Holistic measurement and monitoring, PRecious Communications, 11-2013

@larsv

HOLISTICS MEASUREMENT &
MONITORING FOR
TRADITIONAL & DIGITAL
MEDIA RELATIONS
Lars Voedisch
Principal Consultant
lars@preciouscomms.com
© 2013 by PRecious Communications

1

About Us…
• Independent, boutique communications consultancy
• Based out of Singapore, at home in Asia and Europe
• Globally connected via affiliation with

+65-3151 4760

connect@preciouscomms.com

larsvoed

Facebook.com/PReciousComms

3 Church Street
#16-06 Samsung Hub
Singapore 049483

Twitter.com/PReciousComms


2

PRecious Partners

Some of the brands PRecious Communications and our consultants have worked with


3

Let’s Take A Journey Together

Brand perceptions are
shifting as you read.

Customers are demanding a
more human approach to
communication.
Social media requires your
attention 24/7.
The media landscape is fast
changing and eroding.

WHERE ARE YOU?

4


Source: What happens on the Internet every 60 seconds - Rosa Golijan

5


Source: What happens on the Internet every 60 seconds - Rosa Golijan

6

Matching influencer and topics


7

What does the media really want?


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#

Question

Not
Important

Somewhat
Important

Important
Close Highly
to
Important
90 %

1

Headline should be within 10-15
words and tell the key news.

0.00%

10.87%

34.78%

54.35%

2

It is more important to have a
strong, relevant story hook in the
first paragraph rather than ticking
off the usual what / when / where
/ how etc.

4.35%

15.22%

36.96%

43.48%

3

The total length of the media
release should be within 500
words.

15.22%

26.09%

39.13%

19.57%

4

The media release should include
quotes from relevant
spokespeople.

15.22%

32.61%

36.96%

15.22%

5

The release should come together 28.26%
with biographies of the
spokespeople quoted.

28.26%

36.96%

6.52%

80 %

Interesting Resultsresponded with ‘Not Important’ percentage
0%
Highest

#

Question

Not
Important

Somewhat
Important

Important

Highly
Important

6

A direct contact with email and phone
number should be included for every
media release.

4.35%

6.52%

17.39%

71.74%

7

Language of the media release should
be suitable for the target audience in
terms of tone, jargon etc.

0.00%

17.39%

39.13%

43.48%

8

Avoid marketing talk and quotes that
are hardly encountered in real life.

6.52%

15.22%

39.13%

39.13%
Close to
80%

9

There should be minimal formatting or
restrictions for media releases so as to
enable easy editing (e.g. no PDF).

10.87%

21.74%

36.96%

30.43%
Over
75%

10

With quotations, photographs of
spokespeople should be included along
with the media release document as
separate files.

17.39%

23.91%

39.13%

19.57%

Over
80%

Interesting Resultsresponded with ‘Not Important’ percentage
0%
Highest

Surprising: Emphasis on Visuals rather than the product/content.

Multi-Platform Outreach
Benefits of Youtube, Facebook, Twitter, Blog, Pinterest….?
Anything else?


12

The Convergence of Paid, Owned & Earned
Media


13

Marketing, Editorial… Conversation Calendar
It’s all about planning – On- & Offline


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Holistic measurement strategy pre, during and post implementation of PR
initiatives
Tracking the news agenda, social media listening: Understanding which
metrics matter for which business objectives
Addressing common measurement mistakes that give inaccurate data

OBJECTIVE
CUSTOMISING A MEASUREMENT
STRATEGY THAT INTEGRATES
TRADITIONAL AND DIGITAL PR

15


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Why measure media coverage?

Quick question:
Why do you
want to measure ?


Why measure media coverage?
Reason 1: Demonstrate value of PR (e.g. Outputs)
– What key initiatives did you drive? Results?
Reason 2: Plan & evaluate communications activities
across channels and markets (e.g. Outtakes)
– How do you connect to publications & journalists, campaigns;
what’s your brand perception?
Reason 3: Strategic Communications (e.g. Outcomes)
– How do your results relate to the budget allocation? Do you
measure KPIs linking PR to business results? What is the value PR
adds your organization?
Reason 4: Discovering opportunities and threats
(Radar)
– What’s happening in the industry, with my clients; is there a crisis,
are there issues…?

18

Aligning measurement with business objectives
• Managing what you measure, identifying
the right objectives & setting smart goals

Too many communicators
work very hard on tactics…

…that DON’T support corporate goals!

