This document summarizes a presentation about moving from traditional measurement to ongoing analytics for communications decisions. Some key points: - Traditional communications relied on one-time measurement like media analysis and annual brand tracking, but analytics allows for "always on" data. - Analytics uses multiple ongoing metrics from both online and offline sources across channels to provide insights in real time that can inform strategy and tactics. - This shift requires integrating different data sources and disciplines, and experimenting to test, learn, and optimize communications on an ongoing basis. - Examples provided show how analytics can track daily and weekly opinion shifts, communication rhythms, and optimize earned and paid strategies by understanding influencers and content.

1. Goodbye Measurement, Hello Analytics:
The Move to “Always On” Data
for Communications Decisions
Tim Marklein, @tmarklein
IPR & PRSA North American Measurement Summit
September 18, 2011
Contents are proprietary and confidential

2. Speaker Background
• Leader of Technology and Analytics practices for WCG
• 20 years experience helping clients launch businesses, create
categories, build reputations, win proxy fights, grow revenues
• Founder of Weber Shandwick Measurement & Strategy practice
• GM of Weber Shandwick NorCal (Cisco, Hitachi, Verisign, Juniper)
• Led global communications for HP’s $30B enterprise business
• Led corporate PR for Hewlett-Packard after HP/Compaq merger
• Managed award-winning campaigns and research at two
groundbreaking Silicon Valley agencies
• Frequent speaker and writer about strategy, positioning,
measurement, analytics, engagement and social media
• Commissioner, Institute for PR Measurement Commission
• Co-Chair, Council of PR Firms Measurement Committee
Contents are proprietary and confidential.

3. “
We just finished this campaign, can you help
”
us develop the metrics to show our value?
Too many communications professionals
Contents are proprietary and confidential.

4. “
Here’s last quarter’s media analysis and last
year’s brand tracking data. Can we schedule
”
a meeting to review the 75-slide deck?
Too many research professionals
Contents are proprietary and confidential.

5. “
Wow, did you see the opinion shift on today’s
dashboard? That story’s really working. Let’s
”
amp it up with some new content tomorrow.
The opportunity in front of us
Contents are proprietary and confidential.

6. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real TIme Transforms
Contents are proprietary and confidential.

7. TRADITIONAL SOCIAL
Media & influencers Channel mgmt.
“Coverage” “Conversations”
One set of tools More tools
MIX & MINGLE
EARNED OWNED
MEDIA MEDIA
PAID SHARED
MEDIA MEDIA
#1

8. INFLUENCE RISING
#2

9. #3 CONSUMPTION VS. ATTENTION
Contents are proprietary and confidential.

10. IMPRESSIONS ENGAGEMENT
Count the eyeballs Show the impact
#4

11. #5
“MEASUR
EMENT”
At the end
“ANALYTICS”
All the time

12. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real TIme Transforms
Contents are proprietary and confidential.

13. Market Research: Big Leap Forward TBD
Contents are proprietary and confidential.

14. Expanded Learning Opportunities
MONITORING LISTENING
“What is most important to our
“What did people say today?” consumers?”
ANALYZING MEASURING
“How should we go to market “How successfully am I
in new / different ways?” meeting my objectives?”
Contents are proprietary and confidential.

15. Expanded Audience for Comms Insights
Real-Time Learnings from Markets, Customers, Conversations
Public Market Customer HR/ Product
Marketing Sales
Relations Research Support Recruiting R&D
Contents are proprietary and confidential.

16. Going Digital: New Metrics, Sources, Concepts
3C’s
Content Measures Conversation Community
Assess how content Measures Measures
is accessed, shared, Analyze volume, content, Assess audience, reach,
adapted and amplified sentiment and opinion forums and “touch points”
across various sites about companies/brands of company/brand content
and media properties across sites and media across sites, media
3S’s
Site Measures Search Measures Syndication
Assess the volume, Assess the paid and Measures
engagement, feedback organic search rankings Assess the volume,
and reach of content for company content, engagement, sentiment
shared via company’s brands and keyword and reach of content
web properties associations shared via the web
Contents are proprietary and confidential.

