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DATA-­‐DRIVEN	
  PR	
  MEASUREMENT	
  
Sandra	
  Fathi	
  
President	
  
Affect	
  
@sandrafathi	
  
	
  
web:	
  affect.com...
ABOUT	
  ME	
  
•  Sandra	
  Fathi	
  
•  President,	
  Affect	
  
•  Public	
  RelaJons,	
  Social	
  Media,	
  
MarkeJng	...
Technology
Healthcare
Professional Services:	
  
	
  
SAMPLE	
  PAST	
  &	
  PRESENT	
  	
  
CLIENTS	
  
MEASUREMENT	
  &	
  
METRICS	
  
	
  
Measurement Objectives
1. Proving value of public relations activities
2. Proving on...
MEASUREMENT	
  &	
  
METRICS	
  
	
  
Sample	
  PR	
  Key	
  Performance	
  Indicators	
  (KPIs):	
  
1. Scores: Indices/s...
PR	
  MEASUREMENT	
  
Three	
  Concepts	
  for	
  Discussions:	
  
	
  
•  Share	
  of	
  Voice	
  
•  CompeJJve	
  Benchm...
PART	
  I:	
  SHARE	
  OF	
  VOICE	
  
DEFINITION	
  
Share	
  of	
  Voice:	
  
	
  
Comparing	
  your	
  crucial	
  performance	
  metrics	
  against	
  
those	...
THE	
  FORMULA	
  
	
  
	
  
Number	
  of	
  ConversaJons	
  	
  
Including	
  Your	
  Company	
  	
  	
  	
  	
  	
  	
  ...
ADVERTISING	
  CONCEPT	
  
25%	
  SOV	
  
75%	
  SOV	
  
@sandrafathi	
   10	
  
SHARE	
  OF	
  VOICE	
  I	
  
72%	
  
28	
  %	
  
ConversaJons	
  
Talk	
  
About	
  Me	
  
@sandrafathi	
   11	
  
SHARE	
  OF	
  VOICE	
  II	
  
0%	
  
10%	
  
20%	
  
30%	
  
40%	
  
50%	
  
60%	
  
70%	
  
80%	
  
90%	
  
100%	
  
Q1	...
SHARE	
  OF	
  VOICE	
  III	
  
300	
  ArJcles	
  
MenJon	
  My	
  
Company	
  
145	
  ArJcles	
  
MenJon	
  
CompeJtor	
 ...
KEEP	
  IN	
  MIND	
  
•  Share	
  of	
  voice	
  should	
  be	
  defined	
  for	
  a	
  period	
  of	
  Jme	
  
(finite	
  ...
SOV:	
  SOCIAL	
  MEDIA	
  
ANALYTICS	
  PLATFORMS	
  
@sandrafathi	
   15	
  
SOCIAL	
  MENTION	
  
@sandrafathi	
   16	
  
SIMPLE	
  EXCEL	
  FORMULA	
  
@sandrafathi	
   17	
  
ONLY	
  PART	
  OF	
  THE	
  STORY	
  
•  Doesn’t	
  consider	
  senJment	
  
•  Doesn’t	
  consider	
  sources	
  
(exclu...
OTHER	
  APPLICATIONS	
  &	
  
CONSIDERATIONS	
  
ConsideraJons:	
  
•  Apply	
  senJment	
  or	
  tonal	
  filters	
  (pos...
PART	
  II:	
  COMPETITIVE	
  BENCHMARKING	
  
DEFINITION	
  
CompeJJve	
  Benchmarking:	
  
	
  
The	
  conJnuous	
  pracJce	
  of	
  comparing	
  a	
  company’s	
  
pr...
COMPETITIVE	
  	
  
BENCHMARKING	
  
•  IdenJfy	
  my	
  compeJJve	
  set	
  for	
  comparison	
  
•  Choose	
  my	
  unit...
EXAMPLE:	
  RADWARE	
  
ObjecJve:	
  	
  	
  
•  Build	
  &	
  Maintain	
  Radware’s	
  PosiJon	
  as	
  a	
  Thought	
  L...
EXAMPLE:	
  RADWARE	
  
