1. Measurement in the Age of Context IPREX February 28, 2014 Katie Delahaye Paine CEO Paine Publishing www.painepublishing.com @queenofmetrics measurementqueen@gmail.com

2. Paine Publishing: Providing communications professionals the knowledge and information they need to navigate the journey to good measurement  The Measurement Advisor The Measurement Advisor  Training Courses  Consulting  www.painepublishing.com www.painepublishing.com  measurementqueen@gmail.com

3. Welcome to the “I want what I want, not what you send me” era, aka: “The Relationship Era” ®

4. What’s Changed?  Collapse of mass media  Growth of media everywhere  Intolerance for messaging  It’s not about the media, it’s about your mission and what your stakeholders do if/when they see it  The Barcelona Principles and Industry Standards 4 “Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study

5. The Barcelona Principles, The Conclave & Industry Standards 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. Earned Media Value/AVEs are not the value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement All standards are available on http://www.painepublishing.com /standards-central http://www.painepublishing.com /standards-central The Conclave

6. Standards have been published for: Content Sourcing & Methods 1 Reach and impressions 2 Engagement 3 Influence & relevance 4 Opinion & advocacy 5 Impact & value 6

7. Important Numbers to Remember CNN average nightly audience 179,000 The average audience for a MyDrunkKitchen video (http://www.youtube.com/watch?v=uSXQNred3is 1,000,000 The amount that Sodexo saved in recruitment using Twitter $300,000 The amount HSUS “found” after it tested its “Cute Puppy Contest” $650,000 The revenue that Southwest Airlines calculated from social media >$2 million The number of times per hour Digital Natives switch media—every 2.2 minutes. 27 The amount of conversations generated by bots, spammers and pay-per-click sites 40%

8. Need more evidence? Conversion rate from impressions..17% % of on-line conversations that are public 10% % of Facebook & Twitter posts that are seen < 5% % of conversation that happens OFF LINE 90% % of people who ignore banner ads 82% % of online ads that are never seen by ANYONE 54% Conversion rate from engagement.49%

9. So What?  It’s not about the media, it’s about the mission and the stakeholders  It’s not how loud you’re shouting it’s about relationships  There are no boundaries  It’s not about how big your data is, it’s about how you use it  Silos are so 1999

10. Conversations $$$$$$$$$$$$$$$$$$$$$$$$$$ Savings, shorter cycles, more renewals, better ideas, Product Support HR IR Sales CIR&D Mktg Research Prod. MktgPR//Mkt 10 Social Media isn’t media, it’s business

11. Impressions are not awareness. Where’s the “So What”? 11

12. We need a new Model Media Relations/ Social Media/PR

13. So What?  It’s not about the media, it’s about your business and your customer  It’s not how loud you’re shouting it’s about relationships.  There are no boundaries  It’s not about how big your data is, it’s about how you use it

14. Likes Are Not Engagement 14 Advocacy Commitment Trial/Consideration Followers Likes Impressions

15. Big Numbers Influence  All influence is relative  Who is influential depends on your audience  A computer cannot tell you who matters most  To be influential requires relevance, frequency & reach

16. 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

17. So What?  It’s not about the media, it’s about your business and your customer  It’s not how loud you’re shouting it’s about relationships.  There are no boundaries  It’s not about how big your data is, it’s about how you use it

18. All Silos Are Permeable  Marketing vs. PR vs. Operations  Traditional vs. Social  External vs. Internal  Geographic  Users don’t really care where the content comes from as long as it’s relevant, timely and honest 18

19. Now What?  It’s not about the media, it’s about your business and your customer  It’s not how loud you’re shouting it’s about relationships.  There are no boundaries  It’s not about how big your data is, it’s about how you use it

20. Real-Time Metrics focus on Outcomes 20

21. 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 21 Define the goal Understand theParameters and Motivations Define Benchmark Define the Metrics Pick a Tool Insight and Action Six Steps to Success 1 2 3 4 5 6

