Cipr social summer measuring social media - richard bagnall

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These are the slides form the talk I recently gave at the CIPR as part of their social summer series. The CIPR asked me to talk through the content of the chapter 'Measuring social media' in the forthcoming book "The CIPR Guise to Social Media".

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  • IntroBegan career in PR in very late 80sIn house, PR agencyRB, ex MD Metrica, now insight & analytics at Gorkana Group.Database, monitoring, measurement, Social media tooChair of AMEC group looking at measurement standardsWrote chapter on CIPR book about to be Published – hence my invite here – discuss the content of the chapter
  • Used to be simple!120 years press clipping innovation! 1880 – 2000!And the press clippings fed into the measurement businessNext – sack of mail slide
  • As a measurement company – pride at first sack of mailA metric of our own successAnecdote – photocopier story 108%Truth was that measurement was pretty basic. As an industry basically stuck measuring outputsNext: recap on what I mean by outputs
  • The internet has changed everything1st media to have native support for conversations and for groupsThe internet is a many to many platform
  • Rise of mobile is only going to amplify this
  • Meaning that we don’t need the editors or the newspapers as much as we did before.
  • We’re all editors now grouping the information into relevant categories that ourselves, our colleagues and our friends are interested in
  • Significant and structural changeNext % of Population not reading a daily paper
  • Ken Burbary – wiki226 and counting options!Not all built the same
  • In the meantime, what can you do? Focus on your objectives!When choosing a hammer or a screw driver, it’s useful to know whether you have a screw or a nailMust consider what your objectives are. This is the process that all organisations should follow.
  • In the meantime, what can you do? Focus on your objectives!When choosing a hammer or a screw driver, it’s useful to know whether you have a screw or a nailMust consider what your objectives are. This is the process that all organisations should follow.
  • Monitor and measure effectively – To be aware of content in close to real time- To know about crises before their bosses or clientsTo bring intelligence, information & order to the fire-hose of content - Bringing order to chaosTo understand the drivers and influencers of the conversations - From all these conversations, who and what really matter?To gauge how this impacts the reputation of their organisationTo educate colleagues about the importance of monitoring & measuring online conversations– sometimes with limited budgetTo point to ROI and demonstrate value for the social media investment - Demonstrate success and prove their value
  • Cipr social summer measuring social media - richard bagnall

    1. 1. MEASURING SOCIAL MEDIA @RichardBagnallCIPRsm
    2. 2. 110 YEARS OF CONTENT EVOLUTION!CIPRsm
    3. 3. CIPRsm
    4. 4. Outputs, Out-takes and Outcomes Output Out-take OutcomesCIPRsm
    5. 5. CIPRsm
    6. 6. Prominence ScoreCIPRsm
    7. 7. CIPRsm
    8. 8. CIPRsm http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise Credit:
    9. 9. THE 5TH GREAT MEDIA REVOLUTION 500 years ago 150 years ago 200 years ago 100 years ago CIPRsm
    10. 10. CIPRsm
    11. 11. THE INCESSANT RISE OF MOBILE INTERNET CIPRsm Source: Microsoft 2011 http://sidneyevematrix.posterous.com/why-optimize-your-site-for-mobile
    12. 12. WHO NEEDS EDITORS?CIPRsm
    13. 13. CIPRsm
    14. 14. READERSHIP OF NEWSPAPERS, UKCIPRsm
    15. 15. % OF BRITISH POPULATION READING DAILY NEWSPAPER 42% of British population don’t read a daily paperCIPRsm Source: Metrica / Gorkana UKPulse survey 2010 – base 13,000
    16. 16. CIPRsm
    17. 17. CIPRsm
    18. 18. CIPRsm
    19. 19. CIPRsm
    20. 20. 1,900,000 resultsCIPRsm
    21. 21. 12,800 results UK onlyPast week CIPRsm
    22. 22. Just 198 results UK only Page 20Past week The end of CIPRsm Google!
    23. 23. CIPRsm
    24. 24. VOLUME & RELEVANCE 500,000 Volume 451,020 450,000 Relevant 400,000 358,388 350,000 281,321Total posts 300,000 250,000 200,000 150,000 100,000 50,000 - Sysomos Brandw atch SM2 Co. A Co. B Co. C CIPRsm
    25. 25. COVERAGE BY CHANNEL 322,573 Blogs 350,000 Forums Tw itter 300,000 Video Other 187,754 250,000Number of posts 131,006 200,000 100,152 150,000 83,995 75,705 60,497 45,680 100,000 23,796 22,549 18,711 7,062 7,431 3,818 50,000 - - Sysomos Co. A Co. B atch Brandw SM2 Co. C CIPRsm
    26. 26. A woman without herman is nothing.CIPRsm
    27. 27. A woman;without her, man is nothingCIPRsm
    28. 28. CIPRsm
    29. 29. SENTIMENT ACCURACY 68.20% 70.0% 65.0% 61.0%% posts with accurate sentiment 60.0% 54.3% 55.0% 50.0% 45.0% 40.0% 35.0% 29.5% ‘CHANCE’ 30.0% 25.0% 20.0% Sysomos Brandw atch SM2 Metrica (w /o Co. A Co. B Co. C humans) CIPRsm
    30. 30. CIPRsm
    31. 31. INFLUENCE?CIPRsm
    32. 32. INFLUENCE?CIPRsm
    33. 33. CIPRsm
    34. 34. CIPRsm
    35. 35. CIPRsm http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise Credit:
    36. 36. 1. Influence2. Engagement3. Sentiment4. Monitoring / content5. Terminology / methodology
    37. 37. CIPRsm
    38. 38. GoalsObjectives Business objectives & business KPIs Strategy PR objectives & PR KPIs TacticsCIPRsm
    39. 39. Let’s keep talking: @richardbagnall richard.bagnall@gorkana.com www.linkedin.com/in/richardbagnall www.metrica.net/measurementmatters www.facebook.com/metricameasuresCIPRsm

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