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DATA-‐DRIVEN PR MEASUREMENT
Sandra Fathi President Affect @sandrafathi
web: affect.com blog: techaffect.com email: [email protected]
eMetrics Summit Chicago, June 9-‐10, 2015
Slides: www.slideshare.net/sfathi
ABOUT ME
• Sandra Fathi • President, Affect • Public RelaJons, Social Media,
MarkeJng
• Council of PR Firms • PRSA Past PosiJons:
– Tri-‐State Chair – NY Chapter President – Technology SecJon Chair
• WOMMA
2
MEASUREMENT & METRICS
Measurement Objectives 1. Proving value of public relations activities 2. Proving ongoing improvement in performance 3. Securing headcount/budget for programs 4. Demonstrating ROI compared with true business metrics
MEASUREMENT & METRICS
Sample PR Key Performance Indicators (KPIs): 1. Scores: Indices/scoring mechanisms to track valuable outcomes/results
• Quantity: sheer volume of media hits • Quality: score for Tier 1,2,3, score for feature, prominent, mention
2. Correlations: Between outputs, outcomes and business results. • Track events with lead generation (online, email, phone, events) • Track PR/social events with Web traffic
3. Check Boxes: Meeting specific, finite objectives
• # of articles/month • # of articles in target industries/vertical markets • # of press releases per year • # of members/attendees/downloads/registrations (hard numbers)
PR MEASUREMENT
Three Concepts for Discussions:
• Share of Voice • CompeJJve Benchmarking • CorrelaJons
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DEFINITION
Share of Voice:
Comparing your crucial performance metrics against those of compeJtors or the market. • You have to measure something • What you measure needs to be analyzed proporJonately against compeJtor data (or market data) to establish market share
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THE FORMULA
Number of ConversaJons
Including Your Company = X * 100 = % SOV Total ConversaJons on a Topic
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SHARE OF VOICE II
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
Q1 Q2 Q3 Q4
CompeJtor C
CompeJtor B
CompeJtor A
Our Company
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SHARE OF VOICE III
300 ArJcles MenJon My Company
145 ArJcles MenJon
CompeJtor
589 Industry ArJcles
87 ArJcles MenJon Both
51% SOV in the Industry
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KEEP IN MIND
• Share of voice should be defined for a period of Jme (finite start and end).
• Share of voice is ojen most useful when limited to a single plakorm or medium. For example, business press coverage or Twimer.
• Share of voice can be overwhelming if trying to look at too large a segment or industry. Try choosing SOV among top compeJtors or in key interest areas.
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ONLY PART OF THE STORY
• Doesn’t consider senJment
• Doesn’t consider sources (exclude self produced/owned media)
• Doesn’t consider quality, only quanJty (Is NYT blog same as obscure geek’s tweet?)
• Don’t accept the data blindly – human verificaJon is required with any tool
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OTHER APPLICATIONS & CONSIDERATIONS
ConsideraJons: • Apply senJment or tonal filters (posiJve/negaJve) • Apply qualitaJve measures (by Jer or by type)
ApplicaJons: • Industry trends/hot topics (i.e. SOV on cloud security) • Specific products or services • Broken down by geographic or demographic parameters
(i.e. SOV in 18-‐25 market)
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DEFINITION
CompeJJve Benchmarking:
The conJnuous pracJce of comparing a company’s pracJces and performance metrics against the most successful compeJtors in the industry. • You measure processes and results • You must idenJfy a ‘benchmark’ or indicator that will be
a unit of measure to compare • The desired outcome is to understand which processes
lead to greater success (best pracJces) in order to improve your company’s performance
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COMPETITIVE BENCHMARKING
• IdenJfy my compeJJve set for comparison • Choose my units of measure: press coverage • Set parameters: top 20 business and trade • Define a Jme period: 6 months • Choose a tool (news monitoring service) or begin manual research
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EXAMPLE: RADWARE
ObjecJve: • Build & Maintain Radware’s PosiJon as a Thought Leader on ADC and Security
• Maximize Radware’s Overall Public RelaJons Results Strategy: • Compare and Contrast Radware’s Press Release Output with Top 3 ADC and Security CompeJtors
• Compare and Contrast Radware’s Coverage with Top 3 ADC and Security CompeJtors
• Analyze Results • Apply Best PracJces and Lessons Learned to Radware to Improve Overall Performance
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• Analysis of press release strategy and resulJng coverage over 6 month period
• Specifically as it relates to relevant products or business units
• Only in top 20 business and industry/sector publicaJons
METHODOLOGY
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RADWARE PRESS RELEASES
Security 43%
ADC 27%
Both* 12%
Other* 18%
Press Releases
* ‘Both’ includes releases related to both security and ADC, ‘Other’ includes non-‐product releases (e.g. company news, financial announcements etc.)
