SHOW
ME
THE
MONEY:
PR
MEASUREMENT
METRICS
THAT
IMPRESS
THE
C-­‐SUITE
Sandra
Fathi
President
Affect
@sandrafathi
web:
affect.com
blog:
techaffect.com
email:
sfathi@affect.com
Ragan
PR
Measurement
Conference
Miami,
February
2,
2017
Slides:
www.slideshare.net/sfathi

ABOUT
ME
• Sandra
Fathi
• President,
Affect
• Public
RelaLons,
Social
Media,
MarkeLng
• Council
of
PR
Firms,
Board
Member
• PRSA
Past
PosiLons:
– Tri-­‐State
Chair
– NY
Chapter
President
– NY
Chapter
Board
Member
– Technology
SecLon
Chair
2
@sandrafathi

Technology:
Healthcare:
Professional Services:
SAMPLE
PAST
&
PRESENT
CLIENTS
@sandrafathi

MEASUREMENT
&
METRICS
Measurement Objectives
1. Proving value of public relations activities
2. Proving ongoing improvement in performance
3. Securing headcount/budget for programs
4. Demonstrating ROI compared with true business metrics
Holy Grail:
PR = Sales
@sandrafathi

5
PR
MEASUREMENT
Sample
Business
Metrics
• Market
PenetraLon
• Market
Share
• Lead
GeneraLon
• Revenue
• Cost-­‐Savings
Sample
MarkeLng
Metrics
• Traffic
to
Website
• Downloads
• RegistraLons
• Lead
GeneraLon
Measure
what
maXers
to
the
C-­‐Suite
In
a
language
they
understand
–
and
value
@sandrafathi

6
MEASUREMENT
MISTAKES
• Ad
Value
Equivalency
(AVE):
EsLmated
value
if
it
were
a
paid
adverLsement
in
the
media
outlet
• Vanity
Metrics:
Metrics
designated
by
the
pla`orm
but
are
absent
of
meaning
out
of
context
(i.e.
Tweets,
Follows,
Likes,
Shares
etc.)
and
in
business
• TradiLonal
PR
Metrics:
Measures
quanLty
or
quality
of
media
coverage
absent
of
business
or
markeLng
outcomes
Outdated
&
Inaccurate
Misleading
or
Devoid
of
Meaning
Incomplete,
Measures
Against
PR
not
MarkeLng
or
Business
Goals

MEASUREMENT
&
METRICS
Sample
PR
Key
Performance
Indicators
(KPIs):
1. Scores: Indices/scoring mechanisms to track valuable outcomes/results
• Quantity: sheer volume of media hits
• Quality: score for Tier 1,2,3, score for feature, prominent, mention
2. Correlations: Between outputs, outcomes and business results.
• Track events with lead generation (online, email, phone, events)
• Track PR/social events with Web traffic
3. Check Boxes: Meeting specific, finite objectives
• # of articles/month
• # of articles in target industries/vertical markets
• # of press releases per year
• # of members/attendees/downloads/registrations (hard numbers)
@sandrafathi

PR
MEASUREMENT
Four
Concepts
for
Discussions:
• Lead
GeneraLon/Revenue
GeneraLon
• Share
of
Voice
• CompeLLve
Benchmarking
• CorrelaLons
@sandrafathi
8

PART
I:
LEAD
GENERATION/REVENUE
GENERATION

HOW
MARKETERS
ARE
MEASURED
CMO
Mandate
• Branding
&
PosiLoning
• Lead
GeneraLon
• Customer
AcquisiLon
&
Cost
• Referral
Rate
• Website
(Traffic,
AcLons,
Leads,
SEO)
• Conversion
Rates
• Revenue
GeneraLon
• ROI
on
MarkeLng
Spend
10
CMO-­‐PR
IntersecLon
• Market
PercepLon/Market
Share
of
Mind
• Lead
GeneraLon
• Website
(Traffic,
AcLons,
Leads,
SEO)
• Revenue
GeneraLon
• ROI
on
PR
Spend

THE
CHALLENGE
• CMO:
350
Leads
per
quarter
to
reach
bonus
• Increase
occupancy
rates
in
18
NYC
Regus
properLes
• Develop
mulL-­‐faceted
program
to
reach
objecLve
• Isolate
results
to
demonstrate
ROI
11

STRATEGY
&
TACTICS
• Change
PosiLoning:
AXract
Entrepreneurs/Start-­‐Ups
• Content
CreaLon
• Create
Dedicated
Social
Media
Channels
• Strategic
AdverLsing/Paid
Placements
• Aggressive
PR
TacLcs
• Partnerships,
Events,
On-­‐Site
Visits
• Sweepstakes/Contest
• Change/Implement
Sales
Tracking
Methodology
12

SALES
TRACKING
• Dedicated
1-­‐800
• Change
All
Lead-­‐Capture
Mechanisms
to
Allow
for
PR
Programs
(Phone,
On-­‐Site,
Web,
Salesforce)
• Tracking
Links,
Landing
Pages,
Microsite
• PR-­‐only
PromoLons
&
Coupon
Codes
• RegistraLons,
Downloads,
Trials
13

