Measurement for VA Public Affairs Officers Mentoring Group
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A survey of current thinking and examples for measuring public relations and social media programs and campaigns. With extreme credit to the work of Kami Watson Huyse and Shonali Burke.
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Measurement for VA Public Affairs Officers Mentoring Group
- 1. Measurement Strategies For Public Affairs Professionals
- 3. Obstacles to Measurement • • • • It’s Hard It’s Time Consuming It’s Complicated It’s Expensive Sound familiar?
- 4. Why Measure? • Identify Success • Redirect Efforts • Prioritize Programs • Demonstrate Value
- 5. Under-measuring Only 22% had a strategy that ties analysis back to business objectives. Econsultancy Online Measurement & Strategy Report for 2012 Only 30% are regularly reporting to management. Alterian Annual Survey: How Engaged is One’s Brand? Fifty-seven percent say “poorly defined success metrics and key performance indicators” were three major obstacles to social media marketing adoption. 2012 B2B Social Media Marketing: A Surge in Adoption Courtesy of @kamichat
- 6. What NOT to Measure • AVEs aka Advertising Value Equivalent • “Hits” or Clips
- 7. Industry Standards • The Barcelona Declaration of Measurement Principles. • Valid Metrics Framework for Public Relations Measurement • Coalition for Public Relations Research Standards • The #SMM Standards Conclave Courtesy of @kamichat
- 8. Two Paths to Measurement
- 9. The “O’s” Outputs, Outtakes, Outcomes
- 10. Measurement Resources #measurepr chat on Twitter weekly
- 11. Outputs The Physical Results of your Work Including, but not limited to: o o o o o o o News stories Brochures Blog content Fam tours Scheduled Interviews Newsletters Speeches
- 12. Outtakes What People Think About Your Output Including, but not limited to: o o o o o Surveys Focus Groups Other Customer Feedback Content Analysis Sentiment Analysis
- 13. Outcomes How Behavior Changes as a Result of Your Work Including, but not limited to: o o o o Purchase New Opinion Signing up for Something Opinion Change Bit.ly/custom Event Registration
- 14. The “As” Activity, Attention, Awareness, Attitudes, Actions
- 16. You need To get Which brings Which cultivates Which leads to @kamichat Activity Attention Awareness Attitudes Actions
- 17. Campaign Sample Tourism Industry Week-Long Promotion
- 18. Activity Activity Attention Awareness Attitudes Actions • 42 posts on FB and Twitter in 5 days • Frequency increased four-fold over normal posting pattern • Dedicated Web page with 5 profiles of industry experts
- 19. Attention Activity Attention Awareness Attitudes Actions • Overall reach on FB doubled during week of promotion
- 20. Awareness Activity Attention Awareness Attitudes Actions • Did not truly measure awareness in this promotion • Key RTs on Twitter were from specialty audience sites
- 21. Attitudes Activity Attention Awareness Attitudes Actions • Did not measure attitudes for this promotion • Why? Timeline was short • Overall, travel is a positive force
- 22. Action Activity Attention Awareness Attitudes Actions • 6 messages w/ key RTs on Twitter amplified audience to 12K+ • 3 profiles were shared outside the central FB page • 175 page views on new Web page; 54 uniques
- 23. SMART Goals
- 24. SMART Goals
- 25. SMART Goals Channel Goal Description Metric Time Goal Type Measure Activity - Output All Channels Increase content 1 original post per day/channel Immediately Activity Measure Attention –Increase Fan Base Facebook Page 1 Increase fans 200 3 months Attention Facebook Page 2 Increase fans 100 3 months Attention Twitter 1 Increase followers 50 3 months Attention Twitter 2 Increase followers 25 3 months Attention Measure Awareness – Engagement Level Facebook 1 Maintain Engagement 8-10% 3 months Awareness Facebook 2 Maintain Engagement 9-12% 3 months Awareness Twitter 1 Increase engagement 45% or higher 3 months Awareness Twitter 2 Maintain engagement 50% or higher 3 months Awareness
- 26. Measurement Resources • A Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation by Don W. Stacks and David Michaelson, rev. 2010, ISBN 978-1-60649101-0. • A Commonsense Framework For Social Media Measurement by Kami Watson Huyse, published as whitepaper here: o http://www.zoeticamedia.com/whitepaper-a-commonsense-frameworkof-social-media-measurement
- 27. Questions?
- 28. Fran Stephenson franstep09@gmail.com @fransteps on Twitter 210-557-8207 http://stepincomm.com
Editor's Notes
- Updated Jan. 2014 for webinar.
