goodbye measurement, hello analytics: the move to "alw

Contents are proprietary and confidential

Goodbye Measurement, Hello Analytics: The Move to “Always On” Data for Communications Decisions Tim Marklein, @tmarklein IPR & PRSA North American Measurement Summit September 18, 2011

Speaker Background •  Leader of Technology and Analytics practices for WCG •  20 years experience helping clients launch businesses, create

categories, build reputations, win proxy fights, grow revenues •  Founder of Weber Shandwick Measurement & Strategy practice •  GM of Weber Shandwick NorCal (Cisco, Hitachi, Verisign, Juniper) •  Led global communications for HP’s $30B enterprise business •  Led corporate PR for Hewlett-Packard after HP/Compaq merger •  Managed award-winning campaigns and research at two

groundbreaking Silicon Valley agencies •  Frequent speaker and writer about strategy, positioning,

measurement, analytics, engagement and social media • Commissioner, Institute for PR Measurement Commission • Co-Chair, Council of PR Firms Measurement Committee

Contents are proprietary and confidential.

We just finished this campaign, can you help us develop the metrics to show our value? Too many communications professionals


” “

Here’s last quarter’s media analysis and last year’s brand tracking data. Can we schedule a meeting to review the 75-slide deck? Too many research professionals


” “

Wow, did you see the opinion shift on today’s dashboard? That story’s really working. Let’s amp it up with some new content tomorrow. The opportunity in front of us


” “


Today’s Agenda

Changing Comms

Environment

The Virtuous Cycle, In

Real TIme

The Big Shift: Engagement Transforms

Implications for Research & Analytics

TRADITIONAL Media & influencers

“Coverage” One set of tools

EARNED MEDIA

OWNED MEDIA

PAID MEDIA

SHARED MEDIA

#1

MIX

& M

ING

LE

SOCIAL Channel mgmt.

“Conversations” More tools

#2 IN

FL

UE

NC

E R

ISIN

G


#3 CONSUMPTION VS. ATTENTION

IMPRESSIONS Count the eyeballs

ENGAGEMENT Show the impact

#4

“MEASUREMENT” At the end

“ANALYTICS” All the time

#5


Today’s Agenda

Changing Comms

Environment



Real TIme


Market Research: Big Leap Forward TBD


Expanded Learning Opportunities


MONITORING

“What did people say today?”

LISTENING

“What is most important to our consumers?”

ANALYZING “How should we go to market

in new / different ways?”

MEASURING

“How successfully am I meeting my objectives?”

Expanded Audience for Comms Insights


Public Relations Marketing Market

Research Sales Customer Support

HR/ Recruiting

Product R&D

Real-Time Learnings from Markets, Customers, Conversations

Going Digital: New Metrics, Sources, Concepts


3C’s Content Measures

Assess how content is accessed, shared,

adapted and amplified across various sites

and media properties

Conversation Measures

Analyze volume, content, sentiment and opinion

about companies/brands across sites and media

Community Measures

Assess audience, reach, forums and “touch points” of company/brand content

across sites, media

Site Measures Assess the volume,

engagement, feedback and reach of content shared via company’s

web properties

Search Measures Assess the paid and

organic search rankings for company content, brands and keyword

associations

Syndication Measures

Assess the volume, engagement, sentiment

and reach of content shared via the web

3S’s

Influence Areas Trend Relevance

Audio Favorite of sales force, customers on the go

Podcasts of all types, plus audio tracks of video segments are an undefined area of online, yet have growing utility

Blogs >200MM; trend is to have multiple blogs, multiple languages

We should know the top influencers by topic who drive relevant share of voice. The numbers of influencers are small, precision is key.

Data / Slides 30MM uniques at SlideShare A great location to share all public presentations.

Forums The engine of conversations online; often patient driven

Knowing who is driving conversation in forums is key. We should treat high volume moderators with the same respect as we do with journalists.

Images Is all content tagged to impact natural search?

Companies often forget to tag all content in the 10 languages that reach 90% of the online population.

Micro Blogging An effective way to alert influencers, help propel news cycles

A great opportunity to build a network of influencers who want to share your news in real time. Twitter is a prime example.

Search Yes, Google is #1, but YouTube is #2

We need to know the influencers on the first screen for our brand and key topics. We also need to understand where people are taken when they search.

Social Networks The communities that are often our “first place” to go online

Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live.

Video Consumption habits are starting to favor video vs. copy

There are over 50 video sites to analyze, which sometimes house ratings and reviews of our products.

Wikis Free online peer edited online encyclopedia

Nearly every topic has a Wikipedia entry, which means it could be the first information a consumer finds about any topic they are seeking information about.

Ten Areas of Online Influence


Beyond Reach: Fans/Likes, Traffic, Conversion


Integrating Data, Channels, Disciplines


Media Analysis

(traditional)

Media Analysis (social)

Web Analytics

(site)

Keyword Analysis (search)

Social Network Analytics

Content Syndication

Tracking

Online Advertising

Performance

Offline Advertising

Performance

Brand Tracking (surveys)

Customer Satisfaction (surveys)

Employee Satisfaction (surveys)

WOM Analysis (surveys)

Lead Gen & Sales data (CRM/POS)

Events & DM data

(CRM/POS)

Analyst Data & Reports

(third party)

Ind. Awards & Scorecards (third party)

Building a Multi-Channel Dashboard

Awareness (Reach)

Assessment(Consideration)

Action (Engagement)

Ambassadorship (Loyalty/Advocacy)

Social Networks (Facebook)

