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From "Check" to "Checkmate"
 

From "Check" to "Checkmate"

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  • Influence & Engagement.

From "Check" to "Checkmate" From "Check" to "Checkmate" Presentation Transcript

  • 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
  • Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/
  • Fundamentals of Planning
  • Pledge To End Hunger
    Source: www.pledgetoendhunger.com
  • Courtesy: Scott Henderson & MediaSauce
  • Courtesy: Scott Henderson & Media Sauce
  • 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
  • A Good Foundation Doesn’t Change
  • 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
  • KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • Measuring Social Media
    Photo: http://www.flickr.com/photos/base53/3665260292/
    Photo: http://www.flickr.com/photos/goincase/3771760999/
    Influence
    Quality
    Quantity
    Engagement
  • Key Performance Indicators
    Track effectiveness of your program against business objectives, e.g.:
    Sales
    Donations
    Membership
    Web traffic
    Subscribers
  • 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/
  • 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/
  • From Snapshot to Strategy
  • 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!