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September 9, 2014 Transcript of #CommsChat on Measurement Week

In advance of AMEC’s measurement week we explored the perception of measurement and evaluation in communications and ways of proving its effectiveness. We will explore the topics further during a webinar next week, hosted by Communicate magazine and Salience Insight, and with speakers from AMEC, Ketchum, GSK and Godrej.

  •  With PR ROI it is vital to ensure you set clear objects, set metrics against them, and measure. Integrate, to find your ROI
  •  depends where you sit. In-house focuses on reputation management; agency/consultancy is “selling” comms services.
  •  good measurement helps communicators hold their own in an increasingly metricised boardroom. ‘I think’ to ‘I know’
  •  One of the problems with the term “Barcelona Principles” is that it’s an insider term.
  •  If overall campaign aim requires ppl to take action in the ‘real world’ then you must measure results in ‘real world’
  •  our problem re AVEs is that. 1. They’re readily understood. 2. Clients like them

For the whole conversation see below:

 

  1. To all the owners out there. What do you find is the biggest challenge you face?

  2. Some great points put forward as part of . Look forward to reading the transcript/more tweets on the key topics

  3. Disappointed to have missed fantastic on measurement, might try to download tweets and then blog on plane tomorrow

  4. fyi, it was the (late) who introduced me to quotes on “intangible” value of reputation

  5. I hear you! It is not a metric change that will happen over night, but in time…true insight will beat big numbers

  6. Here’s a link to the (consensus-document “call to action”) Melbourne Mandate et al.

  7. Thanks all – that takes us to the top of the hour. a transcript will, as always be available from the CommsChat site tomorrow.

  8. one of Barcelona’s many problems is the requirement for repeatability. Because new media really works that way..

  9. AW Page “It’s been estimated reputation accounts for as much as 30-70% of gap b/t book value&market capitalization”

  10. “Disappointing truth about how many see your Tweets” Less than 5% on average. Ouch

  11. if it is about ‘online’ activity then measure their online activity (easy) digital is just a channel

  12. true it is about real conversations not just figures need quality

  13. our problem re AVEs is that. 1. They’re readily understood. 2. Clients like them

  14. If overall campaign aim requires ppl to take action in the ‘real world’ then you must measure results in ‘real world’

  15. Engagement is vital in digital campaigns. Anyone can buy followers, I say big numbers do not mean influence

  16. &with 5 mins to go, a reminder that full details of next week’s ‘s found at

  17. AVEs aren’t bad unless used alone IMO. Move away helped reduce ‘spin’ stigma. We do more than manipulate news

  18. AVEs are tricky, management frequently demand them….when not used with a £ sign they are a metric that shows movement. End…

  19. Topic 5 What evaluation techniques are most effective for digital campaigns?

  20. so lets move onto the last topic of the evening.T5 Which neatly takes us back to the first question of tonight’s

  21. … True , so what are the Barcelona principles … And AVEs while we tweeting

  22. Great point, as PR professionals we must ensure results are understandable, digestible & inclusive

  23. some management – mine don’t get it key is about impact/behavioural change

  24. So has PR gaind frm move away from AVEs? still used in awards entries & still requestd by managmnt

  25. I think most people would think it is something to do with football Doesn’t make AVEs right though

  26. : One of the problems with the term “Barcelona Principles” is that it’s an insider term. ” true.

  27. Q4 – Good PR/comms should be all about delivering results – behaviour change/driving sales as needed

  28. Even if you were new to measurement, or outside of PR, you could work out AVE. Whether it was meaningless or not

  29. One of the problems with the term “Barcelona Principles” is that it’s an insider term.

  30. Tell people what your business does with a video like this from £99!! storyboard

  31. Or outtakes! RT : Q4 as comms has developed & expanded so has evaluation. Has to be more about outcomes than outputs

  32. Q4 – as comms has developed and expanded so has evaluation. Has to be more about outcomes than outputs

  33. topic 4 How has PR benefited from the move away from AVEs?

  34. As we’ve started to raise the Barcelona Principles it’s a good time to move onto topic 4.

  35. : Sorry a bit late to but looking forward to talking evaluation at conf in October.” Me too!

