Tag: measurement (page 2 of 3)

Social media measurement – AMEC’s ‘Big Ask’ European consultation

The PR industry view and ‘Big Ask’ - Philip Sheldrake, uploaded by Gorkana Group on Vimeo.

AMEC – the international Association for Measurement and Evaluation of Communication – launched its social measurement consultation exercise with European members and in-house and agency PR professionals on November 17th 2011 at the 'Big Ask' conference. I spoke at the conference and the videos of the day have just been posted to Vimeo. In the egocentric nature that is personal blogging, I've embedded the video of me above, and videos of the other speakers can all be found here.

AMEC aims to develop global social media measurement standards by June 2012, and I'm also contributing to / hanging on to the coat tails of a similar initiative driven by I-COM – the International Conference on Online Media Measurement.

It's probably not too much of a generalisation to say that AMEC has grown out of the 'unpaid media' community, and I-COM from the 'paid media' community. While I've argued here that this distinction is now pointless, it is responsible for incredibly different perspectives and attitudes; in fact sometimes laughably so. I'll know when we're making progress on social media measurement when this division recedes and my amazement dissolves. It's noteworthy that both efforts have begun earnestly to engage the other 'media types'.

Hope you like the video.

Public Relations, today and by 2020

I'm typing this post sitting on the front row at the CIPR's PR 2020 event at Russell Square HQ. To my left, Stephen Waddington. To my right, Julio Romo. On stage we have CIPR CEO, Jane Wilson, Dr. Jon White, and ComRes Marketing Manager, Simon Thwaites.

ComRes annual survey

ComRes conducts an annual review of key market stats for the UK PR industry, and Simon is running through that right now. Interestingly, in light of the PRSA's current Defining PR initiative, which the CIPR supports, only 44% of ComRes poll respondents agreed with the statement "My friends and family understand what I do for a living." Read more

Measuring Online – CIPR Freshly Squeezed training session

An interesting start to the day today... over to CIPR HQ in Russell Square to deliver a training course on social measurement in the Freshly Squeezed series.

I had just 45 minutes with 15 minutes Q&A, and this time constraint combined with the state of best practice in the profession meant I was aiming simply to leave attendees knowing the right questions if not the right answers per se. After all, as the slidestack below teases out, if your organisation, marketplace, stakeholders, marketing and PR objectives, marketing and PR strategy and execution are unique, it shouldn't come as too much of a surprise that your metrics will be unique too.

I can't tell you what they are (well, without being retained by you anyway!)

Thanks to Andrew Bruce Smith (@andismit) for being in the chair, and for Andrew Ross (@AJMRoss) for putting the session together.

Social media measurement and the Influence Scorecard – HWZ Social Media Conference

I've just arrived in Zurich at HWZ (Zurich University of Applied Sciences in Business Administration) for today's Social Media Conference. I'm delighted to be keynoting at 1.30pm, and here's my presentation.

I know... it's a bit text heavy in parts. @gabbicahane has already pointed that out to me. I protested that for a slidestack to make sense to those people who are interested but who cannot make the conference, it needs to have more context than some beautiful pictures and seven words per slide.

Always ready with a smart answer, he suggests I have two stacks in future... one for the presentation, one for slideshare.

Is there an app for that?

CIPR social media measurement guidance

CIPR social media measurement guidelinesThe AVE (advertising value equivalence) approach to PR measurement and evaluation was simple. And utterly wrong.

It’s a specious sum based on false assumptions using an unfounded multiplier and only addressing a fraction of the PR domain – a greater waste of time and effort you couldn’t hope to find.

Measurement and evaluation is essential, but requires real strategic understanding, diligence and perseverance. For me, it represents yet another distinction between the 21st Century PR professional and the 20th Century practitioner.

The CIPR launches its guidance on social media measurement today. As chair of the CIPR's social media measurement group, I'm particularly keen to learn what you think. I'm afraid it is no silver bullet, and that's simply because there will never be a silver bullet.

