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Selected topics from the Media Measurement workshop held in Singapore and Hong Kong....

Selected topics from the Media Measurement workshop held in Singapore and Hong Kong.
Get the full picture on http://www.slideshare.net/LarsV/measuring-pr-in-the-digital-age-evaluating-communications-effectiveness

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Media measurement workshop Presentation Transcript

  • 1. Evaluating Communications Effectiveness:Social & Traditional Media Workshop
    Lars Voedisch
    Managing Media Consultant, APAC
    Dow Jones and Company
    lars.voedisch@dowjones.com
    @larsv
    Georg Ackermann
    Media Lab Team Leader
    Dow Jones and Company
    georg.ackermann@dowjones.com
    @derackermann
  • 2.
  • 3. Major Research & Evaluation Models
    © Georg Ackermann
  • 4. What PR professionals like to do…
    © Georg Ackermann
  • 5. DATA
    crunching
  • 6. “Making decisions based on data saves time and boosts your credibility.”
    KD Paine
    © Georg Ackermann
  • 7. We suggest that you remove the term “measurement” from the equation altogether, and replace it with “data-driven decision-making.”
    Focus on “getting data with which to make better decisions”
    KD Paine
    © Georg Ackermann
  • 8. Some terminology…
    Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data
    Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research
    Source: Wikipedia
    © Georg Ackermann
  • 9. Primary data (or raw data) is a term for data collected on source which has not been subjected to processing or any other manipulation
    Secondary data is data collected by someone other than the user (processed data)
    © Georg Ackermann
  • 10. Analysis of secondary data
    … Market research (usually surveys, interviews of focus groups)
    … Customer satisfaction research (usually surveys)
    … Employee surveys that may have been undertaken by HR
    … Industry or sector studies that have been published
    … Publicly released polls (such as Gallup)
    … Case studies (particularly useful in times of crisis when there is usually no time to conduct primary research)
    Source: Jim Macnamara
    © Georg Ackermann
  • 11. What PR professionals like to do…
    Networking and Partying
    © Georg Ackermann
  • 12. …and the day after
    Evaluation
    © Georg Ackermann
  • 13. Relationship Management Relationship Level Measurement
    Measuring the relationship with influencers by gaining feedback before and during an event.
    … Do the media respond immediately to an invitation?
    … Do they confirm their attendance?
    … When they refuse, do they explain why?
    … Do they request information if unable to attend?
    … Collect feedback during the event
    Source: AMEC
    © Georg Ackermann
  • 14. Relationship Management
    How does it change in the digital age?
    Different communication?
    Different audience?
    Different tools?
    © Georg Ackermann
  • 15. Exercise:
    Let’s set up an online survey…
    You recently launched a campaign/organised an event. Now you are interested in feedback from your audience.
    1. What are 3 important questions you want to ask?
    2. Suggestion: Sign up to SurveyMonkey.com to create the questionnaire.
    © Georg Ackermann
  • 16. 1.
    2. Name it
    3.
    © Georg Ackermann
  • 17. 4.
    © Georg Ackermann
  • 18. 5.
    © Georg Ackermann
  • 19. The AVE debate
    © Georg Ackermann
  • 20. AVE (Advertising Value Equivalents)
    … puts monetary value on media coverage
    … measures column inches or broadcast seconds (“earned media”)
    … multiplies these by the equivalent cost of advertising in the same media
    © Georg Ackermann
  • 21. AVE (Advertising Value Equivalents)
    … credible measurement tool to assessprominence
    … but what about sentiment, exclusivity and context?
    © Georg Ackermann
  • 22. © Georg Ackermann
  • 23. © Georg Ackermann
  • 24. Advertising …
    • is purchased
    • 25. complete control to the advertiser for content, placement and frequency
    • 26. is almost always positive
    © Georg Ackermann
  • 27. Publicity/Earned media …
    • control is with the medium
    • 28. can result into positive, neutral or negative messages
    © Georg Ackermann
  • 29. AVE – not really equivalent
    • limited to the cost of the campaign
    • 30. not considering the impact at the audience
    • 31. often non-comparative
    • 32. limited to small group of media
    What about newswires or social media (Twitter, Facebook)?
