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How to Create Measurement Dashboards That Communicate PR’s Business Value Katie Delahaye Paine CEO PainePublishing.com [email protected] PR News’ Measurement Conference Chicago, IL November 18, 2015

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Page 1: How to Create Measurement Dashboards That Communicate PR…painepublishing.com/wp-content/uploads/2015/11/PR-News... · 2015-11-19 · How to Create Measurement Dashboards That Communicate

How to Create Measurement Dashboards That

Communicate PR’s Business Value

Katie Delahaye Paine

CEO

PainePublishing.com

[email protected]

PR News’ Measurement Conference

Chicago, IL

November 18, 2015

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Paine Publishing: Providing communications professionals the knowledge and information they need to navigate the journey to great measurement.

The 4 Pillars of Paine Publishing

Education

Training

Consulting

Publishing

Katie Delahaye Paine: Helping communications professionals define and measure success for 30 years.

Founder of:

The Delahaye Group (now Cision)

KDPaine & Partners (now Carma)

Paine Publishing

Author of:

Measuring the Networked Nonprofit

Measure What Matters

Measuring Public Relationships

50 Shades of PR ROI

Measurement 101

2

#powerofPR @queenofmetrics

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► Big data raises false hopes

► Measurement is no longer an

option

► Impressions are not sales or

awareness

► Everyone is “media”

► Sentiment is overrated

► It’s not about the media, it’s

about your mission & what your

stakeholders do with the info

when you put it out there

► The Barcelona Principles +

Standards & Best Practices for

Measurement

What has changed in communications?

#powerofPR @queenofmetrics

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The Coalition

Definition of an Item of Content 1

Circulation 2

Mentions 3

Sentiment 4

Quality Elements 5

The Coalition published, tested, and validated standards for:

Definition of an Item of Content

The Conclave

Content & Sourcing 1

Reach & Impressions 2

Engagement & Conversation 3

Opinion & Advocacy 4

Influence 5

Impact & Value 6

For more info go to http://painepublishing.com/standards-central-2/

The Conclave published standards for:

#powerofPR @queenofmetrics

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Why a Dashboard?

You can’t separate social and traditional media

You can’t isolate employees from customers, prospects or other stakeholders

Engagement delivers a 23% premium in terms of share of wallet, profitability, revenue, and relationship growth over the average customer

Companies that engage both their employees and their customers gain a 240 percent boost in performance-related business outcomes

No one has time to flip between 3-4 different platforms and apps to figure out what’s working and not working and whether you have enough resources to get where you’re going

#powerofPR @queenofmetrics

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6 Steps to a Dashboard Leadership will Love

Step 1: Define your goal

What outcomes is this strategy or tactic

going to achieve? What are your measurable

objectives?

Step 2: Define the parameters

Who are you are trying to reach? How do

your efforts connect with those audiences to

achieve the goal?

Step 3: Define your benchmarks

Who/what are you going to compare your

results to?

Step 4: Define your metrics

What are the indicators to judge your

progress?

Step 5: Select your data collection tool

Step 6: Analyze your data.

Turn it into action, measure again!

1

2

3

4

5

6

#powerofPR @queenofmetrics

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Outtakes (Intermediary Effects)

• Awareness

• Knowledge/Education

• Understanding

Outcomes (Target Audience Action)

• Revenue

• Leads

• Engagement

• Advocacy

Activities

How does what you do

contribute to the bottom line?

Step 1: Define the Goals

#powerofPR @queenofmetrics

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What’s your champagne moment?

#powerofPR @queenofmetrics

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Goals Goal 1: Meet Sales

Targets

Goal 2: Reduce

Risk/Threats

Goal 3: Increase

market share in new

market

Communications’

Contribution

• Expand the

marketable

universe

• Reduce sales cycle

• Increase trust

• Increase advocacy

• Increase employee

engagement

Expand the marketable

universe

Metrics

• % Increase in

desirable share of

voice

• % in awareness

• % decrease in

undesirable voice

• % increase in trust

scores

• % increase in

employee

engagement

• % increase in

desirable voice in

new market

• % increase in

awareness of

brand in new

market

Goals & Suggested Metrics

#powerofPR @queenofmetrics

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First: Understand how you contribute to the business or the

mission

High-quality media coverage

Improved reputation

Awareness/Engagement/Consideration

Increased revenue

Definitions of “Success”

#powerofPR @queenofmetrics

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Employees

Customers

Prospects

Investors

Media

Who are the Stakeholders?

What are management’s

priorities?

Who are you are trying to

reach?

How do your efforts connect

with those audiences to

achieve the goal?

