Vocus Webinar: P.R.ove Yourself with Angie Jeffrey
 

Vocus Webinar: P.R.ove Yourself with Angie Jeffrey

on

  • 2,582 views

Angela, a 20-year PR veteran, is going to share her simple eight-step process for measuring and sharing your results like a marketer. Once you learn this, you’ll never struggle to show the impact of ...

Angela, a 20-year PR veteran, is going to share her simple eight-step process for measuring and sharing your results like a marketer. Once you learn this, you’ll never struggle to show the impact of your PR again.

It’s a simple combination of planning, thoughtful goal-setting and some basic analytics. The results, however, can be spectacular. We’ll have case studies, tips, a Q&A session and everything you need to get started, plus Angela’s exclusive new whitepaper on social media measurement for all attendees.

Download the recording of the webinar here: http://bit.ly/Ad2FMp

Statistics

Views

Total Views
2,582
Views on SlideShare
2,578
Embed Views
4

Actions

Likes
0
Downloads
11
Comments
1

2 Embeds 4

https://twimg0-a.akamaihd.net 3
http://www.vocus.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Simple and straight forward presentation - Provides broad guideline for PR and measurement professionals. Thanks Angie for putting this together.
    @kamaldb
    LinkedIn: http://ae.linkedin.com/in/kamal360
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Vocus Webinar: P.R.ove Yourself with Angie Jeffrey Vocus Webinar: P.R.ove Yourself with Angie Jeffrey Presentation Transcript

