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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.  1h

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

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  2.  

     

     16h

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

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  3.  16h

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

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  4.  17h

    From and : (June 2013) ‘PR guide to measurement’ h/t (during )

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  5.  18h

    cheers, sorry for late joining time

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  6.  18h

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

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  7.  18h

    Thanks for hosting

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  8.  18h

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

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  9.  18h

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

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  10.  18h

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

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  11.  18h

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

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  12.  18h

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

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  13.  18h

    & ‘s own contribution to – a great webinar, sponsored by

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  14.  18h

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

     View summary

  15.  18h

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

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  16.  18h

    true it is about real conversations not just figures need quality

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  17.  18h

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

     View conversation

  18.  18h

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

     View conversation

  19.  18h

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

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  20.  18h

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

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  21.  18h

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

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  22.  18h

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

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  23.  18h

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

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  24.  18h

    there’s progress here!, but don’t forget to

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  25.  18h

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

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  26.  18h

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

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  27.  18h

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

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  28.  18h

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

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  29.  18h

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

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  30.  

     

     18h

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

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  31.  

     

     18h

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

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  32.  18h

    exactly.

     Wandsworth, London

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  33.  18h

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

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  34.  18h

    *ahem* I had to look it up on Wikipedia…

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  35.  18h

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

     Wandsworth, London

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  36.  18h

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

     Wandsworth, London

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  37.  18h

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

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  38.  18h

    measurement solved: conference with panel: might help

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  39.  18h

    Yes David Rockland of AMEC and Ketchum will speak on measurements

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  40.  18h

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

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  41.  18h

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

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  42.  18h

    do you know: Is anyone involved with coming to/presenting at the on ?

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  43.  18h

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

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  44.  18h

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

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  45.  18h

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

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  46.  18h

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

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  47.  18h

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

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  48.  18h

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

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  49.  18h

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

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  50.  18h

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

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  51.  18h

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

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  52.  18h

    agreed

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  53.  18h

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

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  54.  18h

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

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  55.  

     

     18h

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

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  56.  18h

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

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  57.  18h

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

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  58.  18h

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

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  59.  18h

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

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  60.  18h

    have you talked to , current chair of about it?

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  61.  18h

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

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  62.  18h

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

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  63.  18h

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

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  64.  18h

    agreed!

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  65.  18h

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

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  66.  18h

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

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  67.  18h

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

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  68.  18h

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

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  69.  18h

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

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  70.  18h

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

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  71.  18h

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

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  72.  18h

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

     View conversation

  73.  18h

    “: check out the June 2013 ‘PR guide to measurement’. ”

     View conversation

  74.  18h

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

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  75.  

     

     18h

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

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  76.  18h

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

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  77.  18h

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

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  78.  18h

    mentioned outcomes, I recommend checking out ‘s Barcelona Principles

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  79.  18h

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

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  80.  18h

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

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  81.  18h

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

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  82.  19h

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

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  83.  19h

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

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  84.  19h

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

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  85.  19h

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

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  86.  19h

    evening, and welcome.

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  87.  19h

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

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  88.  19h

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

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  89.  19h

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

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  90.  19h

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

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  91.  19h

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

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  92.  19h

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

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  93.  19h

    Evening all, Hannah here from ‘s events team

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  94.  19h

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

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  95.  19h

    and with that – I’m , publishing editor of

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  96.  19h

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

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  97.  19h

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

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  98.  19h

    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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