Measuring ROI + KPIs for
             Your Digital PR Efforts
             PR News Digital PR Next Practices Summit



 Oc...
Audience poll


                 How many of you are currently
                 monitoring digital and social media for
  ...
Audience poll


                 How many of you are actively engaged
                 in social media channels for your
 ...
Audience poll


                 How many of you have clearly defined
                 goals for your digital and social m...
Step 1. Define the outcome


               • Start by defining clear, precise, measurable goals
               • Even if ...
Pick an outcome,
              Any outcome…




                            Source: Altimeter Group and Web Analytics
Slid...
Step 2. Assess channels and audiences




                                                Source: Weber Shandwick
        ...
Step 3. Identify your KPIs


                          measures: Assess how content is accessed, shared,
                 ...
Step 4. Build your dashboard


                 Activities
                                  47    Media, Blogger & Influe...
Step 5. Get “inline” with your analytics


              • Old world, meet new world
                   • Integration of t...
Lessons learned: The media “crossover” effect




Slide 11 – October 6, 2010
Lessons learned: It ain’t easy being inline

              • Much easier to manage by channel than across channels
       ...
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PR News Digital Summit: Measuring ROI + KPIs for Digital PR

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Presentation on "Measuring ROI + KPIs for Your Digital PR Efforts" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented as part of panel session October 7, 2010 at the PR News Digital Next Practices Summit in New York City.

Published in: Business, Technology

PR News Digital Summit: Measuring ROI + KPIs for Digital PR

  1. Measuring ROI + KPIs for Your Digital PR Efforts PR News Digital PR Next Practices Summit October 6, 2010 Tim Marklein Executive VP, Measurement & Strategy tmarklein@webershandwick.com Twitter: @tmarklein Slide 1 -- September 24, 2010
  2. Audience poll How many of you are currently monitoring digital and social media for your programs/clients/issues? Slide 2 – October 6, 2010
  3. Audience poll How many of you are actively engaged in social media channels for your organization/client, including Facebook, Twitter, LinkedIn and/or others? Slide 3 – October 6, 2010
  4. Audience poll How many of you have clearly defined goals for your digital and social media engagement? Slide 4 – October 6, 2010
  5. Step 1. Define the outcome • Start by defining clear, precise, measurable goals • Even if you don’t think you can measure PR’s impact on the outcome, start with the assumption that you can – and then work backwards to figure out how to measure it • Anecdotal evidence • Data-based evidence • Correlation • Contribution • Causation • Read and internalize outcomes definitions from PRSA and IPR’s Measurement Commission http://comprehension.prsa.org/?p=628 Slide 5 – October 6, 2010
  6. Pick an outcome, Any outcome… Source: Altimeter Group and Web Analytics Slide 6 – October 6, 2010 Demystified, http://bit.ly/dldIHf
  7. Step 2. Assess channels and audiences Source: Weber Shandwick Measurement & Strategy practice, based on Sysomos social media monitoring data. Slide 7 – October 6, 2010
  8. Step 3. Identify your KPIs measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties measures: Assess the volume, engagement, feedback and reach of content shared via company’s web properties measures: Assess the paid and organic search rankings for company content, brands and keyword associations measures: Assess the volume, engagement, sentiment and reach of content shared via the web 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 8 – October 6, 2010 practice, ARROW Inline Analytics framework
  9. Step 4. Build your dashboard Activities 47 Media, Blogger & Influencer Interviews 94 Facebook, YouTube, Blog & Twitter Posts Reach 170 Earned & Social Media Placements 3.9M Earned & Social Media Impressions Relevance 64% Earned & Social Message Penetration 27% Earned & Social Media Share Outcomes 14% Increase in Brand Engagement (via web data) 27% Category Sales Share (source TBD) Worth $4.72 Earned CPM (Cost Per 1K Impressions) $8.22 Social CPE (Cost Per Engagement) Source: Weber Shandwick Measurement & Strategy Slide 9 – October 6, 2010 practice, ARROW Inline Analytics framework
  10. Step 5. Get “inline” with your analytics • 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 Source: Weber Shandwick Measurement & Strategy Slide 10 – October 6, 2010 practice, ARROW Inline Analytics framework
  11. Lessons learned: The media “crossover” effect Slide 11 – October 6, 2010
  12. Lessons learned: It ain’t easy being inline • Much easier to manage by channel than across channels • Data sourcing and consistency challenges • Differences in scale and knowledge base across media • What’s more valuable? • Chicago Tribune print story –or– WSJ.com online story • Industry blog post –or– customer recommendation via Twitter • Depends on objective, audience, message, tone, influence – not all easily measured or compared across media channels • Key considerations • Total Impressions vs. Targeted Impressions – efficiency matters • Earned CPM vs. Social CPM – very different scales, don’t equate • Comparative Media Costs – useful to consider but inconclusive • Engagement, CPE and Conversion – varies by channel, outlet Slide 12 – October 6, 2010

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