HOW TO TIE PR METRICS
AND REPORTING TO
BUSINESS RESULTS
WEBINAR
#PRMETRICS
How to Tie PR Metrics and Reporting to Business Results
June 19, 2014
SPEAKERS:
Jodi Echakowitz
@JodiEchakowitz
CEO
Echo
C...
The Barcelona Principles of
PR Measurement
Jodi Echakowitz
Echo Communications
Measurement = Credibility
Image Source: Paine Publishing
Measuring PR: The Old Way
The Barcelona Principles
• Importance of Goal Setting and Measurement
• Measuring the Effect on Outcomes is Preferred to
M...
S
M
A
R
T
Setting Measurable Goals
Impact on media/channels
• Reach
• Impressions
• # of articles
• Share of voice
• Key message alignment
• Tone
• Prominenc...
Impact on target audiences
• Awareness
• Recollection
• Credibility
• Endorsement
• Rankings
• Expressed opinions of
prefe...
Impact on the organization
• Revenue
• Trial conversions
• Contracts signed
• Market share
• Stock price
• Employee retent...
Jodi Echakowitz
Echo Communications
T: 905-709-9600
E: jodi@echo-communications.com
@JodiEchakowitz
© Geddes Analytics™ 2012. Not for distribution without permission.
Public Relations Measurement
and Business Results
David...
13
1 Begin with theory
© Geddes Analytics. Not for distribution without permission.
14
© Geddes Analytics. Not for distribution without permission.
Message
sender
Send
Originate
Encode
Transmission medium
o...
15
2 Translate to practice
© Geddes Analytics. Not for distribution without permission.
Activities
Outputs
Engagement
Outtakes or
PR outcomes
16
Send
Originate
Encode
Transmission
channel
Receive
Understand
Dec...
17
Activities
• What did you do?
• Control by PR
• “Visible”
• Operational efficiency
▫ Staff time
▫ Budget
• Use: PR grou...
18
Outputs
• Visible
• Message availability
to target audiences
▫ Media analytics
▫ Social media analytics
▫ Other (events...
19
Engagement
• Handle PR outputs
• Manipulate outputs
• Involvement with
outputs
• Correlate with
outputs
• Use: PR group...
20
Outtakes
• Cognitive change
▫ Awareness
▫ Understanding
▫ Perceptions
▫ Advocacy
• Use: CMO, marketing
and communicatio...
21
Communications
results
• Specific, desired
cognitions and behaviors
• Precursor to business
value
• Link to outtakes, e...
22
Business results
• Tactical, consumer
results
• Strategic business results
• ROI
• Statistical methods
• Use: CEO, CMO,...
23
3 Causation and
prediction
© Geddes Analytics. Not for distribution without permission.
24
Positive opinion
Neutral opinion
Negative opinion
1. Toyota recall crisis
D. Fan, D. Geddes, and
F. Flory. (2012). The
...
25
© Geddes Analytics. Not for distribution without permission.
Training data
Test data
Training and test data
2. Consumer...
26
© Geddes Analytics. Not for distribution without permission.
− Predicted smoking☐ Reported smoking
Teenage smoking
© Geddes Analytics™ 2012. Not for distribution without permission.
Week
Favorability%
Pre-crisis
stability
Media-based for...
© Geddes Analytics™ 2012. Not for distribution without permission.
Media-based forecast captures
fall in brand reputation ...
© Geddes Analytics™ 2012. Not for distribution without permission.
Media-based forecast
captures turnaround as crisis
ease...
© Geddes Analytics™ 2012. Not for distribution without permission.
David Geddes, PhD.
Geddes Analytics LLC
1-314-960-4780
...
@leximills31| @leximills31|
Tying PR to Business
Outcomes
Lexi Mills
Head of Digital at Dynamo PR
Email: lexi.mills@dynamo...
@leximills32|
It all comes down to money and who you are speaking to.
@leximills33|
Kickstarter
@leximills34|
Kickstarter
@leximills35|
Investment- Kickstarter Stats
@leximills36|
Investment- Kickstarter Example
@leximills37| @leximills37|
Few projects allow for this so what else can you track
and connect to the business?
