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    Goodbye Measurement, Hello Analytics: The Move to "Alw Goodbye Measurement, Hello Analytics: The Move to "Alw Presentation Transcript

    • Goodbye Measurement, Hello Analytics:The Move to “Always On” Datafor Communications DecisionsTim Marklein, @tmarkleinIPR & PRSA North American Measurement SummitSeptember 18, 2011Contents are proprietary and confidential
    • Speaker Background•  Leader of Technology and Analytics practices for WCG•  20 years experience helping clients launch businesses, create categories, build reputations, win proxy fights, grow revenues •  Founder of Weber Shandwick Measurement & Strategy practice •  GM of Weber Shandwick NorCal (Cisco, Hitachi, Verisign, Juniper) •  Led global communications for HP’s $30B enterprise business •  Led corporate PR for Hewlett-Packard after HP/Compaq merger •  Managed award-winning campaigns and research at two groundbreaking Silicon Valley agencies•  Frequent speaker and writer about strategy, positioning, measurement, analytics, engagement and social media•  Commissioner, Institute for PR Measurement Commission•  Co-Chair, Council of PR Firms Measurement CommitteeContents are proprietary and confidential.
    • “We just finished this campaign, can you help ”us develop the metrics to show our value?Too many communications professionalsContents are proprietary and confidential.
    • “Here’s last quarter’s media analysis and lastyear’s brand tracking data. Can we schedule ”a meeting to review the 75-slide deck?Too many research professionalsContents are proprietary and confidential.
    • “Wow, did you see the opinion shift on today’sdashboard? That story’s really working. Let’s ”amp it up with some new content tomorrow.The opportunity in front of usContents are proprietary and confidential.
    • Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real TIme TransformsContents are proprietary and confidential.
    • TRADITIONAL SOCIAL Media & influencers Channel mgmt. “Coverage” “Conversations” One set of tools More tools MIX & MINGLE EARNED OWNED MEDIA MEDIA PAID SHARED MEDIA MEDIA#1
    • INFLUENCE RISING #2
    • #3 CONSUMPTION VS. ATTENTION Contents are proprietary and confidential.
    • IMPRESSIONS ENGAGEMENTCount the eyeballs Show the impact#4
    • #5 “MEASUR EMENT” At the end “ANALYTICS” All the time
    • Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real TIme TransformsContents are proprietary and confidential.
    • Market Research: Big Leap Forward TBDContents are proprietary and confidential.
    • Expanded Learning Opportunities MONITORING LISTENING “What is most important to our “What did people say today?” consumers?” ANALYZING MEASURING “How should we go to market “How successfully am I in new / different ways?” meeting my objectives?”Contents are proprietary and confidential.
    • Expanded Audience for Comms Insights Real-Time Learnings from Markets, Customers, Conversations Public Market Customer HR/ Product Marketing SalesRelations Research Support Recruiting R&D Contents are proprietary and confidential.
    • Going Digital: New Metrics, Sources, Concepts3C’s Content Measures Conversation Community Assess how content Measures Measures is accessed, shared, Analyze volume, content, Assess audience, reach, adapted and amplified sentiment and opinion forums and “touch points” across various sites about companies/brands of company/brand content and media properties across sites and media across sites, media3S’s Site Measures Search Measures Syndication Assess the volume, Assess the paid and Measures engagement, feedback organic search rankings Assess the volume, and reach of content for company content, engagement, sentiment shared via company’s brands and keyword and reach of content web properties associations shared via the webContents are proprietary and confidential.
    • Ten Areas of Online InfluenceInfluence Areas Trend Relevance Favorite of sales force, Podcasts of all types, plus audio tracks of video segments are an undefined area of Audio customers on the go online, yet have growing utility >200MM; trend is to have We should know the top influencers by topic who drive relevant share of voice. The Blogs multiple blogs, multiple numbers of influencers are small, precision is key. languages 30MM uniques at Data / Slides A great location to share all public presentations. SlideShare The engine of conversations Knowing who is driving conversation in forums is key. We should treat high volume Forums online; often patient driven moderators with the same respect as we do with journalists. Is all content tagged to Companies often forget to tag all content in the 10 languages that reach 90% of the Images impact natural search? online population. An effective way to alert A great opportunity to build a network of influencers who want to share your news in Micro Blogging influencers, help propel real time. Twitter is a prime example. news cycles Yes, Google is #1, but We need to know the influencers on the first screen for our brand and key topics. We Search YouTube is #2 also need to understand where people are taken when they search. The communities that are Our day often starts and ends with Facebook or MySpace or Orkut or other depending Social Networks often our “first place” to go where we live. online Consumption habits are There are over 50 video sites to analyze, which sometimes house ratings and reviews Video starting to favor video vs. of our products. copy Free online peer edited Nearly every topic has a Wikipedia entry, which means it could be the first information Wikis online encyclopedia a consumer finds about any topic they are seeking information about. Contents are proprietary and confidential.
