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

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