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Did you know? In addition to webinars, Vocus publishes a daily blog packed with new ideas, marketing insights and hot topics. Check it all out on our website under Resources.
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Did you know? You can also find ebooks and whitepapers chock full of best practices and current industry trends. Check it all out on our website, www.vocus.com under Resources–The Guides!
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Presentation slides can be downloaded from the “learn more” tab in the webinar console
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#VocusWebinar
Kami Watson Huyse, APR@kamichat
Mastering PR Measurement
Kami HuyseFounder
zoeticamedia.com713.568.5750
@kamichat#VocusWebinar
• Diagnose: Determine what works and what doesn’t• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Business Value
• Diagnose • Prioritize • Evaluate
Purpose of Measurement
Kami Huyse | @kamichat | #VocusWebinar
Measurement Standards
Coalition for Public Relations Research Standards – Traditional Media Measurement– Digital and Social Media Measurement– Return on Investment (ROI)– Communications Lifecycle– Internal Communication (coming soon)
Kami Huyse | @kamichat | #VocusWebinar
Standards define and determine WHAT needs to be measured, backed by research
Best practices illustrate HOW to best meet the objectives of the standard, backed by experience and repetition
Kami Huyse | @kamichat | #VocusWebinar
http://bit.ly/PRStandardsKami Huyse | @kamichat | #VocusWebinar
3 Strategic Questions
• Problem or Challenge: Is it a growth, competitive, leadership or perception challenge or opportunity?
• Communication Solution: What is the proposed solution?
• Benchmark: What information exists that can be compared?
Kami Huyse | @kamichat | #VocusWebinar
3 Questions in Action
Challenge
Growth: Increase Event
Registration
Solution
Outreach to influencers to
increase registrations
Metric/KPI
Registration % compared to last year, # of people registered with influencer code
Kami Huyse | @kamichat | #VocusWebinar
You need Activity
To get Attention
Which brings Awareness
Which changes Attitudes
Which leads to Actions
5-A Measurement Touchpoints
ActivityIs all about what YOU do:
Response timeConnections
Tweets
Comments
Posts
Kami Huyse | @kamichat | #VocusWebinar
Kami Huyse | @kamichat | #VocusWebinar
Beyond YouTube Views
Kami Huyse | @kamichat | #VocusWebinar
Sample Activity Report
Attention
Is all about Reach or Opportunities to See
Attention KPIs are…• Fans and Follows• Visits and Traffic• Potential Reach• Demographics• Vanity Metrics
Attention Metrics
Year TweetsPeople
Tweeting Reach Reach pp Reach pA
2012 720 116
644,712 5,558
23,878
2013 1584 754
1,056,825 1,402
22,017
2014 2205 153
1,037,481 6,781
30,514
Kami Huyse | @kamichat | #VocusWebinar
Awareness
Is all about engagement (with you)…
Awareness KPIs Are…• Conversation Rate• Amplification Rate• Applause Rate• Referrals• % engaged• Return Visits
Engagement Metrics
Kami Huyse | @kamichat | #VocusWebinar
Hunt Alternatives Op-Eds
Digital Echo EffectWe took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works.
January 2, 2013
February 11, 2013
Kami Huyse | @kamichat | #VocusWebinar
Attitudes and Advocacy
It’s all about their conversation (about you)…
Attitude and Advocacy KPIs Are…• Sentiment of Conversation• Share of Voice• Purchase Intent• Customer Satisfaction• Net Promoter Score
Smartphones
Kami Huyse | @kamichat | #VocusWebinar
British Academy Film Awards
Purchase Intent Benchmark
We asked…
“How likely are you to purchase a product or service that you “Like” on Facebook”
We used…
Similar questions for other actions like Commenting, Sharing and the relevant engagements for Twitter, LinkedIn, and Pinterest.
