Measurement Camp update

Yesterday’s Measurement Camp proved to be very well supported with well over 30 people working in many aspects of PR, Marketing and measurement attending the meeting in London. There were specialists in ‘buzz’ measurement, social media planning (a new title I think we will see more of), search, and many aspects of online marketing, with the possible exception of advertising. Notably there were senior online representatives from a number of the large PR agencies including Bite, Fishburn Hedges and Porter Novelli.

The focus of the near future activity is the wiki with a view to building up resources in the form of measurement metrics case studies and best practice. There seemed to be a genuine desire to progress the issue and without a doubt there were people with the necessary diversity of skills and depth of influence.

I am not sure if there are any templates for this kind of initiative but it seemed hard to argue against there being a need to make practical progress in the world of online measurement. The point I really want to make is it would be great if it were possible to formulate the most appropriate ‘best practice’, supported by case studies across a wide variety of industry situations, resulting a broad selection of tools. This toolbox could then be used to educate as well as support the implementation of measurement programs.

I found myself in one of the breakout groups discussing the metrics of measurement online. There were a host of media output measures, like sentiment, topic, message; but I think we could benefit from considering the connection with organisational and PR outcomes, which is something I would like to explore, with others help, on the wiki.

One thing which does concern me is that this might look like a London or UK –centric initiative. Globally people are wondering about this area, hence the value of the wiki. Marshalling the research acumen and the creative energies across the continents would be a mammoth task, particularly as it is increasingly involving the interests of the greater marketing function, not just PR.

Measurement Camp

Big plug for Chinwag for promoting Measurement Camp, which is starting its monthly meetings next Wednesday in London. I am up in town on Monday and as Pipex have renaged on their promise of broadband by Monday (Thursday maybe...?) I might break with tradition and travel up to town twice in one week.

Sounds like it is going to be an interesting event if its anything like the seminar at Internet World a couple of weeks ago. Breakout sessions sound interesting on 'what are we trying to measure' and 'casestudies'. The later point is great as I have seen some wonderful stuff on the net regarding the evaluation of social media, led by Shel Israel's measurement series.

Chinwag takes on Measurement

Interesting event organised by Chinwag dealing with the measurement of social media at Internet World yesterday. There was some disagreement over metrics (whats new) and how long it would take for the standards to be formalised behind which the industry will follow. There was a degree of the suppliers using it as an opportunity to pitch their wares, which was a shame, although with standardisation comes the possibility that their 'smoke and mirrors' (and expensive) wizz-bang box of tricks will become redundant.

Measurementcamp is a new concept and has be scheduled to kick off later this month, plus there is a wiki. All good developments and should be encouraged. What disappointed was the apparent poor turnout by the traditional media evaluations companies (why isn't someone from AMEC in the panel?). If there were some please correct me.

While at the event I attended the keynote talk by Andy Hobsbrawm from Agency.Com. It was a brilliant talk about the value of brands and the transfer of ownership - quite visionary.

PS - 'Pipex, life is hell without broadband - can I have it back please'

A period of information poverty

There are periods when we must go without but after a week without broadband I am finding it hard. We moved last week and Pipex Homecall assured my over the phone on two occasions leading up to the move that all services would be transferred on the day of the move. Wish-full thinking and having almost exploded when told it will 10-14 days I now, after many regular and unanswered calls, I have been told it could be up to 34 days.

I have a lecture to prepare for the CIPR in 2 weeks and there really is only one place to go and find out about the measurement of social media. While this might be a slightly cathartic experience, I now realise the nature of social exclusion and differs little from a story in the media in yesterday media about power companies reserving the best rates for those with bank accounts and where-with-all to research the options online.

You will know when I am up and running when I start posting more frequently!

Don't use a computer to measure online media 'buzz'

Adweek has put together a very interesting discussion on online and social media measurement. The principle points IMO relate to the practicality of programs from providers like Cymfony and BuzzMetrics being able to automatically tell you how good your media exposure is.

I must admit I am beginning quite sanguine about the notion of how good automated solution for representing online and social media are. Organisations are spending many, many thousands of the ever-tightening media budget on the online equivalent of a wetted figure in the air.

I really think we need to step back and take a long look at the sense in letting a computer mark your coverage. Even with the recent developments in the semantic web a computer can not understand text. It can not grasp an argument, highlight creativity, isolate messaging, or most importantly assign favourability. Until they can, any automated measurement tool will be nothing more than an expensive marketing gimmick.

Doing the Zurich Test

Is the semantic web now becoming a reality. Sir Tim Berners-Lee has said all the tools are in place, it just needs people to collate the data and make the applications. As mentioned yesterday we have been trialling one of the recent tools developed by Reauters called Calais.

The techno language bit is a bit baffling to a non-techie like me but I have understood enough to run a few queries on what I call challenging texts. Would it be able to distiguish between company names, places and people? The image above is an extract from the output and I must admit I am pretty impressed. Although it failed a few times yesterday, on this extract from the FT it was able to distingussh between Zurich the financial services company and the Swiss town - pretty good!

Calais goes semantic

Just last week my wife and myself spent a few days in France and while travelling back I was catching up on some editions of For Immediate Release, which covers just everything you need to know about communications and the online environment. It just so happened that as we approached the North French coast Neville and Shel started talking about Calais, but it was not the nearby town but a new access devise created by Reuters as a test-bed for public access to what is referred to as the semantic web.

A few years ago I went to a conference which set out what XML can do for you. My conclusion was, in ignorance, very little. The semantic web is an open attempt to make our use of the net more relevant by allowing computers to understand what they are looking for.

A short example: If you are searching for references to the financial services company Zurich, you will get lots of references to the Swiss town. If a computer has these names 'tagged' with a meaning then you could filter out all the town references, and all of a sudden the results are more accurate and meaningful. This will be a massive help to accurate research enabling far more accurate online analysis.