influence and business outcomes

INFLUENCE

OUTCOMESAND BUSINESS

03/01/11K A R L AW @ WA G G E N E R E D S T R O M . C O M

T W I T T E R : @ K A R L AWA C H T E R

The Problem

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

Your Business or Organization Leadership EXPECTS tangible business impact and results for their investment areas.

TH

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M

ARE YOUDELIVERING?

Hint: No, AVE’s Don’t Count!


WE ARE MEASURING OUTPUTS

WE ARE ASSUMING IMPACT ON BUSINESS OBJECTIVES


INFLUENCE = EFFECTEFFECT = ACTION

ACTION = OUTCOME


If we are in the business of

INFLUENCE then we must show the EFFECT & OUTCOME of that influence on “the actions, behavior, opinions, etc.” of our target audience.

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Thus, INFLUENCE must be tied directly to BUSINESS OUTCOMES


QUESTIONS THAT LEAD TO CORRELATING INFLUENCE AND BUSINESS OUTCOMES What is the business problem your company/organization is

trying to solve?

What are the company/organization business objectives?

How will PR specifically help solve the problems and impact the business objectives?

Do I have the right data to inform the development of the right objectives and strategies?

Do I have MEASURABLE PR objectives that align to the business objectives?

What KPI’s do I need to measure to show impact of my objectives?

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TYPES OF BUSINESS OUTCOMES

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Non-Financial

• Awareness• Brand Loyalty• Reputation &

Perception• Belief• Advocacy

Financial (Revenue Generating)

• Sales• Investment• Valuation• Donations• Membership• Downloads


SETTING MEASUREABLE OBJECTIVES

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•Increase Unaided Awareness of X Brand/Product by 15% YOY.

HOT

•Raise Awareness of X Brand/Product/Organization.

NOT

•Increase Membership by 50% YOY

HOT

•Increase Membership

NOT


Financial Outcomes


WHAT IS ROI?Profit from an investment as a percentage of the amount invested

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•Controllable•Geography•Product•Outlets•Influencers

•External•Advertising•Word of Mouth•Price

Input Variables

• Tone• Volume• Key Message Pick-up• Search Volume/ Awareness

PR Outputs • Search/Volume Awareness• Intent to Use• Sales Volume• Sales Revenue• ROI• Brand Perception

Business Outcomes


Non-Financial Outcomes



Measurement MethodologiesAwareness-Advocacy continuum

Proxy measures (coverage and conversation)Business Measures

Articles and Blogs Social Media

No Awareness

Share of voiceBrand awareness survey, share of voice (internal blogs/content/SM)

Aided Awareness Ratio of pitched coverage to total coverage

Views/reach/ impressions of content, inbound link analysis

Brand awareness survey, internal analytics/web metrics (views expressed as a ratio to employee base)

Unaided Awareness Ratio of organic to total coverage

Original tweets/statuses that are not a retweet or like, inbound link analysis

Brand awareness survey, organic/unprompted references to subject on intranet/employee forums

Belief Key message pick-up Retweets/likes of SM with KM inclusion

Brand belief survey, employee retention rates, likes/votes on intranet sites, conversion rates/sales (from internal company data)

Loyalty Key message pick-up + positive tone

Original SM with KM inclusion

Brand loyalty survey, employee and customer retention rates (internal company data), customer longevity (internal company data), employee longevity (average years with Verizon), internal sharing of relevant intranet content (links, posts, discussions)

Advocacy Key message pick-up + positive tone + call to action

Sharing of KM via social media + call to action

Brand advocacy survey, customer referrals, employee referrals, partner sales, creation of positive/supporting/ referential engagement on intranet

Influence System


S T E P 1A N A LY Z E

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P R O C E S SD I S C O V E R Y

D I G I TA LF O O T P R I N TA N A LY S I S

S E A R C HF O O T P R I N TA N A LY S I S

D I G I TA LA S S E TA U D I T

Which digital channels are currently being employed? What is the content being distributed through those channels? What levels of engagement occur around that content?

How do you show up in search engines?

What content is available and being created for social channels?

What is the internal process and who are the stakeholders for monitoring, creating content, posting to channels, and engaging with end users?



S I T U AT I O N

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S T E P 2DEVELOP

S T R AT E G Y

S U C C E S SM E T R I C S

TA R G E TA U D I E N C E

B U S I N E S SO B J E C T I V E S

DIFFEREN-T IATORS

Who are we looking to influence?

What is the ultimate goal of the communications stream?

What are our unique benefits to our target audience?

What KPIs will be used to determine a successful rollout?



S I T U AT I O N

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S T E P 2DEVELOP

S T R AT E G Y

S U C C E S SM E T R I C S

TA R G E TA U D I E N C E

B U S I N E S SO B J E C T I V E S

DIFFEREN-T IATORS

S T E P 3A L I G N

P R O C E SS E S

WORKFLOWOPTIMIZATION

R E S O U R C EASSESSMENT

W O R K F L O WD I S C O V E R Y

GOVERNANCEF L O W

Are the appropriate number and types of people involved in the process?

How does content and engagement happen now, who is responsible, what is the process?

Who needs to be informed of new content and social engagements, what is the process, where does the governance live?

Where can we create efficiencies to cut down on manual labor?


Summary


Understand the Business Objective

Understand how PR will impact the business objectives

Create Measurable PR Objectives

Develop effective research and measurement program that clearly correlates influence to business outcomes


ARY & CHECKLISTTH

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HEC

KLIS

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THANKYOU


[email protected]

TWITTER: @KARLAWACHTER

influence and business outcomes

Documents

waggener edstrom worldwide

business problem

business of influencethen

impacton business objectives

tangible business impact

business outcomesthe

correlating influence

right objectives