27Nov

#EvaluatePR Takeaway- AMEC Measurement Month Edition

Missed the #EvaluatePR AMEC Measurement Month Edition?

Find the recap below.

Guests:

Steph Bridgeman – @stephbridgeman

Obafemi Farinde – @FemiFabs

Francois van Dyk – @sbalie

Damilola Sobajo – @damisreality

Tonya Khoury – @thisIsTonya

Godfrey Adejumoh – @godfrey_adejumo

Joel Pereyi – @thepereyi

 

#AMECMM #EvaluatePR

Q1: Please tell us what you do and how you got there #EvaluatePR

@stephbridgeman

A1:  I head up a collective of freelance media analysts. We help media intelligence companies, PR agencies and brands collect, categorise, curate and add context to #PRmeasurement data. #EvaluatePR #amecmm

A1: I started my career at Metrica in 1999 and have been in the #PRmeasurement industry ever since, focusing on media content analysis, daily / weekly / crisis/campaign press summaries, data story-telling, PR measurement strategy and processes and training #EvaluatePR #amecmm

A1: I am an AMEC member, have written many successful (winning) AMEC awards and am an active member of its young leaders’ group #EvaluatePR #amecmm

@FemiFabs

A1: I am driven by creative thinking, storytelling and evaluation as I believe it is impossible to make anything better if you do not have a baseline to measure success (1/2) #EvaluatePR #AMECMM

A1: I am a Communications Manager at Hill+Knowlton Strategies Nigeria, a global company that combines knowledge with specialist areas of ‘ideas + strategy’, and content creation #EvaluatePR #AMECMM

@sbalie

A1: I run operations @OrnicoMedia and serve on @AmecOrg education committee – I studied, taught and worked in #PR before focusing on #MeasurePR #AMECMM #EvaluatePR

@ThisIsTonya

A1: I’m a media monitoring and measurement dinosaur and I got here by chopping up newspapers (mostly), the rest was just packaging 🙂  Now, I try to stay as far away from traditional media as possible 🙂 #evaluatePR #AMECMM

@stephbridgeman

Love this answer!  I recall those days chopping up press cuttings and sticking them with glue into big black cardboard books – early 90s – #EvaluatePR #amecmm

@ThisIsTonya

Those were the days when the glue room was very popular!  In all seriousness though, traditional media is very hard work, and to get it right is almost impossible (I said almost) 🙂 #AMECMM #EvaluatePR

Q2: What is the most difficult question you have been asked regarding PR evaluation and measurement? #AMECMM #EvaluatePR

@stephbridgeman

A2: 1/2 The hardest questions are around budget and turnaround times.  Clients inevitably want a superhuman task done instantly!  We use a mix of automated techniques and good old-fashioned brain power and intelligent thought. It doesn’t just take 5 mins!  #EvaluatePR #amecmm

A2: 2/2 budget and turnaround times.  ‘Sod’s law’ means that client crises inevitably happen on a Friday or just before a public holiday, or just before your special planned vacation.  #EvaluatePR #amecmm

@FemiFabs

A2: I have realized that setting clear goals and evaluating success against set KPIs is a prime solution to all these concerns (1/2) #EvaluatePR #AMECMM

A2: How will all these fantastic PR ideas affect my bottom-line? How will it help me drive sales? Show me direct coefficients of how this affects my business? #EvaluatePR #AMECMM

@ThisIsTonya

Difficult question: “Can you give me my AVE report?” Difficult answer: “I can, but it’s not worth anything” #AMECMM #EvaluatePR

@flynesdharme

Very Apt response.

#EvaluatePR #amecmm

@stephbridgeman

And anyway it’s cheaper to do the qualitative content metrics than to research advertising rates #EvaluatePR #amecmm

@sbalie

A2: #AMECMM Difficult questions mostly concerns measuring results when there was no specific goal and relevant metrics for a campaign to start with – hence difficult to #MeasurePR #EvaluatePR – SMART goal setting is so important! You can’t slap on measurement as an afterthought!

@ShashankHosa

A2: when is the best time to send out a press release to a wire to get maximum coverage? #EvaluatePR #AMECMM

@flynesdharme

A2: The basic question will be ‘how do I get value for my money?’ and ‘how long does it take to get an integrated report?’ In all honesty, we do a lot of magic, they think, but trust me, they get more than value.

M&E Industry is a wonder to all. #EvaluatePR #amecmm

@Steezy_amah

A2: What is the most persistent myth you’ve encountered about the impact of social media on measurement #EvaluatePR

@UcheDuru35

A2. The most difficult question I have been asked is ‘How do you determine the relevance of your metrics to your specific client?’ #EvaluatePR

@ehikay

A2: How does measurement & evaluation translate into profit for my organization?

