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 [email protected] 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

5

Measuring PR & Social Media

Yes

No

4%

95%

#prdailyconf @sandrafathi

Bad News

6

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?


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

7 #prdailyconf @sandrafathi

Who’s Paying Attention

8

Set Goals & Objec<ves for Social Media

Yes

No 57% 40%

C-‐Suite Asks for PR & SM Measurement Reports

Yes

No 46% 52%


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?


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

Effective Measurement

10

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

Not Good Enough

Possibly Fooling Themselves


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%


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


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


Why Measure? Part II

•  Goals Motivate

•  Goals Delineate Success

•  Goals Drive Creativity &

Problem Solving

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Photo Source: USOpen.com


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


Photo Source: Alibaba (Jack Ma)

•  Employees

•  Products/Services

•  Stock Price

•  Reputation

•  Recruiting

•  Customer Retention

•  Market Penetration

•  Market Share

16

Measure What Matters To the C-Suite

Photo Source: LiveAucIoneers.com


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


Goals Vs. Objectives

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Goals Objec<ves

Broad Narrow

Intangible Tangible

Infinite Finite

Abstract Concrete

Open Ended Bound by Time


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


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


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


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?


Measurement Tools

25

Measurement Tools

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Dashboards

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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

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Holy Grail: Revenue Data

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


ConEdison II


31 #prnews @sandrafathi

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

#prnews @sandrafathi

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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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

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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

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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: [email protected] Web: affect.com Blog: techaffect.com Twitter: @sandrafathi

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