Measurement in the Age of Mobile, Sensors, Big Data and Google Glass Communitelligence Webinar March 27, 2014

Transcription

1 Measurement in the Age of Mobile, Sensors, Big Data and Google Glass Communitelligence Webinar March 27, 2014 Katie Delahaye Paine CEO Paine Publishing

2 Paine Publishing: Providing communications professionals the knowledge and information they need to navigate the journey to good measurement Newsletters Training Courses Consulting

3 Welcome to the I want what I want, not what you send me era, aka: The Relationship Era

4 What s Changed? Collapse of mass media Growth of media everywhere Intolerance for messaging It s not about the media, it s about your mission and what your stakeholders do if/when they see it The Barcelona Principles and Industry Standards Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen - ARF Study 4

5 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 The Conclave All standards are available on /standards-central

6 Standards have been published for: Content Sourcing & Methods Reach and impressions Engagement Influence & relevance Opinion & advocacy Impact & value

7 Important Numbers to Remember 1,000, ,000 $300,000 $650,000 >$2 million 27 The average audience for a MyDrunkKitchen video ( CNN average nightly audience The amount that Sodexo saved in recruitment using Twitter The amount HSUS found after it tested its Cute Puppy Contest The revenue that Southwest Airlines calculated from social media The number of times per hour Digital Natives switch media every 2.2 minutes.

8 More Important Numbers to Remember 90% 82% 40% 10% < 5% The percent of conversation that happens OFF LINE The percent of online ads that are ignored The amount of conversations generated by bots, spammers and pay-per-click sites The percent of on-line conversations that are public The percent of Facebook & Twitter posts that are actually seen

9 So What? It s not about the media, it s about your mission and your stakeholders It s not how loud you re shouting it s about relationships. There are no boundaries It s not about how big your data is, it s about how you use it Silos are so 1999

10 Social Media isn t media, it s your business Conversations PR//Mkt Prod. Mktg Product Support Mktg Research R&D CI IR HR Sales Savings, shorter cycles, more renewals, better ideas, $$$$$$$$$$$$$$$$$$$$$$$$$$ 10

11 Impressions are not awareness. Where s the So What? MSM Online Social Media Eyeball counting HITS Outcomes 11

12 Heart rate, glances & orders

13 So What? It s not about the media, it s about your business and your customer It s not how loud you re shouting it s about relationships. There are no boundaries It s not about how big your data is, it s about how you use it

14 Likes Are Not Engagement Impressions Likes Followers Trial/Consideration Commitment Advocacy 14

15 Big Numbers Influence All influence is relative Who is influential depends on your audience A computer cannot tell you who matters most To be influential requires relevance, frequency & reach

16 Good Relationships Are More Cost Effective Type I love Zappos into Google, and you find 1.19 million references Type Citibank and you get 21,000 references. Citibank spends 100 times more a year on advertising than Zappos. Cost per delegate acquired: Obama: $6,024 Clinton: $147,058 Romney: $2,389,464

17 So What? It s not about the media, it s about your business and your customer It s not how loud you re shouting it s about relationships. There are no boundaries It s not about how big your data is, it s about how you use it

18 All Silos Are Permeable Marketing vs. PR vs. Operations Traditional vs. Social External vs. Internal Geographic If you make people angry enough, you will be replaced, just ask the Komen Foundation 18

19 Now What? It s not about the media, it s about your business and your customer It s not how loud you re shouting it s about relationships. There are no boundaries It s not about how big your data is, it s about how you use it

20 Real-Time Metrics focus on Outcomes 20

21 We need a new Model Digital/On -line Media Buy Print/TV Media Buy Other Paid Marketing Media Relations/ Social Media/PR Digital/ Online Media Buy Print/TV Media Buy Media Relations /Social Media/PR ROI ROI

22 Definitions Monitoring process by which data are systematically and regularly collected about a program over time. Measurement a way of giving an activity a precise dimension, generally by comparison to some standard; usually done in a quantifiable or numerical manner; see also: data, scale Evaluation a form of research that determines the relative effectiveness of a public relations campaign or program by measuring program* *IPR Dictionary of Measurement Terms, Dr. Donald Stacks 22

23 What are you measuring? Paid Google Adwords, Facebook Ads, popups, Native Advertising, banners etc. Earned - Everything else (Including Shared) 23

24 6 steps to standards-compliant measurement 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). Step 6: Analyze your data. Turn it into action, measure again 1 2 Six Steps to Success

25 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? 25

26 Why do we communicate? Activities Outtakes (Intermediary Effects) Awareness Knowledge/Education Understanding Outcomes (Target Audience Action) Engagement Advocacy Revenue/Cost Savings 26

