Goodbye Measurement, Hello Analytics: The Move to "Alw
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This document summarizes a presentation about moving from traditional measurement to ongoing analytics for communications decisions. Some key points: - Traditional communications relied on one-time measurement like media analysis and annual brand tracking, but analytics allows for "always on" data. - Analytics uses multiple ongoing metrics from both online and offline sources across channels to provide insights in real time that can inform strategy and tactics. - This shift requires integrating different data sources and disciplines, and experimenting to test, learn, and optimize communications on an ongoing basis. - Examples provided show how analytics can track daily and weekly opinion shifts, communication rhythms, and optimize earned and paid strategies by understanding influencers and content.
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Goodbye Measurement, Hello Analytics: The Move to "Alw
- 1. Goodbye Measurement, Hello Analytics: The Move to “Always On” Data for Communications Decisions Tim Marklein, @tmarklein IPR & PRSA North American Measurement Summit September 18, 2011 Contents are proprietary and confidential
- 2. Speaker Background • Leader of Technology and Analytics practices for WCG • 20 years experience helping clients launch businesses, create categories, build reputations, win proxy fights, grow revenues • Founder of Weber Shandwick Measurement & Strategy practice • GM of Weber Shandwick NorCal (Cisco, Hitachi, Verisign, Juniper) • Led global communications for HP’s $30B enterprise business • Led corporate PR for Hewlett-Packard after HP/Compaq merger • Managed award-winning campaigns and research at two groundbreaking Silicon Valley agencies • Frequent speaker and writer about strategy, positioning, measurement, analytics, engagement and social media • Commissioner, Institute for PR Measurement Commission • Co-Chair, Council of PR Firms Measurement Committee Contents are proprietary and confidential.
- 3. “ We just finished this campaign, can you help ” us develop the metrics to show our value? Too many communications professionals Contents are proprietary and confidential.
- 4. “ Here’s last quarter’s media analysis and last year’s brand tracking data. Can we schedule ” a meeting to review the 75-slide deck? Too many research professionals Contents are proprietary and confidential.
- 5. “ Wow, did you see the opinion shift on today’s dashboard? That story’s really working. Let’s ” amp it up with some new content tomorrow. The opportunity in front of us Contents are proprietary and confidential.
- 6. Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real TIme Transforms Contents are proprietary and confidential.
- 7. TRADITIONAL SOCIAL Media & influencers Channel mgmt. “Coverage” “Conversations” One set of tools More tools MIX & MINGLE EARNED OWNED MEDIA MEDIA PAID SHARED MEDIA MEDIA #1
- 8. INFLUENCE RISING #2
- 9. #3 CONSUMPTION VS. ATTENTION Contents are proprietary and confidential.
- 10. IMPRESSIONS ENGAGEMENT Count the eyeballs Show the impact #4
- 11. #5 “MEASUR EMENT” At the end “ANALYTICS” All the time
- 12. Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real TIme Transforms Contents are proprietary and confidential.
- 13. Market Research: Big Leap Forward TBD Contents are proprietary and confidential.
- 14. Expanded Learning Opportunities MONITORING LISTENING “What is most important to our “What did people say today?” consumers?” ANALYZING MEASURING “How should we go to market “How successfully am I in new / different ways?” meeting my objectives?” Contents are proprietary and confidential.
- 15. Expanded Audience for Comms Insights Real-Time Learnings from Markets, Customers, Conversations Public Market Customer HR/ Product Marketing Sales Relations Research Support Recruiting R&D Contents are proprietary and confidential.
- 16. Going Digital: New Metrics, Sources, Concepts 3C’s Content Measures Conversation Community Assess how content Measures Measures is accessed, shared, Analyze volume, content, Assess audience, reach, adapted and amplified sentiment and opinion forums and “touch points” across various sites about companies/brands of company/brand content and media properties across sites and media across sites, media 3S’s Site Measures Search Measures Syndication Assess the volume, Assess the paid and Measures engagement, feedback organic search rankings Assess the volume, and reach of content for company content, engagement, sentiment shared via company’s brands and keyword and reach of content web properties associations shared via the web Contents are proprietary and confidential.
