The CIPR runs a series of events helping PR practitioners tackle a variety of challenges. Tonight it was the turn of PR measurement and evaluation & I was asked to present. My slides are available for download on Slideshare and listed below are the tweets from the evening.

1. MEASUREMENT & EVALUATION
@RichardBagnall
CIPRsm @richardbagnall

2. 110 YEARS OF CONTENT EVOLUTION!
CIPRsm

3. CIPRsm @richardbagnall

4. CIPRsm

5. Prominence Score
CIPRsm @richardbagnall

6. The purpose of PR is to…
…communicate the right message to
the right target audience……
at the right time, in the right medium…
…to achieve an objective
(e.g. sales, footfall, hits, awareness,
improve reputation, knowledge, share
price etc )
CIPRsm

7. Outputs, Out-takes and Outcomes
Output Out-take Outcomes
CIPRsm @richardbagnall

8. CIPRsm

9. CIPRsm @richardbagnall

10. CIPRsm

11. CIPRsm @richardbagnall

12. Consistency
CIPRsm

13. The Good Old Days
@richardbagnall

14. The new metrics
@richardbagnall

15. CIPRsm @richardbagnall

16. Business Goals,
Business Objectives
& Business KPIs
PR Goals, Objectives
& PR KPIs

17. Business Goals
Business Objectives
Social Media Goals
Social Media Objectives
Social Media Strategy
Social Media Tactics
The right tools
& services

18. #smmstandards
www.smmstandards.org
• Content Sourcing & Methods
• Reach / Impressions
• Engagement
• Influence & Relevance
• Opinion & Advocacy
• Impact & Value
@richardbagnall

19. Exposure Awareness
Knowledge
Engagement
Consideration
Influence
Preference
Action Action

20. Exposure Engagement
OTS / impressions Comments/posts ratio
Brand mentions No of links
Share of conversation @ mentions / RTs / RT %
Messages Bookmarks / likes / votes
Tone Pins
Search rank Shares & Likes
Click-throughs Subscribers
URL visits
Action Awareness
Footfall Resolution rate
Purchase / donations Influence
Website visits & downloads Ratings
Coupon redemption, Reviews
Endorsement Likelihood to recommend
Net promoter score

21. Case Study
Senior Execs
Budget Stakeholders
Social Practitioners
@richardbagnall

22. Reputation,
Reputation,
SOV,
Senior Execs Senior
Revenue,Execs Revenue,
NPS
NPS
Sentiment,
Budget Social media conversion,
Stakeholders analytics insights,
Budget Stakeholders resolution
Community
Social Engagement growth, audience
Social Practitioners
Practitioners Data engagement,
influencers,
resolution time
@richardbagnall

24. Awareness Marketing Measurement
• Conversation • Search, media, email,
• Advocacy homepage
• Tone & topics • Market research
• Trends & issues surveys
• Engagement • Track fans v followers
• Influencers • SEO
Innovation Measurement
• Topic Trends
• Sentiment
• New Features included
from community
Ecommerce / Direct
Support Metrics
Revenue Tracking
• Resolution Rate
• Direct Attribution
• Resolution Time • Social Analytics
• NPS Score • Facebook analytics

25. Appropriate metrics drive the right behaviours
@richardbagnall

26. Appropriate reporting
Social manager reports BU Stakeholder reports Exec report
Campaign reports Insight summaries

27. 3 social media take aways
• Be wary of automation
• Monitor & measure appropriately
• Social media measurement needs
more than just numbers

28. And 3 for PR Measurement
• Measurement should be tied to
objectives
• Objectives need to be time bound
and measurable
• Use PR metrics to inspire & inform

29. To win an award…
• Think like a judge
• Set the scene & tell the story
• Prove your case
• Use credible metrics
• No AVEs!

30. Please keep in touch…
@richardbagnall
richard.bagnall@gorkana.com
www.linkedin.com/in/richardbagnall
www.gorkana.com/measurement-matters
www.facebook.com/metricameasures
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