Smart PR Measurement in the Digital Age

Image: Amenlu – Ani Mendez via Flickr (CC)

Cartoon: HubSpot, Flickr (CC)

Image: liwenli via Flickr (CC)

… when impressions are the be-all & end-all … “AVE” – gasp, shudder and barf … anyone remember “research”? … not quantifiable or time bound … not focusing on what we’re trying to achieve … not using measurement to inform decisions … not tying it to business outcomesImage: Matti Mattila via Flickr (CC)

Image: shareski via Flickr (CC) Image: Dave Dugdale via Flickr (CC) Image: adesigna via Flickr (CC)

Ask YourselfImage: http://www.flickr.com/photos/crystaljingsr/3914729343/

Smithsonian’s National Portrait Gallery First-ever OutwinBoochever Portrait Competition (2005-2006)Used with permission from the National Portrait Gallery

What Was the Problem?• Perceived as outdated• Lack of connection• Portraiture not “cool” or “hip”• Aimed to reach emerging & mid-career artists• 2,000 entries to be viable Used with permission from the National Portrait Gallery, image via Tim Caynes Flickrstream (CC)

The Plan • Media outreach • Media buy • Direct mail • “Portrait of an Artist”Used with permission from the National Portrait Gallery

Image: saaby, Flickr (CC)

Results• Changed creative• Impacted tactics & collateral• Influenced media buy• Influenced media outreach• Net-net: 4,000+ entries (double goal) Used with permission from the National Portrait Gallery

The Case of The OKC Jeweler @dangordon @samuelgordons© Daniel Gordon, used with permission

The 4-1-1 • Local focus on OKC customers, slowly-growing national customers • Brick-and-mortar storeWho •107-year old jewelry store in OKC •Not just jewelry: love, commitment to service, trustWhat • Grow sales • Build community… and convert themWhy • 2004 - 2010When • Some advertising • Traditional earned mediaWhere • Social sites

Oxfam America’s 2012 International Women’s Day Campaign Used with permission from Oxfam America

The Core of the CampaignUsed with permission from Oxfam America

Multi-pronged Outreach & Coverage

Results eAward downloaded approx. >5K recipients got >2K eCards 1K times (March 7-10) Oxfam America secured 752 new constituents via eCards (compared to 261 in 2011 for a similar initiative)Used with permission from Oxfam America

… and More Results (thank you, Bloggers!) 14.86% search traffic 38.35% email traffic 46.61% referral traffic, with 31.73% from external sites Used with permission from Oxfam America Of Note: 14 of 42 blog posts secured were among the top 28 (>5 visits) traffic sources… that’s half! Strong correlation between blog posts publishing and search traffic, particularly for keywords “international women’s day ecards,” “international women’s day ecard,” “women’s day ecard,” etc.

Image: Samuel Maycock, Flickr (CC)

Tie It TogetherCourtesy: KD Paine & Partners

Step 1: Begin at the EndWhere do you want people to Direct people from yourgo? A website? A landing page? social outposts to your hubAnd what needs to happen? Image: stacyjclinton via Flickr, CC

Image: Wonderlane via Flickr, CC

Step 3: Track Track Track!

Analytics Tell Stories Overall Traffic Campaign TrafficUsed with permission from USA for UNHCR

Image: argbx via Flickr (CC)

“You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr) Image: dennis via Flickr (CC)

Remember…Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

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://emetrics.wordpress.com• http://www.toprankblog.com• Bi-weekly #measurePR Twitter chat• http://WaxingUnLyrical.com: measurement/measurePR categories• http://twitter.com/shonali/measurement

Questions? Image: Håkan Dahlström via Flickr, CC info@shonaliburke.com @shonali www.WaxingUnLyrical.com Thank you! slideshare.net/shonaliburke

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Smart PR Measurement in the Digital Age

by Shonali Burke

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