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Metrics OverviewYou use what to measure what?

Barcelona Declaration of Measurement Principles

Presented June 17, 2010Revised June 20, 2010

Final July 19, 2010

Global Alliance ICCO

Institute for Public Relations Public Relations Society of Ameri

caAMEC U.S. & Agency Leaders

Chapter

Seven Principles

1. 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 Relations6. Social Media Can and Should be Measured7. Transparency and Replicability are Paramount to

Sound Measurement

Principle 1:Importance of Goal Setting and Measurement

•Goal-setting and measurement are fundamental aspects of any public relations program

•Goals should be as quantitative as possible and address who, what, when and how much the PR program is intended to affect

•Measurement should take a holistic approach, including representative traditional and social media; changes in awareness among key stakeholders, comprehension, attitude, and behavior as applicable; and effect on business results

Principle 2: Measuring the Effect on Outcomes is Preferred to Measuring Outputs

•Outcomes include shifts in awareness, comprehension, attitude and behavior related to purchase, donations, brand equity, corporate reputation, employee engagement, public policy, investment decisions, and other shifts in stakeholders regarding a company, NGO, government or entity, as well as the stakeholder’s own beliefs and behaviors

•Practices for measuring the effect on outcomes should be tailored to the business objectives of the PR activities. Quantitative measures such as benchmark and tracking surveys, are often preferable. However, qualitative methods can be well suited or used to supplement quantitative measures

•Standard best practices in survey research including sample design, question wording and order, and statistical analysis should be applied in total transparency

Principle 3: The Effect on Business Results Can and Should Be Measured Where Possible

•To measure business results from consumer or brand marketing, models that determine the effects of the quantity and quality of PR outputs on sales or other business metrics, while accounting for other variables, are a preferred choice. Related points are:

Clients are creating demand for market mix models to evaluate the effect on consumer marketing

The PR industry needs to understand the value and implications of market mix models for accurate evaluation of consumer marketing PR, in contrast to other measurement approaches

The PR industry needs to develop PR measures that can provide reliable input into market mix models

Survey research can also be used to isolate the change in purchasing, purchase preference or attitude shift resulting from exposure to PR initiatives

Principle 4: Media Measurement Requires Quantity and Quality

Overall clip counts and general impressions are usually meaningless. Instead, media measurement, whether in traditional or online channels, should account for:

•Impressions among the stakeholder or audience

•Quality of the media coverage including:ToneCredibility and Relevance of the Medium to the Stakeholder

or AudienceMessage DeliveryInclusion of a 3rd party or company spokespersonProminence as Relevant to the Medium

•Quality can be negative, positive, or neutral

Principle 5: AVEs are Not the Value of Public Relations

• Advertising Value Equivalents (AVEs) do not measure the value of public relations and do not inform future activity; they measure the cost of media space and are rejected as a concept to value public relations

• Where a comparison has to be made between the cost of space from earned versus paid media, validated metrics should be used, stated for what they are, and reflect:

• negotiated advertising rates relevant to the client, as available• quality of the coverage (see Principle 2), including negative results• physical space of the coverage, and the portion of the coverage that is relevant

Principle 5 continued

• Multipliers intended to reflect a greater media cost for earned versus paid media should NEVER be applied unless proven to exist in the specific case

Principle 6: Social Media Can and Should Be Measured

• Social media measurement is a discipline, not a tool; but there is no “single metric”

• Organizations need clearly defined goals and outcomes for social media

• Media content analysis should be supplemented by web and search analytics, sales and CRM data, survey data and other methods

• Evaluating quality and quantity is critical, just as it is with conventional media

Measurement must focus on “conversation” and “communities” not just “coverage”

• Understanding reach and influence is important, but existing sources are not accessible, transparent or consistent enough to be reliable; experimentation and testing are key to success

Principle 7: Transparency and Replicability are Paramount to Sound Measurement

PR measurement should be done in a manner that is transparent and replicable for all steps in the process, including specifying:

Media Measurement:•Source of the content (print, broadcast, internet, consumer generated media) along with criteria used for collection•Analysis methodology – for example, whether human or automated, tone scale, reach to target, content analysis parameters

Surveys:•Methodology –sampling frame and size, margin of error, probability or non-probability•Questions – all should be released as asked (wording and order)•Statistical methodology- how specific metrics are calculated

Coalition for Public Relations Research Standards

• PRSA, Council of Public Relations Firms, the Global Alliance for Public Relations and Communications Mng, IPR and AMEC to formthe Coalition for Public Relations Research Standards (“Coalition”).

