We are different, and we like it. Let us tell you the five points that uniquely enable us to generate offline and online visibility:
1. A hybrid team: Since 1998, we have been merging conventional communication with Web 2.0 communication. All our employees have experience in both facets, and we develop convergent programmes. Unlike other agencies, we have no separate departments for “online”, “social media” or “Web 2.0” experts, because all our employees are experts in integrating Web 2.0 platforms into communication programmes. We are hybrids.
2. Integrated ideas: The contents and storytellings created for your organisation are generated in an integrated fashion, but they are simultaneously split into different channels (press, events, TV, 2.0 social media, radio), yielding ROIs of up to 10,000%.
3. Creative innovation: Both the Better Laboratory of Ideas and Trends and in-depth knowledge of the technology enable us to develop optimal campaigns for your audiences.
4. Professional ecosystem:We have an office and showroom measuring 250 m2, with an area available for events.
5. Our office is environmentally sustainable and operates on solar energy. That really motivates us!
We are ahead of our competitors on these five factors. Do you think we might be what you are looking for?
How we measure
The results of a campaign must be measurable in order to determine its efficiency. The key to performing a proper assessment consists of setting objectives and Key Performance Indicators (KPIs) agreed to beforehand in order to ensure both the success of the programme and proper Online Reputation Management (ORM).
The goal of a media programme tends to be to win influence over certain segments of readers or viewers. The goals of social media programmes can be quite diverse: to take advantage of a blogging initiative to appear on the television, to protect the organisation’s reputation, to get users to fill out a specific form on the website, to save costs through a 2.0 research programme, to create a network of ambassadors, to launch an efficient CRM 2.0 platform or to boost the organisation’s renown and influence. Just to cite an example, we feel equally comfortable handling business objectives, not only communication objectives.
Each goal requires a different form of measurement. At Best Relations we have taken the traditional media evaluation methodology and added to it innovative new ways of measuring the social media coming from dozens of different sources and based on four principles:
- Population: your critical mass
- Renown: how widely you are perceived
- Influence: evolution and acceptance of your message
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Feeling: how well you are perceived
In order to determine the evolution in the position of both your organisation and your competitors’, we use not only the traditional methods but also a combination of automated and manual indicators: web analytics, degree of influence of tags and keywords, impact of relations, analysis of automated tools, metrics, conversation monitoring and qualitative research, among other methodologies.
The measurements generate different kinds of reports:
- Audit of reputation or product/service: comparative position of brands on a quantitative and qualitative level
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Map of influence: analysis of the main motivators in the sector and the client’s degree of interaction with them
- Results of your communication programme - Listening: monitoring of impacts and relations
- Weaknesses and strengths: analysis of the weak points in your offline and online communication
- Optimisation of messages: analysis of tags and keywords to improve SEO (Search Engine Optimisation) and SMO (Social Media Optimisation) programmes
- Optimisation of dialogue procedures: introduction of operations to raise the degree of interaction with the community
- Personalised reports
The more the objectives of the communication plan fit with the company’s business objectives, the more specific the KPIs used to measure the programme can be.
"Better" Trend Lab
Talking to our clients about the behaviour habits of current or future audiences is the main purpose of Better, Best Relations’ laboratory of ideas and trends founded in 2007. Organisations lose objectivity when closely examining their (offline/online) relationship with their audiences; that is why it is harder for them to innovate in their own products or services. Better is a laboratory that has 14 permanent offline and online tribes or thematic groups in the fields of technology, music, free creativity, the visual arts, ecology, VJs, fashion, sex, sustainable architecture, states of consciousness, free thinking, multiculturalism, robotics, the Internet and the performing arts. This enables us to detect and investigate the concerns that motivate our clients’ audiences by analysing social behaviours, decoding trends and anticipating needs.
The campaign “E—Day, World Spanish Day” for the Cervantes Institute was the Spanish public relations and social media campaign that won the most prizes in the sector in 2009-2010, with two European and two Spanish prizes.
Going after prizes was never our goal, mainly because we were not sold on joining that kind of circus. But... we have changed our minds and realised that it is important to be recognised within the sector.
The most noteworthy campaigns and prizes we have won include the following:
2009/2010
"E—Day, World Spanish Day” for the Cervantes Institute
Prizes:
· European Excellence Award,
· Sabre Award certificate,
· Publifestivalprize(platinum),
· EventoPlus.
“The Magical Tale of Star Toys” for the Spanish Association of Toy Manufacturers"
· Prize: Sabre Award Certificate
2008/2009
“The Circle of Toys” for the Spanish Association of Toy Manufacturers"
· Prize: Adecec
