Prsa international 2011_2

©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine & Partners. Please respect intellectual property and do not copy or reproduce.

A Presentation to PRSA International Orlando, FLOctober, 2011

Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFounding member Institute for PR Measurement Commission Founding Fellow, Society for New Communications Research

OMG ROI: Measuring Impact and Influence in a 3.0 World

It’s the end of the measurement world as we know it 1. Coke + P&G announced they won’t pay for eyeballs,

only engagement 2. @AndyCarvin broke the news of Mubarak’s fall 1

hour before Al Jazeera3. Sodexo saved $300K in recruitment costs via Twitter4. In 3 months, via crowdsourcing, an engineer solved a

problem that Exxon spent 20 years trying to solve5. The CEO of a hospital won a union battle via blogging6. HSUS generated $650,000 in new donations from an

on-line photo contest7. The MyDrunkKitchen YouTube Channel has more

viewers than CNN2

Old School Metrics

AVEEyeballsHITS (How Idiots Track Success)Couch Potatoes (GRPs) # of Twitter Followers (unless

you’re a celebrity)# of Facebook Friends/Fans

(unless they generate $$)

New School Metrics

SEO & Page Rank = Likelihood of being foundInfluence = The power or ability to affect someone’s actions. Engagement= Some action beyond zeroRelationships = Long term engagement leading to trustAdvocacy = engagement driven by an agendaSentiment = contextual expression of opinion – regardless of tone ROI: Return on Investment – no more no less. End of discussion

Myth Busting 1. Social media is just Facebook and Twitter2. Someone needs to own Social Media3. It’s all about marketing4. Eyeballs = Awareness 5. Followers = Influence6. Likes = Engagement 7. Engagement = ROI8. All that matters is sales 9. Sentiment is what’s really important

Only 3 to 7.5% of consumers on average actually see posts made by the Organization.Organizations with fewer fans

(between one and 10,000) will have higher engagement rates

Reality # 1 Media ≠ Facebook

Reality # 2: No one needs to “own” social media2004-2010

Force-fitting Social Media into Existing Structure

SocialMedia

PR Mktg

Digital

Corp Comm

Direct

2000-2004Social Media/CGM

emerges as a technology function

2010-2015Integrating Social Media

into the Organizational DNA

Conversations

$$$$$$$$$$$$$$$$$$$$$$$$$$

Savings, shorter cycles, more renewals, better ideas, research

Product Support HRIR SalesCIR&DMktg

ResearchProd. MktgPR/Com

ms/Mktg

Reality #3: It’s not all about you, so get over it

Eyeball counting

HITS & Clicks Outcomes

MSM Online Social Media

Reality #4: Eyeballs are not awareness

Reality #5: Followers/Reach does not = influence

Measure what matters There is no “bible” Influence ≠Reach, GRP,

or any other magic bulletAll influence is relativeA computer cannot tell

you who matters most

Myth # 6: Likes are not engagement

LikesImpressions Followers

Trial/Consideration Purchase Advocacy

Myth # 7: Engagement is a continuum

Impressions

Click thrus, Unique visitors,

Repeat Visitors, Twitter

followers, Comments

Retweets, Repeat

Comments. Reposts,

Shares, Use of hashtag, @message

Registration, Positive

sentiment, Trial

Repeat PurchaseAdvocacy

1 21.5 2.5 3.53 4 54.50

Myth #8: ROI may be EfficiencyNeed some help with that lawn?

Going where the fish are = Greater efficiency: 44 % of junk mail goes to landfills unopened .

Response rates <0.25% now acceptableBetter SEO results Greater loyalty: Listen for need, respond with

helpQuilted NorthernHome Depot

Loss prevention; risk mitigationGeorgia Pacific

Myth #9: Sentiment may not matterThere’s a reason they call it “earned” You are what you

do, not what you sayAssumes sentiment exists

80% of conversation is neutral, just making an observationMajority of business doesn’t evoke sentiment

Requires lots of data Once you eliminate spam, content farms and invalid mentions, make sure content volume is sufficient

Assumes sentiment drives action, but you need analytics to prove it Real time sentiment is not measurement

The Social Media Measurement Process

• Monitoring/Listening

• Establish Rules

• Participate• Measure• Tailored

content

• Integrate into Strategy

• Use Multiple Channels

• Follow best practices

• Tie efforts to outcomes

• Crowd source• Integrate

with all Mktg• Continuously

improve

1. Define the “R” in your ROI 2. Connect the dots between

organizational goals and PR 3. Establish benchmarks4. Define your metrics 5. Pick a tool 6. Figure out what it means, change and

measure again

6 Steps to Measuring Social Media

What are you measuring?

Paid – Google Adwords, Facebook Ads, popups, banners etc.

Owned – www.prsa.org @prsaShared – Content you create that

other’s shareEarned -- Everything else

Don’t ask me, ask your stakeholders

Questions you need to know the answer to:

What keeps them up at night?What are they currently seeing? Where do they go for information?What influences their decisions?What’s important to them?What makes them act?

