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From “Check” to “Checkmate”<br />Image: Sourabh Massey, Creative Commons<br />Smart Communication Strategy In The Digital ...
Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/<br />
Fundamentals of Planning<br />
Pledge To End Hunger<br />Source: www.pledgetoendhunger.com<br />
Courtesy: Scott Henderson & MediaSauce<br />
Courtesy: Scott Henderson & Media Sauce<br />
Results<br />4,800 pledges (380% > goal)<br />1st 1k pledges in 28 hours<br />> 19k site visitors<br />$28k for Share Our ...
A Good Foundation Doesn’t Change<br />
KPIs… What The @#*!<br />“… a measure of performance used to help an organization define and evaluate how successful it is...
KPIs         Business Objectives<br />Courtesy: KD Paine & Partners<br />
KPIs         Business Objectives<br />Courtesy: KD Paine & Partners<br />
Measuring Social Media<br />Photo: http://www.flickr.com/photos/base53/3665260292/<br />Photo: http://www.flickr.com/photo...
Key Performance Indicators<br />Track effectiveness of your program against business objectives, e.g.:<br />Sales<br />Don...
Measurement on a Shoestring<br />Research is critical<br />Zoomerang, Survey Monkey<br />Google is your best friend<br />R...
Measurement Smarts<br />Define and streamline your “measurement universe”<br />An ounce of research will spare you a pound...
From Snapshot to Strategy<br />
Questions?<br />Photo: http://www.flickr.com/photos/27546063@N03/3717938304/<br />Where you can find me:<br />E-mail: info...
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From "Check" to "Checkmate"

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  • Influence &amp; Engagement.
  • Transcript of "From "Check" to "Checkmate""

    1. 1. From “Check” to “Checkmate”<br />Image: Sourabh Massey, Creative Commons<br />Smart Communication Strategy In The Digital Age<br />A webinar for Ragan Communications<br />Shonali Burke, ABC<br />June 24, 2010<br /> 13, 2010<br />
    2. 2. Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/<br />
    3. 3. Fundamentals of Planning<br />
    4. 4. Pledge To End Hunger<br />Source: www.pledgetoendhunger.com<br />
    5. 5. Courtesy: Scott Henderson & MediaSauce<br />
    6. 6. Courtesy: Scott Henderson & Media Sauce<br />
    7. 7. Results<br />4,800 pledges (380% > goal)<br />1st 1k pledges in 28 hours<br />> 19k site visitors<br />$28k for Share Our Strength (@95% 1st-time donors)<br />2,600 members of Facebook Cause<br />560k servings of food to food banks in 4 cities<br />Courtesy: Scott Henderson & MediaSauce<br />
    8. 8. A Good Foundation Doesn’t Change<br />
    9. 9. KPIs… What The @#*!<br />“… 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.”<br /> ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators<br />
    10. 10. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    11. 11. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    12. 12. Measuring Social Media<br />Photo: http://www.flickr.com/photos/base53/3665260292/<br />Photo: http://www.flickr.com/photos/goincase/3771760999/<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
    13. 13. Key Performance Indicators<br />Track effectiveness of your program against business objectives, e.g.:<br />Sales<br />Donations<br />Membership<br />Web traffic<br />Subscribers<br />
    14. 14. Measurement on a Shoestring<br />Research is critical<br />Zoomerang, Survey Monkey<br />Google is your best friend<br />RSS feeds<br />News/blog alerts<br />Google Analytics<br />Photo: http://www.flickr.com/photos/psyberartist/3622995219/<br />
    15. 15. Measurement Smarts<br />Define and streamline your “measurement universe”<br />An ounce of research will spare you a pound of pain<br />Impressions mean nothing without engagement<br />Focus on outtakes and outcomes, not just outputs<br />Use the W4+H principle<br />Image: http://www.flickr.com/photos/sundazed/3770730054/<br />
    16. 16. From Snapshot to Strategy<br />
    17. 17. Questions?<br />Photo: http://www.flickr.com/photos/27546063@N03/3717938304/<br />Where you can find me:<br />E-mail: info@shonaliburke.com<br />Twitter: http://www.twitter.com/shonali<br />Blog: www.WaxingUnLyrical.com<br />Web: www.shonaliburke.com<br />Skype: sburke15<br />Thank you!<br />
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