From ROI to KPI: Practical Solutions to Measurement Conundrums


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In a world where dollars and cents (or perhaps Euros) are more important than ever, measuring the effectiveness of our communication outreach is the only way to underscore the importance of communication as a critical organizational function.

While the concept of measurement has long been a pillar of the classic communication plan, it is only fairly recently that we have started to set standards for PR and communication measurement that pass muster when compared to other business metrics—standards that are slowly becoming acknowledged and implemented industry-wide. But it's a crowded field, and how do you separate the wheat from the chaff? What's more, how do you start to measure social media, let alone traditional media?

At PRSA's 2009 International Conference, I talked about measurement best practices, and showed how to go from measurement novice to maven. Included are practical ways to incorporate measures that matter into your communication plan, and show how to tie your communication efforts to organizational objectives that will demonstrate your value to your organization.

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  • Influence & Engagement.
  • From ROI to KPI: Practical Solutions to Measurement Conundrums

    1. 1. From ROI to KPI<br />Practical Solutions to Measurement Conundrums<br />Shonali Burke, ABC<br />Presented at PRSA’s 2009 International Conference<br />November 9, 2009<br />
    2. 2. Smart Measurement Is Not…<br />Complicated<br />“Smoke & mirrors”<br />Tough<br />Necessarily Expensive<br />Photo:<br />
    3. 3. Smart Measurement Is Not…<br />Only about impressions<br />Done at the end of your program<br />AVE<br />Photo:<br />
    4. 4. Smart Measurement Will…<br />Include outputs, outtakes AND outcomes<br />Measure what’s important<br />Be regular<br />Integrate with other business units<br />Connect to business KPIs<br />Photo: <br />
    5. 5. KPIs… What The @#*!<br />“… 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.”<br /> ~ Wikipedia:<br />
    6. 6. Smithsonian’s National Portrait Gallery<br />First-ever OutwinBoochever Portrait Competition (2005-2006)<br />Courtesy: National Portrait Gallery<br />
    7. 7. What was the problem?<br />NPG perceived as outdated<br />Lack of connection with today’s artists<br />Portraiture not perceived as “cool” or “hip”<br />Aimed to reach emerging & mid-career artists<br />Needed to secure 2,000 entries for the contest to be viable<br />Courtesy: National Portrait Gallery<br />
    8. 8. Research<br />Courtesy: National Portrait Gallery<br />
    9. 9. What We Did<br />Media outreach<br />Media buy<br />Direct mail<br />“Portrait of an Artist”<br />
    10. 10. Results<br />Changed creative<br />Impacted tactics & collateral<br />Influenced media buy<br />Influenced media outreach<br />Net-net: 4,000+ entries (double goal)<br />Courtesy: National Portrait Gallery<br />
    11. 11. Connecting Communications To Business Objectives<br /><ul><li>Communications objectives MUST support business objectives, i.e. the bottom line
    12. 12. Define your “communications universe”
    13. 13. Integrate tactics
    14. 14. Measure your messages
    15. 15. Measure the market
    16. 16. How are your “key performance indicators” (KPIs) doing?
    17. 17. What’s your “cost per impression” (CPI)?</li></li></ul><li>KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    18. 18. KPIs Business Objectives<br />Courtesy: KD Paine & Partners<br />
    19. 19. The Seven Basic Steps*<br />Identify your audiences/publics<br />Define objectives for each audience<br />Define your measurement criteria<br />Define your benchmark<br />Select a measurement tool<br />Analyze data, draw actionable conclusions, make recommendations<br />Make changes, measure again<br />*Measuring Public Relationships, Katie Delahaye Paine<br />
    20. 20. Identify and Prioritize Your Publics<br />Media<br />Customers<br />Partners<br />Prospects<br />Employees<br />Influencers<br />Government leaders<br />Investors<br />Photo:<br />
    21. 21. What are Your Objectives?<br />Increase exposure<br />Educate audiences<br />Improve positioning<br />Increase mind share<br />Increase sales<br />Obtain members/supporters<br />Raise awareness for mission<br />Photo:<br />
    22. 22. What Will you Measure?<br />Outputs: the physical, direct results of your work<br />Clips<br />Brochures<br />Speaking engagements<br />Specific positioning<br />Messages communicated<br />Quoted mentions<br />Photo:<br />
    23. 23. Outtakes: what your target audience takes away from your program<br />Messages<br />Perceptions<br />Understanding<br />… the perceptions generated by your outputs<br />What Will you Measure?<br />Image:<br />
    24. 24. What Will you Measure?<br />Outcomes: quantifiable changes that occur as end results of your program<br />Attitudes<br />Opinions<br />Behaviors<br />Photo:<br />
    25. 25. What’s Your Benchmark?<br />You can’t measure effectively in a vacuum<br />Compare results to:<br />Past performance – measure over time<br />Major competitors – measure the market<br />Photo:<br />
    26. 26. Pick Your Tools<br />Primary research<br />Secondary research<br />Media<br />Internet resources<br />Photo:<br />
    27. 27. Analyze, Conclude & Recommend<br />What does the data show?<br />Include the good, the bad and the ugly<br />Connect results to objectives<br />Don’t measure what’s not relevant<br />Photo:<br />
    28. 28. Measure Continuously<br />
    29. 29. Some Measurement Tools<br />Web site data<br />Web analytics<br />Phone, online, paper surveys<br />Focus groups<br />Media analytics<br />Dedicated URLs/telephone #s<br />Photo:<br />
    30. 30. Measuring Social Media<br />Photo:<br />Photo:<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
    31. 31. Pledge To End Hunger<br />Source:<br />
    32. 32. Courtesy: Scott Henderson & MediaSauce<br />
    33. 33. Courtesy: Scott Henderson & Media Sauce<br />
    34. 34. Results<br />4,800 pledges (380% &gt; goal)<br />1st 1k pledges in 28 hours<br />&gt; 19k site visitors<br />$28k for Share Our Strength (@95% 1st-time donors)<br />2,600 members of Facebook Cause<br />560k servings of food to food banks in 4 cities<br />Courtesy: Scott Henderson & MediaSauce<br />
    35. 35. Key Performance Indicators<br />Track effectiveness of your program against business objectives, e.g.:<br />Sales<br />Donations<br />Membership<br />Web traffic<br />Subscribers<br />
    36. 36. Measurement on a Shoestring<br />Research is critical<br />Zoomerang, Survey Monkey<br />Google is your best friend<br />RSS feeds<br />News/blog alerts<br />Google Analytics<br />Photo:<br />
    37. 37. Media Measurement Smarts<br />Define and streamline your “media universe”<br />An ounce of research will spare you a pound of pain<br />Impressions mean nothing without engagement<br />Focus on outtakes and outcomes, not just outputs<br />Use the W4+H principle<br />Image:<br />
    38. 38. Measurement is Key In Strategic Planning<br />
    39. 39. The Wisdom of Crowds<br />
    40. 40. The Wisdom of Crowds<br />
    41. 41. The Wisdom of Crowds<br />
    42. 42. PRSA Recommendations<br /><br /><br />
    43. 43. “Getting a Seat at the Table”<br />Image:<br />
    44. 44. A Few Resources<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
    45. 45. On Twitter<br /><br />
    46. 46. Thank You…<br />Sean Williams<br />Susan San Martin<br />Robert Udowitz<br />Jennifer Wilbur<br />
    47. 47. Questions?<br />Photo:<br />Find this presentation online at:<br />You can find me at:<br />E-mail:<br />Twitter:<br />Blog:<br />Web:<br />Skype: sburke15<br />Thank you!<br />