Evaluating Communications Effectiveness:Social & Traditional Media Workshop<br />Lars Voedisch<br />Managing Media Consult...
Major Research & Evaluation Models<br />© Georg Ackermann<br />
What PR professionals like to do…<br />© Georg Ackermann<br />
DATA<br />crunching<br />
“Making decisions based on data saves time and boosts your credibility.”<br />KD Paine<br />© Georg Ackermann<br />
We suggest that you remove the term “measurement” from the equation altogether, and replace it with “data-driven decision-...
Some terminology…<br />Primary research (also called field research) involves the collection of data that does not already...
Primary data (or raw data) is a term for data collected on source which has not been subjected to processing or any other ...
Analysis of secondary data<br />… Market research (usually surveys, interviews of focus groups)<br />… Customer satisfacti...
What PR professionals like to do…<br />Networking and Partying <br />© Georg Ackermann<br />
…and the day after<br />Evaluation <br />© Georg Ackermann<br />
Relationship Management                    Relationship Level Measurement<br />Measuring the relationship with influencers...
Relationship Management<br />How does it change in the    digital age?<br />Different communication?<br />Different audien...
Exercise:<br />Let’s set up an online survey…<br />You recently launched a campaign/organised an event. Now you are intere...
1.<br />2.   Name it<br />3.   <br />© Georg Ackermann<br />
4.   <br />© Georg Ackermann<br />
5.   <br />© Georg Ackermann<br />
The AVE debate<br />© Georg Ackermann<br />
AVE (Advertising Value Equivalents)<br />… puts monetary value on media coverage <br />… measures column inches or broadca...
AVE (Advertising Value Equivalents)<br />… credible measurement tool to assessprominence<br />… but what about sentiment, ...
© Georg Ackermann<br />
© Georg Ackermann<br />
Advertising …<br /><ul><li> is purchased
complete control to the advertiser for content, placement and frequency
 is almost always positive</li></ul>© Georg Ackermann<br />
Publicity/Earned media …<br /><ul><li> control is with the medium
 can result into positive, neutral or negative messages</li></ul>© Georg Ackermann<br />
AVE – not really equivalent<br /><ul><li> limited to the cost of the campaign
 not considering the impact at the audience
 often non-comparative
 limited to small group of media</li></ul>What about newswires or social media (Twitter, Facebook)?<br />© Georg Ackermann...
Alternatives?<br />© Georg Ackermann<br />
What are the results of the PR activity?<br /><ul><li> PR efforts contribute to organisational goals
 output, outtake, outcome
awareness (output), understanding (outtake), attitudes (outtake), behaviours (outcome)
can be transaction/outcome-oriented (sales, membership, donations, enrolment)</li></ul>Source: IPR<br />© Georg Ackermann<...
What are the results of the PR activity?<br /><ul><li> improved relationships
 increased trust
 higher levels of satisfaction and loyalty
 enhanced reputation
 meeting expectations for social responsibilities</li></ul>Source: IPR<br />© Georg Ackermann<br />
“Results-based” methods analyse…<br /><ul><li>tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)
prominence and placement
 appearance of key messages
 credibility and targeted reach of the medium, impressions
comparison to previous performance, expected results or competitors</li></ul>Source: IPR<br />© Georg Ackermann<br />
Exercise:<br />Sentiment analysis<br />© Georg Ackermann<br />
Major Research & Evaluation Models<br />Key learnings?<br />© Georg Ackermann<br />
PR Measurement of New & Traditional Media<br />© Georg Ackermann<br />
Social Media Relations Everything Changes?<br />Yes!<br /><ul><li>It’s about two-way conversations
You’ve to deal with more channels
We HAVE to listen and understand what’s said about us!
What about those negative comments and posts?
The game get’s so much faster</li></ul>© Georg Ackermann<br />
Social Media Relations Everything Changes?<br />No!<br /><ul><li>You’ve to manage relationships
So it’s wires, print, broadcast –and social media
You already: monitor and analyse your media coverage
Not every negative comment means a crisis
Already forgot newswires? Look at trends over time</li></ul>© Georg Ackermann<br />
Communications Objectives & Strategy<br />Planning, Execution, Controlling<br />Monitor<br />Discover<br />Engage<br />Ana...
Social Media Relations Everything Changes?<br />Originally, measurement was post-mortem analysis. <br />For fast environme...
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently...
