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Holistic measurement and monitoring, PRecious Communications, 11-2013
 

Holistic measurement and monitoring, PRecious Communications, 11-2013

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Holistic Measurement & Monitoring for Traditional & Digital Media Relations ...

Holistic Measurement & Monitoring for Traditional & Digital Media Relations
• Setting smart goals: Aligning measurement principals with
business objectives
• Basics of monitoring & measurement:
- Measuring media relationship & scoring sentiment in the news sphere: Field studies, media content analysis, etc
- Ratings worth monitoring on various new media platforms
• KPI for various media relations scenarios (e.g. awareness,
advocacy, reputation, action, sales) & practical exercise to
develop metrics for your own organisation
• The Million Dollar Question: So what’s the ROI? What other KPI can you bring to the boardroom?
• Matching various free & paid analytics in the market to fit your needs
#PRmeasure

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    Holistic measurement and monitoring, PRecious Communications, 11-2013 Holistic measurement and monitoring, PRecious Communications, 11-2013 Presentation Transcript

    • @larsv HOLISTICS MEASUREMENT & MONITORING FOR TRADITIONAL & DIGITAL MEDIA RELATIONS Lars Voedisch Principal Consultant lars@preciouscomms.com © 2013 by PRecious Communications 1
    • About Us… • Independent, boutique communications consultancy • Based out of Singapore, at home in Asia and Europe • Globally connected via affiliation with +65-3151 4760 connect@preciouscomms.com larsvoed Facebook.com/PReciousComms 3 Church Street #16-06 Samsung Hub Singapore 049483 Twitter.com/PReciousComms © 2013 by PRecious Communications 2
    • PRecious Partners Some of the brands PRecious Communications and our consultants have worked with © 2013 by PRecious Communications 3
    • Let’s Take A Journey Together Brand perceptions are shifting as you read. Customers are demanding a more human approach to communication. Social media requires your attention 24/7. The media landscape is fast changing and eroding. WHERE ARE YOU? © 2013 by PRecious Communications 4
    • © 2013 by PRecious Communications Source: What happens on the Internet every 60 seconds - Rosa Golijan 5
    • © 2013 by PRecious Communications Source: What happens on the Internet every 60 seconds - Rosa Golijan 6
    • Matching influencer and topics © 2013 by PRecious Communications 7
    • What does the media really want? © 2013 by PRecious Communications 8
    • # Question Not Important Somewhat Important Important Close Highly to Important 90 % 1 Headline should be within 10-15 words and tell the key news. 0.00% 10.87% 34.78% 54.35% 2 It is more important to have a strong, relevant story hook in the first paragraph rather than ticking off the usual what / when / where / how etc. 4.35% 15.22% 36.96% 43.48% 3 The total length of the media release should be within 500 words. 15.22% 26.09% 39.13% 19.57% 4 The media release should include quotes from relevant spokespeople. 15.22% 32.61% 36.96% 15.22% 5 The release should come together 28.26% with biographies of the spokespeople quoted. 28.26% 36.96% 6.52% 80 % Interesting Resultsresponded with ‘Not Important’ percentage 0% Highest © 2013 by PRecious Communications
    • # Question Not Important Somewhat Important Important Highly Important 6 A direct contact with email and phone number should be included for every media release. 4.35% 6.52% 17.39% 71.74% 7 Language of the media release should be suitable for the target audience in terms of tone, jargon etc. 0.00% 17.39% 39.13% 43.48% 8 Avoid marketing talk and quotes that are hardly encountered in real life. 6.52% 15.22% 39.13% 39.13% Close to 80% 9 There should be minimal formatting or restrictions for media releases so as to enable easy editing (e.g. no PDF). 10.87% 21.74% 36.96% 30.43% Over 75% 10 With quotations, photographs of spokespeople should be included along with the media release document as separate files. 17.39% 23.91% 39.13% 19.57% Over 80% Interesting Resultsresponded with ‘Not Important’ percentage 0% Highest © 2013 by PRecious Communications
    • Surprising: Emphasis on Visuals rather than the product/content. © 2013 by PRecious Communications
    • Multi-Platform Outreach Benefits of Youtube, Facebook, Twitter, Blog, Pinterest….? Anything else? © 2013 by PRecious Communications 12
