padilla beyond clips clicks and hits 091709
Post on 29-Nov-2014
397 Views
Preview:
DESCRIPTION
TRANSCRIPT
September 17, 2009
2
AgendaIntroductions And Level SettingWhy Measurement Is DifficultThe Importance Of MeasurementCommon MethodologiesFive Fundamentals Of MeasurementCase Study ExamplesConclusion/Questions
Beyond Clips, Clicks & Hits
Beyond Clips, Clicks & Hits3
The State Of Affairs
• Anything that costs money must be justified
• Most organizations don’t know how to measure the value, impact, effects and relative return on communication efforts
• As a result, many resort to counting what they can count
Beyond Clips, Clicks & Hits4
Common Questions We Get
• How do I calculate the ROI of marketing and communications?
• How do I weigh individual elements in the marketing mix?
• Can I tie publicity to sales or a stock price?
• What have you done for me lately?
Beyond Clips, Clicks & Hits5
First, Some Simple Math
Marketing
≠
Marketing Communications
≠
Integrated Communications
≠
Tactics
Beyond Clips, Clicks & Hits6
The Basic Hierarchy
• Marketing
- Marketing Communications>Collateral>Seminars & Events>Media Relations>Public Relations>Perception Research>Crisis / Critical Issues>Advertising >Publicity>Direct Marketing> Interactive>Social Media
• Finance
- Investor Relations>Collateral> Investor Events>Media Relations>Public Relations>Perception Research>Crisis / Critical Issues
Beyond Clips, Clicks & Hits7
Together They Help Organizations Reach The Audiences Important To Their Success
Your company
Customers
Shareholders
Employees
Suppliers andPartners
Channel Partners
Media
Industry Associations
Standards Bodies
IndustryAnalysts
Beyond Clips, Clicks & Hits8
Why Measure? Because The Results Help:
• Prioritize work
• Justify the spend
• Refine a program
• Move from anecdotal to factual
• Shift from “reactive” to “proactive” mode
Beyond Clips, Clicks & Hits9
The Value Of Measurement
• Prove that you met objectives
• Benchmark/track performance
• Gain competitive advantage
• “Move the needle”
- Sales?- Awareness?- Response – Trial, evaluation, adoption
Beyond Clips, Clicks & Hits10
Why Is It So Difficult?
• It takes time
• It takes money
• We’re dealing with human behavior
• External factors
• There are no 1:1 correlations
• Integrated programs
• It’s viewed as justification rather than a value-add
• Distinguishing between “value” and “ROI”
Beyond Clips, Clicks & Hits11
Determining Value
Monetary
Utility
VALUE
Reputation
Beyond Clips, Clicks & Hits12
EVERYTHING CAN BE MEASURED!!!
Beyond Clips, Clicks & Hits13
You Need To Determine…
• How much should I put into it?
• Do I know the vital metrics (for finance, operations, sales, marketing, etc.)?
• Can you act on the data?
• What’s my time frame?
