Return on Communications: Using data to make a strategic difference - - PowerPoint PPT Presentation

Katie Delahaye Paine CEO Paine Publishing

www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com

Return on Communications: Using data to make a strategic difference

April 4, 2017 Kliping Conference Ljubjana, Slovenia

Agenda

 How to Make Sure You’re

Making a Strategic Difference

 How to get good data;

Collection, Validation and Intercoder Reliability

 What the Point? Using

Metrics to Tell Your Stories

2

A Typical Day in Communications

Because the boss says so 47% Because some one thought it was a good idea 37% Because its cool 11%

Because it helps our mission

5%

Requests

The Lines are Blurring

 Social/traditional  Digital/Social  Marketing/Comms  Internal/External  CSR/PR  Issues Management/PR  The answer is: Influence vs everything

else

4

What are Chief Communications Officers Measuring?

 76% measure website impressions  49% measure sentiment of media

coverage or attitude

 Social media shares ranks 3rd  101 Chief Communications Officers  66/35 split between North America

and Europe

 $500 million + in revenue  Sponsored by NASDAQ

5

Impressions Are Not Awareness. Where’s the “So What?”

Eyeball counting HITS Outcomes MSM Online Social media

6

Fact Checking the Measurement Discussion

 False

 There are no

standards.

 You can’t tie PR

to business

• utcomes.

 There’s no data

to prove ROI .

  True

 There are standards for PR,

Social and Digital Media here http://painepublishing.com/ standards-central-2/.

 You can show business

• utcomes as long as you

agree on expectations and definitions of success.

 There is plenty of data, you

just need to find it.

The problem isn’t standards, it’s the attribution model

ROI

Paid Marketing

Media Relations/ Social Media/PR

ROI

Shared

Owned Earned

Paid

P&G proved that PR was shown to deliver more value

P&G found that PR delivered 8

times the value of TV and 4 times the value of trade advertising.

Three of the six products

showed PR with the highest ROI

• f any marketing tactic

Overall PR delivered a 275%

ROI

1 2 3 4 5 6 7 8 Trade TV ad PR $ return on investment

9

PR delivers more results for less money

Miller discovered that PR

campaigns generate 4% of incremental sales compared to 17.3% of incremental sales for TV.

However, PR delivered that 4%

for less than 1% of the budget.

AT&T found that PR delivered

customers at a fraction of the cost

10 20 30 40 50 60 70 80 Trade TV PR

% of Spend vs % of incremental revenue

% of incremental revenue % of spend

10

95 63 15 $0 $50 $100 Advertising Outbound telemarketing PR Cost per customer acquisition

6 Steps to Return on Communications

Step 1: Define the goal What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Understand the motivations to act Define the target audiences and what makes them act or change their beliefs? How do your efforts impact the goal? Step 3: Define the benchmarks Who/what are you going to compare your results to? Step 4: Define the metrics What are the key performance indicators to judge your progress? Step 5: Collect your data Step 6: Analyze the data Find insight, turn into action, and measure again!

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1 2 3 4 5 6

Step 1: Define Your Champagne Moment

 What return is expected?

 Define in terms of the mission

 Define your champagne moment

 If you are celebrating complete

100% success a year from now, what is different about the

• rganization?

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Learning to Speak the language of management

0% 20% 40% 60% 80% 100% TAC Manuscript One Source HAL Positive Messages No Messages Negative Messages

Percent of impressions containing messages by product

$0.00 $0.50 $1.00 $1.50 $2.00 $2.50 TAC Manuscript One Source HAL

Cost per message communicated

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Tactics: Press Event Press Tour with trade & business media Release distribution

Step 2: Get Consensus on the Parameters

 What are management’s priorities?  Who are you are trying to reach?  How do your efforts connect with those audiences to achieve the goal?  What influences their decisions?  What’s important to them?  What makes them act?  What’s a realistic budget?

14

Step 2: Map the Strategic Process

Business goals or Mission Define communications goals Define audiences and influences Define metrics Prioritize Implement

Definitions of “Success”

 What’s the path?

