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AMEC's New Valid Metrics
Valid Metrics Workshop
 Ruth Pestana and Mike Daniels
Applying the Barcelona Principles

1. Importance of goal setting and measurement

2. Measuring the effect on outcomes is preferred to measuring outputs

3. The effect on business results can and should be measured where
  possible

4. Media measurement requires quantity and quality

5. AVEs are not the value of public relations

6. Social media can and should be measured

7. Transparency and replicability are paramount to sound
  measurement.


                                                           3
The Problem with AVEs

AVEs…
• Do not capture the OUTCOME of a PR campaign, limiting PR to simply
  placement in the media

• Do not capture message delivery
• Do not factor in photos or headline mentions
• Do not measure new forms of social media such as Twitter

• Are a crude measure of potential COST SAVINGS, not an EARNED
  VALUE




                                                             4
Other Issues with Using AVEs

• Comparisons between earned media coverage, using published rate card
  data, and paid media placements could be inaccurate because rate cards
  rarely reflect real paid rates
• High volumes in high cost publications do not necessarily equate to a
  successful campaign
    • Other metrics (e.g. tone, key messaging, etc.) may trend downward…
    • Though high in cost, the publications may not be relevant for the target
      audience

• It’s misleading to count all PR placements (including negative articles) as
  the same worth as advertisements
    • In PR, we can’t control the message

• Use of multipliers to account for the higher (credibility) value of PR
  coverage is also misleading
    • There is no data to support generic use of multipliers
                                                                   5
More Sophisticated Forms of Media Analysis
                              Quantity and
                             quality of brand
                               discussion




Breakdown
 by article
   type




                                        6
More Sophisticated Forms of Media Analysis



                                 Sentiment on
                                   product
                                   features




                                  7
The Shift Towards Outcomes
• Circa 1980 to Present
    • Outputs only. Traditional print media (one to many)
        • Visibility
        • Sentiment

• Circa 1990 to Present
    • Outputs only + external data. Traditional + digital media (one to
      many)
        • Metrics as Stage 1
        • Linked to sales/market share
        • Tentative linking to awareness/perception studies

• Circa 2005 to Present
    • Outputs + outcomes. Traditional + digital + social media (many to
      many)
        • Market mix modelling
        • Engagement
                                                              8
A (Very) Simplified View of How PR Works


                • The PR professional
  PR Activity
                creates and tells the story



                •The story is distributed
 Intermediary
                through a third party



   Target       •The story is consumed by
  Audience      the target audience



                  Business Results
                                              9
Aligning with the Communication Funnel



AWARENESS
            KNOWLEDGE
                        INTEREST
                                   PREFERENCE
                                                ACTION




                                           10
The Valid Metrics Framework
                        COMMUNICATIONS/MARKETING STAGES
COMMUNICATIONS PHASES




                               Key Area of
                             Communication
                          (Brand/Product Marketing,
                          Reputation Building, Issues                  Knowledge/       Interest/      Support/
                         Advocacy/Support, Employee       Awareness                                                   Action
                        Engagement, Investor Relations,               Understanding   Consideration   Preference
                        Crisis/Issues Management, Not-
                         for-Profit, Social/Community
                                  Engagement)



                           Public Relations
                              Activity



                         Intermediary Effect



                                                                                                                   ORGANIZATION/
                           Target Audience                                                                           BUSINESS
                                Effect                                                                                RESULTS




                                                                                                             11
Awareness                 Knowledge             Consideration             Preference                    Action
 Brand/ Product
   Marketing
                   • Content creation
                   • Traditional media engagement

Public Relations   • Social media engagement
   Activity        • Influencer engagement
                   • Stakeholder engagement
                   • Events/speeches
                   • Audience reach          • Key message           • Key message           • Endorsement by
                     [traditional & social     alignment               alignment               journalists or
                     media]                  • Accuracy of facts     • Frequency of            influencers
                   • Impressions/Target                                (positive) mentions   • Rankings on industry
 Intermediary        audience                                        • Expressed opinions      lists
                     impressions                                       of consideration      • Expressed opinions
     Effect        • Number of articles                                                        of preference
                   • Video views                                     • Social network
                                                                       Followers             • Social network Fans
                   • Frequency                                                               • Likes
                   • Prominence                                      • Retweets/Shares/
                   • Share of voice                                    Linkbacks

