Vocus Webinar: P.R.ove Yourself with Angie Jeffrey

P.R.ove Yourself!
Simple, Real Metrics for Showing PR Success
February 22, 2012
22

Angela Jeffrey & Associates
Home of MeasurementMatch.com©

Copyright Angela Jeffrey & Associates

Where We’re Heading
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• Quick Definitions
Quick Definitions
• Measurement Update:
• Barcelona Principles (AMEC)
Barcelona Principles (AMEC)
• Valid Metrics Matrix (AMEC and IPR)
• 8 Step Measurement Program for Social (and
8‐Step Measurement Program for Social (and
Traditional) Media
• How‐to steps and tool suggestions
How to steps and tool suggestions


DEFINITIONS


Quick Definitions
Quick Definitions

Outputs – measures what you put “out there;” the results
of tactical efforts, such as clip counts, audience
impressions, speeches given, etc.
impressions, speeches given, etc.
Outtakes – measures whether or not anyone heard your
message, understood it, changed their opinion or is
considering a behavioral change.
Outcomes – measures bottom‐line behavioral change, such
as sales, stock price, employee retention, votes, etc.
as sales stock price employee retention votes etc


Q
Quick Definitions

Correlation ‐ a relationship between two independent variables.
p p
If one goes up, so does the other!
BUT – we can’t “prove” it.
r =1.0 is perfect
r=.7 is good


MEASUREMENT UPDATE


AMEC’s Barcelona Principles

The 7 Barcelona Principles are:

1. Importance of goal setting and measurement

2. Measuring the effect on outcomes is preferred to measuring outputs
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.
7 Transparency and replicability are paramount to sound measurement

Home of MeasurementMatch.com© 7

AMEC Valid Metrics Framework Template
International Association for the Measurement & Evaluation of Communications (AMEC)
International Association for the Measurement & Evaluation of Communications (AMEC)
COMMUNICATIONS/MARKETING STAGES

Key Area of
ASES

Communication
Communication
CATIONS PHA

(Brand/Product Marketing,
Reputation Building, Issues
Knowledge/ Interest/ Support/
Advocacy/Support, Employee Awareness Action
Engagement, Investor Relations, Understanding Consideration Preference
Crisis/Issues Management, Not‐
for‐Profit, Social/Community
COMMUNIC

Engagement)

Public Relations
Activity

Intermediary Effect
(Outputs)

Target Audience
Effect ORGANIZATION/
(Outtakes and BUSINESS
RESULTS
Outcomes)


Awareness Knowledge Interest Support Action
Social/Community
/
Engagement

• Content creation (e.g. assets created, videos/podcasts)
• Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts,
Public Relations community site posts & events)
)

Activity • Influencer engagement
• Stakeholder engagement
• Events/speeches

• Impressions/Target • Key message • Expressed opinions • Endorsement by
audience alignment of interest journalists or
impressions [traditional & social • Social network influencers
• Earned media site media] Followers • Rankings on industry
Intermediary visitors/day • Accuracy of facts • Retweets/Shares/ lists
Effect • % share of • % share of Linkbacks • Expressed opinions
Expressed opinions
conversation conversation
(Outputs) • Video views
• % share of of support
conversation • Social network Fans
• Prominence
• Likes

• Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift
• Active advocates
Active advocates
• Aided awareness company/product (to consumer/ • Stated intention to
Target Audience • Owned media site attributes and customer) buy • Brand engagement
visitors per day features • Visitors to website • Brand preference/
Effect • Social network • Brand association • Click‐thru to site Loyalty/Trust • Leads/sales
(Outtakes, channel visitors and differentiation • Time spent on site • Endorsement • Revenue
• Downloads from site • Requests for quote
Outcomes) • Calls • Links to site
Links to site • Market share
Market share
• Event/meeting • Trial • Cost savings
attendance

NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For
simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are
known to be in your Target Audience, you could reflect those metrics under Target Audience Effect. 9