Monitor<br />© Georg Ackermann<br />
Monitor<br />© Georg Ackermann<br />
Monitor<br />© Georg Ackermann<br />
Monitor<br />Analyse<br />Analyse -        Break it down<br />© Georg Ackermann<br />
Monitor<br />Analyse<br />© Georg Ackermann<br />
Monitor<br />Analyse<br />© Georg Ackermann<br />
Analyse<br />What are topics/ issues discussed?<br />Who are they <br />talking about?<br />How is your media footprint gl...
Analyse<br />What are trends in traditional vs. social media?<br />What are keywords of your brand coverage?<br />Who is w...
Discover<br />© Georg Ackermann<br />
Focus on Asia<br />© Georg Ackermann<br />
How to reach out in Asia?<br />Source: Ogilvy Public Relations<br />© Georg Ackermann<br />
How to reach out in Asia?<br />Source: comScore<br />© Georg Ackermann<br />
How to reach out in Asia?<br />Source: comScore<br />© Georg Ackermann<br />
How to reach out in Asia?<br />China<br />Source: Ogilvy Public Relations<br />© Georg Ackermann<br />
How to reach out in Asia?<br />http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usa...
Top Sites in…<br />Singapore<br />Facebook.com<br />Google.com.sg<br />Youtube.com<br />Yahoo.com<br />Google.com<br />© G...
Top Sites in…<br />Malaysia<br />Facebook.com<br />Google.com.my<br />Google.com<br />Yahoo.com<br />Youtube.com<br />© Ge...
Top Sites in…<br />Indonesia<br />Facebook.com<br />Google.co.id<br />Google.com<br />Blogger.com<br />Yahoo.com<br />© Ge...
Top Sites in…<br />Vietnam<br />Google.com.vn<br />Google.com<br />Yahoo.com<br />VnExpress.net<br />Zing.vn<br />© Georg ...
Top Sites in…<br />China<br />Baidu.com<br />QQ.com<br />Taobao.com  淘宝网<br />Sina.com.cn  新浪新闻中心<br />Google.com.hk  谷歌<b...
Top Sites in…<br />Hong Kong<br />Yahoo.com<br />Facebook.com<br />Google.com.hk  谷歌<br />Youtube.com<br />Google.com<br /...
Top Sites in…<br />Taiwan<br />Yahoo.com<br />Facebook.com<br />Wretch.cc 無名小站<br />Google.com.tw 繁體中文搜尋<br />Youtube.com<...
Top Sites in…<br />Korea<br />Naver.com  네이버<br />Google.com<br />Facebook.com<br />Yahoo.com<br />Daum.net  다음daum<br />©...
Top Sites in…<br />India<br />Google.co.in<br />Google.com<br />Facebook.com<br />Yahoo.com<br />Youtube.com<br />© Georg ...
PR measurement of new and traditional media<br />Differences, challenges, and the right approach to take<br />Key learning...
Social Webwww.socialmention.com<br />www.collecta.com<br />www.boardreader.com<br />www.blogsearch.google.com<br />http://...
Check the following Twitter tools for your case study context:<br /><ul><li>twitrratr.com
tweetfeel.com
twitter.com/search
twitterstats.com</li></ul>What are 1) the pros / cons, 2) useful metrics<br />© Georg Ackermann<br />
Check the following Facebook tools for your case study context:<br /><ul><li>Facebook – search
booshaka.com
kurrently.com</li></ul>What are 1) the pros / cons, 2) useful metrics<br />© Georg Ackermann<br />
Check the following Social Web tools for your case study context:<br /><ul><li>Socialmention.com
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Media measurement workshop

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Selected topics from the Media Measurement workshop held in Singapore and Hong Kong.
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Media measurement workshop

  1. 1. Evaluating Communications Effectiveness:Social & Traditional Media Workshop<br />Lars Voedisch<br />Managing Media Consultant, APAC<br />Dow Jones and Company<br />lars.voedisch@dowjones.com <br />@larsv<br />Georg Ackermann<br />Media Lab Team Leader<br />Dow Jones and Company<br />georg.ackermann@dowjones.com<br />@derackermann<br />
  2. 2.
