Monday Seminar on PR Measurement

MONDAY SEMINAR | 2013
PEAK COM
MONDAY SEMINAR
MEASUREMENT
2013
www.peakcom.eu

1. MONITORING & MEASUREMENT
2. PR MEASUREMENT UP UNTIL 2010
3. WHY MEASUREMENT IS KEY IN 2013
4. MEASUREMENT TODAY: SETTING GOALS
5. THE THREE LEVELS OF MEASUREMENT
6. QUANTITY AND QUALITY
7. SOCIAL MEDIA MEASUREMENT
8. THE 10 GOLDEN RULES
9. Q&A
MEASUREMENT IN COMMUNICATION

Monitoring =
› Look for issues to which the organisation or brand might want to react
› Identify trends in consumer opinion, desired content/features, etc.
› Provide a qualitative analysis of content
Measurement =
› Quantify reach, tone, recommendations, etc.
› Identify top users
› Benchmark in advance of interactive activity to track changes over time
2. MONITORING & MEASUREMENT

› Advertising principles rule
 PR and communication evolved enormously over the past decade
 Need for effective way of measuring its value
 Value of PR was compared to advertising
 Advertising Value Equivalents (AVE)
› Barcelona principles
 2010 – PR practitioners from 33 countries
gathered in Barcelona
 Seven principles in PR & Communication
measurement

› The Barcelona Principles
 Importance of Goal Setting first
 Measuring the Effect on Outcomes is preferred to Measuring Outputs
 The Effect on Business Results can and should be measured where possible
 Media Measurement requires Quantity and Quality
 AVEs are not the Value of Public Relations and Communication
 Social Media can and should be measured
 Transparency and Replicability are paramount to sound measurement

› Business requirement
 Organisations need to demonstrate ROI
 Communication budgets shrink; measurement as an ‘enabler’
› Clients need education
 AVEs still used (OTS) today (ignorance, laziness)
 AVEs dumb down measurement; communication is too complex; measurement as an
‘eye opener’
› Differentiating factor
 Not many agencies invest in measurement
 Developing solid measurement dashboards could be a USP; measurement as a
competitive advantage

› Client behavior
 Clients reluctant to pay for measurement
 Take measurement activities for granted  change mindset
› Agency bogus reports
 Agencies develop bogus reports to amplify results
• Unpaid
• Not disposing of right tools
• Not willing to invest

› Why ban AVEs
 Cost of advertising is not the value of communication or PR
 AVEs cannot capture the outcome of a communication campaign, limiting its value to
placements in the media
 AVEs cannot measure the variety of messages delivered in the media in relation to the
tamed messages in advertising
 AVEs cannot measure the value of keeping a client out of the media spotlight
 AVEs cannot measure social media in many forms such as blogs and message boards
 Etc.

› Setting goals is key
REACH  AWARENESS  COMPREHENSION  ATTITUDE  BEHAVIORAL
Reach
What portion of the target audience do you want to reach and with what message?
Awareness
What should the target see, hear or read that they haven’t before?
Comprehension
What should the target understand that they didn’t before?

REACH  AWARENESS  COMPREHENSION  ATTITUDE  BEHAVIORAL
Attitude
What should the target believe and feel?
Behavioral
What should the target actually do as a result of communications?

Business Goals?
Corporate goals  Communication  Evaluation Goals  Measurement
 What are the overarching business goals to achieve?
 Who? What? How much? By when? Goals should be defined as quantitative as possible
 Reach: number of articles, penetration of messages
 Awareness: brand awareness, recollection of topics
 Comprehension: understanding key facts, credibility of content
 Attitude: brand loyalty, increased employee motivation
 Behavioral: project involvement, purchasing behavior

OUTPUTS
 Contact/Response level
 Reach/content
 Frequency
Visits
Prominence
Reader contacts
Tonality
Journalist inquiries
IMPACT ON MEDIA/CHANNELS

OUTCOMES
 Perceptions/behavioral levels
 Knowledge, opinions, attitudes
 Awareness
Comprehension
Recollection
Credibility
Purchasing intentions
Recognition
IMPACT ON TARGET GROUPS

BUSINESS RESULTS
 Business level
 Added value
 Revenu/Turnover
Contracts closed
Reputation Value
PE Ratio
Market Share
Stock Price
IMPACT ON ORGANISATIONS

› How to put measurement in place on these three levels?
› Outputs —scoring system
› Outcomes —tracking survey
› Business results — marketing analytics (what is driving our sales?)

