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Measurement cmm april 2011 with notes gll
 

Measurement cmm april 2011 with notes gll

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  • Up to now, measurement has often focused on Ad Equiv Value, to measure return on investment in dollars. AEV is increasingly controversial, with multiple equations etc to calculate value. No consideration for quality. Social media metrics often only focus on output.. And not results. Metrics are often very detached from Strategy, and don’t inform how strategy is being met It sometimes seems like we are pulling meaningless numbers, … as illustrated in this Dilbert cartoon.
  • Here are some examples of classic or traditional MR and Social Media metrics – numbers that don’t help us set our future direction.
  • So, are you metrics really: relative to your Strategy? informing your future tactics? informing your future Strategy? Do they matter to your overall Corporate Strategy? To your CEO and true business goals? Often the answer is NO.
  • We have set out as a project to define and create meaningful measures It starts with setting our Global Communications Strategy (both MR and SM) Then we look at setting our key accounts Strategy. We ensure our efforts are focused on only media that are most likely to reach our target audience and reach our goals. To do this - set a criteria list of questions, and vet media against them with a scoring system. This will ensure maximum efficiency in media and influencer outreach. Next – we develop meaningful measures that speak to our objectives. If your goals aren’t all about money, go beyond Ad Equivalency. Ensure your measures speak to you strategy and tactics – and will inform your future tactics and activities based on the results. Next… act based on the results. We will make changes to our tactics and activities based on what these measures tell us. And moving ahead, we will look to have these measures directly inform our future strategies.
  • Here are the steps are taking to reaching our goal: We conducted a measurement audit, having a look back on our: Metrics Methods Systems All in relation to our strategy Are we speaking to our Strategy? Next we are testing out a new monthly dasboard for our metrics, called the ARROW model. I’ll speak to this more in the next slide. Then, we set out, through a team process, to define our measures and complete our dashboard.
  • After the measurement audit conducted by our Agency Weber Shandwick, Here’s how this looked on our team: First We had a two day measurement session with key members of the team In this session we looked at all of our activities, what we do and what we want to accomplish out of them. We then inputted them into our measurement dashboard. It was a long and arduous process!... But necessary. Next – after some final tweaking, we presented the complete dashboard to the entire team, over a 1 day session. We ensured agreement on what we are measuring, what tactics feed into these measures, who is responsible for providing the information, and how. We set a date for reviewing the dashboard a few months in.
  • Our Dashboard – the arrow model. Here is the general overview.
  • In order to break it down and get going on inputting our information in the ARROW dashboard, we started with just the activities, their reach and the relevance measures. This became our start… the ARR!!! Model. We also agreed to drop the worth section, as any ad value would become a reach metric, and the remaining worth would be measured as an outcome tied into CTC’s Strategic Objectives.
  • Next we look to add in the Outcomes… our real treasure. This is the section that truly speaks to our strategy as a unit, and our objectives and strategy for the company as a whole. These measures will allow us to show how our work is moving the CTC’s objectives and goals along, and measure how well we are doing this.
  • Here’s an example of a few of these measures for our Media Relations work (read a few examples from slide)
  • Here’s an example of a few of these measures for our Media Relations work (read a few examples from slide)
  • And here are few for Social Media (read a few examples from slide)
  • We then set out to put a scoring system against our relevance metrics – to provide us with numbers for analyses as to whether we are reaching our goals, and to provide information for recommends on what we can change. All scoring is based on a 1 – 5 scale – with 5 being best. A few examples: Position/ Prominence for Print: Gives points for where the article appears in a publication, and the quality of our content being represented. Print Sentiment Assesses the degree to which the article is positive, neutral or negative – to inform how we may wish to change our pitches or focus of our pitches in the future.
  • Print Signature Experience and USP Penetration – or Content Theme penetration This scoring looks at what USP’s are represented, and whether Signature experiences are involved. This score helps to determine if we are meeting our general CTC strategy, and helps provide basis for making changes to increase the exposure of these key Strategic factors.
  • Here is an example of our average scores for print, broadcast and online. In general it shows some areas for improvement. For instance on signature experience penetration (understandable at this point as it is about to launch). But gives us a basis to decipher a need to change our tactics around this area.
  • Here are some insights on Signature experiences and neutral story tones that will assist us in changing how and what we pitch.
  • For Social Media – the traditional metrics flow is a “one way” street.
  • For Social Media – you recall the one way street I referred to at the start of the presentation? Here’s where we want to be – in a situation where our metrics are truly informing our tactics and activities, and changing the way we do business in order to create efficiencies in reaching our Strategic goals.
