measuring the value of pr in the digital age. pr in the digital age conference, 3 december 2015
TRANSCRIPT
MEASURING THE VALUE OF
PR IN A DIGITAL AGE
NATASHA HILL 3 DECEMBER 2015
ME & BOTTLE
• Brand & Strategic Planning
• ATL & BTL Marketing
• Digital & Innovation
• Communications
Brand strategy & storytelling through:
• PR & Social
• Content & digital
• All channels
Our experience:
THERE’S NEVER BEEN A BETTER TIME FOR PR
Right content. Right channels. Right time.
WE CAN PROVE OUR VALUE
Reach. Engagement. Action
IS THIS PR?
Caring for a Loved
One With Cancer
advert
AXA PPP Healthcare
Part of an integrated
campaign which had
toolkits for corporates,
thinking of you cards
for nurses, and a PR
campaign which
featured the following
video gaining a strong
piece of coverage on
the Mail Online
Is this… …more effective
than this…
…or this?
Daily Telegraph
Circulation: 489,459 25,000 video views
97 Facebook post
likes
THE DILEMMA
OR PUT ANOTHER WAY
“Well if AVE is
dead, you better
find me another way
to measure your
impact!”
NO S**T SHERLOCK
‘Measurement’ is not the
same as ‘KPIs’
Goal setting is critical
You should still measure outputs
(e.g coverage)
Evaluation requires both qualitative
and quantitative methods
(e.g volume & sentiment)
Measurement should be transparent &
consistent
THE FUNDAMENTAL
PRINCIPLES FOR GOOD
MEASUREMENT DON’T CHANGE
For digital, the measurement criteria is broader
But outcomes are also measureable and more
valuable…and therefore you should be able to
measure the impact of the comms
It’s easier to measure share of voice and
sentiment online
Using timeframe benchmarks & seeing the uplift
can reveal powerful impact
Social media can and should be measured
consistently with other media channels
DIGITAL ALLOWS YOU TO
SUPPLEMENT THEM FOR
GREATER EVALUATION
WE’VE BEEN SEARCHING FOR SOMETHING FITTING & MEMORABLE…
THE SWEET SPOTOPTIMISED CONTENT, SHAREABLE CONTENT,
ENGAGING CONTENT, GOOGLE AUTHORSHIP
PAID MEDIAFACEBOOK SPONSORED POSTS
SPONSORED TWEETS
TWITTER CARDS
FAN ACQUISITION
LEAD GENERATION
OUTBRAIN
INCENTIVEAFFILIATE
BRAND AMBASSADORS
SPONSORED CONTENT
NATIVE ADVERTISING
CONTENTCREATE FROM EXPERTS
EMPLOYEE STORIES
CUSTOMER STORIES
USER-GENERATED CONTENT
REVIEWS
BRAND JOURNALISM
WEBINARS, VIDEOS & PODCASTS
PUBLICITYMEDIA RELATIONS
BLOGGER RELATIONS
INVESTOR RELATIONS
INFLUENCER RELATIONS
INFLUENCER
ENGAGEMENTRESPONSE TO DETRACTORS
DETRACTORS TURNED TO
LOYALISTS
LOYALISTS TURNED TO ADVOCATES
PARTNERSHIPSCHARITY TIE-INS
COMMUNITY SERVICE
CO-BRANDING
SOCIAL MEDIAFACEBOOK
LINKED-IN
YOUTUBE
VINE
GOOGLE+
SNAPCHAT
OUR PREFERRED MODEL FOR BRAND FAME: PESO
Gini Diertrich PESO Model
PAID FOR
PAID
PAID MEDIA
FACEBOOK ADS
SPONSORED POSTS
SPONSORED TWEETS
TWITTER CARDS
FAN ACQUISITION
LEAD GENERATION
OUTBRAIN
METRICS
WEBSITE VISITS
ENGAGEMENT OVER TIME
REPUTATION
REACH (organic / paid)
COST PER…
VIEWS
ACTION
ADVOCACY / SENTIMENT
TACTICS
ADVERTORIAL
QUIZZES (e.g
PLAYBUZZ)
B/VLOGGER INCENTIVE
VIDEO BOOSTING
FEATURES
SPONSORSHIP
CONFERENCE
SPONSORSHIP &
CELEBRITY
(INFLUENCERS)
PUBLICITY
MEDIA RELATIONS
BLOGGER RELATIONS
INVESTOR RELATIONS
INFLUENCER RELATIONS
EARNED MEDIA
EARNED
METRICS
REACH
SHARE OF VOICE
INFLUENCER ENGAGEMENT
REPUTATION
BEHAVIOUR CHANGE
KEY MESSAGES
PURCHASES
ADVOCACY / SENTIMENT
TACTICS
ROUND TABLE
NEW STATS
RESEARCH / POLLS
CASE STUDIES
CAMPAIGNING
DATA VISUALISATION
EVENTS
EXPERIENTIAL
STUNTS
PRODUCT PLACEMENT
SHARED (SOCIAL) MEDIA
SHARED
SOCIAL
LINKED-IN
YOUTUBE
VINE
GOOGLE+
SNAPCHAT
METRICS
FOLLOWER / FAN GROWTH
CONTENT SHARES
POST REACH
SHARE OF VOICE
SHARE OF CONVERSATION
SHARE OF TOPIC
CONVERSATIONALITY
CLICK THROUGH RATE
ENQUIRY
PURCHASE
TACTICS
CAMPAIGNS
NEWS SHARING
CUSTOMER SERVICE
ANNOUNCEMENTS
CASE STUDY STORIES
INSPIRATION
PROGRESS UPDATES
THANK YOUs
OWNED
OWNED
CONTENT
CREATE FROM EXPERTS
EMPLOYEE STORIES
CUSTOMER STORIES
USER-GENERATED CONTENT
REVIEWS
BRAND JOURNALISM
WEBINARS
E-COMMS
METRICS
SITE VISITS
VIDEO VIEWS
LINK SHARES
CONTACT REQUESTS
NEWSLETTER SIGN UPS
ENQUIRIES/ CRM
PURCHASES
FEEDBACK FORMS
TACTICS
BLOGS
VIDEO
INFOGRAPHIC
ANIMATION
PHOTOGRAPHY
CARTOONS
PODCASTS
Putting it into practice from
a planning point of view
GOAL SETTING
Can you have your
cake and eat it?
