Presented at Ragan's Social Media for PR & Corporate Communications on February 19 at Disney World.

1. Payback:
The ROI of PR & SM Measurement
Sandra Fathi
President, Affect
Email: sfathi@affect.com
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: sfathi@affect.com
tweet: @sandrafathi
web: affect.com
blog: techaffect.com
Slides Available: Slideshare.net/sfathi
#RaganDisney
Payback:
The ROI of PR & SM Measurement