payback - ragan communications · 2018-05-02 · payback: the roi of pr & sm measurement sandra...

Payback:

The ROI of PR & SM Measurement

Sandra Fathi

President, Affect

Email: [email protected]

tweet: @sandrafathi

web: affect.com

blog: techaffect.com #RaganDisney

Ragan Social Media for PR & Corporate Communications Conference at Disney World

Feb 19, 2015

PRESENTER BIO

SANDRA FATHI

• Founder and president of Affect, a public relations and

social media firm specializing in technology,

healthcare and professional services

o Immediate Past Tri-State District Chair, PRSA

o Past President, PRSA-NY Chapter

o Past President, PRSA Technology Section

[email protected] @sandrafathi

ROI of PR & SM MEASUREMENT

QUOTABLE

"Measurement is the first step that leads to control and eventually to improvement. If you can't measure something, you can't understand it. If you can't understand it, you can't control it. If you can't control it, you can't improve it.”

- H. James Harrington


QUOTABLE II

"You get what you measure. Measure the wrong thing and you get the wrong behaviors.”

- John H. Lingle


WHY MEASURE?

1. Prove the Value of our PR & SM programs

2. Understand which programs are most Effective

3. Demonstrate ongoing improvement in Performance

4. Garner support for ongoing and/or increased Investment

5. Don’t get fired


GOAL SETTING

1. Goals Motivate

2. Goals Delineate Success

3. Goals Drive Creativity & Problem Solving

Source: USOpen.com


MEASURE WHAT MATTERS

1. Money

– Making, Saving, Spending

2. Customers

– They Bring the Money

3. Leads

– They Bring the Customers

4. Exposure

– It Brings the Leads

Source: CEOWorld.biz



• Employees

• Products/Services

• Stock Price

• Reputation

• Recruiting

• Customer Retention

• Market Penetration

• Market Share Photo Source: LiveAuctioneers.com


DON’T MEASURE CONVENIENCE

• Will more FB posts get you promoted?

• Will more tweets = more budget?

• Will 1000 likes make the CEO like you more?

• Will the number of YouTube views ever be mentioned on an

earnings call?

• Will the number of Instagram followers earn you a raise?


CUSTOMER JOURNEY

Discover

Form Opinion

Conviction

Consideration Set

Purchase


THE CUSTOMER JOURNEY

Positional

Measures

Relational

Measures

Commercial

Measures

# of Likes # of Followers # of Subscribers

# of Shares # of Retweets # of Clicks

# of Leads $ Revenue Earned $ Costs Saved


KEY PERFORMANCE INDICATOR (KPI)

What are we trying to achieve? What are the appropriate KPIs?

Be Healthy Raise Awareness

Weight # of Articles

BMI # of Readers

Blood Pressure Quality of Articles

Cholesterol Share of Voice

Sugar Traffic to Website

Run a Mile Calls to Call Center

Sit Ups Per Minute Leads

METHODOLOGIES ROI of PR & SM MEASUREMENT

1. Surveys: Ask and Tally Results

2. Scores: Create Indices or Scoring Mechanism

• Quantity: sheer volume of media hits

• Quality: weighted value for Tier 1,2 or 3 or feature vs. mention

3. Correlations: Outputs, Outcomes and Business Results

• Track PR events against lead generation (online, email, phone etc.)

• Track PR events against web traffic or registrations

4. Check Boxes: Meeting Specific, Finite Objectives

• Number of articles, press releases, event attendees, registrations,

downloads, revenue (dollar value)


GOALS VS. OBJECTIVES

Goals Objectives

Broad Narrow

Intangible Tangible

Infinite Finite

Abstract Concrete

Open Ended Bound by Time


GOAL & OBJECTIVE SETTING

Goals Objectives

Increase Awareness Increase Subscribers/Followers by 50% by Q2 2015

Strengthen Media Relations

Engage Top 20 Reporters on Social Media and Secure Inclusion in 5 Articles in Next 6 Months

Increase Share of Voice

Compare Social Media Chatter of Top 5 Competitors on Quarterly Basis and Increase from 10% to 20% in 18 Months

Generate Leads Increase Leads from Social Media Sites by 50% by June 2015


OUTPUTS VS. OUTCOMES

16

ACTIVITY PLATFORM MEASURES

IMPACT

OUTPUT RESULT BUSINESS OUTCOME

80 Tweets Per Month 1000 New Followers 15% Increase in Web Traffic from Twitter

Launch Video Series on YouTube with 30

Videos

200 New Subscribers 8,000 Views

50+ Leads Generated

Host Facebook Contest

3800 Entries 60,000 Impressions

1500 Prospects Added to Database

ARCHITECHTING FOR MEASUREMENT

What do we need to put in place in order to measure?

• Structural changes

– Processes

• Operational changes

– Information Capture

• Technical changes

– Tripwires

– Milestones

– Analytics

Source: Neil Turner

ARCHITECHTING FOR MEASUREMENT

• Does it measure what’s important to me?

• Will we be able to manage it?

• Does the cost/effort outweigh the value

of the measurement?

• Are there alternative, lower cost/no cost

tools or methods?


MEASURE IN MODERATION

Source: Dead Cat Bouncing



• Measure the most critical KPIs

• Ensure that the measurement is sustainable (time and resources)

• Consider how, when and how often to present data

• Understand how to turn information into insights to optimize your

programs


DASHBOARDS


BUILD YOUR OWN DASHBOARD

Holy Grail: Revenue

Data

6 Step Approach:

1. Measure

2. Track

3. Trip

4. Analyze

5. Tweak

6. Repeat


CON EDISON II


DEALNEWS

Business Goal:

Web Traffic

Program: High Traffic

Media Online

Outcome: +300K Views =

$225K in $


REGUS

Business Goal:

350 Leads Q4

Program: Integrated Marketing

Outcome: 790 Leads

$1M Revenue 90 days

• Analytics Are Your Best Friend

• Understand the Business of Your

Business

– Financials, Earnings Calls, Annual

Report

• Make SM & PR a Revenue Center/Saver

Vs. Cost Center

• Speak in a Language the C-Suite

Understands


PARTING THOUGHTS

Measurement



• Barcelona Declaration of Measurement Principals

http://amecorg.com/2012/06/barcelona-declaration-

of-measurement-principles/

• Social Media Success Series (Affect)

http://www.techaffect.com

• How To Prove the Value of Your Social Media Efforts

http://www.slideshare.net/Sfathi/affect-how-to-prove-

the-value-of-your-social-media-efforts

http://amecorg.com/2012/06/barcelona-declaration-of-measurement-principles/









http://www.techaffect.com

http://www.slideshare.net/Sfathi/affect-how-to-prove-the-value-of-your-social-media-efforts





















Sandra Fathi

President, Affect

Email: [email protected]

tweet: @sandrafathi

web: affect.com

blog: techaffect.com

Slides Available: Slideshare.net/sfathi

#RaganDisney

Payback:

The ROI of PR & SM Measurement

payback - ragan communications · 2018-05-02 · payback: the roi of pr & sm measurement sandra...

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