Measuring PR in the Digital Age - Evaluating Communications Effectiveness

Evaluating Communications Effectiveness:
Social & Traditional Media ROI

Lars Voedisch Georg Ackermann
Managing Media Consultant, APAC Media Lab Team Leader
Dow Jones and Company Dow Jones and Company
lars.voedisch@dowjones.com georg.ackermann@dowjones.com
@larsv @derackermann

©2010 Dow Jones & Company

Welcome & Introduction

Who are we?
Why are we here?
What to expect?


Who is… Lars Voedisch?

Managing Media Consultant, Asia Pacific

• Looking after key clients and prospects in the Public Relations & Corporate
Communications industry – in terms of sales enabling and retention

Background

• A professional in the Communications and Knowledge Management arena with more
than 10 years experience in the areas of Marketing, Public Relations, Media,
Journalism, Strategic Development, Change Management and Intranet/Internet
projects.

• Living in Asia for about 8 years (Hong Kong/Singapore)
• Likes and interested in football (soccer) – playing for “Real Ale Madrid”, diving, skiing,
travelling, music, DJ/MC-ing, social media

• Speaks German (native), English, French and about 8 words of Chinese

• Holds a Master in Economics

• Hometown: Hannover (North-Western part of Germany)


Who is… Georg Ackermann?
Media Lab Team Leader
• Media Report Production
• Journalist, Editor, Analyst and
Report Writer
• Factiva, Dow Jones Insight
• Setting up DJ Insight desk in
Singapore
• Freelancing for German
Newspapers
• Master in PR and Media
Management
• English, German, Spanish,
French, Catalan

© Georg Ackermann

Who are the people around us?

1. Turn to your neighbour(s) – 10 sec

2. Learn about him/her – 2 min

– Name, Company, Role

– Why are you here?

– A fun fact…?

3. Introduce your neighbour – 1 min


About Dow Jones: Meet the Family

7

Relevant Information → Actionable Intelligence

27,000+ global sources
17M+ companies
Other People’s 35M+ executives
Web/Social
Content Mainstream 16M+ Websites and blogs
Media Media
Dow Jones
Research
150+ researchers
130,000+ indexes
Media/VC/Risk

Dow Jones
Over 150 years News,
2,000 journalists
Commentary
of Indispensable & Analysis 84 bureaus
18,000+ daily news items
Content
8

Content + Technology = Relevant Information

Dow Jones Content
150 researchers
2000 journalists
11 languages Personalization Wealth Management
18K news items a day
Content
Content Visualization Investment
Management
normalization
normalization Search Researchers &
Premium Content Knowledge Workers
27,000 global sources Discovery
22 languages Investment Banking
Over 200K news items a day Metadata
Metadata Alerting & Triggers
Sales & Trading
Symbology
Symbology People

Web and Social Media Content
Visualization
Taxonomy
Taxonomy Connections
PR & Corp Comm

13K websites Risk & Compliance
60K message boards Integration
16 M blogs
Private Markets
300K articles a day Widgets
Best of breed
Sales
technologies Newsletters
Company and Executive Info
17 M Company Profiles
35 M Executive Profiles
Extracted from 75 Million Websites

TECHNICAL
DIVERSE DATA SOURCES TECHNOLOGY PLATFORM CUSTOMERS
CAP ABILITIIES

5|
9

What WE expect from US

• Timeliness

• Learn, share & contribute

• Have fun

What do YOU expect?


What we will do today &
tomorrow?
• Understand that it’s not
enough to LOOK busy

• NOT talking about ROI?!

• Focus on KPIs

• Look at CONTEXT

• Hear about REAL problems
and REAL solutions


Why measure media coverage?

Quick discussion
Quick discussion
in small groups:
in small groups:

Why do you
Why do you
want to measure ?
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…?

Challenge within Organizations:
Who ‘owns’ Social Media?

Source: Blurring Lines, Turf Battles and Tweets: The Real Impact of Integrated Communications on Marketing and PR


Challenge within Organizations:
Who ‘owns’ Social Media? Who cares?!

• The lines between PR and marketing are blurring.
• “Turf battles” are evident.
• Ownership of social media and blogging still undecided.
• Benefits and communication measurement provides
Source:common ground. Real Impact of Integrated Communications on Marketing and PR
Blurring Lines, Turf Battles and Tweets: The


Social Media is about 3 things:
CONTENT, CONTENT, CONTENT

Source: Youtube / Old Spice Channel


Session 1

Aligning Measurement with Business Objectives


1) Aligning measurement with business
objectives

• Managing what you measure, identifying
the right objectives & setting smart goals

Too many communicators
Too many communicators
work very hard on tactics…
work very hard on tactics…

…that DON’T support corporate goals!
…that DON’T support corporate goals!


