jeremy thompson, amec chair & ceo, gorkana...

Jeremy Thompson, AMEC Chair & CEO,

Gorkana Group

Ending marketplace confusion about PR

metrics!

People started to see measurement differently after the

Barcelona Principles

1. Importance of Goal Setting and Measurement

2. Measuring the Effect on Outcomes is Preferred to Measuring

Outputs

3. The Effect on Business Results Can

and Should Be Measured Where Possible

4. Media Measurement Requires Quantity

and Quality

5. AVEs are not the Value of Public Relations

6. Social Media Can and Should be Measured

7. Transparency and Replicability are Paramount to Sound

Measurement

The Barcelona Principles was an AMEC initiative in partnership

with PRSA, ICCO, IPR and Global Alliance.

Awareness Knowledge/

Understanding

Interest/

Consideration

Preference/Sup

port

Action

Public Relations

Activity

Intermediary

Effect

Target Audience

Effect

COMMUNICATION / MARKETING FUNNEL

P

H

A

S

E

S

Org/

Biz

Result

The AMEC Valid Metrics Framework

EXPOSURE

ENGAGEMENT

INFLUENCE

IMPACT

ADVOCACY

PAID

• Impressions

• Reach

• CPM

• Active GRPs

• TRPs

• Interaction rate

• Click-thrus

• Time viewing

• Completion Rate

• Click-Thru Rate

• Purchase

consideration

• Awareness

• Purchase Intent

• Likelihood to

Recommend

• Visit website

• Attend event

• Sales

• Download coupon

• Leads captured

• Promo redemptions

• Mentions in Earned

channel

• Recommendations

• Review

• Ratings

OWNED

• Unique visitors

• Page views

• Reach

• Impressions

• CPM

• Return visits

• Interaction rate

• Duration

• Subscriptions

• Links

• Tell a friend

• Change in opinion

• Association with

key attributes

• Download paper

• Download app

• Sales

• Request info

• Cost savings

• Recommendations

• Ratings

• Reviews

EARNED

• Number of

mentions

• Number of posts

• Message delivery

• Hashtag usage

• Contest entries/

participants

• Purchase intent

• Awareness

• Associations with

issues/topics

• Visit website

• Attend event

• Download coupon

• Leads captured

• Promo redemptions

• Recommendations

• Ratings

• Reviews

AMEC social media measurement framework

Realisation!

• AVEs still being used

• Too many different metrics

• The industry is looking for leadership!

• By the end of today AMEC stands ready to commit to

working with our members and international partners to:

• Establish clarity and transparency

• Deliver an easier to use integrated framework with metrics

• Pledge our renewed support for the Barcelona Principles.

Christina Liao

Global Director of Research & Analytics, FleishmanHillard

Measure What Matters

to Win the Game

The Current PR Measurement Landscape

50%

36%

37%

60%

34%

32%

39%

33%

25%

46%

18%

25%

30%

15%

20%

0% 25% 50% 75% 100%

The evaluation of individual campaign performance

Guiding future campaign planning

Demonstrating the overall impact of communications activity on business results

Highlighting successes which can be shared with the business

Driving performance/appraisals for individuals

Satisfied Neutral Dissatisfied

Overall satisfaction with the effectiveness of measurement activity in…

Results based on 2015 AMEC survey on measurement carried out in association with Gorkana Group.

The Current PR Measurement Landscape Overall Opinion Regarding Measurement Approach

42%

53%

82%

33%

31%

40%

26%

28%

16%

30%

41%

36%

32%

19%

2%

37%

28%

24%

0% 25% 50% 75% 100%

We have a strong and robust comms evaluation program in place

We make better decisions on communications activity using our evaluation results

There are ways in which we could improve our evaluation program with more sophisticated analysis

Our evaluation is too simple to be useful

My clients/agencies are confused around the role of measurement in creating better communications activity

Our evaluation results fail to meaningfully demonstrate ROI

Agree Neutral Disagree


75%

42%

75%

41%

58%

33%

5%

37%

79%

54%

81%

49%51%

39%

11%

43%

77%

47%

78%

44%

55%

36%

7%

39%

0%

25%

50%

75%

100%

Volume Exposure Reach Knowledge Engagement Advocacy Preference Key influencer activity

