CIPR Media Evaluation

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Measurement and evaluation Michael Blowers

description

Presentation made to the CIPR's 'Prefecting PR Strategy' October 2008

Transcript of CIPR Media Evaluation

Page 1: CIPR Media Evaluation

Measurement and evaluation

Michael Blowers

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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

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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:

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Traditional Media New Media

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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....

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Volume Audience (OTS & WOTS) AVE / PR value Percentage variance Influence

Metrics

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Core measures:

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Favourability

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Positive Marginal Positive Marginal Negative Negative

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Favourability

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Messages

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Track both: Pro-actively placed key messages Media derived messages

Valuable source media intelligence

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Messages

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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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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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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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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

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Outputs Out-takes Outcomes

Taking a wider view of the measurement process

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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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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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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

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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)

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Avoid automated evaluation when doing qualitative online media research

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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.

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Semantic Web

New developments in measurement

Source: Open Calais/Thomson Reuters25

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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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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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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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Michael Blowers