Top Tier placements Quality media coverage conveys messages Influencers generate understanding/awareness Communications increases engagement Engagement increases revenue and revenue advances goals

16

When ACA programs received media coverage, goal conversions followed

50 100 150 200 250 300 20000 40000 60000 80000 100000 120000 140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

17 17

ACA programs drive higher Optimal Content Scores, which correlate highly with web visits

0.41 0.44 0.47 AC items ACA items ACA Optimal Content Score Correlations between Web Visits and PR Metrics Pearson r. value

18 18

Step 3: Define Your Benchmarks

 Past performance over time

 Measurement is a comparative tool  Put your results into context

 Peers/Competitors

 Think 3  Peer + underdog that is nipping at your

heels

 What keeps leadership awake at night?

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Step 4: Define Your Kick Butt Index

 You become what you measure, so pick your

metrics carefully

 How do you influence change?

 Define what makes people act or change?  Exposure to a message?  A Facebook Post?  A recommendations from a friend

 The Perfect KBI:

 Is actionable  Is there when you need it  Continuously improves your processes & gets

you where you want to go

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You Become What You Measure

 Define what makes people act or change?

 Exposure to a message?  A Facebook Post?  A recommendations from a friend?

 How do you influence change  That’s what you want to measure

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Objectives

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Business Objectives Comms’ Contribution Comms’ Activity Activity Metric Outcome Metric Tool

Increase high quality leads Increase awareness/ preference Publicity Social Media

• % increase in

media quality score

• % increase in

social sharing

• % increase in

awareness/pref erence

• Media

content analysis

• Social

Metrics

• Survey

Research Increase/save revenue Increase engagement Increase trust Events Content Creation

• % increase in

attendance

• % increase in

engagement with content

• % increase in

trust

• % increase in

engagement

• Survey

Research

• Web

Analytics

• Social

Metrics

5/5/2017

Objectives  Actions

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Business Objectives Comms’ Contribution Comms’ Activity Activity Metric Outcome Metric Tool

Increase high quality leads Increase awareness/ preference Publicity Social Media

• % increase in

media quality score

• % increase in

social sharing

• % increase in

awareness/pref erence

• Media

content analysis

• Social

Metrics

• Survey

Research Increase/save revenue Increase engagement Increase trust Events Content Creation

• % increase in

attendance

• % increase in

engagement with content

• % increase in

trust

• % increase in

engagement

• Survey

Research

• Web

Analytics

• Social

Metrics

5/5/2017

Objectives  Actions  Metrics

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Business Objectives Comms’ Contribution Comms’ Activity Activity Metric Outcome Metric Tool

Increase high quality leads Increase awareness/ preference Publicity Social Media

• % increase in

media quality score

• % increase in

social sharing

• % increase in

awareness/ preference

• Media

content analysis

• Social

Metrics

• Survey

Research Increase/save revenue Increase engagement Increase trust Events Content Creation

• % increase in

attendance

• % increase in

engagement with content

• % increase in

trust

• % increase in

engagement

• Survey

Research

• Web

Analytics

• Social

Metrics

5/5/2017

Procter & Gamble

25

Purchase

Desirable Photo Recommendation Brand Benefit

Tourism Destination

26

Intent to visit

Desirable Photo Dispels a Myth Signature Experience Call to action or recommendation

Media Company

27

Ratings

Recommendations Key message Signature Program Mention Social Engagement

B2B Company

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Grow the marketable universe (sales leads)

3rd Party Recommendation Key message Spokesperson quote Desirable positioning

Criteria for Media Quality

 Positive:

 Mentions of the brand  Positive brand mentions  Key messages  Customer quoted positive  Analyst quoted  Positioned as trusted partner  Positioned as vendor of choice  Recommendation  Call to action

 Negative:

 Omitted  Negative tone (less likely to

support, buy from, invest in, work for)

 No key message  No quote  Inaccurate

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Creating a Communications Quality Index

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Desirable Criteria Score Undesirable Criteria Score Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose 1 Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose

• 2

Contains one or more positive messages 3 Contains one or more negative messages

• 3

Event/Program is mentioned 2 No Event/Program is mentioned Positive headline 2 Negative headline

• 1

Third-party endorsement 1 Recommends competition

• 2

Contains desirable visual 1 Contains undesirable visual

• 2

Total Score 10 Total Score

• 10

Creating a Social Media Engagement Index

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Action Score “Like”/Follow/Open/+1 0.5 Favorites/Opens/Views 1 Comments 1.5 Shares content 2 Signs up to receive email or other owned content 2.5 Shares a link to an owned site 2.5 Total Score 10

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Step 5: Collecting Good Data

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• Data is driven by goals
• What outcomes is your

program expected to achieve?

