Social media measurement – “The Big Ask!”
Moderator: Barry Leggetter, Executive Director, AMEC.
|08:30 - 10:00||Registration and Pre-conference breakfast networking session hosted by CIPR|
|10.00||Welcome Barry Leggetter, Executive Director, AMEC|
|10.05||WHAT DO WE MEAN BY "THE BIG ASK" FOR SOCIAL MEDIA MEASUREMENT STANDARDS?
Tim Marklein, Practice Leader, Technology & Analytics, WCG — and Chair of the newly announced three-party Coalition on social media measurement standards
|10.20||Social Media Measurement – our experience and the Microsoft "Big Ask"
Pete Devery, Corporate PR Lead, Microsoft EMEA
|10.35||Social Media Measurement – our experience and the PwC "Big Ask"
Nick Masters, Head of Online, PwC
|10.50||Questions for our speakers: Tim Marklein moderates.|
|11.15||Coffee and networking Break|
|11.45||The Big Ask – and the PR Industry view|
|11.45||Social Media Measurement – the US practitioner and client experience
Rosanna M. Fiske, APR, Chair and CEO, Public Relations Society of America (PRSA), GSC Program Director & Associate Professor, Florida International University, School of Journalism & Mass Communication, Coral Gables, Florida.
|12.00||Practitioner and author Philip Sheldrake on "The Influence Scorecard". Philip is Chair, CIPR's Measurement and Evaluation Group and Founding Partner, Meanwhile.|
|12.15||"Existing systems have failed – this is the start of our wakeup call"
Stephen Waddington, Managing Director, Speed Communications, representing PRCA
|12.30||WHAT HAVE WE HEARD|
|12.30||The Big Ask – and the view from AMEC members
Panel Question session: Tim Marklein moderates
Richard Bagnall, Chairman, AMEC Social Media Measurement Group; Director, Gorkana Group and Managing Director, Metrica.
Joerg Kramer, MD and founder of Kantar Media Intelligence Germany
|12.50||Q&A Session: Tim Marklein takes questions from the audience of the morning speakers.|
|13.10||WHAT HAPPENS NEXT – AND HOW EVERYONE IN THE ROOM CAN HELP?|
|13.15||Buffet lunch provided by PRCA.|
|Richard Bagnall||Director, Gorkana Group, Managing Director, Metrica and Chairman of AMEC Social Media Measurement Group|
|Richard has over 20 years of experience of consulting in public relations industry. Before joining Metrica he worked in-house for the Royal College of General Practitioners after working for Saatchi and Saatchi's PR agency, The Rowland Company. He joined Metrica in 1996 and has since built Metrica into an award winning world leader in PR measurement and consultancy.|
|Pete Devery||Corporate PR Lead, Microsoft EMEA|
Pete Devery started his PR career in 1995, learning the ropes from well-seasoned industry luminary Brian MacLaurin.
Working on the account to launch PlayStation later led to Pete's first in-house role with Sony Computer Entertainment, where he helped manage the brand out of the gaming ghetto to become a leading player in the wider entertainment industry.
As the energy of the technology industry moved online to the web in the late nineties, Pete moved to Bell Pottinger PR to lead work across multiple technology brands, emergent mobile phone and web technologies. In 2002 a move to Microsoft UK deepened his technology industry expertise through managing key issues such as online security and the competitive threat posed by "free" open source software.
Since moving to a role with Microsoft's World Wide Corporate Communications team in 2005, Pete has managed some of the company's most high profile communications campaigns, including the strategic deployment of the Chairman and CEO in the region and helped steer the company through emerging and longstanding reputation issues.
|Rosanna M. Fiske||APR, Chair and CEO, Public Relations Society of America (PRSA), GSC Program Director & Associate Professor|
Rosanna is chair and chief executive officer of the Public Relations Society of America (PRSA), the world's largest organization of public relations and communications professionals. She is also director of the Global Strategic Communications master's program in the School of Journalism and Mass Communication at Florida International University in Miami.
With more than 20 years of experience, Fiske began her career as a journalist, and then moved to marketing and corporate communications. She has held senior communications counsel, marketing and management positions in agency and corporate settings.
Before joining academia, Fiske was partner and senior counsel at Florida-based Communiqué Group, an integrated communications firm serving corporate clients nationally and internationally, where she specialized in financial, corporate and executive communications. Prior to that, Fiske was vice president at Ketchum Miami, responsible for the global account management of consumer-marketing clients, overseeing work completed in the U.S., Asia, Europe and Latin America.
|Joerg Kramer||Managing Director of Kantar Media Intelligence Germany|
After studying at Hamburg University (German, Economics) he worked for 2 years in an advertising agency. He was then a PR Consultant for almost 15 years for companies like Panasonic, Beiersdorf (tesa, Nivea), 3M, BAT etc.
