PR Power – using research and data to determine influence

Using research and data to determine influence
Toby Saul – Kantar Media News Intelligence
MIPAA Conference, August 2014
Magazines/websites identified as influential by marketing science
departments are often based on demographics and readership data.
=
2
3
What do Status Seekers look like?
4
In our experience, Marketing and PR teams don’t always
operate in the most connected way.
Unfeasible media targets for PR
Minimal internal contact
5
What is your internal process for identifying influence
ahead of a launch or big event?
Media
Planning
Media planning agencies have been
known to set AVE targets for PR
departments to hit in specific titles.
Pre-event
Postevent
PR teams can be tasked with hitting
certain titles/sites, even if there is no
logical relationship with the brand’s
values or products.
6
The number of tools for analysing social media is growing.
Make use of them.
Twitter, for example, can be
measured by impressions, retweets,
hashtags, Kred or Klout scores.
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How have our clients used data to help form their PR Strategy?
Case Study One
Objective: What is the impact of pre-show releases? How do we
measure their effectiveness?
8
How have our clients used data to help form their PR Strategy?
Selected brands’ coverage by day English online news | Paris motor show
First Press Day
200
180
Sept. 5th: “Manufacturer Four has
revealed details of the model X
hatchback in Amsterdam ahead of
its debut at the Paris Motor Show
later this month” (autocar.co.uk).
Brand ranking: 1st= 7.4%
S e p t . 1 2th: “ M a n u f a c t u r e r
Three’s concept has been
revealed two weeks ahead of its
official debut at the 2012 Paris
Motor Show” (trendhunter.com).
Brand ranking: 1st= 7.4%
Model X and X Concept.
Brand ranking: 1st= 7.4%
S e p t 2 8th: “ 2 0 1 3
Manufacturer Five X model
leaves us feeling blue in
Paris” (torquezilla.com).
Brand ranking: 23rd, 1.7%
160
140
100
80
60
40
Manufacturer One
Manufacturer Two
Manufacturer Three
Brand rankings and SoV % for period Aug. 20th – Oct. 11th among all
brands
Manufacturer Four
Manufacturer Five
11-Oct-12
10-Oct-12
09-Oct-12
08-Oct-12
07-Oct-12
06-Oct-12
05-Oct-12
04-Oct-12
03-Oct-12
02-Oct-12
01-Oct-12
30-Sep-12
29-Sep-12
28-Sep-12
27-Sep-12
26-Sep-12
25-Sep-12
24-Sep-12
23-Sep-12
22-Sep-12
21-Sep-12
20-Sep-12
19-Sep-12
18-Sep-12
17-Sep-12
16-Sep-12
15-Sep-12
14-Sep-12
13-Sep-12
11-Sep-12
12-Sep-12
10-Sep-12
09-Sep-12
08-Sep-12
07-Sep-12
06-Sep-12
05-Sep-12
04-Sep-12
03-Sep-12
02-Sep-12
01-Sep-12
31-Aug-12
30-Aug-12
29-Aug-12
28-Aug-12
27-Aug-12
26-Aug-12
25-Aug-12
24-Aug-12
23-Aug-12
22-Aug-12
0
21-Aug-12
20
20-Aug-12
Volume
120
How have our clients used data to help form their PR Strategy?
Selected brands’ coverage by day English online news | Geneva motor show
First Press Day
450
400
Feb. 15th: “2013 model X leaked?
C o u l d
d e b u t
a t
Geneva” (worldcarfans.com).
Feb. 23rd: “More pictures of the 2013
model X say hello to the
Internet” (news.car2be.com).
Brand ranking: 3rd, 8.1%
Feb. 28th: “Following images
leaked to the press last
week, Manufacturer Five
has officially announced it
will reveal the all-new X
model at a press conference
at the 2012 Geneva Motor
S h o w
o n
6 t h
March” (newcarnet.co.uk).
Brand ranking: 11th 3.8%
350
“Manufacturer One has
unveiled four new X ‘design
studies’ at the Geneva Motor
Show” (honestjohn.co.uk).
Brand ranking: 1st 10.0%
250
Feb. 29th: “Manufacturer One
drops top on production of model X
a h e a d o f G e n e v a
debut” (gmperformancetuning.co
m). Brand ranking: 1st 10.0%
200
150
100
Manufacturer One
Manufacturer Two
Manufacturer Three
Brand rankings and SoV % for period Feb. 4th – Mar. 22nd among all
brands
Manufacturer Four
Manufacturer Five
22-Mar-12
21-Mar-12
20-Mar-12
19-Mar-12
18-Mar-12
17-Mar-12
16-Mar-12
15-Mar-12
14-Mar-12
13-Mar-12
11-Mar-12
12-Mar-12
10-Mar-12
09-Mar-12
08-Mar-12
07-Mar-12
06-Mar-12
05-Mar-12
04-Mar-12
03-Mar-12
02-Mar-12
01-Mar-12
29-Feb-12
28-Feb-12
27-Feb-12
26-Feb-12
25-Feb-12
24-Feb-12
23-Feb-12
22-Feb-12
21-Feb-12
20-Feb-12
19-Feb-12
18-Feb-12
17-Feb-12
16-Feb-12
15-Feb-12
14-Feb-12
13-Feb-12
11-Feb-12
12-Feb-12
10-Feb-12
09-Feb-12
08-Feb-12
07-Feb-12
06-Feb-12
0
05-Feb-12
50
04-Feb-12
Volume
300
“2013 Manufacturer Two’s model
debuts at 2012 Geneva Motor
Show” (Washingtonpost.com).
Brand ranking: 2nd 8.6%
How have our clients used data to help form their PR Strategy?
Case Study Two
Objective: When did we achieve the greatest exposure in our key media
titles for the Geneva Motor Show?
0 Social content model X 3/9/2014 Brand Reading list Model X 3/30/2014 3/29/2014 3/28/2014 3/27/2014 3/26/2014 3/25/2014 3/24/2014 3/23/2014 3/22/2014 3/21/2014 3/20/2014 3/19/2014 3/18/2014 3/17/2014 3/16/2014 3/15/2014 3/14/2014 3/13/2014 3/12/2014 3/11/2014 3/10/2014 2,000 35 1,500 25 1,000 15 500 Brand Reading list verba<m count (Green) 2,500 3/8/2014 10th Feb: Prior to Geneva, photos
released for model X achieved higher
volumes of coverage in Brand X’s
reading list than on the day the car was
revealed at Geneva.
3/7/2014 3/6/2014 3/5/2014 3/4/2014 3/3/2014 3/2/2014 3/1/2014 2/28/2014 2/27/2014 2/26/2014 2/25/2014 2/24/2014 2/23/2014 2/22/2014 2/21/2014 2/20/2014 2/19/2014 2/18/2014 2/17/2014 2/16/2014 2/15/2014 2/14/2014 2/13/2014 2/12/2014 2/11/2014 2/10/2014 Social verba<um count (Blue) How have our clients used data to help form their PR Strategy?
Trend of model X verbatim: Reading list vs Social verbatim | Geneva
H o w e v e r, s o c i a l m e d i a
content boomed during the
Show, with a repeated
references to the car ’s
“aggressive design”.
50 45 40 30 20 10 5 0 How have our clients used data to help form their PR Strategy?
Case Study Three
Objective: What was the return from our motor show and events spend?
How have our clients used data to help form their PR Strategy?
Detroit Motor Show
2013
2014
Brand SoV %
2.5
2.3
Euros per 0.1% SoV gained
86,800
136,087
Geneva Motor Show
2012
2013
5.5
5.2
64,727
60,000
Frankfurt Motor Show
2011
2013
4.0
3.5
74,000
76,571
Paris Motor Show
2010
2012
4.8
3.1
54,792
105,484
CES Motor Show
2013
2014
2.5
2.3
3,200
3,478
Mobile World Congress
2013
2014
24.0
19.3
125
181
Content is key
What would
you like to talk
about?
Who is already
talking about
that?
How can you
become part of
that
conversation?
The biggest obstacle for established PR agencies & comms
teams..?
Proving who owns social media?
“The Barcelona Principles”
Principle 1: Importance of Goal Setting and
Measurement
Goal-setting and measurement are fundamental aspects of any public
relations program
Principle 2: Measuring the Effect on Outcomes is
Preferred to Measuring Outputs
Outcomes include shifts in awareness, comprehension, attitude and
behavior related to purchase, donations, brand equity, corporate reputation,
employee engagement, public policy, investment decisions, and other shifts
in stakeholders regarding a company, NGO, government or entity, as well
as the stakeholder’s own beliefs and behaviors
Principle 3: The Effect on Business Results Can and
Should Be Measured Where Possible
The PR industry needs to understand the value and implications of market
mix models for accurate evaluation of consumer marketing PR, in contrast
to other measurement approaches
“The Barcelona Principles”
Principle 4: Media Measurement Requires Quantity
and Quality
Quality of the media coverage including:
• Tone • Credibility and Relevance of the Medium to the Stakeholder or
Audience • Message Delivery • Inclusion of a 3rd party or company
spokesperson • Prominence as Relevant to the Medium
Principle 5: AVEs are Not the Value of Public Relations
Lets deal with that separately…...
