Pr measurement for tourism


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  • I’m sure at some point in time all of you have felt like this woman at work. Let’s call her Sally. Sally does PR for a hotel and she’s very well read on the Barcelona principles and where the industry is going, but her hotels not caught up and are still using AVE’s, not measuring outcomes. Well Sally is already on the right track because she’s taken the first step of recognizing what those challenges are for her in order to then take a step by step approach to solving them. She may not be able to completely do away with AVEs but she could add some more metrics to her program such as social media measurement. Now I would like to ask and open the floor to vent and share your PR measurement challenges. Lay them all out!
  • Funny enough many of the challenges we’ve just heard align with the top challenges facing PR pros today which we’re going to take some time to tackle today. Finding budget: There are Free and Low Cost Tools out there which we will go into. IDing the right tools: There seems to be more and more tools coming out everyday and its important to recognize that not one size fits all. Focus on what tools are going to be the most effective to accomplish your goals. Designing Programs to be Measureable: So as you’re looking at your PR plan you want to make sure that the programs your implementing can be measured and you have the right tools available to you.
  • Before we delve into various tool, I’d like to show you 3 specific examples which use some of the Barcelona principles and that try to go beyond the AVE’s and outputs and that delve further into outcomes.
  • The first example that I’m going to show you is a campaign example we just finished last fall with VisitMyrtleBeach. We were looking to find a creative theme to our marketing and PR messages for the fall with the goal of bringing greater awareness that the fall is a great time of year to visit the area. So launched an integrated campaign for the 60 days of September & October which played off the 60 miles of coastline that makes up the Grand Strand and highlighted 60 secrets that people wouldn’t necessarily know about.
  • And as were looking at how we were going to elevate awareness, these were the overall strategies and tactics we use. If anyone wants any specifics I would be happy to chat after the session or email you.
  • So as we were implementing this campaign, we also identified the areas that we wanted to measure. We did still use AVE’s but beyond that, this was some of the additional information we were able to gather to determine the effectiveness of the campaign. Looking at the KPI’s those were traditional impressions, sentiment, blogger engagement was big for us (nearly 40 posts from the fam, hundreds of comments). Topics that sparked conversation (horseback riding on the beach was one the most popular Facebook posts. Secrets people knew about most (Brookgreen), least (vineyards), Facebook, Pinterest page became hub for the giveaway with over 300 entries to Pin To Win
  • Media Monitoring: My Media InfoSocial Media Monitoring: Manual using Excel, HootsuiteFinal Report: Powerpoint
  • Look at article count, articles by top publication
  • Ohio still uses AVE’s and impressions, but they take the data a step forward by also looking at share of discussion vs. competitors and a causation to whether the PR teams efforts caused that story to happen, then they determine an ROI. Tools used: Cision to monitor for data and Excel to compile the data and create analytics and graphs about competitors.
  • And here’s another example of a measurement system we’ve put together for Sentsy. If you’re not familiar with Scentsy they are an international fragrance company that offers a variety of home and personal care products such as their famous scented wickless candles. Scentsy was really focused on quality over quantity of the media coverage they receive so we developed a value based scoring method for them where we looked at each clip and evaluated based on story structure, whether it included key messaging or not and type of media outlet it was and gave it a point rating. The higher the number of course the better quality the story was. Prominence.
  • There are loads of measurement tools and the best way to determine which ones you should use is based on the objectives of your PR program. Look at these tools like you would driving a car. You need to place the right tools on your dashboard in order to get to your end destination so you don’t run out of gas or get a ticket. So if your destination i.e. objective is to communicate messages about your brand, then you need to be tracking those messages in all relevant media. If your objective is build consumer engagement on social media, then you should choose a tool which monitors those channels.
  • I’d like to direct your attention to a really great resource for comparing and contrasting comprehensive media monitoring services. Bulldog reporter has a great
  • Many PR Pros have differing opinions about which one is best, depends on what you want them to do, also factor in customer service. Refer to buyers guide (Most popular Burrelles, Cision, Vocus), MyMediaInfo not reflected because it was recently acquired by Thompson Reuters. Not recommend Dow Jones Insight for travel and tourism specific monitoring, monitor more business and corporate publications.