Align Corporate Communications to Achieve
Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiv a Whitepaper


Business Goals
• Make business GOALS your communications goals, then
develop STRATEGIES:



Business Goals
• Conduct a gap analysis to understand your benchmarks and to
decide what are your priorities
• Choose metrics to measure the results



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



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



Business Goals
• Example: Bicycle Manufacturer


Business Goals

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


Business Objectives

Communications Objectives & Strategy

Planning, Execution, Controlling

Monitor Analyse Discover Engage

research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential

Originally, measurement is post-mortem analysis.
For fast environments, it becomes near-time!

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

31

Group Exercise: Objective Setting
1. Form a group of 3-5 people
2. Briefly introduce yourselves
3. Choose one of the three case studies
– G20
– Qantas
– ASX / SGX
4. You have 15 minutes to work on these tasks and then share
with all:
1. Define max. 3 Communications Objectives
2. What strategies would you chose for these objectives (1-3 per
objective)?
3. What could be desired results of your communications approach
(How would you know if you were successful)?

32

Case Study: G20 Summit in Korea
• Situation:
– Following an agreement between leaders of the world’s major economies (Group of 20; G20) to
institutionalize the “G20” forum as a permanent council on global economic cooperation, South
Korea hosted the Group of 20 summit in November 2010
– You are part of Korea’s Tourism Organization

• Define Communications Objectives: How could you leverage the G20 summit?

• What strategies would you chose for these objectives?

• What could be desired results of your communications approach?


Case Study: Qantas Engine Failure
• Situation:
– Just before Qantas’ 90th anniversary, two flights reported severe engine failures in November 2010.
– A Qantas Boeing 747 had been forced to turn back to Singapore with engine troubles, not long after
it left the airstrip en route to Sydney.
– The incident came a day after a Qantas Airbus A380 returned to make an emergency landing in
Singapore after an explosion in an engine shortly after take-off.
– You are a member of Qantas Corporate Communications team

• Define Communications Objectives: How should you react to the situation?




Case Study: SGX/ASX merger
• Situation:
– End of October, the Singapore stock exchange (SGX) unveiled a multi-billion dollar bid for the
company that owns the Australian Stock Exchange (ASX) in Sydney.
– If approved, the $8.3bn takeover would mark the first stock exchange merger in the Asia Pacific
region.
– The deal would enhance Singapore as a major financial hub in the region and benefit Australian
investors by giving them greater access to Asian markets. A merged exchange would hope to
compete more effectively with Hong Kong.
– You are member of the SGX Corporate Communications team.

• Define Communications Objectives: Given the different reactions in Australian
media, what messages would you send out?




Group Exercise: Objective Setting
1. Form a group of 3-5 people
2. Briefly introduce yourselves
3. Choose one of the three case studies
– G20
– Qantas
– ASX / SGX
4. You have 15 minutes to work on these tasks and then share
with all:
objective)?

36

Group Exercise: Objective Setting - Sharing

Please share with all:

• What’s your case study and why did you choose it?
• Please share the main answers/results for these tasks:

objective)?

37

1) Aligning measurement with business
objectives

• Managing what you measure, identifying
the right objectives & setting smart goals

Key learnings?

Session 2

Basics of Measurement: Key Approaches that give
You the Right Kick-Start


How to measure media coverage?

Quick discussion
Quick discussion
in small groups:
in small groups:

What do you
What do you
currently
currently
measure ?
measure ?

What can we look at?

What’s your share of
voice? What are the
What’s the
context? main topics?
Where is the conversation?

Who’s talking?


Understanding PR Measurement
1. Measurement is research, research is measurement.

2. PR should link communications and business objectives.

3. Measurement must move beyond simple outputs.

4. There is no singular industry standard.

5. Approaches to measurement are evolutionary.
“We aren’t in the business of securing media coverage.
We’re in the business of projecting and
protecting the reputations of organizations.”
Alan Chumley, Director of Measurement for Hill & Knowlton, Toronto


Determine what success looks like

• Benchmark
– What’s your image now in your core markets
• Conduct a rigorous self-assessment
– Spend time up front to know what you’re getting into.
• Ask: “Why do we want to measure?”
– Whose perception do you want to impact?
– Don’t start too wide -- it can distract from core goals
– Identify the KPIs which will show success


Turn Output into Positive Outcomes
• What do you want to do with the data you gather?
– Justify spend and headcount
– Help prove your value to your organization
• Don’t be afraid of what you might find:
– Finding out that you are not who you thought you were should
be seen as a success, not a failure of the initiative.
• Promote your successes internally
• Reassess.

Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations


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



Too dry,
too theoretical,
too complicated?


Example – FIFA Worldcup

GOAL ACTION OUTPUT OUTTAKE OUTCOME
METRIC METRIC METRIC
has to answer
“So what?”