    • Beyond Reach: Fans/Likes, Traffic, ConversionContents are proprietary and confidential.
    • Integrating Data, Channels, Disciplines Media Media Web Keyword Analysis Analysis Analytics Analysis (traditional) (social) (site) (search) Social Content Online Offline Network Syndication Advertising Advertising Analytics Tracking Performance Performance Brand Customer Employee WOM Tracking Satisfaction Satisfaction Analysis (surveys) (surveys) (surveys) (surveys) Lead Gen Events & Analyst Data Ind. Awards & Sales data DM data & Reports & Scorecards (CRM/POS) (CRM/POS) (third party) (third party)Contents are proprietary and confidential.
    • Building a Multi-Channel Dashboard Awareness Assessment Action Ambassadorship (Reach) (Consideration) (Engagement) (Loyalty/Advocacy) Social Networks Metric #1 Metric #1 Metric #1 Metric #1 (Facebook) Metric #2 Metric #2 Metric #2 Metric #2 Metric #3 Metric #3 Metric #3 Metric #3 Blogs Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Metric #3 Metric #3 Metric #3 Metric #3 Microblogs Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Metric #3 Metric #3 Metric #3 Metric #3 Audio (podcasts) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Video (YouTube) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Images (Flickr) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Documents Metric #1 Metric #1 Metric #1 Metric #1 (SlideShare) Metric #2 Metric #2 Metric #2 Metric #2 Forums Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Wikis Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Search (Google) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2Contents are proprietary and confidential.
    • Reporting Time Cycles:Analytics à Decisions Annual: Business and comms planning, long-range strategy, KPI assessment and goal setting Quarterly: KPI executive reviews, strategy shifts, problem escalation, cross-discipline impact Monthly: KPI trends and insights, strategy evaluation, program optimization, problem resolution Weekly: KPI tracking, red flags, tactical decisions, editorial planning, traffic/sales impact Daily: Media flow, news synopses, topline opinions Hourly: Competitive alerts and crisis managementContents are proprietary and confidential.
    • Experimentation Is the New Frontier:Test, Measure, Adapt & Optimize Often é 41% Daily Consumer Conversations é 894% Facebook Fan Count é 216% Active Daily Facebook Fans é 801% Links to Brand Web Site é 769% Key Message PenetrationContents are proprietary and confidential.Contents are proprietary and confidential.
    • Critical Success Factor = Integration• Old world, meet new world •  Integration of traditional, digital and social media •  Integrating WOM and other new influence patterns• Silo #1, meet silo #2, silo #3, etc. •  Integration of PR with other communication disciplines •  Integration of PR with other marketing disciplines •  Integration across business units, products, geos• Measurement, meet strategy •  Integration of metrics, data sources, tools, dashboards •  Integration of data, insights into decision-making flowContents are proprietary and confidential.
    • Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real Time TransformsContents are proprietary and confidential.
    • Analytics Drives Strategy & Engagement Influencers Content •  Work with the right •  Create, curate, syndicate influencers – do you •  Make it mobile and social know who they are? Are •  Flagship content still grabs you investing enough attention, but daily streams time with them? Community of content are the glue •  Influence isn’t static – •  Understand context, news are you adapting? Customers and flow, keywords, timing •  “The people I follow are stakeholders are now •  Audiences are more loyal to all talking about this. I in charge; they define content than outlet better learn more.” relevance, themes, •  “It seems like everywhere I channels, trust look, I’m seeing this.” Experience •  Product and content is great, but what’s the experience? Is it engaging? Meaningful? Fun? •  Is the experience consistent across platforms and channels? Is your content mobilized? Localized? •  “I love engaging them. They get how I think/work.”Contents are proprietary and confidential.
