cipr pr & social media measurement & tips for winning an award gorkana's richard...
DESCRIPTION
The CIPR runs a series of events helping PR practitioners tackle a variety of challenges. Tonight it was the turn of PR measurement and evaluation & I was asked to present. My slides are available for download on Slideshare and listed below are the tweets from the evening.TRANSCRIPT
MEASUREMENT & EVALUATION
@RichardBagnall
CIPRsm @richardbagnall
110 YEARS OF CONTENTEVOLUTION!
CIPRsm
CIPRsm @richardbagnall
CIPRsm
CIPRsm
Prominence Score
@richardbagnall
The purpose of PR is to……communicate the right message to the right target audience……
at the right time, in the right medium…
CIPRsm
…to achieve an objective (e.g. sales, footfall, hits, awareness, improve reputation, knowledge, share price etc )
Outputs, Out-takes and Outcomes
CIPRsm
Output Out-take Outcomes
@richardbagnall
CIPRsm
CIPRsm @richardbagnall
CIPRsm
CIPRsm @richardbagnall
Consistency
CIPRsm
The Good Old DaysThe Good Old DaysThe Good Old DaysThe Good Old Days
@richardbagnall
The new metrics
@richardbagnall
CIPRsm @richardbagnall
Business Goals, Business Objectives
& Business KPIs
PR Goals, Objectives& PR KPIs
Business Goals
Business Objectives
Social Media Goals
Social Media Objectives
Social Media StrategySocial Media Strategy
Social Media Tactics
The right tools & services
• Content Sourcing & Methods• Reach / Impressions• Engagement
#smmstandardswww.smmstandards.org
• Engagement• Influence & Relevance• Opinion & Advocacy• Impact & Value
@richardbagnall
Exposure
Engagement
Awareness
Knowledge
Consideration
Influence
Action
Consideration
Preference
Action
EngagementComments/posts ratio No of links @ mentions / RTs / RT % Bookmarks / likes / votes Pins Shares & LikesSubscribers URL visits
ExposureOTS / impressionsBrand mentions Share of conversationMessages Tone Search rankClick-throughs
URL visitsAwarenessResolution rate
InfluenceRatings Reviews Likelihood to recommend Net promoter score
ActionFootfallPurchase / donations Website visits & downloadsCoupon redemption, Endorsement
Senior Execs
Case Study
Budget Stakeholders
Social Practitioners
@richardbagnall
Senior ExecsSenior ExecsReputation, Revenue,
NPS
Reputation, SOV,
Revenue, NPS
Sentiment,
Budget Stakeholders
Social Practitioners
Budget Stakeholders
Social media analytics
Sentiment, conversion,
insights, resolution
Social Practitioners
Engagement Data
Community growth, audience
engagement, influencers,
resolution time
@richardbagnall
Marketing Measurement
• Search, media, email, homepage
• Market research surveys
• Track fans v followers• SEO
Awareness
• Conversation• Advocacy• Tone & topics• Trends & issues• Engagement• Influencers
Innovation Measurement
• Topic Trends
Ecommerce / Direct Revenue Tracking
• Direct Attribution• Social Analytics• Facebook analytics
• Topic Trends• Sentiment• New Features included
from community
Support Metrics
• Resolution Rate
• Resolution Time
• NPS Score
Appropriate metrics drive the right behaviours
@richardbagnall
Appropriate reportingSocial manager reports BU Stakeholder reports Exec report
Campaign reports Insight summariesCampaign reports Insight summaries
3 social media take aways
• Be wary of automation
• Monitor & measure appropriately• Monitor & measure appropriately
• Social media measurement needs more than just numbers
And 3 for PR Measurement• Measurement should be tied to
objectives
• Objectives need to be time bound
and measurable
• Use PR metrics to inspire & inform
To win an award…• Think like a judge
• Set the scene & tell the story
• Prove your case• Prove your case
• Use credible metrics
• No AVEs!
@richardbagnall
www.linkedin.com/in/richardbagnall
Please keep in touch…
www.gorkana.com/measurement-matters
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
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