Measurement Demystified on Demand

How to prove value and show ROI for communications

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Agenda

Session 1

Create a killer measurement plan: Powerful principles for traditional PR

What are the measurement principles and best practices that ensure you're successfully tracking PR results? What does an effective measurement plan look like and how can you create one quickly? What outputs, outtakes and outcomes must you measure—and how can you tie them to the bottom line? How should you set measurable objectives and goals before every campaign? Learn the answers and more in this PR measurement session.

You'll learn:

  • How to create a foolproof measurement plan. Learn to develop a step-by-step methodology and table of contents for your own plan
  • The new pillars of PR measurement—a Barcelona Principles update—and how these pillars should inform the way you think about measurement
  • Senior executive hot buttons: what they see as most important now
  • Measurement matrix: How to set realistic objectives for your campaigns—and how to tie them back to company business objectives
  • And more!
Natalia Vaccarezza
Planning, monitoring, and evaluation
UNICEF
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Dr. David Rockland
Global Research & Analytics CEO
Ketchum
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Session 2

Advanced social media measurement: How to best measure social media results

What social media key performance indicators should you track? How can you design a successful social media program? What tools make the job easier? You'll explore these issues with a social media measurement expert who will show you how to define bottom-line social media objectives from the start, and how to analyze the results of any online program or initiative.

In addition to practical checklists, timely tips, new metrics and a clear method for measuring your next social media campaign, you'll learn:

  • What chief marketing officers see as most important in social media—from engagement metrics to clickthroughs and lead generation
  • How to incorporate social media measurement into traditional measurement programs
  • Social media measurement matrix: How to set realistic goals for social media campaigns—and how to tie the results back to company business objectives
  • All about social media dashboards and tools—from essential hardware and software to key performance indicators
  • And more!
Katie Delahaye Paine
Founder and CEO
Paine Publishing
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Session 3

Lessons from the front lines: How to Measure ROI, ROE and R-Oh-My!

Now you know the basics. Here's what it looks like in the real world—with best practices, case studies and examples from Danielle Brigida at the U.S. Fish & Wildlife Service. This frontline practitioner will tie together everything you've learned so far, and what it looks like within a real organization with limited resources and staff. She'll share her team's own measurement plan, tools and takeaways. You'll hear detailed information on how to best measure ROI and what some call ROE within your measurement program.

You'll also learn:

  • How to learn from your community to ensure you're providing the most valuable content
  • How to add value to active conversations and react on the fly
  • How to separate quantitative and qualitative metrics—volume vs. quality—to get a complete picture of how social media posts are performing
  • How to develop formulas and templates to save time while producing meaningful content
  • And more!
Danielle Brigida
Senior Director of Wildlife Communications & Strategy
World Wildlife Fund
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