Simplifying Measurement: Driving Successful Communications

SIMPLIFYING MEASUREMENTDriving successful communications

Today’s ECS Workshop on Measurement

• Back to basics: Why do we measure?

• What does the measurement ecosystem look like?

• Current & future trends

• The Trust Imperative

• Rethinking Audiences

• Creating a simple but effective measurement program

• Objectives

• Methodology

• Tools

• Execution

• Budgeting intelligently

Back to basics: Why do we measure?

Ethical Imperative

You are the guardian of your Clients’ reputation

Guessing is unprofessional

No measurement leads to Enormous waste

Excellent Performance

Getting it right from the start: Planning based on serious goals &

understanding audiences

Adjusting properly & in a timely manner

Evaluating performance & results

To build on success & overcome failure

Certainty on whether goals where achieved

Respect

PR is no longer the last in line

PR sits at the forefront of strategy

Budgets go from being an afterthought to a strategic

investment

What’s the measurement ecosystem look like?

Trends in Management: How are PR’s measuring

now, and in future

The Trust Imperative: Measurement in a post-

truth world

Rethinking Audiences: A look at modern tribes

Evolution of measurement trends

1984 1994 2000 2005 2015

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AVEs

Obsession with Outputs

Not Measuring

(low investment,

focus only on PR)

InaccurateSaaS/Automated

Metrics

Better Standards

(AMEC, IPR) Growing recognition,

support, investment

POEM Integration

Access to global content and audiences

C-level interest growing

Balance human-

validation with

automation

• Only 58% of clients conduct measurement regularly

• Globally, most measurement is centered on a combination of AVEs + Basic output reporting - reporting is consumed primarily by PR directors, managers

• Social media measurement is in its early stages and is done through experimentation with low-cost SaaS/automated tools and dashboards

• Outcome/Business Results reporting is rare and centered on large governmental and Fortune 500 type clients - reporting is presented mainly to C-suite, ministers

Current trends in measurement approach

The largest PR budgets and most retained clients are the ones who are supported by regular and

meaningful measurement programs


• Greater content is driving a new search for meaning, not numbers

• C-level/directors more interested in measurement than before

• Accentuated split between automated analysis (low-cost/junior-driven) and human analysis (higher cost/senior-driven)

• Automated services becoming cheaper, human insight becoming more expensive

• Greater integration between traditional/social and POEM

• Greater focus on people/influence and messages


Medium Terms: Convergence of Insights PracticesDigitization is allowing the convergence of market research, media intelligence, and

open source analytics into a single PESO platform model

CONVERGED DIGITAL INSIGHTS

$61.5 billion in 2016$82.5 billion in 2020

Market Research$44 billion in 2016 $57 billion in 2017(ESOMAR)

Social Analytics$3.5 billion in 2016$5.4 billion in 2020 (Gartner)

Web analytics $2 billion in 2016$3 billion in 2019(M&M)

Ad Intelligence$9 billion in 2016 $13 billion in 2020(IPSOS, NIELSEN)

News Intelligence$3 billion in 2015$4 billion in 2020(FIBEP, Burton)

Long term: Digital Insights will Drive Marketing Automation

DIGITAL INSIGHTS$61.5 billion in 2016$82.5 billion in 2020

INSIGHTS-DRIVENCOMMUNICATIONS

$251.5 billion in 2016$382.5 billion in 2020

CONTENT MARKETING$190 billion in 2016$300 billion in 2020



now, and in future


truth world


Trust in Communications is Faltering

Poor Measurement & Research

• Misreading audiences

• Wrong objectives, intent and priorities

Failure to Communicate

• Wrong messages

• Polarizing communications strategies

Failure to Build Relationships

• General detachment

• Arrogant elitism, isolation

Failure in results

• Inability to compromise

• Failure to deliver

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“My People Love Me”

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Lessons learned

• Dislike, mistrust of politicians is not new

• Scandal has always existed

BUT

• The unprecedented scale, volume of dislike, scandal is ….accelerating

• The wide-spread impact is global, local and deep rooted

• We are entering an age where trust is increasingly rare

• Dislike in all its forms – including hate – is on the ascendancy

• Credibility of institutions is severely diminishing or dead

• The collapse of institutions is being replaced by ‘Modern Tribes’

“The necessity of measuring trust & credibility”



now, and in future


truth world


Lessons learned

The collapse of institutions is being replaced by

‘Modern Tribes’ – transient communities that now

are increasingly setting the global agenda and

redefining social contracts

Modern Tribes?

