From ROI to KPI: Practical Solutions to Measurement Conundrums
 

From ROI to KPI: Practical Solutions to Measurement Conundrums

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In a world where dollars and cents (or perhaps Euros) are more important than ever, measuring the effectiveness of our communication outreach is the only way to underscore the importance of ...

In a world where dollars and cents (or perhaps Euros) are more important than ever, measuring the effectiveness of our communication outreach is the only way to underscore the importance of communication as a critical organizational function.

While the concept of measurement has long been a pillar of the classic communication plan, it is only fairly recently that we have started to set standards for PR and communication measurement that pass muster when compared to other business metrics—standards that are slowly becoming acknowledged and implemented industry-wide. But it's a crowded field, and how do you separate the wheat from the chaff? What's more, how do you start to measure social media, let alone traditional media?

At PRSA's 2009 International Conference, I talked about measurement best practices, and showed how to go from measurement novice to maven. Included are practical ways to incorporate measures that matter into your communication plan, and show how to tie your communication efforts to organizational objectives that will demonstrate your value to your organization.

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From ROI to KPI: Practical Solutions to Measurement Conundrums From ROI to KPI: Practical Solutions to Measurement Conundrums Presentation Transcript

  • From ROI to KPI
    Practical Solutions to Measurement Conundrums
    Shonali Burke, ABC
    Presented at PRSA’s 2009 International Conference
    November 9, 2009
  • Smart Measurement Is Not…
    Complicated
    “Smoke & mirrors”
    Tough
    Necessarily Expensive
    Photo: http://www.flickr.com/photos/29233640@N07/3760433565/
  • Smart Measurement Is Not…
    Only about impressions
    Done at the end of your program
    AVE
    Photo: http://www.flickr.com/photos/ojbyrne/3759678929/
  • Smart Measurement Will…
    Include outputs, outtakes AND outcomes
    Measure what’s important
    Be regular
    Integrate with other business units
    Connect to business KPIs
    Photo: http://www.flickr.com/photos/fortgirl/3099013797/
  • 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
  • Smithsonian’s National Portrait Gallery
    First-ever OutwinBoochever Portrait Competition (2005-2006)
    Courtesy: National Portrait Gallery
  • What was the problem?
    NPG perceived as outdated
    Lack of connection with today’s artists
    Portraiture not perceived as “cool” or “hip”
    Aimed to reach emerging & mid-career artists
    Needed to secure 2,000 entries for the contest to be viable
    Courtesy: National Portrait Gallery
  • Research
    Courtesy: National Portrait Gallery
  • What We Did
    Media outreach
    Media buy
    Direct mail
    “Portrait of an Artist”
  • Results
    Changed creative
    Impacted tactics & collateral
    Influenced media buy
    Influenced media outreach
    Net-net: 4,000+ entries (double goal)
    Courtesy: National Portrait Gallery
  • Connecting Communications To Business Objectives
    • Communications objectives MUST support business objectives, i.e. the bottom line
    • Define your “communications universe”
    • Integrate tactics
    • Measure your messages
    • Measure the market
    • How are your “key performance indicators” (KPIs) doing?
    • What’s your “cost per impression” (CPI)?
  • KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • The Seven Basic Steps*
    Identify your audiences/publics
    Define objectives for each audience
    Define your measurement criteria
    Define your benchmark
    Select a measurement tool
    Analyze data, draw actionable conclusions, make recommendations
    Make changes, measure again
    *Measuring Public Relationships, Katie Delahaye Paine
  • Identify and Prioritize Your Publics
    Media
    Customers
    Partners
    Prospects
    Employees
    Influencers
    Government leaders
    Investors
    Photo: http://www.flickr.com/photos/mhaithaca/3750544744/
  • What are Your Objectives?
    Increase exposure
    Educate audiences
    Improve positioning
    Increase mind share
    Increase sales
    Obtain members/supporters
    Raise awareness for mission
    Photo: http://www.flickr.com/photos/jgourley/3529864942/
  • What Will you Measure?
    Outputs: the physical, direct results of your work
    Clips
    Brochures
    Speaking engagements
    Specific positioning
    Messages communicated
    Quoted mentions
    Photo: http://www.flickr.com/photos/scriptingnews/3656475291/
  • Outtakes: what your target audience takes away from your program
    Messages
    Perceptions
    Understanding
    … the perceptions generated by your outputs
    What Will you Measure?
    Image: http://www.flickr.com/photos/33325372@N06/3358857153/
  • What Will you Measure?
    Outcomes: quantifiable changes that occur as end results of your program
    Attitudes
    Opinions
    Behaviors
    Photo: http://www.flickr.com/photos/naturalturn/3767627073/
  • What’s Your Benchmark?
    You can’t measure effectively in a vacuum
    Compare results to:
    Past performance – measure over time
    Major competitors – measure the market
    Photo: http://www.flickr.com/photos/judepics/3622237241/
  • Pick Your Tools
    Primary research
    Secondary research
    Media
    Internet resources
    Photo: http://www.flickr.com/photos/wonderlane/3446442810/
  • Analyze, Conclude & Recommend
    What does the data show?
    Include the good, the bad and the ugly
    Connect results to objectives
    Don’t measure what’s not relevant
    Photo: http://www.flickr.com/photos/pnnl/3633994244/
  • Measure Continuously
  • Some Measurement Tools
    Web site data
    Web analytics
    Phone, online, paper surveys
    Focus groups
    Media analytics
    Dedicated URLs/telephone #s
    Photo: http://www.flickr.com/photos/iopinw/3098723978/
  • Measuring Social Media
    Photo: http://www.flickr.com/photos/base53/3665260292/
    Photo: http://www.flickr.com/photos/goincase/3771760999/
    Influence
    Quality
    Quantity
    Engagement
  • 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
  • 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/
  • Media Measurement Smarts
    Define and streamline your “media 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/
  • Measurement is Key In Strategic Planning
  • The Wisdom of Crowds
  • The Wisdom of Crowds
  • The Wisdom of Crowds
  • PRSA Recommendations
    http://www.slideshare.net/prsa/documenting-the-business-outcomes
    http://comprehension.prsa.org/?p=628
  • “Getting a Seat at the Table”
    Image: http://www.flickr.com/photos/oskay/568630442/
  • A Few Resources
    measuresofsuccess.com
    kdpaine.blogs.com
    iabc.com
    prsa.org
    instituteforpr.org
    metrica.net/measurementmatters
    communicationammo.com
    metricsman.wordpress.com
    toprankblog.com
  • On Twitter
    http://twitter.com/shonali/measurement
  • Thank You…
    Sean Williams
    Susan San Martin
    Robert Udowitz
    Jennifer Wilbur
  • Questions?
    Photo: http://www.flickr.com/photos/27546063@N03/3717938304/
    Find this presentation online at: http://www.slideshare.net/shonaliburke
    You can find me at:
    E-mail: sburke@shonaliburke.com
    Twitter: http://www.twitter.com/shonali
    Blog: www.WaxingUnLyrical.com
    Web: www.shonaliburke.com
    Skype: sburke15
    Thank you!