from "check" to "checkmate"
TRANSCRIPT
From “Check” to “Checkmate”
Smart Communication Strategy In The Digital AgeA webinar for Ragan Communications
Shonali Burke, ABCJune 24, 2010
13, 2010Im
age:
Sou
rabh
Mas
sey,
Cre
ativ
e C
omm
ons
Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/
Fundamentals of Planning
Pledge To End Hunger
Source: www.pledgetoendhunger.com
Courtesy: Scott Henderson & MediaSauce
Courtesy: Scott Henderson & Media Sauce
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
A Good Foundation Doesn’t Change
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
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
ber
Decem
ber
Exp
osur
e
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Web
site
vis
itors
Overall exposure Web traffic
Courtesy: KD Paine & Partners
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octobe
r
Novem
ber
Decem
ber
Exp
osur
e
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Don
atio
ns
Overall exposure
Online donations
Courtesy: KD Paine & Partners
Measuring Social Media
EngagementQuantity
Influence QualityPhoto: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/
Key Performance Indicators• Track effectiveness
of your program against business objectives, e.g.:o Saleso Donationso Membershipo Web traffico Subscribers
Measurement on a Shoestring
• Research is critical• Zoomerang, Survey
Monkey• Google is your best
friend• RSS feeds• News/blog alerts• Google Analytics
Photo: http://www.flickr.com/photos/psyberartist/3622995219/
Measurement Smarts• Define and streamline your
“measurement universe”• An ounce of research will spare you a
pound of pain• Impressions mean nothing without
engagement• Focus on outtakes and outcomes, not
just outputs• Use the W4+H principle
Image: http://www.flickr.com/photos/sundazed/3770730054/
From Snapshot to Strategy
Questions?
Thank you!
Where you can find me:
E-mail: [email protected]: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Photo: http://www.flickr.com/photos/27546063@N03/3717938304/