measuring pr in the digital age - evaluating communications effectiveness

Evaluating Communications Effectiveness:Social & Traditional Media ROI

Lars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com @larsv

Georg AckermannMedia Lab Team LeaderDow Jones and Companygeorg.ackermann@dowjones.com@derackermann

Welcome & Introduction

Who are we?Why are we here?What to expect?

Who is… Lars Voedisch?

Managing Media Consultant, Asia Pacific

• Looking after key clients and prospects in the Public Relations & Corporate Communications industry – in terms of sales enabling and retention

Background

• A professional in the Communications and Knowledge Management arena with more than 10 years experience in the areas of Marketing, Public Relations, Media, Journalism, Strategic Development, Change Management and Intranet/Internet

projects.

• Living in Asia for about 8 years (Hong Kong/Singapore)

• Likes and interested in football (soccer) – playing for “Real Ale Madrid”, diving, skiing, travelling, music, DJ/MC-ing, social media

• Speaks German (native), English, French and about 8 words of Chinese

• Holds a Master in Economics

• Hometown: Hannover (North-Western part of Germany)

• Media Report Production

• Journalist, Editor, Analyst andReport Writer

• Factiva, Dow Jones Insight

• Setting up DJ Insight desk in Singapore

• Freelancing for GermanNewspapers

• Master in PR and Media Management

• English, German, Spanish, French, Catalan

Who is… Georg Ackermann?

Media Lab Team Leader

Who are the people around us?

1. Turn to your neighbour(s) – 10 sec

2. Learn about him/her – 2 min

– Name, Company, Role

– Why are you here?

– A fun fact…?

3. Introduce your neighbour – 1 min

About Dow Jones: Meet the Family

27,000+ global sources17M+ companies35M+ executives16M+ Websites and blogs

150+ researchers130,000+ indexes

Media/VC/Risk

2,000 journalists84 bureaus18,000+ daily news items

Other People’sContent

Dow JonesResearch

Dow JonesNews,

Commentary & Analysis

MainstreamMedia

Web/SocialMedia

Over 150 years of Indispensable Content

Relevant Information → Actionable Intelligence

Content + Technology = Relevant Information

TECHNOLOGY PLATFORMDIVERSE DATA SOURCESTECHNICAL

CAPABILITIIES CUSTOMERS

Visualization

Dow Jones Content150 researchers 2000 journalists

11 languages18K news items a day

Premium Content27,000 global sources

22 languages Over 200K news items a day

Web and Social Media Content13K websites

60K message boards16 M blogs

300K articles a dayBest of breed technologies

Metadata Symbology Taxonomy

Content normalization

Researchers & Knowledge Workers

Wealth Management

Investment Banking

Investment Management

Sales & Trading

Private Markets

Risk & Compliance

PR & Corp Comm

Company and Executive Info17 M Company Profiles35 M Executive Profiles

Extracted from 75 Million Websites

Personalization

Visualization

Search

Discovery

Alerting & Triggers

People

Connections

Integration

Widgets

Newsletters

What WE expect from US

• Timeliness

• Learn, share & contribute

• Have fun

What do YOU expect?

What we will do today & tomorrow?

• Understand that it’s not enough to LOOK busy

• NOT talking about ROI?!

• Focus on KPIs

• Look at CONTEXT

• Hear about REAL problems and REAL solutions

Why measure media coverage?

Quick discussion in small groups:

Why do youwant to measure ?

Why measure media coverage? Reason 1: Demonstrate value of PR (e.g. Outputs)

– What key initiatives did you drive? Results? Reason 2: Plan & evaluate communications activities

across channels and markets (e.g. Outtakes)– How do you connect to publications & journalists, campaigns;

what’s your brand perception? Reason 3: Strategic Communications (e.g. Outcomes)

– How do your results relate to the budget allocation? Do you measure KPIs linking PR to business results? What is the value PR adds your organization?

Reason 4: Discovering opportunities and threats (Radar)

– What’s happening in the industry, with my clients; is there a crisis, are there issues…?

Challenge within Organizations:Who ‘owns’ Social Media?

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

Challenge within Organizations:Who ‘owns’ Social Media? Who cares?!

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR

• The lines between PR and marketing are blurring.• “Turf battles” are evident.• Ownership of social media and blogging still undecided.• Benefits and communication measurement provides

common ground.

Social Media is about 3 things:CONTENT, CONTENT, CONTENT

Source: Youtube / Old Spice Channel

Session 1

Aligning Measurement with Business Objectives

• Managing what you measure, identifying the right objectives & setting smart goals

1) Aligning measurement with business objectives

Too many communicators work very hard on tactics…

…that DON’T support corporate goals!

Too many communicators work very hard on tactics…

…that DON’T support corporate goals!

Align Corporate Communications to Achieve Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

• Make business GOALS your communications goals, then develop STRATEGIES:

• Conduct a gap analysis to understand your benchmarks and to decide what are your priorities

• Choose metrics to measure the results

• You can’t manage what you don’t measure

• What impact do your programs have – what are the results?

• Example: Bicycle Manufacturer

• The challenge is to measure your success in a meaningful way!

The challenge is to measure your success in

a meaningful way!

