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New Media, New Metrics: Measuring Success in the 21st Century PRSA Oklhoma City January 2008 Katie D

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Title: New Media, New Metrics: Measuring Success in the 21st Century PRSA Oklhoma City January 2008 Katie D


1
New Media, New Metrics Measuring Success in the
21st Century PRSA Oklhoma CityJanuary
2008Katie Delahaye PaineCEOkdpaine_at_kdpaine.com
www.measuresofsuccess.comhttp/kdpaine.blogs.com
Member, IPR Measurement Commissionwww.institutef
orpr.org
2
Why measure? The World According to Martians
  • Results
  • ROI
  • Hard Numbers
  • Charts Graphs
  • Work
  • Reviewing results
  • Looking at spreadsheets
  • Downsizing

3
The World According to Venutians
  • Work
  • Schmoozing
  • Lunching
  • Opportunistic creativity
  • Results
  • A busy trade show
  • An award
  • A front page headline

4
Let Research be your dictionary
What we say
5
Why Measure?
If we can put a man in orbit, why cant we
determine the effectiveness of our
communications? The reason is simple and perhaps,
therefore, a little old-fashioned people, human
beings with a wide range of choice.
Unpredictable, cantankerous, capricious,
motivated by innumerable conflicting interests,
and conflicting desires. Ralph Delahaye
Paine, Publisher, Fortune Magazine , 1960 speech
to the Ad Club of St. Louis
  • The main reason to measure objectives is not so
    much to reward or punish
  • individual communications manager for success or
    failure as it is to learn from the
  • research whether a program should be continued as
    is, revised, or dropped in favor of
  • another approach
  • James E. Grunig, Professor Emeritus, University
    of Maryland

6
12 signs that this is the end of the world as we
know it
  • 12. I spent more time on Twitter and Facebook and
    Flickr yesterday than I did on email
  • 11. Gatekeepers? Whats a gate keeper?
  • 10. Deadline? Whats a deadline?
  • 9. Its easier to put my message on MMs than it
    is to get it in to A-list blog
  • 8. 1 0-budget YouTube video about Brittany
    Spears will be seen by more people than watch a
    month Monday Night Football
  • 7. The number of media outlets is growing faster
    than the American economy and people spend more
    time consuming media than they do sleeping
  • 6. IBM receives more leads, sales and exposure
    from a 500 podcast than it does from an entire
    advertising campaign
  • 5. Employers no longer check references, they
    check Facebook and MySpace and Shel Israel calls
    Facebook the most effective business tool hes
    ever had
  • 4. Procter Gamble is co-creating all its
    marketing with its customers
  • 3. Wikipedia is nearly as accurate and just as
    credible as the Encyclopedia Brittannica and a
    lot more people use it.
  • 2.Google has replaced the thesaurus, the
    encyclopedia, the dictionary and my short term
    memory
  • 1. Measurement is easy

7
What is Media?
In the average day and average person might use
the following forms of media
  • My Space
  • i-Tunes
  • Podcasts
  • E-mail
  • Skype
  • RSS feed
  • Blogs
  • Google ads
  • YouTube video
  • Facebook
  • Search engines
  • Produce placement
  • Traditional print magazine editorial and
    advertising
  • NPR
  • Word of mouth
  • E-commerce sites
  • Cinema advertising
  • Television dram
  • Billboards
  • Bus-sides
  • Street signs
  • Conversations with co-workers

8
The facts
  • Technorati tracked about 175,000 new blogs each
    day and about 1.6 Million postings per day, or
    about 18.6 posts per second -- double the volume
    of a year ago and is now tracking more than 80
    Million Blogs.
  • 39 of U.S. Internet users or about 57 million
    Americans read blogs, 57 have downloaded videos,
    36 consult Wikipedia,
  • 8 or 12 million Americans have a blog and more
    than half of bloggers are under the age of 30.
  • There are more people blogging in Asia than in
    the U.S.
  • Facebook is adding a million users a month
  • France and Poland are the fastest growing
    countries for blogs
  • Source The Pew Internet American Life Project

9
Why bother measuring blogs?
  • A release that went out to bloggers delivered 4
    times the web traffic as did the same news on ABC
    News
  • Bloggers fit the profile of influentials
  • 51 of journalists read blogs regularly
  • 33 of journalists say they use blogs as a way of
    uncovering breaking news or scandals
  • 43 of journalists use blogs to research and
    reference facts