EIGHT‐STEP MEASUREMENT
EIGHT STEP MEASUREMENT
PROGRAM

Eight‐Step Measurement Process
g p

1. Define organizational goals
2. Research stakeholders and prioritize
3. Set specific objectives for each key stakeholder group
4.
4 Set traditional/digital/social media KPIs against each objective
S di i l/di i l/ i l di K I i h bj i
5. Choose tools and benchmark (using the AMEC Framework)
6. Analyze the results and compare to costs
the results and compare to costs
7. Present to management
8. Measure continuously and improve performance

“Social Media Measurement: Putting it All Together”
http://www.measurementmatch.com/Free‐White‐Papers.html
p // / p


Step 1 – Define Organizational Goals
p g

A “goal” is a broad idea of what you would like to have happen:
g y pp

to raise revenue
to lower costs
to increase customer satisfaction
To increase brand engagement
To increase brand engagement
To improve relationships
• Sources: Jim Sterne and Katie Paine

Then … dig deeper to determine brand, product or specific
issue goals


Step 2 – – Research Stakeholders and Prioritize
p

Internal Research –
Interviews or focus groups with marketing, sales, customer
I t i f ith k ti l t
service, HR, etc.

External ‐
Create a Social Graph – where are stakeholders communicating?
Listen Online to Key Stakeholders – what are saying?
Li t O li t K St k h ld h t i ?
Keyword and Message Analysis
Survey Key Stakeholders


Step 2 – Research Stakeholders and Prioritize

Used with Permission
by Sally Falkow
by Sally Falkow


Step 2 – Research Stakeholders and Prioritize

Social Graph tools: Ecairn (for
bloggers), Traackr, and
Rapportive (gmail) and Fliptop
• Do it for you: Social Ally
(Sally Falkow)

Keyword and Message
Analysis – Rowfeeder, Social
Mention, IceRocket, Addict-o-
matic … with Excel; or use paid
tools like Vocus, Alterian SM2,
Sysomos or Cymfony.

External Surveys – GfK,
Forrester’s Social
Technographics,
SurveyMonkey, Zoomerang
SurveyMonkey Zoomerang,


Step 2 – Research Stakeholders and Prioritize – Social
Graphing

Fabulous new tool – pop in email addresses or URLS and find out
exactly where they are engaged! Tip of the day!
tl h th d! Ti f th d !

Step 2 – Research Stakeholders and Prioritize:
Social Graphing
S i l G hi


K d dM A l i
Identify what keywords people are using to find your site through:

In search site, set up search strings using these words and refine as
In search site set‐up search strings using these words and refine as
you go so you’ll pull up the most relevant results.

Then, set‐up an Excel spreadsheet to track items as they come in. In
each column, list: Date, Source, Author and Subject, and also note if
there are Comments, Links, Trackbacks or Retweets.
there are Comments Links Trackbacks or Retweets

Discover and benchmark which sources matter most for you …

K d dM A l i

The Path Central is a training program provided by Social Ally that teaches you
gp g p y y y
exactly how to do this type of analysis.

At end of Step 2, you should have a good idea of:
Who and where your stakeholders are in social media
What they are saying (offline and online)

Step 3 – Set Specific Objectives for Each Key Stakeholder
Groupp

After research, meet again with key stakeholders and get
agreement on priority of your programs.
g p y y p g

An “objective” is a “clearly defined statement that includes an
action statement (a verb), a timeline and a measurement
outcome (a percentage) (Stacks and Bowen)

If your GOAL is to increase new home sales for a developer, a key
stakeholder OBJECTIVE might be to increase homebuyer leads by
first‐time buyers by 50% over the next six months.