    © Georg Ackermann
  • 33. Alternatives?
    © Georg Ackermann
  • 34. What are the results of the PR activity?
    • PR efforts contribute to organisational goals
    • 35. output, outtake, outcome
    • 36. awareness (output), understanding (outtake), attitudes (outtake), behaviours (outcome)
    • 37. can be transaction/outcome-oriented (sales, membership, donations, enrolment)
    Source: IPR
    © Georg Ackermann
  • 38. What are the results of the PR activity?
    • improved relationships
    • 39. increased trust
    • 40. higher levels of satisfaction and loyalty
    • 41. enhanced reputation
    • 42. meeting expectations for social responsibilities
    Source: IPR
    © Georg Ackermann
  • 43. “Results-based” methods analyse…
    • tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)
    • 44. prominence and placement
    • 45. appearance of key messages
    • 46. credibility and targeted reach of the medium, impressions
    • 47. comparison to previous performance, expected results or competitors
    Source: IPR
    © Georg Ackermann
  • 48. Exercise:
    Sentiment analysis
    © Georg Ackermann
  • 49. Major Research & Evaluation Models
    Key learnings?
    © Georg Ackermann
  • 50. PR Measurement of New & Traditional Media
    © Georg Ackermann
  • 51. Social Media Relations Everything Changes?
    Yes!
    • It’s about two-way conversations
    • 52. You’ve to deal with more channels
    • 53. We HAVE to listen and understand what’s said about us!
    • 54. What about those negative comments and posts?
    • 55. The game get’s so much faster
    © Georg Ackermann
  • 56. Social Media Relations Everything Changes?
    No!
    • You’ve to manage relationships
    • 57. So it’s wires, print, broadcast –and social media
    • 58. You already: monitor and analyse your media coverage
    • 59. Not every negative comment means a crisis
    • 60. Already forgot newswires? Look at trends over time
    © Georg Ackermann
  • 61. Communications Objectives & Strategy
    Planning, Execution, Controlling
    Monitor
    Discover
    Engage
    Analyse
    research &
    promote
    the buzz
    issues, trends
    & strategies for
    impact
    opportunities &
    risks in time
    to act
    & pinpoint
    better the
    influential
    © Georg Ackermann
  • 62. Social Media Relations Everything Changes?
    Originally, measurement was post-mortem analysis.
    For fast environments, it becomes near-time!
    © Georg Ackermann
  • 63. It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.
    Warren Buffet
    © Georg Ackermann
  • 64. Monitor
    © Georg Ackermann
  • 65. Monitor
    © Georg Ackermann
  • 66. Monitor
    © Georg Ackermann
  • 67. Monitor
    Analyse
    Analyse - Break it down
    © Georg Ackermann
  • 68. Monitor
    Analyse
    © Georg Ackermann
  • 69. Monitor
    Analyse
    © Georg Ackermann
  • 70. Analyse
    What are topics/ issues discussed?
    Who are they
    talking about?
    How is your media footprint globally?
    How good is your brand image?
    © Georg Ackermann
  • 71. Analyse
    What are trends in traditional vs. social media?
    What are keywords of your brand coverage?
    Who is writing about you?
    © Georg Ackermann
  • 72. Discover
    © Georg Ackermann
  • 73. Focus on Asia
    © Georg Ackermann
  • 74. How to reach out in Asia?
    Source: Ogilvy Public Relations
    © Georg Ackermann
  • 75. How to reach out in Asia?
    Source: comScore
    © Georg Ackermann
  • 76. How to reach out in Asia?
    Source: comScore
    © Georg Ackermann
  • 77. How to reach out in Asia?
