Measuring the Results From

Transcription

1 Integration: A look ahead to 2020 Dr. David B. Rockland, CEO and Partner Ketchum Research and Change Past Chairman, AMEC Ragan PR Measurement Conference March 12, 2015

2 SECURING A SEAT AT THE TABLE THE GROWN UPS TABLE THAT IS!

3 YOU WANT A SEAT AT THE TABLE? EARN IT! NO ONE GETS IN FOR FREE

4 Measurement around 2000 Media Measurement: Past, Present, Future Measurement in 2012 Measurement in 2015 Clipping Books Messy Cumbersome Time Consuming Online Portals Sleek User Friendly Data at the Click of a Button Analytics and ROI 4 Linked to Sales Market Intelligence PR Measurement Consistent

5 Seven Principles of PR Measurement, Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement 5

6 Key Components of a Measureable Goal Who? What? How much? Goals should be defined as quantitative as possible By when?

7 Bad Goal Good Goal BAD GOAL Drive media coverage Change the perception from a company that makes computers to a company that is a leader in global business solutions Create card envy among affluent consumers in the San Francisco market Set emotional connection with consumers (consideration) GOOD GOAL Through targeted media relations, reach 10M target audience members by the end of Deliver messages in 60% of all coverage. Achieve 65% strategy comprehension in top 3 boxes on pulse survey fielded at end of year. Increase awareness from 57% to 60% for the credit card brand among the affluent target (HHI $125K+) in San Francisco within campaign timeframe (May 2012-Dec 2012). By the end of 2009, raise 1 st choice consideration (by 5%) of available lens and eyeglass among GenXers, years old

8 Measure Quality Volume by Region March February Monthly Net Change (+/-) Total # of articles Total # of impressions 216,899, ,840,298 18,058,705 AMS (from -100 to 100) Net Promoter Score (NPS)* Message Penetration (% with 2+ messages) 68.4% 51.5% 16.9% Tone (positive coverage) 54.0% 65.0% -11% 8% 11% 7% 44% Europe North America South America Asia 30% Africa DUMMY DATA FOR ILLUSTRATIVE PURPOSES

9 So, How Come Barcelona Didn t Solve Everything?

10 We all know the lines are blurring Left Brain Right Brain Emotional Intellectual Social Traditional Demographics Psychographics Qualitative Quantitative Big Data Smart Analytics

11 Myopic way to solve the puzzle

12 Right and left brain merge

13 Demographics and psychographics

14 The emotional and the intellectual

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16 Qualitative and Quantitative

17 Social and traditional

18 Integrated Approach P E S O

19 Let s start with a common set of definitions of the PESO channels Earned Includes all activities where content is generated by a 3rd party, but the initiative to do so is the result of active engagement with the content-creator. Shared Includes all online and offline content and conversation occurring between two or more consumers that is organic in nature. Owned Includes all properties controlled and managed by the brand. Paid Includes all forms of content where the placement is purchased both online & offline. Examples: Media relations Blogger relations Contests Examples: Consumers talking - but not as a result of direct interaction with the brand Examples: Websites Facebook page Twitter account database Examples: Ads Video out-of-home Paid search

20 Big data combined with smart analytics

21 Channel Selection Online is the most cost effective marketing spend Channel Leads* Generated Per $1,000 Total Leads Generated (Annual) Direct Mail 7 59,747 Radio 5 4,645 Online 34 6,439 PoPs 19 13,503 R 2 =.665 Model 1:Leads = (Direct Mail ) (Radio) (Online) +.019(PoP) + 163(If summer) +129(If fall)

22 Channel Selection If professional PoP outreach is used for all annual PoP marketing spend instead of ever using a hodgepodge approach, potential revenue increase is $8.2 million. $ Shifted from PoP H to PoP P Net Leads Gained Potential Increase in Revenue $226,983 2,951 $8.2 million

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24 Sunlight is the greatest disinfectant

25 Which Half of Advertising Spend Is Wasted?

26 De-bunking what PR professionals really wish was true

27 What does mean for ?

28 Questions?