CIPR Media Evaluation
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Transcript of CIPR Media Evaluation
Measurement and evaluation
Michael Blowers
Measurement and evaluation
Measurement tools and techniques Presenting and using the results Building on a successful campaign – what to
do next.
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Agenda
Measurement and evaluation
Metrics What you can measure Good places to start Online measurement Case studies The future for measurement.
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In other words we are going to look at:
Measurement and evaluation
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Measurement and evaluation
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Measurement and evaluation
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Traditional Media New Media
Measurement and evaluation
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“We don’t have to rely on the media to reach consumers and stakeholders anymore. This presents the industry with an ideal opportunity to use social media to reclaim the dialogue with the audience” Tim Johns, VP Corp Comms Unilever quoted in PR Week 19 September 2008
On new media and PR....
Measurement and evaluation
Volume Audience (OTS & WOTS) AVE / PR value Percentage variance Influence
Metrics
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Measurement and evaluation
Core measures:
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Measurement and evaluation
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Favourability
Measurement and evaluation
Positive Marginal Positive Marginal Negative Negative
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Favourability
Measurement and evaluation
Messages
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Measurement and evaluation
Track both: Pro-actively placed key messages Media derived messages
Valuable source media intelligence
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Messages
Measurement and evaluation
Performance against competitors/contemporaries Activity per media group Use of spokespeople Use of branding Proportion of a media item
It might also be worth tracking...
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Measurement and evaluation
Tone of headlines Style of bodycopy – does it match the headline? Use of organisation descriptors Language inference Other variables: topics covered, use of press
releases, pro-active/reactive coverage bias
And don’t forget...
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Measurement and evaluation
Measureable objectives Benchmark at the start Measure during to see if changes are needed Post analysis...meeting objectives?
The measurement process
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Measurement and evaluation
Do’s and Don’ts of evaluation
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Do evaluate from the point of view of Mr/Mrs Average viewer/reader
Do maintain objectivity by using a moderator Don’t forget to include a methodology Don’t let things get too complicated – you
could confuse peopleIt’s not rocket science
Measurement and evaluation
Outputs Out-takes Outcomes
Taking a wider view of the measurement process
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Measurement and evaluation
What is likely to engage your audience Are there any notable trends Be prepared to discard 50% of the statistics Let the statistics create the accurate
impression of activity
Finding the numbers that count
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Measurement and evaluation
Consider the best mix of raw data, graphical illustrations and narrative
Text only analysis can get boring (particularly with male Baby Boomers)
Connect results with the original objectives Consider the value of cross-media metrics
like audience
Expressing your results
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Measurement and evaluation
Lack of any perceived ROI is stopping firms adopting social media
The challenge of measuring online content
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Source: Arthur Page Society survey of executive boards found lack of ROI is one of the 4 primary reasons stopping firms
Measurement and evaluation
Technorati, Google page rank, etc Number of incoming links, posts & comments Where it appears (online media titles, blog,
YouTube, Facebook, Friendfeed, Twitter, etc) Don’t forget online audience figures – they exist
Online measurement metrics
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(Everything so far mentioned plus Influence)
Measurement and evaluation
Avoid automated evaluation when doing qualitative online media research
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Measurement and evaluation
Social media campaign with a budget of $44,000 generated sales of $2.6m
Cost per impression of $0.22 for social media, compared to $1.00 for TV
Proving that PR within social media works
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Source: Sea World Centre San Antonio for the launch of their new coaster Atlantis.
Measurement and evaluation
Semantic Web
New developments in measurement
Source: Open Calais/Thomson Reuters25
Measurement and evaluation
Key messages Tone Competitor comparisons Connecting output with outcomes ROI / creating tangible results Accurately reflecting online contribution.
Measures becoming more important
Source: Media Evaluation Research
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Measurement and evaluation
Dummyspit (Tom Watson) KD Payne’s measurement blog Intelligent Measurement Measurement Proponent Measurement Camp Wiki Evaluating the Media.
Finding more information from blogs
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Measurement and evaluation
General PR/new media issues: ‘For Immediate Release’: Twice weekly podcast with Neville Hobson and Shel Holtz
Measurement online: Shel Israel’s Global Neighbourhoods PR measurement series.
Finding more information from Podcasts
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Measurement and evaluation
Michael Blowers