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    A C C A C C Presentation Transcript

    • Measuring What Matters In PR A presentation to the Applied Public Relations and Public Affairs Research CourseGeorge Washington University  September 17, 2009Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comMember, IPR Measurement Commissionwww.instituteforpr.org
    • Why Measure?
      “The main reason to measure objectives is not so much to reward or punish
      individual communications manager for success or failure as it is to learn from the
      research whether a program should be continued as is, revised, or dropped in favor of another approach ”
      James E. Grunig, Professor Emeritus, University of Maryland
      “If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous,
      capricious, motivated by innumerable conflicting interests, and conflicting desires.”
      Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis
    • What Matters?
      To P&G: Engagement
      To the Humane Society: Donations
      To ComCast: Happier customers
      To Best Buy: Better informed employees
      To WMUR: Faster, more complete, more relevant stories
      To Dell: Sales
      To Molson: Better messaging
    • What Doesn’t Matter?
      AVEs
      Eyeballs
      HITS (How Idiots Track Success)
      Couch Potatoes
      # of Twitter Followers (unless you’re a celebrity)
      # of Facebook Friends/Fans (unless they donate money)
      Page 4
    • A measurement timeline
    • Page 6
      You are a party planner, not a communicator
      21st Century
      Old School
    • Page 7
      Social Media renders everything you know about measurement obsolete
      Old School PR
      21st Century Role of PR
      The definition of timely has changed
      The definition of reach has changed
      GRPs & Impressions are impossible to count (an irrevelvant) in social media
      The definition of success has changed
      The answer isn’t how many you’ve reached, but how those you’ve reached have responded
    • Signs that it’s the end of measurement as we know it
      Procter & Gamble is now paying for engagement, not eyeballs
      Sodexo cut $300K out of its recruitment budget using Twitter
      Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
      BMC Software measures communications effectiveness based on contribution to EPS
      HSUS generated $650,000 in new donations from an on-line photo contest on Flickr
      The Red Cross measures the effectiveness of Twitter via lives saved and harm avoided
      IBM 1000+ people tweeting & receives more leads, sales and exposure from a $500 podcast than it does from an ad
      11 Mom’s turned around Walmart’s image and delivered measureable increases in sales.
    • The New Rules of Communications
      You aren’t in control and never have been
      There is no market for your message
      You become what you measure
      She/he with the most data wins
      Behind every Tweet or Post is a person
      Empower employees, rely on customers
      Enable the conversations—it’s going on, with or without you
      Spin is dead, long live transparency – you can’t fake it so be who you are and see who is pleased
      Crowdsourcing will beat outsourcing every time
    • The Engagement Decision Tree
    • The measurement forks in the road
      Marketing/leads/sales/
      mission
      Reputation/relationships
      To fix this
      Or get to this
    • Goals drive metrics, metrics drive results
      12
      Goal
      Metrics
    • Change the conversation, improve your reputation
      Improve your reputation
      Listen first, then respond
      Stop doing stupid things
    • Negative coverage over time
    • Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure
    • Tying activity to development/marketing goals
      16
    • What do you need to measure?
      Outputs?
      Did you get the coverage you wanted?
      Did you produce the promised materials on time and on budget?
      Outtakes?
      Did your target audience see the messages?
      Did they believe the messages?
      Outcomes?
      Did audience behavior change?
      Did the right people show up?
      Did your relationship change?
      Did sales increase?
    • Goals, Actions and Metrics
    • The 7 steps to Social Media ROI
      Define the “R” – Define the expected results?
      Define the “I” -- What’s the investment?
      Understand your audiences and what motivates them
      Define the metrics (what you want to become)
      Determine what you are benchmarking against
      Pick a tool and undertake research
      Analyze results and glean insight, take action, measure again
    • Step 1: Define the “R”
      What return is expected?
      What were you hired to do?
      If you are celebrating complete 100% success a year from now, what is different about the organization?
      If your department was eliminated, what would be different?
      20
    • Step 2: Define the “I”
      What is the investment?
      Personnel
      Agency compensation
      Senior Staff time
      Opportunity cost
      Raw costs/hr costs vs material costs.
      21
    • Step 3: Define your audiences and how you impact them
      There is no “audience.” There are multiple constituencies
      Should you blog or Twitter? Don’t ask me, ask your customers
      List every stakeholder
      Where do they go for information?
      What’s important to them?
      What is the benefit of having a good relationship with that stakeholder group?
      What’s important to them?
      Where do they go for information?
      What do you want them to know?
