Katie Delahaye PaineCEOPPaine Publishing

www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com

Surfing the Data Tsunami: How PR is using Data Analytics to Become Communications Superheroes

April 28, 2017PRXNE17Corning, NY

A Typical Day in Communications

Because the boss says so

47%

Because some one thought it

was a good idea 37%

Because its cool11%

Because it helps our mission

5%

Requests

Data is the language of management

0% 20% 40% 60% 80% 100%

TAC

Manuscript

One Source

HAL

Positive Messages No Messages Negative Messages

Percent of impressions containing messages by product

$0.00 $0.50 $1.00 $1.50 $2.00 $2.50

TAC

Manuscript

One Source

HAL

Cost per message communicated

3

Tactics:PartyPress EventPress Tour with trade & business media Release distribution

Interviews and media advisories generated best coverage

0% 20% 40% 60% 80% 100%

Application articles

Contract wins

Exec Interview

Media advisory

Release + conference

Press release plus VNR

Product review

Industry issue

Trade show/event

No Message

Negative Message

Positive Message

4

Six reasons why, like it or not, integrated data and metrics are in your 1. There’s no “one way” to reach your

stakeholders anymore2. 63.2%of social media teams live within

marketing, 6 points higher than last year3. Only 4.5% assign social media to PR

anymore4. Customer-centric outreach requires

communications + marketing to be in sync5. Internal communications is critical to

external effectiveness6. It just works better

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CUSTOMER + EMPLOYEE

P&G proved that PR was shown to deliver more value P&G found that PR delivered 8 times the value of TV and 4 times the value of trade advertising. Three of the six products showed PR with the highest ROI of any marketing tactic Overall PR delivered a 275% ROIElements that moved product: RecommendationsVisualsBenefits

012345678

Trade TV ad PR

$ return oninvestment

6

ACA programs drive higher Optimal Content Scores, which correlate highly with web visits

0.41

0.44

0.47

AC items

ACA items

ACA Optimal ContentScore

Correlations between Web Visits and PR Metrics

Pearson r. value

7

7

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020000400006000080000

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Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

Without ACA Events, Optimal Content Scores for Atlantic City Would Have Been Significantly Lower

The red line represents coverage of Atlantic City minus all mentions of ACA and its programs

4

3.252.75 2.99

3.652.96

3.36 3.24

2.34 2.37 2.43

1.30

-1.24

0.37-0.05

0.28 0.28

-1.56

4.91

3.92

2.993.58

4.14 4.1 4.27 4.12 4.29

2.78 2.56

1.53

-0.29

0.610.20

1.441.77

0.63

-2

-1

0

1

2

3

4

5

6

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Aver

age

OCS

Sco

re

Atlantic City OCS without ACA Atlantic City OCS with ACA 8

Because of ACA’s efforts:• Coverage was less negative, and

more positive • More downloads of the “Visitor

Guide” were generated for less money

• People who saw news about Atlantic City are more likely to recommend and also perceive AC as fun and a place they are excited to visit – a key driver of preference.

8

More spokespeople would translate into better coverage

A Pearson correlation addressed the relationship between the number of quotes and the volume of desirable coverage. The number of quotes and the volume of

desirable coverage are positively related

GT could potentially increase its share of desirable coverage by building relationships between individual subject matter experts and key reporters

9

6 Steps to the perfect Measurement System Step 1: Define the goalWhat outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Define the parameters Define the investment. Clarify who are you are trying to reach. How your efforts connect with those audiences to achieve the goal? Step 3: Define your benchmarksWho/what are you going to compare your results to?Step 4: Define the metricsWhat are the indicators to judge your progress?Step 5: Select your toolsStep 6: Analyze the dataTurn into action, measure again.

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6 Steps to Success

1

2

3

4

5

6

Step 1: Define Your Champagne Moment What return is expected? Define in terms of the mission

Define your champagne moment If you are celebrating complete

100% success a year from now, what is different about the organization?

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Definitions of “Success” What’s the path?