Become Play in the final Score goals Win matches 2010 World
the best round in South Champion
country Africa
7 matches 16 goals scored Won 5 games 3rd Place
played

7 matches 8 goals scored Won 6 games WORLD CHAMPION
played

How to translate this to PR?

Typical Output, Outtake and Outcome Metrics
(INPUT) METRIC METRIC METRIC
has to answer
“So what?”

Sales Place product # meetings % awareness of your # of requests for
Leads reviews # of speaking brand information
Initiate speakers engagements % considering your
program # of blog mentions brand
Proactive # of reviews % preferring your
blogger outreach brand
# of media contacts
made
# of news releases
sent



has to answer
“So what?”

Sales Group Exercise: of your # of requests for
Place product
# meetings % awareness
Leads reviews
# of speaking brand information
Use your initial exercise example
Initiate speakers
engagements % considering your
program
# of blog mentions brand
(G20 / #Qantas / SGX-ASX)
Proactive
of reviews % preferring your
and #work out suitable
of media contacts
made
Outputs -# of news releases - Outcomes
Outtakes
sent



has to answer
“So what?”

Sales Place product # meetings
Leads reviews BYO: % awareness of your # of requests for
brand information
# of speaking
Build your own KPIconsidering your
Initiate speakers
program
%
framework,
brand
engagements
# of blog mentions
suiting your requirements,
Proactive
blogger outreach
% preferring your
brand
# of reviews
# of media contacts
capabilities and resources made
# of news releases
sent



Example DHL:
Built our own KPI framework,
suiting our requirements,
capabilities and resources


Case Study :
Measuring PR’s Contribution to Sales

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

23
23


Case Study : Measuring PR’s Contribution to Sales
• Business Goal:
– Sell more airplane tickets
• Communications Objective:
– Drive traffic to web site from press releases and media stories
• Measurement Metrics:
– Outputs: Number of articles
– Outtakes: Awareness of Southwest service to the region; % increase in
unique visitors to web site from PR site
– Outcomes: Number of tickets sold
• Result:
– Over $40 million in ticket sales from press releases.



Case Study : Using Research to Win Support for Your
Strategy
• Business Goal:
– Win contracts
• Communications Objective:
– Position the brand as innovative and technologically superior
• Measurement Metrics:
– Outputs: Number of trade press articles
– Outtakes: Media acceptance of client spokespeople as industry authorities:
share of spokespeople quoted; share of favorable positioning on key issues
– Outcomes: Win contracts
• Results:
– Went from last place in share-of-quotes to first in 12 months and increased
share-of-quotes 10% to 70%.
– Doubled visibility of brand in 12 months
– Increase in the number of competitive contracts won



Case Study: Media Perceptions
UK General Elections 2010


UK Elections - Background

• Since WW II, the UK did not have a
coalition government

• It is the first time TV debates for
the candidates were introduced

• Gordon Brown did not go through
public elections before

• UK strongly affected by global
financial crisis


Public Timeline: Traditional vs. Social Media

Analyze

06 Apr – Brown calls elections


Analyze

16 Apr – Clegg ‘wins’ first TV debate (Domestic policy)


Analyze

22 Apr – Second TV debate helps Cameron and Clegg (International affairs)


Analyze

28 Apr - Brown calls 65-year-old widow ‘bigoted woman’, apologizes


Analyze

29 Apr – Cameron does well during third TV debate (Economy & Taxes)


Analyze

6 May – Polling Day


Analyze

Social vs Traditional Media:
• Higher amplitudes
• Looking for ‘news’
• Generally in-sync

11/12 May – Government forms, Cameron becomes PM

Early stages:
Brown dominates until first TV debate

Brown dominates
the media

•06 Apr – Brown calls elections
•16 Apr – Clegg ‘wins’ first TV debate

Phenomenon Clegg: Liberal leader’s star starts rising
even before the first TV debate

-Nick Clegg’s rise started before the 1st
debate – not only down to TV appearance.
-Comparing days immediately before and
after the debate, Cameron lost ground,
Clegg gained ground Brown remained
stable (based on volume).

Candidate Presence – Cameron 2010

Clegg received more media attention
than eventual Prime minister
Cameron until shortly before the
confirmation of a conservative led
government.