- Only 22% of 700 survey respondents have a strategy that ties data collection and analysis back to business objectives. (Econsultancy Online Measurement & Strategy Report for 2012 , Page 16 of free sample report (www.econsultancy.com) http://econsultancy.com/us/reports/online-measurement-and-strategy-report#content.) Only 28% of 1500 survey respondents struggle to tie analytics back to their campaign strategy, and only 30% are reporting regularly to management. (Alterian Annual Survey: How Engaged is One’s Brand?, Page 19, 2011. http://www.alterian.com/resources/research/Alterian-Annual-Survey-Results). Fifty-seven percent of 622 marketers surveyed by cited “poorly defined success metrics and key performance indicators” as among the top three major obstacles to social media marketing adoption. (2012 B2B Social Media Marketing: A Surge in Adoption; http://www.btobonline.com/section/researchreports11)
- The Barcelona Declaration of Measurement Principles – This declaration of standards and practices to guide the measurement and evaluation of public relations was first adopted at the 2nd European Summit on Measurement in Barcelona, Spain, in June 2010. Leaders of the charge were AMEC, the Institute for Public Relations (IPR) (www.instituteforpr.org), PRSA (www.prsa.org), ICCO (http://www.iccopr.com) and the Global Alliance (http://www.globalalliancepr.org), and David Rockland, Ph.D., Partner/Managing Director at Ketchum (www.ketchum.com). Seven Principles were adopted focusing primarily on the setting of measurable goals and objectives, and the importance of measuring against business outcomes. Valid Metrics Framework for Public Relations Measurement– a Post-Barcelona Task Force actualized the principles through a Framework providing eight different matrices. Each matrix provides metrics suggestions for assessing the three phases of PR - PR Activity, Intermediary Effects and Target Audience Effects -- through the Communications Funnel, from Awareness through Action. The matrices address different kinds of PR programs including product/brand, reputation, crisis, non-profit, issues, education and more. The Task Force was led by Ruth Pestana, former Worldwide Director of Strategic Services of Hill and Knowlton, and Tim Marklein, Practice Leader, Technology & Analytics at W2O Group (www.w2ogroup.com). Coalition for Public Relations Research Standards – A further outgrowth of the Barcelona Principles, and through AMEC, Global Alliance, PRSA, IPR and the Council of Public Relations Firms (www.prfirms.org), the Coalition has created an interactive site where opinions can come together in the creation and adoption of standards for research and measurement. This group, and site, seeks to set standards in three areas: the Communications Lifecycle, Traditional Media Measurement and Social Media Measurement. The public is welcome to comment on the site on proposed standards as they emerge. (http://www.instituteforpr.org/researchstandards) The #SMM Standards Conclave - Formed in 2011 the Conclave is the social media working group of the Coalition, and has brought together a wide variety of associations and corporations to establish social media measurement standards in six key areas: Content Sourcing and Methods; Reach and Impressions; Engagement; Influence and Relevancy; Opinion and Advocacy; and Impact and Value. (http://www.smmstandards.org). Each suggested standard is ‘open for comments’ on the site, with ratification to follow. As of this writing, the first key standards area has been set through the ratification of the Transparency Table (http://www.smmstandards.com/category/content-sourcing-methods), which provides for the consistent reporting of Content Sourcing & Methods. Just some of the players include the IPR, AMEC, PRSA, the Council of PR Firms (www.prfirms.org) and Katie Delahaye Paine (www.kdpaine.com). The #SMMStandards Conclave was formed in 2011 to bring together various associations and perspectives working on social media measurement standards. The organizations include the Institute for Public Relations (IPR), International Association for Measurement and Evaluation of Communications (AMEC), Council of PR Firms (CPRF), Digital Analytics Association (DAA), Public Relations Society of America (PRSA), Word of Mouth Marketing Association (WOMMA), International Association of Business Communicators (IABC), Chartered Institute of PR (CIPR), Federation Internationale des Bureauxd’Extraits de Presse (FIBEP), Global Alliance for Public Relations and Communications Management, Society for New Communications Research (SNCR) and the Media Ratings Council. Client participants include research and communication leaders from Dell, Ford Motor Company, General Motors, McDonald’s, Procter & Gamble, SAS, Southwest Airlines and Thomson Reuters, as well as many major communications agencies. So far, the conclave has defined engagement (with you) and conversations (about you) and have come up with a transparent measurement methods transparency form.