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P.R.ove Yourself!Simple, Real Metrics for Showing PR Success

February 22 2012February 22, 2012

Angela Jeffrey & AssociatesHome of MeasurementMatch.com©

Copyright Angela Jeffrey & AssociatesHome of MeasurementMatch.com©

Where We’re Headingg

• Quick DefinitionsQuick Definitions

• Measurement Update:

• Barcelona Principles (AMEC)Barcelona Principles (AMEC)

• Valid Metrics Matrix (AMEC and IPR)

• 8 Step Measurement Program for Social (and• 8‐Step Measurement Program for Social (and Traditional) Media

• How‐to steps and tool suggestionsHow to steps and tool suggestions


DEFINITIONS


Quick DefinitionsQuick Definitions

Outputs – measures what you put “out there;” the results of tactical efforts, such as clip counts, audience impressions, speeches given, etc.impressions, speeches given, etc.

Outtakes – measures whether or not anyone heard your message, understood it, changed their opinion or is considering a behavioral change.

Outcomes – measures bottom‐line behavioral change, such as sales stock price employee retention votes etcas sales, stock price, employee retention, votes, etc.


Quick DefinitionsQ

Correlation ‐ a relationship between two independent variables.p p

If one goes up, so does the other!

BUT – we can’t “prove” it.

r =1.0 is perfect

r=.7 is good


MEASUREMENT UPDATE


AMEC’s Barcelona Principles

The 7 Barcelona Principles are:

1. Importance of goal setting and measurement

2. Measuring the effect on outcomes is preferred to measuring outputs2. 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 quantity and quality

5. AVEs are not the value of public relations

6. Social media can and should be measured

7 Transparency and replicability are paramount to sound measurement


7. Transparency and replicability are paramount to sound measurement.

7

AMEC Valid Metrics Framework TemplateInternational Association for the Measurement & Evaluation of Communications (AMEC)International Association for the Measurement & Evaluation of Communications (AMEC)

Key Area of Communication

COMMUNICATIONS/MARKETING STAGES

ASES

Communication (Brand/Product Marketing, Reputation Building, Issues Advocacy/Support, Employee

Engagement, Investor Relations, Crisis/Issues Management, Not‐for‐Profit, Social/Community

Engagement)

AwarenessKnowledge/

UnderstandingInterest/

ConsiderationSupport/Preference

Action

CATIONS PH

A

Engagement)

Public Relations ActivityCO

MMUNIC

Intermediary Effect (Outputs)

Target Audience Effect

(Outtakes and ORGANIZATION/

BUSINESS RESULTS


Outcomes) RESULTS

8

Awareness Knowledge Interest Support Action

/

• Content creation (e.g. assets created, videos/podcasts)

• Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, )

Social/Community Engagement

Public Relations Activity

community site posts & events)

• Influencer engagement

• Stakeholder engagement

• Events/speeches

IntermediaryEffect

• Impressions/Target audience impressions

• Earned media site visitors/day

• % share of

• Key message alignment [traditional & social media]

• Accuracy of facts• % share of

• Expressed opinions of interest

• Social networkFollowers

• Retweets/Shares/ Linkbacks

• Endorsement by journalists or influencers

• Rankings on industry lists

• Expressed opinions(Outputs) conversation

• Video views• Prominence

conversationLinkbacks

• % share of conversation

Expressed opinions of support

• Social network Fans

• Likes

• Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift • Active advocates


(Outtakes, Outcomes)

• Aided awareness• Owned media site visitors per day

• Social network channel visitors

company/product attributes and features

• Brand association and differentiation

(to consumer/ customer)

• Visitors to website• Click‐thru to site• Time spent on site• Downloads from site• Calls

• Stated intention to buy

• Brand preference/ Loyalty/Trust

• Endorsement• Requests for quote• Links to site

• Active advocates

• Brand engagement

• Leads/sales

• Revenue

• Market shareOutcomes) • Calls• Event/meeting attendance

• Links to site• Trial

9

NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are known to be in your Target Audience, you could reflect those metrics under Target Audience Effect.

