This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)

1. Evaluating Online Media
Coverage + Getting “Inline”
Canada Media Marketplace, SF
April 12, 2010
Tim Marklein
Executive VP, Measurement & Strategy
tmarklein@webershandwick.com
Twitter: @tmarklein
Slide 1 -- April 12, 2010

2. Audience poll
• How many of you are currently
monitoring online media for your
brand, city, resort, province, etc.?
Slide 2 -- March 23, 2010

3. Audience poll
• How many of you are as
comfortable engaging online
media as you are traditional
media?
Slide 3 -- March 23, 2010

4. Audience poll
• How many of you are engaged in
social media channels, including
Facebook, Twitter, LinkedIn
and/or others?
Slide 4 -- March 23, 2010

5. Audience poll
• How many of you have clearly
defined goals for your online and
social media engagement?
Slide 5 -- March 23, 2010

6. 2009/2010 = Transformational time
Economy : Cold Measurement : Hot
Slide 6 – March 23, 2010

7. Current state of PR/comms measurement
THE GOOD Everyone agrees: Measurement is important
Basic standards, tools in place for measuring media
CMOs, CFOs and CEOs are asking for more
THE BAD
Still lots of lip service without investment
“What tool should I use?” – that’s the wrong question
Quarterly reports are shelfware, don’t drive decisions
THE UGLY
Comms. metrics aren’t translated into executive terms
Not enough definition or accountability for outcomes
“Random acts of measurement” – not enough integration
Source: Weber Shandwick
Slide 7 -- March 23, 2010 Measurement & Strategy practice

8. Watershed moment: Moving beyond AVE
• Oct’09: IPR Measurement Commission “condemns the
name, concept and practice of ad value equivalencies”
• No evidence that earned media space = paid media space
• Simply measures media “cost,” doesn’t measure the “value”
• Misused as a cheap proxy for ROI – distracts from outcomes
• IPR and AMEC working on alternatives, transition plans
• Shift focus to business outcomes – awareness, understanding,
attitudes, behaviors, engagement, sales, market share, etc.
• Always evaluate media quality and message, not just quantity
• Options for comparative “cost” evaluation: CPM, targeted reach,
“weighted media cost,” engagement/CPE, market mix analysis
Slide 8 -- March 23, 2010

9. Traditional/digital integration:
New metrics, data sources and concepts
measures: Assess how content is accessed, shared,
adapted, amplified across various sites and media properties
measures: Assess the volume, engagement, sentiment
and reach of content shared via the web.
measures: Assess the paid and organic search rankings for
company content, brands and keyword associations
measures: Assess the volume, engagement, feedback and
reach of content shared via company’s web properties
measures: Analyze volume, content, sentiment
of conversations about company/brands across sites, media
measures: Assess audience, reach and “touch
points” of company content/conversations across sites, media
• Outcome measures: Assess how the content, conversation
and community measures correlate with desired outcomes
Source: Weber Shandwick Measurement & Strategy
Slide 9 -- March 23, 2010 practice, “Inline” measurement framework

10. Traditional/digital integration:
Media cross-over effects, in both directions
Slide 10 -- March 23, 2010

11. Traditional/digital integration:
The challenge of “scale” and how to adapt
• What’s more valuable?
• Chicago Tribune print story
• WSJ.com online story
• Industry blog post
• Key considerations
• Total impressions vs. targeted impressions
• Total engagement vs. targeted engagement
• Earned Media Value – consistency of source data
• CPM vs. CPE – very different scales
Slide 11 -- March 23, 2010

12. Online media: The integration challenge
• Old world, meet new world
• Integration of traditional, digital and social media
• Integrating WOM and other new influence patterns
• Silo #1, meet silo #2, silo #3, etc.
• Integration of PR with other communication disciplines
• Integration of PR with other marketing disciplines
• Integration across business units, products, geographies
• Measurement, meet strategy
• Integration of metrics, data sources, tools, dashboards
• Integration of data and insights into decision-making flow
Slide 12 -- March 23, 2010

13. Measurement, meet strategy:
“Insight” doesn’t live in silos, aggregation is key
Media Media Web Keyword
Analysis Analysis Analytics Analysis
(traditional) (social) (site) (search)
WOM Brand Customer Employee
Analysis Tracking Satisfaction Satisfaction
(surveys) (surveys) (surveys) (surveys)
Lead Gen Events & Analyst Data & Ind. Awards
& Sales data DM data Reports & Scorecards
(CRM) (CRM) (third party) (third party)
Source: Weber Shandwick Measurement & Strategy practice –
Slide 13 -- March 23, 2010 ARROW Measurement Suite, February 2009

