Measurement in the Age of Mobile, Sensors, Big Data and Google GlassCommunitelligence Webinar March 27, 2014

Katie Delahaye PaineCEOPaine Publishing

www.painepublishing.com@queenofmetricsmeasurementqueent@gmail.com

Paine Publishing:Providing communications professionals the knowledge and information they need to navigate the journey to good measurement

Newsletters Training Courses Consulting www.painepublishing.com measurementqueen@gmail.com

Welcome to the “I want what I want, not what you send me” era, aka: “The Relationship Era” ®

What’s Changed? Collapse of mass media Growth of media everywhere Intolerance for messaging It’s not about the media, it’s

about your mission and what your stakeholders do if/when they see it

The Barcelona Principles and Industry Standards

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“Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study

The Barcelona Principles, The Conclave & Industry Standards

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

6. Social Media Can and Should be Measured7. Transparency and Replicability are

Paramount to Sound Measurement

All standards are available on http://www.painepublishing.com/standards-central

The Conclave

Standards have been published for:

Content Sourcing & Methods1

Reach and impressions2

Engagement3

Influence & relevance4

Opinion & advocacy5

Impact & value6

Important Numbers to Remember

CNN average nightly audience179,000

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

1,000,000

The amount that Sodexo saved in recruitment using Twitter $300,000

The amount HSUS “found” after it tested its “Cute Puppy Contest”

$650,000

The revenue that Southwest Airlines calculated from social media

>$2 million

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

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More Important Numbers to Remember

The percent of conversation that happens OFF LINE90%

The amount of conversations generated by bots, spammers and pay-per-click sites40%

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

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

The percent of online ads that are ignored 82%

So What?

It’s not about the media, it’s about your mission and your stakeholders

It’s not how loud you’re shouting it’s about relationships.

There are no boundaries It’s not about how big your data is,

it’s about how you use it Silos are so 1999

Conversations

$$$$$$$$$$$$$$$$$$$$$$$$$$

Savings, shorter cycles, more renewals, better ideas,

Product Support HRIR SalesCIR&D

MktgResearch

Prod. MktgPR//Mkt

Social Media isn’t media, it’s your business

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Eyeball counting HITS Outcomes

MSM Online Social Media

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

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Heart rate, glances & orders

So What?

It’s not about the media, it’s about your business and your customer

It’s not how loud you’re shouting it’s about relationships.

There are no boundaries It’s not about how big your data is,

it’s about how you use it

Likes Are Not Engagement

AdvocacyCommitmentTrial/Consideration

FollowersLikesImpressions

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Big Numbers Influence All influence is relative Who is influential depends on your audience A computer cannot tell you

who matters most To be influential requires relevance, frequency

& reach

Good Relationships Are More Cost Effective Type I love Zappos into Google, and

you find 1.19 million references Type Citibank and you get 21,000

references. Citibank spends 100 times more a year on advertising than Zappos.

Cost per delegate acquired: Obama: $6,024 Clinton: $147,058 Romney: $2,389,464

So What?

It’s not about the media, it’s about your business and your customer

It’s not how loud you’re shouting it’s about relationships.

There are no boundaries It’s not about how big your data is,

it’s about how you use it

All Silos Are Permeable

Marketing vs. PR vs. Operations

Traditional vs. Social External vs. Internal Geographic If you make people angry

enough, you will be replaced, just ask the Komen Foundation

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Now What?

It’s not about the media, it’s about your business and your customer

It’s not how loud you’re shouting it’s about relationships.

There are no boundaries It’s not about how big your data is,

it’s about how you use it

Real-Time Metrics focus on Outcomes

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We need a new Model

ROI

Other Paid

Marketing

Digital/On-line

Media Buy

Print/TVMedia

Buy

ROI

Media Relations

/Social Media/PR

Digital/ Online Media

Buy

Print/TVMedia

Buy

Media Relations/

Social Media/PR

Definitions

Monitoring – process by which data are systematically and regularly collected about a program over time.

Measurement – a way of giving an activity a precise dimension, generally by comparison to some standard; usually done in a quantifiable or numerical manner; see also: data, scale

Evaluation –a form of research that determines the relative effectiveness of a public relations campaign or program by measuring program*

*IPR Dictionary of Measurement Terms, Dr. Donald Stacks www..instituteforpr.org

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What are you measuring?

Paid – Google Adwords, Facebook Ads, popups, Native Advertising, banners etc.

Owned – @bulldogreporter https://www.facebook.com/BulldogReporter

Earned - Everything else (Including Shared)

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6 steps to standards-compliant measurementStep 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 to?

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

Six Steps to Success

1

2

3

4

5

6

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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?

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Why do we communicate?

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Outtakes(Intermediary Effects)

• Awareness• Knowledge/Education• Understanding

Outcomes (Target Audience Action)

• Engagement• Advocacy• Revenue/Cost

Savings

Activities

Goals, Actions and Metrics

Goal

Increase Marketable

universe

Increase preference

Action

Conduct Media Event

Increase social and online message

penetration

Outcome Metric

% increase in marketable universe

% increase in favorable perceptions & awareness of

brand attributes

Activity Metric

% of items containing key messages

% increase items containing one or more

key messages

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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?