10
10 immutable laws of 21st Century Communications
  • Its all about the conversation
  • There is no market for your message
  • Size doesnt matter so stop screaming, start
    listening
  • Its not how many eyeballs, its the right
    eyeballs
  • Spin is dead, long live transparency
  • Be who you are and see who is pleased and be
    there when they need you
  • ROI doesnt mean what you think it does, HITS
    How Idiots Track Success
  • You must match the measurement tool to your
    objective
  • You become what you measure
  • The media will all change tomorrow -- measure
    the customer not the media

11
A dozen arguments in favor of measuring naked
conversations
  • The opportunities for communications are growing
    exponentially, without data, how can you be
    expected to do your job without data?
  • Would the CFO have to justify an accounting firm
    or an audit?
  • What you dont know WILL hurt you, just ask Dell
  • Listening learning and improving
  • Its one big focus group and will help you
    understand your marketplace
  • You become what you measure
  • Chances are the competition is already doing it
  • A release that went out to bloggers delivered 4
    times the web traffic as did the same news on ABC
    News
  • Bloggers fit the profile of influentials
  • 51 of journalists read blogs regularly
  • 33 of journalists say they use blogs as a way of
    uncovering breaking news or scandals
  • 43 of journalists use blogs to research and
    reference facts

12
How to measure the impact of all those various
communications efforts 7 Steps to the perfect
measurement system
  • Define your mission and goals
  • Understand your audiences and what motivates them
  • Define the metrics (what you want to become)
  • Determine what you are benchmarking against
  • Pick a tool and undertake research
  • Analyze results and glean insight
  • Take action, measure again

13
What do you need to measure?
  • Outputs?
  • Did you get the coverage you wanted?
  • Did you produce the promised materials on time
    and on budget?
  • Outtakes?
  • Did your target audience see the messages?
  • Did they believe the messages?
  • Outcomes?
  • Did audience behavior change?
  • Did the right people show up?
  • Did your relationship change?
  • Did sales increase?

14
Goals, Actions and Metrics
15
Step 1 Define your measures of success
  • If you are celebrating complete 100 success a
    year from now, what is different about the
    organization?
  • What about 5 years from now?
  • If you eliminated PR what would be different?

16
Step 2 Define your audiences
  • List every stakeholder
  • New Media is not one audience
  • Top-tier bloggers vs. everyone else
  • Journalists vs. gad flies
  • Cyberwhiners vs. confused customers
  • Understand what motivates the audience to do
    what you want it to do

17
Step 3 What do you need to quantify?
  • Reduce complaints
  • Improve product
  • Increase leads
  • Increase sales
  • Increase loyalty
  • Lower recruitment costs
  • Cost savings
  • Increase web site utilization rate
  • Increased satisfaction

18
Most frequently used metrics
  • increase in awareness
  • increase in preference
  • Share of discussion vs. the competition
  • Share of positive/negative coverage
  • of coverage containing one or more key messages
  • Share of positioning on key issues
  • Share of visibility
  • Cost Per Message Communicated
  • Share of brand visibility vs. the competition
  • Share of recommendations (positive coverage) vs.
    the competition
  • Share of spokesperson visibility vs. the
    competition
  • Share of coverage of key battles
  • Share of rants and raves in the blogosphere
  • Share of mentions by key media (including A-list
    bloggers)

19
Most frequently used criteria
  • For your own blog
  • Conversation Index The ratio of blog comments to
    blog posts
  • Engagement
  • Returning versus new readers
  • Links from other sites
  • Google/Technorati or other Rank
  • Total time spent on the site
  • Referral Traffic to web site
  • Sales

20
Most frequently used criteria
  • For your blog-outreach program
  • Share of positioning
  • Share of rants vs. raves
  • Share of positives/negatives
  • Share of visibility
  • Share of quotes
  • Share of brand benefits mentioned
  • Impact on web traffic
  • Impact on reputation

21
Step 4 Define your benchmarks
  • Past Performance
  • Peer companies
  • Whatever keeps the C-suite up at night
  • Think in threes
  • A peer
  • A stretch goal
  • An underdog nipping at your heels

22
Past performance tonality of blog content
23
The competitive landscape
24
Step 5 Select a measurement tool
  • A content source
  • Google News/Google blogs
  • Technorati, Sphere
  • CyberAlert, CustomScoop, e-Watch
  • BuzzLogic, Radian 6,
  • RSS Feeds

