Presented at the PR Daily World Conference on November 5, 2014 NYC. Social media and PR content: How to monitor, measure and demonstrate results

1. Social Media & PR Content:
How to Monitor, Measure and Demonstrate Results
PR Daily World Conference
November 5, 2014
Sandra Fathi
President, Affect
sfathi@affect.com
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
Presented to Absolute Software © Affect Strategies | May 29, 2009

2. Sandra
Fathi
• President,
Affect
• PRSA
Tri-­‐State
District
Chair
• Past
President,
PRSA
NY
Chapter
• Past
President,
PRSA
Technology
Sec>on

3. Affect
Technology
Healthcare
Professional Services

4. 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
"You
get
what
you
measure.
Measure
the
wrong
thing
and
you
get
the
wrong
behaviors.”
-­‐
John
H.
Lingle
4

5. PR News 2014 Survey
5
Measuring
PR
&
Social
Media
Yes
No
4%
95%
#prdailyconf
@sandrafathi

6. Bad News
6
What
are
we
measuring?
• Ac>vity
(i.e.
#
of
tweets,
#
of
posts)
69%
(75%)
• Engagement
(i.e.
#
of
retweets,
#
of
likes)
76%
(79%)
• Share
of
Voice
19%
(12%)
• Sen>ment
23%
(28%)
Will
more
Likes
make
the
CEO
like
you
more?
Will
1000
more
tweets
get
you
that
bonus?
Will
shareholders
buy
stock
based
on
#
of
blog
posts?
#prdailyconf
@sandrafathi

7. Getting It Right
• Marketing Metrics (i.e. # of leads,
# downloads, traffic to website) 53% (37%)
• Business Outcomes (i.e. new customers,
revenue generation) 26% (19%)
• All of the Above 12% (19%)
We found it!
The Holy Grail
#prdailyconf
@sandrafathi
7

8. Who’s Paying Attention
8
Set
Goals
&
Objec<ves
for
Social
Media
Yes
57%
No
40%
C-­‐Suite
Asks
for
PR
&
SM
Measurement
Reports
Yes
46%
No
52%
#prdailyconf
@sandrafathi

9. How is SM Budget Set?
•
There
is
no
budget
30%
• Arbitrary
alloca>on
30%
• Percentage
of
overall
PR/marke>ng
30%
• Based
on
performance
9%
What
will
happen
in
the
future?
Is
SM
a
fad
or
will
it
be
a
serious
business
discipline?
#prdailyconf
@sandrafathi
9

10. Effective Measurement
Do
you
feel
that
your
social
media
measurement
accurately
illustrates
the
value
of
your
work?
10
No
Not
Sure
Somewhat
Yes
30%
10%
48%
11%
Not Good Enough
Possibly Fooling
Themselves
#prdailyconf
@sandrafathi

11. Setting Industry
Standards
Do
you
know
what
the
Barcelona
Principles
are?
• Yes
32%
• No
66%
If
yes,
do
you
apply
the
Barcelona
Principles
to
your
PR
measurement
strategies?
• Yes
18%
• No
29%
#prdailyconf
@sandrafathi
11

12. Barcelona Principals
Interna>onal
Associa>on
for
Measurement
&
Evalua>on
of
Communica>on
(AMEC)
Summit
in
2010
including
PR
Prac>>oners
from
33
Countries
1. Importance
of
Goal
Sefng
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
Quan>ty
and
Quality
5. AVEs
are
not
the
Value
of
Public
Rela>ons
6. Social
Media
Can
and
Should
be
Measured
7. Transparency
and
Replicability
are
Paramount
to
Sound
Measurement
#prdailyconf
@sandrafathi
12

13. Why Measure? Part I
1. Prove the Value of Public Relations & Social Media
Activities
2. Demonstrate Ongoing Improvement in Performance
3. Garner Support for Increased Investment
4. Don’t Get Fired
#prdailyconf
@sandrafathi
13

14. Why Measure? Part II
• Goals Motivate
• Goals Delineate Success
• Goals Drive Creativity &
Problem Solving
Photo
Source:
USOpen.com
14
#prdailyconf
@sandrafathi

