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Measurement in the Age of Now

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On October 18, 2010, I presented at PRSA's annual conference on measurement "in the age of now." As always, I tried to keep the focus on practicality and public relations outcomes, rather than simply …

On October 18, 2010, I presented at PRSA's annual conference on measurement "in the age of now." As always, I tried to keep the focus on practicality and public relations outcomes, rather than simply outputs.

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  • Influence & Engagement.
  • Transcript

    • 1. MEASUREMENT IN THE AGE OF NOW
      Image: Nasa’s Marshall Space Flight Center, Flickr (CC)
      SHONALI BURKE, ABC
      PRESENTED AT PRSA’S 2010 INTERNATIONAL CONFERENCE
      OCTOBER 18, 2010
    • 2. Cartoon: HubSpot, Flickr (CC)
    • 3. Image: Jim Miles, Flickr (CC)
    • 4. Bad Measurement…
      • Only tracks impressions
      • 5. Uses AVE
      • 6. Is done inconsistently
      Image: johntrathome, Flickr (CC)
    • 7. Good Measurement …
      Tracks what’s important
      Is done consistently
      Connects to business KPIs
      Tracks outputs, outtakes AND outcomes
      Image: fly.aeroplane.fly, Flickr (CC)
    • 8. 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
    • 9. Why
      What
      Who
      The Six Keys
      To The Measurement World
      How
      Where
      When
      Image: Mark H. Evans, Flickr (CC)
    • 10. Who?
      Media
      Customers
      Partners
      Employees
      Government leaders
      Investors
      Image: mhaithaca, Flickr (CC)
    • 11. What?
      Increase exposure
      Educate audiences
      Improve positioning
      Increase mind share
      Increase sales
      Obtain members/supporters
      Raise awareness for mission
      Image: tobi_digital, Flickr (CC)
    • 12. What?
      Outputs: the physical, direct results of your work
      Clips
      Brochures
      Speaking engagements
      Specific positioning
      Messages communicated
      Quoted mentions
      Image: scriptingnews, Flickr (CC)
    • 13. What?
      Outtakes: what your target audience takes away from your program
      Messages
      Understanding
      … the perceptions generated by your outputs
      Image: Richard Hutteman, Flickr (CC)
    • 14. What?
      Outcomes: quantifiable changes that occur as end results of your program
      Attitudes
      Opinions
      Behaviors
      ACTION!
      Image: naturalturn, Flickr (CC)
    • 15. When?
      Set a timeframe
      Compare results to:
      Past performance
      Major competitors
      Image: judepics, Flickr (CC)
    • 16. Where?
      Channels
      “Media universe”
      Image: Truthout.org, Flickr (CC)
    • 17. Why?
      Courtesy: KD Paine & Partners
    • 18. How?
      Web site data
      Web analytics
      Phone, online, paper surveys
      Focus groups
      Media analytics
      Dedicated URLs/telephone #s
      Image: iopinw, Flickr (CC)
    • 19. So I Measured…
      Now What?
      Image: Samuel Maycock, Flickr (CC)
    • 20. What does the data show?
      What’s good, bad andugly?
      Can you connect results
      to objectives?
      Is it relevant?
      Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
    • 21. Measuring Social Media
      Image: cindy47452, Flickr (CC)
      Image: Incase., Flickr (CC)
      Influence
      Quality
      Quantity
      Engagement
    • 22. The Old Spice Guy
    • 23. The “Real” Answer!
      Old Spice W+K case study: http://www.youtube.com/watch?v=e66XKxT8yDY
    • 24. Source: Digital Buzz Blog
    • 25. But what about us
      “regular” folk?
      Image: mickiky, Flickr (CC)
    • 26. The Case of the Hungry Child
      Source: www.pledgetoendhunger.com
    • 27. Courtesy: Scott Henderson & Media Sauce
    • 28. Courtesy: Scott Henderson & MediaSauce
    • 29. 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
    • 30. The Case of The OKC Jeweler
      @dangordon
      @samuelgordons
      © Daniel Gordon, used with permission
    • 31. The 4-1-1
    • 32. © Daniel Gordon, used with permission
    • 33. Blog traffic
      2006 – 2010:
      Ad spend: from $500K - $50K
      Revenue: 30% increase
      2008 – 2010:
      Foot traffic: from 20% - 40%
      Courtesy Daniel Gordon, Samuel Gordon Jewelers
    • 34. Monitoring & Measurement on a Shoestring
    • 35.
    • 36. Measurement Smarts
      • What’s your “measurement universe”?
      • 37. Take 1 oz. of research over 1 lb. of pain
      • 38. Impressions mean nothing on their own
      • 39. Outputs, outtakes and outcomes
      • 40. Use the W5+H principle
      Image: sun dazed, Flickr (CC)
    • 41. How Do You Pull This Together?
    • 42. PRSA Recommendations
      http://www.slideshare.net/prsa/documenting-the-business-outcomes
      http://comprehension.prsa.org/?cat=589
    • 43. The Barcelona Principles
      Image: Wolfgang Staudt, Flickr (CC)
    • 44. A Few More Resources
      http://kdpaine.blogs.com
      http://iabc.com
      http://prsa.org
      http://instituteforpr.org
      http://metrica.net/measurementmatters
      http://www.communicationammo.com
      http://www.metricsman.wordpress.com
      http://www.toprankblog.com
      Bi-weekly #measurePR Twitter chat
      http://WaxingUnLyrical.com: measurement/measurePR categories
      http://twitter.com/shonali/measurement
    • 45. Questions?
      www.shonaliburke.com
      Facebook: www.facebook.com/ShonaliBurkeConsulting
      Slideshare:
      Skype: sburke15
      Image: Håkan Dahlström, Flickr (CC)
      info@shonaliburke.com
      @shonali
      Thank you!
      www.WaxingUnLyrical.com
      www.shonaliburke.com
      slideshare.net/shonaliburke