• Global shift in stakeholder groups

• Moving from traditional, predictable and lasting stakeholder

groups…… to unorthodox, unpredictable and temporary

stakeholder groups

• Stakeholders groups “Modern Tribes” are defined far less by

traditional metrics such as gender, age & location – and much

more defined by new metrics such as issue affiliation, social

contract, mobility and communal values.

7 Key features of ‘Modern Tribes’/New Stakeholder Groups

Physical Attributes

Mobility Wealth Health

Cognitive Attributes

Discontent EntitlementIntellectual

Fluidity

Tribal Attributes

TRANSIENT COMMUNITIES

• Modern tribes can form and

disband very quickly.

• They coalesce around ideas and

hopes - not places or age groups -

and certainly not around

institutions

• Modern tribes are not exclusive

and interlock with other tribes

• Modern Tribes often have no name

What do these tribes look like?



“Hannah’s Tribe”

• Modern tribes can form

and disband very

quickly.

• They coalesce around

ideas and hopes - not

places or age groups -

and certainly not

around institutions

• Modern tribes are not

exclusive and interlock

with other tribes

• Modern Tribes often

have no name

Measuring Modern Tribes: Refining Stakeholder Mapping

TRANSIENT COMMUNITIES

• Modern tribes can form and

disband very quickly.

• They coalesce around ideas

and hopes - not places or age

groups - and certainly not

around institutions

• Modern tribes are not

exclusive and interlock with

other tribes

The big re-alignment in audience measurement

• Before setting an objective - understand if it’s in fact the one

your stakeholders/customers want! – let them decide your

agenda.

• Understand all the ‘tribes’ related to your business: Monitor,

analyze and simply list their leaders, followers and issues.

• Do not stop at traditional/primary audience models - make the

effort to build in the ‘tribal’ nature of these stakeholders groups:

measure the tribe’s physical and cognitive attributes

• Understand the engagement and messages that will foster

trust with these ’tribes’

….Now you can start a serious PR/Communications campaign

• Let Science guide your strategy, Let ethics mark your engagement• Rebuild your stakeholder map: Go easy on primary metrics & invest in identifying tribes/groups that matter to you. Keep it simple:

focus on people and issues

Measuring Trust in the Tribal context

Primary Leadership: who is in charge of the tribe

Secondary leadership

Key internal, external

influencers

Members of the tribe

Inter-locking tribes

Your relationship with

this group

PEOPLE ISSUES

Core & secondary drivers

Key messages by

advocates &

detractors

Trust/credibility metrics

for you and for them

Forums of engagement (media, events)

Definition of success

Effective measurement in 3 simple steps

Objectives Methodology Execution

Objectives

• Always have laser-focused clarity in your objectives

• PR, communications and content marketing objectives should always be tied to business organizational goals

• Define objectives based on specific success metrics –“Define success in advance”

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Metric Poorly Defined Objective Well-defined Objective

Awareness”We want to increase awareness of our

brand”

• Increase website visits by 50% from 10K to 20k• Increase click through/downloads by 25%• Increase top-of-mind/unaided awareness from 58% to 85%• Increase reach metrics/engagement among key stakeholder groups

from 35% of overall audience to 50%

Trust“Let’s launch a CSR campaign to restore

trust in our business” • Ensure Corporate Trust Index rises from 70 to 80 by end of 2016 • Create a Trust Index for each key stakeholder group

Purchase”Launch a campaign for people to buy

our product”

• Tie programmatic buys into sales channels with pre-set targets • If using advertising measure incremental value from PR buy linking

positive coverage/engagement to sales results



Methodology

• Methodology is the biggest asset of any serious measurement effort

• It’s not about the content, it’s not about the platform, it’s not about the features: it’s all about methodology

• Without good methodology it’s all “Rubbish Out – Rubbish Out”

• Adopt a methodology - or create your own

• Methodology should be based on:

– Outputs: “What happened and where”

– Outtakes: “What did people believe”

– Outcomes: “How did people act”

• Simply ensure that it answers your questions and helps you define success in advance + evaluate success at the end

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Execution

• Execution simply requires tying in the right data set with the correct reporting format

• Simply use the right data/reporting for each of your key metrics “Outputs, Outtakes, Outcomes”

• It’s up to you to create the reporting which helps answer your questions specifically

• Just remember to customize your reports based on business objectives, clear targets/definitions of success

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Outputs Outtakes Outcomes

Data sources

• Earned Media Coverage: Traditional, social media monitoring

• Owned Media Coverage: Web trafficanalytics, engagement scores/percentages

• Survey data (internal/external)

