Surfing the Data Tsunami: How PR is using Data Analytics to Become Communications Superheroes

Transcription

1 Surfing the Data Tsunami: How PR is using Data Analytics to Become Communications Superheroes Katie Delahaye Paine CEOP Paine Publishing April 28, 2017 PRXNE17 Corning, NY

2 A Typical Day in Communications Because its cool 11% Requests Because it helps our mission 5% Because some one thought it was a good idea 37% Because the boss says so 47%

3 Data is the language of management Tactics: Party Press Event Press Tour with trade & business media Release distribution One Source Manuscript Percent of impressions containing messages by product HAL TAC 0% 20% 40% 60% 80% 100% HAL One Source Manuscript TAC Cost per message communicated $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Positive Messages No Messages Negative Messages 3

4 Interviews and media advisories generated best coverage Trade show/event Industry issue Product review Release + conference Press release plus VNR Media advisory No Message Negative Message Positive Message Exec Interview Contract wins Application articles 0% 20% 40% 60% 80% 100% 4

5 Six reasons why, like it or not, integrated data and metrics are in your 1. There s no one way to reach your stakeholders anymore %of social media teams live within marketing, 6 points higher than last year 3. Only 4.5% assign social media to PR anymore 4. Customer-centric outreach requires communications + marketing to be in sync 5. Internal communications is critical to external effectiveness 6. It just works better CUSTOMER + EMPLOYEE 5

6 P&G proved that PR was shown to deliver more value P&G found that PR delivered 8 times the value of TV and 4 times the value of trade advertising. Three of the six products showed PR with the highest ROI of any marketing tactic Overall PR delivered a 275% ROI Elements that moved product: Recommendations Visuals Benefits Trade TV ad PR $ return on investment 6

7 ACA programs drive higher Optimal Content Scores, which correlate highly with web visits Correlations between Web Visits and PR Metrics ACA Optimal Content Score ACA items AC items Pearson r. value Relationship between ACA Program Mentions and Site Visits 1/1/2014-1/7/2014 1/8/2014-1/14/2014 1/15/2014-1/21/2014 1/22/2014-1/28/2014 1/29/2014-2/4/2014 2/5/2014-2/11/2014 2/12/2014-2/18/2014 2/19/2014-2/25/2014 2/26/2014-3/4/2014 3/5/2014-3/11/2014 3/12/2014-3/18/2014 3/19/2014-3/25/2014 3/26/2014-4/1/2014 4/2/2014-4/8/2014 4/9/2014-4/15/2014 4/16/2014-4/22/2014 4/23/2014-4/29/2014 4/30/2014-5/6/2014 5/7/2014-5/13/2014 5/14/2014-5/20/2014 5/21/2014-5/27/2014 5/28/2014-6/3/2014 6/4/2014-6/10/2014 6/11/2014-6/17/2014 6/18/2014-6/24/2014 6/25/2014-7/1/2014 Site Visits 7 Program Mentions

8 Without ACA Events, Optimal Content Scores for Atlantic City Would Have Been Significantly Lower Average OCS Score The red line represents coverage of Atlantic City minus all mentions of ACA and its programs Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June Atlantic City OCS without ACA Atlantic City OCS with ACA 8 Because of ACA s efforts: Coverage was less negative, and more positive More downloads of the Visitor Guide were generated for less money People who saw news about Atlantic City are more likely to recommend and also perceive AC as fun and a place they are excited to visit a key driver of preference. 8

9 More spokespeople would translate into better coverage A Pearson correlation addressed the relationship between the number of quotes and the volume of desirable coverage. The number of quotes and the volume of desirable coverage are positively related GT could potentially increase its share of desirable coverage by building relationships between individual subject matter experts and key reporters 9

10 6 Steps to the perfect Measurement System Step 1: Define the goal What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define the parameters Define the investment. Clarify who are you are trying to reach. How your efforts connect with those audiences to achieve the goal? Step 3: Define your benchmarks Who/what are you going to compare your results to? Step 4: Define the metrics What are the indicators to judge your progress? Step 5: Select your tools Step 6: Analyze the data Turn into action, measure again Steps to Success

11 Step 1: Define Your Champagne Moment What return is expected? Define in terms of the mission Define your champagne moment If you are celebrating complete 100% success a year from now, what is different about the organization? 11

12 Definitions of Success What s the path? The Spark top tier media coverage Quality media coverage conveys messages Influencers generate understanding/awareness Communications increases engagement Engagement increases revenue and revenue advances goals 12

13 Step 2: Get Consensus on the Parameters What are management s priorities? Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal? What influences their decisions? What s important to them? What makes them act? What s a realistic budget? 13

14 Procter & Gamble Desirable Photo Recommendation Purchase Brand Benefit 14

15 Tourism Destination Desirable Photo Dispels a Myth Signature Experience Intent to visit Call to action or recommendation 15

16 Media Company Recommendations Key message Signature Program Mention Ratings Social Engagement 16

17 B2B Company 3 rd Party Recommendation Key message Spokesperson quote Grow the marketable universe (sales leads) Desirable positioning 17

18 Step 3: Define Your Benchmarks Past performance over time Measurement is a comparative tool Put your results into context Peers/Competitors Think 3 Peer + underdog that is nipping at your heels What keeps leadership awake at night? 18

19 Step 4: Define Your Kick Butt Index You become what you measure, so pick your metrics carefully How do you influence change? Define what makes people act or change? Exposure to a message? A Facebook Post? A recommendations from a friend The Perfect KBI: Is actionable Is there when you need it Continuously improves your processes & gets you where you want to go 19