Monitor Analyse Discover

research & promote the buzz

issues, trends& strategies for

impact

opportunities &risks in time

to act

Engage

& pinpointbetter the influential

Planning, Execution, Controlling

Communications Objectives & Strategy

Originally, measurement is post-mortem analysis.

For fast environments, it becomes near-time!

Business Objectives

Simple start: Smart Goal Setting for your (Social) Media Strategy

• Goals drive the type of measurements you are going to use

• What’s your ultimate objective:1. Awareness

2. Image / Reputation

3. Sales

4. Cost savings

5. Something else?

Source: 25 Must Read Social Media Marketing Tips

Group Exercise: Objective Setting

1. Form a group of 3-5 people

2. Briefly introduce yourselves

3. Choose one of the three case studies– G20

– Qantas– ASX / SGX

4. You have 15 minutes to work on these tasks and then share with all:1. Define max. 3 Communications Objectives2. What strategies would you chose for these objectives (1-3 per

objective)?3. What could be desired results of your communications approach

(How would you know if you were successful)?

Case Study: G20 Summit in Korea

• Situation:– Following an agreement between leaders of the world’s major economies (Group of 20; G20) to

institutionalize the “G20” forum as a permanent council on global economic cooperation, South Korea hosted the Group of 20 summit in November 2010

– You are part of Korea’s Tourism Organization

• Define Communications Objectives: How could you leverage the G20 summit?

• What strategies would you chose for these objectives?

• What could be desired results of your communications approach?

Case Study: Qantas Engine Failure

• Situation:– Just before Qantas’ 90th anniversary, two flights reported severe engine failures in November 2010. – A Qantas Boeing 747 had been forced to turn back to Singapore with engine troubles, not long after

it left the airstrip en route to Sydney.– The incident came a day after a Qantas Airbus A380 returned to make an emergency landing in

Singapore after an explosion in an engine shortly after take-off. – You are a member of Qantas Corporate Communications team

• Define Communications Objectives: How should you react to the situation?

Case Study: SGX/ASX merger

• Situation:– End of October, the Singapore stock exchange (SGX) unveiled a multi-billion dollar bid for the

company that owns the Australian Stock Exchange (ASX) in Sydney.– If approved, the $8.3bn takeover would mark the first stock exchange merger in the Asia Pacific

region.– The deal would enhance Singapore as a major financial hub in the region and benefit Australian

investors by giving them greater access to Asian markets. A merged exchange would hope to compete more effectively with Hong Kong.

– You are member of the SGX Corporate Communications team.

• Define Communications Objectives: Given the different reactions in Australian media, what messages would you send out?

Group Exercise: Objective Setting

1. Form a group of 3-5 people

2. Briefly introduce yourselves

3. Choose one of the three case studies– G20

– Qantas– ASX / SGX

4. You have 15 minutes to work on these tasks and then share with all:1. Define max. 3 Communications Objectives2. What strategies would you chose for these objectives (1-3 per

Group Exercise: Objective Setting - Sharing

Please share with all:

• What’s your case study and why did you choose it?

• Please share the main answers/results for these tasks:

1. Define max. 3 Communications Objectives2. What strategies would you chose for these objectives (1-3 per

• Managing what you measure, identifying the right objectives & setting smart goals

1) Aligning measurement with business objectives

Key learnings?Key learnings?

Session 2

Basics of Measurement: Key Approaches that give You the Right Kick-Start

How to measure media coverage?

What do youcurrently

measure ?

What do youcurrently

measure ?

What’s your share of voice?

What can we look at?

What are the main topics?

Where is the conversation?

Who’s talking?

What’s the context?

Understanding PR Measurement

1. Measurement is research, research is measurement.

2. PR should link communications and business objectives.

3. Measurement must move beyond simple outputs.

4. There is no singular industry standard.

5. Approaches to measurement are evolutionary.“We aren’t in the business of securing media coverage.

We’re in the business of projecting and protecting the reputations of organizations.”

Alan Chumley, Director of Measurement for Hill & Knowlton, Toronto

Determine what success looks like

• Benchmark– What’s your image now in your core markets

• Conduct a rigorous self-assessment– Spend time up front to know what you’re getting into.

• Ask: “Why do we want to measure?”– Whose perception do you want to impact?

– Don’t start too wide -- it can distract from core goals

– Identify the KPIs which will show success

Turn Output into Positive Outcomes

• What do you want to do with the data you gather?– Justify spend and headcount

– Help prove your value to your organization

• Don’t be afraid of what you might find:– Finding out that you are not who you thought you were should

be seen as a success, not a failure of the initiative.

• Promote your successes internally

• Reassess.

Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations

Turn Output into Positive Outcomes

• Outputs– what is generated as a result of a PR program or campaign

• Outtakes– what audiences have understood and/or heeded and/or

responded to

• Outcomes– quantifiable changes in awareness, knowledge, attitude,

opinion and behavior levels

Too dry,

too theoretical,too complicated?

Example – FIFA Worldcup

Won 6 games

Won 5 games

8 goals scored

16 goals scored

7 matches played

OUTCOMEMETRIChas to answer

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTIONGOAL

2010 World Champion

Win matchesScore goalsPlay in the final round in South Africa

Become the best country

WORLD CHAMPION

3rd Place

How to translate this to PR?

