emerson 10 09
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Measuring What Matters In PR
A presentation to Emerson College October 6, 2009Katie Delahaye [email protected]:/kdpaine.blogs.comMember, IPR Measurement Commissionwww.instituteforpr.org
Why Measure?
“The main reason to measure objectives is not so much to reward or punish
individual communications manager for success or failure as it is to learn from the
research whether a program should be continued as is, revised, or dropped in favor of another approach ”
James E. Grunig, Professor Emeritus, University of Maryland “If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous,capricious, motivated by innumerable conflicting interests, and conflicting desires.”
Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis
What Matters?
To P&G: EngagementTo the Humane Society:
DonationsTo ComCast: Happier
customers To Best Buy: Better informed
employeesTo WMUR: Faster, more
complete, more relevant stories To Dell: SalesTo Molson: Better messaging
What Doesn’t Matter?
AVEsEyeballsHITS (How Idiots Track Success)Couch Potatoes# of Twitter Followers (unless you’re a
celebrity)# of Facebook Friends/Fans (unless they
donate money) Page 4
A measurement timeline
Page 6
Old School 21st Century
You are a party planner, not a communicator
The definition of timely has changedThe definition of reach has changed
GRPs & Impressions are impossible to count (an irrevelvant) in social media
The definition of success has changedThe answer isn’t how many you’ve reached,
but how those you’ve reached have responded Page 7
Old School PR 21st Century Role of PR
Social Media renders everything you know about measurement obsolete
Signs that it’s the end of measurement as we know it 1. Procter & Gamble is now paying for
engagement, not eyeballs 2. Sodexo cut $300K out of its recruitment
budget using Twitter3. Facebook USERS translated the site from
English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
4. BMC Software measures communications effectiveness based on contribution to EPS
5. HSUS generated $650,000 in new donations from an on-line photo contest on Flickr
6. The Red Cross measures the effectiveness of Twitter via lives saved and harm avoided
7. IBM 1000+ people tweeting & receives more leads, sales and exposure from a $500 podcast than it does from an ad
8. 11 Mom’s turned around Walmart’s image and delivered measureable increases in sales.
The New Rules of Communications
You aren’t in control and never have beenThere is no market for your message You become what you measureShe/he with the most data winsBehind every Tweet or Post is a person Empower employees, rely on customersEnable the conversations—it’s going on, with
or without youSpin is dead, long live transparency – you
can’t fake it so be who you are and see who is pleased Crowdsourcing will beat outsourcing every
time
The Engagement Decision Tree
The measurement forks in the road
Marketing/leads/sales/mission
Reputation/relationships
To fix this Or get to this
Goals drive metrics, metrics drive results
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Goal
Metrics
Change the conversation, improve your reputation
Improve your reputation
Listen first, then respondStop doing stupid things
Negative coverage over time
Correlation exists between traffic to the ASPCA web site and the organization’s
overall media exposure
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Web
Sit
e Vi
sito
rs
Expo
sure
Overall Exposure
Web Traffic
Tying activity to development/marketing goals
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Exposure
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Donations
Overall exposure
Online donations
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Goals, Actions and Metrics Goal Action Output Metric Outtake
MetricOutcome Metric
Increased on-line reservations
Revamp website
Amount of content on web site
% perceiving state as a destination
% increase in web traffic and reservations
#1site for visitors to NH
Increase staffing and resources for communications
Increased exposure of “visit NH” message
Increased perception of NH as an an extreme destination
% increase in agreement with the statement
Website is preferred site for information
Add content, features to web site, keep up to date
% increase in traffic
% agreeing with the statement
# 1 rankings, and time spent on site
The 7 steps to Social Media ROI
1. Define the “R” – Define the expected results?
2. Define the “I” -- What’s the investment?
3. Understand your audiences and what motivates them
4. Define the metrics (what you want to become)
5. Determine what you are benchmarking against
6. Pick a tool and undertake research7. Analyze results and glean insight,
take action, measure again
Percent of impressions containing messages by product
0% 20% 40% 60% 80% 100%
TAC
Manuscript
One Source
HAL
Positive Messages No Messages Negative Messages
Measuring the impact of messaging
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$0.00 $0.50 $1.00 $1.50 $2.00 $2.50
Pressconference
Event/party
Press tour
Event/presstour
Metric: Cost per message communicated
The press tour was clearly the most efficient for communicating key messages and the big party was least efficient.
Measuring which tactic was most efficient
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The vast majority of discussion in external blogs is neutral.
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14
20
5
8
4
1
4
0
5
10
15
20
25
30
University of Michigan Purdue University Penn State Michigan State Arizona State
Share of Tone
Negative
Neutral
Positive
71%
3%
29%
94%
83%
42%
58%
6%
14%
58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Arizona State Michigan State Penn State Purdue University University of Michigan
Share of Engagement by Tone - External Blogs
Negative
Neutral
Positive
Selecting a measurement toolObjective KPI Tool
Increase inquiries, web traffic, recruitment
% increase in traffic#s of clickthrus or downloads
Google Analytics, Omniture, Web trends
Increase awareness/preference
% of audience preferring your brand to the competition
SurveyMonkey, Zoomerang
Engage marketplace Conversation index greater than .8Rankings % increase in engagement
TypePad, Technorati Omniture, Google Analytics
Communicate messages
% of articles containing key messagesTotal opportunities to see key messagesCost per opportunity to see key messages
Media content analysis –Dashboards
% aware of or believing in key message
Survey
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Why an Optimal Content Score?