In 1999 he founded PressWatch as the first online monitoring company in Germany. In 2007 PressWatch was sold to TNS Media Intelligence, which which has been rebranded to Kantar Media in 2009.
Kantar Media Intelligence Germany is serving hundreds of customers mainly on an international base
|Barry Leggetter||Executive Director, AMEC|
Barry Leggetter is Executive Director of the international Association for Measurement and Evaluation of Communication (AMEC). He has been responsible for driving initiatives which have turned AMEC into an international standards body, enjoying 270% member growth in three years with members in 38 countries.
A former national newspaper journalist, Leggetter spent 25 years experience in public relations. He wrote the quality standard for public relations which resulted in Porter Novelli UK becoming the first marketing services company in the world to be awarded ISO quality accreditation in 1992.
Leggetter was UK Managing Director for three major public relations networks, (Countrywide) Porter Novelli, Fleishman-Hillard and Golin/Harris, climaxing his PR career in the role of international Chairman of Bite Communications (Next Fifteen Group). He also spent two years in New York as Executive Vice President for Porter Novelli.
He is a Fellow of the UK Chartered Institute of Public Relations and a Founding Fellow of the UK Public Relations Consultants Association. He is also an External Examiner for the BA (Hons) Public Relations programme at Bournemouth University.
|Tim Marklein||Practice Leader, Technology and Analytics, WCG
Coalition Chair, AMEC, IPR and CPRF initiative on social media measurement standards
Tim Marklein is an award-winning communications innovator with 20 years experience helping clients launch businesses, create market categories, build reputations, win proxy fights and grow revenues. As an agency and in-house manager, Tim has worked closely with pioneers and leaders across technology, healthcare, consumer and B2B industries. A frequent speaker and writer, Tim also actively contributes to PR industry standards and best practices, serving as co-chair of the Council of PR Firms' measurement committee and as an elected member of the Institute for Public Relations Measurement Commission. In 2011, Tim was named to the "Measurement Hall of Fame" by PR News.
Tim recently joined WCG (wcgworld.com) to launch a new global technology practice and grow the firm's established analytics business. WCG is one of the world's fastest-growing independent PR agencies and was recently named North American Agency of the Year and Digital Agency of the Year by The Holmes Report. The agency represents industry leaders and pioneers such Novartis, Roche, Pfizer, Merck and Bayer Healthcare.
Tim joined WCG from Weber Shandwick, where he founded the agency's Measurement & Strategy practice and developed several breakthrough systems and services for in-depth analysis across brand, reputation, media, messages and audiences. Tim also served as one of the architects behind the "Barcelona Principles," established in summer 2010 at the AMEC European Summit as the industry's first set of global principles for PR measurement.
Tim was recognized by PR News as PR Measurement Expert/Analyst of the Year for 2010.
Tim previously led Weber Shandwick's Northern California business, doubling revenues in four years and representing top global clients including BEA, Cisco, Genentech, Gilead, Hitachi, Nortel and Verisign. Tim joined Weber Shandwick from Hewlett-Packard, where he led global public relations for HP's $30 billion enterprise business and launched HP's "Adaptive Enterprise" initiative. Tim previously spent 10 years at two Silicon Valley agencies – Applied Communications and Jennings & Company.
|Nick Masters||Head of Online, PwC UK|
Nick is an experienced online communications manager who understands the strategic business value of online and how to use content to create market impact.
He has direct experience of all aspects of running and managing the online environment, as well as a background as a print journalist and editor.
Currently he is devoting much energy to helping PwC embrace the opportunities presented by social networking and mobile technologies.
|Philip Sheldrake||Chair of the CIPR's measurement and evaluation group and Founding Partner at Meanwhile|
A founding partner of Meanwhile, the venture marketers. Previously, he co-founded, built and sold an award-winning PR consultancy, was the CEO of Nochex, Europe's first e-payment service, and co-founded OnOneMap, Europe's first Google Maps mashup.
He authored The Business of Influence, Wiley, April 2011, and the Digital Marketing chapter of The Marketing Century.
|Stephen Waddington||Co-founder and Managing Director of Speed Communications|
Stephen is co-founder and managing director of Speed, the UK agency at the forefront of helping brands such as The Associated Press, Tesco, Toshiba, The Economist and Virgin Media Business manage their reputation across traditional, online and social media.
He is a former business journalist who moved into PR in the early 1990s to work with technology start-ups. Prior to Speed, he co-founded Rainier PR (now Speed's technology team), having previously worked at Brodeur and Weber Shandwick.