Then, develop Key Performance Indicators for each Objective!
, p y j


Step 4 – Set KPIs Against Each Objective

KPIs use technical data, and enable you to easily show
p g
progress over time.  (Refer to AMEC chart for guidance)
( f f g )

For example, if your goals/objectives focus on:
Raising Revenue ‐ click‐throughs to a URL; increase in conversion
ii li k h h i i i
rates, online donations, membership sign‐ups, etc.
Brand Engagement – increasing number of comments to posts,
returning visitors, pages downloaded  and visitors arriving from
i ii d l d d d ii i i f
search, etc.
Improving Relationships – increasing satisfaction scores in surveys,
improvement in willingness to recommend  (Net Promoter  Score).
i i illi d (N P S )
Source Contributor: Katie Paine


Step 4 – Set KPIs Against Each Objective
Objective: Increase New Home Sales by 10% in Six Months
among Prospective Buyers. Website KPIs might include:

Used with Permission ‐ Avinash Kaushik


Step 5 ‐ Choose Tools and Benchmark
Awareness Knowledge Interest Support Action
Social/Community
/
Engagement

• Content creation (e.g. assets created, videos/podcasts)
• Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts,
Public Relations
Public Relations community site posts & events)
community site posts & events)

Activity • Influencer engagement
• Stakeholder engagement
• Events/speeches

• Impressions/Target
Impressions/Target • Key message
Key message • Expressed opinions
Expressed opinions • Endorsement by
Endorsement by
audience alignment of interest journalists or
impressions [traditional & social • Social network influencers
• Earned media site media] Followers • Rankings on industry
Intermediary visitors/day • Accuracy of facts • Retweets/Shares/ lists
Effect • % share of • % share of Linkbacks • Expressed opinions
conversation conversation
(Outputs) • Video views
• % h
% share of
f of support
of support
conversation • Social network Fans
• Prominence
• Likes

• Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift
• Aided awareness company/product
p y/p (
(to consumer/ / • Stated intention to • Active advocates
Target Audience • Owned media site attributes and customer) buy • Brand engagement
visitors per day features • Visitors to website • Brand preference/
Effect • Social network • Brand association • Click‐thru to site Loyalty/Trust • Leads/sales
(Outtakes, channel visitors and differentiation • Time spent on site • Endorsement • Revenue
• Downloads from site • Requests for quote
Outcomes) • Calls • Links to site • Market share
• Event/meeting
/ • Trial
l
• Cost savings
attendance


A. Public Relations Activity
y
What efforts did you make? Metrics reflecting the process
of producing or disseminating the desired messages. These
data points can sometimes be correlated to outcomes.


B. Intermediary Effects
B I t di Eff t
How did third parties respond? Look for metrics reflecting
journalist and influencer dissemination of messages to the
target audience on Owned Sites and in Earned Media.
Your Owned Sites – Benchmark and determine metrics
Your Owned Sites – Benchmark and determine metrics
that fit your KPIs:
Blogs and Websites
Twitter Sites
Facebook Sites
Bookmarking Sites
g
YouTube, Flickr and Other Image Sites
Compound Influence Scores (Klout, Peer Index, Social Mention)


B. Intermediary Effects – O
B I t di Eff t Owned Sites ‐ W b/Bl
d Sit Web/Blogs

To identify influencer activity,
look at: referral sites, visitors
w/high authority scores,
w/high authority scores
retweet activity, ratio of
comments to posts, RSS
g y ,
subscribers. Google Analytics,
NextAnalytics (188 charts), etc.

B I t di Eff t Owned Sites – W b/Bl
d Sit Web/Blogs

Check out influencer sites through WMTips – a one‐stop hop for search
Ch k t i fl it th h WMTi t h f h
rankings and authority; inbound links; Diggs; Technorati and more!

B I t di Eff t Owned Sites ‐ F b k
d Sit Facebook
For Facebook, use Insights,
NextAnalytics or PageLever
or PageLever
and look for # of Fans or
Friends on Influentials list, # of
their comments to posts;
number of likes and so on.


B I t di Eff t Owned Sites ‐ T itt
d Sit Twitter

As followers increase, vet
,
them on Klout, PeerIndex, ,
SocialMention, Technorati.

