Katie Paine, founder of KDPaine & Partners stopped by for our latest episode of Vino Diaries. Besides being an all-around fun person, Katie "Champagne" Paine is the Queen of PR/marketing campaign measurement. She provided some great insights on how the landscape has changed over a glass of bubbly. For more info, check out her blog here.
A few tidbits from the conversation:
How PR Measurement has Changed: In the olden days, it was about how to get the all-important sphere of journalists and analysts to say great things about you. Today, Katie says it's also about the public relationships you form and foster with your customers. Measurement is no longer simply about eyeballs - it's about relationships, conversations, and the degree to which you are influencing customers.
Engagement's Many Different Faces: Click-throughs, subscribers, downloads, number of users - today's definition of engagement takes on many forms. Engagement is about what people actually do, and how that directly impacts sales.
Big Brands on Board: Katie listed several companies at the forefront of truly listening to customers and measuring the "right things": Facebook, Epson, HP, Microsoft and P&G among them.
Politics & Social Media: Understanding the level of consumer engagement with a candidate's social media campaign is critical. For example, when it comes to YouTube videos, Katie's firm looks at not only downloads, but whether videos are being passed along, rated and the velocity of comments. The reality is, online engagement can translate to offline votes, despite early skepticism about the Facebook/Myspace constituency's propensity to take their passion to the polls.
You Can't Divide By Zero: It used to be to get ROI you had to calculate investment and divide that by the return. But it doesn't cost anything to upload a YouTube video. Case in point: Barack Obama's Yes We Can video - roughly 30 million people saw that video and it cost zippo. This is a major factor to consider when applying ROI analysis for any PR or marketing initiative using free social media tools.
Check out Vino Diaries episode 4 here.