  36. Alliance of world’s & associations….We’re the UN of PR, connecting 160,000+..

  37. Sorry a bit late to but looking forward to talking evaluation at conf in October.

  38. Ultimately, PR measurement can help you improve, learn & do a better job next time. It can even help fight the budget battle

  39. Effective PR Measurement enables you to identify what worked, what didn’t, learn from others successes/short-fallings.

  40. A3. If you’ve done it at least once before (campaign or first iteration of program), you have objectives/benchmarks “achieved.”

  41. Sorry for the ignorance – but not familiar with the Melbourne Mandate.

  42. One of the topics on our free webinar n/week is on how campaigns can change thru measurement

  43. is very soon…maybe some of the members are attending/presenting on it….

  44. We certainly all need to think global as PR doesn’t act in a vacuum.

  45. We can manage your social media profile from as little as £20 per month and build you up a real following

  46. agree. Think Barcelona Principles and Melbourne Mandate have many “values” in common c

  47. sorry, that should have read topic 3 (not 2) In what way does measurement provide lessons in which to apply to future campaigns?

  48. topic 2 In what way does measurement provide lessons in which to apply to future campaigns?

  49. that’s the record i was meaning – the length of time it took to come up.

  50. let’s bring in Topic 3. we can discuss in parallel with Topic 2

  51. Curious , any work been done to “measure” impact/outcomes of a communicative org (re: Melbourne Mandate)?

  52. surprised it wasn’t sooner 😉 There’s no point just auditing process. That doesn’t prove value to anyone

  53. T2 I think measurement allows us as pros give to Clemons in “black and white” everyone understands numbers gong up right ?

  54. Without knowing what your communications created how can you find value? Therefore, measurement is a vital step in the cycle

  55. it helps the business to view comms as a strategic partner, rather than ‘light relief’ at the tail end of the agenda

  56. You familiar w/ ‘s Melbourne Mandate re: being a “communicative organization” ?

  57. Hi James, we’re talking measurement &it’s takn 18 minutes to bring up the barcelona principles. A record, surely 😉

  58. A2. “All marketing is communication, but not all communication is marketing.” . Teach leaders ROI of “reputation” comms.

  59. good measurement helps communicators hold their own in an increasingly metricised boardroom. ‘I think’ to ‘I know’

  60. in-house charities: Leaders wants to see how comms can support biz dev, fundraising, service users AND public opinion

  61. check out the June 2013 ‘PR guide to measurement’. endorsed by 29 associations

  62. Hi all on – I’m James, a Senior Comms Manager focused on Employee Insight. Looking forward to sharing some best practice.

  63. and, i guess , we should focus more on in-house objectives

  64. mentioned outcomes, I recommend checking out ‘s Barcelona Principles

  65. outcome is a change in behaviour or a movement of the needle (in some way); campaigns usually revolve around sales…

  66. T2 In what way does measurement help business leaders determine the value of communications?

  67. probably a good moment to move onto the second topic of the evening

  68. But do both not require an outcome? and therefore a metric with which to decide whether the outcome was reached?

  69. You must know what success means to YOUR PR. Then, set your objectives against this meaning & use research to measure your ROI.

  70. even language differs. In-house talks about “programs” or “practices”; consultancies talk about short-term campaigns

  71. depends where you sit. In-house focuses on reputation management; agency/consultancy is “selling” comms services.

  72. . interesting point Judy – should ROI be measured differently, or less important with some types of PR?

  73. With PR ROI it is vital to ensure you set clear objects, set metrics against them, and measure. Integrate, to find your ROI

  74. T1 … I know how to measure I presume trad PR as similar metrics right ?

  75. Tuning in to and watching Which will be more challenging?!

  76. Believe it’s important to decide if your “PR” is of “reputation, value and relationship building” type or MARKETING PR

  77. Good evening, I am from , focusing on mainstream & digital communications measurement

  78. let’s look at the first topic – ROI, PR measurement – are they unavoidably linked? how can you ensure ROI for PR

  79. please feel free to join in but it’s always polite to make one fo your first tweets one introduction

  80. Tonight’s is a preview for next week’s , a great initiative organised by

  81. OK – its 8pm, time for . No guests tonight, but hopefully a chat room full of views and thoughts on measurement in PR & comms

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