AMEC's New Valid Metrics

Valid Metrics Workshop Ruth Pestana and Mike Daniels

Applying the Barcelona Principles1. Importance of goal setting and measurement2. Measuring the effect on outcomes is preferred to measuring outputs3. The effect on business results can and should be measured where possible4. Media measurement requires quantity and quality5. AVEs are not the value of public relations6. Social media can and should be measured7. Transparency and replicability are paramount to sound measurement. 3

The Problem with AVEsAVEs…• Do not capture the OUTCOME of a PR campaign, limiting PR to simply placement in the media• Do not capture message delivery• Do not factor in photos or headline mentions• Do not measure new forms of social media such as Twitter• Are a crude measure of potential COST SAVINGS, not an EARNED VALUE 4

Other Issues with Using AVEs• Comparisons between earned media coverage, using published rate card data, and paid media placements could be inaccurate because rate cards rarely reflect real paid rates• High volumes in high cost publications do not necessarily equate to a successful campaign • Other metrics (e.g. tone, key messaging, etc.) may trend downward… • Though high in cost, the publications may not be relevant for the target audience• It’s misleading to count all PR placements (including negative articles) as the same worth as advertisements • In PR, we can’t control the message• Use of multipliers to account for the higher (credibility) value of PR coverage is also misleading • There is no data to support generic use of multipliers 5

More Sophisticated Forms of Media Analysis Quantity and quality of brand discussionBreakdown by article type 6

More Sophisticated Forms of Media Analysis Sentiment on product features 7

The Shift Towards Outcomes• Circa 1980 to Present • Outputs only. Traditional print media (one to many) • Visibility • Sentiment• Circa 1990 to Present • Outputs only + external data. Traditional + digital media (one to many) • Metrics as Stage 1 • Linked to sales/market share • Tentative linking to awareness/perception studies• Circa 2005 to Present • Outputs + outcomes. Traditional + digital + social media (many to many) • Market mix modelling • Engagement 8

A (Very) Simplified View of How PR Works • The PR professional PR Activity creates and tells the story •The story is distributed Intermediary through a third party Target •The story is consumed by Audience the target audience Business Results 9

Aligning with the Communication FunnelAWARENESS KNOWLEDGE INTEREST PREFERENCE ACTION 10

The Valid Metrics Framework COMMUNICATIONS/MARKETING STAGESCOMMUNICATIONS PHASES Key Area of Communication (Brand/Product Marketing, Reputation Building, Issues Knowledge/ Interest/ Support/ Advocacy/Support, Employee Awareness Action Engagement, Investor Relations, Understanding Consideration Preference Crisis/Issues Management, Not- for-Profit, Social/Community Engagement) Public Relations Activity Intermediary Effect ORGANIZATION/ Target Audience BUSINESS Effect RESULTS 11

Awareness Knowledge Consideration Preference Action Brand/ Product Marketing • Content creation • Traditional media engagementPublic Relations • Social media engagement Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Audience reach • Key message • Key message • Endorsement by [traditional & social alignment alignment journalists or media] • Accuracy of facts • Frequency of influencers • Impressions/Target (positive) mentions • Rankings on industry Intermediary audience • Expressed opinions lists impressions of consideration • Expressed opinions Effect • Number of articles of preference • Video views • Social network Followers • Social network Fans • Frequency • Likes • Prominence • Retweets/Shares/ • Share of voice Linkbacks • Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift • Aided awareness company/product (to consumer/ • Stated intention to • Sales attributes and customer) buy features • Visitors to website • Brand preference/ • Market shareTarget Audience • Brand association • Click-thru to site Loyalty/Trust • Cost savings Effect and differentiation • Time spent on site • Endorsement • Leads generated • Downloads from site • Requests for quote • Customer • Calls • Links to site loyalty • Event/meeting • Trial attendance 12

Awareness Understanding Interest Support Action IssuesAdvocacy & Support • Content creation • Traditional media engagementPublic Relations • Social media engagement Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Audience reach • Key message • Key message • Endorsement by [traditional & social alignment alignment journalists or media] • Accuracy of facts • Frequency of influencers • Impressions/Target (positive) mentions • Expressed opinions Intermediary audience • Expressed opinions of support impressions of interest • Social network Fans Effect • Number of articles • Social network • Likes • Video views • Frequency Followers • Prominence • Retweets/Shares/ • Share of voice Linkbacks • Unaided awareness • Knowledge of issue • Relevance of issue • Attitude change • Active advocates • Aided awareness • Knowledge of client (to stakeholder) • Endorsement • Letters of support (to parliamentarians, congress, POV • Visitors to website • Links to site etc) • Click-thru to site • Registrations (to joinTarget Audience • Time spent on site support group) Effect • Downloads from site • Donations • Calls • Legislation/ • Event/meeting regulation passed or attendance blocked • Cost savings 13