25
Your tool box needs to include
  • 2. A way to analyze that content
  • Automated vs. Manual
  • The 80/20 rule
  • Dashboards and other tools
  • Blog body vs. comments
  • Links vs. content
  • Dont forget Twitter, Flickr YouTube

26
Your tool box also needs to include
  • A way to measure engagement
  • The Conversation index
  • The Engagement Index
  • The Transparency Index
  • The Relationship Index

2. A way to analyze that content
1. A content source
27
10 numbers you need from your web guy
  • increase or decrease in unique visits
  • Change in page rank - i.e a list of the top ten
    most popular areas and how it has changed in the
    last week
  • How many sessions on our blog or web site 
    represent more than 5 page views
  • In the past  month,  what of all sessions
    represent more than 5 page views
  • of sessions that are greater than 5 minutes in
    duration
  • of visitors that come back for more than 5
    sessions
  • of sessions that arrive at your site from a
    Google search, or a direct link from your web
    site or other site that is related to your brand
  • of visitors that become a subscriber
  • of visitors that download something from the
    site
  • of visitors that provide an email address

Courtesy of Eric Peterson
28
Components of a Relationship Index
  • Control mutuality
  • In dealing with people like me, this organization
    has a tendency to throw its weight around.
    (Reversed)
  • This organization really listens to what people
    like me have to say.
  • Trust
  • This organization can be relied on to keep its
    promises.
  • This organization has the ability to accomplish
    what it says it will do.
  • Satisfaction
  • Generally speaking, I am pleased with the
    relationship this organization has established
    with people like me.
  • Most people enjoy dealing with this organization.
  • Commitment
  • There is a long-lasting bond between this
    organization and people like me.
  • Compared to other organizations, I value my
    relationship with this organization more
  • Exchange relationship
  • Even though people like me have had a
    relationship with this organization for a long
    time it still expects something in return
    whenever it offers us a favor.
  • This organization will compromise with people
    like me when it knows that it will gain
    something.
  • This organization takes care of people who are
    likely to reward the organization.
  • Communal relationship
  • This organization is very concerned about the
    welfare of people like me.
  • I I think that this organization succeeds by
    stepping on other people. (Reversed)

29
Components of an Engagement Index
  • Involvement
  • Website visits
  • Time spent
  • Page views
  • Interaction
  • Comments
  • Reviews
  • Intimacy
  • Sentiment
  • Positioning
  • Influence
  • Likelihood to recommend
  • Brand affinity
  • Forwards
  • Links
  • Source Brian Haven, Forrester Research

30
Your tool box also needs to include
  • A way to quantify it all
  • Page views are dead, long live time on site
  • Alexa is blocked by Spyware blockers
  • Nielsen comScore differ by 25 million
  • Compete, Quantcast
  • Web analytics
  • Panels
  • Surveys

31
Your tool box also needs to include
  • A way to measure ROI??
  • Membership
  • Registrations
  • Sales tracking
  • Marketing Mix Modeling

32
Step 5 Matching the tool to the objective
33
Step 5 Conduct research (if necessary)
  • First find out what already exists
  • Web analytics
  • Customer Satisfaction data
  • Customer loyalty data
  • Internal data on management behavior
  • Second Decide what research is needed to give
    you the information you need
  • Message content analysis
  • Survey

34
Step 6 Analysis
  • Research without insight is just trivia
  • What works, what doesnt
  • What needs to be done?
  • What are you communicating?
  • What tools work best?

35
Lotus Press Coverage Analysis
Percent of impressions containing messages by
product
36
Lotus Press Coverage Analysis
Cost per message communicated
37
Victory Over Martians Confirmed!
38
Facebook Correlating MSM, CGM and signups
  • Strong correlation
  • Non-negative discussion only

39
Measuring voter engagement via YouTube
40
Correlation exists between traffic to the ASPCA
web site and the organizations overall media
exposure
41
Correlations also exist between online donations
to the ASPCA and the organizations overall media
exposure
42
Thank You!
  • For more information on measurement, read my
    blog http//kdpaine.blogs.com or give me your
    card and well send you The Measurement Standard,
    www.themeasurementstandard.com
  • To start developing your own dashboard or for a
    copy of this presentation go to
    http//www.measuresofsuccess.com
  • Or call me at 1-603-868-1550
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