CIPR Fresh - Research, Planning and Evaluation - Kate Hamilton

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Research, planning and evaluationKate HamiltonTuesday 9 July 2013



Chair’s introduction

Darryl SpareyResearch, planning and evaluation



Research, planning and evaluationKate HamiltonTuesday 9 July 2013



• Value of measurement• How to have the conversation• What to measure• How do you measure (incl. role of

digital)• Practical examples of measurement

in action• Where you go from here

What you will gain from today



• How do you currently measure?• What are the stumbling blocks• Measurement is not an option• Evolution, not revolution

Value of measurement



1. Importance of goal setting and measurement2. Measuring the effect on outcomes is preferred

to measuring outputs3. The effect on business results can and should

be measured where possible4. Media measurement requires quantity and

quality5. AVEs are not the value of public relations6. Social media can and should be measured;7. Transparency and ability to replicate are

paramount to sound measurement

The AMEC principals



• Programme outputs – activity results, number of pieces of coverage, AVEs, OTS

• Programme outcomes – delivery against objectives such as sentiment, % of coverage containing key messages etc

• Business outcome – supporting sales, changing public perception, building awareness

The AMEC principals



The AMEC model



• Don’t talk about measurement as an add-on, it should be part and parcel of every activity

• Clients want measurement, but they also often want the agency to guide them

• Have a measurement first mentality• Measurement can help move you

from tactical to strategic• Start small and build from there

How to have the conversation



What to measure



How to measure



• PR activity – coverage, content creation, social media and influencer engagement

• Influencer effect – OTS, message

penetration, number of followers/re-tweets/likes, industry endorsement, tone of voice, share of voice

• Target audience effect – increase in website visitors, number and quality of downloads, brand association

How do you measure?



• Brand awareness audit• Share of voice, coverage analysis

(sentiment, message penetration) report• Social media audit and delivery against

objectives• Digital – effectiveness of email campaigns,

time spent on the website, number and quality of downloads

• Events – quality and number of attendees• Sales leads

How do you measure?



Measurement in actionSummer of Sport

campaign Awareness Knowledge Consideration Preference

PR Activity With the summer months of 2012 bringing a veritable feast of sporting events into our daily lives – European football, Wimbledon tennis, F1 and the London Olympic Games – the cyber threat to consumers, and their devices, will be more persistent than ever.

Content creation:o Dangerous sporting stars press releaseo Research into perception of physical vs online threats around the ‘Summer of Sports’o Summer of sporting scams tips o Concept photographyo Man-on-the-street video asking consumers about their anticipation of the ‘summer of sport’, if they’ve been targeted with sport-themed

spams and how they secure their devices from cyber threatso Radio Day with Raj Samani – July31st o Facebook competitiono Suggested Tweets around #StaySafeSummer

Intermediary Effect 31 pieces of print and online coverage

112 pieces of broadcast coverage as a result of the Radio Day, reaching over 11.2 million people

100% of coverage promoted key messages

100% accuracy of key facts

2,800 entries to ‘Summer of Sports’ competition on Facebook including 500 as a direct result of the Radio Day

110 views of vox pop on McAfee YouTube site

Positive response gleaned from journalists and consumers

Dave Lee, BBC, on ‘Most dangerous athlete’ release: “Love the headline”

Target Audience Effect

Doubling of web search interest in ‘McAfee + Facebook’ around competition

24% of Facebook competition entrants signed up to McAfee newsletter

• Competition Facebook posts shared 101 times, gained 358 ‘Likes’ and had a total reach of 372,921



• Include measurement when you’re planning your next peak (much easier than after the fact!), this is easier to do than an ongoing programme

• Have the conversation• Start small• Evolution, not revolution – can be

adapted over time to suit your client’s own business objectives and capabilities

Where do you go from here



Hotwire is a global PR and communications agency dedicated tohelping forward looking organisations to manage reputations in arapidly evolving influencer landscape. We are structured aroundspecialist industry practice areas that deliver integrated campaignsacross consumer, digital, corporate, government relations andbusiness to business communications. In addition to Hotwire, ourgroup includes sister agencies 33 Digital and CPR. Together we workwith brands on national and global campaigns through our whollyowned offices in the UK, US, France, Germany, Spain, Italy, Australia,New Zealand and those of our global affiliate network.

About Hotwire

http://www.hotwirepr.co.uk/



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