ApplicaJon	
  Delivery	
   Network	
  Security	
  
@sandrafathi	
   24	
  
•  Analysis	
  of	
  press	
  release	
  strategy	
  and	
  resulJng	
  
coverage	
  over	
  6	
  month	
  period	
  
•  S...
METHODOLOGY	
  II	
  
@sandrafathi	
   26	
  
RADWARE	
  PRESS	
  RELEASES	
  
Security	
  
43%	
  
ADC	
  
27%	
  
Both*	
  
12%	
  
Other*	
  
18%	
  
Press	
  Releas...
ADC	
  COMPETITORS:	
  
SECURITY	
  &	
  ADC	
  
*	
  ‘Both’	
  includes	
  releases	
  related	
  to	
  both	
  Security	...
9	
  
11	
  
2	
  
7	
  
44	
  
16	
  
31	
  
38	
  
0	
  
5	
  
10	
  
15	
  
20	
  
25	
  
30	
  
35	
  
40	
  
45	
  
5...
ADC	
  COVERAGE	
  BY	
  TYPE	
  
0	
  
20	
  
40	
  
60	
  
80	
  
Radware	
   A10	
   Citrix	
   F5	
  
Other	
  
Report...
COVERAGE	
  QUALITY	
  
0	
  
10	
  
20	
  
30	
  
40	
  
50	
  
60	
  
70	
  
80	
  
90	
  
100	
  
Radware	
   A10	
   C...
ADC	
  CONCULSIONS	
  
•  Number	
  of	
  press	
  releases	
  did	
  not	
  correlate	
  to	
  number	
  of	
  arJcles	
 ...
SECURITY	
  COMPETITORS	
  
14	
  
23	
  
28	
  
10	
  
84	
  
164	
  
68	
   68	
  
0	
  
20	
  
40	
  
60	
  
80	
  
100...
SECURITY	
  COVERAGE	
  BY	
  
TYPE	
  
0	
  
50	
  
100	
  
150	
  
200	
  
Radware	
   Arbor	
   Imperva	
   Prolexic	
 ...
COVERAGE	
  BY	
  QUALITY	
  
0	
  
20	
  
40	
  
60	
  
80	
  
100	
  
120	
  
140	
  
160	
  
180	
  
Radware	
   Arbor	...
SECURITY	
  CONCLUSIONS	
  
•  Radware	
  is	
  #2	
  in	
  overall	
  SOV	
  but	
  the	
  quality	
  is	
  not	
  as	
  ...
CONSIDERATIONS	
  
•  Good	
  for	
  understanding	
  what	
  worked	
  but	
  not	
  
necessarily	
  ‘how’	
  it	
  worke...
PART	
  III:	
  CORRELATIONS	
  
DEFINITION	
  
CorrelaJon:	
  
	
  
A	
  mutual	
  relaJonship,	
  or	
  interdependence,	
  between	
  two	
  or	
  
more...
TYPES	
  OF	
  CORRELATION	
  
Source:	
  MathisFun.com	
  
40	
  
THE	
  FORMULA	
  
41	
  
Pearson’s	
  CorrelaJon:	
  
