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Christine Perkett - PR Analytics and Measurement



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Christine Perkett - PR Analytics and Measurement

  1. 1. INBOUND15 PR Analytics & Measurement A New Data Frontier Christine Perkett CEO & Founder, SeeDepth Inc. @missusP @SeeDepthInc
  2. 2. How I Know Your Pain AMEC Measurement Month A Historical Look at PR Measurement A Move Toward Standards Measurement Without Analysis Is Just A Report Resources and Tools @missusP @SeeDepthInc
  3. 3. INBOUND15 How I Know Your Pain
  4. 4. INBOUND15 20 years in the industry Agency and corporate experience 100s of measurement presentations My fair share of clip books and status reports I’ve Been In Your Shoes @SeeDepthInc @missusP
  5. 5. INBOUND15 AMEC Measurement Month
  6. 6. INBOUND15 A Global Education Initiative: Europe, APAC, North America North America September 14-18, 2015 PR News, PRSA, PR Moment, etc. Our initiative: to make better tools available to everyone Follow the Conversation: #AMECMM AMEC Measurement Month @SeeDepthInc @missusP
  7. 7. INBOUND15 Historical PR Measurement
  8. 8. INBOUND15 Academicians -- especially those social scientists specializing in mass communications techniques and theory -- carried out numerous studies and prepared scholarly papers on measuring communications effectiveness as early as the 1940s and 1950s. The first ever conference on measuring public relations effectiveness was held in October, 1977 on the campus of the University of Maryland. - Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical Perspective, 2005 PR Measurement Isn’t New @SeeDepthInc @missusP
  9. 9. INBOUND15 A binder collection of articles on a brand, often seen in office waiting rooms The nemesis of many a PR intern In high demand in the 1990s The bigger, the better The Clip Book @SeeDepthInc @missusP
  10. 10. INBOUND15 Focused on budget defense Tactical Reporting more outputs than outcomes Not much strategic analysis on effectiveness The Status Report @SeeDepthInc @missusP
  11. 11. INBOUND15 The three major issues that we in the public relations field need to address pertaining to PR measurement and evaluation are these: • We need to more effectively train public relations practitioners and counselors on how to measure and evaluate public relations effectiveness. • We need to do a better job of building public relations measurement and evaluation components into our various ongoing communications programs and activities. • We need to do a better job of convincing senior management of the importance of allocating appropriation funds to support PR evaluation efforts. - Dr. Walter K. Lindenmann, Ph.D., Putting PR Measurement and Evaluation Into Historical Perspective, 2005 10 years later, the same problems still exist @SeeDepthInc @missusP
  12. 12. INBOUND15  If we choose to, we can see what isn’t working as well as what is  Doing so enables us to create stronger, more targeted strategies  We can move beyond experience hunches  We can take a seat at the table: proving value to the C-Suite  Insights help us understand not just what happened, but why  We can go beyond numbers (views, likes, articles) and move to analysis (what’s driving actual value and ROI) How Data Has Changed Measurement @SeeDepthInc @missusP
  13. 13. INBOUND15 If a Tree Falls in a Forest… Image Credit: ‘Fallen Tree’, Photo by Unsplash, CC0 Public Domain, via pixabay
  14. 14. INBOUND15 A Move Toward Standards @SeeDepthInc @missusP
  15. 15. INBOUND15 A set of seven voluntary guidelines established by the public relations (PR) industry to measure the efficacy of PR campaigns. 1. Measuring the effect on outcomes is preferred to measuring outputs 2. Media Measurement Requires Quantity and Quality 3. Social Media Can and Should be Measured 4. Measurement and evaluation require both qualitative and quantitative methods 5. AVEs are not the value of communications 6. Social media can and should be measured consistently with other media channels 7. Measurement and evaluation should be transparent, consistent and valid • The Barcelona Principles – 2.0 @SeeDepthInc @missusP
  16. 16. #INBOUND15 “The updated Barcelona Principles are great but it would be more helpful to know how to put them into action.” @SeeDepthInc @missusP
  17. 17. #INBOUND15 Measurement Without Analysis Is Just A Useless Report @SeeDepthInc @missusP
  18. 18. #INBOUND15 “Anyone in the PR industry who simply assumes they’ll change fast enough or that metrics won’t pose major challenges probably isn’t paranoid enough.” - Joseph Kingsbury, Text100 @SeeDepthInc @missusP
  19. 19. INBOUND15 1. Under Think – no knowledge of Barcelona Principles, old reporting and manual methodologies 2. Over Think – complicated processes, trying to do everything heard at a conference, time consuming and expensive so it doesn’t get done or lacks consistency Two Types @SeeDepthInc @missusP
  20. 20. INBOUND15  Today’s leading PR firms and executives understand how to combine analytics tools and human insight to present more compelling measurement reports  Your objectives – organizational, departmental  What to consider when reviewing a PR report  Analysis is crucial to help identify patterns of success to repeat what’s working and pivot from what isn’t. Measurement + Analysis @SeeDepthInc @missusP
  21. 21. INBOUND15 Now Action Quality Referrals Revenue Conversions Influential Messages Then Awareness Quantity Circulation AVE Impressions Share of Voice Then Vs Now @SeeDepthInc @missusP
  22. 22. INBOUND15 What’s the value of a media placement? Media @SeeDepthInc @missusP
  23. 23. INBOUND15 What makes a quality social engagement? Social & Content A recent poll found that only 15% of marketers believe they can qualitatively prove the impact of their social media programs @SeeDepthInc @missusP
  24. 24. INBOUND15 How do you analyze ROI? Events @SeeDepthInc @missusP
  25. 25. INBOUND15  Business Goals  What does the C-Suite want? How will you demonstrate ROI?  Communications Objectives  What are you measuring and why? Measure results against objectives  Benchmark  Don’t just look back, look forward  Can we learn? What can we then predict?  Find the right tools to keep it manageable Effective Measurement Path @SeeDepthInc @missusP
  26. 26. INBOUND15  Evaluate the effectiveness of all media  Paid, Earned, Shared, Owned  It’s not just about media  “It’s time to disqualify award entries that do not comply” – Katie Paine  Examples: video campaign, advocacy campaign, emoji press release  Read more:  Don’t just look back, look forward  Predictive Analytics Effective Measurement Path @SeeDepthInc @missusP
  27. 27. INBOUND15 Recap
  28. 28. #INBOUND15 Clear Business Goals @SeeDepthInc @missusP
  29. 29. #INBOUND15 Aligned Communications Objectives @SeeDepthInc @missusP
  30. 30. #INBOUND15 Benchmark @SeeDepthInc @missusP
  31. 31. #INBOUND15 Gathering and Analysis of Data @SeeDepthInc @missusP
  32. 32. INBOUND15 Resources and Tools
  33. 33. Paine Publishing AMEC Institute for PR #measurePR Insights and Information @SeeDepthInc @missusP
  34. 34. SeeDepth AirPR TrendKite PR Analytics Software @SeeDepthInc @missusP
  35. 35. Cision CoverageBook CyberAlert Meltwater Media Monitoring @SeeDepthInc @missusP
  36. 36. Gorkana Universal Information Services Human Coded Measurement @SeeDepthInc @missusP
  37. 37. Sprout Social Social Mention Mention Topsy PinAlerts Social Media Monitoring @SeeDepthInc @missusP
  38. 38. My Iris PR Bullhorn PR Automation and CRM @SeeDepthInc @missusP
  39. 39. HB Agency Ketchum SHIFT Communications PR Agencies @SeeDepthInc @missusP
  40. 40. INBOUND15 THANK YOU! @missusP @SeeDepthInc