MEASUREMENT: The Evolution of
Listening
July 18, 2012
#PRSAMDC
@gojohnab
@jackmonson
@pdwatts
# PRSAMDC
WHICH METRICS SHOULD PR PEOPLE
APPLY?
@gojohnab
@jackmonson
@pdwatts
# PRSAMDC
WHAT ARE THE BARCELONA
PRINCIPLES?
@gojohnab
@jackmonson
@pdwatts
BARCELONA PRINCIPLES
# PRSAMDC
1)
Importance of goal setting and measurement
2)
Measuring the effect on outcomes is preferred to measuring
outputs
3)
The effect on business results can and should be measured
where possible
4)
Media measurement requires quantity and quality
5)
AVEs are not the value of public relations
6)
Social media can and should be measured
7)
Transparency and replicability are paramount to sound
measurement.
@gojohnab
@jackmonson
@pdwatts
The Valid Metrics Framework
# PRSAMDC
COMMUNICATIONS PHASES
COMMUNICATIONS/MARKETING STAGES
Key Area of
Communication
(Brand/Product Marketing,
Reputation Building, Issues
Advocacy/Support,
Employee
ORGANIZATION/
Engagement, Investor Relations,
BUSINESS
Crisis/Issues
Management, Notfor-Profit,RESULTS
Social/Community
Engagement)
Awareness
Knowledge/
Understanding
Interest/
Consideration
Support/
Preference
Action
Public Relations
Activity
Intermediary Effect
Target Audience
Effect
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@jackmonson
@pdwatts
• Active advocates
# PRSAMDC
• Brand engagement
• Leads/sales
Awareness
Knowledge
Interest
Support
Action
• Revenue
Social/Community
• Market
share
Engagement
• Cost savings
• Content creation (e.g. assets created, videos/podcasts)
Public Relation
Activity
• 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
Target Audience
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
• 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
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.
@gojohnab
@jackmonson
@pdwatts
# PRSAMDC
HOW MUCH SHOULD I SPEND ON
RESEARCH AND MEASUREMENT?
@gojohnab
@jackmonson
@pdwatts
Tools FREE
# PRSAMDC
 Tweetdeck
 Hashtracking
 PageLever
@gojohnab
@jackmonson
@pdwatts
More FREE Tools
# PRSAMDC
 Site trail
 Social Mention
 Crowdbooster
 Hootsuite
 Nimble
@gojohnab
@jackmonson
@pdwatts
Tools
PAID
# PRSAMDC
 Engage121
 Socialradar
 NetBase
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@jackmonson
@pdwatts
# PRSAMDC
HOW DO I GET STARTED?
@gojohnab
@jackmonson
@pdwatts
# PRSAMDC
#SMMStandards – Sources & Methods Transparency Table
www.smmstandards.org
Timeframe Analyzed
Research Lead(s)
Channels Analyzed
Data/Content Sources
Analysis Depth
☐ Automated
☐ Manual
☐ Hybrid
☐ All Content Reviewed
☐ Rep. Sample
Source Languages
Search Languages
Sentiment Coding
☐ Automated ☐ Manual
☐ 3-pt scale ☐ 5-pt scale
☐ Hybrid ☐ Manual Sampling: _____________________
☐ Other scale ☐ At entity level ☐ Paragraph/doc level
Spam/Bot Filtering
☐ Automated
☐ Hybrid ☐ Includes news releases
☐ Manual
☐ Excludes releases
Metrics Calculation and Sources
-- Reach
-- Engagement
-- Influence
-- Opinion/Advocacy
Proprietary Methods
Search Parameters
@gojohnab
See full search string list on page ___ of this report
@jackmonson
@pdwatts
# PRSAMDC
#SMMStandards – Sources & Methods Transparency Table
www.smmstandards.org
Timeframe Analyzed
January 1, 2012 – June 30, 2012
Research Lead(s)
Pauline Draper-Watts, StrategyOne
Channels Analyzed
Twitter (partial), Facebook (brand pages only), Linkedin,YouTube, blogs, forums
Data/Content Sources
Google search, Radian6, Sysomos, BrandWatch, Twitter API, Facebook API,YouTube
Analysis Depth
☐ Automated
Source Languages
English, German and Mandarin only
Search Languages
Native-language queries: English, German, Mandarin
Sentiment Coding
☐ Automated ☐ Manual
 3-pt scale ☐ 5-pt scale
 Hybrid  Manual Sampling: every 50 posts coded
☐ Other scale  At entity level ☐ Paragraph/doc level
Spam/Bot Filtering
☐ Automated
 Hybrid  Includes news releases
☐ Manual
☐ Manual
 Hybrid
☐ All Content Reviewed
 Rep. Sample
☐ 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 score
Search Parameters
See full search string list on page 32 of this report
@gojohnab
@jackmonson
@pdwatts
# PRSAMDC
ADDITIONAL RESOURCES
 PRSA
 AMEC
 IPR
@gojohnab
PRSA.ORG/INTELLIGENCE
AMECORG.COM
INSTITUTEFORPR.ORG/RESEARCH
@jackmonson
@pdwatts
# PRSAMDC
CONTACT INFORMATION
Jack Monson
Vice President
Engage121
jmonson@engage121.com
312-658-0600
LinkedIn: Jack Monson
Pauline Draper-Watts
Executive Vice President
StrategyOne
Pauline.Draper-Watts@strategyone.com
Johna Burke
+1 312-297-7547
Senior Vice President
LinkedIn: Pauline Draper-Watts
BurrellesLuce
jburke@burrellesluce.com
800-631-1160 X: 2889
LinkedIn: Johna Burke
@gojohnab
@jackmonson
@pdwatts