Monday Seminar on PR Measurement

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MONDAY SEMINAR | 2013 PEAK COM MONDAY SEMINAR MEASUREMENT 2013 www.peakcom.eu

description

Internal presentation on how measurement and metrics are becoming key in the execution of communication strategies and action plans.

Transcript of Monday Seminar on PR Measurement

Page 1: Monday Seminar on PR Measurement

MONDAY SEMINAR | 2013

PEAK COM MONDAY SEMINAR

MEASUREMENT

2013

www.peakcom.eu

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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

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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

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› 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

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› 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

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› 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

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› 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

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› 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

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› 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

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› 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

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› 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

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OUTPUTS Contact/Response level

Reach/content

FrequencyVisits

ProminenceReader contacts

TonalityJournalist inquiries

IMPACT ON MEDIA/CHANNELS

5. THE THREE LEVELS OF MEASUREMENT

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OUTCOMES Perceptions/behavioral levels Knowledge, opinions, attitudes

AwarenessComprehension

RecollectionCredibility

Purchasing intentionsRecognition

IMPACT ON TARGET GROUPS

5. THE THREE LEVELS OF MEASUREMENT

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BUSINESS RESULTS Business level Added value

Revenu/TurnoverContracts closedReputation Value

PE RatioMarket ShareStock Price

IMPACT ON ORGANISATIONS

5. THE THREE LEVELS OF MEASUREMENT

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› 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

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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

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› 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

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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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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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› 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

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› 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

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› 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

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› 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

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› 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

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› Discussion

8. Q&A

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Peak Com

Kasteelstraat 20D

1600 Sint-Pieters-Leeuw

[email protected]

www.peakcom.eu

www.peakandyou.eu

www.peakcom-stt.eu

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