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From "Check" to "Checkmate"

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  • Influence & Engagement.
  • Transcript

    • 1. From “Check” to “Checkmate”
      Image: Sourabh Massey, Creative Commons
      Smart Communication Strategy In The Digital Age
      A webinar for Ragan Communications
      Shonali Burke, ABC
      June 24, 2010
      13, 2010
    • 2. Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/
    • 3. Fundamentals of Planning
    • 4. Pledge To End Hunger
      Source: www.pledgetoendhunger.com
    • 5. Courtesy: Scott Henderson & MediaSauce
    • 6. Courtesy: Scott Henderson & Media Sauce
    • 7. 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
    • 8. A Good Foundation Doesn’t Change
    • 9. 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
    • 10. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 11. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 12. Measuring Social Media
      Photo: http://www.flickr.com/photos/base53/3665260292/
      Photo: http://www.flickr.com/photos/goincase/3771760999/
      Influence
      Quality
      Quantity
      Engagement
    • 13. Key Performance Indicators
      Track effectiveness of your program against business objectives, e.g.:
      Sales
      Donations
      Membership
      Web traffic
      Subscribers
    • 14. 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/
    • 15. Measurement Smarts
      Define and streamline your “measurement 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 principle
      Image: http://www.flickr.com/photos/sundazed/3770730054/
    • 16. From Snapshot to Strategy
    • 17. Questions?
      Photo: http://www.flickr.com/photos/27546063@N03/3717938304/
      Where you can find me:
      E-mail: info@shonaliburke.com
      Twitter: http://www.twitter.com/shonali
      Blog: www.WaxingUnLyrical.com
      Web: www.shonaliburke.com
      Skype: sburke15
      Thank you!

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