ipr measurement summit -- "integrated measurement" -- tim marklein

Integrating Measurement& Measuring Integration

Slide 1 -- October 14, 2009

October 14, 2009Tim Marklein, [email protected]: @tmarklein

& Measuring IntegrationIPR 7th Annual Summit on Measurement

2009 = Transformational year

Economy : Cold Measurement : Hot


Current state of PR measurement

Everyone agrees: Measurement is important

Basic standards, tools in place for measuring media

CMOs, CFOs and CEOs are asking for more

TH

E G

OO

D

Still lots of lip service without investment

TH

E B

AD Still lots of lip service without investment

PR wastes time fighting AVE – “media value” is real

Quarterly reports are shelfware, don’t drive decisionsTH

E B

AD

PR metrics aren’t translated into executive terms

Not enough definition or accountability for outcomes

“Random acts of measurement” – not enough integrationTH

E U

GLY

Slide 3 -- October 14, 2009Source: Weber Shandwick

Measurement & Strategy practice

The critical challenge: Mind the gap!

Typical PR metrics• Total clips• Total clips in top-tier media• Total circulation/impressions• Share of voice• Media sentiment• Message pull-through• Ad equivalency

Key business metrics• Contribution to sales• Contribution to market share• Contribution to profitability• Influence on stock performance• Influence on stakeholder awareness• Influence on stakeholder opinion• Influence on employee attitudes• Ad equivalency

• Cost per thousand• Influence on stakeholder awareness• Influence on stakeholder opinion• Influence on employee attitudes• Influence on corporate reputation

• Influence on employee attitudes• Influence on customer consid/pref• Influence on customer satisfaction• Influence on customer loyalty• Influence on brand equity

Slide 4 -- October 14, 2009Source: Adapted from GAP V report, Annenberg

School of Communication, “Fifth Annual Public RelationsGenerally Accepted Practices” study, Q1’08

“It will be difficult for PR to get a larger share o f the total communications expenditure without quantitative mea ns that

go well beyond measurement of media outputs.”

The importance of 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 communication disciplines

• Integration of PR with other marketing disciplines

• Integration across business units, products, geographies

• Measurement, meet strategy

• Integration of metrics, data sources, tools, dashboards

• Integration of data and insights into decision-making flow


Traditional/digital integration:Media cross-over effects, in both directions


Traditional/digital integration:New metrics, data sources and concepts

measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties

measures: Assess the volume, engagement, sentiment and reach of content shared via the web.

measures: Assess the paid and organic search rankings for company content, brands and keyword associations

measures: Assess the volume, engagement, feedback and measures: Assess the volume, engagement, feedback and reach of content shared via company’s web properties

measures: Analyze volume, content, sentiment of conversations about company/brands across sites, media

measures: Assess audience, reach and “touch points” of company content/conversations across sites, media

• Outcome measures: Assess how the content, conversation and community measures correlate with desired outcomes

Slide 7 -- October 14, 2009Source: Weber Shandwick Measurement & Strategy

practice, “Inline” measurement framework

Traditional/digital integration:The challenge of “scale” and how to adapt

• What’s more valuable?

• Chicago Tribune print story

• WSJ.com online story

• Industry blog post

• Key considerations• Key considerations

• Total impressions vs. targeted impressions

• Total engagement vs. targeted engagement

• Earned Media Value – consistency of source data

• CPM vs. CPE – very different scales


Integrating new influence patterns:Advocacy takes center stage

Sharing advice

Making recommendations

Making their loyalty visible

More than justword-of-mouth…ADVOCATES45%

High intensity (9%)Low intensity (36%)

Making their loyalty visible

Reaching out broadly

Making fast decisions

Taking actionINFLUENTIALS

OPINION ELITES

BADVOCATES20%

Slide 9 -- October 14, 2009 Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007

Integrating new influence patterns:Tracking WOM conversation volume, quality

Industry Average

State Farm

All State

Prudential

Nationwide

High Volume / High QualityLow Volume / High QualityQ

ualit

y of

Adv

ocac

y (%

)

Metric Score Industry

Share of Conversation 10% 4%

Source: Weber Shandwick Measurement & Strategy analysis, based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08

AIG

High Volume / Low QualityLow Volume / Low Quality

Share of Conversation (%)

Qua

lity

of A

dvoc

acy

(%)

Share of Conversation 10% 4%

Net Favorability -62% 18%

Net Recommendation -24% 29%

Propensity to Relay 31% 50%


Integrating new influence patterns:Re-thinking channels, reach, influence

“Inside” Advocacy Sources “Outside” Advocacy Sources

EXPERT HUBDAY-TO-DAY HUB

Who in their personal or work lives does your audience trust for information and advice?

Who in turn do they contact and influence?

What kinds of experts (specific people, categories of people, or specialized

publications) does your audience seek out when they want information

and advice?

SOCIAL HUB MEGA HUB

How does this contribute to theirdecision-making?

What groups, clubs or networks(online or offline) does your audience turn to for informationand advice?

Who do they in turn communicate with?