  • P.R.ove Yourself!Simple, Real Metrics for Showing PR Success February 22, 2012 22 Angela Jeffrey & Associates Home of MeasurementMatch.com© Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Where We’re Heading g• Quick Definitions Quick Definitions• Measurement Update: • Barcelona Principles (AMEC) Barcelona Principles (AMEC) • Valid Metrics Matrix (AMEC and IPR)• 8 Step Measurement Program for Social (and 8‐Step Measurement Program for Social (and  Traditional) Media • How‐to steps and tool suggestions How to steps and tool suggestions Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • DEFINITIONS Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Quick Definitions Quick DefinitionsOutputs – measures what you put “out there;” the results  of tactical efforts, such as clip counts, audience  impressions, speeches given, etc. impressions, speeches given, etc.Outtakes – measures whether or not anyone heard your  message, understood it, changed their opinion or is  considering a behavioral change.Outcomes – measures bottom‐line behavioral change, such  as sales, stock price, employee retention, votes, etc. as sales stock price employee retention votes etc Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Q Quick DefinitionsCorrelation ‐ a relationship between two independent variables. p p If one goes up, so does the other! BUT – we can’t “prove” it. r =1.0 is perfect r=.7 is good Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • MEASUREMENT UPDATE Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • AMEC’s Barcelona Principles The 7 Barcelona Principles are:1. Importance of goal setting and measurement2. Measuring the effect on outcomes is preferred to measuring outputs2. Measuring the effect on outcomes is preferred to measuring outputs3. The effect on business results can and should be measured where possible4. Media measurement requires quantity and quality5. AVEs are not the value of public relations6. Social media can and should be measured7. Transparency and replicability are paramount to sound measurement.7 Transparency and replicability are paramount to sound measurement Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com© 7
  • AMEC Valid Metrics Framework Template International Association for the Measurement & Evaluation of Communications (AMEC)  International Association for the Measurement & Evaluation of Communications (AMEC) COMMUNICATIONS/MARKETING STAGES Key Area of  ASES Communication  Communication CATIONS PHA (Brand/Product Marketing,  Reputation Building, Issues  Knowledge/ Interest/ Support/ Advocacy/Support, Employee  Awareness Action Engagement, Investor Relations,  Understanding Consideration Preference Crisis/Issues Management, Not‐ for‐Profit, Social/Community COMMUNIC Engagement) Public Relations  Activity Intermediary Effect  (Outputs) Target Audience  Effect  ORGANIZATION/ (Outtakes and  BUSINESS  RESULTS Outcomes) Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com© 8
  • Awareness Knowledge Interest Support Action Social/Community  / Engagement • Content creation (e.g. assets created, videos/podcasts) • Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, Public Relations  community site posts & events) ) Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Impressions/Target  • Key message  • Expressed opinions  • Endorsement by  audience  alignment  of interest  journalists or  impressions [traditional & social  • Social network influencers • Earned media site  media] Followers • Rankings on industry  Intermediary visitors/day • Accuracy of facts • Retweets/Shares/  lists Effect • % share of  • % share of  Linkbacks • Expressed opinions Expressed opinions  conversation conversation (Outputs) • Video views • % share of  of support conversation • Social network Fans • Prominence • Likes • Unaided awareness • Knowledge of • Relevance of brand  • Attitude uplift • Active advocates Active advocates • Aided awareness company/product  (to consumer/  • Stated intention to Target Audience  • Owned media site  attributes and  customer) buy • Brand engagement visitors per day features • Visitors to website • Brand preference/  Effect  • Social network  • Brand association  • Click‐thru to site Loyalty/Trust • Leads/sales (Outtakes,  channel visitors and differentiation • Time spent on site • Endorsement • Revenue • Downloads from site • Requests for quote Outcomes) • Calls • Links to site Links to site • Market share Market share • Event/meeting  • Trial • Cost savings attendanceNOTE: 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. 9
  • EIGHT‐STEP MEASUREMENT EIGHT STEP MEASUREMENT PROGRAM Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Eight‐Step Measurement Process g p1. Define organizational goals2. Research stakeholders and prioritize3. Set specific objectives for each key stakeholder group4.4 Set traditional/digital/social media KPIs against each objective S di i l/di i l/ i l di K I i h bj i5. Choose tools and benchmark (using the AMEC Framework)6. Analyze the results and compare to costs the results and compare to costs7. Present to management8. Measure continuously and improve performance “Social Media Measurement: Putting it All Together” http://www.measurementmatch.com/Free‐White‐Papers.html p // / p Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 1 – Define Organizational Goals p gA “goal” is a broad idea of what you would like to have happen: g y pp to raise revenue to lower costs to increase customer satisfaction To increase brand engagement To increase brand engagement To improve relationships • Sources: Jim Sterne and Katie PaineThen … dig deeper to  determine brand, product or specific issue goals Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – – Research Stakeholders and Prioritize p Internal Research – Interviews or focus groups with marketing, sales, customer  I t i f ith k ti l t service, HR, etc. External ‐ Create a Social Graph – where are stakeholders communicating? Listen Online to Key Stakeholders – what are saying?   