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Smart PR Measurement in the Digital Age

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Shonali Burke
Shonali Burke

While some principles of public relations haven't changed, the digital age has given us new tools and technologies with which to measure our work. This is a presentation on smart public relations measurement for the digital age that I made to PRSA Orlando on March 15, 2012.

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Image: Amenlu – Ani Mendez via Flickr (CC)
Cartoon: HubSpot, Flickr (CC)
Image: liwenli via Flickr (CC)
… 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)
Image: shareski via Flickr (CC) Image: Dave Dugdale via Flickr (CC) Image: adesigna via Flickr (CC)
Ask Yourself Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
Smithsonian’s National Portrait Gallery First-ever OutwinBoochever Portrait Competition (2005-2006) Used with permission from the National Portrait Gallery
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 • Perceived as outdated • Lack of connection • Portraiture not “cool” or “hip” • Aimed to reach emerging & mid-career artists • 2,000 entries to be viable Used with permission from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)
The Plan • Media outreach • Media buy • Direct mail • “Portrait of an Artist” Used with permission from the National Portrait Gallery
Image: saaby, Flickr (CC)
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
The Case of The OKC Jeweler @dangordon @samuelgordons © Daniel Gordon, used with permission
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
© Daniel Gordon, used with permission
© Daniel Gordon, used with permission Blog traffic
© Daniel Gordon, used with permission
Oxfam America’s 2012 International Women’s Day Campaign Used with permission from Oxfam America
The Core of the Campaign Used with permission from Oxfam America
Multi-pronged Outreach & Coverage
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
… 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.
Image: Samuel Maycock, Flickr (CC)
Tie It Together Courtesy: KD Paine & Partners
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
Image: Wonderlane via Flickr, CC
Step 3: Track Track Track!
Analytics Tell Stories Overall Traffic Campaign Traffic Used with permission from USA for UNHCR
Image: argbx via Flickr (CC)
“You Can’t Cure Suck” (h/tPierre-LoÏcAssayag, Traackr) Image: dennis via Flickr (CC)
Remember… Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
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
Questions? Image: Håkan Dahlström via Flickr, CC info@shonaliburke.com @shonali www.WaxingUnLyrical.com Thank you! slideshare.net/shonaliburke

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Smart PR Measurement in the Digital Age

  • 1. Image: Amenlu – Ani Mendez via 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)
  • 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
  • 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
  • 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.
  • 27.
  • 28. Step 3: Track Track Track!
  • 29. Analytics Tell Stories Overall Traffic Campaign Traffic Used with permission from USA for UNHCR
  • 30. Image: argbx via Flickr (CC)
  • 31. “You Can’t Cure Suck” (h/tPierre-LoÏcAssayag, Traackr) Image: dennis via Flickr (CC)
  • 33. 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
  • 34. Questions? Image: Håkan Dahlström via Flickr, CC info@shonaliburke.com @shonali www.WaxingUnLyrical.com Thank you! slideshare.net/shonaliburke

Editor's Notes

  1. What: to get the word out about Oxfam America’s work empowering women around the world. Why: to build its eCommunity. How: blogger outreach promoting the sending of IWD eCards and giving a personalized eAward to a woman who’s made a difference in her community.