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#amecmm #ciprnw PR Measurement event UCLAN 30 Sept 2015

Presentation by Libby Howard of Intelligent Conversation, Rick Guttridge of Smoking Gun PR independent measurement and evaluation consultant Steph Bridgeman on PR Measurement

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#amecmm #ciprnw PR Measurement event UCLAN 30 Sept 2015

  1. 1. The Measure of Success #amecmm #ciprnw
  2. 2. The Measure of Success30 September 2015 What we will cover • How to keep measurement front of mind when pitching for, briefing with and retaining clients • Incorporating measurement into award winning case studies • Embedding measurement techniques across the organisation, both agency and client side • Measurement on a limited budget
  3. 3. The Measure of Success30 September 2015
  4. 4. The Measure of Success30 September 2015 Measurement: why bother?
  5. 5. The Measure of Success30 September 2015 The good news • 88% always or sometimes measure/evaluate comms work • Only 12% do no form of measurement The challenges • 46% still use AVEs • 75% think the PR industry is not good at measurement – but 100% agree it is important for our future (and 76% say it’s crucial) Sample size: 16 respondents. 50% work in a PR agency, 31% in-house, remainder student/other Results of audience poll
  6. 6. The Measure of Success30 September 2015 #1: It can will bring you more income “We will move more money from paid for the right ideas. We want a newsroom.” 80% 20%
  7. 7. The Measure of Success30 September 2015 #2 It gives you influence at the top “You cut through in a business when you use the language of business, not the language of communications and marketing.”
  8. 8. The Measure of Success30 September 2015 #3 It is essential for our survival “In the future there will be two kinds of agencies, those that measure and those that don’t.”
  9. 9. The Measure of Success30 September 2015 Still not convinced?
  10. 10. The Measure of Success30 September 2015 Industry context • 2010: launch of Barcelona principles (AMEC) • 2011: PR Week bans AVEs from award entries • 2012: CIPR bans AVEs from award entries • 2014: launch of social media metrics (AMEC) • 2015: launch of Barcelona principles 2.0
  11. 11. The Measure of Success30 September 2015 Our story • Proud of PR as a complex and professional discipline – NOT ‘fluffy’! • How could we demonstrate that? • Project with independent expert • Basic measures, dashboard
  12. 12. The Measure of Success30 September 2015 • Clearer thinking (what does success look like?) • Celebrating success (targets reached) • A clear end to a piece of work • Scary at times but also exciting What difference did it make? Team
  13. 13. The Measure of Success30 September 2015 What difference did it make? Clients • Agency is seen as confident, professional, transparent • Success is clearly evidenced • Dashboards make the client look good internally • Impact at CEO/board level
  14. 14. The Measure of Success30 September 2015 What difference did it make? Agency • Supports a distinctive positioning – strategic, professional, high standards • Awards success • We have won more work from existing clients • Has moved us into digital and built skills and income here
  15. 15. The Measure of Success30 September 2015 Practical advice
  16. 16. The Measure of Success30 September 2015 measurement + innovation = transformation (Cannes lions)
  17. 17. The Measure of Success30 September 2015 What clients say “We need more Likes than our competitors!” “What difference will these followers make to our bottom line?” “Success will include a DPS in the Daily Express because our CEO’s parents read it.”
  18. 18. The Measure of Success30 September 2015 What we've done • Banished AVEs at launch • Won CIPR award for Best Evaluation - metrics inc. Eyeballs per £ spent • challenged clients for more information - sales updates, brand tracking etc. • require google analytics access as standard • Tried (and ditched) many tools to help us - there’s no silver bullet, I promise you
  19. 19. The Measure of Success30 September 2015 • IPA effectiveness awards • Big Chip Digital Awards • PPC - invest £ and expect £ back • Media buying - what coverage by target audience - frequency etc. • DM - “Dave who lives within 2 miles of a derelict pub is most likely to need our loan” Learning from other disciplines
  20. 20. The Measure of Success30 September 2015 5 barriers to great evaluation • Client apathy (they don’t know what they don’t know) • Lack of clarity on the really important data • Paralysis by fear • Ostrich syndrome from the PR leaders (in-house or agency) • YOY comparisons (the stick to beat you with)
  21. 21. The Measure of Success30 September 2015 10 things to measure & analyse when pitching • Link volume / authority • Share of media voice • Influencer audits • Social media account comparisons • Content analysis • Net promoter scores • Brand tracking • Audience behaviours inc. media consumption • SERPS around brand and key product
