Mind the Metrics SATWCA, Ottawa May 2015

Transcription

1 Mind the Metrics SATWCA, Ottawa May 2015 Katie Delahaye Paine CEO Paine Publishing

2 Katie Delahaye Paine: Helping communications professionals define and measure success for 25 years. Founder of: The Delahaye Group KDPaine & Partners Paine Publishing Author of: Measuring the Networked Non-Profit Measure What Matters Measuring Public Relationships Paine Publishing: Providing communications professionals the knowledge and information they need to navigate the journey to good measurement Newsletters Training Courses Consulting painepublishing.com

3 It s the end of the world as we knew it 500, ,000 The average audience for a MyDrunkKitchen video ( CNN average nightly audience 27 90% The number of times per hour Digital Natives switch media every 2.2 minutes. The percent of conversation that happens OFF LINE 10% < 5% 40% The percent of on-line conversations that are public The percent of Facebook & Twitter posts that are actually seen The amount of conversations generated by bots, spammers and payper-click sites

4 Don t Measure What s Easy Cartoon by Rob Cottingham 4

5 Measure What Matters Cartoon by Rob Cottingham News Group International 12/05/2015 5

6 What s Changed? Growth of media everywhere Intolerance for messaging It s not about the media, it s about your business & what your customers do with the information when you put it out there The Barcelona Principles 6

7 Measuring Attribution in an era of all media everywhere Web Analytics CRM/Convio e-commerce Map My Run/Social Sharing icloud & Google+

8 We need a new Attribution Model Digital/ On-line Media Buy Print/TV Media Buy Other Paid Marketi ng Media Relations/ Social Media/PR Digital/ Online Media Buy Print/TV Media Buy Media Relations/ Social Media/PR ROI ROI

9 The Barcelona Principles, The Conclave & Industry Standards 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. Earned Media Value/AVEs are not the value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement Content Sourcing & Methods Reach and Impressions The Conclave Engagement Influence & Relevance Opinion & Advocacy Impact & Value All standards are available on standards-central

10 Impressions are not awareness. Where s the So What? MSM Online Social Media Eyeball counting HITS Outcomes 10

11 Why Measuring Inches and Impressions Is NOT Value $1.1 Billion in Media Value Baltimore

12 Moving stakeholders up the engagement ladder Impressions Likes Followers Trial/Consideration Commitment Advocacy 12

13 6 steps to standards-compliant measurement 6 Steps to Success Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define the parameters. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal? Step 3: Define your benchmarks. Who or what are you going to compare your results to? Step 4: Define your metrics. What are the indicators to judge your progress? Step 5: Select your data collection tool(s). 2 3 Step 6: Analyze your data. Turn it into action, measure again. 1 13

14 Step 1: Define the goals 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? 14

15 Goals, Actions, and Metrics Goal Action Activity Metric Outcome Metric Increase in preference for your destination Create events and campaigns that increase preference % of quality conversation % increase in share of desirable conversations % increase in target audience expressing preference brand Increase heads in bed Use social media to increase public engagement % increase in engagement index % increase in heads in beds 15

16 Step 2: Understand 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? Goal: Get the cat to stop howling Options: Local? Cheap? Convenient? Strategy: Buy cat food 16

17 Step 3: Establish benchmarks Past performance over time Think 3 Whatever keeps your C-suite up at night 17

18 Step 4: Pick your Kick-Butt Index The Perfect KBI Is actionable Is there when you need it Continuously improves your processes & gets you where you want to go You become what you measure, so pick your KBI carefully 18

19 Definitions of Success Workshop defined the criteria All criteria linked back to the goals: High Quality Media Coverage Intent to visit Improved reputation Visits/Non-gaming revenue

20 Defining High Quality Coverage The OCS Score Desirable Criteria Score Undesirable Score Score Positive sentiment 1 Negative Sentiment -2 Contains one or More Positive Messages Event/Program is mentioned 2 3 Contains one or more Negative Messages No Event/Program is mentioned Appears in Tier1 Media 2 Negative Mention in Tier Third Party Endorsement 1 Recommends competition -2 Contains a desirable visual 1 Contain undesirable visual -2 Total Score 10 Total -10

21 Social Media Engagement Index Action Score Like/Follow/Opens/+1.5 Favorite or Opens or Views 1 Comment 1.5 Share content 2 Signs up to receive or other owned content 2 Contains a quote from one of our content experts 1.5 Shares a link to an owned site 2.5 Total 10 24

22 Step 5: Selecting a measurement tool Objective KBI Tool Increase message communications Increase percent of items containing one or more messages Media Content Analysis (CyberAlert, Prime, Carma) Increase awareness/preference % of audience preferring your brand to the competition Survey Monkey Engage marketplace % increase in engagement on website and/or social sites Simply Measured, Google Analytics, Site Catalyst, Network Analysis 22