• Corporate data (Sales, visits, footfall, advocacy, volunteerism)

Reporting

• Communications Performance• Stakeholder Analysis• Message Analytics• Trust/Reputation/Credibility Index• Product/Competitor Intelligence • Leadership Benchmarking

+• Aided/unaided recall• Stakeholder preferences • Message resonance • Perception data (Brand,

product)

+• Cost-per-conversion• Sales per stakeholder

segment • Estimated future sales • Brand Advocacy

Measuring Product Performance

38

39

Measuring Brand Performance

40

41

42

43

Measuring Spokesperson/Executive Performance

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Volume Low High

Ton

e

Po

siti

ve

Ne

gati

ve

Just

Kind

Diploma2c

Intelligent

Asser2ve

Modern

Perception Analysis:

46

Measuring Reputation/Credibility

Hig

h

sc

ore

Ave

rag

e

sc

ore

Lo

w

sc

ore

90

80

70

60

50

40

30

20

10

0Note: each reputation attribute is quantified on a monthly basis and multiplied by tone to form a monthly score ranging between 0 - 100

Reputation Index

Hig

h

sc

ore

Ave

rag

e

sc

ore

Lo

w

sc

ore

Eduardo Tobon Ajaypal Singh Banga Wenchao Shi Alfred F. Kelly Jr Kenneth I. Chenault Llew Claasen

90

80

70

60

50

40

30

20

10

0Note: each reputation attribute is quantified on a monthly basis and multiplied by tone to form a monthly score ranging between 0 - 100

Credibility Index:

49

Measuring Stakeholder Perception &Message Resonance

Message Analysis:

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FINANCIAL

INSTITUTIONA

L

INVESTORS

INTERNATIONA

L

INVESTORS

MEDIA TIER 1

TRADITIONA

L

DIGITA

L

INTERNAL

C-LEVEL

EXECUTIVE

S

STAF

F

COMMERCIAL

CUSTOMER

S

PARTNERS

AND

SUPPLIERS

COMPETITORS

MASTER

CARD

AME

X

UNION

PAY

1. We are a globalpayments technology

company working to enable consumers, businesses,

banks and governments to use digital currency

2.We connect consumers, businesses, banks and

governments in more than 200 countries and territories

worldwide.

3.We operate one of the world’s most advanced processing networks with fraud protection for consumers and assured payment for merchants.

4.From advancing financial inclusion to helping in times

of crisis, we’re using our products, know-how and

philanthropy to bring about positive change

5.By leveraging thediverse backgroundsand perspectives of ourworldwide teams, Visa is a better place to work and a better business partner to

our clients.

Key Message Penetration and Sentiment by Stakeholder

Budgeting Principles

• Some measurement is always better than no measurement

• There is no ‘Cheap’ nor ‘Expensive’ – it’s either good value, or not

• Don’t get confused between low-cost SaaS solutions and higher value human validation solutions

• Streamline your spending, especially if you are a multi-national. Coordinate with marketing, research and colleagues around the world. It will save huge costs.

• Pay for insights not for passwords

• Don’t forget copyrights

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General indicative prices – automated solutions

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Content Service Description Pricing

Web monitoringBoolean-driven web monitoring of millions of websites globally

Single country:Single region:Multi-region:Global:

Social monitoringAutomated captures of posts from blogs, wikis, social networks etc.

Single country:Single region:Multi-region:Global:

Broadcast monitoringAutomated and semi-automated capture of TV and radio clips

$25/clip

Print monitoring Scanned/digitsed clips of print coverage from newspapers and magazines

$4-$7/clip

Automated anlaysis Automated charts & graphsUsually free – charges are usually $2-$5k/year per license when monitoring is included

$ 500$ 800$ 1,500$ 3,000

$ 500$ 800$ 1,500$ 3,000

General indicative prices – human-validated solutions

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Content Service Description Pricing

Human analysis of individual clipsContent analysis of print, broadcast, web or social clips/posts

$4-$8/clip

Report writing Compilation of results from content analysis, structure and preparation of reports

$500-$1000/report

Executive analysisC-level analytics included in reports; usually done by senior analysts

$500-$1000/day

Creation of methodology/code-frameResearching and documenting the right methodology/analysis road-map

$1000-$2000

company/CARMA @CARMA CARMAGlobal CARMAGlobal

@mazennahawi

www.CARMA.com

Data & Analytics

Simplifying Measurement: Driving Successful Communications