Canada Media Marketplace, Tim Marklein, April 12, 2010

Slide 1 -- April 12, 2010

April 12, 2010

Tim Marklein

Executive VP, Measurement & Strategy

[email protected]

Twitter: @tmarklein

Evaluating Online Media

Coverage + Getting “Inline”Canada Media Marketplace, SF

mailto:[email protected]

Audience poll

• How many of you are currently monitoring online media for your brand, city, resort, province, etc.?

Slide 2 -- March 23, 2010

Audience poll

• How many of you are as comfortable engaging online media as you are traditional media?


Audience poll

• How many of you are engaged in social media channels, including Facebook, Twitter, LinkedIn and/or others?


Audience poll

• How many of you have clearly defined goals for your online and social media engagement?


Slide 6 – March 23, 2010

2009/2010 = Transformational time

Economy : Cold Measurement : Hot

Current state of PR/comms measurement

Everyone agrees: Measurement is important

Basic standards, tools in place for measuring media

CMOs, CFOs and CEOs are asking for more

TH

E G

OO

D

Still lots of lip service without investment

“What tool should I use?” – that’s the wrong question

Quarterly reports are shelfware, don’t drive decisionsTH

E B

AD

Comms. metrics aren’t translated into executive terms

Not enough definition or accountability for outcomes

“Random acts of measurement” – not enough integration

TH

E U

GLY

Slide 7 -- March 23, 2010Source: Weber Shandwick

Measurement & Strategy practice

Watershed moment: Moving beyond AVE

• Oct’09: IPR Measurement Commission “condemns the name, concept and practice of ad value equivalencies”

• No evidence that earned media space = paid media space

• Simply measures media “cost,” doesn’t measure the “value”

• Misused as a cheap proxy for ROI – distracts from outcomes

• IPR and AMEC working on alternatives, transition plans

• Shift focus to business outcomes – awareness, understanding, attitudes, behaviors, engagement, sales, market share, etc.

• Always evaluate media quality and message, not just quantity

• Options for comparative “cost” evaluation: CPM, targeted reach, “weighted media cost,” engagement/CPE, market mix analysis


Traditional/digital integration:

New metrics, data sources and concepts

measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties

measures: Assess the volume, engagement, sentiment and reach of content shared via the web.

measures: Assess the paid and organic search rankings for company content, brands and keyword associations

measures: Assess the volume, engagement, feedback and reach of content shared via company’s web properties

measures: Analyze volume, content, sentiment of conversations about company/brands across sites, media

measures: Assess audience, reach and “touch points” of company content/conversations across sites, media

• Outcome measures: Assess how the content, conversation and community measures correlate with desired outcomes

Slide 9 -- March 23, 2010Source: Weber Shandwick Measurement & Strategy

practice, “Inline” measurement framework


Media cross-over effects, in both directions

Slide 10 -- March 23, 2010


The challenge of “scale” and how to adapt

• What’s more valuable?

• Chicago Tribune print story

• WSJ.com online story

• Industry blog post

• Key considerations

• Total impressions vs. targeted impressions

• Total engagement vs. targeted engagement

• Earned Media Value – consistency of source data

• CPM vs. CPE – very different scales

Slide 11 -- March 23, 2010

Online media: The integration challenge

• 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, geographies

• Measurement, meet strategy

• Integration of metrics, data sources, tools, dashboards

• Integration of data and insights into decision-making flow

Slide 12 -- March 23, 2010

MediaAnalysis

(traditional)

MediaAnalysis(social)

WebAnalytics

(site)

KeywordAnalysis(search)

WOMAnalysis(surveys)

BrandTracking(surveys)

CustomerSatisfaction(surveys)

EmployeeSatisfaction(surveys)

Lead Gen& Sales data

(CRM)

Events &DM data(CRM)

Analyst Data & Reports

(third party)

Ind. Awards& Scorecards(third party)

Source: Weber Shandwick Measurement & Strategy practice –

ARROW Measurement Suite, February 2009

Measurement, meet strategy:

“Insight” doesn’t live in silos, aggregation is key

Slide 13 -- March 23, 2010

Integrating new influence patterns:

Advocacy takes center stage

Sharing advice

Making recommendations

Making their loyalty visible

Reaching out broadly

Making fast decisions

Taking action

More than justword-of-mouth…

ADVOCATES

INFLUENTIALS

OPINION ELITES

BADVOCATES

45%

20%

High intensity (9%)Low intensity (36%)

Slide 14 -- March 23, 2010 Source: Weber Shandwick’s New Wave of

Advocacy™ with KRC Research, March 2007

Sounds great, right?

