Transcript Measurement Week w/c 15th September, 2014

#amecatwork
Measurement Week
w/c 15th September, 2014
An AMEC Global Education Programme
initiative
What is it – and
how can I be to
involved!
The strategic direction
What is it?
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Key strategic initiative from AMEC to
fill the gap between understanding the
value of PR measurement but doing
something about it!
Measurement Week is a high profile
programme to help achieve greater
adoption of measurement techniques
without which devalues PR as a
business discipline.
Measurement Week will help fill that
gap through an International week of
AMEC member-led events unified via
social media to raise awareness and
excitement around the latest thinking
in measurement.
AMEC’s three International Chapters
will co-ordinate Measurement Week
activities.
How to take part and the benefits
• Every AMEC member, whatever its size, can get
involved by organising an event in their own country.
• Measurement Week benefits everyone
- You because it identifies your company with
measurement.
- Your clients – who see they are working with a
company who believes in best practice.
- AMEC/the industry – because it raises awareness of
the importance of measurement.
Give me an example of what I can do?
These are suggestions – to inspire you to have others!
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Organise a local Measurement Week event in your city/country during
September.
Join with your public relations membership organisation in your country
to run a Measurement Week event.
Run a combined panel event with agency, measurement vendor, client.
Hold a webinar on measurement for clients and prospects.
Hold Internal “town hall” meetings for all staff – training and discussion
around measurement.
By publishing blog, tweeting about Measurement Week, launching a
report on measurement.
Use Measurement Week as an employee communications initiative
within your offices – especially if you are part of an international
network.
Crowdsource the measurement of some enormous event fits within
Measurement Week.
Bring in social media vendors for an event – e.g.. Twitter, radian 6.
Member inspiration – from South Africa!
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AMEC member Ornico has already thought of events it could run during
Measurement week in South Africa:
South Africa: A measurement and analysis breakfast event (in
partnership with the Public Relations Institute of South Africa – PRISA)
held in Johannesburg – proposing alternatives to AVEs which is still
very popular in South Africa | latest trends in PR measurement and
analysis as per AMEC Amsterdam conference.
Media releases and interviews in South African media – ENCA - TV |
Online - Bizcommunity.com | Print - CEO magazine | Online - The
Media Online | Online - MarkLives - |Radio – SAFM | possible others.
Nigeria: an event for the Nigerian PR industry in Lagos - looking at
latest measurement trends.
Kenya: an event for the Kenyan PR industry in Nairobi – looking at the
latest measurement trends. This will also serve as a PR exercise for
Ornico as the Kenyan operations are currently being established.
Measurement article with latest trends for the Ornico column in
Management (Kenya) magazine.
Launch ideas
• Strategy is to target the groups who are most vested in the
concept rather than promote too heavily among the wider
marketing community.
• Year 1 objective is to build a solid but perhaps not spectacular
foundation for future success and keep the concept slightly
below the line until momentum has been generated
• Creative save the date mailer – on and offline, perhaps using
the #amecatwork concept
• Encourage AMEC members to spread the word through WoM
and through their channels using #amecatwork.
• AMEC to provide content for publication as stand-alone or as
part of broader measurement material to AMEC members at
launch and during the week (& published to the Measurement
Week holding page
How can AMEC get the message out?
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Partnering with key trade bodies – these
logos are examples.
Engaging with those that have been
involved over a number of years (the
Measurement Camp community in
London for example).
Launch a teaser campaign using the
hashtag #amecatwork.
Take the teaser offline and produce
mailer artwork for member companies to
send to clients using the #amecatwork
concept.
Build a landing page for Measurement
Week off AMECorg.com.
Engage with the good and the great of
measurement – get written
endorsements from these influencers
and encourage mentions by them in
blogs etc.
Partner with measurement vendors to
offer free trials of platforms for clients or
agencies signing up to Measurement
Week.
#amecatwork
Next steps
How will members be involved?
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Each International Chapter to
accept responsibility for promoting
Measurement Week within its
geography.
 PR collaterals provided by
AMEC Secretariat
All Committees asked to come up
with ideas.
Each Chapter to look for one
flagship property to run during
Measurement Week – e.g.
collaboration with PR membership
group, trade partner, etc
PLUS Special delegate creative
session for delegates at
International Summit in
Amsterdam in June!