  3. 3. Major Research & Evaluation Models<br />© Georg Ackermann<br />
  4. 4. What PR professionals like to do…<br />© Georg Ackermann<br />
  5. 5. DATA<br />crunching<br />
  6. 6. “Making decisions based on data saves time and boosts your credibility.”<br />KD Paine<br />© Georg Ackermann<br />
  7. 7. We suggest that you remove the term “measurement” from the equation altogether, and replace it with “data-driven decision-making.” <br />Focus on “getting data with which to make better decisions”<br />KD Paine<br />© Georg Ackermann<br />
  8. 8. Some terminology…<br />Primary research (also called field research) involves the collection of data that does not already exist, which is research to collect original data<br />Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research<br />Source: Wikipedia<br />© Georg Ackermann<br />
  9. 9. Primary data (or raw data) is a term for data collected on source which has not been subjected to processing or any other manipulation<br />Secondary data is data collected by someone other than the user (processed data)<br />© Georg Ackermann<br />
  10. 10. Analysis of secondary data<br />… Market research (usually surveys, interviews of focus groups)<br />… Customer satisfaction research (usually surveys)<br />… Employee surveys that may have been undertaken by HR<br />… Industry or sector studies that have been published<br />… Publicly released polls (such as Gallup)<br />… Case studies (particularly useful in times of crisis when there is usually no time to conduct primary research)<br />Source: Jim Macnamara<br />© Georg Ackermann<br />
  11. 11. What PR professionals like to do…<br />Networking and Partying <br />© Georg Ackermann<br />
  12. 12. …and the day after<br />Evaluation <br />© Georg Ackermann<br />
  13. 13. Relationship Management Relationship Level Measurement<br />Measuring the relationship with influencers by gaining feedback before and during an event.<br />… Do the media respond immediately to an invitation?<br />… Do they confirm their attendance?<br />… When they refuse, do they explain why?<br />… Do they request information if unable to attend?<br />… Collect feedback during the event<br />Source: AMEC<br />© Georg Ackermann<br />
  14. 14. Relationship Management<br />How does it change in the digital age?<br />Different communication?<br />Different audience?<br />Different tools?<br />© Georg Ackermann<br />
  15. 15. Exercise:<br />Let’s set up an online survey…<br />You recently launched a campaign/organised an event. Now you are interested in feedback from your audience.<br />1. What are 3 important questions you want to ask?<br />2. Suggestion: Sign up to SurveyMonkey.com to create the questionnaire.<br />© Georg Ackermann<br />
  16. 16. 1.<br />2. Name it<br />3. <br />© Georg Ackermann<br />
  17. 17. 4. <br />© Georg Ackermann<br />
  18. 18. 5. <br />© Georg Ackermann<br />
  19. 19. The AVE debate<br />© Georg Ackermann<br />
  20. 20. AVE (Advertising Value Equivalents)<br />… puts monetary value on media coverage <br />… measures column inches or broadcast seconds (“earned media”)<br />… multiplies these by the equivalent cost of advertising in the same media<br />© Georg Ackermann<br />
  21. 21. AVE (Advertising Value Equivalents)<br />… credible measurement tool to assessprominence<br />… but what about sentiment, exclusivity and context?<br />© Georg Ackermann<br />
  22. 22. © Georg Ackermann<br />
  23. 23. © Georg Ackermann<br />
  24. 24. Advertising …<br /><ul><li> is purchased
  25. 25. complete control to the advertiser for content, placement and frequency
  26. 26. is almost always positive</li></ul>© Georg Ackermann<br />
  27. 27. Publicity/Earned media …<br /><ul><li> control is with the medium
  28. 28. can result into positive, neutral or negative messages</li></ul>© Georg Ackermann<br />
  29. 29. AVE – not really equivalent<br /><ul><li> limited to the cost of the campaign
  30. 30. not considering the impact at the audience
  31. 31. often non-comparative
  32. 32. limited to small group of media</li></ul>What about newswires or social media (Twitter, Facebook)?<br />© Georg Ackermann<br />
  33. 33. Alternatives?<br />© Georg Ackermann<br />
  34. 34. What are the results of the PR activity?<br /><ul><li> PR efforts contribute to organisational goals
  35. 35. output, outtake, outcome
  36. 36. awareness (output), understanding (outtake), attitudes (outtake), behaviours (outcome)
  37. 37. can be transaction/outcome-oriented (sales, membership, donations, enrolment)</li></ul>Source: IPR<br />© Georg Ackermann<br />
  38. 38. What are the results of the PR activity?<br /><ul><li> improved relationships
  39. 39. increased trust
  40. 40. higher levels of satisfaction and loyalty
  41. 41. enhanced reputation
  42. 42. meeting expectations for social responsibilities</li></ul>Source: IPR<br />© Georg Ackermann<br />
  43. 43. “Results-based” methods analyse…<br /><ul><li>tone of the message (favourable, unfavourable, neutral, balanced, unbalanced)
  44. 44. prominence and placement
  45. 45. appearance of key messages
  46. 46. credibility and targeted reach of the medium, impressions
  47. 47. comparison to previous performance, expected results or competitors</li></ul>Source: IPR<br />© Georg Ackermann<br />
  48. 48. Exercise:<br />Sentiment analysis<br />© Georg Ackermann<br />
  49. 49. Major Research & Evaluation Models<br />Key learnings?<br />© Georg Ackermann<br />
  50. 50. PR Measurement of New & Traditional Media<br />© Georg Ackermann<br />
  51. 51. Social Media Relations Everything Changes?<br />Yes!<br /><ul><li>It’s about two-way conversations
  52. 52. You’ve to deal with more channels
  53. 53. We HAVE to listen and understand what’s said about us!
