Increasing the efficiency of PR agencies through measurement, motivation and through measurement, motivation and best practice sharing Kaktus Festival – 28/10/2016 Belgrade, Serbia. Presented by: Thierry Nicolet – Senior VP Press Relations WW - Schneider Electric Confidential Property of Schneider Electric
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Thierry Nicolet - Increasing the efficiency through measurement, motivation and best practice sharing
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Increasing the efficiency of PR agencies through measurement, motivation and through measurement, motivation and best practice sharingKaktus Festival – 28/10/2016 Belgrade, Serbia.
● InterMèdia GDC● Lewis PR● Min Communication● Monday PR● Morpho Communications Ltd● MS Com● n2n Communications● Ogilvy● Ozma Inc.● PLANIN Worldcom● PR Connections● Prima Pagina
Schneider Electric partnerswith Small vendors, large Agencies and Networks who successfully pass ourqualification process
Explain to colleagues & peers the contribution of PR to generating business
• Prove it with numbers by showing linked revenew
Learning Objectives
Page 9Confidential Property of Schneider Electric |
showing linked revenew
• Importance of tracking and SOV
• 4 tools we use at Schneider
What is Press Relations
contribution to the
business
Press RelationsChapter 1
businessVersion 1.0
Installed Base3rd Party Influencers:Sales:Marketing
What drives demand/purchase of Schneider Electric Solutions ?
Installed Basere-buy,or recommendSE Solutions
3rd Party Influencers:Electrical distribution, Specifiers, Resellers, Engineers, OEMs, Panelbuilders
Sales:Schneider ElectricSales Team
Marketing Communication Activities:
PR, Events/Tradeshows, Advertising, Direct Marketing,Website
Simple and cheap “What drives demand” Studies can help you put a figure on the PR contribution to the Business…
Why and how Press Relations help sales
•Articles demonstrate to our channel that we are actively working towards educating end-users on our solutions
•Articles make our solutions known to the End-Users and the Channel and are perceived as and the Channel and are perceived as independent 3rd party review of our offerings
•Comparative reviews/Awards: position ourselves vs competition
•Simple “What drives demand Studies” can help you put a figure on the PR contribution to the Business…
“Why Buy” purchase decisions
• Press reviews influence end-users and channel partners to buy/sell SE solutions
MAIN TRENDS Q3/07 Q4/07 Q1/08 Q2/08Total
4 last
quarters
75 100 75 79 329
173 180 154 162 669
43,4% 55,6% 48,7% 48,8% 49,2%
29,74 22,03 16,54 28,74 97,05
65,09 60,90 46,72 78,35 251,06
45,7% 36,2% 35,4% 36,7% 38,7%
6,17 6,52 6,58 8,71 27,99
11,36 12,36 11,09 25,25 60,07
54,4% 52,8% 59,3% 34,5% 46,6%
APC Share of voiceNum
ber of
artic
les
Edi
toria
l
spac
e in
num
ber of
page
s
APC/MGE
ALL BRANDS
APC Share of voice
APC/MGE
ALL BRANDS
Impr
ession
in m
illio
n of
mag
azin
es
APC/MGE
ALL BRANDS
APC Share of voice 54,4% 52,8% 59,3% 34,5% 46,6%
1,27 0,90 0,68 1,50 4,36
2,34 2,18 1,80 3,54 9,87
54,3% 41,4% 37,7% 42,5% 44,2%Exp
osur
e in
IMtx in
dex APC/MGE
ALL BRANDS
APC Share of voice
Impr
ession
in m
illio
n of
mag
azin
es
APC Share of voice
0,00
0,50
1,00
1,50
2,00
2,50
3,00
july aug sept oct nov dec jan feb march april may june
UPS market
APC/MGE
Clipping Booklets
Schneider Electric wins Editor’s Choice award!Schneider Electric wins Editor’s Choice award!
So… what’s the impact on sales????
• That specific SKU only : Back-UPS 700 only
• Win in May 2008
• Average revenue on this SKU before 28.000 € / month
• Average Revenue after Testwinner 50.000 € / month
• Peak ( July) 2 months after Test @ 62.000 €Back-UPS 700-GR Revenue Germany
• Incremental Revenue until year end 147.000 €Back-UPS 700-GR Revenue Germany
0 €
10 000 €
20 000 €
30 000 €
40 000 €
50 000 €
60 000 €
70 000 €
1 2 3 4 5 6 7 8 9 10 11 12
2008
Revenue E
uro
0
100
200
300
400
500
600
700
800
900
Unit
s
Germany - Sum of Reported POS Line Item - Extended Normalized Price Currency Converted Germany - Sum of Reported POS Record - Units Sold
Winner Test
Computerbild
22/05/2008
+ 147,000 €
So… what’s the impact on sales????
Back UPS ES Sales
0 €
20 000 €
40 000 €
60 000 €
80 000 €
100 000 €
120 000 €
140 000 €
1 2 3 4 5 6 7 8 9 10 11 12
Revenue E
uro
0
500
1 000
1 500
2 000
2 500
Unit
s
Winner Test Computerbild
22/05/2008
+ 244,000 €
●Back-UPS family (all SKUs)● Average revenue on Back UPS ES before (Jan - May) 62.000,00 € / month● Average Revenue after Testwinner 97.000 € / month● Peak ( July) 2 months after Test @ 120.000 €● incremental Revenue until year end 244.000,00€
1 2 3 4 5 6 7 8 9 10 11 12
2008
Germany - Sum of Reported POS Line Item - Extended Normalized Price Currency Converted Germany - Sum of Reported POS Record - Units Sold
PREPARATION
Press Relations Level II
PREPARATIONVersion v2.1
Tiered Media List
• What is it?• A prioritized list of all available publications (online & print) relevant to our target
audiences• Who owns it?