    • Analytics in Action:Tracking Daily & Weekly Opinion Shifts Company Huffington Post Yahoo! News Q&A announcement article and response with execs Product DebutContents are proprietary and confidential.
    • Analytics in Action:Isolating Communication Rhythms Best Engagement Days: Tues & Wed via Twitter Friday via Facebook Best Engagement Times: After dinner ET is tops; Late afternoon also goodContents are proprietary and confidential.
    • Analytics in Action: Content used as Resources by Top Influencers News and MediaOptimizing Earned & Paid Web  Portals   and  Search,  357   News  and   Media,     Nonprofit Health,  519   2168   Government Products,  879   Social Networking•  Analyzed >10,000 Blogging,  1060   Nonprofit,  1677   Blogging outbound links from top Social   Government,   Networking,     Products influencers to >2,600 1088   1090   Health websites to determine what 800 resources matter most to 600 Websites used as Resources top influencers 400 by Top Influencers•  Top websites targeted for 200 0 digital media buys twitter.com fda.gov blogspot.com facebook.com google.com amazon.com reuters.com nytimes.com ama-assn.org youtube.com wikipedia.org wsj.com jdrf.org medilexicon.co sixuntilme.com diabetes.org nejm.org latimes.com healthcentral.co findpharma.co rankingsandrevi cdc.gov nih.gov•  Top authors targeted for surround sound PR outreach•  Unique pages targeted for 1500 Authors used as Resources by Top editorial purposes (e.g. 1000 Influencers most influential Wikipedia 500 pages) 0 Brian Dolan Tom Henderson Thomas H. Tara Parker- Brian T. Michael Leighann Kim Vlasnik Mary Shomon Hallie Addington Riva Greenberg Meredith Karmel Allison Kerri Sparling Connie Bennett Mary Brophy Larry Husten Scott JohnsonContents are proprietary and confidential. Total # of Articles Total # of Links
    • Analytics in Action:Re-defining Content Strategy ConversaJon     Theme   Client  Blog   Diabetes  SM   Index   Index   DifferenJal   Family   100.000   48.797   51.203   53.738   12.394   41.344  •  Content Gap Analysis: TV  &  Movies   Entertaining  &  Par@es   47.196   19.426   27.771   36.449   11.157   25.292   •  Evaluated 100% of content from College   Workplace   31.308   8.616   22.693   the client blog Food  &  Cooking   28.037   14.391   13.646   Travel   11.215   7.371   3.844   •  Evaluated 1,000 randomly Sports   9.346   8.298   1.047   0.467   1.990   sampled posts from the three Outdoor  Ac@vi@es   Poli@cs   0.467   3.929   -­‐1.523   -­‐3.461   most influential diabetes blogs Blood  Sugar  /  Glucose   29.439   39.304   -­‐9.865   Doctors  &  Hospitals   22.430   34.113   -­‐11.683   •  6,000 randomly sampled posts Exercise   7.009   19.042   -­‐12.032   from all social conversations Advocacy   57.009   17.757   71.371   41.016   -­‐14.362   -­‐23.259   Diabetes  Treatment   (550k total) Die@ng  &  Weightloss   31.776   100.000   -­‐68.224  •  Re-defined the content strategy to include the corporate homepage and shift focus for the Client blog to align with the online Blog community Content Evaluation & CodingContents are proprietary and confidential.
    • Analytics in Action: Right Influencers, Right Channels, Right Words Influencer Content Influencer ContentRelationships Syndication Coverage Syndication •  Real Impressions 254,293 •  Video Views 8,263 •  Image Views 1,653 •  Actions 433 •  Search Placements 19 (results after one week. audience size at launch was negligible.) Contents are proprietary and confidential.
    • Analytics in Action:Analytics Becomes Content, Internal & ExternalContents are proprietary and confidential.
    • Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real Time TransformsContents are proprietary and confidential.
    • Engage me, don’t just impress me “The Break Up”Contents are proprietary and confidential. Contents are proprietary and confidential. Contents are proprietary and confidential.
    • Engage me, don’t just impress meContents are proprietary and confidential. Contents are proprietary and confidential.
    • ““By definition, impressions are passive.They give us no real sense of engagement,and consumer engagement with our brandsis ultimately what we’re striving to achieve. ”Awareness is fine, but advocacy will takeyour business to the next level.”Joe Tripodi, Coca-Cola CMO(Harvard Business Review, April 2011)Contents are proprietary and confidential.