In-house Agency Combined


80%

50%

33%

84%

54%

39%

0%

25%

50%

75%

100%

Outputs analysis Outcomes analysis Business results analysis

In-house Agency

Where’s the focus –

Media Metrics



26%

22%

4%

40%

9%

36%

21%

15%

6%

71%

40%

30%

13%

27%

11%

47%

12%

18%

7%

64%

32%

26%

8%

35%

10%

40%

18%

16%

6%

68%

0% 25% 50% 75% 100%

Sales leads

Revenue

Share price

Customer satisfaction

Net promotor scores

Brand perceptions data

Operational performance

Transaction volumes

Transaction size

Website traffic

Combined Agency In-house

26%

22%

4%

40%

9%

36%

21%

15%

6%

71%

40%

30%

13%

27%

11%

47%

12%

18%

7%

64%

32%

26%

8%

35%

10%

40%

18%

16%

6%

68%

0% 25% 50% 75% 100%

Sales leads

Revenue

Share price


Net promotor scores



Transaction volumes

Transaction size

Website traffic


26%

22%

4%

40%

9%

36%

21%

15%

6%

71%

40%

30%

13%

27%

11%

47%

12%

18%

7%

64%

32%

26%

8%

35%

10%

40%

18%

16%

6%

68%

0% 25% 50% 75% 100%

Sales leads

Revenue

Share price


Net promotor scores



Transaction volumes

Transaction size

Website traffic


26%

22%

4%

40%

9%

36%

21%

15%

6%

71%

40%

30%

13%

27%

11%

47%

12%

18%

7%

64%

32%

26%

8%

35%

10%

40%

18%

16%

6%

68%

0% 25% 50% 75% 100%

Sales leads

Revenue

Share price


Net promotor scores



Transaction volumes

Transaction size

Website traffic


Where’s the focus –

Brand/Business Metrics

75%

42%

75%

41%

58%

33%

5%

37%

79%

54%

81%

49%51%

39%

11%

43%

77%

47%

78%

44%

55%

36%

7%

39%

0%

25%

50%

75%

100%

Volume Exposure Reach Knowledge Engagement Advocacy Preference Key influencer activity

In-house Agency Combined


Measure What Matters – How Do We Evolve and

Where Do We Focus?

65%

There needs to be a

simple, single suite

of metrics to

measure

communication

effectiveness

64% 77% 65%

There are too many

measurement

metrics in the

marketplace and it

confuses people

With the right metrics

in place, all

businesses will be

evaluating their

activities in a robust,

effective way

Ideally, there should

be a single,

recognized set of

industry

measurement

metrics


Measure What Matters – What are the Barriers?

• Analytics approach too time-consuming, too costly and too

complicated

• Lack of access to third-party or company business data

• Lack of availability, education and awareness of existing

framework and guidance for measuring effectiveness

• Too narrowly focused on individual campaign performance in

isolation without a more integrated view

Brand Metrics

Business Metrics

Media Metrics


Where Do We Focus?

Brand perceptions

Net promoter scores


Website traffic

Transaction size

Transaction volume


Share price

Revenue

Sales leads

Volume

Exposure

Reach

Knowledge

Engagement

Advocacy

Preference

Key influencer activity

Measure What Matters – AMEC’s Role

35%

I am aware of the

AMEC’s Metrics

Framework

43%

I am aware of the

AMEC Measurement

Principles


• What role should AMEC

play?

• How can AMEC be more

effective?

• Who should be our

partner(s) to move this

initiative forward?


Where Do We Focus?

• What does a single integrated set of measurement metrics look like? • How do we organize them and allow for customization?

• Where do the data come from?

• How do we map them to brand experience journey?

• How do we prioritize them?

• How do we link media metrics to brand and business metrics? • What are the analytics approach?

• What are the best practice/case studies in the industry?

• How do we move this initiative forward with tangible results? • What role does AMEC play?

• How do clients and agencies work together?

• How do we ensure best practice sharing to keep the momentum?

Richard Bagnall, CEO, PRIME Research UK

Elayne Phillips, Head of Communications

Research & Evaluation, DEFRA

Lessons learned:

What might a single suite of metrics look

like?

It's amazing that

the amount of

news that

happens in the

world everyday

always exactly fits

the newspaper.

Jerry Seinfeld

Communication & PR have changed

“Skim and a whim”

“We should measure success not on old mass

media metrics of thousands of eyeballs that

watched our message, but instead by answering,

did we help you meet your goals, improve your life

and improve your community?”

Jeff Jarvis

The media questions its metrics

“We’ve 60 years of

bad practice to

unlearn.

“We must stop

counting for the

sake of counting.

“PR needs to be

aligned to the

metrics of the

organisation.”

So does the PR sector

Social Media Measurement Framework Launch 2013

Re-watch the launch video here:

bit.ly/SMM-Framework

Social Media Measurement Model

EXPOSURE ENGAGEMENT INFLUENCE IMPACT ADVOCACY

Create potential

audience

exposure to

content &

message.

Interaction that

occurs in response

to content on an

owned channel

‘engaging with you’.

Also earned social

conversation ‘talking

about you’.

Ability to

cause or

contribute to a

change in

opinion or

behavior.

Effect of a

campaign,

program or

effort on the

target

audience.

Also Value -

the financial

impact.

Act of pleading or

making the case for

something. Includes

positive sentiment and

one of following:

• A recommendation

• A call to action to

purchase

• Suggested usage

or suggested

change to opinion.

