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
10. THE 3 „C‟s OF CONTENT
CREATED
CURATED
COMMISSIONED
@richardbagnall
11. 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
12. 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
13. 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
14. WHAT PRs CAN MEASURE
Outputs, Out-takes and Outcomes
Output
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Out-take
Outcomes
26. AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
EXPOSURE
PAID
OWNED
EARNED
@richardbagnall
ENGAGEMENT
INFLUENCE
IMPACT
ADVOCACY
27. 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
28. 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
29. Please stay in touch…
@richardbagnall
linkedin.com/in/richardbagnall
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