@sandrafathi	
  
FUNCTION	
  IN	
  EXCEL	
  
42	
  @sandrafathi	
  
CORRELATION	
  IN	
  EXCEL	
  
43	
  @sandrafathi	
  
FUNCTION	
  IN	
  EXCEL	
  
44	
  @sandrafathi	
  
SCATTER	
  CHART	
  
45	
  @sandrafathi	
  
LINE	
  CHART	
  
46	
  @sandrafathi	
  
AcquisiJon	
  
3-­‐D	
  LINE	
  CHART	
  
47	
  @sandrafathi	
  
MULTIPLE	
  DATA	
  SETS	
  
48	
  @sandrafathi	
  
0	
  
500	
  
1000	
  
1500	
  
2000	
  
2500	
  
3000	
  
3500	
  
40...
SPURIOUS	
  CORRELATION	
  
49	
  @sandrafathi	
   Source:	
  TylerVigen.com	
  
50	
  @sandrafathi	
   Source:	
  TylerVigen.com	
  
SPURIOUS	
  CORRELATION	
  
CONSIDERATIONS	
  
•  User	
  correlaJons	
  cauJously	
  and	
  don’t	
  trust	
  the	
  math	
  
blindly	
  
•  The	
  v...
FINAL	
  THOUGHTS	
  
•  In	
  measurement,	
  speak	
  the	
  language	
  of	
  the	
  C-­‐Suite	
  
•  Excel	
  is	
  sJ...
THANK	
  YOU	
  
	
  
CONTACT:	
  
Sandra	
  Fathi	
  
President	
  
Affect	
  
@sandrafathi	
  
	
  
web:	
  affect.com	
  ...
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Data-Driven PR Measurement (eMetrics Chicago)

This presentation was given at eMetrics, Chicago, on June 9th, 2015. It focuses on three primary tactics of measurement for public relations: share of voice, competitive benchmarking and correlations.

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Data-Driven PR Measurement (eMetrics Chicago)

