Outreachr Blog

Handy time saving tips for your PR and outreach work.

SumAll - A review of the free, multi-platform social media data tool

Wouldn’t it be nice to have all your data in one place? Whilst the various social media platforms obviously have their way of letting us know our figures, a more easily digestible analysis is often desired. SumAll provides a simple solution to this problem that is experienced by a number of online marketers. 
 
So what is SumAll?
 
SumAll is a free online software that links to pretty much all your social platforms - Facebook, Twitter, Instagram, PayPal, Google Analytics to name just five and there are 29 in total at your disposable. Once connected to the social media platforms of your choosing, you can then analyse and inspect the most important aspects of your data and combine these into one nifty interactive chart (like this one shown below).
 
 
Why is it different?
 
SumAll is different to other social media analytics software, like Google Analytics or Twitter Analytics, as it allows you to compare your Twitter to your Facebook and so and so forth. This allows you to better understand your users and which platform is really benefiting your business. Additionally, it's not a problem if you have multiple Facebook pages as you can track as many Facebook pages as you like. 
 
Drawing in data from everywhere can be confusing – SumAll keeps it in all in one tidy place. Rather than switching from your Facebook Reporting to your Analytics, you have core information right there and then.
Daily emails give you a summary of all of your social media platforms; this means you can always stay on top of your data without having to check your data every simple day. The produced reports are well presented and easy to understand, allowing you to quickly and easily find the data you are looking for, an example of one of these daily emails are shown below.
 
 
Where can I get this software?
 
Simply create your free SumAll account; it’s the usual email verification malarkey. Then when you first log in to your account you are asked to link to as many profiles as you wish. With 29 platforms available, there is no minimum or maximum – you tailor your social media findings to your business. You can always add more at a later date. 
 
Using this software may seem daunting at first but once you get the hang of the basics you will be able to view data from all of the social networking sites you linked to your account with ease.
 
How useful is the software in analysing data?
 
Whilst collating data across platforms has its uses, sometimes you need just an in-depth view of one. You’re not going to get a vast amount of stats (SumAll focuses on the most important elements over a wide breadth of platforms, rather than a more comprehensive about one), but you do have the options of looking at the individual stats from just one platform. 
 
With around 30 platforms, like we mentioned, you aren’t going to get a lot of complexity, but they’re looking into developing the tool further still and it’s always handy to get an overview of all your social media. 
 
 
 
When it comes to viewing the data you can download it to Excel or as a PNG, as well as the handy little daily update emails that get sent automatically.
 
Can I use it for my business?
 
This tool is perfect for small to medium sized businesses – your data from all your platforms is all in one place making it simple to compare and contrast – allowing you to produce more comprehensive and relevant reports.
 
Ultimately, SumAll is an excellent marketing tool that allows you to compare data from across up to 29 different social platforms in order to gain a better idea of how you are performing on each site. By being able to compare data across platforms you can identify the platforms you are most prominent on and formulate more detailed strategies around this. Using the software is easy once you learn the basics and data is easily viewable in graphs online or in Excel, as well as the useful daily updates which detail how you are performing on each platform. It is a vital tool to use for any business of any size to help formulate a more appropriate social media strategy by being able to compare performance across platforms.
 
Outreachr is an online marketing tool that makes it easy to discover new link building and PR contacts, giving you new ways to expand your online presence and raise awareness of your content. If you fancy a free demo or have any questions about Outreachr call Frank on +44 20 7097 8906.
 
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Facebook post reach is dwindling, are promoted posts the answer?

A recent survey has shed new light on how effective Facebook is as a marketing platform, with worrying results. Of the 48 organisations from the UK, US, Netherlands and Canada that took part in the survey 58% of them had reported that organic outreach had declined, meaning their Facebook Posts were reaching fewer people than before. This would be worrying news for any company looking to promote or raise awareness of their product or service on Facebook as it highlights that maybe it isn't the most suitable platform after all.

This downward trend in organic reach isn't seen across the board however, with 7% of respondents reporting that organic reach had stayed the same and 25% stating that it had actually increased. This proves that Facebook is indeed still an effective marketing medium, although this depends entirely on the activity of the promoter. The survey highlighted that organisations that post updates on their Facebook page on a regular basis were more likely to report that organic reach had either increased or stayed the same, showing that with Facebook the more you put in the more you get out. 
 