#EvaluatePR #AMECMM

@philipodiakose

A2: One of the difficult questions is a PR client requesting for a Monetary value to share with management as ROI to defend spend- rather I gave Her ROO(Return on Objective) It is PR not Advertising #EvaluatePR #AMECMM

Q3: Kindly share the value of media monitoring in the era of ‘Fake News” #AMECMM #EvaluatePR

@stephbridgeman

A3: 1/2 In this hyper-connected world, negative news can spread like wildfire and can impact share price, consumer opinion, and sales. Without regular media monitoring for your brand, how will you know and respond quickly to misinformation? #EvaluatePR #amecmmA3

@ThisIsTonya

Even more though, you have media monitoring, so what?  What are you going to DO with the data, that’s where I’m at #AMECMM #EvaluatePR

@stephbridgeman

A3:  2/2 You need to be monitoring the media to spot the fake news – and this typically involves an element of human analysis. Once you have identified a fake news story, keywords can help you identify pickup and spread in an automated way #EvaluatePR #amecmm

A3 3/3  But it takes a human reading the content and knowing what is the truth and what is fake to flag the fake news story up in the first place.  #EvaluatePR #amecmm

@philipodiakose

This is one of the shortcomings of #AI (machine) – Human analyst are highly needed in monitoring and analysing #Fakenews because of identifying sarcasm and dialects #EvaluatePR #AMECMM

@stephbridgeman

We have found that in the era of automation i.e. past 15 years, our media analysts have to wade through so much irrelevant content just to find the good stuff – we can spend 1/3 of our time filtering rather than actually analysing!  #EvaluatePR #amecmm

@ThisIsTonya

Proper tools are essential #AMECMM #EvaluatePR

@stephbridgeman

Underlines how important it is for the excellent media monitoring firms to guide their clients and assist with search terms etc. As opposed to SaaS tools – clients plug in too broad a search /keyword and then report on irrel data #EvaluatePR #amecmm

@philipodiakose

A machine will always be a Machine – No 100% free error.

@FemiFabs

A3: It is important for businesses to monitor fake news sites to defend themselves from their attacks. For comms managers, it’s important to include fake news in crisis management plans – while setting up robust media monitor frameworks to get ahead of stories #EvaluatePR #AMECMM

A3: (1/2) In the age where digital is gold, it is essential to monitor the media and evaluate the impact of each story even when the news is seemingly negative #EvaluatePR #AMECMM

@damisreality

A3:   The value of media monitoring in the era of fake news cannot be overemphasized. Companies have to consistently be in the know about the information being circulated about them and their brands.  #EvaluatePR #AMECMM

A3:/2 Social media has also turned everyone to a reporter in their own rights giving them the liberty to post what they please either verified or not. #EvaluatePR #AMECMM

@ShashankHosa

A3: media monitoring will help identify the source of fake news and kill it before it spreads. #EvaluatePR #AMECMM

@flynesdharme

A3: As immense as the value of media monitoring, it aids getting real-time information and also helps to manage overblown situations, media monitoring also gives room for spotting mistakes and giving corrections where necessary (1/2) #AMECMM #EvaluatePR

A3: As damaging as “Fake News” can be, it can be managed adequately having the right tools to work within media monitoring (2/2) #EvaluatePR #amecmm

@Steezy_amah

A3: Monitoring media can help analyse all aspects of a company’s media image, and can help to obtain headlines and stay on top of the news in the company’s Industry. Makes the news transparent and easy to spot out what is fake. #EvaluatePR

Q4: In Measurement & Evaluation, what are your 5 top ‘Key Metrics’ in your PR Evaluation dashboard during a PR campaign? #AMECMM #EvaluatePR

@stephbridgeman

A4: Inputs:

1) Tactics (media events, press releases, blogger outreach)

Outputs:

2) Sentiment

3) Messaging

Outcomes:

4) Engagement (comments, shares etc)

Impacts:

5) Google Analytics / Google Trends

#EvaluatePR #amecmm

@sbalie

A4: #AMECMM There are so many metrics. Choose the most relevant ones for a specific campaign – good #EvaluatePR ones are #keymedia #message relevance #advocacy #reputation #organisational results – e.g. Financial, behavioural change etc.

@FemiFabs

A4: Engagement – Coverage, comments, hits per story, likes, reposts, shares, opinion editorials, and social trends. (1/1) #EvaluatePR #AMECMM

A4: (1/2) Sentiment –The tone of the messaging. Positive, negative or neutral. Analyzing this metric allows us to strategize on messaging per audience. The best approach for accurately measuring sentiment is through supplementing automated analysis with human analysis #EvaluatePR

A4: (1/3) Key messaging – It is important to always stay ahead with topics that set the tone #EvaluatePR #AMECMM

A4: (1/4) Feedback/Conversions – This is perhaps the most overlooked metric in this clime. Behavior changes, opinion shift, increased demand, more conversations, higher engagements #EvaluatePR #AMECMM

A4: (1/5) Audience reach – When you change the word consumer to audience – you alter the terms of engagement. Using the right tools to calculate the number of people reached is key #EvaluatePR #AMECMM

@damisreality

A4: My top 5 key metrics in PR evaluation are: Mentions, social share, engagements, referrals and bounce rate. #EvaluatePR #AMECMM

@UcheDuru35

A4.

