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Payback: The ROI of SM & PR Measurement

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Presented at Ragan's Social Media for PR & Corporate Communications on February 19 at Disney World.

Published in: Business

Payback: The ROI of SM & PR Measurement

  1. 1. Payback: The ROI of PR & SM Measurement Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganDisney Ragan Social Media for PR & Corporate Communications Conference at Disney World Feb 19, 2015
  2. 2. PRESENTER BIO SANDRA  FATHI   •  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o  Immediate Past Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section sfathi@affect.com     @sandrafathi  
  3. 3. ROI of PR & SM MEASUREMENT QUOTABLE     "Measurement  is  the  first  step  that  leads  to  control  and   eventually  to  improvement.  If  you  can't  measure  something,   you  can't  understand  it.  If  you  can't  understand  it,  you  can't   control  it.  If  you  can't  control  it,  you  can't  improve  it.”   -­‐  H.  James  Harrington    
  4. 4. ROI of PR & SM MEASUREMENT QUOTABLE  II     "You  get  what  you  measure.  Measure  the  wrong  thing  and  you   get  the  wrong  behaviors.”   -­‐  John  H.  Lingle    
  5. 5. ROI of PR & SM MEASUREMENT WHY  MEASURE?   1.  Prove the Value of our PR & SM programs 2.  Understand which programs are most Effective 3.  Demonstrate ongoing improvement in Performance 4.  Garner support for ongoing and/or increased Investment 5.  Don’t get fired
  6. 6. ROI of PR & SM MEASUREMENT GOAL  SETTING   1.  Goals Motivate 2.  Goals Delineate Success 3.  Goals Drive Creativity & Problem Solving Source:  USOpen.com  
  7. 7. ROI of PR & SM MEASUREMENT MEASURE  WHAT  MATTERS   1.  Money –  Making, Saving, Spending 2.  Customers –  They Bring the Money 3.  Leads –  They Bring the Customers 4.  Exposure –  It Brings the Leads Source:  CEOWorld.biz  
  8. 8. ROI of PR & SM MEASUREMENT MEASURE  WHAT  MATTERS   •  Employees •  Products/Services •  Stock Price •  Reputation •  Recruiting •  Customer Retention •  Market Penetration •  Market Share Photo  Source:  LiveAucIoneers.com  
  9. 9. ROI of PR & SM MEASUREMENT DON’T  MEASURE  CONVENIENCE   •  Will more FB posts get you promoted? •  Will more tweets = more budget? •  Will 1000 likes make the CEO like you more? •  Will the number of YouTube views ever be mentioned on an earnings call? •  Will the number of Instagram followers earn you a raise?
  10. 10. ROI of PR & SM MEASUREMENT CUSTOMER  JOURNEY   Discover   Form  Opinion   ConvicQon   ConsideraQon  Set   Purchase  
  11. 11. ROI of PR & SM MEASUREMENT THE  CUSTOMER  JOURNEY   PosiQonal   Measures   RelaQonal   Measures   Commercial   Measures   #  of  Likes   #  of  Followers   #  of  Subscribers   #  of  Shares   #  of  Retweets   #  of  Clicks   #  of  Leads   $  Revenue  Earned   $  Costs  Saved  
  12. 12. ROI of PR & SM MEASUREMENT KEY  PERFORMANCE  INDICATOR     (KPI)   What are we trying to achieve? What are the appropriate KPIs? Be  Healthy   Raise  Awareness   Weight   #  of  ArQcles   BMI   #  of  Readers   Blood  Pressure   Quality  of  ArQcles   Cholesterol   Share  of  Voice   Sugar   Traffic  to  Website   Run  a  Mile   Calls  to  Call  Center   Sit  Ups  Per  Minute   Leads  
  13. 13. METHODOLOGIES   ROI of PR & SM MEASUREMENT 1.  Surveys: Ask and Tally Results 2.  Scores: Create Indices or Scoring Mechanism •  Quantity: sheer volume of media hits •  Quality: weighted value for Tier 1,2 or 3 or feature vs. mention 3.  Correlations: Outputs, Outcomes and Business Results •  Track PR events against lead generation (online, email, phone etc.) •  Track PR events against web traffic or registrations 4.  Check Boxes: Meeting Specific, Finite Objectives •  Number of articles, press releases, event attendees, registrations, downloads, revenue (dollar value)
