measuring pr in the digital age - evaluating communications effectiveness
DESCRIPTION
Evaluating Communications Effectiveness:Social & Traditional Media ROITRANSCRIPT
©2010 Dow Jones & Company©2010 Dow Jones & Company
Evaluating Communications Effectiveness:Social & Traditional Media ROI
Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv
Georg AckermannMedia Lab Team LeaderDow Jones and [email protected]@derackermann
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©2010 Dow Jones & Company©2010 Dow Jones & Company
Welcome & Introduction
Who are we?Why are we here?What to expect?
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Who is… Lars Voedisch?
Managing Media Consultant, Asia Pacific
• Looking after key clients and prospects in the Public Relations & Corporate Communications industry – in terms of sales enabling and retention
Background
• A professional in the Communications and Knowledge Management arena with more than 10 years experience in the areas of Marketing, Public Relations, Media, Journalism, Strategic Development, Change Management and Intranet/Internet
projects.
• Living in Asia for about 8 years (Hong Kong/Singapore)
• Likes and interested in football (soccer) – playing for “Real Ale Madrid”, diving, skiing, travelling, music, DJ/MC-ing, social media
• Speaks German (native), English, French and about 8 words of Chinese
• Holds a Master in Economics
• Hometown: Hannover (North-Western part of Germany)
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
• Media Report Production
• Journalist, Editor, Analyst andReport Writer
• Factiva, Dow Jones Insight
• Setting up DJ Insight desk in Singapore
• Freelancing for GermanNewspapers
• Master in PR and Media Management
• English, German, Spanish, French, Catalan
Who is… Georg Ackermann?
Media Lab Team Leader
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Who are the people around us?
1. Turn to your neighbour(s) – 10 sec
2. Learn about him/her – 2 min
– Name, Company, Role
– Why are you here?
– A fun fact…?
3. Introduce your neighbour – 1 min
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7
About Dow Jones: Meet the Family
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27,000+ global sources17M+ companies35M+ executives16M+ Websites and blogs
150+ researchers130,000+ indexes
Media/VC/Risk
2,000 journalists84 bureaus18,000+ daily news items
Other People’sContent
Dow JonesResearch
Dow JonesNews,
Commentary & Analysis
MainstreamMedia
Web/SocialMedia
8
Over 150 years of Indispensable Content
Relevant Information → Actionable Intelligence
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Content + Technology = Relevant Information
5
TECHNOLOGY PLATFORMDIVERSE DATA SOURCESTECHNICAL
CAPABILITIIES CUSTOMERS
Visualization
Dow Jones Content150 researchers 2000 journalists
11 languages18K news items a day
Premium Content27,000 global sources
22 languages Over 200K news items a day
Web and Social Media Content13K websites
60K message boards16 M blogs
300K articles a dayBest of breed technologies
Metadata Symbology Taxonomy
Metadata Symbology Taxonomy
Content normalization
Content normalization
Researchers & Knowledge Workers
Wealth Management
Investment Banking
Investment Management
Sales & Trading
Private Markets
Sales
Risk & Compliance
PR & Corp Comm
Company and Executive Info17 M Company Profiles35 M Executive Profiles
Extracted from 75 Million Websites
9
Personalization
Visualization
Search
Discovery
Alerting & Triggers
People
Connections
Integration
Widgets
Newsletters
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What WE expect from US
• Timeliness
• Learn, share & contribute
• Have fun
What do YOU expect?
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What we will do today & tomorrow?
• Understand that it’s not enough to LOOK busy
• NOT talking about ROI?!
• Focus on KPIs
• Look at CONTEXT
• Hear about REAL problems and REAL solutions
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Why measure media coverage?
Quick discussion in small groups:
Why do youwant to measure ?
Quick discussion in small groups:
Why do youwant to measure ?
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Why measure media coverage? Reason 1: Demonstrate value of PR (e.g. Outputs)
– What key initiatives did you drive? Results? Reason 2: Plan & evaluate communications activities
across channels and markets (e.g. Outtakes)– How do you connect to publications & journalists, campaigns;
what’s your brand perception? Reason 3: Strategic Communications (e.g. Outcomes)
– How do your results relate to the budget allocation? Do you measure KPIs linking PR to business results? What is the value PR adds your organization?
Reason 4: Discovering opportunities and threats (Radar)
– What’s happening in the industry, with my clients; is there a crisis, are there issues…?
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Challenge within Organizations:Who ‘owns’ Social Media?
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
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Challenge within Organizations:Who ‘owns’ Social Media? Who cares?!
Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR
• The lines between PR and marketing are blurring.• “Turf battles” are evident.• Ownership of social media and blogging still undecided.• Benefits and communication measurement provides
common ground.
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Social Media is about 3 things:CONTENT, CONTENT, CONTENT
Source: Youtube / Old Spice Channel
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Social Media is about 3 things:CONTENT, CONTENT, CONTENT
Source: Youtube / Old Spice Channel
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Session 1
Aligning Measurement with Business Objectives
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• Managing what you measure, identifying the right objectives & setting smart goals
1) Aligning measurement with business objectives
Too many communicators work very hard on tactics…
…that DON’T support corporate goals!
Too many communicators work very hard on tactics…
…that DON’T support corporate goals!
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Align Corporate Communications to Achieve Business Goals
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
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Align Corporate Communications to Achieve Business Goals
• Make business GOALS your communications goals, then develop STRATEGIES:
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
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Align Corporate Communications to Achieve Business Goals
• Conduct a gap analysis to understand your benchmarks and to decide what are your priorities
• Choose metrics to measure the results
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
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Align Corporate Communications to Achieve Business Goals
• You can’t manage what you don’t measure
• What impact do your programs have – what are the results?
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
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Align Corporate Communications to Achieve Business Goals
• Example: Bicycle Manufacturer
• The challenge is to measure your success in a meaningful way!
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
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Align Corporate Communications to Achieve Business Goals
• Example: Bicycle Manufacturer
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Align Corporate Communications to Achieve Business Goals
• Example: Bicycle Manufacturer
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Align Corporate Communications to Achieve Business Goals
• Example: Bicycle Manufacturer
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Align Corporate Communications to Achieve Business Goals
• Example: Bicycle Manufacturer
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Align Corporate Communications to Achieve Business Goals
The challenge is to measure your success in
a meaningful way!
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Monitor Analyse Discover
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Engage
& pinpointbetter the influential
Planning, Execution, Controlling
Communications Objectives & Strategy
Originally, measurement is post-mortem analysis.
