PR Measurement Predictions & Best Practices for 2016 · Factors that will drive the PR industry...
Transcript of PR Measurement Predictions & Best Practices for 2016 · Factors that will drive the PR industry...
GWU PR Research Course January 19, 2016 Katie Delahaye Paine CEO Paine Publishing
www.painepublishing.com | @queenofmetrics | [email protected]
PR Measurement Predictions & Best Practices for 2016
Factors that will drive the PR industry
Talent Wars Unemployment is at 5% so competition for talent will be fierce
“Where the money goes, metrics follow”
Budget dollars will shift to internal, culture, reputation, and CSR measurement
Attention Wars The presidential election will occupy an ever larger news hole
Traditional media will continue to lose readers and viewers as more people cut the cable cord and consume information on other devices
Podcasts, vlogs & other new media will grab more attention
Content fatigue + blocking apps = trouble for traditional PR methods
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Silos will tumble
Trends: Employees increasingly get information from social media, so the walls between
internal & external communications are now porous
Journalists are journalists, so social vs. traditional media is a myth
Content is content whether it’s produced by marketing or PR
What it means: It’s not about the media, it’s about what your stakeholders do with your information
when/if you get it out there
Measurement dashboards will integrate social + traditional + internal + CSR + content marketing + digital into one set of metrics
New vendors will emerge that will enable better integration
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Technology will be humbled
Trends:
Transparency and crowdsourcing make more data available
Leadership loves data and expects you to put it to use
Access and sharing of data is the new normal
What it means:
We don’t need more data, we need more insight
Analysts and data miners will rule
Cross functional comparison of cost effectiveness will replace ROI
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Standards exist, get over it
More brands will adopt and enforce the Media Rating Council Social Media Standards
The IPR Measurement Commission will complete its validation of the Conclave’s social media measurement standards on sentiment and engagement
Clients will increasingly demand standard metrics
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6 Steps to a Dashboard Leadership will Love Step 1: Define your goal
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/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
Step 6: Analyze your data.
Turn it into action, measure again!
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Outtakes (Intermediary Effects)
• Awareness
• Knowledge/Education
• Understanding
Outcomes (Target Audience Action)
• Revenue
• Leads
• Engagement
• Advocacy
Step 1: Define the Goals
What’s your champagne moment?
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Goals Goal 1: Meet Sales
Targets Goal 2: Reduce
Risk/Threats Goal 3: Increase market
share in new market
Communications’ Contribution
• Expand the marketable universe
• Reduce sales cycle
• Increase trust • Increase advocacy • Increase employee
engagement
Expand the marketable universe
Metrics
• % Increase in desirable share of voice
• % in awareness
• % decrease in undesirable voice
• % increase in trust scores
• % increase in employee engagement
• % increase in desirable voice in new market
• % increase in awareness of brand in new market
Goals & Suggested Metrics
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First: Understand how you contribute to the business or the mission
High-quality media coverage
Improved reputation
Awareness/Engagement/Consideration
Increased revenue
Definitions of “Success”
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Employees
Customers
Prospects
Investors
Media
Who are the Stakeholders?
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?