What influences their

decisions?

What’s important to them?

What makes them act?

Step 2: Understand the Parameters

#powerofPR @queenofmetrics

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Measurement is a comparative tool

Compare to:

Past performance over time

Peers/Competitors

Whatever keeps leadership awake at night

Step 3: Establish Benchmarks

#powerofPR @queenofmetrics

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Step 4: Define your Kick Butt Index

You become what you measure,

so pick your metrics carefully

The Perfect KBI

Is actionable

Is there when you need it

Continuously improves your

processes & gets you where

you want to go

#powerofPR @queenofmetrics

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Desirable Criteria Score Undesirable Criteria Score

Contains a key message

3.50 No key message -1.0

Contains a desirable visual

0.75

Negative message,

negative myth reinforced -3.0

Contains a quote from a

spokesperson

2.50

Contains a competitor

quote -1.0

Positions your brand as best in

class

0.75

A story or a headline that

leaves the reader less

likely to do support the

organization

-3.0

Dispels a myth

0.75

Organization omitted

from story that includes

competitors mentioned

-2.0

The story or headline leaves a

reader more likely to support the

organization

1.75

Total

10.00 -10.0

14

Media Quality Score

#powerofPR @queenofmetrics

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Social Media Engagement Index

Action Score

“Like”/Follow/Opens/+1 0.5

Favorite or Opens or Views 1

Comment 1.5

Share content 2

Signs up to receive email or other owned content 2.5

Shares a link to an owned site 2.5

Total 10 24

#powerofPR @queenofmetrics

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Elements in an Employee Engagement Index

Element Score

More likely to invest discretionary time 0.5

More likely to recommend to family & friends as a great place to

work 1

Greater understanding of organizational mission vision & values 1.5

Greater understanding of key organizational messages 2

Lower retention rate 2.5

Lower recruitment costs 2.5

Total 10 24

#powerofPR @queenofmetrics

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Step 5: Pick the Right Dashboard Platform

If you want to measure messaging,

positioning, themes, sentiment:

Content analysis

If you want to measure awareness,

perception, relationships, preference:

Survey research

If you want to measure engagement,

action, purchase:

Web analytics

If you want correlations, find the

Dashboard Platform that can

integrate all three

#powerofPR @queenofmetrics

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Goals Determine Tools

Communications’

Role

Interim Metric

Outcome

Metric

Tools Required

Increase

understanding of key

messages

Increase in % of

quality coverage

% increase in

understanding

Media Quality Analysis

Qualitative Survey

Enlarge & improve

relationships with

NGOs & other

influencers

% increase in

share of influencer

voice

% improvement

in relationships

with influencers

Media Content

Analysis Relationship

Survey

#powerofPR @queenofmetrics

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#powerofPR @queenofmetrics

A Good Dashboard Tool is More Than Pretty Charts

Valid data

Easy to find answers to your questions

Metrics aligned to goals

Integration of social, traditional,

digital, web, survey data, CRM,

etc.

Ability to easily find the data

and/or stories behind the

charts/numbers

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Comparison of Tonality Between Vendors

33.12%

58.00%

7.84%

11.95%

26.53%

13.00%

0.32%

9.46%

40.35%

30.00%

92.11%

78.00%

Vendor 1

Vendor 2

Vendor 3

Vendor 4

% positive %negative %neutral

#powerofPR @queenofmetrics

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Step 6: Be Data Informed, not Data Driven

Rank order results from worst to best

Ask “So What?” at least three times

Put your data into an overall

framework consistent with C-Suite

expectations

Find your “Data Geek” (or someone

who is)

Compare to last month, last quarter,

13-month average

#powerofPR @queenofmetrics

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Dashboard Examples

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Engage As Owners

Create Advocacy Support the Business

With Employees

• Employee Engagement Index

• Pulse point survey scores for Proud, Recommend, and Understand

• % increase in employee sentiment in blog comments

• % increase in net positive sentiment on Glassdoor

• Progress against Survey Action Plan

With Customers

• External Engagement Index

• Awareness of community involvement

• Media Quality Index • Overall increase in

message communications • Revenue generated

• Increase revenue from Comms’ tagged URLs

Measurement Framework

#powerofPR @queenofmetrics

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Improve Perceptions & Advocacy

*See glossary for definitions

48% 49% 50%

53%

18% 19% 20% 21%

2% 2% 2% 3%

13% 11%

9% 8%

Q1 Q2 Q3 Q4

Internal & External Sentiment Over Time

Positive Internal Positive External

Negative Internal Negative External

What happened? What we did: What we will do next:

