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 NOW Image: Nasa’s Marshall Space Flight Center, Flickr (CC) SHONALI BURKE, ABC PRESENTED AT PRSA’S 2010 INTERNATIONAL CONFERENCE OCTOBER 18, 2010

2. Cartoon: HubSpot, Flickr (CC)

3. Image: Jim Miles, Flickr (CC)

5. Uses AVE

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

7. Good Measurement … Tracks what’s important Is done consistently Connects to business KPIs Tracks outputs, outtakes AND outcomes Image: 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. Why What Who The Six Keys To The Measurement World How Where When Image: Mark H. Evans, Flickr (CC)

10. Who? Media Customers Partners Employees Government leaders Investors Image: mhaithaca, Flickr (CC)

11. What? Increase exposure Educate audiences Improve positioning Increase mind share Increase sales Obtain members/supporters Raise awareness for mission Image: tobi_digital, Flickr (CC)

12. What? Outputs: the physical, direct results of your work Clips Brochures Speaking engagements Specific positioning Messages communicated Quoted mentions Image: scriptingnews, Flickr (CC)

13. What? Outtakes: what your target audience takes away from your program Messages Understanding … the perceptions generated by your outputs Image: Richard Hutteman, Flickr (CC)

14. What? Outcomes: quantifiable changes that occur as end results of your program Attitudes Opinions Behaviors ACTION! Image: naturalturn, Flickr (CC)

15. When? Set a timeframe Compare results to: Past performance Major competitors Image: judepics, Flickr (CC)

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

17. Why? Courtesy: KD Paine & Partners

18. How? Web site data Web analytics Phone, online, paper surveys Focus groups Media analytics Dedicated URLs/telephone #s Image: 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 Media Image: cindy47452, Flickr (CC) Image: Incase., Flickr (CC) Influence Quality Quantity Engagement

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 Child Source: www.pledgetoendhunger.com

27. Courtesy: Scott Henderson & Media Sauce

28. Courtesy: Scott Henderson & MediaSauce

29. 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

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 traffic 2006 – 2010: Ad spend: from $500K - $50K Revenue: 30% increase 2008 – 2010: Foot traffic: from 20% - 40% Courtesy Daniel Gordon, Samuel Gordon Jewelers

34. Monitoring & Measurement on a Shoestring

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 Recommendations http://www.slideshare.net/prsa/documenting-the-business-outcomes http://comprehension.prsa.org/?cat=589

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

44. 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://www.toprankblog.com Bi-weekly #measurePR Twitter chat http://WaxingUnLyrical.com: measurement/measurePR categories http://twitter.com/shonali/measurement

45. Questions? www.shonaliburke.com Facebook: www.facebook.com/ShonaliBurkeConsulting Slideshare: Skype: sburke15 Image: Håkan Dahlström, Flickr (CC) info@shonaliburke.com @shonali Thank you! www.WaxingUnLyrical.com www.shonaliburke.com slideshare.net/shonaliburke