B. Intermediary Effects – Earned‐Media Sites
B Intermediary Effects – Earned Media Sites
Earned‐Media Sites – Monitor, benchmark and watch!
A few free tools to bring in content include Google, Social
Mention, Twazzup, Hootsuite, IceRocket, etc.
Great paid tools include Vocus, Sysomos, Seesmic, Alterian SM2
and NM Incite … and CARMA, Echo, Dow Jones, Prime
Content Analysis: (Automated or partially by hand)
Company, brand, topic
Company, brand, topic
Prominence and dominance
Sentiment
Key messages and quotes
K d t
Do Source Strength analysis for quantitative evaluation
OTS, Impressions, reach, traffic, authority, etc.
, p , , , y,


B. Intermediary Effects – Earned‐Media Sites:
y
Source Strength


B. Intermediary Effects – Earned‐Media Sites:
y
Ketchum ROI Lab: Mixing Quantity and Quality
Source Tier 1 or 2: 0‐20 points
Tone: ‐15 to +15 points
Message 1: 0‐10 points
Message 2: 0‐10 points
Prominence: 0‐20 points
Third party endorsement: 0‐15 points
Headline, Photo: 0‐10 points
TOTAL possible:
TOTAL ibl 100 points or
100 i t
100%
Theory behind it: 100 points would be a perfect story, so lower
scores mean stories are less effective.
To weight impressions or other quantitative score, multiply them
by the percentage for each clip to get a Net Effect Score.
Best for correlations to outcomes!


C. Target Effects
g

Target Audience Effects: metrics showing that the target
audience has received the messages and how they have
di h i d h dh h h
responded in measurable activities
Surveys
Web Analytics
Look at goals, funnels and e‐commerce
Advanced Statistics
Regression or Simple Pearson Correlations in Excel
Market Mix Models
Market Mix Models
Web Analytics + e‐Commerce + CRM Systems


C. Target Effects ‐ S
C T t Eff t Surveys

From iPerceptions, four‐key questions upon website exit!
F iP ti f k ti b it it!


C. Target Effects ‐ Correlations

$2,500,000
$2 500 000
$2,000,000
$1,500,000
$1,000,000
$500,000
$500 000
$‐

MCW Revenue

Media Coverage leads Funds Raised for World Vision with a one‐day lead to
g y
lag – r=.73 for World Vision during Myanmar Disaster.
Key: using a Quantitative/Qualitative Score for all clips (Ketchum example)


ff l i
Simple correlations can be pulled out of Excel using one of two
commands: =CORREL or =PEARSON
Setup an Excel spreadsheet with your data tables with one row showing
y
your media score or competitive share percentage.
p p g
Set‐up another row showing your business result.

A B C D E F G
1 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6
Media
2 Sco e
Score 105,000
105 000 145,000
145 000 195,000
195 000 190,000
190 000 100,000
100 000 500,000
500 000
3 Leads 5 10 30 35 46 65

Copyright Angela Jeffrey & Associates 38

ff l i
In an empty cell:
Click on Formulas ‐‐ Insert Function – Correl or Pearson. Then, follow the
prompts to do it automatically, or …
Enter the cell numbers of the starting and ending
g g
values in each row like this: =Correl(B2:G2,B3:G3)

A B C D E F G
Media
2 Sco e
Score 105,000
105 000 145,000
145 000 195,000
195 000 190,000
190 000 100,000
100 000 500,000
500 000
3 Leads 5 10 30 35 46 65


ff l i
In an empty cell:
Click on Formulas ‐‐ Insert Function – Correl or Pearson. Then, follow the
prompts to do it automatically, or …
Enter the cell numbers of the starting and ending
g g
values in each row like this: =Correl(B2:G2,B3:G3)

A B C D E F G
Media
2 Sco e
Score 105,000
105 000 145,000
145 000 195,000
195 000 190,000
190 000 100,000
100 000 500,000
500 000
3 Leads 5 10 30 35 46 65

Hit “enter” and you’ll see your correlation in that empty cell … r=.73


C. Target Effects ‐ C
C T t Eff t Correlations
l ti

+

If you don’t want to do‐it‐yourself!