Market share

• Cost savings

EIGHT STEP MEASUREMENTEIGHT‐STEP MEASUREMENT PROGRAM


Eight‐Step Measurement Processg p

1. Define organizational goals

2. Research stakeholders and prioritize

3. Set specific objectives for each key stakeholder group

4 S di i l/di i l/ i l di K I i h bj i4. Set traditional/digital/social media KPIs against each objective

5. Choose tools and benchmark (using the AMEC Framework)

6. Analyze the results and compare to costs6. Analyze the results and compare to costs

7. Present to management

8. Measure continuously and improve performance

“Social Media Measurement: Putting it All Together”http://www.measurementmatch.com/Free‐White‐Papers.html


p // / p

Step 1 – Define Organizational Goalsp g

A “goal” is a broad idea of what you would like to have happen:g y pp

to raise revenue

to lower costs

to increase customer satisfaction

To increase brand engagementTo increase brand engagement

To improve relationships• Sources: Jim Sterne and Katie Paine

Then … dig deeper to determine brand, product or specific issue goals


Step 2 – – Research Stakeholders and Prioritizep

Internal Research –I t i f ith k ti l tInterviews or focus groups with marketing, sales, customer service, HR, etc.

External ‐Create a Social Graph – where are stakeholders communicating?

Li t O li t K St k h ld h t i ?Listen Online to Key Stakeholders – what are saying?

Keyword and Message Analysis

Survey Key Stakeholders


Step 2 – Research Stakeholders and Prioritize

Used with Permission by Sally Falkow


by Sally Falkow

Step 2 – Research Stakeholders and Prioritize

Social Graph tools: Ecairn (for bloggers), Traackr, and Rapportive (gmail) and FliptopRapportive (gmail) and Fliptop• Do it for you: Social Ally

(Sally Falkow)

Keyword and Message Analysis – Rowfeeder, Social Mention, IceRocket, Addict-o-matic with Excel; or use paidmatic … with Excel; or use paid tools like Vocus, Alterian SM2, Sysomos or Cymfony.

External Surveys – GfK, Forrester’s Social Technographics, SurveyMonkey Zoomerang


SurveyMonkey, Zoomerang,

Step 2 – Research Stakeholders and Prioritize – Social GraphingGraphing

Fabulous new tool – pop in email addresses or URLS and find out tl h th d! Ti f th d !


exactly where they are engaged! Tip of the day!

Step 2 – Research Stakeholders and Prioritize: S i l G hiSocial Graphing


Step 2 – Research Stakeholders and Prioritize: K d d M A l iKeyword and Message Analysis

Identify what keywords people are using to find your site through:

In search site set‐up search strings using these words and refine asIn search site, set up search strings using these words and refine as you go so you’ll pull up the most relevant results.

Then, set‐up an Excel spreadsheet to track items as they come in. In each column, list: Date, Source, Author and Subject, and also note if there are Comments Links Trackbacks or Retweetsthere are Comments, Links, Trackbacks or Retweets.


Discover and benchmark which sources matter most for you …

Step 2 – Research Stakeholders and Prioritize: K d d M A l iKeyword and Message Analysis

The Path Central is a training program provided by Social Ally that teaches you


g p g p y y yexactly how to do this type of analysis.

At end of Step 2, you should have a good idea of:Who and where your stakeholders are in social media


What they are saying (offline and online)

Step 3 – Set Specific Objectives for Each Key Stakeholder Groupp

After research, meet again with key stakeholders and get agreement on priority of your programs.g p y y p g

An “objective” is a “clearly defined statement that includes an action statement (a verb), a timeline and a measurement outcome (a percentage) (Stacks and Bowen)

If your GOAL is to increase new home sales for a developer, a key stakeholder OBJECTIVEmight be to increase homebuyer leads by first‐time buyers by 50% over the next six months.

Then, develop Key Performance Indicators for each Objective!


, p y j

Step 4 – Set KPIs Against Each Objective

KPIs use technical data, and enable you to easily show progress over time. (Refer to AMEC chart for guidance)p g ( f f g )

For example, if your goals/objectives focus on:i i li k h h i i iRaising Revenue ‐ click‐throughs to a URL; increase in conversion

rates, online donations, membership sign‐ups, etc.

Brand Engagement – increasing number of comments to posts, i i i d l d d d i i i i freturning visitors, pages downloaded and visitors arriving from

search, etc.

