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The metrics of the past don't always make sense in today's changing media landscape. Travel Oregon shares the latest thinking behind their point-based qualitative measurement system for working with …

The metrics of the past don't always make sense in today's changing media landscape. Travel Oregon shares the latest thinking behind their point-based qualitative measurement system for working with bloggers, influencers and traditional media.

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  • 1. Proving the Value of Public Relations Activities How to Measure and Communicate What Matters Oregon Governor’s Conference on Tourism April 28, 2014
  • 2. #ORGC @LANEPR @TravelOregon Agenda  Why Measure?  What to Measure  Travel Oregon’s Media and Blogger Methodology  Q&A  Workshop  The Next Evolution: Influencers  Q&A
  • 3. #ORGC @LANEPR @TravelOregon Why Measure?  Demonstrate your efforts are worthwhile  Ensure your programs/departments get funded  Show ongoing improvement in performance  Garner support for increased PR investment
  • 4. #ORGC @LANEPR @TravelOregon What Matters to Your Boss?
  • 5. #ORGC @LANEPR @TravelOregon Current Measurement Shortcomings Measurement Type Problem Ad Equivalency Values Almost all advertising buys are negotiated with different rates and discounts based on frequency Number of Articles/Placements Fewer stories in more targeted places can be more effective in generating business results than more stories in less targeted places Circulation/Impressions Circulation or reach doesn’t fully reflect the outlet’s influence over your target audience
  • 6. #ORGC @LANEPR @TravelOregon Today’s Media Landscape  Circulation less important, influence becoming more important • Print readership declining • Newsroom/publication staff shrinking • Declining opportunities with travel publications • Increase in online media, bloggers and freelancers • Lifestyle and niche publications, blogs becoming more influential
  • 7. #ORGC @LANEPR @TravelOregon What that Means for PR  It’s about the quality of the stories, not just the quantity  Focus time, resources on placing the right stories in the right places  Stories that will drive business, visits  Can no longer rely on quantitative measurement alone
  • 8. #ORGC @LANEPR @TravelOregon The Barcelona Principles 1. Importance of goal setting first 2. Measuring the effect on outcomes is preferred to measuring outputs 3. The effect on business results can and should be measured where possible 4. Media measurement requires quantity and quality 5. AVEs are not the value of public relations 6. Social media can and should be measured 7. Transparency and replicability are paramount to sound measurement
  • 9. #ORGC @LANEPR @TravelOregon Travel Oregon’s Methodology  Tie objectives to Travel Oregon’s strategic goals  Measure only what we directly touch  Utilize combination of qualitative and quantitative measurement # Stories Influenced Total Circulation Average Score by Sector Quantitative + Qualitative (Derived from qualitative evaluation of coverage) QuantitativeQuantitative
  • 10. #ORGC @LANEPR @TravelOregon The Point System Is this good coverage?  System for evaluating the quality of media, blogger coverage  Different criteria for each media category/sector Points 0 1 2 3 4 Story Type ------------ Mention Brief/Roundup Featured Roundup Oregon Feature Story Media Tier ------------ Tier 3 ------------ Tier 2 Tier 1 Visuals No Yes ------------ ------------ ------------ Link to Website No Yes ------------ ------------ ------------ TOTAL LOW = 2 ------------ ------------ ------------ HIGH = 10
  • 11. #ORGC @LANEPR @TravelOregon Reporting the Results April 2014 Issue, Sunset Magazine, “A Perfect Day in Eugene” An article featuring a list of some of the best activities, restaurants, breweries and hikes to explore in Eugene. Region: WV Initiative: TO: Pitch Score: 9
  • 12. #ORGC @LANEPR @TravelOregon Reporting the Results April Issue, Saveur, “From Western Waters” A story highlighting Pacific NW seafood experiences and restaurants to try. Region: OC Initiative: TO: Pitch Score: 10
  • 13. #ORGC @LANEPR @TravelOregon Why it Works  Follows industry best practices, models used by large corporations including FedEx, Philips and Clorox  Taps into how people are finding, consuming information today  Helps focus and prioritize our media, blogger relations efforts  More accurate, better demonstration of the value of our efforts  Places emphasis on stories that drive visits, business
  • 14. #ORGC @LANEPR @TravelOregon How it Was Developed  Objectives • Tied to strategic goals  Attributes by media sector • Determined which attributes were most important for each media sector  Benchmark year • Tracked, measured but did not report out first year • Tested, refined system before launching externally Which media drive the most visitors? What types of stories drive more bookings? What specific markets are we targeting? What media are people in that market consuming?
