Analysis: navigation tools for a media driven world

Part 2: Measure what matters

Paul Hender, Head of Insight and Analysis

E-mail: paul.hender@gorkana.com

Twitter: #GorkanaAnalysis

YouTube: www.youtube.com/GorkanaGroup

Part 1: Here be dragons, 9th July

Part 2: Measure what matters, 23rd July

Part 3: Return on investment, 5th August

3

Target audiencesThere’s Wally!

Barcelona Principles

MMX

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. AVEs are Not the Value of Public Relations

6. Social Media Can and Should Be Measured

7. Transparency and Replicability are Paramount to Sound Measurement

Paid media model...

Earned media model

Inputs Outputs Outcomes

9

Inputs

Outputs

Outcomes

Awareness & knowledge

Consideration & preference

Action

Volume of coverageOpportunities to seeReach & frequencyKey messagesImpact metricsProminence

IssuesFavourabilityProduct reviewsInfluencer endorsement

Calls to action

Awareness trackingBrand associationsSocial media mentionsRetweets

Social media engagementFacebook likesMarket researchNet Promoter ScoreWebsite visits

Leads generatedSalesMarket shareVisitor numbersShare price

Communications activity

10

Volu

me

of

cove

rage

Fav

ou

rab

ilit

y

Th

emes

Mes

sage

s

Celebrity

endorsement

Spokespeople

Competitors

Prominence

Product reviewsCalls to action

Publications

Jou

rnalists

Th

ird p

arty

com

men

tators

Imp

act

mea

sure

s

Opp

ortu

nitie

s

to s

ee

Gross R

ating

Points

Reach and

frequency

Retweets

Facebook likes

Net Promotor Score

Awareness

tracking

Visitor numbers

Web

site visits

Sales

“We’re not that much smarter than we used to be, even though we have much more information...

...and that means the real skill now is learning to pick out the useful information from all this noise”

Nate Silver

Metrics

Overall purpose

Strategic objectives

Communication objectives

?

There is a stroke every 3 minutes 27 seconds in the UK

Stroke kills three times as many women as breast cancer and twice as many men as testicular & prostate cancer

Stroke is the second single largest cause of death and the largest cause of complex disability in the world.

Communications cascade

Prevent strokes and achieve life after stroke through providing services, campaigning, education and research

Overall purpose and vision:

Strategic objectives:

New Facebook followers

New Twitter followers

Website hits Helpline callsCampaigners

recruited

1. Raise awareness of stroke and the role of Stroke Association2. Grow and engage with stroke community3. Encourage people to contact Stroke Association

Communication objectives:

Key message delivery

Reach to target audiences

Calls to actionProactive vs

reactiveUse of

spokespeople

1. Launch 3rd phase of Life after Stroke, focussing on emotional impact and build awareness2. Promote Stroke Association’s range of support services to stroke survivors3. Build engagement with new and previous stroke survivors

Key metrics

16

47%

38%

7%8%

LeadSignificant MentionSharedPassing Mention

564

12092

0

200

400

600

Proactive Organic Reactive

Slightly Favourable

Strongly Favourable

133

46

0

50

100

150

Website URL Helpline Number

72%

28%

Featuring message Not featuring message

Coverage type

% of coverage to deliver a key messageProminence

Calls to action

Action on Stroke Month

17

= Design

= Luxury

= Value

=

?

20

This campaign reached 187 million consumers and

achieved an 8:1 return on investment

OTS = 9, Reach = 6

78% 80%75%

79% 80%76%

67%

81%8.4 8.6

7.98.2

8.57.9

7.1

9.0

0

2

4

6

8

10

0%

25%

50%

75%

100%

All UK Adults Charity Supporters

At risk of strokeCommissioners Influencers Affected by stroke

BME Business Leaders

Fre

que

ncy

of e

xpos

ure

Rea

chKey metrics

22Action on Stroke Month

Reach and frequency to target audiences

508m Opportunities to See

Key metrics

24Action on Stroke Month

0

1,000

2,000

3,000

4,000

5,000

6,000

0

100

200

300

400

500

600

700

800

900

1,000

26-Apr 02-May 08-May 14-May 20-May 26-May 01-Jun

Web

site

hits

Volu

me

Mainstream media Social Media (All)

Social Media (Stroke month mentions) Website hits (unique visitors)

New Facebook followers: 815 New Twitter followers: 3,700 Total website hits: 123,506 Helpline calls: 2,261 New campaigners recruited: 1,000

Part 1: Here be dragons, 9th July

Part 2: Measure what matters, 23rd July

Part 3: Return on investment, 5th August