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Smart PR Measurement in the Digital Age

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While some principles of public relations haven't changed, the digital age has given us new tools and technologies with which to measure our work. This is a presentation on smart public relations …

While some principles of public relations haven't changed, the digital age has given us new tools and technologies with which to measure our work. This is a presentation on smart public relations measurement for the digital age that I made to PRSA Orlando on March 15, 2012.

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  • What: to get the word out about Oxfam America’s work empowering women around the world. Why: to build its eCommunity. How: blogger outreach promoting the sending of IWD eCards and giving a personalized eAward to a woman who’s made a difference in her community.

Transcript

  • 1. Image: Amenlu – Ani Mendez via Flickr (CC)
  • 2. Cartoon: HubSpot, Flickr (CC)
  • 3. Image: liwenli via Flickr (CC)
  • 4. … 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)
  • 5. Image: shareski via Flickr (CC) Image: Dave Dugdale via Flickr (CC) Image: adesigna via Flickr (CC)
  • 6. Ask YourselfImage: http://www.flickr.com/photos/crystaljingsr/3914729343/
  • 7. Smithsonian’s National Portrait Gallery First-ever OutwinBoochever Portrait Competition (2005-2006)Used with permission from the National Portrait Gallery
  • 8. What Was the Problem?• Perceived as outdated• Lack of connection• Portraiture not “cool” or “hip”• Aimed to reach emerging & mid-career artists• 2,000 entries to be viable Used with permission from the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)
  • 9. The Plan • Media outreach • Media buy • Direct mail • “Portrait of an Artist”Used with permission from the National Portrait Gallery
  • 10. Image: saaby, Flickr (CC)
  • 11. 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
  • 12. The Case of The OKC Jeweler @dangordon @samuelgordons© Daniel Gordon, used with permission
  • 13. 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
  • 14. © Daniel Gordon, used with permission
  • 15. © Daniel Gordon, used with permission Blog traffic
  • 16. © Daniel Gordon, used with permission
  • 17. Oxfam America’s 2012 International Women’s Day Campaign Used with permission from Oxfam America
  • 18. The Core of the CampaignUsed with permission from Oxfam America
  • 19. Multi-pronged Outreach & Coverage
  • 20. 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
  • 21. … 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.
  • 22. Image: Samuel Maycock, Flickr (CC)
  • 23. Tie It TogetherCourtesy: KD Paine & Partners
  • 24. 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
  • 25. Image: Wonderlane via Flickr, CC
  • 26. Step 3: Track Track Track!
  • 27. Analytics Tell Stories Overall Traffic Campaign TrafficUsed with permission from USA for UNHCR
  • 28. Image: argbx via Flickr (CC)
  • 29. “You Can’t Cure Suck”(h/tPierre-LoÏcAssayag, Traackr) Image: dennis via Flickr (CC)
  • 30. Remember…Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
  • 31. 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
  • 32. Questions? Image: Håkan Dahlström via Flickr, CC info@shonaliburke.com @shonali www.WaxingUnLyrical.com Thank you! slideshare.net/shonaliburke