Media measurement workshop

©2010 Dow Jones & Company

Evaluating Communications Effectiveness:Social & Traditional Media Workshop

Lars VoedischManaging Media Consultant, APACDow Jones and [email protected] @larsv

Georg AckermannMedia Lab Team LeaderDow Jones and [email protected] @derackermann

mailto:[email protected]?subject=Dow%20Jones%20event

http://www.twitter.com/larsv

mailto:[email protected]?subject=DowJones_Media_Analysis

mailto:[email protected]?subject=Dow%20Jones%20event

http://www.twitter.com/derackermann

http://www.twitter.com/derackermann



Major Research & Evaluation Models

© Georg Ackermann


What PR professionals like to do…

© Georg Ackermann


DATAcrunching


“Making decisions based on data saves time and boosts your credibility.”

KD Paine

© Georg Ackermann


We suggest that you remove the term “measurement” from the equation altogether, and replace it with “data-driven decision-making.”

Focus on “getting data with which to make better decisions”

KD Paine

© Georg Ackermann


Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data

Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research

Source: Wikipedia

© Georg Ackermann

Some terminology…


Primary data (or raw data) is a term for data collected on source which has not been subjected to processing or any other manipulation

Secondary data is data collected by someone other than the user (processed data)

© Georg Ackermann


Analysis of secondary data

… Market research (usually surveys, interviews of focus groups)

… Customer satisfaction research (usually surveys)

… Employee surveys that may have been undertaken by HR

… Industry or sector studies that have been published

… Publicly released polls (such as Gallup)

… Case studies (particularly useful in times of crisis when there is usually no time to conduct primary research)

Source: Jim Macnamara

© Georg Ackermann


Networking and Partying © Georg Ackermann

What PR professionals like to do…


…and the day after

© Georg Ackermann

Evaluation


Relationship Management Relationship Level Measurement

Measuring the relationship with influencers by gaining feedback before and during an event.

… Do the media respond immediately to an invitation?

… Do they confirm their attendance?

… When they refuse, do they explain why?

… Do they request information if unable to attend?

… Collect feedback during the eventSource: AMEC

© Georg Ackermann


How does it change in the digital age?

Different communication?

Different audience?

Different tools?

© Georg Ackermann

Relationship Management

©2010 Dow Jones & Company© Georg Ackermann

Exercise:Let’s set up an online survey…

You recently launched a campaign/organised an event. Now you are interested in feedback from your audience.

1. What are 3 important questions you want to ask?

2. Suggestion: Sign up to SurveyMonkey.com to create the questionnaire.


1.

2. Name it

3.


4.


5.


The AVE debate© Georg Ackermann


AVE (Advertising Value Equivalents)

… puts monetary value on media coverage

… measures column inches or broadcast seconds (“earned media”)

… multiplies these by the equivalent cost of advertising in the same media

© Georg Ackermann


AVE (Advertising Value Equivalents)

… credible measurement tool to assess prominence

… but what about sentiment, exclusivity and context?

© Georg Ackermann




Advertising …

- is purchased

- complete control to the advertiser for content, placement and frequency

- is almost always positive

© Georg Ackermann


Publicity/Earned media …

- control is with the medium

- can result into positive, neutral or negative messages

© Georg Ackermann


AVE – not really equivalent- limited to the cost of the campaign

- not considering the impact at the audience

- often non-comparative

- limited to small group of media

What about newswires or social media (Twitter, Facebook)?

© Georg Ackermann


Alternatives?

© Georg Ackermann


What are the results of the PR activity?

• PR efforts contribute to organisational goals

• output, outtake, outcome

• awareness (output), understanding (outtake), attitudes (outtake), behaviours (outcome)

• can be transaction/outcome-oriented (sales, membership, donations, enrolment)

Source: IPR

© Georg Ackermann


What are the results of the PR activity?

• improved relationships

• increased trust

• higher levels of satisfaction and loyalty

• enhanced reputation

• meeting expectations for social responsibilities

Source: IPR

© Georg Ackermann


“Results-based” methods analyse…

• tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)

• prominence and placement

• appearance of key messages

• credibility and targeted reach of the medium, impressions

• comparison to previous performance, expected results or competitors

Source: IPR

© Georg Ackermann


Exercise:

Sentiment analysis

© Georg Ackermann


Major Research & Evaluation Models

© Georg Ackermann

Key learnings?Key learnings?