Kami Huyse | @kamichat | #VocusWebinar
Average Top 3 Bottom 3FacebookLike 6.2 36% 19%Comment 6.0 34% 20%Share 6.2 37% 19%TwitterFavorite 6.9 47% 12%Reply 6.8 46% 13%Retweet 7.0 49% 13%LinkedInLike 6.7 46% 16%Comment 6.8 47% 16%InstagramLike 7.1 51% 12%Comment 7.1 52% 12%
Kami Huyse | @kamichat | #VocusWebinar
Actions
Action KPIs Are• Return on Investment• Customer Lifetime Value• Process Savings• Emerging Innovations
It’s all about what they actually do (rather than say)…
Kami Huyse | @kamichat | #VocusWebinar
The Path to ROI
• Funnel: Set up a funnel to conversion
• Tag Links: Use the Free URL builder
• Google Analytics: Check referrals
• Ask People: Where they heard about you
• Compare: Compare real life to digital measures and report revenue by type of acquisition
Kami Huyse | @kamichat | #VocusWebinar
http://www.houstonmethodist.org/wmc.cfm?id=35087&utm_source=hkblog&utm_medium=bitly&utm_content=6-18-14-shesheblog&utm_campaign=hkblog
Channel Revenue Tracking
Channel Visits YTD Visits Revenue YTD Revenue
$/Visit
Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72
Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16
Twitter 41 250 $ 8.00 $ 8.00 $ 0.20
Kami Huyse | @kamichat | #VocusWebinar
Source: Adobe Digital Index
Clinical Trials
Problem: Too Few people signing up for clinical trials
Objective: Build reputationAnd clinical trial base to
sustainable levels, at least double
Anas Younes, MD: LymphomaMD Anderson
Kami Huyse | @kamichat | #VocusWebinar
Business Results
• 18 months quadrupled patients in clinical trials
• “Go-to” resource for info about lymphoma, thought leadership
Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES
Kami Huyse | @kamichat | #VocusWebinar
Talent Acquisition LinkedIn
• Unqualified Resumes• Recruiter Fees• Expatriate CostsLink Humans by Laurent Brouat
Compare CostCampaign:•Online Campaign Only•Influencer Outreach
Results:•Cost per impression- Television: $1- Social Media: $.22
•ROI$2.6 million in revenue- How did you hear?- Why did you visit?- Revenue per visitor
http://bit.ly/JTA-ROI
Cost Per Lead
• Webinar Activities: – Write a blog post about the webinar– Put a short post on LinkedIn with a link to the
blog post– Tweet the link to the blog post
• Cost: $150 (Salaried employee)• Return: 100 leads• Avg. cost of a digital lead $40 x 100 = • $4,000 SAVED!
Kami Huyse | @kamichat | #VocusWebinar
Calculate Customer ValueNewsletter Sign Up $50 per sign up $5 per sign upAvg. Subscribers 1000 10,000Avg. Close Rate 10% 1%Avg. Transaction Amount $500 $100Total Income $50,000 $10,000Cost to Acquire $5,000 $500Total Gain $45,000 $9,500
Kami Huyse | @kamichat | #VocusWebinar
Listening Tools
Kami Huyse | @kamichat | #VocusWebinar
Engagement Measurement Tools
Kami Huyse | @kamichat | #VocusWebinar
Proprietary Frameworks
Vanity and Influence Tools
KRED
1st Generation 2nd Generation 3rd Generation
SAYAnd more…
SCORE SEE
Analysis Tools
DIY: Multi-Channel Attribution Spreadsheet
Kami Huyse | @kamichat | #VocusWebinar
Tool Links• Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ• Influence: http://ow.ly/hVlm3• Data Mining: http://ow.ly/hVlyp• Analytics: http://ow.ly/hVlCK• Analysis: http://ow.ly/hVlMC
Kami Huyse | @kamichat | #VocusWebinar
Question and AnswerPlease enter your questions for the speaker in the
Q&A box of your audience console.
Alternatively you may tweet your questions using #VocusWebinar.
The Vocus Family
About VocusVocus is a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Communications professionals from over 120,000 corporations, agencies and nonprofits use Vocus to access the world’s largest pitchable media and blogger database, distribute press releases, manage influencer outreach, measure social media activities, and analyze the effectiveness of communications campaigns. Vocus is the parent company to PRWeb, Help a Reporter Out (HARO) and iContact. It is headquartered in Beltsville, Maryland with offices in North America and Europe. For more information, visit www.vocus.com, call (800) 345-5572, or follow on Twitter @Vocus.
PR Suite | Marketing Suite Online News Releases Publicity Email Marketing @Vocus @PRWeb @Helpareporter @iContact
Ann Handley| @MarketingProfs | #VocusWebinar