TRADITIONAL MEDIA SOCIAL MEDIA
Circulation, reach Visits, fans, followers
Share-of-Voice Active advocates
Tonality Sentiment ratio
‘Message’ penetration Audience Engagement

› In search of more metrics to use?
 Amecorg.com  Valid Metrics Frameworks for all kinds of communication activities
International Association for the Measurement and Evaluation of Communication

Awareness Knowledge Interest
Support/
Preference
Action
Public Relations
Activity
• Content creation
• Traditional media engagement
• Social media engagement
• Influencer engagement
• Stakeholder engagement
• Events/speeches
Intermediary
Effect
• Audience reach
[traditional & social
media]
• Impressions/Target
audience
impressions
• Number of articles
• Video views
• Frequency
• Prominence
• Share of voice
• Key message
alignment
• Accuracy of facts
• Key message
alignment
• Frequency of
(positive) mentions
• Expressed opinions
of interest
• Social network
Followers
• Retweets/Shares/
Linkbacks
• Endorsement by
journalists or
influencers
• Rankings on industry
lists
of support or
preference
• Social network Fans
• Likes
Target Audience
Effect
• Unaided awareness
• Aided awareness
• Knowledge of
company profile
and offer
• Relevance of
company (to
stakeholder)
• Visitors to website
• Click-thru to site
• Time spent on site
• Downloads from site
• Calls
• Event/meeting
attendance
• Attitude change
• Uplift in reputation
drivers e.g. Trust,
Admiration
• Endorsement
• Belief in corporate
brand
• Links to site
• Enhanced
relationships with
key stakeholders
>Reputation
>Building
• Sales
• Market share
• Share price
• Talent retention and
recruitment
• Cost savings
• Customer loyalty
• Legislation/regulation
passed or blocked
18

Awareness Knowledge Interest Support Action
Public Relations
Activity
• Content creation
• Traditional media engagement
• Social media engagement
• Influencer engagement
• Stakeholder engagement
• Events/speeches
Intermediary
Effect
Balanced (not total)
coverage in:
• Audience reach
[traditional & social
media]
• Impressions/Target
audience
impressions
• Number of articles
• Video views
• Frequency
• Prominence
• Share of voice
• Key message
alignment
• Accuracy of facts
• Key message
alignment
• Frequency of
positive & neutral
mentions vs.
negative mentions
of interest
• Social network
Followers [for client
and supporters vs
adversaries]
• Retweets/Shares/
Linkbacks
• Endorsement by
journalists or
influencers
• Social network Fans
[for client and
supporters vs.
adversaries]
of support
• Likes
Target Audience
Effect
Increase or decrease
(dependent on
objective) in:
• Unaided awareness
• Aided awareness
• Knowledge of facts
of the situation
• Knowledge of client
POV
• Visitors to website
• Click-thru to site
• Time spent on site
• Downloads from site
• Calls
• Event/meeting
attendance
• Minimal attitude
change (towards
client's reputation)
• Negativity toward
company offset by
neutral/positive
opinion
• Belief in the client’s
brand
>Crisis and Issues
Management
• Maintain share
price/earnings
multiple
• Maintain market
share/sales/
customers
• Cost savings
19

› Social media can and should be measured
 2011: Creation of #SMMStandards Coalition
 Valid Metrics Model for Social Media
› What’s different between social and “traditional” media?
 Dialogue not broadcast
 Unmediated
 Self activating
 Rapid and rapid response
 Valid Metrics Framework for Social Media Measurement

› Social media measurement criteria
 Share Of Voice
• Social Mention
 Referral Traffic
• Google Analytics
 Conversion Rate
• Google Analytics Goals
• Advanced Traffic Segments

› Interesting and easy-to-use tools to check
 Klout
 TweetReach
 Twitalyzer
 Twitsprout
 Topsy
 Facebook Insights
 Mention
 Twitter Connect
 Who Shared My Link

› Establish written goals
› Measure the quantity and quality of media
› Understand the same principles apply to traditional & social media
› Do not use AVE as the value of communication and PR
› Add communication questions to tracking surveys to capture outcomes
› Collect media data in a manner usable for market mix modeling
› Analytics is the future of measurement, ROI the answer
› Measurement should be transparent
› Use measurement to analyse and track progress and to improve
› Communication experts are not necessarily measurement experts
7. THE 10 GOLDEN RULES

› What does this mean for Peak Com?
 Clients should be convinced of measurement beyond monitoring
 Organize seminar/webinar to explain?
 Peak Com should develop professional measurement offering
 Develop our own dashboards per service line
 Invest in better understanding of measurement tools/test/use for own
campaigns
 Set goals of any communication/PR activity together with client
 Finalize measurement offering by end 2013
 Include professional measurement in any proposal as from 2014
8. Q&A

› Discussion
8. Q&A

Peak Com
Kasteelstraat 20D
1600 Sint-Pieters-Leeuw
chris.decroix@peakcom.eu
www.peakcom.eu
www.peakandyou.eu
www.peakcom-stt.eu
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