Monday Seminar on PR Measurement

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Internal presentation on how measurement and metrics are becoming key in the execution of communication strategies and action plans.

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Monday Seminar on PR Measurement

  1. 1. MONDAY SEMINAR | 2013PEAK COMMONDAY SEMINARMEASUREMENT2013www.peakcom.eu
  2. 2. MONDAY SEMINAR | 20131. MONITORING & MEASUREMENT2. PR MEASUREMENT UP UNTIL 20103. WHY MEASUREMENT IS KEY IN 20134. MEASUREMENT TODAY: SETTING GOALS5. THE THREE LEVELS OF MEASUREMENT6. QUANTITY AND QUALITY7. SOCIAL MEDIA MEASUREMENT8. THE 10 GOLDEN RULES9. Q&AMEASUREMENT IN COMMUNICATION
  3. 3. MONDAY SEMINAR | 2013Monitoring =› Look for issues to which the organisation or brand might want to react› Identify trends in consumer opinion, desired content/features, etc.› Provide a qualitative analysis of contentMeasurement =› Quantify reach, tone, recommendations, etc.› Identify top users› Benchmark in advance of interactive activity to track changes over time2. MONITORING & MEASUREMENT
  4. 4. MONDAY SEMINAR | 2013› Advertising principles rule PR and communication evolved enormously over the past decade Need for effective way of measuring its value Value of PR was compared to advertising Advertising Value Equivalents (AVE)› Barcelona principles 2010 – PR practitioners from 33 countriesgathered in Barcelona Seven principles in PR & Communicationmeasurement2. PR MEASUREMENT UP UNTIL 2010
  5. 5. MONDAY SEMINAR | 2013› The Barcelona Principles Importance of Goal Setting first Measuring the Effect on Outcomes is preferred to Measuring Outputs The Effect on Business Results can and should be measured where possible Media Measurement requires Quantity and Quality AVEs are not the Value of Public Relations and Communication Social Media can and should be measured Transparency and Replicability are paramount to sound measurement2. PR MEASUREMENT UP UNTIL 2010
  6. 6. MONDAY SEMINAR | 2013› Business requirement Organisations need to demonstrate ROI Communication budgets shrink; measurement as an ‘enabler’› Clients need education AVEs still used (OTS) today (ignorance, laziness) AVEs dumb down measurement; communication is too complex; measurement as an‘eye opener’› Differentiating factor Not many agencies invest in measurement Developing solid measurement dashboards could be a USP; measurement as acompetitive advantage3. WHY MEASUREMENT IS KEY IN 2013
  7. 7. MONDAY SEMINAR | 2013› Client behavior Clients reluctant to pay for measurement Take measurement activities for granted  change mindset› Agency bogus reports Agencies develop bogus reports to amplify results• Unpaid• Not disposing of right tools• Not willing to invest3. WHY MEASUREMENT IS KEY IN 2013
  8. 8. MONDAY SEMINAR | 2013› Why ban AVEs Cost of advertising is not the value of communication or PR AVEs cannot capture the outcome of a communication campaign, limiting its value toplacements in the media AVEs cannot measure the variety of messages delivered in the media in relation to thetamed messages in advertising AVEs cannot measure the value of keeping a client out of the media spotlight AVEs cannot measure social media in many forms such as blogs and message boards Etc.3. WHY MEASUREMENT IS KEY IN 2013
  9. 9. MONDAY SEMINAR | 2013› Setting goals is keyREACH  AWARENESS  COMPREHENSION  ATTITUDE  BEHAVIORALReachWhat portion of the target audience do you want to reach and with what message?AwarenessWhat should the target see, hear or read that they haven’t before?ComprehensionWhat should the target understand that they didn’t before?4. MEASUREMENT TODAY: SETTING GOALS
  10. 10. MONDAY SEMINAR | 2013› Setting goals is keyREACH  AWARENESS  COMPREHENSION  ATTITUDE  BEHAVIORALAttitudeWhat should the target believe and feel?BehavioralWhat should the target actually do as a result of communications?4. MEASUREMENT TODAY: SETTING GOALS
  11. 11. MONDAY SEMINAR | 2013› Setting goals is keyBusiness Goals?Corporate goals  Communication  Evaluation Goals  Measurement What are the overarching business goals to achieve? Who? What? How much? By when? Goals should be defined as quantitative as possible Reach: number of articles, penetration of messages Awareness: brand awareness, recollection of topics Comprehension: understanding key facts, credibility of content Attitude: brand loyalty, increased employee motivation Behavioral: project involvement, purchasing behavior4. MEASUREMENT TODAY: SETTING GOALS
  12. 12. MONDAY SEMINAR | 2013OUTPUTS Contact/Response level Reach/content FrequencyVisitsProminenceReader contactsTonalityJournalist inquiriesIMPACT ON MEDIA/CHANNELS5. THE THREE LEVELS OF MEASUREMENT
  13. 13. MONDAY SEMINAR | 2013OUTCOMES Perceptions/behavioral levels Knowledge, opinions, attitudes AwarenessComprehensionRecollectionCredibilityPurchasing intentionsRecognitionIMPACT ON TARGET GROUPS5. THE THREE LEVELS OF MEASUREMENT
  14. 14. MONDAY SEMINAR | 2013BUSINESS RESULTS Business level Added value Revenu/TurnoverContracts closedReputation ValuePE RatioMarket ShareStock PriceIMPACT ON ORGANISATIONS5. THE THREE LEVELS OF MEASUREMENT
  15. 15. MONDAY SEMINAR | 2013› How to put measurement in place on these three levels?› Outputs —scoring system› Outcomes —tracking survey› Business results — marketing analytics (what is driving our sales?)5. THE THREE LEVELS OF MEASUREMENT