• Together, the Coalition has created a series of webpages to facilitate the development and adoption of industry-wide standards for public relations research and measurement.

• Public relations professionals and other interested parties now have the ability to review and comment on proposed and interim standards available www.instituteforpr.org/researchstandards.

The Conclave: Social Media Measurement• The Conclave is a broad coalition of B2B and B2C companies, PR and

Social Media Agencies, and Industry associations that work with paid, owned and earned social media. It initially convened in Durham, NH in October 2011 to establish standard definitions and best practices for Social Media. At that meeting it established a set […]

• Item for Media Analysis• Reach• Mention• Impressions• Engagement

ITEM

• An ITEM of content is a post, micro-post, article, or other instance appearing for the first time in a digital media. Comments: This definition of ITEM replaces “clip” “post” and other unclear terminology. ITEMs of content refer to the content vehicle in its entirety, which means that a single ITEM can contain multiple MENTIONs and derivatives. In general, derivatives of ITEMs such as comments, likes, etc should not be counted as additional ITEMs. If they are used, clear explanation and justification of why they are included must be included.

•

MENTION

• An mention of content is a post, micro-post, article, or other instance appearing for the first time in a digital media. Comments: This definition of ITEM replaces “clip” “post” and other unclear terminology. ITEMs of content refer to the content vehicle in its entirety, which means that a single ITEM can contain multiple MENTIONs and derivatives. In general, derivatives of ITEMs such as comments, likes, etc should not be counted as additional ITEMs. If they are used, clear explanation and justification of why they are included must be included.

•

Reach and Impressions

• Impressions represent the number of times an ITEM has an opportunity to be seen and reach people, based on the simple addition of those audiences that have had the opportunity to see it. Perhaps better called “potential impressions,” the term represents the gross number of opportunities for items to be seen, regardless of frequency of display, method of accessing the item or audience duplication. It will typically count the same individuals multiple times and will include individuals that had the opportunity to see the item but did not in fact see it at all. A virtue of this metric is that is somewhat comparable to metrics used in traditional media. The term “displayed” applies across channels, browsers, devices, and other methods by which an individual might see an item

• Reach addresses the question of how many individuals might have been able to see, read, or hear a communications item.

Engagement and Conversion

• Engagement is defined as some action beyond exposure, and implies an interaction between two or more parties. Social media engagement is an action that typically occurs in response to content on an owned channel – i.e. when someone engages with you.? ?

• Conversion is defined as some form of online or offline discussion by customers, citizens, stakeholders, influencers or other third parties. Social media conversation includes online discussion about your organization, brand or relevant issues, whether via your channel or third party channels – i.e. when someone talks about you.

•

Engagement and Conversion

• Any measure of Engagement and Conversation must be tied to the goals and objectives for your organization, brand or program.

• Engagement and Conversation both occur offline and online, and both must be considered if you intend to integrate your metrics with other marketing or communications efforts.

• Engagement counts such actions as: likes, comments, shares, votes, +1s, links, retweets, video views, content embeds, etc. Engagement types and levels are unique to specific channels but can be aggregated for cross-channel comparison.

• Engagement should be measured by the total number of interactions within and/or across channels; the percentage of your audience engaged by day/week/month; and the percentage of engagement for each item of content your organization publishes.

• Conversation counts such items as blog posts, comments, tweets, Facebook posts/comments, video posts, replies, etc. Conversation types and levels are unique to specific channels but can be aggregated for cross-channel comparison.

Engagement and Conversion

• Conversation should be measured by the total number of “items” that mention the brand, organization or issue (within and/or across channels); the number of “mentions” within each item; and the “opportunities to see” for each item, calculated by the readership at the time of posting (unique daily/monthly visitors, first-order fans/followers, view counts, etc.).

• Engagement manifests differently by channel but is typically measurable at various points based on effort required, inclusion of opinion and how shared with others.

• Engagement and Conversation could be, but are not necessarily, outcomes. Organizations may weight Engagement and Conversation types differently based on their goals, but Engagement and Conversation metrics should be consistent across an organization.

•

Opinion and Advocacy

• Sentiment is a component of opinion and advocacy. Sentiment is the feelings the author is trying to convey , often measured through context surrounding characterization of object.

• Opinion is a view or judgment formed about something, not necessarily based on fact or knowledge. Standard indicators of opinion standards have not yet been achieved but typically opinion is definitively articulated and associated to the speaker.