  54. 54. What about those negative comments and posts?
  55. 55. The game get’s so much faster</li></ul>© Georg Ackermann<br />
  56. 56. Social Media Relations Everything Changes?<br />No!<br /><ul><li>You’ve to manage relationships
  57. 57. So it’s wires, print, broadcast –and social media
  58. 58. You already: monitor and analyse your media coverage
  59. 59. Not every negative comment means a crisis
  60. 60. Already forgot newswires? Look at trends over time</li></ul>© Georg Ackermann<br />
  61. 61. Communications Objectives & Strategy<br />Planning, Execution, Controlling<br />Monitor<br />Discover<br />Engage<br />Analyse<br /> research & <br />promote <br />the buzz<br /> issues, trends<br />& strategies for<br />impact<br /> opportunities &<br /> risks in time <br />to act<br />& pinpoint<br />better the <br />influential<br />© Georg Ackermann<br />
  62. 62. Social Media Relations Everything Changes?<br />Originally, measurement was post-mortem analysis. <br />For fast environments, it becomes near-time!<br />© Georg Ackermann<br />
  63. 63. It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.<br />Warren Buffet<br />© Georg Ackermann<br />
  64. 64. Monitor<br />© Georg Ackermann<br />
  65. 65. Monitor<br />© Georg Ackermann<br />
  66. 66. Monitor<br />© Georg Ackermann<br />
  67. 67. Monitor<br />Analyse<br />Analyse - Break it down<br />© Georg Ackermann<br />
  68. 68. Monitor<br />Analyse<br />© Georg Ackermann<br />
  69. 69. Monitor<br />Analyse<br />© Georg Ackermann<br />
  70. 70. Analyse<br />What are topics/ issues discussed?<br />Who are they <br />talking about?<br />How is your media footprint globally?<br />How good is your brand image?<br />© Georg Ackermann<br />
  71. 71. Analyse<br />What are trends in traditional vs. social media?<br />What are keywords of your brand coverage?<br />Who is writing about you?<br />© Georg Ackermann<br />
  72. 72. Discover<br />© Georg Ackermann<br />
  73. 73. Focus on Asia<br />© Georg Ackermann<br />
  74. 74. How to reach out in Asia?<br />Source: Ogilvy Public Relations<br />© Georg Ackermann<br />
  75. 75. How to reach out in Asia?<br />Source: comScore<br />© Georg Ackermann<br />
  76. 76. How to reach out in Asia?<br />Source: comScore<br />© Georg Ackermann<br />
  77. 77. How to reach out in Asia?<br />China<br />Source: Ogilvy Public Relations<br />© Georg Ackermann<br />
  78. 78. How to reach out in Asia?<br />http://blog.nielsen.com/nielsenwire/global/social-media-dominates-asia-pacific-internet-usage/<br />© Georg Ackermann<br />
  79. 79. Top Sites in…<br />Singapore<br />Facebook.com<br />Google.com.sg<br />Youtube.com<br />Yahoo.com<br />Google.com<br />© Georg Ackermann<br />
  80. 80. Top Sites in…<br />Malaysia<br />Facebook.com<br />Google.com.my<br />Google.com<br />Yahoo.com<br />Youtube.com<br />© Georg Ackermann<br />
