Measurability & ROI in PRCase Studies

Measurement and Planning

Set Out PR Objectives Agree Specific PR KPIs Select Appropriate Measurement Tools

• Set clear, realistic targets

• Manage expectations

Measurement Tools

Research No. of cuttingsShare of

voice/competitor analysis

SCCs Call to action Opportunities to see AVE

EVE Coverage by publication/sector

Coverage by story type

Coverage by issue/theme

Print vs. online Enquiries Tonality

HydroCase Study – Traditional Media Relations

PR Objectives

• Reinforce thought leader positioning

• Reinforce credentials as market leading product innovator

• Increase presence in building and water sectors

• Generate enquiries

PR KPIs

• Maintain the largest share of voice in key publications

• Focus on new products and thought leadership pieces

• A third of overall coverage to be online

• >75% of coverage to include core brand message

• Increase enquiries by >50%

• ROI (based on AVE) of at least 3:1

0

5

10

15

20

25

30

No. of Pieces

J anuary April J uly October

Month

No. of Pieces 2008

Hydro38%

Polypipe18%Kingspan

Water7%

Rotork16%

Weir Group21%

Share of Voice 2008 - NCE

0

2

4

6

8

10

12

14

16

18

20

No. of CTA

J anuary May September

Month

No. of CTA 2008

0

100,000

200,000

300,000

400,000

500,000

600,000

OTS

J anuary May September

Month

No. of OTS 2008

£0

£5,000

£10,000

£15,000

£20,000

£25,000

£30,000

£35,000

£40,000

£45,000

AVE (£)

January March May July September November

Month

Advertising Equivalent 2008

Audience Penetration

30%

31%

11%

13% 3%12%

EngineeringGeneral Building/ ConstructionWaterArchitecturePublic SectorRegional Press

Coverage by Story Type

15%

12%17%

27%

29%

New Product

Comment

Corporate

Case Study

Feature

Online vs. Print

34%

66%

OnlineTraditional

Postive62%

Negative11%

Neutral27%

Tonality of the Story 2008

Yes79%

No21%

Did the coverage incorporate the core brand message?

Editorial Enquiries

0

50

100

150

200

250

No. of Editorial Enquiries

J F M A M J J A S O N D

Month

2008

2007

Measuring Against KPIs

• Maintained the largest share of voice in key publications

• Two thirds of coverage in building (30%) and water (31%) sectors

• Coverage focussed on new products (29%), features (27%) and comment pieces (15%)

• Online coverage represented 34% of overall coverage (target 33%)

• Nearly two thirds of coverage was ‘positive’

• 79% of coverage included core brand message (target 75%)

• Enquiries increased by 550% (target at least 50%)

• ROI (based on AVE) 11.2:1 (target at least 3:1)

Corus ColorsCase Study – Social Media Campaign

Corus PR Objectives

• Facilitate Corus’ entry into the refurbishment market

• Educate the key target audiences on the refurbishment credentials of the company

• Position Corus as a thought leader on refurbishment issues

• Position Corus products and systems as market leading, innovative refurbishment solutions

• Generate enquiries/create personal relationships with individual key contacts

Monitoring and Measurement

• Monitor discussions and identify opportunities

• Keep abreast of ‘hot’ industry issues

• Measurement – analysis of three stages of social media communication:

- Presence

- Engagement

- Interaction

What does success look like? Benchmark KPIs after three months.

Twitter

hootsuite

hootsuite

Twitter

Presence• 46 Tweets

Engagement• 70 followers on Twitter• Following 81 on Twitter

Interaction• 234 Twitter click throughs• 5 direct responses and 5 re-tweets

Results

Blogging

Blog

Presence• 5 blogs posted

Engagement• 289 views

Interaction• 2 blog responses

Results

LinkedIn

LinkedIn

Linked In

Presence• 4 Linked In profiles created• Corus refurbishment group created• 12 groups joined, 2 discussions started in each group

Engagement• OTS discussions – c.15,000 members across 12 groups

Interaction• 7 in-depth comments (from major prospects)• 32 click throughs to blog

Results

Measurability & ROI in PRCase Studies