how to tie pr metrics and reporting to business results
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Speakers: Jodi Echakowitz, CEO, Echo Communications David Geddes, Ph.D., Managing Director, Geddes Analytics LLC Lexi Mills, Head of Digital, Dynamo PR Rod Nicolson, Vice President, Global Reporting, PR NewswireTRANSCRIPT
HOW TO TIE PR METRICS AND REPORTING TO BUSINESS RESULTS
WEBINAR
#PRMETRICS
How to Tie PR Metrics and Reporting to Business Results June 19, 2014
SPEAKERS:
Jodi Echakowitz @JodiEchakowitz CEO Echo Communications
Lexi Mills @leximills Head of Digital Dynamo PR
Rod Nicolson @rodnic66 Vice President, Global Reporting PR Newswire
MODERATOR:
David Geddes, Ph.D. Managing Director Geddes Analytics LLC Chair, Institute for Public Relations Commission on Measurement and Evaluation
The Barcelona Principles of PR Measurement
Jodi Echakowitz Echo Communications
Measurement = Credibility
Image Source: Paine Publishing
Measuring PR: The Old Way
The Barcelona Principles • Importance of Goal Setting and Measurement
• Measuring the Effect on Outcomes is Preferred to Measuring Outputs
• The Effect on Business Results Can and Should Be Measured Where Possible
• Media Measurement Requires Quantity and Quality
• AVEs are not the Value of Public Relations
• Social Media Can and Should be Measured
• Transparency and Replicability are Paramount to Sound Measurement
Measuring PR: The New Way
S
M
A
R
T
Setting Measurable Goals
Impact on media/channels • Reach • Impressions • # of articles • Share of voice • Key message alignment • Tone • Prominence • Website visits • Website traffic referred from social networks • Increased time on website • Reader contacts
Measuring Outputs
Impact on target audiences
• Awareness
• Recollection
• Credibility
• Endorsement
• Rankings
• Expressed opinions of preference
• Trial activations
• Queries
• RFI/RFP
Measuring Outcomes
Impact on the organization
• Revenue
• Trial conversions
• Contracts signed
• Market share
• Stock price
• Employee retention
Measuring Business Results
Jodi Echakowitz Echo Communications T: 905-709-9600 E: [email protected] @JodiEchakowitz
© Geddes Analytics™ 2012. Not for distribution without permission.
Public Relations Measurement
and Business Results
David Geddes, Ph.D.
Managing Director
Geddes Analytics LLC
Past Chair, Institute for PR
Measurement Commission
13
1 Begin with theory
© Geddes Analytics. Not for distribution without permission.
14
© Geddes Analytics. Not for distribution without permission.
Message
sender
Send
Originate
Encode
Transmission medium
or channel
1
2
3
Message
recipient
Receive
Understand
Decode
3
2
1
Noise
N N
N
15
2 Translate to practice
© Geddes Analytics. Not for distribution without permission.
Activities
Outputs
Engagement
Outtakes or
PR outcomes
16
Send
Originate
Encode
Transmission
channel
Receive
Understand
Decode
Recip
ient
Sender
Act Business results
17
Activities
• What did you do?
• Control by PR
• “Visible”
• Operational efficiency
▫ Staff time
▫ Budget
• Use: PR group
© Geddes Analytics. Not for distribution without permission.
Outputs
Engagement
Outtakes
Comms results
Activities
Business results
18
Outputs
• Visible
• Message availability
to target audiences
▫ Media analytics
▫ Social media analytics
▫ Other (events, etc.)
• Correlate with activities
• Use: Within PR group
© Geddes Analytics. Not for distribution without permission.
Engagement
Outtakes
Comms results
Activities
Business results
Outputs
19
Engagement
• Handle PR outputs
• Manipulate outputs
• Involvement with
outputs
• Correlate with
outputs
• Use: PR group,
functional director
© Geddes Analytics. Not for distribution without permission.
Outputs
Outtakes
Comms results
Activities
Business results
Engagement
20
Outtakes
• Cognitive change
▫ Awareness
▫ Understanding
▫ Perceptions
▫ Advocacy
• Use: CMO, marketing
and communications
executives
© Geddes Analytics. Not for distribution without permission.
Outputs
Engagement
Comms results
Activities
Business results
Outtakes
21
Communications
results
• Specific, desired
cognitions and behaviors
• Precursor to business
value
• Link to outtakes, etc.
• Use: CMO, marketing
and communications
executives
© Geddes Analytics. Not for distribution without permission.
Outputs
Engagement
Outtakes
Activities
Business results
Comms results
22
Business results
• Tactical, consumer
results
• Strategic business results
• ROI
• Statistical methods
• Use: CEO, CMO, business
unit leaders
© Geddes Analytics. Not for distribution without permission.
Outputs
Engagement
Outtakes
Activities
Business results
Comms results
23
3 Causation and
prediction
© Geddes Analytics. Not for distribution without permission.
24
Positive opinion
Neutral opinion
Negative opinion
1. Toyota recall crisis D. Fan, D. Geddes, and
F. Flory. (2012). The
Toyota Recall Crisis:
Media Impact on
Toyota’s Corporate
Brand Reputation.
Corporate Reputation
Review,
16:2, 99–117.
25
© Geddes Analytics. Not for distribution without permission.
