Setting the Stage: Big Shifts, Need for Clarity

Tim Marklein Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards Coalition (AMEC, CPRF, IPR)

TRADITIONAL

Media & influencers “Coverage” One set of tools

EARNED MEDIA PAID MEDIA #1 SOCIAL

Channel mgmt.

“Conversations” More tools

OWNED MEDIA SHARED MEDIA

#2

#3 CONSUMPTION VS. ATTENTION

IMPRESSIONS

Count the eyeballs

ENGAGEMENT

Show the impact

#4

#5

“MEASUR EMENT”

At the end

“ANALYTICS”

All the time

#SMMStandards Roadmap Key Opportunities for Standards & Practices

• Content Sourcing • Reach & Engagement • Influence & Relevance • Sentiment & Advocacy • Impact & Value

The Microsoft Experience & Big Ask

@PeteDevery EMEA PR Lead

Measuring Microsoft PR An ever evolving process

Measuring Microsoft Social PR

• • • Consumer & corp twitter feeds Country sites, twitter feeds & FB pages German press site

The Big Ask

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Realities of Measurement: U.S. Practitioners and Convergence Rosanna M. Fiske, APR Chair and CEO Public Relations Society of America New York, NY

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

Brand Monitoring • Customer questions • Product misuse • Brand differentiators Competitive Intelligence • Customer comments • Opportunities Sentiment/Intention • Recommendation requests • Information and education • Direct questions from prospects

Challenges Faced by Most Practitioners

Setting the wrong objectives Determining meaningful KPIs Finding exactly where audience is interacting Planning to measure (from the onset)

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™

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Realities of Measurement: U.S. Practitioners and Convergence Rosanna M. Fiske, APR Chair and CEO Public Relations Society of America New York, NY

Stephen Waddington

Managing Director Speed Communications

Flickr: Beth19 Time for a wake up call

Flickr: Ansic Obsession with counting

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 Sheldrake

Chair, 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 January, 2012 [email protected]

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All comments reviewed/discussed by AMEC Social Media Measurement Group and Coalition March, 2012: Mid-way point Coalition leadership session Thinking to be presented at AMEC European Summit in Dublin: 13-15 June, 2012. Details soon.