CIPR Media Evaluation

Measurement and evaluation Michael Blowers

Measurement and evaluation ,[object Object],[object Object],[object Object],2 Agenda

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3 In other words we are going to look at:

Measurement and evaluation 6 Traditional Media New Media

Measurement and evaluation 7 “ We don’t have to rely on the media to reach consumers and stakeholders anymore. This presents the industry with an ideal opportunity to use social media to reclaim the dialogue with the audience” Tim Johns, VP Corp Comms Unilever quoted in PR Week 19 September 2008 On new media and PR....

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],Metrics 8

Measurement and evaluation Core measures: 9

Measurement and evaluation 10 Favourability

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],11 Favourability

Measurement and evaluation ,[object Object],12

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],13 Messages

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],It might also be worth tracking... 14

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],And don’t forget... 15

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],The measurement process 16

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Do’s and Don’ts of evaluation 17 It’s not rocket science

Measurement and evaluation ,[object Object],[object Object],[object Object],Taking a wider view of the measurement process 18

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Finding the numbers that count 19

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Expressing your results 20

Measurement and evaluation ,[object Object],The challenge of measuring online content 21 Source: Arthur Page Society survey of executive boards found lack of ROI is one of the 4 primary reasons stopping firms

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],Online measurement metrics 22 (Everything so far mentioned plus Influence)

Measurement and evaluation Avoid automated evaluation when doing qualitative online media research 23

Measurement and evaluation ,[object Object],[object Object],Proving that PR within social media works 24 Source: Sea World Centre San Antonio for the launch of their new coaster Atlantis.

Measurement and evaluation ,[object Object],New developments in measurement Source: Open Calais/Thomson Reuters 25

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Measures becoming more important Source: Media Evaluation Research 26

Measurement and evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Finding more information from blogs 27

Measurement and evaluation ,[object Object],[object Object],Finding more information from Podcasts 28

CIPR Media Evaluation

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CIPR Media Evaluation