Working Magic with (PR) Measurement

Image: duckunix via Flickr (CC) Presented at the PRSA 2012 International Conference October 16, 2012, San Francisco #prsaicon Shonali Burke, ABC (@shonali) #measurepr MSL Washington DC

Cartoon: HubSpot via Flickr (CC)

Image: Jim Miles via Flickr (CC)

Image: argbx via Flickr (CC)

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

Raise revenue ImproveLower customer costs satisfactionCredit: “Social Media Metrics,” Jim Sterne (@jimsterne)

… 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)

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What Was the Problem?• Perceived as outdated• Lack of connection• Portraiture not “cool” or “hip”• Aimed to reach emerging & mid-career artists• 2,000 entries to be viableUsed with permission from the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

Image: saaby, Flickr (CC)

Listening Made a Difference• Media outreach• Media buy• Direct mail• “Portrait of an Artist”Used with permission from the National Portrait Gallery

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 Blue KeyUsed with permission from USA for UNHCR www.thebluekey.org

Goal: 6,000 Keys by Dec. 31, 2012Used with permission from USA for UNHCR

Bloggers aka Blue Key Champions Tracking links were key (no pun intended) … as well as from Facebook, Twitter, email newsletters, blog, etc…Used with permission from USA for UNHCR

June tweetathon:•258 people/1,524 tweets with #bluekey• 169% increase in web traffic• led to >50% of key purchases that weekUsed with permission from USA for UNHCR

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

… and Measurement Shapes Strategythe more you tell people what you’re trying June tweetathon: 66 keys purchased to do (and how you’re measuring)… Sept. tweetathon: 49 keys purchased Oct. tweetathon: 53 keys purchased Nov. tweetathon: 159 keys purchased! the more they will try to help you get there! Used with permission from USA for UNHCR

The Case of the Unempowered Women Used with permission from Oxfam America

The Core of the CampaignUsed with permission from Oxfam America

Multi-Pronged Outreach & Coverage

ResultseAward downloaded approx. >5K recipients got >2K eCards1K 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)

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

Image: Wonderlane via Flickr, CC

Image: edenpictures via Flickr (CC) Step 3: Track Track Track!

Image: Collin Anderson via Flickr(CC)

Tie It TogetherCourtesy: KD Paine & Partners

Three Books You Must Read@jimsterne @kanter @kdpaine @leeodden

A Few Resources• iabc.com• prsa.org• instituteforpr.org• kdpaine.blogs.com• gorkana.com/measurementmatters• communicationammo.com• metricsman.wordpress.com• overtonecomm.blogspot.com• emetrics.wordpress.com• toprankblog.com• traackr.com/blog• Bi-weekly #measurePR Twitter chat (every other Tues; 12-1 pm ET)• WaxingUnLyrical.com: measurement/measurePR categories• twitter.com/shonali/measurement Image: FateDenied via Flickr (CC)

Questions? Image: Håkan Dahlström via Flickr(CC) shonali.burke@mslgroup.com www.mslworldwide.com @shonali Thank you! www.WaxingUnLyrical.com slideshare.net/shonaliburke

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Working Magic with (PR) Measurement

by Shonali Burke on Oct 16, 2012

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