Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Future Of Measurement Construct

801 views

Published on

Published in: Business, Technology
  • Be the first to comment

Future Of Measurement Construct

  1. 1. Comprehensive PR Measurement Providing Insight through Measurement
  2. 2. <ul><li>60% of CEOs believe word of mouth has become more influential in terms of a company’s business than three years ago. </li></ul><ul><li>71.5% believe online social media outreach can be effective for corporate communications. </li></ul><ul><li>62.5% of CEOs will be more concerned with ROI from PR activities in 2009 than they were in 2008 </li></ul><ul><li>25.5% of CEOs rarely or never attempt to measure the succes of PR. </li></ul>CEO Survey 2008, PRWeek, November 10, 2008
  3. 3. Situation Analysis <ul><li>Increasing demand from business leaders to justify marketing spend. </li></ul><ul><li>Shift away from business unit-focused measurement to campaign evaluation. </li></ul><ul><li>New social media tools allow for more direct understanding of customer reaction. </li></ul><ul><li>Desire to better understand how PR can impact the customer. </li></ul>
  4. 4. Strategy <ul><li>Build a measurement model that helps tie PR efforts to Return on Investment. </li></ul>
  5. 5. What’s hard about measuring ROI? <ul><li>Mapping PR effort </li></ul><ul><li>to the RIGHT results! </li></ul>
  6. 6. What is the “return” in ROI? <ul><li>Return </li></ul><ul><li>Increased awareness </li></ul><ul><li>Improved message retention/recall </li></ul><ul><li>Change in attitude </li></ul><ul><li>Increased web traffic </li></ul><ul><li>Increased sales leads </li></ul><ul><li>Increased sales </li></ul><ul><li>Not Return </li></ul><ul><li>Increased coverage </li></ul><ul><li>Positive coverage </li></ul><ul><li>SEO </li></ul><ul><li>Event attendance </li></ul><ul><li>Increased SOV </li></ul>
  7. 7. The PR Value Chain PR Activity Output* Outcomes* Business Goal Marketing Objectives Outtakes* PR Plan <ul><li>The change we create </li></ul><ul><li>Customer preference </li></ul><ul><li>Sales leads </li></ul><ul><li>Web traffic </li></ul><ul><li>Sales </li></ul>What we do The result we achieve <ul><li>The impact we have </li></ul><ul><li>Awareness </li></ul><ul><li>Favorability </li></ul><ul><li>Message recall </li></ul>Our aspirations Our directive RETURN! * Based on IPR’s Gold Standard paper “Guidelines for Measuring the Effectiveness of PR Programs and Activities, Dr. Walter K. Lindenmann, 1997, 2003 <ul><li>Coverage </li></ul><ul><li>Event attendance </li></ul><ul><li>SEO </li></ul>
  8. 8. PR Activity <ul><li>Actions taken by the PR team </li></ul><ul><li>Press releases </li></ul><ul><li>Events </li></ul><ul><li>Outreach </li></ul><ul><li>Briefings </li></ul><ul><li>How do we report it? </li></ul><ul><li>Weekly/Monthly Activity reports </li></ul><ul><li>Event reports </li></ul>
  9. 9. PR Output <ul><li>Result of PR activity </li></ul><ul><li>Coverage </li></ul><ul><li>Blog posts </li></ul><ul><li>Event attendance </li></ul><ul><li>Search engine results </li></ul><ul><li>How do we report it? </li></ul><ul><li>Share of Media Discussion, Coverage Tonality, Blog Link Popularity, SEO results, Media weighting scores </li></ul>
  10. 10. Customer Outtakes <ul><li>Customer impressions created by PR outputs </li></ul><ul><li>Brand awareness </li></ul><ul><li>Customer favorability </li></ul><ul><li>Message recall/retention </li></ul><ul><li>How do we measure it? </li></ul><ul><li>Correlate MPI values changes to changes in brand awareness studies </li></ul><ul><li>Capture/measure favorability of blog comments, discussion groups and tweet favorability </li></ul><ul><li>Conduct message recall/retention surveys and correlate to media pick-up of messaging </li></ul>
  11. 11. Outcomes <ul><li>Changes in customer opinion or behavior resulting from the impact of PR output </li></ul><ul><li>Customer preference </li></ul><ul><li>Sales leads </li></ul><ul><li>Web traffic </li></ul><ul><li>Sales </li></ul><ul><li>How do we measure it? </li></ul><ul><li>Correlate MPI values to market share, revenue growth, preference surveys </li></ul><ul><li>Create and drive traffic to unique PR-only URLs; Correlate with MPI values </li></ul><ul><li>Measure sales leads from PR output </li></ul>

×