Here are the links:

To the social media measurement guidance page on the CIPR's website.

To the guidance PDF directly.

Making sense of social analytics

This is my article as it was published in New Media Age yesterday:

The Chartered Institute of Public Relations Social Media Panel launched a Measurement Group last month to help practitioners navigate what is a rapidly developing and increasingly confusing area, writes Philip Sheldrake.

As I commented in the Social Web Analytics eBook in 2008:

If you could go back to the mid-1990s and offer a marketer a little box that would sit on their desk, let them listen in on thousands of customer conversations and participate in those discussions regardless of geography or time zone, it would appear so far-fetched that they’d probably call security.

And yet here we are, with somewhere upward of 200 services vying to be our eyes and ears on the social web. Social analytics is a growth market reminiscent of web analytics ten years ago, with all the potential and confusion that comparison implies. The market is just beginning to demand that some order, consistency and semblance of maturity is brought to bear, and the three big asks are: Read more

The first meeting on the Influence Scorecard

I was delighted to host the first meeting of the Influence Scorecard initiative in New York this week with a fine group of people:

The task at hand is wide and deep, but we cracked on regardless. For those of you unaware of the Influence Scorecard project, you may want to flick through the presentation at the end of this post, or perhaps read my last post on the matter.

One of our first tasks was to get some definitions agreed. For example: Read more

An outline of the Influence Scorecard

It has been a busy year for me with my departure from Racepoint Group following my so-called "transition period" and my setting up a new consultancy. So apologies for the delay in getting back on the topic of the Influence Scorecard.

It hasn't been far from my mind, particularly following the oodles of positive feedback in January and February, and believe you me, I'm intent on taking up your expressions of interest to meet before the year is out to take this forward. I want to collaborate with you. I want to find the most forward thinking social Web analytics vendors and forward thinking CMOs to put this into action, and commence the empirical fine tuning of the approach.

Most encouragingly, I have had fourteen companies in the social Web analytics space express their intent to get involved.

So I'm leaping back into it with a SlideShare presentation. It's concise. It's an outline, and focuses on the what rather than the how. Read more

Does Facebook Matter? Find out in the second edition of Marketing To The Social Web

Larry Weber releases the 2nd edition of Marketing to the Social Web today. After the first edition sold out, the publisher (Wiley) asked my chairman to update the book for a second run.

With a foreword by Jimmy Wales of Wikipedia, the second edition includes new chapters on Facebook (entitled “Does Facebook Matter?”... he believes it does and moreover will surpass Google), measurement and marketing to mobile social media.

Enhancing Organisational Performance Management with the Influence Scorecard

Influence%20Scorecard

Last week I posted about hosting a meeting on the Influence Scorecard. The post was testing the water to determine the level of interest such an event might generate, and I was answered by dozens of emails, direct twitters, comments and even some direct editing of the post itself, as I'd hoped! (MarCom Professional allows an author to permit others to edit a post, wiki-style.)

I even received tentative enquiries about sponsorship, so it looks like we are on to something here...

Moreover, the interest was split almost 50:50 between Europe and North America, and it was spread fairly evenly amongst each of the required participant groups.

What is clear from all the queries and interest is that we now need to put some meat on the bones.  Here are a few top line thoughts on 'influence', 'scorecard' and what we hope to achieve.  Your thoughts are welcome.

Influence

Organisations want to influence the opinion and behaviour of their stakeholders. They do this via the various marketing and communications disciplines and approaches - PR, advertising, branding, community building, conversational marketing, direct marketing, events, product placement, public affairs, sponsorship etc..

Of course, stakeholders also influence each other and some will want to influence an organisation - how ready an organisation is for this dialogue is another matter.

Scorecard

The 'scorecard' is inspired by the Balanced Scorecard, one of the most widely adopted organisational performance management methodologies (generally known as "business performance management" or just plain BPM). According to the Balanced Scorecard Institute: Read more