Measurement: Determining the ROI of digital media relations strategies - PRecious Communications, 07-2013

© 2013 by PRecious Communications
1
DETERMINING THE RETURN
ON INVESTMENT OF DIGITAL
MEDIA RELATIONS
STRATEGIES
Lars Voedisch
Principal Consultant
lars@preciouscomms.com@larsv

Social media requires your
attention 24/7.
The media landscape is
fast changing and eroding.
Brand perceptions are
shifting as you read.
Customers are demanding
a more human approach to
communication.
We provide :
Communications Strategy | Traditional & Social Media Relations
Digital Engagement | Crisis Preparedness & Management
Internal Communications | Media Training
Analysis, Measurement, Research
Where are you?
Your Reputation is PRecious

© 2013 by PRecious Communications 3
• Setting clear goals on what to measure & aligning
measurement to those objectives
• Identifying the key tools & metrics in measurement of
traditional & new media
• Taking a holistic, integrated approach to traditional & new
media measurement
• Social media ROI: Quantifying your digital PR efforts
• Leveraging results to improve decision making for your
media relations strategy

Media Measurement – A Monkey Business?

Why measure (social) media coverage?
Quick question:
Why do you
want to measure ?

Why measure media coverage?
Reason 1: Demonstrate value of PR (e.g. Outputs)
– What key initiatives did you drive? Results?
Reason 2: Plan & evaluate communications activities
across channels and markets (e.g. Outtakes)
– How do you connect to publications & journalists, campaigns;
what’s your brand perception?
Reason 3: Strategic Communications (e.g. Outcomes)
– How do your results relate to the budget allocation? Do you
measure KPIs linking PR to business results? What is the value PR
adds your organization?
Reason 4: Discovering opportunities and threats
(Radar)
– What’s happening in the industry, with my clients; is there a crisis,
are there issues…?
7

Why measure media coverage?
Reason 1: Demonstrate value of PR (e.g. Outputs)
– What key initiatives did you drive? Results?
Reason 2: Plan & evaluate communications activities
across channels and markets (e.g. Outtakes)
– How do you connect to publications & journalists, campaigns;
what’s your brand perception?
Reason 3: Strategic Communications (e.g. Outcomes)
– How do your results relate to the budget allocation? Do you
measure KPIs linking PR to business results? What is the value PR
adds your organization?
Reason 4: Discovering opportunities and threats
(Radar)
– What’s happening in the industry, with my clients; is there a crisis,
are there issues…?
8
…and hardly anybody admits that
many times it’s actually just about:
Looking good
or
Making somebody
look good!

• Managing what you measure, identifying
the right objectives & setting smart goals
Aligning measurement with business objectives
Too many communicators
work very hard on tactics…
…that DON’T support corporate goals!
9

Align Corporate Communications to Achieve
Business Goals
Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper
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Business Goals
• Make business GOALS your communications goals, then
develop STRATEGIES:
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Business Goals
• Conduct a gap analysis to understand your benchmarks and to
decide what are your priorities
• Choose metrics to measure the results
12

Business Goals
• You can’t manage what you don’t measure
• What impact do your programs have – what are the results?
13

Business Goals
• Example: Bicycle Manufacturer
• The challenge is to measure your success in a meaningful way!
14

Business Goals
15

Business Goals
16

Business Goals
17

Business Goals
18

Business Goals
The challenge is to
measure your success in
a meaningful way!
19

2020
Simple start: Smart Goal Setting for your (Social)
Media Strategy
• Goals drive the type of
measurements you are going to use
• What’s your ultimate objective:
1. Awareness
2. Image / Reputation
3. Sales
4. Cost savings
5. Something else?
Source: 25 Must Read Social Media Marketing Tips
20

Turn Output into Positive Outcomes
• Outputs
– what is generated as a result of a PR program or campaign
• Outtakes
– what audiences have understood and/or heeded and/or
responded to
• Outcomes
– quantifiable changes in awareness, knowledge, attitude,
opinion and behavior levels
Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations
21

Too dry,
too theoretical,
too complicated?
22

Example – FIFA Worldcup
Won 6 games
Won 5 games
8 goals scored
16 goals scored
7 matches played
7 matches played
OUTCOME
METRIC
has to answer
“So what?”
OUTTAKE
METRIC
OUTPUT
METRIC
ACTIONGOAL
2010 World ChampionWin matchesScore goalsPlay in the final
round in South
Africa
Become
the best
country
WORLD CHAMPION
3rd Place
How to translate this to PR?
23

