Albert Einstein may not have been a communication professional, but he was right when he said: “Not everything that counts can be counted, and not everything that can be counted counts.” Our world is filled with tweets and shares, press conferences and views, bounce rates and conversion— how do we use these numbers to our advantage, while avoiding “vanity metrics”? This plenary session will highlight what metrics truly matter as a PIO and how to use various analytics to support your conclusions, communicate more effectively, and gain buy-in from leadership. No theoretical physics or mathematics degree required.

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METRICS
AND
ANALYTICS
Measuring the
success of PIOs in
the “Digital Age”
Presented by: Christopher Tarantino, MEP CMCP CHEC-III
@epimetra
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Why am I here?
CHRISTOPHER TARANTINO, MEP CMCP
• CEO – EPICENTER MEDIA & TRAINING
• DIGITAL COMMUNICATIONS SPECIALIST – FEMA
• SME / INSTRUCTOR – NATIONAL DISASTER PREP. TRAINING CTR.
• PAST CHAIR – IAEM EMERGING TECHNOLOGY CAUCUS

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Why are you here?

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“The price of
LIGHT is less than the
cost of darkness.”
-ARTHUR C. NIELSEN

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How do we measure a strong
communicator?
 posts
 likes
 favorites
 blogs
 fairs
 pins
 analytics
 google searches
 metrics
 livestreams
 viewers
 followers
 conversions
 visitors
 downloads
 press releases
 conferences
 outreach
 action
 evacuations
 perception
 outcomes
 meetings
 engagement
 insights
 behavior
 traffic
 events
 messages
 applications
 phone calls
 reach
 promotions
 advertisements
 targets
 growth
 shares
 comments
 activity

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The 1st question:
Image:clkr.com
What metrics
are most important?

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The REAL 1st question:
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What metrics
are most important?
What are your OBJECTIVES?

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The Usual Suspects
 Monitor / Listen (especially on social)
 Coordinate with partners
 Engage community leaders
& stakeholders
 Disseminate information
 Educate (thought leadership)
 Encourage action
 Improve response/recovery

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How do we measure success?
In order to identify and
(RE)PRODUCE success, we much
have a vivid image of what success
actually looks like.

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“Start with WHY.”
-SIMON SINEK

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WHY do we measure?
 Assess performance,
Qualify (and quantify) impact,
Identify trends
 Inform decisions
 Make purposeful changes
 Achieve goals/objectives
Image:clkr.com

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WHY do we measure?
 Assess performance,
Qualify (and quantify) impact,
Identify trends
 Inform decisions
 Make purposeful changes
 Achieve goals/objectives
“How are we doing?”
“What should we be doing?”
“How should we do it?”
“Is/Was it worth it?

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WHY do we measure?
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RETURN ON INVESTMENT (ROI)

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WHY do we measure?
DIRECT (“HARD”) ROI INDIRECT (“SOFT”) ROI
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RETURN ON INVESTMENT (ROI)

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WHY do we measure?
DIRECT (“HARD”) ROI
 Quantifiable
 Simple to forecast
 Usually relates to time/money
(“Bottom line”)
 Investment vs. outcomes
INDIRECT (“SOFT”) ROI
Image:clkr.com
RETURN ON INVESTMENT (ROI)

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WHY do we measure?
DIRECT (“HARD”) ROI
 Quantifiable
 Simple to forecast
 Usually relates to time/money
(“Bottom line”)
 Investment vs. outcomes
INDIRECT (“SOFT”) ROI
 More difficult to measure/identify
 Visibility
 Lives saved
 Productivity
 Behavior change
 Public satisfaction
Image:clkr.com
RETURN ON INVESTMENT (ROI)

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So, REALLY…
what metrics are important?
 Key performance indicators (KPIs)
 Breadth
 Depth
 Reach
 Engagement
 Campaign stats
 Feedback
 Strategic outcomes

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So, REALLY…
what metrics are important?
Avoid “VANITY METRICS” such as
likes, followers, # of posts, etc.
These don’t tell you anything by
themselves. They need context!

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Key Performance Indicators
BREADTH
 How large is your social
community?
 Note: shouldn’t just be a
big number – should be
representative
(population/research)
and manageable
DEPTH
 How “tight-knit” is your
social community?

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Key Performance Indicators
REACH
 How many people (inside
and outside your direct
audience) view your
content?
ENGAGEMENT
 How much of your
audience participate in
discussion? How
responsive are they?
REACH x ENGAGEMENT
= AMPLIFICATION

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Key Performance Indicators
 Strategic Outcomes
 High-level mission
 Operations-focused
 Community feedback
 Sentiment
 Others
Most critical “metric” we have:
Did we accomplish [mission critical task]?

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Your roadmap
Capture Display Analyze Implement

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What specific TOOLS can we use?
 Native metrics
 SumAll
 Mention
 SproutSocial
 NUVI
 Bit.ly
 Followerwonk
 Keyhole
 Cyfe
 Tailwind
 Hootsuite
 Web analytics
 WEBSTA
 Tweetreach
 TAGS 5.0
 LifeRaft
 Iconosquare
 Many others

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Facebook Insights

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Facebook Insights

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Facebook Example: Virality
Picture posted on the 8th

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Facebook Example: Paid Content
Paid advertising = ~$30.00

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Instagram metrics
 Iconosquare / WEBSTA
 Comment tracking
 Likes received
 Engagement
(averages & daily count)
 Post timing & media lifespan
 Followers/Following growth

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Twitter Ads/Analytics
 Link tracking, trend monitoring, performance, etc.
 Don’t necessarily have to be running ads to see Analytics

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Web Analytics (Google)
 Should be closely monitored by IT
and outreach personnel
 Goal-setting & conversion tracking
 UTM tagging (URL building)
 Data segmentation
 Analytics can tell you A LOT about
the success of your campaigns,
scope of your incidents, etc.

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Other metrics
Pinterest
•Re-pins (reach/impressions)
•Referral web traffic
Press Release
•Page views
•Bounce rate
•Media coverage
LinkedIn
•Interactions
•Impressions/Engagement
YouTube
•Comments
•Subscriber growth
Campaign
•Downloads/Conversions
•Visitors & attendees (events)
•Landing page traffic
Snapchat
•Followers
•Views

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“The web isn’t really
made up of ALGORITHMS.
.
It’s made of PEOPLE.”
-SONIA SIMONE

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Audience analyses
 Stakeholders
 Victims/survivors
 Responders
 Onlookers (worldwide)
 Other communicators & gov.
leaders
 Media
 Tech. and industry
 Citizen journalists
 Others
 Critical to find “influencers”
within these groups (proactively)
 Large following
 Highly engaging
 Subject matter expertise
How much influence does [your org]
have within [your jurisdiction] online?

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How do we identify influencers
or potential partners?
 Start with WHY
 Quantify/qualify
level of influence
 Establish a
game-plan

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A well-rounded
analytics strategy
•Word of
Mouth
•“Buzz”
•Website
•Blog
•Podcasts
•Media
•Partnerships
•Influencers
•Advertising
•Banners
•Billboards
Paid Earned
SharedOwned

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“Not everything that COUNTS
can be counted…
.
…andnoteverything that
CANbe countedcounts.
-ALBERT EINSTEIN

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Q&A Session
ASK ANYTHING YOU’D LIKE!

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Christopher Tarantino, MEP CMCP CHEC-III
about.me/chris_tarantino
CEO – Epicenter Media & Training
ctarantino@epimetra.com
@Tarantino4me | (585) 210-3011
THANK YOU!