                   • Unaided awareness       • Knowledge of          • Relevance of brand    • Attitude uplift
                   • Aided awareness           company/product         (to consumer/         • Stated intention to    •   Sales
                                               attributes and          customer)               buy
                                               features              • Visitors to website   • Brand preference/
                                                                                                                      •   Market share
Target Audience                              • Brand association     • Click-thru to site      Loyalty/Trust          •   Cost savings
     Effect                                    and differentiation   • Time spent on site    • Endorsement            •   Leads generated
                                                                     • Downloads from site   • Requests for quote     •   Customer
                                                                     • Calls                 • Links to site              loyalty
                                                                     • Event/meeting         • Trial
                                                                       attendance


                                                                                                                                            12
Awareness               Understanding               Interest                Support                       Action
      Issues
Advocacy & Support
                     • Content creation
                     • Traditional media engagement

Public Relations     • Social media engagement
   Activity          • Influencer engagement
                     • Stakeholder engagement
                     • Events/speeches
                     • Audience reach          • Key message           • Key message           • Endorsement by
                       [traditional & social     alignment               alignment               journalists or
                       media]                  • Accuracy of facts     • Frequency of            influencers
                     • Impressions/Target                                (positive) mentions   • Expressed opinions
  Intermediary         audience                                        • Expressed opinions      of support
                       impressions                                       of interest           • Social network Fans
      Effect         • Number of articles
                                                                       • Social network        • Likes
                     • Video views
                     • Frequency                                         Followers
                     • Prominence                                      • Retweets/Shares/
                     • Share of voice                                    Linkbacks

                     • Unaided awareness       • Knowledge of issue    • Relevance of issue    • Attitude change       • Active advocates
                     • Aided awareness         • Knowledge of client     (to stakeholder)      • Endorsement           • Letters of support (to
                                                                                                                           parliamentarians, congress,
                                                 POV                   • Visitors to website   • Links to site             etc)
                                                                       • Click-thru to site                            •   Registrations (to join
Target Audience                                                        • Time spent on site                                support group)
     Effect                                                            • Downloads from site                           • Donations
                                                                       • Calls                                         • Legislation/
                                                                       • Event/meeting                                   regulation passed or
                                                                         attendance                                      blocked
                                                                                                                       • Cost savings


                                                                                                                                                         13
Silver Anvil Award
Winner 2009
Brand Marketing/
 Issues Support:
                      Awareness           Knowledge         Consideration        Preference       Action
  Haagen-Dazs
loves Honey Bees

                    • Made donations to Pennsylvania State University and University of
                      California, Davis and to The Pollinator Partnership.
                    • Created Bee Board with PSU and UCD scientists and beekeepers.
                    • Launched bee-dependent flavor, Vanilla Honey Bee, with percentage of
                      sales to go towards CCD research. Also created special logo for all bee-
                      dependent products and printed CCD info on pint lid.
                    • Prior to official launch, brand announced the campaign to beekeeping
                      and scientific community at an industry conference, encouraging them
 Public Relations     to act as brand ambassadors.
    Activity        • Created comprehensive media strategy, including scientific, agricultural,
                      environmental, gardening, and beekeeping trade outlets, expanding
                      beyond traditional lifestyle and food outlets.
                    • Developed B-roll featuring HD plant footage, Bee Board members, and
                      bees pollinating crops.
                    • Million Seeds Challenge - reached out to bee supporters online using
                      Craiglist and MeetUp.com.
                    • During national Pollinator Week, HD and The Pollinator Partnership
                      hosted a briefing on Capitol Hill.



                                                                                                           15
Brand Marketing/
 Issues Support:
                     Awareness          Knowledge         Consideration   Preference   Action
  Haagen-Dazs
loves Honey Bees

                   • More than 277    • Virtually 100%   • 93% of all
                     million media      of the media       media
                     impressions        coverage           coverage was
                     (total media       carried brand      positive
                     goal: 125          name/product       toward the
                     million            mentions and       brand
                     impressions in     key PR
                     year one)          messages
                   • 1,097 unique
  Intermediary       news
      Effect         placements
                     including CNN,
                     AP, NPR, WSJ,
                     Today, NYT,
                     Everyday with
                     Rachel Ray
                     (HD was
                     mentioned in
                     the headline
                     or lead)



                                                                                                16
Brand Marketing/
 Issues Support:
                     Awareness          Knowledge         Consideration         Preference            Action
  Haagen-Dazs
loves Honey Bees

