Barcelona declaration of measurement principles final with results voting. 20.06.10
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Barcelona declaration of measurement principles final with results voting. 20.06.10
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Barcelona declaration of measurement principles final with results voting. 20.06.10
- 4. Barcelona Declaration of Measurement Principles Global Alliance ICCO Institute for Public Relations Public Relations Society of America AMEC U.S. & Agency Leaders Chapter
- 8. Towards an evaluation standard for marketing PR – market mix modelling Speaker Richard Houghton President ICCO on behalf of New York University
- 9. Lou Capozzi Immediate Past President, ICCO and Professor, New York University
- 19. John Paluszek Chair Global Alliance For Public Relations and Communication Management
- 21. Signature Event The Stockholm Accords
- 23. The Consultancy View Programme Measurement Principles Richard Houghton
- 35. Barcelona Declaration of Measurement Principles Public Relations Society of America Gary McCormick Chairman and CEO
- 39. Barcelona Declaration of Measurement Principles AMEC U.S. & Agency Leaders Chapter Tim Marklein Executive VP, Measurement & Strategy Weber Shandwick
- 40. AMEC’s first international chapter. Launched in fall 2009. Provides a networking forum for U.S. research and agency leaders. Represented on AMEC Board by inaugural chair David Rockland of Ketchum. Includes 16 members: Existing AMEC Members: BurrellesLuce, Cision, Dow Jones, Echo Research, Report International, VMS Large Agency Research Leaders: Edelman/StrategyOne, Fleishman-Hillard, Hill & Knowlton, Ketchum, MS&L, Ogilvy, Weber Shandwick Midsize Agencies and Specialist Research Firms: Chandler Chicco, Evolve24, Leading Communicators U.S. & Agency Leaders Chapter
- 49. A Declaration of Measurement Principles David Rockland Partner / CEO, Managing Director Ketchum AMEC Board Member IPR Measurement Commission, Past Chairman
- 68. Next Steps: Panel Organizations Delegates AMEC
Notas del editor
- BACKGROUND NOTES FROM JANUARY 21 MEETING: AVEs a. Demand had risen over last 18 months, especially from US clients—it is a cultural difference; US media environment is more homogeneous than Europe (Report Intl) b. Global measurement requires consistency c. Need for AVEs is more persistent from agency side than corporate comms (Cision) d. Not a core metric, should still emphasize the need to be outcome focused e. “Raise the Floor”—it’s about improving one of the worst metrics (Cision) f. Clients are buying this metric b/c it’s ‘close to free,’ yet it winds up as a major standalone metric g. Must alter the language—cost vs. value h. At what professional level do you educate people about the change in metric? (Hill & Knowlton) i. Need to offer clients a range of options (esp. since Weighted Media Cost is more expensive than AVE) Agreed Upon— 1. This topic is germane to AMEC, and we should therefore add it to AMEC’s agenda in Barcelona for consideration of adopting the Weighted Media Cost metric/language/practice. 2. Outcome based metrics—attributes, behavior, business results that target an audience—should always be used in preference to any output metric, including Weighted Media cost, whenever possible. 3. When measures are based on the cost of media space/time, they should be referred to as “costs,” not as “values.” 4. If costs are used, they should be adjusted for quality (particularly for tone with negative stories portrayed by negative costs) and for the actual space/time occupied by a client or competitors. 5. Multipliers should not be used unless proven by survey work or marketing mix models. 6. Negotiated rates should be used in preference to rate cards. 7. Must be based on methodological transparency.
- BACKGROUND NOTES FROM JANUARY 21 MEETING: II. Social Media Measurement a. Lack of common language and way to translate ‘social media’ into ‘traditional.’ For example, “engagement” is defined in many different ways by different vendors. b. Need to figure out who ‘owns’ digital measurement (if we don’t step up to quantify the investment, then someone else is going to do it for us) c. What are the components that go into gauging a brand’s online presence? d. Look at quality and quantity in tandem e. Create a ‘wik-tionary’ (ongoing wiki of social media measurement terms that can be updated and viewed by anyone) f. Social media measurement Is a process/methodology, not a set of tools g. How much sampling is needed since no one knows what 100% of the data set would be? h. Tap into AMEC’s members for data collection BACKGROUND NOTES FROM APRIL 29 MEETING: Social Media Measurement : (ask Tim to send full list) Social media *can* be measured Social media measurement is a discipline and process, not a tool There is no "single metric“ for social media Media content analysis has a fundamental role in SM measurement – but should be supplemented by web Analytics, search analytics, survey data and (where possible) sales and CRM data Need clearly defined goals and outcomes for social media (refer to PRSA document and new Altimeter report) Evaluating quality *and* quantity is critical, just as with conventional media Given the scale and volume of SM, technology-assisted analysis is important – but human reading and coding is still valuable for precision analysis (can’t expect 100% accuracy from technology solution; importance of sampling/reading from targeted lists) Measurement must adapt to the media being measured – in most social media, the focus is "conversation" and "communities" not "coverage" Understanding reach and influence is important, but existing sources are not accessible, transparent or consistent enough to be reliable or recommended [need to look at: original content; who passes along and replies to original content; full reach/readers] Experimentation and testing is critical to success -- though measurement and communication fundamentals still apply **Mike Daniels feedback: focus on community (measurement must be community focused; tracking conversation/comments is important); is it possible to normalize social and traditional media? Should clients be encouraged to integrate the two?