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Align Corporate Communications to Achieve
Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper


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Business Goals
• Make business GOALS your communications goals, then
develop STRATEGIES:



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Business Goals
• Conduct a gap analysis to understand your benchmarks and to
decide what are your priorities
• Choose metrics to measure the results



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Business Goals
• You can’t manage what you don’t measure
• What impact do your programs have – what are the results?



23

Business Goals
• Example: Bicycle Manufacturer
• The challenge is to measure your success in a meaningful way!



24

Business Goals


25

Business Goals


26

Business Goals


27

Business Goals


28

Business Goals

The challenge is to
measure your success in
a meaningful way!

29

Simple start: Smart Goal Setting for your (Social)
Media Strategy
•
•

Goals drive the type of
measurements you are going to use
What’s your ultimate objective:
1.
2.
3.
4.
5.

Awareness
Image / Reputation
Sales
Cost savings
Something else?

Source: 25 Must Read Social Media Marketing Tips


30

30

Turn Output into Positive Outcomes
• Outputs
– what is generated as a result of a PR program or campaign

• Outtakes
– what audiences have understood and/or heeded and/or
responded to

• Outcomes
– quantifiable changes in awareness, knowledge, attitude,
opinion and behavior levels

Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations


31

Too dry,
too theoretical,
too complicated?


32

Example – FIFA Worldcup
GOAL

ACTION

OUTPUT
METRIC

OUTTAKE
METRIC

OUTCOME
METRIC
has to answer
“So what?”

Become
the best
country

Play in the final
round in South
Africa

Score goals

Win matches

2010 World Champion

7 matches played

16 goals scored

Won 5 games

3rd Place

7 matches played

8 goals scored

Won 6 games

WORLD CHAMPION

How to translate this to PR?

33

Typical Output, Outtake and Outcome Metrics
GOAL

ACTION
(INPUT)

OUTPUT
METRIC

OUTTAKE
METRIC

OUTCOME
METRIC
has to answer
“So what?”

Sales
Leads

Place product
reviews
Initiate speakers
program
Proactive
blogger
outreach

# meetings
# of speaking
engagements
# of blog mentions
# of reviews
# of media contacts
made
# of news releases
sent

% awareness of
your brand
% considering your
brand
% preferring your
brand

# of requests for
information



34

Example DHL:
Built our own KPI framework,
suiting our requirements,
capabilities and resources


35

Case Study :
Measuring PR’s Contribution to Sales
Key Message A

Key Message B

Key Message C

• Business Goal:
It’s time for a
Easy-to-use – not Increasing
– Sell more Palm Centro phones
smart decision
just ‘another’
personal
• Communications Objectives:
computer
productivity on
– Introduce lifestyle & non-tech media influencers
the go
– Attract fashion phone upgraders
Choosing the Centro is the
Through it’s intuitive user
Messaging, email, built-in
– Encourage Palm handheld users to change to a smartphonecapabilities to view & edit
ultimate smart decision for
interface and the
• Measurement Metrics: upgraders
Tone Analysis
fashion phone
combination of touch
documents and access to
who
screen and keyboard, the
over 20,000 applications,
– Outputs: want both style & smart

Centro is the ideal partner On-Message Analysis
makes the Centro THE
• Number of articles
for young, energetic and
customizable mobile
sociable users who want a 3
companion for dynamic
• Audience reach
smart phone to organize
junior- to mid-level
Outtakes:
professionals to help them
No. of their lives and relationships
• How favourable is Positives theviewed by the media
the device go
on
managing their busy work
and social live
• Is the coverage on No. of
message
phone functionalities

–

Neutrals
phones sold
No. of
Negatives

– Outcomes: Number of
• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
23


No. On Message
No. Not On Message

Myth: Are you sure you mean ROI?

.

RETURN

.

ON


.

INVESTMENT

37


.

RETURN

.

.

ON


ATTENTION

38


.

RETURN

.

ON


.
ENGAGEMENT

39


.

RETURN

.

ON


.
PARTICIPATION

40


.

RETURN

.

.

ON


TRUST

41


.

RETURN

.

ON


.

INVOLVEMENT

42

ROI is a business metric, not a media metric

(GAIN FROM INVESTMENT - COST OF INVESTMENT)

ROI =

COST OF INVESTMENT

Can you connect your PR investments
($$$ ) with the financial impact, e.g. sales
or savings ($$$)?