90-­‐DAY
RESULTS
• 732
Customer
Leads
Generated
• 935
Contest
RegistraLons
• 6400
Unique
Web
Visitors
to
Microsites/Landing
Pages
• 11%
Increase
in
Overall
Web
Traffic
for
NYC
• $1.067
Million
in
Revenue
(New
Contracts)
Generated
• 114%
Increase
in
Year-­‐Over-­‐Year
Results
14

PART
II:
SHARE
OF
VOICE

DEFINITION
Share
of
Voice:
Comparing
your
crucial
performance
metrics
against
those
of
compeLtors
or
the
market.
• You
have
to
measure
something
• What
you
measure
needs
to
be
analyzed
proporLonately
against
compeLtor
data
(or
market
data)
to
establish
market
share
@sandrafathi
16

THE
FORMULA
Number
of
ConversaLons
That
Include
Your
Company
=
X
*
100
=
%
SOV
Total
ConversaLons
on
a
Topic
@sandrafathi
17

ADVERTISING
CONCEPT
25%
SOV
75%
SOV
@sandrafathi
18

SHARE
OF
VOICE
I
72%
28
%
Total
ConversaLons
Talk
About
Me
@sandrafathi
19

SHARE
OF
VOICE
II
0%
20%
40%
60%
80%
100%
Q1
Q2
Q3
Q4
CompeLtor
C
CompeLtor
B
CompeLtor
A
Our
Company
@sandrafathi
20

KEEP
IN
MIND
• Share
of
voice
should
be
defined
for
a
period
of
Lme
(finite
start
and
end).
• Share
of
voice
is
oren
most
useful
when
limited
to
a
single
pla`orm
or
medium.
For
example,
business
press
coverage
or
TwiXer.
• Share
of
voice
can
be
overwhelming
if
trying
to
look
at
too
large
a
segment
or
industry.
Try
choosing
SOV
among
top
compeLtors
or
in
key
interest
areas.
@sandrafathi
21

SOV:
SOCIAL
MEDIA
ANALYTICS
PLATFORMS
@sandrafathi
22

SOCIAL
MENTION
@sandrafathi
23

SIMPLE
EXCEL
FORMULA
@sandrafathi
24

ONLY
PART
OF
THE
STORY
• Doesn’t
consider
sources
(exclude
self
produced/owned
media)
• Doesn’t
consider
quality,
only
quanLty
(Is
NYT
blog
same
as
obscure
geek’s
tweet?)
• Don’t
accept
the
data
blindly
–
human
verificaLon
is
required
with
any
tool
@sandrafathi
25

OTHER
APPLICATIONS
&
CONSIDERATIONS
ConsideraLons:
• Apply
senLment
or
tonal
filters
(posiLve/negaLve)
• Apply
qualitaLve
measures
(by
Ler
or
by
type)
ApplicaLons:
• Industry
trends/hot
topics
(i.e.
SOV
on
cloud
security)
• Specific
products
or
services
• Broken
down
by
geographic
or
demographic
parameters
(i.e.
SOV
in
18-­‐25
market)
@sandrafathi
26

PART
III:
COMPETITIVE
BENCHMARKING

DEFINITION
CompeLLve
Benchmarking:
The
conLnuous
pracLce
of
comparing
a
company’s
pracLces
and
performance
metrics
against
the
most
successful
compeLtors
in
the
industry.
• You
measure
processes
and
results
• You
must
idenLfy
a
‘benchmark’
or
indicator
that
will
be
a
unit
of
measure
to
compare
• The
desired
outcome
is
to
understand
which
processes
lead
to
greater
success
(best
pracLces)
in
order
to
improve
your
company’s
performance
@sandrafathi
28

COMPETITIVE
BENCHMARKING
• IdenLfy
my
compeLLve
set
for
comparison
• Choose
my
units
of
measure:
press
coverage
• Set
parameters:
top
20
business
and
trade
• Define
a
Lme
period:
6
months
• Choose
a
tool
(news
monitoring
service)
or
begin
manual
research
@sandrafathi
29

EXAMPLE:
RADWARE
ObjecLve:
• Build
&
Maintain
Radware’s
PosiLon
as
a
Thought
Leader
on
Security
• Maximize
Radware’s
Overall
Public
RelaLons
Results
Strategy:
• Compare
and
Contrast
Radware’s
Press
Release
Output
with
Top
3
Security
CompeLtors
• Analyze
Results
• Apply
Best
PracLces
and
Lessons
Learned
to
Radware
to
Improve
Overall
Performance
@sandrafathi
30

EXAMPLE:
RADWARE
Network
Security
CompeLtors
@sandrafathi
31

• Analysis
of
press
release
strategy
and
resulLng
coverage
over
6
month
period
• Specifically
as
it
relates
to
relevant
products
or
business
units
• Only
in
top
20
business
and
industry/sector
publicaLons
METHODOLOGY
@sandrafathi
32

