Barry LeggetterExecutive Director

AMEC

Avril LeePartner and Chief Executive Officer

Ketchum Pleon, London

Setting the Stage:Big Shifts, Need for Clarity

Tim MarkleinPractice Leader, Technology and Analytics, WCG

Chair, #SMMStandards Coalition(AMEC, CPRF, IPR)

TRADITIONALMedia & influencers

“Coverage”One set of tools

EARNEDMEDIA

OWNEDMEDIA

PAIDMEDIA

SHAREDMEDIA

#1

MIX

& M

ING

LE

SOCIALChannel mgmt.“Conversations”

More tools

#2

INFL

UEN

CE R

ISIN

G

#3

CONSUMPTION VS. ATTENTION

IMPRESSIONSCount the eyeballs

ENGAGEMENTShow the impact

#4

“MEASUREMENT”

At the end

“ANALYTICS”All the time

#5

#SMMStandards Roadmap

• Content Sourcing• Reach & Engagement• Influence & Relevance• Sentiment & Advocacy• Impact & Value

Key Opportunities for Standards & Practices

The Microsoft Experience & Big Ask@PeteDevery

EMEA PR Lead

Measuring Microsoft PRAn ever evolving process

Measuring Microsoft Social PR

• Consumer & corp twitter feeds

• Country sites, twitter feeds & FB pages

• German press site

The Big Ask

Nick MastersHead of Online

PwC

Realities of Measurement:U.S. Practitioners and Convergence

Rosanna M. Fiske, APR

Chair and CEO

Public Relations Society of America

New York, NY

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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?

We know what’s 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

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

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

The convergence of measurement

Challenges Faced by Most Practitioners

From Virginia Miracle, WOMMA

The Big Ask – AMEC’s 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™

Realities of Measurement:U.S. Practitioners and Convergence

Rosanna M. Fiske, APR

Chair and CEO

Public Relations Society of America

New York, NY

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Stephen WaddingtonManaging Director

Speed Communications

Flickr: Beth19

Time for a wake up call

Obsession with counting

Flickr: Ansic

AVEs remain the norm

Flickr: stephethegeek

Current systems aren’t fit for purpose

Vendors aren’t helping

Generational issue

Flickr: Dalton Rowe

Get out of the PR silo

The Big Ask

Philip SheldrakeChair, Measurement and Evaluation Group, CIPR

Founding Partner, Meanwhile

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

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, 20122. All comments reviewed/discussed by AMEC Social

Media Measurement Group and Coalition3. March, 2012: Mid-way point Coalition leadership

session4. Thinking to be presented at AMEC European Summit

in Dublin: 13-15 June, 2012. Details soon.