Appunti completi Communication metrics

Communications Objectives and Measurement Metrics

Business Goal: Increase sales leads

Communications Objective: Place product reviews, proactive blogger outreach

Measurement Metrics: % awareness of your brand, % preferring your brand

Outcome: Requests for information

Communications Pillars

Events, channels (digital, mailing), Press pool (media, product presentation)

Reference organizations for communication measurement: Institute of Public Relations and AMEC.

The Institute of Public Relations focuses on planning research and measurement, evaluation of what we do and how we do it.

Why are the Barcelona Principles important?

1. Set overarching framework
2. Alignment
3. Basis for measurement and evaluation programs

The Barcelona Principles identify the importance of goal setting, the need for outcomes instead of outputs-based measurement of PR campaigns, the exclusion of advertising value equivalency metrics, the value of social media, and a holistic approach to measurement and evaluation.

First Principle: Setting

measurable goals is an absolute prerequisite to communication planning, measurement and evaluation

SECOND: measurement and evaluation should identify outputs, outcomes and potential impact

THIRD: outcomes and impact should be identified for stakeholders, society and organization

FOURTH: communication measurement and evaluation should include both quantitative and qualitative analysis. QUANTITATIVE metrics such as impressions or reach among target, awareness- QUALITATIVE metrics such as sentiment and emotional response, credibility…

FIFTH: AVEs are not the value of communication. Instead, in order to make a comparison between the cost of space or time from earned versus paid media, we should use quality of coverage, space or time of the coverage related to the portion of relevant coverage.

SIXTH: Holistic communication measurement and evaluation includes all relevant online and offline channels. (the analysis should include online and offline media content, owned social channels, events, surveys,

email marketing, ecommerce…)

SEVENTH: communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights

MEASUREMENT should not be confused with monitoring, which should be done everyday to keep tabs on what others are saying and writing about you. Measurement is also different from evaluation, which should be the goal and allows to determine the effectiveness of the campaign or tactic.

If you must make a comparison between the cost of space or time earned versus paid media, use:

• Quality of coverage
• Physical space or time of the coverage
• Clearly define the metrics

ADVERTISING AND PR ARE DIFFERENT THINGS= the first is an interruptive marketing, discipline, the second is an engaging one. You can't advertise everywhere (es some medias or newspaper doesn't accept adv)

AVE= advertising value equivalent. Ave don't relate to the size of the piece nor the quality of the coverage. Measuring the wrong ave, drives to the wrong

activities.There is no agreed methodology to measure ave, each provider will have their own method. AVEsprovide no meaningful information that can be used to define a communication plan, best practiceevaluation should always produce insights that can inform strategy publication; moreover, avesdon’t reflect objectives, as it takes no account of the success of delivery against objective as a partof their methodology. Ave works differently online from it does in printed press, as it is based onpaid for exposures rather than guaranteed runs in publications.Don’t confuse cost with value, they often have no relations with each other.Aves don’t consider other important advertising that affects its price: adverts carry a premium pricefor being in premium locations

PROS Interpretation of metric is almost always straight forward and easy to communicate tohigher-ups. Absolute value KPIs are well-suited for assessing corporate brand performance.

CONS kpi espressed as

Absolute values, if not benchmarked, may lack influence. People are influenced by other people, and some people have more influence than others. So, it's the capacity to have an effect on the character, development, or behavior of someone or something.

The leading authority is the Word of Mouth Marketing Association, which has written the standard guidelines for influence's measurement, such as:

• REACH: some number of followers
• RELEVANCE: expresses him about the topics that are relevant to your brand
• FREQUENCY: expresses him about those relevant topics
• RESONANCE: do stakeholders find the content interesting enough to share it?
• TRUST: do stakeholders actually trust the information given by the influencers?

Spreadsheets: swiss army knife of measurement tools

Surveys:

• POLL: a short survey of no more than 3 or 5 short questions, exclusively closed-ended
• SNAPSHOT SURVEY: individual or objects that are observed or measured once
• LONGITUDINAL SURVEY: is a research conducted over an extended period of time

period of time

OMNIBUS SURVEY: conducted on a Regular schedule. Typically less expensive than others

PHONE SURVEYS: difficult because the number of completed calls is low.

Normally, a survey takes from 4 to 8 weeks. They are conducted typically every quarter.

Type of media: u need to make sure that whatever media platform influences your customers is the one that you are tracking

PROMINENCE: is the location of the first mention of the organization within an item

DOMINANCE: is how many times the organization was mentioned. Dominance categories:

• EXCLUSIVE: only the org or the brand studied is included in the article
• DOMINANT: the org is the main focus of the item but not the only one mentioned
• AVERAGE: the mention of the organization is one of many integral parts of the story and is equal to the other parts
• MINIMAL: no one would miss it if the mentioned organization were gone

TONE: is the attitude or opinion toward something

It can be POSITIVE, NEUTRAL, BALANCED OR NEGATIVE

BALANCED: gives info that are

equally positive and negative

We should be asking SO WHAT? In front of our report, in order to find its aim. We have to get to the point, and make it a good one.

We have to use effective graphics in order to share the report's results.

The senior leaders are much more interested in what your data says than the data itself. Make the results exciting.

CONCLUSIONARY HEADLINES: story statements, they have to make sense.