  • There are no free broadcast monitoring services out there. Would only recommend a paid broadcast monitoring service if you know you will be garnering regular broadcast coverage or if your objective is broadcast placement. If you know of a particular placement coming, you can always order individual clips or get from the station you went on. A lot of these use only the standard metrics, not big on analyzing, would recommend a more full service vendor for that. All of these have user friendly platforms for search and exporting, would suggest you take a demo to determine which would work best for your needs.
  • Social mention (free), create social media alerts by keyword and track sentiment and reach by keyword. Nutshell Mail (free) is part of Constant Contact and delivers social media info in an easy to read email daily. Viralheat, Hootsuite and Tweetdeck are free and can upgrade to paid playforms to monitor and engage and measure social media. Sprout Social starts at $39 a month but is really user friendly, can have a 30 day free trial. Trackup, MarketMeSuite not mentioned.
  • These are the social media services that really are full service tracking, monitoring, engagements and allow you to run contests. They can cost upwards of $2-3,000 per month. If your budget can allow, Sysomos is one we have used with clients and recommend. They do lot of great things with filtering and analyzing data, their reports are great and also give you insight on the best times to post content. That green logo is Adobe Social, Myrtle Beach is in the process of launching this platform, also has great reporting/analytic capabilities. Ubervue is a little less expensive starting at $500 per month for basic. Attentio, does a good job on share of voice analysis vs. competitors. Radian 6 is also very popular but we’ve found it to be a little less user friendly to navigate.
  • Great as a dash
  • How can you vet blogger, some are free, some are not. Tools are getting better for blogger evaluation. Within some of the other more standard platforms like Cision the data is getting better.
  • Important to look at what is driving inbound traffic into the website. Look at where the traffic is coming from, # of branded searches (if doing a particular campaign) and conversion rates. Measure every 6 months or after a campaign taking out traffic from SEO and advertising.
  • Pr measurement for tourism

    1. 1. Public RelationsMeasurement forTravel and TourismBarcelona and Beyond 1
    2. 2. Agenda- Why Measure?- Industry Snapshot- Barcelona Principles – Death to AVEs- What it Means for Tourism- Real-World Examples- Tools of the Trade- Tips and Takeaways- Additional Resources 2
    3. 3. Why Measure? 3
    4. 4. Why Measure?- Evaluate program successes- Gauge trends, topics and issues- Develop better strategies and plans- Tie to marketing, executive priorities- Protect resources and grow budgets Source: Weber Shandwick/Tim Marklein 4
    5. 5. Sage Advice What gets measured gets done. 5
    6. 6. Sage Advice Not everything that can be measured matters. And not everything that matters can be measured. 6
    7. 7. Industry Snapshot 7
    8. 8. Changing Landscape 8
    9. 9. Changing Landscape 9
    10. 10. The Good, The Bad and The Ugly Source: Weber Shandwick 10
    11. 11. The Really Ugly: Lack of Understanding of PR 11
    12. 12. The Really Ugly: PR as a commodity 12
    13. 13. Turning Point 2010 13
    14. 14. Watershed Moment- 2009 – Institute for Public Relations (IPR) Measurement Commission “condemns the name, concept and practice of ad value equivalencies” - Earned media space does not equal paid media space (credibility) - Media cost does not equal media value 14
    15. 15. Now What? Barcelona and Beyond- 2010: Barcelona conference on Measurement - 200 esteemed specialists from five global organizations - Birth of “The Barcelona Principles”- 2011: Lisbon Legacy: A 2020 Measurement Agenda - A coalition working together 15
