Prsa international 2011_2

OMG ROI: Measuring Impact and Influence in a 3.0 World
Katie Delahaye Paine
CEO
kdpaine@kdpaine.com
A Presentation to PRSA International
www.kdpaine.com
Orlando, FL http:/kdpaine.blogs.com
October, 2011 Founding member Institute for PR Measurement
Commission
Founding Fellow, Society for New Communications
Research

©Copyright 2011 KDPaine & Partners LLC, Berlin NH. This presentation and all of its content are the intellectual property of KDPaine &
Partners. Please respect intellectual property and do not copy or reproduce.

It’s the end of the measurement world as we know it
1. Coke + P&G announced they won’t pay for eyeballs,
only engagement
2. @AndyCarvin broke the news of Mubarak’s fall 1
hour before Al Jazeera
3. Sodexo saved $300K in recruitment costs via Twitter
4. In 3 months, via crowdsourcing, an engineer solved a
problem that Exxon spent 20 years trying to solve
5. The CEO of a hospital won a union battle via blogging
6. HSUS generated $650,000 in new donations from an
on-line photo contest
7. The MyDrunkKitchen YouTube Channel has more
viewers than CNN
2

Old School Metrics
AVE
Eyeballs
HITS (How Idiots Track Success)
Couch Potatoes (GRPs)
# of Twitter Followers (unless
you’re a celebrity)
# of Facebook Friends/Fans
(unless they generate $$)
Page 3

New School Metrics
SEO & Page Rank = Likelihood of being found
Influence = The power or ability to affect someone’s actions.
Engagement= Some action beyond zero
Relationships = Long term engagement leading to trust
Advocacy = engagement driven by an agenda
Sentiment = contextual expression of opinion – regardless of tone
ROI: Return on Investment – no more no less. End of discussion


Myth Busting
1. Social media is just Facebook and Twitter
2. Someone needs to own Social Media
3. It’s all about marketing
Only 3 to 7.5% of consumers
4. Eyeballs = Awareness on average actually see posts
5. Followers = Influence made by the Organization.
6. Likes = Engagement Organizations with fewer fans
(between one and 10,000) will
7. Engagement = ROI have higher engagement rates
8. All that matters is sales
9. Sentiment is what’s really important
5

Reality # 1 Media ≠ Facebook

6

Reality # 2: No one needs to “own” social media
2000-2004 2004-2010 2010-2015
Social Media/CGM Force-fitting Social Media Integrating Social Media
emerges as a technology into Existing Structure into the Organizational DNA
function

Corp Comm PR Mktg

Digital

Direct
Social
Media
7

Reality #3: It’s not all about you, so get over it

Conversations

Prod. Product Mktg
PR/Com R&D CI IR HR Sales
Mktg Support Research
ms/Mktg

Savings, shorter cycles, more
renewals, better ideas, research

$$$$$$$$$$$$$$$$$$$$$$$$$$
8

Reality #4: Eyeballs are not awareness

MSM Online Social
Media

Eyeball HITS & Outcomes
counting Clicks

9

Reality #5: Followers/Reach does not = influence
Measure what matters
There is no “bible”
Influence ≠Reach, GRP,
or any other magic bullet
All influence is relative
A computer cannot tell
you who matters most


11

Myth # 6: Likes are not engagement

Impressions Likes Followers

Trial/Consideration Purchase Advocacy
12

Myth # 7: Engagement is a continuum

I
m
p
Retweets,
r Repeat Visitors, Repeat Registration,
e Click thrus, Unique Comments. Positive Repeat
visitors, Twitter
s
followers, Reposts, sentiment, Purchase
s Likes Comments Shares, Use Advocacy
i of hashtag, Trial
o
n
@message
s

0 1 1.5 2 2.5 3 3.5 4 4.5 5

Myth #8: ROI may be Efficiency
Going where the fish are = Greater efficiency:
Need some help
44 % of junk mail goes to landfills unopened . with that lawn?
Response rates <0.25% now acceptable
Better SEO results
Greater loyalty: Listen for need, respond with
help
Quilted Northern
Home Depot
Loss prevention; risk mitigation
Georgia Pacific

Myth #9: Sentiment may not matter
There’s a reason they call it “earned” You are what you
do, not what you say
Assumes sentiment exists
80% of conversation is neutral, just making an observation
Majority of business doesn’t evoke sentiment
Requires lots of data
Once you eliminate spam, content farms and invalid mentions,
make sure content volume is sufficient
Assumes sentiment drives action, but you need analytics
to prove it
Real time sentiment is not measurement


The Social Media Measurement Process
Crawl Walk Run Fly

• Monitoring/ • Participate • Integrate • Tie efforts to
Listening • Measure into Strategy outcomes
• Establish • Tailored • Use Multiple • Crowd source
Rules content Channels • Integrate
• Follow best with all Mktg
practices • Continuously
improve
16

6 Steps to Measuring Social Media
1. Define the “R” in your ROI
2. Connect the dots between
organizational goals and PR
3. Establish benchmarks
4. Define your metrics
5. Pick a tool
6. Figure out what it means, change and
measure again
Partners. Please respect intellectual property and do not copy or reproduce. 17

What are you measuring?
Paid – Google Adwords,
Facebook Ads, popups, banners
etc.
Owned – www.prsa.org @prsa
Shared – Content you create that
other’s share
Earned -- Everything else
18

