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MEASUREMENT: The Evolution of Listening

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Discover the essential metrics for effective public relations measurement as discussed in the PRSA Maryland Chapter event on July 18, 2012. This insightful presentation explores the importance of goal setting and emphasizes that measuring outcomes is more impactful than merely tracking outputs. Learn about the Barcelona Principles, the relevance of media measurement, and the significance of transparency and replicability. Additionally, find tools for social media measurement and engage with key industry contacts for further learning.

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MEASUREMENT: The Evolution of Listening

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  1. MEASUREMENT: The Evolution of Listening July 18, 2012 #PRSAMDC

  2. WHICH METRICS SHOULD PR PEOPLE APPLY?

  3. WHAT ARE THE BARCELONA PRINCIPLES?

  4. BARCELONA PRINCIPLES Importance of goal setting and measurement Measuring the effect on outcomes is preferred to measuring outputs The effect on business results can and should be measured where possible Media measurement requires quantity and quality AVEs are not the value of public relations Social media can and should be measured Transparency and replicability are paramount to sound measurement.

  5. The Valid Metrics Framework COMMUNICATIONS/MARKETING STAGES ORGANIZATION/BUSINESS RESULTS COMMUNICATIONS PHASES

  6. Active advocates • Brand engagement • Leads/sales • Revenue • Market share • Cost savings Social/Community Engagement NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are known to be in your Target Audience, you could reflect those metrics under Target Audience Effect.

  7. HOW MUCH SHOULD I SPEND ON RESEARCH AND MEASUREMENT?

  8. ToolsFREE Tweetdeck Hashtracking PageLever

  9. More FREE Tools Site trail Social Mention Crowdbooster Hootsuite Nimble

  10. ToolsPAID Engage121 Socialradar NetBase

  11. HOW DO I GET STARTED?

  12. ADDITIONAL RESOURCES PRSA PRSA.ORG/INTELLIGENCE AMEC AMECORG.COM IPR INSTITUTEFORPR.ORG/RESEARCH

  13. CONTACT INFORMATION Pauline Draper-Watts Executive Vice President StrategyOne Pauline.Draper-Watts@strategyone.com +1 312-297-7547 LinkedIn: Pauline Draper-Watts Johna Burke Senior Vice President BurrellesLuce jburke@burrellesluce.com 800-631-1160 X: 2889 LinkedIn: Johna Burke Jack Monson Vice President Engage121 jmonson@engage121.com 312-658-0600 LinkedIn: Jack Monson

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