                   • Survey           • Survey           • 469,798            • More than
                     showed 8-          showed a 6-        unique visitors      1.2m friendly    • 5.2% April
                     point increase     point increase     to the site and      flower seeds       sales increase
                     in awareness       in accurate        viewed 8             were accepted      – the largest
                     of the honey       identification     pages per visit      by community       single sales
                     bee issue          of the issues      (82% above           groups             spike in a year
                   • HD also had                           industry             individuals,       and 4%
                     the highest                           average)             and local          growth
                     unaided brand                       • Number of            businesses         sustained
                     recall among                          new visits         • HD                 from April-July
                     consumers                             averaged 76%         experienced a      2008
 Target Audience
                     identifying                           above industry       13% increase
      Effect
                     companies/                            standards            in brand
                     organizations                       • 950+                 advocacy
                     working to                            consumers            rating
                     help the                              and                  (between Q1
                     honey bees                            organizations        and Q2) to
                                                           contacted HD         69%, the
                                                           with requests        highest in the
                                                           for info, offers     category
                                                           to collaborate
                                                           and
                                                           compliments
                                                                                                                     17
Support/
                     Awareness                 Knowledge               Interest                                          Action
                                                                                             Preference
  Reputation
   Building
                  • Content creation
                  • Traditional media engagement

Public Relation   • Social media engagement
   Activity       • Influencer engagement
                  • Stakeholder engagement
                  • Events/speeches
                  • Audience reach          • Key message         • Key message           • Endorsement by
                    [traditional & social     alignment             alignment               journalists or
                    media]                  • Accuracy of facts   • Frequency of            influencers
                  • Impressions/Target                              (positive) mentions   • Rankings on industry
 Intermediary       audience                                      • Expressed opinions      lists
                    impressions                                     of interest           • Expressed opinions
     Effect       • Number of articles                                                      of support
                  • Video views                                   • Social network
                                                                    Followers             • Social network Fans
                  • Frequency                                                             • Likes
                  • Prominence                                    • Retweets/Shares/
                  • Share of voice                                  Linkbacks

                  • Unaided awareness       • Knowledge of        • Relevance of          • Attitude change
                                                                                                                   • Sales
                  • Aided awareness           company profile       company (to           • Uplift in reputation
                                                                                                                   • Market share
                                              and offer             stakeholder)            drivers e.g. Trust,
                                                                  • Visitors to website     Admiration
                                                                                                                   • Share price
                                                                  • Click-thru to site    • Endorsement            • Talent retention and
Target Audience                                                                                                      recruitment
                                                                  • Time spent on site    • Belief in corporate
     Effect                                                       • Downloads from site     brand                  • Cost savings
                                                                  • Calls                 • Links to site          • Customer loyalty
                                                                  • Event/meeting         • Enhanced               • Legislation/regulation
                                                                    attendance              relationships with       passed or blocked
                                                                                            key stakeholders

                                                                                                                                              18
Silver Anvil Award Winner 2008
Reputation
   Building:
  Frito-Lay –       Awareness          Knowledge            Interest           Support        Action
 Junk Food to
  Good Food
                  • Secondary research, influencer-perception survey, message research
                    and media analysis preceded the campaign
                  • Engaged influencers – roundtables; nutritionist sessions; benchmarking
                    panel; ADA alliance; web poll; online community of 300+ influencers
                  • Educated influencers – participated in major health events; top media
Public Relation     meetings; mailings about new products and new snacking research
   Activity       • Evangelized influencers – developed educational content off and online;
                    “Snack Sense” Website; developed curriculum and web-based program
                    for health professionals and consumers.
                  • 10,000 educational folders and CDs distributed to influencers at
                    conferences
                  • Armed 34,000 health pros with materials




                                                                                                       20
Reputation
  Building:
 Frito-Lay –     Awareness         Knowledge            Interest           Support         Action
Junk Food to
 Good Food
               • 200 million     • Key message      • 12% decrease     • Dr. Madeline
                 media             regarding          in negative        Fernstrom
                 impressions       nutritional        coverage           talked about
               • Key nutrition     profile of F-L   • 11% increase       F-L in positive
                                                      in positive        light on
                 story in Good     increased                             iVillage and
                 housekeeping      from 3% in Q2      media
                                                      coverage           two Today
                 reaching 5        to 22% in Q4                          Show
                 million         • Key message      • Daily News
                                                      article quoted     segments
Intermediary                       re: industry       F-L’s            • Newsweek
    Effect                         leadership                            praised F-L for
                                                      ingredients as
                                   increased          … “better than     product
                                   from 2% in Q2      you                reformulations
                                   to 11% in Q4       remember”        • PEOPLE
                                                                         featured
                                                                         Ruffles as a
                                                                         good vending
                                                                         machine
                                                                         option




