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Hotwire measurement framework presentation
The document discusses measurement frameworks for public relations and communications. It begins by discussing reactions to measurement as fear, indifference, or joy. It then presents reasons for these reactions and things that can be done to address them, such as starting small, educating others, and celebrating successes. The document presents the Integrated Evaluation Framework as one measurement approach and provides a case study of how a security software company used measurement to increase budget and credibility. It concludes by discussing challenges in implementing measurement frameworks at scale.
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Hotwire measurement framework presentation
- 1. The dark artof the measurement framework Andy West Group Chief Development Officer, Hotwire PR @westofcenter @HotwirePR 1copyright: Andy West 2016
- 2. Very quick commercial/ introduction copyright: Andy West 2016 2
- 3. What’s your measurementreaction? A: JOY B: INDIFFERENCE C: FEAR copyright: Andy West 2016 3
- 4. Why do youthink that is? A: FEAR OF NUMBERS B: LACK OF KNOWLEDGE C: POOR LEADERSHIP copyright: Andy West 2016 4
- 5. What can bedone? A: START SMALL B: EDUCATE C: CELEBRATE copyright: Andy West 2016 5
- 6. It’s about dialogue INSIGHT& KNOWLEDGECURIOSITY BEST PRACTICE copyright: Andy West 2016 6
- 7. Quick case study copyright:Andy West 2016 7
- 8. Quick case study copyright:Andy West 2016 8 80 million votes 3.5 million ‘likes’ an increase of 600% 140,000+ tweets 60,000 new followers 2.9 billion impressions 17 million unique views
- 9. A happy outcomesurely? copyright: Andy West 2016 9
- 10. Sadly not copyright: AndyWest 2016 10 • 5% decline in market share - 8 times faster than before • Dropped from No 2 brand to No 3 - behind Diet Coke • $500 million decline in revenue • Forced to increase marketing budget by $600 million • 8,700 jobs axed • Massimo D’Amore the Marketing Director fired Case Study Links • http://adcontrarian.blogspot.co.uk/2011/03/social-medias-massive-failure.html • PR Case study: http://sites.psu.edu/sperry5483/2014/03/24/pepsi-refresh-project-case-study/ • Massimo d’Amore http://www.businessinsider.com/pepsi-gave-the-guy-who-triggered-8700-layoffs-a- 2-million-reward-2012-2?IR=T • Pepsi Refresh launch ad: https://www.youtube.com/watch?v=srY7Wkl2IbI SOURCE: Richard Bagnell / PR Moment Analytics Conference Presentation Sept 2016.
- 11. And my pointis….. copyright: Andy West 2016 11 Communications must…. communicate the right message to the right target audience… … to achieve an objective SOURCE: Richard Bagnell / PR Moment Analytics Conference Presentation Sept 2016.
- 12. Help is athand copyright: Andy West 2016 12 www.amecorg.com http://amecorg.com/amecframework/home/framework/interactive-framework-2/ UK Government Communications Framework: https://gcs.civilservice.gov.uk/guidance/evaluation/tools-and-resources/
- 13. The Integrated EvaluationFramework copyright: Andy West 2016 13
- 14. The Integrated EvaluationFramework copyright: Andy West 2016 14
- 15. The Integrated EvaluationFramework copyright: Andy West 2016 15
- 16. The Integrated EvaluationFramework copyright: Andy West 2016 16
- 17. The Integrated EvaluationFramework copyright: Andy West 2016 17
- 18. The Integrated EvaluationFramework copyright: Andy West 2016 18
- 19. Case study: A leadingsecurity software vendor Moved away from ‘vanity’ clippings Started small & local Organisational objectives drove thinking Identified relevant PR outcomes Sought to link to business impact (sales) Demonstrated proof of concept copyright: Andy West 2016 19
- 20. Case study: The measurementimpact CAUGHT SENIOR MANAGEMENT ATTENTION, LOCALLY, REGIONALLY & GLOBALLY DROVE CREDIBILITY IN THE PR FUNCTION, RELEASED MORE BUDGET & HELPED THE CLIENT’S CAREER copyright: Andy West 2016 20
- 21. But…… copyright: Andy West2016 21
- 22. But…… RIGOUR – linkageinto sales & marketing automation SCALE – getting international agencies to adopt the thinking DISCIPLINE – applying process across entire campaign INNOVATION – what’s next? SIMPLICITY – Data presentation & usability copyright: Andy West 2016 22
- 23. In conclusion copyright: AndyWest 2016 23
- 24. copyright: Andy West2016 24 Andy West Chief Development Officer, Hotwire PR andy.west@hotwirepr.com T: +44 20 7608 2500