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Analysis: navigation tools for a media driven world
Part 2: Measure what matters
Paul Hender, Head of Insight and Analysis
E-mail: paul.hender@gorkana.com
Twitter: #GorkanaAnalysis
YouTube: www.youtube.com/GorkanaGroup
2
Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August
Target audiences
3
There’s Wally!
4
5
Barcelona Principles
6
MMX
1. Importance of Goal Setting and
Measurement
2. Measuring the Effect on Outcomes is
Preferred to Measuring Outputs
3. The Effect on Business Results Can and
Should Be Measured Where Possible
4. Media Measurement Requires Quantity
and Quality
5. AVEs are Not the Value of Public
Relations
6. Social Media Can and Should Be
Measured
7. Transparency and Replicability are
Paramount to Sound Measurement
Paid media model...
7
Earned media model
8
Inputs Outputs Outcomes
9
Inputs
Outputs
Outcomes
Awareness &
knowledge
Consideration
& preference
Action
Volume of coverage
Opportunities to see
Reach & frequency
Key messages
Impact metrics
Prominence
Issues
Favourability
Product reviews
Influencer endorsement
Calls to action
Awareness tracking
Brand associations
Social media mentions
Retweets
Social media engagement
Facebook likes
Market research
Net Promoter Score
Website visits
Leads generated
Sales
Market share
Visitor numbers
Share price
Communications activity
10
11
“We’re not that much smarter than
we used to be, even though we
have much more information...
...and that means the real skill now
is learning to pick out the useful
information from all this noise”
Nate Silver
12
Metrics
Overall purpose
Strategic
objectives
Communication
objectives
?
13
There is a stroke every 3 minutes 27
seconds in the UK
Stroke kills three times as many women as
breast cancer and twice as many men as
testicular & prostate cancer
Stroke is the second single largest cause
of death and the largest cause of complex
disability in the world.
14
Communications cascade
Prevent strokes and achieve life after stroke through providing services, campaigning,
education and research
Overall purpose and vision:
Strategic objectives:
New Facebook
followers
New Twitter
followers
Website hits Helpline calls
Campaigners
recruited
1. Raise awareness of stroke and the role of Stroke Association
2. Grow and engage with stroke community
3. Encourage people to contact Stroke Association
Communication objectives:
Key message
delivery
Reach to target
audiences
Calls to action
Proactive vs
reactive
Use of
spokespeople
1. Launch 3rd phase of Life after Stroke, focussing on emotional impact and build awareness
2. Promote Stroke Association’s range of support services to stroke survivors
3. Build engagement with new and previous stroke survivors
Key metrics
16
47%
38%
7%
8%
Lead
Significant Mention
Shared
Passing Mention
564
120
92
0
200
400
600
Proactive Organic Reactive
SlightlyFavourable
StronglyFavourable
133
46
0
50
100
150
Website URL Helpline Number
72%
28%
Featuring message Not featuring message
Coverage type
% of coverage to deliver a key messageProminence
Calls to action
Action on Stroke Month
17
18
= Design
= Luxury
= Value
=
?
