Posts Tagged ‘AMEC’

Up Your Measurement Game with AMEC’s New Social Media Measurement Guide

Wednesday, June 11th, 2014

Up Your Measurement Game with AMEC’s New Social Media Measurement Guide Ellis Friedman BurrellesLuce Fresh Ideas PR Public Relations AMECIt’s one thing to know we should be measuring our social media communications campaigns – and it’s quite another to know just how to do that. Today marks the start of AMEC International Summit on Measurement, and with it comes something big: AMEC’s Social Media Measurement Framework User Guide.

The guide provides an example of how to apply the framework. It does not focus on developing a single metric for measuring communications progress; rather, it is a guide designed to look at multiple metrics across different stages of campaigns and assess outcomes, not outputs, to make results meaningful, credible, and useful.

Within the user guide are two frameworks: the Paid, Owned, and Earned Framework and the Programme, Business, and Channel Metrics Framework. Both frameworks use the same five stages of the marketing funnel to measure outcomes and help PR pros better understand how each channel impacts the goals of your campaign:

Exposure: Potential audience exposure to content and messages

Engagement: Interactions that occur in response to content on an owned channel

Preference: Ability to cause or contribute to a change in opinion or behavior

Impact: Effect on the target audience. Can include but not limited to any financial impact

Advocacy: Are others making the case for you about something? Includes positive sentiment such as a recommendation, a call to action or call to purchase, suggested usage or change of opinion.

The framework is broken down into six steps:

Plan with SMART objectives. Remember, all your goals should be Specific, Measurable, Achievable, Relevant, and Time-bound.

Select a framework. Decide whether the Paid, Earned, and Owned framework or the Programme, Business, and Channel Metrics framework best fit your campaign.

Populate. Populate the framework with the metrics that matter to you and that represent a balance and broad view.

Data. Identify what data you will need, some of which you may need to obtain from specialist providers. Be sure to be clear how you will collect it and where it will come from.

Measure. Ensure the data covers all appropriate fields and determine when and how often you will need to measure the data.

Report. Put your results into reports that best suit your audience, whether that be charts and graphs, written reports, or videos.

Also, make sure to check out page 10 of the user guide, which gives 10 top tips for using and making the best of the frameworks.

How do these frameworks and models help your measurement processes?

AMEC European Summit on Measurement 2011 – Creating a Focused Measurement Agenda 2020

Friday, June 24th, 2011

AMEC International Association for the Measurement and Evaluation of CommunicationI recently attended and participated as a speaker, on behalf of BurrellesLuce, at the AMEC 3rd European Summit on Measurement in Lisbon, Portugal. The conference represented nearly 200 delegates from 33 countries and provided some good insights and conversation about the future of public relations research, measurement and evaluation.

Last year, in Barcelona, Spain, AMEC was the driving force behind the Barcelona Principles. Many of you have likely seen these referenced in conference presentations or blog posts (some even here on Fresh Ideas) and have worked to apply these basic principles to your own organization’s measurement efforts. The AMEC U.S. Agency Research Leaders Group also provided communicators with the framework and context of how to apply these metrics to drive organization outcomes in the validated metrics overview.

This year, the focus of the group was on identifying and starting to work on the top priorities and issues referenced as the Measurement Agenda 2020. During the delegate discussion, each delegate had the option to select four topics where the organization would look to focus effort and resources.

The top ranking issues, along with their percentage of the vote, are represented below:

  1. How to measure the return on investment (ROI) of public relations (89%)
  2. Create and adopt global standards for social media measurement (83%)
  3. Measurement of PR campaigns and programs needs to become an intrinsic part of the PR toolkit (73%)
  4. Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from the PR programs (61%)


Measurement and the Barcelona Principles: Angie Jeffrey, VMS, Interview With Johna Burke, BurrellesLuce, at the 2011 PR News Measurement Conference

Tuesday, June 21st, 2011

Transcript –

JOHNA BURKE: Hello, this is Johna Burke with BurrellesLuce, and we’re here at the PR News Measurement conference. I’m joined by Angie.

Angie, will you please introduce yourself?

ANGIE JEFFREY: Angie–I’m Angie Jeffrey, vice president of integrated media for VMS.

BURKE: Angie, you spoke earlier about the Barcelona principles. Can you talk a little bit about the validated metrics for those that weren’t here to experience those, about what those mean to PR and to PR campaigns?

JEFFREY: Yes. The validated metrics guidelines were put together by a group of people from AMEC and PRSA who wanted to make public relations measurement much more–much more valid, and to give an alternative to ad value equivalency.  And they take into account three phases of public relations on the left-hand part of the matrix, and on the top they go through the five stages of the communications funnel so that you go from a very simplistic type of measure down to outcomes, business outcomes, much more complex. But the goal of the program would be to work a client down through that grid to that business outcome.

BURKE: Excellent. And I know that part of the benefit of being an AMEC member is having that international influence, and we look forward to seeing how those Barcelona principles continue to develop and influence measurement. Angie, can you tell people where they can connect with you online and in social media?

JEFFREY: Sure, Johna. I’m @ajeffrey1, which is A-J-E-F-F-R-E-Y-1, or my regular e-mail address is

BURKE: Thanks so much, Angie.