  • For SM – We are currently exploring a tool called Syncapse.
  • In Conclusion – it is important to point out that we are in the beginning stages of this measurement pilot. January results just came in on Friday. We intend to provide a comprehensive update and recommendations once we have seen a few months of analyses, for presentation to you all at Go Media in September (Edmonton) When setting your path to meaningful measures – consider the following: Define your strategy Tie your campaigns to your objectives Set you Key Accounts Strategy Measure accordingly Don’t stop at activities, measure results Make sure your measures are useful and informative to you If not informing your future activities and strategy, reset your metrics! Keep it simple

Measurement cmm april 2011 with notes gll Measurement cmm april 2011 with notes gll Presentation Transcript

  • The road to meaningful measures
  • Measurement – the past experience
    • Focus on Ad Equivalency Value (AEV) as ROI
    • Multiple definitions & equations for calculating AEV
    • Social media metrics focused on our output activities only
    • Analyses detached from Strategy
  • Traditional Metrics
    • Traditional Media Relations
    • Ad Value
    • Audience Reach
    • Social Media
    • Number of followers
    • Number of friends
    • Number of likes
    • Number of conversations started
  • But…
    • Are they relative to your Strategy?
    • Will they inform your future tactics?
    • Will they inform your future Strategy?
    • Do they matter to your overall Corporate Strategy? Your CEO?
    • Often… NO!
  • We looked ahead… our Goal
    • Develop the Global Communications strategy
    • Use a Key Accounts approach
    • Develop Meaningful Measures
    • against our objectives
    • Act based on our results
    Yukon
  • The road to reaching our goal
    • Measurement Audit: A look at our
      • Metrics
      • Methods
      • Systems
      • All in relation to our strategy
    • A New Monthly Dashboard is being tested
      • The Arrow Model
    • Defining measures and completing our dashboard
      • The team process
    Banff, AB, Banff Lake Louise Tourism
  • The Process – Arrow Dashboard and Setting Measures
    • Two Day Measurement Session
      • Dedicated working group (5 team members)
      • Set activities and measures in ARROW Dashboard
      • Agreed to approach: the ARR… then O model
    • Full Day Team Presentation (11 team members)
      • Approval of Activities and Measures
      • Identification of roles in providing numbers and input
      • Set date for review after initial months
    Vancouver, Canadian Tourism Commission
  • Monthly Dashboard Model: ARROW Activities Reach Relevance Outcomes Worth What activities were performed to achieve results? Did you reach your audience? How many impressions, web visits, reports, attendees, etc. were generated? Were you relevant to your audience? Were you credible? Did your ideas and messages resonate? Did you drive conversation? What business results did you achieve? Awareness? Reputation? Engagement? Loyalty? Advocacy? What is the estimated dollar value of your communication efforts? What was the ROI? The traditional ARROW Model
  • Where we started… the ARR Model Activities Reach Relevance What activities were performed to achieve results? Did you reach your audience? How many impressions, web visits, reports, attendees, etc. were generated? Were you relevant to your audience? Were you credible? Did your ideas and messages resonate? Did you drive conversation?
  • Adding in the O… our treasure Outcomes What business results did you achieve? Awareness? Reputation? Engagement? Loyalty? Advocacy?