Training data
Test data
Training and test data
2. Consumer economic sentiment Fan, D. P. and Cook, R
.D. (2003). A
differential equation
model for predicting
public opinions and
behaviors from
persuasive information:
Application to the index
of consumer sentiment.
Journal of
Mathematical
Sociology 27(1)1–23
26
© Geddes Analytics. Not for distribution without permission.
− Predicted smoking ☐ Reported smoking
Teenage smoking
© Geddes Analytics™ 2012. Not for distribution without permission.
Week
Favora
bilit
y %
Pre-crisis
stability
Media-based forecast
anticipates fall in brand
reputation
Survey-based brand
image
4-week forecast based on previous 4-week media data
© Geddes Analytics™ 2012. Not for distribution without permission.
Media-based forecast captures
fall in brand reputation during
crisis
Favora
bilit
y %
Week
© Geddes Analytics™ 2012. Not for distribution without permission.
Media-based forecast
captures turnaround as crisis
eases
Favora
bilit
y %
Week
Survey-based brand
image
4-week forecast based on previous 4-week media data
© Geddes Analytics™ 2012. Not for distribution without permission.
David Geddes, PhD.
Geddes Analytics LLC
1-314-960-4780
@leximills 31 | @leximills 31 |
Tying PR to Business Outcomes
Lexi Mills Head of Digital at Dynamo PR Email: [email protected] Twitter: @leximills
@leximills 32 |
It all comes down to money and who you are speaking to.
@leximills 33 |
Kickstarter
@leximills 34 |
Kickstarter
@leximills 35 |
Investment- Kickstarter Stats
@leximills 36 |
Investment- Kickstarter Example
@leximills 37 | @leximills 37 |
Few projects allow for this so what else can you track and connect to the business?
37
@leximills 38 |
Direct Enquiries
@leximills 39 |
Downloads
@leximills 40 | @leximills 40 |
Referral Traffic
@leximills 41 |
Google Analytics Referral Traffic
@leximills 42 |
Google Analytics Referral Traffic
@leximills 43 |
Social Referral Web Metrics
@leximills 44 |
Comparative Web Metric
@leximills 45 |
Web Analytics - What to Look At
@leximills 46 |
Web Analytics Summary
Web Analytics: • Traffic • Referral traffic from specific sites • Referral traffic from Social • Bounce rate • Conversions • Comparative metrics
@leximills 47 | @leximills 47 |
@leximills 48 |
Over the first six months Dynamo: • Increased internet search for the brand by 60% over six months. • Blue line is Bathrooms.com, the other colour shows internet interest in competitors.
2 point increase
3 point increase
1163 increase 96% uplift
103 increase 72% uplift
Integrated Campaign Results Snapshot
@leximills 49 |
Keyword Search Volume Vs. PPC Costs
@leximills 50 |
Bathrooms From 0 to 6 to 2 Bathroom From 0 to 200 to 5 Bathroom Suites From 0 to 82 to 19
Top Keyword Results
@leximills 51 |
Figures as per SEOmoz’s Biennial Search Ranking Factors
Domain Level Keyword Agnostic Features
Page Level Traffic/Query Data
Page Level Keyword Agnostic Features
Domain Level Brand Metrics
Page Level Social Metrics
Domain Level Keyword Usage
Page Level Keyword Usage
Page Level Link Metrics
Domain Level Link Authority Features
PR can influence 6 or the 9 key areas that affect Google rankings
Google's Ranking Algorithm
@leximills 52 |
Domain Level Keyword Agnostic Features
Page Level Traffic/Query Data
Page Level Keyword Agnostic Features
Domain Level Brand Metrics
Page Level Social Metrics
Domain Level Keyword Usage
Page Level Keyword Usage
Areas of SEO Influenced by PR, Social & Content
Figures as per SEOmoz’s Biennial Search Ranking Factors
Page Level Link Metrics
Domain Level Link Authority Features
@leximills 53 | @leximills 53 |
DA vs PA
53
@leximills 54 |
Referring Domain VS Backlink Growth
@leximills 55 |
How Future Proof is Your Strategy?
@leximills 56 |
Bathrooms.com 4.7% drop in DA 2.7 increase in trust betterbathrooms.com 9.4% drop in DA 0.4 % drop in trust bathstore.com 8.9% drop in DA 0.6 % increase in trust victoriaplumb.com 8.9% drop in DA 2.5 % increase in trust
Sustainability
@leximills 57 |
SEO Summary
SEO: • Inbound links • Types of links • Keyword volume and rankings • DA PA and Google update robustness • Sustainability
@leximills 58 | @leximills 58 |
Social Reporting
58
@leximills 59 |
Facebook - Growth Isn't Enough
@leximills 60 |
Twitter - Location and Interests
@leximills 61 |
Twitter - What Posts are Most Popular?
@leximills 62 |
Social Summary
Social: • Growth • Locations • Interests • Top posts • Impressions
How to Tie PR Metrics and Reporting to Business Results June 19, 2014
Jodi Echakowitz @JodiEchakowitz CEO Echo Communications
Lexi Mills @leximills Head of Digital Dynamo PR
Rod Nicolson @rodnic66 Vice President, Global Reporting PR Newswire
David Geddes, Ph.D. Managing Director Geddes Analytics LLC Chair, Institute for Public Relations Commission on Measurement and Evaluation
QUESTIONS
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