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  • IntroBegan career in PR in very late 80sIn house, PR agencyRB, ex MD Metrica, now insight & analytics at Gorkana Group.Database, monitoring, measurement, Social media tooChair of AMEC group looking at measurement standardsWrote chapter on CIPR book about to be Published – hence my invite here – discuss the content of the chapter
  • Used to be simple!120 years press clipping innovation! 1880 – 2000!And the press clippings fed into the measurement businessNext – sack of mail slide
  • As a measurement company – pride at first sack of mailA metric of our own successAnecdote – photocopier story 108%Truth was that measurement was pretty basic. As an industry basically stuck measuring outputsNext: recap on what I mean by outputs
  • Share this presentation richard bagnall

    1. 1. SHARE THIS: CIPR SOCIAL MEDIA CONFERENCE 1st November 2012 @richardbagnall
    2. 2. 110 YEARS OF CONTENT EVOLUTION! @richardbagnall
    3. 3. @richardbagnall
    4. 4. Outputs, Out-takes and Outcomes Output Out-take Outcomes @richardbagnall
    5. 5. @richardbagnall
    6. 6. @richardbagnall
    7. 7. Consistency
    8. 8. The Good Old Days @richardbagnall
    9. 9. The new metrics @richardbagnall
    10. 10. @richardbagnall
    11. 11. Business Goals, Business Objectives & Business KPIs PR Goals, Objectives & PR KPIs
    12. 12. Business Goals Business Objectives Social Media GoalsSocial Media ObjectivesSocial Media StrategySocial Media Tactics The right tools & services
    13. 13. • Content Sourcing & Methods• Reach / Impressions• Engagement• Influence & Relevance• Opinion & Advocacy• Impact & Value @richardbagnall
    14. 14. Glossary of terms:http://bit.ly/SPDJ0J
    15. 15. Exposure Awareness KnowledgeEngagement ConsiderationInfluence PreferenceAction Action
    16. 16. Exposure EngagementOTS / impressions Comments/posts ratioBrand mentions No of linksShare of conversation @ mentions / RTs / RT %Messages Bookmarks / likes / votesTone PinsSearch rank Shares & LikesClick-throughs Subscribers URL visitsAction AwarenessFootfall Resolution ratePurchase / donations InfluenceWebsite visits & downloads RatingsCoupon redemption, ReviewsEndorsement Likelihood to recommend Net promoter score
    17. 17. @richardbagnall
    18. 18. 5 social media tips to take away• Insist on the right language• Be wary of automation• Monitor and measure appropriately• Focus on metrics that matter• Social media measurement needs more than just
    19. 19. And 3 for PR Measurement• Tie measurement back to objectives. Otherwise youre not measuring, youre just monitoring• An objective that is not measurable and has no time-frame is just a wish• Use PR metrics to inspire - not (just) to justify
    20. 20. Please keep in touch… @richardbagnall richard.bagnall@gorkana.com www.linkedin.com/in/richardbagnall www.gorkana.com/measurement-matters www.facebook.com/metricameasuresCopyright applies to this document –some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0

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