Typical Output, Outtake and Outcome Metrics

# of requests for information

% awareness of your brand

% considering your brand

% preferring your brand

# meetings# of speaking engagements

# of blog mentions

# of reviews

# of media contacts made

# of news releases sent

Place product reviews

Initiate speakers program

Proactive blogger outreach

Sales Leads

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

# of blog mentions

# of reviews

Sales Leads

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

Group Exercise:Use your initial exercise example

(G20 / Qantas / SGX-ASX)and work out suitable

Outputs - Outtakes - Outcomes

# of blog mentions

# of reviews

Sales Leads

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

BYO: Build your own KPI framework,

suiting your requirements, capabilities and resources

Example DHL: Built our own KPI framework,

suiting our requirements, capabilities and resources

• Business Goal:– Sell more Palm Centro phones

• Communications Objectives:– Introduce lifestyle & non-tech media influencers– Attract fashion phone upgraders – Encourage Palm handheld users to change to a smartphone

• Measurement Metrics:– Outputs:

• Number of articles• Audience reach

– Outtakes: • How favourable is the device viewed by the media• Is the coverage on message

– Outcomes: Number of phones sold• Result:

– Close to 80 articles; most positive (rest neutral); nearly all on message

Case Study : Measuring PR’s Contribution to Sales

Messaging, email, built-in capabilities to view & edit documents and access to over 20,000 applications, makes the Centro THE customizable mobile companion for dynamic junior- to mid-level professionals to help them managing their busy work and social live

Through it’s intuitive user interface and the combination of touch screen and keyboard, the Centro is the ideal partner for young, energetic and sociable users who want a smart phone to organize their lives and relationships on the go

Choosing the Centro is the ultimate smart decision for fashion phone upgraders who want both style & smart phone functionalities

Increasing personal productivity on the go

Easy-to-use – not just ‘another’computer

It’s time for a smart decision

Key Message CKey Message BKey Message A

Tone Analysis

No. ofPositivesNo. ofNeutralsNo. ofNegatives

Tone Analysis

No. ofPositivesNo. ofNeutralsNo. ofNegatives

On-Message Analysis

No. On Message

No. Not On Message

On-Message Analysis

No. On Message

No. Not On Message

Case Study : Measuring PR’s Contribution to Sales

• Business Goal:– Sell more airplane tickets

• Communications Objective:– Drive traffic to web site from press releases and media stories

• Measurement Metrics:– Outputs: Number of articles– Outtakes: Awareness of Southwest service to the region; % increase in

unique visitors to web site from PR site– Outcomes: Number of tickets sold

• Result:– Over $40 million in ticket sales from press releases.

Case Study : Using Research to Win Support for Your Strategy

• Business Goal:– Win contracts

• Communications Objective:– Position the brand as innovative and technologically superior

• Measurement Metrics:– Outputs: Number of trade press articles– Outtakes: Media acceptance of client spokespeople as industry authorities:

share of spokespeople quoted; share of favorable positioning on key issues– Outcomes: Win contracts

• Results:– Went from last place in share-of-quotes to first in 12 months and increased

share-of-quotes 10% to 70%.– Doubled visibility of brand in 12 months– Increase in the number of competitive contracts won

Case Study: Media PerceptionsUK General Elections 2010

• Since WW II, the UK did not have a coalition government

• It is the first time TV debates for the candidates were introduced

• Gordon Brown did not go through public elections before

• UK strongly affected by global financial crisis

UK Elections - Background

Public Timeline: Traditional vs. Social Media

Analyze

06 Apr – Brown calls elections

Analyze

16 Apr – Clegg ‘wins’ first TV debate (Domestic policy)

Analyze

22 Apr – Second TV debate helps Cameron and Clegg (International affairs)

Analyze

28 Apr - Brown calls 65-year-old widow ‘bigoted woman’, apologizes

Analyze

29 Apr – Cameron does well during third TV debate (Economy & Taxes)

Analyze

6 May – Polling Day

Analyze

11/12 May – Government forms, Cameron becomes PM

Social vs Traditional Media:• Higher amplitudes• Looking for ‘news’• Generally in-sync

Early stages: Brown dominates until first TV debate

•06 Apr – Brown calls elections

•16 Apr – Clegg ‘wins’ first TV debate

Brown dominates the media

Phenomenon Clegg: Liberal leader’s star starts rising even before the first TV debate

-Nick Clegg’s rise started before the 1st

debate – not only down to TV appearance.

-Comparing days immediately before and after the debate, Cameron lost ground, Clegg gained ground Brown remained stable (based on volume).

Candidate Presence – Cameron 2010

Clegg received more media attention than eventual Prime minister Cameron until shortly before the confirmation of a conservative led government.

