Our Thoughts and Insights

The power of partnerships

Culture, Digital, General

United Entertainment Group, part of the global Edelman network, has been at the heart of powerful partnerships for the last ten years. This week UEG’s UK MD Tim Collins spoke at the DMX Marketing Institution Conference in Dublin, on what makes a powerful partnership and why sponsorship revenue increases globally year on year while advertising revenue declines.

Great partnerships continue to deliver all the things that they’ve always delivered. Brand awareness, opportunities to target specific consumer audiences and engagement with customers and employees. Nothing’s changed there but research continues to show how communicating to consumers around the things that they’re passionate about continues to build affinity and advocacy around the sponsoring brand. AEG recently released some data around fans attending live music experiences. 83% of those attending had more trust for brands that sponsored the live events that they were attending. Obviously we have to be a little sceptical around data that is collected by a company that organises live events, but the data we’ve seen from other independent sources seems to back that up. Brands that sponsor the things we love and communicate in an authentic language around our passions have a much better chance of building trust.

Each year at Edelman, we compile a data rich annual report around trust and how trusting we are of businesses, the media, NGOs and governments. Trust, although vitally important to brands persuading us to part with cash, is the one thing that in today’s market place is declining. We are more sceptical about the things we read and the advertising messages we receive on a daily basis. The introduction of fake news means we question the information we’re given from the media. Trust is more important in the way we communicate than ever before.

However, trust is not dead. 72.4% of 16-24 year olds said they were more likely to trust a product or brand that was recommended to them by someone they liked or followed on social media. It’s why influencers are so rich! When international insurance company AIG sponsored the All Blacks in 2012, trust was at an all time low. The financial meltdown of 2008 had left the company needing significant government input just to stay afloat. Putting one of the most successful and professional international rugby teams at the heart of your rebrand and communications was a move that helped them demonstrate to the world that they were back in business. It enabled them to build trust with a programme of employee motivation and broker engagement activated wherever the All Blacks played.

While partnerships continue to provide the chairman with a nice round of golf or tickets to the FA Cup Final or media value and ROI, the real power of a partnership comes from being associated with the things our consumers love and trust and we as marketeers must continue to be creative in finding ways to make those two things rub off on our brands.

Friday 5 | 5 Trends from SXSW 2018

Consumer Trends & Insight, Culture

Why it Matters by @Susong, Dan, @Taylor, Kristie, @Slabaugh, Jordan, @Trou, Jennifer, @Nelson, Nick and @Sandell, Marissa (Hopkins)

With South by Southwest (SXSW) Interactive 2018 largely behind us, we reflected on some key takeaways for this year

1. Immersive Experiences FTW

With hundreds of brands showing up to activate at SXSW, it’s difficult to break through the noise. More than ever, the breakout brands this year created immersive experiences that brought attendees into another world like Westworld and Ready Player One.

2. Diversity and Inclusion are Top of Mind

No matter the topic or industry, most panel conversations included at least a mention or nod to #MeToo and/or #TimesUp. As the tech industry at-large grapples with righting its reputation for a lack of diversity, SXSW (its general attendee profile not all that diverse itself) served as a moment to discuss solutions. 

3. Everyone is talking about AI

From panels to activations, artificial intelligence was on everyone’s mind, from discussing its potential and implications to predicting how it will shape industries such as healthcare, finance and customer service. 

4. Blockchain or not?

While previous SXSW festivals have been defined by the breakout mobile app – think Twitter, Foursquare and Meerkat – this year blockchain was the technology getting funding and attention, but not everyone was on board. We also heard that it is overhyped and its reputation is bigger than its potential. In fact, Edelman’s own SXSW Trust Barometer special report showed that this community is less trusting of blockchain than global audiences. Time will tell. 

5. Welcome to the U.S.

This year saw more international destinations coming to SXSW to position themselves as growing tech and music hubs. There were activations from BrazilCanadaChinaNorthern IrelandPeru and others, making it clear that SXSW is increasingly a global stage. 


Measurement dos and don'ts from the Edelman Intelligence team.

Digital, General, Media, Technology, Trust

This week, Jennifer Hyland of the Dublin Digital Team, Damian Low and Simon Quinton of Edelman Intelligence ran a workshop on ‘Measuring Success: The Why & the How’ at DMX, Ireland’s largest marketing event.

So, without further ado, here are Damian’s ‘Measurement Dos and Don’ts’!

Based on our experiences, measurement can be a scary word, but we want to show that it shouldn’t be. Measurement is integral to showing real success in marketing solutions and tracking the impact of everything we do. When done well, it can prove successes, provide learnings for future campaigns, and ultimately unlock bigger budgets.

As a starting point, we wanted to share our views on the key dos and don’ts for good measurement, based on our DMX experience, and if done well, what value it can bring to your business.


