I was attending d10e in Amsterdam (you can see the topics and agenda here:
http://www.d10e.org/2016-amsterdam-agenda/) where I became painfully aware about an acute state of un-awareness about DASH in the Bitcoin Community. I might write an in-depth account once I am back home. This trip, for I am still in Amsterdam, kept me away from this fascinating discussion. (just now I saw the idea of directing questions at Michael, but all of this might be deemed questions to Michael anyway)
To get back to the speed I did not only read all the posts but also the Transform’s Three-Month Public Relations Proposal (for DASH) February 7 – May 6, 2016 PDF (you can read it from a link here:
https://www.dashwhale.org/p/budget-system-v2) a gem being this sentence:
“
Through a hyper-targeted, aggressive, yet strategic approach, Transform will initiate the perfect storm of media coverage extending traditional outreach across the crypto, technology, and business verticals.” I would really love if Michael would allow himself several minutes to translate that sentence into a concrete, actionable, measurable steps. In the
Perfect Storm Clooney dies, maybe that makes me edgy. But kidding aside, let us mull over the document a bit more:
Than, if ever were a Trojan horse in an agreement, one can find a perfect example here: “
Modest amounts of crisis management will be included in retainer. If a larger crisis unfolds, the Firm will bill on an hourly basis beyond the level of the current retainer, with Client approval.” Note “hourly basis” and a lack of the value each hour represents, measured in either DASH or fiat currency. What does “crisis management” entails has not been really defined. Is a crisis if Evan gets flu or the fiat price of DASH goes down? The network shuts itself down? A troll attack on the forums? This stipulation really reeks for the lack of concrete definitions.
Then they, in “Media Monitoring and Analytics” segment (page 5 of the PDF) get down to business and claim: “
In order to effectively measure the quantifiable increase in attention and conversation around Dash, Transform PR will produce a detailed report that includes placements across all relevant outlets and platforms.”
Than again, they provide what the “Analytics” would entail:
Measure circulation/views that each blogger receives on a monthly basis.
Calculate advertising equivalency (where applicable).
Provide link to each article or blog post.
Identify whether online articles also had offline coverage (and vice versa).
Provide qualitative analysis of results.
Nice, but please think about it for a sec:
--
HOW do they measure the traffic each blogger receives? Unless they have a direct analytics for each media outlet (which I bet you a MN they do not) they can only guess if, for example, social shares data are available, as only one, highly inaccurate metrics. (on Fiverr, for $5.00, anyone can get gazillion “shares” and likes);
-- they already “calculated advertising equivalency” in the Excel sheet that’s on the same page which is neither a calculation nor it represents an
equivalent of anything supported by hard data. There are gazillion factors in each metrics and they chose to present what looks good for an untrained eye;
-- they will provide links, well…
-- online / offline, well…
-- quantitative analyses is an interesting one.
Again,
what are the matrices used? Number of hits to dash.org for example? Easy to follow. I am sure the DASH key people will provide our PR with such a key data, needed for measuring success / progress. Number of people signing for the dashtalk forums or an increase in the number of Masternodes?
Which piece of marketing efforts corresponds with what desired results we all can track, measure and analyze?
What I see in that proposal is you give me $6,000.00 a month PLUS “
crisis management” (if needed) PLUS “
Newswire distribution, if desired, is billed separately and averages about $300 per release,” which does NOT state which news-wire services would be employed, where the “news” would be placed, what is a desired outcome of such releases PLUS “
Any long-distance travel in support of trade shows or press tours (involving airplanes and/or hotels) will be paid for by Client, typically in advance.”
Well… I had a PR / SEO budget of $1,250.00 a month for a client whose measure were SERPS i.e. will his keywords appear in Google’s page 1 and or Google positions 1 – 3. These were the results:
http://postimg.org/image/oiaevp2hz/
http://postimg.org/image/cm1ut1dip/
http://postimg.org/image/esnoaua89/
I am not tooting my own horn here I am just giving you all an example of PRE-DEFINED measure: a keyword term and its SERP (search engine results position for the rare uninitiated here) and an easily measured outcome. No mambo-jumbo "reporting" of the hits on an website that disregards the number of pages on the said site and expected hits to it. For the PR in question we also had another measure (income increase) but I can’t share those data. (hint: it was even better than the SERP progress)
DASH is a totally different animal that requires a completely different approach. But if you’d really pay $6,000.00 a month (plus undefined, not foreseeable expenses) for “Through a hyper-targeted, aggressive, yet strategic approach, Transform will initiate the perfect storm of media coverage extending traditional outreach across the crypto, technology, and business verticals,” that does not provide you with any REAL ideas, any REAL plans or any REAL measurement of desired outcomes such an expensive campaign expects, than… well…