Improving Relationships – increasing satisfaction scores in surveys, i i illi d (N P S )improvement in willingness to recommend (Net Promoter Score).

Source Contributor: Katie Paine


Step 4 – Set KPIs Against Each Objective

Objective: Increase New Home Sales by 10% in Six Months among Prospective Buyers. Website KPIs might include:


Used with Permission ‐ Avinash Kaushik

Awareness Knowledge Interest Support Action

/

Step 5 ‐ Choose Tools and Benchmark

Public Relations

• Content creation (e.g. assets created, videos/podcasts)

• Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, community site posts & events)

Social/Community Engagement

Public Relations Activity

community site posts & events)

• Influencer engagement

• Stakeholder engagement

• Events/speeches

• Impressions/Target • Key message • Expressed opinions • Endorsement by

IntermediaryEffect

(Outputs)

• Impressions/Target audience impressions

• Earned media site visitors/day


• Key message alignment [traditional & social media]

• Accuracy of facts• % share of conversation

• Expressed opinions of interest

• Social networkFollowers

• Retweets/Shares/ Linkbacks% h f

• Endorsement by journalists or influencers

• Rankings on industry lists

• Expressed opinions of support(Outputs) • Video views

• Prominence


of support

• Social network Fans

• Likes

• Unaided awareness• Aided awareness

• Knowledge ofcompany/product

• Relevance of brand (to consumer/

• Attitude uplift• Stated intention to • Active advocates


(Outtakes, Outcomes)

• Owned media site visitors per day

• Social network channel visitors

p y/pattributes and features

• Brand association and differentiation

( /customer)

• Visitors to website• Click‐thru to site• Time spent on site• Downloads from site• Calls

/

buy• Brand preference/ Loyalty/Trust

• Endorsement• Requests for quote• Links to site

l

• Brand engagement

• Leads/sales

• Revenue

• Market share


• Event/meeting attendance

• Trial

25

• Cost savings

Step 5 ‐ Choose Tools and Benchmark A. Public Relations Activityy

What efforts did you make?Metrics reflecting the process of producing or disseminating the desired messages. These data points can sometimes be correlated to outcomes.


Step 5 ‐ Choose Tools and Benchmark B I t di Eff tB. Intermediary Effects

How did third parties respond? Look for metrics reflecting journalist and influencer dissemination of messages to the target audience on Owned Sites and in Earned Media.

Your Owned Sites – Benchmark and determine metricsYour Owned Sites – Benchmark and determine metrics that fit your KPIs:

Blogs and Websites

Twitter Sites

Facebook Sites

Bookmarking Sitesg

YouTube, Flickr and Other Image Sites

Compound Influence Scores (Klout, Peer Index, Social Mention)


Step 5 ‐ Choose Tools and Benchmark B I t di Eff t O d Sit W b/BlB. Intermediary Effects – Owned Sites ‐Web/Blogs

To identify influencer activity, look at: referral sites, visitors w/high authority scoresw/high authority scores, retweet activity, ratio of comments to posts, RSS subscribers. Google Analytics,


g y ,NextAnalytics (188 charts), etc.

Step 5 ‐ Choose Tools and Benchmark B I t di Eff t O d Sit W b/BlB. Intermediary Effects – Owned Sites – Web/Blogs

Ch k t i fl it th h WMTi t h f h


Check out influencer sites through WMTips – a one‐stop hop for search rankings and authority; inbound links; Diggs; Technorati and more!

Step 5 ‐ Choose Tools and Benchmark B I t di Eff t O d Sit F b kB. Intermediary Effects – Owned Sites ‐ Facebook

For Facebook, use Insights, NextAnalytics or PageLeverNextAnalytics or PageLeverand look for # of Fans or Friends on Influentials list, # of their comments to posts; number of likes and so on.


Step 5 ‐ Choose Tools and Benchmark B I t di Eff t O d Sit T ittB. Intermediary Effects – Owned Sites ‐ Twitter

As followers increase, vet them on Klout, PeerIndex,


, ,SocialMention, Technorati.

