Before we get started, let's make sure everyone knows what we are talking about.
KPI is a key performance indicator (or performance indicator) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity (such as projects, programs, products, and other initiatives) in which it engages.
Measure your PR performance against key business objectives.
To better understand what KPI is all about, let’s take it to the basic:
KPI stands for Key Performance Indicators – “a measurable value that demonstrates how effectively a company is achieving key business objectives.
Organizations use key performance indicators at multiple levels to evaluate their success at reaching targets.
High-level KPIs may focus on the overall performance of the enterprise. In contrast, low-level KPIs may focus on processes or employees in departments such as sales, marketing, or a call center.”
Now, after we’ve got this clear, we can start with understanding the essential KPIs for PR:
PRs can have a direct impact on your organic (unpaid) website traffic. Increases in traffic can be traced to specific guest posts, press releases, and earned media. You can easily measure the potential for organic traffic coming from a particular website by calculating their page views. All you have to do is follow the next steps:
1.Download Similarweb’s Traffic Rank & Website Analysis Extension:
Chrome | Firefox
2. Now let’s take Forbes just, for example:
After I entered Forbes, I clicked on the Similarweb extension on the top:
The formula to calculate pageviews is straightforward:
Estimated Visits * Pages per Visit = Pageviews Per Month.
With Forbes, for instance, the calculation will be – 104.9M * 3.02 = 316.7M Pageviews a month.
This simple formula will help you to get a better understanding of the web traffic for specific publications that you will appear on.
Another essential method to evaluate the quality of the website you are currently mentioned will be to check where their traffic is coming from (traffic source). To do that, we will have to divide the traffic sources into three different tiers, based on their GEO location.
We can easily divide the GEO locations to 3 different Tiers:
Tier 1 – GEO set that every ICO desires to work with. The wealthiest countries and the most competitive GEOs (USA, UK, France, Germany).
Tier 2 – Less competitive locations and lower average income per person (Brazil, Hong Kong, Israel).
Tier 3 – Developing countries and consumers with low purchasing power (India, Bangladesh, Nigeria).
Let’s examine Forbes once again:
As you can see above, over 50% of Forbes’s traffic is coming from Tier 1 countries (50.29% the US, 5.87 UK, 4.26% Canada, 2.36% Australia). We can say that Forbes is a top-tier (Tier 1) news
since most of its traffic is coming from Tier 1 countries.
Using these two, simple steps to analyze both traffic volume(pageviews) and traffic locations, as we did above, will help you to determine the Tier level of the publication (news/finance websites) your ICO/STO is mentioned in.
How popular is the campaign? How often is it talked about or discussed in the media? This factor can help you measure your PR company performance by setting a specific mention goal. For example, four mentions on a
finance website, six mentions on top Tier crypto websites, etc.…
As you probably know, high-quality content is super relevant ( Check out “How to write and what to write about when it comes to ICO Pr” guide. When it comes down to PRs and content, at the end of the day, it’s all about the content quality and placement. You can have a wrong article on a top-Tier website or have a significant item on a low-Tier webpage, but these two won’t help you at all.
Your top KPI for PRs will be a combination of content and exposure. Typically, there are two ways to examine your content quality: sentimental analysis, and prominence. Sentimental analysis refers to how the campaign talks about. Was it in a positive light, or an unfavorable light
Distinction refers to how distinguished the campaign is in the media. Is it briefly mentioned deep within an article, or is it featured on the first page of the website? If the campaign doesn’t seem to be prominent, then the PR agency may decide to change the direction of their campaign. Either way, this is very easy to verify and monitor. Read through the articles that your PR company is getting you covered in.
Impressions are a figure of the number of times your brand’s mention has potentially been seen. In your case, the impressions count will be the number of times that the article where your ICO/STO is featured was viewed/read. Most companies don’t favor this KPI, as it is challenging to identify the merit of the number of impressions.
In your case, you should ask your PR agency to monitor the number of views their content receives, to provide you with insight into just how big their audience may be, and this KPI can support the other KPIs that we mentioned above.
This way an individual can invest in a developing project and a company can raise funds without any loans or support from a third party such as banks
The main problem is that there is no regulation or any enforcement on this field which cause quite a lot of scams and frauds Bitconnect is an excellent example it
Currently, it seems like everyone is talking about Security Token Offerings (STOs).
From YouTubers, investors, and gurus to reputable news outlets, there is a massive amount of exposure regarding these offerings around the industry.
So, What is an STO?
In simple words, Security Tokens are, in essence, cryptographic tokens that can pay the owner dividends, entitle them to a share of profits, pay them interest, or, they can be used to reinvest into other Security Tokens. The main difference from ICO investment it that you got shares in the company that you invest in
Besides, there is a prerequisite to qualify a crypto token as a Security Token. As a requirement, the token must pass the Howey Test, which set out in the case of SEC vs. Howey (1946) in the United States.
