Life as a Creative Pioneer – Month Seven 06 May 2014
This month I have continued working on group-wide, integrated projects – the most notable of which was the latest Living Ratings study, a benchmarking tool for financial, professional services, property and technology firms' communications, which was developed by Living Group.
This particular study benchmarked digital intelligence in US law firms. We rated digital content and social media communication applied by The American Lawyer’s 2013 Am Law 100 for this particular study. The investigation marked the third in a series of studies of global law firms, following on from studies focused on the UK and Asia.
I was involved in all stages of this project, including the development of a well-rounded communications plan, i.e. marketing, media relations, and the development and design of the report. I was able to play a key part in this study from the initial research and ratings through to the distribution, which was a great learning curve and allowed me to gain insights into relevant aspects when running a complete project. Also, it provided me with the opportunity to work in cooperation with all teams within Living Group, and alongside our Marketing Manager.
In the first stage of activity I undertook secondary research in order to rank the firms according to their Kred scores, which were based on their Twitter outreach and influence. In addition, I rated all sample firms based on their social media and web content across seven categories and 50 criteria. These categories were: web presence, web content, social media presence, social media content, social media influence, Twitter frequency and Twitter response.
Also, I supported the marketing team in developing a target list to which we sent the report, and developed a press distribution list for a number of relevant geographies. On the media relations side, I distributed the study to the media, managed Twitter, followed up with journalists and cut all the coverage generated.
Working on this project really improved my knowledge and understanding of digital and social media content and how the different social media channels can be used effectively. It also strengthened my understanding of utilising thought leadership collateral for marketing purposes, and the approach to undertaking research and evaluating data.
In terms of results, we achieved a reach of 143,000 people on Twitter and three pieces of coverage were generated with more expected. On top of that, we had a number of inbound calls from potential clients.
You can read the full study at www.livingratings.com