Media measurement workshop

Evaluating Communications Effectiveness:Social & Traditional Media Workshop

Lars VoedischManaging Media Consultant, APACDow Jones and Companylars.voedisch@dowjones.com @larsv

Georg AckermannMedia Lab Team LeaderDow Jones and Companygeorg.ackermann@dowjones.com @derackermann

Major Research & Evaluation Models

What PR professionals like to do…

DATAcrunching

“Making decisions based on data saves time and boosts your credibility.”

KD Paine

We suggest that you remove the term “measurement” from the equation altogether, and replace it with “data-driven decision-making.”

Focus on “getting data with which to make better decisions”

KD Paine

Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data

Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research

Source: Wikipedia

Some terminology…

Primary data (or raw data) is a term for data collected on source which has not been subjected to processing or any other manipulation

Secondary data is data collected by someone other than the user (processed data)

Analysis of secondary data

… Market research (usually surveys, interviews of focus groups)

… Customer satisfaction research (usually surveys)

… Employee surveys that may have been undertaken by HR

… Industry or sector studies that have been published

… Publicly released polls (such as Gallup)

… Case studies (particularly useful in times of crisis when there is usually no time to conduct primary research)

Source: Jim Macnamara

Networking and Partying © Georg Ackermann

What PR professionals like to do…

…and the day after

Evaluation

Relationship Management Relationship Level Measurement

Measuring the relationship with influencers by gaining feedback before and during an event.

… Do the media respond immediately to an invitation?

… Do they confirm their attendance?

… When they refuse, do they explain why?

… Do they request information if unable to attend?

… Collect feedback during the eventSource: AMEC

How does it change in the digital age?

Different communication?

Different audience?

Different tools?

Relationship Management

Exercise:Let’s set up an online survey…

You recently launched a campaign/organised an event. Now you are interested in feedback from your audience.

1. What are 3 important questions you want to ask?

2. Suggestion: Sign up to SurveyMonkey.com to create the questionnaire.

2. Name it

The AVE debate© Georg Ackermann

AVE (Advertising Value Equivalents)

… puts monetary value on media coverage

… measures column inches or broadcast seconds (“earned media”)

… multiplies these by the equivalent cost of advertising in the same media

AVE (Advertising Value Equivalents)

… credible measurement tool to assess prominence

… but what about sentiment, exclusivity and context?

Advertising …

- is purchased

- complete control to the advertiser for content, placement and frequency

- is almost always positive

Publicity/Earned media …

- control is with the medium

- can result into positive, neutral or negative messages

AVE – not really equivalent- limited to the cost of the campaign

- not considering the impact at the audience

- often non-comparative

- limited to small group of media

What about newswires or social media (Twitter, Facebook)?

Alternatives?

What are the results of the PR activity?

• PR efforts contribute to organisational goals

• output, outtake, outcome

• awareness (output), understanding (outtake), attitudes (outtake), behaviours (outcome)

• can be transaction/outcome-oriented (sales, membership, donations, enrolment)

Source: IPR

What are the results of the PR activity?

• improved relationships

• increased trust

• higher levels of satisfaction and loyalty

• enhanced reputation

• meeting expectations for social responsibilities

Source: IPR

“Results-based” methods analyse…

• tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)

• prominence and placement

• appearance of key messages

• credibility and targeted reach of the medium, impressions

• comparison to previous performance, expected results or competitors

Source: IPR

Exercise:

Sentiment analysis

Major Research & Evaluation Models

Key learnings?Key learnings?

PR Measurement of New & Traditional Media

Social Media Relations Everything Changes?

Yes!• It’s about two-way conversations

• You’ve to deal with more channels

• We HAVE to listen and understand what’s said about us!

• What about those negative comments and posts?

• The game get’s so much faster

No!• You’ve to manage relationships

• So it’s wires, print, broadcast – and social media

• You already: monitor and analyse your media coverage

• Not every negative comment means a crisis

• Already forgot newswires? Look at trends over time

Communications Objectives & Strategy

Planning, Execution, Controlling

Monitor Discover Engage

research & promote the buzz

issues, trends& strategies for

impact

opportunities & risks in time

to act

Analyse

& pinpointbetter the influential

Originally, measurement was post-mortem analysis.

For fast environments, it

becomes near-time!

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll

do things differently.

Warren Buffet

Monitor

Monitor Analyse

Analyse - Break it down

Monitor Analyse

Analyse

Who are they talking about?

What are topics/ issues discussed?

How good is your brand image?

How is your media footprint globally?

Analyse

What are trends in traditional vs. social

media?

Who is writing about you?

What are keywords of your brand coverage?

Discover

Focus on Asia

How to reach out in Asia?