This means that ONLY if the token aligns with the following rules, it will be considered a security token.
Finally, numerous different types of token confer various rights and rewards to the purchaser. Let's explore these for a moment:
By acquiring a particular token, the holder will then grant certain rights within the platform of that token. For example, by owning DAO Coins, you could have obtained voting rights within DAO. This would have allowed you to have a say in which projects receive funding and which do not.
Tokens, in effect, create value and monetary system within its platform. These tokens allow buyers and sellers to trade with real value within the confines of the platform. This can help to govern rewards when specific tasks have completed. The ability to create and maintain value within the system is a crucial role of tokens.
Fees: Tokens can act as a method of entry, to be allowed to use particular functionalities within the system itself.
Function: A token doing this can allow an owner to enhance the experience of people who use that particular system. An example of this would be allowing a token holder to host advertisements within the system.
Currency: Tokens can be used as a form of currency for exchanges both inside and outside of the platform, dependent on their value at the time.
Earnings: A token with this characteristic would assist in the fair division of any profits or any other financial benefits that may apply to investors and token holders.
STO Vs. ICO: The Difference Between The Two
Initial Coin Offerings (ICOs) have gained much attention over the past year as an ideal crowdfunding solution. Still, the lack of proper regulation has been a significant problem that has also paved the way for fraud. However, there is a new crowdfunding solution called STO.
The differences between ICOs and STOs
One might be hard-pressed to think that the two are primarily different, but they are somewhat similar. However, to understand what an STO is, one must first understand ICO. The latter refers to a token offering from a company or organization to raise capital for a project. Buyers issue with digital tokens. Unfortunately, ICOs are mostly unregulated, thus putting investors at risk.
Many investors focusing on blockchain and cryptocurrency-related opportunities have lost money from fraudulent ICOs by fraudsters that have elaborate scams aimed at earning them some quick, easy cash. Including the lack of regulatory guidance are the reasons why ICOs have received much opposition from regulators. An STO is a token offering that is similar to an ICO, but the main difference is that STOs are regulated.
STO Vs. ICO – Explained Infographic
Bridging the gap between crowdfunding and regulation in blockchain
STOs register with the Securities and Exchange Commission (SEC), and they take advantage of securities exemption such as Reg A+. They, therefore, have many similarities to shares. For example, tokens issued in STOs give investors some rights to the firm or organization issuing them.
The registration with the SEC is one of how STOs promise to offer more security to the investor. This is because the registration with the regulator discourages fraudulent individuals, thus allowing only the projects that are legitimate and serious about their pursuit. The registration process is also similar to the registration process for Initial Public Offers (IPOs), and this not only a positive step for investors, but it should also eliminate government concerns.
Market experts are highly confident about STOs, and they believe that the market cap will be more than $10 trillion by 2020. In comparison, ICOs have raised roughly $4 billion so far. ICOs might have dominated the crowdfunding market in 2017. Still, this year, the concept of STOs is expected to take off massively by providing investors with safe investment opportunities. Many believe that it might finally be the highly sought-after solution for crowdfunding through the cryptocurrency market.
The company behind the STO idea
The idea of ICOs has been tossed around by a blockchain startup called Polymath headed by Trevor Koverko. The concept expects to gain traction quickly because the crowdfunding market has been seeking a better solution, and STOs bypass the problems associated with ICOs. It also highlights the ongoing trend where regulators have been working together with companies in the blockchain cryptocurrency market to create solutions that will bring more order.
Regulation in the sector of Grand Crypto Technology expects to encourage more investors to jump in because grandcrypto.tech investment is futuristic, durable, reliable, no risk and profitable, because its doubles investment within seven days of placement to make it a 100% profit for all investment
Do neither. You’ll lose either way.
ICO - raise capital, but more than likely lose it all when SEC comes knocking, and odds are you’ve built a useless product on a worthless protocol (because the viable protocols required for disruption aren’t in production just yet).
STO - register your token offering as securities, enabling regulatory compliance while opening up a new set of legal vulnerabilities (investor protection), with no secondary trading market, and often limited use of blockchain (doesn’t go past equity tokenization which is a mediocre implementation of blockchain at best).
The most significant disadvantage to STOs is the model tying the tokenization to securities. A true utility token model will destroy a competitive security token model any day of the week.
So have at it! Keep in mind: there is an excellent value in the story of the tortoise and the hare.
The STO is a valuable and powerful alternative to venture capital financing for companies around the world.
Security is a financial instrument that represents a real asset, such as stocks, bonds, and managed real estate trusts. Generally, when protection is purchased, a transaction is signed on a paper. A security token does the same. However, ownership confirms through blockchain transactions. Security tokens provide investors with various financial rights, like dividends, equity, voting rights, revenue shares, profit shares, and other financial instruments.
