Presentation from Mynewsdesk's webinar "Mastering Measurement in PR Communications." The webinar is available on-demand: http://bit.ly/2cj0Fdf Anna-Katarina Skogh (Marketing Director at Hövding) and Hermes Holm (Public Affairs Manager at Edelman Deportivo) join Jonathan Bean (Chief Marketing & Growth Officer at Mynewsdesk) to discuss the Give A Beep campaign. The panel will also dive into the following topics: - Goal-setting - Performance Measurement - The impact of PR tools

1. MASTERING
MEASUREMENT
IN PR
A look into the
#giveabeep campaign

2. Today’s guest speakers
Jonathan Bean
Chief Marketing and Growth Officer
Mynewsdesk
Anna-Katarina Skogh
Marketing Director
Hövding
Hermes Holm
Public Affairs Manager
Edelman Deportivo

3. Effective PR was once just about maximizing the
reach and effect of your message. Today,
communication serves a greater variety of more
nuanced purposes, and digital allows us to
measure impact in more sophisticated ways.

4. #GIVEABEEP

5. WHAT ARE YOUR
PR OBJECTIVES?

6. Are you most focused on…
• Building brand awareness?
• Raising engagement?
• Making customers repeat customers?
• Creating a network of brand advocates?
• Lead generation?

7. WHAT INNOVATIVE
SOLUTIONS CAN YOU
USE?

8. With limited resources, you
will want to…
• Bring your audience into the heart of your efforts.
• Provide something of value to them.
• Use technology and digital channels to maximize
reach.

9. HOW DO YOU
MEASURE AND
EVALUATE YOUR
RESULTS?

10. Failing to track, will result in
failure of…
• Understanding whether or not you achieved your
objectives, the outcomes that matter most to you.
• Taking corrective action to meet those goals.
• Learning what to improve for next time .

11. Recommendations
• Align your PR to your business objectives.
• Make your PR communications easily scalable and
replicable.
• Use tech to measure and track.

12. PRESENTING
#GIVEABEEP

13. THE #100MILLION
CHALLENGE
We wanted to challenge ourselves to prove that any
businesses, brand or product could use MyNewsdesk
and reach millions in earned media. Maybe even
hundreds of millions. Wait, seriously?

14. We wanted to demonstrate
that with…
• Purpose-driven communications,
• Powerful storytelling,
• Innovative solutions...
Any small or medium-sized company could reach 100
million people through earned media.

15. We chose Hövding
Hövding is a Swedish brand that created the first airbag
for cyclists. Their product already keeps cyclists safe,
but we wanted to help them empower cyclists to keep
other cyclists safe too. With limited resources but a lot
of creativity, this is our story.

16. PREPARATION

17. Organisational objectives
• Raise the awareness of Hövding as a spokesperson
for cycling safety.
• Drive Hövding’s international growth.
• Advocate cycling safety and the need for better road
infrastructure in the major cities.

18. Communication objectives
• Reach 100 million people via earned media to create
awareness of poor road infrastructure in London and
emphasize the need for improved cycling safety.
• Get the support from the highest level of local
government.
• Create a grassroots initiative.

19. Target audience
• London's urban cycling enthusiasts, bicycle
associations and the Mayor’s office.
• Target international press to raise the issue of
inadequate urban bike infrastructure globally.

20. Strategy
• Empower cyclists by handing a digital bike bell that
enables them to communicate cycling frustration in
real-time.
• Partner with LCC to gain legitimacy and distribute the
digital bike bells.
• Involve local authorities to get reassurance to
improve cycling infrastructure.
• Use PR tech, innovation and the power of storytelling.

21. IMPLEMENTATION

22. CONTENT
Independent campaign site: tell a story using
video and real-time data.
Digital bike bells: collect data on dangerous
areas in London, presented as an interactive
heat map.
Newsroom: cover the initiative and talk about
bicycle safety, the health benefits of cycling and
other purpose-driven stories.
PUBLICITY
Bike press
London media
Tech media
Prominent international media.
SOCIAL MEDIA
Tweets with hashtag #giveabeep
Emails to the Mayor of London
Use of digital bike bell to collect
data for interactive heat map
OWNED
MEDIA
SHARED
MEDIA
EARNED
MEDIA
PAID
MEDIA
THE PESO MODEL

23. MEASUREMENT &
INSIGHTS

24. CONTENT
2,780 views to Hövding's newsrooms compared
to 734 views from the previous 45-day period
(279% increase)
6,000 visitors to #giveabeep campaign site
PUBLICITY
121 registered articles
484 positive mentions of Hövding
150 quotes from Hövding spokespeople
Letter from the Mayor acknowledging the campaign and
pledging to improve cycling infrastructure
A total reach of 100 million
SOCIAL MEDIA
400+ hashtag mentions of #giveabeep
4000+ shares on social media
8,500 videos views on Facebook and
Youtube
OWNED
MEDIA
SHARED
MEDIA
EARNED
MEDIA
PAID
MEDIA
PARTNERSHIPS
Fruitful partnership with LCC
The Mayor’s office is using the data to
improve bicycle infrastructure in London.
INFLUENCER ENGAGEMENT
500 cyclists used the digital bike bell over
5,000 times
IMPACT
Became a global initiative, receiving requests
to be implemented in 12 countries giving
Hövding unique legitimacy in new markets.
Positioned Hövding’s and raised its
reputation with LCC and local authorities as
an organization committed to improving
bicycle safety in the major cities.
Created something of value for urban cyclists,
to make their voice heard and signal
dangerous areas in London, something that
can be used to pinpoint where bike
infrastructure needs to be improved to avoid
further accidents.
Renewed commitment from the highest level
of government to improve cycling
infrastructure
Doubled sales in comparison to the same
period in 2015
THE PESO MODEL

26. LEARNING

28. DON’T BE FOOLED
BY VANITY
METRICS
• Focus on measuring communication outcomes versus only
measuring outputs (Barcelona Principles 2.0)
• Plan and measure your communications in a truly
integrated manner, e.g. the AMEC framework

29. It's not about disseminating your message widely;
it's more about building real engagement with the
people, organizations, and influencers that matter
most and achieving actionable results.

30. Q&A

31. Campaign site
Visit www.giveabeep.org
Hövding newsroom
Visit www.mynewsdesk.com/uk/hovding