Mar 26, 2015
Barry LeggetterExecutive Director
AMEC
Avril LeePartner and Chief Executive Officer
Ketchum Pleon, London
Setting the Stage:Big Shifts, Need for Clarity
Tim MarkleinPractice Leader, Technology and Analytics, WCG
Chair, #SMMStandards Coalition(AMEC, CPRF, IPR)
TRADITIONALMedia & influencers
“Coverage”One set of tools
EARNEDMEDIA
OWNEDMEDIA
PAIDMEDIA
SHAREDMEDIA
#1
MIX
& M
ING
LE
SOCIALChannel mgmt.“Conversations”
More tools
#2
INFL
UEN
CE R
ISIN
G
#3
CONSUMPTION VS. ATTENTION
IMPRESSIONSCount the eyeballs
ENGAGEMENTShow the impact
#4
“MEASUREMENT”
At the end
“ANALYTICS”All the time
#5
#SMMStandards Roadmap
• Content Sourcing• Reach & Engagement• Influence & Relevance• Sentiment & Advocacy• Impact & Value
Key Opportunities for Standards & Practices
The Microsoft Experience & Big Ask@PeteDevery
EMEA PR Lead
Measuring Microsoft PRAn ever evolving process
Measuring Microsoft Social PR
• Consumer & corp twitter feeds
• Country sites, twitter feeds & FB pages
• German press site
The Big Ask
Nick MastersHead of Online
PwC
Realities of Measurement:U.S. Practitioners and Convergence
Rosanna M. Fiske, APR
Chair and CEO
Public Relations Society of America
New York, NY
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What exactly should be measured?
• Value?
• Action and interaction
• Aided and unaided awareness
• Data/metrics?
• Lead generation
• Acquisition
• Retention
• What defines success?
• What should we measure if the standards and social media keep changing?
We know what’s been successful
• World class social brands:
• 8 out of 10 use social networks
• 75% use blogs, Twitter and YouTube
• Much more likely to host branded podcasts and channels including video blogs
• 6 in 10 use mobile apps and crowdsourcing
• Recommendations as measurable outcome:
• Social web gives us 4 times more recommendations than we used to receive
• Weekly average: 8 recommendations offline; 26 online
• 80% are received when NOT looking for them
• Skepticism is growing
• Credibility is built through “likes” and “dislikes”
Sources: Weber Shandwick and Sandra Stefan, Media Campus Finkenau Hamburg
How much is too much listening?
“ROI does not refer to influence or engagement; it is directly related to gaining or saving the company money.”
Chuck Hermann, Edelman Digital
How much is too much listening?
“… Public relations’ function in relation to ROI is to establish brand, product, service, or issue engagement outcomes dealing with credibility, relationship, reputation, and trust [sic] target audience audience perceptions of that brand, product, service, or issue.”
Michaelson and Stacks, PR Journal, Spring 2011
The convergence of measurement
Challenges Faced by Most Practitioners
From Virginia Miracle, WOMMA
The Big Ask – AMEC’s Valid Metrics
• Educating clients
• Adopting the Valid Metrics and Michaelson and Stacks’ standards
• Making resources and education readily available
• Building on Business Case for Public Relations™
Realities of Measurement:U.S. Practitioners and Convergence
Rosanna M. Fiske, APR
Chair and CEO
Public Relations Society of America
New York, NY
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Stephen WaddingtonManaging Director
Speed Communications
Flickr: Beth19
Time for a wake up call
Obsession with counting
Flickr: Ansic
AVEs remain the norm
Flickr: stephethegeek
Current systems aren’t fit for purpose
Vendors aren’t helping
Generational issue
Flickr: Dalton Rowe
Get out of the PR silo
The Big Ask
Philip SheldrakeChair, Measurement and Evaluation Group, CIPR
Founding Partner, Meanwhile
The Big Ask – and the view from AMEC members
Moderator: Tim Marklein
Panellists:
Richard Bagnall, Director of insights and analytics,
Gorkana Group and
Chairman, AMEC Social Media Measurement Group
Joerg Kramer, Managing Director and
Founder, Kantar Media Intelligence Germany
The Consultation Begins! Start of worldwide Consultation Process involving
practitioners, companies and professional bodies AMEC will consult with its members worldwide Coalition partners to engage in member consultation
Timetable:1. Comments to [email protected] by 27
January, 20122. All comments reviewed/discussed by AMEC Social
Media Measurement Group and Coalition3. March, 2012: Mid-way point Coalition leadership
session4. Thinking to be presented at AMEC European Summit
in Dublin: 13-15 June, 2012. Details soon.