  81. 81. Top Sites in…<br />Indonesia<br />Facebook.com<br />Google.co.id<br />Google.com<br />Blogger.com<br />Yahoo.com<br />© Georg Ackermann<br />
  82. 82. Top Sites in…<br />Vietnam<br />Google.com.vn<br />Google.com<br />Yahoo.com<br />VnExpress.net<br />Zing.vn<br />© Georg Ackermann<br />
  83. 83. Top Sites in…<br />China<br />Baidu.com<br />QQ.com<br />Taobao.com 淘宝网<br />Sina.com.cn 新浪新闻中心<br />Google.com.hk 谷歌<br />© Georg Ackermann<br />
  84. 84. Top Sites in…<br />Hong Kong<br />Yahoo.com<br />Facebook.com<br />Google.com.hk 谷歌<br />Youtube.com<br />Google.com<br />© Georg Ackermann<br />
  85. 85. Top Sites in…<br />Taiwan<br />Yahoo.com<br />Facebook.com<br />Wretch.cc 無名小站<br />Google.com.tw 繁體中文搜尋<br />Youtube.com<br />© Georg Ackermann<br />
  86. 86. Top Sites in…<br />Korea<br />Naver.com 네이버<br />Google.com<br />Facebook.com<br />Yahoo.com<br />Daum.net 다음daum<br />© Georg Ackermann<br />
  87. 87. Top Sites in…<br />India<br />Google.co.in<br />Google.com<br />Facebook.com<br />Yahoo.com<br />Youtube.com<br />© Georg Ackermann<br />
  88. 88. PR measurement of new and traditional media<br />Differences, challenges, and the right approach to take<br />Key learnings?<br />© Georg Ackermann<br />
  89. 89. Social Webwww.socialmention.com<br />www.collecta.com<br />www.boardreader.com<br />www.blogsearch.google.com<br />http://technorati.com/search<br />Twitterwww.klout.net<br />www.tweetstats.com<br />http://twittercounter.com<br />http://twitrratr.com<br />http://tweetfeel.com<br />http://wefollow.com<br />Facebookwww.booshaka.com<br />www.kurrently.com<br />http://itstrending.com<br />http://youropenbook.org<br />http://facepinch.com<br />Search/Webwww.google.com/insights/search<br />www.google.com/trends<br />www.google.com/analytics<br />© Georg Ackermann<br />
  90. 90. Check the following Twitter tools for your case study context:<br /><ul><li>twitrratr.com
  91. 91. tweetfeel.com
  92. 92. twitter.com/search
  93. 93. twitterstats.com</li></ul>What are 1) the pros / cons, 2) useful metrics<br />© Georg Ackermann<br />
  94. 94. Check the following Facebook tools for your case study context:<br /><ul><li>Facebook – search
  95. 95. booshaka.com
  96. 96. kurrently.com</li></ul>What are 1) the pros / cons, 2) useful metrics<br />© Georg Ackermann<br />
  97. 97. Check the following Social Web tools for your case study context:<br /><ul><li>Socialmention.com
  98. 98. Klout.com</li></ul>What are 1) the pros / cons, 2) useful metrics<br />© Georg Ackermann<br />
  99. 99. © Georg Ackermann<br />
  100. 100. © Georg Ackermann<br />
  101. 101. © Georg Ackermann<br />
  102. 102. © Georg Ackermann<br />
  103. 103. Understandingwhatyouwanttotrack:<br /><ul><li>What is your goal?
  104. 104. Do you want to track how people are sharing your website?
  105. 105. Do you want to track a specific social media campaign?
