Campaign AnalyticsLecture 5 – the final countdown

Andy Green FCIPR

Objectives• Understand and evaluate the full range of social media tools that are used to

monitor social media “conversations”• Conceptually use these tools to apply to global communications issues. • Develop objective, consultative reputational advice for potential “clients” An

ability to research communications issues in new media• Respond to communication briefs• Develop consulting skills• Develop team working skills particularly in an international context• - be among the leaders in a new way of doing PR!

Your assessment task“Why measure and evaluate communications

campaigns”

2,000-2,500 word count20% of IPR Publics Relations Practice assessment Deadline: March 21st 4pm

There’s a revolution going on ..

To make matters worse… Speed“It takes 20 years to build a reputation and five minutes to ruin it.”

Warren Buffett

“It takes 20 years to build a reputation - and 1 click to ruin it.”

Andy Green

‘Old School PR’ evaluation

Difficult, unglamorous, easily distracted

• ““Results” is something of a dirty word in PR” Jefkins

• “Most public relations men, faced with the difficulty and cost of evaluation, forget it and get on with the next job” Marston

• “Measuring public relations effectiveness is only slightly easier than measuring a gaseous body with a rubber band” Roper

• “The results of public relations activity are very difficult to measure quantitatively … it may be uneconomic to devote too much time and too many resources” Black

• (Quotes from Tom Watson ‘The evolution of evaluation’)

“It’s on the front page of The Sun..”

Dominated by AVE’s• Advertising Value Equivalent• Derided in public but still widespread use• Provide a $ value for media coverage• The myth of ‘x3 the value of advertising’ because of third party endorsement• Often crudely applied – negative v positive• More sophisticated versions of ‘key message tracking’• Still media relations dominated• Marginal use of research – qualitative/quantitative

AVE’s can’t measure some of the most effective forms of PR performance

Now can get results

Old School PR• Outputs • Outcomes • Outgrowths

New School PR• Outputs • Outcomes • Outgrowths

The age of ‘Big Data’

The hot debate withn the industry

• “PR's failure - and financial impotence - to fully embrace data and therefore be driven by real-time insights.

The big network chiefs are clearly not putting their multi-millions in data investment dollars behind the PR companies in their empires.

Other sectors simply offer greater insight and more measurable success. There is now a purer evidential base on which to build relationships. PR is nowhere near fully understanding or embracing it.”

• We paid lip service to the challenge of measurement. Today … art without science will simply not cut it. PR can no longer be Creationist in its thinking. We need a new model of Public Value.”

Robert Philips ‘Trust me, PR is Dead’www.prredefined.org

It would seem fairly basic ..

‘7 Pillars of PR Measurement/Campaign Analytics

#1. Avoid ‘Noise’

Have an Added Value destination in mind• We are on a journey to add value• Identify behaviours you want to

change• Identify steps on the journey to the

change you want• Identify baby steps on the journey

you want to achieve• Establish time frame• Identify the Cast List• Identify resource requirement

#2. The 3 O’s

Outputs Outcomes Outgrowths

#3. Insight - ask Beautiful Questions

Insight defined:• “The ability to discern the true nature of a situation”

• Sagacity – ‘Do now what you would have done in hindsight’

Insight

• ‘Apps have the answer to everything … except the important things’

Ask better questions:No“How can we improve our reputation?”

Yes1.How can we better known ?2.How can we be more liked ?3.How can we be more trusted ?4.How can we be more front-of-

mind ?5.How can we get others talking

about us more ?

#4. You face 3 types of problem

Zone 1

Zone 6

Zone 10 – respect complexity

There are still dragons on the map…

…there is still Dark Matter in the Universe

When in doubt, ask your hero

#5. Frameworks

Rise of conceptual models

7 Barcelona Principles of PR Measurement

1.Goal setting important2.Measure Outcomes rather than Outputs3.Effect on Business results4.Media measurement both quantity and quality – positive/negative,

tone, credibility, relevance, prominence, 5.AVE’s not a value of public relations6.Measure social media7.Transparency and Replicability paramount to sound measurement

AMEC Valid Metrics model

Business measurement balanced scorecard

CIPR Toolkit• Step 1 Audit – where are we now?• Step 2 Setting measurable objectives – where do we need to be?• Step 3 Strategy and Plan – how do we get there?• Step 4 Measurement and analytics – are we getting there• Step 5 Results and evaluation – how did we do

(Source: CIPR Social Media Measurement Guidance)

2x3 Spheres of influence - Sheldrake

#Prredefined - Brand heuristics

1.Known2.Liked 3.Trusted4.Front-of-mind5.Others talking about you

The Social Influence rangeDisConnector Prompted

DisConnectorWon’t take call

Massive Passives Take call Prompted Connector

Connector

-3 -2 -1 0 +1 +2 +3

Incite Interfere Impede Ignore Association Affinity Advocacy

#6. Iteration – it’s different to ‘Measurement’ – we need a different mindset

A revolution in thinking• Instead of evaluation being the inconvenient bit at end of campaigns• Iteration means a process of constant checking, evaluation and re-evaluation• Digital communications – challenges the ‘Blind leading the Bland’• A new way of thinking and doing in PR

On-going iteration – constant A/B testing

• Obama campaign fund-raising Splash page had 2 elements:• Turquoise photo of Obama• Bright red ‘Sign Up’ button

• ‘Learn More’, ‘Join Us Now’, ‘Sign Up Now’ tested

• ‘Learn More +18.6% sign-ups• Video 30.3% worse• B/W Obama family photo +13.1%• Using both increase signups +40% +

$75mSource: Joshua Klein ‘Reputation Economics’

Everything is a prototype

#7. Some KPI’s are more important – create a Dashboard

The age of ‘Big Data’

Highlight key metrics

#7½½½… There’s always something more - your ears are your best friend

The 7 Pillars of Campaign Analytics & Measurement#1. Avoid Noise – set objectives#2. The 3 ‘O’s’ - Outputs, Outcomes, Outgrowths#3. Insight – ask beautiful questions#4. You face 3 types of problem – Zone 1, Zone 6, Zone 10#5. Create frameworks#6. Iteration is different to measurement#7. Some KPI’s are more important – create a Dashboard#7½ There’s always more. Your ears are your best friend

Where are you going to be in the revolution?