 
In response to the majority fall in organic reach 79% of the survey's respondents actually plan to either carry on posting updates on their Facebook Page as they have been doing or spend additional time on it, just 10% indicated that they would use their Facebook Page less often. 
 
Another way Facebook can be used to increase footfall on a company's website is by linking Facebook pages to a company website. The survey indicated that 27% of respondents said that Facebook was sending more traffic to their websites, 19% reported no noticeable change and 31% said they were experiencing less traffic to their website.
 
Referrals from Facebook to company websites showed no correlation with the organisation's organic reach, meaning that organisations with an increase in organic reach were no more likely to report increased referrals from Facebook. Surprisingly enough, not all organisations share links to their website on a regular basis, preferring to engage with the community on Facebook instead and this could have also had an effect on website referrals.
 
It is clear therefore that Facebook is a useful marketing tool that can allow companies to reach wide audiences if used correctly. Facebook does have a feature in place to allow updates to reach an even wider audience where companies can opt to pay to produce "Promoted Posts". These promoted posts appear in the news feed, highlighted as "Sponsored" posts (shown below), as opposed to in the sidebar like all other Facebook advertisements, thus making them much more noticeable.
 
 
52% of survey respondents intend to use Promoted Posts but the majority of these organisations will use them in specific circumstances only, 25% percentage of respondents however have no interest in ever using Promoted Posts, for whatever reason, furthermore 2 of the organisations have already used promoted posts but are not intending on using them again.
 
 
So are promoted posts the way to fully utilise Facebook as a marketing tool?
 
An example of a company that uses Facebook exceedingly well as a marketing tool is Zappos. They have created a close-knit community for their loyal fans which includes over 1 million people. Zappos have ensured they keep their audience engaged through a combination of competitions, discussions, posts about their clothes and shoe ranges as well as encouraging fans to interact with them via Instagram. Fans of the Facebook page will then share it, allowing their friends to see it and thus increasing the reach of the page.
 
 
 
Promoted Posts can however be useful to small businesses that have not yet developed a fan base significant enough to further increase reach substantially. A number of different companies have used one promoted post to penetrate or break into the market to raise awareness of their brand or a particular offer and this has allowed them to further increase their organic reach without the use of additional promoted posts. 
 
 
In order to achieve the best organic reach possible a constant presence on Facebook needs to be upheld, posting multiple times per week seems to be ideal. This will help to develop and expand your fan base and continue to engage your current audience. Promoted posts can be used as an effective tool to help raise awareness through reaching a much larger audience, considerably raising awareness, but are not always required to have a strong online presence. 
 
Orchid Box is an online marketing agency that specialises in PPC advertising and Search Engine Optimisation (SEO). 
 
For more information on organic reach in Google and how to raise awareness of your company give Frank a call on +44 20 7097 8906.
 
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There is a new way of doing PR and it’s not within the grasp of most PR agencies…

Does your PR agency know about technical search links and how they impact your brand awareness?
 
Traditionally a public relations program will help build general awareness of your product, service or brand and will supplement your advertising efforts.
 
 
 
This visibility also tends to make your business appear larger and more established than it may be, which may help you secure partnerships, customers and funding.
 
Typically, a conventional PR (which starts from £3000) and advertising campaign (name your price!) can be incredibly valuable to a small business, but it can also be expensive.
 
Now there are new ways to deliver your profile via the web that are much less expensive and are more accurately targeted: Outreachr’s new Brand Awareness programme is less expensive as we search for the right audience, and distribute your message to relevant sites, where your story can live on in perpetuity. Technically the possibilities are endless.
 
 
 
Outreach.com works by searching for relevant contacts, identifies the most influential sites, brings them back to your central database, and enables you to share back content to them almost immediately. Search optimisation also enables you to review your competitors, and the links they are using to position their brand messaging, and you can integrate the links into your campaign strategy. And finally, advice on the right use of content, words and search criterion can also propel your copy to the right sites and search engines within the web.
 
In the last year Outreachr has built relationships with websites and blogs in the UK, Europe, America and after our initial consultation, so we are able to push out your message to the relevant markets.
 
With the right message and strategic media distribution, you soon will be sharing your own public relations success story.
 
The moral of the story is that there is a new way of doing PR that has become highly technical, and is out of the reach of most traditional PR agencies, but within the budgets of small and large companies alike.
 