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Engage As Owners - External

Engagement with INTERNAL channels

0

10

20

30

40

50

60

0

10

20

30

40

50

60

70

Employee Engagement vs Sentiment Over Time

Employee Positive Sentiment Employee Engagement Index

What happened? What we did:

What we will do next:

Summer Event

Engagement with EXTERNAL channels

0.00

20.00

40.00

60.00

80.00

100.00

120.00

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan

MQ

I

% o

f it

ems

Key Metrics Over Time

Messaging Sentiment

Top stories by MQI: What happened? What we did:

What we will do next:

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Engage As Owners – Internal

Number of Employees who participate in EXTRA EFFORT Quarterly Events:

1Q 2Q 3Q 4Q Notes

Preparedness Engagement

72 584 -- -- 584 attended/896

opportunities

Volunteerism 3,631 -- -- 57,988 hours

Annual Events:

SWA Rally (1Q) Banquet (2Q) Gala (3Q)

Key Contact Training (3Q)

Spirit Party (4Q)

8,067 851 -- -- --

Engagement with INTERNAL channels

0

10

20

30

40

50

60

0

10

20

30

40

50

60

70

Employee Engagement vs Sentiment Over Time

Employee Positive Sentiment Employee Engagement Index

What happened? What we did: What we will do next:

Summer Event

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The A-Ha moments Come from Integrating Data

Correlations shown between media quality and unique traffic to the destination site

High Resource Events do not increase trust in the organization

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Photo Event

High Message Content

Resource Use

Low

Hig

h

Med

ium

Ver

y h

igh

Level of Engagement

Ver

y H

igh

Med

ium

Hig

h

Low

High Resources

No Message

Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

Resource Use

Low

Hig

h

Med

ium

Ver

y h

igh

Ver

y H

igh

Med

ium

Hig

h

Low

High Resources Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

Advocacy vs. Resource Use

#powerofPR @queenofmetrics

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-6

-4

-2

0

2

4

6

Jan Feb Mar Apr May June

% point change since last month

Share of desirable voice Share of undesirable voice

Unique visits to Website Engagement Index

Brand Metrics

-5

0

5

10

Jan Feb Mar Apr May June

% point change since last month

Share of desirable voice in biologics Visits to UnderstandingBiologics.com

Share of desriable HepC voice Share of undersirable voice in HepC

Visits to HepCInfo.com Peception change

-5

0

5

10

Jan Feb Mar Apr May June

% point change since last month

Desirable Oncology SOV

Innovative positioning in media

Visits to abbvie.comresearch-innovation

Innovation social engagement index

Perception of AbbVIe as Oncology leader

-6

-4

-2

0

2

4

6

Jan Feb Mar Apr May June

% point change since last quarter

Ratings on trust

Employee knowledge of "Way We Work"

Understanding of Strategic Objectives

Reduction in Say/Do gap

Culture Metrics Science & Innovation Metrics

On-Market Products

Goal: Measure All Four Departments

#powerofPR @queenofmetrics

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KPI Last month/period This Period Difference

Share of Desirable Voice 10% 12% 2pts

Share of Undesirable Voice 5% 2% 2pts

% increase in Unique Visits 100k 137K 2%

Engagement Index 1357 2568 2%

% aware 35% 37% 2pts

% familiar 50% 52% 2pts

RMI 75 77 2

What Worked:

What Didn’t:

What We Will Do Next:

-6

-4

-2

0

2

4

6

Jan Feb Mar Apr May June

% point change since last month

Share of desirable voice

Share of undesirable voice

Unique visits to Website

Engagement Index

Brand Metrics

#powerofPR @queenofmetrics

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KPI Last quarter This Period Difference

% increase in ratings on communications trustworthiness

3% 5% 2pts

% increase in employee knowledge of organization “Way we work”

12% 14% 2pts

% employees strongly understanding strategic objectives

2% 8% 25%

% reduction in Say/Do gap on agility metrics 50% 48% 2pts

What Worked:

What Didn’t:

What We Will Do Next:

-4

-3

-2

-1

0

1

2

3

4

5

Q1 Q2 Q3 Q4

% change since last period

% increase inratings oncommuniationstrustworthiness

%increase inemployeeknowledge of Waywe Work

% employeesunderstandingstrategicobjectives

Culture Metrics

#powerofPR @queenofmetrics

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Measure Performance Against Three Top Goals