- 17. Ten Areas of Online Influence Influence Areas Trend Relevance Favorite of sales force, Podcasts of all types, plus audio tracks of video segments are an undefined area of Audio customers on the go online, yet have growing utility >200MM; trend is to have We should know the top influencers by topic who drive relevant share of voice. The Blogs multiple blogs, multiple numbers of influencers are small, precision is key. languages 30MM uniques at Data / Slides A great location to share all public presentations. SlideShare The engine of conversations Knowing who is driving conversation in forums is key. We should treat high volume Forums online; often patient driven moderators with the same respect as we do with journalists. Is all content tagged to Companies often forget to tag all content in the 10 languages that reach 90% of the Images impact natural search? online population. An effective way to alert A great opportunity to build a network of influencers who want to share your news in Micro Blogging influencers, help propel real time. Twitter is a prime example. news cycles Yes, Google is #1, but We need to know the influencers on the first screen for our brand and key topics. We Search YouTube is #2 also need to understand where people are taken when they search. The communities that are Our day often starts and ends with Facebook or MySpace or Orkut or other depending Social Networks often our “first place” to go where we live. online Consumption habits are There are over 50 video sites to analyze, which sometimes house ratings and reviews Video starting to favor video vs. of our products. copy Free online peer edited Nearly every topic has a Wikipedia entry, which means it could be the first information Wikis online encyclopedia a consumer finds about any topic they are seeking information about. Contents are proprietary and confidential.
- 18. Beyond Reach: Fans/Likes, Traffic, Conversion Contents are proprietary and confidential.
- 19. Integrating Data, Channels, Disciplines Media Media Web Keyword Analysis Analysis Analytics Analysis (traditional) (social) (site) (search) Social Content Online Offline Network Syndication Advertising Advertising Analytics Tracking Performance Performance Brand Customer Employee WOM Tracking Satisfaction Satisfaction Analysis (surveys) (surveys) (surveys) (surveys) Lead Gen Events & Analyst Data Ind. Awards & Sales data DM data & Reports & Scorecards (CRM/POS) (CRM/POS) (third party) (third party) Contents are proprietary and confidential.
- 20. Building a Multi-Channel Dashboard Awareness Assessment Action Ambassadorship (Reach) (Consideration) (Engagement) (Loyalty/Advocacy) Social Networks Metric #1 Metric #1 Metric #1 Metric #1 (Facebook) Metric #2 Metric #2 Metric #2 Metric #2 Metric #3 Metric #3 Metric #3 Metric #3 Blogs Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Metric #3 Metric #3 Metric #3 Metric #3 Microblogs Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Metric #3 Metric #3 Metric #3 Metric #3 Audio (podcasts) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Video (YouTube) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Images (Flickr) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Documents Metric #1 Metric #1 Metric #1 Metric #1 (SlideShare) Metric #2 Metric #2 Metric #2 Metric #2 Forums Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Wikis Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Search (Google) Metric #1 Metric #1 Metric #1 Metric #1 Metric #2 Metric #2 Metric #2 Metric #2 Contents are proprietary and confidential.
- 21. Reporting Time Cycles: Analytics à Decisions Annual: Business and comms planning, long-range strategy, KPI assessment and goal setting Quarterly: KPI executive reviews, strategy shifts, problem escalation, cross-discipline impact Monthly: KPI trends and insights, strategy evaluation, program optimization, problem resolution Weekly: KPI tracking, red flags, tactical decisions, editorial planning, traffic/sales impact Daily: Media flow, news synopses, topline opinions Hourly: Competitive alerts and crisis management Contents are proprietary and confidential.
- 22. Experimentation Is the New Frontier: Test, Measure, Adapt & Optimize Often é 41% Daily Consumer Conversations é 894% Facebook Fan Count é 216% Active Daily Facebook Fans é 801% Links to Brand Web Site é 769% Key Message Penetration Contents are proprietary and confidential. Contents are proprietary and confidential.
- 23. Critical Success Factor = Integration • Old world, meet new world • Integration of traditional, digital and social media • Integrating WOM and other new influence patterns • Silo #1, meet silo #2, silo #3, etc. • Integration of PR with other communication disciplines • Integration of PR with other marketing disciplines • Integration across business units, products, geos • Measurement, meet strategy • Integration of metrics, data sources, tools, dashboards • Integration of data, insights into decision-making flow Contents are proprietary and confidential.
- 24. Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real Time Transforms Contents are proprietary and confidential.
- 25. Analytics Drives Strategy & Engagement Influencers Content • Work with the right • Create, curate, syndicate influencers – do you • Make it mobile and social know who they are? Are • Flagship content still grabs you investing enough attention, but daily streams time with them? Community of content are the glue • Influence isn’t static – • Understand context, news are you adapting? Customers and flow, keywords, timing • “The people I follow are stakeholders are now • Audiences are more loyal to all talking about this. I in charge; they define content than outlet better learn more.” relevance, themes, • “It seems like everywhere I channels, trust look, I’m seeing this.” Experience • Product and content is great, but what’s the experience? Is it engaging? Meaningful? Fun? • Is the experience consistent across platforms and channels? Is your content mobilized? Localized? • “I love engaging them. They get how I think/work.” Contents are proprietary and confidential.