Domestic Issues – Immigration / Crime

• Immigration – Brown – (31.03.) – “Controlling Immigration for a Fairer Britain” keynote speech

• Immigration – Clegg – (16.04.) – “good/bad immigration”, “other parties talk tough on immigration, but deliver chaos”

• Crime – Brown (10.04.) – Campaigning for DNA database

• Crime – Clegg – (16.04.) – Prison reform & deterrents for young offenders (However, ascent started pre-debate with manifesto)

Domestic Issues Dominating ElectionsNo real topic ‘Ownership’

•Clegg’s immigration policy plans caused much controversy

•Brown did not manage to dominate economic topics after all

•Conservative topics like Crime and Education were not picked up enough

Clegg gets attention through controversies

• Incumbent PM Brown was largely shown in a neutral context

•Liberal Clegg caused the most emotional reactions – but stayed top-of-mind

•Challenger Cameron could actually not win a significant favourable public perception

Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again

Social Media: Short lived in Attention

#leadersdebate: 5.5% of total twitter activity during first TV debate -that's as big as ipad launch

Social Media in general – and even more Twitter does NOT WANT to play by traditional media rules.

Hence, it is largely casual speak: emotional, not balanced – from the heart.

• It’s the first mass-media influenced election

– TV debates

– NOT (yet) social media

• Driven by domestic issues

• Everybody lost

– End of Labour government

– Tories have to form coalition

– Liberals could not ‘cash in’ the Clegg bonus

UK Elections - Observations

• Input vs Output vs Outcomes

• PR is always comparative: What’s your benchmark?

• Field studies, media content analysis, etc

2) Basics of measurement: Key approaches that give you the right kick-start

Old Spice Answers: @TheEllenShow

Session 3Major Research & Evaluation Models

What PR professionals like to do…

DATAcrunching

“Making decisions based on data saves time and boosts your credibility.”

KD Paine

We suggest that you remove the term “measurement” from the equation altogether, and replace it with “data-driven decision-making.”

Focus on “getting data with which to make better decisions”

KD Paine

Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data

Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research

Source: Wikipedia

Some terminology…

Primary data (or raw data) is a term for data collected on source which has not been subjected to processing or any other manipulation

Secondary data is data collected by someone other than the user (processed data)

Analysis of secondary data

… Market research (usually surveys, interviews of focus groups)

… Customer satisfaction research (usually surveys)

… Employee surveys that may have been undertaken by HR

… Industry or sector studies that have been published

… Publicly released polls (such as Gallup)

… Case studies (particularly useful in times of crisis when there is usually no time to conduct primary research)

Source: Jim Macnamara

Networking and Partying © Georg Ackermann

What PR professionals like to do…

…and the day after

Evaluation

Relationship Management Relationship Level Measurement

Measuring the relationship with influencers by gainingfeedback before and during an event.

… Do the media respond immediately to an invitation?

… Do they confirm their attendance?

… When they refuse, do they explain why?

… Do they request information if unable to attend?

… Collect feedback during the eventSource: AMEC

How does it change in thedigital age?

Different communication?

Different audience?

Different tools?

Relationship Management

Exercise:

Let’s set up an online survey…

You recently launched a campaign/organised an event. Now you are interested in feedback from your audience.

1. What are 3 important questions you want to ask?

2. Suggestion: Sign up to SurveyMonkey.com to create thequestionnaire.

2. Name it

TheAVE debate© Georg Ackermann

AVE (Advertising ValueEquivalents)

… puts monetary value on media coverage

… measures column inches orbroadcast seconds (“earnedmedia”)

… multiplies these by the equivalent cost of advertising in the same media

AVE (Advertising ValueEquivalents)

… credible measurement tool to assess prominence

… but what about sentiment, exclusivity and context?

Advertising …

- is purchased

- complete control to the advertiser for content, placement and frequency

- is almost always positive

Publicity/Earned media …

- control is with the medium

- can result into positive, neutral or negative messages

AVE – not really equivalent

- limited to the cost of the campaign

- not considering the impact at the audience

- often non-comparative

- limited to small group of media

What about newswires or social media (Twitter, Facebook)?

Alternatives?

What are the results of the PR activity?

• PR efforts contribute to organisational goals

• output, outtake, outcome

• awareness (output), understanding (outtake), attitudes (outtake), behaviours (outcome)

• can be transaction/outcome-oriented (sales, membership, donations, enrolment)

Source: IPR

What are the results of the PR activity?

• improved relationships

• increased trust

• higher levels of satisfaction and loyalty

• enhanced reputation

• meeting expectations for social responsibilities

Source: IPR

“Results-based” methods analyse…

• tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)

• prominence and placement

• appearance of key messages

• credibility and targeted reach of the medium, impressions

• comparison to previous performance, expected results or competitors

Source: IPR

Exercise:

Sentiment analysis

Major Research & Evaluation Models

Session 4

Social Media ROI: Measuring Your Online Success

Media Measurement is not (only) about Search• Most free tools help you with your

search efforts – maybe with monitoring

• What about analysis and measurement?

Media Measurement is not (only) about Search• Most free tools help you with your

search efforts – maybe with monitoring

• What about analysis and measurement?

Media Measurement is not (only) about Search

– Are all sources important? Are you excluding your own marketing?

– Relevance vs. dates– Normalization (Coke vs. Coca Cola); want to include other brands (e.g.

Sprite)?– Are we getting the correct meaning of “coke”

– Numbers are only approximations (what about duplications?)

109109

Media Analysis: Stop confusing ROI with results, and measurement with counting

• “Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.

• Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.