19
20
This campaign reached 187
million consumers and
achieved an 8:1 return on
investment
21OTS = 9, Reach = 6
78% 80%
75%
79% 80%
76%
67%
81%
8.4 8.6
7.9
8.2
8.5
7.9
7.1
9.0
0
2
4
6
8
10
0%
25%
50%
75%
100%
All UKAdults Charity
Supporters
At risk of strokeCommissioners Influencers Affected by
stroke
BME Business
Leaders
Frequencyofexposure
ReachKey metrics
22Action on Stroke Month
Reach and frequency to target audiences
508m Opportunities to See
The Analytics Series - Webinar 2 - Measure What Matters
Key metrics
24Action on Stroke Month
0
1,000
2,000
3,000
4,000
5,000
6,000
0
100
200
300
400
500
600
700
800
900
1,000
26-Apr 02-May 08-May 14-May 20-May 26-May 01-Jun
Websitehits
Volume
Mainstream media Social Media (All)
Social Media (Stroke month mentions) Website hits (unique visitors)
New Facebook followers: 815
New Twitter followers: 3,700
Total website hits: 123,506
Helpline calls: 2,261
New campaigners recruited: 1,000
25
Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August
26

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The Analytics Series - Webinar 2 - Measure What Matters

  • 1. Analysis: navigation tools for a media driven world Part 2: Measure what matters Paul Hender, Head of Insight and Analysis E-mail: paul.hender@gorkana.com Twitter: #GorkanaAnalysis YouTube: www.youtube.com/GorkanaGroup
  • 2. 2 Part 1: Here be dragons, 9th July Part 2: Measure what matters, 23rd July Part 3: Return on investment, 5th August
  • 4. 4
  • 5. 5
  • 6. Barcelona Principles 6 MMX 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are Not the Value of Public Relations 6. Social Media Can and Should Be Measured 7. Transparency and Replicability are Paramount to Sound Measurement
  • 8. Earned media model 8 Inputs Outputs Outcomes
  • 9. 9 Inputs Outputs Outcomes Awareness & knowledge Consideration & preference Action Volume of coverage Opportunities to see Reach & frequency Key messages Impact metrics Prominence Issues Favourability Product reviews Influencer endorsement Calls to action Awareness tracking Brand associations Social media mentions Retweets Social media engagement Facebook likes Market research Net Promoter Score Website visits Leads generated Sales Market share Visitor numbers Share price Communications activity
  • 10. 10
  • 11. 11 “We’re not that much smarter than we used to be, even though we have much more information... ...and that means the real skill now is learning to pick out the useful information from all this noise” Nate Silver
  • 13. 13 There is a stroke every 3 minutes 27 seconds in the UK Stroke kills three times as many women as breast cancer and twice as many men as testicular & prostate cancer Stroke is the second single largest cause of death and the largest cause of complex disability in the world.
  • 14. 14
  • 15. Communications cascade Prevent strokes and achieve life after stroke through providing services, campaigning, education and research Overall purpose and vision: Strategic objectives: New Facebook followers New Twitter followers Website hits Helpline calls Campaigners recruited 1. Raise awareness of stroke and the role of Stroke Association 2. Grow and engage with stroke community 3. Encourage people to contact Stroke Association Communication objectives: Key message delivery Reach to target audiences Calls to action Proactive vs reactive Use of spokespeople 1. Launch 3rd phase of Life after Stroke, focussing on emotional impact and build awareness 2. Promote Stroke Association’s range of support services to stroke survivors 3. Build engagement with new and previous stroke survivors
  • 16. Key metrics 16 47% 38% 7% 8% Lead Significant Mention Shared Passing Mention 564 120 92 0 200 400 600 Proactive Organic Reactive SlightlyFavourable StronglyFavourable 133 46 0 50 100 150 Website URL Helpline Number 72% 28% Featuring message Not featuring message Coverage type % of coverage to deliver a key messageProminence Calls to action Action on Stroke Month
  • 17. 17
  • 19. 19
  • 20. 20 This campaign reached 187 million consumers and achieved an 8:1 return on investment
  • 21. 21OTS = 9, Reach = 6
  • 22. 78% 80% 75% 79% 80% 76% 67% 81% 8.4 8.6 7.9 8.2 8.5 7.9 7.1 9.0 0 2 4 6 8 10 0% 25% 50% 75% 100% All UKAdults Charity Supporters At risk of strokeCommissioners Influencers Affected by stroke BME Business Leaders Frequencyofexposure ReachKey metrics 22Action on Stroke Month Reach and frequency to target audiences 508m Opportunities to See
  • 24. Key metrics 24Action on Stroke Month 0 1,000 2,000 3,000 4,000 5,000 6,000 0 100 200 300 400 500 600 700 800 900 1,000 26-Apr 02-May 08-May 14-May 20-May 26-May 01-Jun Websitehits Volume Mainstream media Social Media (All) Social Media (Stroke month mentions) Website hits (unique visitors) New Facebook followers: 815 New Twitter followers: 3,700 Total website hits: 123,506 Helpline calls: 2,261 New campaigners recruited: 1,000
  • 25. 25 Part 1: Here be dragons, 9th July Part 2: Measure what matters, 23rd July Part 3: Return on investment, 5th August
  • 26. 26