Domestic Issues – Immigration / Crime

• Immigration – Brown – (31.03.) – “Controlling
Immigration for a Fairer Britain” keynote
speech

• Immigration – Clegg – (16.04.) – “good/bad
immigration”, “other parties talk tough on
immigration, but deliver chaos”

• Crime – Brown (10.04.) – Campaigning for
DNA database

• Crime – Clegg – (16.04.) – Prison reform &
deterrents for young offenders (However,
ascent started pre-debate with manifesto)


Domestic Issues Dominating Elections
No real topic ‘Ownership’
• Clegg’s immigration policy
plans caused much
controversy
• Brown did not manage to
dominate economic topics
after all
• Conservative topics like
Crime and Education were not
picked up enough


Clegg gets attention through controversies
• Incumbent PM Brown was
largely shown in a neutral
context
• Liberal Clegg caused the most
emotional reactions – but
stayed top-of-mind
• Challenger Cameron could
actually not win a significant
favourable public perception


Social Media: Short lived in Attention
Social Media in
general – and
even more
#leadersdebate: 5.5% of
Twitter doesTwitter coverage follows the total twitter activity
NOT WANT to traditional media timeline, butduring first TV debate -
is much
play by faster – with the news and gone againbig as ipad
that's as
launch
traditional media
rules.
Hence, it is
largely casual
speak:
emotional, not
balanced – from
the heart.

UK Elections - Observations

• It’s the first mass-media influenced election
– TV debates

– NOT (yet) social media

• Driven by domestic issues

• Everybody lost
– End of Labour government

– Tories have to form coalition

– Liberals could not ‘cash in’ the Clegg bonus


2) Basics of measurement: Key approaches that give
you the right kick-start

• Input vs Output vs Outcomes
• PR is always comparative: What’s your benchmark?
• Field studies, media content analysis, etc

Key learnings?

Old Spice Answers: @TheEllenShow



Session 3
Major Research & Evaluation Models

© Georg Ackermann

What PR professionals like to do…

© Georg Ackermann

DATA
crunching


“Making decisions based on data
saves time and boosts your
credibility.”
KD Paine

© Georg Ackermann

We suggest that you remove the term
“measurement” from the equation altogether, and
replace it with “data-driven decision-making.”
Focus on “getting data with which to make better
decisions”
KD Paine

© Georg Ackermann

Some terminology…

Primary research (also called field research) involves
the collection of data that does not already exist,
which is research to collect original data

Secondary research (also known as desk research)
involves the summary, collation and/or synthesis of
existing research rather than primary research

Source: Wikipedia

© Georg Ackermann

Primary data (or raw data) is a term for data collected
on source which has not been subjected to processing
or any other manipulation

Secondary data is data collected by someone other
than the user (processed data)

© Georg Ackermann

Analysis of secondary data

… Market research (usually surveys, interviews of focus
groups)
… Customer satisfaction research (usually surveys)
… Employee surveys that may have been undertaken by HR
… Industry or sector studies that have been published
… Publicly released polls (such as Gallup)
… Case studies (particularly useful in times of crisis when
there is usually no time to conduct primary research)
Source: Jim Macnamara

© Georg Ackermann

What PR professionals like to do…

Networking and Partying
© Georg Ackermann

…and the day after

Evaluation
© Georg Ackermann

Relationship Management
Relationship Level Measurement

Measuring the relationship with influencers by gaining
feedback before and during an event.
… Do the media respond immediately to an invitation?
… Do they confirm their attendance?
… When they refuse, do they explain why?
… Do they request information if unable to attend?
… Collect feedback during the event
Source: AMEC

© Georg Ackermann

Relationship Management

How does it change in the
digital age?

Different communication?
Different audience?
Different tools?

© Georg Ackermann

Exercise:
Let’s set up an online survey…
You recently launched a campaign/organised an event.
Now you are interested in feedback from your audience.
1. What are 3 important questions you want to ask?
2. Suggestion: Sign up to SurveyMonkey.com to create the
questionnaire.

© Georg Ackermann

1.

2. Name it

3.

© Georg Ackermann

4.

© Georg Ackermann

5.

© Georg Ackermann

The
AVE
debate
© Georg Ackermann

AVE (Advertising Value
Equivalents)

… puts monetary value on media
coverage
… measures column inches or
broadcast seconds (“earned
media”)
… multiplies these by the
equivalent cost of advertising in
the same media

© Georg Ackermann

AVE (Advertising Value
Equivalents)

… credible measurement tool to
assess prominence
… but what about sentiment,
exclusivity and context?

© Georg Ackermann

Advertising …
- is purchased
- complete control to the
advertiser for content,
placement and frequency
- is almost always positive

© Georg Ackermann

Publicity/Earned media …
- control is with the medium
- can result into positive, neutral or negative messages

© Georg Ackermann

AVE – not really equivalent
- limited to the cost of the campaign
- not considering the impact at the audience
- often non-comparative
- limited to small group of media
What about newswires or social media (Twitter, Facebook)?

© Georg Ackermann

Alternatives?