Silver Anvil AwardWinner 2009

Brand Marketing/ Issues Support: Awareness Knowledge Consideration Preference Action Haagen-Dazsloves Honey Bees • Made donations to Pennsylvania State University and University of California, Davis and to The Pollinator Partnership. • Created Bee Board with PSU and UCD scientists and beekeepers. • Launched bee-dependent flavor, Vanilla Honey Bee, with percentage of sales to go towards CCD research. Also created special logo for all bee- dependent products and printed CCD info on pint lid. • Prior to official launch, brand announced the campaign to beekeeping and scientific community at an industry conference, encouraging them Public Relations to act as brand ambassadors. Activity • Created comprehensive media strategy, including scientific, agricultural, environmental, gardening, and beekeeping trade outlets, expanding beyond traditional lifestyle and food outlets. • Developed B-roll featuring HD plant footage, Bee Board members, and bees pollinating crops. • Million Seeds Challenge - reached out to bee supporters online using Craiglist and MeetUp.com. • During national Pollinator Week, HD and The Pollinator Partnership hosted a briefing on Capitol Hill. 15

Brand Marketing/ Issues Support: Awareness Knowledge Consideration Preference Action Haagen-Dazsloves Honey Bees • More than 277 • Virtually 100% • 93% of all million media of the media media impressions coverage coverage was (total media carried brand positive goal: 125 name/product toward the million mentions and brand impressions in key PR year one) messages • 1,097 unique Intermediary news Effect placements including CNN, AP, NPR, WSJ, Today, NYT, Everyday with Rachel Ray (HD was mentioned in the headline or lead) 16

Brand Marketing/ Issues Support: Awareness Knowledge Consideration Preference Action Haagen-Dazsloves Honey Bees • Survey • Survey • 469,798 • More than showed 8- showed a 6- unique visitors 1.2m friendly • 5.2% April point increase point increase to the site and flower seeds sales increase in awareness in accurate viewed 8 were accepted – the largest of the honey identification pages per visit by community single sales bee issue of the issues (82% above groups spike in a year • HD also had industry individuals, and 4% the highest average) and local growth unaided brand • Number of businesses sustained recall among new visits • HD from April-July consumers averaged 76% experienced a 2008 Target Audience identifying above industry 13% increase Effect companies/ standards in brand organizations • 950+ advocacy working to consumers rating help the and (between Q1 honey bees organizations and Q2) to contacted HD 69%, the with requests highest in the for info, offers category to collaborate and compliments 17

Support/ Awareness Knowledge Interest Action Preference Reputation Building • Content creation • Traditional media engagementPublic Relation • Social media engagement Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Audience reach • Key message • Key message • Endorsement by [traditional & social alignment alignment journalists or media] • Accuracy of facts • Frequency of influencers • Impressions/Target (positive) mentions • Rankings on industry Intermediary audience • Expressed opinions lists impressions of interest • Expressed opinions Effect • Number of articles of support • Video views • Social network Followers • Social network Fans • Frequency • Likes • Prominence • Retweets/Shares/ • Share of voice Linkbacks • Unaided awareness • Knowledge of • Relevance of • Attitude change • Sales • Aided awareness company profile company (to • Uplift in reputation • Market share and offer stakeholder) drivers e.g. Trust, • Visitors to website Admiration • Share price • Click-thru to site • Endorsement • Talent retention andTarget Audience recruitment • Time spent on site • Belief in corporate Effect • Downloads from site brand • Cost savings • Calls • Links to site • Customer loyalty • Event/meeting • Enhanced • Legislation/regulation attendance relationships with passed or blocked key stakeholders 18

Silver Anvil Award Winner 2008

Reputation Building: Frito-Lay – Awareness Knowledge Interest Support Action Junk Food to Good Food • Secondary research, influencer-perception survey, message research and media analysis preceded the campaign • Engaged influencers – roundtables; nutritionist sessions; benchmarking panel; ADA alliance; web poll; online community of 300+ influencers • Educated influencers – participated in major health events; top mediaPublic Relation meetings; mailings about new products and new snacking research Activity • Evangelized influencers – developed educational content off and online; “Snack Sense” Website; developed curriculum and web-based program for health professionals and consumers. • 10,000 educational folders and CDs distributed to influencers at conferences • Armed 34,000 health pros with materials 20

Reputation Building: Frito-Lay – Awareness Knowledge Interest Support ActionJunk Food to Good Food • 200 million • Key message • 12% decrease • Dr. Madeline media regarding in negative Fernstrom impressions nutritional coverage talked about • Key nutrition profile of F-L • 11% increase F-L in positive in positive light on story in Good increased iVillage and housekeeping from 3% in Q2 media coverage two Today reaching 5 to 22% in Q4 Show million • Key message • Daily News article quoted segmentsIntermediary re: industry F-L’s • Newsweek Effect leadership praised F-L for ingredients as increased … “better than product from 2% in Q2 you reformulations to 11% in Q4 remember” • PEOPLE featured Ruffles as a good vending machine option 21

Reputation Building: Frito-Lay – Awareness Knowledge Interest Support Action Junk Food to Good Food • Snack Sense • SNE Influencer Web site Salon Past averages 70 President hits/day and 3 applauded F-L page to 1000 views/day members • ADA • Hy-Vee presentation requested had 1000 educational attendees and materials forTarget Audience a 90% positive 150 store Effect rating nutritionists • ADA • 33% of symposium influencers had 94% good had a positive or excellent perception of ratings with F-L, an 71% agreeing increase of “learning 16%, which something exceeded goal new about of a 10% Frito-Lay” increase 22

Awareness Knowledge Interest Support Action Social/Community Engagement • Content creation (e.g. assets created, videos/podcasts) • Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, Public Relation community site posts & events) Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Impressions/Target • Key message • Expressed opinions • Endorsement by audience alignment of interest journalists or impressions [traditional & social • Social network influencers • Earned media site media] Followers • Rankings on industry Intermediary visitors/day • Accuracy of facts • Retweets/Shares/ lists • % share of • % share of Linkbacks • Expressed opinions Effect conversation conversation • % share of of support • Video views conversation • Prominence • Social network Fans • Likes • Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift • Active advocates • Aided awareness company/product (to consumer/ • Stated intention to • Owned media site attributes and customer) buy • Brand engagement visitors per day features • Visitors to website • Brand preference/ • Leads/salesTarget Audience • Social network • Brand association • Click-thru to site Loyalty/Trust Effect channel visitors and differentiation • Time spent on site • Endorsement • Revenue • Downloads from site • Requests for quote • Market share • Calls • Links to site • Event/meeting • Trial • Cost savings attendanceNOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. Forsimplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters areknown to be in your Target Audience, you could reflect those metrics under Target Audience Effect. 23

PR Week AwardWinner 2011

Social/Community Engagement: Awareness Knowledge Interest Support Action Pepsi Refresh Project • Content creation (e.g., Op-Ed in Huffington Post) • Media relations outreach around milestones (POP, Super Bowl, Ambassadors, Grant recipients) Public Relations • Social media outreach Activity • Event: Rang bell at NYSE • Event: In-house/online brainstorm to ignite conversation on national scale • Real-time digital engagement 25

Social/Community Engagement: Awareness Knowledge Interest Support Action Pepsi Refresh Project • 3+ billion • 140,000 • Increased audience Tweets Facebook impressions • 2+ million “likes” by Intermediary over 8 online 600% + (to Effect months comments over 2 (exceeded million) goal by nearly 12-fold) 26

Social/Community Engagement: Awareness Knowledge Interest Support Action Pepsi Refresh Project • Pepsi one of • Correct Pepsi • Increased • Brand most talked- Refresh brand loyalty Engagement - about brands Project attributes Visits to the at Super Bowl knowledge = including Refresh (Nielsen) 25% (vs. 5- favorability, Everything. • 37% 12%) intent, and com site Americans trust along resulted in: now aware with intent to • 10,000 fully vs. 12-21% for purchase submitted similar cause among ideas Target Audience marketing Millennials • 12,000+ Effect programs projects • 18.5+ million have unique received visitors to votes site: Refresh • 76 m votes Everything. cast com • 4m + Americans have voted 27

Applying the Grids• Once selected, the metrics should be tracked over time to identify trends• Consider plotting outcome metrics from the “Target Audience Effect” row against metrics from the “Intermediary Effect” row to show correlations• The grids are not exhaustive and there may be other metrics that are appropriate to the campaign being measured 28

Replacing AVEs• There is no single replacement metric for AVEs. Public Relations is a broad discipline that requires multiple metrics tied to well-defined objectives• For comparative media costs for PR in relation to other marketing disciplines, i.e. evaluating earned media results against paid media results, try using: • Earned impressions • Earned cost per thousand (CPM) impressions • Gross rating points (GRP) and target rating points (TRP) 29

Replacing AVEs• To provide a dollar/euro/yen or other financial denomination for PR results, try using: • Total value of sales/sales leads/revenue generated by PR activities • PR activities’ contribution to sales/sales leads/revenue (often calculated via marketing mix analysis) • Cost savings due to PR activities (e.g. reduced customer complaints, etc.) • Increased target market size due to expanded mindshare • Increased or decreased market capitalization 30

Questions?

The Valid Metrics Framework COMMUNICATIONS/MARKETING STAGESCOMMUNICATIONS PHASES Key Area of Communication (Brand/Product Marketing, Reputation Building, Issues Knowledge/ Interest/ Support/ Advocacy/Support, Employee Awareness Action Engagement, Investor Relations, Understanding Consideration Preference Crisis/Issues Management, Not- for-Profit, Social/Community Engagement) Public Relations Activity Intermediary Effect ORGANIZATION/ Target Audience BUSINESS Effect RESULTS 32

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AMEC's New Valid Metrics

by ArunSudhaman on Jun 12, 2011

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AMEC’s New Valid Metrics — Presentation Transcript