4. Serena Ehrlich
• Director Social & Evolving Media,
Business Wire
• Int’l Social Media Club,
Membership chair
• Past-president, Social Media Club
Los Angeles
• Past-president NIRI Dallas and LA
• 2013 Top 25 Women in Mobile to
Watch
7. Quotable
"Measurement is the first step that leads to control
and eventually to improvement. If you can't measure
something, you can't understand it. If you can't
understand it, you can't control it. If you can't control
it, you can't improve it.”
- H. James Harrington
"You get what you measure. Measure the wrong thing
and you get the wrong behaviors.”
- John H. Lingle
6
8. Why Measure? Part I
1. Prove the Value of Public Relations & Social Media
Activities
2. Demonstrate Ongoing Improvement in Performance
3. Garner Support for Increased Investment
4. Don’t Get Fired
7
9. Why Measure? Part II
• Goals Motivate
• Goals Delineate Success
• Goals Drive Creativity &
Problem Solving
Photo Source: USOpen.com
8
10. Measure What Matters
To the C-Suite
1. Money
– Making, Saving, Spending
2. Customers
– They Bring the Money
3. Leads
– They Bring the Customers
4. Exposure
– It Brings the Leads
Photo Source: Alibaba (Jack Ma)
9
12. Don’t Measure Based
on Convenience
• Will Press Release Pick Up Get You Promoted?
• Will Ad Equivalency Equal More Budget?
• Will 1000 Likes Make the CEO Like You More?
• Will the Number of ReTweets Ever Be Shared on an
Earnings Call?
No One Cares About Your Klout Score
11
13. Goals Vs. Objectives
12
Goals Objectives
Broad Narrow
Intangible Tangible
Infinite Finite
Abstract Concrete
Open Ended Bound by Time
14. Personal Examples
13
Goals Objectives
Lose Weight Lose 50 lbs. by June 2014
Be A Better
Person
200 Hours of Volunteering
Donate 10% of Income in 6 Months
Get an Education Complete Masters in Communications by 2016
Better Work/Life
Balance
Leave Work by 6pm Every Day for Next 30 Days
Save Money Put $500 in 401K Every Month for 3 Years
15. Business Examples
14
Goals Objectives
Increase Awareness Secure 20 Articles in Top Tier Publications
(NYT, WSJ, Fortune etc.) in 12 Months
Strengthen Analyst
Relations
Brief Top 10 Analyst Firms and Secure
Inclusion in 5 Analyst Reports by Dec. 2014
Increase Share of Voice Compare Media Coverage of Top 5
Competitors on Quarterly Basis and
Increase from 10% to 20% in 18 Months
Generate Leads Increase Subscriptions Referrals from
Media Sites by 50% by June 2014
16. Measurement
Methodologies
1. Surveys: Ask and Tally Results
2. Scores: Create Indices or Scoring Mechanism
• Quantity: sheer volume of media hits
• Quality: weighted value for Tier 1,2 or 3 or feature vs. mention
3. Correlations: Outputs, Outcomes and Business Results
• Track PR events against lead generation (online, email, phone etc.)
• Track PR events against web traffic or registrations
4. Check Boxes: Meeting Specific, Finite Objectives
• Number of articles, press releases, event attendees, registrations,
downloads, revenue (dollar value)
15
17. Outputs, Outcomes &
Business Objectives
Activity Impact
Outputs
• Press Release
• Speaking
Submission
• Corporate Video
• Award
Submission
16
Outcomes
• NY Times Article
• Speak at
Industry Event
• 10,000 Views on
YouTube
• Win Award
Business Outcome
• 15% Spike in
Sales
• Secure 2 New
Customers
• Increase Web
Traffic 22%
• +50 New Business
Leads
18. Architecting for
Measurement
17
1. Set Goals & Objectives
2. Identified Program Elements
3. Build with Measurement in
Mind
• Tripwires
• Milestones
• Operational Changes
• Analytics (Your New BFF) Photo Source: CWt
19. Architecting for
Measurement
18
Tools & Technology: The Evaluation Checklist
• Does it measure what’s important to me?
• Will we be able to manage it?
• Is the cost/effort proportionate to the value?
• Are there alternative lower cost/free tools/methods?
31. 30
Sample 1
Goals:
• Raise Awareness for the Company/Business Model
• Drive Traffic to Website & App Downloads
• Generate Revenue
Integrated Marketing Campaign:
Advertising &
Marketing
Event
Sponsorship
Experiential
Marketing
Public Relations
Taxi TV, Online,
Email, Sponsored
Content
Sponsoring
Events, Hosting
Events
Street Team Campaign
Targeting
Entrepreneurs,
Road Warriors
32. 31
Assignment 1
• Set concrete objectives for the campaign based on the
goals
• Choose which measurement methodology/ies you will
use to measure the success of the campaign
• What are the key performance indicators (KPIs) that you
will track
• Explain how you will deliver/communicate the results
35. 34
Sample 2
Goals:
• Raise Awareness for the Axon Health Associates
• Attract New Patients/Reactivate Existing Patients
• Generate Corporate Wellness Leads
Campaign Elements:
Social Media Advertising Direct Marketing
Facebook
Online
LinkedIn
Facebook
Twitter
Google AdWords
Email Marketing
Patient Newsletter
36. 35
Assignment 2
• Set concrete objectives for the campaign based on the
goals
• Choose which measurement methodology/ies you will
use to measure the success of the campaign
• What are the key performance indicators (KPIs) that you
will track
• Explain how you will deliver/communicate the results
42. Dealnews
41
Business
Goal:
Web Traffic
Program:
High Traffic
Media Online
Outcome:
+300K Views =
$225K in $
43. Regus
42
Business
Goal:
350 Leads Q4
Program:
Integrated
Marketing
Outcome:
790 Leads
$1M Revenue
90 days
44. Sophos
43
Business
Goal:
Web Traffic
Program:
Top Tier
Media (50)
Outcome:
From .5M
Views to 1.8M
45. Proclivity
44
Goal:
Retail
Customers
Program:
Target Retail
Media
Outcome:
+1 Marquee
Customer:
Barney’s NY
46. Proclivity
45
Business
Goal:
Investors
Program:
Business
Media
Outcome:
$6.2 M
Investment
47. Parting Thoughts
• Analytics Are Your Best Friend
• Understand the Business of Your Business
– Financials, Earnings Calls, Annual Report
• Make PR & SM a Revenue Center/Saver Vs. Cost
Center
• Speak in a Language the C-Suite Understands
46
Measurement
48. Resources
• Barcelona Declaration of Measurement Principals
http://amecorg.com/2012/06/barcelona-declaration-of-
measurement-principles/
• Social Media Success Series (Affect)
http://www.techaffect.com/social-media-tip-sheets/
• How To Develop An Effective PR Strategy
http://www.slideshare.net/Sfathi/affect-how-to-develop-
and-effective-pr-measurement-strategy
• How To Prove the Value of Your Social Media Efforts
http://www.slideshare.net/Sfathi/affect-how-to-prove-the-
value-of-your-social-media-efforts
47