For fast environments, it becomes near-time!
Business Objectives
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Simple start: Smart Goal Setting for your (Social) Media Strategy
• Goals drive the type of measurements you are going to use
• What’s your ultimate objective:1. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. Something else?
Source: 25 Must Read Social Media Marketing Tips
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Group Exercise: Objective Setting
1. Form a group of 3-5 people
2. Briefly introduce yourselves
3. Choose one of the three case studies– G20
– Qantas– ASX / SGX
4. You have 15 minutes to work on these tasks and then share with all:1. Define max. 3 Communications Objectives2. What strategies would you chose for these objectives (1-3 per
objective)?3. What could be desired results of your communications approach
(How would you know if you were successful)?
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Case Study: G20 Summit in Korea
• Situation:– Following an agreement between leaders of the world’s major economies (Group of 20; G20) to
institutionalize the “G20” forum as a permanent council on global economic cooperation, South Korea hosted the Group of 20 summit in November 2010
– You are part of Korea’s Tourism Organization
• Define Communications Objectives: How could you leverage the G20 summit?
• What strategies would you chose for these objectives?
• What could be desired results of your communications approach?
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Case Study: Qantas Engine Failure
• Situation:– Just before Qantas’ 90th anniversary, two flights reported severe engine failures in November 2010. – A Qantas Boeing 747 had been forced to turn back to Singapore with engine troubles, not long after
it left the airstrip en route to Sydney.– The incident came a day after a Qantas Airbus A380 returned to make an emergency landing in
Singapore after an explosion in an engine shortly after take-off. – You are a member of Qantas Corporate Communications team
• Define Communications Objectives: How should you react to the situation?
• What strategies would you chose for these objectives?
• What could be desired results of your communications approach?
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Case Study: SGX/ASX merger
• Situation:– End of October, the Singapore stock exchange (SGX) unveiled a multi-billion dollar bid for the
company that owns the Australian Stock Exchange (ASX) in Sydney.– If approved, the $8.3bn takeover would mark the first stock exchange merger in the Asia Pacific
region.– The deal would enhance Singapore as a major financial hub in the region and benefit Australian
investors by giving them greater access to Asian markets. A merged exchange would hope to compete more effectively with Hong Kong.
– You are member of the SGX Corporate Communications team.
• Define Communications Objectives: Given the different reactions in Australian media, what messages would you send out?
• What strategies would you chose for these objectives?
• What could be desired results of your communications approach?
©2010 Dow Jones & Company©2010 Dow Jones & Company
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Group Exercise: Objective Setting
1. Form a group of 3-5 people
2. Briefly introduce yourselves
3. Choose one of the three case studies– G20
– Qantas– ASX / SGX
4. You have 15 minutes to work on these tasks and then share with all:1. Define max. 3 Communications Objectives2. What strategies would you chose for these objectives (1-3 per
objective)?3. What could be desired results of your communications approach
(How would you know if you were successful)?
©2010 Dow Jones & Company©2010 Dow Jones & Company
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Group Exercise: Objective Setting - Sharing
Please share with all:
• What’s your case study and why did you choose it?
• Please share the main answers/results for these tasks:
1. Define max. 3 Communications Objectives2. What strategies would you chose for these objectives (1-3 per
objective)?3. What could be desired results of your communications approach
(How would you know if you were successful)?
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Managing what you measure, identifying the right objectives & setting smart goals
1) Aligning measurement with business objectives
Key learnings?Key learnings?
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Social Media is about 3 things:CONTENT, CONTENT, CONTENT
Source: Youtube / Old Spice Channel
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Session 2
Basics of Measurement: Key Approaches that give You the Right Kick-Start
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How to measure media coverage?
Quick discussion in small groups:
What do youcurrently
measure ?
Quick discussion in small groups:
What do youcurrently
measure ?
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What’s your share of voice?
What can we look at?
What are the main topics?
Where is the conversation?
Who’s talking?
What’s the context?
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Understanding PR Measurement
1. Measurement is research, research is measurement.
2. PR should link communications and business objectives.
3. Measurement must move beyond simple outputs.
4. There is no singular industry standard.
5. Approaches to measurement are evolutionary.“We aren’t in the business of securing media coverage.
We’re in the business of projecting and protecting the reputations of organizations.”
Alan Chumley, Director of Measurement for Hill & Knowlton, Toronto
©2010 Dow Jones & Company©2010 Dow Jones & Company
Determine what success looks like
• Benchmark– What’s your image now in your core markets
• Conduct a rigorous self-assessment– Spend time up front to know what you’re getting into.
• Ask: “Why do we want to measure?”– Whose perception do you want to impact?
– Don’t start too wide -- it can distract from core goals
– Identify the KPIs which will show success
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Turn Output into Positive Outcomes
• What do you want to do with the data you gather?– Justify spend and headcount
– Help prove your value to your organization
• Don’t be afraid of what you might find:– Finding out that you are not who you thought you were should
be seen as a success, not a failure of the initiative.
• Promote your successes internally
• Reassess.
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
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Turn Output into Positive Outcomes
• Outputs– what is generated as a result of a PR program or campaign
• Outtakes– what audiences have understood and/or heeded and/or
responded to
• Outcomes– quantifiable changes in awareness, knowledge, attitude,
opinion and behavior levels
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
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Too dry,
too theoretical,too complicated?
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Example – FIFA Worldcup
Won 6 games
Won 5 games
8 goals scored
16 goals scored
7 matches played
7 matches played
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTIONGOAL
2010 World Champion
Win matchesScore goalsPlay in the final round in South Africa
Become the best country
WORLD CHAMPION
3rd Place
How to translate this to PR?