  • 15. #ORGC @LANEPR @TravelOregon Q&A
  • 16. Workshop Practice exercise
  • 17. #ORGC @LANEPR @TravelOregon How Would You Score this Clip?
  • 18. What’s Next? Vetting and evaluating influencers
  • 19. #ORGC @LANEPR @TravelOregon 7 Wonders of Oregon  How the influencers were chosen • Social influence: # of Instagram followers, blog readership, Twitter followers, Facebook fans, engagement, etc. • Relevance: Represent target consumer, live in key markets, hobbies align with activities around the Wonders, etc. • Earned media potential: Either via personal blogs or contributions to editorial outlets
  • 20. #ORGC @LANEPR @TravelOregon 7 Wonders of Oregon  How we are measuring success • # Posts • Fan/follower growth • Audience engagement • Website visits • # Blog posts/features
  • 21. #ORGC @LANEPR @TravelOregon Final Recommendations  Continue quantitative reporting (e.g. circulation, number of stories)  Begin qualitative measurement  Benchmark and refine over time  Be focused and targeted on where you spend your time  Use measurement to improve your programs  Communicate the TRUE VALUE of your efforts!
  • 22. #ORGC @LANEPR @TravelOregon Q&A
  • 23. Thank you. Judiaann Woo Kristin Heilman-Long Judiaann@traveloregon.com Kristin@lanepr.com
  • 24. Proving the Value of Public Relations Activities How to Measure and Communicate What Matters Workshop Excercise Qualitiative Measurement System Overview Every piece of influenced coverage is reviewed for target attributes – visuals, URL inclusions, key message penetration and more – which are assigned a numeric value. Because of their differences, distinct point systems apply to consumer travel coverage, industry coverage and blogs. Coverage items can earn points in four or five categories (depending on whether it’s a consumer, industry or blog item) toward a potential high score of 10 points. Coverage scores are then averaged for quarterly and annual comparison. The consumer and industry measurement grids are outlined below. Consumer Travel Coverage Criteria (Print, Online, Broadcast) Points 0 1 2 3 4 Media Tier ---------------- Tier 3 --------------- Tier 2 Tier 1 Website Link No Yes --------------- ---------------- ---------------- Visuals No Yes ---------------- ---------------- --------------- Story Type ----------------- Mention Brief/Roundup Featured Roundup Oregon Feature Story Total LOW = 2 ---------------- ----------------- ---------------- HIGH = 10 Travel Oregon Industry Coverage (Print, Online, Broadcast) Points 0 1 2 Story Type ---------------- Mention/Brief Feature/Dedicated Segment Messaging No TO Message Key Messages Interview/Quote Tone Negative Neutral/Balanced Positive Media Tier ----------------- Tier 2 Tier 1 Visuals No One photo Multiple photos/videos Total LOW = 3 ---------------- HIGH = 10 1 | P a g e
  • 25. Proving the Value of Public Relations Activities How to Measure and Communicate What Matters Workshop Excercise Score this Coverage Full article copy provided on next page. Score Tally Media Tier TO/DMO Link Visuals Story Type TOTAL 2 | P a g e
  • 26. http://www.cnn.com/2014/03/06/travel/natural-records-united-states/index.html?hpt=hp_c3 Page 1 of 5 Apr 25, 2014 02:35:39PM MDT 10 record-setting natural wonders in the United States By Helyn Trickey Bradley , Special to CNN updated 12:05 PM EST, Fri March 7, 2014 CNN.com Please tell us about the natural wonders in your state. Share your suggestions in theEditor's note: comments section below. (CNN) -- Maybe we've been cooped up too much this winter, but now more than ever, the natural wonders of our world are beckoning to us from behind gray computer monitors, buzzing cell phones and the million red brake lights ahead of us on the long commute home. We yearn to leave the laundry, the dishes and the bills behind and swap them out for something bigger, deeper and taller than we could ever be; something that will, at once, make us feel insignificant and perfectly in place. Pack your bags and wear comfortable shoes, because we've compiled a list of nature's record setters in the United States that will make for great vacation memories. 