pr measurement predictions & best practices for...

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GWU PR Research Course January 19, 2016 Katie Delahaye Paine CEO Paine Publishing www.painepublishing.com | @queenofmetrics | [email protected] PR Measurement Predictions & Best Practices for 2016

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GWU PR Research Course January 19, 2016 Katie Delahaye Paine CEO Paine Publishing

www.painepublishing.com | @queenofmetrics | [email protected]

PR Measurement Predictions & Best Practices for 2016

Factors that will drive the PR industry

Talent Wars Unemployment is at 5% so competition for talent will be fierce

“Where the money goes, metrics follow”

Budget dollars will shift to internal, culture, reputation, and CSR measurement

Attention Wars The presidential election will occupy an ever larger news hole

Traditional media will continue to lose readers and viewers as more people cut the cable cord and consume information on other devices

Podcasts, vlogs & other new media will grab more attention

Content fatigue + blocking apps = trouble for traditional PR methods

2

Silos will tumble

Trends: Employees increasingly get information from social media, so the walls between

internal & external communications are now porous

Journalists are journalists, so social vs. traditional media is a myth

Content is content whether it’s produced by marketing or PR

What it means: It’s not about the media, it’s about what your stakeholders do with your information

when/if you get it out there

Measurement dashboards will integrate social + traditional + internal + CSR + content marketing + digital into one set of metrics

New vendors will emerge that will enable better integration

3

Technology will be humbled

Trends:

Transparency and crowdsourcing make more data available

Leadership loves data and expects you to put it to use

Access and sharing of data is the new normal

What it means:

We don’t need more data, we need more insight

Analysts and data miners will rule

Cross functional comparison of cost effectiveness will replace ROI

4

Standards exist, get over it

More brands will adopt and enforce the Media Rating Council Social Media Standards

The IPR Measurement Commission will complete its validation of the Conclave’s social media measurement standards on sentiment and engagement

Clients will increasingly demand standard metrics

5

6 Steps to a Dashboard Leadership will Love Step 1: Define your goal

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/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

Step 6: Analyze your data.

Turn it into action, measure again!

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Outtakes (Intermediary Effects)

• Awareness

• Knowledge/Education

• Understanding

Outcomes (Target Audience Action)

• Revenue

• Leads

• Engagement

• Advocacy

Step 1: Define the Goals

What’s your champagne moment?

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Goals Goal 1: Meet Sales

Targets Goal 2: Reduce

Risk/Threats Goal 3: Increase market

share in new market

Communications’ Contribution

• Expand the marketable universe

• Reduce sales cycle

• Increase trust • Increase advocacy • Increase employee

engagement

Expand the marketable universe

Metrics

• % Increase in desirable share of voice

• % in awareness

• % decrease in undesirable voice

• % increase in trust scores

• % increase in employee engagement

• % increase in desirable voice in new market

• % increase in awareness of brand in new market

Goals & Suggested Metrics

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First: Understand how you contribute to the business or the mission

High-quality media coverage

Improved reputation

Awareness/Engagement/Consideration

Increased revenue

Definitions of “Success”

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Employees

Customers

Prospects

Investors

Media

Who are the Stakeholders?

What are 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?

Step 2: Understand the Parameters

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Measurement is a comparative tool

Compare to:

Past performance over time

Peers/Competitors

Whatever keeps leadership awake at night

Step 3: Establish Benchmarks

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Step 4: Define your Kick Butt Index

You become what you measure, so pick your metrics carefully

The Perfect KBI

Is actionable

Is there when you need it

Continuously improves your processes & gets you where you want to go

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Desirable Criteria Score Undesirable Criteria Score

Contains a key message 3.50

No key message -1.0

Contains a desirable visual 0.75

Negative message, negative myth reinforced

-3.0

Contains a quote from a spokesperson 2.50

Contains a competitor quote -1.0

Positions your brand as best in class 0.75

A story or a headline that leaves the reader less likely to do support the organization

