return on communications: using data to make a strategic...

Katie Delahaye PaineCEOPaine Publishing

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

Return on Communications: Using data to make a strategic difference

April 4, 2017Kliping ConferenceLjubjana, Slovenia

Agenda

How to Make Sure You’re Making a Strategic Difference

How to get good data; Collection, Validation and Intercoder Reliability

What the Point? Using Metrics to Tell Your Stories

2

A Typical Day in Communications

Because the boss says so

47%

Because some one thought it

was a good idea 37%

Because its cool11%

Because it helps our mission

5%

Requests

The Lines are Blurring

Social/traditional Digital/Social Marketing/Comms Internal/External CSR/PR Issues Management/PR The answer is: Influence vs everything

else

4

What are Chief Communications Officers Measuring? 76% measure website impressions 49% measure sentiment of media

coverage or attitude Social media shares ranks 3rd

101 Chief Communications Officers 66/35 split between North America

and Europe $500 million + in revenue Sponsored by NASDAQ

5

Impressions Are Not Awareness. Where’s the “So What?”

Eyeball counting HITS Outcomes

MSM Online Social media

6

Fact Checking the Measurement Discussion False There are no

standards. You can’t tie PR

to business outcomes. There’s no data

to prove ROI .

True There are standards for PR,

Social and Digital Media here http://painepublishing.com/standards-central-2/.

You can show business outcomes as long as you agree on expectations and definitions of success.

There is plenty of data, you just need to find it.

The problem isn’t standards, it’s the attribution model

ROI

Paid Marketing

Media Relations/

Social Media/PR

ROI

Shared

Owned

Earned

Paid

P&G proved that PR was shown to deliver more value P&G found that PR delivered 8 times the value of TV and 4 times the value of trade advertising. Three of the six products showed PR with the highest ROI of any marketing tactic Overall PR delivered a 275% ROI

012345678

Trade TV ad PR

$ return oninvestment

9

PR delivers more results for less money

Miller discovered that PR campaigns generate 4% of incremental sales compared to 17.3% of incremental sales for TV.

However, PR delivered that 4% for less than 1% of the budget. AT&T found that PR delivered customers at a fraction of the cost

01020304050607080

Trade TV PR

% of Spend vs % of incremental revenue

% of incrementalrevenue% of spend

10

9563

15$0

$50

$100

Advertising Outboundtelemarketing

PR

Cost per customer acquisition

6 Steps to Return on Communications Step 1: Define the goalWhat outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Understand the motivations to actDefine the target audiences and what makes them act or change their beliefs? How do your efforts impact the goal? Step 3: Define the benchmarksWho/what are you going to compare your results to?Step 4: Define the metricsWhat are the key performance indicators to judge your progress?Step 5: Collect your data Step 6: Analyze the dataFind insight, turn into action, and measure again!

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1

2

3

4

5

6

Step 1: Define Your Champagne Moment What return is expected? Define in terms of the mission

Define your champagne moment If you are celebrating complete

100% success a year from now, what is different about the organization?

12

Learning to Speak the language of management

0% 20% 40% 60% 80% 100%

TAC

Manuscript

One Source

HAL

Positive Messages No Messages Negative Messages

Percent of impressions containing messages by product

$0.00 $0.50 $1.00 $1.50 $2.00 $2.50

TAC

Manuscript

One Source

HAL

Cost per message communicated

13

Tactics:Press EventPress Tour with trade & business media Release distribution

Step 2: Get Consensus on the Parameters

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? What’s a realistic budget?

14

Step 2: Map the Strategic ProcessBusiness goals or Mission

Define communications goals

Define audiences and influences

Define metrics

Prioritize

Implement

Definitions of “Success” What’s the path?

Top Tier placements

Quality media coverage conveys messages

Influencers generate understanding/awareness

Communications increases engagement

Engagement increases revenue and revenue advances goals

16

When ACA programs received media coverage, goal conversions followed

0

50

100

150

200

250

300

0

20000

40000

60000

80000

100000

120000

140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions 17

17

ACA programs drive higher Optimal Content Scores, which correlate highly with web visits

0.41

0.44

0.47

AC items

ACA items

ACA Optimal Content Score

Correlations between Web Visits and PR Metrics

Pearson r. value

18

18

Step 3: Define Your Benchmarks Past performance over time Measurement is a comparative tool Put your results into context

Peers/Competitors Think 3 Peer + underdog that is nipping at your

heels What keeps leadership awake at night?

19

Step 4: Define Your Kick Butt Index You become what you measure, so pick your

metrics carefully How do you influence change?

Define what makes people act or change? Exposure to a message? A Facebook Post? A recommendations from a friend

The Perfect KBI: Is actionable Is there when you need it Continuously improves your processes & gets

you where you want to go

20

You Become What You Measure Define what makes people act or change? Exposure to a message? A Facebook Post? A recommendations from a friend?

