Upload
sandra-fathi
View
446
Download
0
Embed Size (px)
DESCRIPTION
Presented at the PR Daily World Conference on November 5, 2014 NYC. Social media and PR content: How to monitor, measure and demonstrate results
Citation preview
Presented to Absolute Software | May 29, 2009 © Affect Strategies
Social Media & PR Content: How to Monitor, Measure and Demonstrate Results PR Daily World Conference
Sandra Fathi President, Affect [email protected] affect.com techaffect.com
@sandrafathi Slideshare.net/sfathi
© Affect
November 5, 2014
Sandra Fathi
• President, Affect • PRSA Tri-‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology
Sec>on
Technology Healthcare
Professional Services
Affect
Quotable
"Measurement is the first step that leads to control and eventually to improvement. If you can't measure something, you can't understand it. If you can't understand it, you can't control it. If you can't control it, you can't improve it.”
-‐ H. James Harrington "You get what you measure. Measure the wrong thing and you get the wrong behaviors.”
-‐ John H. Lingle
4
PR News 2014 Survey
5
Measuring PR & Social Media
Yes
No
4%
95%
#prdailyconf @sandrafathi
Bad News
6
What are we measuring? • Ac>vity (i.e. # of tweets, # of posts) 69% (75%) • Engagement (i.e. # of retweets, # of likes) 76% (79%) • Share of Voice 19% (12%) • Sen>ment 23% (28%)
Will more Likes make the CEO like you more? Will 1000 more tweets get you that bonus?
Will shareholders buy stock based on # of blog posts?
#prdailyconf @sandrafathi
Getting It Right
• Marketing Metrics (i.e. # of leads,
# downloads, traffic to website) 53% (37%)
• Business Outcomes (i.e. new customers, revenue generation) 26% (19%)
• All of the Above 12% (19%)
We found it! The Holy Grail
7 #prdailyconf @sandrafathi
Who’s Paying Attention
8
Set Goals & Objec<ves for Social Media
Yes
No 57% 40%
C-‐Suite Asks for PR & SM Measurement Reports
Yes
No 46% 52%
#prdailyconf @sandrafathi
How is SM Budget Set?
• There is no budget 30%
• Arbitrary alloca>on 30%
• Percentage of overall PR/marke>ng 30%
• Based on performance 9%
What will happen in the future?
Is SM a fad or will it be a serious business discipline?
9 #prdailyconf @sandrafathi
Do you feel that your social media measurement accurately illustrates the value of your work?
Effective Measurement
10
No Not Sure Somewhat Yes 30% 10% 48% 11%
Not Good Enough
Possibly Fooling Themselves
#prdailyconf @sandrafathi
Setting Industry Standards
Do you know what the Barcelona Principles are? • Yes 32% • No 66% If yes, do you apply the Barcelona Principles to your PR measurement strategies? • Yes 18% • No 29%
11 #prdailyconf @sandrafathi
Barcelona Principals
Interna>onal Associa>on for Measurement & Evalua>on of Communica>on (AMEC) Summit in 2010 including PR Prac>>oners from 33 Countries
1. Importance of Goal Sefng 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 Quan>ty and Quality
5. AVEs are not the Value of Public Rela>ons
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement
12 #prdailyconf @sandrafathi
Why Measure? Part I
1. Prove the Value of Public Relations & Social Media
Activities
2. Demonstrate Ongoing Improvement in Performance
3. Garner Support for Increased Investment
4. Don’t Get Fired
13 #prdailyconf @sandrafathi
Why Measure? Part II
• Goals Motivate
• Goals Delineate Success
• Goals Drive Creativity &
Problem Solving
14
Photo Source: USOpen.com
#prdailyconf @sandrafathi
Measure What Matters To the C-Suite
1. Money – Making, Saving, Spending
2. Customers – They Bring the Money
3. Leads – They Bring the Customers
4. Exposure – It Brings the Leads
15 #prdailyconf @sandrafathi
Photo Source: Alibaba (Jack Ma)
• Employees
• Products/Services
• Stock Price
• Reputation
• Recruiting
• Customer Retention
• Market Penetration
• Market Share
16
Measure What Matters To the C-Suite
Photo Source: LiveAucIoneers.com
#prdailyconf @sandrafathi
Don’t Measure Based on Convenience
• Will Press Release Pick Up Get You Promoted?
• Will Ad Equivalency Equal More Budget?
• Will 1000 Likes Make the CEO Like You More?
• Will the Number of ReTweets Ever Be Shared on an
Earnings Call?
No One Cares About Your Klout Score
17 #prdailyconf @sandrafathi
Goals Vs. Objectives
18
Goals Objec<ves
Broad Narrow
Intangible Tangible
Infinite Finite
Abstract Concrete
Open Ended Bound by Time
#prdailyconf @sandrafathi
Personal Examples
19
Goals Objec<ves
Lose Weight Lose 50 lbs. by June 2014
Be A Bejer Person
200 Hours of Volunteering Donate 10% of Income in 6 Months
Get an Educa>on Complete Masters in Communica>ons by 2016
Bejer Work/Life Balance
Leave Work by 6pm Every Day for Next 30 Days
Save Money Put $500 in 401K Every Month for 3 Years
#prdailyconf @sandrafathi
Business Examples
20
Goals Objec<ves
Increase Awareness Secure 20 Ar>cles in Top Tier Publica>ons (NYT, WSJ, Fortune etc.) in 12 Months
Strengthen Analyst Rela>ons
Brief Top 10 Analyst Firms and Secure Inclusion in 5 Analyst Reports by Dec. 2014
Increase Share of Voice
Compare Media Coverage of Top 5 Compe>tors on Quarterly Basis and Increase from 10% to 20% in 18 Months
Generate Leads Increase Subscrip>ons Referrals from Media Sites by 50% by June 2014
#prdailyconf @sandrafathi
Measurement Methodologies
1. Surveys: Ask and Tally Results
2. Scores: Create Indices or Scoring Mechanism
• Quantity: sheer volume of media hits
• Quality: weighted value for Tier 1,2 or 3 or feature vs. mention
3. Correlations: Outputs, Outcomes and Business Results
• Track PR events against lead generation (online, email, phone etc.)
