measurement: proving the value of earned and owned media. nadina guglielmetti womma
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11 | 2011
MEASUREMENT
EARNED AND OWNED MEDIA
PROVING THE VALUE OF
NADINA GUGLIELMETTI, WAGGENER EDSTROM WORLDWIDE
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© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
Engagement
Behavior
Attitudes
WOM
Influence
Media POV Customer
POV
Earned (Traditional,
Blogs, AR,
Broadcast,
Social)
Owned (Advertisin
g,
Owned
Properties)
Market Gaps
&
Opportunities
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THE PROBLEM
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Your business or organization leadership
EXPECTS tangible business impact and results for their investment areas.
ARE YOU DELIVERING?
Hint: No, AVEs Don’t Count!
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WE ARE MEASURING
OUTPUTS
WE ARE ASSUMING
IMPACT ON BUSINESS
OBJECTIVES
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INFLUENCE = EFFECT
EFFECT = ACTION
ACTION = OUTCOME
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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.
Thus, INFLUENCE
must be tied directly to BUSINESS OUTCOMES
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INFLUENCE BUSINESS
OUTCOMES
SO WHAT NOW?
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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 your campaigns 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 objectives that align to the business
objectives?
• What KPIs do I need to measure to show impact of my
objectives?
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TYPES OF BUSINESS OUTCOMES
Nonfinancial
• Awareness
• Brand Loyalty
• Reputation &
Perception
• Belief
• Advocacy
Financial (Revenue Generating)
• Sales
• Investment
• Valuation
• Donations
• Membership
• Downloads
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SETTING MEASUREABLE
OBJECTIVES
• 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
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WHAT IS ROI?
Profit from an investment as a percentage of the amount invested
• Controllable
• Geography
• Product
• Outlets
• Influencers
• External
• Advertising
• Word of mouth
• Price
Input Variables
• Tone
• Volume
• Key message pickup
• Search volume/ awareness
• Action
Outputs Variables • Search/volume
awareness
• Intent to use
• Sales volume
• Sales revenue
• ROI
• Brand perception
Business Outcomes
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OUTCOME MODELS
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MEASUREMENT METHODOLOGIES: EARNED
Awareness-
Advocacy
continuum
Proxy measures (coverage and conversation)
Business Measures Articles and Blogs Social Media
Unaided/Aided
Awareness
Ratio of organic or
pitched coverage to total
coverage
Original tweets,
Views/reach/impressions of
content, inbound link
analysis
Brand awareness survey, organic/unprompted references
to subject on intranet/employee forums, internal
analytics/Web metrics (views expressed as a ratio to
employee base)
Engagement Amplification, comments,
ratio of recommended
action and follow through
Re-tweets/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
Sustained Key message
pickup + positive tone
Original SM with KM
inclusion +positive tone
Brand loyalty survey, employee and customer retention
rates (internal company data), customer longevity
(internal company data), employee longevity), internal
sharing of relevant intranet content (links, posts,
discussions)
Advocacy
Sustained Key message
pickup + positive tone +
call to action
Sharing of KM via social
media + positive tone + call
to action
Brand advocacy survey, customer referrals, employee
referrals, partner sales, creation of positive/supporting/
referential engagement on intranet
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MEASUREMENT METHODOLOGIES: OWNED/PAID
Conversion
continuum
Proxy measures (conversation)
Business Measures Advertising Digital Platform
Awareness
Impressions (Reach),
Key message pickup
Unique Visitors
Branding awareness survey, advertising or messaging
effectiveness
Engagement
CTR Time spent, Views of
content, inbound link
analysis, Comments, re-
tweets, interactions, brand
mentions or purchase
Brand belief survey, likes/votes, conversion rates/sales
Loyalty
Sharing of key
advertising or branding
messaging
Repeat visits, repeat
purchase, repeat
mentions, likes
Brand loyalty survey, customer retention rates,
customer longevity
Advocacy
Sharing of brand
messaging
Sharing of brand
messaging via social
media, repeats
engagement, call to action
Brand advocacy survey, customer referrals, increased
sales
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SOLUTION FRAMEWORK
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SOLUTION FRAMEWORK
IDENTIFICATION &
RANKING
THE INFLUENCE
NETWORK
INFLUENCE MAPPING
KEY
CONVERSATIONS
CONVERSATION
STRATEGY
INFLUENTIAL
CONVERSATIONS
MEASUREMENT
BASICS
MEASURING
CONTENT
SETTING LONG-TERM
MEASUREMENT
STANDARDS
AUDIENCE OUTCOMES INFLUENCE
STA
RT
ING
IN
TE
RM
ED
IAT
E
AD
VA
NC
ED
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EXAMPLE: Measuring ROI
A GROUP
Amplification (Share of Mentions)
Tone
Messaging
B GROUP
Amplification (Share of Mentions)
Tone
Messaging
Percentage +/- in
comparison to the
benchmark share of
content that
mentions X.
Benchmark = 1.34%
share
Percentage +/- in
comparison to
benchmark
average tone (3.19)
Percentage +/- in
comparison to
benchmark % of X
content that
contains
messaging.
Benchmark
percentage = 4.6%
vs.
Percentage +/- in
comparison to the
benchmark share
of content that
mentions X.
Benchmark =
0.36% share
Percentage +/- in
comparison to
benchmark
average tone
(3.08)
Percentage +/- in
comparison to
benchmark % of X
content that
contains
messaging.
Benchmark
percentage = 5.5%
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EXAMPLE: Influence Impact
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EXAMPLE: Influence Network
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EXAMPLE: Half the Sky
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EXAMPLE: Ask Avande
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SUMMARY
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Understand the business objective
Understand how your efforts will impact the
business objectives
Create measurable objectives
Develop effective research and
measurement program that clearly
correlates influence to business outcomes
ARY & CHECKLIST THE CHECKLIST
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THANKYOU [email protected] TWITTER:@NADINAG