3. Purpose of Measurement
Diagnose Prioritize Evaluate
• Diagnose: Determine what works and what doesn’t
• Prioritize: Build into planning, make decisions
• Evaluate: Demonstrate ROI, Business Value
Kami Huyse | @kamichat | #VocusWebinar
4. Measurement Standards
Coalition for Public Relations Research Standards
– Traditional Media Measurement
– Digital and Social Media Measurement
– Return on Investment (ROI)
– Communications Lifecycle
– Internal Communication (coming soon)
Kami Huyse | @kamichat | #VocusWebinar
5. Standards define and determine
needs to be measured,
backed by research
Best practices illustrate to best
meet the objectives of the standard,
backed by experience and repetition
Kami Huyse | @kamichat | #VocusWebinar
7. 3 Strategic Questions
• Problem or Challenge: Is it a
growth, competitive,
leadership or perception
challenge or opportunity?
• Communication Solution:
What is the proposed solution?
• Benchmark: What information
exists that can be compared?
Kami Huyse | @kamichat | #VocusWebinar
8. 3 Questions in Action
Challenge
Growth:
Increase Event
Registration
Solution
Outreach to
influencers to
increase
registrations
Metric/KPI
Registration %
compared to last
year, # of people
registered with
influencer code
Kami Huyse | @kamichat | #VocusWebinar
9. 5-A Measurement Touchpoints
You need Activity
To get Attention
Which brings Awareness
Which changes Attitudes
Which leads to Actions
15. Attention
Is all about Reach or Opportunities to See
Attention KPIs are…
• Fans and Follows
• Visits and Traffic
• Potential Reach
• Demographics
• Vanity Metrics
20. Digital Echo Effect
We took a look at Swanee’s most recent op-eds in the Boston Globe. The
majority of Globe readers shared her article through Facebook. Again
showing the power of Facebook for sharing more substantive works.
January 2, 2013
February 11, 2013
Kami Huyse | @kamichat | #VocusWebinar
21. Attitudes and Advocacy
It’s all about their conversation (about you)…
Attitude and Advocacy KPIs Are…
• Sentiment of Conversation
• Share of Voice
• Purchase Intent
• Customer Satisfaction
• Net Promoter Score
24. Purchase Intent Benchmark
We asked…
“How likely are you to purchase a product or service that
you “Like” on Facebook”
We used…
Similar questions for other actions like Commenting,
Sharing and the relevant engagements for Twitter,
LinkedIn, and Pinterest.
Kami Huyse | @kamichat | #VocusWebinar
26. Actions
It’s all about what they actually do (rather than say)…
Action KPIs Are
• Return on Investment
• Customer Lifetime Value
• Process Savings
• Emerging Innovations
Kami Huyse | @kamichat | #VocusWebinar
27.
28. The Path to ROI
Set up a funnel to conversion
Use the Free URL builder
Check referrals
Where they heard about you
Compare real life to digital
measures and report revenue by type of
acquisition
Kami Huyse | @kamichat | #VocusWebinar
33. Clinical Trials
Problem: Too Few people
signing up for clinical trials
Objective: Build reputation
And clinical trial base to
sustainable levels, at least
double
Anas Younes, MD: Lymphoma
MD Anderson
Kami Huyse | @kamichat | #VocusWebinar
34. Business Results
Small but motivated following
of patients and other medical
professionals - 913 followers,
3,000 fans/LIKES
• 18 months quadrupled patients in clinical
trials
• “Go-to” resource for info about lymphoma,
thought leadership
Kami Huyse | @kamichat | #VocusWebinar
35. Talent Acquisition LinkedIn
• Unqualified Resumes
• Recruiter Fees
Link Humans by Laurent Brouat • Expatriate Costs
36. Compare Cost
Campaign:
•Online Campaign Only
•Influencer Outreach
Results:
•Cost per impression
- Television: $1
- Social Media: $.22
•ROI
$2.6 million in revenue
- How did you hear?
- Why did you visit?
- Revenue per visitor
http://bit.ly/JTA-ROI
37. Cost Per Lead
• Webinar Activities:
– Write a blog post about the webinar
– Put a short post on LinkedIn with a link to the
blog post
– Tweet the link to the blog post
• Cost: $150 (Salaried employee)
• Return: 100 leads
• Avg. cost of a digital lead $40 x 100 =
• $4,000 SAVED!
Kami Huyse | @kamichat | #VocusWebinar
38. Calculate Customer Value
Newsletter Sign Up $50 per sign up $5 per sign up
Avg. Subscribers 1000 10,000
Avg. Close Rate 10% 1%
Avg. Transaction Amount $500 $100
Total Income $50,000 $10,000
Cost to Acquire $5,000 $500
Total Gain $45,000 $9,500
Kami Huyse | @kamichat | #VocusWebinar
Factor in budget
Compare to competitors
Build a dialogue with audience: “we heard you” – engagement process
Participants in Standards
Institute for Public Relations (IPR),
International Association for Measurement and Evaluation of Communications (AMEC)
Council of PR Firms (CPRF)
Digital Analytics Association (DAA)
Public Relations Society of America (PRSA)
Word of Mouth Marketing Association (WOMMA)
International Association of Business Communicators (IABC)
Chartered Institute of PR (CIPR)
Federation Internationale des Bureaux d’Extraits de Presse (FIBEP)
Global Alliance for Public Relations and Communications Management
Society for New Communications Research (SNCR)
Client participants include research and communication leaders from Dell, Ford Motor Company, General Motors, McDonald’s, Procter & Gamble, SAS, Southwest Airlines and Thomson Reuters, as well as many major communications agencies.
http://www.instituteforpr.org/public-relations-research-standards/pledge/
Standards define and determine WHAT needs to be measured
Best practices illustrate HOW to best meet the objectives of the standard
Activity—m. Content creation such as blogs, videos, tweets, press releases, speeches, and so on
Attention – Is undefined in the dictionary for PR research, but these are vanity metrics, including simple measures like followers and fans, to more complex and proprietary ones, such as indexes and popularity lists.