• Track PR events against web traffic or registrations
4. Check Boxes: Meeting Specific, Finite Objectives
• Number of articles, press releases, event attendees, registrations,
downloads, revenue (dollar value) 21
Outputs, Outcomes & Business Objectives
Outputs
• Press Release
• Speaking
Submission
• Corporate Video
• Award
Submission
22
Outcomes
• NY Times Article
• Speak at Industry
Event
• 10,000 Views on
YouTube
• Win Award
Business Outcome
• 15% Spike in
Sales
• Secure 2 New
Customers
• Increase Web
Traffic 22%
• +50 New Business
Leads
Activity Impact
Architecting for Measurement
23
1. Set Goals & Objectives
2. Identified Program Elements
3. Build with Measurement in
Mind
• Tripwires
• Milestones
• Operational Changes
• Analytics (Your New BFF) Photo Source: CWt
#prdailyconf @sandrafathi
Architecting for Measurement
24
Tools & Technology: The Evaluation Checklist • Does it measure what’s important to me? • Will we be able to manage it? • Is the cost/effort proportionate to the value? • Are there alternative lower cost/free tools/methods?
#prdailyconf @sandrafathi
Measurement Tools
25
Measurement Tools
26
Dashboards
27
What’s Most Important in a Dashboard? • Does it communicate actionable information? • Can it be reproduced simply and efficiently over time?
Build Your Own Dashboard
28
Holy Grail: Revenue Data
6 Step Approach: 1. Measure 2. Track 3. Trip 4. Analyze 5. Tweak 6. Repeat
29 #prdailyconf @sandrafathi
ConEdison II
30 #prdailyconf @sandrafathi
31 #prnews @sandrafathi
Dealnews
32
Business Goal:
Web Traffic
Program: High Traffic Media Online
Outcome: +300K Views = $225K in $
Regus
33
Business Goal:
350 Leads Q4
Program: Integrated Marke>ng
Outcome: 790 Leads
$1M Revenue 90 days
Sophos
34
Business Goal:
Web Traffic
Program: Top Tier
Media (50)
Outcome: From .5M
Views to 1.8M
Proclivity
35
Goal: Retail
Customers
Program: Target Retail
Media
Outcome: +1 Marquee Customer: Barney’s NY
Proclivity
36
Business Goal:
Investors
Program: Business Media
Outcome: $6.2 M
Investment
Parting Thoughts
• Analytics Are Your Best Friend
• Understand the Business of Your Business
– Financials, Earnings Calls, Annual Report
• Make PR & SM a Revenue Center/Saver Vs. Cost
Center
• Speak in a Language the C-Suite Understands
37
Measurement
#prnews @sandrafathi
Resources
• Barcelona Declara>on of Measurement Principals hjp://amecorg.com/2012/06/barcelona-‐declara>on-‐of-‐measurement-‐principles/ • Social Media Success Series (Affect) hjp://www.techaffect.com/social-‐media-‐>p-‐sheets/ • How To Develop An Effec>ve PR Strategy hjp://www.slideshare.net/Sfathi/affect-‐how-‐to-‐develop-‐and-‐effec>ve-‐pr-‐measurement-‐strategy • How To Prove the Value of Your Social Media Efforts hjp://www.slideshare.net/Sfathi/affect-‐how-‐to-‐prove-‐the-‐value-‐of-‐your-‐social-‐media-‐efforts
38
39
Exercise I
40
Exercise I
Goals:
• Raise Awareness for the Company/Business Model
• Drive Traffic to Website & App Downloads
• Generate Revenue
Integrated Marketing Campaign:
Adver<sing & Marke<ng
Event Sponsorship
Experien<al Marke<ng
Public Rela<ons
Taxi TV, Online, Email, Sponsored Content
Sponsoring Events, Hos>ng Events
Street Team Campaign Targe>ng Entrepreneurs, Road Warriors
41
Exercise I
• Tripwires & Milestones:
– Landing Pages
– Coupon Codes
– Bit.ly Links
– Dedicated Phone Numbers
• Analytics: On Website, On Downloads
• Sales/Operations
• Measurement Dashboard
– Clicks, Traffic, Registrations, Downloads, Bookings, Revenue
42
Exercise II
43
Exercise II
Goals:
• Raise Awareness for the Axon Health Associates
• Attract New Patients/Reactivate Existing Patients
• Generate Corporate Wellness Leads
Campaign Elements:
Social Media Adver<sing Direct Marke<ng
Facebook LinkedIn Twijer
Online Facebook Google AdWords
Email Marke>ng Pa>ent Newslejer
• Tripwires & Milestones:
– Landing Pages, Exclusive Offers, Bit.ly Links
• Analytics
– Facebook Insights, Twitter Analytics, Google Analytics, Radian 6/
Sysmos
• Sales/Operations
– Patient Intake Forms, Appointment Forms, Office Managers
• Measurement Dashboard
– Clicks, Traffic, Calls, Appointments, Bookings (Wellness Events)
44
Exercise II
Presented to Absolute Software | May 29, 2009 © Affect Strategies
Thank You
Stay in Touch:
Sandra Fathi Email: [email protected] Web: affect.com Blog: techaffect.com Twitter: @sandrafathi
Download Slides:
Slideshare.net/sfathi
© Affect