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The series was presented by Paul Hender, Head of Insight and Analysis for Gorkana Group. Paul has twenty years experience in helping organisations get the best from their analysis programmes. He was joint owner of the UK’s largest specialist analysis business before it became part of Gorkana Group.
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Analysis: navigation tools for a media driven world
Part 2: Measure what matters
Paul Hender, Head of Insight and Analysis
E-mail: [email protected]
Twitter: #GorkanaAnalysis
YouTube: www.youtube.com/GorkanaGroup
Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August
3
Target audiencesThere’s Wally!
Barcelona Principles
MMX
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
Paid media model...
Earned media model
Inputs Outputs Outcomes
9
Inputs
Outputs
Outcomes
Awareness & knowledge
Consideration & preference
Action
Volume of coverageOpportunities to seeReach & frequencyKey messagesImpact metricsProminence
IssuesFavourabilityProduct reviewsInfluencer endorsement
Calls to action
Awareness trackingBrand associationsSocial media mentionsRetweets
Social media engagementFacebook likesMarket researchNet Promoter ScoreWebsite visits
Leads generatedSalesMarket shareVisitor numbersShare price
Communications activity
10
Volu
me
of
cove
rage
Fav
ou
rab
ilit
y
Th
emes
Mes
sage
s
Celebrity
endorsement
Spokespeople
Competitors
Prominence
Product reviewsCalls to action
Publications
Jou
rnalists
Th
ird p
arty
com
men
tators
Imp
act
mea
sure
s
Opp
ortu
nitie
s
to s
ee
Gross R
ating
Points
Reach and
frequency
Retweets
Facebook likes
Net Promotor Score
Awareness
tracking
Visitor numbers
Web
site visits
Sales
“We’re not that much smarter than we used to be, even though we have much more information...
...and that means the real skill now is learning to pick out the useful information from all this noise”
Nate Silver
Metrics
Overall purpose
Strategic objectives
Communication objectives
?
There is a stroke every 3 minutes 27 seconds in the UK
Stroke kills three times as many women as breast cancer and twice as many men as testicular & prostate cancer
Stroke is the second single largest cause of death and the largest cause of complex disability in the world.
Communications cascade
Prevent strokes and achieve life after stroke through providing services, campaigning, education and research
Overall purpose and vision:
Strategic objectives:
New Facebook followers
New Twitter followers
Website hits Helpline callsCampaigners
recruited
1. Raise awareness of stroke and the role of Stroke Association2. Grow and engage with stroke community3. Encourage people to contact Stroke Association
Communication objectives:
Key message delivery
Reach to target audiences
Calls to actionProactive vs
reactiveUse of
spokespeople
1. Launch 3rd phase of Life after Stroke, focussing on emotional impact and build awareness2. Promote Stroke Association’s range of support services to stroke survivors3. Build engagement with new and previous stroke survivors
Key metrics
16
47%
38%
7%8%
LeadSignificant MentionSharedPassing Mention
564
12092
0
200
400
600
Proactive Organic Reactive
Slightly Favourable
Strongly Favourable
133
46
0
50
100
150
Website URL Helpline Number
72%
28%
Featuring message Not featuring message
Coverage type
% of coverage to deliver a key messageProminence
Calls to action
Action on Stroke Month
17
= Design
= Luxury
= Value
=
?
20
This campaign reached 187 million consumers and
achieved an 8:1 return on investment
OTS = 9, Reach = 6
78% 80%75%
79% 80%76%
67%
81%8.4 8.6
7.98.2
8.57.9
7.1
9.0
0
2
4
6
8
10
0%
25%
50%
75%
100%
All UK Adults Charity Supporters
At risk of strokeCommissioners Influencers Affected by stroke
BME Business Leaders
Fre
que
ncy
of e
xpos
ure
Rea
chKey metrics
22Action on Stroke Month
Reach and frequency to target audiences
508m Opportunities to See
Key metrics
24Action on Stroke Month
0
1,000
2,000
3,000
4,000
5,000
6,000
0
100
200
300
400
500
600
700
800
900
1,000
26-Apr 02-May 08-May 14-May 20-May 26-May 01-Jun
Web
site
hits
Volu
me
Mainstream media Social Media (All)
Social Media (Stroke month mentions) Website hits (unique visitors)
New Facebook followers: 815 New Twitter followers: 3,700 Total website hits: 123,506 Helpline calls: 2,261 New campaigners recruited: 1,000
Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August