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Prsa international 2011_2

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  • 1. OMG ROI: Measuring Impact and Influence in a 3.0 World Katie Delahaye Paine CEO kdpaine@kdpaine.com A Presentation to PRSA International www.kdpaine.com Orlando, FL http:/kdpaine.blogs.com October, 2011 Founding member Institute for PR Measurement Commission Founding Fellow, Society for New Communications Research©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce.
  • 2. It’s the end of the measurement world as we know it 1. Coke + P&G announced they won’t pay for eyeballs, only engagement 2. @AndyCarvin broke the news of Mubarak’s fall 1 hour before Al Jazeera 3. Sodexo saved $300K in recruitment costs via Twitter 4. In 3 months, via crowdsourcing, an engineer solved a problem that Exxon spent 20 years trying to solve 5. The CEO of a hospital won a union battle via blogging 6. HSUS generated $650,000 in new donations from an on-line photo contest 7. The MyDrunkKitchen YouTube Channel has more viewers than CNN©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 2Partners. Please respect intellectual property and do not copy or reproduce.
  • 3. Old School Metrics AVE Eyeballs HITS (How Idiots Track Success) Couch Potatoes (GRPs) # of Twitter Followers (unless you’re a celebrity) # of Facebook Friends/Fans (unless they generate $$)©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Page 3Partners. Please respect intellectual property and do not copy or reproduce.
  • 4. New School Metrics SEO & Page Rank = Likelihood of being found Influence = The power or ability to affect someone’s actions. Engagement= Some action beyond zero Relationships = Long term engagement leading to trust Advocacy = engagement driven by an agenda Sentiment = contextual expression of opinion – regardless of tone ROI: Return on Investment – no more no less. End of discussion©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce.
  • 5. Myth Busting 1. Social media is just Facebook and Twitter 2. Someone needs to own Social Media 3. It’s all about marketing Only 3 to 7.5% of consumers 4. Eyeballs = Awareness on average actually see posts 5. Followers = Influence made by the Organization. 6. Likes = Engagement Organizations with fewer fans (between one and 10,000) will 7. Engagement = ROI have higher engagement rates 8. All that matters is sales 9. Sentiment is what’s really important©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 5Partners. Please respect intellectual property and do not copy or reproduce.
  • 6. Reality # 1 Media ≠ Facebook©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 6Partners. Please respect intellectual property and do not copy or reproduce.
  • 7. Reality # 2: No one needs to “own” social media 2000-2004 2004-2010 2010-2015 Social Media/CGM Force-fitting Social Media Integrating Social Media emerges as a technology into Existing Structure into the Organizational DNA function Corp Comm PR Mktg Digital Direct Social Media©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 7Partners. Please respect intellectual property and do not copy or reproduce.
  • 8. Reality #3: It’s not all about you, so get over it Conversations Prod. Product Mktg PR/Com R&D CI IR HR Sales Mktg Support Research ms/Mktg Savings, shorter cycles, more renewals, better ideas, research $$$$$$$$$$$$$$$$$$$$$$$$$$©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 8Partners. Please respect intellectual property and do not copy or reproduce.
  • 9. Reality #4: Eyeballs are not awareness MSM Online Social Media Eyeball HITS & Outcomes counting Clicks©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 9Partners. Please respect intellectual property and do not copy or reproduce.
  • 10. Reality #5: Followers/Reach does not = influence Measure what matters There is no “bible” Influence ≠Reach, GRP, or any other magic bullet All influence is relative A computer cannot tell you who matters most©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce.
  • 11. ©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 11Partners. Please respect intellectual property and do not copy or reproduce.
  • 12. Myth # 6: Likes are not engagement Impressions Likes Followers Trial/Consideration Purchase Advocacy©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 12Partners. Please respect intellectual property and do not copy or reproduce.