43

The
AVE
debate

AVE (Advertising Value
Equivalents)
… puts monetary value on media
coverage
… measures column inches or
broadcast seconds (“earned
media”)
… multiplies these by the
equivalent cost of advertising in
the same media


AVE (Advertising Value
Equivalents)
… credible measurement tool to
assess prominence
… but what about sentiment,
exclusivity and context?

AVE – not really equivalent
- limited to the cost of the campaign
- not considering the impact at the audience
- often non-comparative
- limited to small group of media

What about newswires or social media (Twitter, Facebook)?


Alternatives?


Exercise:
Sentiment analysis


Is this positive, neutral or negative for Novartis?


Is this positive, neutral or negative for StanChart?
Singapore?

damn_sian: Inflation likely Singapore’s 2011
challenge: StanChart: Inflation likely to remain
Singapore’s key 2011 challenge, as also for rest of
Asia…


Real ROI requires you to connect investments,
activities and financial impact!
Investments
leading
to activities

$$$
Financial
Impact
$$$
Source: The Brandbuilder – Basics of Social Media ROI


52


.

RETURN
(OUTTAKES)

.

ON


.

INVESTMENT
(ACTIVITIES)

53

Typical Output, Outtake and Outcome Metrics for
Communications
GOAL

ACTION
(INPUT)

OUTPUT
METRIC

OUTTAKE
METRIC

OUTCOME
METRIC
has to answer
“So what?”

Sales
Leads

meetings
awareness of
If not #ROI, what%do I do? # of requests for
your brand
information
# of speaking
engagements
% framework,
Build your own KPI considering your
# of blog mentions brand
% preferring your
suiting of reviews requirements,
# your
# of media contacts brand
capabilities and resources
made

Place product
reviews
Initiate speakers
program
Proactive
blogger
outreach

# of news releases
sent



54

Social Media to be leveraged across a company:
Different functions, uses and values

© 2013 by Dell
Source: Socialize your organization – Richard Binhammer /PRecious Communications

55

2 things might help:

1)The inequality of the web

Social
Media
–
where
to
start?

2)The concept of target
media


90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute


57

Who Are You Listening to –
Are You Catching the Long Tail?
• How many relevant social media sites are there?
• How many should or simply can you monitor or even measure?

Source: http://www.longtail.com – Chris Anderson


58

Let’s get more concrete:
Ratings worth monitoring on …
•
•
•
•

Blogs
Facebook
Twitter
Youtube


59

Overall Pages


Media Measurement is not (only) about
Search
• Most free tools help you with your
search efforts – maybe with
monitoring
• What about analysis and
measurement?


Media Measurement is not (only) about
Search
– Numbers are only
approximations (what about
duplications?)

–
–
–
–

Are all sources important? Are you excluding your own marketing?
Relevance vs. dates
Normalization (Coke vs. Coca Cola); want to include other brands (e.g. Sprite)?
Are we getting the correct meaning of “coke”


Social Media Relations
Everything Changes?
Originally,
measurement was
post-mortem analysis.
For fast
environments, it
becomes near-time!


Analyse
What are topics/
issues
discussed?

Who are they
talking about?

How good is your
brand image?

How is your
media footprint
globally?

64

Analyse
What are trends in
traditional vs. social
media?

What are keywords
of your brand
coverage?

Who is writing
about you?


65

Translating PR results into the language of business
• 60% of companies (PR Week) are
measuring PR/ Communications at the
request of senior management. – Better
start before management asks for it
• Use multiple metrics – Show the whole
picture through Communications KPIs
• Connect the dots between clip counts –
trends in coverage and favourability
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.


Indispensable? Use KPIs to show your contribution!
• Set your sights on the competition – show
the context
• Top executives only need a high-level
summary of results

“…From an executive’s viewpoint, it can
be interpreted as the difference between
the PR team being busy and the PR team
being indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

67

Media Measurement: Where to Start
Three Keys to Success
•

Determine what success looks like

•

Use the right tools with the correct content

•

Have a plan to turn output into positive outcomes


Key learnings?


69

@larsv

Lars Voedisch
Communications Strategist


70

@larsv

HOLISTICS MEASUREMENT &
MONITORING FOR
TRADITIONAL & DIGITAL
MEDIA RELATIONS
Lars Voedisch
Principal Consultant

71

Holistic measurement and monitoring, PRecious Communications, 11-2013

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