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?
