Keeping Tabs on the Multilogue

It’s no secret that social media has forever changed the PR landscape. As professionals that are paid to keep tabs on “influencers” and “plant” stories with news outlets and bloggers, it can very cumbersome to manage that ever-expanding Rolodex of contacts. What’s even more difficult is managing those relationships across a network of PR professionals as deep and as experienced as MS&L and keep track of content written by those influencers.

Well today, that process got a heckuva lot easier with the launch of our proprietary social media tool called the Multiloguer.

MS&L Digital, our team located in Ann Arbor, Michigan, created the Multiloguer as an outcome of our agency’s point of view on how communication has shifted from operating as a monologue, to a simple dialogue, and has emerged into a multilogue with multiple conversations and participants taking place at any given time. This digital discourse requires proper management of messages with credibility and context, which the Multiloguer delivers.

From the press release, the Multiloguer provides:

1. Influencer relationship management: The tool covers more than 10,000 influencers in 28 industry and topical verticals, on eight major social media platforms – in nearly 20 countries. With the proliferation of digital techniques and the need for speed and rapid response in dealing with the media, MS&L developed technology that combined the agency’s growing influencer relationship catalog with an innovative management process.

2. Influencer measurement: The instrument measures new media results and quantifies both campaign-specific online conversations and broader online conversations about brands or topics. It consists of an algorithm that allows MS&L to calculate success with each influencer through an Impact Score that is generated based on the comments, trackbacks, and page views to show how far the reach is for a particular blog.

3. Online media monitoring: The tool also tracks online outreach campaigns and delivers monitoring reports directly to the client via a dashboard that automatically generates traffic data for blogs and instantly exports results to show the ROI on outreach.

In simple terms, the Multiloguer helps us manage influencer relationships as well as monitor and measure their content. It keeps both the agency and the client on the same page in terms of who we’ve pitched, who has written, what they are writing about and helps us develop strategies to keep driving the conversation.

From Jud Branam, the managing director of MS&L Digital:

“The Multiloguer builds on the agency’s history as an innovator in the online community. No other PR agency or digital communications firm has a tool quite like it. The Multiloguer not only lets us track who the truly powerful influencers are, it allows us to more effectively manage those valuable relationships and measure the success of our new media outreach. The combination improves efficiencies among our teams worldwide and ends up improving our client service in this critical space.”

The take away from all of this? The Multiloguer is a great tool for any social media campaign because it ensures that the team is leveraging the right relationships to get the biggest bang for our client’s buck. The best part is that the tool keeps the client up to date in real time – something that’s critical for monitoring a social media campaign considering how fluid the “conversation” can be. Read more!

Political Jousting for the MA Gov's Office

On Beacon Hill, 2009/2010 just got mighty interesting in a real big hurry. Suddenly, the political year went from a political ho-hum where potential candidates for the U.S. Senate were on Ted Kennedy health watch to a full on pig scrum, extra mud.

The last two days have brought the apparent entrance into the Governor’s race of two credible, legitimate candidates to take on Governor Deval Patrick, the first Democrat in the Corner Office in 20 years. First Treasurer Tim Cahill abandoned his own Democratic Party and said he is leaning toward a run as an independent candidate for Governor. Then, today, former Weld administration cabinet secretary and current Harvard Pilgrim Health Care CEO Charlie Baker announced he’s in the race as a Republican.

Cahill could still try to stay put in the Treasury but he’s now being squeezed on the other end with the announcement that Democrat Steve Grossman, former chair of the Democratic National Committee and 2002 candidate for Governor, is running for Treasurer.

These are three big-time candidates (sorry Christy Mihos and Carla Howell: Show you can compete and we’ll make it four and five).

Patrick Cahill and Baker will all have the cash to compete, they each come with real experience and legitimate claims to voting bases and each man clearly wants the job bad. When this much is at stake, even the best relationships are strained and despite Patrick’s best efforts – and considerable political skills – bets are this thing will get ugly early.

What does this mean for Beacon Hill? Here’s what watchers should look for:

GOVERNING OPTIONAL: Today marks the official end to governing for this cycle. Every decision is now a political one (yes, even more so than in the past). Big decisions that could get any one of the two office-holders in trouble will be put off and every decision they do make will be seen, heard and read through a deeply political prism.