15. Measure What Matters
To the C-Suite
1. Money
– Making, Saving, Spending
2. Customers
– They Bring the Money
3. Leads
– They Bring the Customers
4. Exposure
– It Brings the Leads
Photo
Source:
Alibaba
(Jack
Ma)
#prdailyconf
@sandrafathi
15

16. • Employees
• Products/Services
• Stock Price
• Reputation
• Recruiting
• Customer Retention
• Market Penetration
• Market Share
16
Measure What Matters
To the C-Suite
Photo
Source:
LiveAucIoneers.com
#prdailyconf
@sandrafathi

17. Don’t Measure Based
on Convenience
• Will Press Release Pick Up Get You Promoted?
• Will Ad Equivalency Equal More Budget?
• Will 1000 Likes Make the CEO Like You More?
• Will the Number of ReTweets Ever Be Shared on an
Earnings Call?
No One Cares About Your Klout Score
#prdailyconf
@sandrafathi
17

18. Goals Vs. Objectives
18
Goals
Objec<ves
Broad
Narrow
Intangible
Tangible
Infinite
Finite
Abstract
Concrete
Open
Ended
Bound
by
Time
#prdailyconf
@sandrafathi

19. Personal Examples
19
Goals
Objec<ves
Lose
Weight
Lose
50
lbs.
by
June
2014
Be
A
Bejer
Person
200
Hours
of
Volunteering
Donate
10%
of
Income
in
6
Months
Get
an
Educa>on
Complete
Masters
in
Communica>ons
by
2016
Bejer
Work/Life
Balance
Leave
Work
by
6pm
Every
Day
for
Next
30
Days
Save
Money
Put
$500
in
401K
Every
Month
for
3
Years
#prdailyconf
@sandrafathi

20. Business Examples
20
Goals
Objec<ves
Increase
Awareness
Secure
20
Ar>cles
in
Top
Tier
Publica>ons
(NYT,
WSJ,
Fortune
etc.)
in
12
Months
Strengthen
Analyst
Rela>ons
Brief
Top
10
Analyst
Firms
and
Secure
Inclusion
in
5
Analyst
Reports
by
Dec.
2014
Increase
Share
of
Voice
Compare
Media
Coverage
of
Top
5
Compe>tors
on
Quarterly
Basis
and
Increase
from
10%
to
20%
in
18
Months
Generate
Leads
Increase
Subscrip>ons
Referrals
from
Media
Sites
by
50%
by
June
2014
#prdailyconf
@sandrafathi

21. Measurement
Methodologies
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)
21

22. Outputs, Outcomes &
Business Objectives
Activity Impact
Outputs
• Press Release
• Speaking
Submission
• Corporate Video
• Award
Submission
22
Outcomes
• NY Times Article
• Speak at Industry
Event
• 10,000 Views on
YouTube
• Win Award
Business Outcome
• 15% Spike in
Sales
• Secure 2 New
Customers
• Increase Web
Traffic 22%
• +50 New Business
Leads

23. Architecting for
Measurement
23
1. Set Goals & Objectives
2. Identified Program Elements
3. Build with Measurement in
Mind
• Tripwires
• Milestones
• Operational Changes
• Analytics (Your New BFF) Photo
Source:
CWt
#prdailyconf
@sandrafathi

24. Architecting for
Measurement
24
Tools & Technology: The Evaluation Checklist
• Does it measure what’s important to me?
• Will we be able to manage it?
• Is the cost/effort proportionate to the value?
• Are there alternative lower cost/free tools/methods?
#prdailyconf
@sandrafathi

25. Measurement
Tools
25

26. Measurement
Tools
26

27. Dashboards
27
What’s Most Important in a Dashboard?
• Does it communicate actionable information?
• Can it be reproduced simply and efficiently over time?