29 beach photos that'll make you drool Deepest lake in the U.S. Looking to be gobsmacked by nature? Visit Crater Lake in south-central Oregon. Created by the eruption and ultimate collapse of Mount Mazama more than 7,000 years ago, water filled the caldera, or ring-like indentation left after the explosion, creating the deepest lake (592 meters; 1,943 feet) in the United States. In winter, snowshoeing expeditions give a peek into the wilds of this natural wonder. But make sure to visit this beauty in the summertime, too, when more of the is accessible. A two-hourCrater Lake National Park trolley tour circles the rim of the lake and allows visitors four scheduled stops. Hop aboard a summer lake cruise, weather permitting, and catch a glimpse of the famed "Old Man of the Lake," a large tree stump that has been floating vertically in the cold water for nearly a century. Bicyclists rave about the 33-mile loop around the rim of Crater Lake, but be warned that the route features steep climbs and brilliant views in equal portion. Crater Lake Lodge first opened its doors in 1915 and is a rustic, sweeping homage to the 1920s, complete with a Great Hall and oversized fireplace. It is open seasonally, usually May to October. 10 of the world's coolest underground wonders Largest living tree in the world You're going to need a very long set of arms to hug the . Dubbed Generallargest living tree in the world Sherman after the Civil War general, this behemoth lives in the north end of Giant Forrest in Sequoia National Park, California, and towers about 84 meters (275 feet) high. At its base, this giant is about 31 meters (103 feet) around, roughly equal to fourteen and a half Shaquille O'Neals lying head-to-foot around the base of the tree.
  • 27. http://www.cnn.com/2014/03/06/travel/natural-records-united-states/index.html?hpt=hp_c3 Page 2 of 5 Apr 25, 2014 02:35:39PM MDT Despite its impressive height and width, it is not the tallest or widest tree around. Instead, its distinction as the largest living tree is judged by the volume of its huge trunk -- 52,500 cubic feet . Sequoia and Kings Canyon National Parks lie adjacent to each other in the southern Sierra Nevada and make a wonderful playground, no matter the season. In May, Crystal Cave, a large, naturally-forged underground cave with stream-polished rock formations and large marble rooms, opens to the public. In the winter, book a room at the rustic , located just minutes from General Sherman, andJohn Muir Lodge take a cross-country ski trip into the snow-draped forests. Lowest and hottest spot in the U.S. If you've had it up to your hairline with ice storms and snow days, plan a getaway to the hottest, lowest place in the United States: . It may sound like a depressing destination, but this place boastsDeath Valley some of the most adaptable plant and animal life on the planet. Death Valley is 86 meters (282 feet) below sea level and was formed when movement in the earth's crust along a fault line caused the land to sink. From Telescope Peak, the highest mountain in the national park at 11,049 feet, to the Badwater Basin floor is nearly a two-mile drop, twice the depth of the Grand Canyon. The average rainfall for the area is less than 2 inches per year. A record high of 134°F (57°C) was recorded in Death Valley on July 10, 1913. The park is open year-round, but guided ranger tours are available only in the cooler months from November to April, and they are a great way to learn more about the geology and history of this fascinating desert. Full Moon festivals, available in the cooler months of the year, give visitors the opportunity to see how this desolate landscape changes at night. After a long, hot day of exploring the desert, check into the elegant , a well-appointedInn at Furnace Creek resort with spa amenities, spring-fed swimming pools, an 18-hole golf course and stone patios with sunset views. Most affordable Caribbean islands World's tallest mountain (measured from the ocean