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.”