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CIPR Media Evaluation

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Michael Blowers
Michael Blowers

Presentation made to the CIPR's 'Prefecting PR Strategy' October 2008

BusinessTechnology
1 of 29
Measurement and evaluation Michael Blowers
Measurement and evaluation ,[object Object],[object Object],[object Object],2 Agenda
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3 In other words we are going to look at:
Measurement and evaluation 4
Measurement and evaluation 5
Measurement and evaluation 6 Traditional Media New Media
Measurement and evaluation 7 “ We don’t have to rely on the media to reach consumers and stakeholders anymore. This presents the industry with an ideal opportunity to use social media to reclaim the dialogue with the audience” Tim Johns, VP Corp Comms Unilever quoted in PR Week 19 September 2008 On new media and PR....
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],Metrics 8
Measurement and evaluation Core measures: 9
Measurement and evaluation 10 Favourability
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],11 Favourability
Measurement and evaluation ,[object Object],12
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],13 Messages
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],It might also be worth tracking... 14
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],And don’t forget... 15
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],The measurement process 16
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Do’s and Don’ts of evaluation 17 It’s not rocket science
Measurement and evaluation ,[object Object],[object Object],[object Object],Taking a wider view of the measurement process 18
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Finding the numbers that count 19
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Expressing your results 20
Measurement and evaluation ,[object Object],The challenge of measuring online content 21 Source: Arthur Page Society survey of executive boards found lack of ROI is one of the 4 primary reasons stopping firms
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Online measurement metrics 22 (Everything so far mentioned plus Influence)
Measurement and evaluation Avoid automated evaluation when doing qualitative online media research 23
Measurement and evaluation ,[object Object],[object Object],Proving that PR within social media works 24 Source: Sea World Centre San Antonio for the launch of their new coaster Atlantis.
Measurement and evaluation ,[object Object],New developments in measurement Source: Open Calais/Thomson Reuters 25
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measures becoming more important Source: Media Evaluation Research 26
Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Finding more information from blogs 27
Measurement and evaluation ,[object Object],[object Object],Finding more information from Podcasts 28
Measurement and evaluation Michael Blowers

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CIPR Media Evaluation