37
@leximills38|
Direct Enquiries
@leximills39|
Downloads
@leximills40| @leximills40|
Referral Traffic
@leximills41|
Google Analytics Referral Traffic
@leximills42|
Google Analytics Referral Traffic
@leximills43|
Social Referral Web Metrics
@leximills44|
Comparative Web Metric
@leximills45|
Web Analytics - What to Look At
@leximills46|
Web Analytics Summary
Web Analytics:
• Traffic
• Referral traffic from specific sites
• Referral traffic fro...
@leximills47| @leximills47|
@leximills48|
Over the first six months Dynamo:
• Increased internet search for the brand by 60% over six months.
• Blue l...
@leximills49|
Keyword Search Volume Vs. PPC Costs
@leximills50|
Bathrooms From 0 to 6 to 2
Bathroom From 0 to 200 to 5
Bathroom Suites From 0 to 82 to 19
Top Keyword Results
@leximills51|
Figures as per SEOmoz’s Biennial Search Ranking Factors
Domain Level Keyword Agnostic
Features
Page Level Tr...
@leximills52|
Domain Level Keyword Agnostic
Features
Page Level Traffic/Query Data
Page Level Keyword Agnostic Features
Do...
@leximills53| @leximills53|
DA vs PA
53
@leximills54|
Referring Domain VS Backlink Growth
@leximills55|
How Future Proof is Your Strategy?
@leximills56|
Bathrooms.com
4.7% drop in DA
2.7 increase in trust
betterbathrooms.com
9.4% drop in DA
0.4 % drop in trust
...
@leximills57|
SEO Summary
SEO:
• Inbound links
• Types of links
• Keyword volume and rankings
• DA PA and Google update ro...
@leximills58| @leximills58|
Social Reporting
58
@leximills59|
Facebook - Growth Isn't Enough
@leximills60|
Twitter - Location and Interests
@leximills61|
Twitter - What Posts are Most Popular?
@leximills62|
Social Summary
Social:
• Growth
• Locations
• Interests
• Top posts
• Impressions
How to Tie PR Metrics and Reporting to Business Results
June 19, 2014
Jodi Echakowitz
@JodiEchakowitz
CEO
Echo
Communicati...
FOR MORE INFORMATION:
US: (888) 776-0942
CANADA: (877) 269-7890
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How to Tie PR Metrics and Reporting to Business Results

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Speakers:
Jodi Echakowitz, CEO, Echo Communications‎
David Geddes, Ph.D., Managing Director, Geddes Analytics LLC
Lexi Mills, Head of Digital, Dynamo PR
Rod Nicolson, Vice President, Global Reporting, PR Newswire

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How to Tie PR Metrics and Reporting to Business Results

  1. 1. HOW TO TIE PR METRICS AND REPORTING TO BUSINESS RESULTS WEBINAR #PRMETRICS
  2. 2. How to Tie PR Metrics and Reporting to Business Results June 19, 2014 SPEAKERS: Jodi Echakowitz @JodiEchakowitz CEO Echo Communications‎ Lexi Mills @leximills Head of Digital Dynamo PR Rod Nicolson @rodnic66 Vice President, Global Reporting PR Newswire MODERATOR: David Geddes, Ph.D. Managing Director Geddes Analytics LLC Chair, Institute for Public Relations Commission on Measurement and Evaluation‎
  3. 3. The Barcelona Principles of PR Measurement Jodi Echakowitz Echo Communications
  4. 4. Measurement = Credibility Image Source: Paine Publishing
  5. 5. Measuring PR: The Old Way
  6. 6. The 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 Measuring PR: The New Way
  7. 7. S M A R T Setting Measurable Goals
  8. 8. Impact on media/channels • Reach • Impressions • # of articles • Share of voice • Key message alignment • Tone • Prominence • Website visits • Website traffic referred from social networks • Increased time on website • Reader contacts Measuring Outputs
  9. 9. Impact on target audiences • Awareness • Recollection • Credibility • Endorsement • Rankings • Expressed opinions of preference • Trial activations • Queries • RFI/RFP Measuring Outcomes
  10. 10. Impact on the organization • Revenue • Trial conversions • Contracts signed • Market share • Stock price • Employee retention Measuring Business Results
  11. 11. Jodi Echakowitz Echo Communications T: 905-709-9600 E: jodi@echo-communications.com @JodiEchakowitz
  12. 12. © Geddes Analytics™ 2012. Not for distribution without permission. Public Relations Measurement and Business Results David Geddes, Ph.D. Managing Director Geddes Analytics LLC Past Chair, Institute for PR Measurement Commission
  13. 13. 13 1 Begin with theory © Geddes Analytics. Not for distribution without permission.
