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 outcomes
Image: Matti Mattila via Flickr (CC)

5.
Image: shareski via Flickr (CC)
Image: Dave Dugdale via Flickr (CC)
Image: adesigna via Flickr (CC)

6.
Ask Yourself
Image: 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• Perceived as outdated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 store
Who
•107-year old jewelry store in OKC
•Not just jewelry: love, commitment to service, trust
What
• Grow sales
• Build community… and convert them
Why
• 2004 - 2010
When
• Some advertising
• Traditional earned media
Where • 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 Campaign
Used 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 Together
Courtesy: KD Paine & Partners

24.
Step 1: Begin at the End
Where do you want people to Direct people from your
go? A website? A landing page? social outposts to your hub
And 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 Traffic
Used 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