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...
Output 
Out-take 
Outcomes 
Outputs, Out-takes and Outcomes 
@richardbagnall
Communication has changed 
@richardbagnall
PR has changed 
@richardbagnall
PAID: 
paid search, display ads, sponsored tweets 
OWNED: 
website, blog, Twitter, Facebook 
EARNED: 
media relations, WOM...
“Content Marketing is a technique of creating and distributing relevant and valuable content to attract, acquire and engag...
@richardbagnall
@richardbagnall
@richardbagnall
CONSISTENCY
The Good Old Days 
@richardbagnall
THE NEW METRICS 
@richardbagnall
Britain’s No 1 most influential person? 
@richardbagnall
THE NEW METRICS 
@richardbagnall
THE PEPSIREFRESH PROJECT
Over 80 million votes 
3.5 million ‘likes’ 
60,000 Twitter followers
“Refresh Projectaccomplished 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 legitimat...
Organisational 
Goals, Objectives 
& KPIs 
PR Goals, Objectives 
& PR KPIs 
@richardbagnall
Business Goals 
Business Objectives 
Social Media Goals 
Social Media Objectives 
Social Media Strategy 
Social Media Tact...
@richardbagnall 
MEASURING WHAT MATTERS
@richardbagnall 
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...
AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK 
EXPOSURE 
ENGAGEMENT 
INFLUENCE 
IMPACT 
ADVOCACY 
PAID 
OWNED 
EARNED 
@richardb...
EXPOSURE 
ENGAGEMENT 
INFLUENCE 
IMPACT 
ADVOCACY 
PAID 
•Impressions 
•Reach 
•CPM 
•Active GRPs 
•TRPs 
•Interaction rat...
bit.ly/smmframework
Main Heading 
•Bullet One 
•Bullet Two
Main Heading 
•Bullet One 
•Bullet Two
Main Heading 
•Bullet One 
•Bullet Two
Main Heading 
•Bullet One 
•Bullet Two
Main Heading 
•Bullet One 
•Bullet Two
Main Heading 
•Bullet One 
•Bullet Two
Main Heading 
•Bullet One 
•Bullet Two
PRAXIS ‘14 Key Takeaways 
Measure appropriately. Big data… but the right data 
Measure what matters, don’t just count wh...
Measurement Week #amecatwork
@richardbagnall 
linkedin.com/in/richardbagnall 
Please stay in touch…
Metrics that Matter  - Why PR is measuring the wrong things and what to do about it
Metrics that Matter  - Why PR is measuring the wrong things and what to do about it
Metrics that Matter  - Why PR is measuring the wrong things and what to do about it
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Metrics that Matter - Why PR is measuring the wrong things and what to do about it

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Richard Bagnall's Special Address to #PRAXIS 2014 conference in Agra, India.

PR has for many years counted on metrics that are no longer meaningful in today's world. The industry is now focussed on measuring the wrong things. We need to focus on measuring what matters and embrace new approaches and new tools. And we need new skills too.

Veröffentlicht in: Marketing
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Metrics that Matter - Why PR is measuring the wrong things and what to do about it

  1. 1. Metrics that Matter: Making Sense of Social Media Measurement Richard Bagnall, CEO PRIME Research
  2. 2. A lot has changed
  3. 3. A lot has changed @richardbagnall
  4. 4. @richardbagnall
  5. 5. …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 @richardbagnall
  6. 6. Output Out-take Outcomes Outputs, Out-takes and Outcomes @richardbagnall
  7. 7. Communication has changed @richardbagnall
  8. 8. PR has changed @richardbagnall
  9. 9. PAID: paid search, display ads, sponsored tweets OWNED: website, blog, Twitter, Facebook EARNED: media relations, WOM,Influenceroutreach CONTENT CHANNELS @richardbagnall
  10. 10. “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 objectiveof driving profitable customer action.” The Content Marketing Institute CONTENT MARKETING DEFINITION @richardbagnall
  11. 11. @richardbagnall
  12. 12. @richardbagnall
  13. 13. @richardbagnall
  14. 14. CONSISTENCY
  15. 15. The Good Old Days @richardbagnall
  16. 16. THE NEW METRICS @richardbagnall
  17. 17. Britain’s No 1 most influential person? @richardbagnall
  18. 18. THE NEW METRICS @richardbagnall
  19. 19. THE PEPSIREFRESH PROJECT
  20. 20. Over 80 million votes 3.5 million ‘likes’ 60,000 Twitter followers
  21. 21. “Refresh Projectaccomplished everything a social media program is expected to….
  22. 22. “The only thing it failed to do was sell Pepsi. “It achieved all the false goals and failed to achieve the only legitimate one.”
  23. 23. Organisational Goals, Objectives & KPIs PR Goals, Objectives & PR KPIs @richardbagnall
  24. 24. Business Goals Business Objectives Social Media Goals Social Media Objectives Social Media Strategy Social Media Tactics The right tools & services @richardbagnall
  25. 25. @richardbagnall MEASURING WHAT MATTERS
  26. 26. @richardbagnall THE NEW MARKETING FUNNEL CONSUMPTION METRICS SHARING METRICS LEAD GENERATION METRICS SALES METRICS
  27. 27. Exposure Engagement Influence Impact Advocacy Awareness Consideration Preference Action Loyalty / Advocacy S.M.M. FRAMEWORK THINKING
  28. 28. AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK EXPOSURE ENGAGEMENT INFLUENCE IMPACT ADVOCACY PAID OWNED EARNED @richardbagnall
  29. 29. 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 •Attendevent •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 •Requestinfo •Cost savings •Recommendations •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 •Attendevent •Download coupon •Leads captured •Promo redemptions •Recommendations •Ratings •Reviews AMEC SOCIAL MEDIA MEASUREMENT FRAMEWORK @richardbagnall
  30. 30. bit.ly/smmframework
  31. 31. Main Heading •Bullet One •Bullet Two
  32. 32. Main Heading •Bullet One •Bullet Two
  33. 33. Main Heading •Bullet One •Bullet Two
  34. 34. Main Heading •Bullet One •Bullet Two
  35. 35. Main Heading •Bullet One •Bullet Two
  36. 36. Main Heading •Bullet One •Bullet Two
  37. 37. Main Heading •Bullet One •Bullet Two
  38. 38. 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
  39. 39. Measurement Week #amecatwork
  40. 40. @richardbagnall linkedin.com/in/richardbagnall Please stay in touch…

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