AMEC European Summit on Measurement review: part 1 of 3

AMEC2011 3rd European Summit on Measurement at the Tivoli hotel in Lisbon.

Richard Bagnall of Metrica, Katie Paine of KDPaine & Partners and Tim Marklein of WCG discuss social media measurement

The Summit took place in Lisbon last week from 8th to 10th of June. Hosted by AMEC and IPR it was the follow up to the 2010 Summit that pronounced the Barcelona Measurement Principles.

It was my first year in attendance and it promised a lot:

A speaker list drawn from many industry leading companies: Cision, Ketchum Pleon, Gorkana Group, News Group International, Metrica, WCG, Media Monitors, Brandwatch, Kantar Media and many more.

Delegates drawn from every corner of the globe: I discussed the agenda with people from the UK, USA, Australia, Sweden, Argentina, Dubai, Germany, South Africa, Slovenia and more.

Representation from the key industry bodies: as well as IPR and AMEC, we heard the views of the PRSA (the Public Relations Society of America), the Council of PR Firms, ICCO (the International Communications Consultancy Organisation) and the IPR Commission on Measurement and Evaluation.

And lastly, an agenda that asked searching questions in the key areas:  “moving towards global standards for social media measurement”, “how to use AMEC’s new Valid Metrics”, “what the industry believes is important”, “what the client thinks” and “ROI – definitions, language and change”.

The combination of all of this produced some lively and interesting debate. It will be interesting to see what official communications are released, but I will highlight what I believe to be the main challenges and victories over the next 2 days.

If you were there, let me know what you think. Or, if you weren’t, let me know what you would have liked to have seen.

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