Master PR Measurement
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As a PR pro, you don’t ask if you should measure public relations. You ask how. Zoetica founder Kami Huyse has the answer. Learn five approaches to social media measurement, how to calculate ROI and other important metrics, how best to utilize the Barcelona Principles and real-life case studies to inform measurement strategy.
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Master PR Measurement
- 1. The webinar will start shortly Did you know? In addition to webinars, Vocus publishes a daily blog packed with new ideas, marketing insights and hot topics. Check it all out on our website under Resources.
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- 3. The webinar will start shortly Presentation slides can be downloaded from the “learn more” tab in the webinar console
- 4. The webinar will start shortly #VocusWebinar
- 5. Mastering PR Measurement Kami Watson Huyse, APR @kamichat
- 6. Kami Huyse Founder zoeticamedia.com 713.568.5750 @kamichat #VocusWebinar
- 7. Purpose of Measurement Diagnose Prioritize Evaluate • Diagnose: Determine what works and what doesn’t • Prioritize: Build into planning, make decisions • Evaluate: Demonstrate ROI, Business Value Kami Huyse | @kamichat | #VocusWebinar
- 8. Measurement Standards Coalition for Public Relations Research Standards – Traditional Media Measurement – Digital and Social Media Measurement – Return on Investment (ROI) – Communications Lifecycle – Internal Communication (coming soon) Kami Huyse | @kamichat | #VocusWebinar
- 9. Standards define and determine needs to be measured, backed by research Best practices illustrate to best meet the objectives of the standard, backed by experience and repetition Kami Huyse | @kamichat | #VocusWebinar
- 10. http://bit.ly/PRStandards Kami Huyse | @kamichat | #VocusWebinar
- 11. 3 Strategic Questions • Problem or Challenge: Is it a growth, competitive, leadership or perception challenge or opportunity? • Communication Solution: What is the proposed solution? • Benchmark: What information exists that can be compared? Kami Huyse | @kamichat | #VocusWebinar
- 12. 3 Questions in Action Challenge Growth: Increase Event Registration Solution Outreach to influencers to increase registrations Metric/KPI Registration % compared to last year, # of people registered with influencer code Kami Huyse | @kamichat | #VocusWebinar
- 13. 5-A Measurement Touchpoints You need Activity To get Attention Which brings Awareness Which changes Attitudes Which leads to Actions
- 14. Activity Is all about what YOU do:
- 15. Kami Huyse | @kamichat | #VocusWebinar
- 16. Kami Huyse | @kamichat | #VocusWebinar
- 17. Beyond YouTube Views Kami Huyse | @kamichat | #VocusWebinar
- 19. Attention Is all about Reach or Opportunities to See Attention KPIs are… • Fans and Follows • Visits and Traffic • Potential Reach • Demographics • Vanity Metrics
- 20. Attention Metrics Year Tweets People Tweeting Reach Reach pp Reach pA 2012 720 116 644,712 5,558 23,878 2013 1584 754 1,056,825 1,402 22,017 2014 2205 153 1,037,481 6,781 30,514 Kami Huyse | @kamichat | #VocusWebinar
- 21. Awareness Is all about engagement (with you)… Awareness KPIs Are… • Conversation Rate • Amplification Rate • Applause Rate • Referrals • % engaged • Return Visits
- 22. Engagement Metrics Kami Huyse | @kamichat | #VocusWebinar
- 24. Digital Echo Effect We took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works. January 2, 2013 February 11, 2013 Kami Huyse | @kamichat | #VocusWebinar
- 25. Attitudes and Advocacy It’s all about their conversation (about you)… Attitude and Advocacy KPIs Are… • Sentiment of Conversation • Share of Voice • Purchase Intent • Customer Satisfaction • Net Promoter Score
