measuring the big story…
Cleaning out my inbox and came across an email from one of our team on measuring strategic media coverage… In short, based on studying the impact of certain news articles on business results and in stock price you standardize on a definition of stories that have the most impact — call them “Top Stories”. The performance of these stories then flow into core business metrics… A definition of a Top Story might include that it is proactively driven media coverage — in a strategic outlet — designed to change perception with target audience. And they might contain the elements below:
- Proactive
- On Theme
- On Target
- On Message
- Third-Party Validated
- Company spokesperson
- OTS reach
- Images
Having a simple but powerful metric in an executive scorecard enforces PR as a key component in the business success mix. I really like the idea of this particular metric.
Are you working or using anything similar?
How to run a startup – except…
Jason as an intriguing post on how to run a start-up… I agree with much of what he says, except, “buy Apple, have no IT department”. Ok – I’m biased – but I’ve also walked both side of this argument many times.
An Apple will cost you more over the long-run just based on HW costs. In terms of removing complexity – hyper-proprietary technology won’t get you there. Moreover, you’ll be FORCED into unnecessary hardware upgrades as they move the OS forward – something Microsoft hasn’t done yet.
PRODUCTIVITY TIP #1
Folks keep asking me for productivity tips… Here is one of Michael Dell’s that I also use almost every day… A great way to follow-up on issues and ideas in the future is to create an email and delay the sending of it.
I do this for anything important – or for ticklers that aren’t tasks. Unlike task reminders that appear in a long list, when this hits your Blackberry or Inbox you can move quickly to forward it. I’ll even type-in the email I’m going to forward in advance… “Just a reminder, you owe me a bright shiny object – I was expecting it yesterday…”
In Microsoft Outlook, to enable delay sending of emails at specified time and date later than current time, or postponing the delivery date and time, use following steps:
- In the Message window (where you type your email content), click the Options button. Alternatively, click on View -> Options.
- In the Message Options dialog window, select and tick the “Do Not Deliver Before” check box, under the Delivery Options. Then choose the desired send date and time to deliver the email by using the calendar and time drop down list.
- Click Close and then click OK
- Send
Technorati Tags: Productivity,GTD
apple’s secret approach
One of my team send me this piece on Apple’s “secret” approach to launches and their effectiveness. The naivety of Journalists with regard to how a business works is at times, beyond compare.
As a consumer company, surprises work for Apple. Shock and awe offsets the need for Proctor and Gamble-like media buys, Use that approach where your customers are businesses of any size and you are likely to get slapped around. First, they actually plan technology deployments. Second, they look to a broad range of influencers throughout the purchase cycle – if you don’t have them lined-up, you don’t sell.
There is a third and more important point that applies to all markets. Apple’s approach works only if you aren’t interested in any kind of conversation with the market. I’d rather see a conversation with the market take place at every stage of a product’s evolution.
I’d take issue with the use of research looking at ketchup as a foundation for any good strategy for launching a $1,000+ device. The reporter actually recognizes this and then suggests the research was referencing Apple all along. What crap. At the end of the day, we know the average consumer will look and learn a multitude of times before buying – and consult a variety of sources. Don’t think I’ve ever done that for ketchup. Have done it for computers and nearly every other major purchase I’ve made.
At the end of the day, Apple’s approach works because they are the only player in their hyper-proprietary market. They, well, surprise their fan base much in the same way that a rock band surprises its fans. The echo and resonance occurs within that chamber. For iPhone and iPod, it’s a good sized chamber – we know that drove Motorola nuts. I’m guessing its the same for Nokia. For the rest of it though, is it really working?
The rest of the technology sector is so hyper competitive and multi-market, other approaches are needed. And, oh yeah, we’re increasingly looking beyond traditional media as a distribution vehicle for those announcements…
Twitter Updates for 2008-03-05
- back in Austin #
