MEASUREMENT: The Evolution of Listening
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Transcript of MEASUREMENT: The Evolution of Listening
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July 18, 2012#PRSAMDC
MEASUREMENT: The Evolution of Listening
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# PRSAMDC
WHICH METRICS SHOULD PR PEOPLE APPLY?
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# PRSAMDC
WHAT ARE THE BARCELONA PRINCIPLES?
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# PRSAMDCBARCELONA PRINCIPLES1) Importance of goal setting and measurement2) Measuring the effect on outcomes is preferred to
measuring outputs3) The effect on business results can and should be
measured where possible4) Media measurement requires quantity and quality5) AVEs are not the value of public relations
6) Social media can and should be measured7) Transparency and replicability are paramount to sound
measurement.
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# PRSAMDCThe Valid Metrics FrameworkKey Area of
Communication (Brand/Product Marketing, Reputation Building, Issues
Advocacy/Support, Employee Engagement, Investor Relations, Crisis/Issues Management, Not-
for-Profit, Social/Community Engagement)
Awareness Knowledge/Understanding
Interest/Consideration
Support/Preference Action
Public Relations Activity
Intermediary Effect
Target Audience Effect
COMMUNICATIONS/MARKETING STAGES
COM
MU
NIC
ATIO
NS
PHAS
ES
ORGANIZATION/BUSINESS RESULTS
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# PRSAMDCAwareness Knowledge Interest Support Action
Public Relation Activity
• Content creation (e.g. assets created, videos/podcasts)
• Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, community site posts & events)
• Influencer engagement
• Stakeholder engagement
• Events/speeches
Intermediary Effect
• Impressions/Target audience impressions
• Earned media site visitors/day
• % share of conversation
• Video views• Prominence
• Key message alignment [traditional & social media]
• Accuracy of facts• % share of
conversation
• Expressed opinions of interest
• Social network Followers
• Retweets/Shares/ Linkbacks
• % share of conversation
• Endorsement by journalists or influencers
• Rankings on industry lists
• Expressed opinions of support
• Social network Fans• Likes
Target Audience Effect
• Unaided awareness• Aided awareness• Owned media site
visitors per day• Social network
channel visitors
• Knowledge of company/product attributes and features
• Brand association and differentiation
• Relevance of brand (to consumer/ customer)
• Visitors to website• Click-thru to site• Time spent on site• Downloads from site• Calls• Event/meeting
attendance
• Attitude uplift• Stated intention to
buy• Brand preference/
Loyalty/Trust• Endorsement• Requests for quote• Links to site• Trial
Social/Community Engagement
NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are known to be in your Target Audience, you could reflect those metrics under Target Audience Effect.
• Active advocates
• Brand engagement
• Leads/sales
• Revenue
• Market share
• Cost savings
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# PRSAMDC
HOW MUCH SHOULD I SPEND ON RESEARCH AND MEASUREMENT?
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# PRSAMDCTools FREETweetdeckHashtrackingPageLever
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# PRSAMDCMore FREE ToolsSite trailSocial MentionCrowdboosterHootsuiteNimble
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# PRSAMDCToolsPAIDEngage121SocialradarNetBase
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# PRSAMDC
HOW DO I GET STARTED?
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# PRSAMDC#SMMStandards – Sources & Methods Transparency Table www.smmstandards.orgTimeframe AnalyzedResearch Lead(s)Channels AnalyzedData/Content SourcesAnalysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep.
SampleSource LanguagesSearch LanguagesSentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling:
_____________________ ☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level
Spam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releases
Metrics Calculation and Sources -- Reach -- Engagement -- Influence -- Opinion/AdvocacyProprietary MethodsSearch Parameters See full search string list on page ___ of this report
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# PRSAMDC#SMMStandards – Sources & Methods Transparency Table www.smmstandards.orgTimeframe Analyzed January 1, 2012 – June 30, 2012Research Lead(s) Pauline Draper-Watts, StrategyOneChannels Analyzed Twitter (partial), Facebook (brand pages only), Linkedin, YouTube, blogs, forumsData/Content Sources
Google search, Radian6, Sysomos, BrandWatch, Twitter API, Facebook API, YouTube
Analysis Depth ☐ Automated ☐ Manual Hybrid ☐ All Content Reviewed Rep. SampleSource Languages English, German and Mandarin onlySearch Languages Native-language queries: English, German, MandarinSentiment Coding ☐ Automated ☐ Manual Hybrid Manual Sampling: every 50 posts coded
3-pt scale ☐ 5-pt scale ☐ Other scale At entity level ☐ Paragraph/doc level
Spam/Bot Filtering ☐ Automated ☐ Manual Hybrid Includes news releases ☐ Excludes releases
Metrics Calculation and Sources -- Reach Daily unique visitors for specific URLs via Comscore (no multipliers) -- Engagement Channel-specific metrics direct from channels -- Influence N/A -- Opinion/Advocacy
Human reading and coding
Proprietary Methods Proprietary index for calculating quality scoreSearch Parameters See full search string list on page 32 of this report
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# PRSAMDC
ADDITIONAL RESOURCESPRSAPRSA.ORG/INTELLIGENCEAMEC AMECORG.COMIPR INSTITUTEFORPR.ORG/
RESEARCH
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# PRSAMDC
CONTACT INFORMATIONJack MonsonVice President [email protected]: Jack Monson
Johna BurkeSenior Vice President [email protected]
m800-631-1160 X: 2889LinkedIn: Johna Burke
Pauline Draper-WattsExecutive Vice President StrategyOnePauline.Draper-
[email protected]+1 312-297-7547LinkedIn: Pauline Draper-Watts