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 Delete this box and place your logo here 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 Delete this box and place your logo here 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.