• You note the change, analyze the reasons why, and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

110110

Media Analysis: Stop confusing ROI with results, and measurement with counting

• “Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.

• Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.

• You note the change, analyze the reasons why, and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

Show you’re busy –or indispensable?

Myth: Are you sure you mean ROI?

RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT

RR..OO..AA..RETURNRETURN ONON ATTENTIONATTENTION

RR..OO..EE..RETURNRETURN ONON ENGAGEMENTENGAGEMENT

RR..OO..PP..RETURNRETURN ONON PARTICIPATIONPARTICIPATION

RR..OO..TT..RETURNRETURN ONON TRUSTTRUST

RR..OO..II..RETURNRETURN ONON INVOLVEMENTINVOLVEMENT

ROI is a business metric, not a media metric

ROI =COST OF INVESTMENT

(GAIN FROM INVESTMENT - COST OF INVESTMENT)

Can you connect your PR investments ($$$ ) with the financial impact, e.g. sales or savings ($$$)?

Real ROI requires you to connect investments, activities and financial impact!

Source: The Brandbuilder – Basics of Social Media ROI

Investments leading

to activities

$$$Financial

Impact$$$

(OUTTAKES)(OUTTAKES) (ACTIVITIES)(ACTIVITIES)

ROI in Social Media? Yes and No!

Typical Output, Outtake and Outcome Metrics for Communications

# meetings

# of speaking engagements

# of blog mentions

# of reviews

Place product

reviewsInitiate speakers program

Sales Leads

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

If not ROI, what do I do? Build your own KPI framework,

suiting your requirements, capabilities and resources

Social Media

–where

to start?

2 things might help:

1)The inequality of the web

2)The concept of targetmedia

90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute

Who Are You Listening to –Are You Catching the Long Tail?

• How many relevant social media sites are there?

• How many should or simply can you monitor or even measure?

Source: http://www.longtail.com – Chris Anderson

Reach vs. Influence

• Influence

• Engagement

Social Media (for PR) has two Core Metrics

Sources: Social Media Metrics

• Blogs

• Facebook

• Twitter

• Youtube

Let’s get more concrete:Ratings worth monitoring on …

• Unique visitors per month to your blog

• Total posts read

• Subscribers to your RSS / email feed

• Independent credibilty ratings by external authorities such as Klout, Compete.com or Hubspot

• Number of comments

• Who is commenting (small players or major players)

• Links

• Time on site

Ratings worth monitoring on Blogs

Sources: 20 Social Media Ratings You Should Be Monitoring

• Unique visitors per month to your blog

• Total posts read

• Subscribers to your RSS / email feed

• Independent credibilty ratings by external authorities such as Klout, Adage, Compete.com or Hubspot (with its website and blog gradings)

• Number of comments

• Who is commenting (small players or major players)

• Links

• Time on site

Ratings worth monitoring on Blogs

• Number of fans

• Types of Fans (ordinary or high value)

• Comments

Ratings worth monitoring on Facebook

• Number of fans

• Types of Fans (ordinary or high value)

• Comments

Ratings worth monitoring on Facebook

• Number of followers

• How many lists you are on

• How many ReTweets you are generating

• The number of Direct Messages

• Followers-per-tweet

• Klout rating

Ratings worth monitoring on Twitter

• Number of followers

• How many lists you are on

• How many ReTweets you are generating

• The number of Direct Messages

• Followers-per-tweet

• Klout rating

Ratings worth monitoring on Twitter

• Number of views

• Number of subscribers

• Quantity of comments

Ratings worth monitoring on YouTube

• Number of views

• Number of subscribers

• Quantity of comments

Ratings worth monitoring on YouTube

Old Spice Campaign: Looking at the Results

Source: W + K Old Spice Case Study

• Myths and Realities

• How to quantify efforts in blogs, Twitter, etc.

4) Social Media ROI: Measuring your online success

Session 5PR Measurement of New &

Traditional Media

Social Media Relations Everything Changes?

Yes!Yes!

• It’s about two-way conversations

• You’ve to deal with more channels

• We HAVE to listen and understand what’s said about us!

• What about those negative comments and posts?

• The game get’s so much faster

No!No!

• You’ve to manage relationships

• So it’s wires, print, broadcast – and social media

• You already: monitor and analyse your media coverage

• Not every negative comment means a crisis

• Already forgot newswires? Look at trends over time

Communications Objectives & Strategy

Planning, Execution, Controlling

Monitor Discover Engage

research & promote the buzz

issues, trends& strategies for

impact

opportunities &risks in time

to act

Analyse

& pinpointbetter the influential

Originally, measurement was post-mortem analysis.

For fast environments, it

becomes near-time!

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll

do things differently.

Warren Buffet

Monitor

Monitor Analyse

Analyse -Break it down

Monitor Analyse

Analyse

Who are they talking about?

What are topics/ issues discussed?

How good is your brand image?

How is your media footprint globally?

Analyse

What are trends in traditional vs. social

media?

Who is writing about you?

What are keywords of your brand coverage?

Discover

Focus on Asia

How to reach out in Asia?