17. Ten Areas of Online Influence
Influence Areas Trend Relevance
Favorite of sales force, Podcasts of all types, plus audio tracks of video segments are an undefined area of
Audio
customers on the go online, yet have growing utility
>200MM; trend is to have
We should know the top influencers by topic who drive relevant share of voice. The
Blogs multiple blogs, multiple
numbers of influencers are small, precision is key.
languages
30MM uniques at
Data / Slides A great location to share all public presentations.
SlideShare
The engine of conversations Knowing who is driving conversation in forums is key. We should treat high volume
Forums
online; often patient driven moderators with the same respect as we do with journalists.
Is all content tagged to Companies often forget to tag all content in the 10 languages that reach 90% of the
Images
impact natural search? online population.
An effective way to alert
A great opportunity to build a network of influencers who want to share your news in
Micro Blogging influencers, help propel
real time. Twitter is a prime example.
news cycles
Yes, Google is #1, but We need to know the influencers on the first screen for our brand and key topics. We
Search
YouTube is #2 also need to understand where people are taken when they search.
The communities that are
Our day often starts and ends with Facebook or MySpace or Orkut or other depending
Social Networks often our “first place” to go
where we live.
online
Consumption habits are
There are over 50 video sites to analyze, which sometimes house ratings and reviews
Video starting to favor video vs.
of our products.
copy
Free online peer edited Nearly every topic has a Wikipedia entry, which means it could be the first information
Wikis
online encyclopedia a consumer finds about any topic they are seeking information about.
Contents are proprietary and confidential.

18. Beyond Reach: Fans/Likes, Traffic, Conversion
Contents are proprietary and confidential.

19. Integrating Data, Channels, Disciplines
Media Media Web Keyword
Analysis Analysis Analytics Analysis
(traditional) (social) (site) (search)
Social Content Online Offline
Network Syndication Advertising Advertising
Analytics Tracking Performance Performance
Brand Customer Employee WOM
Tracking Satisfaction Satisfaction Analysis
(surveys) (surveys) (surveys) (surveys)
Lead Gen Events & Analyst Data Ind. Awards
& Sales data DM data & Reports & Scorecards
(CRM/POS) (CRM/POS) (third party) (third party)
Contents are proprietary and confidential.

20. Building a Multi-Channel Dashboard
Awareness Assessment Action Ambassadorship
(Reach) (Consideration) (Engagement) (Loyalty/Advocacy)
Social Networks Metric #1 Metric #1 Metric #1 Metric #1
(Facebook) Metric #2 Metric #2 Metric #2 Metric #2
Metric #3 Metric #3 Metric #3 Metric #3
Blogs Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Metric #3 Metric #3 Metric #3 Metric #3
Microblogs Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Metric #3 Metric #3 Metric #3 Metric #3
Audio (podcasts) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Video (YouTube) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Images (Flickr) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Documents Metric #1 Metric #1 Metric #1 Metric #1
(SlideShare) Metric #2 Metric #2 Metric #2 Metric #2
Forums Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Wikis Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Search (Google) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Contents are proprietary and confidential.

21. Reporting Time Cycles:
Analytics à Decisions
Annual:
Business and comms planning, long-range
strategy, KPI assessment and goal setting
Quarterly:
KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Monthly:
KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Weekly:
KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Daily:
Media flow, news synopses, topline opinions
Hourly:
Competitive alerts and crisis management
Contents are proprietary and confidential.

22. Experimentation Is the New Frontier:
Test, Measure, Adapt & Optimize Often
é 41%
Daily Consumer
Conversations
é 894%
Facebook
Fan Count
é 216%
Active Daily
Facebook Fans
é 801%
Links to Brand
Web Site
é 769%
Key Message
Penetration
Contents are proprietary and confidential.
Contents are proprietary and confidential.

23. Critical Success Factor = Integration
• Old world, meet new world
• Integration of traditional, digital and social media
• Integrating WOM and other new influence patterns
• Silo #1, meet silo #2, silo #3, etc.
• Integration of PR with other communication disciplines
• Integration of PR with other marketing disciplines
• Integration across business units, products, geos
• Measurement, meet strategy
• Integration of metrics, data sources, tools, dashboards
• Integration of data, insights into decision-making flow
Contents are proprietary and confidential.

24. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real Time Transforms
Contents are proprietary and confidential.

25. Analytics Drives Strategy & Engagement
Influencers Content
• Work with the right
• Create, curate, syndicate
influencers – do you
• Make it mobile and social
know who they are? Are
• Flagship content still grabs
you investing enough
attention, but daily streams
time with them?
Community of content are the glue
• Influence isn’t static –
• Understand context, news
are you adapting? Customers and
flow, keywords, timing
• “The people I follow are stakeholders are now
• Audiences are more loyal to
all talking about this. I in charge; they define
content than outlet
better learn more.” relevance, themes,
• “It seems like everywhere I
channels, trust
look, I’m seeing this.”
Experience
• Product and content is great, but what’s the
experience? Is it engaging? Meaningful? Fun?
• Is the experience consistent across platforms and
channels? Is your content mobilized? Localized?
• “I love engaging them. They get how I think/work.”
Contents are proprietary and confidential.

