measurement in the age of now

MEASUREMENT IN THE AGE OF NOW

SHONALI BURKE, ABCPRESENTED AT PRSA’S 2010 INTERNATIONAL CONFERENCE

OCTOBER 18, 2010

Cartoon: HubSpot, Flickr (CC)

Image: Jim Miles, Flickr (CC)

Bad Measurement…

Image: johntrathome, Flickr (CC)

• Only tracks impressions• Uses AVE• Is done inconsistently

Good Measurement …• Tracks what’s

important• Is done

consistently• Connects to

business KPIs• Tracks outputs,

outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)

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

Image: Mark H. Evans, Flickr (CC)

The Six KeysTo The Measurement World

WhoWhat

WhenWhere

Why

How

Who?

• Media• Customers• Partners• Employees• Government

leaders• Investors

Image: mhaithaca, Flickr (CC)

What?• Increase exposure• Educate audiences• Improve positioning• Increase mind share• Increase sales• Obtain

members/supporters• Raise awareness for

mission Image: tobi_digital, Flickr (CC)

What?• Outputs: the physical,

direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages

communicatedo Quoted mentions

Image: scriptingnews, Flickr (CC)

What?• Outtakes: what your

target audience takes away from your programo Messageso Understanding… the perceptions

generated by your outputs

Image: Richard Hutteman, Flickr (CC)

What?• Outcomes: quantifiable

changes that occur as end results of your programo Attitudeso Opinionso Behaviors

ACTION!Image: naturalturn, Flickr (CC)

When?

• Set a timeframe• Compare results

to:o Past performanceo Major competitors

Image: judepics, Flickr (CC)

Where?

• Channels• “Media

universe”

Image: Truthout.org, Flickr (CC)

Why?

Courtesy: KD Paine & Partners

How?• Web site data• Web analytics• Phone, online, paper

surveys• Focus groups• Media analytics• Dedicated

URLs/telephone #sImage: iopinw, Flickr (CC)

Image: Samuel Maycock, Flickr (CC)

So I Measured… Now What?

Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

What does the data show?

What’s good, bad and ugly?

Can you connect results to objectives?

Is it relevant?

Measuring Social Media

EngagementQuantity

Influence QualityImage: cindy47452, Flickr (CC) Image: Incase., Flickr (CC)

The Old Spice Guy

The “Real” Answer!

Old Spice W+K case study: http://www.youtube.com/watch?v=e66XKxT8yDY

Source: Digital Buzz Blog

BUT WHAT ABOUT US “REGULAR” FOLK?

Image: mickiky, Flickr (CC)

The Case of the Hungry Child

Source: www.pledgetoendhunger.com

Courtesy: Scott Henderson & Media Sauce

Courtesy: Scott Henderson & MediaSauce

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

The Case of The OKC Jeweler

© Daniel Gordon, used with permission

@dangordon@samuelgordons

The 4-1-1

© Daniel Gordon, used with permission

2006 – 2010:Ad spend: from $500K - $50K

Revenue: 30% increase2008 – 2010:

Foot traffic: from 20% - 40%Cour

tesy

Dan

iel G

ordo

n, S

amue

l Gor

don

Jew

eler

s

Blog traffic

Monitoring & Measurement on a Shoestring

Image: sun dazed, Flickr (CC)

Measurement Smarts• What’s your “measurement universe”?• Take 1 oz. of research over 1 lb. of pain• Impressions mean nothing on their own• Outputs, outtakes and outcomes• Use the W5+H principle

How Do You Pull This Together?

PRSA Recommendations

http://www.slideshare.net/prsa/documenting-the-business-outcomes

http://comprehension.prsa.org/?cat=589

The Barcelona Principles

Image: Wolfgang Staudt, Flickr (CC)

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

Questions?

Thank you!

Image: Håkan Dahlström, Flickr (CC)

www.shonaliburke.comFacebook: www.facebook.com/ShonaliBurkeConsultingSlideshare: Skype: sburke15

info@shonaliburke.com

@shonali

www.WaxingUnLyrical.com

www.shonaliburke.com

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