Mastering Measurement in PR Communications

MASTERING MEASUREMENT

IN PR A look into the

#giveabeep campaign

Today’s guest speakers

Jonathan BeanChief Marketing and Growth Officer

Mynewsdesk

Anna-Katarina SkoghMarketing Director

Hövding

Hermes HolmPublic Affairs Manager

Edelman Deportivo

Effective PR was once just about maximizing the reach and effect of your message. Today,

communication serves a greater variety of more nuanced purposes, and digital allows us to

measure impact in more sophisticated ways.

#GIVEABEEP

WHAT ARE YOUR PR OBJECTIVES?

Are you most focused on…

• Building brand awareness? • Raising engagement? • Making customers repeat customers? • Creating a network of brand advocates? • Lead generation?

WHAT INNOVATIVE SOLUTIONS CAN YOU

USE?

With limited resources, you will want to…

• Bring your audience into the heart of your efforts. • Provide something of value to them. • Use technology and digital channels to maximize

reach.

HOW DO YOU MEASURE AND

EVALUATE YOUR RESULTS?

Failing to track, will result in failure of…

• Understanding whether or not you achieved your objectives, the outcomes that matter most to you.

• Taking corrective action to meet those goals. • Learning what to improve for next time .

Recommendations

• Align your PR to your business objectives. • Make your PR communications easily scalable and

replicable. • Use tech to measure and track.

PRESENTING #GIVEABEEP

THE #100MILLION CHALLENGE

We wanted to challenge ourselves to prove that any businesses, brand or product could use MyNewsdesk and reach millions in earned media. Maybe even hundreds of millions. Wait, seriously?

We wanted to demonstrate that with…

• Purpose-driven communications, • Powerful storytelling, • Innovative solutions...

Any small or medium-sized company could reach 100 million people through earned media.

We chose Hövding

Hövding is a Swedish brand that created the first airbag for cyclists. Their product already keeps cyclists safe, but we wanted to help them empower cyclists to keep other cyclists safe too. With limited resources but a lot of creativity, this is our story.

PREPARATION

Organisational objectives

• Raise the awareness of Hövding as a spokesperson for cycling safety.

• Drive Hövding’s international growth.

• Advocate cycling safety and the need for better road infrastructure in the major cities.

Communication objectives

• Reach 100 million people via earned media to create awareness of poor road infrastructure in London and emphasize the need for improved cycling safety.

• Get the support from the highest level of local government.

• Create a grassroots initiative.

Target audience

• London's urban cycling enthusiasts, bicycle associations and the Mayor’s office.

• Target international press to raise the issue of inadequate urban bike infrastructure globally.

Strategy

• Empower cyclists by handing a digital bike bell that enables them to communicate cycling frustration in real-time.

• Partner with LCC to gain legitimacy and distribute the digital bike bells.

• Involve local authorities to get reassurance to improve cycling infrastructure.

• Use PR tech, innovation and the power of storytelling.

IMPLEMENTATION

CONTENTIndependent campaign site: tell a story using

video and real-time data. Digital bike bells: collect data on dangerous

areas in London, presented as an interactive heat map.

Newsroom: cover the initiative and talk about bicycle safety, the health benefits of cycling and

other purpose-driven stories.

PUBLICITYBike press London media Tech media Prominent international media.

SOCIAL MEDIATweets with hashtag #giveabeep Emails to the Mayor of London Use of digital bike bell to collect data for interactive heat map

OWNEDMEDIA

SHAREDMEDIA

EARNEDMEDIA

PAIDMEDIA

THE PESO MODEL

MEASUREMENT & INSIGHTS

CONTENT2,780 views to Hövding's newsrooms compared

to 734 views from the previous 45-day period (279% increase)

6,000 visitors to #giveabeep campaign site

PUBLICITY121 registered articles 484 positive mentions of Hövding 150 quotes from Hövding spokespeople Letter from the Mayor acknowledging the campaign and pledging to improve cycling infrastructure A total reach of 100 million

SOCIAL MEDIA400+ hashtag mentions of #giveabeep 4000+ shares on social media 8,500 videos views on Facebook and Youtube

OWNEDMEDIA

SHAREDMEDIA

EARNEDMEDIA

PAIDMEDIA

PARTNERSHIPSFruitful partnership with LCCThe Mayor’s office is using the data to improve bicycle infrastructure in London.

INFLUENCER ENGAGEMENT500 cyclists used the digital bike bell over 5,000 times

IMPACTBecame a global initiative, receiving requests

to be implemented in 12 countries giving Hövding unique legitimacy in new markets.

Positioned Hövding’s and raised its reputation with LCC and local authorities as

an organization committed to improving bicycle safety in the major cities.

Created something of value for urban cyclists, to make their voice heard and signal

dangerous areas in London, something that can be used to pinpoint where bike

infrastructure needs to be improved to avoid further accidents.

Renewed commitment from the highest level of government to improve cycling

infrastructure

Doubled sales in comparison to the same period in 2015

THE PESO MODEL

LEARNING

DON’T BE FOOLED BY VANITY METRICS

• Focus on measuring communication outcomes versus only measuring outputs (Barcelona Principles 2.0)

• Plan and measure your communications in a truly integrated manner, e.g. the AMEC framework

It's not about disseminating your message widely; it's more about building real engagement with the people, organizations, and influencers that matter

most and achieving actionable results.

Q&A

Campaign site

Visit www.giveabeep.org

Hövding newsroom

Visit www.mynewsdesk.com/uk/hovding