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Setting the Stage: Big Shifts, Need for Clarity Tim Marklein Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards Coalition (AMEC, CPRF,

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Presentation on theme: "Setting the Stage: Big Shifts, Need for Clarity Tim Marklein Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards Coalition (AMEC, CPRF,"— Presentation transcript:

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2 Setting the Stage: Big Shifts, Need for Clarity Tim Marklein Practice Leader, Technology and Analytics, WCG Chair, #SMMStandards Coalition (AMEC, CPRF, IPR)

3 TRADITIONAL Media & influencers “Coverage” One set of tools EARNED MEDIA OWNED MEDIA PAID MEDIA SHARED MEDIA #1 MIX & MINGLE SOCIAL Channel mgmt. “Conversations” More tools

4 #2 INFLUENCE RISING

5 #3 CONSUMPTION VS. ATTENTION

6 IMPRESSIONS Count the eyeballs ENGAGEMENT Show the impact #4

7 “MEASUR EMENT” At the end “ANALYTICS” All the time #5

8 #SMMStandards Roadmap Content Sourcing Reach & Engagement Influence & Relevance Sentiment & Advocacy Impact & Value Key Opportunities for Standards & Practices

9 The Microsoft Experience & Big EMEA PR Lead

10 Measuring Microsoft PR An ever evolving process

11 Measuring Microsoft Social PR Consumer & corp twitter feeds Country sites, twitter feeds & FB pages German press site

12 The Big Ask

13 Realities of Measurement: U.S. Practitioners and Convergence Rosanna M. Fiske, APR Chair and CEO Public Relations Society of America New York, NY Delete this box and place your logo here

14 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?

15 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

16 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

17 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

18 The convergence of measurement Brand Monitoring Customer questions Product misuse Brand differentiators Competitive Intelligence Customer comments Opportunities Sentiment/Intention Recommendation requests Information and education Direct questions from prospects

19 Challenges Faced by Most Practitioners Setting the wrong objectives Determining meaningful KPIs Finding exactly where audience is interacting Planning to measure (from the onset) From Virginia Miracle, WOMMA

20 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™

21 Realities of Measurement: U.S. Practitioners and Convergence Rosanna M. Fiske, APR Chair and CEO Public Relations Society of America New York, NY Delete this box and place your logo here

22 Stephen Waddington Managing Director Speed Communications

23 Flickr: Beth19Beth19 Time for a wake up call

24 Obsession with counting Flickr: AnsicAnsic

25 AVEs remain the norm

26 Flickr: stephethegeekstephethegeek Current systems aren’t fit for purpose

27 Vendors aren’t helping

28 Generational issue

29 Flickr: Dalton RoweDalton Rowe Get out of the PR silo

30 The Big Ask

31 Philip Sheldrake Chair, Measurement and Evaluation Group, CIPR Founding Partner, Meanwhile

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33 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

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35 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 by 27 January, 2.All comments reviewed/discussed by AMEC Social Media Measurement Group and Coalition 3.March, 2012: Mid-way point Coalition leadership session 4.Thinking to be presented at AMEC European Summit in Dublin: June, Details soon.


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