  • Example – Media Relations Activities Reach Relevance Outcomes # of News Releases # of Video Releases # of Media Calls # of Media Interviews # of Earned Media Placements (Print, Broadcast) # Earned Media Impressions (Print, Broadcast) # of Earned Media Value Prominence & Position of coverage Content Theme Penetration (USP’s, Signature experiences) Sentiment (Positive vs. Negative) Travellers Path to Purchase Aided / un-aided Destination awareness Aided / un-aided brand awareness
  • Example – Media Relations Activities Reach Relevance Outcomes # of News Releases # of Video Releases # of Media Calls # of Media Interviews # of Earned Media Placements (Print, Broadcast) # Earned Media Impressions (Print, Broadcast) # of Earned Media Value Prominence & Position of coverage Content Theme Penetration (USP’s, Signature experiences) Sentiment (Positive vs. Negative) Travellers Path to Purchase Aided / un-aided Destination awareness Aided / un-aided brand awareness
  • Example: Social Media Activities Reach Relevance Outcomes # of Video Posts # of Tweets # of Facebook Posts # of Engagement Tools # of Video Views # of Twitter Followers # of Facebook fans by geography # of Fans who engaged with engagement tools # of video re-posts # of re-tweets % of engaged fans Increase in # of fans who engaged with tools Travellers Path to Purchase Aided / un-aided Destination awareness Aided / un-aided brand awareness
  • Scoring System on Relevance Metrics Print
    • Position/Prominence Rating
    • 5) Headline, lead paragraph mentions and dominance
    • 4) Lead paragraph mention and dominance
    • 3) Dominance (focus vs. mention) only
    • 2) Multiple Mentions (2-4, multiple but not focus)
    • 1) Single Mention only
    •  
    •   Print Sentiment
    • 5) Positive
    • 4) Somewhat Positive
    • 3) Neutral/Balanced/Mixed Positive-Negative
    • 0) Negative
  • Scoring System on Relevance Metrics Print Print Signature Experience Penetration 5) Unique Selling Propositions (more than 2) and 1 Signature Experience featured 4) Unique Selling Propositions (2) and 1 Signature Experience featured 3) Unique Selling Proposition (1) and 1 Signature Experience featured 2) 2 Unique Selling Propositions (no Signature Experience) 1) 1 Unique Selling Proposition (no Signature Experience) 0) No Unique Selling Propositions or Signature Experiences featured  
  • Score Overview 3.17 (63%) Global Communications Overall Team Score Online Signature Experience Penetration 1.38 Sentiment 4.38 Overall Score 2.88 (58%) Print Broadcast Signature Experience Penetration 1.67 2 Sentiment 4.38 5 Position/Prominence 3.35 5 Overall Score 3.13 (63%) 4 (80%)
  • Online Findings Relevance Summary
    • One-quarter of the online coverage (two posts) included at least one Signature Experience, resulting in an average score of 1.38.
    • 75% (six posts) included a Unique Selling Proposition; all featured Active Adventure and one also included Connecting with Canadians .
    • While more than half the coverage was strongly positive, nearly a third was neutral.
    Overall Scores Signature Experience 1.38 Sentiment 4.38 Overall Score 2.88 (58%) Bonus for Recommendation 13%
  • Print Findings Relevance
    • 25% of the articles contained at least one Signature Experience, and all but two articles included at least one Unique Selling Proposition (USP). These numbers are expected to rise in future months as the 2011 strategy is further executed.
    • One article was awarded five points for containing more than two USPs and one Signature Experience.
    • Twenty-two articles contained one USP but no Signature Experiences, while two articles contained neither. This brought the average score to 1.68 out of a possible 5. As mentioned, improvement is expected later this year.
    • The USP Active Adventure generated the most coverage, while Personal Journeys did not receive any print coverage in January.
      • The total in the USP chart is higher than the chart above because some articles contained multiple USPs.
  • Print Findings Relevance Examples: Unique Selling Propositions
    • The Active Adventure USP accounted for 75% of the coverage, followed by Vibrant Cities and Local Cuisine .
    “ Urbane Vancouver is just a hop, skip, and a jump— or should we say, a zipline, downhill, and a double black diamond— from the adventure-travel wonderland of Whistler. Here the new Peak 2 Peak Gondola, dangling 1,430 feet above Fitzsimmons Creek, is the least adventurous outdoor option.” “ Prince Edward Island—Canada's smallest province—may seem snowbound in the winter, but the chill winds breathe fresh excitement into this scenic spot. Anchored by two small cities, Charlottetown (the capital) and Summerside, the 40-mile-wide island typically draws visitors spring through fall for drives along the coast or golf games at the world-renowned Links at Crowbush Cove. But in the winter, the island's snow-covered sand dunes and thick, ice-slicked shoreside forests give visitors a feeling of being bold and adventurous.” Circulation: 12,510 Circulation: 687,203
  • Social media – traditional metrics
  • Social media – our new approach to measurement Aligned Digital Ecosystem Overlooked currently Collate metrics from multiple sources and present an aggregated global and local market view Make adjustments to the Campaign, channel weighting and the Business
  • Syncapse: A tool for analyses currently being considered
    • Syncapse is a dashboard that streamlines the build, management, and measurement of marketing programs in social media:
    • Simplifies governance
    • Creates efficiency
    • Streamlines publishing/community management/platform moderation
    • Streamlines and expands creative opportunity (tabs and modules)
    • Simplifies and standardises measurement at a global and regional level
  • In conclusion
    • Define your strategy
    • Tie the work to your objectives
    • Set you Key Accounts Strategy
    • Don’t stop at activities, measure results
    • Make sure your measures are useful and informative to you
    • If not informing your future activities, strategy, reset your metrics!
    • Keep it simple