- 26. Analytics in Action: Tracking Daily & Weekly Opinion Shifts Company Huffington Post Yahoo! News Q&A announcement article and response with execs Product Debut Contents are proprietary and confidential.
- 27. Analytics in Action: Isolating Communication Rhythms Best Engagement Days: Tues & Wed via Twitter Friday via Facebook Best Engagement Times: After dinner ET is tops; Late afternoon also good Contents are proprietary and confidential.
- 28. Analytics in Action: Content used as Resources by Top Influencers News and Media Optimizing Earned & Paid Web Portals and Search, 357 News and Media, Nonprofit Health, 519 2168 Government Products, 879 Social Networking • Analyzed >10,000 Blogging, 1060 Nonprofit, 1677 Blogging outbound links from top Social Government, Networking, Products influencers to >2,600 1088 1090 Health websites to determine what 800 resources matter most to 600 Websites used as Resources top influencers 400 by Top Influencers • Top websites targeted for 200 0 digital media buys twitter.com fda.gov blogspot.com facebook.com google.com amazon.com reuters.com nytimes.com ama-assn.org youtube.com wikipedia.org wsj.com jdrf.org medilexicon.co sixuntilme.com diabetes.org nejm.org latimes.com healthcentral.co findpharma.co rankingsandrevi cdc.gov nih.gov • Top authors targeted for surround sound PR outreach • Unique pages targeted for 1500 Authors used as Resources by Top editorial purposes (e.g. 1000 Influencers most influential Wikipedia 500 pages) 0 Brian Dolan Tom Henderson Thomas H. Tara Parker- Brian T. Michael Leighann Kim Vlasnik Mary Shomon Hallie Addington Riva Greenberg Meredith Karmel Allison Kerri Sparling Connie Bennett Mary Brophy Larry Husten Scott Johnson Contents are proprietary and confidential. Total # of Articles Total # of Links
- 29. Analytics in Action: Re-defining Content Strategy ConversaJon Theme Client Blog Diabetes SM Index Index DifferenJal Family 100.000 48.797 51.203 53.738 12.394 41.344 • Content Gap Analysis: TV & Movies Entertaining & Par@es 47.196 19.426 27.771 36.449 11.157 25.292 • Evaluated 100% of content from College Workplace 31.308 8.616 22.693 the client blog Food & Cooking 28.037 14.391 13.646 Travel 11.215 7.371 3.844 • Evaluated 1,000 randomly Sports 9.346 8.298 1.047 0.467 1.990 sampled posts from the three Outdoor Ac@vi@es Poli@cs 0.467 3.929 -‐1.523 -‐3.461 most influential diabetes blogs Blood Sugar / Glucose 29.439 39.304 -‐9.865 Doctors & Hospitals 22.430 34.113 -‐11.683 • 6,000 randomly sampled posts Exercise 7.009 19.042 -‐12.032 from all social conversations Advocacy 57.009 17.757 71.371 41.016 -‐14.362 -‐23.259 Diabetes Treatment (550k total) Die@ng & Weightloss 31.776 100.000 -‐68.224 • Re-defined the content strategy to include the corporate homepage and shift focus for the Client blog to align with the online Blog community Content Evaluation & Coding Contents are proprietary and confidential.
- 30. Analytics in Action: Right Influencers, Right Channels, Right Words Influencer Content Influencer Content Relationships Syndication Coverage Syndication • Real Impressions 254,293 • Video Views 8,263 • Image Views 1,653 • Actions 433 • Search Placements 19 (results after one week. audience size at launch was negligible.) Contents are proprietary and confidential.
- 31. Analytics in Action: Analytics Becomes Content, Internal & External Contents are proprietary and confidential.
- 32. Today’s Agenda Changing Implications The Virtuous The Big Shift: Comms for Research Cycle, In Engagement Environment & Analytics Real Time Transforms Contents are proprietary and confidential.
- 33. Engage me, don’t just impress me “The Break Up” Contents are proprietary and confidential. Contents are proprietary and confidential. Contents are proprietary and confidential.
- 34. Engage me, don’t just impress me Contents are proprietary and confidential. Contents are proprietary and confidential.
- 35. “ “By definition, impressions are passive. They give us no real sense of engagement, and consumer engagement with our brands is ultimately what we’re striving to achieve. ” Awareness is fine, but advocacy will take your business to the next level.” Joe Tripodi, Coca-Cola CMO (Harvard Business Review, April 2011) Contents are proprietary and confidential.