measurement for va public affairs officers mentoring group

Measurement Strategies

For Public Affairs Professionals

The Measurement Problem

Obstacles to Measurement

• It’s Hard• It’s Time Consuming• It’s Complicated• It’s Expensive

Sound familiar?

Why Measure? • Identify Success• Redirect Efforts• Prioritize Programs•Demonstrate Value

Only 22% had a strategy that ties analysis back to business objectives. Econsultancy Online Measurement & Strategy Report for 2012

 Only 30% are regularly reporting to management. Alterian Annual Survey: How Engaged is One’s Brand?

 Fifty-seven percent say “poorly defined success metrics and key performance indicators” were three major obstacles to social media marketing adoption. 2012 B2B Social Media Marketing: A Surge in Adoption

Under-measuring

Courtesy of @kamichat

What NOT to Measure• AVEs akaAdvertising Value Equivalent• “Hits” or Clips

Industry Standards• The Barcelona Declaration of Measurement

Principles. • Valid Metrics Framework for Public Relation

s Measurement

• Coalition for Public Relations Research Standards

• The #SMM Standards Conclave   Courtesy of @kamichat

Two Paths to Measurement

The “O’s”Outputs, Outtakes, Outcomes

Measurement Resources

#measurepr chat on Twitter weekly

OutputsThe Physical Results of your Work

Including, but not limited to: o News storieso Brochureso Blog contento Fam tourso Scheduled Interviewso Newsletterso Speeches

OuttakesWhat People Think About Your Output

Including, but not limited to: o Surveyso Focus Groupso Other Customer Feedback o Content Analysiso Sentiment Analysis

OutcomesHow Behavior Changes as a Result of Your Work

Including, but not limited to: o Purchaseo New Opiniono Signing up for Somethingo Opinion Change

Bit.ly/custom

Event Registration

The “As”Activity, Attention, Awareness, Attitudes, Actions

Measurement Resources

@kamichat

You need Activity

To get Attention

Which brings

Awareness

Which cultivates

Attitudes

Which leads to

Actions

Campaign Sample Tourism Industry Week-Long Promotion

ActivityActivity

Attention

Awareness

Attitudes

Actions

• 42 posts on FB and Twitter in 5 days

• Frequency increased four-fold over normal posting pattern

• Dedicated Web page with 5 profiles of industry experts

Attention• Overall reach on FB

doubled during week of promotion

Activity

Attention

Awareness

Attitudes

Actions

Awareness• Did not truly measure

awareness in this promotion

• Key RTs on Twitter were from specialty audience sites

Activity

Attention

Awareness

Attitudes

Actions

Attitudes• Did not measure

attitudes for this promotion

• Why? Timeline was short

• Overall, travel is a positive force

Activity

Attention

Awareness

Attitudes

Actions

Action• 6 messages w/ key RTs

on Twitter amplified audience to 12K+

• 3 profiles were shared outside the central FB page

• 175 page views on new Web page; 54 uniques

Activity

Attention

Awareness

Attitudes

Actions

SMART Goals

SMART Goals

SMART GoalsChannel Goal

DescriptionMetric Time Goal Type

Measure Activity - Output

All Channels Increase content

1 original post per day/channel

Immediately

Activity

Measure Attention –Increase Fan Base

Facebook Page 1 Increase fans 200 3 months Attention

Facebook Page 2 Increase fans 100 3 months Attention

Twitter 1 Increase followers

50 3 months Attention

Twitter 2 Increase followers

25 3 months Attention

Measure Awareness – Engagement Level

Facebook 1 Maintain Engagement

8-10% 3 months Awareness

Facebook 2 Maintain Engagement

9-12% 3 months Awareness

Twitter 1 Increase engagement

45% or higher

3 months Awareness

Twitter 2 Maintain engagement

50% or higher

3 months Awareness

Measurement Resources

• A Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation by Don W. Stacks and David Michaelson, rev. 2010, ISBN 978-1-60649-101-0.

• A Commonsense Framework For Social Media Measurement by Kami Watson Huyse, published as whitepaper here: o http://www.zoeticamedia.com/whitepaper-a-commonsense-framework-

of-social-media-measurement

Questions?

Fran Stephensonfranstep09@gmail.com@fransteps on Twitter

210-557-8207http://stepincomm.com