Ensuring data integrity

 Do you have sufficient data?  Do you have the right data?  Are the time frames correct?  Is sentiment accurate?  Can you find the data you need?

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Get the right data

34

• Survey or Online action

Awareness

• Survey or Online action

Preference

• Survey or Online action )

Consideration

• Sales contact system

Leads

• Monitoring/listening or Survey

Messaging

• Monitoring/listening

Visibility

• Revenue/expenses

Cost savings

Select the Right Measurement Tools

 If you want to measure messaging,

positioning, themes, sentiment: Content analysis

 If you want to measure awareness,

perception, relationships, preference: Survey research

 If you want to measure engagement,

action, purchase: Web analytics

 If you want predictions and correlations,

then you need 2 out of 3 tools

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Testing the Accuracy of Coding

48.94% 68.31% 88.64%

0.00% 50.00% 100.00%

SDL UberVu NetBase % Agreement with human coding

33.12% 58.00% 7.84% 11.95% 26.53% 13.00% 0.32% 9.46% 40.35% 30.00% 92.11% 78.00%

SDL Beyond NetBase UberVu % positive %negative %neutral

100.00% 60.00% 17.65%

SDL UberVu NetBase % of alerts found SDL UberVu NetBase

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Just because you can automate doesn’t mean you should

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1,000 5,000 10,000 15,000 20,000

Number of Items

Accuracy Comparison

Human Coded Computer Coded

$0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500

1,000 10,000 20,000 Cost

Number of Items

Cost Benefit Analysis

Human Coded Computer Coded

The Key Questions to Make Sure You Get the Data You Need

 Questions that need answering:

 Who’s going to use the data?  When do they need it?  What are the objectives being measured?  What’s the time frame?  What conclusions do you need to draw?  What programs need measuring?  What are the basic requirements?  What are the “nice-to-haves”?  Who’s the audience?  What’s the budget?

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Step 6: What’s the Point? Use Metrics to tell Your Story

 Rank order results from worst to

best

 Stop doing the “worst” performing

things

 Ask “So What?” at least three

times

 Find your inner “Data Geek” (or

someone who is)

 Compare to last month, last

quarter, 13-month average

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Create a Report That Will Wow the Board

Step 1: Start with the basics

 What were the objectives?  Who’s the audience?

Step 2: Make sure you have all your data Step 3: Analyze data

 Rank from worst to best  Run correlations

Step 4: Find your “A-ha!” moment and put everything in context Step 5: Craft the story board Step 6: Add recommendations

40

Interviews and media advisories generated best coverage

0% 20% 40% 60% 80% 100% Application articles Contract wins Exec Interview Media advisory Release + conference Press release plus VNR Product review Industry issue Trade show/event

No Message Negative Message Positive Message

41

MLK saw the highest correlation of coverage to visits

0.133 0.156 0.355 0.379 0.427 0.848 Learn & Serve SeniorCorps CNCS AmeriCorps Get Involved MLK

By showing correlation between spokespeople and desirable coverage, more subject knowledge experts made themselves available to PR:

 A Pearson correlation addressed

the relationship between the number of quotes and the volume

• f desirable coverage.

 GT could potentially increase its

share of desirable coverage by building relationships between individual subject matter experts and key reporters

43

When ACA programs received media coverage, goal conversions followed

50 100 150 200 250 300 20000 40000 60000 80000 100000 120000 140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

44 44

ACA prog rogra rams d dri rive h ve higher er OCS s S scores

• res,

, whic hich c h correla late highly highly w wit ith h web v b vis isit its

0.41 0.44 0.47 AC items ACA Items ACA OCS Scores

Correlations between Web Visits and PR Metrics

Pearson r. value

Free entertainment generated the highest Optimal Content Scores

5.26 5.73 6.36 6.54 6.71 7.15 7.31 7.36 7.50 7.67 8.00 8.10 8.68 9.30 Miss America Meet AC DO AC July 4th Fireworks Air Show Blake Shelton Miss'd America Pageant Sand Blast Hello Summer Boardwalk Hall Light Show Challenge Triathlon Sand Sculpting World Cup Lady Antebellum Concert Free Entertainment Top Programs By Optimal Content Score (OCS)