  14. 14. ROI of PR & SM MEASUREMENT GOALS  VS.  OBJECTIVES   Goals   Objec7ves   Broad     Narrow   Intangible   Tangible   Infinite   Finite   Abstract   Concrete   Open  Ended   Bound  by  Time  
  15. 15. ROI of PR & SM MEASUREMENT GOAL  &  OBJECTIVE  SETTING   Goals   Objec7ves   Increase  Awareness   Increase  Subscribers/Followers  by  50%  by  Q2  2015   Strengthen  Media   RelaQons   Engage  Top  20  Reporters  on  Social  Media  and   Secure  Inclusion  in  5  ArQcles  in  Next  6  Months   Increase  Share  of   Voice   Compare  Social  Media  Chaher  of  Top  5   CompeQtors  on  Quarterly  Basis  and  Increase  from   10%  to  20%  in  18  Months   Generate  Leads     Increase  Leads  from  Social  Media  Sites  by  50%  by   June  2015  
  16. 16. ROI of PR & SM MEASUREMENT OUTPUTS  VS.  OUTCOMES   ACTIVITY   PLATFORM   MEASURES   IMPACT   OUTPUT   RESULT   BUSINESS  OUTCOME   80  Tweets  Per   Month   1000  New  Followers   15%  Increase  in  Web   Traffic  from  Twiher   Launch  Video  Series   on  YouTube  with  30   Videos   200  New  Subscribers   8,000  Views   50+  Leads  Generated   Host  Facebook   Contest   3800  Entries   60,000  Impressions   1500  Prospects   Added  to  Database  
  17. 17. ARCHITECTING     FOR  MEASUREMENT   What do we need to put in place in order to measure? •  Structural changes –  Processes •  Operational changes –  Information Capture •  Technical changes –  Tripwires –  Milestones –  Analytics Source:  Neil  Turner  
  18. 18. ARCHITECTING     FOR  MEASUREMENT   •  Does it measure what’s important to me? •  Will we be able to manage it? •  Does the cost/effort outweigh the value of the measurement? •  Are there alternative, lower cost/no cost tools or methods?
  19. 19. ROI of PR & SM MEASUREMENT MEASURE  IN  MODERATION   Source:  Dead  Cat  Bouncing  
  20. 20. ROI of PR & SM MEASUREMENT MEASURE  IN  MODERATION   •  Measure the most critical KPIs •  Ensure that the measurement is sustainable (time and resources) •  Consider how, when and how often to present data •  Understand how to turn information into insights to optimize your programs
  21. 21. ROI of PR & SM MEASUREMENT DASHBOARDS  
  22. 22. ROI of PR & SM MEASUREMENT BUILD  YOUR  OWN  DASHBOARD   Holy  Grail:     Revenue   Data   6 Step Approach: 1.  Measure 2.  Track 3.  Trip 4.  Analyze 5.  Tweak 6.  Repeat
  23. 23. ROI of PR & SM MEASUREMENT MEASURE  WHAT  MATTERS  
  24. 24. ROI of PR & SM MEASUREMENT CON  EDISON  II  
  25. 25. ROI of PR & SM MEASUREMENT MEASURE  IN  MODERATION  
  26. 26. ROI of PR & SM MEASUREMENT DEALNEWS   Business   Goal:     Web  Traffic   Program:   High  Traffic   Media  Online   Outcome:     +300K  Views  =   $225K  in  $    
  27. 27. ROI of PR & SM MEASUREMENT REGUS   Business   Goal:     350  Leads  Q4   Program:   Integrated   MarkeQng   Outcome:     790  Leads   $1M  Revenue  90   days  
  28. 28. •  Analytics Are Your Best Friend •  Understand the Business of Your Business –  Financials, Earnings Calls, Annual Report •  Make SM & PR a Revenue Center/Saver Vs. Cost Center •  Speak in a Language the C-Suite Understands ROI of PR & SM MEASUREMENT PARTING  THOUGHTS   Measurement
  29. 29. ROI of PR & SM MEASUREMENT MEASURE  WHAT  MATTERS   •  Barcelona  DeclaraQon  of  Measurement  Principles   hhp://amecorg.com/2012/06/barcelona-­‐declaraQon-­‐ of-­‐measurement-­‐principles/     •  Social  Media  Success  Series  (Affect)   hhp://www.techaffect.com     •  How  To  Prove  the  Value  of  Your  Social  Media  Efforts   hhp://www.slideshare.net/Sfathi/affect-­‐how-­‐to-­‐prove-­‐ the-­‐value-­‐of-­‐your-­‐social-­‐media-­‐efforts  
  30. 30. Sandra Fathi President, Affect Email: sfathi@affect.com tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi #RaganDisney Payback: The ROI of PR & SM Measurement

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