Setting the Stage: Big Shifts, Need for Clarity Tim Marklein Practice Leader, Technology and...
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Setting the Stage: Big Shifts, Need for Clarity Tim Marklein Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards Coalition (AMEC, CPRF,
Setting the Stage: Big Shifts, Need for Clarity Tim Marklein
Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards
Coalition (AMEC, CPRF, IPR)
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TRADITIONAL Media & influencers Coverage One set of tools
EARNED MEDIA OWNED MEDIA PAID MEDIA SHARED MEDIA #1 MIX &
MINGLE SOCIAL Channel mgmt. Conversations More tools
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#2 INFLUENCE RISING
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#3 CONSUMPTION VS. ATTENTION
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IMPRESSIONS Count the eyeballs ENGAGEMENT Show the impact
#4
The Microsoft Experience & Big Ask @PeteDevery EMEA PR
Lead
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Measuring Microsoft PR An ever evolving process
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Measuring Microsoft Social PR Consumer & corp twitter feeds
Country sites, twitter feeds & FB pages German press site
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The Big Ask
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Realities of Measurement: U.S. Practitioners and Convergence
Rosanna M. Fiske, APR Chair and CEO Public Relations Society of
America New York, NY Delete this box and place your logo here
Slide 14
What exactly should be measured? Value? Action and interaction
Aided and unaided awareness Data/metrics? Lead generation
Acquisition Retention What defines success? What should we measure
if the standards and social media keep changing?
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We know whats been successful World class social brands: 8 out
of 10 use social networks 75% use blogs, Twitter and YouTube Much
more likely to host branded podcasts and channels including video
blogs 6 in 10 use mobile apps and crowdsourcing Recommendations as
measurable outcome: Social web gives us 4 times more
recommendations than we used to receive Weekly average: 8
recommendations offline; 26 online 80% are received when NOT
looking for them Skepticism is growing Credibility is built through
likes and dislikes Sources: Weber Shandwick and Sandra Stefan,
Media Campus Finkenau Hamburg
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How much is too much listening? ROI does not refer to influence
or engagement; it is directly related to gaining or saving the
company money. Chuck Hermann, Edelman Digital
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How much is too much listening? Public relations function in
relation to ROI is to establish brand, product, service, or issue
engagement outcomes dealing with credibility, relationship,
reputation, and trust [sic] target audience audience perceptions of
that brand, product, service, or issue. Michaelson and Stacks, PR
Journal, Spring 2011
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The convergence of measurement Brand Monitoring Customer
questions Product misuse Brand differentiators Competitive
Intelligence Customer comments Opportunities Sentiment/Intention
Recommendation requests Information and education Direct questions
from prospects
Slide 19
Challenges Faced by Most Practitioners Setting the wrong
objectives Determining meaningful KPIs Finding exactly where
audience is interacting Planning to measure (from the onset) From
Virginia Miracle, WOMMA
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The Big Ask AMECs Valid Metrics Educating clients Adopting the
Valid Metrics and Michaelson and Stacks standards Making resources
and education readily available Building on Business Case for
Public Relations
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Realities of Measurement: U.S. Practitioners and Convergence
Rosanna M. Fiske, APR Chair and CEO Public Relations Society of
America New York, NY Delete this box and place your logo here
Slide 22
Stephen Waddington Managing Director Speed Communications
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Flickr: Beth19Beth19 Time for a wake up call
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Obsession with counting Flickr: AnsicAnsic
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AVEs remain the norm
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Flickr: stephethegeekstephethegeek Current systems arent fit
for purpose
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Vendors arent helping
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Generational issue
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Flickr: Dalton RoweDalton Rowe Get out of the PR silo
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The Big Ask
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Philip Sheldrake Chair, Measurement and Evaluation Group, CIPR
Founding Partner, Meanwhile
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The Big Ask and the view from AMEC members Moderator: Tim
Marklein Panellists: Richard Bagnall, Director of insights and
analytics, Gorkana Group and Chairman, AMEC Social Media
Measurement Group Joerg Kramer, Managing Director and Founder,
Kantar Media Intelligence Germany
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Slide 35
The Consultation Begins! Start of worldwide Consultation
Process involving practitioners, companies and professional bodies
AMEC will consult with its members worldwide Coalition partners to
engage in member consultation Timetable: 1.Comments to
[email protected] by 27 January,
[email protected] 2.All comments reviewed/discussed by
AMEC Social Media Measurement Group and Coalition 3.March, 2012:
Mid-way point Coalition leadership session 4.Thinking to be
presented at AMEC European Summit in Dublin: 13-15 June, 2012.
Details soon.