23 All the tools you really need: Google Analytics Ignore page views Set up conversions Excel Survey Monkey

24 Step 6: Be Data Informed, not Data Driven Rank order results from worst to best Ask So What? at least three times Put your data into an overall framework consistent with C-Suite expectations Find your Data Geek Compare to last month, last quarter, 13-month average 24 Page 24

25 Force ranking the things that matter vs time Things that make you happy Cheap/EasyPeasy Costly/Difficult Things that make you miserable

26 Very high High Medium Low Low Medium High Very High What gets the most bang for the buck? High Quality Content Google + Chat Webinar Level of Engagement Ultimate Road Trip Media Day Status update Low Resources Photo Event High Resources Resource Use Corporate Video Link Low Quality Content

27 ACA Measurement Program Parameters Goal: Move to Industry Standards Metrics and away from media value and ad value equivalency Measure quality not just quantity Began in January 2013 Used January-March 2013 as benchmark Customized Quality Score that indexes message content, tone, and media importance on a scale of +10 to -10 Correlated with web traffic to measure outcomes Data is available on demand as well as in quarterly reports Raw data is collected and coded on Top Tier media only Data is processed through a custom algorithm to enable analysis and derive OCS Scores

28 Negative Coverage of AC is Constant and Growing Tone of Coverage about Atlantic City Over Time Miss America Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Negative Neutral Positive

29 Average OCS Score Without ACA events, OCS Scores for Atlantic City would have been significantly lower The red line represents coverage of Atlantic City minus all mentions of ACA and its programs Average OCS Score Over Time 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

30 ACA has made a demonstrable difference in the quality of media coverage If an ACA or one of its programs was mentioned in a media story, it was: More likely to contain an endorsement More likely to be positive More likely to contain key messages Less likely to be negative Differences in Quality of Coverage with and without ACA Atlantic City Average of OCS Message Communication Tone Negative Visual Positive Visual Endorsements Atlantic City Alliance

31 OCS Score Number of mentions ACA maintains high OCS score with proactive program coverage ACA Mentions vs. OCS Over Time ACA Mentions ACA OCS Miss America Statue, ACA new campaign, Blake Shelton, World Poker Championship Lady Antebellum, Non-Gambling Fun, Hello Summer, GMA segment Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

32 Communication of the "Making a Comeback" & "Something for Everyone" messages increased as ACA announced new programs Atlantic City has something for everyone Atlantic City is a clean and safe place to visit Atlantic City is a year-round destination spot Atlantic City is making a comeback Atlantic City offers more than just gaming Jan Feb Mar Apr May Jun Qtr1 Qtr2 2014

33 Quality of coverage has improved in all markets New Markets Yield High Quality Results Houston Chicago National Baltimore Philadelphia New York DC Jan Feb Mar Apr May Jun -1.00

34 Free entertainment generated the highest OCS Scores in Q2 Top Programs By OCS Free Entertainment Lady Antebellum Concert Sand Sculpting World Cup Challenge Triathlon Boardwalk Hall Light Show Hello Summer Sand Blast Miss'd America Pageant Blake Shelton Air Show July 4th Fireworks DO AC Meet AC Miss America

35 ACA programs drive higher OCS scores, which correlate highly with web visits Correlations between Web Visits and PR Metrics Pearson r. value ACA OCS Scores 0.47 ACA Items 0.44 AC items 0.41

36 When ACA programs received media coverage, traffic followed Relationship between ACA Program Mentions and Site Visits Site Visits Program Mentions

37 PR is having a positive impact on preference and perceptions Based on the results of the most recent brand tracking survey, it appears that people who say they have recently heard news about Atlantic City are very likely to perceive AC as fun a key driver of preference Respondents who remember seeing news reports about Atlantic City are also very likely to associate key messages and positioning statements such as place I am excited to go to and fun place to hang out with friends. The same respondents are also more likely to recommend Atlantic City to friends. The largest percentage of respondents who remember seeing news about Atlantic City don t remember where they saw it. If they do remember, most saw news in newspapers and online media.

38 Keys to Success in Measuring Destination Success Start with agreement on role that PR plays in path to purchase Travel Alberta It s the spark CTC PR is now part of the marketing mix model NH For every 100 positive media impressions, 3 people visit, average spend =$50 Atlantic City PR changes minds and drives traffic Must also agree on what elements are a necessary part of that spark Dispelling a myth Desirable visuals Recommendations Stories that leave the reader more likely to visit Factors to consider Role of partners airlines, hotels, etc. Role of government bodies Uncontrollable events The Calgary Flood, Hurricane Sandy, Celebrities misbehaving

39 Thank You! For more information on measurement go to For a copy of this presentation or to subscribe to The Measurement Advisor, our bi-monthly newsletter, me at measurementqueen@gmail.com Follow me on Follow our Facebook page: Paine Publishing Or call me at