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Without ACA events, Optimal Content Scores for Atlantic City would have been significantly lower

4 3.25 2.75 2.99 3.65 2.96 3.36 3.24 2.34 2.37 2.43 1.30

• 1.24

0.37

• 0.05

0.28 0.28

• 1.56

4.91 3.92 2.99 3.58 4.14 4.1 4.27 4.12 4.29 2.78 2.56 1.53

• 0.29

0.61 0.20 1.44 1.77 0.63

• 2
• 1

1 2 3 4 5 6 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Average OCS

Average OCS Score Over Time

Atlantic City OCS without ACA Atlantic City OCS with ACA The red line represents coverage of Atlantic City minus all mentions of ACA and its programs

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Positive Broadcast Coverage Continued to Increase While Negative Broadcast Coverage Declined

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 2014 2015 Desirable 100.0066.67%44.44%70.69%70.49%41.26%40.04%24.52%40.96%66.59%37.53%70.27%85.27%89.19%84.96%79.51%80.52%86.14% Undesirable 0.00% 33.33%55.56%29.31%29.51%58.74%59.96%75.48%59.04%33.41%62.47%29.73%14.73%10.81%15.04%20.49%19.48%13.86%

100.00% 66.67% 44.44% 70.69% 70.49% 41.26% 40.04% 24.52% 40.96% 66.59% 37.53% 70.27% 85.27% 89.19% 84.96% 79.51% 80.52% 86.14% 0.00% 33.33% 55.56% 29.31% 29.51% 58.74% 59.96% 75.48% 59.04% 33.41% 62.47% 29.73% 14.73% 10.81% 15.04% 20.49% 19.48% 13.86% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00%

Number of Items

AC Broadcast Coverage Over Time

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The Amethyst Initiative Resulted in MADD’s Visibility Reaching an All Time High, Except…

• 50,000,000

100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 200 400 600 800 1,000 1,200 1,400 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 2008 2009 Exposure (Opportunities to See) Coverage (Number of Mentions)

MADD Coverage & Exposure Over Time

Coverage Exposure

49 Amethyst Initiative

Repeat offenders, Holiday Travel & CNN.com Tampa WLM, Ignition Interlock Push, Obama

• Media exposure and

coverage skyrocketed in August, 2008 thanks to Amethyst.

• Subsequent

comparison of results showed that Amethyst controversy was least effective of all message in terms

• f revenue generation.

Donations

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The A-Ha moments Come from Integrating Data

Correlations shown between media quality and unique traffic to the destination site High Resource Events do not increase trust in the organization

High Lead Generation

Linked in Poss.

Resource Use

Low High Medium Very high

Total Volume of Leads

Very High Medium High Low Corporate video

High Resources Low lead Generation Low Resources

Partnership Employee-produced video Hashtag #loves Facebook Posts Ultimate Road Trip Series Contributed blog post Media Day Infographic

What works? What doesn’t work

For Pharma Announcement Traditional Media was 41% positive, Social Media was more neutral

Mixed 0% Neutral 59% Positive 41%

Overall Tone of Traditional Media Coverage

7 12 2 274 837 507 142 56 347 Blogs Microblogs News

Tone by Media Type

Mixed Neutral Positive

The Data is the Data

 Don’t be afraid of bad news  You learn more from failure  Suggest ways to improve  Make sure you relate data to

goals

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Conversation changed…so what?

Red line indicates media impressions

35,152,789 OTS 6,253,852 OTS

So What? = Revenue

55 55

Research and Evaluation Dos and Don’ts

 Don’t use metrics that you don’t

have buy-in for

 Don’t measure what’s easy  Don’t clutter up your dashboard  Don’t put numbers on it you can’t

explain

 Don’t use charts that people can’t

read or understand

 Get consensus on definitions of

Success

 Measure what matters –how you

contribute to the business

 Make your metrics tell a story  Make sure your data is valid and

accurate

 Test any indexes or algorithms with

real data before presenting them

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Thank You!

 Visit Paine Publishing online: www.PainePublishing.com  For any questions, email me:

measurementqueen@gmail.com

 Follow me on Twitter: @queenofmetrics  Follow Paine Publishing on Facebook  Or call me: +01-603-682-0735

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