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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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  • Thank you for taking the time to sit in on my session, Ann - that was a major high for me!
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  • Great workshop, Shonali! So glad I got a chance to see you in action -- and I left with dozens of takeaways. Thanks!
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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