• Advocacy is publicly statement support for or recommendation of a particular cause or policy. Advocacy requires a level of expressed persuasion.

• The key distinction between opinion and advocacy is that advocacy must have a component of recommendation or a call to action embedded in it.

Influence

• Influence is the ability to cause or contribute to a change in opinion or behavior.

• Where the initial actor is a “Key Influencer” who is: A person or group of people who possess greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness or size of and centrality to a social network, among others.

• Key Influencers interact with others and those they influence are “Influencees:” A person or group of people who change their opinion or behavior as the result of exposure to new information.

Influence

• Therefore Influencer Marketing is: The act of a marketer or communicator engaging with key influencers to act upon influencees in pursuit of a business objective.

• Research shows a marketer is most effective when focusing resources on Key Influencers with the highest propensity to influence a population of Influencees who have the highest propensity to be influenced.

• www.standard.org

Impact and Value

• Impact: The effect of a social media campaign, program or effort on the target audience.

• Value: The importance, worth, or usefulness of something. Value may be described in financial terms (see ROI below). Value may be described in non-financial terms, for example in business performance management (BPM) terms. Value can be short term or long term. It may be expressed in any number of ways including a comparative cost savings, shortened sales cycle, increased customer retention or renewals, to name a few.

Impact and Value

• ROI: Return on Investment. A financial performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio.

• Any measure of Impact & Value must be tied to the goals and objectives for your organization, brand or program.

• Assessing the value and impact of a campaign is a complex process, with numerous variables that must be accounted for and included in any calculation. Variables need to be weighted appropriately and should be based on customer research data. It cannot be reduced to a simple formula that applies equally to all organizations. Value is contingent on strategy.

AMEC – Association for Measurement and Evaluation of Communication• http://www.social-media-measurement-framework.org/

Exposure

• Potential audience exposure to content and messages.

Engagement

• Interactions that occur in response to content on an owned channel, i.e. how the audience is engaging with you and also earned social conversations, i.e. talking about you

Preference

• Ability to cause or contribute to a change in opinion or behaviour.

Impact

• contribute to a change in opinion or behaviour. Effect on the target audience. Can include but not limited to any financial impact.

Advocacy

• Are others making the case for you about something? Includes positive sentiment such as a recommendation, a call to action / call to purchase, suggested usage or change of opinion.

Social Media Measurement Standard Sources and Methodology Transparency TableClient / Project Name:

Report Date:

Timeframe From: analysed:

To:

Research Leads / Project Managers:

Tools data / content sourced by:

Source languages:

Channels analysed:

Twitter Facebook Google+ Blogs Comments Online News News Releases Pinterest LinkedIn

YouTube

Quora Instagram Tumblr Reddit

Others

Type of Analysis: Automated Manual Hybrid All Content Analysed Representative sample

If so what % and how selected?

Sentiment / tone specific:

3 pt scale 5 pt scale Other scale At client entity level At paragraph / doc level

AMEC Transparency and Methodology Standard Table. www.amecorg.com Continue on following page >

Search string used:

Search string:

SpamBot & Relevance filtering :

Automated Manual Hybrid

Metrics calculation, definition & sources1

Reach / OTS / Impressions:

Conversation and Engagement:

Influence:

Impact & Value:

Proprietary methods & scores (describe in detail):

AMEC Transparency and Methodology Standard Table. www.amecorg.com

Channels

• Paid• Channels you pay to leverage – paid search, display ads, sponsored tweets,

etc.

• Owned• Channels you own and control – your website, blog, Twitter, Facebook,

YouTube etc.

• Earned• Customers and/or stakeholders become the channel with their content –

blogs, tweets, YouTube, word of mouth, viral, proactive influencer outreach, etc.

Paid, Owned and Earned Social Media Measurement Framework

EXPOSURE ENGAGEMENT PREFERENCE IMPACT ADVOCACY

PAID

OWNED

EARNED

www.amecorg.com

Metrics

• Program• Metrics directly tied to your programme or campaign objectives.

• Business• Metrics designed to measure the impact to the business / organisation of the

campaign or initiative.

• Metrics that are unique to specific social media channels – Twitter, Facebook, YouTube, Vimeo, LinkedIn, etc.,

Program, Business and Channel Social Media Measurement Framework

EXPOSURE ENGAGEMENT PREFERENCE IMPACT ADVOCACY

PROGRAMMETRICS

CHANNELMETRICS

BUSINESSMETRICS

www.amecorg.com

Chip My Dog

• https://www.youtube.com/watch?v=jAHLC52PujE