measurement: the evolution of listening

@gojohnab @jackmonson @pdwatts

July 18, 2012#PRSAMDC

MEASUREMENT: The Evolution of Listening

@gojohnab @jackmonson @pdwatts @gojohnab @jackmonson @pdwatts

# PRSAMDC

WHICH METRICS SHOULD PR PEOPLE APPLY?


# PRSAMDC

WHAT ARE THE BARCELONA PRINCIPLES?


# 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.


# 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


# 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


# PRSAMDC

HOW MUCH SHOULD I SPEND ON RESEARCH AND MEASUREMENT?


# PRSAMDCTools FREETweetdeckHashtrackingPageLever


# PRSAMDCMore FREE ToolsSite trailSocial MentionCrowdboosterHootsuiteNimble


# PRSAMDCToolsPAIDEngage121SocialradarNetBase


# PRSAMDC

HOW DO I GET STARTED?


# 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


# 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


# PRSAMDC

ADDITIONAL RESOURCESPRSAPRSA.ORG/INTELLIGENCEAMEC AMECORG.COMIPR INSTITUTEFORPR.ORG/

RESEARCH


# 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

measurement: the evolution of listening

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sound measurement

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