Bringing Earned Media Analytics into the Digital Age (Webcast On-Demand)

PR Genome Webinar Series:

   

Webinar Overview

Join our panel of communications experts as they discuss measurement standardization in public relations. They will explore how to leverage the gap between primary research and data. Today, public interest and ire are generated every day as result of news coverage. However, in a world that is increasingly connected and “smart,” PR metrics for media relations work – as important as that work is to shaping public opinions and agency revenue — continue to feel like something out of the dark ages. While advertising has made strides to introduce new measures that align with an evolving communications landscape, on the earned media side, circulation numbers and publisher site traffic data still reign as industry standards.  How can brands be sure attention for their stories is being earned when the dominant measures remain at the publication, versus the article, level?Discussion questions include:

• How do we balance research AND data?
• How and why should we move “data” up the value chain?
• Are the Barcelona Principles being adopted by PR agencies?
• Are we ultimately measuring the right things?
• Are we measuring the impact of the content only?  However are we not measuring if that content drove brand engagement?
• Is brand engagement the most important of KPI?

Key takeaways include:

• Our experts will analyze the balance of both research AND data.
• Whenever you talk about data and analytics, everyone goes to the results.  You are missing the value of the research.
• The use of social mining as an effective research tool
• How to get to the right systems and process to yield the right data and analytics- that ultimately inform strategy.
• There is no one measurement tool.  How do agencies show earned media results most effectively?
• Everyone wants the results.  How to collect data in the form of research to actually inform about your campaign.

Moderator

Michael TonerVice President, Digital StrategyBusiness Wire

Michael Toner is the Vice President of Digital Strategy at Business Wire where he leads the development of digital marketing strategies across web, email and social media channels that drive the integration of sales and marketing to improve the performance and ROI of the overall program.Toner began his career with Business Wire in 2006, where he focused heavily on search engine optimization and social media engagement for public relations agencies by helping to create engagement based content and build real interactions with key audiences. He later went on work with the digital marketing team at Computer Science Corporation as well as Navy Federal Credit Union where he oversaw several award winning social media marketing campaigns and was awarded the ICMI Global Award for Best Social Media Customer Care program.Toner holds an M.B.A in Marketing from Drexel University and lives with his wife and two sons just outside of Washington, D.C.@MikeToner ‏ 

Panel

Chris AlbertSenior Vice President, Digital/Social Research & AnalyticsKetchum

Chris Albert is best known for building and leading strategic analytics teams while making both his clients and internal organizations more data driven. He currently leads Ketchum’s Digital Research & Analytics team, focusing on product growth in the areas of data visualization, search engine optimization, social listening, web analytics, and influencer marketing, as well as the integration of measurement across Paid, Earned, Shared and Owned channels for all clients in the Ketchum portfolio, including Takeda, Michelin, 3M, Bristol-Myers Squibb, Tesoro, DoubleTree, Pernod Ricard, Nestle and Gillette.Prior to joining Ketchum, Chris built the North American analytics practice for The&Partnership, a start-up holding company, where his business unit was the ‘glue’, connecting creative, media, public relations, strategy, and CRM across a variety of client relationships. While his experience spans across various aspects of analytics, Chris’ roots come from digital with leadership roles at Havas and Ogilvy leading analytics strategies in a number of industries including finance, hospitality, healthcare, human resources, telecommunications, B2B, logistics, CPG, spirits, luxury fashion and manufacturing.Before he became an 'agency guy', Chris was on the client side working for Pitney Bowes and leading the cultural shift to bring web analytics to the forefront of the sales discussion. Those insights and process improvements not only increased revenue through the online channel, but also won a Gartner Award for Innovation for his team’s efforts. Chris received his MBA from New York University's Leonard N. Stern School of Business and holds a BS from Rensselaer Polytechnic Institute.@chrisalbert7 

Allyson HugleyPresident, Measurement & Analytics PracticeWeber Shandwick

Allyson Hugley is the President of Weber Shandwick’s Measurement and Analytics Practice. Her responsibilities include leading measurement and analytics work across the global network, spearheading agency thought-leadership in this area and providing analytics and insights counsel to the agency’s top global accounts. Allyson is a frequent speaker at PR industry conferences, as well as being a guest lecturer at New York University and The City College of New York on the topic of PR measurement and analytics.Since joining Weber Shandwick in 2011, she has led analytics and program evaluation projects for clients across a variety of sectors including financial services, healthcare, manufacturing and materials, government, telecommunications, and consumer packaged goods. She has also developed award-winning communications research and evaluation programs.Allyson is a member of the Market Research Council (MRC) and the former co-Chair for the North American chapter of the International Association for the Measurement and Evaluation of Communications (AMEC). She has also served on AMEC’s board of directors. The Network Journal recognized Allyson among the 25 most influential black women in business for 2015. This year, she was also recognized by PR News as one of the Top Women in PR and inducted into their PR Measurement Hall of Fame. In 2012, she was listed among PRWeek’s Top 40 under 40. That same year, she received an honorable mention for PR News Measurement Person of the Year.Prior to joining Weber Shandwick, Allyson was the Senior Vice President of Insight Creation at MSLGROUP and before that a research manager at Scholastic. She started her career at RoperASW (now GfK), where she was a senior research director responsible for consumer intelligence, corporate communications, message effectiveness and audience measurement research.  @HugleyA ‏