Big data, small insights - Richard Bagnall, CIPR
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Richard Bagnall @richardbagnall Chair AMEC Social Media Measurement Group CIPR Social Media Panel Member CEO Prime Research UK
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18-Sep-2014 -
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Technology
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Big Data Meets Big Analytics Theatre - June 19th, 14:00-15:30 Just because we now have access to large data sets doesn't in itself guarantee that we will get better insights. This panel discussion led by experts from the Chartered Institute of Public Relations Social Media Panel (www.cipr.co.uk/ciprsm) will explore the fact that much of this "big data" - particularly in the area of social media - is unstructured, and thus much more difficult to actually gain meaningful insight from.
Transcript of Big data, small insights - Richard Bagnall, CIPR
Richard Bagnall @richardbagnall
Chair AMEC Social Media Measurement Group CIPR Social Media Panel Member
CEO Prime Research UK
Measurement Vs Insights
CONSISTENCY
The Good Old Days
Britain’s No 1 most influential person?
Business Goals
Business Objectives
Social Media Goals
Social Media Objectives
Social Media Strategy
Social Media Tactics
The right tools & services
Organisational Goals, Objectives
& KPIs
PR Goals, Objectives & PR KPIs
Exposure Engagement Preference Impact Advocacy
Awareness
Knowledge
Consideration
Preference
Action
EXPOSURE
ENGAGEMENT
PREFERENCE
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
SHARED
• Number of items
• Number of mentions
• Number of Followers
• OTS
• Comments/post • Shares • RTs/1000
Followers • Number of
inbound links
• Purchase consideration
• Tell a friend • Likelihood to
Recommend
• Visit store • Attend the event • Sales • Vote for issue
• Ratings • Reviews • Recommendations • Recommendations
rate
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
• Bullet One • Bullet Two
www.amecorg.com/social-media-measurement/
“The Refresh Project accomplished everything a social media program is expected to: Over 80 million votes were registered; almost 3.5 million ‘likes’ on the Pepsi Facebook page; almost 60,000 Twitter followers. “The only thing it failed to do was sell Pepsi. “It achieved all the false goals and failed to achieve the only legitimate one.”