    • The Convergence of Paid, Owned & Earned Media © 2013 by PRecious Communications 13
    • Marketing, Editorial… Conversation Calendar It’s all about planning – On- & Offline © 2013 by PRecious Communications 14
    • Holistic measurement strategy pre, during and post implementation of PR initiatives Tracking the news agenda, social media listening: Understanding which metrics matter for which business objectives Addressing common measurement mistakes that give inaccurate data OBJECTIVE CUSTOMISING A MEASUREMENT STRATEGY THAT INTEGRATES TRADITIONAL AND DIGITAL PR © 2013 by PRecious Communications 15
    • © 2013 by PRecious Communications 16
    • Why measure media coverage? Quick question: Why do you want to measure ? © 2013 by PRecious Communications
    • Why measure media coverage? Reason 1: Demonstrate value of PR (e.g. Outputs) – What key initiatives did you drive? Results? Reason 2: Plan & evaluate communications activities across channels and markets (e.g. Outtakes) – How do you connect to publications & journalists, campaigns; what’s your brand perception? Reason 3: Strategic Communications (e.g. Outcomes) – How do your results relate to the budget allocation? Do you measure KPIs linking PR to business results? What is the value PR adds your organization? Reason 4: Discovering opportunities and threats (Radar) – What’s happening in the industry, with my clients; is there a crisis, are there issues…? © 2013 by PRecious Communications 18
    • Aligning measurement with business objectives • Managing what you measure, identifying the right objectives & setting smart goals Too many communicators work very hard on tactics… …that DON’T support corporate goals! © 2013 by PRecious Communications 19
    • Align Corporate Communications to Achieve Business Goals Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper © 2013 by PRecious Communications 20
    • Align Corporate Communications to Achieve Business Goals • Make business GOALS your communications goals, then develop STRATEGIES: Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper © 2013 by PRecious Communications 21
    • Align Corporate Communications to Achieve Business Goals • Conduct a gap analysis to understand your benchmarks and to decide what are your priorities • Choose metrics to measure the results Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper © 2013 by PRecious Communications 22
    • Align Corporate Communications to Achieve Business Goals • You can’t manage what you don’t measure • What impact do your programs have – what are the results? Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper © 2013 by PRecious Communications 23
    • Align Corporate Communications to Achieve Business Goals • Example: Bicycle Manufacturer • The challenge is to measure your success in a meaningful way! Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper © 2013 by PRecious Communications 24
    • Align Corporate Communications to Achieve Business Goals • Example: Bicycle Manufacturer © 2013 by PRecious Communications 25
    • Align Corporate Communications to Achieve Business Goals • Example: Bicycle Manufacturer © 2013 by PRecious Communications 26
    • Align Corporate Communications to Achieve Business Goals • Example: Bicycle Manufacturer © 2013 by PRecious Communications 27
    • Align Corporate Communications to Achieve Business Goals • Example: Bicycle Manufacturer © 2013 by PRecious Communications 28
    • Align Corporate Communications to Achieve Business Goals The challenge is to measure your success in a meaningful way! © 2013 by PRecious Communications 29
    • Simple start: Smart Goal Setting for your (Social) Media Strategy • • Goals drive the type of measurements you are going to use What’s your ultimate objective: 1. 2. 3. 4. 5. Awareness Image / Reputation Sales Cost savings Something else? Source: 25 Must Read Social Media Marketing Tips © 2013 by PRecious Communications 30 30
    • Turn Output into Positive Outcomes • Outputs – what is generated as a result of a PR program or campaign • Outtakes – what audiences have understood and/or heeded and/or responded to • Outcomes – quantifiable changes in awareness, knowledge, attitude, opinion and behavior levels Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations © 2013 by PRecious Communications 31
    • Too dry, too theoretical, too complicated? © 2013 by PRecious Communications 32
