metrics that matter - why pr is measuring the wrong things and what to do about it

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

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Output Out-take Outcomes

Outputs, Out-takes and Outcomes

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Communication has changed

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PR has changed

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PAID:

paid search, display ads, sponsored tweets

OWNED:

website, blog, Twitter, Facebook

EARNED:

media relations, WOM,Influencer outreach

CONTENT CHANNELS

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“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

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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…