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Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA
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Measurement: Proving the value of earned and owned media. Nadina Guglielmetti WOMMA

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  • 1. 11 | 2011 MEASUREMENT PROVING THE VALUE OF EARNED AND OWNED MEDIA NADINA GUGLIELMETTI, WAGGENER EDSTROM WORLDWIDE
  • 2. Earned (Traditional, Blogs, AR, Broadcast, Social) Influence Engagement Market Gaps CustomerMedia POV & POV Opportunities WOM Behavior Attitudes Owned (Advertisin g, Owned Properties) © 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.
  • 3. THE PROBLEM
  • 4. Your business or organization leadershipEXPECTS tangible business impactand results for their investment areas.ARE YOUDELIVERING?Hint: No, AVEs Don’t Count!
  • 5. WE ARE MEASURINGOUTPUTSWE ARE ASSUMINGIMPACT ON BUSINESSOBJECTIVES
  • 6. INFLUENCE = EFFECTEFFECT = ACTIONACTION = OUTCOME
  • 7. If we are in the business ofINFLUENCEthen we must show theEFFECT & OUTCOMEof that influence on “theactions, behavior, opinions,etc.” of our target audience.Thus, INFLUENCEmust be tied directly toBUSINESS OUTCOMES
  • 8. INFLUENCE BUSINESS OUTCOMESSO WHAT NOW?
  • 9. QUESTIONS THAT LEAD TOCORRELATING INFLUENCE ANDBUSINESS OUTCOMES• What is the business problem your company/organization is trying to solve?• What are the company/organization business objectives?• How will your campaigns specifically help solve the problems and impact the business objectives?• Do I have the right data to inform the development of the right objectives and strategies?• Do I have MEASURABLE objectives that align to the business objectives?• What KPIs do I need to measure to show impact of my objectives?
  • 10. TYPES OF BUSINESS OUTCOMES Financial Nonfinancial (Revenue Generating) • Sales • Awareness • Investment • Brand Loyalty • Valuation • Reputation & • Donations Perception • Membership • Belief • Downloads • Advocacy
  • 11. SETTING MEASUREABLEOBJECTIVES HOT • Increase Unaided Awareness of X Brand/Product by 15% YOY. NOT • Raise Awareness of X Brand/Product/Organization. HOT • Increase Membership by 50% YOY NOT • Increase Membership
  • 12. WHAT IS ROI?Profit from an investment as a percentage of the amount invested Outputs • Controllable Variables • Search/volume • Geography awareness • Product • Intent to use • Outlets • Tone • Sales volume • Influencers • Volume • Sales revenue • External • Key message • ROI • Advertising pickup • Brand perception • Word of mouth • Search volume/ awareness • Price • Action Input Business Variables Outcomes
  • 13. OUTCOME MODELS
  • 14. MEASUREMENT METHODOLOGIES: EARNED Proxy measures (coverage and conversation)Awareness-Advocacy Business Measurescontinuum Articles and Blogs Social Media Ratio of organic or Original tweets, Brand awareness survey, organic/unprompted referencesUnaided/Aided pitched coverage to total Views/reach/impressions of to subject on intranet/employee forums, internalAwareness coverage content, inbound link analytics/Web metrics (views expressed as a ratio to analysis employee base) Amplification, comments, Re-tweets/likes of SM with Brand belief survey, employee retention rates, likes/votesEngagement ratio of recommended KM inclusion on intranet sites, conversion rates/sales (from internal action and follow through company data) Sustained Key message Original SM with KM Brand loyalty survey, employee and customer retention pickup + positive tone inclusion +positive tone rates (internal company data), customer longevity (internal company data), employee longevity), internalLoyalty sharing of relevant intranet content (links, posts, discussions) Sustained Key message Sharing of KM via social Brand advocacy survey, customer referrals, employee pickup + positive tone + media + positive tone + call referrals, partner sales, creation of positive/supporting/Advocacy call to action to action referential engagement on intranet
  • 15. MEASUREMENT METHODOLOGIES: OWNED/PAID Proxy measures (conversation)Conversion Business Measurescontinuum Advertising Digital Platform Impressions (Reach), Unique Visitors Branding awareness survey, advertising or messaging Key message pickup effectivenessAwareness CTR Time spent, Views of Brand belief survey, likes/votes, conversion rates/sales content, inbound linkEngagement analysis, Comments, re- tweets, interactions, brand mentions or purchase Sharing of key Repeat visits, repeat Brand loyalty survey, customer retention rates, advertising or branding purchase, repeat customer longevity messaging mentions, likesLoyalty Sharing of brand Sharing of brand Brand advocacy survey, customer referrals, increased messaging messaging via social salesAdvocacy media, repeats engagement, call to action
  • 16. SOLUTION FRAMEWORK
  • 17. SOLUTION FRAMEWORK INFLUENCE AUDIENCE OUTCOMESSTARTING IDENTIFICATION & KEY MEASUREMENT RANKING CONVERSATIONS BASICSINTERMEDIATE THE INFLUENCE CONVERSATION MEASURING NETWORK STRATEGY CONTENTADVANCED SETTING LONG-TERM INFLUENTIAL INFLUENCE MAPPING MEASUREMENT CONVERSATIONS STANDARDS
  • 18. EXAMPLE: Measuring ROI A GROUP vs. B GROUP Amplification (Share of Mentions) Amplification (Share of Mentions)Percentage +/- in Percentage +/- incomparison to the comparison to thebenchmark share of benchmark sharecontent that of content thatmentions X. mentions X.Benchmark = 1.34% Benchmark =share 0.36% share Tone TonePercentage +/- in Percentage +/- incomparison to comparison tobenchmark benchmarkaverage tone (3.19) average tone (3.08) Messaging MessagingPercentage +/- in Percentage +/- incomparison to comparison tobenchmark % of X benchmark % of Xcontent that content thatcontains containsmessaging. messaging.Benchmark Benchmarkpercentage = 4.6% percentage = 5.5%
  • 19. EXAMPLE: Influence Impact
  • 20. EXAMPLE: Influence Network
  • 21. EXAMPLE: Half the Sky
  • 22. EXAMPLE: Ask Avande
  • 23. SUMMARY
  • 24. ARY & CHECKLISTTHE CHECKLIST Understand the business objective Understand how your efforts will impact the business objectives Create measurable objectives Develop effective research and measurement program that clearly correlates influence to business outcomes
  • 25. THANKYOUNGUGLIELMETTI@WAGGENEREDSTROM.COM TWITTER:@NADINAG

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