September 14, 2016
/ by Maria Materise
The evaluation methods of the past no longer cut it in today’s multi-channel world. Communicators today must measure the results of their efforts in an integrated manner, incorporating paid, earned, shared and owned media.
The International Association for the Measurement & Evaluation of Communications (AMEC) has a new Integrated Evaluation Framework that offers a clear, focused process to help you quantify impact.
Cision, TD Bank and Newmont Mining will show how to apply AMEC’s new framework to campaigns during the free webinar Measuring the Value of an Integrated Communications Strategy.
Before tuning into the webinar on Wednesday, September 21 at 12 p.m. ET, get a sneak-peek into how the tool works. The following five steps walk through AMEC’s process.
1. Set objectives.
Before you can begin to understand your effectiveness, you need to know what you want to accomplish. AMEC recommends setting objectives instead of goals. Objectives have a measureable impact, such as increasing awareness by 15 percent, while goals are simply an aspiration, such as increasing brand awareness.
By ensuring your objectives are quantifiable, you’ll know exactly when you’ve reached them and you’ll be able to track how you got there.
2. Create a plan.
Start by identifying the target audiences you want to reach. Be as specific as you can and include information, such as demographics, socio-economic data and online habits and behaviors.
Then, decide on a strategic plan that will help you reach those audiences. Define your inputs in this section, or the key factors influencing your campaign. This will include your budget, available resources and situational factors.
3. Outline activities.
What will you do to accomplish your objectives and reach your audience? In this section, you need to list out all the activities and campaigns you are implementing, including research, planning, content writing, production of materials and other processes.
Your activities should be spread out across paid, earned, shared and owned media. An integrated approach to your communication strategy will ensure the best results.
4. Track results.
Once your campaigns have been implemented, you need to track how they perform. Use the framework to identify outputs and outtakes. Outputs refer to the core measures of your programs. Examples include number of website visitors, number of event attendees, paid advertising reach, etc.
Outtakes look at how your target audience has responded to your campaigns. Did they engage with your content? Did they subscribe?
5. Identify impact.
Finally, evaluate the results of your campaigns. First, look at outcomes, or the effect of the communication on your target audience. Did you increase trust among your audience? Have you influenced them to take action?
In the last section – impact – take a look back at the objectives you identified. Were you able to achieve them? This could be an improvement in reputation, increase in sales, stronger relationships, etc.
Check out AMEC’s framework in action on September 21.
Register now for Measuring the Value of an Integrated Communications Strategy and learn how to take the guesswork out of measurement and start proving true ROI.
At 12 p.m. ET on Wednesday, September 21, Cision Vice President of Insights Megan O’Donnell will be joined by John Pluhowski, senior vice president and chief communications officer, corporate and public affairs at TD Bank, and Ricardo Adame, group executive, global communications at Newmont Mining, for this free AMEC Measurement Month event.
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