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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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@richardbagnall
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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@richardbagnall@richardbagnall
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
@richardbagnall
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
www.gorkana.com/measurement-matters
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www.linkedin.com/in/richardbagnall
Please keep in touch…
Copyright applies to this document –some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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