Monday Seminar on PR Measurement
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Transcript of Monday Seminar on PR Measurement
MONDAY SEMINAR | 2013
PEAK COM MONDAY SEMINAR
MEASUREMENT
2013
www.peakcom.eu
MONDAY SEMINAR | 2013
1. MONITORING & MEASUREMENT
2. PR MEASUREMENT UP UNTIL 2010
3. WHY MEASUREMENT IS KEY IN 2013
4. MEASUREMENT TODAY: SETTING GOALS
5. THE THREE LEVELS OF MEASUREMENT
6. QUANTITY AND QUALITY
7. SOCIAL MEDIA MEASUREMENT
8. THE 10 GOLDEN RULES
9. Q&A
MEASUREMENT IN COMMUNICATION
MONDAY SEMINAR | 2013
Monitoring = › Look for issues to which the organisation or brand might want to react
› Identify trends in consumer opinion, desired content/features, etc.
› Provide a qualitative analysis of content
Measurement = › Quantify reach, tone, recommendations, etc.
› Identify top users
› Benchmark in advance of interactive activity to track changes over time
2. MONITORING & MEASUREMENT
MONDAY SEMINAR | 2013
› Advertising principles rule
PR and communication evolved enormously over the past decade Need for effective way of measuring its value
Value of PR was compared to advertising Advertising Value Equivalents (AVE)
› Barcelona principles 2010 – PR practitioners from 33 countries gathered in Barcelona
Seven principles in PR & Communication measurement
2. PR MEASUREMENT UP UNTIL 2010
MONDAY SEMINAR | 2013
› The Barcelona Principles
Importance of Goal Setting first Measuring the Effect on Outcomes is preferred to Measuring Outputs The Effect on Business Results can and should be measured where possible Media Measurement requires Quantity and Quality AVEs are not the Value of Public Relations and Communication Social Media can and should be measured Transparency and Replicability are paramount to sound measurement
2. PR MEASUREMENT UP UNTIL 2010
MONDAY SEMINAR | 2013
› Business requirement
Organisations need to demonstrate ROI Communication budgets shrink; measurement as an ‘enabler’
› Clients need education
AVEs still used (OTS) today (ignorance, laziness) AVEs dumb down measurement; communication is too complex; measurement as an
‘eye opener’
› Differentiating factor
Not many agencies invest in measurement Developing solid measurement dashboards could be a USP; measurement as a
competitive advantage
3. WHY MEASUREMENT IS KEY IN 2013
MONDAY SEMINAR | 2013
› Client behavior
Clients reluctant to pay for measurement Take measurement activities for granted change mindset
› Agency bogus reports
Agencies develop bogus reports to amplify results• Unpaid• Not disposing of right tools• Not willing to invest
3. WHY MEASUREMENT IS KEY IN 2013
MONDAY SEMINAR | 2013
› Why ban AVEs
Cost of advertising is not the value of communication or PR
AVEs cannot capture the outcome of a communication campaign, limiting its value to
placements in the media AVEs cannot measure the variety of messages delivered in the media in relation to the
tamed messages in advertising AVEs cannot measure the value of keeping a client out of the media spotlight AVEs cannot measure social media in many forms such as blogs and message boards Etc.
3. WHY MEASUREMENT IS KEY IN 2013
MONDAY SEMINAR | 2013
› Setting goals is key
REACH AWARENESS COMPREHENSION ATTITUDE BEHAVIORAL
ReachWhat portion of the target audience do you want to reach and with what message?
Awareness What should the target see, hear or read that they haven’t before?
ComprehensionWhat should the target understand that they didn’t before?
4. MEASUREMENT TODAY: SETTING GOALS
MONDAY SEMINAR | 2013
› Setting goals is key
REACH AWARENESS COMPREHENSION ATTITUDE BEHAVIORAL
Attitude What should the target believe and feel?
Behavioral What should the target actually do as a result of communications?
4. MEASUREMENT TODAY: SETTING GOALS
MONDAY SEMINAR | 2013
› Setting goals is key
Business Goals?
Corporate goals Communication Evaluation Goals Measurement
What are the overarching business goals to achieve? Who? What? How much? By when? Goals should be defined as quantitative as possible
Reach: number of articles, penetration of messages Awareness: brand awareness, recollection of topics Comprehension: understanding key facts, credibility of content Attitude: brand loyalty, increased employee motivation Behavioral: project involvement, purchasing behavior
4. MEASUREMENT TODAY: SETTING GOALS
MONDAY SEMINAR | 2013
OUTPUTS Contact/Response level
Reach/content
FrequencyVisits
ProminenceReader contacts
TonalityJournalist inquiries
IMPACT ON MEDIA/CHANNELS
5. THE THREE LEVELS OF MEASUREMENT
MONDAY SEMINAR | 2013
OUTCOMES Perceptions/behavioral levels Knowledge, opinions, attitudes
AwarenessComprehension
RecollectionCredibility
Purchasing intentionsRecognition
IMPACT ON TARGET GROUPS
5. THE THREE LEVELS OF MEASUREMENT
MONDAY SEMINAR | 2013
BUSINESS RESULTS Business level Added value
Revenu/TurnoverContracts closedReputation Value
PE RatioMarket ShareStock Price
IMPACT ON ORGANISATIONS
5. THE THREE LEVELS OF MEASUREMENT
MONDAY SEMINAR | 2013
› How to put measurement in place on these three levels?
› Outputs —scoring system
› Outcomes —tracking survey
› Business results — marketing analytics (what is driving our sales?)
