From ROI to KPI

Shonali Burke, ABCPresented at PRSA’s 2009 International Conference

November 9, 2009

Practical Solutions to Measurement Conundrums

Smart Measurement Is Not…

• Complicated• “Smoke & mirrors”• Tough• Necessarily

Expensive

Photo: http://www.flickr.com/photos/29233640@N07/3760433565/

Smart Measurement Is Not…

• Only about impressions

• Done at the end of your program

• AVE

Photo: http://www.flickr.com/photos/ojbyrne/3759678929/

Smart Measurement Will…• Include outputs,

outtakes AND outcomes

• Measure what’s important

• Be regular• Integrate with other

business units• Connect to business

KPIsPhoto: http://www.flickr.com/photos/fortgirl/3099013797/

KPIs… What The @#*!

“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”

~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators

Smithsonian’s National Portrait Gallery

First-ever Outwin Boochever Portrait Competition (2005-2006)

Courtesy: National Portrait Gallery

What was the problem?

• NPG perceived as outdated• Lack of connection with today’s artists• Portraiture not perceived as “cool” or “hip”• Aimed to reach emerging & mid-career

artists• Needed to secure 2,000 entries for the

contest to be viable

Courtesy: National Portrait Gallery

Research

Courtesy: National Portrait Gallery

What We Did• Media outreach• Media buy• Direct mail• “Portrait of an Artist”

Results• Changed creative• Impacted tactics &

collateral• Influenced media buy• Influenced media

outreach• Net-net: 4,000+

entries (double goal)

Courtesy: National Portrait Gallery

Connecting Communications To Business Objectives

Communications objectives MUST support business objectives, i.e. the bottom line

Define your “communications universe” Integrate tactics Measure your messages Measure the market How are your “key performance indicators” (KPIs)

doing? What’s your “cost per impression” (CPI)?

KPIs Business Objectives

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Web

site

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Overall exposure Web traffic

Courtesy: KD Paine & Partners

KPIs Business Objectives

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Don

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Overall exposure

Online donations

Courtesy: KD Paine & Partners

The Seven Basic Steps*• Identify your audiences/publics• Define objectives for each audience• Define your measurement criteria• Define your benchmark• Select a measurement tool• Analyze data, draw actionable conclusions,

make recommendations• Make changes, measure again

*Measuring Public Relationships, Katie Delahaye Paine

Identify and Prioritize Your Publics• Media• Customers• Partners• Prospects• Employees• Influencers• Government leaders• Investors

Photo: http://www.flickr.com/photos/mhaithaca/3750544744/

What are Your Objectives?• Increase exposure• Educate audiences• Improve positioning• Increase mind share• Increase sales• Obtain

members/supporters• Raise awareness for

mission Photo: http://www.flickr.com/photos/jgourley/3529864942/

What Will you Measure?• Outputs: the physical,

direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages

communicatedo Quoted mentions

Photo: http://www.flickr.com/photos/scriptingnews/3656475291/

• Outtakes: what your target audience takes away from your programo Messageso Perceptionso Understanding… the perceptions

generated by your outputs

What Will you Measure?

Image: http://www.flickr.com/photos/33325372@N06/3358857153/

What Will you Measure?

• Outcomes: quantifiable changes that occur as end results of your programo Attitudeso Opinionso Behaviors

Photo: http://www.flickr.com/photos/naturalturn/3767627073/

What’s Your Benchmark?

• You can’t measure effectively in a vacuum

• Compare results to:o Past performance

– measure over time

o Major competitors – measure the market

Photo: http://www.flickr.com/photos/judepics/3622237241/

Pick Your Tools

• Primary research

• Secondary research

• Media• Internet

resourcesPhoto: http://www.flickr.com/photos/wonderlane/3446442810/

Analyze, Conclude & Recommend

• What does the data show?

