pr analytics and measurement: a new data frontier

INBOUND15

PR Analytics & Measurement

A New Data Frontier

Christine Perkett CEO & Founder, SeeDepth Inc. @missusP @SeeDepthInc

How I Know Your Pain

AMEC Measurement Month

A Historical Look at PR Measurement

A Move Toward Standards

Measurement Without Analysis Is Just A Report

Resources and Tools

@missusP

@SeeDepthInc

INBOUND15

How I Know Your Pain

INBOUND15

20 years in the industry Agency and corporate experience 100s of measurement presentations My fair share of clip books and status reports

I’ve Been In Your Shoes

@SeeDepthInc @missusP

INBOUND15


INBOUND15

Ø A Global Education Initiative: Europe, APAC, North America

Ø North America September 14-18, 2015

Ø PR News, PRSA, PR Moment, etc.

Ø Our initiative: to make better tools available to everyone

Ø Follow the Conversation: #AMECMM



INBOUND15

Historical PR Measurement

INBOUND15

Academicians -- especially those social scientists specializing in mass communications

techniques and theory -- carried out numerous studies and prepared scholarly papers on

measuring communications effectiveness as early as the 1940s and 1950s.

The first ever conference on measuring public relations effectiveness was held in October,

1977 on the campus of the University of Maryland.

- Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical

Perspective, 2005

PR Measurement Isn’t New


INBOUND15

A binder collection of articles on a brand, often seen in office waiting rooms The nemesis of many a PR intern In high demand in the 1990s The bigger, the better

The Clip Book


INBOUND15

Focused on budget defense Tactical Reporting more outputs than outcomes Not much strategic analysis on effectiveness

The Status Report


INBOUND15

The three major issues that we in the public relations field need to address pertaining to PR

measurement and evaluation are these:

•  We need to more effectively train public relations practitioners and counselors on how to

measure and evaluate public relations effectiveness.

•  We need to do a better job of building public relations measurement and evaluation

components into our various ongoing communications programs and activities.

•  We need to do a better job of convincing senior management of the importance of

allocating appropriation funds to support PR evaluation efforts.

- Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical Perspective,

2005

10 years later, the same problems still exist


INBOUND15

Ø  If we choose to, we can see what isn’t working as well as what is

Ø Doing so enables us to create stronger, more targeted strategies

Ø We can move beyond experience hunches

Ø We can take a seat at the table: proving value to the C-Suite

Ø  Insights help us understand not just what happened, but why

Ø We can go beyond numbers (views, likes, articles) and move to analysis

(what’s driving actual value and ROI)

How Data Has Changed Measurement


INBOUND15

If a Tree Falls in a Forest…

Image Credit: ‘Fallen Tree’, Photo by Unsplash, CC0 Public Domain, via pixabay

INBOUND15

A Move Toward Standards


INBOUND15

A set of seven voluntary guidelines established by the public relations (PR) industry to

measure the efficacy of PR campaigns.

1.  Measuring the effect on outcomes is preferred to measuring outputs

2.  Media Measurement Requires Quantity and Quality

3.  Social Media Can and Should be Measured

4.  Measurement and evaluation require both qualitative and quantitative methods

5.  AVEs are not the value of communications

6.  Social media can and should be measured consistently with other media channels

7.  Measurement and evaluation should be transparent, consistent and valid

• 

The Barcelona Principles – 2.0


#INBOUND15

“The updated Barcelona Principles are great but it would be more helpful to know how to put them into action.”


#INBOUND15

Measurement Without Analysis Is Just A Useless Report


#INBOUND15

“Anyone in the PR industry who simply assumes they’ll change fast enough or that metrics won’t pose major challenges probably isn’t paranoid enough.” - Joseph Kingsbury, Text100


INBOUND15

1.  Under Think – no knowledge of Barcelona Principles, old reporting

and manual methodologies

2.  Over Think – complicated processes, trying to do everything heard

at a conference, time consuming and expensive so it doesn’t get

done or lacks consistency

Two Types


INBOUND15

Ø  Today’s leading PR firms and executives understand how to combine

analytics tools and human insight to present more compelling

measurement reports

Ø  Your objectives – organizational, departmental

Ø What to consider when reviewing a PR report

Ø  Analysis is crucial to help identify patterns of success to repeat what’s

working and pivot from what isn’t.

Measurement + Analysis


INBOUND15

Now Action

Quality

Referrals

Revenue

Conversions

Influential Messages

Then Awareness

Quantity

Circulation

AVE

Impressions

Share of Voice

Then Vs Now


INBOUND15

What’s the value of a media placement?

Media


INBOUND15

What makes a quality social engagement?

Social & Content

A recent CMOSurvey.org poll found that only 15% of marketers believe they can qualitatively prove the impact of their social media programs


INBOUND15

How do you analyze ROI?

Events


INBOUND15

Ø  Business Goals Ø  What does the C-Suite want? How will you demonstrate ROI?

Ø  Communications Objectives Ø  What are you measuring and why? Measure results against objectives

Ø  Benchmark

Ø Don’t just look back, look forward Ø  Can we learn? What can we then predict?

Ø  Find the right tools to keep it manageable

Effective Measurement Path


INBOUND15

Ø  Evaluate the effectiveness of all media Ø  Paid, Earned, Shared, Owned

Ø  It’s not just about media Ø  “It’s time to disqualify award entries that do not comply” – Katie Paine Ø  Examples: video campaign, advocacy campaign, emoji press release Ø  Read more: www.painepublishing.com http://painepublishing.com/

Ø Don’t just look back, look forward

Ø  Predictive Analytics

Effective Measurement Path


INBOUND15

Recap

#INBOUND15

Clear Business Goals


#INBOUND15

Aligned Communications Objectives


#INBOUND15

Benchmark


#INBOUND15

Gathering and Analysis of Data


INBOUND15

Resources and Tools

Paine Publishing

AMEC

Institute for PR

#measurePR

Insights and Information


SeeDepth

AirPR

TrendKite

PR Analytics Software


Cision

CoverageBook

CyberAlert

Meltwater

Media Monitoring


Gorkana

Universal Information Services

Human Coded Measurement


Sprout Social

Social Mention

Mention

Topsy

PinAlerts

Social Media Monitoring


My Iris PR

Bullhorn

PR Automation and CRM


HB Agency

Ketchum

SHIFT Communications

PR Agencies


INBOUND15

THANK YOU! www.seedepth.com

@missusP @SeeDepthInc

pr analytics and measurement: a new data frontier

Marketing