Social Media & PR Content Measurement: How to monitor, measure and demonstrate results

Presented to Absolute Software | May 29, 2009 © Affect Strategies

Social Media & PR Content: How to Monitor, Measure and Demonstrate Results PR Daily World Conference

Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com

@sandrafathi Slideshare.net/sfathi

© Affect

November 5, 2014

Sandra  Fathi  

•  President,  Affect  •  PRSA  Tri-­‐State  District  Chair  •  Past  President,  PRSA  NY  Chapter  •  Past  President,  PRSA  Technology  

Sec>on    

 Technology Healthcare

Professional Services    

Affect  

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

-­‐  John  H.  Lingle    

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PR News 2014 Survey

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Measuring  PR  &  Social  Media  

Yes  

No  

4%  

95%  

#prdailyconf                        @sandrafathi  

Bad News

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What  are  we  measuring?  •  Ac>vity  (i.e.  #  of  tweets,  #  of  posts)        69%  (75%)  •  Engagement  (i.e.  #  of  retweets,  #  of  likes)    76%  (79%)  •  Share  of  Voice                  19%  (12%)  •  Sen>ment                    23%  (28%)  

Will  more  Likes  make  the  CEO  like  you  more?  Will  1000  more  tweets  get  you  that  bonus?  

Will  shareholders  buy  stock  based  on  #  of  blog  posts?  

#prdailyconf                        @sandrafathi  

Getting It Right

•  Marketing Metrics (i.e. # of leads,

# downloads, traffic to website) 53% (37%)

•  Business Outcomes (i.e. new customers, revenue generation) 26% (19%)

•  All of the Above 12% (19%)

We found it! The Holy Grail

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Who’s Paying Attention

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Set  Goals  &  Objec<ves  for  Social  Media  

Yes  

No  57%  40%  

C-­‐Suite  Asks  for  PR  &  SM  Measurement  Reports  

Yes  

No  46%  52%  

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How is SM Budget Set?

•   There  is  no  budget            30%  

•  Arbitrary  alloca>on            30%  

•  Percentage  of  overall  PR/marke>ng    30%  

•  Based  on  performance          9%  

What  will  happen  in  the  future?  

Is  SM  a  fad  or  will  it  be  a  serious  business  discipline?  

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Do  you  feel  that  your  social  media  measurement  accurately  illustrates  the  value  of  your  work?    

Effective Measurement

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No   Not  Sure   Somewhat   Yes  30%   10%   48%   11%  

Not Good Enough  

Possibly Fooling Themselves

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Setting Industry Standards

Do  you  know  what  the  Barcelona  Principles  are?  •  Yes    32%  •  No    66%      If  yes,  do  you  apply  the  Barcelona  Principles  to  your  PR  measurement  strategies?  •  Yes    18%  •  No    29%  

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Barcelona Principals

Interna>onal  Associa>on  for  Measurement  &  Evalua>on  of  Communica>on  (AMEC)  Summit  in  2010  including  PR  Prac>>oners  from  33  Countries  

1.  Importance  of  Goal  Sefng  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  Quan>ty  and  Quality  

5.  AVEs  are  not  the  Value  of  Public  Rela>ons  

6.  Social  Media  Can  and  Should  be  Measured  

7.  Transparency  and  Replicability  are  Paramount  to  Sound  Measurement  

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Why Measure? Part I

1.  Prove the Value of Public Relations & Social Media

Activities

2.  Demonstrate Ongoing Improvement in Performance

3.  Garner Support for Increased Investment

4.  Don’t Get Fired

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Why Measure? Part II

•  Goals Motivate

•  Goals Delineate Success

•  Goals Drive Creativity &

Problem Solving

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Photo  Source:  USOpen.com  

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Measure What Matters To the C-Suite

1.  Money –  Making, Saving, Spending

2.  Customers –  They Bring the Money

3.  Leads –  They Bring the Customers

4.  Exposure –  It Brings the Leads

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Photo  Source:  Alibaba  (Jack  Ma)  

•  Employees

•  Products/Services

•  Stock Price

•  Reputation

•  Recruiting

•  Customer Retention

•  Market Penetration

•  Market Share

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Measure What Matters To the C-Suite

Photo  Source:  LiveAucIoneers.com  

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Don’t Measure Based on Convenience

•  Will Press Release Pick Up Get You Promoted?

