17 Budget-Friendly Ways to Develop Your Foundation's Digital Communications Strategy
6 Ways to Prove Your Communications Strategy Is Working
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Transcript of 6 Ways to Prove Your Communications Strategy Is Working
Copyright ©2014 Visible Technologies, Inc. All rights reserved.1
6 Ways to Prove to Execs The Comms
Strategy Is Working
Featuring
Katie Paine, CEO, Paine Publishing
Copyright ©2014 Visible Technologies, Inc. All rights reserved.2
Introduction
Why we are here today• Demonstrate ways to show that your communications program is
working
Todays Agenda• How to establish an effective measurement model• How to increase online engagement• How to incorporate Industry Standards• How to deliver actionable insights • What are your questions
Social Media #VisibleComms
Copyright ©2014 Visible Technologies, Inc. All rights reserved.3
Our Presenters
Katie Paine, CEO, Paine Publishing
For over 20 years, Katie has been a leader in the PR and
communications industry. Her books are considered a must
read for anyone tasked with measuring PR and social
media. She was an initial founder of the Institute for Public
Relations special commission on measurement and evaluation.
Michelle Vangel - Dir, Insight Services, Visible
Michelle is the Director of the Insight Services team at Visible
Technologies. She has over 15 years of experience working
with clients in the development of social media strategies and
digital research.
Copyright ©2014 Visible Technologies, Inc. All rights reserved.4
Opening Question
What is your functional role?• Corporate Communications• Digital Marketing• Brand / Product Management and Marketing• Market Research• Social Specialist• Other Marketing, Sales, or Customer Support• Other Operations
@queenofmetrics
Paine Publishing:Providing communications professionals the knowledge and information they need to navigate the journey to good measurement
Newsletters
Training Courses
Consulting
www.painepublishing.com
@queenofmetrics
It’s the end of the world as we knew it
Communications isn’t about media, it’s about your business & your
customers1
It’s not about how big your data is, but about how you use it.2
It’s not how loud you’re shouting it’s about relationships.3
Standards are a reality not an excuse to hide behind4
5/20/2014
@queenofmetrics
Welcome to the “I want
what I want, not what you
send me” era,
aka: “The Relationship
Era” ®
@queenofmetrics
Important Numbers to Remember
The percent of conversation that happens OFF
LINE90%
The amount of conversations generated by
bots, spammers and pay-per-click sites40%
The percent of on-line conversations that are
public 10%
The percent of Facebook & Twitter posts that
are actually seen < 5%
The percent of online ads that are ignored 82%
The number of times per hour Digital Natives
switch media—every 2.2 minutes. 27
5/20/2014
@queenofmetrics
We need a new Model
Assumed ROI
Other Paid
Marketing
Digital/
On-line Media
Buy
Print/TV Media
Buy
Real ROI
Digital/ Online
Media Buy
Print/TV Media Buy
Earned
Media/
PR
Owned
Media
5/20/2014
Earned
Media/PR
Owned
Media
@queenofmetrics
Conversations
$$$$$$$$$$$$$$$$$$$$$$$$$$
Savings, shorter cycles, more
renewals, better ideas,
Product
Support HRIR SalesCIR&DMktg
Research
Prod.
MktgPR//Mkt
10
Social Media isn’t media, it’s your business
5/20/2014
@queenofmetrics
6 steps to standards-compliant measurement
Step 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 again11
Six Steps
to Success
1
2
3
4
5
6
@queenofmetrics
Why do we communicate?
5/20/2014 12
Outtakes
(Intermediary Effects)
• Awareness
• Knowledge/Education
• Understanding
Outcomes
(Target Audience Action)
• Engagement
• Advocacy
• Revenue/Cost Savings
Activities How does what you do
contribute to the bottom line?
@queenofmetrics
Goals, Actions and Metrics
13
Goal
Increase
Marketable
universe
Increase
preference
Action
Conduct Media
Event
Increase social
and online
message
penetration
Outcome Metric
% increase in marketable
universe
% increase in favorable
perceptions & awareness of
brand attributes
Activity Metric
% of items containing
key messages
% increase items
containing one or more
key messages
5/20/2014
@queenofmetrics
It’s the end of the world as we knew it
Communications isn’t about media, it’s about your business & your
customers1
It’s not about how big your data is, but about how you use it.2
It’s not how loud you’re shouting it’s about relationships.3
Standards are a reality not an excuse to hide behind4
5/20/2014
@queenofmetrics
Big Numbers Influence
Klout is not influence
Who is influential depends on
your audience
A computer cannot tell you
who matters most
To be influential requires
relevance, frequency & reach
@queenofmetrics
Likes Are Not Engagement
16
AdvocacyCommitmentTrial/Consideration
FollowersLikesImpressions
5/20/2014
@queenofmetrics
Good Relationships Are More Cost Effective
Type “I love Zappos” into Google, and
you find 1.19 million references
Type “I love Citibank” and you get
21,000 references. Citibank spends 100
times more a year on advertising than
Zappos.
Cost per electoral vote acquired:
Obama: $6,024
Clinton: $147,058
Romney: $2,389,464
@queenofmetrics
Be Data Informed, not Data Driven
Rank order results from worst to best
Ask “So What?” at least three times
Then ask: “Now What?”
