#amecwebinar – how can pr measurement benefit your business?
TRANSCRIPT
How can PR measurement benefit your business?
Webinar: Deliver meaningful measurement to your next campaign
2
Welcome & Introduction
Jeremy Thompson Gorkana Group & AMEC
David RocklandKetchum & AMEC
Chris FosterBooz Allen Hamilton
Eloise MundayDefra
3
Agenda
Moderator and IntroductionJeremy Thompson, CEO, Gorkana Group
Setting goals and using the Valid Metrics frameworkDavid Rockland, Partner & MD, Ketchum Global Research & Analytics
Choosing KPIs that map to real business objectives that your board will understandChris Foster, VP, Booz Allen Hamilton
Defra case study – how clear social media measurement can benefit an organisationEloise Munday, Senior Digital Media, Defra
Wrap up
Q&A
4
Some context
• Education is at the heart of AMEC’s work in 2014
• First of a series of webinars highlighting the importance and value of measurement
• Sponsored by Booz Allen Hamilton
• Supported by Gorkana Group
#amecwebinar
5
Growth of PR industry
• Signs of recovery and growth in the global economy
• Optimism in business markets
• Reflected in the PR industry economic growth:
– Industry reports all speak of growth
– Global PR Industry up 8% in 2012*
– UK PR industry forecasts strong growth 2013**
*World PR Report 2013, Holmes Report and ICCO**2013 PR Census; PRCA and PR Week;
Turnover
£9.62bnEmployees
62,000Average Earnings
£53,7812013 PR Census; PRCA and PR Week;
6
Industry challenges and opportunities
• Key issues impacting the future of PR:
• The rise of digital
• Talent acquisition
• Reputation management
• Measurement
N/ALATUK
W EURE EURAUSTASIA
M EASTAFR
0 2 4 6 8 10 12 14 16 18 20
Inability to effectively measure impact of PR was identified as a key challenge
% of respondents
High
Low
Asia18.2%
Latin America8.3%
World PR Report 2013, Holmes Report and ICCO
7
Importance of measurement
Where’s the proof?
David Gallagher, ICCO President & CEO EMEA, KetchumFrancis Ingham, ICCO Chief Executive
“If we cannot prove the value of what we do, we will never command the fees that we should. The evaluation issue has held our industry back for far too long.”
World PR Report 2013, Holmes Report and ICCO
8
Findings from the AMEC Business Insights survey supporting industry growth
• PR industry growth reflected in the growth of the measurement industry according to the AMEC 2013 Business Insight Study
• Clients demanding simplicity and transparency
• Integrated social measurement is important
• AMEC needs to do more to establish the Barcelona Principles and set standards
9
measurement is evolvingDavid Rockland, Ketchum & AMEC
20122000 2015
Measurement: Past, Present, and Future
Clip Books…• Messy• Cumbersome• Time Consuming
Online Portals…• Sleek• User Friendly• Data at the Click
of a Button
Analytics and ROI• Linked to Sales• Market Intelligence• Big Data
the Barcelona principles of measurement
Seven Principles of PR Measurement: 2010-2020
1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred
to Measuring Outputs3. The Effect on Business Results Can
and Should Be Measured Where Possible 4. Media Measurement Requires Quantity
and Quality5. 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
OutputsContact/response level
Reach, content
Business Results
Business levelAdded value
OutcomesPerception/
behavioral levelKnowledge, opinions,
attitudes
FrequencyVisits
ProminenceReader contacts
TonalityMessage impactShare of voice
Journalist inquiries…
AwarenessComprehension
RecollectionRecognitionCredibility
Image changesRecommendations
Purchasing intentions...
Revenue/turnoverContracts closedReputation value
Brand valuePrice-Earnings Ratio
Market shareStock price
Employee Retention...
Measuring communications on three impact levels
Impact on media/channels
Impact on target groups
Impact onorganizations
HOW TO WRITE MEASUREABLE GOALS
Who?
What?
How much?
By when?
Goals: What You Need
Goals that translate into business performance
Bad Goal – Good Goal
Drive media coverage
Change the perception from a company that makes computers to a company that is a leader in global business solutions
Create “card envy” among affluent consumers in the San Francisco market
Set emotional connection with consumers (consideration)
Achieve 65% strategy comprehension in top 3 boxes on pulse survey fielded at end of year.
Increase awareness from 57% to 60% for the credit card brand among the affluent target (HHI $125K+) in San Francisco within campaign timeframe (May 2014-Dec 2014).
BAD GOAL
By the end of 2009, raise 1st choice consideration (by 5%) of available lens and eyeglass among GenXers, 40 – 45 years old
Through targeted reach outreach, reach 10M target audience members by the end of 2014. Deliver messages in 60% of all coverage.
