Measure What Matters – Best Practices in PR ......The amount of conversations generated by bots,...

transcript

Measure What Matters: Best Practices in PR Measurement GMP PR Measurement Conference, Bucharest, Romania

May 2015 Katie Delahaye Paine CEO Paine Publishing

www.painepublishing.com

@queenofmetrics

measurementqueen@gmail.com

Paine Publishing: Providing communications

professionals the knowledge and information they need to navigate the journey to good measurement

Newsletters

Training Courses

Consulting

Katie Delahaye Paine: Helping communications professionals define and measure success for 25 years.

Founder of: The Delahaye Group KDPaine & Partners Paine Publishing

Author of: Measuring the Networked

Non-Profit Measure What Matters Measuring Public

Relationships

It’s the end of the world as we knew it

The average audience for a MyDrunkKitchen video (http://www.youtube.com/watch?v=uSXQNred3is 500,000

CNN average nightly audience 179,000

The number of times per hour Digital Natives switch media—every 2.2

minutes. 27

The percent of conversation that happens OFF LINE 90%

The amount of conversations generated by bots, spammers and pay-

per-click sites 40%

The percent of on-line conversations that are public 10%

The percent of Facebook & Twitter posts that are actually seen < 5%

Don’t Measure What’s Easy

Cartoon by Rob Cottingham

Measure What Matters

27/05/2015 News Group International 5

Cartoon by Rob Cottingham

What’s Changed?

Growth of media everywhere

Intolerance for messaging

It’s not about the media, it’s about your business & what your customers do with the information when you put it out there

The Barcelona Principles

The Barcelona Principles, The Conclave & Industry Standards

1. Importance of Goal Setting & Measurement

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

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

4. Media Measurement Requires Quantity & Quality

5. Earned Media Value/AVEs are not the value of Public Relations

6. Social Media Can & Should be Measured

7. Transparency & Replicability are Paramount to Sound Measurement

All standards are available on

http://www.painepublishing.com/

standards-central

The Conclave

Content Sourcing & Methods 1

Reach and Impressions 2

Engagement 3

Influence & Relevance 4

Opinion & Advocacy 5

Impact & Value 6

We need a new Attribution Model

Other Paid

Marketing

Digital/On-line Media

Print/TV Media

Media Relations/

Social Media/PR

Digital/ Online Media

Print/TV

Media Buy

Relations/

Social

Media/PR

Why Measuring Inches & Impressions IS NOT Value. Would you PAY for coverage like this?

“$1.1 Billion in Media Value”

Eyeball counting

HITS Outcomes

Online

Social Media

Impressions are not awareness. Where’s the “So What?”

Moving stakeholders up the engagement ladder

Advocacy Commitment Trial/Consideration

Followers Likes Impressions

6 steps to standards-compliant measurement Step 1: Define your goal(s).

What outcomes is this strategy or tactic going to

achieve?

What are your measurable objectives?

Step 2: Define the parameters.

Who are you are trying to reach? How do your

efforts

connect with those audiences to achieve the goal?

Step 3: Define your benchmarks.

Who or what are you going to compare your results

Step 4: Define your metrics.

What are the indicators to judge your progress?

Step 5: Select your data collection tool(s).

Step 6: Analyze your data.

Turn it into action, measure again

6 Steps

to Success

Step 1: Define the goals

What return is expected? – Define in terms of the mission.

Define your champagne moment. – If you are celebrating complete 100% success a year from now, what is different about the organization?

Goals, Actions, and Metrics

Increase in

preference for your destination

Increase heads in

Action

Create events and campaigns that

increase preference

Use social media to

increase public engagement

Outcome Metric

% increase in target audience expressing preference brand

% increase in heads in beds

Activity Metric

% of quality conversation % increase in share of

desirable conversations

% increase in

engagement index

Step 2: Understand the parameters What are management’s priorities?

Who are you are trying to reach?

How do your efforts connect with those audiences to achieve the goal?

What influences their decisions?

What’s important to them?

What makes them act?

Goal: Get the cat to stop howling

Options: Local? Cheap? Convenient?

Strategy: Buy cat food

Step 3: Establish benchmarks

Past performance over time

Think 3

Whatever keeps your C-suite up at night

Step 4: Pick your Kick-Butt Index

The Perfect KBI

Is actionable

Is there when you need it

Continuously improves your processes & gets you where you want to go

You become what you measure, so pick your KBI carefully

Definitions of “Success” Workshop defined the criteria

All criteria linked back to the goals:

High quality media coverage

Intent to visit

Improved reputation

Visits

Defining High Quality Coverage The OCS Score

Desirable Criteria Score Undesirable Score Score

Positive sentiment 1 Negative Sentiment -2

Contains one or More Positive

Messages 3

Contains one or more

Negative Messages -3

Event/Program is mentioned 2 No Event/Program is

mentioned 0

Appears in Tier1 Media 2 Negative Mention in Tier1 -1

Third Party Endorsement 1 Recommends competition -2

Contains a desirable visual 1 Contain undesirable visual -2

Total Score 10 Total -10

Social Media Engagement Index

Action Score

Like/Follow/Opens/+1 .5

Favorite or Opens or Views 1

Comment 1.5

Share content 2

Signs up to receive email or other owned content 2.5

Shares a link to an owned site 2.5

Total 10

Step 5: Selecting a measurement tool

Objective KBI Tool

Increase message communications

Increase percent of items containing one or more messages

Media Content Analysis

(CyberAlert, Prime, Carma)

