measuring the unmeasureable ragan 0517

Download Measuring the Unmeasureable Ragan 0517

Post on 22-Mar-2017

67 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • Gene King, APR

    Director Global Media Relations

    & Corporate Communications

    @geneaking

  • 2

  • 3

  • How to move from outputs to outcomes to get more actionable metrics insights

    Acronyms of measurement (AVE, SOV, AQS, and KPI) and their value for your bottom line

    Media relations measurement tips and tricks for small teams with tight budgets

    How to use analytics to create content that engages and attracts clients

    4

  • Awareness of products/services

    Engagement metrics of views, shares, time on page

    Clicks as referrals within your site

    Client conversions

    Lead generation

    Year-round/seasonal engagement

    5

  • 4 Ps Product

    Price

    Placement

    Promotion

    6

    4 Cs Consumer

    Cost to Consumer

    Channel

    Communications (2 way)

  • S

    M

    A

    R

    T

    7

  • Specific

    Measureable

    Achievable

    Realistic

    Time-bound

    8

  • Press Release

    Interview/Hit

    Blog Post

    Community Event

    9

    Reach, Pick Ups

    Reach, Message Penetration, CTA

    Engagement, Shares, ToP

    Engagement, Leads

  • Business Outcomes New Clients Client Retention New Product Awareness

    Reputation Drivers Trusted Partner Expertise Innovative

    Associate Engagement 10

  • Reach and Audience

    Type of Mention Feature, Round Up, Brief, Tone

    Prominence Headline, Sole Source

    Spokesperson

    Message Inclusion

    11

  • Tier 1: National: 25 points

    National daily newspapers and wire services

    National websites with more than 1.5 million uvm

    National weekly magazine

    National long lead magazines

    National broadcast

    Tier 2: 20 points

    Local outlets in the top DMA markets

    Influencer publications and trades

    Third party contribution/publication

    Influential blogs (uvm > 50,0000 i.e. Mashable, SavvySugar, etc.)

    Tier 3: 15 points

    Local online, TV and radio

    12

  • Feature story 15 points

    Industry story no competitors 10 points

    Industry story competitors 7 points

    Brief mention 5 points

    Negative feature story -15 points

    Negative industry story no competitors -10 points

    Negative industry story competitors -7 points

    Negative brief mention -5 points

    13

  • Only your company in headline and/or lede - 10 pts

    Your company and competitor in headline and/or lede - 5 pts

    Only competitor in headline and/or lede neg 10 pts

    14

  • Positive third-party or executive/spokesperson quote or paraphrase about company - 15 pts

    Company executive/spokesperson quoted or paraphrased (no competitor quotes) - 10 pts

    Both company and competitor executives/spokespersons quoted - 5 pts

    Negative third-party or executive/spokesperson quote or paraphrase neg 15 pts

    15

  • Positive Message

    One message - 10 points

    Two messages - 15 points

    Three messages - 25 points

    Four or more messages - 35 points

    Negative Messages

    One negative message neg 10 pts

    Two negative messages - neg15 points

    Three negative messages neg 25 points

    Four or more negative messages neg 35 points

    16

  • 17

    http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-

    raise-thousands-special-olympics/83474210/

    Tier

    15 Pts

    +

    Type

    15 pts

    +

    Prominence

    7 pts

    http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-raise-thousands-special-olympics/83474210/

  • 18

  • Track

    Measure

    Report

    19

  • Track

    Measure

    Report

    20

    Tactics

    Goals

    Results

  • 21

  • http://news.shepherd.org/ 22

    http://news.shepherd.org/

  • Preseason

    23

    0

    50000

    100000

    150000

    200000

    250000

    300000

    1 2 3

    Media Hits

    Newsroom

    Tax season

    0

    10000

    20000

    30000

    40000

    50000

    60000

    70000

    80000

    90000

    1 2 3

    Media Hits

    Newsroom

  • Summer

    24

    0

    10000

    20000

    30000

    40000

    50000

    60000

    70000

    80000

    90000

    1 2 3

    Media Hits

    Newsroom

  • 25

  • 26

    Brand reputation rated highly

    0

    20

    40

    60

    40

    45

    50

    55

    Trustworthiness Ethical & Transparent

  • 75

    80

    85

    90

    95

    100

    May June July August Sept. Oct. Nov. Dec. Jan. Feb. March April

    27

    Positive+Neutral Tone of Media Coverage

  • 28

  • 29

  • 30

    50% of Switch to Block media mentions included SwitchToBlock email.

    Switch To Block post on newsroom was No. 1 most viewed in history. Almost 45,000 views

  • 31

  • 32

    Sept

    '14

    Oct

    '14

    Nov

    '14

    Dec

    '14

    Jan

    '15

    Feb

    '15

    Mar

    '15

    Apr

    '15

    May

    '15

    Jun

    '15

    Jul '15 Aug

    '15

    Sept

    '15

    Oct

    '15

    Nov

    '15

    Dec

    '15

    Jan

    '16

    Feb

    '16

    Mar

    '16

    Apr

    '16*

    Newsroom Views/Google Search

  • 33

  • Gene King, APR

    Director Global Media Relations

    & Corporate Communications

    @geneaking