  • 13. Myth # 7: Engagement is a continuum I m p Retweets, r Repeat Visitors, Repeat Registration, e Click thrus, Unique Comments. Positive Repeat visitors, Twitter s followers, Reposts, sentiment, Purchase s Likes Comments Shares, Use Advocacy i of hashtag, Trial o n @message s 0 1 1.5 2 2.5 3 3.5 4 4.5 5©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce.
  • 14. Myth #8: ROI may be Efficiency Going where the fish are = Greater efficiency: Need some help 44 % of junk mail goes to landfills unopened . with that lawn? Response rates <0.25% now acceptable Better SEO results Greater loyalty: Listen for need, respond with help Quilted Northern Home Depot Loss prevention; risk mitigation Georgia Pacific©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce.
  • 15. Myth #9: Sentiment may not matter There’s a reason they call it “earned” You are what you do, not what you say Assumes sentiment exists 80% of conversation is neutral, just making an observation Majority of business doesn’t evoke sentiment Requires lots of data Once you eliminate spam, content farms and invalid mentions, make sure content volume is sufficient Assumes sentiment drives action, but you need analytics to prove it Real time sentiment is not measurement©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce.
  • 16. The Social Media Measurement Process Crawl Walk Run Fly • Monitoring/ • Participate • Integrate • Tie efforts to Listening • Measure into Strategy outcomes • Establish • Tailored • Use Multiple • Crowd source Rules content Channels • Integrate • Follow best with all Mktg practices • Continuously improve©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 16Partners. Please respect intellectual property and do not copy or reproduce.
  • 17. 6 Steps to Measuring Social Media 1. Define the “R” in your ROI 2. Connect the dots between organizational goals and PR 3. Establish benchmarks 4. Define your metrics 5. Pick a tool 6. Figure out what it means, change and measure again©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce. 17
  • 18. What are you measuring? Paid – Google Adwords, Facebook Ads, popups, banners etc. Owned – www.prsa.org @prsa Shared – Content you create that other’s share Earned -- Everything else©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 18Partners. Please respect intellectual property and do not copy or reproduce.
  • 19. Don’t ask me, ask your stakeholders Questions you need to know the answer to: What keeps them up at night? What are they currently seeing? Where do they go for information? What influences their decisions? What’s important to them? What makes them act?©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 19Partners. Please respect intellectual property and do not copy or reproduce.
  • 20. Step 1: Goals for Communications 1. Marketing/leads/sales/ 2. Mission/message/positioning/ 3. Relationship/reputation/ To fix this Or get to this©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 20Partners. Please respect intellectual property and do not copy or reproduce.
  • 21. Goals drive metrics, metrics drive results Reputation/ Sales Get the word out Goal Relationships % increase in Engagement % improvement in Relationship scores % hearing/seeing % movement along Engagement Continuum % increase in Recommendations Metrics % believing % reduction in $ per customer acquisition % Share of Favorable Positioning % acting % increase in qualified leads Marketing Mix Modeling©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 21Partners. Please respect intellectual property and do not copy or reproduce.
  • 22. You have to connect the dots Priority audiences Definitions of success Measurement in place Needed Tools Improving our Qualitative Analysis Media positioning in the marketplace Media Tracking Web traffic or clicks Social Media Content Potential Communicating key Analysis employees messages Measuring web Message Analysis traffic Ensuring consistency in Multi-variate testing Partners brand image Relationship Survey Financial Customers Increasing qualified leads Accounting Key Influencers©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 22Partners. Please respect intellectual property and do not copy or reproduce.
  • 23. Step 3: Establish benchmarks A peer group Control groups vs. other departments Over time Whatever keeps your C-Suite up at night©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce.
  • 24. Step4: You need to think like an Olympian Metrics Exposure + + $$$ Friends Engagement Followers raised Start Goal Category Metric 1 Metric 2 Metric 3 Progress Strength 100 pounds + 200 pounds Pass test 10 miles 20 miles Sailing 3 top 30 finishes 3 top 20 finishes 3 top 10 finishes 20% increase in position each race Marketing 365 Members 21 Followers 1 sponsor $1000 raised©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 24 Please follow @cpainesailng on Twitter or CPaineSailing on FacebookPartners. Please respect intellectual property and do not copy or reproduce.