© Georg Ackermann

What are the results of the PR activity?
• PR efforts contribute to organisational goals
• output, outtake, outcome
• awareness (output), understanding (outtake),
attitudes (outtake), behaviours (outcome)
• can be transaction/outcome-oriented (sales,
membership, donations, enrolment)

Source: IPR

© Georg Ackermann

What are the results of the PR activity?
• improved relationships
• increased trust
• higher levels of satisfaction and loyalty
• enhanced reputation
• meeting expectations for social responsibilities

Source: IPR

© Georg Ackermann

“Results-based” methods analyse…
• tone of the message (favourable, unfavourable, neutral,
balanced, unbalanced)
• prominence and placement
• appearance of key messages
• credibility and targeted reach of the medium, impressions
• comparison to previous performance, expected results or
competitors
Source: IPR

© Georg Ackermann

Exercise:
Sentiment analysis

© Georg Ackermann

Major Research & Evaluation Models

Key learnings?
Key learnings?

© Georg Ackermann

Session 4

Social Media ROI: Measuring Your Online Success


Media Measurement is not (only) about
Search
• Most free tools help you with your
search efforts – maybe with
monitoring

• What about analysis and
measurement?


Media Measurement is not (only) about
Search
– Numbers are only
approximations (what
about duplications?)

– Are all sources important? Are you excluding your own marketing?
– Relevance vs. dates
– Normalization (Coke vs. Coca Cola); want to include other brands (e.g.
Sprite)?
– Are we getting the correct meaning of “coke”


Media Analysis: Stop confusing ROI with results,
and measurement with counting
• “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
• Measurement is a process that requires you to
compare results against something — either with
your competition or with your own results over
time.
• You note the change, analyze the reasons why,
and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

109

Media Analysis: Stop confusing ROI with results,
and measurement with counting
• “Measurement is not counting. Or monitoring. It
is not the number of followers, friends, rankings,
or scores.
• Measurement is a process that requires you to
Show you’re busy –
compare results against something — either with
your competition or with your own results over
time. or indispensable?
• You note the change, analyze the reasons why,
and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

110

Myth: Are you sure you mean ROI?

ROI
RETURN
.
ON
. .
INVESTMENT



ROA
RETURN
.
ON
.
ATTENTION
.



ROE
RETURN
.
ON
.
ENGAGEMENT
.



ROP
RETURN
.
ON
. .
PARTICIPATION



ROT
RETURN
.
ON
.
TRUST
.



ROI
RETURN
.
ON
. .
INVOLVEMENT


ROI is a business metric, not a media metric

(GAIN FROM INVESTMENT - COST OF INVESTMENT)
ROI =
COST OF INVESTMENT

Can you connect your PR investments
($$$ ) with the financial impact, e.g. sales
or savings ($$$)?

Real ROI requires you to connect investments,
activities and financial impact!

Investments
leading
to activities

$$$
Financial
Impact
$$$
Source: The Brandbuilder – Basics of Social Media ROI



ROI
RETURN
(OUTTAKES)
.
ON
.
INVESTMENT
.

(ACTIVITIES)


ROI in Social Media? Yes and No!

ROI
RETURN
.
ON
. .
INVESTMENT


ROI in Social Media? Yes and No!

ROI RETURN
.
ON
. .
INVESTMENT


Typical Output, Outtake and Outcome Metrics for
Communications
has to answer
“So what?”

Sales
Leads
If not #ROI, what% do I do? # of requests for
Place product
reviews
meetings
# of speaking
awareness of your
brand information
Build your own KPIconsidering your
engagements
Initiate speakers % framework,
brand
program # of blog mentions
suiting# of reviews requirements,
Proactive your % preferring your
# of media contacts
capabilities and resources
made
# of news releases
sent



2 things might help:
1) The inequality of the web
Social 2) The concept of target
Media media
–
where
to
start? ©2010 Dow Jones & Company

90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute


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?

Re
ac
h
vs
. In
flu
e nc
e

Source: http://www.longtail.com – Chris Anderson


Social Media (for PR) has two Core Metrics

• Influence
• Engagement

Sources: Social Media Metrics


Let’s get more concrete:
Ratings worth monitoring on …

• Blogs
• Facebook
• Twitter
• Youtube


Ratings worth monitoring on Blogs

• Unique visitors per month to your blog
• Total posts read
• Subscribers to your RSS / email feed
• Independent credibilty ratings by external authorities such as
Klout, Compete.com or Hubspot
• Number of comments
• Who is commenting (small players or major players)
• Links
• Time on site

Sources: 20 Social Media Ratings You Should Be Monitoring


Ratings worth monitoring on Blogs

• Unique visitors per month to your blog
• Total posts read
• Subscribers to your RSS / email feed
• Independent credibilty ratings by external authorities such as
Klout, Adage, Compete.com or Hubspot (with its website and
blog gradings)
• Number of comments
• Who is commenting (small players or major players)
• Links
• Time on site