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Typical Output, Outtake and Outcome Metrics
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
# of requests for information
% awareness of your brand
% considering your brand
% preferring your brand
# meetings# of speaking engagements
# of blog mentions
# of reviews
# of media contacts made
# of news releases sent
Place product reviews
Initiate speakers program
Proactive blogger outreach
Sales Leads
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTION (INPUT)
GOAL
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Typical Output, Outtake and Outcome Metrics
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
# of requests for information
% awareness of your brand
% considering your brand
% preferring your brand
# meetings# of speaking engagements
# of blog mentions
# of reviews
# of media contacts made
# of news releases sent
Place product reviews
Initiate speakers program
Proactive blogger outreach
Sales Leads
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTION (INPUT)
GOAL
Group Exercise:Use your initial exercise example
(G20 / Qantas / SGX-ASX)and work out suitable
Outputs - Outtakes - Outcomes
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Typical Output, Outtake and Outcome Metrics
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
# of requests for information
% awareness of your brand
% considering your brand
% preferring your brand
# meetings# of speaking engagements
# of blog mentions
# of reviews
# of media contacts made
# of news releases sent
Place product reviews
Initiate speakers program
Proactive blogger outreach
Sales Leads
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTION (INPUT)
GOAL
BYO: Build your own KPI framework,
suiting your requirements, capabilities and resources
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Example DHL: Built our own KPI framework,
suiting our requirements, capabilities and resources
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• Business Goal:– Sell more Palm Centro phones
• Communications Objectives:– Introduce lifestyle & non-tech media influencers– Attract fashion phone upgraders – Encourage Palm handheld users to change to a smartphone
• Measurement Metrics:– Outputs:
• Number of articles• Audience reach
– Outtakes: • How favourable is the device viewed by the media• Is the coverage on message
– Outcomes: Number of phones sold• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
Case Study : Measuring PR’s Contribution to Sales
Messaging, email, built-in capabilities to view & edit documents and access to over 20,000 applications, makes the Centro THE customizable mobile companion for dynamic junior- to mid-level professionals to help them managing their busy work and social live
Through it’s intuitive user interface and the combination of touch screen and keyboard, the Centro is the ideal partner for young, energetic and sociable users who want a smart phone to organize their lives and relationships on the go
Choosing the Centro is the ultimate smart decision for fashion phone upgraders who want both style & smart phone functionalities
Increasing personal productivity on the go
Easy-to-use – not just ‘another’computer
It’s time for a smart decision
Key Message CKey Message BKey Message A
Tone Analysis
No. ofPositivesNo. ofNeutralsNo. ofNegatives
Tone Analysis
No. ofPositivesNo. ofNeutralsNo. ofNegatives
On-Message Analysis
23
3
No. On Message
No. Not On Message
On-Message Analysis
23
3
No. On Message
No. Not On Message
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Case Study : Measuring PR’s Contribution to Sales
• Business Goal:– Sell more airplane tickets
• Communications Objective:– Drive traffic to web site from press releases and media stories
• Measurement Metrics:– Outputs: Number of articles– Outtakes: Awareness of Southwest service to the region; % increase in
unique visitors to web site from PR site– Outcomes: Number of tickets sold
• Result:– Over $40 million in ticket sales from press releases.
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
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Case Study : Using Research to Win Support for Your Strategy
• Business Goal:– Win contracts
• Communications Objective:– Position the brand as innovative and technologically superior
• Measurement Metrics:– Outputs: Number of trade press articles– Outtakes: Media acceptance of client spokespeople as industry authorities:
share of spokespeople quoted; share of favorable positioning on key issues– Outcomes: Win contracts
• Results:– Went from last place in share-of-quotes to first in 12 months and increased
share-of-quotes 10% to 70%.– Doubled visibility of brand in 12 months– Increase in the number of competitive contracts won
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
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Case Study: Media PerceptionsUK General Elections 2010
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• Since WW II, the UK did not have a coalition government
• It is the first time TV debates for the candidates were introduced
• Gordon Brown did not go through public elections before
• UK strongly affected by global financial crisis
UK Elections - Background
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Public Timeline: Traditional vs. Social Media
Analyze
06 Apr – Brown calls elections
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Public Timeline: Traditional vs. Social Media
Analyze
16 Apr – Clegg ‘wins’ first TV debate (Domestic policy)
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Public Timeline: Traditional vs. Social Media
Analyze
22 Apr – Second TV debate helps Cameron and Clegg (International affairs)
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Public Timeline: Traditional vs. Social Media
Analyze
28 Apr - Brown calls 65-year-old widow ‘bigoted woman’, apologizes
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Public Timeline: Traditional vs. Social Media
Analyze
29 Apr – Cameron does well during third TV debate (Economy & Taxes)
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Public Timeline: Traditional vs. Social Media
Analyze
6 May – Polling Day
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Public Timeline: Traditional vs. Social Media
Analyze
11/12 May – Government forms, Cameron becomes PM
Social vs Traditional Media:• Higher amplitudes• Looking for ‘news’• Generally in-sync
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Early stages: Brown dominates until first TV debate
•06 Apr – Brown calls elections
•16 Apr – Clegg ‘wins’ first TV debate
Brown dominates the media
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Phenomenon Clegg: Liberal leader’s star starts rising even before the first TV debate
-Nick Clegg’s rise started before the 1st
debate – not only down to TV appearance.
-Comparing days immediately before and after the debate, Cameron lost ground, Clegg gained ground Brown remained stable (based on volume).
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Candidate Presence – Cameron 2010
Clegg received more media attention than eventual Prime minister Cameron until shortly before the confirmation of a conservative led government.
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Domestic Issues – Immigration / Crime
• Immigration – Brown – (31.03.) – “Controlling Immigration for a Fairer Britain” keynote speech
• Immigration – Clegg – (16.04.) – “good/bad immigration”, “other parties talk tough on immigration, but deliver chaos”
• Crime – Brown (10.04.) – Campaigning for DNA database
• Crime – Clegg – (16.04.) – Prison reform & deterrents for young offenders (However, ascent started pre-debate with manifesto)
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Domestic Issues Dominating ElectionsNo real topic ‘Ownership’
•Clegg’s immigration policy plans caused much controversy
•Brown did not manage to dominate economic topics after all
•Conservative topics like Crime and Education were not picked up enough
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Clegg gets attention through controversies
• Incumbent PM Brown was largely shown in a neutral context
•Liberal Clegg caused the most emotional reactions – but stayed top-of-mind
•Challenger Cameron could actually not win a significant favourable public perception
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Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again
Social Media: Short lived in Attention
#leadersdebate: 5.5% of total twitter activity during first TV debate -that's as big as ipad launch
Social Media in general – and even more Twitter does NOT WANT to play by traditional media rules.
Hence, it is largely casual speak: emotional, not balanced – from the heart.
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• It’s the first mass-media influenced election
– TV debates
– NOT (yet) social media
• Driven by domestic issues
• Everybody lost
– End of Labour government
– Tories have to form coalition
– Liberals could not ‘cash in’ the Clegg bonus
UK Elections - Observations
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• Input vs Output vs Outcomes
• PR is always comparative: What’s your benchmark?
