Payback: The ROI of SM & PR Measurement
3 likes1,977 views
Sandra Fathi presented on measuring the return on investment (ROI) of public relations and social media programs. She emphasized that measurement is important to understand effectiveness, control programs, and improve performance. Key performance indicators should track important business metrics like money, customers, and exposure. Measurement should focus on outputs, outcomes, and correlations with business results rather than just tracking convenience metrics. Goals should be set broadly while objectives are narrow, tangible and time-bound to drive programs and assess success. Dashboards can help track and analyze metrics to optimize PR and social media strategies over time.
More Related Content
Similar to Payback: The ROI of SM & PR Measurement (20)
![UNIT 3 INTERNATIONAL BUSINESS [Autosaved].pptx](https://cdn.slidesharecdn.com/ss_thumbnails/unit3internationalbusinessautosaved-250828123159-46ee6bdc-thumbnail.jpg?width=560&fit=bounds)
Payback: The ROI of SM & PR Measurement
- 1. Payback: The ROI of PR & SM Measurement Sandra Fathi President, Affect Email: [email protected] tweet: @sandrafathi web: affect.com blog: techaffect.com #RaganDisney Ragan Social Media for PR & Corporate Communications Conference at Disney World Feb 19, 2015
- 2. PRESENTER BIO SANDRA FATHI • Founder and president of Affect, a public relations and social media firm specializing in technology, healthcare and professional services o Immediate Past Tri-State District Chair, PRSA o Past President, PRSA-NY Chapter o Past President, PRSA Technology Section sfathi@affect.com @sandrafathi
- 3. ROI of PR & SM MEASUREMENT QUOTABLE "Measurement is the first step that leads to control and eventually to improvement. If you can't measure something, you can't understand it. If you can't understand it, you can't control it. If you can't control it, you can't improve it.” -‐ H. James Harrington
- 4. ROI of PR & SM MEASUREMENT QUOTABLE II "You get what you measure. Measure the wrong thing and you get the wrong behaviors.” -‐ John H. Lingle
- 5. ROI of PR & SM MEASUREMENT WHY MEASURE? 1. Prove the Value of our PR & SM programs 2. Understand which programs are most Effective 3. Demonstrate ongoing improvement in Performance 4. Garner support for ongoing and/or increased Investment 5. Don’t get fired
- 6. ROI of PR & SM MEASUREMENT GOAL SETTING 1. Goals Motivate 2. Goals Delineate Success 3. Goals Drive Creativity & Problem Solving Source: USOpen.com
- 7. ROI of PR & SM MEASUREMENT MEASURE WHAT MATTERS 1. Money – Making, Saving, Spending 2. Customers – They Bring the Money 3. Leads – They Bring the Customers 4. Exposure – It Brings the Leads Source: CEOWorld.biz
- 8. ROI of PR & SM MEASUREMENT MEASURE WHAT MATTERS • Employees • Products/Services • Stock Price • Reputation • Recruiting • Customer Retention • Market Penetration • Market Share Photo Source: LiveAucIoneers.com
- 9. ROI of PR & SM MEASUREMENT DON’T MEASURE CONVENIENCE • Will more FB posts get you promoted? • Will more tweets = more budget? • Will 1000 likes make the CEO like you more? • Will the number of YouTube views ever be mentioned on an earnings call? • Will the number of Instagram followers earn you a raise?
