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Global survey reveals 85% of PR practitioners are missing out on effective PR tools and techniques

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Executive positioning & stakeholder analysis

  • 80% of PR corporate positioning for senior executives globally is not driven by social media analytics
  • Less than 10% of C-level executives use social listening tools for reputation management
  • Only 15% of global PR professionals use social listening tools for newsjacking
  • The survey also revealed regional differences between PR offerings, ROI metrics, and influencer marketing – benchmarked against a global average

New York, 04/02/2020. Key areas where PR professionals can unlock a competitive advantage in 2020 have been highlighted in new research released today. Leading social listening and analytics platform, Talkwalker, joined forces with global market research and data analytics firm, YouGov, to gather data from 3,700 marketing and communications professionals based in Europe, USA, Africa, Asia-Pacific, Latin America and the Middle East to release new research about the industry.

Talkwalker’s Global State of PR report reveals how different regions define “PR” and how communication departments can not afford to be siloed anymore. It highlights the different ways in which PR professionals use social listening tools in their day to day work, and which metrics they currently measure. This revealed that they are creating significant value in their role by increasingly embracing social listening for media management, influencer marketing, and real-time online crisis and reputation management.

The global adoption of social listening and analytics in the industry was reported at 48%. Countries with the highest reported use of social listening tools include France (75%), Italy (72%), United States (71%), South Africa (71%), and India (68%). Conversely Sweden (25%) and Norway (28%) reported the least use.  While nearly half of PR professionals globally confirmed that their companies use social listening tools, only 15% of them utilize them for newsjacking – a huge missed opportunity, considering newsjacking is widely considered as a PR technique that can drive mass coverage and influence sales in a measurable way.

The global users of social listening tools in the marcomms industry have traditionally been social media managers and data analysts – Talkwalker’s 2020 Global State of PR report reveals that PR account managers, executives, coordinators, directors, and vice presidents together accounted for 33% of global users. This represents an interesting development for the PR industry as it maximizes the potential of social listening to protect, measure & promote brands.

Shockingly, however, the report also revealed that C-level executives account for only 8% of global users of social listening tools in the industry, despite reputation and crisis management being critical to this role in the PR industry.

Also Read: How Tech Is Enhancing Recruitment: An Interview With Sandy Simagwali, Co-Founder Of Graft Africa

Finally, as influencer marketing has evolved into a key opportunity for marketers today – worth up to $10 billion in 2020 –  Talkwalker asked PR professionals how they engage with influencers, who they engage with, and which metrics they measure to prove ROI. The biggest surprise was that the industry is not actually dominated by Instagram, as many would think. For B2C influencer campaigns, 70% of PR professionals used Facebook to engage with influencers, compared to 68% using Instagram.

influencer campaign platforms

In Africa, Facebook is used even more for B2C campaigns (81%) but is followed by Twitter at 67%. When it comes to B2B influencer campaigns in Africa, Twitter overtakes Facebook at 89% versus 71%, respectively. PR professionals were also quick to jump on the fairly new social media platform, TikTok, with 8% using it for B2C influencer campaigns and 4% for B2B influencer campaigns. Africa is slightly ahead with adoption of TikTok for B2C campaigns at 10% whereas B2B influencer campaigns have only been tried out by 3% of the region’s PR professionals.

“The PR landscape has certainly undergone a lot of changes to keep up with today’s shift to digital. It is a very exciting time for the industry with plenty of untapped potential for PR professionals to go fully social and unlock the huge benefits that social PR strategies could offer,” said Robert Glaesener, Global CEO at Talkwalker.

“We strive to offer PR and Communication professionals cutting edge solutions in the social listening and analytics space, empowering them to protect and optimize their brands’ reputation globally.  Most recently, we launched Conversation Clusters, a data visualization tool that maps topics visually from millions of social media conversations, enabling PR professionals and marketers to easily uncover and exploit stories, trends and content that can be leveraged in communication and PR campaigns.”

For more data from Talkwalker’s 2020 State of PR survey, with detailed regional analysis, download the complete report here.

