Social Media Measurement – Big Ask conference

Report
Setting the Stage:
Big Shifts, Need for Clarity
Tim Marklein
Practice Leader, Technology and Analytics, WCG
Chair, #SMMStandards Coalition
(AMEC, CPRF, IPR)
SOCIAL
Media & influencers
“Coverage”
One set of tools
Channel mgmt.
“Conversations”
More tools
EARNED
MEDIA
PAID
MEDIA
#1
MIX & MINGLE
TRADITIONAL
OWNED
MEDIA
SHARED
MEDIA
INFLUENCE RISING
#2
#3
CONSUMPTION VS. ATTENTION
IMPRESSIONS
Count the eyeballs
#4
ENGAGEMENT
Show the impact
#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
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
Brand Monitoring
Competitive
Intelligence
Sentiment/Intention
• Customer questions
• Product misuse
• Brand differentiators
• Customer comments
• Opportunities
• 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™
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 Waddington
Managing Director
Speed Communications
Time for a wake up call
Flickr: Beth19
Obsession with counting
Flickr: Ansic
AVEs remain the norm
Current systems aren’t fit for purpose
Flickr: stephethegeek
Vendors aren’t helping
Generational issue
Get out of the PR silo
Flickr: Dalton Rowe
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 [email protected] by 27
January, 2012
2. All comments reviewed/discussed by AMEC Social
Media Measurement Group and Coalition
3. March, 2012: Mid-way point Coalition leadership
session
4. Thinking to be presented at AMEC European Summit
in Dublin: 13-15 June, 2012. Details soon.

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