measurement: proving the value of earned and owned media. nadina guglielmetti womma

11 | 2011

MEASUREMENT

EARNED AND OWNED MEDIA

PROVING THE VALUE OF

NADINA GUGLIELMETTI, WAGGENER EDSTROM WORLDWIDE

© 2011 Waggener Edstrom Worldwide Inc. All Rights Reserved.

Engagement

Behavior

Attitudes

WOM

Influence

Media POV Customer

POV

Earned (Traditional,

Blogs, AR,

Broadcast,

Social)

Owned (Advertisin

g,

Owned

Properties)

Market Gaps

&

Opportunities

THE PROBLEM

Your business or organization leadership

EXPECTS tangible business impact and results for their investment areas.

ARE YOU DELIVERING?

Hint: No, AVEs Don’t Count!

WE ARE MEASURING

OUTPUTS

WE ARE ASSUMING

IMPACT ON BUSINESS

OBJECTIVES

INFLUENCE = EFFECT

EFFECT = ACTION

ACTION = OUTCOME

If we are in the business of

INFLUENCE then we must show the EFFECT & OUTCOME

of that influence on “the actions, behavior, opinions, etc.” of our target audience.

Thus, INFLUENCE

must be tied directly to BUSINESS OUTCOMES

INFLUENCE BUSINESS

OUTCOMES

SO WHAT NOW?

QUESTIONS THAT LEAD TO

CORRELATING INFLUENCE AND

BUSINESS OUTCOMES

• What is the business problem your company/organization is

trying to solve?

• What are the company/organization business objectives?

• How will your campaigns specifically help solve the problems

and impact the business objectives?

• Do I have the right data to inform the development of the right

objectives and strategies?

• Do I have MEASURABLE objectives that align to the business

objectives?

• What KPIs do I need to measure to show impact of my

objectives?

TYPES OF BUSINESS OUTCOMES

Nonfinancial

• Awareness

• Brand Loyalty

• Reputation &

Perception

• Belief

• Advocacy

Financial (Revenue Generating)

• Sales

• Investment

• Valuation

• Donations

• Membership

• Downloads

SETTING MEASUREABLE

OBJECTIVES

• Increase Unaided Awareness of X Brand/Product by 15% YOY.

HOT

• Raise Awareness of X Brand/Product/Organization.

NOT

• Increase Membership by 50% YOY

HOT

• Increase Membership

NOT

WHAT IS ROI?

Profit from an investment as a percentage of the amount invested

• Controllable

• Geography

• Product

• Outlets

• Influencers

• External

• Advertising

• Word of mouth

• Price

Input Variables

• Tone

• Volume

• Key message pickup

• Search volume/ awareness

• Action

Outputs Variables • Search/volume

awareness

• Intent to use

• Sales volume

• Sales revenue

• ROI

• Brand perception

Business Outcomes

OUTCOME MODELS

MEASUREMENT METHODOLOGIES: EARNED

Awareness-

Advocacy

continuum

Proxy measures (coverage and conversation)

Business Measures Articles and Blogs Social Media

Unaided/Aided

Awareness

Ratio of organic or

pitched coverage to total

coverage

Original tweets,

Views/reach/impressions of

content, inbound link

analysis

Brand awareness survey, organic/unprompted references

to subject on intranet/employee forums, internal

analytics/Web metrics (views expressed as a ratio to

employee base)

Engagement Amplification, comments,

ratio of recommended

action and follow through

Re-tweets/likes of SM with

KM inclusion

Brand belief survey, employee retention rates, likes/votes

on intranet sites, conversion rates/sales (from internal

company data)

Loyalty

Sustained Key message

pickup + positive tone

Original SM with KM

inclusion +positive tone

Brand loyalty survey, employee and customer retention

rates (internal company data), customer longevity

(internal company data), employee longevity), internal

sharing of relevant intranet content (links, posts,

discussions)

Advocacy

Sustained Key message

pickup + positive tone +

call to action

Sharing of KM via social

media + positive tone + call

to action

Brand advocacy survey, customer referrals, employee

referrals, partner sales, creation of positive/supporting/

referential engagement on intranet

MEASUREMENT METHODOLOGIES: OWNED/PAID

Conversion

continuum

Proxy measures (conversation)

Business Measures Advertising Digital Platform

Awareness

Impressions (Reach),

Key message pickup

Unique Visitors

Branding awareness survey, advertising or messaging

effectiveness

Engagement

CTR Time spent, Views of

content, inbound link

analysis, Comments, re-

tweets, interactions, brand

mentions or purchase

Brand belief survey, likes/votes, conversion rates/sales

Loyalty

Sharing of key

advertising or branding

messaging

Repeat visits, repeat

purchase, repeat

mentions, likes

Brand loyalty survey, customer retention rates,

customer longevity

Advocacy

Sharing of brand

messaging

Sharing of brand

messaging via social

media, repeats

engagement, call to action

Brand advocacy survey, customer referrals, increased

sales

SOLUTION FRAMEWORK

SOLUTION FRAMEWORK

IDENTIFICATION &

RANKING

THE INFLUENCE

NETWORK

INFLUENCE MAPPING

KEY

CONVERSATIONS

CONVERSATION

STRATEGY

INFLUENTIAL

CONVERSATIONS

MEASUREMENT

BASICS

MEASURING

CONTENT

SETTING LONG-TERM

MEASUREMENT

STANDARDS

AUDIENCE OUTCOMES INFLUENCE

STA

RT

ING

IN

TE

RM

ED

IAT

E

AD

VA

NC

ED

EXAMPLE: Measuring ROI

A GROUP

Amplification (Share of Mentions)

Tone

Messaging

B GROUP

Amplification (Share of Mentions)

Tone

Messaging

Percentage +/- in

comparison to the

benchmark share of

content that

mentions X.

Benchmark = 1.34%

share

Percentage +/- in

comparison to

benchmark

average tone (3.19)

Percentage +/- in

comparison to

benchmark % of X

content that

contains

messaging.

Benchmark

percentage = 4.6%

vs.

Percentage +/- in

comparison to the

benchmark share

of content that

mentions X.

Benchmark =

0.36% share

Percentage +/- in

comparison to

benchmark

average tone

(3.08)

Percentage +/- in

comparison to

benchmark % of X

content that

contains

messaging.

Benchmark

percentage = 5.5%

EXAMPLE: Influence Impact

EXAMPLE: Influence Network

EXAMPLE: Half the Sky

EXAMPLE: Ask Avande

SUMMARY

Understand the business objective

Understand how your efforts will impact the

business objectives

Create measurable objectives

Develop effective research and

measurement program that clearly

correlates influence to business outcomes

ARY & CHECKLIST THE CHECKLIST

THANKYOU NGUGLIELMETTI@WAGGENEREDSTROM.COM TWITTER:@NADINAG