  1. Sentiment analysis.
  2. Engagement rate.
  3. Audience reach.
  4. Messaging and
  5. Message channel.

#EvaluatePR

@ThisIsTonya

There are brilliant metrics – I love to understand WHO is talking and how they are FEELING.  I also like to understand who had the biggest impact and what that impact was.  Even sexier overlay ad spend / other media activities – see if the whole strategy works #EvaluatePR

@Lyma1505

A4: Here you have it – Mentions, Message resonance, Share of voice, Article quality score and Engagement. #AMECMM #EvaluatePR

@Steezy_amah

A4:

  1. Reach
  2. Impressions
  3. Item
  4. Mentions
  5. Engagement

#EvaluatePR

@ehikay

A4: There are lot of metrics depending on the objectives of the campaign.

Some of these are Engagement, Tonality, Mentions, Channel of data retrieval, and Message Penetration amongst others.

#EvaluatePR #AMECMM

Q5: What is your favorite quote on Measurement & Evaluation? #AMECMM #EvaluatePR

@stephbridgeman

A5: #EvaluatePR #amecmm “Measurement is like laundry. It piles up the longer you wait to do it.” – Amber Naslund

@sbalie

A5: #AMECMM #EvaluatePR #MeasurePR “Measure what is measurable, and make measurable what is not so.” Galileo Galilei (Italian Astronomer)

@damisreality

A5: One of my favourite quotes on Measurement and Evaluation is: “it isn’t just a pat on the back. Measurement is about marking, but evaluation is about improving’’ #EvaluatePR #AMECMM

@ShashankHosa

Everything in life can be tracked, measured and should be taken into account to succeed in life. #AMECMM #EvaluatePR

@ehikay

A5: “All conflict in the world is essentially about our differences in measurement.”

#EvaluatePR #AMECMM

@UcheDuru35

A5. “The only man who behaves sensibly is my tailor; he takes my measurements anew every time he sees me, while all the rest go on with their old measurements and expect me to fit them”

#EvaluatePR

@Steezy_amah

A5: “there is no point in just putting something out in the ether and not listening to the echoes.” #EvaluatePR

@philipodiakose

A5: Be realistic – on budget, on timing, on scope. You tend to get what you pay for. #BitterTruth #EvaluatePR #AMECMM

A5: Measurement & Evaluation is the Beginning and the End of Every PR program – I love this quote. #EvaluatePR #AMECMM

 

@ThisIsTonya

Death to AVE, Long Live AVE 🙂 #AMECMM #EvaluatePR

@Lyma1505

A5: I will borrow this from Ben Matthews of @eBay – Tailor your measurement for different audiences for maximum impact #EvaluatePR #AMECMM

@ehikay

A5: “All conflict in the world is essentially about our differences in measurement.”

#EvaluatePR #AMECMM

Q6: Your advice to PR pros that do not #EvaluatePR

@stephbridgeman

A6:   Good evaluation is a way to demonstrate the business case for more investment in PR and unlock further budget. Just do it. #EvaluatePR #amecmm

@sbalie

A6: #AMECMM #MeasurePR #EvaluatePR is not to show how great your campaign was. It is to get learnings on how to improve #PR. If you do not measure and evaluate you will not improve and you will lack credibility and face irrelevance.

@philipodiakose

A6: Don’t fear measurement and evaluation, it is meant to guide you not hunt you. #EvaluatePR #AMECMM

@FemiFabs

A6: Wake up, smell the coffee, the future of PR will be driven by analytics, data evaluation, audience mapping and engineering, it is time to evaluate PR – to create that revolutionary campaign #EvaluatePR #AMECMM

@damisreality

A6: Without #EvaluatePR a campaign is incomplete. It enables us to show the impact of our efforts across all platforms, demonstrate investment value for your PR strategy and allows PR professionals to prove their worth #AMECMM

@Lyma1505

A6: PR pros should take M&E from the last position on their checklist to the top – that way they will earn respect and seat in the boardroom. Because you can’t manage what you don’t Measure. #AMECMM #EvaluatePR

@stephbridgeman

I have heard stories about PR agencies putting the M&E slide to the front of their new business pitches – it can help you win work when the client can see that measurement is not an afterthought.    #EvaluatePR #amecmm

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