The “Spark” – top tier media coverage

Quality media coverage conveys messages

Influencers generate understanding/awareness

Communications increases engagement

Engagement increases revenue and revenue advances goals

12

Step 2: Get Consensus on the Parameters

What are management’s priorities? Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal? What influences their decisions? What’s important to them? What makes them act? What’s a realistic budget?

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Procter & Gamble

14

Purchase

Desirable Photo

Recommendation

Brand Benefit

Tourism Destination

15

Intent to visit

Desirable Photo

Dispels a Myth

Signature Experience

Call to action or recommendation

Media Company

16

Ratings

Recommendations

Key message

Signature Program Mention

Social Engagement

B2B Company

17

Grow the marketable

universe (sales leads)

3rd Party Recommendation

Key message

Spokesperson quote

Desirable positioning

Step 3: Define Your Benchmarks

Past performance over time Measurement is a comparative tool Put your results into context

Peers/Competitors Think 3 Peer + underdog that is nipping at your

heels What keeps leadership awake at night?

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Step 4: Define Your Kick Butt Index You become what you measure, so pick your

metrics carefully How do you influence change?

Define what makes people act or change? Exposure to a message? A Facebook Post? A recommendations from a friend

The Perfect KBI: Is actionable Is there when you need it Continuously improves your processes & gets

you where you want to go

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What IS a “good article”?

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Desirable Criteria Score Undesirable Criteria Score

Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose

1Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose

1

Contains one or more positive messages 1.5 Contains one or more negative

messages 2

Event/Program is mentioned 1 No Event/Program is mentioned 0

Dispels a myth 2 Perpetuates a myth 2

Positive headline 2 Negative headline 2

Third-party endorsement 1 Recommends competition 1

Contains desirable visual 1.5 Contains undesirable visual 2

Total Score 10 Total Score -10

What constitutes “Engagement” ?

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Action Score

“Like”/Follow/Open/+1 .5

Favorites/Opens/Views .5

Comments 1

Shares content 1.5

Signs up to receive email or other owned content 4

Shares a link to an owned site 2.5

Total Score 10

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What does an engaged employee do?

Metric Weighting

Participation in Training

Volunteers for Community Activity

Event Attendance

Comments

Videos watched > 50%

Total 10

Step 5: Collecting Good Data

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Data is driven by goals What outcomes is your

program expected to achieve?

Ensuring data integrity

Do you have sufficient data? Do you have the right data? Are the time frames correct? Is sentiment accurate? Can you find the data you need?

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13,200 corporate decision- makers and entrep. (2% of 660,000 - actual US figure is 11%)

Putting a value on the NH primary

220 million media impressions

22 million positive impressions (10% positive impressions)

660,000 non-primary visits(3% of 22 million)

$33 million in potential tourismrevenue

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Tourism data

Media data

132 new businesseswith avg. 20 emp. per business = 2,640 employees @ $10,000 subsidy/business development value per emp.= $26,400,000

Economic Development

Data

Economic data

Correlation between Media Coverage and Goal Conversions (from Google Analytics)

0.28

0.399

0.405

0 0.1 0.2 0.3 0.4 0.5

Number of clips

Number of PositiveArticles

MQI Score

Pearson r value

Get the right data

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• Survey or Online action Awareness• Survey or Online action Preference• Survey or Online action ) Consideration

• Sales contact system Leads

• Monitoring/listening or Survey Messaging• Monitoring/listening Visibility• Revenue/expenses Cost savings

The Key Questions to Make Sure You Get the Data You Need Questions that need answering:

Who’s going to use the data? When do they need it? What are the objectives being measured? What’s the time frame? What conclusions do you need to draw? What programs need measuring? What are the basic requirements? What are the “nice-to-haves”? Who’s the audience? What’s the budget?