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Logistics

Digitalization in logistics – A user’s experience

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Geraldine Mamburu, Founder & MD PDQ Logistics (Source: Geraldine Mamburu)

In some cultures, children are sometimes named after events that would have taken place close to or during their birth.  Jokes around naming children Quarantine Buthelezi, Social-distance Moyo, or Pandemic Ndlovu, were circulating in 2020 and made for a good laugh, however, one couple in India took this a little too seriously and named their twin boy and girl, Corona and Covid.

Looking back, I do not recall ever coming across a proposal to name children after any of the variations around the word digital, after all, every second Point of View that was being released was around digitalization and digital transformation. It got me thinking, and realised that a lot of these terminologies are thrown about in the corporate space, but what does this actually mean to the end-user? How does the user interact, make use of, and appreciate digitalization?

Being in the logistics space has found me interacting with a lot more digital platforms over and above e-commerce, social media, and the all-so-dreaded-virtual-meeting platforms. My favourite most convenient app (which is currently the best thing ever since sliced bread in my books) has got to be Truck Fuel Net (TFN). TFN offers a cloud-based, real-time software management solution that helps me manage all my on-road refuelling and driver spend needs. Given that the bulk of operational costs in road freight is fuel, one must have their finger on the pulse and be on the constant lookout for the best price, over and above monitoring driver efficiency. The TFN Management system helps me decide, where, when, and how much the driver can refuel.

Sidebar – I’ve been driving a Ford Kuga 1.6 AWD for a few years (NB: No fire starter jokes allowed) and for such a small engine, that car can chow fuel – I’m talking 11 – 12km/100! I never used to fill up because it was painful watching all that money go down the drain. When I filled up the truck for the first-time round, let’s just say I needed to sit down because I felt a little dizzy.

Every day, we transport goods worth millions of Rands. It goes without saying that the safety and security of the driver, the goods we carry, as well as the trucks themselves, is of paramount importance. TFN’s solutions enable us to run a cashless operation. In the road freight sector, cargo, equipment, and increasingly drivers, are all targets for criminals and if we can take one incentive out of the equation, the better off we are.

Whilst on cashless operations, I would like to give SANRAL a standing ovation. Now, now, before your eyes roll all the way to the back of your head, let me just say that we might have qualms as “Gautengers” about how they went about the e-toll saga, but their app is such a lifesaver! With an e-tag fitted on the vehicle, I can manage my account quickly and securely. The app works in real-time, allowing me to be kept informed of my spend on vehicles. And lo and behold when I do forget to top up (because …you know …admin), I immediately get a notification the moment my funds are depleted, allowing me to top up immediately whilst the truck is still on route, contributing to a seamless operation. Well done SANRAL. Sometimes the government does get it right …sometimes.

The South African logistics sector contributes about 12% towards the GDP, according to Stellenbosch University and the World Bank. Of that percentage, approximately ¾ is attributed to road freight alone. With such modestly generous figures, it’s encouraging to see various organisations come up with digitally inspired solutions to cater to this industry.

This brings me to my most used platforms, Car Track and Tracker. I can only assume that before the advancement in technology, one must have had to have a great deal of faith, composure, and trust. Not to say that we no longer require these skills, but the ability to log onto these apps and be able to get real-time updates on the exact location of a customer’s goods in transit certainly prevents a blood vessel or two from popping (in the event that you cannot reach the driver.) As for Google Maps, it goes without saying, that this is the backbone of my interaction with these tracking platforms.

There are a bunch of other digital platforms such as Linebooker that I am still to explore as the business continues to grow. However, it’s been interesting to know that before we start thinking self-driven trucks (think of that one scene from Terminator, were the machine is operating the truck…but I digress) and other seemingly complex technological advancements aimed at this industry, there are still digital channels that make the day to day operations in logistics that much easier.

What other digital platforms are you using or have you heard off that have made a world of a difference in the logistics space?

Article by: Geraldine Mamburu, Founder & MD PDQ Logistics

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Technology

Three African-American Female Engineers Who Changed Our World

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Image source: Pexels

The fields of science, technology, engineering, and mathematics (STEM) produce innovation that drives us forward as a species. Despite the fact that women and people of color have often been at the forefront of new discoveries, their representation within the STEM fields is historically low.