• Field studies, media content analysis, etc
2) Basics of measurement: Key approaches that give you the right kick-start
Key learnings?Key learnings?
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Old Spice Answers: @TheEllenShow
Source: Youtube / Old Spice Channel
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Session 3Major Research & Evaluation Models
© Georg Ackermann
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What PR professionals like to do…
© Georg Ackermann
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DATAcrunching
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“Making decisions based on data saves time and boosts your credibility.”
KD Paine
© Georg Ackermann
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We suggest that you remove the term “measurement” from the equation altogether, and replace it with “data-driven decision-making.”
Focus on “getting data with which to make better decisions”
KD Paine
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data
Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research
Source: Wikipedia
© Georg Ackermann
Some terminology…
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Primary data (or raw data) is a term for data collected on source which has not been subjected to processing or any other manipulation
Secondary data is data collected by someone other than the user (processed data)
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Analysis of secondary data
… Market research (usually surveys, interviews of focus groups)
… Customer satisfaction research (usually surveys)
… Employee surveys that may have been undertaken by HR
… Industry or sector studies that have been published
… Publicly released polls (such as Gallup)
… Case studies (particularly useful in times of crisis when there is usually no time to conduct primary research)
Source: Jim Macnamara
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Networking and Partying © Georg Ackermann
What PR professionals like to do…
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…and the day after
© Georg Ackermann
Evaluation
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Relationship Management Relationship Level Measurement
Measuring the relationship with influencers by gainingfeedback before and during an event.
… Do the media respond immediately to an invitation?
… Do they confirm their attendance?
… When they refuse, do they explain why?
… Do they request information if unable to attend?
… Collect feedback during the eventSource: AMEC
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
How does it change in thedigital age?
Different communication?
Different audience?
Different tools?
© Georg Ackermann
Relationship Management
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Exercise:
Let’s set up an online survey…
You recently launched a campaign/organised an event. Now you are interested in feedback from your audience.
1. What are 3 important questions you want to ask?
2. Suggestion: Sign up to SurveyMonkey.com to create thequestionnaire.
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
1.
2. Name it
3.
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
4.
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
5.
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TheAVE debate© Georg Ackermann
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AVE (Advertising ValueEquivalents)
… puts monetary value on media coverage
… measures column inches orbroadcast seconds (“earnedmedia”)
… multiplies these by the equivalent cost of advertising in the same media
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
AVE (Advertising ValueEquivalents)
… credible measurement tool to assess prominence
… but what about sentiment, exclusivity and context?
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Advertising …
- is purchased
- complete control to the advertiser for content, placement and frequency
- is almost always positive
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Publicity/Earned media …
- control is with the medium
- can result into positive, neutral or negative messages
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
AVE – not really equivalent
- limited to the cost of the campaign
- not considering the impact at the audience
- often non-comparative
- limited to small group of media
What about newswires or social media (Twitter, Facebook)?
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Alternatives?
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
What are the results of the PR activity?
• PR efforts contribute to organisational goals
• output, outtake, outcome
• awareness (output), understanding (outtake), attitudes (outtake), behaviours (outcome)
• can be transaction/outcome-oriented (sales, membership, donations, enrolment)
Source: IPR
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
What are the results of the PR activity?
• improved relationships
• increased trust
• higher levels of satisfaction and loyalty
• enhanced reputation
• meeting expectations for social responsibilities
Source: IPR
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
“Results-based” methods analyse…
• tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)
• prominence and placement
• appearance of key messages
• credibility and targeted reach of the medium, impressions
• comparison to previous performance, expected results or competitors
Source: IPR
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Exercise:
Sentiment analysis
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Major Research & Evaluation Models
© Georg Ackermann
Key learnings?Key learnings?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 4
Social Media ROI: Measuring Your Online Success
©2010 Dow Jones & Company©2010 Dow Jones & Company
Media Measurement is not (only) about Search• Most free tools help you with your
search efforts – maybe with monitoring
• What about analysis and measurement?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Media Measurement is not (only) about Search• Most free tools help you with your
search efforts – maybe with monitoring
• What about analysis and measurement?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Media Measurement is not (only) about Search
– Are all sources important? Are you excluding your own marketing?
– Relevance vs. dates– Normalization (Coke vs. Coca Cola); want to include other brands (e.g.
Sprite)?– Are we getting the correct meaning of “coke”
– Numbers are only approximations (what about duplications?)
©2010 Dow Jones & Company©2010 Dow Jones & Company
109109
Media Analysis: Stop confusing ROI with results, and measurement with counting
• “Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.
• Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.
• You note the change, analyze the reasons why, and improve your program accordingly.”
Source: Stop confusing ROI with results, and measurement with counting, KD Payne
©2010 Dow Jones & Company©2010 Dow Jones & Company
110110
Media Analysis: Stop confusing ROI with results, and measurement with counting
• “Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.
• Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.
• You note the change, analyze the reasons why, and improve your program accordingly.”
Source: Stop confusing ROI with results, and measurement with counting, KD Payne
Show you’re busy –or indispensable?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Myth: Are you sure you mean ROI?
RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT
©2010 Dow Jones & Company©2010 Dow Jones & Company
Myth: Are you sure you mean ROI?
RR..OO..AA..RETURNRETURN ONON ATTENTIONATTENTION
©2010 Dow Jones & Company©2010 Dow Jones & Company
Myth: Are you sure you mean ROI?
RR..OO..EE..RETURNRETURN ONON ENGAGEMENTENGAGEMENT
©2010 Dow Jones & Company©2010 Dow Jones & Company
Myth: Are you sure you mean ROI?
RR..OO..PP..RETURNRETURN ONON PARTICIPATIONPARTICIPATION
©2010 Dow Jones & Company©2010 Dow Jones & Company
Myth: Are you sure you mean ROI?
RR..OO..TT..RETURNRETURN ONON TRUSTTRUST
©2010 Dow Jones & Company©2010 Dow Jones & Company
Myth: Are you sure you mean ROI?
RR..OO..II..RETURNRETURN ONON INVOLVEMENTINVOLVEMENT
©2010 Dow Jones & Company©2010 Dow Jones & Company
ROI is a business metric, not a media metric
ROI =COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
Can you connect your PR investments ($$$ ) with the financial impact, e.g. sales or savings ($$$)?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Real ROI requires you to connect investments, activities and financial impact!
