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- 1. SHARE THIS: CIPR SOCIAL MEDIA CONFERENCE 1st November 2012 @richardbagnall
- 2. 110 YEARS OF CONTENT EVOLUTION! @richardbagnall
- 4. Outputs, Out-takes and Outcomes Output Out-take Outcomes @richardbagnall
- 7. Consistency
- 8. The Good Old Days @richardbagnall
- 9. The new metrics @richardbagnall
- 10. @richardbagnall
- 11. Business Goals, Business Objectives & Business KPIs PR Goals, Objectives & PR KPIs
- 12. Business Goals Business Objectives Social Media Goals Social Media Objectives Social Media Strategy Social Media Tactics The right tools & services
- 13. • Content Sourcing & Methods • Reach / Impressions • Engagement • Influence & Relevance • Opinion & Advocacy • Impact & Value @richardbagnall
- 15. Exposure Awareness Knowledge Engagement Consideration Influence Preference Action Action
- 16. Exposure Engagement OTS / impressions Comments/posts ratio Brand mentions No of links Share of conversation @ mentions / RTs / RT % Messages Bookmarks / likes / votes Tone Pins Search rank Shares & Likes Click-throughs Subscribers URL visits Action Awareness Footfall Resolution rate Purchase / donations Influence Website visits & downloads Ratings Coupon redemption, Reviews Endorsement Likelihood to recommend Net promoter score
- 17. @richardbagnall
- 18. 5 social media tips to take away • Insist on the right language • Be wary of automation • Monitor and measure appropriately • Focus on metrics that matter • Social media measurement needs more than just
- 19. And 3 for PR Measurement • Tie measurement back to objectives. Otherwise you're not measuring, you're just monitoring • An objective that is not measurable and has no time-frame is just a wish • Use PR metrics to inspire - not (just) to justify
- 20. Please keep in touch… @richardbagnall richard.bagnall@gorkana.com www.linkedin.com/in/richardbagnall www.gorkana.com/measurement-matters www.facebook.com/metricameasures 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
Notas do Editor
- IntroBegan career in PR in very late 80sIn house, PR agencyRB, ex MD Metrica, now insight & analytics at Gorkana Group.Database, monitoring, measurement, Social media tooChair of AMEC group looking at measurement standardsWrote chapter on CIPR book about to be Published – hence my invite here – discuss the content of the chapter
- 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