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Measure This!
The document outlines a marketing campaign focused on measuring online engagement through influencer outreach, emphasizing metrics such as impressions and cost per impression. It highlights the importance of setting clear objectives, utilizing analytics for storytelling, and measuring attention, attitudes, and actions. Additionally, it provides guidance on assessing the impact of campaigns and making informed decisions based on the results to demonstrate return on investment (ROI).
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Measure This!
- 1. Measure This! Alice H.Brink, ABC, APR Kami Watson Huyse, APR @alicepr @kamichat
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- 8. A success story Campaign: •OnlineCampaign Only •Influencer Outreach Measurement: •Impressions •Survey Results: •Cost per impression •Television: $1 •Social Media: $.22 •ROI $2.6 million in revenue http://bit.ly/JTAResults
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- 12. Diagnose, Prioritize andEvaluate
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- 14. April – July2010
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- 17. Where Measurement Starts pecific easurable ttainable esults-Oriented ime Bound http://bit.ly/SMARTObjectives
- 18. Example: Event Planning Objective: Increaseregistration for this year’s conference Objective: By prior to the event, over will have registered using the “friends of online influencer” and we will be ahead of usual registration numbers.
- 19. Calculating ROI Ticket price $150 x100 $15,000 -$1,000 staff time and outreach
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- 21. Objective: Raise profileand image of Shell as a trusted leader PROPRIETARY DATA REMOVED FOR PUBLICATION
- 22. Ask… 1. Why? 2. Why? 3. Why? What is the root objective? 4. Why? 5. Why? Photo Credit: http://www.flickr.com/photos/haley8/243182310/in/photostream/
- 23. Measure along thecontinuum Are they informed? Do they feel valued? Are they performing? Bottom line impact? The closer to the bottom, the more value in measuring
- 24. Step 1: Whatto measure • Attention • Attitudes • Actions
- 25. Attention What will theyknow? What will they understand? What will they be able to describe if asked?
- 26. Attitudes How will theyfeel? What will they believe? Who will they trust?
- 27. Actions What will theydo? What will they buy? What will they support? What will they stop or avoid doing?
- 29. • YouIn? HolidayGiving Campaign • Brand Values: to be fun, human, relevant and personal • Amplify the good works of individuals, 600 million • Linked to CSR effort, “How Good Grows” • Average people doing extraordinary things
- 30. The Campaign • Seeded:$100 to 300 influencers ($30,000) • Used to perform random acts of kindness • Report these acts of kindness in their social networks and to http://kindness.yahoo.com • Call to action was the tag, You In? • The You In? reports were added to a Yahoo map • Yahoo amplified best stories
- 31. • Attention: 2,200mainstream media reports; 1,700 radio mentions; and 200 positive mentions on blog • Coverage trumped mentions received by a co-current multimillion ad campaign • Yahoo Status Update: 320,000 status updates from 18 countries, an increase of 30 percent, month-to-month. • One million brand impressions for partners Network for Good, Global Giving and Donors Choose • Resulted in more than $20,000 in donations for nonprofit organizations • They repeated the campaign this year, changing the call to action to “Your Turn!”
- 32. Step 2: Howto Measure • Decide what is important to measure (KPIs) • Use your SMART objectives as a guide • Remember to segment measurement: Attention, Attitudes, Action • Pick appropriate tools • Set up your dashboard • Be consistent
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- 34. Measurement is acomparative tool* • Benchmark against – Competitors – Your own past performance – External standard *Credit to Katie Paine, Measuring Public Relationships, for this and other key points
- 35. Where not toskimp on surveys Baseline data Question design Pre-test If statistical accuracy is critical
- 36. Teasing out thecausal relationship How do you sort out the effect of your communication in a cluttered environment? Photo Credit: http://www.flickr.com/photos/ crunchyfootsteps/4500698439 /
- 37. The control case Setup a control situation – Audience segmentation – Timing segmentation – Message segmentation – A/B Testing
- 38. Isolating variables • Market mix modeling • Pull out variables • Compare over time • Spreadsheet Aerobics
- 39. Step 3: Whatto do with results 1 Diagnose 2 Prioritize 3 Evaluate • Diagnose: Adjust communications, get better • Prioritize: Build into planning, make decisions • Evaluate: Demonstrate ROI, Value
- 40. Questions? alice@abrinkandco.com @alicepr kami@zoeticamedia.com @kamichat