Measuring social media #PRShow13

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These are the slides from Richard Bagnall's presentation to The PR Show 2013. #PRShow13 was a CIPR event held in London on November 26th. Richard is the Chair of AMEC's social media measurement group, as well as a member of the CIPR social media panel and was one of three reviewers working on the UK Government's digital capabilities review. In this presentation I set out the reasons that many PRs struggle to demonstrate the value of their work, explain how this problem has been exacerbated by social media and then show the best approach to solve these challenges. If you would like to discuss any of the issues raised then please feel free to reach out to me - I can be contacted on Twitter @richardbagnall

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  • Used to be simple!120 years press clipping innovation! 1880 – 2000!And the press clippings fed into the measurement businessNext – sack of mail slide
  • 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
  • CREATEDMarketing collateralPhotos & videos, Blog postsSales, conference & internal comms presentationsCURATEDCherry pick the best & most relevant content Seek, Sense & ShareCOMMISSIONEDNot just paid for…Also media / blogger / influencer relationsCreated Content – All content that is created & Owned by the organisation… Good tip is to speak to senior staff & long term staff, loads of ideas for blog posts, videos etcCurated contentUtilising curated content can add expertise that doesn’t exist within the organisation, also broadens the appealTry to add value by adding context or delving deeper into the pointsSeek, sense & Share – the 3 Ss“seeking”  is only one third of the taskMaking sense of the information is just as important.  As simple as how you annotate the links you share,  the presentation,  or what you’ve left out. #Sense making can be writing a blog post using the links (like this post) or summarizing the key points in a presentation.    Sharing – is about giving the best nuggets of content to your audience in a format that they can easily digest and apply itCommissioned Could include films via famous producers (Prada w/ Helena Bonham Carter, Chipotle scarecrow advert)Same principle for photographers, writers etcMain difference from created content is credibilkity comes form the producer’s reputation
  • Created Content – All content that is created & Owned by the organisation… Good tip is to speak to senior staff & long term staff, loads of ideas for blog posts, videos etcCurated contentUtilising curated content can add expertise that doesn’t exist within the organisation, also broadens the appealTry to add value by adding context or delving deeper into the pointsSeek, sense & Share – the 3 Ss“seeking”  is only one third of the taskMaking sense of the information is just as important.  As simple as how you annotate the links you share,  the presentation,  or what you’ve left out. #Sense making can be writing a blog post using the links (like this post) or summarizing the key points in a presentation.    Sharing – is about giving the best nuggets of content to your audience in a format that they can easily digest and apply itCommissioned Could include films via famous producers (Prada w/ Helena Bonham Carter, Chipotle scarecrow advert)Same principle for photographers, writers etcMain difference from created content is credibilkity comes form the producer’s reputation
  • Measuring social media #PRShow13

    1. 1. 26 NOVEMBER LONDON ♯ PRSHOW13 Sponsored by Vuelio
    2. 2. Measuring PR & social media @richardbagnall ♯ PRSHOW13
    3. 3. @richardbagnall
    4. 4. SHARE THIS TOO @richardbagnall
    5. 5. A lot has changed
    6. 6. 110 YEARS OF CONTENT EVOLUTION!
    7. 7. A lot has changed @richardbagnall
    8. 8. PR has changed @richardbagnall
    9. 9. THE 3 „C‟s OF CONTENT CREATED CURATED COMMISSIONED @richardbagnall
    10. 10. CONTENT CHANNELS PAID Channels you pay to leverage – paid search, display ads, sponsored tweets OWNED Channels you own and control website, blog, Twitter, Facebook EARNED Others create the channel – WOM, viral, proactive Influencer outreach, media relations @richardbagnall
    11. 11. CONTENT MARKETING DEFINITION “Content Marketing is a technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience – with the objective of driving profitable customer action.” The Content Marketing Institute @richardbagnall
    12. 12. MY DEFINITION OF PR The purpose of PR is to… …communicate the right message to the right target audience…… …at the right time, in the right medium… …to achieve an objective e.g. sales, footfall, hits, awareness, improve reputation, knowledge, share price etc @richardbagnall
    13. 13. WHAT PRs CAN MEASURE Outputs, Out-takes and Outcomes Output @richardbagnall Out-take Outcomes
    14. 14. @richardbagnall
    15. 15. @richardbagnall
    16. 16. CONSISTENCY @richardbagnall
    17. 17. The Good Old Days @richardbagnall
    18. 18. THE NEW METRICS @richardbagnall
    19. 19. @richardbagnall
    20. 20. Business Goals, Business Objectives & Business KPIs PR Goals, Objectives & PR KPIs @richardbagnall
    21. 21. Business Goals Business Objectives Social Media Goals Social Media Objectives Social Media Strategy Social Media Tactics The right tools & services @richardbagnall
    22. 22. Exposure Awareness Engagement Knowledge Influence Impact Advocacy @richardbagnall Consideration Preference Action
    23. 23. AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK EXPOSURE PAID OWNED EARNED @richardbagnall ENGAGEMENT INFLUENCE IMPACT ADVOCACY
    24. 24. AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK EXPOSURE PAID OWNED EARNED ENGAGEMENT INFLUENCE IMPACT ADVOCACY Impressions Reach CPM Active GRPs Interaction rate Click-thrus Time viewing Completed plays Purchase consideration Change in opinion Visit website Attend event Sales Download coupon Mentions in Earned channel 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 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 @richardbagnall
    25. 25. PR Show Take Aways  Be wary of automation  Don’t just count what’s easy to count  Measure what matters  Think metrics during planning  Tie measurement to objectives  Look for the insights  Use metrics to inspire & inform  Embrace, don’t fear @richardbagnall
    26. 26. Please stay in touch… @richardbagnall linkedin.com/in/richardbagnall
    27. 27. Bonus Slide: Finding the influencer

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