Be careful what you wish for…

Slide 15 -- April 12, 2010

…“badvocates” are everywhere, too…

Slide 16 -- April 12, 2010

…and they wield significant influence

Slide 17 -- April 12, 2010 Source: Weber Shandwick’s New Wave of

Advocacy™ with KRC Research, March 2007


Re-thinking channels, reach, influence

SOCIAL HUB MEGA HUB

“Inside” Advocacy Sources “Outside” Advocacy Sources

EXPERT HUBDAY-TO-DAY HUB

Who in their personal or work lives does

your audience trust for information and

advice?

Who in turn do they contact and

influence?

What kinds of experts (specific people,

categories of people, or specialized

publications) does your audience

seek out when they want information

and advice?

How does this contribute to their

decision-making?

What groups, clubs or networks

(online or offline) does your

audience turn to for information

and advice?

Who do they in turn communicate with?

What brands, celebrities or

cultural trends have caught

the attention of your audience

and are most influential in

their decision-making?

Slide 18 -- March 23, 2010 Source: Weber Shandwick & KRC Research

SOCIAL HUB MEGA HUB

EXPERT HUBDAY-TO-DAY HUB


We can’t assume or pretend they’re linear

Social

Networks

Blogs

HomeTrade show

Podcasts

VODDirect

Mail

Internet TV

Authors

Opinion Sites

Branded

Entertainment

Radio

Broadcast

Television

Cable

Television

Print

Branded

Applications

Brand

Website

Business

Media

Vertical

Media Lifestyle

Media

Social

Organizations

Community

Groups

Business

Organizations

Social Clubs

Celebrity

E-mail

Work

placeSMS

WOMMobile

Phone

Telephone

Search

Video gamesARG’s

Pundits

Experts Sales

Reps

Customer

Service

“Inside” Advocacy Sources “Outside” Advocacy Sources

Slide 19 -- March 23, 2010 Source: Weber Shandwick & KRC Research


Customers aren’t necessarily who they seem

SALES THOUGHT:

Eric = $500K IT budget

$500,000

IT Budget

THE REALITY:

Eric = $76M IT impact inside,

$200M total in 40 companies

Slide 20 -- March 23, 2010


Tracking WOM conversation volume, quality

Source: Weber Shandwick Measurement & Strategy analysis,

based on Keller Fay TalkTrackTM survey data Jan’08-Dec’08

AIG

Industry

Average

State Farm

All State

Prudential

Nationwide

High Volume / High QualityLow Volume / High Quality

High Volume / Low QualityLow Volume / Low Quality

Share of Conversation (%)

Qu

alit

y o

f A

dvo

ca

cy (

%)

Metric Score Industry

Share of Conversation 10% 4%

Net Favorability -62% 18%

Net Recommendation -24% 29%

Propensity to Relay 31% 50%

Slide 21 -- March 23, 2010

Slide 22 -- March 23, 2010

Putting the data into context:

An integrated measurement model

Source: Weber Shandwick Measurement &

Strategy practice, “ARROW” measurement model

activities reach relevance outcomes worth

What activities

were performed

to achieve

results?

Did you reach

your audience?

How many

impressions,

web visits,

reports,

attendees, etc.

were

generated?

Were you

relevant to your

audience? Were

you credible?

Did your ideas

and messages

resonate? Did

you drive

conversation?

What business

results did you

achieve?

Awareness?

Engagement?

Reputation?

Leads? Sales?

Loyalty?

Advocacy?

What is the

estimated dollar

value of your

communication

efforts? What

was the ROI?

Communications Team Marketing Team Executive Team

Quantity/Output Quality/Outtakes Business Impact Value/Efficiency

Proving communications value:

Focus on outcomes

• Start by defining clear, precise, measurable goals

• Even if you don’t think you can measure PR’s impact on the outcome, start with the assumption that you can – and then work backwards to figure out how to measure it

• Anecdotal evidence

• Data-based evidence

• Correlation

• Contribution

• Causation

• Read and internalizeoutcomes definitionsfrom PRSA and IPR’sMeasurementCommission

Slide 23 -- March 23, 2010

http://comprehension.prsa.org/?p=628

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Thank You!!!

Email:

[email protected]

Blog:

www.allaboutadvocacy.com

Twitter:

twitter.com/tmarklein