floor) If stargazing is your passion, you can't get much better than , a dormant volcano in HawaiiMauna Kea that, when measured from the ocean floor, is taller than Mount Everest, the world's highest mountain by altitude. From its ocean-floor base, Mauna Kea measures more than 10,000 meters (about 33,000 feet) or a little more than six miles. Historically, the summit of Mauna Kea has been considered a spiritual place to native Hawaiians and only royalty and tribal chiefs were allowed to visit. Today, the summit is still spiritually relevant for many people, but thousands of visitors make the arduous trip each year to visit observatories perched at the summit. Every night, regardless of weather, the Visitor Information Station at the Onizuka Center for International Astronomy holds a free public stargazing program. Book a room at the and relax in the sunny, privately owned VictorianShipman House Bed and Breakfast mansion, complete with more than 20 tropical fruit tree varieties blooming in the garden.
  • 28. http://www.cnn.com/2014/03/06/travel/natural-records-united-states/index.html?hpt=hp_c3 Page 3 of 5 Apr 25, 2014 02:35:39PM MDT Highest mountain in North America If the rugged, wild terrain of Alaska is what your wanderlusting heart needs, book a trip to Denali National in Alaska. This mammoth park -- roughly half the size of Rhode Island -- is home to thePark and Preserve highest mountain (as measured from its base) in North America: Mount McKinley. The mountain is 6,194 meters (20,320 feet) high. At night, if you camp anytime from August through May, you might glimpse the Aurora Borealis or Northern Lights. These vivid braids and streaks of light, sometimes red, sometimes green, can brighten the deep dark skies over Denali and take your breath away. Explore slabs of rocks that geologists have begun referring to as the dinosaur dance floors because of the high number of fossilized footprints they've discovered. There are no National Park Service accommodations in the park, but you can find stellar digs at Camp , two privately owned full-service lodges that feature guided outings andDenali and North Face Lodge flightseeing tours. Tallest natural bridge in the U.S. The amazing natural structure at in Utah is estimated to be moreRainbow Bridge National Monument than 200 million years old, and it stands 88 meters (290 feet) tall. Rainbow Bridge is considered to be the highest natural land bridge in the United States, and its name hints at the unique color striations formed from layers of different types of sandstone which became hardened and fused together by wild fluctuations in the climate through the Triassic and Jurassic periods. Geologists estimate that several million years ago heavy rains and a rising river gradient swept through the area, cutting wide swaths through the water-soluble sandstone and creating many interesting shapes in the landscape. Today, most visitors gawk at the bridge from a viewing platform, but some folks may backpack along the Navajo Mountain trail once they've acquired the appropriate permit from the Navajo Nation. Lake Powell, a reservoir of the Colorado River that straddles the border between Utah and Arizona, is relatively nearby and provides access by boat to the famous land bridge. One of the best ways to experience the spectacular landscape is to rent a houseboat and navigate Lake Powell via the more than 2,000 miles of shoreline. The sunniest place in the world If you're ready to trade in your parka and mittens for shorts and sunglasses, seek out a place where sunshine beams down 90 percent of the year. Yuma, Arizona, is the nation's sunniest city and the least humid place in the United States, according to the National Climatic Data Center. It's also the sunniest place in the world, according to the Guinness Book of World Records. Also, Yuma boasts the least number of days of precipitation in the nation: on average, 16 days per year. Several side trips outside of Yuma are worth taking. Bring your mountain bike and head out for an 11-mile trek in the Laguna Mountains area. Thirty miles north of Yuma is a must-see for history buffs: Castle Dome Landing is a ghost town and museum featuring 23 restored and recreated buildings, including a
