Cision recognised for establishing ROI from digital communications as well as its social publishing technology.
One of our favourite clients, Cision, who are the leading provider of PR software, services and tools for the marketing and public relations industry, collected awards for the “Best evaluation process” and the “Best multimedia press release” for its client, Husqvarna, at Communicate Magazine’s Digital Impact Awards, October 2011.
For evaluation, Cision uses four different platforms including advanced web analytics, CRM functionality and two of its own systems, CisionPoint and Cision Social Media, to measure the effectiveness of its extensive digital activities. The silver award – the highest received in the category – recognised the programme’s concrete results: within six months, sales, marketing and client support had established and met internal social media SLAs; weekly CRM reporting provided KPIs toward real return-on-investment; and monthly in-depth reports attributed that ROI to discrete communications channels and activities. Cision showed how the evaluation process provided both immediate monetary results and insight that has informed planning across a range of business functions.
With the digital multimedia release, Gardena, a brand of the Husqvarna Group, were aiming to reach a world-wide audience as part of their “Become an activist on Earth Day: Save water with Gardena” campaign. Cision, together with their partner Eklips Digital Advisors, worked with Husqvarna to create a social media release. Cision’s social media publishing tools were used to disseminate the release as well as sending text versions through traditional wire and email channels. Images and video material on the topic featured within the campaign. As add-on media these were ideal for targeting not only printed media, but also blogs and social media. The release also included the options to share via numerous social media channels. The release was viewed over 10,000 times in its first 24 hours and significant interest continued over the following week. An English version of the release is available to view here: http://www.publishrelease.com/gardena/1105-become-an-activist-on-earth-day-save-water-with-gardena/
Yann Blandy, CEO of Cision Europe said, “As a supplier of software to PR and marketing professionals, Cision has some very “digitally aware” stakeholders, most prominently the communicators themselves, agency and in-house, and “the media”. To have been awarded “Best evaluation process” in recognition of our work is particularly pleasing, as we have shown how our systems can be used to establish ROI, which is a very topical subject in our industry. Using this process we have been able to make best use of our budgets and inform our strategy.” Blandy also added, “With the “Best multimedia press release” award, Husqvarna has through the Gardena brand illustrated how our clients can use our software to leverage maximum exposure. By integrating social media channels into our database, multimedia press releases can reach a much wider audience. It represents the shift we’re seeing in the market place and how going beyond the traditional press release can make a real impact.”
Andrew Thomas, Publisher of Communicate magazine and organiser of the Digital Impact Awards, commented, “This year we saw twice as many entries, but more importantly the judges were impressed by the incredible calibre of those entries too. Therefore to reach the shortlist and to walk away with a trophy is a remarkable achievement.”
Cision is the leading provider of software, services, and tools to the public relations and marketing communications industry. PR and marketing professionals use our products to help manage all aspects of a campaign – from identifying key media and influencers to connecting with audiences, monitoring traditional and social media, and analysing outcomes. Journalists, bloggers and other influencers use Cision’s tools to research story ideas, track trends and maintain their public profiles. Cision AB has offices in Europe, North America and Asia, partners in 125 countries and is quoted on the Nordic Exchange with revenue of SEK 1.1 billion in 2010. For more information, visit uk.cision.com.