26. Analytics in Action:
Tracking Daily & Weekly Opinion Shifts
Company Huffington Post Yahoo! News Q&A
announcement article and response with execs
Product Debut
Contents are proprietary and confidential.

27. Analytics in Action:
Isolating Communication Rhythms
Best Engagement Days:
Tues & Wed via Twitter
Friday via Facebook
Best Engagement Times:
After dinner ET is tops;
Late afternoon also good
Contents are proprietary and confidential.

28. Analytics in Action: Content used as Resources by Top
Influencers News and Media
Optimizing Earned & Paid Web
Portals
and
Search,
357
News
and
Media,
Nonprofit
Health,
519
2168
Government
Products,
879
Social Networking
• Analyzed >10,000 Blogging,
1060
Nonprofit,
1677
Blogging
outbound links from top Social
Government,
Networking,
Products
influencers to >2,600 1088
1090
Health
websites to determine what 800
resources matter most to 600
Websites used as Resources
top influencers 400 by Top Influencers
• Top websites targeted for 200
0
digital media buys
twitter.com
fda.gov
blogspot.com
facebook.com
google.com
amazon.com
reuters.com
nytimes.com
ama-assn.org
youtube.com
wikipedia.org
wsj.com
jdrf.org
medilexicon.co
sixuntilme.com
diabetes.org
nejm.org
latimes.com
healthcentral.co
findpharma.co
rankingsandrevi
cdc.gov
nih.gov
• Top authors targeted for
surround sound PR
outreach
• Unique pages targeted for 1500
Authors used as Resources by Top
editorial purposes (e.g. 1000 Influencers
most influential Wikipedia 500
pages) 0
Brian Dolan
Tom Henderson
Thomas H.
Tara Parker-
Brian T.
Michael
Leighann
Kim Vlasnik
Mary Shomon
Hallie Addington
Riva Greenberg
Meredith
Karmel Allison
Kerri Sparling
Connie Bennett
Mary Brophy
Larry Husten
Scott Johnson
Contents are proprietary and confidential.
Total # of Articles Total # of Links

29. Analytics in Action:
Re-defining Content Strategy ConversaJon
Theme
Client
Blog
Diabetes
SM
Index
Index
DifferenJal
Family
100.000
48.797
51.203
53.738
12.394
41.344
• Content Gap Analysis: TV
&
Movies
Entertaining
&
Par@es
47.196
19.426
27.771
36.449
11.157
25.292
• Evaluated 100% of content from College
Workplace
31.308
8.616
22.693
the client blog Food
&
Cooking
28.037
14.391
13.646
Travel
11.215
7.371
3.844
• Evaluated 1,000 randomly Sports
9.346
8.298
1.047
0.467
1.990
sampled posts from the three Outdoor
Ac@vi@es
Poli@cs
0.467
3.929
-­‐1.523
-­‐3.461
most influential diabetes blogs Blood
Sugar
/
Glucose
29.439
39.304
-­‐9.865
Doctors
&
Hospitals
22.430
34.113
-­‐11.683
• 6,000 randomly sampled posts Exercise
7.009
19.042
-­‐12.032
from all social conversations Advocacy
57.009
17.757
71.371
41.016
-­‐14.362
-­‐23.259
Diabetes
Treatment
(550k total) Die@ng
&
Weightloss
31.776
100.000
-­‐68.224
• Re-defined the content strategy
to include the corporate
homepage and shift focus for the Client
blog to align with the online Blog
community Content
Evaluation
& Coding
Contents are proprietary and confidential.

30. Analytics in Action:
Right Influencers, Right Channels, Right Words
Influencer Content Influencer Content
Relationships Syndication Coverage Syndication
• Real Impressions 254,293
• Video Views 8,263
• Image Views 1,653
• Actions 433
• Search Placements 19
(results after one week. audience size at launch was negligible.)
Contents are proprietary and confidential.

31. Analytics in Action:
Analytics Becomes Content, Internal & External
Contents are proprietary and confidential.

32. Today’s Agenda
Changing Implications The Virtuous The Big Shift:
Comms for Research Cycle, In Engagement
Environment & Analytics Real Time Transforms
Contents are proprietary and confidential.

33. Engage me, don’t just impress me
“The Break Up”
Contents are proprietary and confidential.
Contents are proprietary and confidential.
Contents are proprietary and confidential.

34. Engage me, don’t just impress me
Contents are proprietary and confidential.
Contents are proprietary and confidential.

35. “
“By definition, impressions are passive.
They give us no real sense of engagement,
and consumer engagement with our brands
is ultimately what we’re striving to achieve.
”
Awareness is fine, but advocacy will take
your business to the next level.”
Joe Tripodi, Coca-Cola CMO
(Harvard Business Review, April 2011)
Contents are proprietary and confidential.