the appointment of Susan Thiele as U.S. healthcare practice leader, effective immediately. Thiele will continue to be based out of the firm’s New York office. Thiele has been with the H+K Strategies healthcare group for more than two years helping healthcare companies navigate the opportunities and challenges of an evolving communications landscape. She has deep expertise in building strategic communications platforms that include brand positioning, audience activation, stakeholder engagement, and crisis and issues management. Thiele has counseled numerous healthcare clients at H+K including Amgen, Merck and Otsuka Pharmaceuticals. (Release)

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