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SHARE THIS: CIPR SOCIAL MEDIA CONFERENCE

1st November 2012

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110 YEARS OF CONTENT EVOLUTION!

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Output Out-take Outcomes

Outputs, Out-takes and Outcomes

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Consistency

The Good Old Days

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The new metrics

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11

Business Goals, Business Objectives

& Business KPIs

PR Goals, Objectives

& PR KPIs

Business Goals

Business Objectives

Social Media Goals

Social Media Objectives

Social Media Strategy

Social Media Tactics

The right tools & services

• Content Sourcing & Methods

• Reach / Impressions

• Engagement

• Influence & Relevance

• Opinion & Advocacy

• Impact & Value

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Glossary of terms:

http://bit.ly/SPDJ0J

Exposure

Engagement

Influence

Action

Awareness

Knowledge

Consideration

Preference

Action

EngagementComments/posts ratio No of links @ mentions / RTs / RT % Bookmarks / likes / votes Pins Shares & LikesSubscribers URL visitsAwarenessResolution rate

InfluenceRatings Reviews Likelihood to recommend Net promoter score

ExposureOTS / impressionsBrand mentions Share of conversationMessages Tone Search rankClick-throughs

ActionFootfallPurchase / donations Website visits & downloadsCoupon redemption, Endorsement

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5 social media tips to take away

• Insist on the right language

• Be wary of automation

• Monitor and measure appropriately

• Focus on metrics that matter

• Social media measurement needs more than just

And 3 for PR Measurement

• Tie measurement back to objectives. Otherwise you're not measuring, you're just monitoring

• An objective that is not measurable and has no time-frame is just a wish

• Use PR metrics to inspire - not (just) to justify

richard.bagnall@gorkana.com

www.gorkana.com/measurement-matters

@richardbagnall

www.linkedin.com/in/richardbagnall

Please keep in touch…

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