From "Check" to "Checkmate"

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

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!

From "Check" to "Checkmate"

by Shonali Burke

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From "Check" to "Checkmate" Presentation Transcript