                                                                                                    21
Reputation
   Building:
  Frito-Lay –     Awareness   Knowledge       Interest           Support        Action
 Junk Food to
  Good Food
                                          • Snack Sense      • SNE Influencer
                                            Web site           Salon Past
                                            averages 70        President
                                            hits/day and 3     applauded F-L
                                            page               to 1000
                                            views/day          members
                                          • ADA              • Hy-Vee
                                            presentation       requested
                                            had 1000           educational
                                            attendees and      materials for
Target Audience                             a 90% positive     150 store
     Effect                                 rating             nutritionists
                                          • ADA              • 33% of
                                            symposium          influencers
                                            had 94% good       had a positive
                                            or excellent       perception of
                                            ratings with       F-L, an
                                            71% agreeing       increase of
                                            “learning          16%, which
                                            something          exceeded goal
                                            new about          of a 10%
                                            Frito-Lay”         increase
                                                                                         22
Awareness                         Knowledge                            Interest                         Support                             Action
  Social/Community
    Engagement

                                  • Content creation (e.g. assets created, videos/podcasts)
                                  • Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts,
 Public Relation                    community site posts & events)

    Activity                      • Influencer engagement
                                  • Stakeholder engagement
                                  • Events/speeches

                                  • Impressions/Target              • Key message                     • Expressed opinions              • Endorsement by
                                    audience                          alignment                         of interest                       journalists or
                                    impressions                       [traditional & social           • Social network                    influencers
                                  • Earned media site                 media]                            Followers                       • Rankings on industry
   Intermediary                     visitors/day                    • Accuracy of facts               • Retweets/Shares/                  lists
                                  • % share of                      • % share of                        Linkbacks                       • Expressed opinions
       Effect                       conversation                      conversation
                                                                                                      • % share of                        of support
                                  • Video views                                                         conversation
                                  • Prominence                                                                                          • Social network Fans
                                                                                                                                        • Likes


                                  • Unaided awareness               • Knowledge of                    • Relevance of brand              • Attitude uplift
                                                                                                                                                                         • Active advocates
                                  • Aided awareness                   company/product                   (to consumer/                   • Stated intention to
                                  • Owned media site                  attributes and                    customer)                         buy                            • Brand engagement
                                    visitors per day                  features                        • Visitors to website             • Brand preference/
                                                                                                                                                                         • Leads/sales
Target Audience                   • Social network                  • Brand association               • Click-thru to site                Loyalty/Trust
     Effect                         channel visitors                  and differentiation             • Time spent on site              • Endorsement                    • Revenue
                                                                                                      • Downloads from site             • Requests for quote
                                                                                                                                                                         • Market share
                                                                                                      • Calls                           • Links to site
                                                                                                      • Event/meeting                   • Trial                          • Cost savings
                                                                                                        attendance

NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For
simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are
known to be in your Target Audience, you could reflect those metrics under Target Audience Effect.                                                                                                    23
PR Week Award
Winner 2011
Social/Community
  Engagement:
                      Awareness          Knowledge            Interest          Support      Action
  Pepsi Refresh
      Project

                    • Content creation (e.g., Op-Ed in Huffington Post)
                    • Media relations outreach around milestones (POP, Super Bowl,
                      Ambassadors, Grant recipients)
 Public Relations   • Social media outreach
    Activity        • Event: Rang bell at NYSE
                    • Event: In-house/online brainstorm to ignite conversation on national
                      scale
                    • Real-time digital engagement




                                                                                                      25
Social/Community
  Engagement:
                     Awareness        Knowledge       Interest      Support     Action
  Pepsi Refresh
      Project

                   • 3+ billion                   • 140,000      • Increased
                     audience                       Tweets         Facebook
                     impressions                  • 2+ million     “likes” by
  Intermediary       over 8                         online         600% + (to
      Effect         months                         comments       over 2
                     (exceeded                                     million)
                     goal by nearly
                     12-fold)




                                                                                         26
Social/Community
  Engagement:
                     Awareness          Knowledge       Interest       Support            Action
  Pepsi Refresh
      Project

                   • Pepsi one of     • Correct Pepsi              • Increased        • Brand
                     most talked-       Refresh                      brand loyalty      Engagement -
                     about brands       Project                      attributes         Visits to the
                     at Super Bowl      knowledge =                  including          Refresh
                     (Nielsen)          25% (vs. 5-                  favorability,      Everything.
                   • 37%                12%)                         intent, and        com site
                     Americans                                       trust along        resulted in:
                     now aware                                       with intent to    • 10,000 fully
                     vs. 12-21% for                                  purchase            submitted
                     similar cause                                   among               ideas
 Target Audience     marketing                                       Millennials
                                                                                       • 12,000+
      Effect         programs                                                            projects
                   • 18.5+ million                                                       have
                     unique                                                              received
                     visitors to                                                         votes
                     site: Refresh                                                     • 76 m votes
                     Everything.                                                         cast
                     com
                                                                                       • 4m +
                                                                                         Americans
                                                                                         have voted


                                                                                                        27
Applying the Grids

• Once selected, the metrics should be tracked over time to identify
  trends

• Consider plotting outcome metrics from the “Target Audience Effect”
  row against metrics from the “Intermediary Effect” row to show
  correlations

• The grids are not exhaustive and there may be other metrics that are
  appropriate to the campaign being measured




                                                            28
Replacing AVEs

• There is no single replacement metric for AVEs. Public Relations is a
  broad discipline that requires multiple metrics tied to well-defined
  objectives

• For comparative media costs for PR in relation to other marketing
  disciplines, i.e. evaluating earned media results against paid media
  results, try using:
    • Earned impressions
    • Earned cost per thousand (CPM) impressions
    • Gross rating points (GRP) and target rating points (TRP)




                                                                 29
Replacing AVEs

• To provide a dollar/euro/yen or other financial denomination for PR
  results, try using:
    • Total value of sales/sales leads/revenue generated by PR activities
    • PR activities’ contribution to sales/sales leads/revenue (often calculated via
      marketing mix analysis)
    • Cost savings due to PR activities (e.g. reduced customer complaints, etc.)
    • Increased target market size due to expanded mindshare
    • Increased or decreased market capitalization




                                                                     30
Questions?
The Valid Metrics Framework
                        COMMUNICATIONS/MARKETING STAGES
COMMUNICATIONS PHASES




                               Key Area of
                             Communication
                          (Brand/Product Marketing,
                          Reputation Building, Issues                  Knowledge/       Interest/      Support/
                         Advocacy/Support, Employee       Awareness                                                   Action
                        Engagement, Investor Relations,               Understanding   Consideration   Preference
                        Crisis/Issues Management, Not-
                         for-Profit, Social/Community
                                  Engagement)



                           Public Relations
                              Activity



                         Intermediary Effect



                                                                                                                   ORGANIZATION/
                           Target Audience                                                                           BUSINESS
                                Effect                                                                                RESULTS




                                                                                                             32

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AMEC's New Valid Metrics

  • 2. Valid Metrics Workshop Ruth Pestana and Mike Daniels
  • 3. Applying the Barcelona Principles 1. Importance of goal setting and measurement 2. Measuring the effect on outcomes is preferred to measuring outputs 3. The effect on business results can and should be measured where possible 4. Media measurement requires quantity and quality 5. AVEs are not the value of public relations 6. Social media can and should be measured 7. Transparency and replicability are paramount to sound measurement. 3
  • 4. The Problem with AVEs AVEs… • Do not capture the OUTCOME of a PR campaign, limiting PR to simply placement in the media • Do not capture message delivery • Do not factor in photos or headline mentions • Do not measure new forms of social media such as Twitter • Are a crude measure of potential COST SAVINGS, not an EARNED VALUE 4
  • 5. Other Issues with Using AVEs • Comparisons between earned media coverage, using published rate card data, and paid media placements could be inaccurate because rate cards rarely reflect real paid rates • High volumes in high cost publications do not necessarily equate to a successful campaign • Other metrics (e.g. tone, key messaging, etc.) may trend downward… • Though high in cost, the publications may not be relevant for the target audience • It’s misleading to count all PR placements (including negative articles) as the same worth as advertisements • In PR, we can’t control the message • Use of multipliers to account for the higher (credibility) value of PR coverage is also misleading • There is no data to support generic use of multipliers 5
  • 6. More Sophisticated Forms of Media Analysis Quantity and quality of brand discussion Breakdown by article type 6
  • 7. More Sophisticated Forms of Media Analysis Sentiment on product features 7
  • 8. The Shift Towards Outcomes • Circa 1980 to Present • Outputs only. Traditional print media (one to many) • Visibility • Sentiment • Circa 1990 to Present • Outputs only + external data. Traditional + digital media (one to many) • Metrics as Stage 1 • Linked to sales/market share • Tentative linking to awareness/perception studies • Circa 2005 to Present • Outputs + outcomes. Traditional + digital + social media (many to many) • Market mix modelling • Engagement 8
  • 9. A (Very) Simplified View of How PR Works • The PR professional PR Activity creates and tells the story •The story is distributed Intermediary through a third party Target •The story is consumed by Audience the target audience Business Results 9
  • 10. Aligning with the Communication Funnel AWARENESS KNOWLEDGE INTEREST PREFERENCE ACTION 10
  • 11. The Valid Metrics Framework COMMUNICATIONS/MARKETING STAGES COMMUNICATIONS PHASES Key Area of Communication (Brand/Product Marketing, Reputation Building, Issues Knowledge/ Interest/ Support/ Advocacy/Support, Employee Awareness Action Engagement, Investor Relations, Understanding Consideration Preference Crisis/Issues Management, Not- for-Profit, Social/Community Engagement) Public Relations Activity Intermediary Effect ORGANIZATION/ Target Audience BUSINESS Effect RESULTS 11
  • 12. Awareness Knowledge Consideration Preference Action Brand/ Product Marketing • Content creation • Traditional media engagement Public Relations • Social media engagement Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Audience reach • Key message • Key message • Endorsement by [traditional & social alignment alignment journalists or media] • Accuracy of facts • Frequency of influencers • Impressions/Target (positive) mentions • Rankings on industry Intermediary audience • Expressed opinions lists impressions of consideration • Expressed opinions Effect • Number of articles of preference • Video views • Social network Followers • Social network Fans • Frequency • Likes • Prominence • Retweets/Shares/ • Share of voice Linkbacks • Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift • Aided awareness company/product (to consumer/ • Stated intention to • Sales attributes and customer) buy features • Visitors to website • Brand preference/ • Market share Target Audience • Brand association • Click-thru to site Loyalty/Trust • Cost savings Effect and differentiation • Time spent on site • Endorsement • Leads generated • Downloads from site • Requests for quote • Customer • Calls • Links to site loyalty • Event/meeting • Trial attendance 12
  • 13. Awareness Understanding Interest Support Action Issues Advocacy & Support • Content creation • Traditional media engagement Public Relations • Social media engagement Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Audience reach • Key message • Key message • Endorsement by [traditional & social alignment alignment journalists or media] • Accuracy of facts • Frequency of influencers • Impressions/Target (positive) mentions • Expressed opinions Intermediary audience • Expressed opinions of support impressions of interest • Social network Fans Effect • Number of articles • Social network • Likes • Video views • Frequency Followers • Prominence • Retweets/Shares/ • Share of voice Linkbacks • Unaided awareness • Knowledge of issue • Relevance of issue • Attitude change • Active advocates • Aided awareness • Knowledge of client (to stakeholder) • Endorsement • Letters of support (to parliamentarians, congress, POV • Visitors to website • Links to site etc) • Click-thru to site • Registrations (to join Target Audience • Time spent on site support group) Effect • Downloads from site • Donations • Calls • Legislation/ • Event/meeting regulation passed or attendance blocked • Cost savings 13
  • 15. Brand Marketing/ Issues Support: Awareness Knowledge Consideration Preference Action Haagen-Dazs loves Honey Bees • Made donations to Pennsylvania State University and University of California, Davis and to The Pollinator Partnership. • Created Bee Board with PSU and UCD scientists and beekeepers. • Launched bee-dependent flavor, Vanilla Honey Bee, with percentage of sales to go towards CCD research. Also created special logo for all bee- dependent products and printed CCD info on pint lid. • Prior to official launch, brand announced the campaign to beekeeping and scientific community at an industry conference, encouraging them Public Relations to act as brand ambassadors. Activity • Created comprehensive media strategy, including scientific, agricultural, environmental, gardening, and beekeeping trade outlets, expanding beyond traditional lifestyle and food outlets. • Developed B-roll featuring HD plant footage, Bee Board members, and bees pollinating crops. • Million Seeds Challenge - reached out to bee supporters online using Craiglist and MeetUp.com. • During national Pollinator Week, HD and The Pollinator Partnership hosted a briefing on Capitol Hill. 15
  • 16. Brand Marketing/ Issues Support: Awareness Knowledge Consideration Preference Action Haagen-Dazs loves Honey Bees • More than 277 • Virtually 100% • 93% of all million media of the media media impressions coverage coverage was (total media carried brand positive goal: 125 name/product toward the million mentions and brand impressions in key PR year one) messages • 1,097 unique Intermediary news Effect placements including CNN, AP, NPR, WSJ, Today, NYT, Everyday with Rachel Ray (HD was mentioned in the headline or lead) 16
  • 17. Brand Marketing/ Issues Support: Awareness Knowledge Consideration Preference Action Haagen-Dazs loves Honey Bees • Survey • Survey • 469,798 • More than showed 8- showed a 6- unique visitors 1.2m friendly • 5.2% April point increase point increase to the site and flower seeds sales increase in awareness in accurate viewed 8 were accepted – the largest of the honey identification pages per visit by community single sales bee issue of the issues (82% above groups spike in a year • HD also had industry individuals, and 4% the highest average) and local growth unaided brand • Number of businesses sustained recall among new visits • HD from April-July consumers averaged 76% experienced a 2008 Target Audience identifying above industry 13% increase Effect companies/ standards in brand organizations • 950+ advocacy working to consumers rating help the and (between Q1 honey bees organizations and Q2) to contacted HD 69%, the with requests highest in the for info, offers category to collaborate and compliments 17
  • 18. Support/ Awareness Knowledge Interest Action Preference Reputation Building • Content creation • Traditional media engagement Public Relation • Social media engagement Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Audience reach • Key message • Key message • Endorsement by [traditional & social alignment alignment journalists or media] • Accuracy of facts • Frequency of influencers • Impressions/Target (positive) mentions • Rankings on industry Intermediary audience • Expressed opinions lists impressions of interest • Expressed opinions Effect • Number of articles of support • Video views • Social network Followers • Social network Fans • Frequency • Likes • Prominence • Retweets/Shares/ • Share of voice Linkbacks • Unaided awareness • Knowledge of • Relevance of • Attitude change • Sales • Aided awareness company profile company (to • Uplift in reputation • Market share and offer stakeholder) drivers e.g. Trust, • Visitors to website Admiration • Share price • Click-thru to site • Endorsement • Talent retention and Target Audience recruitment • Time spent on site • Belief in corporate Effect • Downloads from site brand • Cost savings • Calls • Links to site • Customer loyalty • Event/meeting • Enhanced • Legislation/regulation attendance relationships with passed or blocked key stakeholders 18
  • 19. Silver Anvil Award Winner 2008
  • 20. Reputation Building: Frito-Lay – Awareness Knowledge Interest Support Action Junk Food to Good Food • Secondary research, influencer-perception survey, message research and media analysis preceded the campaign • Engaged influencers – roundtables; nutritionist sessions; benchmarking panel; ADA alliance; web poll; online community of 300+ influencers • Educated influencers – participated in major health events; top media Public Relation meetings; mailings about new products and new snacking research Activity • Evangelized influencers – developed educational content off and online; “Snack Sense” Website; developed curriculum and web-based program for health professionals and consumers. • 10,000 educational folders and CDs distributed to influencers at conferences • Armed 34,000 health pros with materials 20
  • 21. Reputation Building: Frito-Lay – Awareness Knowledge Interest Support Action Junk Food to Good Food • 200 million • Key message • 12% decrease • Dr. Madeline media regarding in negative Fernstrom impressions nutritional coverage talked about • Key nutrition profile of F-L • 11% increase F-L in positive in positive light on story in Good increased iVillage and housekeeping from 3% in Q2 media coverage two Today reaching 5 to 22% in Q4 Show million • Key message • Daily News article quoted segments Intermediary re: industry F-L’s • Newsweek Effect leadership praised F-L for ingredients as increased … “better than product from 2% in Q2 you reformulations to 11% in Q4 remember” • PEOPLE featured Ruffles as a good vending machine option 21