Sources: 20 Social Media Ratings You Should Be Monitoring Dow Jones & Company
©2010

Ratings worth monitoring on Facebook

• Number of fans
• Types of Fans (ordinary or high value)
• Comments



Ratings worth monitoring on Facebook

• Number of fans
• Types of Fans (ordinary or high value)
• Comments

©2010

Ratings worth monitoring on Twitter

• Number of followers
• How many lists you are on
• How many ReTweets you are generating
• The number of Direct Messages
• Followers-per-tweet
• Klout rating



Ratings worth monitoring on Twitter

• Number of followers
• How many lists you are on
• How many ReTweets you are generating
• The number of Direct Messages
• Followers-per-tweet
• Klout rating

©2010

Ratings worth monitoring on YouTube

• Number of views
• Number of subscribers
• Quantity of comments



Ratings worth monitoring on YouTube

• Number of views
• Number of subscribers
• Quantity of comments

©2010

Old Spice Campaign: Looking at the Results

Source: W + K Old Spice Case Study


4) Social Media ROI:
Measuring your online
success
• Myths and Realities
• How to quantify efforts in blogs,
Twitter, etc.

Key learnings?

Session 5
PR Measurement of New &
Traditional Media

© Georg Ackermann

Social Media Relations
Everything Changes?

Yes!
• It’s about two-way conversations
• You’ve to deal with more channels
• We HAVE to listen and understand what’s said about us!
• What about those negative comments and posts?
• The game get’s so much faster

© Georg Ackermann

Everything Changes?

No!
• You’ve to manage relationships
• So it’s wires, print, broadcast – and social media
• You already: monitor and analyse your media coverage
• Not every negative comment means a crisis
• Already forgot newswires? Look at trends over time

© Georg Ackermann

Communications Objectives & Strategy

Planning, Execution, Controlling

Monitor Analyse Discover Engage

research & issues, trends opportunities & & pinpoint
promote & strategies for risks in time better the
the buzz impact to act influential

© Georg Ackermann

Everything Changes?

Originally,
measurement was
post-mortem
analysis.

For fast
environments, it
becomes near-time!

© Georg Ackermann

It takes 20 years to build a reputation and five
minutes to ruin it. If you think about that, you’ll
do things differently.

Warren Buffet

© Georg Ackermann

Monitor

© Georg Ackermann

Monitor Analyse

Analyse -
Break it down

© Georg Ackermann

Monitor Analyse

© Georg Ackermann

Analyse
What are topics/
issues discussed?

Who are they
talking about?

How is your media
footprint globally?
How good is your
brand image?

© Georg Ackermann

Analyse

What are trends in
traditional vs. social
media?

What are
Who is writing
keywords of your
about you?
brand coverage?

© Georg Ackermann

Discover

© Georg Ackermann

Focus on Asia
© Georg Ackermann

How to reach out in Asia?

Source: Ogilvy Public Relations

© Georg Ackermann


Source: comScore

© Georg Ackermann

China

Source: Ogilvy Public Relations

© Georg Ackermann

Top Sites in…

1. Yahoo.com Hong Kong
2. Facebook.com
3. Google.com.hk 谷歌
4. Youtube.com
5. Google.com

© Georg Ackermann

Top Sites in…

1. Baidu.com China
2. QQ.com
3. Taobao.com 淘宝网
4. Sina.com.cn 新浪新闻中心
5. Google.com.hk 谷歌

© Georg Ackermann

Top Sites in…

1. Yahoo.com Taiwan
2. Facebook.com
3. Wretch.cc 無名小站
4. Google.com.tw 繁體中文搜尋
5. Youtube.com

© Georg Ackermann

PR measurement of new and traditional media
Differences, challenges, and the right approach to take

Key learnings?
Key learnings?

© Georg Ackermann

Session 6

Measuring with a tight budget:
Cost-Effective Tools & Applications


Measuring success of your Facebook Efforts
What Facebook Insights can do for you:
•page views
•unique views
•total interactions
•wall posts
•discussion topics
•Fans
•New Fans
•Removed Fans
•Reviews
•Photo Views
•Audio Plays
•Video Play


Getting started with social media analysis tools

•Overview: Some free tools
•Get your hands ‘dirty’ for your :
• News
• Blogs
• Twitter
• Facebook

© Georg Ackermann

Social Web
www.socialmention.com
www.collecta.com
www.boardreader.com
www.blogsearch.google.com
http://technorati.com/search

Twitter
www.klout.net
www.tweetstats.com
http://twittercounter.com
http://twitrratr.com
http://tweetfeel.com
http://wefollow.com

Facebook
Search/Web
www.booshaka.com
www.google.com/insights/search
www.kurrently.com
www.google.com/trends
http://itstrending.com
www.google.com/analytics
http://youropenbook.org
http://facepinch.com

© Georg Ackermann

Check the following Twitter tools for your case
study context:
• twitrratr.com
• tweetfeel.com
• twitter.com/search
• twitterstats.com
What are 1) the pros / cons, 2) useful metrics

© Georg Ackermann

Check the following Facebook tools for your case
study context:
• Facebook – search
• booshaka.com
• kurrently.com


© Georg Ackermann

Understanding what you want to track:
• What is your goal?
• Do you want to track how people are sharing your website?
• Do you want to track a specific social media campaign?
• Or maybe you’re just interested in trends related to a
specific meme or social media phenomenon?