Li t O li t K St k h ld h t i ? Keyword and Message Analysis Survey Key Stakeholders Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – Research Stakeholders and Prioritize Used with Permission  by Sally Falkow by Sally Falkow Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – Research Stakeholders and PrioritizeSocial Graph tools: Ecairn (forbloggers), Traackr, andRapportive (gmail) and Fliptop• Do it for you: Social Ally (Sally Falkow)Keyword and MessageAnalysis – Rowfeeder, SocialMention, IceRocket, Addict-o-matic … with Excel; or use paidtools like Vocus, Alterian SM2,Sysomos or Cymfony.External Surveys – GfK,Forrester’s SocialTechnographics,SurveyMonkey, ZoomerangSurveyMonkey Zoomerang, Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – Research Stakeholders and Prioritize – Social  GraphingFabulous new tool – pop in email addresses or URLS and find out exactly where they are engaged!  Tip of the day! tl h th d! Ti f th d ! Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – Research Stakeholders and Prioritize:  Social Graphing S i l G hi Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – Research Stakeholders and Prioritize:  Social Graphing S i l G hi Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – Research Stakeholders and Prioritize:  Keyword and Message Analysis K d dM A l iIdentify what keywords people are using to find your site through:In search site, set up search strings using these words and refine as In search site set‐up search strings using these words and refine asyou go so you’ll pull up the most relevant results.Then, set‐up an Excel spreadsheet to track items as they come in. In each column, list: Date, Source, Author and Subject, and also note if there are Comments, Links, Trackbacks or Retweets. there are Comments Links Trackbacks or RetweetsDiscover and benchmark which sources matter most for you  …   Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 2 – Research Stakeholders and Prioritize:  Keyword and Message Analysis K d dM A l iThe Path Central is a training program provided by Social Ally that teaches you  gp g p y y yexactly how to do this type of analysis. Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • At end of Step 2, you should have a good idea of: Who and where your stakeholders are in social media What they are saying (offline and online) Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 3 – Set Specific Objectives for Each Key Stakeholder  Groupp After research, meet again with key stakeholders and get  agreement on priority of your programs. g p y y p g An “objective” is a “clearly defined statement that includes an  action statement (a verb), a timeline and a measurement  outcome (a percentage) (Stacks and Bowen) If your GOAL is to increase new home sales for a developer, a key  stakeholder  OBJECTIVE might be to increase homebuyer leads by  first‐time buyers by 50% over the next six months. Then, develop Key Performance Indicators for each Objective! , p y j Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 4 – Set KPIs Against Each ObjectiveKPIs use technical data, and enable you to easily show p gprogress over time.  (Refer to AMEC chart for guidance) ( f f g )For example, if your goals/objectives focus on: Raising Revenue ‐ click‐throughs to a URL; increase in conversion  ii li k h h i i i rates, online donations, membership sign‐ups, etc.  Brand Engagement – increasing number of comments to posts,  returning visitors, pages downloaded  and visitors arriving from  i ii d l d d d ii i i f search, etc. Improving Relationships – increasing satisfaction scores in surveys,  improvement in willingness to recommend  (Net Promoter  Score). i i illi d (N P S ) Source Contributor: Katie Paine Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 4 – Set KPIs Against Each ObjectiveObjective: Increase New Home Sales by 10% in Six Months among Prospective Buyers.  Website KPIs might include: Used with Permission  ‐ Avinash Kaushik Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark Awareness Knowledge Interest Support ActionSocial/Community  / Engagement • Content creation (e.g. assets created, videos/podcasts) • Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, Public Relations Public Relations community site posts & events) community site posts & events) Activity • Influencer engagement • Stakeholder engagement • Events/speeches • Impressions/Target Impressions/Target  • Key message Key message  • Expressed opinions Expressed opinions  • Endorsement by Endorsement by  audience  alignment  of interest  journalists or  impressions [traditional & social  • Social network influencers • Earned media site  media] Followers • Rankings on industry  Intermediary visitors/day • Accuracy of facts • Retweets/Shares/  lists Effect • % share of  • % share of  Linkbacks • Expressed opinions  conversation conversation (Outputs) • Video views • % h % share of  f of support of support conversation • Social network Fans • Prominence • Likes • Unaided awareness • Knowledge of • Relevance of brand  • Attitude uplift • Aided awareness company/product  p y/p ( (to consumer/  / • Stated intention to  • Active advocatesTarget Audience  • Owned media site  attributes and  customer) buy • Brand engagement visitors per day features • Visitors to website • Brand preference/  Effect  • Social network  • Brand association  • Click‐thru to site Loyalty/Trust • Leads/sales(Outtakes,  channel visitors and differentiation • Time spent on site • Endorsement • Revenue • Downloads from site • Requests for quoteOutcomes) • Calls • Links to site • Market share • Event/meeting  / • Trial l • Cost savings attendance Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com© 25
