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...
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...
#smmstandardswww.smmstandards.org•   Content Sourcing & Methods•   Reach / Impressions•   Engagement•   Influence & Releva...
Exposure       Awareness               KnowledgeEngagement             ConsiderationInfluence               PreferenceActi...
Exposure                     EngagementOTS / impressions            Comments/posts ratioBrand mentions               No of...
Case Study                  Senior Execs             Budget Stakeholders             Social Practitioners                 ...
Reputation,                    Reputation,                                        SOV,Senior Execs       Senior           ...
Awareness                 Marketing Measurement•   Conversation          • Search, media, email,•   Advocacy              ...
Appropriate metrics drive the right behaviours                   @richardbagnall
Appropriate reportingSocial manager reports   BU Stakeholder reports   Exec reportCampaign reports            Insight summ...
3 social media take aways• Be wary of automation• Monitor & measure appropriately• Social media measurement needs  more th...
And 3 for PR Measurement• Measurement should be tied to  objectives• Objectives need to be time bound  and measurable• Use...
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           ...
CIPR PR & social media measurement & tips for winning an award   Gorkana's Richard Bagnall (@richardbagnall) Jan 2013
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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 for download on Slideshare and listed below are the tweets from the evening.

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

  1. 1. MEASUREMENT & EVALUATION @RichardBagnallCIPRsm @richardbagnall
  2. 2. 110 YEARS OF CONTENT EVOLUTION!CIPRsm
  3. 3. CIPRsm @richardbagnall
  4. 4. CIPRsm
  5. 5. Prominence ScoreCIPRsm @richardbagnall
  6. 6. 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
  7. 7. Outputs, Out-takes and Outcomes Output Out-take Outcomes CIPRsm @richardbagnall
  8. 8. CIPRsm
  9. 9. CIPRsm @richardbagnall
  10. 10. CIPRsm
  11. 11. CIPRsm @richardbagnall
  12. 12. ConsistencyCIPRsm
  13. 13. The Good Old Days @richardbagnall
  14. 14. The new metrics @richardbagnall
  15. 15. CIPRsm @richardbagnall
  16. 16. Business Goals,Business Objectives & Business KPIsPR Goals, Objectives & PR KPIs
  17. 17. Business Goals Business Objectives Social Media GoalsSocial Media ObjectivesSocial Media StrategySocial Media Tactics The right tools & services
  18. 18. #smmstandardswww.smmstandards.org• Content Sourcing & Methods• Reach / Impressions• Engagement• Influence & Relevance• Opinion & Advocacy• Impact & Value @richardbagnall
  19. 19. Exposure Awareness KnowledgeEngagement ConsiderationInfluence PreferenceAction Action
  20. 20. 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
  21. 21. Case Study Senior Execs Budget Stakeholders Social Practitioners @richardbagnall
  22. 22. 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
  23. 23. 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
  24. 24. Appropriate metrics drive the right behaviours @richardbagnall
  25. 25. Appropriate reportingSocial manager reports BU Stakeholder reports Exec reportCampaign reports Insight summaries
  26. 26. 3 social media take aways• Be wary of automation• Monitor & measure appropriately• Social media measurement needs more than just numbers
  27. 27. 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
  28. 28. To win an award…• Think like a judge• Set the scene & tell the story• Prove your case• Use credible metrics• No AVEs!
  29. 29. 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

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