28. Build Your Own
Dashboard
28
6 Step Approach:
1. Measure
2. Track
3. Trip
4. Analyze
5. Tweak
6. Repeat
Holy
Grail:
Revenue
Data

29. #prdailyconf
@sandrafathi
29

30. ConEdison
II
#prdailyconf
@sandrafathi
30

31. #prnews
@sandrafathi
31

32. Dealnews
32
Business
Goal:
Web
Traffic
Program:
High
Traffic
Media
Online
Outcome:
+300K
Views
=
$225K
in
$

33. Regus
33
Business
Goal:
350
Leads
Q4
Program:
Integrated
Marke>ng
Outcome:
790
Leads
$1M
Revenue
90
days

34. Sophos
34
Business
Goal:
Web
Traffic
Program:
Top
Tier
Media
(50)
Outcome:
From
.5M
Views
to
1.8M

35. Proclivity
35
Goal:
Retail
Customers
Program:
Target
Retail
Media
Outcome:
+1
Marquee
Customer:
Barney’s
NY

36. Proclivity
36
Business
Goal:
Investors
Program:
Business
Media
Outcome:
$6.2
M
Investment

37. Parting Thoughts
• Analytics Are Your Best Friend
• Understand the Business of Your Business
– Financials, Earnings Calls, Annual Report
• Make PR & SM a Revenue Center/Saver Vs. Cost
Center
• Speak in a Language the C-Suite Understands
37
Measurement
#prnews
@sandrafathi

38. Resources
• Barcelona
Declara>on
of
Measurement
Principals
hjp://amecorg.com/2012/06/barcelona-­‐declara>on-­‐
of-­‐measurement-­‐principles/
• Social
Media
Success
Series
(Affect)
hjp://www.techaffect.com/social-­‐media-­‐>p-­‐sheets/
• How
To
Develop
An
Effec>ve
PR
Strategy
hjp://www.slideshare.net/Sfathi/affect-­‐how-­‐to-­‐
develop-­‐and-­‐effec>ve-­‐pr-­‐measurement-­‐strategy
• How
To
Prove
the
Value
of
Your
Social
Media
Efforts
hjp://www.slideshare.net/Sfathi/affect-­‐how-­‐to-­‐prove-­‐
the-­‐value-­‐of-­‐your-­‐social-­‐media-­‐efforts
38

39. 39
Exercise
I

40. 40
Exercise
I
Goals:
• Raise Awareness for the Company/Business Model
• Drive Traffic to Website & App Downloads
• Generate Revenue
Integrated Marketing Campaign:
Adver<sing
&
Marke<ng
Event
Sponsorship
Experien<al
Marke<ng
Public
Rela<ons
Taxi
TV,
Online,
Email,
Sponsored
Content
Sponsoring
Events,
Hos>ng
Events
Street
Team
Campaign
Targe>ng
Entrepreneurs,
Road
Warriors

41. 41
Exercise
I
• Tripwires & Milestones:
– Landing Pages
– Coupon Codes
– Bit.ly Links
– Dedicated Phone Numbers
• Analytics: On Website, On Downloads
• Sales/Operations
• Measurement Dashboard
– Clicks, Traffic, Registrations, Downloads, Bookings, Revenue

42. 42
Exercise
II

43. 43
Exercise
II
Goals:
• Raise Awareness for the Axon Health Associates
• Attract New Patients/Reactivate Existing Patients
• Generate Corporate Wellness Leads
Campaign Elements:
Social
Media
Adver<sing
Direct
Marke<ng
Facebook
Online
LinkedIn
Facebook
Twijer
Google
AdWords
Email
Marke>ng
Pa>ent
Newslejer

44. • Tripwires & Milestones:
– Landing Pages, Exclusive Offers, Bit.ly Links
• Analytics
– Facebook Insights, Twitter Analytics, Google Analytics, Radian 6/
Sysmos
• Sales/Operations
– Patient Intake Forms, Appointment Forms, Office Managers
• Measurement Dashboard
– Clicks, Traffic, Calls, Appointments, Bookings (Wellness Events)
44
Exercise
II

45. Thank You
Stay in Touch:
Sandra Fathi
Email: sfathi@affect.com
Web: affect.com
Blog: techaffect.com
Twitter: @sandrafathi
Download Slides:
Slideshare.net/sfathi
© Affect
Presented to Absolute Software © Affect Strategies | May 29, 2009