Launchmetrics’ Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact your various activities have on the customer lifecycle. From Media, Celebrities, Influencers, Partners and Owned Media, this methodology gives you a unique framework to understand the ROI of these activities as well as the Voices that influence the customer buying journey from awareness and consideration to conversion and retention.
Previous approaches
- Print / Online / Social
This model has shown its limits now that most factors can have an impact on various channels (ex: media: print, online, social // influencers: online, social).
When you are partnering with a media or an influencer it's not specific to a channel. If you want to understand how Vogue is impacting your brand and how valuable are the relationships you have with their journalists, you need to check how many articles talked about you in Print, Online, but also if they posted about you on their Instagram or Facebook account.
Ex: Vogue can impact consumers through all their channels
The channel approach is also particularly problematic when it comes to social. Social media are too diverse to analyze them as one big channel. Indeed, as a brand, you cannot compare content published by your content team to content posted by a celebrity or one of your retailers.
Our Voices approach
For all of the reasons mentioned above, we looked for a new and more relevant way of analyzing media coverage and we came up with the Voice approach which differentiates Media, Influencers, Celebrities, Owned Media and Partners.
Our “voice-centric” approach places an emphasis on the voices speaking in order to cross-compare performance with a 360° vision. We concentrate on the source publishing the content and not on where it is published. This makes sense as people (i) expect many touch points from many channels (ii) have shifted their "trust" habits
It also reflects the real investments and organizational decisions that surround marketing & communications strategy. Indeed, in most companies it's not the same people who are in charge of content creation, influencers, partnerships with celebrities, partnerships with other brands and retailers, and PR. Nor do they receive the same budget.
Voices definitions
Media: any third party "entity" publishing content written by media professionals such as a journalist, team, or freelancer. It can have sources in print, online and social.
Celebrities: any individual who is well known outside of the FLB industry for something not FLB related (ex: sportsmen, actors, singers…). Models are not celebrities. We distinguish them from influencers because they usually have a less targeted audience but are a great lever for raising awareness. They also tend to generate more "indirect" impact (ex: a media will talk about a celebrity working with a brand as a spokesperson).
Influencers: any person who is not a celebrity and who has a relevant footprint on social media to influence consumers in their buying behaviour/perception of a brand. It can have sources online and social.
Owned Media: Any channel that belongs to the brand itself (instagram account for example).
Partners: Any legal entity (brand, retailers) that can publish content about another legal entity. Ex: Sephora promoting one of the brands they sell will generate value for this brand !
FAQ
How do you attribute a country to a voice ?
The country associated with influencers or celebrities is the nationality of the person. The country associated with global brands’ accounts is the headquarter country.
How do you differentiate influencers from celebrities ?
We differentiate based on their "job" according to Google Search. People who don't have "Google Search profiles'' are considered as influencers. For those who do have a "Google Search profile", we check their job. Bloggers, Journalists, Models, Vloggers, Media personality, etc. are considered as influencers while Actors/Actresses, Singers, Sportsmen/Sportswomen, Politicians, Cooks, etc. are considered as celebrities.
When you are partnering with a media or an influencer it's not specific to a channel. If you want to understand how Vogue is impacting your brand and how valuable are the relationships you have with their journalists, you need to check how many articles talked about you in Print, Online, but also if they posted about you on their Instagram or Facebook account.
Ex: Vogue can impact consumers through all their channels