How do you influence change That’s what you want to measure

21

Objectives

22

Business Objectives

Comms’ Contribution

Comms’ Activity

Activity Metric Outcome Metric

Tool

Increase high quality leads

Increase awareness/preference

PublicitySocial Media

•% increase in media quality score

•% increase in social sharing

•% increase in awareness/preference

•Mediacontent analysis

•Social Metrics

•Survey Research

Increase/save revenue

Increase engagementIncrease trust

Events ContentCreation

•% increase in attendance

•% increase in engagement with content

•% increase in trust

•% increase in engagement

•Survey Research

•WebAnalytics

•Social Metrics

5/5/2017

Objectives Actions

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Business Objectives


Comms’ Activity


Tool








•Social Metrics

•Survey Research

Increase/saverevenue







•Survey Research

•WebAnalytics

•Social Metrics

5/5/2017

Objectives Actions Metrics

24

Business Objectives


Comms’ Activity


Tool








•Social Metrics

•Survey Research

Increase/saverevenue







•Survey Research

•WebAnalytics

•Social Metrics

5/5/2017

Procter & Gamble

25

Purchase

Desirable Photo

Recommendation

Brand Benefit

Tourism Destination

26

Intent to visit

Desirable Photo

Dispels a Myth

Signature Experience

Call to action or recommendation

Media Company

27

Ratings

Recommendations

Key message

Signature Program Mention

Social Engagement

B2B Company

28

Grow the marketable

universe (sales leads)

3rd Party Recommendation

Key message

Spokesperson quote

Desirable positioning

Criteria for Media Quality Positive:

Mentions of the brand Positive brand mentions Key messages Customer quoted positive Analyst quoted Positioned as trusted partner Positioned as vendor of choice Recommendation Call to action

Negative: Omitted Negative tone (less likely to

support, buy from, invest in, work for)

No key message No quote Inaccurate

29

Creating a Communications Quality Index

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Desirable Criteria Score Undesirable Criteria Score

Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose

1Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose

-2

Contains one or more positive messages 3 Contains one or more negative

messages -3

Event/Program is mentioned 2 No Event/Program is mentioned 0

Positive headline 2 Negative headline -1

Third-party endorsement 1 Recommends competition -2

Contains desirable visual 1 Contains undesirable visual -2

Total Score 10 Total Score -10

Creating a Social Media Engagement Index

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Action Score

“Like”/Follow/Open/+1 0.5

Favorites/Opens/Views 1

Comments 1.5

Shares content 2

Signs up to receive email or other owned content 2.5

Shares a link to an owned site 2.5

Total Score 10

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Step 5: Collecting Good Data

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Data is driven by goals What outcomes is your

program expected to achieve?

Ensuring data integrity

Do you have sufficient data? Do you have the right data? Are the time frames correct? Is sentiment accurate? Can you find the data you need?

33

Get the right data

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• Survey or Online action Awareness• Survey or Online action Preference• Survey or Online action ) Consideration

• Sales contact system Leads

• Monitoring/listening or Survey Messaging• Monitoring/listening Visibility• Revenue/expenses Cost savings

Select the Right Measurement Tools If you want to measure messaging,

positioning, themes, sentiment: Content analysis

If you want to measure awareness, perception, relationships, preference: Survey research

If you want to measure engagement, action, purchase: Web analytics

If you want predictions and correlations, then you need 2 out of 3 tools

35

Testing the Accuracy of Coding

48.94%

68.31%

88.64%

0.00% 50.00% 100.00%

SDL

UberVu

NetBase

% Agreement with human coding

33.12%

58.00%

7.84%

11.95%

26.53%

13.00%

0.32%

9.46%

40.35%

30.00%

92.11%

78.00%

SDL

Beyond

NetBase

UberVu

% positive %negative%neutral

100.00%

60.00%

17.65%

SDL

UberVu

NetBase

% of alerts found

SDL UberVu NetBase

36

Just because you can automate doesn’t mean you should

0%10%20%30%40%50%60%70%80%90%

100%

1,000 5,000 10,000 15,000 20,000

Number of Items

Accuracy Comparison

Human Coded

ComputerCoded

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

1,000 10,000 20,000

Cost

Number of Items

Cost Benefit Analysis

Human Coded

ComputerCoded

The Key Questions to Make Sure You Get the Data You Need Questions that need answering:

Who’s going to use the data? When do they need it? What are the objectives being measured? What’s the time frame? What conclusions do you need to draw? What programs need measuring? What are the basic requirements? What are the “nice-to-haves”? Who’s the audience? What’s the budget?

38

Step 6: What’s the Point? Use Metrics to tell Your Story Rank order results from worst to

best Stop doing the “worst” performing

things Ask “So What?” at least three

times Find your inner “Data Geek” (or

someone who is) Compare to last month, last

quarter, 13-month average

39

Create a Report That Will Wow the BoardStep 1: Start with the basics

What were the objectives? Who’s the audience?

