Does Share Of Voice Matter For The Telecom Market?

Gartner forecasts that the total telecom market size for 2016 will reach more than $2.4 trillion. Yes, that’s trillion. With that kind of impressive industry growth, how do telecom companies stay competitive and ensure that their solutions stand out among the competition?

For the most part, these companies invest heavily in upgrading their infrastructures; enhance their product and services portfolios; aim to develop key industry alliances and partnerships; and look to marketing and public relations initiatives for support. (Lucky for us!)

At Martino Flynn, we’ve worked with multiple Information Technology (IT) and telecom companies over the years. Some have faced the challenges that come with a new acquisition—in this vertical, acquisitions happen all of the time. Others have struggled with brand reputation and customer satisfaction. Of course, most have been laser-focused on lead generation and sales conversion in an effort to grow their businesses.

When we meet with a prospective PR client, we naturally discuss goals and objectives, but we also ask: “Do you know what your share of voice is within your industry?”

In many cases, we either receive a puzzled look or the prospect responds by sharing financial numbers to explain how its company ranks in spending or sales. But Share of Voice (SOV) doesn’t depend on revenues; SOV measures a company’s brand awareness in the market. It’s the ultimate PR metric!

SOV measures all total media conversations for a brand, or, essentially, how much media coverage a given brand garners versus its competitors. Our team can calculate SOV in a number of different ways, but primarily we rely on our advanced media monitoring software to help us compile media hits during a specific date range—year-to-date and monthly ranges are typically the most eye-opening—and we track the total number of media conversations. To determine SOV, we then pull together the number of hits garnered by the brand’s competitors and apply a percentage.

In pie-chart terms, each brand has a piece of that pie—and the larger the piece, the more that brand is being talked about by the media.

We can dissect this information further and look at how SOV measures up against specific geographic locations; particular product categories (think of conversations surrounding Unified Communications, Cloud and/or Business Continuity solutions); article tone; or even by the overall quality of media hits in terms of whether they’re from press release pick-up or editorial/feature articles. In most cases, adding that extra qualitative analysis can enable the SOV to carry greater weight.

When you look at your SOV, stop and ask yourself, “Why does my company fall below or rise above my competitors?” Is it because of your business’ strategic news engine efforts announcing new products and service level agreements? Is it because of your agency’s proactive media relations or event strategies? Or, perhaps, is it due to your company’s recent organizational changes that are driving greater media buzz?

Knowing where your brand stands on a quantitative, qualitative, and tonal basis is essential when evaluating your brand’s current position within its industry. SOV is more than just a percentage—it’s a reflection on your company and it can be very helpful in guiding your public relations strategy and investment in relation to your company’s business goals.

We often talk with our IT and telecom clients about the importance of having a positive brand perception with the media. Such conversations can play a significant role in lead generation efforts—the more often prospective customers hear positive news about your company, the more likely that they’ll transform into “warm” leads for your sales reps.

To increase your SOV, focus on announcing positive company news, such as new products, partnerships, and customer wins. Look to secure media interviews with influential technology reporters and don’t be afraid to play an active role in developing your media relationships. If you hyper-target national, trade, and regional media publications based on which are the most read by your customers and prospects, you’ll likely be more successful in the long run. An aggressive news engine program can be a great way to earn a higher SOV percentage and keep your company top of mind.

Interested in learning more about the impact of SOV and our agency’s telecom expertise? Contact Jenny LePore at

Why Online Advertising Is Critical In Medical Marketing

If you’re using print-only medical journal advertising to reach physicians, it’s almost guaranteed that you’re missing a significant percentage of your intended audience.

Don’t get me wrong: print is not dead, and journal advertising has its place. That place, though, needs to include the digital space as well as print.

As with the general population, the use of the Internet has become pervasive among physicians. In fact, research shows that 90% of physicians consult the Internet for patient conditions, and 99% use it for general clinical research.

The case for digital advertising, though, is made even stronger by these readership statistics:

  • For medical journals in general, 11% of physicians read online versions only
  • Specifically, with General Surgery News, advertising only in the print edition means that you’re missing at least 23% of your target audience that only looks at the publication online


To help assure that your messages reach physicians, build your marketing plan with a mix of print and digital advertising.

At Martino Flynn, we’re always looking to provide our clients with ideas that do more. Contact us to learn more about our medical marketing  capabilities.

Brands Take Note of Growing Value of Snapchat

It’s time to talk about Snapchat – in fact, it’s a conversation that’s overdue.

UntitledWith the White House joining Snapchat earlier this week in advance of President Obama’s last State of the Union Address, brands everywhere are taking a hard look and asking: Is Snapchat right for us?

Since launching in 2011, the ephemeral photo and video sharing app has become extremely popular. Snapchat users can send and receive fun (and funny) photos and videos to friends in real-time, staying in touch in an authentic and immediate way, with the added benefit of knowing their content will be deleted immediately after viewing or within 24 hours.

Of these users, 65 percent are not just viewing, but actively participating and contributing content. From selfies to landscapes, users feel encouraged to “snap” and share any and all everyday experiences.

The ability to share photos and videos, private chatting, and access to Snapchat Stories and Snapchat Discovery encourages users to engage even more.

Facebook reportedly offered $3 billion for Snapchat in 2013. Today, that price would be much higher.

Snapchat now has at least 100-200 million monthly users, with 45 percent ages 18-24 and many more under the age of 18. These users are sending 400 million “snaps” and, according to Bloomberg and other news stories this week, are now viewing more than 7 billion videos a day—a figure that’s closing in quickly on Facebook’s 8 billion video views a day.

Brands the world over are taking notice and joining in on the fun. From Taco Bell to Disney, from Burberry to the White House, Snapchat is a great way to reach teens and young twentysomethings. Burberry partnered with Snapchat to provide a behind-the-scenes look at London Fashion Week last fall; Disney has partnered with popular Snapchatter @Shonduras; and the White House offered VIP access to the President and First Lady as they prepared for the State of the Union Address this week.

If last year was huge for Snapchat, 2016 is going to be absolutely stellar.

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