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Social Media & PR Content Measurement: How to monitor, measure and demonstrate results

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

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Social Media & PR Content Measurement: How to monitor, measure and demonstrate results

  1. 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. 2. Sandra Fathi • President, Affect • PRSA Tri-­‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology Sec>on
  3. 3. Affect Technology Healthcare Professional Services
  4. 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. 5. PR News 2014 Survey 5 Measuring PR & Social Media Yes No 4% 95% #prdailyconf @sandrafathi
  6. 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. 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. 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. 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. 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. 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. 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. 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. 14. Why Measure? Part II • Goals Motivate • Goals Delineate Success • Goals Drive Creativity & Problem Solving Photo Source: USOpen.com 14 #prdailyconf @sandrafathi
  15. 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. 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. 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. 18. Goals Vs. Objectives 18 Goals Objec<ves Broad Narrow Intangible Tangible Infinite Finite Abstract Concrete Open Ended Bound by Time #prdailyconf @sandrafathi
  19. 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. 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. 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. 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. 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. 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. 25. Measurement Tools 25
  26. 26. Measurement Tools 26
  27. 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. 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. 29. #prdailyconf @sandrafathi 29
  30. 30. ConEdison II #prdailyconf @sandrafathi 30
  31. 31. #prnews @sandrafathi 31
  32. 32. Dealnews 32 Business Goal: Web Traffic Program: High Traffic Media Online Outcome: +300K Views = $225K in $
  33. 33. Regus 33 Business Goal: 350 Leads Q4 Program: Integrated Marke>ng Outcome: 790 Leads $1M Revenue 90 days
  34. 34. Sophos 34 Business Goal: Web Traffic Program: Top Tier Media (50) Outcome: From .5M Views to 1.8M
  35. 35. Proclivity 35 Goal: Retail Customers Program: Target Retail Media Outcome: +1 Marquee Customer: Barney’s NY
  36. 36. Proclivity 36 Business Goal: Investors Program: Business Media Outcome: $6.2 M Investment
  37. 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. 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. 39 Exercise I
  40. 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. 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. 42 Exercise II
  43. 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. 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. 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

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