data-driven pr metrics: share of voice, competitive benchmarking, correlations

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  • DATA-DRIVEN PR MEASUREMENT

    Sandra Fathi President Aect @sandrafathi

    web: aect.com blog: techaect.com email: sfathi@aect.com

    eMetrics Summit San Francisco, March 29-Apr 2, 2015

    Slides: www.slideshare.net/sfathi

  • ABOUT ME

    Sandra Fathi President, Aect Public RelaJons, Social Media, MarkeJng

    Council of PR Firms PRSA Past PosiJons:

    Tri-State Chair NY Chapter President Technology SecJon Chair

    2

  • ABOUT AFFECT

    3

    Technology Healthcare

    Professional Services:

  • PR MEASUREMENT

    Three Concepts for Discussions:

    Share of Voice CompeJJve Benchmarking CorrelaJons

    @sandrafathi 4

  • PART I: SHARE OF VOICE

  • DEFINITION

    Share of Voice:

    Comparing your crucial performance metrics against those of compeJtors or the market. You have to measure something What you measure needs to be analyzed proporJonately against compeJtor data (or market data) to establish market share

    @sandrafathi 6

  • THE FORMULA

    Number of ConversaJons

    Including Your Company = X * 100 = % SOV Total ConversaJons on a Topic

    @sandrafathi 7

  • ADVERTISING CONCEPT

    25% SOV

    75% SOV

    @sandrafathi 8

  • SHARE OF VOICE I

    72%

    28 %

    ConversaJons

    Talk

    About Me

    @sandrafathi 9

  • SHARE OF VOICE II

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

    100%

    Q1 Q2 Q3 Q4

    CompeJtor C

    CompeJtor B

    CompeJtor A

    Our Company

    @sandrafathi 10

  • SHARE OF VOICE III

    300 ArJcles MenJon My Company

    145 ArJcles MenJon

    CompeJtor

    589 Industry ArJcles

    87 ArJcles MenJon Both

    51% SOV in the Industry

    @sandrafathi 11

  • KEEP IN MIND

    Share of voice should be dened for a period of Jme (nite start and end).

    Share of voice is oien most useful when limited to a single plajorm or medium. For example, business press coverage or Twiler.

    Share of voice can be overwhelming if trying to look at too large a segment or industry. Try choosing SOV among top compeJtors or in key interest areas.

    @sandrafathi 12

  • SOV: SOCIAL MEDIA ANALYTICS PLATFORMS

    @sandrafathi 13

  • SOCIAL MENTION

    @sandrafathi 14

  • SIMPLE EXCEL FORMULA

    @sandrafathi 15

  • ONLY PART OF THE STORY

    Doesnt consider senJment Doesnt consider sources (exclude

    self produced/owned media) Doesnt consider quality, only

    quanJty (Is NYT blog same as obscure geeks tweet?)

    Dont accept the data blindly human vericaJon is required with any tool

    @sandrafathi 16

  • OTHER APPLICATIONS & CONSIDERATIONS

    ConsideraJons: Apply senJment or tonal lters (posiJve/negaJve) Apply qualitaJve measures (by Jer or by type)

    ApplicaJons: Industry trends/hot topics (i.e. SOV on cloud security) Specic products or services Broken down by geographic or demographic parameters

    (i.e. SOV in 18-25 market)

    @sandrafathi 17

  • PART II: COMPETITIVE BENCHMARKING

  • DEFINITION

    CompeJJve Benchmarking:

    The conJnuous pracJce of comparing a companys pracJces and performance metrics against the most successful compeJtors in the industry. You measure processes and results You must idenJfy a benchmark or indicator that will be a unit of measure to compare

    The desired outcome is to understand which processes lead to greater success (best pracJces) in order to improve your companys performance

    @sandrafathi 19

  • COMPETITIVE BENCHMARKING

    IdenJfy my compeJJve set for comparison Choose my units of measure: press coverage Set parameters: top 20 business and trade Dene a Jme period: 6 months Choose a tool (news monitoring service) or begin manual research

    @sandrafathi 20

  • EXAMPLE: RADWARE

    ObjecJve: Build & Maintain Radwares PosiJon as a Thought Leader on ADC and Security

    Maximize Radwares Overall Public RelaJons Results Strategy: Compare and Contrast Radwares Press Release Output with Top 3 ADC and Security CompeJtors

    Compare and Contrast Radwares Coverage with Top 3 ADC and Security CompeJtors

    Analyze Results Apply Best PracJces and Lessons Learned to Radware to Improve Overall Performance

    @sandrafathi 21

  • EXAMPLE: RADWARE

    ApplicaJon Delivery Network Security

    @sandrafathi 22

  • Analysis of press release strategy and resulJng coverage over 6 month period

    Specically as it relates to relevant products or business units

    Only in top 20 business and industry/sector publicaJons

    METHODOLOGY

    @sandrafathi 23

  • METHODOLOGY II

    @sandrafathi 24

  • RADWARE PRESS RELEASES

    Security 43%

    ADC 27%

    Both* 12%

    Other* 18%

    Press Releases

    * Both includes releases related to both security and ADC, Other includes non-product releases (e.g. company news, nancial announcements etc.)

