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Barry Leggetter

Barry Leggetter. Executive Director AMEC. Avril Lee. Partner and Chief Executive Officer Ketchum Pleon, London. Setting the Stage: Big Shifts, Need for Clarity. Tim Marklein Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards Coalition (AMEC, CPRF, IPR). TRADITIONAL

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Barry Leggetter

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  1. Barry Leggetter Executive Director AMEC

  2. Avril Lee Partner and Chief Executive Officer Ketchum Pleon, London

  3. Setting the Stage:Big Shifts, Need for Clarity Tim MarkleinPractice Leader, Technology and Analytics, WCGChair, #SMMStandards Coalition(AMEC, CPRF, IPR)

  4. TRADITIONAL Media & influencers “Coverage”One set of tools SOCIAL Channel mgmt.“Conversations”More tools EARNEDMEDIA OWNEDMEDIA MIX & MINGLE PAIDMEDIA SHAREDMEDIA #1

  5. #2 INFLUENCE RISING

  6. CONSUMPTION VS. ATTENTION #3

  7. ENGAGEMENT Show the impact IMPRESSIONS Count the eyeballs #4

  8. #5 “MEASUREMENT” At the end “ANALYTICS” All the time

  9. #SMMStandards Roadmap Key Opportunities for Standards & Practices • Content Sourcing • Reach & Engagement • Influence & Relevance • Sentiment & Advocacy • Impact & Value

  10. The Microsoft Experience & Big Ask @PeteDevery EMEA PR Lead

  11. Measuring Microsoft PR An ever evolving process The PRIME System combines the measures of advocacy and influence to represent the total impact of an article with one number – the PRIME score. The PRIME score reflects not only the overall tone of an article and our success in landing key messages, but also third party quotes and any action communicated in the placement. Tone Message pick-up Advocacy Third Party Quotes PRIMEScore Action Circulation Influence 0 - 200 Importance of Publication

  12. Measuring Microsoft Social PR • Consumer & corp twitter feeds • Country sites, twitter feeds & FB pages • German press site

  13. The Big Ask

  14. Nick Masters Head of Online PwC

  15. 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

  16. 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?

  17. 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

  18. 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

  19. 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

  20. The convergence of measurement

  21. Challenges Faced by Most Practitioners From Virginia Miracle, WOMMA

  22. 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™

  23. 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

  24. Stephen Waddington Managing Director Speed Communications

  25. Time for a wake up call Flickr: Beth19

  26. Obsession with counting Flickr: Ansic

  27. AVEs remain the norm

  28. Current systems aren’t fit for purpose Flickr: stephethegeek

  29. Vendors aren’t helping

  30. Generational issue

  31. Get out of the PR silo Flickr: Dalton Rowe

  32. The Big Ask

  33. Philip Sheldrake Chair, Measurement and Evaluation Group, CIPR Founding Partner, Meanwhile

  34. 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

  35. 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: • Comments to barryleggetter@amecorg.com by 27 January, 2012 • 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.

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