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Measurement

The Roadmap for Measurement’s Past, Present and Future

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Today we bring you a guest post from Mark Stouse, PR industry veteran and managing member of Vaulting Ventures.

This post came about as part of a series of Q&A’s with top professionals curated by Hotwire PR in honor of AMEC’s Measurement Week.

Your resume encompasses many different types of industries and businesses—from kicking off your career at Edelman to playing key roles with big names such as Hewlett Packard, Honeywell and BMC Software.

Can you talk a little bit about how communication and the role of measurement shifted not only as you grew your career but as more technology became available?

The epiphany happened for me when I left the profession for 8 years in the 1990s and took on business roles inside a rapidly growing technology company. I was a sales person for a while, then I moved to marketing, then to R&D. One of my projects earned a valuable patent that drove the business to new levels.

I spent the last four years as the GM of a business. Collectively, those experiences completely transformed my point of view. When I returned to the profession in 2000, it was with a deep commitment to be “in business,” not just “in the business.”

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Vast Majority of Firms Still Use AVE for Measurement

percentagesWe hope everyone’s taken something valuable from this year’s Measurement Week event so far.

In case you missed it, last week Peter Himler of Flatiron Communications and Rebekah Iliff of AirPR gave us their takes on the future of measurement, and yesterday our own Nancy Lazarus brought you 10 pointers from Monday’s event with Heidi Sullivan of Cision Vocus, Shonali Burke of Shonali Burke Consulting, Chris Penn of Shift Communications and Sharam Fouladger-Mercer of AirPR.

Here’s our favorite quote from Rebekah:

“We should not, would not, could not use the Advertising Value Equivalency (AVEs) to measure the value of earned media. Most PR pros I know have done away with this, but according to a Ragan’s study last year, nearly a third of PR/communications practitioners still use them. Ugh.”

This morning, we came across a post on the This Is PRable blog indicating that the problem is worse than that.

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10 Pointers for Navigating the Measurement Maze

High Line Punctuation Sculpture FinalSince measurement is such an integral yet complex part of PR and social media, it has merited an entire week of events in New York. Cision Vocus is hosting morning sessions as part of AMEC Measurement Week 2014. PRNewser is following suit with the continuation of a multi-part series on the topic with featured event speakers. Recently we explored measurement’s future with Rebekah Iliff of AirPR and with Peter Himler of Flatiron Communications.

Now we’re reporting on yesterday’s presentation with Mark Schaefer, author and founder of Schaefer Marketing Solutions as well as a panel moderated by Himler that included Heidi Sullivan of Cision Vocus, Shonali Burke of Shonali Burke Consulting, Chris Penn of Shift Communications and Sharam Fouladger-Mercer of AirPR. They had different takes on various aspects of measurement and metrics, as captured in selected comments:

1. Measure or perish:

In response to those who say you don’t need to measure social media: There’s an implied value to everything and you’d better measure it. (Schaefer)

2. Re-focus on dual value:

Much social media value that’s created is qualitative, not quantitative. Intangible business benefits include building worthwhile relationships and increasing brand awareness. We spend too much time on spreadsheets, not on the human pulse of social media. (Schaefer)

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Peter Himler on The Future of Measurement

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In case you missed it, the newly united Cision/Vocus is hosting a big event in New York next week to discuss the topic that won’t go away: measurement.

Earlier this week we asked friend of the site Rebekah Iliff, CSO at AirPR, for her opinions on the future of the practice.

Today we have another take on the same topic from veteran Peter Himler: blogger, influencer, industry veteran, Balthazar fan and founder of Flatiron Communications.

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Q&A: Is the Future of PR Measurement Already Here?

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In case you weren’t aware, measurement will only grow more important in our industry moving forward.

In case you also weren’t aware, next week will be Measurement Week 2014 in our fair New York City thanks to a PR soiree hosted by Cision/Vocus that will include a slew of marquee names.

Leading up to the event, we spoke to two of the featured speakers to get their takes on the state of measurement: where it is now and where it needs to go.

First up is friend of the site and AirPR chief strategy officer Rebekah Iliff (follow her on Twitter; she’s quite good).

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5 Digital Metrics/Tools That PR Pros Need to Know

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Measurement: it is, as our own Shawn Paul Wood put it in yesterday’s “Top 5 PR Industry Debate Topics” post, the “pachyderm in the room.”

So what’s the skinny on new measurement tools, and which numbers should we focus on? For starters, Cision has some new offerings it would like to share with you.

We spoke to Heidi Sullivan, SVP of digital content at Cision, to learn more about the general state of data in PR and the tools and metrics that you need to use.

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‘Most Influential New Yorkers on Twitter’ List Is Slightly Surprising

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We don’t doubt the algorithms of social analytics company PeerIndex. We were, however, mildly surprised by the results of their most influential New York tweeters study featured today in New York magazine.

Some are obvious: mayors de Blasio and Bloomberg, Bill Clinton, Neil deGrass Tyson, Jimmy Fallon, and…French Montana? Is that Miley’s long-lost brother?

Just kidding. We know he’s a rapper because we do research. We also assume that Piers Morgan comes in at #4 due to the recent failure of his CNN show and the fact that he’s not afraid to call out his haters from his comfy spot beneath the bridge.

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Which Brands Won and Lost the Sochi Olympics on Social Media?

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[Via Reuters/Pawel Kopczynski]

The Sochi Winter Olympics are officially over, and the general consensus is that these may not have been the most exciting games in history (though The New York Times theorizes that some refuse to acknowledge their success in order to avoid praising Vladimir Putin).

One of the reasons we weren’t completely compelled is that we were distracted by a very serious political revolution in neighboring Ukraine.

We know who won in terms of medal count (Russia) and who lost in terms of ratings (NBC), but what about all those sponsors? Which brands won the most coverage on social beyond the ones Johnny Weir featured on his Instagram page?

Thankfully, we can now answer that question with this handy infographic from Engagor, which produces a platform for “real-time customer engagement, social media monitoring and analytics”, after the jump.

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Why We Need to Learn More About Social Measurement and ‘Predictive Marketing’

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We’ve all heard quite a bit about measurement lately, haven’t we? The stories about next-big-thing trends in targeted marketing, real-time marketing and now “predictive marketing” tie into the thread insisting that PR needs to better prove its value with data.

That’s tough, of course—just this week we learned that shares may not be worth much of anything at all, because many of the people who “share” a given piece of content never actually “read” it.

Eileen Bernardo, marketing/communications manager at social analytics firm ViralHeat, recently told us why PR should pay attention to all these digital marketing stories.

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So Is That Why You Made All Those Changes? Lithium Technologies to Buy Klout

kloutWe were supposed to have a call with Klout yesterday after posting this story about all the changes the company made to launch #NewKlout. But at the last minute, we were told something came up and the call would have to be postponed. That something was likely the news that the company was being purchased by Lithium Technologies for at least $100 million.

According to the scoop by Re/code, Lithium, a company that provides “social customer experience management software for the enterprise,” is preparing for an IPO. And the two companies complement each other.

“It’s a dead-on fit in terms of topic focus for the two companies, but it’s also a save for San Francisco-based Klout…” Re/code continues. Mashable speculates that Lithium was attracted to Klout for Business’ 200,000 users.

In light of the sale, it’s worth it to take another look at all of the Klout updates.

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