Measurement in the Age of Context IPREXFebruary 28, 2014

Katie Delahaye PaineCEOPaine Publishing

www.painepublishing.com@queenofmetricsmeasurementqueen@gmail.com

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

The Measurement Advisor Training Courses Consulting www.painepublishing.com measurementqueen@gmail.com

Welcome to the “I want what I want, not what you send me” era, aka: “The Relationship Era” ®

What’s Changed? Collapse of mass media Growth of media

everywhere Intolerance for messaging It’s not about the media,

it’s about your mission and what your stakeholders do if/when they see it

The Barcelona Principles and Industry Standards

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“Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study

The Barcelona Principles, The Conclave & Industry Standards

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3. The Effect on Business Results Can and Should Be Measured Where Possible

4. Media Measurement Requires Quantity and Quality

5. Earned Media Value/AVEs are not the value of Public Relations

6. Social Media Can and Should be Measured

7. Transparency and Replicability are Paramount to Sound Measurement

All standards are available on http://www.painepublishing.com/standards-central

The Conclave

Standards have been published for:

Content Sourcing & Methods1

Reach and impressions2

Engagement3

Influence & relevance4

Opinion & advocacy5

Impact & value6

Important Numbers to Remember

CNN average nightly audience179,000

The average audience for a MyDrunkKitchen video (http://www.youtube.com/watch?v=uSXQNred3is

1,000,000

The amount that Sodexo saved in recruitment using Twitter $300,000

The amount HSUS “found” after it tested its “Cute Puppy Contest”

$650,000

The revenue that Southwest Airlines calculated from social media

>$2 million

The number of times per hour Digital Natives switch media—every 2.2 minutes.

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The amount of conversations generated by bots, spammers and pay-per-click sites

40%

Need more evidence?

Conversion rate from impressions. .17%

% of on-line conversations that are public 10%

% of Facebook & Twitter posts that are seen < 5%

% of conversation that happens OFF LINE90%

% of people who ignore banner ads82%

% of online ads that are never seen by ANYONE

54%

Conversion rate from engagement .49%

So What?

It’s not about the media, it’s about the mission and the stakeholders

It’s not how loud you’re shouting it’s about relationships

There are no boundaries It’s not about how big your data

is, it’s about how you use it Silos are so 1999

Conversations

$$$$$$$$$$$$$$$$$$$$$$$$$$

Savings, shorter cycles, more renewals, better

ideas,

Product Support HRIR SalesCIR&D

MktgResearc

h

Prod. MktgPR//Mkt

10

Social Media isn’t media, it’s business

Eyeball

counting

HITS Outcomes

MSM Online Social Media

Impressions are not awareness. Where’s the “So What”?

11

We need a new Model

ROI

Other Paid

Marketing

Digital/On-line Media

Buy

Print/TV Media

Buy

ROI

Media Relations

/Social Media/P

R

Digital/ Online Media

Buy

Print/TV

Media Buy

Media Relations/

Social Media/PR

??????

So What?

It’s not about the media, it’s about your business and your customer

It’s not how loud you’re shouting it’s about relationships.

There are no boundaries It’s not about how big your data

is, it’s about how you use it

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Likes Are Not Engagement

AdvocacyCommitmentTrial/Consideration

FollowersLikesImpressions

Big Numbers Influence All influence is relative Who is influential depends on your audience A computer cannot tell you

who matters most To be influential requires relevance,

frequency & reach

Good Relationships Are More Cost Effective Type I love Zappos into Google,

and you find 1.19 million references

Type Citibank and you get 21,000 references. Citibank spends 100 times more a year on advertising than Zappos.

Cost per delegate acquired: Obama: $6,024 Clinton: $147,058 Romney: $2,389,464

So What?

It’s not about the media, it’s about your business and your customer

It’s not how loud you’re shouting it’s about relationships.

There are no boundaries It’s not about how big your data

is, it’s about how you use it

All Silos Are Permeable Marketing vs. PR vs.

Operations Traditional vs. Social External vs. Internal Geographic Users don’t really care

where the content comes from as long as it’s relevant, timely and honest

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Now What?

It’s not about the media, it’s about your business and your customer

It’s not how loud you’re shouting it’s about relationships.

There are no boundaries It’s not about how big your data

is, it’s about how you use it

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Real-Time Metrics focus on Outcomes

6 steps to standards-compliant measurementStep 1: Define your goal(s). 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 or 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(s).

Step 6: Analyze your data.