    16. 16. The Barcelona Principles1. Importance of goal setting and measurement - Goals should be quantitative (increasing revenue or customer satisfaction) - Measurement should include traditional AND social media (and their effect on stakeholders2. Measure outcomes vs. outputs - Measure the effect of your efforts; not just what you did (releases, clips, events, etc.)3. Effect on business results can and should be measured where possible4. Media measurement requires quantity AND quality (prominence, tone, sentiment)5. AVEs are not the value of public relations6. Social media can and should be measured7. Transparency and replicability are paramount to sound measurement - Reveal and explain the method your are using - Adopt a program that can be repeated 16
    17. 17. To Sum it Up- It’s not just about media and clip counting – measure your program, including social- Always evaluate quality and message, not just quantity- Real world: Some clients and executives still want AVEs – nothing better out there yet- Transparency is key during this transition- Shift focus to business outcomes – awareness, understanding, attitudes, behaviors, engagement, sales, market share- Back to basics 17
    18. 18. Back to Basics 18
    19. 19. Back to Basics – Valid Metrics Framework (AMEC) 19
    20. 20. What does it mean for Tourism? 20
    21. 21. What Matters: As Duane Parrish Puts it- Heads in Beds Economic Development- Feet on the Fairways and Jobs- People in the Parks Source: Weber Shandwick 21
    22. 22. The Five Stages of Travel – “The Funnel” 22
    23. 23. Overall Annual Reporting 23
    24. 24. The Real World: Challenges 24
    25. 25. Challenges 25
    26. 26. Top Measurement Challenges Facing PR Pros- Finding the Budget- Identifying the Right Tools- Designing programs so they are measureable Source: 2011 Bulldog Reporter/Thompson Reuters PR Measurement Practices Survey 26
    27. 27. Best Practices:Taking Measurement Forward 27
    28. 28. Campaign Example:Sixty Miles in 60 DaysGoal: Increase awareness of shoulder season travel by highlighting the area’s best-kept secrets. 28
    29. 29. Campaign Elements- Media Relations - Blogger relations - Blogger FAM trip- Social Media Activation - Pinterest pin-to-win contest - 60 Secrets blog posts - Social media giveaways via blog, Twitter - Photo contests via Facebook- Advertising Support - TV - Online 29
    30. 30. Measurement- KPIs: - Impressions - Tonality - Blogger engagement - Fans/followers - Click-through traffic to website- Insights: - Topics that sparked conversation - Secrets that people knew about most/least - Social channels generated greatest loyalty 30
    31. 31. Tools 31
    32. 32. Share of Discussion 32
    33. 33. Causation 33
    34. 34. Value-Based Scoring 34
    35. 35. Tools 35
    36. 36. What can you add to the dash? 36
    37. 37. Bulldog ReporterBuying GuideFive Chapters- Before you start shopping- New developments in resources- Needs assessment- Questions to ask yourself- Head-to-head comparisons 37
    38. 38. Comprehensive Full-Service Monitoring 38
    39. 39. Broadcast TV & Radio Monitoring 39
    40. 40. Social Media: Free/Low Cost 40
    41. 41. Social Media: Paid Full-Service 41
    42. 42. Free = Google Alerts + Netvibes Dashboard 42
    43. 43. Blogger Evaluation 43
    44. 44. Last, But Not Least… 44
    45. 45. Tips and Takeaways 45
    46. 46. Tips and Takeaways- Get smart – then get conversational- Practice (measurement training exercise)- Demos and free trials- Make your results sing and dance – tell the story- Set benchmarks (progress over time, comparisons to competitors)- Secret to better measurement: simple questions with evidence-based answers - Who are you seeking to affect? - What about them are you seeking to affect? - How much must they be affected to be successful? - By when does this need to occur? 46
    47. 47. It’s Easy. 47
    48. 48. Resources- K.D. Paine’s PR Measurement Blog and “Measure what Matters”- International Association for the Measurement and Evaluation of Communication (AMEC)- Institute for Public Relations – IPR Measurement Commission- PRSA- Bulldog Reporter- PR News – Measurement Corner 48
    49. 49. Questions? 49
    50. 50. Thank You!Marty Kimberly Miles @KimberlyMiles2 50