  1. 1. DATA-­‐DRIVEN  PR  MEASUREMENT   Sandra  Fathi   President   Affect   @sandrafathi     web:  affect.com   blog:  techaffect.com   email:  sfathi@affect.com     eMetrics  Summit   Chicago,  June  9-­‐10,  2015   Slides:  www.slideshare.net/sfathi  
  2. 2. ABOUT  ME   •  Sandra  Fathi   •  President,  Affect   •  Public  RelaJons,  Social  Media,   MarkeJng   •  Council  of  PR  Firms   •  PRSA  Past  PosiJons:   –  Tri-­‐State  Chair   –  NY  Chapter  President   –  Technology  SecJon  Chair   •  WOMMA   2  
  3. 3. Technology Healthcare Professional Services:     SAMPLE  PAST  &  PRESENT     CLIENTS  
  4. 4. MEASUREMENT  &   METRICS     Measurement Objectives 1. Proving value of public relations activities 2. Proving ongoing improvement in performance 3. Securing headcount/budget for programs 4. Demonstrating ROI compared with true business metrics
  5. 5. MEASUREMENT  &   METRICS     Sample  PR  Key  Performance  Indicators  (KPIs):   1. Scores: Indices/scoring mechanisms to track valuable outcomes/results •  Quantity: sheer volume of media hits •  Quality: score for Tier 1,2,3, score for feature, prominent, mention 2. Correlations: Between outputs, outcomes and business results. •  Track events with lead generation (online, email, phone, events) •  Track PR/social events with Web traffic 3. Check Boxes: Meeting specific, finite objectives •  # of articles/month •  # of articles in target industries/vertical markets •  # of press releases per year •  # of members/attendees/downloads/registrations (hard numbers)
  6. 6. PR  MEASUREMENT   Three  Concepts  for  Discussions:     •  Share  of  Voice   •  CompeJJve  Benchmarking   •  CorrelaJons   @sandrafathi   6  
  7. 7. PART  I:  SHARE  OF  VOICE  
  8. 8. DEFINITION   Share  of  Voice:     Comparing  your  crucial  performance  metrics  against   those  of  compeJtors  or  the  market.       •  You  have  to  measure  something   •  What  you  measure  needs  to  be  analyzed   proporJonately  against  compeJtor  data  (or  market   data)  to  establish  market  share   @sandrafathi   8  
  9. 9. THE  FORMULA       Number  of  ConversaJons     Including  Your  Company                              =    X  *  100  =  %  SOV   Total  ConversaJons  on  a  Topic   @sandrafathi   9  
  10. 10. ADVERTISING  CONCEPT   25%  SOV   75%  SOV   @sandrafathi   10  
  11. 11. SHARE  OF  VOICE  I   72%   28  %   ConversaJons   Talk   About  Me   @sandrafathi   11  
  12. 12. SHARE  OF  VOICE  II   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Q1   Q2   Q3   Q4   CompeJtor  C   CompeJtor  B   CompeJtor  A   Our  Company   @sandrafathi   12  
  13. 13. SHARE  OF  VOICE  III   300  ArJcles   MenJon  My   Company   145  ArJcles   MenJon   CompeJtor   589  Industry    ArJcles   87  ArJcles   MenJon  Both   51%  SOV     in  the  Industry   @sandrafathi   13  
  14. 14. KEEP  IN  MIND   •  Share  of  voice  should  be  defined  for  a  period  of  Jme   (finite  start  and  end).   •  Share  of  voice  is  ojen  most  useful  when  limited  to  a   single  plakorm  or  medium.  For  example,  business   press  coverage  or  Twimer.   •  Share  of  voice  can  be  overwhelming  if  trying  to  look   at  too  large  a  segment  or  industry.  Try  choosing  SOV   among  top  compeJtors  or  in  key  interest  areas.     @sandrafathi   14  
  15. 15. SOV:  SOCIAL  MEDIA   ANALYTICS  PLATFORMS   @sandrafathi   15  
  16. 16. SOCIAL  MENTION   @sandrafathi   16  
  17. 17. SIMPLE  EXCEL  FORMULA   @sandrafathi   17  
  18. 18. ONLY  PART  OF  THE  STORY   •  Doesn’t  consider  senJment   •  Doesn’t  consider  sources   (exclude  self  produced/owned   media)   •  Doesn’t  consider  quality,  only   quanJty  (Is  NYT  blog  same  as   obscure  geek’s  tweet?)   •  Don’t  accept  the  data  blindly  –   human  verificaJon  is  required   with  any  tool   @sandrafathi   18  
  19. 19. OTHER  APPLICATIONS  &   CONSIDERATIONS   ConsideraJons:   •  Apply  senJment  or  tonal  filters  (posiJve/negaJve)   •  Apply  qualitaJve  measures  (by  Jer  or  by  type)   ApplicaJons:   •  Industry  trends/hot  topics  (i.e.  SOV  on  cloud  security)   •  Specific  products  or  services   •  Broken  down  by  geographic  or  demographic  parameters   (i.e.  SOV  in  18-­‐25  market)   @sandrafathi   19  