- 26. Smartphones Kami Huyse | @kamichat | #VocusWebinar
- 27. British Academy Film Awards
- 28. Purchase Intent Benchmark We asked… “How likely are you to purchase a product or service that you “Like” on Facebook” We used… Similar questions for other actions like Commenting, Sharing and the relevant engagements for Twitter, LinkedIn, and Pinterest. Kami Huyse | @kamichat | #VocusWebinar
- 29. Average Top 3 Bottom 3 Facebook Like 6.2 36% 19% Comment 6.0 34% 20% Share 6.2 37% 19% Twitter Favorite 6.9 47% 12% Reply 6.8 46% 13% Retweet 7.0 49% 13% LinkedIn Like 6.7 46% 16% Comment 6.8 47% 16% Instagram Like 7.1 51% 12% Comment 7.1 52% 12% Kami Huyse | @kamichat | #VocusWebinar
- 30. Actions It’s all about what they actually do (rather than say)… Action KPIs Are • Return on Investment • Customer Lifetime Value • Process Savings • Emerging Innovations Kami Huyse | @kamichat | #VocusWebinar
- 32. The Path to ROI Set up a funnel to conversion Use the Free URL builder Check referrals Where they heard about you Compare real life to digital measures and report revenue by type of acquisition Kami Huyse | @kamichat | #VocusWebinar
- 35. Channel Revenue Tracking Channel Visits YTD Visits Revenue YTD Revenue $/Visit Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72 Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16 Twitter 41 250 $ 8.00 $ 8.00 $ 0.20 Kami Huyse | @kamichat | #VocusWebinar
- 36. Source: Adobe Digital Index
- 37. Clinical Trials Problem: Too Few people signing up for clinical trials Objective: Build reputation And clinical trial base to sustainable levels, at least double Anas Younes, MD: Lymphoma MD Anderson Kami Huyse | @kamichat | #VocusWebinar
- 38. Business Results Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES • 18 months quadrupled patients in clinical trials • “Go-to” resource for info about lymphoma, thought leadership Kami Huyse | @kamichat | #VocusWebinar
- 39. Talent Acquisition LinkedIn • Unqualified Resumes • Recruiter Fees Link Humans by Laurent Brouat • Expatriate Costs
- 40. Compare Cost Campaign: •Online Campaign Only •Influencer Outreach Results: •Cost per impression - Television: $1 - Social Media: $.22 •ROI $2.6 million in revenue - How did you hear? - Why did you visit? - Revenue per visitor http://bit.ly/JTA-ROI
- 41. Cost Per Lead • Webinar Activities: – Write a blog post about the webinar – Put a short post on LinkedIn with a link to the blog post – Tweet the link to the blog post • Cost: $150 (Salaried employee) • Return: 100 leads • Avg. cost of a digital lead $40 x 100 = • $4,000 SAVED! Kami Huyse | @kamichat | #VocusWebinar
- 42. Calculate Customer Value Newsletter Sign Up $50 per sign up $5 per sign up Avg. Subscribers 1000 10,000 Avg. Close Rate 10% 1% Avg. Transaction Amount $500 $100 Total Income $50,000 $10,000 Cost to Acquire $5,000 $500 Total Gain $45,000 $9,500 Kami Huyse | @kamichat | #VocusWebinar
- 43. Listening Tools Kami Huyse | @kamichat | #VocusWebinar
- 44. Engagement Measurement Tools Kami Huyse | @kamichat | #VocusWebinar
- 45. Vanity and Influence Tools 1st Generation 2nd Generation 3rd Generation Proprietary Frameworks KRED SAY And more… SCORE SEE
- 46. Analysis Tools DIY: Multi-Channel Attribution Spreadsheet Kami Huyse | @kamichat | #VocusWebinar
- 47. Tool Links • Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ • Influence: http://ow.ly/hVlm3 • Data Mining: http://ow.ly/hVlyp • Analytics: http://ow.ly/hVlCK • Analysis: http://ow.ly/hVlMC Kami Huyse | @kamichat | #VocusWebinar
- 48. Questions? kami@zoeticamedia.com @kamichat 713-568-5750 Kami Huyse | @kamichat | #VocusWebinar
- 49. Question and Answer Please enter your questions for the speaker in the Q&A box of your audience console. Alternatively you may tweet your questions using #VocusWebinar.
