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Research, planning and evaluationKate HamiltonTuesday 9 July 2013
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Chair’s introduction
Darryl SpareyResearch, planning and evaluation
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Research, planning and evaluationKate HamiltonTuesday 9 July 2013
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• Value of measurement• How to have the conversation• What to measure• How do you measure (incl. role of
digital)• Practical examples of measurement
in action• Where you go from here
What you will gain from today
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• How do you currently measure?• What are the stumbling blocks• Measurement is not an option• Evolution, not revolution
Value of measurement
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1. Importance of goal setting and measurement2. Measuring the effect on outcomes is preferred
to measuring outputs3. The effect on business results can and should
be measured where possible4. Media measurement requires quantity and
quality5. AVEs are not the value of public relations6. Social media can and should be measured;7. Transparency and ability to replicate are
paramount to sound measurement
The AMEC principals
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• Programme outputs – activity results, number of pieces of coverage, AVEs, OTS
• Programme outcomes – delivery against objectives such as sentiment, % of coverage containing key messages etc
• Business outcome – supporting sales, changing public perception, building awareness
The AMEC principals
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The AMEC model
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• Don’t talk about measurement as an add-on, it should be part and parcel of every activity
• Clients want measurement, but they also often want the agency to guide them
• Have a measurement first mentality• Measurement can help move you
from tactical to strategic• Start small and build from there
How to have the conversation
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What to measure
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How to measure
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• PR activity – coverage, content creation, social media and influencer engagement
• Influencer effect – OTS, message
penetration, number of followers/re-tweets/likes, industry endorsement, tone of voice, share of voice
• Target audience effect – increase in website visitors, number and quality of downloads, brand association
How do you measure?
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• Brand awareness audit• Share of voice, coverage analysis
(sentiment, message penetration) report• Social media audit and delivery against
objectives• Digital – effectiveness of email campaigns,
time spent on the website, number and quality of downloads
• Events – quality and number of attendees• Sales leads
How do you measure?
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Measurement in actionSummer of Sport
campaign Awareness Knowledge Consideration Preference
PR Activity With the summer months of 2012 bringing a veritable feast of sporting events into our daily lives – European football, Wimbledon tennis, F1 and the London Olympic Games – the cyber threat to consumers, and their devices, will be more persistent than ever.
Content creation:o Dangerous sporting stars press releaseo Research into perception of physical vs online threats around the ‘Summer of Sports’o Summer of sporting scams tips o Concept photographyo Man-on-the-street video asking consumers about their anticipation of the ‘summer of sport’, if they’ve been targeted with sport-themed
spams and how they secure their devices from cyber threatso Radio Day with Raj Samani – July31st o Facebook competitiono Suggested Tweets around #StaySafeSummer
Intermediary Effect 31 pieces of print and online coverage
112 pieces of broadcast coverage as a result of the Radio Day, reaching over 11.2 million people
100% of coverage promoted key messages
100% accuracy of key facts
2,800 entries to ‘Summer of Sports’ competition on Facebook including 500 as a direct result of the Radio Day
110 views of vox pop on McAfee YouTube site
Positive response gleaned from journalists and consumers
Dave Lee, BBC, on ‘Most dangerous athlete’ release: “Love the headline”
Target Audience Effect
Doubling of web search interest in ‘McAfee + Facebook’ around competition
24% of Facebook competition entrants signed up to McAfee newsletter
• Competition Facebook posts shared 101 times, gained 358 ‘Likes’ and had a total reach of 372,921
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• Include measurement when you’re planning your next peak (much easier than after the fact!), this is easier to do than an ongoing programme
• Have the conversation• Start small• Evolution, not revolution – can be
adapted over time to suit your client’s own business objectives and capabilities
Where do you go from here
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Hotwire is a global PR and communications agency dedicated tohelping forward looking organisations to manage reputations in arapidly evolving influencer landscape. We are structured aroundspecialist industry practice areas that deliver integrated campaignsacross consumer, digital, corporate, government relations andbusiness to business communications. In addition to Hotwire, ourgroup includes sister agencies 33 Digital and CPR. Together we workwith brands on national and global campaigns through our whollyowned offices in the UK, US, France, Germany, Spain, Italy, Australia,New Zealand and those of our global affiliate network.
About Hotwire
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