Turn it into action, measure again

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Define the goal

Understand theParametersand Motivations

Define Benchmark

Define the Metrics

Pick a Tool

Insight and Action

Six Steps to Success

1

2

3

4

5

6

Step 1: Define the goals

What return is expected? – Define in terms of the mission.

Define your champagne moment. If you are celebrating complete 100% success a year from now, what is different about the organization?

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Why do we communicate?

Outtakes(Intermediary Effects) • Awareness• Knowledge/

Education• Understanding

Outcomes (Target Audience Action)• Engagement• Advocacy• Revenue/Cost

Savings

Activities

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Goals, Actions and Metrics

Goal

Increase Marketable universe

Increase preference

Action

Conduct Media Event

Increase social and

online message

penetration

Outcome Metric

% increase in marketable universe

% increase in favorable perceptions & awareness

of brand attributes

Activity Metric

% of items containing key

messages

% increase items containing one or

more key messages

Step 2: Understand the parameters.

What 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?

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Goal: Get the cat to stop howling

Options: Local? Cheap? Convenient?

Strategy: Buy cat food

Step 3: Establish benchmarks

Past Performance Over Time Think 3 Whatever keeps your

C-suite up at night

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Step 4: Pick your Kick-Butt Index

The Perfect KBI Is actionable Is there when you need it Specific to your priority Continuously improves your

processes Gets you where you want to

go You become what you

measure, so pick your KBI carefully 27

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Typical Kick Butt Quality Score Desirable Criteria Scor

e Undesirable Criteria Score

Contains a URL, Link or Phone Number or other call to Action

3.50

No Call to action -1.0

Mentions a key message

0.75

Negative message, negative myth reinforced -3.0

Contains a desirable visual

2.50

Contains an undesirable visual -1.0

Contains a quote by a company spokesperson

0.75

A story or a headline that leaves the reader less likely to do business with you

-3.0

Dispels a Myth

0.75

Recommends the competition -2.0

Leaves a reader more likely to do business with you

1.75

   

Total

10.00

-10.0

ROI = revenue or cost savings

ROI = cost savings + Cost of program – Cost elimination

ROI = greater efficiency +cost of program – cost of doing something “the

old way” ROI = greater revenue from

shortening the sales cycle +cost of program –value of leads/sales

Lower legal costs Faster time to implementation Lower cost per click thru vs.

other marketing channels Lower cost per message

exposure vs. other channels Lower cost per customer

acquisition Shortening time to sales close

Step 5: Pick the right measurement tools 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 predictions and correlations you need two out of three

Step 5: Selecting a measurement tool

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Objective KBI Tool

Increase inquiries, web traffic, recruitment

% increase in traffic#s of clickthrus or downloads

Excel, Google Analytics

Increase awareness/preference

% of audience preferring your school to the competition

Survey Monkey

Engage marketplace

% increase in engagement on website and/or social sites

Social Baker, Google Analytics, Content

Analysis, Network Analysis

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” Compare to last month, last

quarter, 13-month average32 Page 32

Photo Event

High Message Content/Engagement

Resource Use

Low

Hig

h

Med

ium

Very

hig

h

Level of Engagement

Very

Hig

h

Med

ium

Hig

h

Low

High Resources

No Message/Low Advocacy

Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

Advocacy vs. resource use

Resource Use

Low

Hig

h

Med

ium

Very

hig

h

Very

Hig

h

Med

ium

Hig

h

Low

High Resources Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

PR presence drove better coverage across the board in Top Tier publications

-0.50

0.00

0.50

1.00

1.50

2.00

2.50

3.00

0.65

2.56

-0.01

0.250.35

0.05

1.32

-0.12

0.030.11

Difference in Quality Coverage with and without PR initiatives

With PR InitiativesWihout PR Initiatives

If a PR Initiative was mentioned in a story it was: Nearly ten times more

likely to be desirable. Twice as likely to

contain a key message Nearly ten times less

likely to contain an incorrect or negative message

Thirteen times more likely to contain a positive endorsement

Ten times more likely to contain a desirable visual

MLK saw the highest correlation of clips to visits

Learn & Serve

SeniorCorps

CNCS

AmeriCorps

Get Involved

MLK

0.133

0.156

0.355

0.379

0.427

0.848

Remember These PointsIt’s not about the media, it’s about the business and the customer

1

It’s not about Big Data, but about how you use it.2

You need to be data informed, not data-driven 3

It’s not how loud you’re shouting it’s about relationships. Impressions don’t count so stop counting them.

4

Standards are a reality not an excuse to hide behind5

Thank You!

For more information on measurement go to www.painepublishing.com

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