Awareness—m/outtake. Measurement of how much people are aware of an object by providing hints, examples, or descriptions;
Attitude—m/outtake/outcome. A predisposition to act or behave toward some object; a motivating factor in public relations; composed of three dimensions: affective (emotional evaluation), cognitive (knowledge evaluation), and connotative (behavioral evaluation)
Attitude Change—m/outtake/outcome. The change or shift in direction of a target audience during and after a campaign; see also: advocacy, opinion
Advocacy—m/engagement. The advocating or supporting of an object that is a planned outcome of a campaign; change or engagement driven by an agenda
A measure of a company’s profitability,
equal to a fiscal year’s income divided by equity and long-term debt; and, ROI measures how effectively the organization is using its resources to generate a financial profit.
2 conversions
http://blog.houstonmethodist.org/weight-loss-challenges/
Funnel from tagged URLs to online form
Tracking of source of conversion
Call center also asks
Identification number assigned
All services used are attributed
http://blog.houstonmethodist.org/3-science-backed-ways-improve-sleep/
21 shares, 1 comment, no conversions
http://success.adobe.com/en/na/programs/digital-index/1205_18011_social_media.html
Adobe Digital Index interviewed social media analytics experts and analyzed 1.7
billion visits to the websites of more than 225 U.S. companies in the media, retail, and travel industries.
First-click attribution more accurately captures the impact of social media, increasing its value by up to
94 percent.
Analyzed using Adobe’s Omniture Site Catalyst
Adobe Digital Index Report, “Why marketers aren’t giving social the credit it deserves”
http://success.adobe.com/en/na/programs/digital-index/1205_18011_social_media.html
http://linkhumans.com/blog/how-a-company-used-linkedin-and-social-media-to-recruit by Laurent Brouat
CH2M HILL is a global leader in full-service engineering, construction, and operations. With 25K employees
Englewood, Colo.
Results
1) 98% of hires in the US are directly sourced2) 95% of all hires outside of the US are also the result of direct recruitment activities3) they reduced significantly the cost and time to hire4) it is one of the only construction company to be among the 100 best companies to work for
Channel Success
42 RULES FOR B2B SOCIAL MEDIA MARKETING
By Michael Procopio,
Peter Spielvogel,
Natascha Thomson
Rule 29: Track ROI Selectively
I don’t believe you can measure the ROI of every action in social media. You can measure specific actions.
If you initiate almost any social media project, your manager will probably ask you: “What’s the ROI (Return on Investment)?” Common responses in social media circles include:
“What is the ROI of the telephone or email?”
“If we take ROI to mean Return on Influence…”
“ROI is easy, of course you can show it.”
First, ROI is a financial measure typically expressed as a percentage.
Example: I bought 10 apples for $10 and I sold them for $50. ($50*10 apples)-($10*10)=$400. $400/($10*10 apples) = 4. To get to a percentage = 4*100 = 400% ROI.
For many social media initiatives, both the return and costs are fuzzy. This makes things difficult from a tracking standpoint. I don’t believe you can measure the ROI of every action in social media. But you can measure certain specific actions.
I * once measured a 2500% ROI for a lead generation activity with social media. The campaign team was promoting a webinar. Forty-eight hours before the webinar they asked the product manager to:
Write a blog post about the webinar
Put a short post on LinkedIn with a link to the blog post
Tweet the link to the blog post
The return was 100 “leads”, that is, 100 people signed up for the webinar. Assume a digital lead costs an average of $40, which would make the return $4,000. In this case, the product manager’s burdened cost was $150 for the one hour he spent on the project.
When I told co-workers the results, they immediately challenged them:
You didn’t take into account that he’s been building up his blog following over three years
You didn’t calculate this out for a full year
You didn’t include all the costs of maintaining the blog
Writing a blog post is part of his job
This is why I only track ROI selectively. Like many other things, the full picture may take more time to calculate than it is worth. But if you bound the problem, it becomes manageable.
The key to obtaining a credible ROI is determining the source of online clicks. For the above example we used a web tracking tool that let us create the links we used in the blog. Then all other activities pointed to the blog. Hence, we could easily report on how many readers clicked the link in the blog to register for the webinar. And how many completed the registration form.
To know which channels are working best for you, create a separate tracking link for each social channel. If you don’t have a web reporting tool already set up on your web site, you can approximate by using a URL shortening service such as http://bit.ly which will provide statistics on clicks per individual URL. Unfortunately, it only tracks that a person got to a specific page, not whether they completed the form on it. But, you might be able to track this separately.
You also need to design work flow into your campaign to help you track the results as people move through the sales process. One presentation I saw showed how a video was constructed with the goal of getting the viewer to request a demo. The link from the video went to a specific landing page where the viewer could request an in person demo. By tracking those leads through the sales process, the team showed an $8M dollar pipeline increase; they will eventually be able to show the revenue once the sales close.
* Michael
Assigning a dollar amount to the Goal requires some research with sales, and perhaps some work to determine correlation between sales and actions.
Evaluate how often the visitors who complete the Goal become customers.