PR Measurement of New & Traditional Media

© Georg Ackermann


Social Media Relations Everything Changes?

Yes!• It’s about two-way conversations

• You’ve to deal with more channels

• We HAVE to listen and understand what’s said about us!

• What about those negative comments and posts?

• The game get’s so much faster

© Georg Ackermann



No!• You’ve to manage relationships

• So it’s wires, print, broadcast – and social media

• You already: monitor and analyse your media coverage

• Not every negative comment means a crisis

• Already forgot newswires? Look at trends over time

© Georg Ackermann


Communications Objectives & Strategy

Planning, Execution, Controlling

Monitor Discover Engage

research & promote the buzz

issues, trends& strategies for

impact

opportunities & risks in time

to act

Analyse

& pinpointbetter the influential

© Georg Ackermann



© Georg Ackermann

Originally, measurement was post-mortem analysis.

For fast environments, it

becomes near-time!


It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll

do things differently.

Warren Buffet


Monitor


Monitor


Monitor


Monitor Analyse

Analyse - Break it down


Monitor Analyse


Monitor Analyse


Analyse

Who are they talking about?

What are topics/ issues discussed?

How good is your brand image?

How is your media footprint globally?


Analyse

What are trends in traditional vs. social

media?

Who is writing about you?

What are keywords of your brand coverage?


Discover


Focus on Asia


How to reach out in Asia?

Source: Ogilvy Public Relations



Source: comScore



Source: comScore



China

Source: Ogilvy Public Relations



http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/




Top Sites in…

Singapore1. Facebook.com

2. Google.com.sg

3. Youtube.com

4. Yahoo.com

5. Google.com


Top Sites in…

Malaysia1. Facebook.com

2. Google.com.my

3. Google.com

4. Yahoo.com

5. Youtube.com


Top Sites in…

Indonesia1. Facebook.com

2. Google.co.id

3. Google.com

4. Blogger.com

5. Yahoo.com


Top Sites in…

Vietnam1. Google.com.vn

2. Google.com

3. Yahoo.com

4. VnExpress.net

5. Zing.vn


Top Sites in…

China1. Baidu.com

2. QQ.com

3. Taobao.com 淘宝网

4. Sina.com.cn 新浪新闻中心

5. Google.com.hk 谷歌


Top Sites in…

Hong Kong1. Yahoo.com

2. Facebook.com

3. Google.com.hk 谷歌

4. Youtube.com

5. Google.com


Top Sites in…

Taiwan1. Yahoo.com

2. Facebook.com

3. Wretch.cc 無名小站

4. Google.com.tw 繁體中文搜尋

5. Youtube.com


Top Sites in…

Korea1. Naver.com 네이버

2. Google.com

3. Facebook.com

4. Yahoo.com

5. Daum.net 다음 daum


Top Sites in…

India1. Google.co.in

2. Google.com

3. Facebook.com

4. Yahoo.com

5. Youtube.com


PR measurement of new and traditional media

Differences, challenges, and the right approach to take

Key learnings?Key learnings?

© Georg Ackermann


Social Webwww.socialmention.com

www.collecta.comwww.boardreader.com

www.blogsearch.google.comhttp://technorati.com/search

Twitterwww.klout.net

www.tweetstats.comhttp://twittercounter.com

http://twitrratr.comhttp://tweetfeel.comhttp://wefollow.com

Facebookwww.booshaka.com

www.kurrently.comhttp://itstrending.com

http://youropenbook.orghttp://facepinch.com

Search/Webwww.google.com/insights/search

www.google.com/trendswww.google.com/analytics

© Georg Ackermann

http://www.socialmention.com/

http://www.collecta.com/

http://www.boardreader.com/

http://www.blogsearch.google.com/

http://technorati.com/search

http://www.klout.net/

http://www.tweetstats.com/

http://twittercounter.com/

http://twitrratr.com/

http://tweetfeel.com/

http://wefollow.com/

http://www.booshaka.com/

http://www.kurrently.com/

http://itstrending.com/

http://youropenbook.org/

http://facepinch.com/

http://www.google.com/insights/search

http://www.google.com/trends

http://www.google.com/analytics


Check the following Twitter tools for your case study context:

• twitrratr.com

• tweetfeel.com

• twitter.com/search

• twitterstats.com

What are 1) the pros / cons, 2) useful metrics


Check the following Facebook tools for your case study context:

• Facebook – search

• booshaka.com

• kurrently.com



Check the following Social Web tools for your case study context:

• Socialmention.com

• Klout.com







Understanding what you want to track:• What is your goal? • Do you want to track how people are sharing your website? • Do you want to track a specific social media campaign? • Or maybe you’re just interested in trends related to a

specific meme or social media phenomenon?

Think about your Case Study and how to use these tools.

Source: Mashable – Track Social Media Analytics

http://mashable.com/2009/04/19/social-media-analytics/


Problems and challenges of free tools

© Georg Ackermann

• I have to do it myself

• Provides me only raw data

• External perspective is missing

• Limited language analysis

• Free tools are specific, limited

• Methodology not always transparent


PR Measurement Industry Today


BIG offerhttp://wiki.kenburbary.com/social-meda-monitoring-wiki

149 providers

© Georg Ackermann

Fragmentation & Consolidation

http://wiki.kenburbary.com/social-meda-monitoring-wiki


Cision







• Analysed content: Twitter, Facebook, YouTube, Blogs, Forums and Traditional News Publications (Archive)

• paid or free

• country/region-focus or global, supported languages

• industry-focus

• automated, tool-focus or manual analysis

• price and support

• simple press clipping service or complex analysis platform

© Georg Ackermann

Quick Provider check


There is no perfect solution!

© Georg Ackermann

What are your needs and resources?

>> next: The Future of Media Measurement


Kraftwerk

The Man-Machine, 1978

The Future of Media Measurement


Kraftwerk

Computer World, 1981



Improvements to the mix of humans and machines

© Georg Ackermann

Technology improvements around

• machine translation

• automated sentiment detection

• speech to text (to harness video and podcasts)

• discovery algorithms

• cluster analysis - how certain words are gathering, “clustering” relative to a search topic



© Georg Ackermann

• Improved integration of print media measurement with online advertising metrics, market surveys and other data used for KPIs

• More workflow integration of media measurement tools

• Measurement and Media Management coming together


Get Help


International Association for Measurement and Evaluation of Communication• AMEC’s first international chapter in the USA• Global agency research heads and US-based AMEC members

Cision, VMS, Dow Jones and Burrelles Luce• Developed measurement principles, presented and agreed

at this year’s AMEC European Summit on Measurement in Barcelona, together with the Institute for Public Relations (IPR)

• Asian Chapter launched in October 2010

© Georg Ackermann


AMEC: Barcelona Principles

© Georg Ackermann

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs

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

4. Media Measurement Requires Quantity and Quality

5. AVEs are not the Value of Public Relations

6. Social Media Can and Should be Measured

7. Transparency and Replicability are Paramount to Sound Measurement


Step 1: Transforming objectives to specific KPIs

Definition of my objectives:

To build brand awarenessTo generate buzz, advocacy or WOMTo generate brand engagementTo shift consumer perceptionsTo influence key opinion formersTo generate leads or build prospect baseTo stimulate dialogue or relationship with prospectsTo encourage participation for social eventTo manage brand reputationTo divert a PR crisisTo engender customer loyaltyTo uncover customer or product insightsTo enhance customer service

Source: IAB Social Media Council

© Georg Ackermann

What’s top on

your job’s agenda?

What’s top on

your job’s agenda?


Step 2: From objectives to KPIs - “The 4 As” of online engagement


© Georg Ackermann

What’s your focus? What’s your focus?



© Georg Ackermann

Step 2: From objectives to KPIs - “The 4 As” of online engagement and possible metrics

What are your metrics? What are your metrics?


From objectives to KPIs Example: Fan page

© Georg Ackermann



From objectives to KPIs Example: Microblogging


© Georg Ackermann


From objectives to a KPI Example: Foster Dialog

Source: Altimeter Group

© Georg Ackermann


From objectives to a KPI Example: Promote Advocacy

Source: Altimeter Group

© Georg Ackermann