Transform Your Business with Quality Security Token Offering Services
The benefits of STO
Access to global capital: It has usually been easier for established companies to access foreign investors. However, STOs have no geographic barriers. This empowers companies, both large and small, to present themselves to international investors over the internet. Start-ups and growth businesses can enter deeper funding pools and broader brand awareness.
Better terms: STOs offer relatively better terms than raising capital from VCs. First, companies need not lose control of their board seats or company. Management teams are in a stronger position to make business decisions. Second, for equity security token offerings, companies can sell common stock instead of selling preferred stock. Finally, STOs usually rise at higher valuations.
Low-cost entry: STO can be used to tokenize various assets, commodities as well as financial instruments. This means that small companies can benefit from the opportunity to raise a large amount of capital from a pool of global investors.
Security Token Offering Services
The disadvantages of security tokens
Complicated compliance: Security Tokens still fall under existing securities regulations. As such, companies running an STO will still have to comply with the same rules as they would floating an IPO. The slight benefit of STOs is in coding some of those compliance factors into the token and smart contract, making the token more easily tradable after issuance. The complexity of legal regulations over multiple jurisdictions still carries risk, however, so it’s crucial to get right.
Platform required to create and manage tokens: Unlike traditional securities, which have exchanges and brokers established around the world, you can’t simply call up your broker or NOMAD, if you’re listing on the AIM, and like them to create security tokens. STOs require you to create your tokens as well as a platform to manage their sales. Get this crucial technological part wrong, and you’ll end up in financial and legal hot water. Creating a secure and suitable platform is a complex process, however, which means bringing a mediator in to manage the platform and tokens.
A growing market: The first STO completed less than two years ago, making this a very new space. As such, nothing has been extensively tested in the long-term, increasing the risk for both business and investor. As such, there isn’t much legal precedent to rely on, and regulators could change their minds at any time.
ICO: Initial coin offering:
ICO is a way for a project to raise his funds without a loan by issuing their coin. The idea is that when the company gains momentum, the coin value will rise accordingly.
This way, the company raises funds, and the investors earn money.
1-Its not always safe. many projects turn up to be scams
2-No regulation. Anyone can launch an ico
3-There is no way to monitor the actual development of the company.
4-Bad name and reputation, come from the late events regarding ICO.
5- Almost No legal or any law’s obliged the project decided to launch an ICO
6- There is no restricting on the person choose to invest; any child can take his mother’s credit card and buy countless coins.
7-Investor does not gain real shares in the company he invests in
Security Token Offering, the big brother of the ICO, its somewhat close to ICO except, in STO you buy real shares in the company you get dividend and individual rights, also, the process of launching an STO obliged the company stand on a strict rules and regulations unlike the ICO’s (which everyone can start)
First, the preparation stage is different and takes a lot more time then ICO. But I will not go in into all the details.
What is the Difference Between an STO an ICO?
While STOs and Initial Coin Offerings (ICOs) are similar, in the sense that they are both used by companies to generate capital for their projects, in most other aspects, they are very different.
Firstly, because Security Tokens considers as securities, whereas ICOs aren’t, people who invest using an STO are further protected by securities legislation. This helps to prevent fraud or to provide the investor with a type of recourse if the company they have invested in goes bankrupt. Because of this, generally speaking, STOs are currently being considered as a potentially safer purchase for investors.
Furthermore, there is a difference in the way STOs and ICOs back. STOs, as securities back by real assets that have an intrinsic, monetary value. ICOs, on the other hand, do not have their value fixed by any tangible assets and, therefore, do not have an inherent monetary value.
Also, ICOs generate their value through the technology of its platform and the appreciation of the coins themselves. In contrast, STOs create their value through the operations and the climate of the business itself. Because of this, for an STO to be valuable, your company would need to be run efficiently, similarly to that of a publicly-traded company. This is in contrast to an ICO for your business, which would not devalue as your coins as severely due to unfavorable events hitting your company.
Since STOs are securities and therefore bound by securities regulations internationally, their legal situation has considered a lot more clearly than it would for a traditional ICO. This would involve bringing in legal experts, who can help to steer your business in the right direction when launching an STO. While you would still potentially need legal advice for an ICO, the hours of work that your lawyer would have to put in, is a lot higher for an STO, due to their regulated nature. This would involve increased costs for your business.
Due to the regulations surrounding securities, Security Tokens would be slightly more limited, about the breadth of their target market. This is because, due to the unregulated nature of ICOs, there is no restriction on who can invest. Someone with $10, could invest in an ICO from anywhere in the world. This is in contrast to STOs, which have to comply with anti-money laundering and know-your-client regulations. These regulations place certain barriers in the way of certain investors, depending on the securities legislation in their country. On the flip side, this can be seen as a good thing, because it means that generally, STO investors would be more reputable.
An example of this is that in the United States, investors have to be accredited before they can actually make any deals of this nature. This provides a barrier to people that may have less capital. However, it also helps to ensure that investments are coming from legitimate sources.
In essence, STOs are more similar to floating on the stock market than they are to ICOs.