Think about your Case Study and how to use
these tools.

Source: Mashable – Track Social Media Analytics

© Georg Ackermann

Problems and challenges of free tools

• I have to do it myself
• Provides me only raw data
• External perspective is missing
• Limited language analysis
• Free tools are specific, limited
• Methodology not always transparent

© Georg Ackermann

Session 6

Measuring with a tight budget:
Cost-Effective Tools & Applications

Key learnings?

Old Spice Reaction: World Vision



Session 7

Crisis Management:
Monitoring & Mitigation Effectiveness


Nestlé's social media crisis

Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign

Activists
change their
Facebook
profile
photos to
anti-Nestlé
slogans and
start posting
to the Nestlé
fan page Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign

Activists Nestlé: “To repeat: we
Nestlé: “To repeat: we
change their welcome your
welcome your
Facebook comments, but please
comments, but please
profile don't post using an
don't post using an
photos to altered version of any
altered version of any
anti-Nestlé of our logos as your
of our logos as your
slogans and profile pic--they will be
profile pic--they will be
start posting deleted”
deleted”
to the Nestlé
fan page Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign

welcome your
Now it don't went using an all
post
Now iteven wentworse with all
photos to altered version of with
even version of any
altered
worse
any
kinds of criticism, allegations
kindsof our logos as your
of criticism, allegations
and simple insults being
and simple insults being be
profile pic--they will
slogans and postedprofilebottledwater be
pic--they will
posted(e.g. bottled water
(e.g.
deleted”
start posting deleted”
dispute in the US, “killing
to the Nestlé babies”…)
fan page
babies”…) Nestlé
unwillingly
put public
attention to
Greenpeace's
video
campaign

welcome your
post Key learnings:
even version of any
altered
worse
any
and simple insults Control? Don't use
being
posted (e.g. bottledlawyers to take
posted (e.g. bottledwater
deleted” water
start posting deleted” “killing
dispute in the US, “killing off the
dispute in the US, things
fan page
babies”…) Nestlé
Internet
unwillingly it,
Admit it, stop
put public
and apologize.
FAST!
attention to
Greenpeace's
Customers
video you are
criticizing
telling you
campaign very
something
valuable

welcome your
post Key learnings:
even version of any
altered
worse
any
and simple insults Control? You never
being
posted (e.g. bottledreally had it!
posted (e.g. bottledwater
deleted” water
start posting deleted” “killing
dispute in the US,
fan page
babies”…) Nestlé stop it,
Admit it,
What are your
What are your and apologize.
unwillingly
FAST!
Rules of Engagement? put public
Rules of Engagement?
A crisis response protocol? Customers
A crisis response protocol? criticizing you are
attention to
How fast can you react?Greenpeace's
How fast can you react? telling you
Who decides?
Who decides? video very
something
valuable
campaign

Reputational Risk: It’s all about perception...

Establishment:
Full crisis

Erosion:
Spreading:
Relevance
Growing
declines
interest
Emergence:
Issue gets
Potential: public
Known areas

YOUR
BRAND?


Establishment:
Full crisis

Erosion:
Spreading:
Relevance
Growing
declines
interest
Emergence:
Issue gets
Potential: public If a crisis happens:
Known areas
Get it fast,
YOUR Get it right,
Get it out, and
BRAND? Get it over!
Your problem won’t improve with age.
N. Augustine, CEO Lockhead Martin


33% of global CCOs Establishment:
33% of global CCOs Full crisis
are not prepared for
are not prepared for
social media based Spreading: Erosion:
social media based Relevance
reputation threats !!! Growing
reputation threats !!! declines
interest
Emergence:
Issue gets
Potential: public If a crisis happens:
Known areas
Get it fast,
YOUR Get it right,
Get it out, and
BRAND? Get it over!
Your problem won’t improve with age.
N. Augustine, CEO Lockhead Martin


Exercise: Establishment:
Exercise: Full crisis
What are crisis
What are crisis
indicators you can Erosion:
indicators you can Spreading:
Relevance
measure? Growing
measure? declines
interest
Emergence:
Issue gets
Potential: public
Known areas

YOUR
BRAND?