- 50. The Vocus Family About Vocus Vocus is a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Communications professionals from over 120,000 corporations, agencies and nonprofits use Vocus to access the world’s largest pitchable media and blogger database, distribute press releases, manage influencer outreach, measure social media activities, and analyze the effectiveness of communications campaigns. Vocus is the parent company to PRWeb, Help a Reporter Out (HARO) and iContact. It is headquartered in Beltsville, Maryland with offices in North America and Europe. For more information, visit www.vocus.com, call (800) 345-5572, or follow on Twitter @Vocus. PR Suite | Marketing Suite Online News Releases Publicity Email Marketing @Vocus @PRWeb @Helpareporter @iContact Ann Handley| @MarketingProfs | #VocusWebinar
Editor's Notes
- http://www.flickr.com/photos/bensonkua/4909655082/sizes/l/in/photolist-8tRgpy-c2MGR9-7QzDqE-gmyugv-fjJFHe-7EGkyb-9PvwPr-dNY97R-bySNs8-86sGgm-9gXPm9-czzJj3-7Fxwyr-c2MHAL-8a7gh1-82cCwL-aVr8Ai-8a41BB-7JgtnW-cXgQws-cDCiFf-aGSPYa-dK2wN3-edbL6T-9xkHyo-cNhp7E-bCmrEY-9msVWH-aTpCba-aTpCMz-eoedgt-bxWu5K-aghAjZ-c2MJ9G-7ZBMd9-9t86t1-95s95H-9a6zRL-c2MJLE-bSZeYB-9U9aL1-9aGKiu-8r9qUk-8g9vCE-8g6MKa-8g6J72-7WUYZr-7yUWnw/
- Factor in budget Compare to competitors Build a dialogue with audience: “we heard you” – engagement process
- Participants in Standards Institute for Public Relations (IPR), International Association for Measurement and Evaluation of Communications (AMEC) Council of PR Firms (CPRF) Digital Analytics Association (DAA) Public Relations Society of America (PRSA) Word of Mouth Marketing Association (WOMMA) International Association of Business Communicators (IABC) Chartered Institute of PR (CIPR) Federation Internationale des Bureaux d’Extraits de Presse (FIBEP) Global Alliance for Public Relations and Communications Management Society for New Communications Research (SNCR) Client participants include research and communication leaders from Dell, Ford Motor Company, General Motors, McDonald’s, Procter & Gamble, SAS, Southwest Airlines and Thomson Reuters, as well as many major communications agencies.
- http://www.globalalliancepr.org/website/sites/default/files/nolie/Research/Coalition%20of%20PR%20research/Standardization%20in%20PR%20Michaelson%20Stacks.pdf
- http://www.instituteforpr.org/public-relations-research-standards/pledge/ Standards define and determine WHAT needs to be measured Best practices illustrate HOW to best meet the objectives of the standard
- Activity—m. Content creation such as blogs, videos, tweets, press releases, speeches, and so on Attention – Is undefined in the dictionary for PR research, but these are vanity metrics, including simple measures like followers and fans, to more complex and proprietary ones, such as indexes and popularity lists. Awareness—m/outtake. Measurement of how much people are aware of an object by providing hints, examples, or descriptions; Attitude—m/outtake/outcome. A predisposition to act or behave toward some object; a motivating factor in public relations; composed of three dimensions: affective (emotional evaluation), cognitive (knowledge evaluation), and connotative (behavioral evaluation) Attitude Change—m/outtake/outcome. The change or shift in direction of a target audience during and after a campaign; see also: advocacy, opinion Advocacy—m/engagement. The advocating or supporting of an object that is a planned outcome of a campaign; change or engagement driven by an agenda
- Do track your activities and benchmark them against results but don’t stop there… Agencies tend to focus on this a lot so they can show the client that they are doing the work they were hired to do, but they should not be lumped into results measurement
- SimplyMeasured Spreadfast can help
- Viral Video
- Use Google spreadsheets to work with clients on this editorial calendar to make this more of a living document. Other things you can measure include: Content creation (the number of assets created, videos/podcasts) Social media engagement (numbers of blog posts, blogger events, blogger briefings, Twitter posts, community site posts and events) Influencer and stakeholder engagement (what activities were undertaken to drive engagement forward, such as the number of Facebook and Twitter posts, community site posts, etc.) Events/speeches, offline community events and traditional media outreach
- They say that any publicity is good publicity, but as we all know in this 24/7 news-hungry world not ALL attention is good attention. The easiest thing to measure in social media is attention. You can see how many visits your page has, how many were unique and how many were repeat or new visitors. You can also easily see who referred them to your site, and perhaps even find some of your fans. Attention looks at volume and number of friends.
- https://bitly.com/ http://ow.ly/url/shorten-url
- This just means that people are starting to become aware that you exist in social channels. It doesn’t mean they will take any action beyond this, or that there will be any appreciable business results. This is the most common place where measurement stops, because up to this point it has been pretty easy to get the numbers.
- http://www.truesocialmetrics.com/
- Demand Abolition: http://www.bostonglobe.com/editorials/2013/02/11/targeting-johns/ZlLfH8snlMnr1o7Im9WgdN/story.html Political Parity: http://www.bostonglobe.com/editorial/2013/01/02/ohunt/qFNOgOSZgsmG1xM8L58c2K/story.html
- Analyzed with http://muckrack.com/whosharedmylink
- http://www.instituteforpr.org/topics/measuring-relationships There is a way to test your relationships through a survey that was developed by By Linda Childers Hon and James E. Grunig. The survey measures in five areas to test perceptions: Trust, Satisfaction Commitment, Exchange Relationship Communal Relationship Look also at customer satisfaction surveys and peg to their involvement with social media sources, Loyalty over time, visitors that come back more than once, and Repeat visitors. You can also measure to sentiment to get a crude idea of where you stand with the community over time, mostly positive, mostly negative and mostly neutral. However, sentiment doesn’t give a full view.
- http://blog.marketwired.com/2013/03/26/how-to-build-and-manage-your-brand-image-start-with-marketwire-reports/
- http://www.digitalspy.com/movies/news/a545274/12-years-a-slave-leonardo-dicaprio-lead-baftas-social-media-buzz.html#~oPWI5KGJY7LwWx
- How the study was conducted: We surveyed 4,650 persons from a general population panel that mimics the U.S. population of persons 18+. Of these, 2,950 met our criteria of being frequent / regular social media users. We asked the question “How likely are you to purchase a product or service that you “Like” on Facebook” as well as similar questions for other actions like Commenting, Sharing and the relevant engagements for Twitter, LinkedIn, and Pinterest. Their possible responses ranged from 1 to 10 where 1 means extremely unlikely to purchase and a 10 means extremely likely to purchase. The higher the average score, the more likely they are to purchase. We also show top 3 box percentages, i.e. responses of 8,9, or 10 and bottom 3 box percentages, i.e. 1, 2, or 3. The data to the right shows that all engagements have a relatively equal impact on purchase intent. Another interesting set of date: · 67% of our respondents are frequent (46%) or regular (21%) Facebook users. · 22% of our respondents are frequent (11%) or regular (11%) Twitter users.
- We wanted to see if purchase intent changed by the type of engagement. We also looked at this for gender and age. Gender made no difference, but age predictably got less likely to purchase as they went up in age. We also looked at purchase intent by industry. The last piece of data shows that Frequent or Regular Facebook / Twitter users have a 56% higher purchase intent than infrequent or non-users of Facebook / Twitter. When broken out by various industries you care about, such as insurance, credit cards, alcoholic beverages, the differences are even more impressive. With purchase intents more than triple for the autmotive industry, more than double for insurance and credit cards and nearly double for alcoholic beverages. Another interesting set of date: · 67% of our respondents are frequent (46%) or regular (21%) Facebook users. · 22% of our respondents are frequent (11%) or regular (11%) Twitter users.
