measure what matters: how to use metrics to...
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Katie Delahaye PaineCEOPaine Publishing
www.painepublishing.com | @queenofmetrics | [email protected]
Measure What Matters: How to Use Metrics to achieve Powerful Results
February 23, 2017Maine Public Relations CouncilFreeport, ME
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We help organizations define success and design measurement programs that demonstrate communications value to the bottom-line.
We also provide the training and materials that organizations need to navigate the journey to high-quality, accurate communication’s measurement.
Visit us online: www.PainePublishing.com Want to learn more about measurement? Join us for our annual Summit on the
Future of Measurement -- 2 days of conversation at my farm with leading communicators about best practices in using data to make better decisions.
About Paine Publishing
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A Typical Day in Communications
Because the boss says so
47%
Because some one thought it
was a good idea 37%
Because its cool11%
Because it helps our mission
5%
Requests
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6 steps to standards-compliant measurementStep 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Define the parameters Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your benchmarks. Who or what are you going to compare your results to?Step 4: Define your metrics. What are the indicators to judge your progress?Step 5: Select your data collection tool(s). Step 6: Analyze your data. Turn it into action, measure again
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Six Steps to Success
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Step 1: Define the goals
What return is expected? – Define in terms of the mission.
Define your champagne moment. If you are celebrating complete 100% success a year from now, what is different about the organization?
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The Path to the Goals
Good Digital Content
Increase engagement with content
Increased exposure of messages
Increased consideration and preference
Increased market share, support or advocacy
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Start at the bottom-line Agree upon what role does Social play in achieving them?
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Relevant business metrics
Relevant branding metrics
• Customer retention rate• New customer acquisition costs • Cost to close a sale • Profit• Efficiency
• Increase in the awareness of your brands
• Share of Voice • Increase in preference for our brand• Share of favorable product reviews
Step 2: Agree on Acceptable Proxies
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Atlantic City Alliance
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Intent to visit
Desirable Photo
Dispels a Myth
Signature Experience
Call to action or recommendation
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B2B Company
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Grow the marketable
universe (sales leads)
3rd Party Recommendation
Key message
Spokesperson quote
Desirable positioning
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Step 3: Establish benchmarks
Past Performance Over Time Think 3 Whatever keeps your
C-suite up at night
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Step 4: Pick your Kick-Butt Index
The Perfect KBI Is actionable Is there when you need it Continuously improves your
processes & gets you where you want to go
You become what you measure, so pick your KBI carefully
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Engagement Index: Weight actions based on contribution to goal
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Level Action Score1st level:
Follow/Like or Link on Linked In .25Comments .5
2nd level: 0Retweets/Forwards/shares .75Clicks thru to a designated URL .75Signs up to receive email or other owned content .75Downloads white paper or other content .75Subscribes to podcast or blog .75
4th 4: 0Performs an action that constitutes “conversion” 1.25Makes contact (Calls, emails, writes, comes to a conference) 1.75Listens to whole podcasts 1Watches more than 50% of a video 1
Total 10
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What IS a “good post”?
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Desirable Criteria Score Undesirable Criteria Score
Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose
1Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose
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Contains one or more positive messages 1.5 Contains one or more negative
messages 2
Event/Program is mentioned 1 No Event/Program is mentioned 0
Dispels a myth 2 Perpetuates a myth 2
Positive headline 2 Negative headline 2
Third-party endorsement 1 Recommends competition 1
Contains desirable visual 1.5 Contains undesirable visual 2
Total Score 10 Total Score -10
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Sample Publication Engagement Quality Weighting
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Action Score
Social Mentions of EIB editorial & publications 0.5
Social Shares of EIB editorial & publications links or content 0.75
Citations 1
Web download/requests for EIB editorial & publications 2
Desirable reviews/recommendations of EIB publications 1.75
Net increase in subscribers to email or feed 1.5
Orders 2.5
Total 10
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What does an engaged employee do?
Metric Weighting
Participation in Training
Volunteers for Community Activity
Event Attendance
Comments
Videos watched > 50%
Total 10
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Objectives Actions Metrics
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Organizational Objectives
Online and multi-media contribution
Online and multi-media Activity
Activity Metric Outcome Metric
Increase market share
Increase preference and consideration
Social MediaWebsitePodcast Videos
•% increase in media quality score
•% increase in socialengagement
•% increase in preference and consideration
•% increase in qualified leads
Increase donations and/ormembership
Increase trust in the organization
Content Creation • Increase in web conversions and online support
•% increase in donations or membership
Increase support for policy
Educate consumers Publish content • Increase % of articles containing spokesperson quotes.
•% increase in references to “global financier
•% increase awareness and support
2/23/2018
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Objectives Actions Metrics
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Organizational Objectives
Online and multi-media contribution
Online and multi-media Activity
Activity Metric Outcome Metric
Increase market share
Increase preference and consideration
Social MediaWebsitePodcast Videos
•% increase in media quality score
•% increase in socialengagement
•% increase in preference and consideration
•% increase in qualified leads
Increase donations and/ormembership
Increase trust in the organization
Content Creation • Increase in web conversions and online support
•% increase in donations or membership
Increase support for policy
Educate consumers Publish content • Increase % of articles containing spokesperson quotes.
•% increase in references to “global financier
•% increase awareness and support
2/23/2018
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Objectives Actions Metrics
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Organizational Objectives
Online and multi-media contribution
Online and multi-media Activity
Activity Metric Outcome Metric
Increase market share
Increase preference and consideration
Social MediaWebsitePodcast Videos
•% increase in media quality score
•% increase in socialengagement
•% increase in preference and consideration
•% increase in qualified leads
Increase donations and/ormembership
Increase trust in the organization
Content Creation • Increase in web conversions and online support
•% increase in donations or membership
Increase support for policy
Educate consumers Publish content • Increase % of articles containing spokesperson quotes.
•% increase in references to “global financier
•% increase awareness and support
2/23/2018
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Step 5: Pick the right measurement tools If you want to measure messaging, positioning,
themes, sentiment: Content analysis
If you want to measure awareness, perception, relationships, preference: Survey research
If you want to measure engagement, action, purchase: Web analytics
If you want predictions and correlations you need two out of three
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Step 5: Collecting Good Data
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Data is driven by goals What outcomes is your
program expected to achieve? Is it sufficient data? Is it accurate? Is it relevant?
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Step 5: Use Metrics to Sell Your Story Rank order results from worst
to best A/B test everything then, cut
the budgets of the “worst” performing things
Ask “So What?” at least three times
Compare to last month, last quarter, 13-month average
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Remember These Points
It’s not about the media or the platform, it’s about the business and the customers
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It’s not about big data, but about how you use it.2
You need to be data informed, not data-driven.3
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Thank You!
Check out our new ebook Social Media Measurement 101
Visit Paine Publishing online: www.PainePublishing.com
For any questions, email me: [email protected]
Follow me on Twitter: @queenofmetrics
Follow Paine Publishing on Facebook Or call me: +01-603-682-0735
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