UK Government’s experience

Inputs Outputs

Earned

Owned Optional Optional

Paid Optional

Optional

Out-takes

Outcomes

Organisational objective:

1 GOST model (Goals, Objective, Strategy, Tactics)

2 Open-ended but inc examples

4

Provide menu of potential metrics and

definitions. Option to set targets.

Add explanation of the importance of

benchmarking to help set targets

3

Wizard to help

pick up to 6

SMART out-take

and outcome

objectives.

Add explanation

and examples of

SMART

objectives.

As we move forward, let’s not forget

Discussion Group A

Developing an integrated metrics model

Leaders: Christina Liao/Richard Bagnall

Panel:

Michael Ziviani, Founder & CEO, Precise Value & Co-Chair, AMEC

Asia-Pacific Chapter

Johna Burke, EVP, BurrellsLuce

Andrew Hughes, Commercial Director, NLA media access

Courtney Kalous, Director of Planning and Evaluation,

Cattlemen’s Beef Board

Giles Peddy, Group Managing Director UK, LEWIS PR

Sean Smith, Chief Executive, Australia & New Zealand, Isentia

Measurement Legacy & Vision

0

1

2

No / Invalid Measurement

Findings

Basic Measurement Insights

Evaluation Understanding

3 Business Value Analysis

Maturity

Value

Board Ready

ROI

AVE 2010 Barcelona Principles

Integrated Analytics

Analytical Rigour

Emerging Standards

2015 AMEC

PRIA

2016 A’ccredn

2017+ True ROI

JOHNA BURKE, BurrellesLuce EVP, AMEC North America Co-Chair

METRICS NEED TO:

1. Tie to KPI’s

2. Easily ladder up within the organization

3. Demonstrate correlation to outputs and outcomes

A Tale of Metric Implementation

• Big Question: How much do beef producers get for investing in

consumer preference-building programs for beef?

• Challenge: Develop single metric across broad range of programs

and contractors that is understood by farmers, ranchers and other

beef producers

• Solution: PEM (Performance Efficiency Metric) measures Voice,

Reach & Engagement/$1000, Adjusted for Message Delivery &

Channel Effectiveness

• Pros: Single metric, easy to understand, answers output question

• Cons: Doesn’t encompass all program types; doesn’t specifically

address incremental demand or change in consumer preference

for beef (outcomes and business results)

Show me the data!

Discussion Group B

Where does the Barcelona Principles fit into

what we are doing and need to do to strengthen

its impact? Leaders: Chris Foster/David Gallagher

Panel:

Sarah Campbell, Global Communications Public Affairs Lead

Brand, Communications and Digital, Royal Philips

Sarah Kochhar, Director of Research, ,IPR & Associate Director of

Measurement & Analytics, APCO Worldwide

Francis Ingham, ICCO Chief Executive & PRCA Director General

Eileen Shiel, Executive Director, Corporate Communications, Cleveland Clinic

Jeremy Thompson

AMEC Chair & CEO, Gorkana Group

Richard Bagnall, CEO

CEO, PRIME Research

The Metrics Group

Chris Foster

Partner, Booz Allen Hamilton; AMEC Vice Chairman

The Barcelona Principles Group

Questions

Q&A – the working group leaders

• David Gallagher, Senior Partner, CEO, Europe & Chairman, London,

Ketchum; Chair of ICCO

• Chris Foster, Partner, Booz Allen Hamilton

• Christina Liao, Senior Vice President & Senior Partner &

Global Director, Research & Analytics, FleishmanHillard

• Richard Bagnall, CEO, PRIME Research UK

The Summit Poll

Jeremy Thompson, AMEC Chair & CEO, Gorkana Group

Chris Foster, AMEC Vice Chair & Partner,

Booz Allen Hamilton

Questions

Chris Foster, AMEC Vice Chair

& Partner, Booz Allen Hamilton

AMEC’s Commitments from this Summit

• WE COMMIT…to form an internationally representative working group to

develop an integrated measurement framework.

• WE COMMIT…to working with the partner organisations who helped

construct the original Barcelona Principles to seek their involvement in

recommitting and promoting the Principles.

• WE COMMIT… to investing in a global campaign to promote the

Barcelona Principles and integrated framework.

• WE commit…to working harder with our partner PR association

members throughout the world to truly make measurement mainstream.

Jeremy Thompson, AMEC Chair

& CEO, Gorkana Group

Arrangements for tonight

• 18.55 Event staff in the Hotel Foyer to guide you to the Slussen Pier.

• 19.00 Boats leave from Slussen Pier for Berns

• Summit Gala Dinner and AMEC Awards 2015 starts at 19.30 – please don’t be late as we have a surprise!

• 23.30, 00.00 and 00.30 Coaches leave from Berns to the Hilton Stockholm Slussen

jeremy thompson, amec chair & ceo, gorkana...

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