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Setting the Stage: Big Shifts, Need for Clarity Tim Marklein Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards Coalition (AMEC, CPRF, IPR)

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TRADITIONAL Media & influencers Coverage One set of tools EARNED MEDIA OWNED MEDIA PAID MEDIA SHARED MEDIA #1 MIX & MINGLE SOCIAL Channel mgmt. Conversations More tools

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#2 INFLUENCE RISING

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#3 CONSUMPTION VS. ATTENTION

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IMPRESSIONS Count the eyeballs ENGAGEMENT Show the impact #4

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MEASUR EMENT At the end ANALYTICS All the time #5

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#SMMStandards Roadmap Content Sourcing Reach & Engagement Influence & Relevance Sentiment & Advocacy Impact & Value Key Opportunities for Standards & Practices

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The Microsoft Experience & Big Ask @PeteDevery EMEA PR Lead

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Measuring Microsoft PR An ever evolving process

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Measuring Microsoft Social PR Consumer & corp twitter feeds Country sites, twitter feeds & FB pages German press site

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The Big Ask

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Realities of Measurement: U.S. Practitioners and Convergence Rosanna M. Fiske, APR Chair and CEO Public Relations Society of America New York, NY Delete this box and place your logo here

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What exactly should be measured? Value? Action and interaction Aided and unaided awareness Data/metrics? Lead generation Acquisition Retention What defines success? What should we measure if the standards and social media keep changing?

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We know whats been successful World class social brands: 8 out of 10 use social networks 75% use blogs, Twitter and YouTube Much more likely to host branded podcasts and channels including video blogs 6 in 10 use mobile apps and crowdsourcing Recommendations as measurable outcome: Social web gives us 4 times more recommendations than we used to receive Weekly average: 8 recommendations offline; 26 online 80% are received when NOT looking for them Skepticism is growing Credibility is built through likes and dislikes Sources: Weber Shandwick and Sandra Stefan, Media Campus Finkenau Hamburg

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How much is too much listening? ROI does not refer to influence or engagement; it is directly related to gaining or saving the company money. Chuck Hermann, Edelman Digital

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How much is too much listening? Public relations function in relation to ROI is to establish brand, product, service, or issue engagement outcomes dealing with credibility, relationship, reputation, and trust [sic] target audience audience perceptions of that brand, product, service, or issue. Michaelson and Stacks, PR Journal, Spring 2011

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The convergence of measurement Brand Monitoring Customer questions Product misuse Brand differentiators Competitive Intelligence Customer comments Opportunities Sentiment/Intention Recommendation requests Information and education Direct questions from prospects

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Challenges Faced by Most Practitioners Setting the wrong objectives Determining meaningful KPIs Finding exactly where audience is interacting Planning to measure (from the onset) From Virginia Miracle, WOMMA

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The Big Ask AMECs Valid Metrics Educating clients Adopting the Valid Metrics and Michaelson and Stacks standards Making resources and education readily available Building on Business Case for Public Relations

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Realities of Measurement: U.S. Practitioners and Convergence Rosanna M. Fiske, APR Chair and CEO Public Relations Society of America New York, NY Delete this box and place your logo here

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Stephen Waddington Managing Director Speed Communications

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Flickr: Beth19Beth19 Time for a wake up call

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Obsession with counting Flickr: AnsicAnsic

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AVEs remain the norm

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Flickr: stephethegeekstephethegeek Current systems arent fit for purpose

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Vendors arent helping

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Generational issue

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Flickr: Dalton RoweDalton Rowe Get out of the PR silo

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The Big Ask

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Philip Sheldrake Chair, Measurement and Evaluation Group, CIPR Founding Partner, Meanwhile

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The Big Ask and the view from AMEC members Moderator: Tim Marklein Panellists: Richard Bagnall, Director of insights and analytics, Gorkana Group and Chairman, AMEC Social Media Measurement Group Joerg Kramer, Managing Director and Founder, Kantar Media Intelligence Germany

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The Consultation Begins! Start of worldwide Consultation Process involving practitioners, companies and professional bodies AMEC will consult with its members worldwide Coalition partners to engage in member consultation Timetable: 1.Comments to barryleggetter@amecorg.com by 27 January, 2012barryleggetter@amecorg.com 2.All comments reviewed/discussed by AMEC Social Media Measurement Group and Coalition 3.March, 2012: Mid-way point Coalition leadership session 4.Thinking to be presented at AMEC European Summit in Dublin: 13-15 June, 2012. Details soon.