    • Example – FIFA Worldcup GOAL ACTION OUTPUT METRIC OUTTAKE METRIC OUTCOME METRIC has to answer “So what?” Become the best country Play in the final round in South Africa Score goals Win matches 2010 World Champion 7 matches played 16 goals scored Won 5 games 3rd Place 7 matches played 8 goals scored Won 6 games WORLD CHAMPION How to translate this to PR? © 2013 by PRecious Communications 33
    • Typical Output, Outtake and Outcome Metrics GOAL ACTION (INPUT) OUTPUT METRIC OUTTAKE METRIC OUTCOME METRIC has to answer “So what?” Sales Leads Place product reviews Initiate speakers program Proactive blogger outreach # meetings # of speaking engagements # of blog mentions # of reviews # of media contacts made # of news releases sent % awareness of your brand % considering your brand % preferring your brand # of requests for information Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations © 2013 by PRecious Communications 34
    • Example DHL: Built our own KPI framework, suiting our requirements, capabilities and resources © 2013 by PRecious Communications 35
    • Case Study : Measuring PR’s Contribution to Sales Key Message A Key Message B Key Message C • Business Goal: It’s time for a Easy-to-use – not Increasing – Sell more Palm Centro phones smart decision just ‘another’ personal • Communications Objectives: computer productivity on – Introduce lifestyle & non-tech media influencers the go – Attract fashion phone upgraders Choosing the Centro is the Through it’s intuitive user Messaging, email, built-in – Encourage Palm handheld users to change to a smartphonecapabilities to view & edit ultimate smart decision for interface and the • Measurement Metrics: upgraders Tone Analysis fashion phone combination of touch documents and access to who screen and keyboard, the over 20,000 applications, – Outputs: want both style & smart Centro is the ideal partner On-Message Analysis makes the Centro THE • Number of articles for young, energetic and customizable mobile sociable users who want a 3 companion for dynamic • Audience reach smart phone to organize junior- to mid-level Outtakes: professionals to help them No. of their lives and relationships • How favourable is Positives theviewed by the media the device go on managing their busy work and social live • Is the coverage on No. of message phone functionalities – Neutrals phones sold No. of Negatives – Outcomes: Number of • Result: – Close to 80 articles; most positive (rest neutral); nearly all on message 23 © 2013 by PRecious Communications No. On Message No. Not On Message
    • Myth: Are you sure you mean ROI? . RETURN . ON © 2013 by PRecious Communications . INVESTMENT 37
    • Myth: Are you sure you mean ROI? . RETURN . . ON © 2013 by PRecious Communications ATTENTION 38
    • Myth: Are you sure you mean ROI? . RETURN . ON © 2013 by PRecious Communications . ENGAGEMENT 39
    • Myth: Are you sure you mean ROI? . RETURN . ON © 2013 by PRecious Communications . PARTICIPATION 40
    • Myth: Are you sure you mean ROI? . RETURN . . ON © 2013 by PRecious Communications TRUST 41
    • Myth: Are you sure you mean ROI? . RETURN . ON © 2013 by PRecious Communications . INVOLVEMENT 42
    • ROI is a business metric, not a media metric (GAIN FROM INVESTMENT - COST OF INVESTMENT) ROI = COST OF INVESTMENT Can you connect your PR investments ($$$ ) with the financial impact, e.g. sales or savings ($$$)? © 2013 by PRecious Communications 43
    • The AVE debate © 2013 by PRecious Communications
    • AVE (Advertising Value Equivalents) … puts monetary value on media coverage … measures column inches or broadcast seconds (“earned media”) … multiplies these by the equivalent cost of advertising in the same media © 2013 by PRecious Communications
    • AVE (Advertising Value Equivalents) … credible measurement tool to assess prominence … but what about sentiment, exclusivity and context? © 2013 by PRecious Communications
    • AVE – not really equivalent - limited to the cost of the campaign - not considering the impact at the audience - often non-comparative - limited to small group of media What about newswires or social media (Twitter, Facebook)? © 2013 by PRecious Communications
    • Alternatives? © 2013 by PRecious Communications
    • Exercise: Sentiment analysis © 2013 by PRecious Communications
    • Is this positive, neutral or negative for Novartis? © 2013 by PRecious Communications
