Measurement and evaluation Michael Blowers

Measurement and evaluation Measurement tools and techniques Presenting and using the results Building on a successful campaign – what to do next. 2 Agenda

Measurement tools and techniques

Presenting and using the results

Building on a successful campaign – what to do next.

Measurement and evaluation Metrics What you can measure Good places to start Online measurement Case studies The future for measurement. 3 In other words we are going to look at:

Metrics

What you can measure

Good places to start

Online measurement

Case studies

The future for measurement.

Measurement and evaluation 4

Measurement and evaluation 5

Measurement and evaluation 6 Traditional Media New Media

Measurement and evaluation 7 “ We don’t have to rely on the media to reach consumers and stakeholders anymore. This presents the industry with an ideal opportunity to use social media to reclaim the dialogue with the audience” Tim Johns, VP Corp Comms Unilever quoted in PR Week 19 September 2008 On new media and PR....

Measurement and evaluation Volume Audience (OTS & WOTS) AVE / PR value Percentage variance Influence Metrics 8

Volume

Audience (OTS & WOTS)

AVE / PR value

Percentage variance

Influence

Measurement and evaluation Core measures: 9

Measurement and evaluation 10 Favourability

Measurement and evaluation Positive Marginal Positive Marginal Negative Negative 11 Favourability

Positive

Marginal Positive

Marginal Negative

Negative

Measurement and evaluation Messages 12

Messages

Measurement and evaluation Track both: Pro-actively placed key messages Media derived messages Valuable source media intelligence 13 Messages

Track both:

Pro-actively placed key messages

Media derived messages

Valuable source media intelligence

Measurement and evaluation Performance against competitors/contemporaries Activity per media group Use of spokespeople Use of branding Proportion of a media item It might also be worth tracking... 14

Performance against competitors/contemporaries

Activity per media group

Use of spokespeople

Use of branding

Proportion of a media item

Measurement and evaluation Tone of headlines Style of bodycopy – does it match the headline? Use of organisation descriptors Language inference Other variables: topics covered, use of press releases, pro-active/reactive coverage bias And don’t forget... 15

Tone of headlines

Style of bodycopy – does it match the headline?

Use of organisation descriptors

Language inference

Other variables: topics covered, use of press releases, pro-active/reactive coverage bias

Measurement and evaluation Measureable objectives Benchmark at the start Measure during to see if changes are needed Post analysis...meeting objectives? The measurement process 16

Measureable objectives

Benchmark at the start

Measure during to see if changes are needed

Post analysis...meeting objectives?

Measurement and evaluation Do evaluate from the point of view of Mr/Mrs Average viewer/reader Do maintain objectivity by using a moderator Don’t forget to include a methodology Don’t let things get too complicated – you could confuse people Do’s and Don’ts of evaluation 17 It’s not rocket science

Do evaluate from the point of view of Mr/Mrs Average viewer/reader

Do maintain objectivity by using a moderator

Don’t forget to include a methodology

Don’t let things get too complicated – you could confuse people

Measurement and evaluation Outputs Out-takes Outcomes Taking a wider view of the measurement process 18

Outputs

Out-takes

Outcomes

Measurement and evaluation What is likely to engage your audience Are there any notable trends Be prepared to discard 50% of the statistics Let the statistics create the accurate impression of activity Finding the numbers that count 19

What is likely to engage your audience

Are there any notable trends

Be prepared to discard 50% of the statistics

Let the statistics create the accurate impression of activity

Measurement and evaluation Consider the best mix of raw data, graphical illustrations and narrative Text only analysis can get boring (particularly with male Baby Boomers) Connect results with the original objectives Consider the value of cross-media metrics like audience Expressing your results 20

Consider the best mix of raw data, graphical illustrations and narrative

Text only analysis can get boring (particularly with male Baby Boomers)

Connect results with the original objectives

Consider the value of cross-media metrics like audience

Measurement and evaluation Lack of any perceived ROI is stopping firms adopting social media The challenge of measuring online content 21 Source: Arthur Page Society survey of executive boards found lack of ROI is one of the 4 primary reasons stopping firms

Lack of any perceived ROI is stopping firms adopting social media

Measurement and evaluation Technorati, Google page rank, etc Number of incoming links, posts & comments Where it appears (online media titles, blog, YouTube, Facebook, Friendfeed, Twitter, etc) Don’t forget online audience figures – they exist Online measurement metrics 22 (Everything so far mentioned plus Influence)

Technorati, Google page rank, etc

Number of incoming links, posts & comments

Where it appears (online media titles, blog, YouTube, Facebook, Friendfeed, Twitter, etc)

Don’t forget online audience figures – they exist

Measurement and evaluation Avoid automated evaluation when doing qualitative online media research 23

Measurement and evaluation Social media campaign with a budget of $44,000 generated sales of $2.6m Cost per impression of $0.22 for social media, compared to $1.00 for TV Proving that PR within social media works 24 Source: Sea World Centre San Antonio for the launch of their new coaster Atlantis.

Social media campaign with a budget of $44,000 generated sales of $2.6m

Cost per impression of $0.22 for social media, compared to $1.00 for TV

Measurement and evaluation Semantic Web New developments in measurement Source: Open Calais/Thomson Reuters 25

Semantic Web

Measurement and evaluation Key messages Tone Competitor comparisons Connecting output with outcomes ROI / creating tangible results Accurately reflecting online contribution. Measures becoming more important Source: Media Evaluation Research 26

Key messages

Tone

Competitor comparisons

Connecting output with outcomes

ROI / creating tangible results

Accurately reflecting online contribution.

Measurement and evaluation Dummyspit (Tom Watson) KD Payne’s measurement blog Intelligent Measurement Measurement Proponent Measurement Camp Wiki Evaluating the Media. Finding more information from blogs 27

Dummyspit (Tom Watson)

KD Payne’s measurement blog

Intelligent Measurement

Measurement Proponent

Measurement Camp Wiki

Evaluating the Media.

Measurement and evaluation General PR/new media issues: ‘For Immediate Release’: Twice weekly podcast with Neville Hobson and Shel Holtz Measurement online: Shel Israel’s Global Neighbourhoods PR measurement series. Finding more information from Podcasts 28

General PR/new media issues: ‘For Immediate Release’: Twice weekly podcast with Neville Hobson and Shel Holtz

Measurement online: Shel Israel’s Global Neighbourhoods PR measurement series.

Measurement and evaluation Michael Blowers