Source: Ogilvy Public Relations

Source: comScore

Source: Ogilvy Public Relations

http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/

Top Sites in…

Hong Kong1. Yahoo.com

2. Facebook.com

3. Google.com.hk 谷歌

4. Youtube.com

5. Google.com

Top Sites in…

China1. Baidu.com

2. QQ.com

3. Taobao.com 淘宝网

4. Sina.com.cn 新浪新闻中心

5. Google.com.hk 谷歌

Top Sites in…

Vietnam1. Google.com.vn

2. Google.com

3. Yahoo.com

4. VnExpress.net

5. Zing.vn

Top Sites in…

Indonesia1. Facebook.com

2. Google.co.id

3. Google.com

4. Blogger.com

5. Yahoo.com

Top Sites in…

Taiwan1. Yahoo.com

2. Facebook.com

3. Wretch.cc 無名小站

4. Google.com.tw 繁體中文搜尋

5. Youtube.com

Top Sites in…

Korea1. Naver.com 네이버

2. Google.com

3. Facebook.com

4. Yahoo.com

5. Daum.net 다음daum

Top Sites in…

India1. Google.co.in

2. Google.com

3. Facebook.com

4. Yahoo.com

5. Youtube.com

Top Sites in…

Singapore1. Facebook.com

2. Google.com.sg

3. Youtube.com

4. Yahoo.com

5. Google.com

Top Sites in…

Malaysia1. Facebook.com

2. Google.com.my

3. Google.com

4. Yahoo.com

5. Youtube.com

PR measurement of new and traditional media

Differences, challenges, and the right approach to take

Session 6

Measuring with a tight budget: Cost-Effective Tools & Applications

What’s already there?

•Who’s using Twitter / what tools / what do youmeasure

•Facebook

Measuring success of your Facebook Efforts

What Facebook Insights can do for you:•page views•unique views•total interactions•wall posts•discussion topics•Fans•New Fans•Removed Fans•Reviews•Photo Views•Audio Plays•Video Play

Getting started with social media analysis tools

•Overview: Some free tools

•Get your hands ‘dirty’ for your :

• News

• Blogs

• Twitter

• Facebook

Social Webwww.socialmention.com

www.collecta.comwww.boardreader.com

www.blogsearch.google.comhttp://technorati.com/search

Twitterwww.klout.net

www.tweetstats.comhttp://twittercounter.com

http://twitrratr.comhttp://tweetfeel.comhttp://wefollow.com

Facebookwww.booshaka.comwww.kurrently.com

http://itstrending.comhttp://youropenbook.org

http://facepinch.com

Search/Webwww.google.com/insights/search

www.google.com/trendswww.google.com/analytics

Check the following Twitter tools for your case study context:

• twitrratr.com

• tweetfeel.com

• twitter.com/search

• twitterstats.com

What are 1) the pros / cons, 2) useful metrics

Check the following Facebook tools for your case study context:

• Facebook – search

• booshaka.com

• kurrently.com

Check the following Social Web tools for yourcase study context:

• Socialmention.com

• Klout.com

Understanding what you want to track:• What is your goal?

• Do you want to track how people are sharing your website?

• Do you want to track a specific social media campaign?

• Or maybe you’re just interested in trends related to a specific meme or social media phenomenon?

Think about your Case Study and how to use these tools.

Source: Mashable – Track Social Media Analytics

Problems and challenges of free tools

• I have to do it myself

• Provides me only raw data

• External perspective is missing

• Limited language analysis

• Free tools are specific, limited

• Methodology not always transparent

Session 6

Measuring with a tight budget: Cost-Effective Tools & Applications

Old Spice Reaction: World Vision

Session 7

Crisis Management: Monitoring & Mitigation Effectiveness

Nestlé's social media crisis

Nestléunwillingly put public

attention to Greenpeace's

video campaign

Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page

video campaign

Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”

video campaign

Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)

video campaign

Key learnings:

Control? Don't use lawyers to take things off the Internet

Admit it, stop it, and apologize. FAST!

Customerscriticizing you are telling you something very valuable

video campaign

Key learnings:

Control? You never really had it!

Admit it, stop it, and apologize. FAST!

Customerscriticizing you are telling you something very valuable

What are your Rules of Engagement?

A crisis response protocol?How fast can you react?

Who decides?

What are your Rules of Engagement?

A crisis response protocol?How fast can you react?

Who decides?

Reputational Risk: It’s all about perception...

Emergence:Issue getspublic

Spreading:Growing interest

Establishment:Full crisis

Erosion:Relevancedeclines

Potential:Known areas

YOUR BRAND?

Potential:Known areas If a crisis happens:

Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin

YOUR BRAND?

Potential:Known areas If a crisis happens:

Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin

33% of global CCOsare not prepared for social media based reputation threats !!!

YOUR BRAND?

Potential:Known areas

YOUR BRAND?

Exercise: What are crisis

indicators you canmeasure?

Exercise: What are crisis

indicators you canmeasure?

Exercise: BP = Best Practice?

• Form groups of 5-8 people

• You are the global communications team for BP now

• Think about one on-line and one offline campaign in context of the Output, Outtake and Outcomeframework that you would do

• Use the template go guide you

• Share after 10 minutes

The majority of all crises come from within an organization.

