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PR News October 2011 Digital Conference

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Prove the Value of Your Digital Efforts to the C-Suite

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PR News October 2011 Digital Conference

  1. 1.   Prove the Value of Your Digital Efforts to the C-Suite Angela Jeffrey, APR Founder, MeasurementMatch.com Member, IPR Commission on PR Measurement & Evaluation PR News Digital PR Next Practices Summit October 5, 2011 – New York
  2. 2. So Who’s Proving Their Value? <ul><li>Only 22% of companies have a strategy that ties data collection and analysis back to business objectives (Econsultancy 2011) </li></ul><ul><li>Only 28% of 1500 companies surveyed even try to tie analytics back to their campaign strategy (Alterian, 2011) </li></ul><ul><li>A full 81% of survey respondents do not measure the ROI of their web analytics efforts (BtoB Magazine 2011) </li></ul><ul><li>  </li></ul>
  3. 4. Eight-Step Measurement Process for Digital/Social Media <ul><li>Define organizational goals </li></ul><ul><li>Research stakeholders and prioritize </li></ul><ul><li>Set specific objectives for each key stakeholder group </li></ul><ul><li>Set digital/social media KPIs against each objective </li></ul><ul><li>Choose tools and benchmark (using the AMEC Framework) </li></ul><ul><li>Analyze the results and pull ROI </li></ul><ul><li>Present to management </li></ul><ul><li>Measure continuously and improve performance </li></ul><ul><li>“ Social Media Measurement: Putting it All Together” </li></ul><ul><li>Linkedin.com/in/angelajeffreyapr </li></ul>
  4. 5. Eight-Step Measurement Process for Digital/Social Media <ul><li>Define organizational goals </li></ul><ul><li>Research stakeholders and prioritize </li></ul><ul><li>Set specific objectives for each key stakeholder group </li></ul><ul><li>Set digital/social media KPIs against each objective </li></ul><ul><li>Choose tools and benchmark (using the AMEC Framework) </li></ul><ul><li>Analyze the results and pull ROI </li></ul><ul><li>Present to management </li></ul><ul><li>Measure continuously and improve performance </li></ul><ul><li>“ Social Media Measurement: Putting it All Together” </li></ul><ul><li>Linkedin.com/in/angelajeffreyapr </li></ul>
  5. 6. Step 2 - Research Stakeholders and Prioritize Used with Permission - Sally Falkow
  6. 7. Step 2 - Research Stakeholders and Prioritize Used with Permission - Sally Falkow <ul><li>Social Graph tools : Ecairn, Traackr, and Export.ly </li></ul><ul><li>Keyword and Message Analysis – Rowfeeder, Social Mention, TR IceRocket, Addict-o-matic with Excel; or using paid tools like Dow Jones Insight, Alterian SM2 or Cymfony. </li></ul><ul><li>External Surveys – GfK, Harris, SurveyMonkey, Zoomerang, etc. </li></ul>
  7. 8. Step 4 - Set Digital/Social Media KPIs Against Each Objective Used with Permission - Avinash Kaushik o Objective: Increase New Home Sales 10% in Six Months among Prospective Buyers
  8. 9. Step 5 - Choose Tools and Benchmark (using the AMEC Framework) <ul><li>PR Activity and Intermediary Effects (see paper) </li></ul><ul><li>Target Audience Effects : </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Advanced Statistics – regression or simple Pearson Correlations in Excel; market mix models </li></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><ul><ul><li>Segmentation of referrers (direct, search, paid, email) </li></ul></ul></ul><ul><ul><ul><ul><li>Email plug-in from Pure360 for Google Analytics. </li></ul></ul></ul></ul><ul><ul><ul><li>What visitors from particular URL are doing </li></ul></ul></ul><ul><ul><ul><li>Develop strategy with empirical evidence. </li></ul></ul></ul><ul><ul><li>Web Analytics + CRM Systems </li></ul></ul>
  9. 10. Tip of the Day <ul><li>“ Set up Goals and Funnels” -Chapter 14 </li></ul><ul><li>Assign dollar values to “macro” and “micro” goals </li></ul><ul><li>Example: “macro” goal is a $500 sale and a “micro” goal is a “Contact Me” sign-up. If the sales closing rate is 10% of “Contact Me” sign-ups, assign $50 (10% of $500) to the micro goal. </li></ul><ul><li>Set financial goals with management. </li></ul><ul><li>(From Avinash Kaushik) </li></ul>
  10. 11. Net Take-Aways <ul><li>Study the AMEC Valid Metrics Framework to get ideas for how to link your efforts with business outcomes. </li></ul><ul><li>Work through the 8-step process to flesh-out your program. </li></ul><ul><ul><li>Social Graph </li></ul></ul><ul><ul><li>Set KPIs for each objective </li></ul></ul><ul><ul><li>Measure outcomes through surveys, advanced stats or web analytics </li></ul></ul><ul><ul><ul><li>Learn to set financial goals in Google Analytics yourself! </li></ul></ul></ul>
  11. 12. Contact Information <ul><li>For a copy of “Social Media Measurement: </li></ul><ul><li>Putting it all Together” </li></ul><ul><li>Linkedin.com/in/angelajeffreyapr </li></ul><ul><li>Angela Jeffrey, APR </li></ul><ul><li>MeasurementMatch.com (site in development) </li></ul><ul><li>Matching Clients with PR Measurement Solutions </li></ul><ul><li>214-926-9794; angie@angiejeffrey.com </li></ul><ul><li>Skype: Angela.Jeffrey2; Twitter: @ajeffrey1 </li></ul><ul><li>Facebook.com/AngelaJeffrey11 </li></ul>

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