14. Integrating new influence patterns:
Advocacy takes center stage
More than just
word-of-mouth…
45% ADVOCATES
High intensity (9%) Sharing advice
Low intensity (36%)
Making recommendations
20% Making their loyalty visible
BADVOCATES
Reaching out broadly
Making fast decisions
INFLUENTIALS
Taking action
OPINION ELITES
Slide 14 -- March 23, 2010 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007

15. Sounds great, right?
Be careful what you wish for…
Slide 15 -- April 12, 2010

16. …“badvocates” are everywhere, too…
Slide 16 -- April 12, 2010

17. …and they wield significant influence
Slide 17 -- April 12, 2010 Source: Weber Shandwick’s New Wave of
Advocacy™ with KRC Research, March 2007

18. Integrating new influence patterns:
Re-thinking channels, reach, influence
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
Who in their personal or work lives does What kinds of experts (specific people,
your audience trust for information and categories of people, or specialized
advice? publications) does your audience
seek out when they want information
Who in turn do they contact and and advice?
influence?
How does this contribute to their
decision-making?
What groups, clubs or networks What brands, celebrities or
(online or offline) does your cultural trends have caught
audience turn to for information the attention of your audience
and advice? and are most influential in
their decision-making?
Who do they in turn communicate with?
SOCIAL HUB MEGA HUB
Slide 18 -- March 23, 2010 Source: Weber Shandwick & KRC Research

19. Integrating new influence patterns:
We can’t assume or pretend they’re linear
“Inside” Advocacy Sources “Outside” Advocacy Sources
DAY-TO-DAY HUB EXPERT HUB
Experts Sales Trade show
Home E-mail
Reps
Telephone
Podcasts Customer
Service
Work Vertical
place Business Media Lifestyle
SMS Media
Media
Pundits
Mobile Brand
WOM Authors
Phone Website
Social Blogs Branded
Celebrity
Organizations Entertainment
Community Search VOD Print
Direct
Groups Mail
Cable
Social Clubs Social Broadcast Television
Networks Television Branded
Opinion Sites
Radio Applications
Business
Internet TV
Organizations
ARG’s Video games
SOCIAL HUB MEGA HUB
Slide 19 -- March 23, 2010 Source: Weber Shandwick & KRC Research

20. Integrating new influence patterns:
Customers aren’t necessarily who they seem
SALES THOUGHT:
Eric = $500K IT budget
THE REALITY:
Eric = $76M IT impact inside,
$200M total in 40 companies
$500,000
IT Budget
Slide 20 -- March 23, 2010

21. Integrating new influence patterns:
Tracking WOM conversation volume, quality
Low Volume / High Quality High Volume / High Quality
Nationwide
Prudential
Industry
All State Average
Quality of Advocacy (%)
State Farm
Metric Score Industry
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
AIG
Low Volume / Low Quality High Volume / Low Quality
Share of Conversation (%)
Source: Weber Shandwick Measurement & Strategy analysis,
Slide 21 -- March 23, 2010 based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08

22. Putting the data into context:
An integrated measurement model
activities reach relevance outcomes worth
What activities Did you reach Were you What business What is the
were performed your audience? relevant to your results did you estimated dollar
to achieve How many audience? Were achieve? value of your
results? impressions, you credible? Awareness? communication
web visits, Did your ideas Engagement? efforts? What
reports, and messages Reputation? was the ROI?
attendees, etc. resonate? Did Leads? Sales?
were you drive Loyalty?
generated? conversation? Advocacy?
Quantity/Output  Quality/Outtakes  Business Impact  Value/Efficiency
Communications Team  Marketing Team  Executive Team
Source: Weber Shandwick Measurement &
Slide 22 -- March 23, 2010 Strategy practice, “ARROW” measurement model

23. Proving communications value:
Focus on outcomes
• Start by defining clear, precise, measurable goals
• Even if you don’t think you can measure PR’s impact on
the outcome, start with the assumption that you can – and
then work backwards to figure out how to measure it
• Anecdotal evidence
• Data-based evidence
• Correlation
• Contribution
• Causation
• Read and internalize
outcomes definitions
from PRSA and IPR’s
Measurement
Commission
http://comprehension.prsa.org/?p=628
Slide 23 -- March 23, 2010

24. Thank You!!!
Email:
tmarklein@webershandwick.com
Blog:
www.allaboutadvocacy.com
Twitter:
twitter.com/tmarklein
- 24 -