•  Will Ad Equivalency Equal More Budget?

•  Will 1000 Likes Make the CEO Like You More?

•  Will the Number of ReTweets Ever Be Shared on an

Earnings Call?

No One Cares About Your Klout Score

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Goals Vs. Objectives

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Goals   Objec<ves  

Broad     Narrow  

Intangible   Tangible  

Infinite   Finite  

Abstract   Concrete  

Open  Ended   Bound  by  Time  

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Personal Examples

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Goals   Objec<ves  

Lose  Weight   Lose  50  lbs.  by  June  2014  

Be  A  Bejer  Person  

200  Hours  of  Volunteering  Donate  10%  of  Income  in  6  Months  

Get  an  Educa>on   Complete  Masters  in  Communica>ons  by  2016  

Bejer  Work/Life  Balance  

Leave  Work  by  6pm  Every  Day  for  Next  30  Days      

Save  Money   Put  $500  in  401K  Every  Month  for  3  Years  

#prdailyconf                        @sandrafathi  

Business Examples

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Goals   Objec<ves  

Increase  Awareness   Secure  20  Ar>cles  in  Top  Tier  Publica>ons  (NYT,  WSJ,  Fortune  etc.)  in  12  Months  

Strengthen  Analyst  Rela>ons  

Brief  Top  10  Analyst  Firms  and  Secure  Inclusion  in  5  Analyst  Reports  by  Dec.  2014  

Increase  Share  of  Voice  

Compare  Media  Coverage  of  Top  5  Compe>tors  on  Quarterly  Basis  and  Increase  from  10%  to  20%  in  18  Months  

Generate  Leads     Increase  Subscrip>ons  Referrals  from  Media  Sites  by  50%  by  June  2014  

#prdailyconf                        @sandrafathi  

Measurement Methodologies

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) 21  

Outputs, Outcomes & Business Objectives

Outputs

•  Press Release

•  Speaking

Submission

•  Corporate Video

•  Award

Submission

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Outcomes

•  NY Times Article

•  Speak at Industry

Event

•  10,000 Views on

YouTube

•  Win Award

Business Outcome

•  15% Spike in

Sales

•  Secure 2 New

Customers

•  Increase Web

Traffic 22%

•  +50 New Business

Leads

Activity Impact

Architecting for Measurement

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1.  Set Goals & Objectives

2.  Identified Program Elements

3.  Build with Measurement in

Mind

•  Tripwires

•  Milestones

•  Operational Changes

•  Analytics (Your New BFF) Photo  Source:  CWt  

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Architecting for Measurement

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Tools & Technology: The Evaluation Checklist •  Does it measure what’s important to me? •  Will we be able to manage it? •  Is the cost/effort proportionate to the value? •  Are there alternative lower cost/free tools/methods?

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Measurement  Tools  

25  

Measurement  Tools    

26  

Dashboards  

27  

What’s Most Important in a Dashboard? •  Does it communicate actionable information? •  Can it be reproduced simply and efficiently over time?