-3.0

Dispels a myth 0.75

Organization omitted from story that includes competitors mentioned

-2.0

The story or headline leaves a reader more likely to support the organization

1.75

Total

10.00

Total

-10.00

Bespoke Media Quality Score

Bespoke Social Media Engagement Index

Action Score

“Like”/Follow/Opens/+1 0.5

Favorite, Open, or View 1

Comment 1.5

Share content 2

Signs up to receive email or other owned content 2.5

Shares a link to an owned site 2.5

Total 10 24

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Typical Elements in an Employee Engagement Index

Element Score

More likely to invest discretionary time 0.5

More likely to recommend to family & friends as a great place to

work 1

Greater understanding of organizational mission vision & values 1.5

Greater understanding of key organizational messages 2

Lower retention rate 2.5

Lower recruitment costs 2.5

Total 10

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Step 5: Pick the Right Dashboard Platform 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 correlations, find a Dashboard Platform that can integrate all three

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Goals determine tools

Communications’ Role

Interim Metric

Outcome Metric

Tools Required

Increase understanding

of key messages

Increase in % of quality coverage

% increase in

understanding

Media Quality Analysis

Qualitative Survey

Enlarge & improve relationships with

NGOs & other influencers

% increase in share of influencer voice

% improvement in relationships with

influencers

Media Content Analysis

Relationship Survey

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A Good Dashboard Tool is more than Pretty Charts

Valid data

Easy to find answers to your questions

Metrics aligned to goals

Integration of social, traditional, digital, web, survey data, CRM, etc.

Ability to easily find the data and/or stories behind the charts/numbers

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Comparison of tonality between vendors

33.12%

58.00%

7.84%

11.95%

26.53%

13.00%

0.32%

9.46%

40.35%

30.00%

92.11%

78.00%

Vendor 1

Vendor 2

Vendor 3

Vendor 4

% positive %negative %neutral

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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” (or someone who is)

Compare to last month, last quarter, 13-month average

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The “Aha!” moments come from Integrating Data Correlations shown between media quality and unique traffic to the destination site

High Resource Events do not increase trust in the organization

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Photo Event

High Message Content

Resource Use

Low

Hig

h

Med

ium

Ver

y h

igh

Level of Engagement

Ver

y H

igh

Med

ium

Hig

h

Low

High Resources

No Message

Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

Resource Use

Low

Hig

h

Med

ium

Ver

y h

igh

Ver

y H

igh

Med

ium

Hig

h

Low

High Resources Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

Efficiency vs. Effectiveness

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-6

-4

-2

0

2

4

6

Jan Feb Mar Apr May June

% point change since last month

Share of desirable voice Share of undesirable voice

Unique visits to Website Engagement Index

Brand Metrics

-5

0

5

10

Jan Feb Mar Apr May June

% point change since last month

Share of desirable voice in biologics Visits to UnderstandingBiologics.com

Share of desriable HepC voice Share of undersirable voice in HepC

Visits to HepCInfo.com Peception change

-5

0

5

10

Jan Feb Mar Apr May June

% point change since last month

Desirable Oncology SOV

Innovative positioning in media

Visits to abbvie.comresearch-innovation

Innovation social engagement index

Perception of AbbVIe as Oncology leader

-6

-4

-2

0

2

4

6

Jan Feb Mar Apr May June

% point change since last quarter

Ratings on trust

Employee knowledge of "Way We Work"

Understanding of Strategic Objectives

Reduction in Say/Do gap

Culture Metrics Science & Innovation Metrics

On-Market Products

Goal: Measure All Four Departments

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Cartoon by Rob Cottingham

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Research and Evaluation Dos and Don’ts

Don’t use metrics that you don’t have buy-in for

Don’t measure what’s easy

Don’t clutter up your dashboard

Don’t put numbers on it you can’t explain

Don’t use charts that people can’t read or understand

Get consensus on definitions of “success”

Measure what matters –how you contribute to the business

Make your metrics tell a story

Make sure your data is valid and accurate

Test any indexes or algorithms with real data before presenting them

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Thank You!

For more useful resources on communications measurement, check out Paine Publishing’s Measurement Mall

For any communications measurement questions, email me: [email protected]

Follow me on Twitter: @queenofmetrics

Follow Paine Publishing on Facebook

Or call me: 1-603-682-0735

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