Step 5 ‐ Choose Tools and Benchmark B Intermediary Effects – Earned Media SitesB. Intermediary Effects – Earned‐Media Sites

Earned‐Media Sites – Monitor, benchmark and watch!A few free tools to bring in content include Google, Social Mention, Twazzup, Hootsuite, IceRocket, etc.

Great paid tools include Vocus, Sysomos, Seesmic, Alterian SM2 and NM Incite … and CARMA, Echo, Dow Jones, Prime

Content Analysis: (Automated or partially by hand)

Company, brand, topicCompany, brand, topic

Prominence and dominance

Sentiment

K d tKey messages and quotes

Do Source Strength analysis for quantitative evaluationOTS, Impressions, reach, traffic, authority, etc.


, p , , , y,

Step 5 ‐ Choose Tools and Benchmark B. Intermediary Effects – Earned‐Media Sites:y

Source Strength


Step 5 ‐ Choose Tools and Benchmark B. Intermediary Effects – Earned‐Media Sites:yKetchum ROI Lab: Mixing Quantity and Quality

Source Tier 1 or 2: 0‐20 pointsTone: ‐15 to +15 pointsMessage 1: 0‐10 pointsMessage 2: 0‐10 pointsProminence: 0‐20 pointsThird party endorsement: 0‐15 pointsHeadline, Photo: 0‐10 pointsTOTAL ibl 100 i tTOTAL possible: 100 points or100%

Theory behind it: 100 points would be a perfect story, so lower scores mean stories are less effective.To weight impressions or other quantitative score, multiply them by the percentage for each clip to get a Net Effect Score.Best for correlations to outcomes!


Step 5 ‐ Choose Tools and Benchmark C. Target Effects

Target Audience Effects: metrics showing that the target di h i d h d h h h

g

audience has received the messages and how they have responded in measurable activities

SurveysSurveys

Web AnalyticsLook at goals, funnels and e‐commerce

Advanced StatisticsRegression or Simple Pearson Correlations in Excel

Market Mix ModelsMarket Mix Models

Web Analytics + e‐Commerce + CRM Systems


Step 5 ‐ Choose Tools and Benchmark C T t Eff t SC. Target Effects ‐ Surveys

F iP ti f k ti b it it!


From iPerceptions, four‐key questions upon website exit!

Step 5 ‐ Choose Tools and Benchmark C. Target Effects ‐ Correlations

$2 500 000

$500 000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$‐

$500,000

MCW Revenue

Media Coverage leads Funds Raised for World Vision with a one‐day lead to g ylag – r=.73 for World Vision during Myanmar Disaster.

Key: using a Quantitative/Qualitative Score for all clips (Ketchum example)


Step 5 ‐ Choose Tools and Benchmark ff l iC. Target Effects ‐ Correlations

Simple correlations can be pulled out of Excel using one of two commands: =CORREL or =PEARSON

Setup an Excel spreadsheet with your data tables with one row showing your media score or competitive share percentage.y p p g

Set‐up another row showing your business result.

A B C D E F GA B C D E F G1 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6

2Media Score 105 000 145 000 195 000 190 000 100 000 500 000Sco e 105,000 145,000 195,000 190,000 100,000 500,000

3 Leads 5 10 30 35 46 65


38


In an empty cell:

Click on Formulas ‐‐ Insert Function – Correl or Pearson. Then, follow the prompts to do it automatically, or …

Enter the cell numbers of the starting and endingg g

values in each row like this: =Correl(B2:G2,B3:G3)


2Media Score 105 000 145 000 195 000 190 000 100 000 500 000Sco e 105,000 145,000 195,000 190,000 100,000 500,000

3 Leads 5 10 30 35 46 65


39


In an empty cell:

Click on Formulas ‐‐ Insert Function – Correl or Pearson. Then, follow the prompts to do it automatically, or …

Enter the cell numbers of the starting and endingg g

values in each row like this: =Correl(B2:G2,B3:G3)


2Media Score 105 000 145 000 195 000 190 000 100 000 500 000Sco e 105,000 145,000 195,000 190,000 100,000 500,000

3 Leads 5 10 30 35 46 65

Hit “enter” and you’ll see your correlation in that empty cell … r=.73


40

Step 5 ‐ Choose Tools and Benchmark C T t Eff t C l tiC. Target Effects ‐ Correlations

++

If you don’t want to do‐it‐yourself!


