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IPR Measurement Summit -- "Integrated Measurement" -- Tim Marklein

Institute for PR Measurement Summit presentation, "Integrated Measurement & Measurement Integration" by Tim Marklein, Executive VP of Measurement & Strategy, Weber Shandwick, October 14, 2009

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IPR Measurement Summit -- "Integrated Measurement" -- Tim Marklein

  1. 1. Integrating Measurement & Measuring Integration IPR 7th Annual Summit on Measurement October 14, 2009 Tim Marklein, Twitter: @tmarklein Slide 1 -- October 14, 2009
  2. 2. 2009 = Transformational year Economy : Cold Measurement : Hot Slide 2 -- October 14, 2009
  3. 3. Current state of PR 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 PR wastes time fighting AVE – “media value” is real Quarterly reports are shelfware, don’t drive decisions THE UGLY PR 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 3 -- October 14, 2009 Measurement & Strategy practice
  4. 4. The critical challenge: Mind the gap! Typical PR metrics Key business metrics • Total clips • Contribution to sales • Total clips in top-tier media • Contribution to market share • Total circulation/impressions • Contribution to profitability • Share of voice • Influence on stock performance • Media sentiment • Influence on stakeholder awareness • Message pull-through • Influence on stakeholder opinion • Ad equivalency • Influence on employee attitudes • Cost per thousand • Influence on customer consid/pref • Influence on stakeholder awareness • Influence on customer satisfaction • Influence on stakeholder opinion • Influence on customer loyalty • Influence on employee attitudes • Influence on brand equity • Influence on corporate reputation “It will be difficult for PR to get a larger share of the total communications expenditure without quantitative means that go well beyond measurement of media outputs.” Source: Adapted from GAP V report, Annenberg Slide 4 -- October 14, 2009 School of Communication, “Fifth Annual Public Relations Generally Accepted Practices” study, Q1’08
  5. 5. The importance of integration • 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 5 -- October 14, 2009
  6. 6. Traditional/digital integration: Media cross-over effects, in both directions Slide 6 -- October 14, 2009
  7. 7. 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 7 -- October 14, 2009 practice, “Inline” measurement framework
  8. 8. Traditional/digital integration: The challenge of “scale” and how to adapt • What’s more valuable? • Chicago Tribune print story • 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 8 -- October 14, 2009
  9. 9. 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 9 -- October 14, 2009 Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007
  10. 10. 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 10 -- October 14, 2009 based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08
  11. 11. 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 11 -- October 14, 2009 Source: Weber Shandwick & KRC Research
  12. 12. 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 Organizations Celebrity 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 Video games ARG’s SOCIAL HUB MEGA HUB Slide 12 -- October 14, 2009 Source: Weber Shandwick & KRC Research
  13. 13. 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
  14. 14. Integrating new influence patterns: Different engagement methods and vehicles Traditional marketing Advocacy marketing • Create collateral • Identify advocates • Send direct mail • Engage advocates • Buy media • Manage relationships • Attend events • Have conversations • Create events • Activate communities • Buy more media • Create great content • Conduct PR • Syndicate content • Write case studies • Tell many stories, one • Buy more media at a time, synchronized, • Tell one story to mass through many voices, to markets or big groups “micro” markets Slide 14 -- October 14, 2009
  15. 15. PR/comms/marketing integration: Re-framing the measurement conversation 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 15 -- October 14, 2009 Strategy practice, “ARROW” measurement model
  16. 16. PR/comms/marketing integration: Delivering dashboards (light view) Source: Weber Shandwick Measurement & Slide 16 -- October 14, 2009 Strategy practice, “ARROW” measurement model
  17. 17. PR/comms/marketing integration: Delivering dashboards (medium view) Activities 21 Earned Media Interviews 12 Paid Media Placements Reach 340K Earned Media Impressions 179K Paid Media Impressions Relevance 43% Earned + Paid Media Share 67% Conversation Share (Social + WOM) Outcomes 2.3% Increased Awareness (Tracking Survey) 195K New Patient Visits (Self-Reported) Worth $145K Earned + Paid Media Value $97M Revenue from New Patient Visits Source: Weber Shandwick Measurement & Slide 17 -- October 14, 2009 Strategy practice, “ARROW” measurement model
  18. 18. PR/comms/marketing integration: Delivering dashboards (full view) Source: Weber Shandwick Measurement & Slide 18 -- October 14, 2009 Strategy practice, “ARROW” measurement model
  19. 19. 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 19 -- October 14, 2009 ARROW Measurement Suite, February 2009
  20. 20. Measurement, meet strategy: Get the data out – to execs, sales, marketing Slide 20 -- October 14, 2009
  21. 21. Measurement, meet strategy: Integrate data, insights into decision flow • Have you built your “measurement cycles” to match your company’s “decision cycles”? • Daily or hourly (crisis and issues management) • Weekly and monthly (progress, trends, course corrections) • Quarterly and annual (strategic decisions, direction changes) • What are your company’s “decision forums”? • Staff meetings, board meetings, key individuals, etc. • Are you there? Do they have the data? Are they using it? • What are your company’s “data consumption” habits? • Individuals and organizations learn, adapt, decide differently • Are you packaging your metrics to make them consumable? Slide 21 -- October 14, 2009
  22. 22. Your transformation moment • One-way communication is dying. • Conversations and community are king. • Integration trumps independence. • Measurement is imperative. • You have the data. Use it to lead. Be a change agent.
  23. 23. Thank You!!! Email: Blog: Twitter: - 23 -