How to Tie PR Metrics and Reporting to Business Results

HOW TO TIE PR METRICS AND REPORTING TO BUSINESS RESULTS

WEBINAR

#PRMETRICS

How to Tie PR Metrics and Reporting to Business Results June 19, 2014

SPEAKERS:

Jodi Echakowitz @JodiEchakowitz CEO Echo Communications‎

Lexi Mills @leximills Head of Digital Dynamo PR

Rod Nicolson @rodnic66 Vice President, Global Reporting PR Newswire

MODERATOR:

David Geddes, Ph.D. Managing Director Geddes Analytics LLC Chair, Institute for Public Relations Commission on Measurement and Evaluation‎

The Barcelona Principles of PR Measurement

Jodi Echakowitz Echo Communications

Measurement = Credibility

Image Source: Paine Publishing

Measuring PR: The Old Way

The Barcelona Principles • Importance of Goal Setting and Measurement

• Measuring the Effect on Outcomes is Preferred to Measuring Outputs

• The Effect on Business Results Can and Should Be Measured Where Possible

• Media Measurement Requires Quantity and Quality

• AVEs are not the Value of Public Relations

• Social Media Can and Should be Measured

• Transparency and Replicability are Paramount to Sound Measurement

Measuring PR: The New Way

S

M

A

R

T

Setting Measurable Goals

Impact on media/channels • Reach • Impressions • # of articles • Share of voice • Key message alignment • Tone • Prominence • Website visits • Website traffic referred from social networks • Increased time on website • Reader contacts

Measuring Outputs

Impact on target audiences

• Awareness

• Recollection

• Credibility

• Endorsement

• Rankings

• Expressed opinions of preference

• Trial activations

• Queries

• RFI/RFP

Measuring Outcomes

Impact on the organization

• Revenue

• Trial conversions

• Contracts signed

• Market share

• Stock price

• Employee retention

Measuring Business Results

Jodi Echakowitz Echo Communications T: 905-709-9600 E: jodi@echo-communications.com @JodiEchakowitz

© Geddes Analytics™ 2012. Not for distribution without permission.

Public Relations Measurement

and Business Results

David Geddes, Ph.D.

Managing Director

Geddes Analytics LLC

Past Chair, Institute for PR

Measurement Commission

13

1 Begin with theory

© Geddes Analytics. Not for distribution without permission.

14

© Geddes Analytics. Not for distribution without permission.

Message

sender

Send

Originate

Encode

Transmission medium

or channel

1

2

3

Message

recipient

Receive

Understand

Decode

3

2

1

Noise

N N

N

15

2 Translate to practice

© Geddes Analytics. Not for distribution without permission.

Activities

Outputs

Engagement

Outtakes or

PR outcomes

16

Send

Originate

Encode

Transmission

channel

Receive

Understand

Decode

Recip

ient

Sender

Act Business results

17

Activities

• What did you do?

• Control by PR

• “Visible”

• Operational efficiency

▫ Staff time

▫ Budget

• Use: PR group

© Geddes Analytics. Not for distribution without permission.

Outputs

Engagement

Outtakes

Comms results

Activities

Business results

18

Outputs

• Visible

• Message availability

to target audiences

▫ Media analytics

▫ Social media analytics

▫ Other (events, etc.)

• Correlate with activities

• Use: Within PR group

© Geddes Analytics. Not for distribution without permission.

Engagement

Outtakes

Comms results

Activities

Business results

Outputs

19

Engagement

• Handle PR outputs

• Manipulate outputs

• Involvement with

outputs

• Correlate with

outputs

• Use: PR group,

functional director

© Geddes Analytics. Not for distribution without permission.

Outputs

Outtakes

Comms results

Activities

Business results

Engagement

20

Outtakes

• Cognitive change

▫ Awareness

▫ Understanding

▫ Perceptions

▫ Advocacy

• Use: CMO, marketing

and communications

executives

© Geddes Analytics. Not for distribution without permission.

Outputs

Engagement

Comms results

Activities

Business results

Outtakes

21

Communications

results

• Specific, desired

cognitions and behaviors

• Precursor to business

value

• Link to outtakes, etc.

• Use: CMO, marketing

and communications

executives

© Geddes Analytics. Not for distribution without permission.

Outputs

Engagement

Outtakes

Activities

Business results

Comms results

22

Business results

• Tactical, consumer

results

• Strategic business results

• ROI

• Statistical methods

• Use: CEO, CMO, business

unit leaders

© Geddes Analytics. Not for distribution without permission.

Outputs

Engagement

Outtakes

Activities

Business results

Comms results

23

3 Causation and

prediction

© Geddes Analytics. Not for distribution without permission.

24

Positive opinion

Neutral opinion

Negative opinion

1. Toyota recall crisis D. Fan, D. Geddes, and

F. Flory. (2012). The

Toyota Recall Crisis:

Media Impact on

Toyota’s Corporate

Brand Reputation.

Corporate Reputation

Review,

16:2, 99–117.

25

© Geddes Analytics. Not for distribution without permission.

Training data

Test data

Training and test data

2. Consumer economic sentiment Fan, D. P. and Cook, R

.D. (2003). A

differential equation

model for predicting

public opinions and

behaviors from

persuasive information:

Application to the index

of consumer sentiment.