IT’S ALL ABOUT THE KIDS: Patrick is reportedly ready to make his big splash on education reform and file the Readiness legislation. The Globe had a piece of that last week. Expect the bold to get bolder as the Governor stakes his claim to the everyman concerns. And expect Cahill, and possibly Baker, to say it isn’t bold enough.

THE RACE TO THE RIGHT: By all accounts, Patrick – despite his current low poll numbers – will have the left flank pretty well sewn up. The Democratic Party and its apparatus, in addition to many of the labor unions, will be with him. On the surface, it looks like this race will now be won the same way the last several Governor’s races have been won, with moderate Democrats and independent-minded voters. See if Patrick tacks right to try to invade the “anti-“ space Baker and Cahill will instantly be fighting over – anti-tax, anti-spend, anti-Legislature.

HOW’S THE WATER IN THERE BOYS? The sudden entrance of Baker, who played Hamlet the last four years at least, begs the question of who else might jump in. Imagine what might happen if an articulate Democratic or Republican woman might do to this race. Most assume Attorney General Martha Coakley is looking at the U.S. Senate and that former Treasurer Shannon O’Brien and former acting Gov. Jane Swift are happily on the sidelines (for now) but some enterprising reporter had better ask, soon.

STAY-CATION ON THE HUSTINGS: Because all reelection campaigns are about the incumbent and his record, that means and end to any real August repast at Sweet Pea Farm in Richmond for Patrick. Think MetroWest, South Coast and the Merrimack Valley for your political stay-cation, Governor. That’s where Tim, Charlie and maybe a host of others will apparently be.

~ David Guarino, Dir. of Public Affairs Read more!

Recognizing Communications Opportunities

Savvy companies and organizations are always on the look out for circumstances and events that offer an opportunity to break through the clutter in a memorable and differentiating way. In that context, Massachusetts Treasurer Tim Cahill's well-designed and well-publicized decision to "leave" the Democratic party offers a lesson in disruptive communications and strategic positioning.

Taking advantage of a statewide news trough (Will it rain again? What's the latest twist with Michael Jackson?), Cahill has managed to bring significant attention to himself as a player to watch among the vast majority of Massachusetts voters (who are "unenrolled" and thus considered independent of the two traditional parties), while simultaneously positioning himself as someone who understands the simmering populist concerns about the imposition of new taxes in an awful economy. The kind of free media he is earning at the moment is invaluable.

Is Cahill really planning to run for Governor? It doesn't matter. At some point, he will run for something and, if his gambit plays out according to plan, he will be in better position to succeed. He will be better known. His values will be better understood. He will have built a broader organization of allies and foot soldiers. His point of view will command media attention.

Perhaps Cahill is not thinking about the governor's office at all. After all, the soto voce opportunity in Massachusetts politics right now lies in what may be the final term of U.S. Sen. Edward Kennedy. When Kennedy's seat opens up, this state may see the start of a mind-boggling, year-long game of political musical chairs like none before it. Joe Malone, a previous Massachusetts treasurer, rose to state office by tilting at the Kennedy windmill more than a decade ago in what was a very similar, disruptive positioning exercise.

The lesson for enterprises is to always have an eye on the horizon, and to be ready and willing to take advantage of openings to get your message out. The most obvious business example of this strategy plays out every day in the form of the national healthcare reform discussion. Numerous companies, organizations and experts are trying to establish their point of view on what "reform" might really mean in the context of quality, accessible and/or affordable care. That communications landscape is far more cluttered than the vast emptiness greeting Cahill these days. But the concept remains the same -- a) recognize the communications opportunity; b) assess the risk-benefit of communicating; and, c) make a decision you won't regret.

~ Ed Cafasso, Managing Director (@ecmsl) Read more!

MS&L Wins Two PR Lions

We're all settled in over at the new diggs on Arch Street and wanted to share a little bit of news today...MS&L won two PR Lions in the PR category’s inaugural year at the 2009 Cannes International Advertising Festival in Cannes, France.

