6 Ways to Prove Your Communications Strategy Is Working

Copyright ©2014 Visible Technologies, Inc. All rights reserved.1

6 Ways to Prove to Execs The Comms

Strategy Is Working

Featuring

Katie Paine, CEO, Paine Publishing


Introduction

Why we are here today• Demonstrate ways to show that your communications program is

working

Todays Agenda• How to establish an effective measurement model• How to increase online engagement• How to incorporate Industry Standards• How to deliver actionable insights • What are your questions

Social Media #VisibleComms


Our Presenters

Katie Paine, CEO, Paine Publishing

For over 20 years, Katie has been a leader in the PR and

communications industry. Her books are considered a must

read for anyone tasked with measuring PR and social

media. She was an initial founder of the Institute for Public

Relations special commission on measurement and evaluation.

Michelle Vangel - Dir, Insight Services, Visible

Michelle is the Director of the Insight Services team at Visible

Technologies. She has over 15 years of experience working

with clients in the development of social media strategies and

digital research.


Opening Question

What is your functional role?• Corporate Communications• Digital Marketing• Brand / Product Management and Marketing• Market Research• Social Specialist• Other Marketing, Sales, or Customer Support• Other Operations

@queenofmetrics

Paine Publishing:Providing communications professionals the knowledge and information they need to navigate the journey to good measurement

Newsletters

Training Courses

Consulting

www.painepublishing.com

[email protected]

http://www.painepublishing.com/

@queenofmetrics

It’s the end of the world as we knew it

Communications isn’t about media, it’s about your business & your

customers1

It’s not about how big your data is, but about how you use it.2

It’s not how loud you’re shouting it’s about relationships.3

Standards are a reality not an excuse to hide behind4

5/20/2014

@queenofmetrics

Welcome to the “I want

what I want, not what you

send me” era,

aka: “The Relationship

Era” ®

@queenofmetrics

Important Numbers to Remember

The percent of conversation that happens OFF

LINE90%

The amount of conversations generated by

bots, spammers and pay-per-click sites40%

The percent of on-line conversations that are

public 10%

The percent of Facebook & Twitter posts that

are actually seen < 5%

The percent of online ads that are ignored 82%

The number of times per hour Digital Natives

switch media—every 2.2 minutes. 27

5/20/2014

@queenofmetrics

We need a new Model

Assumed ROI

Other Paid

Marketing

Digital/

On-line Media

Buy

Print/TV Media

Buy

Real ROI

Digital/ Online

Media Buy

Print/TV Media Buy

Earned

Media/

PR

Owned

Media

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Earned

Media/PR

Owned

Media

@queenofmetrics

Conversations

$$$$$$$$$$$$$$$$$$$$$$$$$$

Savings, shorter cycles, more

renewals, better ideas,

Product

Support HRIR SalesCIR&DMktg

Research

Prod.

MktgPR//Mkt

10

Social Media isn’t media, it’s your business

5/20/2014

@queenofmetrics

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 again11

Six Steps

to Success

1

2

3

4

5

6

@queenofmetrics

Why do we communicate?

5/20/2014 12

Outtakes

(Intermediary Effects)

• Awareness

• Knowledge/Education

• Understanding

Outcomes

(Target Audience Action)

• Engagement

• Advocacy

• Revenue/Cost Savings

Activities How does what you do

contribute to the bottom line?

@queenofmetrics

Goals, Actions and Metrics

13

Goal

Increase

Marketable

universe

Increase

preference

Action

Conduct Media

Event

Increase social

and online

message

penetration

Outcome Metric

% increase in marketable

universe

% increase in favorable

perceptions & awareness of

brand attributes

Activity Metric

% of items containing

key messages

% increase items

containing one or more

key messages

5/20/2014

@queenofmetrics



customers1




5/20/2014

@queenofmetrics

Big Numbers Influence

Klout is not influence

Who is influential depends on

your audience

A computer cannot tell you

who matters most

To be influential requires

relevance, frequency & reach

@queenofmetrics

Likes Are Not Engagement

16

AdvocacyCommitmentTrial/Consideration

FollowersLikesImpressions

5/20/2014

@queenofmetrics

Good Relationships Are More Cost Effective

Type “I love Zappos” into Google, and

you find 1.19 million references

Type “I love Citibank” and you get

21,000 references. Citibank spends 100

times more a year on advertising than

Zappos.

Cost per electoral vote acquired:

Obama: $6,024

Clinton: $147,058

Romney: $2,389,464

@queenofmetrics

Be Data Informed, not Data Driven

Rank order results from worst to best

Ask “So What?” at least three times

Then ask: “Now What?”