  16. 16. MONDAY SEMINAR | 2013TRADITIONAL MEDIA SOCIAL MEDIACirculation, reach Visits, fans, followersShare-of-Voice Active advocatesTonality Sentiment ratio‘Message’ penetration Audience Engagement6. QUANTITY AND QUALITY
  17. 17. MONDAY SEMINAR | 2013› In search of more metrics to use? Amecorg.com  Valid Metrics Frameworks for all kinds of communication activitiesInternational Association for the Measurement and Evaluation of Communication6. QUANTITY AND QUALITY
  18. 18. MONDAY SEMINAR | 2013Awareness Knowledge InterestSupport/PreferenceActionPublic RelationsActivity• Content creation• Traditional media engagement• Social media engagement• Influencer engagement• Stakeholder engagement• Events/speechesIntermediaryEffect• Audience reach[traditional & socialmedia]• Impressions/Targetaudienceimpressions• Number of articles• Video views• Frequency• Prominence• Share of voice• Key messagealignment• Accuracy of facts• Key messagealignment• Frequency of(positive) mentions• Expressed opinionsof interest• Social networkFollowers• Retweets/Shares/Linkbacks• Endorsement byjournalists orinfluencers• Rankings on industrylists• Expressed opinionsof support orpreference• Social network Fans• LikesTarget AudienceEffect• Unaided awareness• Aided awareness• Knowledge ofcompany profileand offer• Relevance ofcompany (tostakeholder)• Visitors to website• Click-thru to site• Time spent on site• Downloads from site• Calls• Event/meetingattendance• Attitude change• Uplift in reputationdrivers e.g. Trust,Admiration• Endorsement• Belief in corporatebrand• Links to site• Enhancedrelationships withkey stakeholders>Reputation>Building• Sales• Market share• Share price• Talent retention andrecruitment• Cost savings• Customer loyalty• Legislation/regulationpassed or blocked18
  19. 19. MONDAY SEMINAR | 2013Awareness Knowledge Interest Support ActionPublic RelationsActivity• Content creation• Traditional media engagement• Social media engagement• Influencer engagement• Stakeholder engagement• Events/speechesIntermediaryEffectBalanced (not total)coverage in:• Audience reach[traditional & socialmedia]• Impressions/Targetaudienceimpressions• Number of articles• Video views• Frequency• Prominence• Share of voice• Key messagealignment• Accuracy of facts• Key messagealignment• Frequency ofpositive & neutralmentions vs.negative mentions• Expressed opinionsof interest• Social networkFollowers [for clientand supporters vsadversaries]• Retweets/Shares/Linkbacks• Endorsement byjournalists orinfluencers• Social network Fans[for client andsupporters vs.adversaries]• Expressed opinionsof support• LikesTarget AudienceEffectIncrease or decrease(dependent onobjective) in:• Unaided awareness• Aided awareness• Knowledge of factsof the situation• Knowledge of clientPOV• Visitors to website• Click-thru to site• Time spent on site• Downloads from site• Calls• Event/meetingattendance• Minimal attitudechange (towardsclients reputation)• Negativity towardcompany offset byneutral/positiveopinion• Belief in the client’sbrand>Crisis and IssuesManagement• Maintain shareprice/earningsmultiple• Maintain marketshare/sales/customers• Cost savings19
  20. 20. MONDAY SEMINAR | 2013› Social media can and should be measured 2011: Creation of #SMMStandards Coalition Valid Metrics Model for Social Media› What’s different between social and “traditional” media? Dialogue not broadcast Unmediated Self activating Rapid and rapid response Valid Metrics Framework for Social Media Measurement7. SOCIAL MEDIA MEASUREMENT
  21. 21. MONDAY SEMINAR | 2013› Social media measurement criteria Share Of Voice• Social Mention Referral Traffic• Google Analytics Conversion Rate• Google Analytics Goals• Advanced Traffic Segments7. SOCIAL MEDIA MEASUREMENT
  22. 22. MONDAY SEMINAR | 2013› Interesting and easy-to-use tools to check Klout TweetReach Twitalyzer Twitsprout Topsy Facebook Insights Mention Twitter Connect Who Shared My Link7. SOCIAL MEDIA MEASUREMENT
  23. 23. MONDAY SEMINAR | 2013› Establish written goals› Measure the quantity and quality of media› Understand the same principles apply to traditional & social media› Do not use AVE as the value of communication and PR› Add communication questions to tracking surveys to capture outcomes› Collect media data in a manner usable for market mix modeling› Analytics is the future of measurement, ROI the answer› Measurement should be transparent› Use measurement to analyse and track progress and to improve› Communication experts are not necessarily measurement experts7. THE 10 GOLDEN RULES
  24. 24. MONDAY SEMINAR | 2013› What does this mean for Peak Com? Clients should be convinced of measurement beyond monitoring Organize seminar/webinar to explain? Peak Com should develop professional measurement offering Develop our own dashboards per service line Invest in better understanding of measurement tools/test/use for owncampaigns Set goals of any communication/PR activity together with client Finalize measurement offering by end 2013 Include professional measurement in any proposal as from 20148. Q&A
  25. 25. MONDAY SEMINAR | 2013› Discussion8. Q&A
  26. 26. MONDAY SEMINAR | 2013Peak ComKasteelstraat 20D1600 Sint-Pieters-Leeuwchris.decroix@peakcom.euwww.peakcom.euwww.peakandyou.euwww.peakcom-stt.euCONTACT

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