Measure What Matters: How to Use Metrics to achievepainepublishing.com/wp-content/uploads/2018/02/MPRC-Measure-What... · Measure What Matters: How to Use Metrics to achieve Powerful

Katie Delahaye PaineCEOPaine Publishing

www.painepublishing.com | @queenofmetrics | [email protected]

Measure What Matters: How to Use Metrics to achieve Powerful Results

February 23, 2017Maine Public Relations CouncilFreeport, ME

We help organizations define success and design measurement programs that demonstrate communications value to the bottom-line.

We also provide the training and materials that organizations need to navigate the journey to high-quality, accurate communication’s measurement.

Visit us online: www.PainePublishing.com Want to learn more about measurement? Join us for our annual Summit on the

Future of Measurement -- 2 days of conversation at my farm with leading communicators about best practices in using data to make better decisions.

About Paine Publishing

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A Typical Day in Communications

Because the boss says so

47%

Because some one thought it

was a good idea 37%

Because its cool11%

Because it helps our mission

5%

Requests

6 steps to standards-compliant measurementStep 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Define the parameters Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your benchmarks. Who or what are you going to compare your results to?Step 4: Define your metrics. What are the indicators to judge your progress?Step 5: Select your data collection tool(s). Step 6: Analyze your data. Turn it into action, measure again

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Six Steps to Success

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Step 1: Define the goals

What return is expected? – Define in terms of the mission.

Define your champagne moment. If you are celebrating complete 100% success a year from now, what is different about the organization?

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The Path to the Goals

Good Digital Content

Increase engagement with content

Increased exposure of messages

Increased consideration and preference

Increased market share, support or advocacy

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Start at the bottom-line Agree upon what role does Social play in achieving them?

Relevant business metrics

Relevant branding metrics

• Customer retention rate• New customer acquisition costs • Cost to close a sale • Profit• Efficiency

• Increase in the awareness of your brands

• Share of Voice • Increase in preference for our brand• Share of favorable product reviews

Step 2: Agree on Acceptable Proxies

Atlantic City Alliance

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Intent to visit

Desirable Photo

Dispels a Myth

Signature Experience

Call to action or recommendation

B2B Company

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Grow the marketable

universe (sales leads)

3rd Party Recommendation

Key message

Spokesperson quote

Desirable positioning

Step 3: Establish benchmarks

Past Performance Over Time Think 3 Whatever keeps your

C-suite up at night

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Presenter

Presentation Notes

Measurement is a comparative tool. You don’t know if your results are good or bad unless you can put them into context, either looking at them over time, or in comparison to a peer group. The most important entity to measure against is whatever keeps your bosses up at night.

Step 4: Pick your Kick-Butt Index

The Perfect KBI Is actionable Is there when you need it Continuously improves your

processes & gets you where you want to go

You become what you measure, so pick your KBI carefully

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Engagement Index: Weight actions based on contribution to goal

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Level Action Score1st level:

Follow/Like or Link on Linked In .25Comments .5

2nd level: 0Retweets/Forwards/shares .75Clicks thru to a designated URL .75Signs up to receive email or other owned content .75Downloads white paper or other content .75Subscribes to podcast or blog .75

4th 4: 0Performs an action that constitutes “conversion” 1.25Makes contact (Calls, emails, writes, comes to a conference) 1.75Listens to whole podcasts 1Watches more than 50% of a video 1

Total 10

What IS a “good post”?

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Desirable Criteria Score Undesirable Criteria Score

Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose

1Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose

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Contains one or more positive messages 1.5 Contains one or more negative

messages 2

Event/Program is mentioned 1 No Event/Program is mentioned 0

Dispels a myth 2 Perpetuates a myth 2

Positive headline 2 Negative headline 2

Third-party endorsement 1 Recommends competition 1

Contains desirable visual 1.5 Contains undesirable visual 2

Total Score 10 Total Score -10

Sample Publication Engagement Quality Weighting

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Action Score

Social Mentions of EIB editorial & publications 0.5

Social Shares of EIB editorial & publications links or content 0.75

Citations 1

Web download/requests for EIB editorial & publications 2

Desirable reviews/recommendations of EIB publications 1.75

Net increase in subscribers to email or feed 1.5

Orders 2.5

Total 10

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What does an engaged employee do?

Metric Weighting

Participation in Training

Volunteers for Community Activity

Event Attendance

Comments

Videos watched > 50%

Total 10

Objectives Actions Metrics

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Organizational Objectives

Online and multi-media contribution

Online and multi-media Activity

Activity Metric Outcome Metric

Increase market share

Increase preference and consideration

Social MediaWebsitePodcast Videos

•% increase in media quality score

•% increase in socialengagement

•% increase in preference and consideration

•% increase in qualified leads

Increase donations and/ormembership

Increase trust in the organization

Content Creation • Increase in web conversions and online support

•% increase in donations or membership

Increase support for policy

Educate consumers Publish content • Increase % of articles containing spokesperson quotes.

•% increase in references to “global financier

•% increase awareness and support

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Step 5: Pick the right measurement tools If you want to measure messaging, positioning,

themes, sentiment: Content analysis

If you want to measure awareness, perception, relationships, preference: Survey research

If you want to measure engagement, action, purchase: Web analytics

If you want predictions and correlations you need two out of three

Presenter

Presentation Notes

There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysis If you want to measure awareness, perception, preference you need Survey research If you want to measure engagement, action, purchase: you need Web analytics If you want predictions and correlations you need two out of three

Step 5: Collecting Good Data

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Data is driven by goals What outcomes is your

program expected to achieve? Is it sufficient data? Is it accurate? Is it relevant?

Step 5: Use Metrics to Sell Your Story Rank order results from worst

to best A/B test everything then, cut

the budgets of the “worst” performing things

Ask “So What?” at least three times

Compare to last month, last quarter, 13-month average

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Presenter

Presentation Notes

The final step in the measurement process is to analyze your data and draw conclusions. Now most of you didn’t major in math, but there are people in your organizations that did, and that love statistics. Go find them. I call them the Abby because she is a hero in an American crime drama called NCIS. Even though the boss and the other star appear to solve all the crimes by their gut instinct, in reality it is Abby, the forensic scientist, and McGee the computer geek that really solve everything. SO you need to identify the Abby and McGees in your organization. Then when you have the data you need to ask So What at least three times to determine the real answers. Then look for what isn’t working, the failures, because that is the easiest way to improve performance. Then look at what the competition is doing and only after you’ve looked at all that data, can you start to look for the exceptional successes. You probably need to look at a 13-month time frame in order to spot trends and identify any seasonal abnormalities. From that vantage point you can figure out what worked and what didn’t and then move resources from what isn’t working to what is.

Remember These Points

It’s not about the media or the platform, it’s about the business and the customers

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It’s not about big data, but about how you use it.2

You need to be data informed, not data-driven.3

Thank You!

Check out our new ebook Social Media Measurement 101

Visit Paine Publishing online: www.PainePublishing.com

For any questions, email me: [email protected]

Follow me on Twitter: @queenofmetrics

Follow Paine Publishing on Facebook Or call me: +01-603-682-0735

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Measure What Matters: How to Use Metrics to achievepainepublishing.com/wp-content/uploads/2018/02/MPRC-Measure-What... · Measure What Matters: How to Use Metrics to achieve Powerful