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From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
From "Check" to "Checkmate"
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From "Check" to "Checkmate"

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  • Influence & Engagement.
  • Transcript

    • 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. Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/<br />
    • 3. Fundamentals of Planning<br />
    • 4. Pledge To End Hunger<br />Source: www.pledgetoendhunger.com<br />
    • 5. Courtesy: Scott Henderson & MediaSauce<br />
    • 6. Courtesy: Scott Henderson & Media Sauce<br />
    • 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. A Good Foundation Doesn’t Change<br />
    • 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. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    • 11. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    • 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. 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. 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. 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. From Snapshot to Strategy<br />
    • 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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