Session 7

Crisis Management: Monitoring & Mitigation Effectiveness

Session 8

PR Measurement Industry Today

BIG offerhttp://wiki.kenburbary.com/social-meda-monitoring-wiki/

149 providers

Fragmentation & Consolidation

Cision

• Analysed content: Twitter, Facebook, YouTube, Blogs, Forums and Traditional News Publications (Archive)

• paid or free

• country/region-focus or global, supported languages

• industry-focus

• automated, tool-focus or manual analysis

• price and support

• simple press clipping service or complex analysis platform

Quick Provider check

There is no perfect solution!

What are your needs and resources?

>> next: The Future of Media Measurement

Kraftwerk

The Man-Machine, 1978

The Future of Media Measurement

Kraftwerk

Computer World, 1981

Improvements to the mix of humans and machines

Technology improvements around

• machine translation

• automated sentiment detection

• speech to text (to harness video and podcasts)

• discovery algorithms

• cluster analysis - how certain words are gathering, “clustering” relative to a search topic

• Improved integration of print media measurement with online advertising metrics, market surveys and other data used for KPIs

• More workflow integration of media measurement tools

• Measurement and Media Management coming together

Get Help

International Association for Measurement and Evaluation of Communication

• AMEC’s first international chapter in the USA

• Global agency research heads and US-based AMEC members Cision, VMS, Dow Jones and Burrelles Luce

• Developed measurement principles, presented and agreedat this year’s AMEC European Summit on Measurement in Barcelona, together with the Institute for Public Relations (IPR)

• Asian Chapter launched in October 2010

AMEC: Barcelona Principles

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. AVEs are not the Value of Public Relations

6. Social Media Can and Should be Measured

7. Transparency and Replicability are Paramount to Sound Measurement

Session 8

PR Measurement Industry Today

Session 9

Post Evaluation: Start with the End in Mind

6) Post evaluationYou want a seatat the board table?

You want a seatat the board table?

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it

• Use multiple metrics – Show the whole picture through Communications KPIs

• Connect the dots between clip counts–trends in coverage and favourability

Translating PR results into the language of business

• Set your sights on the competition – show the context

• Top executives only need a high-level summary of results

“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.

Indispensable? Use KPIs to show your contribution!

# of blog mentions

# of reviews

Sales Leads

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

Group Exercise:Use your exercise example(G20 / Qantas / SGX-ASX)

and define:How do you want to share yourefforts and successes with the

board?

To act strategic, you’d need a strategy…

Quantitative and qualitativeQuantitative

Smart tools & analysisOnly human analysis

StrategicTactical

Pro-activeReactive

The world of sites, titles, blogs, videosHandful of key titles

Media Analysis & KPIsClip books

Managing outtakes & outcomesManaging activities & outputs

Benchmarking messages, competitorsCounting clips

NOW: Outtakes & OutcomesTHEN: Activities & Outputs

Measurement is a Process

Planning

ExecutionEvaluation

Situationanalysis

The measurement process is formed around some basic questions:

• What were the goals we wanted to achieve in the first place?

• What do we want to measure against?

• What do we want to compare?

Session 9

Post Evaluation: Start with the End in Mind

Old Spice Reaction: Sesame Street

Source: Youtube / Sesame Street

Session 10

Bringing it All Together:Deciding on the Right Solution

Step 1: Transforming objectives to specific KPIs

Definition of my objectives:

To build brand awarenessTo generate buzz, advocacy or WOMTo generate brand engagementTo shift consumer perceptionsTo influence key opinion formersTo generate leads or build prospect baseTo stimulate dialogue or relationship with prospectsTo encourage participation for social eventTo manage brand reputationTo divert a PR crisisTo engender customer loyaltyTo uncover customer or product insightsTo enhance customer service

Source: IAB Social Media Council

What’s top on

your job’s agenda?

What’s top on

your job’s agenda?

Step 2: From objectives to KPIs -“The 4 As” of online engagement

What’s your focus? What’s your focus?

Step 2: From objectives to KPIs -“The 4 As” of online engagement and possible metrics

What are your metrics? What are your metrics?

From objectives to KPIsExample: Fan page

From objectives to KPIsExample: Microblogging

From objectives to a KPI Example: Foster Dialog

Source: Altimeter Group

From objectives to a KPI Example: Promote Advocacy

Are there other KPIs you use? What else would be necessary?Are there other KPIs you use?

What else would be necessary?

• Set your objectives carefully: all good research starts here• Define your target audiences: who, when, where and why?• Identify your key messages: write them down, be clear and consistent• It’s the content that counts: consider what issues affect you and your

sector• Don’t just think about your own coverage: consider your competitors’ too.• Watch for bias: when sourcing materials and interpreting the results.• Decide what output or report you need: not what the others want to sell

you.• Win commitment at Board level: by demonstrating measured results.• Share results with the other departments: their interest may help shape

the budget.• Use the results: this is for planning and sharing, not for sitting on the shelf.

