We Have Standards, Now What?


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Presented by SNCR Fellow Katie Delahaye Paine, CEO, Paine Publishing LLC, at the SNCR Symposium, held on Nov. 7th, 2013 in Boston, MA

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We Have Standards, Now What?

  1. 1. We Have Standards, Now What? Presented by: Katie Delahaye Paine, CEO, Paine Publishing LLC Founding Fellow, SNCR 8th Annual SNCR Research Symposium November 7, 2013, Thomson Reuters Boston Office www.sncr.org
  2. 2. Paine Publishing: Providing communications professionals the knowledge and information they need to navigate the journey to standards-compliant measurement      Newsletters Training Courses Consulting www.painepublishing.com measurementqueen@gmail.com
  3. 3. What’s Changed?      Collapse of mass media Growth of media everywhere Intolerance for messaging It’s not about the media, it’s about your business and your customers do if they see it The Barcelona Principles & The Conclave “Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study 3
  4. 4. Social Media isn’t media, it’s your business Conversations PR//Mkt Prod. Mktg Product Support Mktg R&D Research CI IR HR Sales Savings, shorter cycles, more renewals, better ideas, $$$$$$$$$$$$$$$$$$$$$$$$$$ 4
  5. 5. What is a standard?  A published specification that:  establishes a common language;  contains a technical specification or other precise criteria;  is designed to be used consistently, as a rule, a guideline, or a definition.
  6. 6. Process for Standards      Broad industry input Focus on Earned Media, not Paid Voluntary / non-exclusionary Used ISO Posted to www.smmstandards.org Conclave/ Coalition Development Interim Standards 2-month Comment Period Approved Standard
  7. 7. Cross-Industry Collaboration AMEC Council of PR Firms Institute for PR PRSA Global Alliance Dell General Motors McDonalds Ford Procter & Gamble SAS Southwest Airlines Thomson Reuters IABC SNCR DAA WOMMA ARF FIBEP CIPR PRCA “The Coalition” #SMMStandards “The Conclave” www.smmstandards.org Clients
  8. 8. Top Priorities 1 Content Sourcing & Methods 2 Reach and impressions 3 Engagement 4 Influence & relevance 5 Opinion & advocacy 6 Impact & value
  9. 9. What are you measuring?    Paid – Google Adwords, Facebook Ads, popups, banners etc. Owned – @SNCR; https://www.facebook.com/SNCRFoundation Earned -- Everything else (Including Shared) 9
  10. 10. Content Standards – All About Transparency   PDF and Word Versions Available Modifications underway based on GM experience
  11. 11. #2: Standards for Reach & Impressions     Multipliers should never be used Ford research found that less than 5% of what is posted is actually seen (FB claims 10%) OTS not Impressions Specific to a particular channel – i.e. Twitter: first line followers
  12. 12. #3: Standards for Engagement    Engagement = some action beyond exposure Level depends on goals Engagement should be measured by the % of your audience that is engaged, and the % engagement for each item published
  13. 13. #4: Influence & Relevance     Adhere to WOMMA Standards “Influence” is the ability to cause or contribute to a change in opinion or behavior Influence cannot be expressed in a single score or algorithm Should include some combination of the following five elements:       Reach Engagement around individual Relevance to topic Frequency of posts around the topic Audience impact as measured by the ability to get the target audience to change behavior or opinion If an individual scores a 0 on one element, they aren’t influential
  14. 14. #5 Opinion & Advocacy     Sentiment is specific to the author is trying to convey, often measured through context surrounding characterization of object Opinion is a view or judgment formed about something, not necessarily based on fact or knowledge.. It is articulated and associated to the speaker Advocacy (n) vs. (v) is publicly stated support for or recommendation of a particular cause or policy Advocacy requires a level of expressed persuasion. The key distinction between “advocacy” and “opinion,” is that advocacy must have a component of recommendation or a call to action embedded in it
  15. 15. #6: Impact & Value      Impact: The effect of a social media campaign, program or effort on the target audience Value: Value can be short term or long term & may be expressed in many ways including cost savings, shortened sales cycle, increased customer retention etc. ROI: Return on Investment. A financial performance measure. To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio Any measure of Impact & Value must be tied to the goals and objectives for your organization, brand or program Assessing the value and impact of a campaign is a complex process. Variables need to be weighted appropriately and should be based on customer research data. It cannot be reduced to a simple formula that applies equally to consumer, B to B, and/or non-profit organizations
  16. 16. Now What?  Clients must:  Associations must:  Agencies must:  Vendors must:  Pledge to support/adhere  Force agencies & vendors to comply  Sign on to the standards  Incorporate into Award Programs  Throw out non-compliant entries  Pledge to adhere  Educate clients  Pledge to adhere  Learn how to implement STANDARDS
  17. 17. Put it to use    Consistent metrics across lines of business, divisions etc. Consistency across agencies & vendors Focus on insights, not tools
  18. 18. We need a new Model Digital/On -line Media Buy Print/TV Digital/ Online Media Buy Media Buy Other Paid Marketing ROI Media Relations/ Social Media/PR Print/TV Media Buy Media Relations /Social Media/PR ROI
  19. 19. The measurement framework Attitude What they hear % employees who say they have heard proactive messaging Engagement What they think % of employees believing key messages What they do •% exerting discretionary effort •% of employees eligible for advancement •% increase in revenue per employee •% increase in engagement •% increase in commitment
  20. 20. The End Game: Resource use High Engagement i.e. Video Starts Google + Chat Total Volume of Coverage Webinar Ultimate Road Trip Very High High Resources Low Resources High Status update Medium Low Media Day Event Photo Link Low Engagement Low High Medium Corporate Video Very high Resource Use
  21. 21. Thank You!      For more information on measurement, go to www.painepublishing.com For a copy of this presentation or to subscribe to our newsletter, give me your card or email me at measurementqueen@gmail.com Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735 21
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