Build Your Own Dashboard

28  

Holy  Grail:    Revenue  Data  

6 Step Approach: 1.  Measure 2.  Track 3.  Trip 4.  Analyze 5.  Tweak 6.  Repeat

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ConEdison  II  

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Dealnews  

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Business  Goal:    

Web  Traffic  

Program:  High  Traffic  Media  Online  

Outcome:    +300K  Views  =  $225K  in  $  

Regus  

33  

Business  Goal:    

350  Leads  Q4  

Program:  Integrated  Marke>ng  

Outcome:    790  Leads  

$1M  Revenue  90  days  

Sophos  

34  

Business  Goal:    

Web  Traffic  

Program:  Top  Tier  

Media  (50)  

Outcome:    From  .5M  

Views  to  1.8M  

Proclivity  

35  

Goal:    Retail  

Customers  

Program:  Target  Retail  

Media    

Outcome:    +1  Marquee  Customer:  Barney’s  NY  

Proclivity  

36  

Business  Goal:    

Investors  

Program:  Business  Media  

Outcome:    $6.2  M  

Investment    

Parting Thoughts

•  Analytics Are Your Best Friend

•  Understand the Business of Your Business

–  Financials, Earnings Calls, Annual Report

•  Make PR & SM a Revenue Center/Saver Vs. Cost

Center

•  Speak in a Language the C-Suite Understands

37  

Measurement

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Resources  

•  Barcelona  Declara>on  of  Measurement  Principals  hjp://amecorg.com/2012/06/barcelona-­‐declara>on-­‐of-­‐measurement-­‐principles/    •  Social  Media  Success  Series  (Affect)  hjp://www.techaffect.com/social-­‐media-­‐>p-­‐sheets/    •  How  To  Develop  An  Effec>ve  PR  Strategy  hjp://www.slideshare.net/Sfathi/affect-­‐how-­‐to-­‐develop-­‐and-­‐effec>ve-­‐pr-­‐measurement-­‐strategy    •  How  To  Prove  the  Value  of  Your  Social  Media  Efforts  hjp://www.slideshare.net/Sfathi/affect-­‐how-­‐to-­‐prove-­‐the-­‐value-­‐of-­‐your-­‐social-­‐media-­‐efforts  

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39  

Exercise  I  

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Exercise  I  

Goals:

•  Raise Awareness for the Company/Business Model

•  Drive Traffic to Website & App Downloads

•  Generate Revenue

Integrated Marketing Campaign:

Adver<sing  &  Marke<ng  

Event  Sponsorship  

Experien<al  Marke<ng  

Public  Rela<ons  

Taxi  TV,  Online,  Email,  Sponsored  Content  

Sponsoring  Events,  Hos>ng  Events  

Street  Team   Campaign  Targe>ng  Entrepreneurs,  Road  Warriors  

41  

Exercise  I  

•  Tripwires & Milestones:

–  Landing Pages

–  Coupon Codes

–  Bit.ly Links

–  Dedicated Phone Numbers

•  Analytics: On Website, On Downloads

•  Sales/Operations

•  Measurement Dashboard

–  Clicks, Traffic, Registrations, Downloads, Bookings, Revenue

42  

Exercise  II  

43  

Exercise  II  

Goals:

•  Raise Awareness for the Axon Health Associates

•  Attract New Patients/Reactivate Existing Patients

•  Generate Corporate Wellness Leads

Campaign Elements:

Social  Media   Adver<sing   Direct  Marke<ng  

Facebook  LinkedIn  Twijer  

Online  Facebook  Google  AdWords  

Email  Marke>ng  Pa>ent  Newslejer  

•  Tripwires & Milestones:

–  Landing Pages, Exclusive Offers, Bit.ly Links

•  Analytics

–  Facebook Insights, Twitter Analytics, Google Analytics, Radian 6/

Sysmos

•  Sales/Operations

–  Patient Intake Forms, Appointment Forms, Office Managers

•  Measurement Dashboard

–  Clicks, Traffic, Calls, Appointments, Bookings (Wellness Events)

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Exercise  II  

Presented to Absolute Software | May 29, 2009 © Affect Strategies

Thank You

Stay in Touch:

Sandra Fathi Email: sfathi@affect.com Web: affect.com Blog: techaffect.com Twitter: @sandrafathi

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