Step 5 ‐ Choose Tools and Benchmark C. Target Effects – Goals and Funnelsg

“Set up Goals and Funnels” ‐Chapter 14

• Assign dollar values to “macro” and “micro” goals

• Example:

• A Macro goal is a $500 sale

• A Micro goal is a “Contact Me” sign‐up

• If it takes 10 “Contact Me” sign‐ups toIf it takes 10 Contact Me sign ups to get a sale …

• Assign $50 (10% of $500) to the Micro goal.goal.

• Set financial goals with management.

• (From Avinash Kaushik)


Step 5 ‐ Choose Tools and Benchmark C T t Eff t G l d F lC. Target Effects – Goals and Funnels

In Google Analytics, it is very easy to set‐up specific Goals regarding certain URL hits, time on site, pages visited, etc. Assign a dollar value with management to


each and track results! (Avinash Kaushik)

Step 6 ‐ Analyze Results and Compare Costsp y p

ROI = [(Payback ‐ Investment)/Investment)]*100“P b k” th d ll t ti f h t ’ d fi d“Payback” ‐ the dollar representation of whatever you’ve defined as your goal; your investment will be everything you did to bring that goal to fruition.

For instance if o r pa back is $1 000 in sales b t it cost oFor instance, if your payback is $1,000 in sales, but it cost you 20 hours at $50 per hour in social media effort to achieve that, your ROI will be zero.

Oth fi i lOther financial measures:Cost‐per‐click to compare efficiency of different programs

Compare sales against costs

Paid vs. Earned search rankings

Cost savings in areas like customer service and recruitment


Step 7 ‐ Present to Managementp g

Tell your story as quickly as possible through a dashboard y y q y p gor scorecard with headlines, bullets and trending.

Highlight especially meaningful conversations, successful bl t h th d t l tblogger outreach, or other anecdotal comments.

Most important, if you executed surveys, correlations to outcomes, or have solid tracking data from web analytics, , g y ,be sure to show those results impacting business goals. Source: Marianne Eisenmann, head of Determinus, Chandler‐ ChiccoAgency and IPR Commission memberAgency and IPR Commission member.


Demonstrating PR Program Impact for C‐Suiteby Marianne Eisenmann and her Determinus staff, Chandler Chicco Companies

Media Coverage Generated by the CampaignXXX Placements, XXXM Impressions

Campaign Drives Call to Actionto Website Resources

Campaign Reach via Social Media

Message Penetration by Channel TypeMedia T pe Aligns ith Target

Contest Entries –Impressions Generated with g y ypMessage 1 appears in XX% of all coverage

82% of coverage carries two or more messages

Media Type Aligns with Target Audiences

500

400

600

Target vs. YTDp

Twitter

Trade

Nat'lRegional/

300

200

400

100

Nat l Consumer Print/Online

Nat'l Consumer Broadcast

Regional/ Local

Regional/ Local

Consumer Broadcast

TARGET YTDACHEIVED

Local Consumer Print/Online

Step 8 ‐Measure Continuouslyd I P fand Improve Performance

Create an ongoing measurement programg g p g

Schedule regular deep‐dive analysis

Plan monthly or quarterly presentations to management

Adjust programs as needed!


NET TAKE‐AWAYS


Net Take‐Awaysy

1. Study the AMEC Valid Metrics Framework to get ideas for how to link your efforts with business outcomeshow to link your efforts with business outcomes.

2. Work through the 8‐step process to flesh‐out your program.

Social Graph

Set KPIs for each objective

Measure outcomes through surveys, advanced stats or b l iweb analyticsLearn to set financial goals in Google Analytics yourself!

Learn to pull a Pearson Correlationp


Contact Information

For a copy of “Social Media Measurement:For a copy of Social Media Measurement:

Putting it All Together”http://www.measurementmatch.com/Free‐White‐Papers.html

Angela Jeffrey, APR

Angela Jeffrey & Associates

wwwMeasurementMatch comwww.MeasurementMatch.com

Matching Clients with PR Measurement Solutions

214‐926‐9794; [email protected]

Skype: Angela.Jeffrey2; Twitter: @ajeffrey1

Facebook.com/AngelaJeffrey11


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