Source: The Brandbuilder – Basics of Social Media ROI
Investments leading
to activities
$$$Financial
Impact$$$
©2010 Dow Jones & Company©2010 Dow Jones & Company
Myth: Are you sure you mean ROI?
RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT
(OUTTAKES)(OUTTAKES) (ACTIVITIES)(ACTIVITIES)
©2010 Dow Jones & Company©2010 Dow Jones & Company
ROI in Social Media? Yes and No!
RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT
©2010 Dow Jones & Company©2010 Dow Jones & Company
RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT
ROI in Social Media? Yes and No!
©2010 Dow Jones & Company©2010 Dow Jones & Company
Typical Output, Outtake and Outcome Metrics for Communications
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
# of requests for information
% awareness of your brand
% considering your brand
% preferring your brand
# meetings
# of speaking engagements
# of blog mentions
# of reviews
# of media contacts made
# of news releases sent
Place product
reviewsInitiate speakers program
Proactive blogger outreach
Sales Leads
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTION (INPUT)
GOAL
If not ROI, what do I do? Build your own KPI framework,
suiting your requirements, capabilities and resources
©2010 Dow Jones & Company©2010 Dow Jones & Company
Social Media
–where
to start?
2 things might help:
1)The inequality of the web
2)The concept of targetmedia
©2010 Dow Jones & Company©2010 Dow Jones & Company
90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute
©2010 Dow Jones & Company©2010 Dow Jones & Company
Who Are You Listening to –Are You Catching the Long Tail?
• How many relevant social media sites are there?
• How many should or simply can you monitor or even measure?
Source: http://www.longtail.com – Chris Anderson
Reach vs. Influence
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Influence
• Engagement
Social Media (for PR) has two Core Metrics
Sources: Social Media Metrics
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Blogs
• Youtube
Let’s get more concrete:Ratings worth monitoring on …
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Unique visitors per month to your blog
• Total posts read
• Subscribers to your RSS / email feed
• Independent credibilty ratings by external authorities such as Klout, Compete.com or Hubspot
• Number of comments
• Who is commenting (small players or major players)
• Links
• Time on site
Ratings worth monitoring on Blogs
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Unique visitors per month to your blog
• Total posts read
• Subscribers to your RSS / email feed
• Independent credibilty ratings by external authorities such as Klout, Adage, Compete.com or Hubspot (with its website and blog gradings)
• Number of comments
• Who is commenting (small players or major players)
• Links
• Time on site
Ratings worth monitoring on Blogs
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Number of fans
• Types of Fans (ordinary or high value)
• Comments
Ratings worth monitoring on Facebook
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Number of fans
• Types of Fans (ordinary or high value)
• Comments
Ratings worth monitoring on Facebook
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Number of followers
• How many lists you are on
• How many ReTweets you are generating
• The number of Direct Messages
• Followers-per-tweet
• Klout rating
Ratings worth monitoring on Twitter
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Number of followers
• How many lists you are on
• How many ReTweets you are generating
• The number of Direct Messages
• Followers-per-tweet
• Klout rating
Ratings worth monitoring on Twitter
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Number of views
• Number of subscribers
• Quantity of comments
Ratings worth monitoring on YouTube
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Number of views
• Number of subscribers
• Quantity of comments
Ratings worth monitoring on YouTube
Sources: 20 Social Media Ratings You Should Be Monitoring
©2010 Dow Jones & Company©2010 Dow Jones & Company
Old Spice Campaign: Looking at the Results
Source: W + K Old Spice Case Study
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Myths and Realities
• How to quantify efforts in blogs, Twitter, etc.
4) Social Media ROI: Measuring your online success
Key learnings?Key learnings?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 5PR Measurement of New &
Traditional Media
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Social Media Relations Everything Changes?
Yes!Yes!
• It’s about two-way conversations
• You’ve to deal with more channels
• We HAVE to listen and understand what’s said about us!
• What about those negative comments and posts?
• The game get’s so much faster
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Social Media Relations Everything Changes?
No!No!
• You’ve to manage relationships
• So it’s wires, print, broadcast – and social media
• You already: monitor and analyse your media coverage
• Not every negative comment means a crisis
• Already forgot newswires? Look at trends over time
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Communications Objectives & Strategy
Planning, Execution, Controlling
Monitor Discover Engage
research & promote the buzz
issues, trends& strategies for
impact
opportunities &risks in time
to act
Analyse
& pinpointbetter the influential
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Social Media Relations Everything Changes?
© Georg Ackermann
Originally, measurement was post-mortem analysis.
For fast environments, it
becomes near-time!
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll
do things differently.
Warren Buffet
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Monitor
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Monitor
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Monitor
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Monitor Analyse
Analyse -Break it down
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Monitor Analyse
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Monitor Analyse
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Analyse
Who are they talking about?
What are topics/ issues discussed?
How good is your brand image?
How is your media footprint globally?
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Analyse
What are trends in traditional vs. social
media?
Who is writing about you?
What are keywords of your brand coverage?
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Discover
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Focus on Asia
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
How to reach out in Asia?
Source: Ogilvy Public Relations
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
How to reach out in Asia?
Source: comScore
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
How to reach out in Asia?
Source: comScore
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
How to reach out in Asia?
China
Source: Ogilvy Public Relations
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
How to reach out in Asia?
http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
Hong Kong1. Yahoo.com
2. Facebook.com
3. Google.com.hk 谷歌
4. Youtube.com
5. Google.com
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
China1. Baidu.com
2. QQ.com
3. Taobao.com 淘宝网
4. Sina.com.cn 新浪新闻中心
5. Google.com.hk 谷歌
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
Vietnam1. Google.com.vn
2. Google.com
3. Yahoo.com
4. VnExpress.net
5. Zing.vn
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
Indonesia1. Facebook.com
2. Google.co.id
3. Google.com
4. Blogger.com
5. Yahoo.com
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
Taiwan1. Yahoo.com
2. Facebook.com
3. Wretch.cc 無名小站
4. Google.com.tw 繁體中文搜尋
5. Youtube.com
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
Korea1. Naver.com 네이버
2. Google.com
3. Facebook.com
4. Yahoo.com
5. Daum.net 다음daum
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
India1. Google.co.in
2. Google.com
3. Facebook.com
4. Yahoo.com
5. Youtube.com
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
Singapore1. Facebook.com
2. Google.com.sg
3. Youtube.com
4. Yahoo.com
5. Google.com
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Top Sites in…
Malaysia1. Facebook.com
2. Google.com.my
3. Google.com
4. Yahoo.com
5. Youtube.com
©2010 Dow Jones & Company©2010 Dow Jones & Company
PR measurement of new and traditional media
Differences, challenges, and the right approach to take
Key learnings?Key learnings?
