Knowledge Share – Lisbon
AMEC’s Summit in Spain in 2010 energised communications throughout the world with the adoption of the Barcelona Measurement Principles, a new guidance framework for the research and measurement of communications programmes.
AMEC followed this up at its European Summit in Lisbon, in June, 2011 by underlining the importance of this industry initiative by basing a number of pro-active workshops led by international specialists in the Learning Lab Day on one of the Barcelona Measurement Principles. The Summit then produced a new industry initiative – the Measurement Agenda 2020.
The Barcelona Measurement Principles
- Importance of Goal Setting and Measurement
- Measuring the Effect on Outcomes is Preferred to Measuring Outputs
- The Effect on Business Results Can and Should Be Measured Where Possible
- Media Measurement Requires Quantity and Quality
- AVEs are not the Value of Public Relations
- Social Media Can and Should be Measured
- Transparency and Replicability are Paramount to Sound Measurement
Workshop A:Level: Introductory and Intermediate. Title: Setting goals and preparing for measurement The workshop will focus on Principle 1 of the Barcelona Statement – Importance of Goal Setting and Measurement – with an emphasis on the setting of goal and objectives, the tenets of measurement and evaluation, and basic methodology.
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Workshop B:Level: Introductory and Intermediate. Title: “The Future of the Media – Content is King”. A key workshop session featuring on publishing trends and emerging business models.
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Workshop C:Level: Introductory and Intermediate. Title: What is Market Mix modelling and how can I persuade my management or my client to adopt it? The speakers explain the benefits and share practical experience at introducing Market Mix Modelling.
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Workshop D:Level: Intermediate to Advanced. Title: Insights – not the size of the press clippings book are what the client wants. This workshop will explain the importance of implementing outcome measures rather than output measures on research tailored to evaluating the business objectives of public relations activities. Speakers also will provide case study examples of how outcome measures are being implemented in various parts of the world, and they will report on a global survey research project designed to assess attitudes and opinions of measurement experts and other public relations executives about the value of output and outcome methodologies. Barcelona Measurement Principle 2: Measuring the Effect on Outcomes is Preferred to Measuring Outputs.
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Workshop E:Level: Introductory and Intermediate. Title: AMEC’s new Valid Metrics – how to use them and win over the client! A hands-on session to show communications professionals how to use the new Valid Metrics developed out of the Barcelona Measurement Principles and how to educate the client community. Barcelona Measurement Principle 5: Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.
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Workshop F:Level: Intermediate to Advanced. Title: The Future is Consolidation and the emergence of bigger global groups: Statement or Question? A recent trend has been companies expanding, either by making acquisitions in other geographies, or by consolidating and integrating more intelligence into their marketplace offer. The workshop will take a look at future trends.
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Workshop G:Level: Introductory and Intermediate. Title: Moving towards a Global Standard for Social Media Measurement A hands-on workshop exploring challenges in social media monitoring and measurement and a look at how AMEC’s Validate Metrics approach contributes to best practice. Requested by AMEC members in pre Lisbon research survey Barcelona Measurement Principle 6: Social media can and should be measured.
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Workshop H:Level: Intermediate to Advanced. Title: Proving your worth Overall clip counts and general impressions are usually meaningless. The speaker shares his experience at how to demonstrate to clients the value of measurement programmes and how to engage the clients in the process. Barcelona Measurement Principle 6: Social media can and should be measured.
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3rd European Summit on Measurement: Day 2 and 3: Plenary and Breakout SessionsDAY 1: Thursday 9th June – Day 1 Plenary Session
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Breakout Group AThe cross over point: Which is now the most influential and powerful – traditional Media or Digital? – requested by AMEC members
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Breakout Group BROI – definitions, language and change Presentations will be summarized into a common set of definitions to be put out for review by delegates post Summit.
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