Step 2: Understand the Parameters
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Measurement is a comparative tool
Compare to:
Past performance over time
Peers/Competitors
Whatever keeps leadership awake at night
Step 3: Establish Benchmarks
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Step 4: Define your Kick Butt Index
You become what you measure, so pick your metrics carefully
The Perfect KBI
Is actionable
Is there when you need it
Continuously improves your processes & gets you where you want to go
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Desirable Criteria Score Undesirable Criteria Score
Contains a key message 3.50
No key message -1.0
Contains a desirable visual 0.75
Negative message, negative myth reinforced
-3.0
Contains a quote from a spokesperson 2.50
Contains a competitor quote -1.0
Positions your brand as best in class 0.75
A story or a headline that leaves the reader less likely to do support the organization
-3.0
Dispels a myth 0.75
Organization omitted from story that includes competitors mentioned
-2.0
The story or headline leaves a reader more likely to support the organization
1.75
Total
10.00
Total
-10.00
Bespoke Media Quality Score
Bespoke Social Media Engagement Index
Action Score
“Like”/Follow/Opens/+1 0.5
Favorite, Open, or View 1
Comment 1.5
Share content 2
Signs up to receive email or other owned content 2.5
Shares a link to an owned site 2.5
Total 10 24
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Typical Elements in an Employee Engagement Index
Element Score
More likely to invest discretionary time 0.5
More likely to recommend to family & friends as a great place to
work 1
Greater understanding of organizational mission vision & values 1.5
Greater understanding of key organizational messages 2
Lower retention rate 2.5
Lower recruitment costs 2.5
Total 10
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Step 5: Pick the Right Dashboard Platform 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 correlations, find a Dashboard Platform that can integrate all three
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Goals determine tools
Communications’ Role
Interim Metric
Outcome Metric
Tools Required
Increase understanding
of key messages
Increase in % of quality coverage
% increase in
understanding
Media Quality Analysis
Qualitative Survey
Enlarge & improve relationships with
NGOs & other influencers
% increase in share of influencer voice
% improvement in relationships with
influencers
Media Content Analysis
Relationship Survey
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A Good Dashboard Tool is more than Pretty Charts
Valid data
Easy to find answers to your questions
Metrics aligned to goals
Integration of social, traditional, digital, web, survey data, CRM, etc.
Ability to easily find the data and/or stories behind the charts/numbers
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Comparison of tonality between vendors
33.12%
58.00%
7.84%
11.95%
26.53%
13.00%
0.32%
9.46%
40.35%
30.00%
92.11%
78.00%
Vendor 1
Vendor 2
Vendor 3
Vendor 4
% positive %negative %neutral
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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” (or someone who is)
Compare to last month, last quarter, 13-month average
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The “Aha!” moments come from Integrating Data Correlations shown between media quality and unique traffic to the destination site
High Resource Events do not increase trust in the organization
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Photo Event
High Message Content
Resource Use
Low
Hig
h
Med
ium
Ver
y h
igh
Level of Engagement
Ver
y H
igh
Med
ium
Hig
h
Low
High Resources
No Message
Low Resources
Webinar
Status update
Link
Ultimate Road Trip
Google + Chat
Media Day
Corporate Video
Resource Use
Low
Hig
h
Med
ium
Ver
y h
igh
Ver
y H
igh
Med
ium
Hig
h
Low
High Resources Low Resources
Webinar
Status update
Link
Ultimate Road Trip
Google + Chat
Media Day
Corporate Video
Efficiency vs. Effectiveness
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-6
-4
-2
0
2
4
6
Jan Feb Mar Apr May June
% point change since last month
Share of desirable voice Share of undesirable voice
Unique visits to Website Engagement Index
Brand Metrics
-5
0
5
10
Jan Feb Mar Apr May June
% point change since last month
Share of desirable voice in biologics Visits to UnderstandingBiologics.com
Share of desriable HepC voice Share of undersirable voice in HepC
Visits to HepCInfo.com Peception change
-5
0
5
10
Jan Feb Mar Apr May June
% point change since last month
Desirable Oncology SOV
Innovative positioning in media
Visits to abbvie.comresearch-innovation
Innovation social engagement index
Perception of AbbVIe as Oncology leader
-6
-4
-2
0
2
4
6
Jan Feb Mar Apr May June
% point change since last quarter
Ratings on trust
Employee knowledge of "Way We Work"
Understanding of Strategic Objectives
Reduction in Say/Do gap
Culture Metrics Science & Innovation Metrics
On-Market Products
Goal: Measure All Four Departments
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Cartoon by Rob Cottingham
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Research and Evaluation Dos and Don’ts
Don’t use metrics that you don’t have buy-in for
Don’t measure what’s easy
Don’t clutter up your dashboard
Don’t put numbers on it you can’t explain
Don’t use charts that people can’t read or understand
Get consensus on definitions of “success”
Measure what matters –how you contribute to the business
Make your metrics tell a story
Make sure your data is valid and accurate
Test any indexes or algorithms with real data before presenting them
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Thank You!
For more useful resources on communications measurement, check out Paine Publishing’s Measurement Mall
For any communications measurement questions, email me: [email protected]
Follow me on Twitter: @queenofmetrics
Follow Paine Publishing on Facebook
Or call me: 1-603-682-0735
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