Transcript Presentation to Clip News Social Media Measurement Conference

Why AMEC and
measurement
has never been
as important!
January, 2015
Who is AMEC?
The International Association for Measurement and Evaluation of
Communication
An international standard-bearer for communications measurement and
education, and a global trade body and professional institute for agencies
and communications practitioners.
• AMEC currently has more
than 140 members in 41
countries worldwide with
international membership
chapters in North America,
Asia Pacific and Europe.
• The AMEC logo is regarded
as an international mark of
excellence in the provision
of media evaluation and
communication research
services to clients.
• 38% growth from 2013 to
November, 2014.
The AMEC Vision
To be the global trade association that creates
value for its member companies by defining and
demonstrating best practice in communications
research and measurement; educating client
organizations’ staff at all relevant levels;
developing new thought-leadership platforms
and serving as a recognized and required
authority in this field.
Leading the industry through innovation
• AMEC has grown the
International Summit into
the biggest measurement
event in the world.
• AMEC pioneered the first
industry study of the
measurement sector.
• We launched Measurement
Week to put the
international spotlight on
measurement.
• More initiatives coming in
2015!
AMEC – the voice of our members
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Our education programme is
aimed to grow the market for you
by promoting benefits of
membership to clients.
Industry representation on
copyright & content lobbying. We
have an EU lobbying campaign
running in association with FIBEP.
Access to best practice
knowledge share.
Member discounts - AMEC
College and International
Summit.
Information sharing through
webinars and monthly member
newsletter.
Why measurement is important – trends
• Growing signs that organisations recognise importance
of measurement.
• Emerging trend for large companies to specify
measurement as mandatory part of the PR
Brief/procurement requirement
• A global organisation stipulated in an RFP that ….”Whilst
the company is open in its attitude to what metrics
should be applied to evaluate media coverage, we
believe that evaluation should be guided by the
Barcelona Principles”.
• AMEC regularly approached by procurement specialists
asking guidance in preparing tender documents.
Change Started With An AMEC
Transformative Idea Which Gave
The Industry Its first
Measurement Framework - The
Barcelona Principles.
People started to see measurement
differently after the Barcelona Principles
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
The Barcelona Principles was an AMEC initiative
in partnership with PRSA, ICCO, IPR and Global
Alliance.
AMEC Global Education Initiative
A visibility campaign to secure AMEC’s position as an
international thought-leader and promote the benefits of
communications measurement and analytics
Measurement is about education:
- Global Education Plan
• Major 2015 AMEC
initiative
• Practical, multi-strand
thought-leadership
campaign.
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AMEC College (online).
International Speakers
Bureau.
Education collaboration with
international PR associations.
Measurement Guide with
ICCO.
http://prguidetomeasurement.
org/
Professional development – AMEC College
• AMEC offers online
training through the
AMEC College.
• Industry-leading
International Certificate
in Measurement
• Staff from 30
nationalities have taken
the course.
• Bookings please
contact
juliewilkinson@amecor
g.com
International Speakers Bureau
Key part of AMEC’s work to
GROW the market for
measurement.
Speakers assigned to top
international PR podiums
including:
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PRSA Conference.
ICCO Summit.
Holmes Report Global
Summit, Miami.
PRAXIS Conference, India.
12
AMEC membership
• Interest in PR measurement has never been higher.
• AMEC acts as the industry forum for thoughtleadership.
• Three International Chapters
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North America
Europe
Asia Pacific
AMEC Board examining potential for Latam Chapter.
• We welcome new members becoming involved with
our work.
Summing up – why join!
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Credibility and Professionalism AMEC logo is a badge
recognised worldwide.
AMEC is an agent for change! We lead the industry by
educating the marketplace and PR Professionals on
research, planning and programme measurement.
The only professional body dedicated to communications
research and measurement – to grow the industry and
educate professionals of the benefits of analtyics.
Unique industry forum with international representation of
member organisations from over 40 countries worldwide,
providing networking with top professionals in the field.
Participation in geographical Chapters to provide a local
forum for information sharing and advancement.
Join experts from around the world!
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2015 AMEC International
Summit on Measurement.
The world’s biggest event on
PR measurement.
Top client and industry
speakers.
Outstanding knowledge share.
Register now!
Join in on Twitter. #amecsummit
Membership inquiries
Barry Leggetter,
CEO
[email protected]
T: +44 1268 412414| M: +44 7748 677 504 | Twitter
#AmecOrg| SKYPE: barryleggetter
AMEC
The global leader in communications measurement.