GOOD GOAL
The Valid Metrics
What Happens What is Measured
PR Activity The PR professional creates and tells the story
What was created/carried out
Intermediary The story is distributed through a third party
What was carried by the third party that could impact the target audience (OUTPUTS)
Target Audience The story is consumed by the target audience
The impact on the target audience (OUTCOMES)
Valid Metrics: A Simplified Approach to PR and Measurement
Awareness
Knowledge
Interest
Preference
Action
Aligning with the Communication Funnel
Awareness Knowledge/Understanding
Interest/Consideration
Preference/Support
Action
Public Relations Activity
Intermediary Effect (Outputs)
Target Audience Effect (Outcomes)
PHASES
Org/Business
Result
The Valid Metrics Matrix
Awareness Knowledge/Understanding
Interest/Consideration
Preference/Support
Action
Public Relations Activity
•Media engagement•Blogger outreach
Intermediary Effect (Outputs)
•Number of articles•Reach•SOV
•Key message alignment
•Expressed opinions•Positive sentiment•SoMe fans/followers
•Net Promoter Score•Retweets/Likes/Links•Comments
Target Audience Effect (Outcomes)
•Unaided/aided awareness
•Knowledge of company/brand/etc.•Brand association
•Inclusion in competitive set•Visits/click-thrus to site
•Change in attitude•Brand loyalty•Expressed advocacy
•Sales•Market share•Cost per thousand sold
The Matrix in Action: Sample Metrics To Measure
PHASES
Visit the AMEC website for the full Valid Metrics toolkit: http://amecorg.com/important-stuff/
Choosing KPIs that map to real business objectives that your Board will understand
Chris Foster, Vice President, Booz Allen Hamilton01/30/2014
In today’s complex environment, it is challenging to obtain uniform consensus on Key Performance Indicators (KPIs)
23
The way that stakeholders interact with a company has changed, affecting how we understand, track and measure impact
24
24
Company Company
ConsumerConsumer
InvestorInvestor
Government
Expert/ Practitioner
Activist
Academic
Shift from shareholder to stakeholder centric approach
• Technology• Mobility• Education
This changing environment brings unique challenges for companies, requiring a revised toolkit for responding effectively
Challenge Response
25
Direct relationship with all stakeholders
Inability to control the conversation
Transparency into companies that shines a spotlight on the disconnect between actions and words
Need to justify budgets on par with lines of business
Understand stakeholder perceptions and needs from a company
Understand role as a contributor to the conversation about company and brand
Make sure actions and words are consistent—do the right thing
Quantify outcomes in line with strategic priorities
Internal to Company
Strategy drives resource allocation across portfolio and brand & reputation
Return On Engagement (ROE) provides a data-driven approach to track and evaluate initiatives aligned to corporate strategic objectives
CORPORATE STRATEGY
Brand & Reputation
StakeholderOutcomesStakeholders
Dash
boar
d ac
ross
initi
ative
s
ROE Model: Portfolio of Initiatives
Insights from Return on Engagement enable companies to holistically understand, evaluate and predict performance
ROE provides companies with a powerful tool for informing strategy at the highest level, backed by rigorous analysis
27
Companies will be able
to:
Understand what key stakeholders care about at any given
time
Design strategy against stakeholder interests and needs
Collect, track and standardize data over
time
Understand the impact of individual
initiatives
Assess and adjust the portfolio of initiatives, as well as resources, according to strategic
priorities
Evaluate the effectiveness of
initiative and portfolio adjustments over
time based on performance against
key metrics
evaluating government communications: A case study
Eloise Munday, Defra
Government evaluation : the context
Evaluation is crucial – need to demonstrate good value to the taxpayer. Practically, if we want money for communications activity need to be able to show that previous work has worked. Just like an agency, we need to justify further investment in our work.
• Where we were: piecemeal evaluation (for example, of big campaigns with spend, but not on one off pieces of work done in-house). More money.
• What we are working towards: systematic evaluation of all communications activity, no matter size or cost (always a cost as staff time – payable by taxpayer!). Aiming for best possible, not best ever. Shared standards across Government Communications Service. Less money!
ROI may seem slightly different, as often harder to work out and prove financial implications – much longer term in behaviour change campaigns (which may span Governments and seem difficult to quantify financially) or may not seem as clear cut, for example with engagement work. Having clear objectives can help.
There is often a need to separate non-financial outcomes vs financial outcomes.
How we do evaluation - P.R.O.O.F
• Pragmatic – best possible within budget, not best ever. Acknowledge implication of gaps.