DEFINE YOUR (MOST IMPORTANT) OBJECTIVES
ReachReaching as many people
as possible with the story
Engagement Creating dialogue or interaction
with the story
ProfileReaching a specific audience with
a thought -leadership story
LongevityCreating a long-lasting story/
content that can be easily found
any time
Reach Profile
Engagement Longevity
H / M / L
H / M / L
H / M / L
H / M / L
RIGHT CHANNEL, RIGHT MESSAGE, RIGHT TIME
EARNED SHARED PAIDOWNED
Must be:
• New news
• Purposeful
• Relevant to many
Can’t be
• Branded
• Promotional
• Responsive
• Guaranteed
Must be:
• Relevant to audience
• Bite-sized
• Arresting
• Shareable
• Two way
Can’t be
• Dull
• Relied upon for scale
Must be:
• Planned
• Budgeted for
• Needed
• Measured
Can be
• Branded / promotional
Can’t be
• The only thing you do
Must be:
• Planned
• Good quality
• Shareable
Can be
• Branded
• Promotional
Can’t be
• Flat / dull
• Forgotten
AND ONLY THEN, DEFINE YOUR MEASUREMENT CRITERIA AND KPI’S
Reach Profile
Engagement Longevity
L
H
H
M
I NEED TO…
Demonstrate thought-
leadership with a niche
market on mental health
Earned media context primarily
with other channels supporting
IN A… SO MY KPI’s WILL BE
Press release
of outcomes
Live tweeting
at event to
build interest in
specific
audiences
White paper
following event
Influential
figurehead at
event
• 90% attendance by selected
delegates
• Coverage in top 3 titles
• Retweet by X target influencers
BUT I’LL ALSO MEASURE
• Coverage in 3 x Tier B titles
• Social reach & engagement
• Comments sections for online
articles
• New followers
• # uses
• Total reach & engagement of
tweets compared to average day
AND YOU CAN USE THIS TO PLAN BIGGER INTEGRATED CAMPAIGNS TOO
PAIDReach Profile
Engagement Longevity
H
H
H
H
H
STATS STORY TWIITTER
CLINIC
VIDEO ON-LINE QUIZ
e.g Playbuzz
H
YOU CAN MEASURE A LOT FOR FREE – MY TOP FOUR TOOLS
Real-time tracking,
organising and
engagement
Traffic referrals
to and from your
web site
(outcomes)
SOV against competitors
& what is being said
about you
What your
competitors are
talking about
AND FINALLY, WHAT THE JUDGES ARE LOOKING FOR…
M&S Follow The Fairy
Addidas There will be haters
Borough Market:
The Real Apple StoreAirBnB: Floating House
Liverpool City Council:
The look to die for
QUANTIFIED EVIDENCE OF THE OUTPUT AND OUTCOMES…
M&S Follow The Fairy
Adidas There will be haters
Borough Market:
The Real Apple Store
AirBnB: Floating House
Liverpool City Council:
The look to die for
• 400% increase in sales
• 79 pieces of coverage
• 324% increase in Tweets
• 88% increase in followers
• 16% more visitors to BM
• 42% of young girls pledged
to give up the sunbeds
• 207 extra Liverpudlians
visited their GP with a mole
or skin lesion compared to
the previous yearThe campaign had the
greatest organic reach of
any Adidas online campaign
to date
• 1.7 billion OTS
• 42,000+ followers
@TheTwoFairies
• 17,000 random acts of
kindness submitted
• Reached 75% of target mkt
• An additional 19m through
social channels
• 200m impressions socially
• 73k web referrals, 38% of
those new to brand
GO FORTH & BE INQUISITIVE
1. Set your goals
2. Plan your campaign using
PESO
3. Define your KPIs, as well as
measures
4. Know which tracking tools will
work best for you
5. Establish your benchmarks
6. Execute
7. Monitor and optimise
8. Keep looking and learning
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
PR in the digital age
Conference
3 December 2015
London
#charityPR
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