If AVE is not right, what is?

“Hear the secrets of the smartest kids in the measurement class!"

Webinar held on 11 September, 2015

Organised by Asia Pacific Chapter of AMEC, the International Association for

Measurement and Evaluation of Communication

Moderator:Aseem Sood, CEO, Impact Research & Measurement, New Delhi

Marion McDonald, Managing Director, Strategy & Measurement, Asia Pacific Region, Ogilvy Public Relations@thatmarion

What we can learn about

Smarter Measurementfrom AMEC Awards

1. What’s the Business Problem?Winning cases address a business problem (or sometimes a desired behavioural change), not just a communications task. Business problems use words like reputation, sales revenue, growth rate.

Business problem Communications task

Increase usage occasions to grow annual volume/user from 1.5 to 2.5 litres.

“Shape the bleach dialogue online “

Grow sales of (brand) contact lenses by educating women 20-35 to seek soft lenses for self-diagnosed ‘eye strain’.

“create a buzz about astigmatism in an entertaining way”

Example: Pambassador for Chengdu Govt

Our business objective was to drive Chengdu’s tourism growth rate to significantly outperform China’s national tourism growth forecasts (estimated at between 2.7-5%)

2. Prove real results

• This means business results.Results must be quantified with sources given. “Awareness grew” or “reputation improved” is not enough

• Draw the direct link between your campaign and the business results achieved

Results Structure

Business Results- Compare them directly against

the objective

Intermediate Results- that prove the result was due to your

campaign, e.g.. engagement scores, leads generated, awareness of new benefit. State WHY these were important proof measures.

OutputsCoverage achieved The sentiment

[not enough]

The Hierarchy

ImpactInfluenced awarenessNew attitudes

[better]

OutcomesSales/share/leads New behaviours

[much better]

Outputs40 pieces of targeted coverage#1 SOV at 32%

B2B Case: Thought Leadership

Impact

Brand image +5%

Reputation +5%

Performance +4%

Outcome

$37m sales leads

Conversion 15%

AMEC Award winning example: Mercedes-Benz Selling Cars on WeChat the smart Way

Campaign Effectiveness This smart BoConcept sale on WeChat was a breakthrough moment in the Chinese e-commerce market. 388 smart BoConcept sold out in 3 minutes, creating a new record.

More than 7,000 high-quality sales leads were generated and 1,742 people made deposit payments and later participated in test drives.

There were 20,341 visits to the 720°interior page, with an average of 35 interactive movements per visit.

7.3 billion impressions were generated across different media. The campaign’s combination of online and offline services had never occurred in the automotive industry. However, there is no doubt that this pioneering approach in cooperation with WeChat has brought enormous efficiency and effectiveness to the car sales process.

AMEC Award winning example: Fitness First Australia

Business outcomes: This campaign delivered an immediate 23% lift in new membership sales in rebranded clubs (month 1). The ongoing impact contributed to membership sales in rebranded clubs growing an average of 8% in the 6 months following this rebrand (source: client data).

Reputation Impact: Net promoter score (NPS) improved from the lowly levels of banks and telcos at -13.3 to almost break into positive territory, growing 12 points to reach -1.3 (source: Delta Research, July 2014).

Coverage Output: 61% increase in traffic to the FF website which meant over 44,500 unique visits to landing page. Coverage generated 27.3m opportunities to see from 83 pieces of coverage, including both of Australia’s highest rating television breakfast programs. 78% of coverage included reference to Jane Fonda as FF ambassador.

Judges cannot be an expert on every category so provide the

background & benchmarks they need to judge your case

A Final Tip

Khali Sakkas, Insights Manager, Australia, Isentia

@KHALIC

Michael Ziviani, CEO, Precise ValueCo-Chair AMEC Asia Pacific Chapter

Michael Ziviani @PreciseValue

Media AnalysisAPAC Webinar Discussion

Michael ZivianiCEO, Precise ValuePRIA Measurement & Evaluation CommitteeCo-Chair APAC, Association Measurement & Evaluation (AMEC)AMEC PR Integrated Metrics Research Working GroupIPR Integrated Metrics Research Working Group

#AM

EC

MM

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AMEC European Summit Take-outs

1. Great divide between advanced and basic measurement – curiosity driver

2. International thinking is moving ahead fast – push clients to change

3. Ensure a link from comms activity to company strategy

4. “We talk about big data but its actually big insights [we need]” Unilever CEO

5. Developing an Integrated Metrics Model – AMEC aim by EOY

6. CMO fallen in love with earned media – want M&E, like data, cut-through

from language of business >> “Join-the-dots to ROI”

#AMECMM

Not controlled

Not controlled

Not controlled

Not controlled

Not controlled

PR

ControlledControlledControlledControlledControlledAdvertising

Content Message, Tone, Spokesperson

PlacementSizeFrequencyReachMarketing Element

overviewThe difference from Advertising to Public Relations

#AMECMM

Your job is much harder to do well!

• AVE takes no account of credibility differences between editorial and advertising.

• AVE cannot measure social media forms, such as blogs or tweets

• AVE takes no account of the quality of coverage as in its tone or key message. Unfavourable PR coverage typically does not discount AVE, nor does neutral coverage get rated as zero AVE.

• There is no rigorous proof that the space occupied x the ad rate of an article equates to any metric reflecting influence on a target audience.

• Advertising is a controlled message. PR is not. In PR, the content of the article is critical to analysis of its value.

AVE is NOT the value of PR

#AMECMM

* See michael.zivblog.com for details

So metrics needed to integrate into business strategy

In media vehicleMedia Size

Nature/ number ofKey Message

Assessed favourTone/ Quality

Coverage countVolume

Invalidated by AMEC & US Institute of PRAVE/ ASR/ EAV

CommentValid as International StandardMetric

#AMECMM

3 September 2015#AMECMM

What’s NewThen (2010)

– A place to start

– Focused more on “what not do to”

– We created The Principles with the PR industry in mind

– We talked mostly about measurement, not evaluation

– More attention to quantitative methods

Now (2015)

– Learnings we can apply

– Focused more on “what to do”

– The world has become more integrated, and communication measurement should reflect that

– Evaluation and insight are also important

– Qualitative methods just as important

#AMECMM

#AMECMM

International best practice M&E

Traditionalmedia

Volume, S.O.V.

Tone / Sentiment

Circulation,Reach

‘Message’penetration

Social media

Blogs, Tweets,stories

Sentimentratio

Visits, views, reachRT, followers

Influence, engagement

#AMECMM

So what are the smart kids doing?

#AMECMM

– Replacing AVE with Volume, Tone, Media Size

– Collecting and considering Outcomes

– Educating their audiences on WHAT is value, using Barcelona Principles 2.0 to help

– Keeping up with the latest by being members of AMEC

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precise valuecommunications performance consultants

Precise ValueThe Boatshed 14 William Street Henley NSW 2111Aurora, Level 3,147 Pirie Street Adelaide SA 5000 p: +612 9817 7443e: contact@precisevalue.com.auw: precisevalue.com.au

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• Membership categories for PR agencies; Not For Profit organisations and measurement companies. Contact us for more details.

• International Chapters for Asia Pacific, North America and Europe.

• Organiser of the International Summit - the biggestmeasurement event in the world.

• Organizers of Measurement Month to put international spotlight on measurement.

• Organisers of the international annual AMEC Awards.

Join AMEC

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Join us! Contact Barry Leggetter, CEO at barryleggetter@amecorg.com.

@AmecOrg