If AVE is not right, what is?

Transcription

1 If AVE is not right, what is? Hear the secrets of the smartest kids in the measurement class!" Webinar held on 11 September, 2015 Organised by Asia Pacific Chapter of AMEC, the International Association for Measurement and Evaluation of Communication

2 Moderator: Aseem Sood, CEO, Impact Research & Measurement, New Delhi

3 Marion McDonald, Managing Director, Strategy & Measurement, Asia Pacific Region, Ogilvy Public

4 What we can learn about Smarter Measurement from AMEC Awards

5 1. What s the Business Problem? Winning cases address a business problem (or sometimes a desired behavioural change), not just a communications task. Business problems use words like reputation, sales revenue, growth rate. Business problem Communications task Increase usage occasions to grow annual volume/user from 1.5 to 2.5 litres. Grow sales of (brand) contact lenses by educating women to seek soft lenses for self-diagnosed eye strain. Shape the bleach dialogue online create a buzz about astigmatism in an entertaining way

6 Example: Pambassador for Chengdu Govt Our business objective was to drive Chengdu s tourism growth rate to significantly outperform China s national tourism growth forecasts (estimated at between 2.7-5%)

7 2. Prove real results This means business results. Results must be quantified with sources given. Awareness grew or reputation improved is not enough Draw the direct link between your campaign and the business results achieved

8 Results Structure Business Results - Compare them directly against the objective Intermediate Results - that prove the result was due to your campaign, e.g.. engagement scores, leads generated, awareness of new benefit. State WHY these were important proof measures.

9 The Hierarchy Outputs Coverage achieved The sentiment [not enough] Impact Influenced awareness New attitudes [better] Outcomes Sales/share/leads New behaviours [much better]

10 B2B Case: Thought Leadership Outputs 40 pieces of targeted coverage #1 SOV at 32% Impact Brand image +5% Reputation +5% Performance +4% Outcome $37m sales leads Conversion 15%

11 AMEC Award winning example: Mercedes-Benz Selling Cars on WeChat the smart Way Campaign Effectiveness This smart BoConcept sale on WeChat was a breakthrough moment in the Chinese e- commerce market. 388 smart BoConcept sold out in 3 minutes, creating a new record. More than 7,000 high-quality sales leads were generated and 1,742 people made deposit payments and later participated in test drives. There were 20,341 visits to the 720 interior page, with an average of 35 interactive movements per visit. 7.3 billion impressions were generated across different media. The campaign s combination of online and offline services had never occurred in the automotive industry. However, there is no doubt that this pioneering approach in cooperation with WeChat has brought enormous efficiency and effectiveness to the car sales process.

12 AMEC Award winning example: Fitness First Australia Business outcomes: This campaign delivered an immediate 23% lift in new membership sales in rebranded clubs (month 1). The ongoing impact contributed to membership sales in rebranded clubs growing an average of 8% in the 6 months following this rebrand (source: client data). Reputation Impact: Net promoter score (NPS) improved from the lowly levels of banks and telcos at to almost break into positive territory, growing 12 points to reach (source: Delta Research, July 2014). Coverage Output: 61% increase in traffic to the FF website which meant over 44,500 unique visits to landing page. Coverage generated 27.3m opportunities to see from 83 pieces of coverage, including both of Australia s highest rating television breakfast programs. 78% of coverage included reference to Jane Fonda as FF ambassador.

13 A Final Tip Judges cannot be an expert on every category so provide the background & benchmarks they need to judge your case

14 Khali Sakkas, Insights Manager, Australia,

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27 Michael Ziviani, CEO, Precise Value Co-Chair AMEC Asia Pacific Chapter Michael

28 Media Analysis APAC Webinar Discussion Michael Ziviani CEO, Precise Value PRIA Measurement & Evaluation Committee Co-Chair APAC, Association Measurement & Evaluation (AMEC) AMEC PR Integrated Metrics Research Working Group IPR Integrated Metrics Research Working Group #AMECMM Copyright Precise Value 2015 Commercial in Confidence

29 AMEC European Summit Take-outs 1. Great divide between advanced and basic measurement curiosity driver 2. International thinking is moving ahead fast push clients to change 3. Ensure a link from comms activity to company strategy 4. We talk about big data but its actually big insights [we need] Unilever CEO 5. Developing an Integrated Metrics Model AMEC aim by EOY 6. CMO fallen in love with earned media want M&E, like data, cut-through from language of business >> Join-the-dots to ROI #AMECMM

30 The difference from Advertising to Public Relations Marketing Element Reach Frequency Size Placement Content Message, Tone, Spokesperson overview Advertising Controlled Controlled Controlled Controlled Controlled PR Not controlled Not controlled Not controlled Not controlled Not controlled Your job is much harder to do well! #AMECMM

31 AVE is NOT the value of PR AVE takes no account of credibility differences between editorial and advertising. AVE cannot measure social media forms, such as blogs or tweets AVE takes no account of the quality of coverage as in its tone or key message. Unfavourable PR coverage typically does not discount AVE, nor does neutral coverage get rated as zero AVE. There is no rigorous proof that the space occupied x the ad rate of an article equates to any metric reflecting influence on a target audience. Advertising is a controlled message. PR is not. In PR, the content of the article is critical to analysis of its value. #AMECMM * See michael.zivblog.com for details

32 So metrics needed to integrate into business strategy Metric AVE/ ASR/ EAV Volume Tone/ Quality Key Message Media Size Valid as International Standard Comment Invalidated by AMEC & US Institute of PR Coverage count Assessed favour Nature/ number of In media vehicle #AMECMM

33 3 September 2015 #AMECMM

34 What s New Then (2010) A place to start Focused more on what not do to We created The Principles with the PR industry in mind We talked mostly about measurement, not evaluation More attention to quantitative methods Now (2015) Learnings we can apply Focused more on what to do The world has become more integrated, and communication measurement should reflect that Evaluation and insight are also important Qualitative methods just as important #AMECMM

35 #AMECMM

36 International best practice M&E Traditional media Social media Volume, S.O.V. Blogs, Tweets, stories Tone / Sentiment Sentiment ratio Circulation, Reach Visits, views, reach RT, followers Message penetration Influence, engagement #AMECMM

37 So what are the smart kids doing? Replacing AVE with Volume, Tone, Media Size Collecting and considering Outcomes Educating their audiences on WHAT is value, using Barcelona Principles 2.0 to help Keeping up with the latest by being members of AMEC #AMECMM

38 standard text page option 2 precise value communications performance consultants section title here Precise Value The Boatshed 14 William Street Henley NSW 2111 Aurora, Level 3,147 Pirie Street Adelaide SA 5000 p: e: contact@precisevalue.com.au w: precisevalue.com.au ABN: precise value 38 Copyright Precise Value 2015 Commercial in Confidence

39 Join AMEC - the measurement leaders! Membership categories for PR agencies; Not For Profit organisations and measurement companies. Contact us for more details. International Chapters for Asia Pacific, North America and Europe. Organiser of the International Summit - the biggest measurement event in the world. Organizers of Measurement Month to put international spotlight on measurement. Organisers of the international annual AMEC Awards.

40 Join AMEC AMEC is the world s largest professional body for communications research, media intelligence and insights Join us! Contact Barry Leggetter, CEO at