C. Target Effects – Goals and Funnels
g

“Set up Goals and Funnels” ‐Chapter 14
• Assign dollar values to “macro” and
“micro” goals
• Example:
• A Macro goal is a $500 sale
• A Micro goal is a “Contact Me” sign‐up
• If it takes 10 “Contact Me” sign ups to
If it takes 10 Contact Me sign‐ups to
get a sale …
• Assign $50 (10% of $500) to the Micro
goal.
goal.
• Set financial goals with management.
• (From Avinash Kaushik)


C. Target Effects – G l
C T t Eff t Goals and Funnels
dF l

In Google Analytics, it is very easy to set‐up specific Goals regarding certain URL
hits, time on site, pages visited, etc. Assign a dollar value with management to
each and track results! (Avinash Kaushik)

Step 6 ‐ Analyze Results and Compare Costs
p y p

ROI = [(Payback ‐ Investment)/Investment)]*100
“Payback” ‐ the dollar representation of whatever you’ve defined
“P b k” th d ll t ti f h t ’ d fi d
as your goal; your investment will be everything you did to bring
that goal to fruition.
For instance, if your payback is $1,000 in sales, but it cost you
For instance if o r pa back is $1 000 in sales b t it cost o
20 hours at $50 per hour in social media effort to achieve
that, your ROI will be zero.
Other financial measures:
Oth fi i l
Cost‐per‐click to compare efficiency of different programs
Compare sales against costs
Paid vs. Earned search rankings
Cost savings in areas like customer service and recruitment


Step 7 ‐ Present to Management
p g

Tell your story as quickly as possible through a dashboard
y y q y p g
or scorecard with headlines, bullets and trending.
Highlight especially meaningful conversations, successful
blogger outreach, or other anecdotal comments.
bl t h th d t l t
Most important, if you executed surveys, correlations to
outcomes, or have solid tracking data from web analytics,
, g y ,
be sure to show those results impacting business goals.
Source: Marianne Eisenmann, head of Determinus, Chandler‐ Chicco
Agency and IPR Commission member.
Agency and IPR Commission member


Demonstrating PR Program Impact for C‐Suite
by Marianne Eisenmann and her Determinus staff, Chandler Chicco Companies
Media Coverage Generated by the Campaign Campaign Drives Call to Action Campaign Reach via Social Media
XXX Placements, XXXM Impressions to Website Resources

Message Penetration by Channel Type
g y yp Impressions Generated with
p Contest Entries –
Media Type Aligns with Target
Media T pe Aligns ith Target
Message 1 appears in XX% of all coverage Twitter Target vs. YTD
Audiences
82% of coverage carries two or more messages

600

Trade 500

Regional/
Regional/ Nat l
Nat'l 400
Local Consumer
300
Consumer Print/Online
Broadcast
200
Nat'l
Consumer 100
Regional/
Broadcast
Local
Local
Consumer TARGET YTD
ACHEIVED
Print/Online

Step 8 ‐Measure Continuously
and Improve Performance
dI P f

Create an ongoing measurement program
g g p g
Schedule regular deep‐dive analysis
Plan monthly or quarterly presentations to
management
Adjust programs as needed!


NET TAKE‐AWAYS

Net Take‐Aways
y
1. Study the AMEC Valid Metrics Framework to get ideas for
how to link your efforts with business outcomes.
how to link your efforts with business outcomes
2. Work through the 8‐step process to flesh‐out your program.
Social Graph
Set KPIs for each objective
Measure outcomes through surveys, advanced stats or
web analytics
b l i
Learn to set financial goals in Google Analytics yourself!
Learn to pull a Pearson Correlation
p


Contact Information

For a copy of Social Media Measurement:
For a copy of “Social Media Measurement:
Putting it All Together”
http://www.measurementmatch.com/Free‐White‐Papers.html
Angela Jeffrey, APR
Angela Jeffrey & Associates
www.MeasurementMatch.com
www MeasurementMatch com
Matching Clients with PR Measurement Solutions
214‐926‐9794; angie@measurementmatch.com
Skype: Angela.Jeffrey2; Twitter: @ajeffrey1
Facebook.com/AngelaJeffrey11


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