  • 22. Reputation Building: Frito-Lay – Awareness Knowledge Interest Support Action Junk Food to Good Food • Snack Sense • SNE Influencer Web site Salon Past averages 70 President hits/day and 3 applauded F-L page to 1000 views/day members • ADA • Hy-Vee presentation requested had 1000 educational attendees and materials for Target Audience a 90% positive 150 store Effect rating nutritionists • ADA • 33% of symposium influencers had 94% good had a positive or excellent perception of ratings with F-L, an 71% agreeing increase of “learning 16%, which something exceeded goal new about of a 10% Frito-Lay” increase 22
  • 23. Awareness Knowledge Interest Support Action Social/Community Engagement • Content creation (e.g. assets created, videos/podcasts) • Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, Public Relation community site posts & events) Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Impressions/Target • Key message • Expressed opinions • Endorsement by audience alignment of interest journalists or impressions [traditional & social • Social network influencers • Earned media site media] Followers • Rankings on industry Intermediary visitors/day • Accuracy of facts • Retweets/Shares/ lists • % share of • % share of Linkbacks • Expressed opinions Effect conversation conversation • % share of of support • Video views conversation • Prominence • Social network Fans • Likes • Unaided awareness • Knowledge of • Relevance of brand • Attitude uplift • Active advocates • Aided awareness company/product (to consumer/ • Stated intention to • Owned media site attributes and customer) buy • Brand engagement visitors per day features • Visitors to website • Brand preference/ • Leads/sales Target Audience • Social network • Brand association • Click-thru to site Loyalty/Trust Effect channel visitors and differentiation • Time spent on site • Endorsement • Revenue • Downloads from site • Requests for quote • Market share • Calls • Links to site • Event/meeting • Trial • Cost savings attendance NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are known to be in your Target Audience, you could reflect those metrics under Target Audience Effect. 23
  • 25. Social/Community Engagement: Awareness Knowledge Interest Support Action Pepsi Refresh Project • Content creation (e.g., Op-Ed in Huffington Post) • Media relations outreach around milestones (POP, Super Bowl, Ambassadors, Grant recipients) Public Relations • Social media outreach Activity • Event: Rang bell at NYSE • Event: In-house/online brainstorm to ignite conversation on national scale • Real-time digital engagement 25
  • 26. Social/Community Engagement: Awareness Knowledge Interest Support Action Pepsi Refresh Project • 3+ billion • 140,000 • Increased audience Tweets Facebook impressions • 2+ million “likes” by Intermediary over 8 online 600% + (to Effect months comments over 2 (exceeded million) goal by nearly 12-fold) 26
  • 27. Social/Community Engagement: Awareness Knowledge Interest Support Action Pepsi Refresh Project • Pepsi one of • Correct Pepsi • Increased • Brand most talked- Refresh brand loyalty Engagement - about brands Project attributes Visits to the at Super Bowl knowledge = including Refresh (Nielsen) 25% (vs. 5- favorability, Everything. • 37% 12%) intent, and com site Americans trust along resulted in: now aware with intent to • 10,000 fully vs. 12-21% for purchase submitted similar cause among ideas Target Audience marketing Millennials • 12,000+ Effect programs projects • 18.5+ million have unique received visitors to votes site: Refresh • 76 m votes Everything. cast com • 4m + Americans have voted 27
  • 28. Applying the Grids • Once selected, the metrics should be tracked over time to identify trends • Consider plotting outcome metrics from the “Target Audience Effect” row against metrics from the “Intermediary Effect” row to show correlations • The grids are not exhaustive and there may be other metrics that are appropriate to the campaign being measured 28
  • 29. Replacing AVEs • There is no single replacement metric for AVEs. Public Relations is a broad discipline that requires multiple metrics tied to well-defined objectives • For comparative media costs for PR in relation to other marketing disciplines, i.e. evaluating earned media results against paid media results, try using: • Earned impressions • Earned cost per thousand (CPM) impressions • Gross rating points (GRP) and target rating points (TRP) 29
  • 30. Replacing AVEs • To provide a dollar/euro/yen or other financial denomination for PR results, try using: • Total value of sales/sales leads/revenue generated by PR activities • PR activities’ contribution to sales/sales leads/revenue (often calculated via marketing mix analysis) • Cost savings due to PR activities (e.g. reduced customer complaints, etc.) • Increased target market size due to expanded mindshare • Increased or decreased market capitalization 30
  • 32. The Valid Metrics Framework COMMUNICATIONS/MARKETING STAGES COMMUNICATIONS PHASES Key Area of Communication (Brand/Product Marketing, Reputation Building, Issues Knowledge/ Interest/ Support/ Advocacy/Support, Employee Awareness Action Engagement, Investor Relations, Understanding Consideration Preference Crisis/Issues Management, Not- for-Profit, Social/Community Engagement) Public Relations Activity Intermediary Effect ORGANIZATION/ Target Audience BUSINESS Effect RESULTS 32