As culture progresses in understanding toward the value of a diverse workforce, those seeking out the future leaders of STEM are reaching out to underrepresented populations – specifically, women and people of color. One such outreach is ‘Introduce a Girl to Engineering Day’, a global campaign established by the National Society of Professional Engineers.

The event, which takes place this February 25, is run by teachers, volunteers, and STEM professionals, and includes engaging engineering-based learning activities that encourage young women to develop problem solving skills and indulge their interest in science and engineering.

The road to their future success was paved by the intrepid women who came before them, including these three remarkable African-American female engineers:

  • Kimberly Bryant: Seeking to create an inclusive technology learning space for young women of color, Ms. Bryant created the not-for-profit coding camp Black Girls Code. As of late 2019, the organization has 15 chapters, and Ms. Bryant has been recognized as a White House Champion of Change for Tech Inclusion as well as one of 2013’s 25 Most Influential African Americans in Technology.
  • Dr. Patricia Bath: An early pioneer of laser surgery for cataract treatment, Dr. Bath was the first female member of the Jules Stein Eye Institute, the first female African-American surgeon at UCLA Medical Center, and the first female leader of a postgraduate ophthalmology training program.
  • Alice Parker: A housewife from New Jersey, Mrs. Parker developed and filed a patent for a gas-powered central heating system inspired by cold coastal winters. Her filing came before both the Women’s Liberation Movement and the Civil Rights Movement, a remarkable achievement for an African-American woman during her time.

More stories of African-American female engineers and  female leadership in engineering can be seen here:

To discover more about Introduce a Girl to Engineering Day, visit NSPE online.

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Press Release

North Ladder Secures $5 Million Series A Financing Round To Accelerate Global Expansion

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North Ladder Team (Source: Siddharth Sudhakar)

North Ladder (previously called BuyBack Bazaar), a UAE based secured trading platform for pre-owned luxury assets and electronics, today announced a $5 million Series A funding round led by regional venture capital firm BECO Capital. The new investment will help the company scale up its technology platform, enhance customer experience and pursue further geographic expansion.

The homegrown start-up also revealed that it will begin operating under the new brand name North Ladder effective immediately, representing the company’s strategy of charting new markets and supporting individuals across the globe in their endeavour to elevate their financial situation. The disruptive and innovative technology platform is the first of its kind, providing access to verified buyers of second-hand goods and instant cash. North Ladder currently enables users to sell electronics such as phones, laptops, tablets, and smart watches, as well as luxury assets including watches and cars, with a unique option of buying it back within a few months.

The Series A financing builds on an exceptional year for North Ladder which saw rapid growth of its clients, network of buyers and corporate partnerships. To date, the platform has witnessed over 15,000 transactions in the UAE, with over 85 different nationalities served while earning an impressive 4.9/5 customer satisfaction rating. In 2021, the start-up is looking to establish its presence in the Kingdom of Saudi Arabia and the United States, with a focus on scaling the platform significantly in the next 18 to 24 months.

“North Ladder has demonstrated tremendous success with its unique model of helping customers access immediate funds against their assets. The provision of a seamless and trusted digital platform for the sale of pre-owned goods has immense socially transformative potential at a global scale. We are excited about partnering with them to take their services to the next level,” said Dany Farha, CEO & Managing Partner, BECO Capital.

The company recently appointed Sandeep Shetty, former Managing Director of the core ride hailing business at Careem, as Cofounder and Chief Executive Officer of North Ladder. Prior to Careem he also led the digital transformation program at Emirates NBD and has held leadership positions at McKinsey & Company and GE Capital across India, the United States and the Middle East. Sandeep joins the leadership team of co-founders Pishu Ganglani and Ricky Husaini who together bring years of prior global start-up, financial services, technology and operations experience.

“Our exciting partnership with the region’s leading investor BECO Capital gives us the opportunity to scale operations in the UAE and expand to other strategic markets, with the mission of meaningfully impacting people across all strata of society,” said Sandeep Shetty of North Ladder. “Our global auction brings professional buyers from around the world to compete and provide local customers with the best prices and no hidden surprises.”

Since its launch in 2018, North Ladder has been recognized as one of the “Top 5 innovative start-ups in the MENA region” by PayPal backed accelerator, Village Capital and awarded as an Innovator by Entrepreneur Middle East.

 

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