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 6
Measuring with a tight budget: Cost-Effective Tools & Applications
©2010 Dow Jones & Company©2010 Dow Jones & Company
What’s already there?
© Georg Ackermann
•Who’s using Twitter / what tools / what do youmeasure
©2010 Dow Jones & Company©2010 Dow Jones & Company
Measuring success of your Facebook Efforts
What Facebook Insights can do for you:•page views•unique views•total interactions•wall posts•discussion topics•Fans•New Fans•Removed Fans•Reviews•Photo Views•Audio Plays•Video Play
©2010 Dow Jones & Company©2010 Dow Jones & Company
Getting started with social media analysis tools
© Georg Ackermann
•Overview: Some free tools
•Get your hands ‘dirty’ for your :
• News
• Blogs
©2010 Dow Jones & Company©2010 Dow Jones & Company
Social Webwww.socialmention.com
www.collecta.comwww.boardreader.com
www.blogsearch.google.comhttp://technorati.com/search
Twitterwww.klout.net
www.tweetstats.comhttp://twittercounter.com
http://twitrratr.comhttp://tweetfeel.comhttp://wefollow.com
Facebookwww.booshaka.comwww.kurrently.com
http://itstrending.comhttp://youropenbook.org
http://facepinch.com
Search/Webwww.google.com/insights/search
www.google.com/trendswww.google.com/analytics
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Check the following Twitter tools for your case study context:
• twitrratr.com
• tweetfeel.com
• twitter.com/search
• twitterstats.com
What are 1) the pros / cons, 2) useful metrics
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Check the following Facebook tools for your case study context:
• Facebook – search
• booshaka.com
• kurrently.com
What are 1) the pros / cons, 2) useful metrics
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Check the following Social Web tools for yourcase study context:
• Socialmention.com
• Klout.com
What are 1) the pros / cons, 2) useful metrics
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Understanding what you want to track:• What is your goal?
• Do you want to track how people are sharing your website?
• Do you want to track a specific social media campaign?
• Or maybe you’re just interested in trends related to a specific meme or social media phenomenon?
Think about your Case Study and how to use these tools.
Source: Mashable – Track Social Media Analytics
©2010 Dow Jones & Company©2010 Dow Jones & Company
Problems and challenges of free tools
© Georg Ackermann
• I have to do it myself
• Provides me only raw data
• External perspective is missing
• Limited language analysis
• Free tools are specific, limited
• Methodology not always transparent
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 6
Measuring with a tight budget: Cost-Effective Tools & Applications
Key learnings?Key learnings?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Old Spice Reaction: World Vision
Source: Youtube / Old Spice Channel
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 7
Crisis Management: Monitoring & Mitigation Effectiveness
©2010 Dow Jones & Company©2010 Dow Jones & Company
Nestlé's social media crisis
Nestléunwillingly put public
attention to Greenpeace's
video campaign
©2010 Dow Jones & Company©2010 Dow Jones & Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
©2010 Dow Jones & Company©2010 Dow Jones & Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
©2010 Dow Jones & Company©2010 Dow Jones & Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
©2010 Dow Jones & Company©2010 Dow Jones & Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Key learnings:
Control? Don't use lawyers to take things off the Internet
Admit it, stop it, and apologize. FAST!
Customerscriticizing you are telling you something very valuable
©2010 Dow Jones & Company©2010 Dow Jones & Company
Nestléunwillingly put public
attention to Greenpeace's
video campaign
Activists change their Facebook profile photos to anti-Nestléslogans and start posting to the Nestléfan page
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Nestlé: “To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted”
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Now it even went worse with all kinds of criticism, allegations and simple insults being posted (e.g. bottled water dispute in the US, “killing babies”…)
Key learnings:
Control? You never really had it!
Admit it, stop it, and apologize. FAST!
Customerscriticizing you are telling you something very valuable
What are your Rules of Engagement?
A crisis response protocol?How fast can you react?
Who decides?
What are your Rules of Engagement?
A crisis response protocol?How fast can you react?
Who decides?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
YOUR BRAND?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas If a crisis happens:
Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin
YOUR BRAND?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas If a crisis happens:
Get it fast,Get it right,Get it out, andGet it over!Your problem won’t improve with age.N. Augustine, CEO Lockhead Martin
33% of global CCOsare not prepared for social media based reputation threats !!!
33% of global CCOsare not prepared for social media based reputation threats !!!
YOUR BRAND?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Reputational Risk: It’s all about perception...
Emergence:Issue getspublic
Spreading:Growing interest
Establishment:Full crisis
Erosion:Relevancedeclines
Potential:Known areas
YOUR BRAND?
Exercise: What are crisis
indicators you canmeasure?
Exercise: What are crisis
indicators you canmeasure?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Exercise: BP = Best Practice?
• Form groups of 5-8 people
• You are the global communications team for BP now
• Think about one on-line and one offline campaign in context of the Output, Outtake and Outcomeframework that you would do
• Use the template go guide you
• Share after 10 minutes
©2010 Dow Jones & Company©2010 Dow Jones & Company
The majority of all crises come from within an organization.
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 7
Crisis Management: Monitoring & Mitigation Effectiveness
Key learnings?Key learnings?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 8
PR Measurement Industry Today
©2010 Dow Jones & Company©2010 Dow Jones & Company
BIG offerhttp://wiki.kenburbary.com/social-meda-monitoring-wiki/
149 providers
© Georg Ackermann
Fragmentation & Consolidation
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Cision
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Analysed content: Twitter, Facebook, YouTube, Blogs, Forums and Traditional News Publications (Archive)
• paid or free
• country/region-focus or global, supported languages
• industry-focus
• automated, tool-focus or manual analysis
• price and support
• simple press clipping service or complex analysis platform
© Georg Ackermann
Quick Provider check
©2010 Dow Jones & Company©2010 Dow Jones & Company
There is no perfect solution!
© Georg Ackermann
What are your needs and resources?
