Measurement: Determining the ROI of digital media relations strategies - PRecious Communications,...

© 2013 by PRecious Communications 1

DETERMINING THE RETURN ON INVESTMENT OF DIGITAL

MEDIA RELATIONS STRATEGIES

Lars Voedisch Principal Consultant

[email protected] @larsv

© 2013 by PRecious Communications

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.

We provide : Communications Strategy | Traditional & Social Media Relations Digital Engagement | Crisis Preparedness & Management Internal Communications | Media Training Analysis, Measurement, Research

Where are you?

Your Reputation is PRecious


• Setting clear goals on what to measure & aligning

measurement to those objectives

• Identifying the key tools & metrics in measurement of

traditional & new media

• Taking a holistic, integrated approach to traditional & new

media measurement

• Social media ROI: Quantifying your digital PR efforts

• Leveraging results to improve decision making for your

media relations strategy


Media Measurement – A Monkey Business?


Videos/Monkey commercial.flv


Why measure (social) 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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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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…and hardly anybody admits that many times it’s actually just about:

Looking good

or

Making somebody look good!


• 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 20 20

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? 23

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

(VOLUME)

OUTTAKE

METRIC

(CHANGE / CONTEXT)

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

# of Facebook fans

AVE

% awareness of your brand

% considering your brand

% preferring your brand

Online engagement (e.g. likes or comments / Facebook post)

# 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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Case Study: Logistics


Example DHL:

Built our own KPI framework,

suiting our requirements,


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Case Study: Logistics


• 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

Palm Centro: Launch of a mobile phone

Case Study: Electronics


• 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

Palm Centro: Launch of a mobile phone

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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3

No. On Message

No. Not On Message

Case Study: Electronics


Case Study: Politics / Oil & Gas

Influencer Network Analysis

http://www.commectric.com/


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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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,


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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/


Social Media to be leveraged across a company: Different functions, uses and values… leading to different objectives = different measurements

Source: Socialize your organization – Richard Binhammer / Dell 44

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


Case Study: Sports Drink

Look at what you compare: You may need to normalize results!



Look at what you compare: You may need to normalize results!



Learn about channels and topics = learning about relevance and success



Break it down to real topics; apply emotional context



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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About PRecious Communications

International Communications Expertise with a Passion for Technology

• PRecious Communications is a young and energetic, yet strategic communications and public relations consultancy serving B2C and B2B companies

• Our focus is on corporate communications, crisis management, public relations and social media.

• It combines a clear business-oriented approach with a focus on measurable results that tie directly into its clients’ overall communications objectives.

• The firm is run out of Singapore and serves clients throughout Asia Pacific.

• PRecious was officially started in early 2012 by Lars Voedisch, an experienced global communications and business professional with 15 years expertise in growing, managing and defending leading global brands’ reputation across industry sectors.

Background & Expertise

• Combined work experience: AIESEC, AT&T, Australian Crime Commission, CA Technologies, Chugai, Citi, Coca Cola, DBS, DHL, Dow Jones, EDS, Fidelity, FireEye, Government of Singapore Investment Corporation (GIC), Honda, HP, Huawei, ING, InMobi, JLL, Lend Lease, Lenovo, LG, Macquarie Bank, MEC, Motorola, Naturalis, OpenNet, Palm, Panasonic, Porsche, Procter & Gamble, Sabic, Standard Chartered Bank, Tata Communications, Telstra, TNS, Yahoo!, Yamaha, Venetian Macao, VMware, Zardoze


• Independent, boutique communications consultancy

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

• Globally connected via affiliation with

About Us…

+65 - 9170 2470 larsvoed 3 Church Street #16-06 Samsung Hub Singapore 049483

[email protected] Facebook.com/PReciousComms Twitter.com/PReciousComms

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PRecious Partners

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PRecious Communications and our consultants have worked with


Our Analysis Partners: Commetric

Global Unique True

insights

Award winning solutions

> Multi-lingual team

> Central research hub with local teams

> 20 languages on staff

> Includes Chinese and Arabic

> Patent for analysing and mapping unstructured data (incl Social)

> Propriety NLP engine supported by large technology team

> Qualitative and Quantitative analysis

> Combination of human intelligence with speed and processing power of machines is crucial

> Gold for product innovation at Digital Impact Awards

> 2012 AMEC award with Verizon

> Strategic partners include WPP/H+KS and IBM


London HQ, with a Command Center in Sofia, Bulgaria

Management team from Dow Jones, Metrica, Cision and

others

Analyst-driven, technology enabled methodologies

Services:

Influencer Network Analysis (INA)

Media monitoring and alerting

Media analysis, measurement and competitive KPI

benchmarking

24/7 social media command center

Advanced data mining/analysis

Commetric overview


DETERMINING THE RETURN ON INVESTMENT OF DIGITAL

MEDIA RELATIONS STRATEGIES

Lars Voedisch Principal Consultant

[email protected] @larsv

Measurement: Determining the ROI of digital media relations strategies - PRecious Communications,...

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