Journal of

Mathematical

Sociology 27(1)1–23

26

© Geddes Analytics. Not for distribution without permission.

− Predicted smoking ☐ Reported smoking

Teenage smoking

© Geddes Analytics™ 2012. Not for distribution without permission.

Week

Favora

bilit

y %

Pre-crisis

stability

Media-based forecast

anticipates fall in brand

reputation

Survey-based brand

image

4-week forecast based on previous 4-week media data

© Geddes Analytics™ 2012. Not for distribution without permission.

Media-based forecast captures

fall in brand reputation during

crisis

Favora

bilit

y %

Week

© Geddes Analytics™ 2012. Not for distribution without permission.

Media-based forecast

captures turnaround as crisis

eases

Favora

bilit

y %

Week

Survey-based brand

image

4-week forecast based on previous 4-week media data

© Geddes Analytics™ 2012. Not for distribution without permission.

David Geddes, PhD.

Geddes Analytics LLC

1-314-960-4780

david.geddes@geddesanalytics.com

@leximills 31 | @leximills 31 |

Tying PR to Business Outcomes

Lexi Mills Head of Digital at Dynamo PR Email: lexi.mills@dynamopr.com Twitter: @leximills

@leximills 32 |

It all comes down to money and who you are speaking to.

@leximills 33 |

Kickstarter

@leximills 34 |

Kickstarter

@leximills 35 |

Investment- Kickstarter Stats

@leximills 36 |

Investment- Kickstarter Example

@leximills 37 | @leximills 37 |

Few projects allow for this so what else can you track and connect to the business?

37

@leximills 38 |

Direct Enquiries

@leximills 39 |

Downloads

@leximills 40 | @leximills 40 |

Referral Traffic

@leximills 41 |

Google Analytics Referral Traffic

@leximills 42 |

Google Analytics Referral Traffic

@leximills 43 |

Social Referral Web Metrics

@leximills 44 |

Comparative Web Metric

@leximills 45 |

Web Analytics - What to Look At

@leximills 46 |

Web Analytics Summary

Web Analytics: • Traffic • Referral traffic from specific sites • Referral traffic from Social • Bounce rate • Conversions • Comparative metrics

@leximills 47 | @leximills 47 |

@leximills 48 |

Over the first six months Dynamo: • Increased internet search for the brand by 60% over six months. • Blue line is Bathrooms.com, the other colour shows internet interest in competitors.

2 point increase

3 point increase

1163 increase 96% uplift

103 increase 72% uplift

Integrated Campaign Results Snapshot

@leximills 49 |

Keyword Search Volume Vs. PPC Costs

@leximills 50 |

Bathrooms From 0 to 6 to 2 Bathroom From 0 to 200 to 5 Bathroom Suites From 0 to 82 to 19

Top Keyword Results

@leximills 51 |

Figures as per SEOmoz’s Biennial Search Ranking Factors

Domain Level Keyword Agnostic Features

Page Level Traffic/Query Data

Page Level Keyword Agnostic Features

Domain Level Brand Metrics

Page Level Social Metrics

Domain Level Keyword Usage

Page Level Keyword Usage

Page Level Link Metrics

Domain Level Link Authority Features

PR can influence 6 or the 9 key areas that affect Google rankings

Google's Ranking Algorithm

@leximills 52 |

Domain Level Keyword Agnostic Features

Page Level Traffic/Query Data

Page Level Keyword Agnostic Features

Domain Level Brand Metrics

Page Level Social Metrics

Domain Level Keyword Usage

Page Level Keyword Usage

Areas of SEO Influenced by PR, Social & Content

Figures as per SEOmoz’s Biennial Search Ranking Factors

Page Level Link Metrics

Domain Level Link Authority Features

@leximills 53 | @leximills 53 |

DA vs PA

53

@leximills 54 |

Referring Domain VS Backlink Growth

@leximills 55 |

How Future Proof is Your Strategy?

@leximills 56 |

Bathrooms.com 4.7% drop in DA 2.7 increase in trust betterbathrooms.com 9.4% drop in DA 0.4 % drop in trust bathstore.com 8.9% drop in DA 0.6 % increase in trust victoriaplumb.com 8.9% drop in DA 2.5 % increase in trust

Sustainability

@leximills 57 |

SEO Summary

SEO: • Inbound links • Types of links • Keyword volume and rankings • DA PA and Google update robustness • Sustainability

@leximills 58 | @leximills 58 |

Social Reporting

58

@leximills 59 |

Facebook - Growth Isn't Enough

@leximills 60 |

Twitter - Location and Interests

@leximills 61 |

Twitter - What Posts are Most Popular?

@leximills 62 |

Social Summary

Social: • Growth • Locations • Interests • Top posts • Impressions

How to Tie PR Metrics and Reporting to Business Results June 19, 2014

Jodi Echakowitz @JodiEchakowitz CEO Echo Communications‎

Lexi Mills @leximills Head of Digital Dynamo PR

Rod Nicolson @rodnic66 Vice President, Global Reporting PR Newswire

David Geddes, Ph.D. Managing Director Geddes Analytics LLC Chair, Institute for Public Relations Commission on Measurement and Evaluation‎

QUESTIONS

FOR MORE INFORMATION:

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