      Understand your role in getting the audience to do what you want it to do
      Raise awareness
      Increase preference
      Increase engagement
      22
    • Step 4: Define your Key Performance Indicators (KPIs)
      23
      The Perfect KPI
      Gets you where you want to go (achieves corporate goals)
      Is actionable
      Continuously improves your processes
      Is there when you need it
      KPIs should be developed for:
      Your own properties
      Different tactics
      Other influential sites
    • Revenue KPIs
      Cost savings
      Cost per click thru, downloads, engagement vs other marketing channels
      Cost per message communicated vs other channels
      Lifetime value of engagement
      Cost per customer acquisition
    • Engagement metrics
      % increase or decrease in unique visits
      In the past  month,  what % of all sessions represent more than 5 page views
      % of sessions that are greater than 5 minutes in duration
      % of visitors that come back for more than 5 sessions
      % of sessions that arrive at your site from a Google search, or a direct link from your web site or other site that is related to your brand
      % of visitors that become a subscriber
      % of visitors that download something from the site
      % of visitors that provide an email address
      Courtesy of Eric Peterson
    • KPIs for External blogs and other Consumer Generated Media
      Share of positioning
      Share of rants vs. raves
      Share of positives/negatives
      Share of visibility
      Share of quotes
      Share of brand benefits mentioned
      Types of conversations
      Optimal content score
    • Emerging benchmarks
      Past Performance
      Think 3
      Peer
      Underdog nipping at your heels
      Stretch goal
      Whatever keeps the C-suite up at night
      Step 5: Define your benchmarks
      27
    • First: find out what already exists
      Web analytics
      Customer Satisfaction data
      Customer loyalty data
      Second: Decide what research is needed to give you the information you need
      Step 5: Conduct research (if necessary)
    • Step 6: Selecting a measurement tool
      29
    • Your tool box needs:
      A content source:
      Google News/Google Blogs, RSS feeds
      Technorati, Social Mention, Twazzup,
      Cyberalert, CustomScoop, e-Watch
      Radian 6, Techrigy, Visible Technologies, Scout Labs
      Survey Monkey/Zoomerang
      30
    • Your tool box also needs to include:
      2. A way to analyze that content
      Automated vs. Manual
      Census vs random sample
      The 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisions
      Dashboards to aggregate data
      Tools:
      • Woopra
      • Net promoter score
      • Hubspot Grader
      • Xinureturns
      • Twinfluence
      • SPSS
      • Excel
      • Crimson Hexagon
      • www.tealium.com
      31
    • Why an Optimal Content Score?
      You decide what’s important:
      Benchmark against peers and/or competitors
      Track activities against OCS over time
      Positive:
      Mentions of the brand
      Key messages
      Positioning
      Visibility
      Negative
      Omitted
      Negative tone
      No key message
      32
    • How to calculate Optimal Content
    • Standard classifications of discussion
      • Responding to criticism
      • Giving a shout-out
      • Making a joke
      • Making a suggestion
      • Making an observation
      • Offering a greeting
      • Offering an opinion
      • Putting out a wanted ad
      • Rallying support
      • Recruiting people
      • Showing dismay
      • Soliciting comments
      • Soliciting help
      • Starting a poll
      • Validating a position
      • Acknowledging receipt of information
      • Advertising something
      • Answering a question
      • Asking a question
      • Augmenting a previous post
      • Calling for action
      • Disclosing personal information
      • Distributing media
      • Expressing agreement
      • Expressing criticism
      • Expressing support
      • Expressing surprise
      • Giving a heads up
    • Standard classifications of videos
      Advertisement
      Animation
      Demonstration
      Event/Performance
      Fiction
      Film
      Home Video
      Instructional Video
      Interview
      Lecture
      Montage
      Music Video
      News Broadcast
      Promotional Video
      Sightseeing/Tour
      Slideshow
      Speech
      Television Show
      Video Log
    • Your tool box also needs to include:
      3. A way to measure engagement
      The conversation index=
      • Ratio of posts to comments
      Relationship studies
      The engagement index
      36
    • For all institutions, most postings were simply making an observation or distributing media.