Typical Output, Outtake and Outcome Metrics
GOAL ACTION
(INPUT)
OUTPUT
METRIC
(VOLUME)
OUTTAKE
METRIC
(CHANGE /
CONTEXT)
OUTCOME
METRIC
has to answer
“So what?”
Sales
Leads
Place product
reviews
Initiate speakers
program
Proactive
blogger
outreach
# meetings
# of speaking
engagements
# of blog mentions
# of reviews
# of media contacts
made
# of news releases
sent
# of Facebook fans
AVE
% awareness of
your brand
% considering your
brand
% preferring your
brand
Online engagement
(e.g. likes or
comments /
Facebook post)
# of requests for
information
24

Example DHL:
Built our own KPI framework,
suiting our requirements,
capabilities and resources
25
Case Study:
Logistics

Example DHL:
Built our own KPI framework,
suiting our requirements,
26
Case Study:
Logistics

• Business Goal:
– Sell more Palm Centro phones
• Communications Objectives:
– Introduce lifestyle & non-tech media influencers
– Attract fashion phone upgraders
– Encourage Palm handheld users to change to a smartphone
• Measurement Metrics:
– Outputs:
• Number of articles
• Audience reach
– Outtakes:
• How favourable is the device viewed by the media
• Is the coverage on message
– Outcomes: Number of phones sold
• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
Palm Centro:
Launch of a mobile phone
Case Study:
Electronics

• Business Goal:
– Sell more Palm Centro phones
• Communications Objectives:
– Introduce lifestyle & non-tech media influencers
– Attract fashion phone upgraders
– Encourage Palm handheld users to change to a smartphone
• Measurement Metrics:
– Outputs:
• Number of articles
• Audience reach
– Outtakes:
• How favourable is the device viewed by the media
• Is the coverage on message
– Outcomes: Number of phones sold
• Result:
– Close to 80 articles; most positive (rest neutral); nearly all on message
Palm Centro:
Launch of a mobile phone
Key Message A Key Message B Key Message C
It’s time for a
smart decision
Easy-to-use – not
just ‘another’
computer
Increasing
personal
productivity on
the go
Choosing the Centro is the
ultimate smart decision for
fashion phone upgraders
who want both style & smart
phone functionalities
Through it’s intuitive user
interface and the
combination of touch
screen and keyboard, the
Centro is the ideal partner
for young, energetic and
sociable users who want a
smart phone to organize
their lives and relationships
on the go
Messaging, email, built-in
capabilities to view & edit
documents and access to
over 20,000 applications,
makes the Centro THE
customizable mobile
companion for dynamic
junior- to mid-level
professionals to help them
managing their busy work
and social live
Tone Analysis
No. of
Positives
No. of
Neutrals
No. of
Negatives
On-Message Analysis
23
3
No. On Message
No. Not On Message
Case Study:
Electronics

Case Study:
Politics / Oil & Gas
Influencer Network Analysis

Myth: Are you sure you mean ROI?
. . .
RETURN ON INVESTMENT
31

. . .
RETURN ON ATTENTION
32

. . .
RETURN ON ENGAGEMENT
33

. . .
RETURN ON PARTICIPATION
34

. . .
RETURN ON TRUST
35

. . .
RETURN ON INVOLVEMENT
36

ROI is a business metric, not a media metric
ROI =
COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
Can you connect your PR investments
($$$ ) with the financial impact, e.g. sales
or savings ($$$)?
37

Real ROI requires you to connect investments,
activities and financial impact!
Source: The Brandbuilder – Basics of Social Media ROI
Investments
leading
to activities
$$$
Financial
Impact
$$$
38

. . .
RETURN ON INVESTMENT
(OUTTAKES) (ACTIVITIES)
39

Typical Output, Outtake and Outcome Metrics for
Communications
GOAL ACTION
(INPUT)
OUTPUT
METRIC
OUTTAKE
METRIC
OUTCOME
METRIC
has to answer
“So what?”
Sales
Leads
Place product
reviews
Initiate speakers
program
Proactive
blogger
outreach
# meetings
# of speaking
engagements
# of blog mentions
# of reviews
# of media contacts
made
# of news releases
sent
% awareness of
your brand
% considering your
brand
% preferring your
brand
# of requests for
information
If not ROI, what do I do?
Build your own KPI framework,
suiting your requirements,
40

Social
Media
–
where
to
start?
2 things might help:
1)The inequality of the web
2)The concept of target
media

90-9-1 Principle: The Inequality of the Web
Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute
42

Who Are You Listening to –
Are You Catching the Long Tail?
• How many relevant social media sites are there?
• How many should or simply can you monitor or even measure?
Source: http://www.longtail.com – Chris Anderson
43

Social Media to be leveraged across a company:
Different functions, uses and values…
leading to different objectives = different measurements
Source: Socialize your organization – Richard Binhammer / Dell 44

Case Study:
Sports Drink
Look at what you compare: You may need to
normalize results!

