Why attend?: Learn how to measure the outcome of your PR and evaluate the impact of social media
Who?: For the full speaker program, please scroll down beneath the form below. If you have problems booking this conference, or require further information, please email firstname.lastname@example.org. Our offices are open 9am to 5.30pm Monday to Friday.
Where?: The address for this seminar is: Instinctif, 65 Gresham Street, London, EC2V 7NQ
Is measuring the impact of PR more difficult than the measurement of marketing? Dave Stevens, Marketing Director, British Land
Comparing the measurement of marketing and PR in B2B markets
PR can contribute marketing ROI in B2B markets but too often its measurement is done poorly
Don’t be tempted to measure activity, measure what matters to the business
Is marketing measurement currently more sophisticated than PR measurement?
Consumers don’t hear communications in silos, so don’t measure communications in silos Karen Prichard, Managing Director Reputation, Ebiquity
Measurement has changed: Boards are increasingly looking for data to show the impact of the different forms of communications on organisational objectives and now require marketing data to show impact on objectives
Is messaging equally effective across all media types?
Why PR professionals must understand the impact on company objectives of their work
Soft brand metrics versus advertising – what we are learning? The mix of financial and softer KPIs
Integrated and convergence measurement: Pinpointing and differentiating the effect impact of PR and advertising through econometric modelling
Understand your impact on sales, that is the best measurement Paul Wooding, Director of Public Relations, EMEAI at WD, a Western Digital company
Are we framing the measurement of PR wrongly?
There are lots of measurement tools out there but are we in danger of measuring the wrong stuff?
Why PR campaigns should be focused on how they will impact the business
Understand your impact on sales, that is the best measurement
If you can’t say how your PR budget has impacted the business, you risk losing that budget
Progress report: Is the measurement of PR improving?
Quick fire presentations and panel:
The agency perspective:
5 mins on: How PR agencies can use a measurement framework for their clients Andy West, Group Chief Development Officer, Hotwire
5 mins on: A reality check: Can you accurately measure the quality of corporate counsel? Oliver Pauley, Managing Director, Portland UK
5 mins on: What the client wants: What Direct Line Group wants from their measurement Claire Foster, PR Manager, Direct Line Group
5 mins on: Have measurement capabilities improved Jeremy Thompson, Managing Director EMEA, Cision and Chairman, AMEC
5 mins on: Are PR people interested in measurement yet? Mark Westaby, Director, Spectrum Consulting
To be clear, we’ve deliberately chosen panellists who do not currently work together
Followed by an audience Q&A
Tea, coffee, biscuits and fruit
Top tips on How to Use AMEC’s Social Media Measurement Framework Elayne Phillips, Insight and Evaluation, Prime Minister's Office & Cabinet Office Communications, AMEC (The International Association for the Measurement and Evaluation of Communications)
Identifying the best social media metrics for different campaigns
Why metrics should always support the business and/or program objectives
What are the best sources of data when measuring social media
A guide to using AMEC's business and channel metrics framework
A guide to using AMEC's Paid, Owned and Earned (PESO) metrics framework
How better evaluation has increased the effectiveness of government communications
Paul Njoku, Head of GCS Evaluation Project, Government Communication Service
What UK Government Communications is doing to lead the charge in the field of measurement
Why evaluation is important to improving and saving lives in the UK
The frameworks and models it uses to prove PR value
How O2 use social analytics Daryl West, Social Media Insight Lead, Telefónica O2
Using social media analytics to produce insight stories grounded in data
Using analytics to drive engagement on social channels
Using social analytics as an early warning system if things go wrong
How the insight team plugs into the PR team, the marketing team and the customer care team