This document summarizes a workshop on evaluating communications effectiveness using social and traditional media. It discusses major research models, relationship measurement, primary and secondary research, sentiment analysis tools for social media monitoring, and challenges in measuring new and traditional media. It also provides an overview of social media usage in Asia and recommended tools for analyzing platforms like Twitter, Facebook, and the social web.

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

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

25. complete control to the advertiser for content, placement and frequency

26. is almost always positive© Georg Ackermann

28. can result into positive, neutral or negative messages© Georg Ackermann

30. not considering the impact at the audience

31. often non-comparative

32. limited to small group of mediaWhat about newswires or social media (Twitter, Facebook)? © Georg Ackermann

33. Alternatives? © Georg Ackermann

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

39. increased trust

40. higher levels of satisfaction and loyalty

41. enhanced reputation

42. meeting expectations for social responsibilitiesSource: IPR © Georg Ackermann

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 competitorsSource: 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

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

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

91. tweetfeel.com

92. twitter.com/search

93. twitterstats.comWhat are 1) the pros / cons, 2) useful metrics © Georg Ackermann

95. booshaka.com

96. kurrently.comWhat are 1) the pros / cons, 2) useful metrics © Georg Ackermann

98. Klout.comWhat are 1) the pros / cons, 2) useful metrics © Georg Ackermann

99. © Georg Ackermann

100. © Georg Ackermann

101. © Georg Ackermann

102. © Georg Ackermann

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

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

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

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

137. More workflow integration of media measurement tools

138. Measurement and Media Management coming together © Georg Ackermann

139. Get Help © Georg Ackermann

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