Payback:
The ROI of PR & SM Measurement
Sandra Fathi
President, Affect
Email: [email protected]
tweet: @sandrafathi
web: affect.com
blog: techaffect.com #RaganDisney
Ragan Social Media for PR & Corporate Communications Conference at Disney World
Feb 19, 2015
PRESENTER BIO
SANDRA FATHI
• Founder and president of Affect, a public relations and
social media firm specializing in technology,
healthcare and professional services
o Immediate Past Tri-State District Chair, PRSA
o Past President, PRSA-NY Chapter
o Past President, PRSA Technology Section
[email protected] @sandrafathi
ROI of PR & SM MEASUREMENT
QUOTABLE
"Measurement is the first step that leads to control and eventually to improvement. If you can't measure something, you can't understand it. If you can't understand it, you can't control it. If you can't control it, you can't improve it.”
- H. James Harrington
ROI of PR & SM MEASUREMENT
QUOTABLE II
"You get what you measure. Measure the wrong thing and you get the wrong behaviors.”
- John H. Lingle
ROI of PR & SM MEASUREMENT
WHY MEASURE?
1. Prove the Value of our PR & SM programs
2. Understand which programs are most Effective
3. Demonstrate ongoing improvement in Performance
4. Garner support for ongoing and/or increased Investment
5. Don’t get fired
ROI of PR & SM MEASUREMENT
GOAL SETTING
1. Goals Motivate
2. Goals Delineate Success
3. Goals Drive Creativity & Problem Solving
Source: USOpen.com
ROI of PR & SM MEASUREMENT
MEASURE WHAT MATTERS
1. Money
– Making, Saving, Spending
2. Customers
– They Bring the Money
3. Leads
– They Bring the Customers
4. Exposure
– It Brings the Leads
Source: CEOWorld.biz
ROI of PR & SM MEASUREMENT
MEASURE WHAT MATTERS
• Employees
• Products/Services
• Stock Price
• Reputation
• Recruiting
• Customer Retention
• Market Penetration
• Market Share Photo Source: LiveAuctioneers.com
ROI of PR & SM MEASUREMENT
DON’T MEASURE CONVENIENCE
• Will more FB posts get you promoted?
• Will more tweets = more budget?
• Will 1000 likes make the CEO like you more?
• Will the number of YouTube views ever be mentioned on an
earnings call?
• Will the number of Instagram followers earn you a raise?
ROI of PR & SM MEASUREMENT
CUSTOMER JOURNEY
Discover
Form Opinion
Conviction
Consideration Set
Purchase
ROI of PR & SM MEASUREMENT
THE CUSTOMER JOURNEY
Positional
Measures
Relational
Measures
Commercial
Measures
# of Likes # of Followers # of Subscribers
# of Shares # of Retweets # of Clicks
# of Leads $ Revenue Earned $ Costs Saved
ROI of PR & SM MEASUREMENT
KEY PERFORMANCE INDICATOR (KPI)
What are we trying to achieve? What are the appropriate KPIs?
Be Healthy Raise Awareness
Weight # of Articles
BMI # of Readers
Blood Pressure Quality of Articles
Cholesterol Share of Voice
Sugar Traffic to Website
Run a Mile Calls to Call Center
Sit Ups Per Minute Leads
METHODOLOGIES ROI of PR & SM MEASUREMENT
1. Surveys: Ask and Tally Results
2. Scores: Create Indices or Scoring Mechanism
• Quantity: sheer volume of media hits
• Quality: weighted value for Tier 1,2 or 3 or feature vs. mention
3. Correlations: Outputs, Outcomes and Business Results
• Track PR events against lead generation (online, email, phone etc.)