Metric #1 Metric #2 Metric #3




Blogs Metric #1 Metric #2 Metric #3




Microblogs Metric #1 Metric #2 Metric #3




Audio (podcasts) Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Video (YouTube) Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Images (Flickr) Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Documents (SlideShare)

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Forums Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Wikis Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Search (Google) Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2

Metric #1 Metric #2


Reporting Time Cycles: Analytics à Decisions


Daily: Media flow, news synopses, topline opinions

Weekly: KPI tracking, red flags, tactical decisions,

editorial planning, traffic/sales impact

Monthly: KPI trends and insights, strategy evaluation,

program optimization, problem resolution

Hourly: Competitive alerts and crisis management

Quarterly: KPI executive reviews, strategy shifts,

problem escalation, cross-discipline impact

Annual: Business and comms planning, long-range strategy, KPI assessment and goal setting

Experimentation Is the New Frontier: Test, Measure, Adapt & Optimize Often



é 41% Daily Consumer Conversations

é 894%

Facebook Fan Count

é 216%

Active Daily Facebook Fans

é 801%

Links to Brand Web Site

é 769%

Key Message Penetration

Critical Success Factor = Integration

• Old world, meet new world •  Integration of traditional, digital and social media •  Integrating WOM and other new influence patterns

• Silo #1, meet silo #2, silo #3, etc. •  Integration of PR with other communication disciplines •  Integration of PR with other marketing disciplines •  Integration across business units, products, geos

• Measurement, meet strategy •  Integration of metrics, data sources, tools, dashboards •  Integration of data, insights into decision-making flow



Today’s Agenda

Changing Comms

Environment


Real Time



Analytics Drives Strategy & Engagement

Influencers •  Work with the right

influencers – do you know who they are? Are you investing enough time with them?

•  Influence isn’t static – are you adapting?

•  “The people I follow are all talking about this. I better learn more.”

Content •  Create, curate, syndicate •  Make it mobile and social •  Flagship content still grabs

attention, but daily streams of content are the glue

•  Understand context, news flow, keywords, timing

•  Audiences are more loyal to content than outlet

•  “It seems like everywhere I look, I’m seeing this.”

Experience •  Product and content is great, but what’s the

experience? Is it engaging? Meaningful? Fun? •  Is the experience consistent across platforms and

channels? Is your content mobilized? Localized? •  “I love engaging them. They get how I think/work.”

Community Customers and

stakeholders are now in charge; they define

relevance, themes, channels, trust


Product Debut Company

announcement Huffington Post

article and response Yahoo! News Q&A

with execs

Analytics in Action: Tracking Daily & Weekly Opinion Shifts


Analytics in Action: Isolating Communication Rhythms

Best Engagement Days: Tues & Wed via Twitter Friday via Facebook

Best Engagement Times: After dinner ET is tops;

Late afternoon also good


Analytics in Action: Optimizing Earned & Paid

• Analyzed >10,000 outbound links from top influencers to >2,600 websites to determine what resources matter most to top influencers

• Top websites targeted for digital media buys

• Top authors targeted for surround sound PR outreach

• Unique pages targeted for editorial purposes (e.g. most influential Wikipedia pages)


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Authors used as Resources by Top Influencers

Total # of Articles Total # of Links

News and Media, 2168

Nonprofit, 1677

Government, 1090

Social Networking,

1088

Blogging, 1060

Products, 879

Health, 519

Web Portals and Search, 357

Content used as Resources by Top Influencers News and Media

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Social Networking

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Products

Health

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Websites used as Resources by Top Influencers

Analytics in Action: Re-defining Content Strategy

• Content Gap Analysis: •  Evaluated 100% of content from

the client blog •  Evaluated 1,000 randomly

sampled posts from the three most influential diabetes blogs

•  6,000 randomly sampled posts from all social conversations (550k total)

• Re-defined the content strategy to include the corporate homepage and shift focus for the blog to align with the online community


ConversaJon Theme

Client Blog Index

Diabetes SM Index DifferenJal

Family 100.000 48.797 51.203

TV & Movies 53.738 12.394 41.344

Entertaining & Par@es 47.196 19.426 27.771

College 36.449 11.157 25.292

Workplace 31.308 8.616 22.693

Food & Cooking 28.037 14.391 13.646

Travel 11.215 7.371 3.844

Sports 9.346 8.298 1.047

Outdoor Ac@vi@es 0.467 1.990 -‐1.523

Poli@cs 0.467 3.929 -‐3.461

Blood Sugar / Glucose 29.439 39.304 -‐9.865

Doctors & Hospitals 22.430 34.113 -‐11.683

Exercise 7.009 19.042 -‐12.032

Advocacy 57.009 71.371 -‐14.362

Diabetes Treatment 17.757 41.016 -‐23.259

Die@ng & Weightloss 31.776 100.000 -‐68.224

Client Blog

Content Evaluation & Coding

Analytics in Action: Right Influencers, Right Channels, Right Words

•  Real Impressions 254,293 •  Video Views 8,263 •  Image Views 1,653 •  Actions 433 •  Search Placements 19

Content Syndication

Influencer Coverage

Influencer Relationships

Content Syndication

(results after one week. audience size at launch was negligible.)


Analytics in Action: Analytics Becomes Content, Internal & External



Today’s Agenda

Changing Comms

Environment




Real Time


Engage me, don’t just impress me

Contents are proprietary and confidential. Contents are proprietary and confidential.

“The Break Up”


Engage me, don’t just impress me


“By definition, impressions are passive. They give us no real sense of engagement, and consumer engagement with our brands is ultimately what we’re striving to achieve. Awareness is fine, but advocacy will take your business to the next level.” Joe Tripodi, Coca-Cola CMO (Harvard Business Review, April 2011)


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