how to select the right pr measurement tool

Measurement HourNovember 30th, 2016Katie Delahaye Paine, CEOPaine Publishing

www.painepublishing.com | @queenofmetrics | [email protected]

Everything You Need to Know About Measurement Tools

What clients think they want:

One system that will justify their budget and answer all their

questions.

What vendors think that means:I need media

monitoring and some metrics.

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What the client really needs:

Probably three different vendors that need to be integrated into one dashboard.

What needs to happen: 1. Set up SMART Objectives and

metrics2. Establish list of requirements for

vendors 3. Pick the vendors best able to

deliver the metrics you need 4. Integrate it into a custom

dashboard and paid media

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Key Rules to Remember

Metrics must align to business goals, if not, they won’t matter

Most of what you produce is content, not news The goal isn’t placements, it’s about influencing

behavior If you can’t find answers, the data is meaningless Focus on influencers, not on outlets It’s not the quantity of your offering, but the quality of

your advice

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Key Rules to Remember

Your choice of vendor should be driven by your goals, objectives and metrics. Define those first before you even talk to any vendors

Check the IPR Pledge list to see if the vendor has pledged to support industry standards

Develop a list of criteria for qualification. If a vendor doesn’t meet the criteria on your list, do not encourage them to participate

If you go through an RFP process, have a clear and distinct measures of success, ranked by importance to your organization

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What do you need to measure?

External Media Outreach • Efficiency:

• Cost per Message Communicated• Placement per outreach

• Quality:• Media Quality Score?• % of items containing key messages?

• Quantity:• Share of Voice?• Share of Quotes? • Impact on Web Traffic

Metrics

• Excel• Glean.Info• Google Analytics

Tools

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Social Media Outreach • Efficiency:

• Engagement Rate Per Post• % of Conversions from Social

• Quality:• Quality of comments?• % of items containing key messages?

• Quantity:• Share of Voice?

Metrics

• Excel• Glean.Info• Social Studio• Simply Measured• TrackMaven• Google Analytics

Tools

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Content Marketing

• Efficiency:• Conversion Rate Per Post• % increase in Conversions from

Tagged Content• % increase in engagement (shares)

Metrics

• Excel• Glean.Info• Social Studio• Google Analytics

Tools

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ObjectivesBusiness Objectives

Comms’ Contribution

Comms’ Activity

Activity Metric Outcome Metric

Tool

Increase high quality leads

Increase awareness/preference

PublicitySocial Media

• % increase in media quality score

• % increase in social sharing

• % increase in awareness/preference

• Mediacontent analysis

• Social Metrics

• Survey Research

Increase/save revenue

Increase engagementIncrease trust

Events ContentCreation

• % increase in attendance

• % increase in engagement with content

• % increase in trust

• % increase in engagement

• Survey Research

• WebAnalytics

• Social Metrics

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Objectives ActionsBusiness Objectives


Comms’ Activity


Tool



• Publicity• Social Media





• Social Metrics

• Survey Research

Increase/saverevenue


• Events • ContentCreation





• Survey Research

• WebAnalytics

• Social Metrics

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10

Objectives Actions MetricsBusiness Objectives


Comms’ Activity


Tool








• Social Metrics

• Survey Research








• Survey Research

• WebAnalytics

• Social Metrics

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Objectives Actions Metrics ToolsBusiness Objectives


Comms’ Activity


Tool








• Social Metrics

• Survey Research








• Survey Research

• WebAnalytics

• Social Metrics

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Choosing the Right Vendor 1.0 Accuracy

1.1 Accuracy of search (absence of duplicates, inappropriate or off-target content) 5 1 2 3 4 5 10 15 201.2 Accuracy of sentiment 5 1 2 3 4 5 10 15 201.3 Accuracy of subject matter 5 1 2 3 4 5 10 15 202.0 Alerting Capability 1 2 3 42.1 Timeliness of alerts 3 1 2 3 4 3 6 9 122.2 Completeness of Alerts 4 1 2 3 4 4 8 12 163.0 User Management 1 2 3 43.1 Ease of setting up and managing users 3 1 2 3 4 3 6 9 123.2 Abilty to generate specific reports for specific users or groups 3 1 2 3 4 3 6 9 124.0 Reporting 1 2 3 4 0 0 0 04.1 Findability of the data that you need 5 1 2 3 4 5 10 15 204.2 Does the tool offer adequate reporting ability to create/customize/export reports? 5 1 2 3 4 5 10 15 205.0 Cost 1 2 3 4 0 0 0 05.1 Is the pricing reasonable given the value delivered? 4 1 2 3 4

5.2 Is the cost less or the value greater than what we are currently paying? 4 1 2 3 4 4 8 12 166.0 Customer Support 1 2 3 4 0 0 0 06.1 Are they sufficiently responsive? 4 1 2 3 4 4 8 12 166.2 Do they actually resolve the issue? 5 1 2 3 4 5 10 15 206.3 Do they offer Global 24/7 support? 4 1 2 3 4 4 8 12 167.0 Does the tool meet our needs 1 2 3 4 0 0 0 0

7.1 Can it produce the data necessary for the Corporate Dashboard as is? 5 1 2 3 4 5 10 15 207.2 Can it produce the data necessary within the requisite time frame? 4 1 2 3 4 4 8 12 16

7.5 Can it provide adequate monitoring to reduce risk and reputation threats? 5 1 2 3 4 5 10 15 20Total 73 23 46 69 92 69 138 207 276

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Thank You!

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14Special thanks to Montclair State University's Graduate Program for

sponsoring this month's Measurement Hour!

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