      Page 37
      cx
    • Share of conversation vs share of engagement
      Page 38
      Share of Engagement by Subject
      -
      ,External Blogs
      Share of Subject
      Students
      23.6%
      33.2%
      22.1%
      21.1%
      Staff
      100.0%
      Research, Social Sciences
      1
      4
      1
      Research, Social Sciences
      4.4%
      95.6%
      Campus Life
      Research, Physical Sciences
      1
      38.3%
      2.3%
      31.0%
      28.4%
      Research, Other
      Institution, Overall
      2
      1
      3
      Research, Life Sciences
      13.0%
      20.8%
      13.0%
      53.2%
      Policies
      2
      Research, Earth Sciences
      86.8%
      13.2%
      Research, Agriculture
      4
      Research, Agriculture
      100.0%
      Projects, Non
      -
      Research
      Other
      28.6%
      28.6%
      28.6%
      14.2%
      1
      Policies
      100.0%
      Legal News
      Peer 1
      1
      2
      Partnerships
      Michigan State
      Admissions
      1
      1
      Peer 1
      Other
      Peer 2
      Staff
      Michigan State
      1
      Legal News
      43.3%
      56.7%
      Peer 3
      Inventions
      Peer 2
      Research, Life Sciences
      1
      1
      2
      1
      3
      Peer 4
      Institution, Overall
      5.8%
      94.2%
      Peer 3
      Alumni Topics
      1
      1
      Financials
      68.7%
      12.5%
      18.8%
      Peer 4
      Financials
      2
      1
      2
      Faculty
      15.3%
      34.9%
      6.3%
      43.5%
      Projects, Non
      -
      Research
      Events
      1
      1
      1
      2
      Courses
      28.6%
      71.4%
      Research, Earth Sciences
      1
      2
      2
      Community Relations
      Courses
      1
      2
      Campus Life
      Research, Physical Sciences
      3
      2
      4
      6
      Alumni Topics
      96.8%
      3.2%
      Admissions
      Students
      33.3%
      66.7%
      5
      2
      1
      7
      Faculty
      2
      6
      2
      2
      6
      0%
      10%
      20%
      30%
      40%
      50%
      60%
      70%
      80%
      90%
      100%
      0
      2
      4
      6
      8
      10
      12
      14
      16
      18
      20
    • The vast majority of discussion in external blogs is neutral.
      Page 39
    • Aspects of relationships
      Control mutuality
      Trust
      Satisfaction
      Commitment
      Exchange relationship
      Communal relationship
      40
    • Components of a Relationship Index
      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 I think that this organization succeeds by stepping on other people. (Reversed)
    • How to implement relationship metrics
      Step 1: Conduct a benchmark relationship study
      Step 2: Implement PR program
      Step 3: Conduct a follow up relationship study
      Step 4: Look at what’s changed
    • Step 7: Analysis - -Research without insight is just trivia
      Look for failures first
      Check to see what the competition is doing
      Then look for exceptional success
      Compare to last month, last quarter, 13-month average
      Figure out what worked and what didn’t work
      Move resources from what isn’t working to what is
      43
    • Best Practices:
      Correlations to bottom-line impact
      Donations
      Memberships
      Sign-ups
      Leads
      Using SMM for planning
      Define the time frame, market/topic you want to study
      Use Google News, Technorati or Radian6 to identify the conversations around the topic
      Analyze the conversations for type, tone and positioning
      Look at share of positioning, tone or conversation
      Benchmarking against your peers
      Looking at what the best do
      Setting goals accordingly
      Use data to persuade recalcitrant spokespeople
      Social Media in Crisis
      Listen instantly to a wide range of influencers
      Identify weaknesses in communications, customer service, or in the product
      Improve your reputation
      Listen first, then respond
      Stop doing stupid things
    • The competitive landscape
    • Using SMM for planning
      The environmental scan
      Defining issues in a market
      Selecting a positioning that works
    • Measuring the impact of messaging
      Percent of impressions containing messages by product
      47
    • Metric: Cost per message communicated
      The press tour was clearly the most efficient for communicating key messages and the big party was least efficient.
      Measuring which tactic was most efficient
      48
    • Share of exposure vs the competition over time
      100%
      90%
      80%
      Intel
      70%
      60%
      TI
      50%
      Moto
      40%
      30%
      National
      20%
      10%
      0%
      Jul
      Jul
      Jan
      Jan
      Jan
      Sep
      Sep
      Mar
      Mar
      Nov
      Nov
      May
      May
      Lesson learned, you need the PR department
      49
    • Facebook: Correlating MSM, CGM and signups
      Strong correlation
      Non-negative discussion only
      50
    • PR is shown to deliver more value
      A major consumer company found that PR delivered 8 times the value of TV and 4 times the value of trade advertising.
      51
    • Proof of PR’s impact on sales
      P&G found that PR drives sales
      Three of the six products showed PR with the highest ROI of any marketing tactic
      Overall PR delivered a 275% ROI
      AT&T found that PR delivered customers at a fraction of the cost
      52
    • PR delivers more results for less money
      Miller discovered that PR campaigns generate 4% of incremental sales compared to 17.3% of incremental sales for TV.
      However, PR delivered that 4% for less than 1% of the budget.
      53
    • Overview of Key Metrics
      Peer 1 was the competitive leader in all but YouTube, where Peer 4 and Peer 3 led.
      Actions attributed to individuals were responsible for most content, except on YouTube.
    • Few subjects appear across all forms of social media, so tailor outreach accordingly
    • 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 1-603-868-1550