27 Goals, Actions and Metrics Goal Action Activity Metric Outcome Metric Increase Marketable universe Conduct Media Event % of items containing key messages % increase in marketable universe Increase preference Increase social and online message penetration % increase items containing one or more key messages % increase in favorable perceptions & awareness of brand attributes 27

28 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? 28

29 Step 3: Establish benchmarks Past Performance Over Time Think 3 Whatever keeps your C-suite up at night 29

30 Step 4: Pick your Kick-Butt Index The Perfect KBI Is actionable Is there when you need it Specific to your priority Continuously improves your processes Gets you where you want to go You become what you measure, so pick your KBI carefully 30

31 Typical Framework for consumer service company Engage as Owners Improving Perceptions & Creating Advocacy Support the business With Employees % increase in engagement score in pulse survey % increase in employees proud to work with score % increase in of employees who participate in extra effort action/volunteer % reduction in absenteeism % of employees agreeing that they have a clear understanding and are informed of how work contributes to achieving goals. % increase in awareness of CSR activities & community involvement Adherence to budget % increase in revenue per employee (by source coding of revenue) With Customers % increase in NPS % increase in customer engagement with comms (web traffic, social engagement) % change in ratio of favorable to unfavorable coverage & conversations Progress against Survey Action Plan

32 Measurement Framework for regulated industry Goal 1: Increase Brand Recognition Goal 2: Reduce Risk Goal 3: Drive Increase market share around breast cancer Increase desirable SOV Increase unaided awareness among priority stakeholders Increase in inbound information requests Decrease in undesirable share of voice Decrease in response time to crisis Increase in desirable share of voice in Breast Cancer conversation Increase in awareness of brand within Breast Cancer market

33 Typical Kick Butt a Media Quality Score Desirable Criteria Score Undesirable Criteria Score Contains a URL, Link or Phone Number or other call to Action 3.50 No Call to action -1.0 Mentions a key message 0.75 Negative message, negative myth reinforced -3.0 Contains a desirable visual 2.50 Contains an undesirable visual -1.0 Contains a quote by a company spokesperson 0.75 A story or a headline that leaves the reader less likely to do business with you -3.0 Dispels a Myth 0.75 Leaves a reader more likely to do business with you 1.75 Recommends the competition -2.0 Total

34 ROI = revenue or cost savings ROI = cost savings + Cost of program Cost elimination ROI = greater efficiency +cost of program cost of doing something the old way ROI = greater revenue from shortening the sales cycle +cost of program value of leads/sales Lower legal costs Faster time to implementation Lower cost per click thru vs. other marketing channels Lower cost per message exposure vs. other channels Lower cost per customer acquisition Shortening time to sales close

35 Step 5: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysis If you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web analytics If you want predictions and correlations you need two out of three

36 Step 5: Selecting a measurement tool Objective KBI Tool Increase inquiries, web traffic, recruitment % increase in traffic #s of clickthrus or downloads Excel, Google Analytics Increase awareness/preference % of audience preferring your school to the competition Survey Monkey Engage marketplace % increase in engagement on website and/or social sites Social Baker, Google Analytics, Content Analysis, Network Analysis 36

37 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 37 Page 37

38 Program success vs. resource use High OCS Score Total Volume of Coverage KLM Winter Sport in Canada campaign Ultimate Road Trip Media Day Authentic Alberta Kings Partnership Low Medium High Very High Low Resources High Resources Albertosaurus Small Town Saturday Night Resource Use Roots Fall 2012 Live with Kelly in Banff Very high High Medium Low Billabong Winter 2012 Low OCS Score

39 PR presence drove better coverage across the board in Top Tier publications Difference in Quality Coverage with and without PR initiatives Tonality Messages Negative Messages Positive Endorsement With PR Initiatives Wihout PR Initiatives Positive Visuals If a PR Initiative was mentioned in a story it was: Nearly ten times more likely to be desirable. Twice as likely to contain a key message Nearly ten times less likely to contain an incorrect or negative message Thirteen times more likely to contain a positive endorsement Ten times more likely to contain a desirable visual

40 White House Volunteerism Office (CNCS) is able to connect specific social outreach to registrations on serve.gov 40

41 Remember These Points 1 It s not about the media, it s about the business and the customer 2 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

42 Thank You! For more information on measurement go to For a copy of this presentation or to subscribe to Your Measurement Moment, our bi-weekly e-newsletter, give me your card or me at measurementqueen@gmail.com Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at