• Realistic – prove what you can, but acknowledge what you can’t. Over time you can build on knowledge gathered.
• Objective – approach evaluation with an open mind, focusing on what didn’t work as well as on what did. Use to refine future strategies & work in iterative way.
• Open – record and share as much as possible, develop case studies
• Fully integrated - integrate into planning and delivery. Restrospective actions less useful as may not have captured all needed data. This relies heavily on having the right, SMART objectives in place before activity begins. Use iteratively where possible evaluating throughout the planned activity.
Government evaluation outline
Objectives• Communications objective (what role does comms have to play in delivering policy?) • Communications sub objectives (relating to different channels or activity – needs to set
out what each activity was set up to achieve, and measure of success).
Audiences• Intermediary audiences (eg. press, stakeholder bodies). Their activity will influence end
audience.• End audience (eg. SME owners)
Performance metrics• Input (eg. press releases or tweets sent)• Output (eg. pieces of coverage, impressions)• Out-takes (eg. how many people are aware, how many understand• Immediate outcomes (eg. how many shared the message, clicked on website)• Outcomes (eg. how many filed tax return on time?)
Data
Data will come from a number of sources
- Activity data (eg re-tweets, page views)- Data from partners and stakeholders- Existing data sources (eg Government stats, wider data)- Market research – often paid for, eg. omnibus surveys, discussion groups,
online surveys- Feedback (comment / questions from audiences – could include friendly
journalists, stakeholders, looking at replies to tweets)
It’s important to plan data sources well ahead of time, and to decide who will collect which data (very important when it comes to partnership working). If possible, benchmarking beforehand is useful.
Tracking data – make it continuous, consistent, and comparable.
#ChipMyDogPolicy: Change in the law to make microchipping compulsory by April 2016
Communications plan: • Traditional media utilising Ministers and partners / stakeholders• Social media activity with hashtag; encouraging people to share photos and
reunification stories; Google map of places to get microchipping done for free; videos
• Case studies
#ChipMyDog evaluation case studyObjectives• Communications objective Every dog chipped by April 2016 – raise awareness so people get their
dog microchipped• Communications sub objectives (1) get people to share message online with key message that
microchipped dogs can be reunified more easily; (2) drive people to stakeholder organisations who can organise microchipping; (3) share message that law is changing using print, broadcast and digital media
Audiences• Intermediary audiences Press, social media users, animal welfare charities• End audience Dog owners and their friends and family
Performance metrics• Input Tweets sent, press notices, calls, visits, digital content, meetings• Output Pieces of coverage, impressions, replies to SM posts, hashtag used over 2000 times, RTs
from key influencers we’d contacted• Out-takes Key message penetration, sentiment of SM, stakeholder conversations• Immediate outcomes Enquiries to database provider doubled, sharp rise in website visits (Defra
and partners), 65,000 views of google map, number of shares and RTs, queries on SM, case studies came forward with reunification stories
• Outcomes 125,000 dogs chipped in 2013 vs 30,000 in 2012 (so far….)
Data- Activity data Press cuttings, hits to online sources, social media activity. Newspapers
and broadcasters, as well as websites, will often give you their readership / listening figures if you ask which makes your evaluation more accurate
- Data from partners and stakeholders Dogs Trust and Pet Log- Existing data sources N/A in this case- Market research N/A in this case – but could be used nearer the time- Feedback Regular and frank discussions with partners, spoke to journalists, feedback
from social media activity. Use this to constantly tweak messaging in an iterative process
Deciding who will track what data – building relationships with partners and stakeholders was invaluable in this case, and made this process smooth with regular meetings and conversations
Tracking data – continually track coverage and social media activity, and talk to partners regularly to check in on data – especially as the work will continue until 2016
37
Questions?
38
Key takeaways
• Setting goals is key. If you can’t write goals, you can’t do measurementDavid Rockland, Partner & MD, Ketchum Global Research & Analytics
• At the core of what are we trying to drive from communications strategy is engagement. As such, we need to be sure to effectively measure it so we can support KPIsChris Foster, VP, Booz Allen Hamilton
• Flexibility and working iteratively is vital in big pieces of comms work. Planning evaluation into your activity from the start - and allowing for change in your evaluation plan - can allow you to do this so much more effectivelyEloise Munday, Senior Digital Media, Defra
• Measurement needs to be at the heart of your PR programme to secure the investment needed in this channelJeremy Thompson, CEO, Gorkana Group
Join experts from around the world!
• 2014 AMEC International Summit on Measurement.
• The world’s biggest event on PR measurement.
• Top speakers…outstanding knowledge share.
• Register now! http://amecinternationalsummit.org/
@amecorg