Surfing the Data Tsunami: How PR is using Data Analytics to Become Communications Superheroes
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Transcript of Surfing the Data Tsunami: How PR is using Data Analytics to Become Communications Superheroes
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Katie Delahaye PaineCEOPPaine Publishing
www.painepublishing.com | @queenofmetrics | [email protected]
Surfing the Data Tsunami: How PR is using Data Analytics to Become Communications Superheroes
July 26, 2017PRSA Charlotte, NC
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A Typical Day in Communications
Because the boss says so
47%
Because some one thought it
was a good idea 37%
Because its cool11%
Because it helps our mission
5%
Requests
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Data is the language of management
0% 20% 40% 60% 80% 100%
TAC
Manuscript
One Source
HAL
Positive Messages No Messages Negative Messages
Percent of impressions containing messages by product
$0.00 $0.50 $1.00 $1.50 $2.00 $2.50
TAC
Manuscript
One Source
HAL
Cost per message communicated
3
Tactics:PartyPress EventPress Tour with trade & business media Release distribution
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Messaging: What works, what doesn’t?
Sales: Announce our latest
contract win!
Mktg:Announceour latest strategic
alliance
CEO:I hate talking to the
media
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Six reasons why, like it or not, integrated data and metrics are in your future1. There’s no “one way” to reach your
stakeholders anymore2. Only 4.5% assign social media to PR
anymore3. 63.2%of social media teams live within
marketing, 6 points higher than last year4. Customer-centric outreach requires
communications + marketing to be in sync5. Internal communications is critical to
external effectiveness6. It just works better
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CUSTOMER + EMPLOYEE
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6 Steps to the perfect Measurement System Step 1: Define the goalWhat outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Define the parameters Define the investment. Clarify who are you are trying to reach. How your efforts connect with those audiences to achieve the goal? Step 3: Define your benchmarksWho/what are you going to compare your results to?Step 4: Define the metricsWhat are the indicators to judge your progress?Step 5: Select your toolsStep 6: Analyze the dataTurn into action, measure again.
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6 Steps to Success
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2
3
4
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Thank You!
For the complete slideshow visit our speeches and presentations archive: http://painepublishing.com/archive-of-katie-paine-speeches-and-presentations/
Paine Publishing online: www.PainePublishing.com For any questions, email me:
[email protected] Follow me on Twitter: @queenofmetrics Follow Paine Publishing on Facebook Or call me: +01-603-682-0735 7
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