hotwire measurement framework presentation
TRANSCRIPT
The dark art of the measurement
framework
Andy West
Group Chief Development Officer, Hotwire PR
@westofcenter
@HotwirePR
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Very quick commercial / introduction
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What’s your measurement reaction?
A: JOY B: INDIFFERENCE C: FEAR
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Why do you think that is?
A: FEAR OF NUMBERS B: LACK OF KNOWLEDGE C: POOR LEADERSHIP
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What can be done?
A: START SMALL B: EDUCATE C: CELEBRATE
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It’s about dialogue
INSIGHT & KNOWLEDGECURIOSITY BEST PRACTICE
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Quick case study
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Quick case study
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80 million votes
3.5 million ‘likes’ an increase of 600%
140,000+ tweets
60,000 new followers
2.9 billion impressions
17 million unique views
A happy outcome surely?
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Sadly not
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• 5% decline in market share - 8 times faster than before
• Dropped from No 2 brand to No 3 - behind Diet Coke
• $500 million decline in revenue
• Forced to increase marketing budget by $600 million
• 8,700 jobs axed
• Massimo D’Amore the Marketing Director fired
Case Study Links
• http://adcontrarian.blogspot.co.uk/2011/03/social-medias-massive-failure.html
• PR Case study: http://sites.psu.edu/sperry5483/2014/03/24/pepsi-refresh-project-case-study/
• Massimo d’Amore http://www.businessinsider.com/pepsi-gave-the-guy-who-triggered-8700-layoffs-a-
2-million-reward-2012-2?IR=T
• Pepsi Refresh launch ad: https://www.youtube.com/watch?v=srY7Wkl2IbI
SOURCE: Richard Bagnell / PR Moment Analytics Conference Presentation Sept 2016.
And my point is…..
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Communications must….
communicate the right message
to the right target audience…
… to achieve an objectiveSOURCE: Richard Bagnell / PR Moment Analytics Conference Presentation Sept 2016.
Help is at hand
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www.amecorg.com
http://amecorg.com/amecframework/home/framework/interactive-framework-2/
UK Government Communications Framework: https://gcs.civilservice.gov.uk/guidance/evaluation/tools-and-resources/
The Integrated Evaluation Framework
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The Integrated Evaluation Framework
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The Integrated Evaluation Framework
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The Integrated Evaluation Framework
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The Integrated Evaluation Framework
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The Integrated Evaluation Framework
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Case study:A leading security software vendor
Moved away from ‘vanity’ clippings
Started small & local
Organisational objectives drove thinking
Identified relevant PR outcomes
Sought to link to business impact (sales)
Demonstrated proof of concept
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Case study:The measurement impact
CAUGHT SENIOR MANAGEMENT ATTENTION, LOCALLY, REGIONALLY & GLOBALLY
DROVE CREDIBILITY IN THE PR FUNCTION, RELEASED MORE BUDGET
& HELPED THE CLIENT’S CAREER
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But……
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But……
RIGOUR – linkage into sales & marketing automation
SCALE – getting international agencies to adopt the thinking
DISCIPLINE – applying process across entire campaign
INNOVATION – what’s next?
SIMPLICITY – Data presentation & usability
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In conclusion
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Andy West
Chief Development Officer, Hotwire PR
T: +44 20 7608 2500