20 What IS a good article? Desirable Criteria Score Undesirable Criteria Score Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose Contains one or more positive messages Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose Contains one or more negative messages Event/Program is mentioned 1 No Event/Program is mentioned 0 Dispels a myth 2 Perpetuates a myth 2 Positive headline 2 Negative headline 2 Third-party endorsement 1 Recommends competition 1 Contains desirable visual 1.5 Contains undesirable visual 2 Total Score 10 Total Score

21 What constitutes Engagement? Action Score Like /Follow/Open/+1.5 Favorites/Opens/Views.5 Comments 1 Shares content 1.5 Signs up to receive or other owned content 4 Shares a link to an owned site 2.5 Total Score

22 What does an engaged employee do? Metric Weighting Participation in Training Volunteers for Community Activity Event Attendance Comments Videos watched > 50% Total 10

23 Step 5: Collecting Good Data Data is driven by goals What outcomes is your program expected to achieve? 23

24 Ensuring data integrity Do you have sufficient data? Do you have the right data? Are the time frames correct? Is sentiment accurate? Can you find the data you need? 24

25 Putting a value on the NH primary 220 million media impressions 22 million positive impressions (10% positive impressions) 660,000 nonprimary visits (3% of 22 million) Media data Tourism data $33 million in potential tourism revenue 25 Economic data 13,200 corporate decision- makers and entrep. (2% of 660,000 - actual US figure is 11%) Economic Development Data 132 new businesses with avg. 20 emp. per business = 2,640 $10,000 subsidy/business development value per emp.= $26,400,000

26 Correlation between Media Coverage and Goal Conversions (from Google Analytics) MQI Score Number of Positive Articles Number of clips Pearson r value

27 Get the right data Awareness Preference Consideration Leads Messaging Visibility Cost savings Survey or Online action Survey or Online action Survey or Online action ) Sales contact system Monitoring/listening or Survey Monitoring/listening Revenue/expenses 27

28 The Key Questions to Make Sure You Get the Data You Need Questions that need answering: Who s going to use the data? When do they need it? What are the objectives being measured? What s the time frame? What conclusions do you need to draw? What programs need measuring? What are the basic requirements? What are the nice-to-haves? Who s the audience? What s the budget? 28

29 Step 6: What s the Point? Use Metrics to tell Your Story Rank order results from worst to best Stop doing the worst performing things Ask So What? at least three times Find your inner Data Geek (or someone who is) Compare to last month, last quarter, 13-month average 29

30 The Data is the Data Don t be afraid of bad news You learn more from failure Suggest ways to improve Make sure you relate data to goals 30

31 Analyzing your data Rank everything from best to worst Learn from what didn t work Program MQI Number or Clips Frontline PBS Newshour Sesame Street PBS Kids Victoria Nature PBS Children's Programming Mercy Street Independent Lens Mercy Street Season Great Performances Masterpiece Charlie Rose: The Week Downton Abbey Muhammad Ali American Masters The Bronte Sisters Vietnam The Vietnam War

32 Free entertainment generated the highest Optimal Content Scores Top Programs By Optimal Content Score (OCS) Miss America Meet AC DO AC July 4th Fireworks Air Show Blake Shelton Miss'd America Pageant Sand Blast Hello Summer Boardwalk Hall Light Show Challenge Triathlon Sand Sculpting World Cup Lady Antebellum Concert Free Entertainment

33 Prioritizing Efforts Outlets that Don't Include Key Messages Media Outlets with Lowest Quality Score Incorrect or Undesirable message Seeking Alpha Yahoo! Finance NASDAQ Reuters Online CNBC Online Business Insider Twitter MoneyBeat Washington Post Online CNBC Calculated Risk New York Times Online Bloomberg Television MarketWatch MSN Money (US) TheStreet Reuters Bloomberg News Fox Business Online Economist Atlanta Business Chronicle Online Bloomberg Radio Network Atlanta Journal-Constitution CNNMoney.com USA Today Online Wall Street Journal Forbes Online Wall Street Journal Online US News & World Report USA Today Times-Picayune Online Fox Business Network New York Times Jacksonville Business Journal Miami Herald Forbes Atlanta Business Chronicle American Banker Jacksonville Business Journal Online Market News International No Message Calculated Risk 2.42 Atlanta Journal-Constitution 2.40 Fox Organizational Network 2.25 Nightly Organizational Report Online 2.10 WFLA-AM (Fox News Radio) 2.00 DealBook 1.63 New Orleans City Organizational Online 1.00 Forbes 1.00 New Orleans City Organizational 1.00 Miami Herald 1.00 Facebook 1.00 CNN Online 1.00 Jacksonville Organizational Journal 1.00 Reuters 0.91 MarketWatch 0.90 Economist 0.88 FiveThirtyEight 0.75 CNBC World 0.50 Times-Picayune 0.50 Tennessean Online

34 Analyzing Event Metrics By Engagement and Trust High Trust, Low Resources Events: Forums in March, April, May Highest Trust Overall: Econversation 515 Lowest trust, highest resources = XXX Highest Engagement = XXX 34

35 The impact of media coverage on business development 660,000 visits to NH (3% of 22 million) 13,200 corporate decision- makers and entrep. (2% of 660,000 - actual US figure is 11%) 132 new businesses with avg. 20 emp. per business = 2,640 $10,000 subsidy/business development value per emp.= $26,400, new businesses (1% of 13,200 or.0002 of all visits) 35

36 Remember These Points 1 2 It s not about the media, it s about the Organization and the Stakeholders It s not about big data, but about how you use it. 3 You need to be data informed, not data-driven. 4 It s not how loud you re shouting it s about relationships. 5 Standards are a reality, not an excuse to hide behind.

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