Kick-off discussion for next P2PR meet on P2P ROI measures / reporting basics

[Mauricio J. Samayoa]

We all recently received an email from Jamie calling on the community to set up the next P2PR meet in London, along with a suggested topic of conversation for the session.

In case it's slipped your mind, the suggested topic centered on 'What should P2P ROI measures and reporting look like for a PR Manager?'.

So then, in an attempt to kick off some pre-meet discussion, the following slidedeck shares my take on a re-focused approach to social media measurement that is anchored in P2P / Social Collaboration as a means of reaching an 'industry consensus' as opposed to 'industry agreement' on:

(1) which social media / P2P metrics should carry the most weight; and

(2) how these social media / P2P metrics should be measured.

The slidedeck also proposes some ideas for standardizing methods of reporting and again, looks to P2P / Social Collaboration to get the job done.


Refocusing the approach to Social Media Measurement

View more presentations from Mauricio Samayoa.

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Looking forward to receiving the community's comments/POVs on both the topic for our next P2PR meet and the proposal on the slidedeck above.

For a more detailed post on the approach presented on the slidedeck click here.

>> @msamayoa

P.S. I am all for hosting the next P2PR meet during the first week in May.

[Jamie Burke]

I forgot say that I felt I collective sigh when I mentioned meeting about ROI like it has been debated to death but the reality for PR there has been no definitive response beyond a wider P2P 'it's just better ok!'

[Jamie Burke]

I think the call to action here is spot on. But the purpose should center on giving the PR Manager, client side, the comparative measures required for them to pick P2PR over PR.

I'm not an old school PR pro but it seems to me PR is always measured in 'would have cost you £Xk on media spend' equivalent. But as we see media properties fold and readership reach devalued I think it is a mistake to talk just about eyeballs.

OK you got a story in the Metro that has a readership of X. But did they notice. And if they noticed did they purchase. What about its 15min death between Hyde Park and Piccadilly Station. We should be brave enough to challenge previous concepts of ROI. Start with the small numbers: 5 people advocated, then work up to the big digit assumptions. We can make those too but lets be clear we don't want to.