master pr measurement

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Kami Watson Huyse, APR@kamichat

Mastering PR Measurement

Kami HuyseFounder

zoeticamedia.com713.568.5750

@kamichat#VocusWebinar

• Diagnose: Determine what works and what doesn’t• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Business Value

• Diagnose • Prioritize • Evaluate

Purpose of Measurement

Kami Huyse | @kamichat | #VocusWebinar

Measurement Standards

Coalition for Public Relations Research Standards – Traditional Media Measurement– Digital and Social Media Measurement– Return on Investment (ROI)– Communications Lifecycle– Internal Communication (coming soon)

Kami Huyse | @kamichat | #VocusWebinar

Standards define and determine WHAT needs to be measured, backed by research

Best practices illustrate HOW to best meet the objectives of the standard, backed by experience and repetition

Kami Huyse | @kamichat | #VocusWebinar

http://bit.ly/PRStandardsKami Huyse | @kamichat | #VocusWebinar

3 Strategic Questions

• Problem or Challenge: Is it a growth, competitive, leadership or perception challenge or opportunity?

• Communication Solution: What is the proposed solution?

• Benchmark: What information exists that can be compared?

Kami Huyse | @kamichat | #VocusWebinar

3 Questions in Action

Challenge

Growth: Increase Event

Registration

Solution

Outreach to influencers to

increase registrations

Metric/KPI

Registration % compared to last year, # of people registered with influencer code

Kami Huyse | @kamichat | #VocusWebinar

You need Activity

To get Attention

Which brings Awareness

Which changes Attitudes

Which leads to Actions

5-A Measurement Touchpoints

ActivityIs all about what YOU do:

Response timeConnections

Tweets

Comments

Posts

Kami Huyse | @kamichat | #VocusWebinar

Kami Huyse | @kamichat | #VocusWebinar

Beyond YouTube Views

Kami Huyse | @kamichat | #VocusWebinar

Sample Activity Report

Attention

Is all about Reach or Opportunities to See

Attention KPIs are…• Fans and Follows• Visits and Traffic• Potential Reach• Demographics• Vanity Metrics

Attention Metrics

Year TweetsPeople

Tweeting Reach Reach pp Reach pA

2012 720 116

644,712 5,558

23,878

2013 1584 754

1,056,825 1,402

22,017

2014 2205 153

1,037,481 6,781

30,514

Kami Huyse | @kamichat | #VocusWebinar

Awareness

Is all about engagement (with you)…

Awareness KPIs Are…• Conversation Rate• Amplification Rate• Applause Rate• Referrals• % engaged• Return Visits

Engagement Metrics

Kami Huyse | @kamichat | #VocusWebinar

Hunt Alternatives Op-Eds

Digital Echo EffectWe took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works.

January 2, 2013

February 11, 2013

Kami Huyse | @kamichat | #VocusWebinar

Attitudes and Advocacy

It’s all about their conversation (about you)…

Attitude and Advocacy KPIs Are…• Sentiment of Conversation• Share of Voice• Purchase Intent• Customer Satisfaction• Net Promoter Score

Smartphones

Kami Huyse | @kamichat | #VocusWebinar

British Academy Film Awards

Purchase Intent Benchmark

We asked…

“How likely are you to purchase a product or service that you “Like” on Facebook”

We used…

Similar questions for other actions like Commenting, Sharing and the relevant engagements for Twitter, LinkedIn, and Pinterest.