Step 1: Goals for Communications

1. Marketing/leads/sales/2. Mission/message/positioning/3. Relationship/reputation/

To fix this Or get to this

Goals drive metrics, metrics drive results

Reputation/Relationships

% improvement in Relationship scores

% increase in Recommendations

% Share of Favorable Positioning

Get the word out

% hearing/seeing

% believing

% acting

% increase in Engagement

% movement along Engagement Continuum

% reduction in $ per customer acquisition

% increase in qualified leads

Marketing Mix Modeling

Metrics

You have to connect the dots

Improving our positioning in the

marketplace

Communicating key messages

Ensuring consistency in brand image

Increasing qualified leads

Definitions of success

Media Tracking

Measuring web traffic

Financial Accounting

Qualitative Analysis

Multi-variate testing

Web traffic or clicks

Message Analysis

Relationship Survey

Key Influencers

Measurement in place Needed Tools

Potential employees

Partners

Customers

Priority audiences

Social Media Content Analysis

Step 3: Establish benchmarks

A peer groupControl groups vs. other departmentsOver time Whatever keeps your C-Suite up at

Step4: You need to think like an Olympian

GoalStart

ExposureFriendsFollowers

Engagement $$$ raised+ +

Metrics

Category Metric 1 Metric 2 Metric 3 Progress

Strength 100 pounds + 10 miles

200 pounds20 miles

Pass test

Sailing 3 top 30 finishes 3 top 20 finishes 3 top 10 finishes 20% increase in position each race

Marketing 365 Members 21 Followers 1 sponsor $1000 raised

24Please follow @cpainesailng on Twitter or CPaineSailing on Facebook

Typical KPIs in Earned Media % increase/decrease in share of

desirable vs. undesirable conversations over time

% increase in share of reposts and comments vs. the competition over time

% containing a key message % message integrity over time % favorable positioning on key issues% share of quotes

Typical KPIs in Owned Media % increase in repeat vs. unique visits% increase in time on site, pages per

visit% increase in blog

subscriptions/registrations % increase in visits to unique URLs % increase in downloads

Step 5: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysisIf you want to measure awareness, perception, relationships, preference: Survey researchIf you want to measure engagement, action, purchase: Web analyticsIf you want predictions and correlations you need two out of three

You really only need one tool

Step 5: Selecting a measurement toolObjective KPI Tool

More efficient customer acquisition

% decrease in cost per customer acquisition% increase in leads vs. activity

Web Analytics + CRMCorrelations with social media content

Engage marketplace Ratio of comments to postsRepeat visits vs newTime on sitePages per visit

Content Analysis, Web analytics or Content Analysis: TypePad, Technorati Omniture, Google Analytics

Communicate messages % of articles containing key messagesTotal opportunities to see key messagesCost per opportunity to see key messages

Media content analysis –Relationship and awareness survey

Tool #2: Measuring “Owned” Media

Web analyticsGoogle AnalyticsWeb TrendsOmniture

SEOPage RankPost Rank

InfluenceTwitalyzerTraackrKlout

CRM/Business Intelligence

SalesforceSASSAP

Tool #3 Measuring relationships Control mutuality

In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)This organization really listens to what people like me have to say.

TrustThis organization can be relied on to keep its promises.This organization has the ability to accomplish what it says it will do.

SatisfactionGenerally speaking, I am pleased with the relationship this organization has established with people like me.Most people enjoy dealing with this organization.

CommitmentThere is a long-lasting bond between this organization and people like me.Compared to other organizations, I value my relationship with this organization more

Exchange relationshipEven though people like me have had a relationship with this organization for a long time; it still expects something in return whenever it offers us a favor.This organization will compromise with people like me when it knows that it will gain something.This organization takes care of people who are likely to reward the organization.

Communal relationshipThis organization is very concerned about the welfare of people like me.I think that this organization succeeds by stepping on other people. (Reversed)

Find your “Abby”Ask “So What” three timesLook for failures firstCheck on what the competition is doing Then look for exceptional successCompare to last month, last quarter, 13-month averageMove resources from what isn’t working to what is

Step 6: Tying it all together: Research without insight is just trivia

Pushing back on the skeptics

We can’t afford it

How does it helps sales?

What’sthe ROI ?

Measuring relationships is

squishy

Why do you make it so complicated?

I want one number to show

success

What “R” are you looking

We spend millions talking at the market, its irresponsible to not spend at least 10% to find out if its working?

Measuring IP is squishy?

Forcing PR to use one number is like asking your Accounting Dept.

to only use a calculator

Does you CFO only present 1 number to the

board?

How does the redecorated lobby help

sales?

6 Steps to Success = Think Different 1. Break down the silos2. Use crowdsourcing to find

solutions3. Seek relationships, not

“likes”4. Remember what matters5. Use metrics to inspire not to

justify 6. Crawl, Walk, Run or Fly

Thank You!For more information on measurement, read my

blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.comFor a copy of this presentation go to:

http://www.kdpaine.comFollow me on Twitter: KDPaineFriend me on Facebook: Katie Paine Or call me at 1-603-682-0735

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