CIPR Media Evaluation


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Presentation made to the CIPR's 'Prefecting PR Strategy' October 2008

Published in: Business, Technology
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  • Michael,
    This is a very useful presentation. I am teaching PR at a Colllege in Dublin Ireland and I have taken the liberty of using some of your slides on my class on Web 2.0. You / CIPR are credited.
    Tommy Byrne
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  • CIPR Media Evaluation

    1. 1. Measurement and evaluation Michael Blowers
    2. 2. Measurement and evaluation <ul><li>Measurement tools and techniques </li></ul><ul><li>Presenting and using the results </li></ul><ul><li>Building on a successful campaign – what to do next. </li></ul>2 Agenda
    3. 3. Measurement and evaluation <ul><li>Metrics </li></ul><ul><li>What you can measure </li></ul><ul><li>Good places to start </li></ul><ul><li>Online measurement </li></ul><ul><li>Case studies </li></ul><ul><li>The future for measurement. </li></ul>3 In other words we are going to look at:
    4. 4. Measurement and evaluation 4
    5. 5. Measurement and evaluation 5
    6. 6. Measurement and evaluation 6 Traditional Media New Media
    7. 7. Measurement and evaluation 7 “ We don’t have to rely on the media to reach consumers and stakeholders anymore. This presents the industry with an ideal opportunity to use social media to reclaim the dialogue with the audience” Tim Johns, VP Corp Comms Unilever quoted in PR Week 19 September 2008 On new media and PR....
    8. 8. Measurement and evaluation <ul><li>Volume </li></ul><ul><li>Audience (OTS & WOTS) </li></ul><ul><li>AVE / PR value </li></ul><ul><li>Percentage variance </li></ul><ul><li>Influence </li></ul>Metrics 8
    9. 9. Measurement and evaluation Core measures: 9
    10. 10. Measurement and evaluation 10 Favourability
    11. 11. Measurement and evaluation <ul><li>Positive </li></ul><ul><li>Marginal Positive </li></ul><ul><li>Marginal Negative </li></ul><ul><li>Negative </li></ul>11 Favourability
    12. 12. Measurement and evaluation <ul><li>Messages </li></ul>12
    13. 13. Measurement and evaluation <ul><li>Track both: </li></ul><ul><li>Pro-actively placed key messages </li></ul><ul><li>Media derived messages </li></ul><ul><li>Valuable source media intelligence </li></ul>13 Messages
    14. 14. Measurement and evaluation <ul><li>Performance against competitors/contemporaries </li></ul><ul><li>Activity per media group </li></ul><ul><li>Use of spokespeople </li></ul><ul><li>Use of branding </li></ul><ul><li>Proportion of a media item </li></ul>It might also be worth tracking... 14
    15. 15. Measurement and evaluation <ul><li>Tone of headlines </li></ul><ul><li>Style of bodycopy – does it match the headline? </li></ul><ul><li>Use of organisation descriptors </li></ul><ul><li>Language inference </li></ul><ul><li>Other variables: topics covered, use of press releases, pro-active/reactive coverage bias </li></ul>And don’t forget... 15
    16. 16. Measurement and evaluation <ul><li>Measureable objectives </li></ul><ul><li>Benchmark at the start </li></ul><ul><li>Measure during to see if changes are needed </li></ul><ul><li>Post analysis...meeting objectives? </li></ul>The measurement process 16
    17. 17. Measurement and evaluation <ul><li>Do evaluate from the point of view of Mr/Mrs Average viewer/reader </li></ul><ul><li>Do maintain objectivity by using a moderator </li></ul><ul><li>Don’t forget to include a methodology </li></ul><ul><li>Don’t let things get too complicated – you could confuse people </li></ul>Do’s and Don’ts of evaluation 17 It’s not rocket science
    18. 18. Measurement and evaluation <ul><li>Outputs </li></ul><ul><li>Out-takes </li></ul><ul><li>Outcomes </li></ul>Taking a wider view of the measurement process 18
    19. 19. Measurement and evaluation <ul><li>What is likely to engage your audience </li></ul><ul><li>Are there any notable trends </li></ul><ul><li>Be prepared to discard 50% of the statistics </li></ul><ul><li>Let the statistics create the accurate impression of activity </li></ul>Finding the numbers that count 19
    20. 20. Measurement and evaluation <ul><li>Consider the best mix of raw data, graphical illustrations and narrative </li></ul><ul><li>Text only analysis can get boring (particularly with male Baby Boomers) </li></ul><ul><li>Connect results with the original objectives </li></ul><ul><li>Consider the value of cross-media metrics like audience </li></ul>Expressing your results 20
    21. 21. Measurement and evaluation <ul><li>Lack of any perceived ROI is stopping firms adopting social media </li></ul>The challenge of measuring online content 21 Source: Arthur Page Society survey of executive boards found lack of ROI is one of the 4 primary reasons stopping firms
    22. 22. Measurement and evaluation <ul><li>Technorati, Google page rank, etc </li></ul><ul><li>Number of incoming links, posts & comments </li></ul><ul><li>Where it appears (online media titles, blog, YouTube, Facebook, Friendfeed, Twitter, etc) </li></ul><ul><li>Don’t forget online audience figures – they exist </li></ul>Online measurement metrics 22 (Everything so far mentioned plus Influence)
    23. 23. Measurement and evaluation Avoid automated evaluation when doing qualitative online media research 23
    24. 24. Measurement and evaluation <ul><li>Social media campaign with a budget of $44,000 generated sales of $2.6m </li></ul><ul><li>Cost per impression of $0.22 for social media, compared to $1.00 for TV </li></ul>Proving that PR within social media works 24 Source: Sea World Centre San Antonio for the launch of their new coaster Atlantis.
    25. 25. Measurement and evaluation <ul><li>Semantic Web </li></ul>New developments in measurement Source: Open Calais/Thomson Reuters 25
    26. 26. Measurement and evaluation <ul><li>Key messages </li></ul><ul><li>Tone </li></ul><ul><li>Competitor comparisons </li></ul><ul><li>Connecting output with outcomes </li></ul><ul><li>ROI / creating tangible results </li></ul><ul><li>Accurately reflecting online contribution. </li></ul>Measures becoming more important Source: Media Evaluation Research 26
    27. 27. Measurement and evaluation <ul><li>Dummyspit (Tom Watson) </li></ul><ul><li>KD Payne’s measurement blog </li></ul><ul><li>Intelligent Measurement </li></ul><ul><li>Measurement Proponent </li></ul><ul><li>Measurement Camp Wiki </li></ul><ul><li>Evaluating the Media. </li></ul>Finding more information from blogs 27
    28. 28. Measurement and evaluation <ul><li>General PR/new media issues: ‘For Immediate Release’: Twice weekly podcast with Neville Hobson and Shel Holtz </li></ul><ul><li>Measurement online: Shel Israel’s Global Neighbourhoods PR measurement series. </li></ul>Finding more information from Podcasts 28
    29. 29. Measurement and evaluation Michael Blowers