Background: Social media has become a core competency of customer-facing organizations, from marketing to sales to customer support. As more social channels represent more opportunities for brands to engage, the complexity of analyzing and measuring program success across these big datasets has become daunting challenge. Lots of social analytics tools exist, but they either provide limited value, or require a data science degree to understand.
Strategy: Seattle-based startup Simply Measured had been quietly building momentum by developing social analytics tools that were simple, beautiful and accessible for everyone, and securing marquis customers among the Interbrand 100 and leading digital/PR agencies. However, the company had never launched an official PR program. FOLIO’s goal was to increase Simply Measured’s visibility with industry analyst and press influencers, and establish a consistent drumbeat of news and thought leadership activities.
Strategies included: developing a consistent corporate message framework; establishing relationships with top-tier analyst firms and participating in cyclical research projects; maintaining a consistent drumbeat of proactive news announcements; conducting regular proactive pitch campaigns around current events; publishing exclusive social media research reports; pursuing industry award and speaking opportunities; and developing compelling customer success stories.
Results: In less than a year, Simply Measured became the go-to resource for analysts and media seeking expert analysis and data in social media. Reporters from top-tier outlets including AdAge, Bloomberg Businessweek, Business Insider, Financial Times, Forbes, MarketWatch, Mashable, Media Post, MSN, NBC, The Atlantic, TIME and the Wall Street Journal covered the company’s social channel research reports, which ultimately led to Simply Measured winning the PR News Social Media Icon Award. CEO Adam Schoenfeld was also named to the Puget Sound Business Journal 40 Under 40 list, and has become a frequent speaker at key industry events, including SXSW Interactive and OMMA Social Data. In March 2014, Simply Measured raised $20 million led by Trinity Ventures.