– Identify the overarching goals that measurement needs to help answer – unless there are clear objectives to measure against, it will be very hard to effectively demonstrate success

– Facilitate greater communication and collaboration – if all parties work together and share data it will reduce duplication of effort, save time and save money

– Align on access to research and data – it is really important to know who owns what data and how it can be shared so that you are aware of what metrics you have available, to allow you to demonstrate success


– Be scared by measurement – it can be a powerful ally to you if embraced and done well

– Measure retrospectively – if possible, get buy-in on objectives and metrics before you start a campaign, it can be very difficult to try and retrospectively prove success, particularly as the data you need may well not be available

– Be worried if results aren’t what you expect – one of the most valuable roles measurement plays is in providing learnings about what works well and what doesn’t, so you can optimise in the future


The value good measurement can bring to your business:

– Better return on investment

– Benchmarks for future activities

– Ability to justify your actions

– More buy-in from internal stakeholders


Find out more about the other learnings from DMX here.

Useful Measurement Tools

Digital, Media, Technology

Is measurement a scary word for you? Well it shouldn’t be. Ahead of the ‘Measuring Success: The Why & The How’ workshop at DMX Dublin with Jennifer Hyland, Director of the Digital Team in Dublin, and Simon Quinton Vice President and Damian Low, Senior Research Manager of Edelman Intelligence, here are some useful free measurement tools.

As marketing continuously evolves, so too does the need for more sophisticated measurement solutions – a holistic approach that covers everything from digital, earned and paid. Companies now have the ability to know more about their stakeholders and customers than ever before, but gaining visibility of this knowledge isn’t always easy, however creating a robust measurement strategy and framework does offer one solution.

When looking at digital activity specifically, the best way to understand if your content and creative are landing well with your target audience in a relevant way is to accurately track the data, such as reach, engagement, CTR and to test the content, no matter your budget. There are hundreds of tools out there that collect, track and synthesise data. Even better is the fact that lots of them are free! We need to think about which ones are going to best help us get the data and insights we need, but also, what access we have to them, how do they integrate, if at all, and how will we collect that data?

The focus of measurement is often purposefully placed on tracking performance. Targets and Benchmarks can be developed, where applicable, using data from all available channels and outputs we have access too, be it owned channel data from platforms, sales data, web traffic, earned media and social from listening tools, the list goes on! Let’s start with the native tools available.

Native Tools:

The great news is that almost all social platforms have their own in-platform measurement tools. Whether it’s reach, frequency, CTR or lead generation that you want to track, these tools are easy to navigate, and consistent. These tools include;

Facebook Insights and Ads Manager

Twitter Analytics

LinkedIn Campaign Insights

Google Analytics

Google Keyword Planner

Google Trends

Not enough data for you? Well, let’s take a look at what else we have at our disposal. We’ve listed some of our favourite free tools below.

To make the most of the free tools available, find out what the goal of your campaign is and find a tool that reports on that aspect in as much detail as possible.

Here are just a few useful and free tools for measurement;

Talkwalker – this platform allows you to track sentiment, levels of social mention, engagement and reach. Within this, you can view results for the last 7 days or drill down to the last hour or even minute, to allow you to measure success throughout your campaign. This is really useful when working on reactive campaigns or new content styles, to allow you to track success quickly and adjust as needs be.

Social Mention – this tool pulls user-generated content from more than 100 platforms, simply based on keyword searches, meaning you can track social conversations quickly. Based on that content, Social Mention tracks traditional metrics along with unique ones, including user sentiment. Again, this is very useful to understand how creative is landing with your audience and overall sentiment and mood towards your messaging.

Similar Web – allows you to benchmark your website against any competitor in the world to see how well you are really doing in terms of overall visits, time on site, bounce rate and page views per visit. While Google Analytics can drill down in to your own site, it’s useful to have an understanding of competitor’s sites and to see potential improvements for your own site.

KeyHole – the real-time dashboard allows you to track any hashtags, and shows how many people posted using your hashtag, along with the number of Retweets, Likes and Impressions your campaign is generating, including multiple hashtags at once, to avoid back and forth between searches on Twitter.

Nibbler – provides a “test score” of any website on a scale of 1 to 10 for accessibility, SEO, social media, and technology. This is a quick and simple way to review sites and can help you analyse competitor websites as well as your own and help you to understand where your site is strongest and improve the journey for consumers.

Follower Wonk – analyses a Twitter account’s followers and tweets and allows you to figure out most-used hashtags for an account as well as optimal times for tweeting. This allows you to streamline posting times and use Twitter more effectively overall. You can also research your competitors since Followerwonk is not limited to providing data for a single Twitter account.

Overall, measurement is integral to showing real success in marketing solutions and tracking the impact of everything we do. The conversations need to happen as early as possible with all involved signing up to what success looks like.

If you’re heading to DMX and want to know more about ‘The Why & The How’ of measuring success, make sure you get to our workshop at 2.30pm in the orange stream, you can still get tickets here.


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