prsa international 2011_2
TRANSCRIPT
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
A Presentation to PRSA International Orlando, FLOctober, 2011
Katie Delahaye [email protected]:/kdpaine.blogs.comFounding member Institute for PR Measurement Commission Founding Fellow, Society for New Communications Research
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
OMG ROI: Measuring Impact and Influence in a 3.0 World
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
It’s the end of the measurement world as we know it 1. Coke + P&G announced they won’t pay for eyeballs,
only engagement 2. @AndyCarvin broke the news of Mubarak’s fall 1
hour before Al Jazeera3. Sodexo saved $300K in recruitment costs via Twitter4. In 3 months, via crowdsourcing, an engineer solved a
problem that Exxon spent 20 years trying to solve5. The CEO of a hospital won a union battle via blogging6. HSUS generated $650,000 in new donations from an
on-line photo contest7. The MyDrunkKitchen YouTube Channel has more
viewers than CNN2
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Old School Metrics
AVEEyeballsHITS (How Idiots Track Success)Couch Potatoes (GRPs) # of Twitter Followers (unless
you’re a celebrity)# of Facebook Friends/Fans
(unless they generate $$)
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
New School Metrics
SEO & Page Rank = Likelihood of being foundInfluence = The power or ability to affect someone’s actions. Engagement= Some action beyond zeroRelationships = Long term engagement leading to trustAdvocacy = engagement driven by an agendaSentiment = contextual expression of opinion – regardless of tone ROI: Return on Investment – no more no less. End of discussion
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Myth Busting 1. Social media is just Facebook and Twitter2. Someone needs to own Social Media3. It’s all about marketing4. Eyeballs = Awareness 5. Followers = Influence6. Likes = Engagement 7. Engagement = ROI8. All that matters is sales 9. Sentiment is what’s really important
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Only 3 to 7.5% of consumers on average actually see posts made by the Organization.Organizations with fewer fans
(between one and 10,000) will have higher engagement rates
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Reality # 1 Media ≠ Facebook
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Reality # 2: No one needs to “own” social media2004-2010
Force-fitting Social Media into Existing Structure
SocialMedia
PR Mktg
Digital
Corp Comm
Direct
2000-2004Social Media/CGM
emerges as a technology function
2010-2015Integrating Social Media
into the Organizational DNA
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Conversations
$$$$$$$$$$$$$$$$$$$$$$$$$$
Savings, shorter cycles, more renewals, better ideas, research
Product Support HRIR SalesCIR&DMktg
ResearchProd. MktgPR/Com
ms/Mktg
Reality #3: It’s not all about you, so get over it
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Eyeball counting
HITS & Clicks Outcomes
MSM Online Social Media
Reality #4: Eyeballs are not awareness
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Reality #5: Followers/Reach does not = influence
Measure what matters There is no “bible” Influence ≠Reach, GRP,
or any other magic bulletAll influence is relativeA computer cannot tell
you who matters most
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Myth # 6: Likes are not engagement
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LikesImpressions Followers
Trial/Consideration Purchase Advocacy
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Myth # 7: Engagement is a continuum
Impressions
Click thrus, Unique visitors,
Likes
Repeat Visitors, Twitter
followers, Comments
Retweets, Repeat
Comments. Reposts,
Shares, Use of hashtag, @message
Registration, Positive
sentiment, Trial
Repeat PurchaseAdvocacy
1 21.5 2.5 3.53 4 54.50
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Myth #8: ROI may be EfficiencyNeed some help with that lawn?
Going where the fish are = Greater efficiency: 44 % of junk mail goes to landfills unopened .
Response rates <0.25% now acceptableBetter SEO results Greater loyalty: Listen for need, respond with
helpQuilted NorthernHome Depot
Loss prevention; risk mitigationGeorgia Pacific
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Myth #9: Sentiment may not matterThere’s a reason they call it “earned” You are what you
do, not what you sayAssumes sentiment exists
80% of conversation is neutral, just making an observationMajority of business doesn’t evoke sentiment
Requires lots of data Once you eliminate spam, content farms and invalid mentions, make sure content volume is sufficient
Assumes sentiment drives action, but you need analytics to prove it Real time sentiment is not measurement
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
The Social Media Measurement Process
• Monitoring/Listening
• Establish Rules
Crawl
• Participate• Measure• Tailored
content
Walk
• Integrate into Strategy
• Use Multiple Channels
• Follow best practices
Run
• Tie efforts to outcomes
• Crowd source• Integrate
with all Mktg• Continuously
improve
Fly
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
1. Define the “R” in your ROI 2. Connect the dots between
organizational goals and PR 3. Establish benchmarks4. Define your metrics 5. Pick a tool 6. Figure out what it means, change and
measure again
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6 Steps to Measuring Social Media
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
What are you measuring?
