how to select the right pr measurement tool

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

    www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com

    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.

    2

  • 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

    3

  • Key Rules to Remember

    Metrics must align to business goals, if not, they wont matter

    Most of what you produce is content, not news The goal isnt placements, its about influencing

    behavior If you cant find answers, the data is meaningless Focus on influencers, not on outlets Its not the quantity of your offering, but the quality of

    your advice

    4

  • 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 doesnt 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

    5

  • 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

    6

  • What do you need to measure?

    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

    7

  • What do you need to measure?

    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

    8

  • 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

    9

    9

  • Objectives ActionsBusiness Objectives

    Comms Contribution

    Comms Activity

    Activity Metric Outcome Metric

    Tool

    Increase high quality leads

    Increase awareness/preference

    Publicity Social Media

    % increase in media quality score

    % increase in social sharing

    % increase in awareness/preference

    Mediacontent analysis

    Social Metrics

    Survey Research

    Increase/saverevenue

    Increase engagementIncrease trust

    Events ContentCreation

    % increase in attendance

    % increase in engagement with content

    % increase in trust

    % increase in engagement

    Survey Research

    WebAnalytics

    Social Metrics

    10

    10

  • Objectives Actions MetricsBusiness Objectives

    Comms Contribution

    Comms Activity

    Activity Metric Outcome Metric

    Tool

    Increase high quality leads

    Increase awareness/preference

    Publicity Social Media

    % increase in media quality score

    % increase in social sharing

    % increase in awareness/preference

    Mediacontent analysis

    Social Metrics

    Survey Research

    Increase/saverevenue

    Increase engagementIncrease trust

    Events ContentCreation

    % increase in attendance

    % increase in engagement with content

    % increase in trust

    % increase in engagement

    Survey Research

    WebAnalytics

    Social Metrics

    11

    11

  • Objectives Actions Metrics ToolsBusiness Objectives

    Comms Contribution

    Comms Activity

    Activity Metric Outcome Metric

    Tool

    Increase high quality leads

    Increase awareness/preference

    Publicity Social Media

    % increase in media quality score

    % increase in social sharing

    % increase in awareness/preference

    Mediacontent analysis

    Social Metrics

    Survey Research

    Increase/saverevenue

    Increase engagementIncrease trust

    Events ContentCreation

    % increase in attendance

    % increase in engagement with content

    % increase in trust

    % increase in engagement

    Survey Research

    WebAnalytics

    Social Metrics

    12

    12

  • 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

    13

  • Thank You!

    Click here to explore the newest articles from The Measurement Advisor Reminder: As a paid subscriber you have 24/7 access to all

    of TMAs articlesjust visit TMAs homepage!

    Follow me on Twitter: @queenofmetrics Follow Paine Publishing on Facebook and LinkedIn

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

    sponsoring this month's Measurement Hour!

    14

    http://painepublishing.com/measurementadvisor/https://twitter.com/queenofmetricshttps://www.facebook.com/PainePublishinghttps://www.linkedin.com/company/paine-publishing/http://www.montclair.edu/arts/school-of-communication-and-media/academic-programs/graduate/public-and-organizational-relations/

    www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.comSlide Number 2Slide Number 3Key Rules to Remember Key Rules to Remember What do you need to measure? What do you need to measure? What do you need to measure? ObjectivesObjectives ActionsObjectives Actions MetricsObjectives Actions Metrics ToolsChoosing the Right Vendor Thank You!