Slide 1 -- September 24, 2010

October 6, 2010

Tim Marklein

Executive VP, Measurement & Strategy

tmarklein@webershandwick.com

Twitter: @tmarklein

Measuring ROI + KPIs for

Your Digital PR EffortsPR News Digital PR Next Practices Summit

Audience poll

How many of you are currently monitoring digital and social media for your programs/clients/issues?

Slide 2 – October 6, 2010

Audience poll

How many of you are actively engaged in social media channels for your organization/client, including Facebook, Twitter, LinkedIn and/or others?

Slide 3 – October 6, 2010

Audience poll

How many of you have clearly defined goals for your digital and social media engagement?

Slide 4 – October 6, 2010

Step 1. Define the outcome

• Start by defining clear, precise, measurable goals

• Even if you don’t think you can measure PR’s impact on the outcome, start with the assumption that you can – and then work backwards to figure out how to measure it

• Anecdotal evidence

• Data-based evidence

• Correlation

• Contribution

• Causation

• Read and internalizeoutcomes definitionsfrom PRSA and IPR’sMeasurementCommission

Slide 5 – October 6, 2010

http://comprehension.prsa.org/?p=628

Pick an outcome,

Any outcome…

Source: Altimeter Group and Web Analytics

Demystified, http://bit.ly/dldIHfSlide 6 – October 6, 2010

Step 2. Assess channels and audiences

Source: Weber Shandwick

Measurement & Strategy

practice, based on Sysomos

social media monitoring data.

Slide 7 – October 6, 2010

Step 3. Identify your KPIs

measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties

measures: Assess the volume, engagement, feedback and reach of content shared via company’s web properties

measures: Assess the paid and organic search rankings for company content, brands and keyword associations

measures: Assess the volume, engagement, sentiment and reach of content shared via the web

measures: Analyze volume, content, sentiment of conversations about company/brands across sites, media

measures: Assess audience, reach and “touch points” of company content/conversations across sites, media

• Outcome measures: Assess how the content, conversation and community measures correlate with desired outcomes

Source: Weber Shandwick Measurement & Strategy

practice, ARROW Inline Analytics frameworkSlide 8 – October 6, 2010

Step 4. Build your dashboard

Slide 9 – October 6, 2010

Activities47 Media, Blogger & Influencer Interviews

Reach170 Earned & Social Media Placements

Relevance64% Earned & Social Message Penetration

Outcomes14% Increase in Brand Engagement (via web data)

Worth$4.72 Earned CPM (Cost Per 1K Impressions)

94 Facebook, YouTube, Blog & Twitter Posts

3.9M Earned & Social Media Impressions

27% Earned & Social Media Share

27% Category Sales Share (source TBD)

$8.22 Social CPE (Cost Per Engagement)

Source: Weber Shandwick Measurement & Strategy

practice, ARROW Inline Analytics framework

Step 5. Get “inline” with your analytics

• Old world, meet new world

• Integration of traditional, digital and social media

• Integrating WOM and other new influence patterns

• Silo #1, meet silo #2, silo #3, etc.

• Integration of PR with other communication disciplines

• Integration of PR with other marketing disciplines

• Integration across business units, products, geographies

• Measurement, meet strategy

• Integration of metrics, data sources, tools, dashboards

• Integration of data and insights into decision-making flow

Slide 10 – October 6, 2010 Source: Weber Shandwick Measurement & Strategy

practice, ARROW Inline Analytics framework

Lessons learned: The media “crossover” effect

Slide 11 – October 6, 2010

Lessons learned: It ain’t easy being inline

• Much easier to manage by channel than across channels

• Data sourcing and consistency challenges

• Differences in scale and knowledge base across media

• What’s more valuable?

• Chicago Tribune print story –or– WSJ.com online story

• Industry blog post –or– customer recommendation via Twitter

• Depends on objective, audience, message, tone, influence – not all easily measured or compared across media channels

• Key considerations

• Total Impressions vs. Targeted Impressions – efficiency matters

• Earned CPM vs. Social CPM – very different scales, don’t equate

• Comparative Media Costs – useful to consider but inconclusive

• Engagement, CPE and Conversion – varies by channel, outlet

Slide 12 – October 6, 2010