pr measurement for tourism
TRANSCRIPT
1
Public Relations Measurement for Travel and TourismBarcelona and Beyond
2
Agenda
- Why Measure?- Industry Snapshot- Barcelona Principles – Death to AVEs- What it Means for Tourism- Real-World Examples- Tools of the Trade- Tips and Takeaways- Additional Resources
3
Why Measure?
4
Why Measure?
- Evaluate program successes- Gauge trends, topics and issues- Develop better strategies and plans- Tie to marketing, executive priorities- Protect resources and grow budgets
Source: Weber Shandwick/Tim Marklein
5
Sage Advice
What gets measured gets done.
6
Sage Advice
Not everything that can be measured matters. And not everything that matters can be measured.
7
Industry Snapshot
8
Changing Landscape
9
Changing Landscape
10
The Good, The Bad and The Ugly
Source: Weber Shandwick
11
The Really Ugly: Lack of Understanding of PR
12
The Really Ugly: PR as a commodity
13
Turning Point 2010
14
Watershed Moment
- 2009 – Institute for Public Relations (IPR) Measurement Commission “condemns the name, concept and practice of ad value equivalencies”
- Earned media space does not equal paid media space (credibility)
- Media cost does not equal media value
15
Now What? Barcelona and Beyond
- 2010: Barcelona conference on Measurement- 200 esteemed specialists from five global organizations- Birth of “The Barcelona Principles”
- 2011: Lisbon Legacy: A 2020 Measurement Agenda- A coalition working together
16
The Barcelona Principles
1. Importance of goal setting and measurement- Goals should be quantitative (increasing revenue or customer satisfaction)- Measurement should include traditional AND social media (and their effect on stakeholders
2. Measure outcomes vs. outputs- Measure the effect of your efforts; not just what you did (releases, clips, events, etc.)
3. Effect on business results can and should be measured where possible
4. Media measurement requires quantity AND quality (prominence, tone, sentiment)
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- Reveal and explain the method your are using- Adopt a program that can be repeated
17
To Sum it Up
- It’s not just about media and clip counting – measure your program, including social
- Always evaluate quality and message, not just quantity- Real world: Some clients and executives still want AVEs –
nothing better out there yet - Transparency is key during this transition- Shift focus to business outcomes – awareness, understanding,
attitudes, behaviors, engagement, sales, market share- Back to basics
18
Back to Basics
19
Back to Basics – Valid Metrics Framework (AMEC)
20
What does it mean for Tourism?
21
What Matters: As Duane Parrish Puts it
- Heads in Beds- Feet on the Fairways- People in the Parks
Economic Development and Jobs
Source: Weber Shandwick
22
The Five Stages of Travel – “The Funnel”
23
Overall Annual Reporting
24
The Real World: Challenges
25
Challenges
26
Top Measurement Challenges Facing PR Pros
- Finding the Budget- Identifying the Right Tools- Designing programs so they are measureable
Source: 2011 Bulldog Reporter/Thompson Reuters PR Measurement Practices Survey
27
Best Practices:Taking Measurement
Forward
28
Campaign Example:Sixty Miles in 60 Days
Goal: Increase awareness of shoulder season travel by highlighting the area’s best-kept secrets.
29
Campaign Elements
- Media Relations- Blogger relations- Blogger FAM trip
- Social Media Activation- Pinterest pin-to-win contest- 60 Secrets blog posts- Social media giveaways via blog, Twitter- Photo contests via Facebook
- Advertising Support- TV- Online
30
Measurement
- KPIs:- Impressions- Tonality- Blogger engagement- Fans/followers- Click-through traffic to website
- Insights:- Topics that sparked conversation- Secrets that people knew about most/least- Social channels generated greatest loyalty
31
Tools
32
Share of Discussion
33
Causation
34
Value-Based Scoring
35
Tools
36
What can you add to the dash?
37
Bulldog Reporter Buying Guide
Five Chapters- Before you start
shopping- New developments in
resources- Needs assessment- Questions to ask
yourself- Head-to-head
comparisons
38
Comprehensive Full-Service Monitoring
40
Social Media: Free/Low Cost
41
Social Media: Paid Full-Service
42
Free = Google Alerts + Netvibes Dashboard
43
Blogger Evaluation
44
Last, But Not Least…
45
Tips and Takeaways
46
Tips and Takeaways
- Get smart – then get conversational- Practice (measurement training exercise)- Demos and free trials- Make your results sing and dance – tell the story- Set benchmarks (progress over time, comparisons to competitors)- Secret to better measurement: simple questions with evidence-
based answers- Who are you seeking to affect?- What about them are you seeking to affect?- How much must they be affected to be successful?- By when does this need to occur?
47
It’s Easy.
48
Resources
- K.D. Paine’s PR Measurement Blog and “Measure what Matters”- International Association for the Measurement and Evaluation of
Communication (AMEC)- Institute for Public Relations – IPR Measurement Commission- PRSA- Bulldog Reporter- PR News – Measurement Corner
49
Questions?