This document discusses the importance of measurement in public relations and communication. It outlines the differences between bad measurement that only tracks impressions versus good measurement that consistently tracks what is important to the business and connects to key performance indicators (KPIs). The document emphasizes measuring outputs, outtakes and outcomes. It provides examples of measuring social media and case studies on successful measurement campaigns for non-profits and small businesses. Overall, it stresses the importance of defining the "measurement universe" and using the "Who, What, When, Where, Why, How" framework to guide measurement.

1. MEASUREMENT IN THE AGE OF NOWImage: Nasa’s Marshall Space Flight Center, Flickr (CC)SHONALI BURKE, ABCPRESENTED AT PRSA’S 2010 INTERNATIONAL CONFERENCEOCTOBER 18, 2010

2. Cartoon: HubSpot, Flickr (CC)

3. Image: Jim Miles, Flickr (CC)

4. Bad Measurement… Only tracks impressions

5. Uses AVE

6. Is done inconsistentlyImage: johntrathome, Flickr (CC)

7. Good Measurement …Tracks what’s importantIs done consistentlyConnects to business KPIsTracks outputs, outtakes AND outcomesImage: fly.aeroplane.fly, Flickr (CC)

8. 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

9. WhyWhatWhoThe Six KeysTo The Measurement WorldHowWhereWhenImage: Mark H. Evans, Flickr (CC)

10. Who?MediaCustomersPartnersEmployeesGovernment leadersInvestorsImage: mhaithaca, Flickr (CC)

11. What?Increase exposureEducate audiencesImprove positioningIncrease mind shareIncrease salesObtain members/supportersRaise awareness for missionImage: tobi_digital, Flickr (CC)

12. What?Outputs: the physical, direct results of your workClipsBrochuresSpeaking engagementsSpecific positioningMessages communicatedQuoted mentionsImage: scriptingnews, Flickr (CC)

13. What?Outtakes: what your target audience takes away from your programMessagesUnderstanding… the perceptions generated by your outputsImage: Richard Hutteman, Flickr (CC)

14. What?Outcomes: quantifiable changes that occur as end results of your programAttitudesOpinionsBehaviorsACTION!Image: naturalturn, Flickr (CC)

15. When?Set a timeframeCompare results to:Past performanceMajor competitorsImage: judepics, Flickr (CC)

16. Where?Channels“Media universe”Image: Truthout.org, Flickr (CC)

17. Why?Courtesy: KD Paine & Partners

18. How?Web site dataWeb analyticsPhone, online, paper surveysFocus groupsMedia analyticsDedicated URLs/telephone #sImage: iopinw, Flickr (CC)

19. So I Measured… Now What?Image: Samuel Maycock, Flickr (CC)

20. What does the data show?What’s good, bad andugly?Can you connect results to objectives?Is it relevant?Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

21. Measuring Social MediaImage: cindy47452, Flickr (CC)Image: Incase., Flickr (CC)InfluenceQualityQuantityEngagement

22. The Old Spice Guy

23. The “Real” Answer!Old Spice W+K case study: http://www.youtube.com/watch?v=e66XKxT8yDY

24. Source: Digital Buzz Blog

25. But what about us “regular” folk?Image: mickiky, Flickr (CC)

26. The Case of the Hungry ChildSource: www.pledgetoendhunger.com

27. Courtesy: Scott Henderson & Media Sauce

28. Courtesy: Scott Henderson & MediaSauce

29. Results4,800 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 Cause560k servings of food to food banks in 4 citiesCourtesy: Scott Henderson & MediaSauce

30. The Case of The OKC Jeweler@dangordon@samuelgordons© Daniel Gordon, used with permission

31. The 4-1-1

32. © Daniel Gordon, used with permission

33. Blog traffic2006 – 2010:Ad spend: from $500K - $50KRevenue: 30% increase2008 – 2010:Foot traffic: from 20% - 40%Courtesy Daniel Gordon, Samuel Gordon Jewelers

34. Monitoring & Measurement on a Shoestring

36. Measurement Smarts What’s your “measurement universe”?

37. Take 1 oz. of research over 1 lb. of pain

38. Impressions mean nothing on their own

39. Outputs, outtakes and outcomes

40. Use the W5+H principleImage: sun dazed, Flickr (CC)

41. How Do You Pull This Together?

42. PRSA Recommendationshttp://www.slideshare.net/prsa/documenting-the-business-outcomeshttp://comprehension.prsa.org/?cat=589

43. The Barcelona PrinciplesImage: Wolfgang Staudt, Flickr (CC)

44. A Few More Resourceshttp://kdpaine.blogs.comhttp://iabc.comhttp://prsa.orghttp://instituteforpr.orghttp://metrica.net/measurementmattershttp://www.communicationammo.comhttp://www.metricsman.wordpress.comhttp://www.toprankblog.comBi-weekly #measurePR Twitter chathttp://WaxingUnLyrical.com: measurement/measurePR categorieshttp://twitter.com/shonali/measurement

45. Questions?www.shonaliburke.comFacebook: www.facebook.com/ShonaliBurkeConsultingSlideshare: Skype: sburke15Image: Håkan Dahlström, Flickr (CC)info@shonaliburke.com@shonaliThank you!www.WaxingUnLyrical.comwww.shonaliburke.comslideshare.net/shonaliburke