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Step 3: Establish benchmarks

Past Performance Over Time Think 3 Whatever keeps your

C-suite up at night

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Step 4: Pick your Kick-Butt Index

The Perfect KBI Is actionable Is there when you need it Specific to your priority Continuously improves your

processes Gets you where you want to go You become what you measure,

so pick your KBI carefully

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Engage as Owners

With Employees•% increase in “engagement score”

in pulse survey•% increase in employees proud to

work with score•% increase in of employees who

participate in extra effort action/volunteer

•% reduction in absenteeism

With Customers•% increase in NPS

•% increase in customer engagement with comms (web

traffic, social engagement)

Improving Perceptions & Creating Advocacy

% increase in awareness of CSR activities & community involvement

% of employees agreeing that they have a clear understanding and are informed of how work contributes to achieving goals.

% change in ratio of favorable to unfavorable coverage & conversations

Support the business

Adherence to budget

% increase in revenue per employee (by source coding of revenue)

Progress against Survey Action Plan

Typical Framework for consumer service company

Measurement Framework for regulated industry

Goal 1: Increase Brand Recognition

Increase desirable SOV

Increase unaided awareness among

priority stakeholders

Increase in inbound information requests

Goal 2: Reduce Risk

Decrease in undesirable share of

voice

Decrease in response time to crisis

Goal 3: Drive Increase market share around

breast cancer

Increase in desirable share of voice in Breast

Cancer conversation

Increase in awareness of brand within Breast

Cancer market

Typical Kick Butt a Media Quality Score

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Desirable Criteria Score Undesirable Criteria Score

Contains a URL, Link or Phone Number or other call to Action 3.50

No Call to action -1.0

Mentions a key message0.75

Negative message, negative myth reinforced

-3.0

Contains a desirable visual2.50

Contains an undesirable visual -1.0

Contains a quote by a company spokesperson0.75

A story or a headline that leaves the reader less likely to do business with you

-3.0

Dispels a Myth0.75

Recommends the competition -2.0

Leaves a reader more likely to do business withyou 1.75

Total10.00

-10.0

ROI = revenue or cost savings

ROI = cost savings + Cost of program – Cost elimination

ROI = greater efficiency +cost of program – cost of doing something “the

old way” ROI = greater revenue from

shortening the sales cycle +cost of program –value of leads/sales

Lower legal costs Faster time to implementation Lower cost per click thru vs. other

marketing channels Lower cost per message exposure

vs. other channels Lower cost per customer

acquisition Shortening time to sales close

Step 5: Pick the right measurement tools If you want to measure messaging,

positioning, themes, sentiment: Content analysis

If you want to measure awareness, perception, relationships, preference: Survey research

If you want to measure engagement, action, purchase: Web analytics

If you want predictions and correlations you need two out of three

Step 5: Selecting a measurement toolObjective KBI Tool

Increase inquiries, web traffic, recruitment

% increase in traffic#s of clickthrus or downloads

Excel, Google Analytics

Increase awareness/preference

% of audience preferring your school to the competition

Survey Monkey

Engage marketplace

% increase in engagement on website and/or social sites

Social Baker, Google Analytics, Content Analysis,

Network Analysis

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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

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High OCS Score

Albertosaurus

Resource Use

Low

Hig

h

Med

ium

Very

hig

h

Total Volume of Coverage

Very

Hig

h

Med

ium

Hig

h

Low

Small Town Saturday Night

High Resources

Low OCS Score

Low Resources

Kings Partnership

Authentic Alberta

Billabong Winter 2012

Roots Fall 2012

Ultimate Road Trip

KLM Winter Sport in Canada campaign

Media Day

Live with Kelly in Banff

Program success vs. resource use

PR presence drove better coverage across the board in Top Tier publications

0.65

2.56

-0.01

0.250.35

0.05

1.32

-0.12

0.03 0.11

-0.50

0.00

0.50

1.00

1.50

2.00

2.50

3.00

Tonality Messages NegativeMessages

PositiveEndorsement

Positive Visuals

Difference in Quality Coverage with and without PR initiatives

With PR Initiatives

Wihout PR Initiatives

If a PR Initiative was mentioned in a story it was: Nearly ten times more

likely to be desirable. Twice as likely to

contain a key message

Nearly ten times less likely to contain an incorrect or negative message

Thirteen times more likely to contain a positive endorsement

Ten times more likely to contain a desirable visual

White House Volunteerism Office (CNCS) is able to connect specific social outreach to registrations on serve.gov

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Remember These Points

It’s not about the media, it’s about the business and the customer1

It’s not about Big Data, but about how you use it.2

You need to be data informed, not data-driven3

It’s not how loud you’re shouting it’s about relationships.4

Standards are a reality not an excuse to hide behind5

Thank You!

For more information on measurement go to www.painepublishing.com

For a copy of this presentation or to subscribe to Your Measurement Moment, our bi-weekly e-newsletter, give me your card or email me at measurementqueen@gmail.com

Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735

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