Cipr social summer measuring social media - richard bagnall
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These are the slides form the talk I recently gave at the CIPR as part of their social summer series. The CIPR asked me to talk through the content of the chapter 'Measuring social media' in the forthcoming book "The CIPR Guise to Social Media".
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Cipr social summer measuring social media - richard bagnall
- 1. MEASURING SOCIAL MEDIA @RichardBagnall CIPRsm
- 2. 110 YEARS OF CONTENT EVOLUTION! CIPRsm
- 3. CIPRsm
- 4. Outputs, Out-takes and Outcomes Output Out-take Outcomes CIPRsm
- 5. CIPRsm
- 7. CIPRsm
- 8. CIPRsm http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise Credit:
- 9. THE 5TH GREAT MEDIA REVOLUTION 500 years ago 150 years ago 200 years ago 100 years ago CIPRsm
- 10. CIPRsm
- 11. THE INCESSANT RISE OF MOBILE INTERNET CIPRsm Source: Microsoft 2011 http://sidneyevematrix.posterous.com/why-optimize-your-site-for-mobile
- 13. CIPRsm
- 14. READERSHIP OF NEWSPAPERS, UK CIPRsm
- 15. % OF BRITISH POPULATION READING DAILY NEWSPAPER 42% of British population don’t read a daily paper CIPRsm Source: Metrica / Gorkana UKPulse survey 2010 – base 13,000
- 16. CIPRsm
- 17. CIPRsm
- 18. CIPRsm
- 19. CIPRsm
- 20. 1,900,000 results CIPRsm
- 21. 12,800 results UK only Past week CIPRsm
- 22. Just 198 results UK only Page 20 Past week The end of CIPRsm Google!
- 23. CIPRsm
- 24. VOLUME & RELEVANCE 500,000 Volume 451,020 450,000 Relevant 400,000 358,388 350,000 281,321 Total posts 300,000 250,000 200,000 150,000 100,000 50,000 - Sysomos Brandw atch SM2 Co. A Co. B Co. C CIPRsm
- 25. COVERAGE BY CHANNEL 322,573 Blogs 350,000 Forums Tw itter 300,000 Video Other 187,754 250,000 Number of posts 131,006 200,000 100,152 150,000 83,995 75,705 60,497 45,680 100,000 23,796 22,549 18,711 7,062 7,431 3,818 50,000 - - Sysomos Co. A Co. B atch Brandw SM2 Co. C CIPRsm
- 26. A woman without her man is nothing. CIPRsm
- 27. A woman; without her, man is nothing CIPRsm
- 28. CIPRsm
- 29. SENTIMENT ACCURACY 68.20% 70.0% 65.0% 61.0% % posts with accurate sentiment 60.0% 54.3% 55.0% 50.0% 45.0% 40.0% 35.0% 29.5% ‘CHANCE’ 30.0% 25.0% 20.0% Sysomos Brandw atch SM2 Metrica (w /o Co. A Co. B Co. C humans) CIPRsm
- 30. CIPRsm
- 33. CIPRsm
- 34. CIPRsm
- 35. CIPRsm http://www.slideshare.net/Sheldrake/influence-the-bullshit-best-practice-and-promise Credit:
- 36. 1. Influence 2. Engagement 3. Sentiment 4. Monitoring / content 5. Terminology / methodology
- 37. CIPRsm
- 38. Goals Objectives Business objectives & business KPIs Strategy PR objectives & PR KPIs Tactics CIPRsm
- 40. Let’s keep talking: @richardbagnall richard.bagnall@gorkana.com www.linkedin.com/in/richardbagnall www.metrica.net/measurementmatters www.facebook.com/metricameasures CIPRsm
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
- The internet has changed everything1st media to have native support for conversations and for groupsThe internet is a many to many platform
- Rise of mobile is only going to amplify this
- Meaning that we don’t need the editors or the newspapers as much as we did before.
- We’re all editors now grouping the information into relevant categories that ourselves, our colleagues and our friends are interested in
- Significant and structural changeNext % of Population not reading a daily paper
- Ken Burbary – wiki226 and counting options!Not all built the same
- In the meantime, what can you do? Focus on your objectives!When choosing a hammer or a screw driver, it’s useful to know whether you have a screw or a nailMust consider what your objectives are. This is the process that all organisations should follow.
- In the meantime, what can you do? Focus on your objectives!When choosing a hammer or a screw driver, it’s useful to know whether you have a screw or a nailMust consider what your objectives are. This is the process that all organisations should follow.
- Monitor and measure effectively – To be aware of content in close to real time- To know about crises before their bosses or clientsTo bring intelligence, information & order to the fire-hose of content - Bringing order to chaosTo understand the drivers and influencers of the conversations - From all these conversations, who and what really matter?To gauge how this impacts the reputation of their organisationTo educate colleagues about the importance of monitoring & measuring online conversations– sometimes with limited budgetTo point to ROI and demonstrate value for the social media investment - Demonstrate success and prove their value