Beyond Clips, Clicks & Hits14
IT’S A JUNGLE OUT THERE
Beyond Clips, Clicks & Hits15
The “HIPPO” Methodology
Based on the Highest Paid Person’s Objective
Beyond Clips, Clicks & Hits16
The “Penguin” Methodology
Each tactic measured the same way
Beyond Clips, Clicks & Hits17
The “Monkey-See-Monkey-Count” Methodology
Counting … just because you can
Beyond Clips, Clicks & Hits18
The “T-Rex” Methodology
So big that it consumes your entire budget
Beyond Clips, Clicks & Hits19
Five Fundamentals Of Measuring Programs
1. Start with research
2. Set measurable objectives
3. Only measure what’s important
4. Use the right tools
5. Measure continuously
Beyond Clips, Clicks & Hits20
FUNDAMENTAL #1
START WITH RESEARCH
Beyond Clips, Clicks & Hits21
Numerous Research Options
• Quick surveys and polls
• Omnibus surveys
• One-on-one, in-depth interviews
• Focus groups (traditional or online)
• Advertising analysis
• Intercepts/on-the-spot surveys
• Media monitoring
• Social media monitoring
• Competitive analysis
• Media content analysis
Beyond Clips, Clicks & Hits22
FUNDAMENTAL #2
SET MEASURABLE OBJECTIVES
Beyond Clips, Clicks & Hits23
Tips To Developing Measurable Objectives
• Objectives must:
- Address a specific outcome- Designate the specific target audience- Specify a specific level of attainment- Identify a specific timeframe
Beyond Clips, Clicks & Hits24
Example: Business Objective #1
• Generate $25 million in revenue from X product line
- Sales Objective: Improve win-ratio by 40 percent and shorten sales cycle by 20 percent
- Marketing Communication Objective: Increase qualified sales leads by 20 percent over 2008
- Product Marketing Objective: Identify three to five possible line extensions based on feedback and use of initial launch model
- Financial Communication Objective: Increase institutional ownership by 10 percent
Beyond Clips, Clicks & Hits25
Example: Business Objective #2
• Improve customer preference of brand
- Marketing Objective: By 4Q09, achieve 55 percent brand awareness among 25- to 40-year-old men in the U.S. by increasing awareness by 10 percent
- Financial Communication Objective: Increase number of analysts following the company
- Communication Objective: Maintain no. 1 share-of-voice position in tier one trade publications compared to competitors A, B and C
Beyond Clips, Clicks & Hits26
FUNDAMENTAL #3
ONLY MEASURE WHAT’S IMPORTANT
Beyond Clips, Clicks & Hits27
Metrics – The Three O’s
• Outputs: Execution of program elements
- All work measured on budget, timing and message alignment- Are we getting the work done efficiently and effectively?
• Outtakes: The net impression
- Strive for majority of deliverables- Media coverage, circulation, event attendance, distribution, search
rankings- Are we reaching the right people?
• Outcomes: The behavior that follows
- Tied to business goals- Sales increase, lead generation, unaided awareness, incoming
versus outgoing media calls- Programs, not tactics
Beyond Clips, Clicks & Hits28
Audience – Specific Outputs, Outtakes And Outcomes
Target
AudienceCares About
Desired Action
KeyMessage
Comm. Strategy Metric
Financial Analysts
• Company performance
• Strength of management team
• Market leadership
• Recommend stock
• Buy/retain stock as core in long-term growth portfolios
• Write positive reports
• Next big market opportunity is “XYZ,” and our company has a leadership position here
• Company performance exceeds industry leaders
• Focus conference activity and regional road shows on priorities
• Upgrade IR Web site
• Increase market cap
• Change mix of shareholders
Channel Partner
• Sales leads• Revenue• Margin
• Promote to existing customers
• Recommend in new proposals
• Accurately represent us
• Easiest to install
• Easiest to use
• Easiest to do business with
• Education• “Company in
a box”• Regional
advertising
• Leads• Sales cycle• Jobs quoted• Jobs won• Revenue by
partner
Beyond Clips, Clicks & Hits29
FUNDAMENTAL #4
USE THE RIGHT TOOLS
Beyond Clips, Clicks & Hits30
Sample Measurement Tools
• Radian6
• LexisNexis
• Google News
• Google Analytics
• Compete.com
• Clipping Services
• Search.Twitter.com
• BoardLeader.com
• BlogPulse
• Technorati
• Survey Monkey
• Gallup
• BizShark.com
• Alexa.com
• D&B Database
• BackType.com
Beyond Clips, Clicks & Hits31
FUNDAMENTAL #5
MEASURE CONTINUOUSLY
Beyond Clips, Clicks & Hits32
Benchmark, Track, Analyze And ActReview
last year’s
metrics; set
program objective
s
Monitor and
track progress
Leverage
observable
changes
Feed evaluati
on results
into planning process
Beyond Clips, Clicks & Hits33
In Closing
• Everything can be measured
• Don’t fall into the ROI trap
• The value of measuring tactics is limited
• Consider measurement a process … not a point in time
Thank You
top related