  106. 106. Or maybe you’re just interested in trends related to a specific meme or social media phenomenon? </li></ul>Think about your Case Study and how to use these tools.<br />Source: Mashable – Track Social Media Analytics<br />© Georg Ackermann<br />
  107. 107. Problems and challenges of free tools<br /><ul><li> I have to do it myself
  108. 108. Provides me only raw data
  109. 109. External perspective is missing
  110. 110. Limited language analysis
  111. 111. Free tools are specific, limited
  112. 112. Methodology not always transparent</li></ul>© Georg Ackermann<br />
  113. 113. PR Measurement Industry Today<br />
  114. 114. Fragmentation & Consolidation<br />BIGoffer<br />http://wiki.kenburbary.com/social-meda-monitoring-wiki<br />149 providers<br />© Georg Ackermann<br />
  115. 115. Cision<br />© Georg Ackermann<br />
  116. 116. © Georg Ackermann<br />
  117. 117. © Georg Ackermann<br />
  118. 118. © Georg Ackermann<br />
  119. 119. © Georg Ackermann<br />
  120. 120. © Georg Ackermann<br />
  121. 121. Quick Provider check<br /><ul><li>Analysed content: Twitter, Facebook, YouTube, Blogs, Forums and Traditional News Publications (Archive)
  122. 122. paid or free
  123. 123. country/region-focus or global, supported languages
  124. 124. industry-focus
  125. 125. automated, tool-focus or manual analysis
  126. 126. price and support
  127. 127. simple press clipping service or complex analysis platform</li></ul>© Georg Ackermann<br />
  128. 128. There is no perfect solution!<br />What are your needs and resources?<br />>> next: The Future of Media Measurement<br />© Georg Ackermann<br />
  129. 129. The Future of Media Measurement<br />Kraftwerk<br />The Man-Machine, 1978<br />© Georg Ackermann<br />
  130. 130. Kraftwerk<br />Computer World, 1981<br />© Georg Ackermann<br />
  131. 131. The Future of Media Measurement<br />Improvements to the mix of humans and machines<br />Technology improvements around<br /><ul><li> machine translation
  132. 132. automated sentiment detection
  133. 133. speech to text (to harness video and podcasts)
  134. 134. discovery algorithms
  135. 135. cluster analysis - how certain words are gathering, “clustering” relative to a search topic</li></ul>© Georg Ackermann<br />
  136. 136. The Future of Media Measurement<br /><ul><li> Improved integration of print media measurement with online advertising metrics, market surveys and other data used for KPIs
  137. 137. More workflow integration of media measurement tools
  138. 138. Measurement and Media Management coming together </li></ul>© Georg Ackermann<br />
  139. 139. Get Help<br />© Georg Ackermann<br />
  140. 140. International Association for Measurement and Evaluation of Communication<br /><ul><li> AMEC’s first international chapter in the USA
  141. 141. Global agency research heads and US-based AMEC members Cision, VMS, Dow Jones and Burrelles Luce
  142. 142. Developed measurement principles, presented and agreed at this year’s AMEC European Summit on Measurement in Barcelona, together with the Institute for Public Relations (IPR)
  143. 143. Asian Chapter launched in October 2010</li></ul>© Georg Ackermann<br />
  144. 144. AMEC: Barcelona Principles<br />Importance of Goal Setting and Measurement<br />Measuring the Effect on Outcomes is Preferred to Measuring Outputs<br />The Effect on Business Results Can and Should Be Measured Where Possible<br />Media Measurement Requires Quantity and Quality<br />AVEs are not the Value of Public Relations<br />Social Media Can and Should be Measured<br />Transparency and Replicability are Paramount to Sound Measurement<br />© Georg Ackermann<br />
  145. 145. Step 1: Transforming objectives to specific KPIs <br />Definition of my objectives:<br />To build brand awareness<br />To generate buzz, advocacy or WOM<br />To generate brand engagement<br />To shift consumer perceptions<br />To influence key opinion formers<br />To generate leads or build prospect base<br />To stimulate dialogue or relationship with prospects<br />To encourage participation for social event<br />To manage brand reputation<br />To divert a PR crisis<br />To engender customer loyalty<br />To uncover customer or product insights<br />To enhance customer service<br />Source: IAB Social Media Council<br />What’s top on your job’s agenda? <br />© Georg Ackermann<br />
  146. 146. Step 2: From objectives to KPIs - “The 4 As” of online engagement<br />What’s your focus? <br />Source: IAB Social Media Council<br />© Georg Ackermann<br />
  147. 147. Step 2: From objectives to KPIs - “The 4 As” of online engagement and possible metrics<br />What are your metrics? <br />Source: IAB Social Media Council<br />© Georg Ackermann<br />
  148. 148. From objectives to KPIs Example: Fan page<br />Source: IAB Social Media Council<br />© Georg Ackermann<br />
  149. 149. From objectives to KPIs Example: Microblogging<br />Source: IAB Social Media Council<br />© Georg Ackermann<br />
  150. 150. From objectives to a KPI Example: Foster Dialog<br />Source: Altimeter Group<br />© Georg Ackermann<br />
  151. 151. From objectives to a KPI Example: Promote Advocacy<br />Source: Altimeter Group<br />© Georg Ackermann<br />

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