  20. 20. PART  II:  COMPETITIVE  BENCHMARKING  
  21. 21. DEFINITION   CompeJJve  Benchmarking:     The  conJnuous  pracJce  of  comparing  a  company’s   pracJces  and  performance  metrics  against  the  most   successful  compeJtors  in  the  industry.     •  You  measure  processes  and  results   •  You  must  idenJfy  a  ‘benchmark’  or  indicator  that  will  be   a  unit  of  measure  to  compare   •  The  desired  outcome  is  to  understand  which  processes   lead  to  greater  success  (best  pracJces)  in  order  to   improve  your  company’s  performance   @sandrafathi   21  
  22. 22. COMPETITIVE     BENCHMARKING   •  IdenJfy  my  compeJJve  set  for  comparison   •  Choose  my  units  of  measure:  press  coverage   •  Set  parameters:  top  20  business  and  trade   •  Define  a  Jme  period:  6  months   •  Choose  a  tool  (news  monitoring  service)  or  begin   manual  research   @sandrafathi   22  
  23. 23. EXAMPLE:  RADWARE   ObjecJve:       •  Build  &  Maintain  Radware’s  PosiJon  as  a  Thought  Leader  on  ADC   and  Security   •  Maximize  Radware’s  Overall  Public  RelaJons  Results     Strategy:     •  Compare  and  Contrast  Radware’s  Press  Release  Output  with  Top   3  ADC  and  Security  CompeJtors   •  Compare  and  Contrast  Radware’s  Coverage  with  Top  3  ADC  and   Security  CompeJtors   •  Analyze  Results   •  Apply  Best  PracJces  and  Lessons  Learned  to  Radware  to  Improve   Overall  Performance   @sandrafathi   23  
  24. 24. EXAMPLE:  RADWARE   ApplicaJon  Delivery   Network  Security   @sandrafathi   24  
  25. 25. •  Analysis  of  press  release  strategy  and  resulJng   coverage  over  6  month  period   •  Specifically  as  it  relates  to  relevant  products  or   business  units   •  Only  in  top  20  business  and  industry/sector   publicaJons   METHODOLOGY   @sandrafathi   25  
  26. 26. METHODOLOGY  II   @sandrafathi   26  
  27. 27. RADWARE  PRESS  RELEASES   Security   43%   ADC   27%   Both*   12%   Other*   18%   Press  Releases   *  ‘Both’  includes  releases  related  to  both  security   and  ADC,  ‘Other’  includes  non-­‐product  releases  (e.g.   company  news,  financial  announcements  etc.)   Press  Releases   Security   14   ADC   9   Both   2     Other   6   @sandrafathi   27  
  28. 28. ADC  COMPETITORS:   SECURITY  &  ADC   *  ‘Both’  includes  releases  related  to  both  Security  and  ADC   11   11   2   15   46   39   31   92   0   10   20   30   40   50   60   70   80   90   100   Radware   A10   Citrix   F5   Press  Releases   ArJcles   PRESS  RELEASES  VS.  NUMBER  OF  ARTICLES   @sandrafathi   28  
  29. 29. 9   11   2   7   44   16   31   38   0   5   10   15   20   25   30   35   40   45   50   Radware   A10   Citrix   F5   Press  Releases   ArJcles   ADC  COMPETITORS:     ADC  ONLY   PRESS  RELEASES  VS.  NUMBER  OF  ARTICLES   @sandrafathi   29  
  30. 30. ADC  COVERAGE  BY  TYPE   0   20   40   60   80   Radware   A10   Citrix   F5   Other   Report   Commentary   AcquisiJon   Partner   Customer   Product   Product   Customer   Partner   AcquisiJon   Commentary   Report   Other   Radware     7     2     1     0   1     34     1     A10     1     1     10     0   1     0   26     Citrix     27     0   0     0   2     0   2     F5     24     0     3   0     12     0     37     @sandrafathi   30  
  31. 31. COVERAGE  QUALITY   0   10   20   30   40   50   60   70   80   90   100   Radware   A10   Citrix   F5   74%   10%   23%   50%   26%   90%   77%   50%   MenJons   Features   FEATURE  VS.  MENTION   @sandrafathi   31  
  32. 32. ADC  CONCULSIONS   •  Number  of  press  releases  did  not  correlate  to  number  of  arJcles   •  Radware  was  leading  in  SOV  on  key  topic  (ADC)  amongst   compeJtors  and  the  quality  of  coverage  by  comparison  was   significant  (ValidaJon!)   •  Overwhelming  majority  of  Radware’s  ADC  coverage  was   generated  by  reports  (ValidaJon!)  with  product  and  customer   news  trailing  far  behind   •  CompeJtors  were  leading  with  product  news  and  capturing   media  amenJon  (Opportunity!)   •  No  one  was  successfully  telling  the  customer  story   (Opportunity!)   @sandrafathi   32  
