1. @gojohnab @jackmonson @pdwatts July 18, 2012 #PRSAMDC MEASUREMENT: The Evolution of Listening

2. @gojohnab @jackmonson @pdwatts # PRSAMDC WHICH METRICS SHOULD PR PEOPLE APPLY?

3. @gojohnab @jackmonson @pdwatts # PRSAMDC WHAT ARE THE BARCELONA PRINCIPLES?

4. @gojohnab @jackmonson @pdwatts # PRSAMDC BARCELONA PRINCIPLES 1) Importance of goal setting and measurement 2) Measuring the effect on outcomes is preferred to measuring outputs 3) The effect on business results can and should be measured where possible 4) Media measurement requires quantity and quality 5) AVEs are not the value of public relations 6) Social media can and should be measured 7) Transparency and replicability are paramount to sound measurement.

5. @gojohnab @jackmonson @pdwatts # PRSAMDC The Valid Metrics Framework Key Area of Communication (Brand/Product Marketing, Reputation Building, Issues Advocacy/Support, Employee Engagement, Investor Relations, Crisis/Issues Management, Not- for-Profit, Social/Community Engagement) Awareness Knowledge/ Understanding Interest/ Consideration Support/ Preference Action Public Relations Activity Intermediary Effect Target Audience Effect COMMUNICATIONS/MARKETING STAGES COMMUNICATIONS PHASES ORGANIZATION/ BUSINESS RESULTS

6. @gojohnab @jackmonson @pdwatts # PRSAMDC AwarenessKnowledgeInterestSupportAction Public Relation Activity Content creation (e.g. assets created, videos/podcasts) Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, community site posts & events) Influencer engagement Stakeholder engagement Events/speeches Intermediary Effect Impressions/Target audience impressions Earned media site visitors/day % share of conversation Video views Prominence Key message alignment [traditional & social media] Accuracy of facts % share of conversation Expressed opinions of interest Social network Followers Retweets/Shares/ Linkbacks % share of conversation Endorsement by journalists or influencers Rankings on industry lists Expressed opinions of support Social network Fans Likes Target Audience Effect Unaided awareness Aided awareness Owned media site visitors per day Social network channel visitors Knowledge of company/product attributes and features Brand association and differentiation Relevance of brand (to consumer/ customer) Visitors to website Click-thru to site Time spent on site Downloads from site Calls Event/meeting attendance Attitude uplift Stated intention to buy Brand preference/ Loyalty/Trust Endorsement Requests for quote Links to site Trial Social/Community Engagement NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are known to be in your Target Audience, you could reflect those metrics under Target Audience Effect. Active advocates Brand engagement Leads/sales Revenue Market share Cost savings

7. @gojohnab @jackmonson @pdwatts # PRSAMDC HOW MUCH SHOULD I SPEND ON RESEARCH AND MEASUREMENT?

8. @gojohnab @jackmonson @pdwatts # PRSAMDC Tools FREE Tweetdeck Hashtracking PageLever

9. @gojohnab @jackmonson @pdwatts # PRSAMDC More FREE Tools Site trail Social Mention Crowdbooster Hootsuite Nimble

10. @gojohnab @jackmonson @pdwatts # PRSAMDC Tools PAID Engage121 Socialradar NetBase

11. @gojohnab @jackmonson @pdwatts # PRSAMDC HOW DO I GET STARTED?

12. @gojohnab @jackmonson @pdwatts # PRSAMDC #SMMStandards – Sources & Methods Transparency Table www.smmstandards.org Timeframe Analyzed Research Lead(s) Channels Analyzed Data/Content Sources Analysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep. Sample Source Languages Search Languages Sentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________ ☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level Spam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releases Metrics Calculation and Sources -- Reach -- Engagement -- Influence -- Opinion/Advocacy Proprietary Methods Search ParametersSee full search string list on page ___ of this report

13. @gojohnab @jackmonson @pdwatts # PRSAMDC #SMMStandards – Sources & Methods Transparency Table www.smmstandards.org Timeframe AnalyzedJanuary 1, 2012 – June 30, 2012 Research Lead(s)Pauline Draper-Watts, StrategyOne Channels AnalyzedTwitter (partial), Facebook (brand pages only), Linkedin, YouTube, blogs, forums Data/Content SourcesGoogle search, Radian6, Sysomos, BrandWatch, Twitter API, Facebook API, YouTube Analysis Depth ☐ Automated ☐ Manual  Hybrid ☐ All Content Reviewed  Rep. Sample Source LanguagesEnglish, German and Mandarin only Search LanguagesNative-language queries: English, German, Mandarin Sentiment Coding ☐ Automated ☐ Manual  Hybrid  Manual Sampling: every 50 posts coded  3-pt scale ☐ 5-pt scale ☐ Other scale  At entity level ☐ Paragraph/doc level Spam/Bot Filtering ☐ Automated ☐ Manual  Hybrid  Includes news releases ☐ Excludes releases Metrics Calculation and Sources -- ReachDaily unique visitors for specific URLs via Comscore (no multipliers) -- EngagementChannel-specific metrics direct from channels -- InfluenceN/A -- Opinion/AdvocacyHuman reading and coding Proprietary MethodsProprietary index for calculating quality score Search ParametersSee full search string list on page 32 of this report

14. @gojohnab @jackmonson @pdwatts # PRSAMDC ADDITIONAL RESOURCES PRSAPRSA.ORG/INTELLIGENCE AMECAMECORG.COM IPRINSTITUTEFORPR.ORG/RESEARCH

15. @gojohnab @jackmonson @pdwatts # PRSAMDC CONTACT INFORMATION Jack Monson Vice President Engage121 jmonson@engage121.com 312-658-0600 LinkedIn: Jack Monson Johna Burke Senior Vice President BurrellesLuce jburke@burrellesluce.com 800-631-1160 X: 2889 LinkedIn: Johna Burke Pauline Draper-Watts Executive Vice President StrategyOne Pauline.Draper-Watts@strategyone.com +1 312-297-7547 LinkedIn: Pauline Draper-Watts