• Track PR events against web traffic or registrations
4. Check Boxes: Meeting Specific, Finite Objectives
• Number of articles, press releases, event attendees, registrations,
downloads, revenue (dollar value)
ROI of PR & SM MEASUREMENT
GOALS VS. OBJECTIVES
Goals Objectives
Broad Narrow
Intangible Tangible
Infinite Finite
Abstract Concrete
Open Ended Bound by Time
ROI of PR & SM MEASUREMENT
GOAL & OBJECTIVE SETTING
Goals Objectives
Increase Awareness Increase Subscribers/Followers by 50% by Q2 2015
Strengthen Media Relations
Engage Top 20 Reporters on Social Media and Secure Inclusion in 5 Articles in Next 6 Months
Increase Share of Voice
Compare Social Media Chatter of Top 5 Competitors on Quarterly Basis and Increase from 10% to 20% in 18 Months
Generate Leads Increase Leads from Social Media Sites by 50% by June 2015
ROI of PR & SM MEASUREMENT
OUTPUTS VS. OUTCOMES
16
ACTIVITY PLATFORM MEASURES
IMPACT
OUTPUT RESULT BUSINESS OUTCOME
80 Tweets Per Month 1000 New Followers 15% Increase in Web Traffic from Twitter
Launch Video Series on YouTube with 30
Videos
200 New Subscribers 8,000 Views
50+ Leads Generated
Host Facebook Contest
3800 Entries 60,000 Impressions
1500 Prospects Added to Database
ARCHITECHTING FOR MEASUREMENT
What do we need to put in place in order to measure?
• Structural changes
– Processes
• Operational changes
– Information Capture
• Technical changes
– Tripwires
– Milestones
– Analytics
Source: Neil Turner
ARCHITECHTING FOR MEASUREMENT
• Does it measure what’s important to me?
• Will we be able to manage it?
• Does the cost/effort outweigh the value
of the measurement?
• Are there alternative, lower cost/no cost
tools or methods?
ROI of PR & SM MEASUREMENT
MEASURE IN MODERATION
Source: Dead Cat Bouncing
ROI of PR & SM MEASUREMENT
MEASURE IN MODERATION
• Measure the most critical KPIs
• Ensure that the measurement is sustainable (time and resources)
• Consider how, when and how often to present data
• Understand how to turn information into insights to optimize your
programs
ROI of PR & SM MEASUREMENT
DASHBOARDS
ROI of PR & SM MEASUREMENT
BUILD YOUR OWN DASHBOARD
Holy Grail: Revenue
Data
6 Step Approach:
1. Measure
2. Track
3. Trip
4. Analyze
5. Tweak
6. Repeat
ROI of PR & SM MEASUREMENT
MEASURE WHAT MATTERS
ROI of PR & SM MEASUREMENT
CON EDISON II
ROI of PR & SM MEASUREMENT
MEASURE IN MODERATION
ROI of PR & SM MEASUREMENT
DEALNEWS
Business Goal:
Web Traffic
Program: High Traffic
Media Online
Outcome: +300K Views =
$225K in $
ROI of PR & SM MEASUREMENT
REGUS
Business Goal:
350 Leads Q4
Program: Integrated Marketing
Outcome: 790 Leads
$1M Revenue 90 days
• Analytics Are Your Best Friend
• Understand the Business of Your
Business
– Financials, Earnings Calls, Annual
Report
• Make SM & PR a Revenue Center/Saver
Vs. Cost Center
• Speak in a Language the C-Suite
Understands
ROI of PR & SM MEASUREMENT
PARTING THOUGHTS
Measurement
ROI of PR & SM MEASUREMENT
MEASURE WHAT MATTERS
• Barcelona Declaration of Measurement Principals
http://amecorg.com/2012/06/barcelona-declaration-
of-measurement-principles/
• Social Media Success Series (Affect)
http://www.techaffect.com
• How To Prove the Value of Your Social Media Efforts
http://www.slideshare.net/Sfathi/affect-how-to-prove-
the-value-of-your-social-media-efforts
Sandra Fathi
President, Affect
Email: [email protected]
tweet: @sandrafathi
web: affect.com
blog: techaffect.com
Slides Available: Slideshare.net/sfathi
#RaganDisney
Payback:
The ROI of PR & SM Measurement