You decide what’s important:Benchmark against peers and/or
competitorsTrack activities against OCS over
time Positive: Mentions of the brandKey messagesPositioningVisibility
Negative OmittedNegative toneNo key message
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How to calculate Optimal ContentQuality score +1 0 -1
Score Score ScoreTonality Positive 3 Neutral 0 Negative -3
Positioning Contains 2 Doesn't contain 0
Positions the competition favorably or positions Sargento negatively -2
Messaging Contains 3 partially contains 0
Does not contain or miscommunicates key message (neg mess) -1
Quotes Contains 1 Does not contain -1Competitive mention
Does not mention Competition 1
Competition mentioned prominently -3
Total Score 10 0 -10
Visibility Score+1 0 -1
Score Score Score
Brand Photo Contains 3 Doesn't contain 0Contains competitive photo -5
Dominance Focal point 3 Not a focal point -1Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2Target publication Top Tier 2 2nd tier 0 Not on target list -2
Total Score 10 0 -10
Optimal Content Score
Standard classifications of discussion
• Acknowledging receipt of information
• Advertising something• Answering a question• Asking a question• Augmenting a previous
post• Calling for action• Disclosing personal
information• Distributing media• Expressing agreement• Expressing criticism• Expressing support• Expressing surprise• Giving a heads up
• Responding to criticism• Giving a shout-out• Making a joke• Making a suggestion• Making an observation• Offering a greeting• Offering an opinion• Putting out a wanted ad• Rallying support• Recruiting people• Showing dismay• Soliciting comments• Soliciting help• Starting a poll• Validating a position
Standard classifications of videos
AdvertisementAnimationDemonstrationEvent/
PerformanceFictionFilmHome VideoInstructional VideoInterviewLecture
MontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log
Aspects of relationships
Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship
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Components of a Relationship IndexControl mutuality
In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)This organization really listens to what people like me have to
say.Trust
This organization can be relied on to keep its promises.This organization has the ability to accomplish what it says it will
do.Satisfaction
Generally speaking, I am pleased with the relationship this organization has established with people like me.Most people enjoy dealing with this organization.
CommitmentThere is a long-lasting bond between this organization and people
like me.Compared to other organizations, I value my relationship with this
organization moreExchange relationship
Even though people like me have had a relationship with this organization for a long time; it still expects something in return whenever it offers us a favor.This organization will compromise with people like me when it
knows that it will gain something.This organization takes care of people who are likely to reward
the organization.Communal relationship
This organization is very concerned about the welfare of people like me.I I think that this organization succeeds by stepping on other
people. (Reversed)
How to implement relationship metrics
Step 1: Conduct a benchmark relationship studyStep 2: Implement PR programStep 3: Conduct a follow up
relationship studyStep 4: Look at what’s changed
Look for failures firstCheck to see what the competition is
doing Then look for exceptional successCompare to last month, last quarter,
13-month averageFigure out what worked and what
didn’t workMove resources from what isn’t
working to what is
Research without insight is just trivia
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Best Practices:
Correlations to bottom-line impact
DonationsMembershipsSign-upsLeads
Using SMM for planning
Define the time frame, market/topic you want to studyUse Google News,
Technorati or Radian6 to identify the conversations around the topic Analyze the
conversations for type, tone and positioningLook at share of
positioning, tone or conversation
Benchmarking against your peers
Looking at what the best doSetting goals
accordinglyUse data to persuade
recalcitrant spokespeople
Social Media in CrisisListen instantly to a wide
range of influencersIdentify weaknesses in
communications, customer service, or in the product
Improve your reputation
Listen first, then respondStop doing stupid things
Lesson learned, you need the PR department
Share of exposure vs the competition over time
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jan
MarMay Ju
lSep
Nov Jan
MarMay Ju
lSep
Nov Jan
Intel
TI
Moto
National
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Facebook: Correlating MSM, CGM and signups
Strong correlationNon-negative discussion only
0
100
200
300
400
500
600
700
800
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov
2006 2007
User Registrations and Media CoverageDecember 2006-November 2007
New Accounts
FB Mentions
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Proof of PR’s impact on sales
P&G found that PR drives sales
Three of the six products showed PR with the highest ROI of any marketing tactic
Overall PR delivered a 275% ROI
AT&T found that PR delivered customers at a fraction of the cost
95
63
15$0
$50
$100
Advertising Outboundtelemarketing
PR
Cost per customer acquisition
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PR delivers more results for less money
Miller discovered that PR campaigns generate 4% of incremental sales compared to 17.3% of incremental sales for TV.
However, PR delivered that 4% for less than 1% of the budget.
01020304050607080
Trade TV PR
% of Spend vs % of incremental revenue
% of incrementalrevenue
% of spend
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Thank You!
For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard:
www.themeasurementstandard.comFor a copy of this presentation
go to: http://www.kdpaine.comFollow me on Twitter: KDPaineFriend me on Facebook: Katie
Paine Or call me at 1-603-868-1550