- 10. ROI of PR & SM MEASUREMENT CUSTOMER JOURNEY Discover Form Opinion ConvicQon ConsideraQon Set Purchase
- 11. ROI of PR & SM MEASUREMENT THE CUSTOMER JOURNEY PosiQonal Measures RelaQonal Measures Commercial Measures # of Likes # of Followers # of Subscribers # of Shares # of Retweets # of Clicks # of Leads $ Revenue Earned $ Costs Saved
- 12. ROI of PR & SM MEASUREMENT KEY PERFORMANCE INDICATOR (KPI) What are we trying to achieve? What are the appropriate KPIs? Be Healthy Raise Awareness Weight # of ArQcles BMI # of Readers Blood Pressure Quality of ArQcles Cholesterol Share of Voice Sugar Traffic to Website Run a Mile Calls to Call Center Sit Ups Per Minute Leads
- 13. METHODOLOGIES ROI of PR & SM MEASUREMENT 1. Surveys: Ask and Tally Results 2. Scores: Create Indices or Scoring Mechanism • Quantity: sheer volume of media hits • Quality: weighted value for Tier 1,2 or 3 or feature vs. mention 3. Correlations: Outputs, Outcomes and Business Results • Track PR events against lead generation (online, email, phone etc.) • Track PR events against web traffic or registrations 4. Check Boxes: Meeting Specific, Finite Objectives • Number of articles, press releases, event attendees, registrations, downloads, revenue (dollar value)
- 14. ROI of PR & SM MEASUREMENT GOALS VS. OBJECTIVES Goals Objec7ves Broad Narrow Intangible Tangible Infinite Finite Abstract Concrete Open Ended Bound by Time
- 15. ROI of PR & SM MEASUREMENT GOAL & OBJECTIVE SETTING Goals Objec7ves Increase Awareness Increase Subscribers/Followers by 50% by Q2 2015 Strengthen Media RelaQons Engage Top 20 Reporters on Social Media and Secure Inclusion in 5 ArQcles in Next 6 Months Increase Share of Voice Compare Social Media Chaher of Top 5 CompeQtors on Quarterly Basis and Increase from 10% to 20% in 18 Months Generate Leads Increase Leads from Social Media Sites by 50% by June 2015
- 16. ROI of PR & SM MEASUREMENT OUTPUTS VS. OUTCOMES ACTIVITY PLATFORM MEASURES IMPACT OUTPUT RESULT BUSINESS OUTCOME 80 Tweets Per Month 1000 New Followers 15% Increase in Web Traffic from Twiher Launch Video Series on YouTube with 30 Videos 200 New Subscribers 8,000 Views 50+ Leads Generated Host Facebook Contest 3800 Entries 60,000 Impressions 1500 Prospects Added to Database
- 17. ARCHITECTING FOR MEASUREMENT What do we need to put in place in order to measure? • Structural changes – Processes • Operational changes – Information Capture • Technical changes – Tripwires – Milestones – Analytics Source: Neil Turner
- 18. ARCHITECTING FOR MEASUREMENT • Does it measure what’s important to me? • Will we be able to manage it? • Does the cost/effort outweigh the value of the measurement? • Are there alternative, lower cost/no cost tools or methods?
- 19. ROI of PR & SM MEASUREMENT MEASURE IN MODERATION Source: Dead Cat Bouncing
- 20. ROI of PR & SM MEASUREMENT MEASURE IN MODERATION • Measure the most critical KPIs • Ensure that the measurement is sustainable (time and resources) • Consider how, when and how often to present data • Understand how to turn information into insights to optimize your programs
- 21. ROI of PR & SM MEASUREMENT DASHBOARDS
- 22. ROI of PR & SM MEASUREMENT BUILD YOUR OWN DASHBOARD Holy Grail: Revenue Data 6 Step Approach: 1. Measure 2. Track 3. Trip 4. Analyze 5. Tweak 6. Repeat
- 23. ROI of PR & SM MEASUREMENT MEASURE WHAT MATTERS
- 24. ROI of PR & SM MEASUREMENT CON EDISON II
- 25. ROI of PR & SM MEASUREMENT MEASURE IN MODERATION
- 26. ROI of PR & SM MEASUREMENT DEALNEWS Business Goal: Web Traffic Program: High Traffic Media Online Outcome: +300K Views = $225K in $
- 27. ROI of PR & SM MEASUREMENT REGUS Business Goal: 350 Leads Q4 Program: Integrated MarkeQng Outcome: 790 Leads $1M Revenue 90 days
- 28. • Analytics Are Your Best Friend • Understand the Business of Your Business – Financials, Earnings Calls, Annual Report • Make SM & PR a Revenue Center/Saver Vs. Cost Center • Speak in a Language the C-Suite Understands ROI of PR & SM MEASUREMENT PARTING THOUGHTS Measurement
- 29. ROI of PR & SM MEASUREMENT MEASURE WHAT MATTERS • Barcelona DeclaraQon of Measurement Principles hhp://amecorg.com/2012/06/barcelona-‐declaraQon-‐ of-‐measurement-‐principles/ • Social Media Success Series (Affect) hhp://www.techaffect.com • How To Prove the Value of Your Social Media Efforts hhp://www.slideshare.net/Sfathi/affect-‐how-‐to-‐prove-‐ the-‐value-‐of-‐your-‐social-‐media-‐efforts
- 30. Sandra Fathi President, Affect Email: [email protected] tweet: @sandrafathi web: affect.com blog: techaffect.com Slides Available: Slideshare.net/sfathi #RaganDisney Payback: The ROI of PR & SM Measurement