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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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  • Influence & Engagement.
  • Transcript

    • 1. From ROI to KPI
      Practical Solutions to Measurement Conundrums
      Shonali Burke, ABC
      Presented at PRSA’s 2009 International Conference
      November 9, 2009
    • 2. Smart Measurement Is Not…
      Complicated
      “Smoke & mirrors”
      Tough
      Necessarily Expensive
      Photo: http://www.flickr.com/photos/29233640@N07/3760433565/
    • 3. Smart Measurement Is Not…
      Only about impressions
      Done at the end of your program
      AVE
      Photo: http://www.flickr.com/photos/ojbyrne/3759678929/
    • 4. 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/
    • 5. 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
    • 6. Smithsonian’s National Portrait Gallery
      First-ever OutwinBoochever Portrait Competition (2005-2006)
      Courtesy: National Portrait Gallery
    • 7. 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
    • 8. Research
      Courtesy: National Portrait Gallery
    • 9. What We Did
      Media outreach
      Media buy
      Direct mail
      “Portrait of an Artist”
    • 10. Results
      Changed creative
      Impacted tactics & collateral
      Influenced media buy
      Influenced media outreach
      Net-net: 4,000+ entries (double goal)
      Courtesy: National Portrait Gallery
    • 11. Connecting Communications To Business Objectives
      • Communications objectives MUST support business objectives, i.e. the bottom line
      • 12. Define your “communications universe”
      • 13. Integrate tactics
      • 14. Measure your messages
      • 15. Measure the market
      • 16. How are your “key performance indicators” (KPIs) doing?
      • 17. What’s your “cost per impression” (CPI)?
    • KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 18. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 19. 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
    • 20. Identify and Prioritize Your Publics
      Media
      Customers
      Partners
      Prospects
      Employees
      Influencers
      Government leaders
      Investors
      Photo: http://www.flickr.com/photos/mhaithaca/3750544744/
    • 21. 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/
    • 22. 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/
    • 23. 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/
    • 24. 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/
    • 25. 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/
    • 26. Pick Your Tools
      Primary research
      Secondary research
      Media
      Internet resources
      Photo: http://www.flickr.com/photos/wonderlane/3446442810/
    • 27. 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/
    • 28. Measure Continuously
    • 29. 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/
    • 30. Measuring Social Media
      Photo: http://www.flickr.com/photos/base53/3665260292/
      Photo: http://www.flickr.com/photos/goincase/3771760999/
      Influence
      Quality
      Quantity
      Engagement
    • 31. Pledge To End Hunger
      Source: www.pledgetoendhunger.com
    • 32. Courtesy: Scott Henderson & MediaSauce
    • 33. Courtesy: Scott Henderson & Media Sauce
    • 34. 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
    • 35. Key Performance Indicators
      Track effectiveness of your program against business objectives, e.g.:
      Sales
      Donations
      Membership
      Web traffic
      Subscribers
    • 36. 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/
    • 37. 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/
    • 38. Measurement is Key In Strategic Planning
    • 39. The Wisdom of Crowds
    • 40. The Wisdom of Crowds
    • 41. The Wisdom of Crowds
    • 42. PRSA Recommendations
      http://www.slideshare.net/prsa/documenting-the-business-outcomes
      http://comprehension.prsa.org/?p=628
    • 43. “Getting a Seat at the Table”
      Image: http://www.flickr.com/photos/oskay/568630442/
    • 44. A Few Resources
      measuresofsuccess.com
      kdpaine.blogs.com
      iabc.com
      prsa.org
      instituteforpr.org
      metrica.net/measurementmatters
      communicationammo.com
      metricsman.wordpress.com
      toprankblog.com
    • 45. On Twitter
      http://twitter.com/shonali/measurement
    • 46. Thank You…
      Sean Williams
      Susan San Martin
      Robert Udowitz
      Jennifer Wilbur
    • 47. 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!