Return on Communications: Using data to make a strategic difference Katie Delahaye Paine April 4, 2017 CEO Kliping Conference Paine Publishing Ljubjana, Slovenia www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com
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 Requests Because its Because it cool 11% helps our mission 5% Because the Because boss says so some one 47% thought it was a good idea 37%
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 3 rd 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?” Social MSM Online media Eyeball HITS Outcomes counting 6
Fact Checking the Measurement Discussion False True There are standards for PR, There are no Social and Digital Media here standards. http://painepublishing.com/ You can’t tie PR standards-central-2/. to business You can show business outcomes as long as you outcomes. agree on expectations and There’s no data definitions of success. to prove ROI . There is plenty of data, you just need to find it.
The problem isn’t standards, it’s the attribution model Paid Owned Paid Shared Marketing Earned Media Relations/ Social Media/PR ROI ROI
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 8 times the value of trade 7 advertising. 6 5 Three of the six products 4 $ return on showed PR with the highest ROI investment 3 of any marketing tactic 2 1 Overall PR delivered a 275% 0 ROI Trade TV ad PR 9
PR delivers more results for less money % of Spend vs % of incremental revenue Miller discovered that PR 80 campaigns generate 4% of 70 60 incremental sales compared to 50 % of incremental revenue 40 17.3% of incremental sales for TV. % of spend 30 20 10 0 However, PR delivered that 4% Trade TV PR Cost per customer acquisition for less than 1% of the budget. AT&T found that PR delivered 95 $100 customers at a fraction of the cost 63 $50 15 $0 Advertising Outbound PR telemarketing 10
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 6 change their beliefs? How do your efforts impact the goal? 5 Step 3: Define the benchmarks Who/what are you going to compare your results to? 4 Step 4: Define the metrics What are the key performance indicators to judge your 3 progress? Step 5: Collect your data 2 Step 6: Analyze the data 1 Find insight, turn into action, and measure again! 11
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 organization? 12
Learning to Speak the language of management Percent of impressions Tactics: Cost per message communicated containing messages by product Press Event HAL Press Tour with HAL trade & business One Source One Source media Release Manuscript Manuscript distribution TAC TAC $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 0% 20% 40% 60% 80% 100% Positive Messages No Messages Negative Messages 13
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 Relationship between ACA Program Mentions and Site Visits 140000 300 120000 250 100000 200 80000 150 60000 100 40000 50 20000 0 0 17 Site Visits Program Mentions 17
ACA programs drive higher Optimal Content Scores, which correlate highly with web visits Correlations between Web Visits and PR Metrics Pearson r. value ACA Optimal Content Score 0.47 ACA items 0.44 AC items 0.41 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? 19
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 20
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 21
Objectives Business Comms’ Comms’ Activity Metric Outcome Tool Objectives Contribution Activity Metric Increase high Increase awareness/ Publicity • % increase in • % increase in • Media quality leads preference Social Media media quality awareness/pref content score erence analysis • % increase in • Social social sharing Metrics • Survey Research Increase engagement Events • % increase in • % increase in • Survey Increase/save Increase trust Content attendance trust Research revenue Creation • % increase in • % increase in • Web engagement with engagement Analytics content • Social Metrics 22 5/5/2017
Objectives Actions Business Comms’ Comms’ Activity Metric Outcome Tool Objectives Contribution Activity Metric Increase high Increase awareness/ Publicity • % increase in • % increase in • Media quality leads preference Social Media media quality awareness/pref content score erence analysis • % increase in • Social social sharing Metrics • Survey Research Increase engagement Events • % increase in • % increase in • Survey Increase/save Increase trust Content attendance trust Research revenue Creation • % increase in • % increase in • Web engagement with engagement Analytics content • Social Metrics 23 5/5/2017
Objectives Actions Metrics Business Comms’ Comms’ Activity Metric Outcome Tool Objectives Contribution Activity Metric Increase high Increase awareness/ Publicity • % increase in • % increase in • Media quality leads preference Social Media media quality awareness/ content score preference analysis • % increase in • Social social sharing Metrics • Survey Research Increase engagement Events • % increase in • % increase in • Survey Increase/save Increase trust Content attendance trust Research revenue Creation • % increase in • % increase in • Web engagement with engagement Analytics content • Social Metrics 24 5/5/2017
Procter & Gamble Desirable Photo Recommendation Purchase Brand Benefit 25
Tourism Destination Desirable Photo Dispels a Myth Intent to visit Signature Experience Call to action or recommendation 26
Media Company Recommendations Key message Ratings Signature Program Mention Social Engagement 27
B2B Company 3 rd Party Recommendation Key message Grow the marketable universe Spokesperson quote (sales leads) Desirable positioning 28
Criteria for Media Quality Positive: Negative: Mentions of the brand Omitted Positive brand mentions Negative tone (less likely to Key messages support, buy from, invest in, work for) Customer quoted positive No key message Analyst quoted No quote Positioned as trusted partner Inaccurate Positioned as vendor of choice Recommendation Call to action 29
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