PRSA Connecticut, January 2015

Measure What Matters: Monitoring and Measurement

in the New Media World

Katie Delahaye Paine, CEOPaine PublishingJan. 22, 2015

www.painepublishing.com

[email protected] | @queenofmetrics

Paine Publishing:Providing communications’

professionals the knowledge and information they need to navigate their path to perfect measurement

Newsletters

Training Courses

Consulting painepublishing.com

Katie Delahaye Paine:Helping communications professionals define and measure success for 25 years.

Founder of:

The Delahaye Group

KDPaine & Partners

Paine Publishing

Author of:

Measuring the Networked Non-Profit

Measure What Matters

Measuring Public Relationships

Don’t Measure What’s Easy

3

Cartoon by Rob Cottingham

Measure What Matters

25/02/2015News Group International 4

Cartoon by Rob Cottingham

Welcome to the

“I want what I want, not what

you send me” era

aka: “The Relationship Era” ®

Measuring Attribution in an era of all media everywhere

Web Analytics

eCommerce

iCloud &

Google+

Map My Run/Social Sharing

CRM/Convio

Conversations

$$$$$$$$$$$$$$$$$$$$$$$$$$

Savings, shorter cycles, more

renewals, better ideas,

Product

Support HRIR SalesCIR&DMktg

Research

Prod.

MktgPR//Mkt

7

Social media isn’t media, it is your business

We need a new Attribution Model

ROI

Other Paid

Marketing

Digital/ Online Media

Buy

Print/TVMedia

Buy

ROI

Media Relations

/Social Media/PR

Digital/ Online Media

Buy

Print/TVMedia

Buy

Media

Relations

/Social

Media/PR

What has changed?

Collapse of mass media

Growth of media everywhere

Intolerance for messaging

The Barcelona Principles

The Barcelona Principles, The Conclave, and Industry Standards

1. Importance of goal setting & measurement

2. Measuring the effect on outcomes is preferred to measuring outputs

3. The effect on business results can & should be measured where possible

4. Media measurement requires quantity & quality

5. Earned Media Value/AVEs are not the value of public relations

6. Social media can & should be measured

7. Transparency & replicability are paramount to sound measurement

All standards are available on

http://www.painepublishing.com/

standards-central

Conclave Members

Social Media Measurement Standards have been published for :

Content Sourcing & Methods1

Reach & Impressions2

Engagement3

Influence & Relevance4

Opinion & Advocacy5

Impact & Value6

Eyeball counting

HITS Outcomes

MSM OnlineSocial Media

Impressions are not awareness…

Where’s the “So what?”

Likes are not engagement

AdvocacyCommitmentTrial/Consideration

FollowersLikesImpressions

• Influence happens when you are persuaded to change behavior or opinion that

would otherwise not have changed.

• Influence can be attributed to either an outlet or an individual.

• Influence happens online and off line and both should be considered

• Should include some combination of the following five elements:

• Reach

• Engagement around individual

• Relevance to topic

• Frequency of posts around the topic

• Audience impact as measured by the ability to get the target audience to

change behavior or opinion.

• If an individual scores a 0 on one element, they have no influence

• Influence cannot be expressed in a single score or algorithm

#4: Influence & Relevance

#5 Standards for Measuring Tone/Sentiment

Whatever process is defined and applied, it must be used

consistently throughout any analysis.

Sentiment reliability varies by vendor and approach – therefore

coding definitions, consistency and transparency are critical.

Opinions, recommendations and other qualitative measures are

typically more valuable than raw sentiment and increasingly

measurable:

Opinions (“It’s a good product”)

Recommendations (“try it” or “avoid it”)

Feeling/Emotions (“That product makes me feel happy”)

Intended action (“I’m going to buy that product tomorrow”)

• Impact and value will always be dependent on client objectives

• Need to define outcomes in advance – will likely span multiple business

goals, especially for social (crosses disciplines)

• “ROI” should be strictly limited to measurable financial impact; “total

value” can be used for financial and non-financial impact combination

• Value can be calculated in positive returns (sales, reputation, etc.) or

avoided negative returns (risk mitigated, costs avoided)

• Key performance indicators and balanced scorecards are helpful to

connect social media impact to business results/language

#6: Impact & Value

Good Relationships Are More Cost Effective

Type I love Zappos into Google, and you find

1.19 million references

Type Citibank and you get 21,000 references.