>> next: The Future of Media Measurement
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Kraftwerk
The Man-Machine, 1978
The Future of Media Measurement
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Kraftwerk
Computer World, 1981
©2010 Dow Jones & Company©2010 Dow Jones & Company
The Future of Media Measurement
Improvements to the mix of humans and machines
© Georg Ackermann
Technology improvements around
• machine translation
• automated sentiment detection
• speech to text (to harness video and podcasts)
• discovery algorithms
• cluster analysis - how certain words are gathering, “clustering” relative to a search topic
©2010 Dow Jones & Company©2010 Dow Jones & Company
The Future of Media Measurement
© Georg Ackermann
• Improved integration of print media measurement with online advertising metrics, market surveys and other data used for KPIs
• More workflow integration of media measurement tools
• Measurement and Media Management coming together
©2010 Dow Jones & Company©2010 Dow Jones & Company© Georg Ackermann
Get Help
©2010 Dow Jones & Company©2010 Dow Jones & Company
International Association for Measurement and Evaluation of Communication
• AMEC’s first international chapter in the USA
• Global agency research heads and US-based AMEC members Cision, VMS, Dow Jones and Burrelles Luce
• Developed measurement principles, presented and agreedat this year’s AMEC European Summit on Measurement in Barcelona, together with the Institute for Public Relations (IPR)
• Asian Chapter launched in October 2010
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
AMEC: Barcelona Principles
© Georg Ackermann
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. 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
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 8
PR Measurement Industry Today
Key learnings?Key learnings?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 9
Post Evaluation: Start with the End in Mind
©2010 Dow Jones & Company©2010 Dow Jones & Company
6) Post evaluationYou want a seatat the board table?
You want a seatat the board table?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
• 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it
• Use multiple metrics – Show the whole picture through Communications KPIs
• Connect the dots between clip counts–trends in coverage and favourability
Translating PR results into the language of business
©2010 Dow Jones & Company©2010 Dow Jones & CompanySource: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
• Set your sights on the competition – show the context
• Top executives only need a high-level summary of results
“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.
“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.
Indispensable? Use KPIs to show your contribution!
©2010 Dow Jones & Company©2010 Dow Jones & Company
Typical Output, Outtake and Outcome Metrics
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
# of requests for information
% awareness of your brand
% considering your brand
% preferring your brand
# meetings# of speaking engagements
# of blog mentions
# of reviews
# of media contacts made
# of news releases sent
Place product reviews
Initiate speakers program
Proactive blogger outreach
Sales Leads
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTION (INPUT)
GOAL
Group Exercise:Use your exercise example(G20 / Qantas / SGX-ASX)
and define:How do you want to share yourefforts and successes with the
board?
©2010 Dow Jones & Company©2010 Dow Jones & Company
To act strategic, you’d need a strategy…
Quantitative and qualitativeQuantitative
Smart tools & analysisOnly human analysis
StrategicTactical
Pro-activeReactive
The world of sites, titles, blogs, videosHandful of key titles
Media Analysis & KPIsClip books
Managing outtakes & outcomesManaging activities & outputs
Benchmarking messages, competitorsCounting clips
NOW: Outtakes & OutcomesTHEN: Activities & Outputs
©2010 Dow Jones & Company©2010 Dow Jones & Company
Measurement is a Process
Planning
ExecutionEvaluation
Situationanalysis
The measurement process is formed around some basic questions:
• What were the goals we wanted to achieve in the first place?
• What do we want to measure against?
• What do we want to compare?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 9
Post Evaluation: Start with the End in Mind
Key learnings?Key learnings?
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Old Spice Reaction: Sesame Street
Source: Youtube / Sesame Street
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 10
Bringing it All Together:Deciding on the Right Solution
©2010 Dow Jones & Company©2010 Dow Jones & Company
Step 1: Transforming objectives to specific KPIs
Definition of my objectives:
To build brand awarenessTo generate buzz, advocacy or WOMTo generate brand engagementTo shift consumer perceptionsTo influence key opinion formersTo generate leads or build prospect baseTo stimulate dialogue or relationship with prospectsTo encourage participation for social eventTo manage brand reputationTo divert a PR crisisTo engender customer loyaltyTo uncover customer or product insightsTo enhance customer service
Source: IAB Social Media Council
© Georg Ackermann
What’s top on
your job’s agenda?
What’s top on
your job’s agenda?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Step 2: From objectives to KPIs -“The 4 As” of online engagement
Source: IAB Social Media Council
© Georg Ackermann
What’s your focus? What’s your focus?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Source: IAB Social Media Council
© Georg Ackermann
Step 2: From objectives to KPIs -“The 4 As” of online engagement and possible metrics
What are your metrics? What are your metrics?
©2010 Dow Jones & Company©2010 Dow Jones & Company
From objectives to KPIsExample: Fan page
© Georg Ackermann
Source: IAB Social Media Council
©2010 Dow Jones & Company©2010 Dow Jones & Company
From objectives to KPIsExample: Microblogging
Source: IAB Social Media Council
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
From objectives to a KPI Example: Foster Dialog
Source: Altimeter Group
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
From objectives to a KPI Example: Promote Advocacy
Source: Altimeter Group
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
From objectives to a KPI Example: Promote Advocacy
Source: Altimeter Group
© Georg Ackermann
Are there other KPIs you use? What else would be necessary?Are there other KPIs you use?
What else would be necessary?
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Set your objectives carefully: all good research starts here• Define your target audiences: who, when, where and why?• Identify your key messages: write them down, be clear and consistent• It’s the content that counts: consider what issues affect you and your
sector• Don’t just think about your own coverage: consider your competitors’ too.• Watch for bias: when sourcing materials and interpreting the results.• Decide what output or report you need: not what the others want to sell
you.• Win commitment at Board level: by demonstrating measured results.• Share results with the other departments: their interest may help shape
the budget.• Use the results: this is for planning and sharing, not for sitting on the shelf.
How timely do you need results?Source: AMEC
Master Checklist:How to use Media Evaluation to best effect
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
• Set your objectives carefully: all good research starts here• Define your target audiences: who, when, where and why?• Identify your key messages: write them down, be clear and consistent• It’s the content that counts: consider what issues affect you and your
sector• Don’t just think about your own coverage: consider your competitors’ too.• Watch for bias: when sourcing materials and interpreting the results.• Decide what output or report you need: not what the others want to sell
you.• Win commitment at Board level: by demonstrating measured results.• Share results with the other departments: their interest may help shape
the budget.• Use the results: this is for planning and sharing, not for sitting on the shelf.
