Holistic measurement and monitoring, PRecious Communications, 11-2013

© 2013 by PRecious Communications 1

HOLISTICS MEASUREMENT & MONITORING FOR

TRADITIONAL & DIGITAL MEDIA RELATIONS

Lars Voedisch Principal Consultant

[email protected]

@larsv

© 2013 by PRecious Communications

• Independent, boutique communications consultancy

• Based out of Singapore, at home in Asia and Europe

• Globally connected via affiliation with

[email protected]

Facebook.com/PReciousComms

Twitter.com/PReciousComms

About Us…

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+65-3151 4760

larsvoed

3 Church Street

#16-06 Samsung Hub

Singapore 049483

mailto:[email protected]

http://facebook.com/PReciousComms

http://twitter.com/PReciousComms

http://globalprnetwork.com/

http://www.thenetworkone.com/


Some of the brands PRecious Communications and our consultants have worked with PRecious Partners

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Let’s Take A Journey Together

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Social media requires your

attention 24/7. The media landscape is fast

changing and eroding.

Brand perceptions are shifting as you read.

Customers are demanding a more human approach to

communication.

WHERE ARE YOU?

© 2013 by PRecious Communications Source: What happens on the Internet every 60 seconds - Rosa Golijan

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http://prblog.visibli.com/share/3xYxhw

© 2013 by PRecious Communications Source: What happens on the Internet every 60 seconds - Rosa Golijan

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http://prblog.visibli.com/share/3xYxhw


Matching influencer and topics

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What does the media really want?

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# Question Not Important

Somewhat Important

Important Highly Important

1 Headline should be within 10-15 words and tell the key news.

0.00% 10.87% 34.78% 54.35%

2 It is more important to have a strong, relevant story hook in the first paragraph rather than ticking off the usual what / when / where / how etc.

4.35% 15.22% 36.96% 43.48%

3 The total length of the media release should be within 500 words.

15.22% 26.09% 39.13% 19.57%

4 The media release should include quotes from relevant spokespeople.

15.22% 32.61% 36.96% 15.22%

5 The release should come together with biographies of the spokespeople quoted.

28.26% 28.26% 36.96% 6.52%

Interesting Results 0% responded with ‘Not Important’ Highest percentage

Close to 90 %

80 %


# Question Not Important

Somewhat Important

Important Highly Important

6 A direct contact with email and phone number should be included for every media release.

4.35% 6.52% 17.39% 71.74%

7 Language of the media release should be suitable for the target audience in terms of tone, jargon etc.

0.00% 17.39% 39.13% 43.48%

8 Avoid marketing talk and quotes that are hardly encountered in real life.

6.52% 15.22% 39.13% 39.13%

9 There should be minimal formatting or restrictions for media releases so as to enable easy editing (e.g. no PDF).

10.87% 21.74% 36.96% 30.43%

10 With quotations, photographs of spokespeople should be included along with the media release document as separate files.

17.39% 23.91% 39.13% 19.57%

Interesting Results 0% responded with ‘Not Important’ Highest percentage

Over 80%

Close to 80%

Over 75%


Surprising: Emphasis on Visuals rather than the product/content.


Multi-Platform Outreach

Benefits of Youtube, Facebook, Twitter, Blog, Pinterest….?

Anything else?

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The Convergence of Paid, Owned & Earned Media

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Marketing, Editorial… Conversation Calendar

It’s all about planning – On- & Offline

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OBJECTIVE CUSTOMISING A MEASUREMENT

STRATEGY THAT INTEGRATES

TRADITIONAL AND DIGITAL PR

Holistic measurement strategy pre, during and post implementation of PR

initiatives

Tracking the news agenda, social media listening: Understanding which

metrics matter for which business objectives

Addressing common measurement mistakes that give inaccurate data


Videos/Monkey commercial.flv


Why measure media coverage?

Quick question:

Why do you

want to measure ?


Why measure media coverage? Reason 1: Demonstrate value of PR (e.g. Outputs)

– What key initiatives did you drive? Results?

Reason 2: Plan & evaluate communications activities

across channels and markets (e.g. Outtakes)

– How do you connect to publications & journalists, campaigns; what’s your brand perception?

Reason 3: Strategic Communications (e.g. Outcomes)

– How do your results relate to the budget allocation? Do you measure KPIs linking PR to business results? What is the value PR

adds your organization?