    China
    Source: Ogilvy Public Relations
    © Georg Ackermann
  • 78. How to reach out in Asia?
    http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/
    © Georg Ackermann
  • 79. Top Sites in…
    Singapore
    Facebook.com
    Google.com.sg
    Youtube.com
    Yahoo.com
    Google.com
    © Georg Ackermann
  • 80. Top Sites in…
    Malaysia
    Facebook.com
    Google.com.my
    Google.com
    Yahoo.com
    Youtube.com
    © Georg Ackermann
  • 81. Top Sites in…
    Indonesia
    Facebook.com
    Google.co.id
    Google.com
    Blogger.com
    Yahoo.com
    © Georg Ackermann
  • 82. Top Sites in…
    Vietnam
    Google.com.vn
    Google.com
    Yahoo.com
    VnExpress.net
    Zing.vn
    © Georg Ackermann
  • 83. Top Sites in…
    China
    Baidu.com
    QQ.com
    Taobao.com 淘宝网
    Sina.com.cn 新浪新闻中心
    Google.com.hk 谷歌
    © Georg Ackermann
  • 84. Top Sites in…
    Hong Kong
    Yahoo.com
    Facebook.com
    Google.com.hk 谷歌
    Youtube.com
    Google.com
    © Georg Ackermann
  • 85. Top Sites in…
    Taiwan
    Yahoo.com
    Facebook.com
    Wretch.cc 無名小站
    Google.com.tw 繁體中文搜尋
    Youtube.com
    © Georg Ackermann
  • 86. Top Sites in…
    Korea
    Naver.com 네이버
    Google.com
    Facebook.com
    Yahoo.com
    Daum.net 다음daum
    © Georg Ackermann
  • 87. Top Sites in…
    India
    Google.co.in
    Google.com
    Facebook.com
    Yahoo.com
    Youtube.com
    © Georg Ackermann
  • 88. PR measurement of new and traditional media
    Differences, challenges, and the right approach to take
    Key learnings?
    © Georg Ackermann
  • 89. Social Webwww.socialmention.com
    www.collecta.com
    www.boardreader.com
    www.blogsearch.google.com
    http://technorati.com/search
    Twitterwww.klout.net
    www.tweetstats.com
    http://twittercounter.com
    http://twitrratr.com
    http://tweetfeel.com
    http://wefollow.com
    Facebookwww.booshaka.com
    www.kurrently.com
    http://itstrending.com
    http://youropenbook.org
    http://facepinch.com
    Search/Webwww.google.com/insights/search
    www.google.com/trends
    www.google.com/analytics
    © Georg Ackermann
  • 90. Check the following Twitter tools for your case study context:
    • twitrratr.com
    • 91. tweetfeel.com
    • 92. twitter.com/search
    • 93. twitterstats.com
    What are 1) the pros / cons, 2) useful metrics
    © Georg Ackermann
  • 94. Check the following Facebook tools for your case study context:
    • Facebook – search
    • 95. booshaka.com
    • 96. kurrently.com
    What are 1) the pros / cons, 2) useful metrics
    © Georg Ackermann
  • 97. Check the following Social Web tools for your case study context:
    • Socialmention.com
    • 98. Klout.com
    What are 1) the pros / cons, 2) useful metrics
    © Georg Ackermann
  • 99. © Georg Ackermann
  • 100. © Georg Ackermann
  • 101. © Georg Ackermann
  • 102. © Georg Ackermann
  • 103. Understandingwhatyouwanttotrack:
    • What is your goal?
    • 104. Do you want to track how people are sharing your website?
    • 105. Do you want to track a specific social media campaign?
    • 106. Or maybe you’re just interested in trends related to a specific meme or social media phenomenon?
    Think about your Case Study and how to use these tools.
