payback: the roi of sm & pr measurement

Payback: The ROI of PR & SM Measurement

Sandra Fathi President, Affect Email: [email protected] tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganDisney

Ragan Social Media for PR & Corporate Communications Conference at Disney World Feb 19, 2015

PRESENTER BIO

SANDRA FATHI

•  Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services

o  Immediate Past Tri-State District Chair, PRSA o  Past President, PRSA-NY Chapter o  Past President, PRSA Technology Section

[email protected] @sandrafathi

ROI of PR & SM MEASUREMENT

QUOTABLE

"Measurement is the first step that leads to control and eventually to improvement. If you can't measure something, you can't understand it. If you can't understand it, you can't control it. If you can't control it, you can't improve it.”

-‐  H. James Harrington


QUOTABLE II

"You get what you measure. Measure the wrong thing and you get the wrong behaviors.”

-‐ John H. Lingle


WHY MEASURE?

1.  Prove the Value of our PR & SM programs 2.  Understand which programs are most Effective 3.  Demonstrate ongoing improvement in Performance 4.  Garner support for ongoing and/or increased Investment 5.  Don’t get fired


GOAL SETTING

1.  Goals Motivate 2.  Goals Delineate Success 3.  Goals Drive Creativity & Problem Solving

Source: USOpen.com


MEASURE WHAT MATTERS

1.  Money –  Making, Saving, Spending

2.  Customers –  They Bring the Money

3.  Leads –  They Bring the Customers

4.  Exposure –  It Brings the Leads

Source: CEOWorld.biz



•  Employees

•  Products/Services

•  Stock Price

•  Reputation

•  Recruiting

•  Customer Retention

•  Market Penetration

•  Market Share Photo Source: LiveAucIoneers.com


DON’T MEASURE CONVENIENCE

•  Will more FB posts get you promoted?

•  Will more tweets = more budget?

•  Will 1000 likes make the CEO like you more?

•  Will the number of YouTube views ever be mentioned on an

earnings call?

•  Will the number of Instagram followers earn you a raise?


CUSTOMER JOURNEY

Discover

Form Opinion

ConvicQon

ConsideraQon Set

Purchase


THE CUSTOMER JOURNEY

PosiQonal Measures

RelaQonal Measures

Commercial Measures

# of Likes # of Followers # of Subscribers

# of Shares # of Retweets # of Clicks

# of Leads $ Revenue Earned $ Costs Saved


KEY PERFORMANCE INDICATOR (KPI)

What are we trying to achieve? What are the appropriate KPIs?

Be Healthy Raise Awareness Weight # of ArQcles BMI # of Readers

Blood Pressure Quality of ArQcles Cholesterol Share of Voice

Sugar Traffic to Website Run a Mile Calls to Call Center

Sit Ups Per Minute Leads

METHODOLOGIES ROI of PR & SM MEASUREMENT

1.  Surveys: Ask and Tally Results

2.  Scores: Create Indices or Scoring Mechanism

•  Quantity: sheer volume of media hits

•  Quality: weighted value for Tier 1,2 or 3 or feature vs. mention

3.  Correlations: Outputs, Outcomes and Business Results

•  Track PR events against lead generation (online, email, phone etc.)

•  Track PR events against web traffic or registrations

4.  Check Boxes: Meeting Specific, Finite Objectives

•  Number of articles, press releases, event attendees, registrations, downloads, revenue (dollar value)


GOALS VS. OBJECTIVES

Goals Objec7ves

Broad Narrow

Intangible Tangible

Infinite Finite

Abstract Concrete

Open Ended Bound by Time


GOAL & OBJECTIVE SETTING

Goals Objec7ves

Increase Awareness Increase Subscribers/Followers by 50% by Q2 2015

Strengthen Media RelaQons

Engage Top 20 Reporters on Social Media and Secure Inclusion in 5 ArQcles in Next 6 Months

Increase Share of Voice

Compare Social Media Chaher of Top 5 CompeQtors on Quarterly Basis and Increase from 10% to 20% in 18 Months

Generate Leads Increase Leads from Social Media Sites by 50% by June 2015


OUTPUTS VS. OUTCOMES

16

ACTIVITY PLATFORM MEASURES

IMPACT

OUTPUT RESULT BUSINESS OUTCOME

80 Tweets Per Month

1000 New Followers 15% Increase in Web Traffic from Twiher

Launch Video Series on YouTube with 30

Videos

200 New Subscribers 8,000 Views

50+ Leads Generated

Host Facebook Contest

3800 Entries 60,000 Impressions

1500 Prospects Added to Database

ARCHITECTING FOR MEASUREMENT

What do we need to put in place in order to measure?

•  Structural changes –  Processes

•  Operational changes –  Information Capture

•  Technical changes –  Tripwires

–  Milestones

–  Analytics

Source: Neil Turner

ARCHITECTING FOR MEASUREMENT

•  Does it measure what’s important to me?

•  Will we be able to manage it?

•  Does the cost/effort outweigh the value of the measurement?

•  Are there alternative, lower cost/no cost

tools or methods?


MEASURE IN MODERATION

Source: Dead Cat Bouncing



•  Measure the most critical KPIs

•  Ensure that the measurement is sustainable (time and resources)

•  Consider how, when and how often to present data

•  Understand how to turn information into insights to optimize your

programs


DASHBOARDS


BUILD YOUR OWN DASHBOARD

Holy Grail: Revenue Data

6 Step Approach: 1.  Measure 2.  Track 3.  Trip 4.  Analyze 5.  Tweak 6.  Repeat


CON EDISON II


DEALNEWS

Business Goal:

Web Traffic

Program: High Traffic Media Online

Outcome: +300K Views = $225K in $


REGUS

Business Goal:

350 Leads Q4

Program: Integrated MarkeQng

Outcome: 790 Leads

$1M Revenue 90 days

•  Analytics Are Your Best Friend •  Understand the Business of Your

Business –  Financials, Earnings Calls, Annual

Report

•  Make SM & PR a Revenue Center/Saver Vs. Cost Center

•  Speak in a Language the C-Suite Understands


PARTING THOUGHTS

Measurement



•  Barcelona DeclaraQon of Measurement Principles hhp://amecorg.com/2012/06/barcelona-‐declaraQon-‐of-‐measurement-‐principles/ •  Social Media Success Series (Affect) hhp://www.techaffect.com

•  How To Prove the Value of Your Social Media Efforts hhp://www.slideshare.net/Sfathi/affect-‐how-‐to-‐prove-‐the-‐value-‐of-‐your-‐social-‐media-‐efforts

Sandra Fathi President, Affect Email: [email protected] tweet: @sandrafathi web: affect.com blog: techaffect.com

Slides Available: Slideshare.net/sfathi

#RaganDisney

Payback: The ROI of PR & SM Measurement