Reason 4: Discovering opportunities and threats

(Radar)

– What’s happening in the industry, with my clients; is there a crisis, are there issues…?

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• Managing what you measure, identifying the right objectives & setting smart goals

Aligning measurement with business objectives

Too many communicators

work very hard on tactics…

…that DON’T support corporate goals!

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Align Corporate Communications to Achieve Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper

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http://www.factiva.com/collateral/files/F-2965scottwpRev2.pdf



• Make business GOALS your communications goals, then develop STRATEGIES:


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• Conduct a gap analysis to understand your benchmarks and to decide what are your priorities

• Choose metrics to measure the results


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• You can’t manage what you don’t measure

• What impact do your programs have – what are the results?


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• Example: Bicycle Manufacturer

• The challenge is to measure your success in a meaningful way!


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The challenge is to measure your success in

a meaningful way!

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© 2013 by PRecious Communications 30 30

Simple start: Smart Goal Setting for your (Social) Media Strategy

• Goals drive the type of measurements you are going to use

• What’s your ultimate objective:

1. Awareness

2. Image / Reputation

3. Sales

4. Cost savings

5. Something else?

Source: 25 Must Read Social Media Marketing Tips

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http://www.toprankblog.com/2009/04/social-media-marketing-tips/


Turn Output into Positive Outcomes

• Outputs

– what is generated as a result of a PR program or campaign

• Outtakes

– what audiences have understood and/or heeded and/or responded to

• Outcomes

– quantifiable changes in awareness, knowledge, attitude, opinion and behavior levels

Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations

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Too dry,

too theoretical,

too complicated?

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http://www.facebook.com/photo.php?pid=4960124&id=516897352


Example – FIFA Worldcup

Won 6 games

Won 5 games

8 goals scored

16 goals scored

7 matches played

7 matches played

OUTCOME

METRIC has to answer

“So what?”

OUTTAKE

METRIC

OUTPUT

METRIC

ACTION GOAL

2010 World Champion Win matches Score goals Play in the final round in South

Africa

Become the best country

WORLD CHAMPION

3rd Place

How to translate this to PR? 33

http://www.fifa.com/worldcup/statistics/teams/team=43948/index.html

http://www.fifa.com/worldcup/statistics/teams/team=43969/index.html


Typical Output, Outtake and Outcome Metrics


GOAL ACTION (INPUT)

OUTPUT

METRIC

OUTTAKE

METRIC

OUTCOME


“So what?”

Sales Leads

Place product reviews

Initiate speakers program

Proactive blogger outreach

# meetings

# of speaking engagements

# of blog mentions

# of reviews

# of media contacts made

# of news releases sent

% awareness of your brand

% considering your brand

% preferring your brand

# of requests for information

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Example DHL:

Built our own KPI framework,

suiting our requirements,

capabilities and resources

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• Business Goal: – Sell more Palm Centro phones

• Communications Objectives: – Introduce lifestyle & non-tech media influencers – Attract fashion phone upgraders – Encourage Palm handheld users to change to a smartphone

• Measurement Metrics: – Outputs:

• Number of articles • Audience reach

– Outtakes:

• How favourable is the device viewed by the media • Is the coverage on message

– Outcomes: Number of phones sold • Result:

– Close to 80 articles; most positive (rest neutral); nearly all on message

Case Study : Measuring PR’s Contribution to Sales

Key Message A Key Message B Key Message C

It’s time for a

smart decision

Easy-to-use – not

just ‘another’

computer

Increasing

personal

productivity on

the go

Choosing the Centro is the ultimate smart decision for fashion phone upgraders who want both style & smart phone functionalities

Through it’s intuitive user interface and the combination of touch screen and keyboard, the Centro is the ideal partner for young, energetic and sociable users who want a smart phone to organize their lives and relationships on the go

Messaging, email, built-in capabilities to view & edit documents and access to over 20,000 applications, makes the Centro THE customizable mobile companion for dynamic junior- to mid-level professionals to help them managing their busy work and social live

Tone Analysis

No. ofPositives

No. ofNeutrals

No. ofNegatives

On-Message Analysis

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No. On Message

No. Not On Message


Myth: Are you sure you mean ROI?

. . .

RETURN ON INVESTMENT

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. . .