  14. 14. 14 © Geddes Analytics. Not for distribution without permission. Message sender Send Originate Encode Transmission medium or channel 1 2 3 Message recipient Receive Understand Decode 3 2 1 Noise N N N
  15. 15. 15 2 Translate to practice © Geddes Analytics. Not for distribution without permission.
  16. 16. Activities Outputs Engagement Outtakes or PR outcomes 16 Send Originate Encode Transmission channel Receive Understand Decode RecipientSender Act Business results
  17. 17. 17 Activities • What did you do? • Control by PR • “Visible” • Operational efficiency ▫ Staff time ▫ Budget • Use: PR group © Geddes Analytics. Not for distribution without permission. Outputs Engagement Outtakes Comms results Activities Business results
  18. 18. 18 Outputs • Visible • Message availability to target audiences ▫ Media analytics ▫ Social media analytics ▫ Other (events, etc.) • Correlate with activities • Use: Within PR group © Geddes Analytics. Not for distribution without permission. Engagement Outtakes Comms results Activities Business results Outputs
  19. 19. 19 Engagement • Handle PR outputs • Manipulate outputs • Involvement with outputs • Correlate with outputs • Use: PR group, functional director © Geddes Analytics. Not for distribution without permission. Outputs Outtakes Comms results Activities Business results Engagement
  20. 20. 20 Outtakes • Cognitive change ▫ Awareness ▫ Understanding ▫ Perceptions ▫ Advocacy • Use: CMO, marketing and communications executives © Geddes Analytics. Not for distribution without permission. Outputs Engagement Comms results Activities Business results Outtakes
  21. 21. 21 Communications results • Specific, desired cognitions and behaviors • Precursor to business value • Link to outtakes, etc. • Use: CMO, marketing and communications executives © Geddes Analytics. Not for distribution without permission. Outputs Engagement Outtakes Activities Business results Comms results
  22. 22. 22 Business results • Tactical, consumer results • Strategic business results • ROI • Statistical methods • Use: CEO, CMO, business unit leaders © Geddes Analytics. Not for distribution without permission. Outputs Engagement Outtakes Activities Business results Comms results
  23. 23. 23 3 Causation and prediction © Geddes Analytics. Not for distribution without permission.
  24. 24. 24 Positive opinion Neutral opinion Negative opinion 1. Toyota recall crisis D. Fan, D. Geddes, and F. Flory. (2012). The Toyota Recall Crisis: Media Impact on Toyota’s Corporate Brand Reputation. Corporate Reputation Review, 16:2, 99–117.
  25. 25. 25 © Geddes Analytics. Not for distribution without permission. Training data Test data Training and test data 2. Consumer economic sentiment Fan, D. P. and Cook, R .D. (2003). A differential equation model for predicting public opinions and behaviors from persuasive information: Application to the index of consumer sentiment. Journal of Mathematical Sociology 27(1)1–23
  26. 26. 26 © Geddes Analytics. Not for distribution without permission. − Predicted smoking☐ Reported smoking Teenage smoking
  27. 27. © Geddes Analytics™ 2012. Not for distribution without permission. Week Favorability% Pre-crisis stability Media-based forecast anticipates fall in brand reputation Survey-based brand image 4-week forecast based on previous 4-week media data
  28. 28. © Geddes Analytics™ 2012. Not for distribution without permission. Media-based forecast captures fall in brand reputation during crisis Favorability% Week
  29. 29. © Geddes Analytics™ 2012. Not for distribution without permission. Media-based forecast captures turnaround as crisis eases Favorability% Week Survey-based brand image 4-week forecast based on previous 4-week media data
  30. 30. © Geddes Analytics™ 2012. Not for distribution without permission. David Geddes, PhD. Geddes Analytics LLC 1-314-960-4780 david.geddes@geddesanalytics.com
  31. 31. @leximills31| @leximills31| Tying PR to Business Outcomes Lexi Mills Head of Digital at Dynamo PR Email: lexi.mills@dynamopr.com Twitter: @leximills
  32. 32. @leximills32| It all comes down to money and who you are speaking to.