How timely do you need results?Source: AMEC

Master Checklist:How to use Media Evaluation to best effect

• Set your objectives carefully: all good research starts here• Define your target audiences: who, when, where and why?• Identify your key messages: write them down, be clear and consistent• It’s the content that counts: consider what issues affect you and your

sector• Don’t just think about your own coverage: consider your competitors’ too.• Watch for bias: when sourcing materials and interpreting the results.• Decide what output or report you need: not what the others want to sell

you.• Win commitment at Board level: by demonstrating measured results.• Share results with the other departments: their interest may help shape

the budget.• Use the results: this is for planning and sharing, not for sitting on the shelf.

How timely do you need results?Source: AMEC

Measurement isn’t an isolated one-off matter – but an enabler for strategic

communications!

Measurement isn’t an isolated one-off matter – but an enabler for strategic

communications!

Master Checklist:How to use Media Evaluation to best effect

• To demonstrate the influence that media coverage can have on the attainment of PR objectives

• To facilitate more effective audience targeting and reinforce other aspects of PR planning

• To analyze key message pick-up in media and among journalists and their audiences

• To gather intelligence about a sector, trends and issues (historic and future), and an organization and its peers’ perception in the media

• To provide a benchmark against which to measure the effectiveness of media coverage both during a PR programme and in the final analysis

• To help build the credibility and influence of PR in organizations, and demonstrate PR’s contribution to strategic business decision-making

• To provide a ‘hard’ measure of success to reinforce the case for an expanded role for PR.

Source: IPR

Reminder: Key Benefits of Media Evaluation

Model Budgeting for Analysis

Session 10

Bringing it All Together:Deciding on the Right Solution

Session 11

Wrap Up: You Want to Look Busy or Indispensable?

Final Exercise:

From objectives to KPIs

# of blog mentions

# of reviews

Sales Leads

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

Next step would be:Use your exercise example(G20 / Qantas / SGS-ASX)and fine tune your plan.

Check / Add:Audiences, Channels, Benchmarks

Use the “Master Checklist”

# of blog mentions

# of reviews

Sales Leads

“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

Final Discussion:

What were the main challenges?How to apply the learnings to your job?

Critical Questions for Corporate Communications

• Can you track the drivers of your corporate reputation?

• How do you benchmark your competitors?

• Do you know what your weak PR spots are? Which sectors? Which markets? Media?

• How (fast) do you identify critical issues that could affect your organization?

• What kind of media do you need to track?

Use the Right Tools and Correct Content• Not all approaches are right for all companies

• Assess who you are– Your staff’s capacity; history with “high-tech” tools

• Traditional vs. Social Media– Which channels are you looking at?

• Understand what you can / can’t do alone– Hint: Simple search won’t cut it

Wrap Up: Strategic Media Measurement Keys to Success

1. Determine what success looks like

2. Use the right tools with the correct content

3. Have a plan to turn output into positive outcomes

4. Collaborate across markets and divisions to establish a consistent measurement program

5. Consider the impact of measuring across languages and cultures

1. Determine what success looks like

• Benchmark– What’s your image now in your core markets

• Conduct a rigorous self-assessment– Spend time up front to know what you’re getting into.

• Staffing and ongoing investment

• Ask: “Why do we want to measure?”– Whose perception do you want to impact?

– Don’t start too wide -- it can distract from core goals

– Identify the KPIs which will show success

2. Use the right tools and correct content

• Not all approaches are right for all clients.

• Assess who you are– Your staff’s history with high-tech tools

• Traditional vs. Social Media– Are you exposed by not monitoring social media?

• Understand why you shouldn’t do it alone– Hint: Search engine’s won’t cut it

3. Turn output into positive outcomes

• What do you want to do with the data you gather?– Justify spend and headcount

– Help prove your value to your organization

• Don’t be afraid of what you might find:– Finding out that you are not who you thought you were should

be seen as a success, not a failure of the initiative.

• Promote your successes internally

• Reassess.

4. Collaborate for Consistent Measurement

• Get all markets and divisions on the same page.– Save time and money with one approach (e.g. through assigning a

3rd party)

– Identify the global issues each unit has in common.

– Establish consistent metrics with one methodology

• But don’t forget to stay local. – Include sets of issues and competitors specific to each region

– Measure in the local language

5. Consider the impact of measuring across languages and cultures

• Some campaigns, markets and products cross borders and some don’t

• Your vendor should speak your languages– Not just transliteration of search strings

• Ensure equal measurement approaches in multiple languages– Normalized content structure and search approaches

What did we do?

• Understand that it’s not enough to LOOK busy

• NOT talking about ROI!

• Focus on KPIs

• Look at CONTEXT

• Hear about REAL problems and REAL solutions

Best Practices in Media Measurement

• Use an objective evaluator

– Think about governance

• Think cause and effect

– Connect communications activities to bottom-line business results

– Match metrics to your PR strategy and objectives

• Think scalable

– Marry human and artificial intelligence to cost-effectively manage large volumes of information

Media Measurement: Where to Start

Three Keys to Success

• Determine what success looks like

• Use the right tools with the correct content

• Have a plan to turn output into positive outcomes

Session 11

Wrap Up: You Want to Look Busy or Indispensable?

Questions?

Thank you.

Lars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com @larsv

Georg AckermannMedia Lab Team LeaderDow Jones and Companygeorg.ackermann@dowjones.com@derackermann

measuring pr in the digital age - evaluating communications effectiveness

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