RETURN ON ATTENTION

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. . .

RETURN ON ENGAGEMENT

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. . .

RETURN ON PARTICIPATION

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. . .

RETURN ON TRUST

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. . .

RETURN ON INVOLVEMENT

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ROI is a business metric, not a media metric

ROI = COST OF INVESTMENT

(GAIN FROM INVESTMENT - COST OF INVESTMENT)

Can you connect your PR investments

($$$ ) with the financial impact, e.g. sales

or savings ($$$)?

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The AVE

debate


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?


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?


Exercise:

Sentiment analysis


Is this positive, neutral or negative for Novartis?


Is this positive, neutral or negative for StanChart?

Singapore?

damn_sian: Inflation likely Singapore’s 2011

challenge: StanChart: Inflation likely to remain

Singapore’s key 2011 challenge, as also for rest of

Asia…


Real ROI requires you to connect investments, activities and financial impact!

Source: The Brandbuilder – Basics of Social Media ROI

Investments

leading

to activities

$$$

Financial

Impact

$$$

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http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi



. . .

RETURN ON INVESTMENT

(OUTTAKES) (ACTIVITIES)

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Typical Output, Outtake and Outcome Metrics for Communications


GOAL ACTION (INPUT)

OUTPUT

METRIC

OUTTAKE

METRIC

OUTCOME


“So what?”

Sales Leads

Place product

reviews

Initiate speakers program

Proactive blogger outreach

# meetings

# of speaking engagements

# of blog mentions

# of reviews

# of media contacts made

# of news releases sent

% awareness of your brand

% considering your brand

% preferring your brand

# of requests for information

If not ROI, what do I do?

Build your own KPI framework,

suiting your requirements,

capabilities and resources

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Social Media to be leveraged across a company: Different functions, uses and values

Source: Socialize your organization – Richard Binhammer / Dell 55

http://www.slideshare.net/RichardatDell/social-organizations-and-connected-communications


Social Media

– where

to start?

2 things might help:

1)The inequality of the web

2)The concept of target

media


90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute

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http://www.useit.com/alertbox/participation_inequality.html


Who Are You Listening to – Are You Catching the Long Tail?

• How many relevant social media sites are there?

• How many should or simply can you monitor or even measure?

Source: http://www.longtail.com – Chris Anderson

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http://www.longtail.com/


• Blogs

• Facebook

• Twitter

• Youtube

Let’s get more concrete: Ratings worth monitoring on …

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Overall Pages


Media Measurement is not (only) about Search

• Most free tools help you with your search efforts – maybe with monitoring

• What about analysis and measurement?


Media Measurement is not (only) about Search

– Are all sources important? Are you excluding your own marketing?

– Relevance vs. dates

– Normalization (Coke vs. Coca Cola); want to include other brands (e.g. Sprite)?

– Are we getting the correct meaning of “coke”

– Numbers are only approximations (what about duplications?)


Social Media Relations Everything Changes?

Originally, measurement was

post-mortem analysis.

For fast environments, it

becomes near-time!


Analyse

Who are they

talking about?

What are topics/

issues

discussed?

How good is your

brand image?

How is your

media footprint

globally?

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Analyse

What are trends in

traditional vs. social

media?

Who is writing

about you?

What are keywords

of your brand

coverage?

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Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are

measuring PR/ Communications at the

request of senior management. – Better

start before management asks for it

• Use multiple metrics – Show the whole

picture through Communications KPIs

• Connect the dots between clip counts –

trends in coverage and favourability

Translating PR results into the language of business

http://solutions.dowjones.com/ebook/2008/talktome/





Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• Set your sights on the competition – show

the context

• Top executives only need a high-level

summary of results

“…From an executive’s viewpoint, it can

be interpreted as the difference between

the PR team being busy and the PR team

being indispensable.

Indispensable? Use KPIs to show your contribution!

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Media Measurement: Where to Start Three Keys to Success

• Determine what success looks like

• Use the right tools with the correct content

• Have a plan to turn output into positive outcomes


Key learnings?


Lars Voedisch Communications Strategist [email protected]

@larsv

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HOLISTICS MEASUREMENT & MONITORING FOR

TRADITIONAL & DIGITAL MEDIA RELATIONS

Lars Voedisch Principal Consultant

[email protected]

@larsv