MEASUREMENT & EVALUATION

@RichardBagnall

CIPRsm @richardbagnall

110 YEARS OF CONTENTEVOLUTION!

CIPRsm

CIPRsm @richardbagnall

CIPRsm

CIPRsm

Prominence Score

@richardbagnall

The purpose of PR is to……communicate the right message to the right target audience……

at the right time, in the right medium…

CIPRsm

…to achieve an objective (e.g. sales, footfall, hits, awareness, improve reputation, knowledge, share price etc )

Outputs, Out-takes and Outcomes

CIPRsm

Output Out-take Outcomes

@richardbagnall

CIPRsm

CIPRsm @richardbagnall

CIPRsm

CIPRsm @richardbagnall

Consistency

CIPRsm

The Good Old DaysThe Good Old DaysThe Good Old DaysThe Good Old Days

@richardbagnall

The new metrics

@richardbagnall

CIPRsm @richardbagnall

Business Goals, Business Objectives

& Business KPIs

PR Goals, Objectives& PR KPIs

Business Goals

Business Objectives

Social Media Goals

Social Media Objectives

Social Media StrategySocial Media Strategy

Social Media Tactics

The right tools & services

• Content Sourcing & Methods• Reach / Impressions• Engagement

#smmstandardswww.smmstandards.org

• Engagement• Influence & Relevance• Opinion & Advocacy• Impact & Value

@richardbagnall

Exposure

Engagement

Awareness

Knowledge

Consideration

Influence

Action

Consideration

Preference

Action

EngagementComments/posts ratio No of links @ mentions / RTs / RT % Bookmarks / likes / votes Pins Shares & LikesSubscribers URL visits

ExposureOTS / impressionsBrand mentions Share of conversationMessages Tone Search rankClick-throughs

URL visitsAwarenessResolution rate

InfluenceRatings Reviews Likelihood to recommend Net promoter score

ActionFootfallPurchase / donations Website visits & downloadsCoupon redemption, Endorsement

Senior Execs

Case Study

Budget Stakeholders

Social Practitioners

@richardbagnall

Senior ExecsSenior ExecsReputation, Revenue,

NPS

Reputation, SOV,

Revenue, NPS

Sentiment,

Budget Stakeholders

Social Practitioners

Budget Stakeholders

Social media analytics

Sentiment, conversion,

insights, resolution

Social Practitioners

Engagement Data

Community growth, audience

engagement, influencers,

resolution time

@richardbagnall

Marketing Measurement

• Search, media, email, homepage

• Market research surveys

• Track fans v followers• SEO

Awareness

• Conversation• Advocacy• Tone & topics• Trends & issues• Engagement• Influencers

Innovation Measurement

• Topic Trends

Ecommerce / Direct Revenue Tracking

• Direct Attribution• Social Analytics• Facebook analytics

• Topic Trends• Sentiment• New Features included

from community

Support Metrics

• Resolution Rate

• Resolution Time

• NPS Score

Appropriate metrics drive the right behaviours

@richardbagnall

Appropriate reportingSocial manager reports BU Stakeholder reports Exec report

Campaign reports Insight summariesCampaign reports Insight summaries

3 social media take aways

• Be wary of automation

• Monitor & measure appropriately• Monitor & measure appropriately

• Social media measurement needs more than just numbers

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

To win an award…• Think like a judge

• Set the scene & tell the story

• Prove your case• Prove your case

• Use credible metrics

• No AVEs!

richard.bagnall@gorkana.com

@richardbagnall

www.linkedin.com/in/richardbagnall

Please keep in touch…

www.gorkana.com/measurement-matters

www.linkedin.com/in/richardbagnall

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