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Step 6: What’s the Point? Use Metrics to tell Your Story Rank order results from worst to

best Stop doing the “worst” performing

things Ask “So What?” at least three

times Find your inner “Data Geek” (or

someone who is) Compare to last month, last

quarter, 13-month average

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The Data is the Data

Don’t be afraid of bad news You learn more from failure Suggest ways to improve Make sure you relate data to

goals

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Analyzing your data Rank everything from best

to worst Learn from what didn’t

work

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Program MQINumber or Clips

Frontline 2.88 15PBS Newshour 2.91 46Sesame Street 3.62 119PBS Kids 4.01 99Victoria 4.54 12Nature 4.62 17PBS Children's Programming 4.63 18Mercy Street 4.63 23Independent Lens 4.88 22Mercy Street Season 2 4.88 19Great Performances 4.94 16Masterpiece 4.95 37Charlie Rose: The Week 5.00 26Downton Abbey 5.05 15Muhammad Ali 5.42 13American Masters 5.48 16The Bronte Sisters 5.77 13Vietnam 5.80 10The Vietnam War 5.92 16

Free entertainment generated the highest Optimal Content Scores

9.308.68

8.108.00

7.677.50

7.367.31

7.156.71

6.546.36

5.735.26

Free EntertainmentLady Antebellum Concert

Sand Sculpting World CupChallenge Triathlon

Boardwalk Hall Light ShowHello Summer

Sand BlastMiss'd America Pageant

Blake SheltonAir Show

July 4th FireworksDO AC

Meet ACMiss America

Top Programs By Optimal Content Score (OCS)

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Prioritizing Efforts

33

Market News InternationalJacksonville Business Journal Online

American BankerAtlanta Business Chronicle

ForbesMiami Herald

Jacksonville Business JournalNew York Times

Fox Business NetworkTimes-Picayune Online

USA TodayUS News & World Report

Wall Street Journal OnlineForbes Online

Wall Street JournalUSA Today Online

CNNMoney.comAtlanta Journal-Constitution

Bloomberg Radio NetworkAtlanta Business Chronicle Online

EconomistFox Business Online

Bloomberg NewsReuters

TheStreetMSN Money (US)

MarketWatchBloomberg Television

New York Times OnlineCalculated Risk

CNBCWashington Post Online

MoneyBeatTwitter

Business InsiderCNBC Online

Reuters OnlineNASDAQ

Yahoo! FinanceSeeking Alpha

Outlets that Don't Include Key Messages Incorrect or Undesirable message No Message

Calculated Risk 2.42Atlanta Journal-Constitution 2.40Fox Organizational Network 2.25Nightly Organizational Report Online 2.10WFLA-AM (Fox News Radio) 2.00DealBook 1.63New Orleans City Organizational Online 1.00Forbes 1.00New Orleans City Organizational 1.00Miami Herald 1.00Facebook 1.00CNN Online 1.00Jacksonville Organizational Journal 1.00Reuters 0.91MarketWatch 0.90Economist 0.88FiveThirtyEight 0.75CNBC World 0.50Times-Picayune 0.50Tennessean Online 0.50

Media Outlets with Lowest Quality Score

Analyzing Event Metrics By Engagement and Trust

High Trust, Low Resources Events: Forums in March, April, May

Highest Trust Overall: Econversation 515

Lowest trust, highest resources = XXX

Highest Engagement = XXX

34

The impact of media coverage on business development

660,000 visits to NH (3% of 22 million)

13,200 corporate decision- makers and entrep. (2% of 660,000 - actual US figure is 11%)

132 new businesseswith avg. 20 emp. per business = 2,640 employees

@ $10,000 subsidy/business development value per emp.= $26,400,000

132 new businesses(1% of 13,200 or .0002 of all visits)

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Remember These Points

It’s not about the media, it’s about the Organization and the Stakeholders

1

It’s not about big data, but about how you use it.2

You need to be data informed, not data-driven.3

It’s not how loud you’re shouting it’s about relationships.4

Standards are a reality, not an excuse to hide behind.5

Thank You!

Visit Paine Publishing online: www.PainePublishing.com For any questions, email me:

measurementqueen@gmail.com Follow me on Twitter: @queenofmetrics Follow Paine Publishing on Facebook Or call me: +01-603-682-0735

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