Citibank spends 100 times more a year on

advertising than Zappos.

Cost per delegate acquired:

Obama: $6,024

Clinton: $147,058

Romney: $2,389,464

ROI

ROI is:

Cost savings

Greater efficiency

Lower legal costs

Faster time to implementation

Lower cost per impact vs. other

marketing channels

Lower cost per message

exposure vs. other channels

ROI is not:

Impressions

Earned media value or AVE

Number of shares, views or

likes

ACA Measurement Program Parameters

Goal: Move to Industry Standards Metrics and away from media value and ad value equivalency

Measure quality not just quantity

Began in January 2013

Established a benchmark: January-March 2013

Customized “Quality Score” that indexes message content, tone, and media importance on a scale of +10 to -10

Correlated with web traffic to measure outcomes

Correlated with longitudinal research to determine impact on preference and intent to visit

Data used continuously in strategic decision making

Definitions of “Success” Workshop defined the criteria

All criteria linked back to the goals:

High-quality media coverage

Intent to visit

Improved reputation

Visits/non-gaming revenue

Reality: Negative coverage of AC is constant & growing

0

100

200

300

400

500

600

700

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Tone of Coverage about Atlantic City Over Time

Negative Neutral Positive

Miss America

Solution: ACA Programs generate predominantly positive

coverage

0

20

40

60

80

100

120

140

160

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Sentiment of ACA Coverage Over Time

Negative Neutral Positive

Without ACA events, OCS scores for Atlantic City would

have been significantly lower

4

3.25

2.752.99

3.65

2.963.36 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

2.782.56

1.53

-0.29

0.610.20

1.441.77

0.63

-2

-1

0

1

2

3

4

5

6

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

Ave

rage

OC

S Sc

ore

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

ACA has made a demonstrable difference in the quality of

media coverage

If an ACA or one of its

programs was mentioned

in a media story, it was:

More likely to contain

an endorsement

More likely to be

positive

More likely to contain

key messages

Less likely to be

negative 0.22

0.00

0.62

1.42

4.61

0.08

0.08

0.01

-0.61

-0.66

Endorsements

Positive Visual

Negative Visual

Tone

MessageCommunication

Average of OCS

Differences in Quality of Coverage with and without

ACA

Atlantic City Atlantic City Alliance

OCS scores for Atlantic City significantly improved thanks

to ACA events

36

278

458334

537432

342225

995

329 324247

139

419

260

476538

925

4.89

3.92

2.99

3.58

4.14 4.104.27 4.12

4.29

2.782.56

1.55

-0.29

0.61

0.20

1.441.77

0.63

-1.00

0.00

1.00

2.00

3.00

4.00

5.00

6.00

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

0

200

400

600

800

1000

1200

OC

S Sc

ore

Nu

mb

er o

f it

ems

AC Mentions vs. OCS Over Time

AC Mentions AC OCS

Dead whale, non-gaming promotions, Caesar’s CEO quote,

Lady Antibellum

Revel Casino value, Electric

Jitney test, Fake Chips, Phil Ivey suit, Blake

Shelton

Showboat closing, Revel facing 2nd

bankruptcy

ACA maintains high OCS score with

proactive program coverage Lady Antebellum,

Non-Gambling Fun, Hello Summer, GMA segment

1444 31

93 87 75 75

40

95

287

27 17 18 12

107122

254

5.5

7.18

6.3

5.02

6.24 6.42

7.427.21

6.54

5.27

4.25

5.08

6.47

5.94

5.33

4.75

6.87

6.41

0

1

2

3

4

5

6

7

8

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June

0

50

100

150

200

250

300

OC

S Sc

ore

Nu

mb

er o

f m

enti

on

s

ACA Mentions vs. OCS Over Time

ACA Mentions ACA OCS

Miss America Statue, ACA

new campaign, Blake Shelton, World Poker

Championship

1439

2336

133

235

8 7 4 2 10 158 11 1 2 9 224

70

21

7388

110

13

10474

138

87

48

Jan Feb Mar Apr May Jun

Qtr1 Qtr2

2014

Atlantic City has something for everyoneAtlantic City is a clean and safe place to visitAtlantic City is a year-round destination spotAtlantic City is making a comebackAtlantic City offers more than just gaming

Communication of the “Making a Comeback” & “Something for Everyone” messages

increased as ACA announced new programs

Quality of coverage has improved in all markets

4.004.25

8.00

3.62

-1.00

4.00

6.50

4.65

5.07

5.88

6.50

5.70

7.17

5.13 5.13

4.67

7.317.02

6.25

6.89

5.005.29

6.40

7.55

9.00

Jan Feb Mar Apr May Jun

New Markets Yield High Quality Results

Houston Chicago National Baltimore Philadelphia New York DC

Free entertainment generated the highest OCS scores in Q2

5.265.73

6.366.54

6.717.15

7.317.36

7.507.67

8.008.10

8.689.30

Miss AmericaMeet AC

DO ACJuly 4th Fireworks

Air ShowBlake Shelton

Miss'd America PageantSand Blast

Hello SummerBoardwalk Hall Light Show

Challenge TriathlonSand Sculpting World CupLady Antebellum Concert

Free Entertainment

Top Programs By OCS

When ACA programs received media coverage, traffic followed

0

50

100

150

200

250

300

0

20000

40000

60000

80000

100000

120000

140000

Relationship between ACA Program Mentions and Site Visits

Site Visits Program Mentions

ACA programs drive higher OCS scores, which correlate

highly with web visits

0.41

0.44

0.47

AC items

ACA Items

ACA OCS Scores

Correlations between Web Visits and PR Metrics

Pearson r. value

PR is having a positive impact on preference & perceptions

People who say they have recently heard news about Atlantic

City are very likely to perceive AC as fun – a key driver of

preference

Respondents who remember seeing news reports about

Atlantic City are also very likely to associate key messages

and positioning statements such as “place I am excited to go

to” and “fun place to hang out with friends.”

The same respondents are also more likely to recommend

Atlantic City to friends.

6 steps to standards-compliant

measurement

Step 1: Define your goal(s)

What outcomes is this strategy or tactic going to achieve?

What are your measurable objectives?

Step 2: Define the parameters

Who are you are trying to reach? How do your efforts

connect with those audiences to achieve the goal.

Step 3: Define your benchmarks

Who or what are you going to compare your results to?

Step 4: Define your metrics

What are the indicators to judge your progress?

Step 5: Select your data collection tool(s)

Step 6: Analyze your data.

Turn it into action, measure again

Six Steps

to Success

1

2

3

4

5

6

Definitions

Monitoring – process by which data are systematically and regularly collected about a program over time.

Measurement – a way of giving an activity a precise dimension, generally by comparison to some standard; usually done in a quantifiable or numerical manner; see also: data, scale

Metrics – an agreed upon number or percentage that indicates progress towards a goal

Evaluation – a form of research that determines the relative effectiveness of a public relations campaign or program by measuring program*

*IPR Dictionary of Measurement Terms, Dr. Donald Stacks www.instituteforpr.org

Why do we communicate?

Outtakes

(Intermediary Effects)

• Awareness

• Knowledge/Education

• Understanding

Outcomes

(Target Audience Action)

• Revenue

• Leads

• Engagement

• Advocacy

Activities How does what you do

contribute to the bottom line?

Step 1: Define the goals

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?

