Planning Involves the Goals -
• How many people saw it?
• Where did it win placement and
• What’s the ongoing/potential reach?
• Did we get comments or posts or likes or shares or pickups?
• How many people created traffic or action?
• What did they think?
• How did they feel?
Goals Get Deeper
• More vehicles for communication
• Direct access to groups traditionally behind the curtain
• Current products
• New products
• Better conversion
• Thought leadership positioning / reputation management
Intelligence Data for Planning & Execution
• Planning will require use of data
• Execution will improve with use of data
• Be creative and technical in how you measure
• Focus on value of reach
• Every goal should have a mechanism for measurement
What’s available for data and how do you measure value?
Setting the Goals
Target results based on scores known upfront
- what individuals or groups must we leverage?
- use both scoring and simple audience size
How can we test demographics and psychographics?
What is the intent of our content?
- check the box, leave a message
- spread the joy
- test drive the incentive
Engagements during execution
- instant measure of what indicators?
A Few Opinions
• We’ve been taught to focus on big numbers
• Greater value in targeted outcomes and not mass media
• Set expectations – explain what you’re targeting and why the
first connection numbers are lower
• Every goal should have a measurement associated
• Illustrate the Halo affect to drive feeding the Ego
Law of the Social Few
The 50-20-10-1 Rule
• 50% of people will passively participate/repeat
• 20% will actively and frequently consumer/trade content
• 10% chime in opinions/rate and vote on content
• 1% develop and innovate content
Use this information in regard to the Halo Effect.
• Connect everything - intelligently
• Be your own best promoter
• Leverage the Law of the Social Few – content matters
• Positive and negative, trending, and unrelated content
• The Five E’s as a post test for engagement
• Checkout your competitors
• Wire services are well worth the additional reach
• Replace your online press room with a blog
• Realize you affect more… web traffic, SEO, etc.
How to Write a Press Release for Reaction
Yes, I will insult your inner journalist…
• Only provide part of the story
“The company will release 10 additional measures on the web site.”
• Lead with something juicy
“A recent report issued reveals several reasons for the company’s rapid growth.”
• Offer them something – incentives work
“The company plans on using a test group for final pre-launch review. To obtain the
most realistic data, businesses will be offered free subscriptions to participate. These
crowd-sourced results will be used in further development.”
• Let them navigate the story.
“The Chief Product Development Officer released a video of the new features.
Advertising, Campaigns, Trends, etc.
Influence Your PR Efforts & Data
- Audience changes based on inside & outside factors
- Advertising campaigns
- Trending topics
- Outreach efforts and engagement
- Social media apps, microsites
- Trend effects
- Platform standards and changes
Think about a simple advertising campaign.
10 people respond to an ad out of 100 targets
You yielded 10% response
Next campaign yields 5 responses out of 100 targets.
You yielded 25% response, but may show as 5%
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10 people = 10% 5 people = 25%
*Audience is 100 people total (80 men, 20 women)
$ Level 1
Quantitative analysis using native app or entry level tool
$$ Level 2
Multi-platform tools, still focused on quantitative measurement
Potentially some ability to measure qualitative / sentiment
$$$$ Level 3
Multi-platform management separate from measurement
Focused on all platforms and cross-media campaigns
Ability to create content or devices for measurement
Definitely driving qualitative / sentiment measurement
Ability to code reports based on individual APIs
Determine your KPI Metric
• Different campaigns have different objectives.
• Identify the tools you will use.
• Record your goals / estimates separately.
• Record influencing factors and weight them
• Learning is always an objective.
• Consider the Law of Content for reach measurement
• Review the entire metric.
• Spend time identifying your tools and don’t
• Define how, how, where, when, why you
will be executing digital PR
• Do not run audience building campaigns at
the same time as engagement campaigns
• Separate engagement into distinct areas of
testing, executing, engaging
• Monitor your competition
Comparative Measurement - Complex
• Establish your own ratios – key success metric
• Create a Marketplace
• Identify similar competitors and include
them in your overall measurements,
especially for comparison data.
• Traditionally known as market reach or
total market share.
• Analysis is more than reading the numbers.
Depending on activity vs. spend this formula may be inconclusive.
(Retweets + likes + fans) / Total Campaign “A” Spend
(Retweets + likes + fans) / Total Campaign “B” Spend
Applying Metrics Across Platforms
Degree of measurement depends on data available and
ability to make changes that may influence the measurement.
Innovation metric can be used on blogs, forums, even YouTube
videos with training or product announcement content.
Integration with Offline Activities
Ideally, you can measure activity per audience, per content /message, per platform,
and even in online and offline activities.
The integration across AdSense campaigns vs. email and abandoned shopping carts
is reaching high sophistication with less effort. You will need to remain competitive.
• Focus on quality – pay for a subscription services
• Show reach changes over time for same activity
• Kill the reach report at some point
• Talk about longevity – placement – ranking, etc.
• SEO benefits
• Web Traffic (unknown)