Put your data into an overall framework consistent with C-Suite expectations
Compare to last month, last quarter, 13-month average
5/20/2014 18 Page 18
@queenofmetrics
It’s the end of the world as we knew it
Communications isn’t about media, it’s about your business & your
customers1
It’s not about how big your data is, but about how you use it.2
It’s not how loud you’re shouting it’s about relationships.3
Standards are a reality not an excuse to hide behind4
5/20/2014
@queenofmetrics
The Barcelona Principles, The Conclave & Industry
Standards
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. Earned Media Value/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
All standards are available on
http://www.painepublishing.co
m/standards-central
The Conclave
@queenofmetrics
Standards have been published for:
Content Sourcing & Methods1
Reach and impressions2
Engagement3
Influence & relevance4
Opinion & advocacy5
Impact & value6
5/20/2014
@queenofmetrics
#1 Content Standard
All social media measurement reports should include a standard “content
sourcing and methodology” table that helps clients know “what’s inside” the
product for full transparency and easy comparison (like a food nutrition label).
An item is:
Articles in print media (e.g. New York Times) as well as online version of print
media (e.g. nytimes.com)
Broadcast segment (TV or radio) as well as news item on the web site of a
broadcast channel or station.
Blog post (e.g. ,WSJ health blog, GigaOm.com.etc.)
Tweets
Facebook post, Pinterest Pin etc
Posted video
@queenofmetrics
Transparency Table
@queenofmetrics
#2: Standards for Reach & Impressions
Reach: the scope or range of distribution that a given communication product
has in a targeted audience group; broadcasting, the net unduplicated (also
called “deduplicated”) radio or TV audience for programs or commercials as
measured for a specific time period.
Impressions: Number of people who might have had the opportunity to be
exposed to a story that has appeared in the media (aka opportunity to see
(OTS))
Impressions do not equal awareness. Awareness needs to be measured using
other research tools. Impressions are indicative of the opportunity to see
(OTS). Consider OTS as an alternative nomenclature to better clarify what
impressions really means – [the] potential to see/read.
Multipliers should never be used
OTS must be specific to a particular channel – i.e. For Twitter OTS is the
number of first line followers. For Facebook it is the number of fans to a page.
@queenofmetrics
#3: Standards for Engagement
Engagement is an action that happens in response to content – i.e. when
someone engages with you. (not “about you”)
Engagement manifests differently by channel, but is typically measurable
based on effort required and how it is shared with others.
Engagement can be desirable or undesirable
Any measure of engagement must be tied to the goals and objectives for
your program
Engagement occurs both off and online, and both must be considered if you
intend to integrate your metrics with other marketing or communications
efforts.
Engagement includes such actions as likes, +1, shares, votes, comments,
links, links, retweets, Facebook's “Talking about you” etc.
Engagement actions should be counted by % of the audience that
responds.
@queenofmetrics
• Influence happens when you are persuaded to change behavior or opinion that
would otherwise not have changed.
• Influence can be attributed to either an outlet or an individual.
• Influence happens online and off line and both should be considered
• Should include some combination of the following five elements:
• Reach
• Engagement around individual
• Relevance to topic
• Frequency of posts around the topic
• Audience impact as measured by the ability to get the target audience to
change behavior or opinion.
• If an individual scores a 0 on one element, they have no influence
• Influence cannot be expressed in a single score or algorithm
#4: Influence & Relevance
@queenofmetrics
#5 Standards for Measuring Tone/Sentiment
Whatever process is defined and applied, it must be used consistently
throughout any analysis.
Sentiment reliability varies by vendor and approach – therefore coding
definitions, consistency and transparency are critical.
Opinions, recommendations and other qualitative measures are typically
more valuable than raw sentiment and increasingly measurable:
Opinions (“it’s a good product”)
Recommendations (“try it” or “avoid it”)
Feeling/Emotions (“That product makes me feel happy”)
Intended action (“I’m going to buy that product tomorrow”)
@queenofmetrics
• Impact and value will always be dependent on client objectives
• Need to define outcomes in advance – will likely span multiple business goals,
especially for social (crosses disciplines)
• “ROI” should be strictly limited to measurable financial impact; “total value” can be
used for financial and non-financial impact combination
• Value can be calculated in positive returns (sales, reputation, etc.) or avoided
negative returns (risk mitigated, costs avoided)
• Key performance indicators and balanced scorecards are helpful to connect social
media impact to business results/language
#6: Impact & Value
@queenofmetrics
Thank You!
For more information on measurement go to
www.painepublishing.com
Subscribe to The Measurement Advisor or email me at
Follow me on Twitter: @queenofmetrics
Friend me on Facebook: Katie Paine
Or call me at 1-603-682-0735
5/20/2014 29
Copyright ©2014 Visible Technologies, Inc. All rights reserved.30
Closing Question
What is your priority now?• Define the goal• Understand parameters and motivators• Define benchmarks• Defining metrics• Picking a tool• Finding insight and planning for action
Copyright ©2014 Visible Technologies, Inc. All rights reserved.31
Audience Q&A
Copyright ©2014 Visible Technologies, Inc. All rights reserved.32
Results that Deliver Business Impact
Data You Can Trust Industry Experts
Leading Technology
+Deeper Insights
The Visible Difference
Copyright ©2014 Visible Technologies, Inc. All rights reserved.33
Next Steps
• Have a question comment about something in this webcast?• Michelle Vangel @mvangelic• Rich Miller [email protected]
• To discuss a demo or more information, contact us at [email protected], @visible on Twitter, or “Demo Request“ on our website
• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.