CIPR Fresh - Research, Planning and Evaluation - Kate Hamilton


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CIPR Fresh - Research, Planning and Evaluation - Kate Hamilton

  1. 1. Click to edit Master title style #CIPRFRESH#CIPRFRESH Research, planning and evaluation Kate Hamilton Tuesday 9 July 2013
  2. 2. Click to edit Master title style #CIPRFRESH#CIPRFRESH Chair’s introduction Darryl Sparey Research, planning and evaluation
  3. 3. Click to edit Master title style #CIPRFRESH#CIPRFRESH Research, planning and evaluation Kate Hamilton Tuesday 9 July 2013
  4. 4. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Value of measurement • How to have the conversation • What to measure • How do you measure (incl. role of digital) • Practical examples of measurement in action • Where you go from here What you will gain from today
  5. 5. Click to edit Master title style #CIPRFRESH#CIPRFRESH • How do you currently measure? • What are the stumbling blocks • Measurement is not an option • Evolution, not revolution Value of measurement
  6. 6. Click to edit Master title style #CIPRFRESH#CIPRFRESH 1. Importance of goal setting and measurement 2. Measuring the effect on outcomes is preferred to measuring outputs 3.The effect on business results can and should be measured where possible 4. Media measurement requires quantity and quality 5. AVEs are not the value of public relations 6. Social media can and should be measured; 7.Transparency and ability to replicate are paramount to sound measurement TheAMEC principals
  7. 7. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Programme outputs – activity results, number of pieces of coverage, AVEs, OTS • Programme outcomes – delivery against objectives such as sentiment, % of coverage containing key messages etc • Business outcome – supporting sales, changing public perception, building awareness TheAMEC principals
  8. 8. Click to edit Master title style #CIPRFRESH#CIPRFRESH TheAMEC model
  9. 9. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Don’t talk about measurement as an add- on, it should be part and parcel of every activity • Clients want measurement, but they also often want the agency to guide them • Have a measurement first mentality • Measurement can help move you from tactical to strategic • Start small and build from there How to have the conversation
  10. 10. Click to edit Master title style #CIPRFRESH#CIPRFRESH What to measure
  11. 11. Click to edit Master title style #CIPRFRESH#CIPRFRESH How to measure
  12. 12. Click to edit Master title style #CIPRFRESH#CIPRFRESH • PR activity – coverage, content creation, social media and influencer engagement • Influencer effect – OTS, message penetration, number of followers/re- tweets/likes, industry endorsement, tone of voice, share of voice • Target audience effect – increase in website visitors, number and quality of downloads, brand association How do you measure?
  13. 13. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Brand awareness audit • Share of voice, coverage analysis (sentiment, message penetration) report • Social media audit and delivery against objectives • Digital – effectiveness of email campaigns, time spent on the website, number and quality of downloads • Events – quality and number of attendees • Sales leads How do you measure?
  14. 14. Click to edit Master title style #CIPRFRESH#CIPRFRESH Measurement in action Summer of Sport campaign Awareness Knowledge Consideration Preference PR Activity With the summer months of 2012 bringing a veritable feast of sporting events into our daily lives – European football, Wimbledon tennis, F1 and the London Olympic Games – the cyber threat to consumers, and their devices, will be more persistent than ever. Content creation: o Dangerous sporting stars press release o Research into perception of physical vs online threats around the ‘Summer of Sports’ o Summer of sporting scams tips o Concept photography o Man-on-the-street video asking consumers about their anticipation of the ‘summer of sport’, if they’ve been targeted with sport-themed spams and how they secure their devices from cyber threats o Radio Day with Raj Samani – July31st o Facebook competition o Suggested Tweets around #StaySafeSummer Intermediary Effect 31 pieces of print and online coverage 112 pieces of broadcast coverage as a result of the Radio Day, reaching over 11.2 million people 100% of coverage promoted key messages 100% accuracy of key facts 2,800 entries to ‘Summer of Sports’ competition on Facebook including 500 as a direct result of the Radio Day 110 views of vox pop on McAfee YouTube site Positive response gleaned from journalists and consumers Dave Lee, BBC, on ‘Most dangerous athlete’ release: “Love the headline” Target Audience Effect Doubling of web search interest in ‘McAfee + Facebook’ around competition 24% of Facebook competition entrants signed up to McAfee newsletter • Competition Facebook posts shared 101 times, gained 358 ‘Likes’ and had a total reach of 372,921
  15. 15. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Include measurement when you’re planning your next peak (much easier than after the fact!), this is easier to do than an ongoing programme • Have the conversation • Start small • Evolution, not revolution – can be adapted over time to suit your client’s own business objectives and capabilities Where do you go from here
  16. 16. Click to edit Master title style #CIPRFRESH#CIPRFRESH Hotwire is a global PR and communications agency dedicated to helping forward looking organisations to manage reputations in a rapidly evolving influencer landscape.We are structured around specialist industry practice areas that deliver integrated campaigns across consumer, digital, corporate, government relations and business to business communications. In addition to Hotwire, our group includes sister agencies 33 Digital and CPR.Together we work with brands on national and global campaigns through our wholly owned offices in the UK, US, France, Germany, Spain, Italy, Australia, New Zealand and those of our global affiliate network. About Hotwire
  17. 17. Click to edit Master title style #CIPRFRESH#CIPRFRESH Thank you for attending, please complete the online evaluation form. Find out more at