Exercise: BP = Best Practice?

• Form groups of 5-8 people
• You are the global communications team for BP now
• Think about one on-line and one offline campaign in
context of the Output, Outtake and Outcome
framework that you would do
• Use the template go guide you
• Share after 10 minutes


The majority of all crises come from within an
organization.


Session 7

Crisis Management:
Monitoring & Mitigation Effectiveness

Key learnings?

Session 8

PR Measurement Industry Today


Fragmentation &
Consolidation

BIG offer
http://wiki.kenburbary.com/social-meda-monitoring-wiki/

149 providers

© Georg Ackermann

Quick Provider check

• Analysed content: Twitter, Facebook, YouTube, Blogs,
Forums and Traditional News Publications (Archive)
• paid or free
• country/region-focus or global, supported languages
• industry-focus
• automated, tool-focus or manual analysis
• price and support
• simple press clipping service or complex analysis
platform

© Georg Ackermann

There is no perfect solution!
What are your needs and resources?

>> next: The Future of Media Measurement

© Georg Ackermann

The Future of
Media Measurement

Improvements to the mix of humans and machines

Technology improvements around
• machine translation
• automated sentiment detection
• speech to text (to harness video and podcasts)
• discovery algorithms
• cluster analysis - how certain words are gathering,
“clustering” relative to a search topic

© Georg Ackermann

The Future of
Media Measurement
• Improved integration of print media
measurement with online advertising metrics,
market surveys and other data used for KPIs
• More workflow integration of
media measurement tools
• Measurement and Media
Management coming together

© Georg Ackermann

International Association for Measurement and Evaluation of
Communication
• AMEC’s first international chapter in the USA
• Global agency research heads and US-based AMEC members
Cision, VMS, Dow Jones and Burrelles Luce
• Developed measurement principles, presented and agreed
at this year’s AMEC European Summit on Measurement in
Barcelona, together with the Institute for Public Relations (IPR)
• Asian Chapter launched in October 2010

© Georg Ackermann

AMEC: Barcelona Principles
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

© Georg Ackermann

Session 8

PR Measurement Industry Today

Key learnings?

Session 9

Post Evaluation:
Start with the End in Mind


6) Post evaluation
You want a seat
at the board table?


Translating 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

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.


Indispensable? Use KPIs to show your contribution!

• 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
“…From an executive’s viewpoint, it
can be interpreted as the difference
can be interpreted as the difference
between the PR team being busy and
between the PR team being busy and
the PR team being indispensable.
the PR team being indispensable.
Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

has to answer
Group Exercise: “So what?”

Sales PlaceUse your exercise example requests for
product # meetings % awareness of your # of
Leads reviews # of speaking brand information
Initiate(G20 / Qantas / % considering your
speakers engagements SGX-ASX)
program brand
Proactive
and define: your
# of blog mentions
# of reviews % preferring
How do you want to share your
blogger outreach
# of media contacts
made
brand

efforts and successes with the
# of news releases
sent
board?


To act strategic, you’d need a strategy…

THEN: Activities & Outputs NOW: Outtakes & Outcomes
Tactical Strategic

Reactive Pro-active

Counting clips Benchmarking messages, competitors

Clip books Media Analysis & KPIs

Handful of key titles The world of sites, titles, blogs, videos

Quantitative Quantitative and qualitative

Only human analysis Smart tools & analysis

Managing activities & outputs Managing outtakes & outcomes


Measurement is a Process

The measurement process is formed
around some basic questions:
Situation
Planning • What were the goals we wanted to
analysis
achieve in the first place?

• What do we want to measure
against?

• What do we want to compare?

Evaluation Execution


Session 9

Post Evaluation:
Start with the End in Mind

Key learnings?

Old Spice Reaction: Sesame Street

Source: Youtube / Sesame Street


Session 10

Bringing it All Together:
Deciding on the Right Solution


Step 1: Transforming objectives to
specific KPIs
Definition of my objectives:
What’s
What’s
To build brand awareness
To generate buzz, advocacy or WOM top on
top on
To generate brand engagement
To shift consumer perceptions your job’s
your job’s
To influence key opinion formers
To generate leads or build prospect base agenda?
agenda?
To stimulate dialogue or relationship with prospects
To encourage participation for social event
To manage brand reputation
To divert a PR crisis
To engender customer loyalty
To uncover customer or product insights
To enhance customer service
Source: IAB Social Media Council

© Georg Ackermann

Step 2: From objectives to KPIs -
“The 4 As” of online engagement

What’s your focus?
What’s your focus?

Source: IAB Social Media Council

© Georg Ackermann

Measuring PR in the Digital Age - Evaluating Communications Effectiveness

Measuring PR in the Digital Age - Evaluating Communications Effectiveness

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