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Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
Influence and Business Outcomes
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Influence and Business Outcomes

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Karla Wachter Sr VP - Insight Analytics at Waggener Edstrom's presentation from the PR News Measurement Conference

Karla Wachter Sr VP - Insight Analytics at Waggener Edstrom's presentation from the PR News Measurement Conference

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  • Excuses are not longer acceptable – Linking to Business Outcomes is not optional it is cost of entry.Global Economy – Budgets are TightAccess to DataEvolution and Up Level of Measurement Tools & Services. (measure and assess performance of PR within the context of Business Objectives)
  • We aren’t showing the clear linkage from According to multiple PR Measurement studies of and the direct impact it has on a business or organizations business objectives, the majority stop at outputs and ASSUMING IMPACT. Assumption and Impact are in direct opposition. (SITE STUDIES)
  • We are in the business of influence.Influence Defined: “The action or process of producing effects on the actions, behavior, opinions, etc., of another or others.”
  • Know and Understand your Business Objectives.Drive Clarity on specifically HOW PR will impact those business outcomes
  • Know and Understand your Business Objectives.Drive Clarity on specifically HOW PR will impact those business outcomes
  • Transcript

    • 1. InFluence<br />AND Business<br />Outcomes<br />03/01/11<br />KARLAW@WAGGENEREDSTROM.COM<br />TWITTER: @KARLAWACHTER<br />
    • 2. The Problem<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 3. Your Business or Organization Leadership EXPECTS tangible business impact and results for their investment areas. <br />The problem<br />ARE YOU<br />DELIVERING?<br />Hint: No, AVE’s Don’t Count!<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 4. WE ARE MEASURING OUTPUTS<br />WE ARE ASSUMING IMPACTON BUSINESS OBJECTIVES<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 5. INFLUENCE = EFFECT<br />EFFECT = ACTION<br />ACTION = OUTCOME<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 6. If we are in the business of <br />INFLUENCE<br />then we must show the <br />EFFECT &amp; OUTCOME <br />of that influence on “the actions, behavior, opinions, etc.” of our target audience.<br />Influence &amp; Business Outcomes<br />Thus, INFLUENCE <br />must be tied directly to BUSINESS OUTCOMES<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 7. QUESTIONS THAT LEAD TO CORRELATING INFLUENCE AND BUSINESS OUTCOMES<br /><ul><li>What is the business problem your company/organization is trying to solve?
    • 8. What are the company/organization business objectives?
    • 9. How will PR specifically help solve the problems and impact the business objectives?
    • 10. Do I have the right data to inform the development of the right objectives and strategies?
    • 11. Do I have MEASURABLE PR objectives that align to the business objectives?
    • 12. What KPI’s do I need to measure to show impact of my objectives?</li></ul>Influence &amp; Business Outcomes<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 13. TYPES OF BUSINESS OUTCOMES<br />Influence &amp; Business Outcomes<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 14. SETTING MEASUREABLE <br />OBJECTIVES<br />Influence &amp; Business Outcomes<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 15. Financial Outcomes<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 16. WHAT IS ROI?<br />Profit from an investment as a percentage of the amount invested<br /> <br />Influence &amp; Business Outcomes<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 17. Non-Financial Outcomes<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 18. © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 19. Influence System<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 20. STEP 1<br />ANALYZE<br />SITUATION<br />DIGITAL<br />FOOTPRINT<br />ANALYSIS<br />Which digital channels are currently being employed? What is the content being distributed through those channels? What levels of engagement occur around that content?<br />SEARCH<br />FOOTPRINT<br />ANALYSIS<br />How do you show up in search engines?<br />SOCIAL INFLUENCE system<br />DIGITAL<br />ASSET<br />AUDIT<br />What content is available and being created for social channels?<br />PROCESS<br />DISCOVERY<br />What is the internal process and who are the stakeholders for monitoring, creating content, posting to channels, and engaging with end users?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 21. STEP 1<br />ANALYZE<br />SITUATION<br />STEP 2<br />DEVELOP<br />STRATEGY<br />DIGITAL<br />FOOTPRINT<br />ANALYSIS<br />TARGET<br />AUDIENCE<br />Who are we looking to influence?<br />SEARCH<br />FOOTPRINT<br />ANALYSIS<br />BUSINESS<br />OBJECTIVES<br />What is the ultimate goal of the communications stream?<br />SOCIAL INFLUENCE system<br />DIGITAL<br />ASSET<br />AUDIT<br />DIFFEREN-TIATORS<br />What are our unique benefits to our target audience?<br />PROCESS<br />DISCOVERY<br />SUCCESS<br />METRICS<br />What KPIs will be used to determine a successful rollout?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 22. STEP 3<br />ALIGN<br />PROCESSES<br />STEP 1<br />ANALYZE<br />SITUATION<br />STEP 2<br />DEVELOP<br />STRATEGY<br />DIGITAL<br />FOOTPRINT<br />ANALYSIS<br />TARGET<br />AUDIENCE<br />RESOURCE<br />ASSESSMENT<br />Are the appropriate number and types of people involved in the process?<br />How does content and engagement happen now, who is responsible, what is the process?<br />SEARCH<br />FOOTPRINT<br />ANALYSIS<br />BUSINESS<br />OBJECTIVES<br />WORKFLOW<br />DISCOVERY<br />SOCIAL INFLUENCE system<br />Who needs to be informed of new content and social engagements, what is the process, where does the governance live?<br />DIGITAL<br />ASSET<br />AUDIT<br />DIFFEREN-TIATORS<br />GOVERNANCE<br />FLOW<br />PROCESS<br />DISCOVERY<br />SUCCESS<br />METRICS<br />WORKFLOW<br />OPTIMIZATION<br />Where can we create efficiencies to cut down on manual labor?<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 23. Summary<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 24. ARY &amp; CHECKLIST<br /><ul><li>Understand the Business Objective
    • 25. Understand how PR will impact the business objectives
    • 26. Create Measurable PR Objectives
    • 27. Develop effective research and measurement program that clearly correlates influence to business outcomes</li></ul>The checklist<br />© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />
    • 28. THANKYOU<br />KARLAW@WAGGENEREDSTROM.COM<br />TWITTER: @KARLAWACHTER<br />© 2010 Waggener Edstrom Worldwide Inc. All Rights Reserved. <br />

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