PR Measurement Predictions & Best Practices for 2016

Transcription

1 PR Measurement Predictions & Best Practices for 2016 GWU PR Research Course January 19, 2016 Katie Delahaye Paine CEO Paine Publishing

2 Factors that will drive the PR industry Talent Wars Unemployment is at 5% so competition for talent will be fierce Where the money goes, metrics follow Budget dollars will shift to internal, culture, reputation, and CSR measurement Attention Wars The presidential election will occupy an ever larger news hole Traditional media will continue to lose readers and viewers as more people cut the cable cord and consume information on other devices Podcasts, vlogs & other new media will grab more attention Content fatigue + blocking apps = trouble for traditional PR methods 2

3 Silos will tumble Trends: Employees increasingly get information from social media, so the walls between internal & external communications are now porous Journalists are journalists, so social vs. traditional media is a myth Content is content whether it s produced by marketing or PR What it means: It s not about the media, it s about what your stakeholders do with your information when/if you get it out there Measurement dashboards will integrate social + traditional + internal + CSR + content marketing + digital into one set of metrics New vendors will emerge that will enable better integration 3

4 Technology will be humbled Trends: Transparency and crowdsourcing make more data available Leadership loves data and expects you to put it to use Access and sharing of data is the new normal What it means: We don t need more data, we need more insight Analysts and data miners will rule Cross functional comparison of cost effectiveness will replace ROI 4

5 Standards exist, get over it More brands will adopt and enforce the Media Rating Council Social Media Standards The IPR Measurement Commission will complete its validation of the Conclave s social media measurement standards on sentiment and engagement Clients will increasingly demand standard metrics 5

6 6 Steps to a Dashboard Leadership will Love Step 1: Define your goal 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/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 Step 6: Analyze your data. Turn it into action, measure again! 6

7 Step 1: Define the Goals Outtakes (Intermediary Effects) Awareness Knowledge/Education Understanding Outcomes (Target Audience Action) Revenue Leads Engagement Advocacy

8 What s your champagne moment? 8

9 Goals & Suggested Metrics Goals Goal 1: Meet Sales Targets Goal 2: Reduce Risk/Threats Goal 3: Increase market share in new market Communications Contribution Expand the marketable universe Reduce sales cycle Increase trust Increase advocacy Increase employee engagement Expand the marketable universe Metrics % Increase in desirable share of voice % in awareness % decrease in undesirable voice % increase in trust scores % increase in employee engagement % increase in desirable voice in new market % increase in awareness of brand in new market 9

10 Definitions of Success First: Understand how you contribute to the business or the mission High-quality media coverage Improved reputation Awareness/Engagement/Consideration Increased revenue 10

11 Step 2: Understand the Parameters Who are the Stakeholders? 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? Employees Customers Prospects Investors Media 11

12 Step 3: Establish Benchmarks Measurement is a comparative tool Compare to: Past performance over time Peers/Competitors Whatever keeps leadership awake at night 12

13 Step 4: Define your Kick Butt Index You become what you measure, so pick your metrics carefully The Perfect KBI Is actionable Is there when you need it Continuously improves your processes & gets you where you want to go 13

14 Bespoke Media Quality Score Desirable Criteria Score Undesirable Criteria Score Contains a key message Contains a desirable visual Contains a quote from a spokesperson Positions your brand as best in class Dispels a myth The story or headline leaves a reader more likely to support the organization 1.75 No key message -1.0 Negative message, negative myth reinforced -3.0 Contains a competitor quote -1.0 A story or a headline that leaves the reader less likely to do support the organization Organization omitted from story that includes competitors mentioned Total Total

15 Bespoke Social Media Engagement Index Action Score Like /Follow/Opens/ Favorite, Open, or View 1 Comment 1.5 Share content 2 Signs up to receive or other owned content 2.5 Shares a link to an owned site Total 10 15

16 Typical Elements in an Employee Engagement Index Element Score More likely to invest discretionary time 0.5 More likely to recommend to family & friends as a great place to work Greater understanding of organizational mission vision & values 1.5 Greater understanding of key organizational messages 2 Lower retention rate 2.5 Lower recruitment costs Total

17 Step 5: Pick the Right Dashboard Platform 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 correlations, find a Dashboard Platform that can integrate all three 17

18 Goals determine tools Communications Role Interim Metric Outcome Metric Tools Required Increase understanding of key messages Increase in % of quality coverage % increase in understanding Media Quality Analysis Qualitative Survey Enlarge & improve relationships with NGOs & other influencers % increase in share of influencer voice % improvement in relationships with influencers Media Content Analysis Relationship Survey 18

19 A Good Dashboard Tool is more than Pretty Charts Valid data Easy to find answers to your questions Metrics aligned to goals Integration of social, traditional, digital, web, survey data, CRM, etc. Ability to easily find the data and/or stories behind the charts/numbers 19

20 Comparison of tonality between vendors % positive %negative %neutral Vendor % 9.46% 78.00% Vendor % 0.32% 92.11% Vendor % 13.00% 30.00% Vendor % 26.53% 40.35% 20

21 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 (or someone who is) Compare to last month, last quarter, 13- month average 21

22 The Aha! moments come from Integrating Data Correlations shown between media quality and unique traffic to the destination site High Resource Events do not increase trust in the organization 22

23 Very high High Medium Low Low Medium High Very High Efficiency vs. Effectiveness High Message Content Google + Chat Webinar Level of Engagement Low Resources Ultimate Road Trip Media Day Status update High Resources Photo Event Resource Use Corporate Video Link No Message 23

24 Goal: Measure All Four Departments Brand Metrics On-Market Products % point change since last month % point change since last month Share of desirable voice Share of undesirable voice Unique visits to Website Engagement Index Jan Feb Mar Apr May June Share of desirable voice in biologics Visits to UnderstandingBiologics.com Share of desriable HepC voice Share of undersirable voice in HepC Visits to HepCInfo.com Peception change Jan Feb Mar Apr May June Science & Innovation Metrics % point change since last month Culture Metrics % point change since last quarter Desirable Oncology SOV Ratings on trust Innovative positioning in media Employee knowledge of "Way We Work" Visits to abbvie.comresearch-innovation Understanding of Strategic Objectives Innovation social engagement index Reduction in Say/Do gap Perception of AbbVIe as Oncology leader Jan Feb Mar Apr May June Jan Feb Mar Apr May June 24

25 Cartoon by Rob Cottingham 25

26 Research and Evaluation Dos and Don ts Get consensus on definitions of success Measure what matters how you contribute to the business Make your metrics tell a story Make sure your data is valid and accurate Test any indexes or algorithms with real data before presenting them Don t use metrics that you don t have buy-in for Don t measure what s easy Don t clutter up your dashboard Don t put numbers on it you can t explain Don t use charts that people can t read or understand 26

27 Thank You! For more useful resources on communications measurement, check out Paine Publishing s Measurement Mall For any communications measurement questions, me: measurementqueen@gmail.com Follow me on Follow Paine Publishing on Facebook Or call me: