Integrating Measurement
& Measuring Integration
IPR 7th Annual Summit on Measurement
October 14, 2009
Tim Marklein, tmarklein@webershandwick.com
Twitter: @tmarklein
Slide 1 -- October 14, 2009

2009 = Transformational year
Economy : Cold Measurement : Hot
Slide 2 -- October 14, 2009

Current state of PR measurement
THE GOOD Everyone agrees: Measurement is important
Basic standards, tools in place for measuring media
CMOs, CFOs and CEOs are asking for more
THE BAD
Still lots of lip service without investment
PR wastes time fighting AVE – “media value” is real
Quarterly reports are shelfware, don’t drive decisions
THE UGLY
PR metrics aren’t translated into executive terms
Not enough definition or accountability for outcomes
“Random acts of measurement” – not enough integration
Source: Weber Shandwick
Slide 3 -- October 14, 2009 Measurement & Strategy practice

The critical challenge: Mind the gap!
Typical PR metrics Key business metrics
• Total clips • Contribution to sales
• Total clips in top-tier media • Contribution to market share
• Total circulation/impressions • Contribution to profitability
• Share of voice • Influence on stock performance
• Media sentiment • Influence on stakeholder awareness
• Message pull-through • Influence on stakeholder opinion
• Ad equivalency • Influence on employee attitudes
• Cost per thousand • Influence on customer consid/pref
• Influence on stakeholder awareness • Influence on customer satisfaction
• Influence on stakeholder opinion • Influence on customer loyalty
• Influence on employee attitudes • Influence on brand equity
• Influence on corporate reputation
“It will be difficult for PR to get a larger share of the total
communications expenditure without quantitative means that
go well beyond measurement of media outputs.”
Source: Adapted from GAP V report, Annenberg
Slide 4 -- October 14, 2009 School of Communication, “Fifth Annual Public Relations
Generally Accepted Practices” study, Q1’08

The importance of 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, geographies
• Measurement, meet strategy
• Integration of metrics, data sources, tools, dashboards
• Integration of data and insights into decision-making flow
Slide 5 -- October 14, 2009

Traditional/digital integration:
Media cross-over effects, in both directions
Slide 6 -- October 14, 2009

Traditional/digital integration:
New metrics, data sources and concepts
measures: Assess how content is accessed, shared,
adapted, amplified across various sites and media properties
measures: Assess the volume, engagement, sentiment
and reach of content shared via the web.
measures: Assess the paid and organic search rankings for
company content, brands and keyword associations
measures: Assess the volume, engagement, feedback and
reach of content shared via company’s web properties
measures: Analyze volume, content, sentiment
of conversations about company/brands across sites, media
measures: Assess audience, reach and “touch
points” of company content/conversations across sites, media
• Outcome measures: Assess how the content, conversation
and community measures correlate with desired outcomes
Source: Weber Shandwick Measurement & Strategy
Slide 7 -- October 14, 2009 practice, “Inline” measurement framework

Traditional/digital integration:
The challenge of “scale” and how to adapt
• What’s more valuable?
• Chicago Tribune print story
• WSJ.com online story
• Industry blog post
• Key considerations
• Total impressions vs. targeted impressions
• Total engagement vs. targeted engagement
• Earned Media Value – consistency of source data
• CPM vs. CPE – very different scales
Slide 8 -- October 14, 2009

Integrating new influence patterns:
Advocacy takes center stage
More than just
word-of-mouth…
45% ADVOCATES
High intensity (9%) Sharing advice
Low intensity (36%)
Making recommendations
20% Making their loyalty visible
BADVOCATES
Reaching out broadly
Making fast decisions
INFLUENTIALS
Taking action
OPINION ELITES
Slide 9 -- October 14, 2009 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007

Integrating new influence patterns:
Tracking WOM conversation volume, quality
Low Volume / High Quality High Volume / High Quality
Nationwide
Prudential
Industry
All State Average
Quality of Advocacy (%)
State Farm
Metric Score Industry
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
AIG
Low Volume / Low Quality High Volume / Low Quality
Share of Conversation (%)
Source: Weber Shandwick Measurement & Strategy analysis,
Slide 10 -- October 14, 2009 based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08

Integrating new influence patterns:
Re-thinking channels, reach, influence
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
Who in their personal or work lives does What kinds of experts (specific people,
your audience trust for information and categories of people, or specialized
advice? publications) does your audience
seek out when they want information
Who in turn do they contact and and advice?
influence?
How does this contribute to their
decision-making?
What groups, clubs or networks What brands, celebrities or
(online or offline) does your cultural trends have caught
audience turn to for information the attention of your audience
and advice? and are most influential in
their decision-making?
Who do they in turn communicate with?
SOCIAL HUB MEGA HUB
Slide 11 -- October 14, 2009 Source: Weber Shandwick & KRC Research

