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Benchmarking and assessing your web strategy

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  • 1. Benchmarking and assessing your web strategy Paul Redfern, Gettysburg College Andrew Careaga, Missouri University of Science and Technology CASE Conference on Communications, Marketing and Technology April 9-11, 2008 || San Diego, California
  • 2. The research shows… Image by Jessica Hagy, indexed.blogspot.com
  • 3. Q: Why measure?
    • Document success
    • Improve future efforts
    • Make a case for the strategic value of what you do
    • Build credibility
    • Promote the value of what you do
  • 4. Q: What to measure? Anything the boss tells you to measure [j/k] :) Reputation Relationships
  • 5. Q: Why measure?
    • Document success
    • Improve future efforts
    • Make a case for the strategic value of what you do
    • Build credibility
    • Promote the value of what you do
  • 6. The 3 “outs” of measurement
    • Outputs — the stuff we create (easy to measure)
    • Outtakes — how people think about us based on the outputs (harder)
    • Outcomes — how people behave as a result of outputs (hardest)
  • 7. 7 elements for any measurement program
    • Identify audiences
    • Define objectives for each
    • Define measurement criteria
    • Define your benchmark
    • Select a measurement tool
    • Analyze data, draw actionable conclusions and make recommendations
    • Make changes and measure again
    Source: K.D. Paine, Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success
  • 8. Communicating the data
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