  • 29. http://www.cnn.com/2014/03/06/travel/natural-records-united-states/index.html?hpt=hp_c3 Page 4 of 5 Apr 25, 2014 02:35:39PM MDT saloon and blacksmith. Northernmost point in the continental U.S. If the desert isn't calling your name, and ice fishing sounds alluring, head for an obscure little corner of Minnesota called Northwest Angle Inlet. The locals call the township "the Angle," and at 49.22 north latitude, it is the northernmost point in the contiguous United States. (Point Barrow, Alaska, is the northernmost point in all U.S. territory). The only way to get to "The Angle" is to drive through Canada or boat through Manitoba Bay. The Angle is a fisherman's paradise with plenty of walleye and bass, depending on the time of year you visit. Go on an ice fishing adventure with the and try out their heated fishing houses. TheyRed Fox Ice Fishing Company also rent private, lakefront cabins complete with a cast iron skillet perfect for frying up your catch. A nine-hole golf course offers a respite from fishing, and in the warmer months, berry picking is the activity of choice. By contrast, if you're hoping for warmer climes, try visiting the southernmost city in the continental United States: Key West, Florida. Its laid-back reputation and independent culture woos artists of all stripes, including authors Ernest Hemingway and Tennessee Williams, both of whom owned homes in the city. Deepest canyon in North America The Grand Canyon in Arizona may be immense, boasting nearly 277 river miles in length, but for sheer depth, Hells Canyon in eastern Oregon, eastern Washington and western Idaho wins hands-down. At its deepest, the canyon plunges 2,452 meters (8,043 feet) from the tip of He Devil Peak to the Snake River. The deepest part of the Grand Canyon is a mere 1,829 meters (6,000 feet). Hells Canyon was carved with the help of the Snake River which begins in western Wyoming, winds through the Snake River Plains, descends into the rocky Hells Canyon and eventually empties into the Columbia River. Make sure to view the Rush Creek Rapids from the majestic Hat Point lookout, the highest point of Hells Canyon on the Oregon side. Follow the , a 218-mile stretch of winding road that slips through much diverseHells Canyon Scenic Byway landscape -- from the snow-tipped Wallowa Mountains to lush valleys. Book a night stay at the quiet, rustic in Halfway, Oregon.Pine Valley Lodge Longest river in the U.S. At more than 2,500 miles, the Missouri River is the longest in the United States, beginning in the Rocky Mountains of Montana, winding generally south and east before joining the mighty Mississippi River near St. Louis, Missouri. "Big Muddy" passes through seven states -- Missouri, Nebraska, Iowa, North and South Dakota, Montana and Wyoming -- and explorers Lewis and Clark nearly followed its entire length before realizing that the waterway stopped short of the Pacific Ocean. Three Forks, Montana, where the "Big Muddy" originates, is a city worthy of exploration. Start your stay at the , a recently renovated historic building, and get your waders ready because ThreeSacajawea Hotel Forks is fly fishing country. Soak in the beauty of snowcapped mountains and cold, blue waters teeming with trout.
  • 30. http://www.cnn.com/2014/03/06/travel/natural-records-united-states/index.html?hpt=hp_c3 Page 5 of 5 Apr 25, 2014 02:35:39PM MDT Go canoeing in the headwaters and watch great blue herons fish near the banks. It's not uncommon to spot a moose lumbering along in the distance. Check out the intricate limestone caverns lined with beautiful stalactites and stalagmites at the , just 17 miles from ThreeLewis and Clark Caverns State Park Forks. Tell us about the natural wonders in your state. Please share your picks in the comments section below. © 2014 Cable News Network. Turner Broadcasting System, Inc. All Rights Reserved.