How timely do you need results?Source: AMEC
© Georg Ackermann
Measurement isn’t an isolated one-off matter – but an enabler for strategic
communications!
Measurement isn’t an isolated one-off matter – but an enabler for strategic
communications!
Master Checklist:How to use Media Evaluation to best effect
©2010 Dow Jones & Company©2010 Dow Jones & Company
• To demonstrate the influence that media coverage can have on the attainment of PR objectives
• To facilitate more effective audience targeting and reinforce other aspects of PR planning
• To analyze key message pick-up in media and among journalists and their audiences
• To gather intelligence about a sector, trends and issues (historic and future), and an organization and its peers’ perception in the media
• To provide a benchmark against which to measure the effectiveness of media coverage both during a PR programme and in the final analysis
• To help build the credibility and influence of PR in organizations, and demonstrate PR’s contribution to strategic business decision-making
• To provide a ‘hard’ measure of success to reinforce the case for an expanded role for PR.
Source: IPR
Reminder: Key Benefits of Media Evaluation
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Model Budgeting for Analysis
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 10
Bringing it All Together:Deciding on the Right Solution
Key learnings?Key learnings?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 11
Wrap Up: You Want to Look Busy or Indispensable?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Final Exercise:
From objectives to KPIs
© Georg Ackermann
©2010 Dow Jones & Company©2010 Dow Jones & Company
Typical Output, Outtake and Outcome Metrics
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
# of requests for information
% awareness of your brand
% considering your brand
% preferring your brand
# meetings# of speaking engagements
# of blog mentions
# of reviews
# of media contacts made
# of news releases sent
Place product reviews
Initiate speakers program
Proactive blogger outreach
Sales Leads
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTION (INPUT)
GOAL
Next step would be:Use your exercise example(G20 / Qantas / SGS-ASX)and fine tune your plan.
Check / Add:Audiences, Channels, Benchmarks
Use the “Master Checklist”
©2010 Dow Jones & Company©2010 Dow Jones & Company
Typical Output, Outtake and Outcome Metrics
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
# of requests for information
% awareness of your brand
% considering your brand
% preferring your brand
# meetings# of speaking engagements
# of blog mentions
# of reviews
# of media contacts made
# of news releases sent
Place product reviews
Initiate speakers program
Proactive blogger outreach
Sales Leads
OUTCOMEMETRIChas to answer
“So what?”
OUTTAKEMETRIC
OUTPUTMETRIC
ACTION (INPUT)
GOAL
Final Discussion:
What were the main challenges?How to apply the learnings to your job?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Critical Questions for Corporate Communications
• Can you track the drivers of your corporate reputation?
• How do you benchmark your competitors?
• Do you know what your weak PR spots are? Which sectors? Which markets? Media?
• How (fast) do you identify critical issues that could affect your organization?
• What kind of media do you need to track?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Use the Right Tools and Correct Content• Not all approaches are right for all companies
• Assess who you are– Your staff’s capacity; history with “high-tech” tools
• Traditional vs. Social Media– Which channels are you looking at?
• Understand what you can / can’t do alone– Hint: Simple search won’t cut it
©2010 Dow Jones & Company©2010 Dow Jones & Company
Wrap Up: Strategic Media Measurement Keys to Success
1. Determine what success looks like
2. Use the right tools with the correct content
3. Have a plan to turn output into positive outcomes
4. Collaborate across markets and divisions to establish a consistent measurement program
5. Consider the impact of measuring across languages and cultures
©2010 Dow Jones & Company©2010 Dow Jones & Company
1. Determine what success looks like
• Benchmark– What’s your image now in your core markets
• Conduct a rigorous self-assessment– Spend time up front to know what you’re getting into.
• Staffing and ongoing investment
• Ask: “Why do we want to measure?”– Whose perception do you want to impact?
– Don’t start too wide -- it can distract from core goals
– Identify the KPIs which will show success
©2010 Dow Jones & Company©2010 Dow Jones & Company
2. Use the right tools and correct content
• Not all approaches are right for all clients.
• Assess who you are– Your staff’s history with high-tech tools
• Traditional vs. Social Media– Are you exposed by not monitoring social media?
• Understand why you shouldn’t do it alone– Hint: Search engine’s won’t cut it
©2010 Dow Jones & Company©2010 Dow Jones & Company
3. Turn output into positive outcomes
• What do you want to do with the data you gather?– Justify spend and headcount
– Help prove your value to your organization
• Don’t be afraid of what you might find:– Finding out that you are not who you thought you were should
be seen as a success, not a failure of the initiative.
• Promote your successes internally
• Reassess.
©2010 Dow Jones & Company©2010 Dow Jones & Company
4. Collaborate for Consistent Measurement
• Get all markets and divisions on the same page.– Save time and money with one approach (e.g. through assigning a
3rd party)
– Identify the global issues each unit has in common.
– Establish consistent metrics with one methodology
• But don’t forget to stay local. – Include sets of issues and competitors specific to each region
– Measure in the local language
©2010 Dow Jones & Company©2010 Dow Jones & Company
5. Consider the impact of measuring across languages and cultures
• Some campaigns, markets and products cross borders and some don’t
• Your vendor should speak your languages– Not just transliteration of search strings
• Ensure equal measurement approaches in multiple languages– Normalized content structure and search approaches
©2010 Dow Jones & Company©2010 Dow Jones & Company
What did we do?
• Understand that it’s not enough to LOOK busy
• NOT talking about ROI!
• Focus on KPIs
• Look at CONTEXT
• Hear about REAL problems and REAL solutions
©2010 Dow Jones & Company©2010 Dow Jones & Company
Best Practices in Media Measurement
• Use an objective evaluator
– Think about governance
• Think cause and effect
– Connect communications activities to bottom-line business results
– Match metrics to your PR strategy and objectives
• Think scalable
– Marry human and artificial intelligence to cost-effectively manage large volumes of information
©2010 Dow Jones & Company©2010 Dow Jones & Company
Media Measurement: Where to Start
Three Keys to Success
• Determine what success looks like
• Use the right tools with the correct content
• Have a plan to turn output into positive outcomes
©2010 Dow Jones & Company©2010 Dow Jones & Company
Session 11
Wrap Up: You Want to Look Busy or Indispensable?
Key learnings?Key learnings?
©2010 Dow Jones & Company©2010 Dow Jones & Company
Questions?
Thank you.
Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv
Georg AckermannMedia Lab Team LeaderDow Jones and [email protected]@derackermann