  33. 33. @leximills33| Kickstarter
  34. 34. @leximills34| Kickstarter
  35. 35. @leximills35| Investment- Kickstarter Stats
  36. 36. @leximills36| Investment- Kickstarter Example
  37. 37. @leximills37| @leximills37| Few projects allow for this so what else can you track and connect to the business? 37
  38. 38. @leximills38| Direct Enquiries
  39. 39. @leximills39| Downloads
  40. 40. @leximills40| @leximills40| Referral Traffic
  41. 41. @leximills41| Google Analytics Referral Traffic
  42. 42. @leximills42| Google Analytics Referral Traffic
  43. 43. @leximills43| Social Referral Web Metrics
  44. 44. @leximills44| Comparative Web Metric
  45. 45. @leximills45| Web Analytics - What to Look At
  46. 46. @leximills46| Web Analytics Summary Web Analytics: • Traffic • Referral traffic from specific sites • Referral traffic from Social • Bounce rate • Conversions • Comparative metrics
  47. 47. @leximills47| @leximills47|
  48. 48. @leximills48| Over the first six months Dynamo: • Increased internet search for the brand by 60% over six months. • Blue line is Bathrooms.com, the other colour shows internet interest in competitors. Integrated Campaign Results Snapshot
  49. 49. @leximills49| Keyword Search Volume Vs. PPC Costs
  50. 50. @leximills50| Bathrooms From 0 to 6 to 2 Bathroom From 0 to 200 to 5 Bathroom Suites From 0 to 82 to 19 Top Keyword Results
  51. 51. @leximills51| Figures as per SEOmoz’s Biennial Search Ranking Factors Domain Level Keyword Agnostic Features Page Level Traffic/Query Data Page Level Keyword Agnostic Features Domain Level Brand Metrics Page Level Social Metrics Domain Level Keyword Usage Page Level Keyword Usage Page Level Link Metrics Domain Level Link Authority Features PR can influence 6 or the 9 key areas that affect Google rankings Google's Ranking Algorithm
  52. 52. @leximills52| Domain Level Keyword Agnostic Features Page Level Traffic/Query Data Page Level Keyword Agnostic Features Domain Level Brand Metrics Page Level Social Metrics Domain Level Keyword Usage Page Level Keyword Usage Areas of SEO Influenced by PR, Social & Content Figures as per SEOmoz’s Biennial Search Ranking Factors Page Level Link Metrics Domain Level Link Authority Features
  53. 53. @leximills53| @leximills53| DA vs PA 53
  54. 54. @leximills54| Referring Domain VS Backlink Growth
  55. 55. @leximills55| How Future Proof is Your Strategy?
  56. 56. @leximills56| Bathrooms.com 4.7% drop in DA 2.7 increase in trust betterbathrooms.com 9.4% drop in DA 0.4 % drop in trust bathstore.com 8.9% drop in DA 0.6 % increase in trust victoriaplumb.com 8.9% drop in DA 2.5 % increase in trust Sustainability
  57. 57. @leximills57| SEO Summary SEO: • Inbound links • Types of links • Keyword volume and rankings • DA PA and Google update robustness • Sustainability
  58. 58. @leximills58| @leximills58| Social Reporting 58
  59. 59. @leximills59| Facebook - Growth Isn't Enough
  60. 60. @leximills60| Twitter - Location and Interests
  61. 61. @leximills61| Twitter - What Posts are Most Popular?
  62. 62. @leximills62| Social Summary Social: • Growth • Locations • Interests • Top posts • Impressions
  63. 63. How to Tie PR Metrics and Reporting to Business Results June 19, 2014 Jodi Echakowitz @JodiEchakowitz CEO Echo Communications‎ Lexi Mills @leximills Head of Digital Dynamo PR Rod Nicolson @rodnic66 Vice President, Global Reporting PR Newswire David Geddes, Ph.D. Managing Director Geddes Analytics LLC Chair, Institute for Public Relations Commission on Measurement and Evaluation‎ QUESTIONS
  64. 64. FOR MORE INFORMATION: US: (888) 776-0942 CANADA: (877) 269-7890
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