Put your data into an overall framework consistent with C-Suite expectations

Compare to last month, last quarter, 13-month average

5/20/2014 18

@queenofmetrics



customers1




5/20/2014

@queenofmetrics

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

All standards are available on

http://www.painepublishing.co

m/standards-central

The Conclave

http://www.painepublishing.com/standards-central

@queenofmetrics

Standards have been published for:

Content Sourcing & Methods1

Reach and impressions2

Engagement3

Influence & relevance4

Opinion & advocacy5

Impact & value6

5/20/2014

http://www.painepublishing.com/standards-central/

@queenofmetrics

#1 Content Standard

All social media measurement reports should include a standard “content

sourcing and methodology” table that helps clients know “what’s inside” the

product for full transparency and easy comparison (like a food nutrition label).

An item is:

Articles in print media (e.g. New York Times) as well as online version of print

media (e.g. nytimes.com)

Broadcast segment (TV or radio) as well as news item on the web site of a

broadcast channel or station.

Blog post (e.g. ,WSJ health blog, GigaOm.com.etc.)

Tweets

Facebook post, Pinterest Pin etc

Posted video

@queenofmetrics

Transparency Table

@queenofmetrics

#2: Standards for Reach & Impressions

Reach: the scope or range of distribution that a given communication product

has in a targeted audience group; broadcasting, the net unduplicated (also

called “deduplicated”) radio or TV audience for programs or commercials as

measured for a specific time period.

Impressions: Number of people who might have had the opportunity to be

exposed to a story that has appeared in the media (aka opportunity to see

(OTS))

Impressions do not equal awareness. Awareness needs to be measured using

other research tools. Impressions are indicative of the opportunity to see

(OTS). Consider OTS as an alternative nomenclature to better clarify what

impressions really means – [the] potential to see/read.

Multipliers should never be used

OTS must be specific to a particular channel – i.e. For Twitter OTS is the

number of first line followers. For Facebook it is the number of fans to a page.

@queenofmetrics

#3: Standards for Engagement

Engagement is an action that happens in response to content – i.e. when

someone engages with you. (not “about you”)

Engagement manifests differently by channel, but is typically measurable

based on effort required and how it is shared with others.

Engagement can be desirable or undesirable

Any measure of engagement must be tied to the goals and objectives for

your program

Engagement occurs both off and online, and both must be considered if you

intend to integrate your metrics with other marketing or communications

efforts.

Engagement includes such actions as likes, +1, shares, votes, comments,

links, links, retweets, Facebook's “Talking about you” etc.

Engagement actions should be counted by % of the audience that

responds.

@queenofmetrics

• Influence happens when you are persuaded to change behavior or opinion that

would otherwise not have changed.

• Influence can be attributed to either an outlet or an individual.

• Influence happens online and off line and both should be considered

• Should include some combination of the following five elements:

• Reach

• Engagement around individual

• Relevance to topic

• Frequency of posts around the topic

• Audience impact as measured by the ability to get the target audience to

change behavior or opinion.

• If an individual scores a 0 on one element, they have no influence

• Influence cannot be expressed in a single score or algorithm

#4: Influence & Relevance

@queenofmetrics

#5 Standards for Measuring Tone/Sentiment

Whatever process is defined and applied, it must be used consistently

throughout any analysis.

Sentiment reliability varies by vendor and approach – therefore coding

definitions, consistency and transparency are critical.

Opinions, recommendations and other qualitative measures are typically

more valuable than raw sentiment and increasingly measurable:

Opinions (“it’s a good product”)

Recommendations (“try it” or “avoid it”)

Feeling/Emotions (“That product makes me feel happy”)

Intended action (“I’m going to buy that product tomorrow”)

@queenofmetrics

• Impact and value will always be dependent on client objectives

• Need to define outcomes in advance – will likely span multiple business goals,

especially for social (crosses disciplines)

• “ROI” should be strictly limited to measurable financial impact; “total value” can be

used for financial and non-financial impact combination

• Value can be calculated in positive returns (sales, reputation, etc.) or avoided

negative returns (risk mitigated, costs avoided)

• Key performance indicators and balanced scorecards are helpful to connect social

media impact to business results/language

#6: Impact & Value

@queenofmetrics

Thank You!

For more information on measurement go to

www.painepublishing.com

Subscribe to The Measurement Advisor or email me at

[email protected]

Follow me on Twitter: @queenofmetrics

Friend me on Facebook: Katie Paine

Or call me at 1-603-682-0735

5/20/2014 29


Closing Question

What is your priority now?• Define the goal• Understand parameters and motivators• Define benchmarks• Defining metrics• Picking a tool• Finding insight and planning for action


Audience Q&A


Results that Deliver Business Impact

Data You Can Trust Industry Experts

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+Deeper Insights

The Visible Difference


Next Steps

• Have a question comment about something in this webcast?• Michelle Vangel @mvangelic• Rich Miller [email protected]

• To discuss a demo or more information, contact us at [email protected], @visible on Twitter, or “Demo Request“ on our website

• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.

mailto:[email protected]

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http://www.visibletechnologies.com/

6 Ways to Prove Your Communications Strategy Is Working

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Transcript of 6 Ways to Prove Your Communications Strategy Is Working