Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mastering Measurement in PR Communications

Presentation from Mynewsdesk's webinar "Mastering Measurement in PR Communications." The webinar is available on-demand: http://bit.ly/2cj0Fdf

Anna-Katarina Skogh (Marketing Director at Hövding) and Hermes Holm (Public Affairs Manager at Edelman Deportivo) join Jonathan Bean (Chief Marketing & Growth Officer at Mynewsdesk) to discuss the Give A Beep campaign.

The panel will also dive into the following topics:
- Goal-setting
- Performance Measurement
- The impact of PR tools

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

Mastering Measurement in PR Communications

  1. 1. MASTERING MEASUREMENT 
 IN PR A look into the #giveabeep campaign
  2. 2. Today’s guest speakers Jonathan Bean Chief Marketing and Growth Officer
 Mynewsdesk Anna-Katarina Skogh Marketing Director Hövding Hermes Holm Public Affairs Manager
 Edelman Deportivo
  3. 3. Effective PR was once just about maximizing the reach and effect of your message. Today, communication serves a greater variety of more nuanced purposes, and digital allows us to measure impact in more sophisticated ways.
  4. 4. #GIVEABEEP
  5. 5. WHAT ARE YOUR PR OBJECTIVES?
  6. 6. Are you most focused on… • Building brand awareness? • Raising engagement? • Making customers repeat customers? • Creating a network of brand advocates? • Lead generation?
  7. 7. WHAT INNOVATIVE SOLUTIONS CAN YOU USE?
  8. 8. With limited resources, you will want to… • Bring your audience into the heart of your efforts. • Provide something of value to them. • Use technology and digital channels to maximize reach.
  9. 9. HOW DO YOU MEASURE AND EVALUATE YOUR RESULTS?
  10. 10. Failing to track, will result in failure of… • Understanding whether or not you achieved your objectives, the outcomes that matter most to you. • Taking corrective action to meet those goals. • Learning what to improve for next time .
  11. 11. Recommendations • Align your PR to your business objectives. • Make your PR communications easily scalable and replicable. • Use tech to measure and track.
  12. 12. PRESENTING #GIVEABEEP
  13. 13. THE #100MILLION CHALLENGE We wanted to challenge ourselves to prove that any businesses, brand or product could use MyNewsdesk and reach millions in earned media. Maybe even hundreds of millions. Wait, seriously?
  14. 14. We wanted to demonstrate that with… • Purpose-driven communications, • Powerful storytelling, • Innovative solutions... Any small or medium-sized company could reach 100 million people through earned media.
  15. 15. We chose Hövding Hövding is a Swedish brand that created the first airbag for cyclists. Their product already keeps cyclists safe, but we wanted to help them empower cyclists to keep other cyclists safe too. With limited resources but a lot of creativity, this is our story.
  16. 16. PREPARATION
  17. 17. Organisational objectives • Raise the awareness of Hövding as a spokesperson for cycling safety. • Drive Hövding’s international growth. • Advocate cycling safety and the need for better road infrastructure in the major cities.
  18. 18. Communication objectives • Reach 100 million people via earned media to create awareness of poor road infrastructure in London and emphasize the need for improved cycling safety. • Get the support from the highest level of local government. • Create a grassroots initiative.
  19. 19. Target audience • London's urban cycling enthusiasts, bicycle associations and the Mayor’s office. • Target international press to raise the issue of inadequate urban bike infrastructure globally.
  20. 20. Strategy • Empower cyclists by handing a digital bike bell that enables them to communicate cycling frustration in real-time. • Partner with LCC to gain legitimacy and distribute the digital bike bells. • Involve local authorities to get reassurance to improve cycling infrastructure. • Use PR tech, innovation and the power of storytelling.
  21. 21. IMPLEMENTATION
  22. 22. CONTENT
 Independent campaign site: tell a story using video and real-time data. Digital bike bells: collect data on dangerous areas in London, presented as an interactive heat map. Newsroom: cover the initiative and talk about bicycle safety, the health benefits of cycling and other purpose-driven stories. PUBLICITY
 Bike press London media Tech media Prominent international media. SOCIAL MEDIA
 Tweets with hashtag #giveabeep Emails to the Mayor of London Use of digital bike bell to collect data for interactive heat map OWNED
 MEDIA SHARED
 MEDIA EARNED
 MEDIA PAID
 MEDIA THE PESO MODEL
  23. 23. MEASUREMENT & INSIGHTS
  24. 24. CONTENT
 2,780 views to Hövding's newsrooms compared to 734 views from the previous 45-day period (279% increase) 6,000 visitors to #giveabeep campaign site PUBLICITY
 121 registered articles 484 positive mentions of Hövding 150 quotes from Hövding spokespeople Letter from the Mayor acknowledging the campaign and pledging to improve cycling infrastructure A total reach of 100 million SOCIAL MEDIA
 400+ hashtag mentions of #giveabeep 4000+ shares on social media 8,500 videos views on Facebook and Youtube OWNED
 MEDIA SHARED
 MEDIA EARNED
 MEDIA PAID
 MEDIA PARTNERSHIPS
 Fruitful partnership with LCC
 The Mayor’s office is using the data to improve bicycle infrastructure in London. 
 INFLUENCER ENGAGEMENT
 500 cyclists used the digital bike bell over 5,000 times
 IMPACT
 Became a global initiative, receiving requests to be implemented in 12 countries giving Hövding unique legitimacy in new markets. Positioned Hövding’s and raised its reputation with LCC and local authorities as an organization committed to improving bicycle safety in the major cities. Created something of value for urban cyclists, to make their voice heard and signal dangerous areas in London, something that can be used to pinpoint where bike infrastructure needs to be improved to avoid further accidents. Renewed commitment from the highest level of government to improve cycling infrastructure Doubled sales in comparison to the same period in 2015 THE PESO MODEL
  25. 25. LEARNING
  26. 26. DON’T BE FOOLED BY VANITY METRICS • Focus on measuring communication outcomes versus only measuring outputs (Barcelona Principles 2.0) • Plan and measure your communications in a truly integrated manner, e.g. the AMEC framework
  27. 27. It's not about disseminating your message widely; it's more about building real engagement with the people, organizations, and influencers that matter most and achieving actionable results.
  28. 28. Q&A
  29. 29. Campaign site Visit www.giveabeep.org Hövding newsroom Visit www.mynewsdesk.com/uk/hovding

    Be the first to comment

    Login to see the comments

  • VeroniqueAhSen

    Jan. 14, 2018
  • JackyUys1

    Mar. 10, 2018
  • ChukwumaIbobo

    Dec. 28, 2019

Presentation from Mynewsdesk's webinar "Mastering Measurement in PR Communications." The webinar is available on-demand: http://bit.ly/2cj0Fdf Anna-Katarina Skogh (Marketing Director at Hövding) and Hermes Holm (Public Affairs Manager at Edelman Deportivo) join Jonathan Bean (Chief Marketing & Growth Officer at Mynewsdesk) to discuss the Give A Beep campaign. The panel will also dive into the following topics: - Goal-setting - Performance Measurement - The impact of PR tools

Views

Total views

1,199

On Slideshare

0

From embeds

0

Number of embeds

453

Actions

Downloads

37

Shares

0

Comments

0

Likes

3

×