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Amec measurement month: Garbage in, Gospel Out.

Measurement Month is a global education campaign run by the Association of Measurement and Evaluation Companies (AMEC) aimed at educating communications professionals on the latest thinking in measuring, evaluating and proving the success of public relations activities.
The event, themed ‘How to Avoid Garbage in, Gospel out’ offered practical guides to modern PR measurement.
Sharing best practice insights and tips on what it looks like to live in the ‘Land of Intelligent Measurement’ to get the best value, performance and results in your PR, and Social Media Comms.

Discover what intelligent dashboards look like, what to measure and what to ignore, and how to stop doing ‘Fluffy PR’ or becoming a ‘Digital Dinosaur’ to avoid ‘Garbage in, Gospel out’.

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Amec measurement month: Garbage in, Gospel Out.

  1. 1. Determiningthe appropriateChannelsto promoteyourContent Itain’tthemeat,it’sthemotion
  2. 2. It ain’t the meat, it’s the motion Maria Muldaur had a hit in the ‘70’s with the song “It ain’t the meat, it’s the motion” My theme for this talk
  3. 3. Today I will 
 share with you 1. Clients & Agencies need change to recognise that it is 
 ‘Manc Grit’ as much as Ingenious Creativity & Intelligent 
 Measurement - to destroy ‘Fluffy PR’ 2. ‘Iteration’ sits alongside ‘Measurement & Evaluation’ – 
 The ‘Motion’ is a constant process of iteration – 
 aim, fire, feedback, re-aim, fire, feedback… 3. To manage the complexity you need to harness 
 processes and tools But it’s paradoxical: • Both rational and intuitive • Work linear with processes but also lateral with ideas
  4. 4. Our task today • Creating Content that wins is half the story • Delivering that content to the audience at the right time and in the right place is the unsung hero of successful campaigns • We need to understand crucial role of right channel with the right content • We’ll share processes, tools and case studies - plus insight and experience
  5. 5. Our challenges 1. Revolutionary age 2. Greater complexity 3. Greater noise & clutter 4. Demands for ROI 5. Greater convergence 6. Yet, great opportunities
  6. 6. Clients & Agencies 
 need to change - our story We have 3 ingredients : IngeniousCreativity + IntelligentMeasurement + ‘MancGrit’
 Ideas without measurement and application is ‘Fluffy PR’
  7. 7. We need to evolve our Brand Archetypes • Less ‘Magician’ • More ‘Creator’
  8. 8. Myths of ‘Fluffy PR’: The Creative Myth • The power of the ultimate mousetrap never true • No matter how great your Creative idea • Unless realised effectively never will be successful • In fact there’s 4,400 patents issued by the 
 United States Patent and Trademark Office for 
 new mousetraps • Thousands more unsuccessful applicants, 
 making them the "most frequently invented 
 device in U.S. history” Buildabetter
 mousetrap andtheworld willbeata path to
 yourdoor. Attributed to Ralph Waldo Emerson
  9. 9. Myths of ‘Fluffy PR’: It’s hard to measure I’m passionate about Intelligent Measurement But soon as I mention it people’s eyes roll upwards - even fall asleep But I think it is one of the most crucial tasks we in PR need to address It’s also critical in our quest to identify Content Channels. I’d like to show you this brief point just to emphasise how 
 Intelligent Measurement is critical
  10. 10. Myths of ‘Fluffy PR’: It’s hard to measure
  11. 11. Itain’tthemeat,it’sthemotion
  12. 12. GHT UK Ltd Seven habits of highly effective media analysts #AMECMM
  13. 13. What does a media analyst do?
  14. 14. 1. Choose the right personality type Myers Briggs: 4 1 4 2 2 2 1 1
  15. 15. 2. Be more librarian
  16. 16. 3. Don’t be afraid of change
  17. 17. 4. Data quality / data comparisons
  18. 18. 5. Forget Word, learn to love Excel
  19. 19. 6. Data storytelling
  20. 20. 7. AMEC interactive planning and evaluation tool
  21. 21. 7a. AMEC interactive planning and evaluation tool
  22. 22. 7b. AMEC interactive planning and evaluation tool
  23. 23. 7c. AMEC interactive planning and evaluation tool
  24. 24. GHT UK Ltd Thank you @stephbridgeman 01706 218 174 / 07907 180 900
  25. 25. Measurement-bettertripstotheFuture
  26. 26. Measurement both prospective & retrospective…
  27. 27. No one can predict the future
  28. 28. #1.See a bigger picture
  29. 29. See a richer picture
  30. 30. Don’t wait for the Post Mortem - 
 do a Pre-Mortem
  31. 31. Be in the Zone
  32. 32. #2. Break it down to Baby Steps 1. Already done first step 2. Already done second step 3. Next step 4. Next step 5. And next step
  33. 33. Ready, Fire, Aim - Age of Iteration
  34. 34. But it’s paradoxical: accept the Dark Matter
  35. 35. Use an Ingenious Hero
  36. 36. #3. You don’t have to be a Digital Expert Digital Competent Digital Expert Dinosaur Digital Capable
  37. 37. 1. Better objectives provide both better future goals and better retro yardsticks for Measurement 2. Feedback, Feedback, Feedback - Iteration now sits alongside Measurement and Evaluation 3. Be comfortable about being uncomfortable
  38. 38. Enjoy your time travel!