Generate inbound inquiries Facilitate user adoption of comms resources

Establish ourselves as a reputable thought leader

45

50

55

60

020406080

100

Inbound Inquiries Over Time By Product

# of inbound inquiries

# of inbound inquiries for EIS

# of conversions

% increase in conversions & inbound inquiries

Last Month

This Month

Change

10% 15% +5 pts

% increase in inbound inquiries for EIS

Last Month

This Month

Change

10% 9% -1 pts

% increase in conversions from Comms activities

Last Month This Month Change

10% 15% +5 pts

50 75 46 89 99 2.00

5 4.00 5 6.00

0.00

5.00

10.00

0

100

200

Perceptions vs Media Impact Over Time

% would recommend

% preferring

% would consider

% aware

MQI

% increase in a recommend

Last Month

This Month

Change

10% 15% +5 pts

0

50

100

150

200

Jan

Feb

Mar

Ap

rM

ay Jun

Jul

Au

gSe

pt

Oct

No

vD

ec Jan

Conversions Over Time

Conversions

% increase in a preferring

Last Month

This Month

Change

10% 15% +5 pts

% increase in a consideration

Last Month

This Month

Change

10% 15% +5 pts

% increase in awareness

Last Month

This Month

Change

10% 15% +5 pts

% increase MQI

Last Month

This Month

Change

3 5 +2 pts

2

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Business Development Dashboard

45

50

55

60

020406080

100

Inbound Inquiries Over Time By Product vs Conversions

# of inbound inquiries

What happened? What we did: What we will do next:

3

% increase in conversions & inbound inquiries

Last Month This Month Change

10% 15% +5 pts

% increase in inbound inquiries for EIS

Last Month This Month Change

10% 9% -1 pts

0

1

2

3

4

5

0

1

2

3

4

5

6

Jan

Feb

Mar

Ap

r

May Jun

Jul

Au

g

Sep

Oct

No

v

Dec

Conversions Over Time By Source

Social Content

Web Email

Traditional

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0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

$0

$50

$100

$150

$200

$250

$300

$350

$400

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec JanM

QI

Val

ue

of

Co

nve

rsio

ns

Conversion by Source Over Time Relative to Media Quality

General Web Site Conversion E-Mail Click Thrus

Social Conversions Content Conversions

MQI

What happened? What we did: What we will do next:

Engagement Dashboard

5

% increase in conversions from Comms activities

Last Month This Month Change

10% 15% +5 pts

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0

1

2

3

4

5

6

7

8

9

10

0102030405060708090

100

Jan Mar May Jul Sept Nov Jan

MQ

I

% o

f R

esp

on

den

ts

Change in Perceptions Over Time

MQI Aware

Recommend Prefer

Consider

Recommend

Q1 Q2 ∆

10% 15%

+5 pts

What happened? What we did: What we will do next:

Reputation/Image Management Dashboard

Prefer

Q1 Q2 ∆ 10%

15%

+5 pts

Consider

Q1 Q2 ∆

10% 15% +5 pts

Awareness

Q1 Q2 ∆

10% 15% +5 pts

Perception Survey Changes (Quarterly) Media Image Changes (Monthly)

MQI

Q1 Q2 ∆

10%

15%

+5 pts

Messaging

Q1 Q2 ∆

10%

15%

+5 pts

% Positive

Q1 Q2 ∆

10%

15%

+5 pts

Social Engagement

Q1 Q2 ∆

10% 15% +5 pts

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

10.00

0

20

40

60

80

100

120

MQ

I

% o

f to

tal a

rtic

les

Media Quality Over Time

Positive Messaging MQI

4

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Messaging Sentiment Media Quality Index(MQI) Social Engagement Index

Top Ten Stories by MQI

Oct Nov Change Goal

3.5 4.5 1 pt. 5

Oct Nov Change Goal

20% 30% 10 pts 50%

Oct Nov Change Goal

3.5 4.5 1 pt. 5

Oct Nov Change Goal

12% 15% 3 pts 20%

0.00

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan

MQ

I

% o

f it

ems

Key Metrics Over Time

MQI Sentiment Messaging

Volume of Coverage

Oct Nov Change Goal

2.5K 4.5K 1K 10K

6

Engage As Owners – External

What happened? What we did: What we will do next:

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#powerofPR @queenofmetrics

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Dashboard Dos and Don’ts

Don’t use metrics that you

don’t have buy-in for

Don’t measure what’s easy

Don’t clutter up your

dashboard

Don’t put numbers on it you

can’t explain

Don’t use charts that people

can’t read or understand

Get consensus on definitions of

Success

Measure what matters –how

you contribute to the business

Make your metrics tell a story

Make sure your data is valid

and accurate

Test any indexes or algorithms

with real data before presenting

them

#powerofPR @queenofmetrics

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Thank You!

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