  • 25. Typical KPIs in Earned Media % increase/decrease in share of desirable vs. undesirable conversations over time % increase in share of reposts and comments vs. the competition over time vs. % containing a key message % message integrity over time % favorable positioning on key issues % share of quotes©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce. 25
  • 26. Typical KPIs in Owned Media % increase in repeat vs. unique visits % increase in time on site, pages per visit % increase in blog subscriptions/registrations % increase in visits to unique URLs % increase in downloads©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce. 26
  • 27. Step 5: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysis If you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web analytics If you want predictions and correlations you need two out of three©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 27Partners. Please respect intellectual property and do not copy or reproduce.
  • 28. You really only need one tool©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 28Partners. Please respect intellectual property and do not copy or reproduce.
  • 29. Step 5: Selecting a measurement tool Objective KPI Tool More efficient customer % decrease in cost per customer Web Analytics + CRM acquisition acquisition Correlations with social media % increase in leads vs. activity content Engage marketplace Ratio of comments to posts Content Analysis, Web Repeat visits vs new analytics or Content Analysis: Time on site TypePad, Technorati Pages per visit Omniture, Google Analytics Communicate messages % of articles containing key Media content analysis – messages Relationship and awareness Total opportunities to see key survey messages Cost per opportunity to see key messages©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 29Partners. Please respect intellectual property and do not copy or reproduce.
  • 30. Tool #2: Measuring “Owned” Media Web analytics Influence Google Analytics Twitalyzer Web Trends Traackr Omniture Klout SEO CRM/Business Page Rank Intelligence Post Rank Salesforce SAS SAP©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 30Partners. Please respect intellectual property and do not copy or reproduce.
  • 31. Tool #3 Measuring relationships Control mutuality In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed) This organization really listens to what people like me have to say. Trust This organization can be relied on to keep its promises. This organization has the ability to accomplish what it says it will do. Satisfaction Generally speaking, I am pleased with the relationship this organization has established with people like me. Most people enjoy dealing with this organization. Commitment There is a long-lasting bond between this organization and people like me. Compared to other organizations, I value my relationship with this organization more Exchange relationship Even though people like me have had a relationship with this organization for a long time; it still expects something in return whenever it offers us a favor. This organization will compromise with people like me when it knows that it will gain something. This organization takes care of people who are likely to reward the organization. Communal relationship This organization is very concerned about the welfare of people like me. I think that this organization succeeds by stepping on other people. (Reversed)©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Page 31Partners. Please respect intellectual property and do not copy or reproduce.
  • 32. Step 6: Tying it all together: Research without insight is just trivia Find your “Abby” Ask “So What” three times Look for failures first Check on what the competition is doing Then look for exceptional success Compare to last month, last quarter, 13-month average Move resources from what isn’t working to what is©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &Partners. Please respect intellectual property and do not copy or reproduce. Page 32
  • 33. Pushing back on the skeptics What “R” are What’s you looking the ROI ? How does the for? We can’t afford redecorated it lobby help sales? How does it helps sales? We spend millions talking at the market, its irresponsible to not Measuring spend at least 10% to relationships is find out if its working? squishy Why do you make Measuring IP is it so complicated? squishy? Forcing PR to use one I want one number is like asking Does you CFO number to show your Accounting Dept. only present 1 success to only use a number to the calculator board?©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 33Partners. Please respect intellectual property and do not copy or reproduce.
  • 34. 6 Steps to Success = Think Different 1. Break down the silos 2. Use crowdsourcing to find solutions 3. Seek relationships, not “likes” 4. Remember what matters 5. Use metrics to inspire not to justify 6. Crawl, Walk, Run or Fly©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 34Partners. Please respect intellectual property and do not copy or reproduce.
  • 35. Thank You! For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.com For a copy of this presentation go to: http://www.kdpaine.com Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & 35Partners. Please respect intellectual property and do not copy or reproduce.

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