Measurement in communications and social

media

Bob LeDrew, principal consultant

Carleton University, February 12, 2015

Why measure?

Why measure:• PR objectives ➡ organizational objectives️

• ROI of communications initiatives

• Calibrate programs

• Learn from experience

• Best use of time and resources

Why do social media?

It’s just communications

Birth of PR

PR’s youth

Public information model

Where we are now

Measurement 101

• Stage 1: outputs

• Stage 2: outcomes

What to measure

• Tactics must relate to strategic goals

• Measurement tools must relate to your tactics

Outputs • News releases

• Emails

• Tweets

• Blog posts

• Podcast episodes

• Web updates

• ?

Outcomes• Web visits

• Open rates

• Clickthroughs

• Conversions

• Subscriptions

• Likes

• Shares

The goal is engagement

• Old-school: impressions

• New-school: engagement

Strategize

Resource

Execute

Evaluate

Evaluation (should) drive strategy

Online resources• Katie Paine: www.kdpaine.com

• Institute for PR: http://www.instituteforpr.org/index.php/IPR/research/measurement/

• MediaMiser: http://www.turningnewsintoknowledge.com/

• Media relations rating points: http://www.mrpdata.com/

• New PR Wiki on PR: http://www.thenewpr.com/wiki/pmwiki.php?pagename=PRMeasurement.HomePage

• New PR Wiki on social media: http://www.thenewpr.com/wiki/pmwiki.php?pagename=SocialMediaMeasurement.HomePage

• IABC’s Measurement Commons: http://commons.iabc.com/measure/

• Ed Moed’s “Measuring Up”: http://measuringupblog.typepad.com/measuring_up/

• Avinash Kaushik’s “Occam’s Razor”: http://www.kaushik.net/avinash/

• Nathan Linnell on key measurements: http://searchenginewatch.com/3641089

• Webtrends: http://www.webtrends.com/products/analytics/facebook.aspx

Books

• KD Paine: Measuring Public Relationships

• Avinash Kaushik: Web Analytics 2.0 and Web Analytics: An Hour a Day

• Shiv Singh: Social Media Marketing for Dummies

• Jim Sterne: Social Media Metrics

• David Meerman Scott: The New Rules of Marketing and PR

Questions? Discussion.

Thank you!

Bob LeDrew, principal consultant http://translucid.ca

613.869.2148