• Include the good, the bad and the ugly

• Connect results to objectives

• Don’t measure what’s not relevant

Photo: http://www.flickr.com/photos/pnnl/3633994244/

Measure Continuously

Program

Tactics

Spokes-people

Messages

Media Mix

Some Measurement Tools• Web site data• Web analytics• Phone, online, paper

surveys• Focus groups• Media analytics• Dedicated

URLs/telephone #sPhoto: http://www.flickr.com/photos/iopinw/3098723978/

Measuring Social Media

EngagementQuantity

Influence QualityPhoto: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/

Pledge To End Hunger

Source: www.pledgetoendhunger.com

GoalsRaise awareness of childhood

hunger in USGive people tools to take actionNon-profit case study on SM &

cause marketing1K pledges in 7 days

Metrics# of pledge signees

$$ raised for Share Our Strength

Unique site visitors, Tr.im url click-thrus, Facebook

cause members, YouTube videos viewed,

#HungerPledge usage, SXSWi podium mentions

AudienceActive Twitterati, bloggers

SXSWi attendees & followers

Corporate/non-profit email databases

Wild cards: 2-3 degrees of separation

Courtesy: Scott Henderson & MediaSauce

Story

•1 of 6 kids hungry

•1 click feeds 140 kids

Strategy

•Standalone site online hub

•SM outposts•Easy call to

action

Tactics

•2 “co-chairs,” 50+ “champions”

•Twitter, Facebook, YouTube accounts

•Email•Avatar,

hashtag, badges

•CTA: give, volunteer and/or share

Courtesy: Scott Henderson & Media Sauce

Results• 4,800 pledges (380% > goal)• 1st 1k pledges in 28 hours• > 19k site visitors• $28k for Share Our Strength

(@95% 1st-time donors)• 2,600 members of Facebook

Cause• 560k servings of food to

food banks in 4 cities

Courtesy: Scott Henderson & MediaSauce

Key Performance Indicators• Track effectiveness

of your program against business objectives, e.g.:o Saleso Donationso Membershipo Web traffico Subscribers

Measurement on a Shoestring

• Research is critical• Zoomerang, Survey

Monkey• Google is your best

friend• RSS feeds• News/blog alerts• Google Analytics

Photo: http://www.flickr.com/photos/psyberartist/3622995219/

Media Measurement Smarts

• Define and streamline your “media universe”

• An ounce of research will spare you a pound of pain

• Impressions mean nothing without engagement

• Focus on outtakes and outcomes, not just outputs

• Use the W4+H principleImage: http://www.flickr.com/photos/sundazed/3770730054/

Measurement is Key In Strategic Planning

Objectives• Are they

measurable? • Are they

quantifiable?• Do they relate

to your organization’s KPIs?

Strategy• Have you

identified all your audiences?

• What research will you base your strategy on?

• What tactics will you use to reach each audience?

Measurement• Outputs• Outtakes• Outcomes• ALWAYS

connect to KPIs

The Wisdom of Crowds

The Wisdom of Crowds

The Wisdom of Crowds

PRSA Recommendations

http://www.slideshare.net/prsa/documenting-the-business-outcomes

http://comprehension.prsa.org/?p=628

“Getting a Seat at the Table”

Focus on outcomes

Work with other business

functions

CultivateEducateMotivate

KPIs, KPIs, KPIs!

A little research goes a

long way

Image: http://www.flickr.com/photos/oskay/568630442/

A Few Resources• measuresofsuccess.com• kdpaine.blogs.com• iabc.com• prsa.org• instituteforpr.org• metrica.net/measurementmatters• communicationammo.com• metricsman.wordpress.com• toprankblog.com

On Twitter

http://twitter.com/shonali/measurement

Thank You…

Sean Williams Susan San Martin

Jennifer Wilbur Robert Udowitz

Questions?

Thank you!

Find this presentation online at: http://www.slideshare.net/shonaliburke

You can find me at:E-mail: sburke@shonaliburke.com Twitter: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15

Photo: http://www.flickr.com/photos/27546063@N03/3717938304/