We (MS&L) received the Lions for our work on Procter & Gamble’s Always and Tampax “Protecting Futures” program, and a tourism campaign on behalf of the Japanese city of Yubari. The Yubari program, executed in an integrated effort with Beacon Communications Japan, also was awarded the coveted “Grand Prix for Promo” award. The Festival received 431 PR entries globally, yet awarded only 17 PR Lions. We were the only global public relations firm to win two PR Lions at the awards, an industry first.

“MS&L is a leader in social activism marketing and we are thrilled to share this prestigious honor with P&G,” said Renee Wilson, managing director, MS&L New York. “This award helps underscore the growing importance of social responsibility, as well as our commitment to delivering innovative and strategic campaigns for our clients.”

Our second win was for our work with Beacon Communications Japan, a Publicis Groupe company affiliated with Leo Burnett and Dentsu, on an integrated campaign to support Yubari City, Japan. Having gone bankrupt in 2007, Yubari sought to promote the city, re-energize its citizens and help erase its debt burden. The PR campaign, “Yubari, no money but love,” focused on the fact that Yubari boasted the lowest divorce rate in Japan, and positioned the city as a destination for happy couples. The campaign increased Yubari tourism by 10 percent, generating US$30 million toward the city’s debt.

“This is a truly rewarding campaign for MS&L Japan to have been a part of in many ways,” remarked Eric Hess, managing director of MS&L Japan. “By working in an integrated manner with the talented Beacon Communications team, MS&L Japan was able to leverage its expertise in the areas of tourism, economic development and consumer marketing to create a significant and tangible benefit to the Yubari City community and its future.”

The PR Lions awards come on the heels of several recent awards for us, including a PRSA Silver Anvil and six SABRE Awards in the U.S. and Europe for its work in digital media, consumer products and multicultural communications. MS&L Milan was also selected as 2009 Agency of the Year by The Holmes Report. Read more!

Where the Action is...

We don't usually write about ourselves on this blog, but every once in a while, there is a milestone moment that deserves some air time... Ours comes on Monday, June 22, when MS&L's New England office starts the work week in a new headquarters on the 8th floor of the offices for Digitas, the world’s leading interactive agency and one of our sister companies within the Publicis Groupe family.

Our new location is in the center of Boston’s downtown, framed by Boston Common to the east, the harbor waterfront to the west, and to the north by Faneuil Hall Marketplace. It's about a block from Downtown Crossing and Post Office Square. Check it out on Google Maps.

Right now, the big question for MS&L Boston staff is where is the closest Starbucks (there are two around the corner on Federal or Dunkin Donuts (further away at 10 Winthrop Square and 3 Post Office Square). It will be a shorter commute for almost everyone, but we will miss our old space at 745 Boylston Street, right across the street from Lord & Taylor and about a 100 yards from the Boston Marathon finish line. (No, we are not changing the name of this blog.)

We got to see to quite a few victory parades in our time there... And this space has seen some great work by agencies ranging from Agnew, Carter, McCarthy, to Leo Burnett (http://www.leoburnett.com/) and Total Learning Concepts.

But we're feeling energized by the change... The opportunity to bunk with a global, online marketing powerhouse like Digitas is a big plus for our agency's evolution, particularly with regard to social media. Both agencies share leadership in our respective fields when it comes to helping companies and organizations navigate and capitalize on the non-stop communications transformation occurring online. And, both are sincerely committed to clients, inspired by customers and fueled by a passion for collaboration and innovation.

The physical move to our new location will be completed over the weekend. We expect few difficulties but ask for your patience as there may be some temporary technical hiccups while we get settled. Our email addresses will remain the same, and all snail mail and phone calls will be automatically forwarded for the next several weeks. You'll see new email signatures from us soon. Please update your address books with our new mailing address:

MS&L Boston
33 Arch Street
Suite 800
Boston, MA 02110

See you downtown!

~ Ed Cafasso, Managing Director

Read more!

Brands and the Social Media Rollercoaster

Although more organizations and companies, particularly retail companies, are embracing ambitious uses of social media as part of a well-designed, integrated, strategic communications program, too many still approach the reality of social media much as they would a giant rollercoaster. They would love to ride it. They understand it would be a thrill. But they are uncertain. Will something go wrong? Is it right for me?

