Moving towards social media measurement global standards richard bagnall metrica
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Richard Bagnall of Metrica and the Gorkana Group sets out the opportunity and the challenges that the PR and the PR measurement community face as we look to professionalise and set standards around best practice for social media measurement. Slide deck presented at AMEC's 3rd European Summit on PR Measurement in Lisbon 8th June 2011.
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Moving towards social media measurement global standards richard bagnall metrica
- 1. Moving towards Global Standards for Social Media Measurement Richard Bagnall, Managing Director of Metrica and Director of Gorkana Group; Tim Marklein, Practice Leader, Technology & Analytics WCG and Co-chair, Council of PR Firms Measurement Committee; Katie Delahaye Paine, founder and CEO of KDPaine & Partners LLC
- 2. What We Heard from You Results from 2011 AMEC International Business Monitor: 11% of AMEC’s client base asking for social media measurement 89% of AMEC membership said 2010 saw more clients include social media as an integral part Clearly there is great opportunity
- 3. The Challenges - Ownership
- 5. The Challenges - confusion
- 6. Social media Monitoring & measurement companies (Just 69 out of over 200!)
- 7. Co. A Co. B Co. C Volume & Relevance
- 8. 20%
- 9. Coverage by channel Co. A Co. B Co. C
- 10. Speed & Delay Co. A Co. B Co. C
- 11. Sentiment Accuracy ‘CHANCE’ Co. A Co. B Co. C Metrica (without analysts)
- 12. The Challenges –the rise of the machine
- 13. One size does not fit all…
- 15. George E P Box “Essentially, all models are wrong but some are useful”
- 17. There is no magic bullet
- 18. Let’s keep in touch: richard.bagnall@metrica.net www.metrica.net/measurementmatters /www.gorkana.com/group www.twitter.com/richardbagnall www.linkedin.com/in/richardbagnall Copyright applies to this document –some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
Editor's Notes
- As we work together on the first steps of these standards, lets not lose sight of what all communicators should keep forefront of their minds. When planning campaigns, they need to think of their goals, objectives, strategy and tactics. Our standard metrics by default will have to be varied and tailorable to what these campaign objectives are.There can be no magic bullet or one number that fits all in our proposals. We need a suite of credible metrics that enable our clients to measure what matters to them, that earn respect at the board room table, and can integrate and be used with other marketing disciplines.