    • Is this positive, neutral or negative for StanChart? Singapore? damn_sian: Inflation likely Singapore’s 2011 challenge: StanChart: Inflation likely to remain Singapore’s key 2011 challenge, as also for rest of Asia… © 2013 by PRecious Communications
    • Real ROI requires you to connect investments, activities and financial impact! Investments leading to activities $$$ Financial Impact $$$ Source: The Brandbuilder – Basics of Social Media ROI © 2013 by PRecious Communications 52
    • Myth: Are you sure you mean ROI? . RETURN (OUTTAKES) . ON © 2013 by PRecious Communications . INVESTMENT (ACTIVITIES) 53
    • Typical Output, Outtake and Outcome Metrics for Communications GOAL ACTION (INPUT) OUTPUT METRIC OUTTAKE METRIC OUTCOME METRIC has to answer “So what?” Sales Leads meetings awareness of If not #ROI, what%do I do? # of requests for your brand information # of speaking engagements % framework, Build your own KPI considering your # of blog mentions brand % preferring your suiting of reviews requirements, # your # of media contacts brand capabilities and resources made Place product reviews Initiate speakers program Proactive blogger outreach # of news releases sent Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations © 2013 by PRecious Communications 54
    • Social Media to be leveraged across a company: Different functions, uses and values © 2013 by Dell Source: Socialize your organization – Richard Binhammer /PRecious Communications 55
    • 2 things might help: 1)The inequality of the web Social Media – where to start? 2)The concept of target media © 2013 by PRecious Communications
    • 90-9-1 Principle: The Inequality of the Web Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute © 2013 by PRecious Communications 57
    • Who Are You Listening to – Are You Catching the Long Tail? • How many relevant social media sites are there? • How many should or simply can you monitor or even measure? Source: http://www.longtail.com – Chris Anderson © 2013 by PRecious Communications 58
    • Let’s get more concrete: Ratings worth monitoring on … • • • • Blogs Facebook Twitter Youtube © 2013 by PRecious Communications 59
    • Overall Pages © 2013 by PRecious Communications
    • Media Measurement is not (only) about Search • Most free tools help you with your search efforts – maybe with monitoring • What about analysis and measurement? © 2013 by PRecious Communications
    • Media Measurement is not (only) about Search – Numbers are only approximations (what about duplications?) – – – – Are all sources important? Are you excluding your own marketing? Relevance vs. dates Normalization (Coke vs. Coca Cola); want to include other brands (e.g. Sprite)? Are we getting the correct meaning of “coke” © 2013 by PRecious Communications
    • Social Media Relations Everything Changes? Originally, measurement was post-mortem analysis. For fast environments, it becomes near-time! © 2013 by PRecious Communications
    • Analyse What are topics/ issues discussed? Who are they talking about? How good is your brand image? How is your media footprint globally? © 2013 by PRecious Communications 64
    • Analyse What are trends in traditional vs. social media? What are keywords of your brand coverage? Who is writing about you? © 2013 by PRecious Communications 65
    • Translating PR results into the language of business • 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it • Use multiple metrics – Show the whole picture through Communications KPIs • Connect the dots between clip counts – trends in coverage and favourability Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. © 2013 by PRecious Communications
    • Indispensable? Use KPIs to show your contribution! • Set your sights on the competition – show the context • Top executives only need a high-level summary of results “…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable. Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“. © 2013 by PRecious Communications 67
    • Media Measurement: Where to Start Three Keys to Success • Determine what success looks like • Use the right tools with the correct content • Have a plan to turn output into positive outcomes © 2013 by PRecious Communications
    • Key learnings? © 2013 by PRecious Communications 69
    • @larsv Lars Voedisch Communications Strategist lars@preciouscomms.com © 2013 by PRecious Communications 70
    • @larsv HOLISTICS MEASUREMENT & MONITORING FOR TRADITIONAL & DIGITAL MEDIA RELATIONS Lars Voedisch Principal Consultant lars@preciouscomms.com © 2013 by PRecious Communications 71