22. 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? 22

23. Why do we communicate? 23 Outtakes (Intermediary Effects) Awareness Knowledge/Education Understanding Outcomes (Target Audience Action) Engagement Advocacy Revenue/Cost Savings Activities

24. Goals, Actions and Metrics 24 Goal Increase Marketable universe Increase preference Action Conduct Media Event Increase social and online message penetration Outcome Metric % increase in marketable universe % increase in favorable perceptions & awareness of brand attributes Activity Metric % of items containing key messages % increase items containing one or more key messages

25. Step 2: Understand the parameters.  What 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? 25 Goal: Get the cat to stop howling Options: Local? Cheap? Convenient? Strategy: Buy cat food

26. Step 3: Establish benchmarks  Past Performance Over Time  Think 3  Whatever keeps your C-suite up at night 26

27. Step 4: Pick your Kick-Butt Index The Perfect KBI  Is actionable  Is there when you need it  Specific to your priority  Continuously improves your processes  Gets you where you want to go  You become what you measure, so pick your KBI carefully 27

28. Typical Kick Butt Quality Score 28 Desirable CriteriaScoreUndesirable Criteria Score Contains a URL, Link or Phone Number or other call to Action 3.50 No Call to action Mentions a key message 0.75 Negative message, negative myth reinforced -3.0 Contains a desirable visual 2.50 Contains an undesirable visual Contains a quote by a company spokesperson 0.75 A story or a headline that leaves the reader less likely to do business with you -3.0 Dispels a Myth 0.75 Recommends the competition-2.0 Leaves a reader more likely to do business with you 1.75 Total 10.00 -10.0

29. ROI = revenue or cost savings  ROI = cost savings  + Cost of program  – Cost elimination  ROI = greater efficiency  +cost of program  – cost of doing something “the old way”  ROI = greater revenue from shortening the sales cycle  +cost of program  –value of leads/sales  Lower legal costs  Faster time to implementation  Lower cost per click thru vs. other marketing channels  Lower cost per message exposure vs. other channels  Lower cost per customer acquisition  Shortening time to sales close

30. 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

31. Step 5: Selecting a measurement tool 31 ObjectiveKBITool Increase inquiries, web traffic, recruitment % increase in traffic #s of clickthrus or downloads Excel, Google Analytics Increase awareness/preference % of audience preferring your school to the competition Survey Monkey Engage marketplace % increase in engagement on website and/or social sites Social Baker, Google Analytics, Content Analysis, Network Analysis

32. Step 6: Be Data Informed, not Data Driven  Rank order results from worst to best  Ask “So What?” at least three 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 32 Page 32

33. Photo Event High Message Content/Engagement Resource Use Low High MediumVery high Level of Engagement Very HighMediumHighLow High Resources No Message/Low Advocacy Low Resources Webinar Status update Link Ultimate Road Trip Google + Chat Media Day Corporate Video Advocacy vs. resource use Resource Use Low High MediumVery high Very HighMediumHighLow High Resources Low Resources Webinar Status update Link Ultimate Road Trip Google + Chat Media Day Corporate Video

34. PR presence drove better coverage across the board in Top Tier publications  If a PR Initiative was mentioned in a story it was:  Nearly ten times more likely to be desirable.  Twice as likely to contain a key message  Nearly ten times less likely to contain an incorrect or negative message  Thirteen times more likely to contain a positive endorsement  Ten times more likely to contain a desirable visual

35. MLK saw the highest correlation of clips to visits

36. Remember These Points It’s not about the media, it’s about the business and the customer 1 It’s not about Big Data, but 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. Impressions don’t count so stop counting them. 4 Standards are a reality not an excuse to hide behind 5

37. Thank You!  For more information on measurement go to www.painepublishing.com  For a copy of this presentation or to subscribe to Your Measurement Moment, our bi-weekly e-newsletter, give me your card or email me at measurementqueen@gmail.com  Follow me on Twitter: KDPaine  Friend me on Facebook: Katie Paine  Or call me at 1-603-682-0735 37