What brands, celebrities orcultural trends have caught

the attention of your audienceand are most influential in

their decision-making?

Slide 11 -- October 14, 2009 Source: Weber Shandwick & KRC Research

EXPERT HUBDAY-TO-DAY HUB

Integrating new influence patterns:We can’t assume or pretend they’re linear

HomeTrade show

Podcasts

BusinessMedia

VerticalMedia Lifestyle

Media

E-mail

Workplace

SMS

Telephone

Pundits

Experts SalesReps

Customer Service

“Inside” Advocacy Sources “Outside” Advocacy Sources

SOCIAL HUB MEGA HUB

SocialNetworks

Blogs

VOD Direct Mail

Internet TV

Authors

Opinion Sites

Branded Entertainment

Radio

Broadcast Television

Cable Television

Print

Branded Applications

BrandWebsite

SocialOrganizations

CommunityGroups

BusinessOrganizations

Social Clubs

Celebrity

WOMMobilePhone

Search

Video gamesARG’s

Slide 12 -- October 14, 2009 Source: Weber Shandwick & KRC Research

Integrating new influence patterns:Customers aren’t necessarily who they seem

SALES THOUGHT:Eric = $500K IT budget THE REALITY:

Eric = $76M IT impact inside,$200M total in 40 companies

$500,000 IT Budget

Integrating new influence patterns:Different engagement methods and vehicles

Traditional marketing

• Create collateral• Send direct mail• Buy media• Attend events

Advocacy marketing

• Identify advocates• Engage advocates• Manage relationships• Have conversations• Attend events

• Create events• Buy more media• Conduct PR• Write case studies• Buy more media• Tell one story to mass

markets or big groups

• Have conversations• Activate communities• Create great content• Syndicate content• Tell many stories, one

at a time, synchronized, through many voices, to “micro” markets


PR/comms/marketing integration:Re-framing the measurement conversation

activities reach relevance outcomes worth

What activitieswere performed

to achieveresults?

Did you reachyour audience?

How manyimpressions,

web visits,

Were yourelevant to youraudience? Were you credible? Did your ideas

What business results did you

achieve? Awareness?

Engagement?

What is the estimated dollar

value of your communication efforts? What

Slide 15 -- October 14, 2009Source: Weber Shandwick Measurement &

Strategy practice, “ARROW” measurement model

web visits,reports,

attendees, etc. were

generated?

Did your ideas and messages resonate? Did

you drive conversation?

Engagement?Reputation?

Leads? Sales? Loyalty?

Advocacy?

efforts? What was the ROI?

Communications Team �� Marketing Team �� Executive Team

Quantity/Output �� Quality/Outtakes �� Business Impact �� Value/Efficiency

PR/comms/marketing integration:Delivering dashboards (light view)



PR/comms/marketing integration:Delivering dashboards (medium view)

Activities21 Earned Media Interviews

Reach340K Earned Media Impressions

43%

12 Paid Media Placements

179K Paid Media Impressions


Relevance43% Earned + Paid Media Share

Outcomes2.3% Increased Awareness (Tracking Survey)

Worth$145K Earned + Paid Media Value

67% Conversation Share (Social + WOM)

195K New Patient Visits (Self-Reported)

$97M Revenue from New Patient Visits

Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model

PR/comms/marketing integration:Delivering dashboards (full view)



MediaAnalysis

(traditional)

MediaAnalysis(social)

WebAnalytics

(site)

KeywordAnalysis(search)

WOM Brand Customer Employee

Measurement, meet strategy:“Insight” doesn’t live in silos, aggregation is key

WOMAnalysis(surveys)

BrandTracking(surveys)

CustomerSatisfaction(surveys)

EmployeeSatisfaction(surveys)

Lead Gen& Sales data

(CRM)

Events &DM data(CRM)

Analyst Data & Reports

(third party)

Ind. Awards& Scorecards(third party)

Source: Weber Shandwick Measurement & Strategy practice –ARROW Measurement Suite, February 2009Slide 19 -- October 14, 2009

Measurement, meet strategy:Get the data out – to execs, sales, marketing


Measurement, meet strategy:Integrate data, insights into decision flow

• Have you built your “measurement cycles” to match your company’s “decision cycles”?

• Daily or hourly (crisis and issues management)

• Weekly and monthly (progress, trends, course corrections)

• Quarterly and annual (strategic decisions, direction changes)

• What are your company’s “decision forums”?

• Staff meetings, board meetings, key individuals, etc.

• Are you there? Do they have the data? Are they using it?

• What are your company’s “data consumption” habits?

• Individuals and organizations learn, adapt, decide differently

• Are you packaging your metrics to make them consumable?


Your transformation moment

• One-way communication is dying.

• Conversations and community are king.

• Integration trumps independence.

• Measurement is imperative.

• You have the data. Use it to lead. Be a change agent.• You have the data. Use it to lead. Be a change agent.

Thank You!!!

Email:[email protected]

Blog:www.allaboutadvocacy.com

Twitter:twitter.com/tmarklein

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