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On October 18, 2010, I presented at PRSA's annual conference on measurement "in the age of now." As always, I tried to keep the focus on practicality and public relations outcomes, rather than simply outputs.
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MEASUREMENT IN THE AGE OF NOW
SHONALI BURKE, ABCPRESENTED AT PRSA’S 2010 INTERNATIONAL CONFERENCE
OCTOBER 18, 2010
Cartoon: HubSpot, Flickr (CC)
Bad Measurement…
Image: johntrathome, Flickr (CC)
• Only tracks impressions• Uses AVE• Is done inconsistently
Good Measurement …• Tracks what’s
important• Is done
consistently• Connects to
business KPIs• Tracks outputs,
outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)
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
Image: Mark H. Evans, Flickr (CC)
The Six KeysTo The Measurement World
WhoWhat
WhenWhere
Why
How
Who?
• Media• Customers• Partners• Employees• Government
leaders• Investors
Image: mhaithaca, Flickr (CC)
What?• Increase exposure• Educate audiences• Improve positioning• Increase mind share• Increase sales• Obtain
members/supporters• Raise awareness for
mission Image: tobi_digital, Flickr (CC)
What?• Outputs: the physical,
direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages
communicatedo Quoted mentions
Image: scriptingnews, Flickr (CC)
What?• Outtakes: what your
target audience takes away from your programo Messageso Understanding… the perceptions
generated by your outputs
Image: Richard Hutteman, Flickr (CC)
What?• Outcomes: quantifiable
changes that occur as end results of your programo Attitudeso Opinionso Behaviors
ACTION!Image: naturalturn, Flickr (CC)
When?
• Set a timeframe• Compare results
to:o Past performanceo Major competitors
Image: judepics, Flickr (CC)
Where?
• Channels• “Media
universe”
Image: Truthout.org, Flickr (CC)
Why?
Courtesy: KD Paine & Partners
How?• Web site data• Web analytics• Phone, online, paper
surveys• Focus groups• Media analytics• Dedicated
URLs/telephone #sImage: iopinw, Flickr (CC)
Image: Samuel Maycock, Flickr (CC)
So I Measured… Now What?
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
What does the data show?
What’s good, bad and ugly?
Can you connect results to objectives?
Is it relevant?
Measuring Social Media
EngagementQuantity
Influence QualityImage: cindy47452, Flickr (CC) Image: Incase., Flickr (CC)
The Old Spice Guy
The “Real” Answer!
Old Spice W+K case study: http://www.youtube.com/watch?v=e66XKxT8yDY
Source: Digital Buzz Blog
BUT WHAT ABOUT US “REGULAR” FOLK?
Image: mickiky, Flickr (CC)
The Case of the Hungry Child
Source: www.pledgetoendhunger.com
Courtesy: Scott Henderson & Media Sauce
Courtesy: Scott Henderson & MediaSauce
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
The Case of The OKC Jeweler
© Daniel Gordon, used with permission
@dangordon@samuelgordons
The 4-1-1
© Daniel Gordon, used with permission
2006 – 2010:Ad spend: from $500K - $50K
Revenue: 30% increase2008 – 2010:
Foot traffic: from 20% - 40%Cour
tesy
Dan
iel G
ordo
n, S
amue
l Gor
don
Jew
eler
s
Blog traffic
Monitoring & Measurement on a Shoestring
Image: sun dazed, Flickr (CC)
Measurement Smarts• What’s your “measurement universe”?• Take 1 oz. of research over 1 lb. of pain• Impressions mean nothing on their own• Outputs, outtakes and outcomes• Use the W5+H principle
How Do You Pull This Together?
PRSA Recommendations
http://www.slideshare.net/prsa/documenting-the-business-outcomes
http://comprehension.prsa.org/?cat=589
The Barcelona Principles
Image: Wolfgang Staudt, Flickr (CC)
A Few More Resources• http://kdpaine.blogs.com • http://iabc.com • http://prsa.org • http://instituteforpr.org • http://metrica.net/measurementmatters • http://www.communicationammo.com • http://www.metricsman.wordpress.com • http://www.toprankblog.com • Bi-weekly #measurePR Twitter chat• http://WaxingUnLyrical.com:
measurement/measurePR categories• http://twitter.com/shonali/measurement
Questions?
Thank you!
Image: Håkan Dahlström, Flickr (CC)
www.shonaliburke.comFacebook: www.facebook.com/ShonaliBurkeConsultingSlideshare: Skype: sburke15
@shonali
www.WaxingUnLyrical.com
www.shonaliburke.com
slideshare.net/shonaliburke