- Finally, the golden ring and the thing that fuels ROI are actions. In the end, how people feel about your brand, and how many people come to see your online properties and interact with you, are only important insofar as they predict how many people will DO something about it. We went over the idea of setting SMART objectives. There are very advanced analytics that can show you how many people came to the site and bought and from where. We also had the case study earlier to show ROI for ticket sales. All of these are great ways to measure. We can’t go in depth in how to measure everything, but you will go a long way to identifying HOW if you have taken the time to set up the WHAT, or your SMART Objectives. Four to Six visitor questions for analyzing a website: http://www.4qsurvey.com (Avinash Kaushik) 1. Based on today’s visit, how would you rate your site experience overall? 2. Which of the following best describes the primary purpose of your visit? 3. Were you able to complete the purpose of your visit today? 4a. (If yes) What do you value most about the [sitename] website? 4b. (If no) Please tell us why you were not able to fully complete the purpose of your visit today? 3 optional questions can be included: Visit Frequency, Path to Site and an email solicitation question Seth Godin: http://sethgodin.typepad.com/seths_blog/2011/11/six-questions-for-analyzing-a-website.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29 What's the revenue per visit? (RPM). For every thousand visitors, how much money does the site make (in ads or sales)? What's the cost of getting a visit? Does the site use PR or online ads or affiliate deals to get traffic? If so, what's the yield? Is there a viral co-efficient? Existing visitors can lead to new visitors as a result of word of mouth or the network effect. How many new visitors does each existing user bring in? (Hint: it's less than 1. If it were more than 1, then every person on the planet would be a user soon.) This number rarely stays steady. For example, at the beginning, Twitter's co-efficient was tiny. Then it scaled to be one of the largest ever (Oprah!) and now has started to come back down to Earth. What's the cost of a visitor? Does the site need to add customer service or servers or other expenses as it scales? Are there members/users? There's a big difference between drive-by visits and registered users. Do these members pay a fee, show up more often, have something to lose by switching? What's the permission base and how is it changing? The only asset that can be reliably built and measured online is still permission. Attention is scarce, and permission is the privilege to deliver anticipated, personal and relevant messages to people who want to get them. Permission is easy to measure and hard to grow.
- A measure of a company’s profitability, equal to a fiscal year’s income divided by equity and long-term debt; and, ROI measures how effectively the organization is using its resources to generate a financial profit.
- http://www.zoeticamedia.com/how-to-use-google-analytics-url-builder-to-track-online-campaigns-and-show-value
- 2 conversions http://blog.houstonmethodist.org/weight-loss-challenges/ Funnel from tagged URLs to online form Tracking of source of conversion Call center also asks Identification number assigned All services used are attributed
- http://blog.houstonmethodist.org/3-science-backed-ways-improve-sleep/ 21 shares, 1 comment, no conversions
- http://success.adobe.com/en/na/programs/digital-index/1205_18011_social_media.html Adobe Digital Index interviewed social media analytics experts and analyzed 1.7 billion visits to the websites of more than 225 U.S. companies in the media, retail, and travel industries. First-click attribution more accurately captures the impact of social media, increasing its value by up to 94 percent. Analyzed using Adobe’s Omniture Site Catalyst Adobe Digital Index Report, “Why marketers aren’t giving social the credit it deserves” http://success.adobe.com/en/na/programs/digital-index/1205_18011_social_media.html
- Consider how Anas Younes, a doctor at MD Anderson Cancer Center in Houston, Texas, harnessed the power of his fans. Younes specializes in lymphoma and needed more patients to enroll in his clinical trials. For 18 months, he used Twitter and Facebook to share important information about cancer studies and trials, focusing on lymphoma. He amassed a modest but respectable community of 617 (913 now) followers on his Facebook fan page and 1,511 (3,000 now) on Twitter — not bad for a busy doctor, but probably not successful from purely a popularity standpoint. The key was that his fans were highly motivated by his topic. If someone has lymphoma, Younes is a “go-to” guy. He has built strong thought leadership on Facebook, Twitter and through MD Anderson’s Cancerwise blog, and he curates the topic well. As a result, Younes has had a lot of people e-mail him with questions about the disease. More importantly, they are signing up for and referring friends to his clinical trial program. According to Younes, he has quadrupled the number of patients in his clinical trials using social media channels. For a busy doctor who relies on robust participation to further his career, this metric is much more important than the number of Facebook fans he has. Younes has the right fans, who are taking action to benefit his bottom line as a research doctor at a prestigious hospital. Time Flies: Looking Back at a Year of Using Social Media, Dr. http://www2.mdanderson.org/cancerwise/2010/08/looking-back-at-a-year-of-using-social-media.html Cancerwise Blog, MD Anderson, http://www2.mdanderson.org/cancerwise/