• Country Marcom Team in collaboration PR Agency• Country Marcom Team in collaboration PR Agency
• Who can provide input?• Country President, Sales & Marketing Management
• When ?• Updated by PR Agency 2 x a year or if there are major changes in media landscape
Preparation: Media List
• Tier the media
• Work with agency to prioritize media
– Tier 1
– Tier 2
– Tier 3
Tier 1: Must Be In
– Tier 3
Tier 2: Should Be In
Tier 3: ‘Bonus’
Tiered Media List
• Review Tiered Media List Template
Who can speak to the press and arrange interviews?Identify, validate, get commitment & media train.
Media train your speakers
Press Relations Process
Schneider Electric Press Relations Processes
Measurement
Press RelationsChapter 2
MeasurementTools to track, measure and share
Version 1.0
30’
The purpose of tracking
•« If you don’t know where youare and don’t know whereyou want to go, then youmight end-up somewheremight end-up somewhereelse… »
•Question to the audience : how would/do you track PR?
The Advertising Value Equivalent (AVE) classic myth…
• AVE is a measurement technique…• Which agencies usually default to in order to claim
for more budget• Which resonates well with Country General • Which resonates well with Country General
Managers as they feel comfortable with € value.
• Not the only appropriate measure! Why?1. Are we in the proper publication?2. How do we compare to competition?3. Advertising is not a value it’s a spend
Four Tools to track, measure and share
• 2• 1
Mo
nth
ly A
ctiv
ity
rep
ort
s
Mo
nth
ly C
lipp
ing
s b
oo
klet
s
Lo
cal M
on
thly
Activity : What we do
Output : What we get
Tools
• 2• 1
• 3 • 4
Mo
nth
ly A
ctiv
ity
rep
ort
s
Mo
nth
ly C
lipp
ing
s b
oo
klet
sQ
uar
terl
y K
PI r
epo
rts
Sp
ot
Co
mm
un
icat
ion
s
Lo
cal M
on
thly
Lo
cal S
po
t
Cen
tral
Qu
arte
rly
Sharing noticeable results immediately
How do we compare to competition
4 tools to Track, measure and share results
Page 28Confidential Property of Schneider Electric |
1/4 Monthly Activity Report
• Standardized Monthly Activity Report document • Highlights and lowlights of the month• Number and name of Press Releases issued in the month• Interviews (who, when, on what topic)• Contacts with analysts• Product / Test reviews• Special / Contributing articles
Schneider Electric’sWW Best Press Relations Agency Award
4 tools to Track, measure and share resultsAgency Award
Share of voiceExposureSpace
ImpressionsKPIMetrics
30%Print
Clippings
Number of articles On-lineCovers
Top 10Top 40
Broadcast
4 tools to Track, measure and share results
Best Country PR Award 8th Edition
Confidential Property of Schneider Electric
Christophe GinistyCEO of the ReputationWarConferences,
Amybel Sánchez de WaltherPresident of The International PR Association (IPRA) 2015.
Kosta PetrovChief Experience Officer at P World
Criteria agencies will be evaluated onCountry managers will be asked to grade each criteria below as follows : >1 poor, >2 needs improvement, >3 meets expectations, >4 exceeds expectations >5 role model.>Important ! For each grade 4 and above, they will be asked to give an examplewith samples that illustrate/justifies their grade.
2 - Agency ease of doing business (15%)1 - Agency value (15%)Strategic input
Confidential Property of Schneider Electric
ResponsivenessBusiness knowledge (market players, technology trends) Access to the trade pressAccess to the End User - Consumer and End user -Business pressAutonomyFollow-through
4 - KPIs (40%)Exposure SOV averageYearly Cost per article trends down Cost per thousand impressions
Strategic input CreativityProficiency in our Businesses Proficiency in SE Corporate messages Usage of white papers/case studiesDedicationUse of the IMTx reports Cover pages
3 - Reporting (30%):Timely delivery of monthly reports and clippingbookletsQuality level of the monthly reports Quality level of the clipping booklets
Leveraging Industry to select winners
• Implication of the 3rd party jury• All TOP 10 Agencies put a Powerpoint together to present their activity.• After reviewing the presentations, the external judges selected and rank their TOP 3
Agencies
• 1st, 2nd and 3rd countries receive a €500 expense allowance to spend on quatlity time, team-building activity with their Agency.team-building activity with their Agency.
• Each winning Agency received a Plaque stating their Gold, Silver or Bronze status in the Schneider-Electric Best PR Agency contest for that year.
• Behind the sceens:• Force a yearly eavaluation• Identify and discuss areas of improvement• Share best practices amongst the Schneider Electric PR Community
Impact on the Agencies
• "This is not the first time we receive this award, and we’re happier than ever as it shows we’re continuously improving the way we work, showing results .We appreciate working with Schneider Electric, with its complex environment and the different lines of businesses, which pose us new challenges every day to find creative ways to succeed .We’re already at work to be at first place next yea r! " - The Prima Pagina team
So to summarize :
• Happiness to work for Schneider Electric,
• Search for increased efficiency and effectiveness,
• Increased appreciation of result tracking and sharing,
• Increased creativity,
• Motivation and willingness to remain at the top !!!