Look at what you compare: You may need to
normalize results!

Learn about channels and topics = learning
about relevance and success

Break it down to real topics;
apply emotional context

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
• 60% of companies (PR Week) are
measuring PR/ Communications at the
request of senior management. – Better
start before management asks for it
• Use multiple metrics – Show the whole
picture through Communications KPIs
• Connect the dots between clip counts –
trends in coverage and favourability
Translating PR results into the language of business

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.
• Set your sights on the competition – show
the context
• Top executives only need a high-level
summary of results
“…From an executive’s viewpoint, it can
be interpreted as the difference between
the PR team being busy and the PR team
being indispensable.
Indispensable? Use KPIs to show your contribution!
50

Media Measurement: Where to Start
Three Keys to Success
• Determine what success looks like
• Use the right tools with the correct content
• Have a plan to turn output into positive outcomes

Key learnings?

Lars Voedisch
Communications Strategist
lars@preciouscomms.com
@larsv
53

About PRecious Communications
International Communications Expertise with a Passion for Technology
• PRecious Communications is a young and energetic, yet strategic communications
and public relations consultancy serving B2C and B2B companies
• Our focus is on corporate communications, crisis management, public relations and
social media.
• It combines a clear business-oriented approach with a focus on measurable results
that tie directly into its clients’ overall communications objectives.
• The firm is run out of Singapore and serves clients throughout Asia Pacific.
• PRecious was officially started in early 2012 by Lars Voedisch, an experienced
global communications and business professional with 15 years expertise in
growing, managing and defending leading global brands’ reputation across industry
sectors.
Background & Expertise
• Combined work experience: AIESEC, AT&T, Australian Crime Commission, CA
Technologies, Chugai, Citi, Coca Cola, DBS, DHL, Dow Jones, EDS, Fidelity, FireEye,
Government of Singapore Investment Corporation (GIC), Honda, HP, Huawei, ING,
InMobi, JLL, Lend Lease, Lenovo, LG, Macquarie Bank, MEC, Motorola, Naturalis,
OpenNet, Palm, Panasonic, Porsche, Procter & Gamble, Sabic, Standard Chartered
Bank, Tata Communications, Telstra, TNS, Yahoo!, Yamaha, Venetian Macao,
VMware, Zardoze

• Independent, boutique communications consultancy
• Based out of Singapore, at home in Asia and Europe
• Globally connected via affiliation with
About Us…
+65 - 9170 2470
larsvoed
3 Church Street
#16-06 Samsung Hub
Singapore 049483
connect@preciouscomms.com
Facebook.com/PReciousComms
Twitter.com/PReciousComms
55

PRecious Partners
56
PRecious Communications and our consultants have worked with

Our Analysis Partners: Commetric
Global Unique
True
insights
Award
winning
solutions
> Multi-lingual
team
> Central research
hub with local
teams
> 20 languages on
staff
> Includes Chinese
and Arabic
> Patent for
analysing and
mapping
unstructured data
(incl Social)
> Propriety NLP
engine supported
by large
technology team
> Qualitative and
Quantitative
analysis
> Combination of
human
intelligence with
speed and
processing
power of
machines is
crucial
> Gold for product
innovation at
Digital Impact
Awards
> 2012 AMEC
award with
Verizon
> Strategic
partners include
WPP/H+KS and
IBM

 London HQ, with a Command Center in Sofia, Bulgaria
 Management team from Dow Jones, Metrica, Cision and
others
 Analyst-driven, technology enabled methodologies
Services:
 Influencer Network Analysis (INA)
 Media monitoring and alerting
 Media analysis, measurement and competitive KPI
benchmarking
 24/7 social media command center
 Advanced data mining/analysis
Commetric overview

59
DETERMINING THE RETURN
ON INVESTMENT OF DIGITAL
MEDIA RELATIONS
STRATEGIES
Lars Voedisch
Principal Consultant
lars@preciouscomms.com@larsv

Measurement: Determining the ROI of digital media relations strategies - PRecious Communications, 07-2013

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Measurement: Determining the ROI of digital media relations strategies - PRecious Communications, 07-2013