Source: Ogilvy Public Relations

Source: comScore

Source: Ogilvy Public Relations

http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/

Top Sites in…

Singapore1. Facebook.com

2. Google.com.sg

3. Youtube.com

4. Yahoo.com

5. Google.com

Top Sites in…

Malaysia1. Facebook.com

2. Google.com.my

3. Google.com

4. Yahoo.com

5. Youtube.com

Top Sites in…

Indonesia1. Facebook.com

2. Google.co.id

3. Google.com

4. Blogger.com

5. Yahoo.com

Top Sites in…

Vietnam1. Google.com.vn

2. Google.com

3. Yahoo.com

4. VnExpress.net

5. Zing.vn

Top Sites in…

China1. Baidu.com

2. QQ.com

3. Taobao.com 淘宝网

4. Sina.com.cn 新浪新闻中心

5. Google.com.hk 谷歌

Top Sites in…

Hong Kong1. Yahoo.com

2. Facebook.com

3. Google.com.hk 谷歌

4. Youtube.com

5. Google.com

Top Sites in…

Taiwan1. Yahoo.com

2. Facebook.com

3. Wretch.cc 無名小站

4. Google.com.tw 繁體中文搜尋

5. Youtube.com

Top Sites in…

Korea1. Naver.com 네이버

2. Google.com

3. Facebook.com

4. Yahoo.com

5. Daum.net 다음 daum

Top Sites in…

India1. Google.co.in

2. Google.com

3. Facebook.com

4. Yahoo.com

5. Youtube.com

PR measurement of new and traditional media

Differences, challenges, and the right approach to take

Key learnings?Key learnings?

Social Webwww.socialmention.com

www.collecta.comwww.boardreader.com

www.blogsearch.google.comhttp://technorati.com/search

Twitterwww.klout.net

www.tweetstats.comhttp://twittercounter.com

http://twitrratr.comhttp://tweetfeel.comhttp://wefollow.com

Facebookwww.booshaka.com

www.kurrently.comhttp://itstrending.com

http://youropenbook.orghttp://facepinch.com

Search/Webwww.google.com/insights/search

www.google.com/trendswww.google.com/analytics

Check the following Twitter tools for your case study context:

• twitrratr.com

• tweetfeel.com

• twitter.com/search

• twitterstats.com

What are 1) the pros / cons, 2) useful metrics

Check the following Facebook tools for your case study context:

• Facebook – search

• booshaka.com

• kurrently.com

Check the following Social Web tools for your case study context:

• Socialmention.com

• Klout.com

Understanding what you want to track:• What is your goal? • Do you want to track how people are sharing your website? • Do you want to track a specific social media campaign? • Or maybe you’re just interested in trends related to a

specific meme or social media phenomenon?

Think about your Case Study and how to use these tools.

Source: Mashable – Track Social Media Analytics

Problems and challenges of free tools

• I have to do it myself

• Provides me only raw data

• External perspective is missing

• Limited language analysis

• Free tools are specific, limited

• Methodology not always transparent

PR Measurement Industry Today

BIG offerhttp://wiki.kenburbary.com/social-meda-monitoring-wiki

149 providers

Fragmentation & Consolidation

Cision

• Analysed content: Twitter, Facebook, YouTube, Blogs, Forums and Traditional News Publications (Archive)

• paid or free

• country/region-focus or global, supported languages

• industry-focus

• automated, tool-focus or manual analysis

• price and support

• simple press clipping service or complex analysis platform

Quick Provider check

There is no perfect solution!

What are your needs and resources?

>> next: The Future of Media Measurement

Kraftwerk

The Man-Machine, 1978

The Future of Media Measurement

Kraftwerk

Computer World, 1981

Improvements to the mix of humans and machines

Technology improvements around

• machine translation

• automated sentiment detection

• speech to text (to harness video and podcasts)

• discovery algorithms

• cluster analysis - how certain words are gathering, “clustering” relative to a search topic

• Improved integration of print media measurement with online advertising metrics, market surveys and other data used for KPIs

• More workflow integration of media measurement tools

• Measurement and Media Management coming together

Get Help

International Association for Measurement and Evaluation of Communication• AMEC’s first international chapter in the USA• Global agency research heads and US-based AMEC members

Cision, VMS, Dow Jones and Burrelles Luce• Developed measurement principles, presented and agreed

at this year’s AMEC European Summit on Measurement in Barcelona, together with the Institute for Public Relations (IPR)

• Asian Chapter launched in October 2010

AMEC: Barcelona Principles

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. AVEs are not the Value of Public Relations

6. Social Media Can and Should be Measured

7. Transparency and Replicability are Paramount to Sound Measurement

Step 1: Transforming objectives to specific KPIs

Definition of my objectives:

To build brand awarenessTo generate buzz, advocacy or WOMTo generate brand engagementTo shift consumer perceptionsTo influence key opinion formersTo generate leads or build prospect baseTo stimulate dialogue or relationship with prospectsTo encourage participation for social eventTo manage brand reputationTo divert a PR crisisTo engender customer loyaltyTo uncover customer or product insightsTo enhance customer service

Source: IAB Social Media Council

What’s top on

your job’s agenda?

What’s top on

your job’s agenda?

Step 2: From objectives to KPIs - “The 4 As” of online engagement

What’s your focus? What’s your focus?

Step 2: From objectives to KPIs - “The 4 As” of online engagement and possible metrics

What are your metrics? What are your metrics?

From objectives to KPIs Example: Fan page

From objectives to KPIs Example: Microblogging

From objectives to a KPI Example: Foster Dialog

Source: Altimeter Group

From objectives to a KPI Example: Promote Advocacy

Source: Altimeter Group

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