Big data, small insights - Richard Bagnall, CIPR

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Big Data Meets Big Analytics Theatre - June 19th, 14:00-15:30

Just because we now have access to large data sets doesn't in itself guarantee that we will get better insights. This panel discussion led by experts from the Chartered Institute of Public Relations Social Media Panel (www.cipr.co.uk/ciprsm) will explore the fact that much of this "big data" - particularly in the area of social media - is unstructured, and thus much more difficult to actually gain meaningful insight from.

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Big data, small insights - Richard Bagnall, CIPR

  1. 1. Richard Bagnall @richardbagnall Chair AMEC Social Media Measurement Group CIPR Social Media Panel Member CEO Prime Research UK
  2. 2. Measurement Vs Insights
  3. 3. CONSISTENCY
  4. 4. The Good Old Days
  5. 5. Britain’s No 1 most influential person?
  6. 6. Business Goals Business Objectives Social Media Goals Social Media Objectives Social Media Strategy Social Media Tactics The right tools & services
  7. 7. Organisational Goals, Objectives & KPIs PR Goals, Objectives & PR KPIs
  8. 8. Exposure Engagement Preference Impact Advocacy Awareness Knowledge Consideration Preference Action
  9. 9. EXPOSURE ENGAGEMENT PREFERENCE IMPACT ADVOCACY PAID • Impressions • Reach • CPM • Active GRPs • TRPs • Interaction rate • Click-thrus • Time viewing • Completion Rate • Click-Thru Rate • Purchase consideration • Awareness • Purchase Intent • Likelihood to Recommend • Visit website • Attend event • Sales • Download coupon • Leads captured • Promo redemptions • Mentions in Earned channel • Recommendations • Review • Ratings OWNED • Unique visitors • Page views • Reach • Impressions • CPM • Return visits • Interaction rate • Duration • Subscriptions • Links • Tell a friend • Change in opinion • Association with key attributes • Download paper • Download app • Sales • Request info • Cost savings • Recommendations • Ratings • Reviews SHARED • Number of items • Number of mentions • Number of Followers • OTS • Comments/post • Shares • RTs/1000 Followers • Number of inbound links • Purchase consideration • Tell a friend • Likelihood to Recommend • Visit store • Attend the event • Sales • Vote for issue • Ratings • Reviews • Recommendations • Recommendations rate EARNED • Number of mentions • Number of posts • Message delivery • Hashtag usage • Contest entries/ participants • Purchase intent • Awareness • Associations with issues/topics • Visit website • Attend event • Download coupon • Leads captured • Promo redemptions • Recommendations • Ratings • Reviews AMEC SOCIALMEDIAMEASUREMENT FRAMEWORK
  10. 10. • Bullet One • Bullet Two www.amecorg.com/social-media-measurement/
  11. 11. “The Refresh Project accomplished everything a social media program is expected to: Over 80 million votes were registered; almost 3.5 million ‘likes’ on the Pepsi Facebook page; almost 60,000 Twitter followers. “The only thing it failed to do was sell Pepsi. “It achieved all the false goals and failed to achieve the only legitimate one.”

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