Step 2: Make sure you have all your data Step 3: Analyze data

Rank from worst to best Run correlations

Step 4: Find your “A-ha!” moment and put everything in context Step 5: Craft the story board Step 6: Add recommendations

40

Interviews and media advisories generated best coverage

0% 20% 40% 60% 80% 100%

Application articles

Contract wins

Exec Interview

Media advisory

Release + conference

Press release plus VNR

Product review

Industry issue

Trade show/event

No Message

Negative Message

Positive Message

41

MLK saw the highest correlation of coverage to visits

0.133

0.156

0.355

0.379

0.427

0.848

Learn & Serve

SeniorCorps

CNCS

AmeriCorps

Get Involved

MLK

By showing correlation between spokespeople and desirable coverage, more subject knowledge experts made themselves available to PR: A Pearson correlation addressed

the relationship between the number of quotes and the volume of desirable coverage.

GT could potentially increase its share of desirable coverage by building relationships between individual subject matter experts and key reporters

43

When ACA programs received media coverage, goal conversions followed

0

50

100

150

200

250

300

0

20000

40000

60000

80000

100000

120000

140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

44

44

ACA programs drive higher OCS scores, which correlate highly with web visits

0.41

0.44

0.47

AC items

ACA Items

ACA OCS Scores

Correlations between Web Visits and PR MetricsPearson r. value

Free entertainment generated the highest Optimal Content Scores

5.265.73

6.366.54

6.717.15

7.317.367.50

7.678.008.10

8.689.30

Miss AmericaMeet AC

DO ACJuly 4th Fireworks

Air ShowBlake Shelton

Miss'd America PageantSand Blast

Hello SummerBoardwalk Hall Light Show

Challenge TriathlonSand Sculpting World CupLady Antebellum Concert

Free Entertainment

Top Programs By Optimal Content Score (OCS)

46

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Without ACA events, Optimal Content Scores for Atlantic City would have been significantly lower

4

3.252.75 2.99

3.65

2.963.36 3.24

2.34 2.37 2.43

1.30

-1.24

0.37-0.05

0.28 0.28

-1.56

4.91

3.92

2.993.58

4.14 4.1 4.27 4.12 4.29

2.78 2.56

1.53

-0.29

0.610.20

1.441.77

0.63

-2

-1

0

1

2

3

4

5

6

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Aver

age

OCS

Average OCS Score Over Time

Atlantic City OCS without ACA Atlantic City OCS with ACA

The red line represents coverage of Atlantic City minus all mentions of ACA and its programs

47

47

Positive Broadcast Coverage Continued to Increase While Negative Broadcast Coverage Declined

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun2014 2015

Desirable 100.0066.67%44.44%70.69%70.49%41.26%40.04%24.52%40.96%66.59%37.53%70.27%85.27%89.19%84.96%79.51%80.52%86.14%Undesirable 0.00% 33.33%55.56%29.31%29.51%58.74%59.96%75.48%59.04%33.41%62.47%29.73%14.73%10.81%15.04%20.49%19.48%13.86%

100.00%

66.67%

44.44%

70.69%70.49%

41.26%40.04%

24.52%

40.96%

66.59%

37.53%

70.27%

85.27%89.19%

84.96%79.51%80.52%

86.14%

0.00%

33.33%

55.56%

29.31%29.51%

58.74%59.96%

75.48%

59.04%

33.41%

62.47%

29.73%

14.73%10.81%

15.04%20.49%19.48%

13.86%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%N

umbe

r of I

tem

s

AC Broadcast CoverageOver Time

48

The Amethyst Initiative Resulted in MADD’s Visibility Reaching an All Time High, Except…

-

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

0

200

400

600

800

1,000

1,200

1,400

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

2008 2009

Expo

sure

(Opp

ortu

nitie

s to

See)

Cove

rage

(Num

ber o

f Men

tions

)

MADD Coverage & Exposure Over Time

Coverage Exposure

49

Amethyst Initiative

Repeat offenders, Holiday Travel &

CNN.com Tampa WLM,

Ignition Interlock Push,

Obama

• Media exposure and coverage skyrocketed in August, 2008 thanks to Amethyst.

• Subsequent comparison of results showed that Amethyst controversy was least effective of all message in terms of revenue generation.

Donations

49

The A-Ha 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

High Lead Generation

Linked in Poss.

Resource Use

Low

Hig

h

Med

ium

Ver

y hi

gh

Total Volume of Leads

Ver

y H

igh

Med

ium

Hig

h

Low

Corporate video

High Resources

Low lead Generation

Low Resources

Partnership

Employee-produced video

Hashtag #loves

Facebook Posts

Ultimate Road Trip Series

Contributed blog post

Media Day

Infographic

What works? What doesn’t work

For Pharma Announcement Traditional Media was 41% positive, Social Media was more neutral

Mixed0%

Neutral59%

Positive41%

Overall Tone of Traditional Media Coverage

7

12

2

274

837

507

142

56

347

Blogs

Microblogs

News

Tone by Media Type Mixed Neutral Positive

The Data is the Data

Don’t be afraid of bad news You learn more from failure Suggest ways to improve Make sure you relate data to

goals

53

54

Conversation changed…so what?

Red line indicates media impressions

35,152,789 OTS

6,253,852 OTS

So What? = Revenue

55

55

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

56

Thank You!

Visit Paine Publishing online: www.PainePublishing.com For any questions, email me:

[email protected] Follow me on Twitter: @queenofmetrics Follow Paine Publishing on Facebook Or call me: +01-603-682-0735

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