Integrating new influence patterns:
We can’t assume or pretend they’re linear
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
Experts Sales Trade show
Home E-mail
Reps
Telephone
Podcasts Customer
Service
Work Vertical
place Business Media Lifestyle
SMS Media
Media
Pundits
Mobile Brand
WOM Authors
Phone Website
Social Blogs Branded
Organizations Celebrity
Entertainment
Community Search VOD Print
Direct
Groups Mail
Cable
Social Clubs Social Broadcast Television
Networks Television Branded
Opinion Sites
Radio Applications
Business
Internet TV
Organizations Video games
ARG’s
SOCIAL HUB MEGA HUB
Slide 12 -- October 14, 2009 Source: Weber Shandwick & KRC Research

Integrating new influence patterns:
Customers aren’t necessarily who they seem
SALES THOUGHT:
Eric = $500K IT budget
THE REALITY:
Eric = $76M IT impact inside,
$200M total in 40 companies
$500,000
IT Budget

Integrating new influence patterns:
Different engagement methods and vehicles
Traditional marketing Advocacy marketing
• Create collateral • Identify advocates
• Send direct mail • Engage advocates
• Buy media • Manage relationships
• Attend events • Have conversations
• Create events • Activate communities
• Buy more media • Create great content
• Conduct PR • Syndicate content
• Write case studies • Tell many stories, one
• Buy more media at a time, synchronized,
• Tell one story to mass through many voices, to
markets or big groups “micro” markets
Slide 14 -- October 14, 2009

PR/comms/marketing integration:
Re-framing the measurement conversation
activities reach relevance outcomes worth
What activities Did you reach Were you What business What is the
were performed your audience? relevant to your results did you estimated dollar
to achieve How many audience? Were achieve? value of your
results? impressions, you credible? Awareness? communication
web visits, Did your ideas Engagement? efforts? What
reports, and messages Reputation? was the ROI?
attendees, etc. resonate? Did Leads? Sales?
were you drive Loyalty?
generated? conversation? Advocacy?
Quantity/Output Quality/Outtakes Business Impact Value/Efficiency
Communications Team Marketing Team Executive Team
Source: Weber Shandwick Measurement &
Slide 15 -- October 14, 2009 Strategy practice, “ARROW” measurement model

PR/comms/marketing integration:
Delivering dashboards (light view)
Source: Weber Shandwick Measurement &
Slide 16 -- October 14, 2009 Strategy practice, “ARROW” measurement model

PR/comms/marketing integration:
Delivering dashboards (medium view)
Activities
21 Earned Media Interviews
12 Paid Media Placements
Reach
340K Earned Media Impressions
179K Paid Media Impressions
Relevance
43% Earned + Paid Media Share
67% Conversation Share (Social + WOM)
Outcomes
2.3% Increased Awareness (Tracking Survey)
195K New Patient Visits (Self-Reported)
Worth
$145K Earned + Paid Media Value
$97M Revenue from New Patient Visits
Source: Weber Shandwick Measurement &
Slide 17 -- October 14, 2009 Strategy practice, “ARROW” measurement model

PR/comms/marketing integration:
Delivering dashboards (full view)
Source: Weber Shandwick Measurement &
Slide 18 -- October 14, 2009 Strategy practice, “ARROW” measurement model

Measurement, meet strategy:
“Insight” doesn’t live in silos, aggregation is key
Media Media Web Keyword
Analysis Analysis Analytics Analysis
(traditional) (social) (site) (search)
WOM Brand Customer Employee
Analysis Tracking Satisfaction Satisfaction
(surveys) (surveys) (surveys) (surveys)
Lead Gen Events & Analyst Data & Ind. Awards
& Sales data DM data Reports & Scorecards
(CRM) (CRM) (third party) (third party)
Source: Weber Shandwick Measurement & Strategy practice –
Slide 19 -- October 14, 2009 ARROW Measurement Suite, February 2009

Measurement, meet strategy:
Get the data out – to execs, sales, marketing
Slide 20 -- October 14, 2009

Measurement, meet strategy:
Integrate data, insights into decision flow
• Have you built your “measurement cycles” to match your
company’s “decision cycles”?
• Daily or hourly (crisis and issues management)
• Weekly and monthly (progress, trends, course corrections)
• Quarterly and annual (strategic decisions, direction changes)
• What are your company’s “decision forums”?
• Staff meetings, board meetings, key individuals, etc.
• Are you there? Do they have the data? Are they using it?
• What are your company’s “data consumption” habits?
• Individuals and organizations learn, adapt, decide differently
• Are you packaging your metrics to make them consumable?
Slide 21 -- October 14, 2009

Your transformation moment
• One-way communication is dying.
• Conversations and community are king.
• Integration trumps independence.
• Measurement is imperative.
• You have the data. Use it to lead. Be a change agent.

Thank You!!!
Email:
tmarklein@webershandwick.com
Blog:
www.allaboutadvocacy.com
Twitter:
twitter.com/tmarklein
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