Richard Bagnall @richardbagnall
Chair AMEC Social Media Measurement Group CIPR Social Media Panel Member
CEO Prime Research UK
Measurement Vs Insights
CONSISTENCY
The Good Old Days
Britain’s No 1 most influential person?
Business Goals
Business Objectives
Social Media Goals
Social Media Objectives
Social Media Strategy
Social Media Tactics
The right tools & services
Organisational Goals, Objectives
& KPIs
PR Goals, Objectives & PR KPIs
Exposure Engagement Preference Impact Advocacy
Awareness
Knowledge
Consideration
Preference
Action
EXPOSURE
ENGAGEMENT
PREFERENCE
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
• Recommendations • 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
• Recommendations • Ratings • Reviews
SHARED
• Number of items
• Number of mentions
• Number of Followers
• OTS
• Comments/post • Shares • RTs/1000
Followers • Number of
inbound links
• Purchase consideration
• Tell a friend • Likelihood to
Recommend
• Visit store • Attend the event • Sales • Vote for issue
• Ratings • Reviews • Recommendations • Recommendations
rate
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
• Recommendations • Ratings • Reviews
AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK
• Bullet One • Bullet Two
www.amecorg.com/social-media-measurement/
“The Refresh Project accomplished everything a social media program is expected to: Over 80 million votes were registered; almost 3.5 million ‘likes’ on the Pepsi Facebook page; almost 60,000 Twitter followers. “The only thing it failed to do was sell Pepsi. “It achieved all the false goals and failed to achieve the only legitimate one.”