36

Goals & Suggested Metrics

GoalsGoal 1: Meetsales targets

Goal 2: Reducerisk/threats

Goal 3: Increase market share in

new market

CommunicationsContribution

• Expand the marketable universe

• Reduce salescycle

• Increase trust• Increase

advocacy

• Expand the marketable

universe

Metrics

• % increase in desirable share of voice

• % increase in awareness

• % decrease in undesirable voice

• % increase in trust scores

• % increase in desirable voice in new market

• % increase in awareness of brand in new market

Step 2: Understand 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?

38

Goal: Get the cat to stop howling

Options: Local? Cheap? Convenient?

Strategy: Buy cat food

Step 3: Establish benchmarks

Past Performance Over Time

Think 3

Whatever keeps your

C-suite up at night

Step 4: Pick your Kick-Butt Index

The Perfect KBI

Is actionable

Is there when you need it

Continuously improves your processes

& gets you where you want to go

You become what you measure, so

pick your KBI carefully

40

Defining High Quality Coverage

The OCS Score

Desirable Criteria Score Undesirable Score Score

Positive sentiment 1 Negative sentiment -2

Contains one or more

positive message(s)3

Contains one or more

negative messages(s)-3

Event/program is mentioned 2No event/program is

mentioned0

Appears in Tier 1 Media 2 Negative mention in Tier 1 -1

Third party endorsement 1 Recommends competition -2

Contains a desirable visual 1 Contains undesirable visual -2

Total Score 10 Total -10

Step 5: Pick 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

you need two out of three

Step 5 continued: Selecting a measurement tool

43

Objective KBI Tool

Increase message

communications

Increase percent of items containing one or

more message(s)

CyberAlert, Prime Research

Increase

awareness/preference

% of audience preferring your brand

to the competition

Survey Monkey, Survata

Engage

marketplace

% increase in engagement on website and/or

social sites

Simply Measured, Unmetric,

Google Analytics, Site Catalyst,

Network Analysis

Become a thought

leader on a specific

issue/market/topic

% increase in desirable share of voice on

issue/market/top

Little Bird, Trackr, CyberAlert

Testing the accuracy of coding

48.94%

68.31%

88.64%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

SDL

UberVu

NetBase

% Agreement with human coding

SDL UberVu NetBase

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

Everyone agrees on “Neutral”…

But, not the case with “Negative” & “Positive”

100.00%

62.32%

14.82%

72.36%

0.00%

37.68%

85.18%

27.64%

Mixed

Negative

Neutral

Positive

Degree to which agreement occurred

No Yes

Step 6: Be data informed, not data driven

Rank order results from worst to best

Ask “So What?” at least 3 times

Put your data into an overall framework

consistent with C-Suite expectations

Find your “Data Geek”

Compare to last month, last quarter, 13-month

average

Photo Event

High Message Content

Resource Use

Low

Hig

h

Me

diu

m

Ver

y h

igh

Level of Engagement

Ver

y H

igh

Med

ium

Hig

h

Low

High Resources

No Message

Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

Advocacy vs. resource use

Resource Use

Low

Hig

h

Med

ium

Ver

y h

igh

Ver

y H

igh

Med

ium

Hig

h

Low

High Resources Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

Real-time metrics focus on outcomes

10 Ways to find the money for measurement

1. Don’t call it measurement – It’s Research

2. Consolidate – Social? IR? Agencies? Research?

3. Crowdsource – Who else has tools or surveys?

4. Spread the cost over 2 fiscal years

5. Reach out to universities

6. Take advantage of free stuff

7. Monitor only what matters

8. Narrow your Top Tier media list to what you CAN afford

9. Google Analytics

10. Facebook Insights

11. Twitter Analytics

Remember these points:

It’s not about the media, it’s about the business and the customer.1

It’s not about Big Data, it’s about how you use it.2

You need to be data informed, not data-driven.3

It’s not how loud you’re shouting, it’s about relationships.4

Standards are a reality, not an excuse to hide behind.5

Thank You!

For more information on measurement, read my blog:

http://www.painepublishing.com/blog

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