- http://www2.mdanderson.org/cancerwise/2010/08/looking-back-at-a-year-of-using-social-media.html
- http://linkhumans.com/blog/how-a-company-used-linkedin-and-social-media-to-recruit by Laurent Brouat CH2M HILL is a global leader in full-service engineering, construction, and operations. With 25K employees Englewood, Colo. Results 1) 98% of hires in the US are directly sourced 2) 95% of all hires outside of the US are also the result of direct recruitment activities 3) they reduced significantly the cost and time to hire 4) it is one of the only construction company to be among the 100 best companies to work for
- Channel Success
- 42 RULES FOR B2B SOCIAL MEDIA MARKETING By Michael Procopio, Peter Spielvogel, Natascha Thomson Rule 29: Track ROI Selectively I don’t believe you can measure the ROI of every action in social media. You can measure specific actions. If you initiate almost any social media project, your manager will probably ask you: “What’s the ROI (Return on Investment)?” Common responses in social media circles include: “What is the ROI of the telephone or email?” “If we take ROI to mean Return on Influence…” “ROI is easy, of course you can show it.” First, ROI is a financial measure typically expressed as a percentage. Example: I bought 10 apples for $10 and I sold them for $50. ($50*10 apples)-($10*10)=$400. $400/($10*10 apples) = 4. To get to a percentage = 4*100 = 400% ROI. For many social media initiatives, both the return and costs are fuzzy. This makes things difficult from a tracking standpoint. I don’t believe you can measure the ROI of every action in social media. But you can measure certain specific actions. I * once measured a 2500% ROI for a lead generation activity with social media. The campaign team was promoting a webinar. Forty-eight hours before the webinar they asked the product manager to: Write a blog post about the webinar Put a short post on LinkedIn with a link to the blog post Tweet the link to the blog post The return was 100 “leads”, that is, 100 people signed up for the webinar. Assume a digital lead costs an average of $40, which would make the return $4,000. In this case, the product manager’s burdened cost was $150 for the one hour he spent on the project. When I told co-workers the results, they immediately challenged them: You didn’t take into account that he’s been building up his blog following over three years You didn’t calculate this out for a full year You didn’t include all the costs of maintaining the blog Writing a blog post is part of his job This is why I only track ROI selectively. Like many other things, the full picture may take more time to calculate than it is worth. But if you bound the problem, it becomes manageable. The key to obtaining a credible ROI is determining the source of online clicks. For the above example we used a web tracking tool that let us create the links we used in the blog. Then all other activities pointed to the blog. Hence, we could easily report on how many readers clicked the link in the blog to register for the webinar. And how many completed the registration form. To know which channels are working best for you, create a separate tracking link for each social channel. If you don’t have a web reporting tool already set up on your web site, you can approximate by using a URL shortening service such as http://bit.ly which will provide statistics on clicks per individual URL. Unfortunately, it only tracks that a person got to a specific page, not whether they completed the form on it. But, you might be able to track this separately. You also need to design work flow into your campaign to help you track the results as people move through the sales process. One presentation I saw showed how a video was constructed with the goal of getting the viewer to request a demo. The link from the video went to a specific landing page where the viewer could request an in person demo. By tracking those leads through the sales process, the team showed an $8M dollar pipeline increase; they will eventually be able to show the revenue once the sales close. * Michael
- Assigning a dollar amount to the Goal requires some research with sales, and perhaps some work to determine correlation between sales and actions. Evaluate how often the visitors who complete the Goal become customers.
- https://www.diigo.com/user/kamichat/monitoring%20CoolTools
- https://www.diigo.com/user/kamichat/SocNet%20CoolTools
- https://www.diigo.com/user/kamichat/Influence%20CoolTools Score = Interpret markers, this is a influence proxy Say = Looking at topics and behavior See = Watching what people actually do, and how others behave in community
- https://www.diigo.com/user/kamichat/Measurement%20Analysis
- Before we get started, let’s give you a quick idea of what we will be covering today:
- Before we get started, let’s give you a quick idea of what we will be covering today: