Business Metrics that Resonate with Senior Leaders

Develop
Business Metrics that
Resonate with
Senior Leaders
#prmeasurement
Marla Bace
Pauline Draper-Watts
Eric R. Warner
General Manager,
Marketing and
Operations
Global Head of
Measurement & Analytics
Head of Americas – Public
Relations Services Group
Edelman Berland
Circles, a division of
Sodexo
@EdelmanBerland
Thomson Reuters
Corporate Services
@PDWatts
@mymediainfo
@marlabace
#prmeasurement
If you can’t
measure it,
don’t do it.
#prmeasurement
There are many forms of
measurement,
Pick one.
#prmeasurement
WHY MEASURE?
•
Create focus for you and your organization
•
Gauge effectiveness and prove accountability
•
Set and achieve the right goals
•
Establish baselines for communications
•
Strengthen strategic impact
•
Determine which tactics have the biggest impact
#prmeasurement
FOUR QUESTIONS
1. What are your business metrics and
How do you develop them?
2. How do you gain buy-in?
3. How do you use business metrics?
4. How do you communicate results?
#prmeasurement
1
What are
#prmeasurement
business metrics
and how do you
develop them?
All business metrics start
with business objectives.
business objectives
should be
Business metrics measure progress
towards business objectives.
#prmeasurement
Specific
Measurable
Attainable
Relevant
Time-bound
OBJECTIVE HIERARCHY
BUSINESS OBJECTIVE: INCREASE SALES BY 20%
INCREASE MARKET SHARE BY 10%
RAISE PROFITS BY 25%
PR OBJECTIVE:
INCREASE AWARENESS BY 30%
IMPROVE SENTIMENT BY 15%
INCREASE BRAND PREFERENCE BY 10%
CAMPAIGN OBJECTIVE:
BY FY14
INCREASE MEDIA COVERAGE BY 30%
INCREASE SHARE OF VOICE BY 10%
INCREASE POSITIVE BRAND ATTRIBUTIONS BY 10%
INCREASE BRAND UNDERSTANDING BY 15%
#prmeasurement
BY FY14
BY 06/13
USE
RESEARCH TO DEFINE GOALS & METRICS
INCREASE MEDIA
COVERAGE BY 30%
INCREASE SHARE OF VOICE
BY 10%
INCREASE POSITIVE BRAND
ATTRIBUTIONS BY 10%
INCREASE BRAND
UNDERSTANDING BY 15%
#prmeasurement
INCREASE MEDIA COVERAGE
BY 15%
INCREASE SHARE OF VOICE
BY 6%
INCREASE POSITIVE BRAND
ATTRIBUTIONS BY 5%
INCREASE BRAND
UNDERSTANDING BY 15%
2
How do you
gain buy-in?
#prmeasurement
DO YOU KNOW WHAT YOU NEED TO SUCCEED?
Proper preparation prevents poor performance
• Do you fully understand the scope of what you need to monitor, measure and
report on?
• Do you have the internal resources to do this or do you need to partner with a thirdparty?
• Will this require budget?
• What is the time frame and how does that impact the deliverable?
#prmeasurement
BREAK DOWN SILOS TO DEVELOP METRICS
Teamwork makes the dream work.
• Engage with cross-functional
leadership across the organization to
develop understanding of key metrics –
all key groups should have a say
• Educate stakeholders on PR function
and how PR can help achieve their
goals
• Establish and maintain a consistent
dialogue
#prmeasurement
RELEVANT GOALS
Always think about the
desired result first and
work backward to build
the plan that will
achieve it.
#prmeasurement
ARE ALL STAKEHOLDERS
BUYING IN?
ARE YOUR GOALS IN-LINE
WITH ORGANIZATIONAL
GOALS?
DEFINE CLEAR EXPECTATIONS
Set expectations that make sense, yet support your plan “asks.”
• Explain
• Match objectives with expected outcome
• Track
• Communicate Obstacles
• Engage subject matter experts (SMEs)
• Integrate
• Drive ROI
#prmeasurement
3
How do you
use
business metrics?
#prmeasurement
IS YOUR ENGAGEMENT THE SMARTEST IT CAN BE?
1
Market intelligence to
Monitoring results in
real-time to
optimize your
6
performance and
drive ongoing
improvement
ROADMAP
3
5
4
#prmeasurement
inform
2
Market testing to refine
your concepts
to maximize their
impact
TEMPORAL INFORMATION
50%
SHARE OF VOICE
45%
40%
35%
Your Brand
30%
STATIC INFORMATION
25%
Comp. A
20%
15%
Comp. B
10%
SHARE OF VOICE: 40%
POSITIVE SENTIMENT: 20%
5%
0%
Q1
Q2
Q1
SENTIMENT
Q2
0%
ARTICLE VOLUME: 150
then connect to
business results
#prmeasurement
50%
100%
180
160
140
120
100
80
60
40
20
0
VOLUME
Q3
Q4
Q1
Q2
Types of Research: PRIMARY
Examples
For metrics such as
•
Surveys
•
Awareness
•
Focus Groups
•
Reputation measures
•
In-depth Interviews •
Brand measures
•
Observation
•
Consideration
•
Ethnographies
•
Preference
•
Diaries
•
Purchase intent
•
Online Communities •
Loyalty
•
Product sampling
•
Trust
•
Message resonance (and testing)
•
NPS
Types of Research: SECONDARY
Examples
For metrics such as
• Media top-line
• Volume over time
• Content analysis
• Impressions
• Media audit
• Share of voice
• Influencer analysis
• Sentiment
• Landscape analysis • Message penetration
• Literature Reviews
• Amplification
• Click-through
• Spokespeople
• Endorsement
#prmeasurement
4
How do you
communicate
results?
#prmeasurement
CREATE
MEASURE
COMMUNICATE
GOALS
THEM
THE RESULTS
#prmeasurement
COMMUNICATE SUCCESSES AND CHALLENGES
Consider your audience.
“The Greenspan Approach”
•
Just the facts – provide stakeholders with the honest truth
•
Be realistic and concise – no pie in the sky and no
grandiose prognostications
•
Consider your audience – make sure your message is
accessible, digestible and on point
#prmeasurement
INTERNAL PR IS AS IMPORTANT AS EXTERNAL PR
• Share regular updates
• Celebrate key successes
• Engage employees
• Create an internal
communications campaign
around your PR campaign
#prmeasurement
TAKEAWAYS
1.
Business metrics begin with business objectives. Make your
business objectives S.M.A.R.T.
2.
Set expectations that make sense and directly tie into the
goals of senior leadership.
3.
Connect metrics to business results and compare against
previous PR programs.
4.
Achieve buy-in to communicate campaign successes and
challenges.
5.
Speak the language of business to the business
#prmeasurement
1. What are business metrics and how do you develop them?
2. How do you gain buy-in?
3. How do you use business metrics?
4. How do you communicate results?
Questions?
#prmeasurement
THANK YOU
Marla Bace
Pauline Draper-Watts
Eric R. Warner
General Manager,
Marketing and
Operations
Global Head of
Measurement & Analytics
Head of Americas – Public
Relations Services Group
Edelman Berland
Circles, a division of
Sodexo
@EdelmanBerland
Thomson Reuters
Corporate Services
@PDWatts
@mymediainfo
@marlabace
#prmeasurement