Increase

awareness/

preference

% of audience preferring your brand

to the competition

Survey Monkey

Engage

marketplace

% increase in engagement on website and/or social sites

Unmetric, Simply

Measured, Google Analytics, Site Catalyst,

Network Analysis

All the tools you really need

Google Analytics

Ignore page views

Set up conversions

Survey Monkey

5/27/2015

Step 6: Be Data Informed, not Data Driven

Rank order results from worst to best

Ask “So What?” at least three times

Put your data into an overall framework consistent with C-Suite expectations

Find your “Data Geek”

Compare to last month, last quarter, 13-month average

23 Page 23

Photo Event

High Quality Content

Resource Use

Level of Engagement

High Resources

Low Quality Content

Low Resources

Webinar

Status update

Ultimate

Road Trip

Google + Chat

Media Day

Corporate Video

What gets the most bang for the buck?

Resource Use

Webinar

Status update

Ultimate

Road Trip

Google + Chat

Media Day

Corporate Video

Case Studies

NATO Measurement Program Parameters Goal: Move from quantity-based metrics to quality-

based metrics

Began in October 2014

Used January-May 2015 as benchmark

Customized “Quality Score” that indexes message content, visuals, quotes, sentiment, and media importance on a scale of +10 to -10

Raw data is collected and coded on Top Tier media only.

Only 2 out of 4 Messages are Getting Traction

140 131

Jan Feb Mar Apr May

Capable & adaptive assurance parternships values

Spokespeople Drive Messages

Capable & adaptive assurance Partnerships values - (blank)

ACA Measurement Program Parameters Goal: Move to Industry Standards Metrics and away from

media value and ad value equivalency

Measure quality not just quantity

Began in January 2013

Used January-March 2013 as benchmark

Customized “Quality Score” that indexes message content, tone, and media importance on a scale of +10 to -10

Correlated with web traffic to measure outcomes

Data is available on demand as well as in quarterly reports

Raw data is collected and coded on Top Tier media only

Data is processed through a custom algorithm to enable analysis and derive OCS Scores

Negative Coverage of AC is Constant & Growing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Tone of Coverage about Atlantic City Over Time

Negative Neutral Positive

Miss America

Without ACA events, OCS Scores for Atlantic City would have been significantly lower

2.75 2.99

2.96 3.36 3.24

2.34 2.37 2.43

0.37 -0.05

0.28 0.28

4.14 4.1 4.27 4.12 4.29

2.78 2.56

0.61 0.20

1.44 1.77

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Average OCS Score Over Time

Atlantic City OCS without ACA Atlantic City OCS with ACA

The red line represents coverage of Atlantic City minus all mentions of ACA and its programs

ACA has made Demonstrable Difference in Quality of Media Coverage

If ACA or one of its programs were mentioned in a media story, it was:

More likely to contain an endorsement

More likely to be positive

More likely to contain key messages

Less likely to be negative

Endorsements

Positive Visual

Negative Visual

MessageCommunication

Average of OCS

Differences in Quality of Coverage with & without ACA

Atlantic City Atlantic City Alliance

ACA Maintains High OCS Score with Proactive Program Coverage

Lady Antebellum, Non-Gambling Fun,

Hello Summer, GMA segment

14 44 31

93 87 75 75

27 17 18 12

107 122

6.24 6.42

7.42 7.21

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

ACA Mentions vs. OCS Over Time

ACA Mentions ACA OCS

Miss America, ACA new

campaign, Blake Shelton, World Poker

Championship

Communication of the "Making a Comeback" & "Something for Everyone" messages increased as ACA

announced new programs

8 7 4 2 10 15 8 11 1 2 9 2 24

104 74

Jan Feb Mar Apr May Jun

Qtr1 Qtr2

Atlantic City has something for everyone

Atlantic City is a clean and safe place to visit

Atlantic City is a year-round destination spot

Atlantic City is making a comeback

Atlantic City offers more than just gaming

When ACA Programs Received Media Coverage, Traffic Followed

100000

120000

140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

ACA Programs Drive Higher OCS Scores, which correlate highly with web visits

AC items

ACA Items

ACA OCS Scores

Correlations between Web Visits and PR Metrics

Pearson r. value

PR is having a positive impact on preference & perceptions

Based on the results of the most recent brand tracking survey, it appears that people who say they have recently heard news about Atlantic City are very likely to perceive AC as fun – a key driver of preference.

Respondents who remember seeing news reports about Atlantic City are also very likely to associate key messages and positioning statements such as “place I am excited to go to” and “fun place to hang out with friends.”

The same respondents are also more likely to recommend Atlantic City to friends.

The largest percentage of respondents who remember seeing news about Atlantic City don’t remember where they saw it. If they do remember, most saw such news in newspapers and online media.

Best Practices in Measurement Start with SMART Objectives

Get agreement on role that PR plays in path to purchase

Agree on what criteria are critical, i.e.

Dispelling a myth

Desirable visuals

Recommendations

Stories that leave the reader more likely to visit

Don’t use measurement to justify your budgets, use it to make strategic decisions

Thank You!

For more information on measurement, visit: www.PainePublishing.com

Subscribe to our bi-monthly newsletter: The Measurement Advisor

Email me: measurementqueen@gmail.com

Follow me on Twitter: @queenofmetrics

Or call me: 1-603-682-0735

Measure What Matters – Best Practices in PR ......The amount of conversations generated by bots,...

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