5. THE THREE LEVELS OF MEASUREMENT
MONDAY SEMINAR | 2013
TRADITIONAL MEDIA SOCIAL MEDIA
Circulation, reach Visits, fans, followers
Share-of-Voice Active advocates
Tonality Sentiment ratio
‘Message’ penetration Audience Engagement
6. QUANTITY AND QUALITY
MONDAY SEMINAR | 2013
› In search of more metrics to use?
Amecorg.com Valid Metrics Frameworks for all kinds of communication activities
International Association for the Measurement and Evaluation of Communication
6. QUANTITY AND QUALITY
MONDAY SEMINAR | 2013
Awareness Knowledge Interest Support/Preference Action
Public Relations Activity
• Content creation
• Traditional media engagement
• Social media engagement
• Influencer engagement
• Stakeholder engagement
• Events/speeches
Intermediary Effect
• Audience reach [traditional & social media]
• Impressions/Target audience impressions
• Number of articles• Video views• Frequency• Prominence• Share of voice
• Key message alignment
• Accuracy of facts
• Key message alignment
• Frequency of (positive) mentions
• Expressed opinions of interest
• Social network Followers
• Retweets/Shares/ Linkbacks
• Endorsement by journalists or influencers
• Rankings on industry lists
• Expressed opinions of support or preference
• Social network Fans • Likes
Target Audience Effect
• Unaided awareness• Aided awareness
• Knowledge of company profile and offer
• Relevance of company (to stakeholder)
• Visitors to website• Click-thru to site• Time spent on site• Downloads from site• Calls• Event/meeting
attendance
• Attitude change• Uplift in reputation
drivers e.g. Trust, Admiration
• Endorsement• Belief in corporate
brand• Links to site• Enhanced
relationships with key stakeholders
> Reputation
> Building
• Sales• Market share• Share price• Talent retention and
recruitment• Cost savings• Customer loyalty• Legislation/regulation
passed or blocked
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MONDAY SEMINAR | 2013
Awareness Knowledge Interest Support Action
Public Relations Activity
• Content creation
• Traditional media engagement
• Social media engagement
• Influencer engagement
• Stakeholder engagement
• Events/speeches
Intermediary Effect
Balanced (not total) coverage in: • Audience reach
[traditional & social media]
• Impressions/Target audience impressions
• Number of articles• Video views• Frequency• Prominence• Share of voice
• Key message alignment
• Accuracy of facts
• Key message alignment
• Frequency of positive & neutral mentions vs. negative mentions
• Expressed opinions of interest
• Social network Followers [for client and supporters vs adversaries]
• Retweets/Shares/ Linkbacks
• Endorsement by journalists or influencers
• Social network Fans [for client and supporters vs. adversaries]
• Expressed opinions of support
• Likes
Target Audience Effect
Increase or decrease (dependent on objective) in:• Unaided awareness• Aided awareness
• Knowledge of facts of the situation
• Knowledge of client POV
• Visitors to website• Click-thru to site• Time spent on site• Downloads from site• Calls• Event/meeting
attendance
• Minimal attitude change (towards client's reputation)
• Negativity toward company offset by neutral/positive opinion
• Belief in the client’s brand
> Crisis and Issues
Management
• Maintain share price/earnings multiple
• Maintain market share/sales/ customers
• Cost savings
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MONDAY SEMINAR | 2013
› Social media can and should be measured
2011: Creation of #SMMStandards Coalition Valid Metrics Model for Social Media
› What’s different between social and “traditional” media? Dialogue not broadcast
Unmediated
Self activating
Rapid and rapid response
Valid Metrics Framework for Social Media Measurement
7. SOCIAL MEDIA MEASUREMENT
MONDAY SEMINAR | 2013
› Social media measurement criteria
Share Of Voice• Social Mention
Referral Traffic• Google Analytics
Conversion Rate• Google Analytics Goals• Advanced Traffic Segments
7. SOCIAL MEDIA MEASUREMENT
MONDAY SEMINAR | 2013
› Interesting and easy-to-use tools to check
Klout TweetReach Twitalyzer Twitsprout Topsy Facebook Insights Mention Twitter Connect Who Shared My Link
7. SOCIAL MEDIA MEASUREMENT
MONDAY SEMINAR | 2013
› Establish written goals
› Measure the quantity and quality of media
› Understand the same principles apply to traditional & social media
› Do not use AVE as the value of communication and PR› Add communication questions to tracking surveys to capture outcomes
› Collect media data in a manner usable for market mix modeling
› Analytics is the future of measurement, ROI the answer
› Measurement should be transparent
› Use measurement to analyse and track progress and to improve
› Communication experts are not necessarily measurement experts
7. THE 10 GOLDEN RULES
MONDAY SEMINAR | 2013
› What does this mean for Peak Com? Clients should be convinced of measurement beyond monitoring
Organize seminar/webinar to explain?
Peak Com should develop professional measurement offering
Develop our own dashboards per service line
Invest in better understanding of measurement tools/test/use for own campaigns
Set goals of any communication/PR activity together with client
Finalize measurement offering by end 2013
Include professional measurement in any proposal as from 2014
8. Q&A
MONDAY SEMINAR | 2013
› Discussion
8. Q&A
MONDAY SEMINAR | 2013
Peak Com
Kasteelstraat 20D
1600 Sint-Pieters-Leeuw
www.peakcom.eu
www.peakandyou.eu
www.peakcom-stt.eu
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