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Measurement in the Age of Now

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On October 18, 2010, I presented at PRSA's annual conference on measurement "in the age of now." As always, I tried to keep the focus on practicality and public relations outcomes, rather than simply outputs.

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Measurement in the Age of Now

  1. 1. MEASUREMENT IN THE AGE OF NOW<br />Image: Nasa’s Marshall Space Flight Center, Flickr (CC)<br />SHONALI BURKE, ABC<br />PRESENTED AT PRSA’S 2010 INTERNATIONAL CONFERENCE<br />OCTOBER 18, 2010<br />
  2. 2. Cartoon: HubSpot, Flickr (CC)<br />
  3. 3. Image: Jim Miles, Flickr (CC)<br />
  4. 4. Bad Measurement…<br /><ul><li> Only tracks impressions
  5. 5. Uses AVE
  6. 6. Is done inconsistently</li></ul>Image: johntrathome, Flickr (CC)<br />
  7. 7. Good Measurement …<br />Tracks what’s important<br />Is done consistently<br />Connects to business KPIs<br />Tracks outputs, outtakes AND outcomes<br />Image: fly.aeroplane.fly, Flickr (CC)<br />
  8. 8. 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: http://en.wikipedia.org/wiki/Key_performance_indicators<br />
  9. 9. Why<br />What<br />Who<br />The Six Keys<br />To The Measurement World<br />How<br />Where<br />When<br />Image: Mark H. Evans, Flickr (CC)<br />
  10. 10. Who?<br />Media<br />Customers<br />Partners<br />Employees<br />Government leaders<br />Investors<br />Image: mhaithaca, Flickr (CC)<br />
  11. 11. What?<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 />Image: tobi_digital, Flickr (CC)<br />
  12. 12. What?<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 />Image: scriptingnews, Flickr (CC)<br />
  13. 13. What?<br />Outtakes: what your target audience takes away from your program<br />Messages<br />Understanding<br />… the perceptions generated by your outputs<br />Image: Richard Hutteman, Flickr (CC)<br />
  14. 14. What?<br />Outcomes: quantifiable changes that occur as end results of your program<br />Attitudes<br />Opinions<br />Behaviors<br />ACTION!<br />Image: naturalturn, Flickr (CC)<br />
  15. 15. When?<br />Set a timeframe<br />Compare results to:<br />Past performance<br />Major competitors<br />Image: judepics, Flickr (CC)<br />
  16. 16. Where?<br />Channels<br />“Media universe”<br />Image: Truthout.org, Flickr (CC)<br />
  17. 17. Why?<br />Courtesy: KD Paine & Partners<br />
  18. 18. How?<br />Web site data<br />Web analytics<br />Phone, online, paper surveys<br />Focus groups<br />Media analytics<br />Dedicated URLs/telephone #s<br />Image: iopinw, Flickr (CC)<br />
  19. 19. So I Measured… <br />Now What?<br />Image: Samuel Maycock, Flickr (CC)<br />
  20. 20. What does the data show?<br />What’s good, bad andugly?<br />Can you connect results <br />to objectives?<br />Is it relevant?<br />Image: http://www.flickr.com/photos/crystaljingsr/3914729343/<br />
  21. 21. Measuring Social Media<br />Image: cindy47452, Flickr (CC)<br />Image: Incase., Flickr (CC)<br />Influence<br />Quality<br />Quantity<br />Engagement<br />
  22. 22. The Old Spice Guy<br />
  23. 23. The “Real” Answer!<br />Old Spice W+K case study: http://www.youtube.com/watch?v=e66XKxT8yDY<br />
  24. 24. Source: Digital Buzz Blog<br />
  25. 25. But what about us <br />“regular” folk?<br />Image: mickiky, Flickr (CC)<br />
  26. 26. The Case of the Hungry Child<br />Source: www.pledgetoendhunger.com<br />
  27. 27. Courtesy: Scott Henderson & Media Sauce<br />
  28. 28. Courtesy: Scott Henderson & MediaSauce<br />
  29. 29. Results<br />4,800 pledges (380% > goal)<br />1st 1k pledges in 28 hours<br />> 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 />
  30. 30. The Case of The OKC Jeweler<br />@dangordon<br />@samuelgordons<br />© Daniel Gordon, used with permission<br />
  31. 31. The 4-1-1<br />
  32. 32. © Daniel Gordon, used with permission<br />
  33. 33. Blog traffic<br />2006 – 2010:<br />Ad spend: from $500K - $50K<br />Revenue: 30% increase<br />2008 – 2010:<br />Foot traffic: from 20% - 40%<br />Courtesy Daniel Gordon, Samuel Gordon Jewelers<br />
  34. 34. Monitoring & Measurement on a Shoestring<br />
  35. 35.
  36. 36. Measurement Smarts<br /><ul><li> What’s your “measurement universe”?
  37. 37. Take 1 oz. of research over 1 lb. of pain
  38. 38. Impressions mean nothing on their own
  39. 39. Outputs, outtakes and outcomes
  40. 40. Use the W5+H principle</li></ul>Image: sun dazed, Flickr (CC)<br />
  41. 41. How Do You Pull This Together?<br />
  42. 42. PRSA Recommendations<br />http://www.slideshare.net/prsa/documenting-the-business-outcomes<br />http://comprehension.prsa.org/?cat=589<br />
  43. 43. The Barcelona Principles<br />Image: Wolfgang Staudt, Flickr (CC)<br />
  44. 44. A Few More Resources<br />http://kdpaine.blogs.com<br />http://iabc.com<br />http://prsa.org<br />http://instituteforpr.org<br />http://metrica.net/measurementmatters<br />http://www.communicationammo.com<br />http://www.metricsman.wordpress.com<br />http://www.toprankblog.com<br />Bi-weekly #measurePR Twitter chat<br />http://WaxingUnLyrical.com: measurement/measurePR categories<br />http://twitter.com/shonali/measurement<br />
  45. 45. Questions?<br />www.shonaliburke.com<br />Facebook: www.facebook.com/ShonaliBurkeConsulting<br />Slideshare: <br />Skype: sburke15<br />Image: Håkan Dahlström, Flickr (CC)<br />info@shonaliburke.com<br />@shonali<br />Thank you!<br />www.WaxingUnLyrical.com<br />www.shonaliburke.com<br />slideshare.net/shonaliburke<br />

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