Principle 6: Social Media Can and Should Be Measured
Organizations need clearly defined goals and outcomes for social media
Media content analysis should be supplemented by web and search analytics,
sales and CRM data, survey data and other methods
Evaluating quality and quantity is critical, just as it is with conventional media.
Principle 7: Transparency and Replicability are
Paramount to Sound Measurement
PR measurement should be done in a manner that is transparent and
replicable for all steps in the process.
CHANGE DRIVEN BY
SOCIAL NETWORKS
70
60
Between 2010 And 2011:
50
•  Internet behaviour is
shifting to social content
•  Trends within social –
facebook, video, mobile
40
30
20
10
0
2010
2011
% adults in GB
Visited any social networking site in
the last 4 weeks
Visited any social networking
site in the last 4 weeks
58
65
Internet Users are engaging
more with Social Media
2010
2011
% adults in
France
63
66
2010
2011
% adults in
Germany
65
66
2010
2011
% adults in Spain
45
48
km
Base: All adults aged 15+
Source: TGI Europa 2009, 2010 & 2011
SOCIAL MEDIA – WHAT PEOPLE DO NOW
Most Cited Reasons For Using Social Media
1.  To communicate with friends
64%
2.  To take part in forums & chat rooms
20%
3.  To express opinions on public websites
17%
4.  To read opinions on public websites
56%
Communicate with Friends
64%
Reading opinions
56%
5.  To publish a blog
6.  To read blogs
8%
26%
Reading blogs
26%
Watch video
7.  To upload video
13%
8.  To watch video
64%
Base: All adults aged 15+ who use the Internet every day or most days
64%
Source: TGI Europa 2011
BUT BRANDS CAN CREATE OPPORTUNITIES TO
INFLUENCE
Source: TNS Digital Life 2012
INFLUENCE IS BASED ON GOOD CONTENT
% Of Brand Content Shared On Facebook
% Facebook shares by content type
Video
Photo
% Shared
Link
Status update
0
2
4
6
8
10
12
Source: Facebook / Zuum 2012
What is our Social Media “wish list”
What do you hope to achieve?
•  Promote your company or a product?
•  Engage customers?
•  Build your brand?
•  Provide a customer service channel?
•  Build PR?
•  Launch special offers or loyalty programmes?
•  Lead thought leadership?
•  Understand competitor weak points?
•  Increasing your share of voice?
•  Changing brand association?
•  Improve sentiment? (be careful!!!)
•  Brand defence?
•  Learn what sites to advertise on?
Taking the first step….
But who are the people we should listen to?
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When the data comes back it will look something like this.
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What weight should be put on a particular person’s social
media output?
Mavens Rank @mikakosinska 100.0 @catherinemep 57.8 @eu_health 20.6 @gleniswillmoN 19.2 @baseickhout 14.7 @eu_consumer 12.2 @epha_eu 11.4 @juliegirling 10.8 @beuctweet 6.3 @eurocommerce 6.0 @consumers_int 5.5 @eufoodchat 5.4 @mimicaeu 5.1 @nestleeu 4.6 @nathanrgray 4.6 @gerbrandy 4.5 @epode_network 3.1 @giovannilavia 2.9 @who_europe 2.8 @eurohealthnet1 2.7 Connectors Rank @mikakosinska 100.0 @catherinemep 58.5 @eu_health 24.2 @gleniswillmoN 20.2 @baseickhout 14.4 @eu_consumer 12.6 @epha_eu 12.1 @juliegirling 11.1 @beuctweet 7.5 @eufoodchat 6.3 @eurocommerce 5.9 @consumers_int 5.7 @eu_commission 5.4 @nestleeu 5.0 @nathanrgray 4.9 @mimicaeu 4.6 @gerbrandy 4.3 @epode_network 3.1 @giovannilavia 3.1 @who_europe 2.7 27
MIPAA SOCIAL MEDIA POWER INDEX • 
• 
• 
• 
The MIPAA Social Media Power
Index profiles the top 100 most
influential online motor industry
communicators.
It provides a comparative ranking
based on a range of quantitative
and qualitative metrics and insight.
Who’s in, who’s not? Whose power
is rising, whose is falling? Who are
the ones to watch?
The MIPAA Social Media Power
Index supports targeting of PR
campaigns and easy assessment
of communication influence
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