amec measurement month: garbage in, gospel out
TRANSCRIPT
Determining the appropriate Channels to promote your Content
It ain’t the meat, it’s the motion
It ain’t the meat, it’s the motion
Maria Muldaur had a hit in the ‘70’s with the song“It ain’t the meat, it’s the motion”
My theme for this talk
Today I will share with you
1. Clients & Agencies need change to recognise that it is ‘Manc Grit’ as much as Ingenious Creativity & Intelligent Measurement - to destroy ‘Fluffy PR’
2. ‘Iteration’ sits alongside ‘Measurement & Evaluation’ – The ‘Motion’ is a constant process of iteration – aim, fire, feedback, re-aim, fire, feedback…
3. To manage the complexity you need to harness processes and tools
But it’s paradoxical:• Both rational and intuitive• Work linear with processes but also lateral with ideas
Our task today
• Creating Content that wins is half the story• Delivering that content to the audience at the right time
and in the right place is the unsung hero of successful campaigns
• We need to understand crucial role of right channel with the right content
• We’ll share processes, tools and case studies - plus insight and experience
Our challenges
1. Revolutionary age2. Greater complexity3. Greater noise & clutter4. Demands for ROI5. Greater convergence6. Yet, great opportunities
Clients & Agencies need to change - our story
We have 3 ingredients :
Ingenious Creativity + Intelligent Measurement + ‘Manc Grit’ Ideas without measurement and application is ‘Fluffy PR’
We need to evolve our Brand Archetypes
• Less ‘Magician’ • More ‘Creator’
Myths of ‘Fluffy PR’: The Creative Myth
• The power of the ultimate mousetrap never true• No matter how great your Creative idea• Unless realised effectively never will be successful• In fact there’s 4,400 patents issued by the
United States Patent and Trademark Office for new mousetraps
• Thousands more unsuccessful applicants, making them the "most frequently invented device in U.S. history”
Build a better mousetrap and the world
will beat a path to your door.
Attributed to
Ralph Waldo Emerson
Myths of ‘Fluffy PR’: It’s hard to measure
I’m passionate about Intelligent MeasurementBut soon as I mention it people’s eyes roll upwards - even fall asleepBut I think it is one of the most crucial tasks we in PR need to addressIt’s also critical in our quest to identify Content Channels.I’d like to show you this brief point just to emphasise how Intelligent Measurement is critical
amecorg.com
Myths of ‘Fluffy PR’: It’s hard to measure
It ain’t the meat, it’s the motion
GHT UK Ltd
Seven habits of highly effective media analysts
#AMECMM
What does a media analyst do?
1. Choose the right personality type
Myers Briggs: https://www.16personalities.com/free-personality-test
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2. Be more librarian
3. Don’t be afraid of change
4. Data quality / data comparisons
5. Forget Word, learn to love Excel
6. Data storytelling
7. AMEC interactive planning and evaluation tool
7a. AMEC interactive planning and evaluation tool
7b. AMEC interactive planning and evaluation tool
7c. AMEC interactive planning and evaluation tool
http://amecorg.com/amecframework/
Measurement - better trips to the Future
Measurement both prospective & retrospective…
No one can predict the future
#1.See a bigger picture
See a richer picture
Don’t wait for the Post Mortem - do a Pre-Mortem
Be in the Zone
#2. Break it down to Baby Steps
1. Already done first step 2. Already done second step 3. Next step 4. Next step 5. And next step
Ready, Fire, Aim - Age of Iteration
But it’s paradoxical: accept the Dark Matter
Use an Ingenious Hero
#3. You don’t have to be a Digital Expert
Digital Competent Digital Expert
Dinosaur Digital Capable
1. Better objectives provide both better future goals and better retro yardsticks for Measurement
2. Feedback, Feedback, Feedback - Iteration now sits alongside Measurement and Evaluation
3. Be comfortable about being uncomfortable
Enjoy your time travel!