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PR News Digital Summit: Measuring ROI + KPIs for Digital PR

Presentation on "Measuring ROI + KPIs for Your Digital PR Efforts" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented as part of panel session October 7, 2010 at the PR News Digital Next Practices Summit in New York City.

PR News Digital Summit: Measuring ROI + KPIs for Digital PR

  1. Measuring ROI + KPIs for Your Digital PR Efforts PR News Digital PR Next Practices Summit October 6, 2010 Tim Marklein Executive VP, Measurement & Strategy tmarklein@webershandwick.com Twitter: @tmarklein Slide 1 -- September 24, 2010
  2. Audience poll How many of you are currently monitoring digital and social media for your programs/clients/issues? Slide 2 – October 6, 2010
  3. Audience poll How many of you are actively engaged in social media channels for your organization/client, including Facebook, Twitter, LinkedIn and/or others? Slide 3 – October 6, 2010
  4. Audience poll How many of you have clearly defined goals for your digital and social media engagement? Slide 4 – October 6, 2010
  5. Step 1. Define the outcome • 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 5 – October 6, 2010
  6. Pick an outcome, Any outcome… Source: Altimeter Group and Web Analytics Slide 6 – October 6, 2010 Demystified, http://bit.ly/dldIHf
  7. Step 2. Assess channels and audiences Source: Weber Shandwick Measurement & Strategy practice, based on Sysomos social media monitoring data. Slide 7 – October 6, 2010
  8. Step 3. Identify your KPIs measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties measures: Assess the volume, engagement, feedback and reach of content shared via company’s web properties measures: Assess the paid and organic search rankings for company content, brands and keyword associations measures: Assess the volume, engagement, sentiment and reach of content shared via the web 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 8 – October 6, 2010 practice, ARROW Inline Analytics framework
  9. Step 4. Build your dashboard Activities 47 Media, Blogger & Influencer Interviews 94 Facebook, YouTube, Blog & Twitter Posts Reach 170 Earned & Social Media Placements 3.9M Earned & Social Media Impressions Relevance 64% Earned & Social Message Penetration 27% Earned & Social Media Share Outcomes 14% Increase in Brand Engagement (via web data) 27% Category Sales Share (source TBD) Worth $4.72 Earned CPM (Cost Per 1K Impressions) $8.22 Social CPE (Cost Per Engagement) Source: Weber Shandwick Measurement & Strategy Slide 9 – October 6, 2010 practice, ARROW Inline Analytics framework
  10. Step 5. Get “inline” with your analytics • 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 Source: Weber Shandwick Measurement & Strategy Slide 10 – October 6, 2010 practice, ARROW Inline Analytics framework
  11. Lessons learned: The media “crossover” effect Slide 11 – October 6, 2010
  12. Lessons learned: It ain’t easy being inline • Much easier to manage by channel than across channels • Data sourcing and consistency challenges • Differences in scale and knowledge base across media • What’s more valuable? • Chicago Tribune print story –or– WSJ.com online story • Industry blog post –or– customer recommendation via Twitter • Depends on objective, audience, message, tone, influence – not all easily measured or compared across media channels • Key considerations • Total Impressions vs. Targeted Impressions – efficiency matters • Earned CPM vs. Social CPM – very different scales, don’t equate • Comparative Media Costs – useful to consider but inconclusive • Engagement, CPE and Conversion – varies by channel, outlet Slide 12 – October 6, 2010

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