  22. 22. The Measure of Success30 September 2015 • A phrase of unknown origin describing the use of statistics to bolster a weak argument • Could very well be describing PR measurement during my career! • The Pritt Stick and scissors days! “Lies, damned lies and statistics!”
  23. 23. The Measure of Success30 September 2015 Data overload
  24. 24. Website ranked c 104 in the world! 5m+ unique visitors a day (avg newspaper circulation 1.6m weekdays, 212k on Sundays Average reader age 28 (newspaper 62) Story voting has been a roaring success (inspired new Facebook feature?!)
  25. 25. http://www.dailymail.co.uk/home/stats/inde x.html
  26. 26. • What to measure? • 1 x national hit? • Reach - 5m+ uniques a day? • Number of comments? • social shares? • messaging? • Photo galleries 26
  27. 27. The Measure of Success30 September 2015 5 top tool tips • Markettiers - test audience sentiment to coverage (online) • NLA Article Impact Checker - how many people ACTUALLY went to that page, shared via social, reproduced article elsewhere etc • Youtube videos - look at how many people actually watch ALL the film • Facebook video views beware NAPOLEON Syndrome re your figures • coveragebook.com
  28. 28. The Measure of Success30 September 2015 • Persil Washing Up Liquid- Cook With The Kids: o Net Promoter score o Propensity to buy post campaign • Silentnight - Sleep Expert: o Share of voice, 8 x more media coverage than key competitor o Agreement with statement that SN is the UK’s Sleep Expert - compared to last period • Red Bull Harbour Reach o Red Bull Gives You Wiiiiings
  29. 29. The Measure of Success30 September 2015 • There’s a lot of good PR work going on, use measurement to establish yourselves as GREAT • Always being focused on the right results is imperative • An award is not the most important thing! Winning awards
  30. 30. The Measure of Success30 September 2015
  31. 31. The Measure of Success30 September 2015 A view from the measurement industry
  32. 32. The Measure of Success30 September 2015 How many content metrics can you spot in the article from the handouts? Practical facilitated by Steph Bridgeman
  33. 33. The Measure of Success30 September 2015
  34. 34. The Measure of Success30 September 2015 10 items per hour Half an hour per chart Crunching the numbers
  35. 35. The Measure of Success30 September 2015 Final thoughts
  36. 36. The Measure of Success30 September 2015 • Even major corporations still at quite early stages • Start small – doing something is better than doing nothing • eBAY: “done is better than perfect” • Fail fast – if it doesn’t work, try again Don’t be daunted
  37. 37. The Measure of Success30 September 2015 • Libby
  38. 38. The Measure of Success30 September 2015 Barcelona Principles 2.0
  39. 39. The Measure of Success30 September 2015 • One size will never fit all, but there are lots of resources to help you • Keep it simple: outputs, outcomes, impact • Think about what you can measure (and don’t forget social media) • Ask your client for data #1 Find or create a basic framework
  40. 40. The Measure of Success30 September 2015
  41. 41. The Measure of Success30 September 2015
  42. 42. The Measure of Success30 September 2015
  43. 43. The Measure of Success30 September 2015 • A small project is the perfect starting point – beginning, middle and end • If you’re worried try it ‘blind’ • Learn, refine • Then train your team and roll it out #2 Try it out
  44. 44. The Measure of Success30 September 2015 • Make your evaluation look good • Invest in professional support if you can • Push your client to consider e.g. tracking research for major projects #3 Invest
  45. 45. The Measure of Success30 September 2015 • Less is more, C-suite want information on a page • Focus on insights • A useful technique: summarise the campaign aim in a sentence • “We believe that by doing X we will achieve Y” And finally… keep it simple
  46. 46. The Measure of Success30 September 2015 • www.hypestat.com • http://amecorg.com/barcelona-principles-2-0/ • #measurepr Tweet chat Oct 6th 5pm (12-1 ET) • https://prstack.co/#/ • moz.com • http://www.google.com/analytics/ • https://monitorbacklinks.com/ Helpful resources
  47. 47. The Measure of Success30 September 2015 • AMEC’s Evaluation https://www.surveymonkey.com/r/WVHY3FF • (Bottle of champagne up for grabs) • CIPR evaluation – see handout • Questionnaire from us – see handout
  48. 48. Libby Howard – MD at Intelligent Conversation @LibbyHoward @weare_ic libby@weareic.com Rick Guttridge – MD at Smoking Gun PR @rickguttridge @smokinggunpr rick@smokinggunpr.co.uk Steph Bridgeman - Independent evaluation specialist and provider of agile freelance teams specialising in monitoring and measurement @stephbridgeman stephbridgeman@googlemail.com
  49. 49. Next event from Lancs Group: Facing the Future – where are PR and journalism going? Edge Hill, 3rd November

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