Katie Delahaye PaineCEOPaine Publishing
www.painepublishing.com | @queenofmetrics | [email protected]
Measure What Matters: How to Use Metrics to achieve Powerful Results
February 23, 2017Maine Public Relations CouncilFreeport, ME
We help organizations define success and design measurement programs that demonstrate communications value to the bottom-line.
We also provide the training and materials that organizations need to navigate the journey to high-quality, accurate communication’s measurement.
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About Paine Publishing
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A Typical Day in Communications
Because the boss says so
47%
Because some one thought it
was a good idea 37%
Because its cool11%
Because it helps our mission
5%
Requests
6 steps to standards-compliant measurementStep 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
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Six Steps to Success
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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?
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The Path to the Goals
Good Digital Content
Increase engagement with content
Increased exposure of messages
Increased consideration and preference
Increased market share, support or advocacy
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Start at the bottom-line Agree upon what role does Social play in achieving them?
Relevant business metrics
Relevant branding metrics
• Customer retention rate• New customer acquisition costs • Cost to close a sale • Profit• Efficiency
• Increase in the awareness of your brands
• Share of Voice • Increase in preference for our brand• Share of favorable product reviews
Step 2: Agree on Acceptable Proxies
Atlantic City Alliance
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Intent to visit
Desirable Photo
Dispels a Myth
Signature Experience
Call to action or recommendation
B2B Company
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Grow the marketable
universe (sales leads)
3rd Party Recommendation
Key message
Spokesperson quote
Desirable positioning
Step 3: Establish benchmarks
Past Performance Over Time Think 3 Whatever keeps your
C-suite up at night
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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
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Engagement Index: Weight actions based on contribution to goal
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2/23/2018
Level Action Score1st level:
Follow/Like or Link on Linked In .25Comments .5
2nd level: 0Retweets/Forwards/shares .75Clicks thru to a designated URL .75Signs up to receive email or other owned content .75Downloads white paper or other content .75Subscribes to podcast or blog .75
4th 4: 0Performs an action that constitutes “conversion” 1.25Makes contact (Calls, emails, writes, comes to a conference) 1.75Listens to whole podcasts 1Watches more than 50% of a video 1
Total 10
What IS a “good post”?
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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
1Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose
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Contains one or more positive messages 1.5 Contains one or more negative
messages 2
Event/Program is mentioned 1 No Event/Program is mentioned 0
Dispels a myth 2 Perpetuates a myth 2
Positive headline 2 Negative headline 2
Third-party endorsement 1 Recommends competition 1
Contains desirable visual 1.5 Contains undesirable visual 2
Total Score 10 Total Score -10
Sample Publication Engagement Quality Weighting
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Action Score
Social Mentions of EIB editorial & publications 0.5
Social Shares of EIB editorial & publications links or content 0.75
Citations 1
Web download/requests for EIB editorial & publications 2
Desirable reviews/recommendations of EIB publications 1.75
Net increase in subscribers to email or feed 1.5
Orders 2.5
Total 10
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What does an engaged employee do?
Metric Weighting
Participation in Training
Volunteers for Community Activity
Event Attendance
Comments
Videos watched > 50%
Total 10
Objectives Actions Metrics
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Organizational Objectives
Online and multi-media contribution
Online and multi-media Activity
Activity Metric Outcome Metric
Increase market share
Increase preference and consideration
Social MediaWebsitePodcast Videos
•% increase in media quality score
•% increase in socialengagement
•% increase in preference and consideration
•% increase in qualified leads
Increase donations and/ormembership
Increase trust in the organization
Content Creation • Increase in web conversions and online support
•% increase in donations or membership
Increase support for policy
Educate consumers Publish content • Increase % of articles containing spokesperson quotes.
•% increase in references to “global financier
•% increase awareness and support
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Objectives Actions Metrics
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Organizational Objectives
Online and multi-media contribution
Online and multi-media Activity
Activity Metric Outcome Metric
Increase market share
Increase preference and consideration
Social MediaWebsitePodcast Videos
•% increase in media quality score
•% increase in socialengagement
•% increase in preference and consideration
•% increase in qualified leads
Increase donations and/ormembership
Increase trust in the organization
Content Creation • Increase in web conversions and online support
•% increase in donations or membership
Increase support for policy
Educate consumers Publish content • Increase % of articles containing spokesperson quotes.
•% increase in references to “global financier
•% increase awareness and support
2/23/2018
Objectives Actions Metrics
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Organizational Objectives
Online and multi-media contribution
Online and multi-media Activity
Activity Metric Outcome Metric
Increase market share
Increase preference and consideration
Social MediaWebsitePodcast Videos
•% increase in media quality score
•% increase in socialengagement
•% increase in preference and consideration
•% increase in qualified leads
Increase donations and/ormembership
Increase trust in the organization
Content Creation • Increase in web conversions and online support
•% increase in donations or membership
Increase support for policy
Educate consumers Publish content • Increase % of articles containing spokesperson quotes.
•% increase in references to “global financier
•% increase awareness and support
2/23/2018
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: Collecting Good Data
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Data is driven by goals What outcomes is your
program expected to achieve? Is it sufficient data? Is it accurate? Is it relevant?
Step 5: Use Metrics to Sell Your Story Rank order results from worst
to best A/B test everything then, cut
the budgets of the “worst” performing things
Ask “So What?” at least three times
Compare to last month, last quarter, 13-month average
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Remember These Points
It’s not about the media or the platform, it’s about the business and the customers
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It’s not about big data, but about how you use it.2
You need to be data informed, not data-driven.3
Thank You!
Check out our new ebook Social Media Measurement 101
Visit Paine Publishing online: www.PainePublishing.com
For any questions, email me: [email protected]
Follow me on Twitter: @queenofmetrics
Follow Paine Publishing on Facebook Or call me: +01-603-682-0735
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