  • Step 5 ‐ Choose Tools and Benchmark  A. Public Relations Activity yWhat efforts did you make? Metrics reflecting the process of producing or disseminating the desired messages. These data points can sometimes be correlated to outcomes. Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  B. Intermediary Effects B I t di Eff tHow did third parties respond? Look for metrics reflecting journalist and influencer dissemination of messages to the target audience on Owned Sites and in Earned Media. Your Owned Sites – Benchmark and determine metrics  Your Owned Sites – Benchmark and determine metrics that fit your KPIs: Blogs and Websites  Twitter Sites Facebook Sites Bookmarking Sites g YouTube, Flickr and Other Image Sites Compound Influence Scores (Klout, Peer Index, Social Mention) Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  B. Intermediary Effects – O B I t di Eff t Owned Sites ‐ W b/Bl d Sit Web/BlogsTo identify influencer activity, look at: referral sites, visitors w/high authority scores, w/high authority scoresretweet  activity, ratio of comments to posts, RSS  g y ,subscribers. Google Analytics, NextAnalytics (188 charts), etc. Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  B. Intermediary Effects – O B I t di Eff t Owned Sites – W b/Bl d Sit Web/BlogsCheck out influencer sites through WMTips – a one‐stop hop for search Ch k t i fl it th h WMTi t h f hrankings and authority; inbound links; Diggs; Technorati and more! Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark B. Intermediary Effects – OB I t di Eff t Owned Sites ‐ F b k d Sit Facebook For Facebook, use Insights,  NextAnalytics or PageLever or PageLever and look for # of Fans or  Friends on Influentials list, # of  their comments to posts;  number of likes and so on. Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark B. Intermediary Effects – OB I t di Eff t Owned Sites ‐ T itt d Sit Twitter As followers increase, vet  , them on Klout, PeerIndex, , SocialMention, Technorati.   Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark B. Intermediary Effects – Earned‐Media Sites B Intermediary Effects – Earned Media SitesEarned‐Media Sites – Monitor, benchmark and watch! A few free tools to bring in content include Google, Social  Mention, Twazzup, Hootsuite, IceRocket, etc.  Great paid tools include Vocus, Sysomos, Seesmic, Alterian SM2  and NM Incite … and CARMA, Echo, Dow Jones, PrimeContent Analysis: (Automated or partially by hand) Company, brand, topic Company, brand, topic Prominence and dominance Sentiment Key messages and quotes K d tDo Source Strength analysis for quantitative evaluation OTS, Impressions, reach, traffic, authority, etc. , p , , , y, Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark B. Intermediary Effects – Earned‐Media Sites: y Source Strength Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  B. Intermediary Effects – Earned‐Media Sites: y Ketchum ROI Lab: Mixing Quantity and QualitySource Tier 1 or 2: 0‐20 pointsTone: ‐15 to +15 pointsMessage 1: 0‐10 pointsMessage 2: 0‐10 pointsProminence: 0‐20 pointsThird party endorsement: 0‐15 pointsHeadline, Photo: 0‐10 pointsTOTAL possible:TOTAL ibl 100 points or 100 i t100% Theory behind it: 100 points would be a perfect story, so lower  scores mean stories are less effective. To weight impressions or other quantitative score, multiply them  by the percentage for each clip to get a Net Effect Score. Best for correlations to outcomes! Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects gTarget Audience Effects: metrics showing that the target  audience has received the messages and how they have  di h i d h dh h h responded in measurable activities Surveys Web Analytics Look at goals, funnels and e‐commerce Advanced Statistics Regression or Simple Pearson Correlations in Excel Market Mix Models Market Mix Models Web Analytics + e‐Commerce + CRM Systems Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects ‐ S C T t Eff t SurveysFrom iPerceptions, four‐key questions upon website exit!F iP ti f k ti b it it! Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects ‐ Correlations$2,500,000 $2 500 000$2,000,000 $1,500,000 $1,000,000  $500,000  $500 000 $‐ MCW Revenue Media Coverage leads Funds Raised for World Vision with a one‐day lead to  g y lag – r=.73 for World Vision during Myanmar Disaster. Key: using a Quantitative/Qualitative Score for all clips (Ketchum example) Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects ‐ Correlations ff l i Simple correlations can be pulled out of Excel using one of two  commands:   =CORREL or  =PEARSON Setup an Excel spreadsheet with your data tables with one row showing   y your media score or competitive share percentage. p p g Set‐up another row showing your business result. A B C D E F G1 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Media2 Sco e Score 105,000 105 000 145,000 145 000 195,000 195 000 190,000 190 000 100,000 100 000 500,000 500 0003 Leads 5 10 30 35 46 65 Copyright Angela Jeffrey & Associates 38 Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects ‐ Correlations ff l iIn an empty cell: Click on Formulas ‐‐ Insert Function – Correl or Pearson. Then, follow the  prompts to do it automatically, or … Enter the cell numbers of the starting and ending g g values in each row like this: =Correl(B2:G2,B3:G3) A B C D E F G 1 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Media 2 Sco e Score 105,000 105 000 145,000 145 000 195,000 195 000 190,000 190 000 100,000 100 000 500,000 500 000 3 Leads 5 10 30 35 46 65 Copyright Angela Jeffrey & Associates 39 Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects ‐ Correlations ff l iIn an empty cell: Click on Formulas ‐‐ Insert Function – Correl or Pearson. Then, follow the  prompts to do it automatically, or … Enter the cell numbers of the starting and ending g g values in each row like this: =Correl(B2:G2,B3:G3) A B C D E F G 1 Period 1 Period 2 Period 3 Period 4 Period 5 Period 6 Media 2 Sco e Score 105,000 105 000 145,000 145 000 195,000 195 000 190,000 190 000 100,000 100 000 500,000 500 000 3 Leads 5 10 30 35 46 65Hit “enter” and you’ll see your correlation in that empty cell … r=.73 Copyright Angela Jeffrey & Associates 40 Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects ‐ C C T t Eff t Correlations l ti + If you don’t want to do‐it‐yourself! Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects – Goals and Funnels g“Set up Goals and Funnels” ‐Chapter 14• Assign dollar values to “macro” and  “micro” goals• Example:  • A Macro goal is a $500 sale • A Micro goal is a “Contact Me” sign‐up • If it takes 10 “Contact Me” sign ups to  If it takes 10  Contact Me sign‐ups to get a sale … • Assign $50 (10% of $500) to the Micro  goal.  goal.• Set financial goals with management.  • (From Avinash Kaushik) Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 5 ‐ Choose Tools and Benchmark  C. Target Effects – G l C T t Eff t Goals and Funnels dF lIn Google Analytics, it is very easy to set‐up specific Goals regarding certain URL hits, time on site, pages visited, etc.  Assign a dollar value with management to each and track results!  (Avinash Kaushik) Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 6 ‐ Analyze Results and Compare Costs p y pROI = [(Payback ‐ Investment)/Investment)]*100 “Payback” ‐ the dollar representation of whatever you’ve defined  “P b k” th d ll t ti f h t ’ d fi d as your goal; your investment will be everything you did to bring  that goal to fruition.   For instance, if your payback is $1,000 in sales, but it cost you  For instance if o r pa back is $1 000 in sales b t it cost o 20 hours at $50 per hour in social media effort to achieve  that, your ROI will be zero. Other financial measures:Oth fi i l Cost‐per‐click to compare efficiency of different programs Compare sales against costs Paid vs. Earned search rankings Cost savings in areas like customer service and recruitment Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Step 7 ‐ Present to Management p gTell your story as quickly as possible through a dashboard  y y q y p gor scorecard with headlines, bullets and trending.  Highlight especially meaningful conversations, successful blogger outreach, or other anecdotal comments.bl t h th d t l tMost important, if you executed surveys, correlations to outcomes, or have solid tracking data from web analytics,  , g y ,be sure to show those results impacting business goals.  Source: Marianne Eisenmann, head of Determinus, Chandler‐ ChiccoAgency and IPR Commission member.  Agency and IPR Commission member Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Demonstrating PR Program Impact for C‐Suite by Marianne Eisenmann and her Determinus staff, Chandler Chicco CompaniesMedia Coverage Generated by the Campaign Campaign Drives Call to Action Campaign Reach via Social Media XXX Placements, XXXM Impressions to Website Resources Message Penetration by Channel  Type g y yp Impressions Generated with  p Contest Entries – Media Type Aligns with Target  Media T pe Aligns ith Target Message 1 appears in XX% of all coverage Twitter Target vs. YTD Audiences82% of coverage carries two or more messages 600 Trade 500 Regional/  Regional/ Nat l  Natl 400 Local  Consumer  300 Consumer  Print/Online Broadcast 200 Natl  Consumer  100 Regional/  Broadcast Local  Local Consumer  TARGET YTD ACHEIVED Print/Online
  • Step 8 ‐Measure Continuously and Improve Performance dI P fCreate an ongoing measurement program g g p gSchedule regular deep‐dive analysisPlan monthly or quarterly presentations to managementAdjust programs as needed!  Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • NET TAKE‐AWAYS Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Net Take‐Aways y1. Study the AMEC Valid Metrics Framework to get ideas for  how to link your efforts with business outcomes. how to link your efforts with business outcomes2. Work through the 8‐step process to flesh‐out your program. Social Graph Set KPIs for each objective Measure outcomes through surveys, advanced stats or  web analytics b l i Learn to set financial goals in Google Analytics yourself! Learn to pull a Pearson Correlation p Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©
  • Contact InformationFor a copy of  Social Media Measurement: For a copy of “Social Media Measurement: Putting it All Together”http://www.measurementmatch.com/Free‐White‐Papers.html Angela Jeffrey, APR Angela Jeffrey & Associates www.MeasurementMatch.com www MeasurementMatch com Matching Clients with PR Measurement Solutions 214‐926‐9794; angie@measurementmatch.com Skype: Angela.Jeffrey2;  Twitter: @ajeffrey1 Facebook.com/AngelaJeffrey11 Copyright Angela Jeffrey & Associates Home of MeasurementMatch.com©