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From "Check" to "Checkmate"

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Shonali Burke
Shonali Burke

This document summarizes a webinar on smart communication strategies in the digital age. It discusses fundamentals of planning, measuring social media engagement and influence through key performance indicators, and tools for low-cost measurement. Effective measurement involves defining goals, focusing on outcomes rather than just outputs, and using research to inform strategy rather than just collecting data. The webinar emphasizes using measurement to guide strategic communication rather than just tracking meaningless metrics.

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From “Check” to “Checkmate” Image: Sourabh Massey, Creative Commons Smart Communication Strategy In The Digital Age A webinar for Ragan Communications Shonali Burke, ABC June 24, 2010 13, 2010
Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/
Fundamentals of Planning
Pledge To End Hunger Source: www.pledgetoendhunger.com
Courtesy: Scott Henderson & MediaSauce
Courtesy: Scott Henderson & Media Sauce
Results 4,800 pledges (380% > goal) 1st 1k pledges in 28 hours > 19k site visitors $28k for Share Our Strength (@95% 1st-time donors) 2,600 members of Facebook Cause 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & MediaSauce
A Good Foundation Doesn’t Change
KPIs… What The @#*! “… 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.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
KPIs Business Objectives Courtesy: KD Paine & Partners
KPIs Business Objectives Courtesy: KD Paine & Partners
Measuring Social Media Photo: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/ Influence Quality Quantity Engagement
Key Performance Indicators Track effectiveness of your program against business objectives, e.g.: Sales Donations Membership Web traffic Subscribers
Measurement on a Shoestring Research is critical Zoomerang, Survey Monkey Google is your best friend RSS feeds News/blog alerts Google Analytics Photo: http://www.flickr.com/photos/psyberartist/3622995219/
Measurement Smarts Define and streamline your “measurement universe” An ounce of research will spare you a pound of pain Impressions mean nothing without engagement Focus on outtakes and outcomes, not just outputs Use the W4+H principle Image: http://www.flickr.com/photos/sundazed/3770730054/
From Snapshot to Strategy
Questions? Photo: http://www.flickr.com/photos/27546063@N03/3717938304/ Where you can find me: E-mail: info@shonaliburke.com Twitter: http://www.twitter.com/shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Thank you!

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From "Check" to "Checkmate"

  • 1. From “Check” to “Checkmate” Image: Sourabh Massey, Creative Commons Smart Communication Strategy In The Digital Age A webinar for Ragan Communications Shonali Burke, ABC June 24, 2010 13, 2010
  • 4. Pledge To End Hunger Source: www.pledgetoendhunger.com
  • 7. Results 4,800 pledges (380% > goal) 1st 1k pledges in 28 hours > 19k site visitors $28k for Share Our Strength (@95% 1st-time donors) 2,600 members of Facebook Cause 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & MediaSauce
  • 8. A Good Foundation Doesn’t Change
  • 9. KPIs… What The @#*! “… 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.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators
  • 10. KPIs Business Objectives Courtesy: KD Paine & Partners
  • 11. KPIs Business Objectives Courtesy: KD Paine & Partners
  • 12. Measuring Social Media Photo: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/ Influence Quality Quantity Engagement
  • 13. Key Performance Indicators Track effectiveness of your program against business objectives, e.g.: Sales Donations Membership Web traffic Subscribers
  • 14. Measurement on a Shoestring Research is critical Zoomerang, Survey Monkey Google is your best friend RSS feeds News/blog alerts Google Analytics Photo: http://www.flickr.com/photos/psyberartist/3622995219/
  • 15. Measurement Smarts Define and streamline your “measurement universe” An ounce of research will spare you a pound of pain Impressions mean nothing without engagement Focus on outtakes and outcomes, not just outputs Use the W4+H principle Image: http://www.flickr.com/photos/sundazed/3770730054/
  • 16. From Snapshot to Strategy
  • 17. Questions? Photo: http://www.flickr.com/photos/27546063@N03/3717938304/ Where you can find me: E-mail: info@shonaliburke.com Twitter: http://www.twitter.com/shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Thank you!

Editor's Notes

  1. Influence & Engagement.