ImpactWatch Blog

AMEC, the International Association for Measurement and Evaluation of Communication, and the Institute for Public Relations announced the 2nd European Summit on Measurement, will be held in Barcelona, Spain, June 16-18, 2010.

See the full release for more info.

• Social Media, Monitoring, Engagement & Measurement – Beeline Labs

Beeline Labs recently conducted extensive research into how major corporations are monitoring, measuring and engaging via social media.

• The Difference Between Value and ROI – Metrics Man

Remember that silly distinction you learned in elementary school?  A square is a rectangle, but a rectangle is not a square.  ROI is a form of value, but not all value takes the form of ROI.

• Tips to choose an Online Reputation Monitoring vendor – PhilGo20

Before evaluating the solutions, one would need some parameters to do so. Here’s a short list half-mine, half-borrowed

• Social Media ROI: Dell’s $3m on Twitter and Four Better Examples – Read Write Web

That Dell has made $3m from Twitter links is cool, and it’s a good arrow to have in your social media advocacy quiver, but here are a number of examples we think better capture both the bottom line and some of the soft benefits of conversation.

• No patience for the ROI of Social Media discussion – Buzz Marketing for Technology

And at this point in social media or even in the development of the web – we have plenty of ways to track and measure lead generation coming from Social Media. So much so that I have lost all patience for this discussion.

• Tracking online word-of-mouth: The people vs machines debate – Research Live

Who’s best at sifting through online chatter to find the insights that businesses need? People or computers?

• New technology turns social media into market research – Canada.com

A plethora of free services already exist. Google, for example, can alert a brand manager whenever a brand name is mentioned online. Other services scan Twitter or blogs for keywords. Yet they don’t break down the conversations by demographics or “sentiment” – whether people like or dislike a brand.

• Creepy If You Do, Clueless If You Don’t – The Net-Savvy Executive

Somehow, they’ve developed an expectation of privacy in public communication channels. They’re mistaken. But it’s in your company’s interest to avoid creeping out the customers, anyway.

• Online Reputation Management As Seen From The Outside – Read Write Web

Here, panelist Chris Gatewood, an IP, entertainment, and new media attorney, discusses a few important aspects of social media reputation management as it relates to the wider audience of social media users, not just the “new media gurus” who live online.

• Are You Monitoring Your Online Reputation? – Small Business Update

What this lawsuit shows is the need to be proactive at every turn when it comes to hearing the conversations that are taking place as well as securing your brand early on. Otherwise, you might just find that someone’s been proactive for you.

• Xerox embarks on social media monitoring program – Search CRM

Xerox is now establishing an internal task force to determine how it wants to monitor social media moving forward and whether it needs a single listening platform. It’s a broad group that includes corporate communication, corporate advertising, the vice president of the Xerox.com Web team, and a representative from each of the individual business groups.

• Five Easy Ways to Measure Social Media Marketing Success – Social Media Club

Let’s say you’ve gotten the approval to get your company involved in social media marketing and are ready to launch a campaign. How do you define whether your campaign will be a success or not?

Slides and Conferences

AMEC Measurement Summit – The essence – PR Measurement in Germany

Assessing the assessors at AMEC’s Summit on Measurement – Katie Paine

Review of day one of AMEC and the IPR’s European Summit on PR Evaluation – Metrica

Driving ROI On Twitter – Hubspot

Unlocking Social Media’s ROI Through Monitoring and Participation – AMA Webinar
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Photo couresy of Willrad.

AMEC, the International Association for Measurement and Evaluation of Communication, has released a new study to mark the opening yesterday of the 1st European Summit on Measurement in Berlin.

The results reveal that PR clients are increasingly interested in using media evaluation techniques to gauge the effectiveness of their PR programs. 77% of AMEC members reported an upward trend in client requests for measured proof of PR campaign success.

Other key results include:

• Increasing client interest in measuring social media (92%)
• Clients becoming more price sensitive (92%);
• Increase in the involvement of  procurement specialists in the purchase of measurement and evaluation services (69%)

Other study highlights are:

• Increase in client demand for measurement of online communications from 29% in 2008 to 41% in 2009.
• Increase in client demand for broadcast media evaluation from 15% of assignments in 2008 to 25% in 2009.
• 77% of clients commission single country programmes or projects.
• 54% of AMEC members are pessimistic toward economic conditions, believing the market will worsen in the next 12 months.

Barry Leggetter, Executive Director of AMEC, said: “It’s ironic but it has probably taken a recession to be the turning point for achieving a breakthrough in the recognition of the value that proper measurement can bring to a PR programme.”

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The International Association for Measurement and Evaluation of Communication (AMEC) and the Institute for Public Relations are sponsoring a study of communications practitioners to benchmark Best Practices in the field of PR measurement and management.

It is part of a research project for The First European Summit on Measurement, to be held in Berlin June 10-12th, 2009. Results will be compared to a previous global study conducted 5-years ago. The results will be presented at the European Summit on Measurement and provided to all attendees.

Collaborators on the study include:

• Donald K. Wright,Ph.D. -Professor of Public Relations, Boston University, USA

• Richard Gaunt MCIPR–CEO Benchpoint Ltd, London, England

• Mike Daniels- CEO Report International and AMEC board member, London England

• Barry Leggetter – Executive director, AMEC, London, England

• Ansgar Zerfass, Dr- Professor of Communication Management, University of Leipzig, Germany

Barry Leggetter, Executive Director of AMEC, said: “During a recession the role of measurement in public relations practice has taken on a new sense of importance in order to demonstrate proof of performance. We therefore hope ICCO members will take a few minutes to complete the study.   We are working with other international trade bodies as well to give the study international scale and substance.”

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