RADWARE
PRESS
RELEASES
Security
43%
ADC
27%
Both*
12%
Other*
18%
Press
Releases
*
‘Both’
includes
releases
related
to
both
security
and
ADC,
‘Other’
includes
non-­‐product
releases
(e.g.
company
news,
financial
announcements
etc.)
Press
Releases
Security
14
ADC
9
Both
2
Other
6
@sandrafathi
33

SECURITY
COMPETITORS
14
23
28
10
84
164
68
68
0
20
40
60
80
100
120
140
160
180
Radware
Arbor
Imperva
Prolexic
Press
Releases
ArLcles
PRESS
RELEASES
VS.
NUMBER
OF
ARTICLES
@sandrafathi
34

SECURITY
COVERAGE
BY
TYPE
0
100
200
Radware
Arbor
Imperva
Prolexic
Other
Report
Commentary
AXack
AcquisiLon
Product
Customer
Partner
AcquisiLon
AXack
Commentary
Report
Other
Radware
8
9
6
0
28
22
11
2
Arbor
19
1
1
18
29
44
52
0
Imperva
2
1
1
0
8
18
19
19
Prolexic
0
0
0
0
43
2
14
9
@sandrafathi
35

COVERAGE
BY
QUALITY
0
20
40
60
80
100
120
140
160
180
Radware
Arbor
Imperva
Prolexic
MenLons
Features
35%
65%
31%
69%
34%
66%
54%
46%
FEATURE
VS.
MENTION
@sandrafathi
36

SECURITY
CONCLUSIONS
• Radware
is
#2
in
overall
SOV
but
the
quality
is
not
as
strong
(more
menLons
vs.
features)
• Leading
customer
and
partner
conversaLons
(ValidaLon)
• Good
job
at
Story
Hijacking
(responding
to
security
hacks)
but
room
for
improvement
(ValidaLon)
• CompeLtors
winning
at
report
coverage
and
commentary
(Opportunity!)
@sandrafathi
37

CONSIDERATIONS
• Good
for
understanding
what
worked
but
not
necessarily
‘how’
it
worked
• Costs
for
research
may
outweigh
benefits
of
insights
• Once
you’ve
idenLfied
the
‘best
pracLces’
you
may
or
may
not
be
able
to
replicate
them
• Consider
non-­‐compeLtor
companies
to
benchmark
• Do
you
want
to
‘emulate’
or
‘innovate’?
@sandrafathi
38

PART
IV:
CORRELATIONS

DEFINITION
CorrelaLon:
A
mutual
relaLonship,
or
interdependence,
between
two
or
more
things.
• In
the
absence
of
being
able
to
prove
‘causality’
you
may
be
able
to
demonstrate
a
‘correlaLon’
to
demonstrate
the
impact
of
a
PR
or
markeLng
program
• A
correlaLon
is
posiLve
when
the
values
of
both
variables
increase
together
• A
correlaLon
is
negaLve
when
the
value
of
one
variable
increases
while
the
value
of
the
other
variable
decreases
@sandrafathi
40

TYPES
OF
CORRELATION
Source:
MathisFun.com
41

THE
FORMULA
42
Pearson’s
CorrelaLon:
@sandrafathi

FUNCTION
IN
EXCEL
43
@sandrafathi

CORRELATION
IN
EXCEL
44
@sandrafathi

FUNCTION
IN
EXCEL
45
@sandrafathi

SCATTER
CHART
46
@sandrafathi

LINE
CHART
47
@sandrafathi
AcquisiLon

MULTIPLE
DATA
SETS
48
@sandrafathi
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Q1
Q2
Q3
Q4
Sales
Web
Traffic
Press
Coverage

SPURIOUS
CORRELATION
49
@sandrafathi
Source:
TylerVigen.com

50
@sandrafathi
Source:
TylerVigen.com
SPURIOUS
CORRELATION

CONSIDERATIONS
• Use
correlaLons
cauLously
and
don’t
trust
the
math
blindly
• The
visuals
oren
tell
a
story
as
well
• Remember
that
correlaLon
is
not
causality,
it
can
only
help
as
an
indicator
or
potenLally
predict
probability
• Data
is
sLll
beXer
that
your
opinion
51
@sandrafathi

FINAL
THOUGHTS
• In
measurement,
speak
the
language
of
the
C-­‐Suite
• Excel
is
sLll
the
best
dashboard
for
data
visualizaLon
• Don’t
be
afraid
to
learn
that
you
are
wrong
• Don’t
be
afraid
to
change
direcLon
• Use
the
data
to
gain
execuLve
support
– Strategy
– Resources
– Headcount
– Budget
52
@sandrafathi

THANK
YOU
Sandra
Fathi
President
Affect
@sandrafathi
web:
affect.com
blog:
techaffect.com
email:
sfathi@affect.com
Slides:
www.slideshare.net/sfathi