    Press Releases

    Security 14

    ADC 9

    Both 2

    Other 6

    @sandrafathi 25

  • ADC COMPETITORS: SECURITY & ADC

    * Both includes releases related to both Security and ADC

    11 11 2

    15

    46 39

    31

    92

    0 10 20 30 40 50 60 70 80 90

    100

    Radware A10 Citrix F5

    Press Releases

    ArJcles

    PRESS RELEASES VS. NUMBER OF ARTICLES

    @sandrafathi 26

  • 9 11

    2 7

    44

    16

    31

    38

    0 5

    10 15 20 25 30 35 40 45 50

    Radware A10 Citrix F5

    Press Releases

    ArJcles

    ADC COMPETITORS: ADC ONLY

    PRESS RELEASES VS. NUMBER OF ARTICLES

    @sandrafathi 27

  • ADC COVERAGE BY TYPE

    0

    20

    40

    60

    80

    Radware A10 Citrix F5

    Other

    Report

    Commentary

    AcquisiJon

    Partner

    Customer

    Product

    Product Customer Partner AcquisiJon Commentary Report Other

    Radware 7 2 1 0 1 34 1

    A10 1 1 10 0 1 0 26

    Citrix 27 0 0 0 2 0 2

    F5 24 0 3 0 12 0 37

    @sandrafathi 28

  • COVERAGE QUALITY

    0

    10

    20

    30

    40

    50

    60

    70

    80

    90

    100

    Radware A10 Citrix F5

    74%

    10% 23%

    50%

    26%

    90% 77%

    50%

    MenJons

    Features

    FEATURE VS. MENTION

    @sandrafathi 29

  • ADC CONCULSIONS

    Number of press releases did not correlate to number of arJcles Radware was leading in SOV on key topic (ADC) amongst

    compeJtors and the quality of coverage by comparison was signicant (ValidaJon!)

    Overwhelming majority of Radwares ADC coverage was generated by reports (ValidaJon!) with product and customer news trailing far behind

    CompeJtors were leading with product news and capturing media alenJon (Opportunity!)

    No one was successfully telling the customer story (Opportunity!)

    @sandrafathi 30

  • SECURITY COMPETITORS

    14 23 28

    10

    84

    164

    68 68

    0

    20

    40

    60

    80

    100

    120

    140

    160

    180

    Radware Arbor Imperva Prolexic

    Press Releases

    ArJcles

    PRESS RELEASES VS. NUMBER OF ARTICLES

    @sandrafathi 31

  • SECURITY COVERAGE BY TYPE

    0

    50

    100

    150

    200

    Radware Arbor Imperva Prolexic

    Other

    Report

    Commentary

    Alack

    AcquisiJon

    Partner

    Customer

    Product Customer Partner AcquisiJon Alack Commentary Report Other

    Radware 8 9 6 0 28 22 11 2

    Arbor 19 1 1 18 29 44 52 0

    Imperva 2 1 1 0 8 18 19 19

    Prolexic 0 0 0 0 43 2 14 9

    @sandrafathi 32

  • COVERAGE BY QUALITY

    0

    20

    40

    60

    80

    100

    120

    140

    160

    180

    Radware Arbor Imperva Prolexic

    MenJons

    Features

    35%

    65%

    31%

    69%

    34%

    66%

    54%

    46%

    FEATURE VS. MENTION

    @sandrafathi 33

  • SECURITY CONCLUSIONS

    Radware is #2 in overall SOV but the quality is not as strong (more menJons vs. features)

    Leading customer and partner conversaJons (ValidaJon)

    Good job at Story Hijacking (responding to security hacks) but room for improvement (ValidaJon)

    CompeJtors winning at report coverage and commentary (Opportunity!)

    @sandrafathi 34

  • CONSIDERATIONS

    Good for understanding what worked but not necessarily how it worked

    Costs for research may outweigh benets of insights Once youve idenJed the best pracJces you may or may not be able to replicate them

    Consider non-compeJtor companies to benchmark Do you want to emulate or innovate?

    @sandrafathi 35

  • PART III: CORRELATIONS

  • DEFINITION

    CorrelaJon:

    A mutual relaJonship, or interdependence, between two or more things. In the absence of being able to prove causality you may

    be able to demonstrate a correlaJon to demonstrate the impact of a PR or markeJng program

    A correlaJon is posiJve when the values increase together

    A correlaJon is negaJve when the values decrease together

    @sandrafathi 37

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