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Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
Measurement in the Age of Now
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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<br />Image: Nasa’s Marshall Space Flight Center, Flickr (CC)<br />SHONALI BURKE, ABC<br />PRESENTED AT PRSA’S 2010 INTERNATIONAL CONFERENCE<br />OCTOBER 18, 2010<br />
    • 2. Cartoon: HubSpot, Flickr (CC)<br />
    • 3. Image: Jim Miles, Flickr (CC)<br />
    • 4. Bad Measurement…<br /><ul><li> Only tracks impressions
    • 5. Uses AVE
    • 6. Is done inconsistently</li></ul>Image: johntrathome, Flickr (CC)<br />
    • 7. Good Measurement …<br />Tracks what’s important<br />Is done consistently<br />Connects to business KPIs<br />Tracks outputs, outtakes AND outcomes<br />Image: fly.aeroplane.fly, Flickr (CC)<br />
    • 8. KPIs… What The @#*!<br />“… 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.”<br /> ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators<br />
    • 9. Why<br />What<br />Who<br />The Six Keys<br />To The Measurement World<br />How<br />Where<br />When<br />Image: Mark H. Evans, Flickr (CC)<br />
    • 10. Who?<br />Media<br />Customers<br />Partners<br />Employees<br />Government leaders<br />Investors<br />Image: mhaithaca, Flickr (CC)<br />
    • 11. What?<br />Increase exposure<br />Educate audiences<br />Improve positioning<br />Increase mind share<br />Increase sales<br />Obtain members/supporters<br />Raise awareness for mission<br />Image: tobi_digital, Flickr (CC)<br />
    • 12. What?<br />Outputs: the physical, direct results of your work<br />Clips<br />Brochures<br />Speaking engagements<br />Specific positioning<br />Messages communicated<br />Quoted mentions<br />Image: scriptingnews, Flickr (CC)<br />
    • 13. What?<br />Outtakes: what your target audience takes away from your program<br />Messages<br />Understanding<br />… the perceptions generated by your outputs<br />Image: Richard Hutteman, Flickr (CC)<br />
    • 14. What?<br />Outcomes: quantifiable changes that occur as end results of your program<br />Attitudes<br />Opinions<br />Behaviors<br />ACTION!<br />Image: naturalturn, Flickr (CC)<br />
    • 15. When?<br />Set a timeframe<br />Compare results to:<br />Past performance<br />Major competitors<br />Image: judepics, Flickr (CC)<br />
    • 16. Where?<br />Channels<br />“Media universe”<br />Image: Truthout.org, Flickr (CC)<br />
    • 17. Why?<br />Courtesy: KD Paine & Partners<br />
    • 18. How?<br />Web site data<br />Web analytics<br />Phone, online, paper surveys<br />Focus groups<br />Media analytics<br />Dedicated URLs/telephone #s<br />Image: iopinw, Flickr (CC)<br />
    • 19. So I Measured… <br />Now What?<br />Image: Samuel Maycock, Flickr (CC)<br />
    • 20. What does the data show?<br />What’s good, bad andugly?<br />Can you connect results <br />to objectives?<br />Is it relevant?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
    • 21. Measuring Social Media<br />Image: cindy47452, Flickr (CC)<br />Image: Incase., Flickr (CC)<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
    • 22. The Old Spice Guy<br />
    • 23. The “Real” Answer!<br />Old Spice W+K case study: http://www.youtube.com/watch?v=e66XKxT8yDY<br />
    • 24. Source: Digital Buzz Blog<br />
    • 25. But what about us <br />“regular” folk?<br />Image: mickiky, Flickr (CC)<br />
    • 26. The Case of the Hungry Child<br />Source: www.pledgetoendhunger.com<br />
    • 27. Courtesy: Scott Henderson & Media Sauce<br />
    • 28. Courtesy: Scott Henderson & MediaSauce<br />
    • 29. Results<br />4,800 pledges (380% > goal)<br />1st 1k pledges in 28 hours<br />> 19k site visitors<br />$28k for Share Our Strength (@95% 1st-time donors)<br />2,600 members of Facebook Cause<br />560k servings of food to food banks in 4 cities<br />Courtesy: Scott Henderson & MediaSauce<br />
    • 30. The Case of The OKC Jeweler<br />@dangordon<br />@samuelgordons<br />© Daniel Gordon, used with permission<br />
    • 31. The 4-1-1<br />
    • 32. © Daniel Gordon, used with permission<br />
    • 33. Blog traffic<br />2006 – 2010:<br />Ad spend: from $500K - $50K<br />Revenue: 30% increase<br />2008 – 2010:<br />Foot traffic: from 20% - 40%<br />Courtesy Daniel Gordon, Samuel Gordon Jewelers<br />
    • 34. Monitoring & Measurement on a Shoestring<br />
    • 35.
    • 36. Measurement Smarts<br /><ul><li> 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</li></ul>Image: sun dazed, Flickr (CC)<br />
    • 41. How Do You Pull This Together?<br />
    • 42. PRSA Recommendations<br />http://www.slideshare.net/prsa/documenting-the-business-outcomes<br />http://comprehension.prsa.org/?cat=589<br />
    • 43. The Barcelona Principles<br />Image: Wolfgang Staudt, Flickr (CC)<br />
    • 44. A Few More Resources<br />http://kdpaine.blogs.com<br />http://iabc.com<br />http://prsa.org<br />http://instituteforpr.org<br />http://metrica.net/measurementmatters<br />http://www.communicationammo.com<br />http://www.metricsman.wordpress.com<br />http://www.toprankblog.com<br />Bi-weekly #measurePR Twitter chat<br />http://WaxingUnLyrical.com: measurement/measurePR categories<br />http://twitter.com/shonali/measurement<br />
    • 45. Questions?<br />www.shonaliburke.com<br />Facebook: www.facebook.com/ShonaliBurkeConsulting<br />Slideshare: <br />Skype: sburke15<br />Image: Håkan Dahlström, Flickr (CC)<br />info@shonaliburke.com<br />@shonali<br />Thank you!<br />www.WaxingUnLyrical.com<br />www.shonaliburke.com<br />slideshare.net/shonaliburke<br />

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