This document discusses the importance of measurement in public relations and communication. It outlines the differences between bad measurement that only tracks impressions versus good measurement that consistently tracks what is important to the business and connects to key performance indicators (KPIs). The document emphasizes measuring outputs, outtakes and outcomes. It provides examples of measuring social media and case studies on successful measurement campaigns for non-profits and small businesses. Overall, it stresses the importance of defining the "measurement universe" and using the "Who, What, When, Where, Why, How" framework to guide measurement.
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
6. Is done inconsistentlyImage: 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)
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)
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
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
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