I recently had the pleasure of interviewing two social media leaders, Christopher Barger at General Motors and Steven Janisse at Saturn, who have faced and overcome the very same questions and concerns within relatively rigid, traditional corporate frameworks. Their story and collective wisdom, captured in this article in The Public Relations Strategist magazine, should serve as a gut check for those still considering where social media fits into their overall approach, internally and externally.

Ironically, no matter what fate lies ahead for GM (potential bankruptcy) and for Saturn (spin-off sale), it's likely that their social media platforms will survive for no other reason than they are producing a very cost-effective ROI in terms of reach and engagement. When I spoke with Barger in early March, he was organizing an internal lunch-and-learn on Twitter. He expected to get about a dozen registrants, if he was lucky. Instead, more than two dozen GM managers and executives enrolled within just four hours of his invitation. Meanwhile over at Saturn, Steve Janisse was finding that the ImSaturn fan site was serving a new and unexpected impact -- giving customersa chance to ask Saturn executives about the future of their favorite car company.

Social media is not the answer to every communications problem. But those who think they can ignore or avoid it altogether are mistaken, particularly as traditional media channels continue to constrict. Enough people have ridden the rollercoaster now that there is plenty of available advice on the twists and turns you could face. Find an expert guide and strap yourself in.

~ Ed Cafasso, Managing Director Read more!

Sales Tax Veto: Real Threat or Savvy Clock Management?

The thing about threats is you have to be ready to make good on them. Don’t pull the gun unless you’re ready to shoot, cops are trained.

Late last month, Governor Deval Patrick issued a broadside before the House of Representatives took its sales tax vote: Send me tax hikes before reforms and I’ll veto it.

It was a bold move that played very well in the news and with the general public. The problem with bold moves that play well with the public is they sometimes don’t play well in the Legislature and, true to form, Reps were outraged the Governor would position them as pro-tax and anti-reform. So they spent the last few weeks gathering enough votes to pass the tax hikes with veto-proof margins in the House and, last night, in the Senate.

Speaker Robert DeLeo and Senate President Therese Murray have essentially said, “Go ahead and threaten, Gov, we’ll make you irrelevant.”

So this leaves the Governor in a tight spot now that the sales tax hike has passed the House and Senate with overwhelming majorities. Does he make good on his threat and stamp a high-profile veto, knowing full well that the Reps and Senators can’t now switch their votes and he will be publicly slapped back – again? Or does he eat crow, sign the tax bill and help try to convince a skeptical public that raising these particular taxes were a good idea?

As usual, there’s a third and even a fourth way to consider at the State House.


First, it’s important to remember the Governor took pains to say that he would veto the sales tax hike if it got to his desk before serious reforms were approved by the Legislature - presumably to the transportation, pension and ethics systems. And, on that front, time may be on Patrick’s side.

The House and Senate have now each passed bills reforming the transportation, pension and ethics laws – transportation and pension reforms are already before House/Senate conference committees to work out the differences and ethics, weakened, according to some, but passed by the Senate just last week after the House approved it in April, seems like it will follow soon.

And the sales tax? Well that gem is tucked into a little bill called the state budget. I try not to bet on these things, but common sense says the more than $26 billion state budget might be a little harder to negotiate in its entirety than the three reform bills – even with no money to spend. Wild card alert: Legislative leaders could be so ticked off that the Governor is already running a general election campaign with them as the bad guys that they hold up the three reforms just to force the Governor’s hand.

But, that wild card possibility aside, there’s another reason for the Corner Office to be hopeful on the tax debate this morning. The Senate included some of the Governor’s so-called local option tax hikes in its budget bill – allowing cities and towns to raise the meals and hotel taxes.

These provisions, which haven’t passed a reluctant House in two years, could be a big, fat bargaining chip for the Legislature. If Murray and DeLeo say to Patrick that he’ll get his local option taxes if he shelves the rhetoric and signs the sales tax, the reform before revenue threat could quickly evaporate.

Patrick certainly seemed ready to shoot when he pulled the veto threat. But, for now anyway, it looks more likely that he won’t have to pull the trigger – or risk a backfire. Read more!