metrics that matter - why pr is measuring the wrong things and what to do about it
DESCRIPTION
Richard Bagnall's Special Address to #PRAXIS 2014 conference in Agra, India. PR has for many years counted on metrics that are no longer meaningful in today's world. The industry is now focussed on measuring the wrong things. We need to focus on measuring what matters and embrace new approaches and new tools. And we need new skills too.TRANSCRIPT
Metrics that Matter:Making Sense of
Social Media Measurement
Richard Bagnall, CEO PRIME Research
A lot has changed
A lot has changed
@richardbagnall
@richardbagnall
…to communicate the right message to
the right target audience……
…at the right time, in the right
medium…
…to achieve an objective
e.g. sales, footfall, hits, awareness,
improve reputation, knowledge, share
price etc
MY DEFINITION OF PR
@richardbagnall
Output Out-take Outcomes
Outputs, Out-takes and Outcomes
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Communication has changed
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PR has changed
@richardbagnall
PAID:
paid search, display ads, sponsored tweets
OWNED:
website, blog, Twitter, Facebook
EARNED:
media relations, WOM,Influencer outreach
CONTENT CHANNELS
@richardbagnall
“Content Marketing is a technique of
creating and distributing relevant and
valuable content to attract, acquire and
engage a clearly defined target
audience – with the objective of driving
profitable customer action.”
The Content Marketing Institute
CONTENT MARKETING DEFINITION
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@richardbagnall
@richardbagnall
@richardbagnall
CONSISTENCY
The Good Old Days
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THE NEW METRICS
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Britain’s No 1 most influential person?
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THE NEW METRICS
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THE PEPSI REFRESH PROJECT
Over 80 million votes
3.5 million ‘likes’
60,000 Twitter followers
“Refresh Project accomplished
everything a social media
program is expected to….
“The only thing it failed to do was
sell Pepsi.
“It achieved all the false goals
and failed to achieve the only
legitimate one.”
Organisational
Goals, Objectives
& KPIs
PR Goals, Objectives
& PR KPIs
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Business Goals
Business Objectives
Social Media Goals
Social Media Objectives
Social Media Strategy
Social Media Tactics
The right tools
& services
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@richardbagnall
MEASURING WHAT MATTERS
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THE NEW MARKETING FUNNEL
CONSUMPTION METRICS
SHARING METRICS
LEAD GENERATION
METRICS
SALES METRICS
Exposure
Engagement
Influence
Impact
Advocacy
Awareness
Consideration
Preference
Action
Loyalty / Advocacy
S.M.M. FRAMEWORK THINKING
AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
EXPOSURE ENGAGEMENT INFLUENCE IMPACT ADVOCACY
PAID
OWNED
EARNED
@richardbagnall
EXPOSURE ENGAGEMENT INFLUENCE IMPACT ADVOCACY
PAID
• Impressions
• Reach
• CPM
• Active GRPs
• TRPs
• Interaction rate
• Click-thrus
• Time viewing
• Completion
Rate
• Click-Thru
Rate
• Purchase
consideration
• Awareness
• Purchase
Intent
• Likelihood to
Recommend
• Visit website
• Attend event
• Sales
• Download
coupon
• Leads captured
• Promo
redemptions
• Mentions in
Earned channel
• Recommendatio
ns
• Review
• Ratings
OWNED
• Unique visitors
• Page views
• Reach
• Impressions
• CPM
• Return visits
• Interaction rate
• Duration
• Subscriptions
• Links
• Tell a friend
• Change in
opinion
• Association
with key
attributes
• Download paper
• Download app
• Sales
• Request info
• Cost savings
• Recommendatio
ns
• Ratings
• Reviews
EARNED
• Number of
mentions
• Number of
posts
• Message
delivery
• Hashtag usage
• Contest
entries/
participants
• Purchase
intent
• Awareness
• Associations
with
issues/topics
• Visit website
• Attend event
• Download
coupon
• Leads captured
• Promo
redemptions
• Recommendatio
ns
• Ratings
• Reviews
AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
@richardbagnall
bit.ly/smmframework
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PRAXIS ‘14 Key Takeaways
Measure appropriately. Big data… but the
right data
Measure what matters, don’t just count
what’s easy to count
There is no magic bullet / single number
Use tailored frameworks
Tie measurement to objectives
Look for the insights
Use metrics to help plan, inspire & inform
Measurement Week #amecatwork
@richardbagnall
linkedin.com/in/richardbagnall
Please stay in touch…