  33. 33. SECURITY  COMPETITORS   14   23   28   10   84   164   68   68   0   20   40   60   80   100   120   140   160   180   Radware   Arbor   Imperva   Prolexic   Press  Releases   ArJcles   PRESS  RELEASES  VS.  NUMBER  OF  ARTICLES   @sandrafathi   33  
  34. 34. SECURITY  COVERAGE  BY   TYPE   0   50   100   150   200   Radware   Arbor   Imperva   Prolexic   Other   Report   Commentary   Amack   AcquisiJon   Partner   Customer   Product   Customer   Partner   AcquisiJon   Amack   Commentary   Report   Other   Radware     8     9     6   0   28     22     11   2     Arbor     19     1   1   18     29     44     52   0   Imperva     2     1     1     0     8     18     19   19     Prolexic     0     0   0   0     43     2     14     9     @sandrafathi   34  
  35. 35. COVERAGE  BY  QUALITY   0   20   40   60   80   100   120   140   160   180   Radware   Arbor   Imperva   Prolexic   MenJons   Features   35%   65%   31%   69%   34%   66%   54%   46%   FEATURE  VS.  MENTION   @sandrafathi   35  
  36. 36. SECURITY  CONCLUSIONS   •  Radware  is  #2  in  overall  SOV  but  the  quality  is  not  as   strong  (more  menJons  vs.  features)   •  Leading  customer  and  partner  conversaJons   (ValidaJon)   •  Good  job  at  Story  Hijacking  (responding  to  security   hacks)  but  room  for  improvement  (ValidaJon)   •  CompeJtors  winning  at  report  coverage  and   commentary  (Opportunity!)   @sandrafathi   36  
  37. 37. CONSIDERATIONS   •  Good  for  understanding  what  worked  but  not   necessarily  ‘how’  it  worked   •  Costs  for  research  may  outweigh  benefits  of  insights   •  Once  you’ve  idenJfied  the  ‘best  pracJces’  you  may   or  may  not  be  able  to  replicate  them   •  Consider  non-­‐compeJtor  companies  to  benchmark   •  Do  you  want  to  ‘emulate’  or  ‘innovate’?   @sandrafathi   37  
  38. 38. PART  III:  CORRELATIONS  
  39. 39. DEFINITION   CorrelaJon:     A  mutual  relaJonship,  or  interdependence,  between  two  or   more  things.       •  In  the  absence  of  being  able  to  prove  ‘causality’  you  may   be  able  to  demonstrate  a  ‘correlaJon’  to  demonstrate   the  impact  of  a  PR  or  markeJng  program   •  A  correlaJon  is  posiJve  when  the  values  increase   together   •  A  correlaJon  is  negaJve  when  the  values  decrease   together   @sandrafathi   39  
  40. 40. TYPES  OF  CORRELATION   Source:  MathisFun.com   40  
  41. 41. THE  FORMULA   41   Pearson’s  CorrelaJon:   @sandrafathi  
  42. 42. FUNCTION  IN  EXCEL   42  @sandrafathi  
  43. 43. CORRELATION  IN  EXCEL   43  @sandrafathi  
  44. 44. FUNCTION  IN  EXCEL   44  @sandrafathi  
  45. 45. SCATTER  CHART   45  @sandrafathi  
  46. 46. LINE  CHART   46  @sandrafathi   AcquisiJon  
  47. 47. 3-­‐D  LINE  CHART   47  @sandrafathi  
  48. 48. MULTIPLE  DATA  SETS   48  @sandrafathi   0   500   1000   1500   2000   2500   3000   3500   4000   4500   Q1   Q2   Q3   Q4   Sales   Web  Traffic   Press  Coverage  
  49. 49. SPURIOUS  CORRELATION   49  @sandrafathi   Source:  TylerVigen.com  
  50. 50. 50  @sandrafathi   Source:  TylerVigen.com   SPURIOUS  CORRELATION  
  51. 51. CONSIDERATIONS   •  User  correlaJons  cauJously  and  don’t  trust  the  math   blindly   •  The  visuals  ojen  tell  a  story  as  well   •  Remember  that  correlaJon  is  not  causality,  it  can   only  help  as  an  indicator  or  potenJally  predict   probability   •  Data  is  sJll  bemer  that  your  opinion   51  @sandrafathi  
  52. 52. FINAL  THOUGHTS   •  In  measurement,  speak  the  language  of  the  C-­‐Suite   •  Excel  is  sJll  the  best  dashboard  for  data  visualizaJon   •  Don’t  be  afraid  to  learn  that  you  are  wrong   •  Don’t  be  afraid  to  change  direcJon   •  Use  the  data  to  gain  execuJve  support     –  Strategy   –  Resources   –  Headcount   –  Budget   52  @sandrafathi  
  53. 53. THANK  YOU     CONTACT:   Sandra  Fathi   President   Affect   @sandrafathi     web:  affect.com   blog:  techaffect.com   email:  sfathi@affect.com     Slides:  www.slideshare.net/sfathi  

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