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#amecatwork Measurement Week w/c 15 th September, 2014

#amecatwork Measurement Week w/c 15 th September, 2014. An AMEC Global Education Programme initiative. What is it – and how can I be to involved!. The strategic direction. What is it?

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#amecatwork Measurement Week w/c 15 th September, 2014

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  1. #amecatworkMeasurement Weekw/c 15th September, 2014 An AMEC Global Education Programme initiative

  2. What is it – and how can I be to involved!

  3. The strategic direction What is it? • Key strategic initiative from AMEC to fill the gap between understanding the value of PR measurement but doing something about it! • Measurement Week is a high profile programme to help achieve greater adoption of measurement techniques without which devalues PR as a business discipline. • Measurement Week will help fill that gap through an International week of AMEC member-led events unified via social media to raise awareness and excitement around the latest thinking in measurement. • AMEC’s three International Chapters will co-ordinate Measurement Week activities.

  4. How to take part and the benefits • Every AMEC member, whatever its size, can get involved by organising an event in their own country. • Measurement Week benefits everyone • You because it identifies your company with measurement. • Your clients – who see they are working with a company who believes in best practice. • AMEC/the industry – because it raises awareness of the importance of measurement.

  5. Give me an example of what I can do? These are suggestions – to inspire you to have others! • Organise a local Measurement Week event in your city/country during September. • Join with your public relations membership organisation in your country to run a Measurement Week event. • Run a combined panel event with agency, measurement vendor, client. • Hold a webinar on measurement for clients and prospects. • Hold Internal “town hall” meetings for all staff – training and discussion around measurement. • By publishing blog, tweeting about Measurement Week, launching a report on measurement. • Use Measurement Week as an employee communications initiative within your offices – especially if you are part of an international network. • Crowdsource the measurement of some enormous event fits within Measurement Week. • Bring in social media vendors for an event – e.g.. Twitter, radian 6.

  6. Member inspiration – from South Africa! • AMEC member Ornico has already thought of events it could run during Measurement week in South Africa: • South Africa: A measurement and analysis breakfast event (in partnership with the Public Relations Institute of South Africa – PRISA) held in Johannesburg – proposing alternatives to AVEs which is still very popular in South Africa | latest trends in PR measurement and analysis as per AMEC Amsterdam conference. • Media releases and interviews in South African media – ENCA - TV | Online - Bizcommunity.com | Print - CEO magazine | Online - The Media Online | Online - MarkLives - |Radio – SAFM | possible others. • Nigeria: an event for the Nigerian PR industry in Lagos - looking at latest measurement trends. • Kenya: an event for the Kenyan PR industry in Nairobi – looking at the latest measurement trends. This will also serve as a PR exercise for Ornico as the Kenyan operations are currently being established. • Measurement article with latest trends for the Ornico column in Management (Kenya) magazine.

  7. Launch ideas • Strategy is to target the groups who are most vested in the concept rather than promote too heavily among the wider marketing community. • Year 1 objective is to build a solid but perhaps not spectacular foundation for future success and keep the concept slightly below the line until momentum has been generated • Creative save the date mailer – on and offline, perhaps using the #amecatwork concept • Encourage AMEC members to spread the word through WoM and through their channels using #amecatwork. • AMEC to provide content for publication as stand-alone or as part of broader measurement material to AMEC members at launch and during the week (& published to the Measurement Week holding page

  8. How can AMEC get the message out? • Partnering with key trade bodies – these logos are examples. • Engaging with those that have been involved over a number of years (the Measurement Camp community in London for example). • Launch a teaser campaign using the hashtag #amecatwork. • #amecatwork • Take the teaser offline and produce mailer artwork for member companies to send to clients using the #amecatwork concept. • Build a landing page for Measurement Week off AMECorg.com. • Engage with the good and the great of measurement – get written endorsements from these influencers and  encourage mentions by them in blogs etc. • Partner with measurement vendors to offer free trials of platforms for clients or agencies signing up to Measurement Week.

  9. Next steps How will members be involved? • Each International Chapter to accept responsibility for promoting Measurement Week within its geography. • PR collaterals provided by AMEC Secretariat • All Committees asked to come up with ideas. • Each Chapter to look for one flagship property to run during Measurement Week – e.g. collaboration with PR membership group, trade partner, etc • PLUS Special delegate creative session for delegates at International Summit in Amsterdam in June!

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