ias b2b marketing measurability and roi b2 b workshop 16 sep
TRANSCRIPT
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Measurability & ROI in PRCase Studies
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Measurement and Planning
Set Out PR Objectives Agree Specific PR KPIs Select Appropriate Measurement Tools
• Set clear, realistic targets
• Manage expectations
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Measurement Tools
Research No. of cuttingsShare of
voice/competitor analysis
SCCs Call to action Opportunities to see AVE
EVE Coverage by publication/sector
Coverage by story type
Coverage by issue/theme
Print vs. online Enquiries Tonality
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HydroCase Study – Traditional Media Relations
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PR Objectives
• Reinforce thought leader positioning
• Reinforce credentials as market leading product innovator
• Increase presence in building and water sectors
• Generate enquiries
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PR KPIs
• Maintain the largest share of voice in key publications
• Focus on new products and thought leadership pieces
• A third of overall coverage to be online
• >75% of coverage to include core brand message
• Increase enquiries by >50%
• ROI (based on AVE) of at least 3:1
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0
5
10
15
20
25
30
No. of Pieces
J anuary April J uly October
Month
No. of Pieces 2008
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Hydro38%
Polypipe18%Kingspan
Water7%
Rotork16%
Weir Group21%
Share of Voice 2008 - NCE
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0
2
4
6
8
10
12
14
16
18
20
No. of CTA
J anuary May September
Month
No. of CTA 2008
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0
100,000
200,000
300,000
400,000
500,000
600,000
OTS
J anuary May September
Month
No. of OTS 2008
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£0
£5,000
£10,000
£15,000
£20,000
£25,000
£30,000
£35,000
£40,000
£45,000
AVE (£)
January March May July September November
Month
Advertising Equivalent 2008
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Audience Penetration
30%
31%
11%
13% 3%12%
EngineeringGeneral Building/ ConstructionWaterArchitecturePublic SectorRegional Press
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Coverage by Story Type
15%
12%17%
27%
29%
New Product
Comment
Corporate
Case Study
Feature
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Online vs. Print
34%
66%
OnlineTraditional
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Postive62%
Negative11%
Neutral27%
Tonality of the Story 2008
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Yes79%
No21%
Did the coverage incorporate the core brand message?
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Editorial Enquiries
0
50
100
150
200
250
No. of Editorial Enquiries
J F M A M J J A S O N D
Month
2008
2007
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Measuring Against KPIs
• Maintained the largest share of voice in key publications
• Two thirds of coverage in building (30%) and water (31%) sectors
• Coverage focussed on new products (29%), features (27%) and comment pieces (15%)
• Online coverage represented 34% of overall coverage (target 33%)
• Nearly two thirds of coverage was ‘positive’
• 79% of coverage included core brand message (target 75%)
• Enquiries increased by 550% (target at least 50%)
• ROI (based on AVE) 11.2:1 (target at least 3:1)
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Corus ColorsCase Study – Social Media Campaign
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Corus PR Objectives
• Facilitate Corus’ entry into the refurbishment market
• Educate the key target audiences on the refurbishment credentials of the company
• Position Corus as a thought leader on refurbishment issues
• Position Corus products and systems as market leading, innovative refurbishment solutions
• Generate enquiries/create personal relationships with individual key contacts
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Monitoring and Measurement
• Monitor discussions and identify opportunities
• Keep abreast of ‘hot’ industry issues
• Measurement – analysis of three stages of social media communication:
- Presence
- Engagement
- Interaction
What does success look like? Benchmark KPIs after three months.
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hootsuite
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hootsuite
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Presence• 46 Tweets
Engagement• 70 followers on Twitter• Following 81 on Twitter
Interaction• 234 Twitter click throughs• 5 direct responses and 5 re-tweets
Results
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Blogging
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Blog
Presence• 5 blogs posted
Engagement• 289 views
Interaction• 2 blog responses
Results
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Linked In
Presence• 4 Linked In profiles created• Corus refurbishment group created• 12 groups joined, 2 discussions started in each group
Engagement• OTS discussions – c.15,000 members across 12 groups
Interaction• 7 in-depth comments (from major prospects)• 32 click throughs to blog
Results
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Measurability & ROI in PRCase Studies