Measurement in communications and social media Bob LeDrew, principal consultant Carleton University, February 12, 2015
Measurement in communications and social
media
Bob LeDrew, principal consultant
Carleton University, February 12, 2015
Why measure?
Why measure:• PR objectives ➡ organizational objectives️
• ROI of communications initiatives
• Calibrate programs
• Learn from experience
• Best use of time and resources
Why do social media?
It’s just communications
Birth of PR
PR’s youth
Public information model
Where we are now
Measurement 101
• Stage 1: outputs
• Stage 2: outcomes
What to measure
• Tactics must relate to strategic goals
• Measurement tools must relate to your tactics
Outputs • News releases
• Emails
• Tweets
• Blog posts
• Podcast episodes
• Web updates
• ?
Outcomes• Web visits
• Open rates
• Clickthroughs
• Conversions
• Subscriptions
• Likes
• Shares
The goal is engagement
• Old-school: impressions
• New-school: engagement
Strategize
Resource
Execute
Evaluate
Evaluation (should) drive strategy
Online resources• Katie Paine: www.kdpaine.com
• Institute for PR: http://www.instituteforpr.org/index.php/IPR/research/measurement/
• MediaMiser: http://www.turningnewsintoknowledge.com/
• Media relations rating points: http://www.mrpdata.com/
• New PR Wiki on PR: http://www.thenewpr.com/wiki/pmwiki.php?pagename=PRMeasurement.HomePage
• New PR Wiki on social media: http://www.thenewpr.com/wiki/pmwiki.php?pagename=SocialMediaMeasurement.HomePage
• IABC’s Measurement Commons: http://commons.iabc.com/measure/
• Ed Moed’s “Measuring Up”: http://measuringupblog.typepad.com/measuring_up/
• Avinash Kaushik’s “Occam’s Razor”: http://www.kaushik.net/avinash/
• Nathan Linnell on key measurements: http://searchenginewatch.com/3641089
• Webtrends: http://www.webtrends.com/products/analytics/facebook.aspx
Books
• KD Paine: Measuring Public Relationships
• Avinash Kaushik: Web Analytics 2.0 and Web Analytics: An Hour a Day
• Shiv Singh: Social Media Marketing for Dummies
• Jim Sterne: Social Media Metrics
• David Meerman Scott: The New Rules of Marketing and PR
Questions? Discussion.
Thank you!
Bob LeDrew, principal consultant http://translucid.ca
613.869.2148