    Source: Mashable – Track Social Media Analytics
    © Georg Ackermann
  • 107. Problems and challenges of free tools
    • I have to do it myself
    • 108. Provides me only raw data
    • 109. External perspective is missing
    • 110. Limited language analysis
    • 111. Free tools are specific, limited
    • 112. Methodology not always transparent
    © Georg Ackermann
  • 113. PR Measurement Industry Today
  • 114. Fragmentation & Consolidation
    BIGoffer
    http://wiki.kenburbary.com/social-meda-monitoring-wiki
    149 providers
    © Georg Ackermann
  • 115. Cision
    © Georg Ackermann
  • 116. © Georg Ackermann
  • 117. © Georg Ackermann
  • 118. © Georg Ackermann
  • 119. © Georg Ackermann
  • 120. © Georg Ackermann
  • 121. Quick Provider check
    • Analysed content: Twitter, Facebook, YouTube, Blogs, Forums and Traditional News Publications (Archive)
    • 122. paid or free
    • 123. country/region-focus or global, supported languages
    • 124. industry-focus
    • 125. automated, tool-focus or manual analysis
    • 126. price and support
    • 127. simple press clipping service or complex analysis platform
    © Georg Ackermann
  • 128. There is no perfect solution!
    What are your needs and resources?
    >> next: The Future of Media Measurement
    © Georg Ackermann
  • 129. The Future of Media Measurement
    Kraftwerk
    The Man-Machine, 1978
    © Georg Ackermann
  • 130. Kraftwerk
    Computer World, 1981
    © Georg Ackermann
  • 131. The Future of Media Measurement
    Improvements to the mix of humans and machines
    Technology improvements around
    • machine translation
    • 132. automated sentiment detection
    • 133. speech to text (to harness video and podcasts)
    • 134. discovery algorithms
    • 135. cluster analysis - how certain words are gathering, “clustering” relative to a search topic
    © Georg Ackermann
  • 136. The Future of Media Measurement
    • Improved integration of print media measurement with online advertising metrics, market surveys and other data used for KPIs
    • 137. More workflow integration of media measurement tools
    • 138. Measurement and Media Management coming together
    © Georg Ackermann
  • 139. Get Help
    © Georg Ackermann
  • 140. International Association for Measurement and Evaluation of Communication
    • AMEC’s first international chapter in the USA
    • 141. Global agency research heads and US-based AMEC members Cision, VMS, Dow Jones and Burrelles Luce
    • 142. Developed measurement principles, presented and agreed at this year’s AMEC European Summit on Measurement in Barcelona, together with the Institute for Public Relations (IPR)
    • 143. Asian Chapter launched in October 2010
    © Georg Ackermann
  • 144. AMEC: Barcelona Principles
    Importance of Goal Setting and Measurement
    Measuring the Effect on Outcomes is Preferred to Measuring Outputs
    The Effect on Business Results Can and Should Be Measured Where Possible
    Media Measurement Requires Quantity and Quality
    AVEs are not the Value of Public Relations
    Social Media Can and Should be Measured
    Transparency and Replicability are Paramount to Sound Measurement
    © Georg Ackermann
  • 145. Step 1: Transforming objectives to specific KPIs
    Definition of my objectives:
    To build brand awareness
    To generate buzz, advocacy or WOM
    To generate brand engagement
    To shift consumer perceptions
    To influence key opinion formers
    To generate leads or build prospect base
    To stimulate dialogue or relationship with prospects
    To encourage participation for social event
    To manage brand reputation
    To divert a PR crisis
    To engender customer loyalty
    To uncover customer or product insights
    To enhance customer service
    Source: IAB Social Media Council
    What’s top on your job’s agenda?
    © Georg Ackermann
  • 146. Step 2: From objectives to KPIs - “The 4 As” of online engagement
    What’s your focus?
    Source: IAB Social Media Council
    © Georg Ackermann
  • 147. Step 2: From objectives to KPIs - “The 4 As” of online engagement and possible metrics
    What are your metrics?
    Source: IAB Social Media Council
    © Georg Ackermann
  • 148. From objectives to KPIs Example: Fan page
    Source: IAB Social Media Council
    © Georg Ackermann
  • 149. From objectives to KPIs Example: Microblogging
    Source: IAB Social Media Council
    © Georg Ackermann
  • 150. From objectives to a KPI Example: Foster Dialog
    Source: Altimeter Group
    © Georg Ackermann
  • 151. From objectives to a KPI Example: Promote Advocacy
    Source: Altimeter Group
    © Georg Ackermann