Let us get technical for you, and see how it works…
 
Contact frank@outreachr.com for an initial conversation, and a technical tour..? 

 

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What Is Online Reputation Management?

Privacy is perhaps the hottest topic on everybody’s lips at the moment with various agencies, companies and governing bodies coming under intense scrutiny about how they handle our personal data.   

More and more people are becoming increasingly concerned about how their actions in the digital and psychical worlds, may be reflected online and in the age of pervasive social media, everything is recorded and shared at an unprecedented rate.

This is a huge cause for concern for people and companies who have fallen foul of bad press, which in most cases stays online for very long periods of time.  

The people’s right to be forgotten 

Back in May new privacy powers were given to people inside of Europe.  The European courts landmark ruling on individual privacy allows people the ‘right to be forgotten’, essentially, people have the right to have irrelevant and out-dated information removed from search engines if they so wish. All search engines that operate within Europe must adhere to this ruling and in response, Google set up a removal request form to meet this requirement. 

Individuals can use the form to submit a list of links they wish to be removed from search results, stating why they deem them to be irrelevant and out-dated. Perhaps surprisingly the response has been somewhat phenomenal with over 50,000 removal requests just 22 days after the form went live.

The first case of this kind was brought into court by Mario Costeja Gonzalez. In 1998 Mr Gonzalez's home was repossessed and was featured on the website of a mass circulation newspaper in America. After failing to have the link removed he took his wishes through the European court, arguing that the matters involving the repossession had been resolved and that people should no longer be able to see this information through Google when they searched his name.

The EU courts ruled that under data protection acts Google had to remove links that appear as a result of search for Mr Gonazlezs name.

Of course the downside to this is that people have the also right to know and simply hiding bad press isn’t in the publics interest. Google chairman Eric Schimt expressed his concern that the ruling had failed to strike a balance between the two. The upshot of this though is that Google’s in house legal team will subject each request to serious inspection.

On the Google legal page it says:

"We will assess each individual request and attempt to balance the privacy rights of the individual with the public’s right to know and distribute information”

Interestingly, Google isn’t happy about the decision and are in fact considering placing an alert at the bottom of each search result page if a link has been removed.

The right to be forgotten is a powerful weapon at the individual level and something that isn’t available for brands and businesses, though that’s not to say nothing can be done.  

Does a company have the right to be forgotten? 

The new laws are open for debate and raise some interesting ethical issues that are widely being discussed. There is a delicate balance between the right to be forgotten and the right to know, and no more so at a company level. For instance it makes sense that if a company has committed lawful wrongdoing or gone against human morality that the public have the right to know.

On the other hand, if bad press is out-dated, inaccurate or irrelevant surely companies have the right to have it removed? It’s a subject that is moving firmly into the limelight and bringing with it fresh debate over privacy and public awareness.  

Of course where there is a will, there is a way and many agencies are providing services that offer companies the chance the right to be forgotten.

New services for companies: Online Reputation Management  (ORM) 

Enter Online reputation management, one of the marketing world’s hottest and most effective strategy for dealing with bad press.

ORM involves pushing negative listings from the front page of search results, including Google, aiming to shield companies from damaging commentary of others. This can work wonders for brands seeing as 49% of us change our search terms if what we are looking for isn’t on the first page.  

Dealing with bad press can sometimes be an on-going battle for many companies and there is never a straight forward solution and the pervasive internet makes this task even harder. This is why demand for ORM is soaring with many marketing agencies quickly trying to integrate it into their skill set.

How does ORM work? 

Online Reputation management

Ironically, while many agencies want to include ORM in their services it is in fact one of the hardest tasks to undertake.  You’re not only fighting for rankings on up to 10 different sites/pages you're also competing against what many feel is a strong algorithmic component in Google's engine - QDD (Query Deserves Diversity) which impacts the types of results Google prefers to show ranking its top 10.

Online marketing agency Orchid Box take advantage of their deep understanding of search engine algorithms and a variety of ORM techniques to successfully push their client’s negative listings off of the front page.  

At times ORM involves waging war on bad press that’s hosted on very high strength sites such as the Daily Mail making the process a real challenge, but by creating fresh positive content that the search engines will feast on and distributing it through high strength blogs, sites and social platforms you can begin to push older negative listings down and out of the top 10.    

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