- BACKGROUND NOTES FROM JANUARY 21 MEETING: II. Social Media Measurement a. Lack of common language and way to translate ‘social media’ into ‘traditional.’ For example, “engagement” is defined in many different ways by different vendors. b. Need to figure out who ‘owns’ digital measurement (if we don’t step up to quantify the investment, then someone else is going to do it for us) c. What are the components that go into gauging a brand’s online presence? d. Look at quality and quantity in tandem e. Create a ‘wik-tionary’ (ongoing wiki of social media measurement terms that can be updated and viewed by anyone) f. Social media measurement Is a process/methodology, not a set of tools g. How much sampling is needed since no one knows what 100% of the data set would be? h. Tap into AMEC’s members for data collection BACKGROUND NOTES FROM APRIL 29 MEETING: Social Media Measurement : (ask Tim to send full list) Social media *can* be measured Social media measurement is a discipline and process, not a tool There is no "single metric“ for social media Media content analysis has a fundamental role in SM measurement – but should be supplemented by web Analytics, search analytics, survey data and (where possible) sales and CRM data Need clearly defined goals and outcomes for social media (refer to PRSA document and new Altimeter report) Evaluating quality *and* quantity is critical, just as with conventional media Given the scale and volume of SM, technology-assisted analysis is important – but human reading and coding is still valuable for precision analysis (can’t expect 100% accuracy from technology solution; importance of sampling/reading from targeted lists) Measurement must adapt to the media being measured – in most social media, the focus is "conversation" and "communities" not "coverage" Understanding reach and influence is important, but existing sources are not accessible, transparent or consistent enough to be reliable or recommended [need to look at: original content; who passes along and replies to original content; full reach/readers] Experimentation and testing is critical to success -- though measurement and communication fundamentals still apply **Mike Daniels feedback: focus on community (measurement must be community focused; tracking conversation/comments is important); is it possible to normalize social and traditional media? Should clients be encouraged to integrate the two?
- BACKGROUND NOTES FROM JANUARY 21 MEETING: III. Market Mix Modeling a. Vendor neutral, cost effective standard that is part of larger marketing mix b. Goal is to find out what drove incremental sales c. What are the PR inputs/variables that are tied to market mix models? Agreed Upon— 1. Share individual knowledge w/ Lou Capozzi and his students 2. Define right variables for integrated platform BACKGROUND NOTES FROM APRIL 29 MEETING: Market Mix Modeling / NYU Report: agreed upon the following slide— Clients are creating demand for MMM for consumer marketing We need to understand the value and implications of MMM for accurate evaluation of consumer marketing PR in contrast to other approaches We need to develop PR measures that can provide reliable input into MMM. Exploration of such measures might focus on quantity and quality measures, traditional media versus social media, and consistency with other marketing disciplines
- BACKGROUND NOTES FROM JANUARY 21 MEETING: II. Social Media Measurement a. Lack of common language and way to translate ‘social media’ into ‘traditional.’ For example, “engagement” is defined in many different ways by different vendors. b. Need to figure out who ‘owns’ digital measurement (if we don’t step up to quantify the investment, then someone else is going to do it for us) c. What are the components that go into gauging a brand’s online presence? d. Look at quality and quantity in tandem e. Create a ‘wik-tionary’ (ongoing wiki of social media measurement terms that can be updated and viewed by anyone) f. Social media measurement Is a process/methodology, not a set of tools g. How much sampling is needed since no one knows what 100% of the data set would be? h. Tap into AMEC’s members for data collection BACKGROUND NOTES FROM APRIL 29 MEETING: Social Media Measurement : (ask Tim to send full list) Social media *can* be measured Social media measurement is a discipline and process, not a tool There is no "single metric“ for social media Media content analysis has a fundamental role in SM measurement – but should be supplemented by web Analytics, search analytics, survey data and (where possible) sales and CRM data Need clearly defined goals and outcomes for social media (refer to PRSA document and new Altimeter report) Evaluating quality *and* quantity is critical, just as with conventional media Given the scale and volume of SM, technology-assisted analysis is important – but human reading and coding is still valuable for precision analysis (can’t expect 100% accuracy from technology solution; importance of sampling/reading from targeted lists) Measurement must adapt to the media being measured – in most social media, the focus is "conversation" and "communities" not "coverage" Understanding reach and influence is important, but existing sources are not accessible, transparent or consistent enough to be reliable or recommended [need to look at: original content; who passes along and replies to original content; full reach/readers] Experimentation and testing is critical to success -- though measurement and communication fundamentals still apply **Mike Daniels feedback: focus on community (measurement must be community focused; tracking conversation/comments is important); is it possible to normalize social and traditional media? Should clients be encouraged to integrate the two?
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