Don’t ask me, ask your stakeholders
Questions you need to know the
answer to:
What keeps them up at night?
What are they currently seeing?
Where do they go for information?
What influences their decisions?
What’s important to them?
What makes them act?
19

Step 1: Goals for Communications
1. Marketing/leads/sales/
2. Mission/message/positioning/
3. Relationship/reputation/

To fix this Or get to this

20

Goals drive metrics, metrics drive results
Reputation/ Sales
Get the word out
Goal Relationships

% increase in Engagement
% improvement in
Relationship scores % hearing/seeing
% movement along
Engagement Continuum
% increase in
Recommendations
Metrics % believing
% reduction in $ per
customer acquisition
% Share of Favorable
Positioning
% acting % increase in qualified leads

Marketing Mix Modeling

21

You have to connect the dots
Priority audiences Definitions of success Measurement in place Needed Tools

Improving our Qualitative Analysis
Media positioning in the
marketplace Media Tracking
Web traffic or clicks
Social Media Content
Potential Communicating key Analysis
employees messages
Measuring web Message Analysis
traffic
Ensuring consistency in Multi-variate testing
Partners
brand image
Relationship Survey
Financial
Customers Increasing qualified
leads
Accounting Key Influencers

22

Step 3: Establish benchmarks
A peer group
Control groups vs. other departments
Over time
Whatever keeps your C-Suite up at
night


Step4: You need to think like an Olympian
Metrics
Exposure

+ + $$$
Friends Engagement
Followers
raised

Start Goal
Category Metric 1 Metric 2 Metric 3 Progress
Strength 100 pounds + 200 pounds Pass test
10 miles 20 miles
Sailing 3 top 30 finishes 3 top 20 finishes 3 top 10 finishes 20% increase in
position each race
Marketing 365 Members 21 Followers 1 sponsor $1000 raised
24
Please follow @cpainesailng on Twitter or CPaineSailing on Facebook

Typical KPIs in Earned Media
% increase/decrease in share of
desirable vs. undesirable conversations
over time
% increase in share of reposts and
comments vs. the competition over time vs.
% containing a key message
% message integrity over time
% favorable positioning on key issues
% share of quotes
25

Typical KPIs in Owned Media
% increase in repeat vs. unique visits
% increase in time on site, pages per
visit
% increase in blog
subscriptions/registrations
% increase in visits to unique URLs
% increase in downloads

26

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
27

You really only need one tool

28

Step 5: Selecting a measurement tool
Objective KPI Tool
More efficient customer % decrease in cost per customer Web Analytics + CRM
acquisition acquisition Correlations with social media
% increase in leads vs. activity content
Engage marketplace Ratio of comments to posts Content Analysis, Web
Repeat visits vs new analytics or Content Analysis:
Time on site TypePad, Technorati
Pages per visit Omniture, Google Analytics
Communicate messages % of articles containing key Media content analysis –
messages Relationship and awareness
Total opportunities to see key survey
messages
Cost per opportunity to see key
messages
29

Tool #2: Measuring “Owned” Media
Web analytics Influence
Google Analytics Twitalyzer
Web Trends Traackr
Omniture Klout
SEO CRM/Business
Page Rank Intelligence
Post Rank Salesforce
SAS
SAP
30

Tool #3 Measuring relationships
Control mutuality
In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)
This organization really listens to what people like me have to say.
Trust
This organization can be relied on to keep its promises.
This organization has the ability to accomplish what it says it will do.
Satisfaction
Generally speaking, I am pleased with the relationship this organization has established with people like me.
Most people enjoy dealing with this organization.
Commitment
There is a long-lasting bond between this organization and people like me.
Compared to other organizations, I value my relationship with this organization more
Exchange relationship
Even though people like me have had a relationship with this organization for a long time; it still expects
something in return whenever it offers us a favor.
This organization will compromise with people like me when it knows that it will gain something.
This organization takes care of people who are likely to reward the organization.
Communal relationship
This organization is very concerned about the welfare of people like me.
I think that this organization succeeds by stepping on other people. (Reversed)
Page 31

Step 6: Tying it all together: Research without insight is just trivia

Find your “Abby”
Ask “So What” three times
Look for failures first
Check on what the competition is doing
Then look for exceptional success
Compare to last month, last quarter, 13-month average
Move resources from what isn’t working to what is

Partners. Please respect intellectual property and do not copy or reproduce. Page 32

Pushing back on the skeptics What “R” are
What’s you looking
the ROI ? How does the for?
We can’t afford redecorated
it lobby help
sales?
How does it
helps sales? We spend millions
talking at the market,
its irresponsible to not
Measuring spend at least 10% to
relationships is find out if its working?
squishy
Why do you make Measuring IP is
it so complicated? squishy?
Forcing PR to use one
I want one number is like asking
Does you CFO
number to show your Accounting Dept.
only present 1
success to only use a
number to the
calculator
board?
33

6 Steps to Success = Think Different
1. Break down the silos
2. Use crowdsourcing to find
solutions
3. Seek relationships, not
“likes”
4. Remember what matters
5. Use metrics to inspire not to
justify
6. Crawl, Walk, Run or Fly
34

Thank You!
For more information on measurement, read my
blog: http://kdpaine.blogs.com or subscribe to The
Measurement Standard:
www.themeasurementstandard.com
For a copy of this presentation go to:
http://www.kdpaine.com
Follow me on Twitter: KDPaine
Friend me on Facebook: Katie Paine
Or call me at 1-603-682-0735
35

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