Paid – Google Adwords, Facebook Ads, popups, banners etc.
Owned – www.prsa.org @prsaShared – Content you create that
other’s shareEarned -- Everything else
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Don’t ask me, ask your stakeholders
Questions you need to know the answer to:
What keeps them up at night?What are they currently seeing? Where do they go for information?What influences their decisions?What’s important to them?What makes them act?
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Step 1: Goals for Communications
1. Marketing/leads/sales/2. Mission/message/positioning/3. Relationship/reputation/
To fix this Or get to this
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Goals drive metrics, metrics drive results
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Reputation/Relationships
% improvement in Relationship scores
% increase in Recommendations
% Share of Favorable Positioning
Get the word out
% hearing/seeing
% believing
% acting
Sales
% increase in Engagement
% movement along Engagement Continuum
% reduction in $ per customer acquisition
% increase in qualified leads
Marketing Mix Modeling
Goal
Metrics
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
You have to connect the dots
Improving our positioning in the
marketplace
Communicating key messages
Ensuring consistency in brand image
Increasing qualified leads
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Definitions of success
Media Tracking
Measuring web traffic
Financial Accounting
Qualitative Analysis
Multi-variate testing
Web traffic or clicks
Message Analysis
Relationship Survey
Key Influencers
Measurement in place Needed Tools
Media
Potential employees
Partners
Customers
Priority audiences
Social Media Content Analysis
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Step 3: Establish benchmarks
A peer groupControl groups vs. other departmentsOver time Whatever keeps your C-Suite up at
night
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Step4: You need to think like an Olympian
GoalStart
ExposureFriendsFollowers
Engagement $$$ raised+ +
Metrics
Category Metric 1 Metric 2 Metric 3 Progress
Strength 100 pounds + 10 miles
200 pounds20 miles
Pass test
Sailing 3 top 30 finishes 3 top 20 finishes 3 top 10 finishes 20% increase in position each race
Marketing 365 Members 21 Followers 1 sponsor $1000 raised
24Please follow @cpainesailng on Twitter or CPaineSailing on Facebook
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Typical KPIs in Earned Media % increase/decrease in share of
desirable vs. undesirable conversations over time
% increase in share of reposts and comments vs. the competition over time
% containing a key message % message integrity over time % favorable positioning on key issues% share of quotes
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vs.
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Typical KPIs in Owned Media % increase in repeat vs. unique visits% increase in time on site, pages per
visit% increase in blog
subscriptions/registrations % increase in visits to unique URLs % increase in downloads
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Step 5: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysisIf you want to measure awareness, perception, relationships, preference: Survey researchIf you want to measure engagement, action, purchase: Web analyticsIf you want predictions and correlations you need two out of three
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
You really only need one tool
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Step 5: Selecting a measurement toolObjective KPI Tool
More efficient customer acquisition
% decrease in cost per customer acquisition% increase in leads vs. activity
Web Analytics + CRMCorrelations with social media content
Engage marketplace Ratio of comments to postsRepeat visits vs newTime on sitePages per visit
Content Analysis, Web analytics or Content Analysis: 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 –Relationship and awareness survey
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Tool #2: Measuring “Owned” Media
Web analyticsGoogle AnalyticsWeb TrendsOmniture
SEOPage RankPost Rank
InfluenceTwitalyzerTraackrKlout
CRM/Business Intelligence
SalesforceSASSAP
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Tool #3 Measuring relationships Control 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.
TrustThis organization can be relied on to keep its promises.This organization has the ability to accomplish what it says it will do.
SatisfactionGenerally 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 more
Exchange relationshipEven 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 relationshipThis organization is very concerned about the welfare of people like me.I think that this organization succeeds by stepping on other people. (Reversed)
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Find your “Abby”Ask “So What” three timesLook for failures firstCheck on what the competition is doing Then look for exceptional successCompare to last month, last quarter, 13-month averageMove resources from what isn’t working to what is
Step 6: Tying it all together: Research without insight is just trivia
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
Pushing back on the skeptics
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We can’t afford it
How does it helps sales?
What’sthe ROI ?
Measuring relationships is
squishy
Why do you make it so complicated?
I want one number to show
success
What “R” are you looking
for?
We spend millions talking at the market, its irresponsible to not spend at least 10% to find out if its working?
Measuring IP is squishy?
Forcing PR to use one number is like asking your Accounting Dept.
to only use a calculator
Does you CFO only present 1 number to the
board?
How does the redecorated lobby help
sales?
©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
6 Steps to Success = Think Different 1. Break down the silos2. Use crowdsourcing to find
solutions3. Seek relationships, not
“likes”4. Remember what matters5. Use metrics to inspire not to
justify 6. Crawl, Walk, Run or Fly
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©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.
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 1-603-682-0735
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