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CIPR PR & social media measurement & tips for winning an award   Gorkana's Richard Bagnall (@richardbagnall) Jan 2013
 

CIPR PR & social media measurement & tips for winning an award Gorkana's Richard Bagnall (@richardbagnall) Jan 2013

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The CIPR runs a series of events helping PR practitioners tackle a variety of challenges. Tonight it was the turn of PR measurement and evaluation & I was asked to present. My slides are available ...

The CIPR runs a series of events helping PR practitioners tackle a variety of challenges. Tonight it was the turn of PR measurement and evaluation & I was asked to present. My slides are available for download on Slideshare and listed below are the tweets from the evening.

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  • Infoesearch offers a wide range of services for advertising agencies, PR firms, media monitoring companies, entertainment companies & corporate communication departments from United States, Canada, United Kingdom & other parts of globe. We monitor social media and do measurement & analytic's services TV / Radio / Print / Web.

    We can help Gorkana for all its operational activities as a supplier vendor. So Kindly let me know your requirements along with pilot file & guidelines, after evaluating us you can outsource your in-house work to us.

    Note : Please download our sample Summary Transcript & Market Research Reports from the following link's below,

    http://ge.tt/5yvXyUV?c

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    Thanks / Regards,

    Raj Karbar
    Key Account Manager
    Infoesearch
    Social Media Monitoring & Measurements TV/Radio/Print/Web
    Market Research & Analytic's | Video / Audio Transcription |
    Subtitling | Closed-Captioning | User Content Moderation.
    US: +1.248.690.2217
    India: +91.905.988.1918
    Email: rajk@infoesearch.com
    Skype: raj01hyd.
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    CIPR PR & social media measurement & tips for winning an award   Gorkana's Richard Bagnall (@richardbagnall) Jan 2013 CIPR PR & social media measurement & tips for winning an award Gorkana's Richard Bagnall (@richardbagnall) Jan 2013 Presentation Transcript

    • MEASUREMENT & EVALUATION @RichardBagnallCIPRsm @richardbagnall
    • 110 YEARS OF CONTENT EVOLUTION!CIPRsm
    • CIPRsm @richardbagnall
    • CIPRsm
    • Prominence ScoreCIPRsm @richardbagnall
    • The purpose of PR is to……communicate the right message tothe right target audience……at the right time, in the right medium……to achieve an objective(e.g. sales, footfall, hits, awareness,improve reputation, knowledge, shareprice etc ) CIPRsm
    • Outputs, Out-takes and Outcomes Output Out-take Outcomes CIPRsm @richardbagnall
    • CIPRsm
    • CIPRsm @richardbagnall
    • CIPRsm
    • CIPRsm @richardbagnall
    • ConsistencyCIPRsm
    • The Good Old Days @richardbagnall
    • The new metrics @richardbagnall
    • CIPRsm @richardbagnall
    • Business Goals,Business Objectives & Business KPIsPR Goals, Objectives & PR KPIs
    • Business Goals Business Objectives Social Media GoalsSocial Media ObjectivesSocial Media StrategySocial Media Tactics The right tools & services
    • #smmstandardswww.smmstandards.org• Content Sourcing & Methods• Reach / Impressions• Engagement• Influence & Relevance• Opinion & Advocacy• Impact & Value @richardbagnall
    • Exposure Awareness KnowledgeEngagement ConsiderationInfluence PreferenceAction Action
    • 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
    • Case Study Senior Execs Budget Stakeholders Social Practitioners @richardbagnall
    • Reputation, Reputation, SOV,Senior Execs Senior Revenue,Execs Revenue, NPS NPS Sentiment, Budget Social media conversion, Stakeholders analytics insights, Budget Stakeholders resolution Community Social Engagement growth, audience Social Practitioners Practitioners Data engagement, influencers, resolution time @richardbagnall
    • Awareness Marketing Measurement• Conversation • Search, media, email,• Advocacy homepage• Tone & topics • Market research• Trends & issues surveys• Engagement • Track fans v followers• Influencers • SEOInnovation Measurement• Topic Trends• Sentiment• New Features included from community Ecommerce / DirectSupport Metrics Revenue Tracking• Resolution Rate • Direct Attribution• Resolution Time • Social Analytics• NPS Score • Facebook analytics
    • Appropriate metrics drive the right behaviours @richardbagnall
    • Appropriate reportingSocial manager reports BU Stakeholder reports Exec reportCampaign reports Insight summaries
    • 3 social media take aways• Be wary of automation• Monitor & measure appropriately• Social media measurement needs more than just numbers
    • And 3 for PR Measurement• Measurement should be tied to objectives• Objectives need to be time bound and measurable• Use PR metrics to inspire & inform
    • To win an award…• Think like a judge• Set the scene & tell the story• Prove your case• Use credible metrics• No AVEs!
    • 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