#AMECMM

Giles Peddy

@GilesPeddy

Johna Burke

@gojohnab

A practicalsession

September 22

Richard Bagnall

@richardbagnall

AMEC then…

Now: AMEC today

150 Members in 86 countries worldwide

World’s largest measurement &

insights trade body

Corporate members include NATO, UNICEF and The Bill & Melinda

Gates Foundation

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Barcelona 2010 Lisbon 2011 Madrid 2013Barcelona Principles Valid Metrics Frameworks Social Media

Measurement Frameworks

Amsterdam 2014 Stockholm 2015 London 2016User Guides and ‘How to’s’ Barcelona Principle 2.0 IEF – The Integrated

Evaluation Framework

AMEC Milestones

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PESO: Paid, Owned, Shared and Owned Media

Source: http://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/

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80 million votes

3.5 million ‘likes’Increase of 600%

140,000+ tweets60,000 new followers

2.9 billion impressions

17 million unique views

RESULTS:

THE METRICS THAT MATTER:

To communicate the right message

to the right target audience…

… to achieve an objective

What are we trying to do?

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The New Integrated Evaluation Framework

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Context to the Integrated Evaluation Framework

• Many of the evaluation methods and techniques that the industry took for granted for so many years are no longer enough.

• As organizational silos are coming down, PR professionals are being asked to work across all forms of media and use, and measure, these new channels and tactics.

• Work must encompass paid, earned, shared and owned media.

• To be effective at our jobs, we now need to plan and measure our communications in a truly integrated manner.

• To prove the value of communication in an age of accountability it is vital to move beyond measuring just the content (or ‘media’) analysis that largely sufficed for the previous 20 years.

• Now communication professionals must show the effect that their work has had on the objectives of their respective organizations.

AMEC and the working group

• AMEC has been championing better measurement in our industry for many years.

• It developed the Barcelona Principles and the Valid Metrics model.

• But AMEC recognized that it need a new solution to the most common challenges and pressures faced by communicators today as they look to prove their value in a rapidly evolving media landscape.

• AMEC set-up a working group from across commercial and public sector, agency, client-side, research and academic community.

• The working group spent a year working on a new framework to enable all marketing communications professionals, of all levels, have an interactive tool that would guide them through better planning, measurement and evaluation.

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What is the new framework intended to do?

• The interactive element of the integrated evaluation framework will guide you through the process from aligning objectives to establishing a plan, setting targets and then measuring the outputs, outtakes, outcomes and impact of your work.

• At each step of the process it provides additional information and suggests potential approaches and metrics that might be appropriate.

• It provides a consistent and credible approach that works for organizations of all sizes but which can be tailored to very specific user cases and objectives. 

• Anyone can use it, it is free and non-proprietary.• The industry now has one integrated approach to the

measurement challenges of today.• This new framework shows how to ‘operationalize’ the

Barcelona Principles and demonstrates how to turn Principles into action, and to finally prove the value of our work.

Launched in June 2016 at the AMEC Summit, London

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Interactive Evaluation Framework by AMEC

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Interactive Evaluation Framework by AMEC

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Interactive Evaluation Framework by AMEC

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Interactive Evaluation Framework by AMEC

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Initial response has been really positive!

“I think this new interactive tool is fantastic and a hugely valuable tool to the industry.  It takes the theory of the Barcelona Principles into a reality of setting goals, establishing KPIs and implementing measurement programs.  It is something I can see using all the time with many of our clients and account teams.” David Rockland, Partner/CEO, Ketchum Global Research & Analytics, & Immediate Past Chairman, AMEC

"Evaluating communications effectiveness has never been more important.  Across the UK Government, the AMEC Principles have helped us to make sure we are measuring what matters.  The principles need to be applied in practice so I welcome this new AMEC Interactive Framework which brings these principles to life in a user friendly way.”Alex Aiken, Executive Director of Government CommunicationsUK Government

“AMEC's new Integrated Evaluation Framework isn't just pleasing to the eyes - which I firmly believe all useful things SHOULD be - it makes SMART measurement and evaluation intuitive, which is the first step to adoption. Our industry has been desperate for a solution like this for decades. And with one click of the mouse, AMEC may have sounded the death knell of vapid metrics - turning them into valid metrics - once and for all.”Shonali Burke, CEO, Shonali Burke Consulting

“The tool is elegantly simple. It's the missing link between the Barcelona Principles, AMEC's integrated framework, and practical application in public relations practice across all forms of media. Practitioners no longer have any excuses for not measuring their work. Great job AMEC. Thank you on behalf of the public relations profession.”Stephen Waddington, Partner and Chief Engagement Officer, Ketchum

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#AMECMM

Find out more and start using the framework:

September 22

The session write-up and recording will be available

tomorrow on the LEWIS blog.

Visit:

amecorg.com/amecframework teamlewis.com/blog