Press Releases
Security 14
ADC 9
Both 2
Other 6
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ADC COMPETITORS: SECURITY & ADC
* ‘Both’ includes releases related to both Security and ADC
11 11 2
15
46 39
31
92
0 10 20 30 40 50 60 70 80 90
100
Radware A10 Citrix F5
Press Releases
ArJcles
PRESS RELEASES VS. NUMBER OF ARTICLES
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9 11
2 7
44
16
31
38
0 5 10 15 20 25 30 35 40 45 50
Radware A10 Citrix F5
Press Releases
ArJcles
ADC COMPETITORS: ADC ONLY
PRESS RELEASES VS. NUMBER OF ARTICLES
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ADC COVERAGE BY TYPE
0
20
40
60
80
Radware A10 Citrix F5
Other
Report
Commentary
AcquisiJon
Partner
Customer
Product
Product Customer Partner AcquisiJon Commentary Report Other
Radware 7 2 1 0 1 34 1
A10 1 1 10 0 1 0 26
Citrix 27 0 0 0 2 0 2
F5 24 0 3 0 12 0 37
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COVERAGE QUALITY
0
10
20
30
40
50
60
70
80
90
100
Radware A10 Citrix F5
74%
10% 23%
50%
26%
90% 77%
50%
MenJons
Features
FEATURE VS. MENTION
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ADC CONCULSIONS
• Number of press releases did not correlate to number of arJcles • Radware was leading in SOV on key topic (ADC) amongst
compeJtors and the quality of coverage by comparison was significant (ValidaJon!)
• Overwhelming majority of Radware’s ADC coverage was generated by reports (ValidaJon!) with product and customer news trailing far behind
• CompeJtors were leading with product news and capturing media amenJon (Opportunity!)
• No one was successfully telling the customer story (Opportunity!)
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SECURITY COMPETITORS
14 23 28
10
84
164
68 68
0
20
40
60
80
100
120
140
160
180
Radware Arbor Imperva Prolexic
Press Releases
ArJcles
PRESS RELEASES VS. NUMBER OF ARTICLES
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SECURITY COVERAGE BY TYPE
0
50
100
150
200
Radware Arbor Imperva Prolexic
Other
Report
Commentary
Amack
AcquisiJon
Partner
Customer
Product Customer Partner AcquisiJon Amack Commentary Report Other
Radware 8 9 6 0 28 22 11 2
Arbor 19 1 1 18 29 44 52 0
Imperva 2 1 1 0 8 18 19 19
Prolexic 0 0 0 0 43 2 14 9
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COVERAGE BY QUALITY
0
20
40
60
80
100
120
140
160
180
Radware Arbor Imperva Prolexic
MenJons
Features
35%
65%
31%
69%
34%
66%
54%
46%
FEATURE VS. MENTION
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SECURITY CONCLUSIONS
• Radware is #2 in overall SOV but the quality is not as strong (more menJons vs. features)
• Leading customer and partner conversaJons (ValidaJon)
• Good job at Story Hijacking (responding to security hacks) but room for improvement (ValidaJon)
• CompeJtors winning at report coverage and commentary (Opportunity!)
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CONSIDERATIONS
• Good for understanding what worked but not necessarily ‘how’ it worked
• Costs for research may outweigh benefits of insights • Once you’ve idenJfied the ‘best pracJces’ you may or may not be able to replicate them
• Consider non-‐compeJtor companies to benchmark • Do you want to ‘emulate’ or ‘innovate’?
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DEFINITION
CorrelaJon:
A mutual relaJonship, or interdependence, between two or more things. • In the absence of being able to prove ‘causality’ you may
be able to demonstrate a ‘correlaJon’ to demonstrate the impact of a PR or markeJng program
• A correlaJon is posiJve when the values increase together
• A correlaJon is negaJve when the values decrease together
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MULTIPLE DATA SETS
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0
500
1000
1500
2000
2500
3000
3500
4000
4500
Q1 Q2 Q3 Q4
Sales
Web Traffic
Press Coverage
CONSIDERATIONS
• User correlaJons cauJously and don’t trust the math blindly
• The visuals ojen tell a story as well • Remember that correlaJon is not causality, it can only help as an indicator or potenJally predict probability
• Data is sJll bemer that your opinion
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FINAL THOUGHTS
• In measurement, speak the language of the C-‐Suite • Excel is sJll the best dashboard for data visualizaJon • Don’t be afraid to learn that you are wrong • Don’t be afraid to change direcJon • Use the data to gain execuJve support
– Strategy – Resources – Headcount – Budget
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THANK YOU
CONTACT:
Sandra Fathi President Affect @sandrafathi
web: affect.com blog: techaffect.com email: [email protected]
Slides: www.slideshare.net/sfathi