Kami Huyse | @kamichat | #VocusWebinar

Average Top 3 Bottom 3FacebookLike 6.2 36% 19%Comment 6.0 34% 20%Share 6.2 37% 19%TwitterFavorite 6.9 47% 12%Reply 6.8 46% 13%Retweet 7.0 49% 13%LinkedInLike 6.7 46% 16%Comment 6.8 47% 16%InstagramLike 7.1 51% 12%Comment 7.1 52% 12%

Kami Huyse | @kamichat | #VocusWebinar

Actions

Action KPIs Are• Return on Investment• Customer Lifetime Value• Process Savings• Emerging Innovations

It’s all about what they actually do (rather than say)…

Kami Huyse | @kamichat | #VocusWebinar

The Path to ROI

• Funnel: Set up a funnel to conversion

• Tag Links: Use the Free URL builder

• Google Analytics: Check referrals

• Ask People: Where they heard about you

• Compare: Compare real life to digital measures and report revenue by type of acquisition

Kami Huyse | @kamichat | #VocusWebinar

http://www.houstonmethodist.org/wmc.cfm?id=35087&utm_source=hkblog&utm_medium=bitly&utm_content=6-18-14-shesheblog&utm_campaign=hkblog

Channel Revenue Tracking

Channel Visits YTD Visits Revenue YTD Revenue

$/Visit

Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72

Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16

Twitter 41 250 $ 8.00 $ 8.00 $ 0.20

Kami Huyse | @kamichat | #VocusWebinar

Source: Adobe Digital Index

Clinical Trials

Problem: Too Few people signing up for clinical trials

Objective: Build reputationAnd clinical trial base to

sustainable levels, at least double

Anas Younes, MD: LymphomaMD Anderson

Kami Huyse | @kamichat | #VocusWebinar

Business Results

• 18 months quadrupled patients in clinical trials

• “Go-to” resource for info about lymphoma, thought leadership

Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES

Kami Huyse | @kamichat | #VocusWebinar

Talent Acquisition LinkedIn

• Unqualified Resumes• Recruiter Fees• Expatriate CostsLink Humans by Laurent Brouat

Compare CostCampaign:•Online Campaign Only•Influencer Outreach

Results:•Cost per impression- Television: $1- Social Media: $.22

•ROI$2.6 million in revenue- How did you hear?- Why did you visit?- Revenue per visitor

http://bit.ly/JTA-ROI

Cost Per Lead

• Webinar Activities: – Write a blog post about the webinar– Put a short post on LinkedIn with a link to the

blog post– Tweet the link to the blog post

• Cost: $150 (Salaried employee)• Return: 100 leads• Avg. cost of a digital lead $40 x 100 = • $4,000 SAVED!

Kami Huyse | @kamichat | #VocusWebinar

Calculate Customer ValueNewsletter Sign Up $50 per sign up $5 per sign upAvg. Subscribers 1000 10,000Avg. Close Rate 10% 1%Avg. Transaction Amount $500 $100Total Income $50,000 $10,000Cost to Acquire $5,000 $500Total Gain $45,000 $9,500

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Listening Tools

Kami Huyse | @kamichat | #VocusWebinar

Engagement Measurement Tools

Kami Huyse | @kamichat | #VocusWebinar

Proprietary Frameworks

Vanity and Influence Tools

KRED

1st Generation 2nd Generation 3rd Generation

SAYAnd more…

SCORE SEE

Analysis Tools

DIY: Multi-Channel Attribution Spreadsheet

Kami Huyse | @kamichat | #VocusWebinar

Tool Links• Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ• Influence: http://ow.ly/hVlm3• Data Mining: http://ow.ly/hVlyp• Analytics: http://ow.ly/hVlCK• Analysis: http://ow.ly/hVlMC

Kami Huyse | @kamichat | #VocusWebinar

Questions?

kami@zoeticamedia.com@kamichat713-568-5750

Kami Huyse | @kamichat | #VocusWebinar

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The Vocus Family

About VocusVocus is a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Communications professionals from over 120,000 corporations, agencies and nonprofits use Vocus to access the world’s largest pitchable media and blogger database, distribute press releases, manage influencer outreach, measure social media activities, and analyze the effectiveness of communications campaigns. Vocus is the parent company to PRWeb, Help a Reporter Out (HARO) and iContact. It is headquartered in Beltsville, Maryland with offices in North America and Europe. For more information, visit www.vocus.com, call (800) 345-5572, or follow on Twitter @Vocus.

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