Carleton lecture
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A talk about social media measurement as it relates to strategy, presented to fourth-year Carleton University journalism 4208 students February 11, 2015.
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Carleton lecture
- 1. Measurement in communications and social media Bob LeDrew, principal consultant Carleton University, February 12, 2015
- 2. Why measure?
- 3. Why measure: • PR objectives ➡ organizational objectives️ • ROI of communications initiatives • Calibrate programs • Learn from experience • Best use of time and resources
- 4. Why do social media?
- 6. Birth of PR
- 7. PR’s youth
- 9. Where we are now
- 10. Measurement 101 •Stage 1: outputs •Stage 2: outcomes
- 11. What to measure •Tactics must relate to strategic goals •Measurement tools must relate to your tactics
- 12. Outputs • News releases • Emails • Tweets • Blog posts • Podcast episodes • Web updates • ?
- 13. Outcomes • Web visits • Open rates • Clickthroughs • Conversions • Subscriptions • Likes • Shares
- 14. The goal is engagement •Old-school: impressions •New-school: engagement
- 17. Online resources • Katie Paine: www.kdpaine.com • Institute for PR: http://www.instituteforpr.org/index.php/IPR/research/measurement/ • MediaMiser: http://www.turningnewsintoknowledge.com/ • Media relations rating points: http://www.mrpdata.com/ • New PR Wiki on PR: http://www.thenewpr.com/wiki/pmwiki.php?pagename=PRMeasurement.HomePage • New PR Wiki on social media: http://www.thenewpr.com/wiki/pmwiki.php?pagename=SocialMediaMeasurement.HomePage • IABC’s Measurement Commons: http://commons.iabc.com/measure/ • Ed Moed’s “Measuring Up”: http://measuringupblog.typepad.com/measuring_up/ • Avinash Kaushik’s “Occam’s Razor”: http://www.kaushik.net/avinash/ • Nathan Linnell on key measurements: http://searchenginewatch.com/3641089 • Webtrends: http://www.webtrends.com/products/analytics/facebook.aspx
- 18. Books • KD Paine: Measuring Public Relationships • Avinash Kaushik: Web Analytics 2.0 and Web Analytics: An Hour a Day • Shiv Singh: Social Media Marketing for Dummies • Jim Sterne: Social Media Metrics • David Meerman Scott: The New Rules of Marketing and PR
- 20. Thank you! Bob LeDrew, principal consultant http://translucid.ca 613.869.2148