the magic of pr measurement
DESCRIPTION
In July 2010, I presented a two-part seminar to PRSA Alaska, both in Anchorage and Fairbanks. This is Part II, which focused on PR measurement do's, don'ts and how to's.TRANSCRIPT
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THE MAGICOF MEASUREMENT
Shonali Burke, ABCPresented at PRSA Alaska
July 21 & 22, 2010
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Bad Measurement…
Image: johntrathome, Flickr (CC)
• Only tracks impressions• Uses AVE• Is done inconsistently
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Good Measurement …• Tracks what’s
important• Is done
consistently• Connects to
business KPIs• Tracks outputs,
outtakes AND outcomes Image: fly.aeroplane.fly, Flickr (CC)
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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
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Image: Mark H. Evans, Flickr (CC)
The Six KeysTo The Measurement World
WhoWhat
WhenWhere
Why
How
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Who?
• Media• Customers• Partners• Employees• Government
leaders• Investors
Image: mhaithaca, Flickr (CC)
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What?• Increase exposure• Educate audiences• Improve positioning• Increase mind share• Increase sales• Obtain
members/supporters• Raise awareness for
mission Image: tobi_digital, Flickr (CC)
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What?• Outputs: the physical,
direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages
communicatedo Quoted mentions
Image: scriptingnews, Flickr (CC)
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What?• Outtakes: what your
target audience takes away from your programo Messageso Understanding… the perceptions
generated by your outputs
Image: alasis, Flickr (CC)
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What?
• Outcomes: quantifiable changes that occur as end results of your programo Attitudeso Opinionso Behaviors
Image: naturalturn, Flickr (CC)
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When?
• Set a timeframe• Compare results
to:o Past performanceo Major competitors
Image: judepics, Flickr (CC)
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Where?
• Channels• “Media
universe”
Image: Truthout.org, Flickr (CC)
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Why?
Courtesy: KD Paine & Partners
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How?• Web site data• Web analytics• Phone, online, paper
surveys• Focus groups• Media analytics• Dedicated
URLs/telephone #sImage: iopinw, Flickr (CC)
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Image: Samuel Maycock, Flickr (CC)
So I Measured… Now What?
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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?
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Measuring Social Media
EngagementQuantity
Influence QualityImage: cindy47452, Flickr (CC) Image: Incase., Flickr (CC)
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Pledge To End Hunger
Source: www.pledgetoendhunger.com
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Courtesy: Scott Henderson & MediaSauce
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Courtesy: Scott Henderson & Media Sauce
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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
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Measurement on a Shoestring
• Zoomerang, Survey Monkey, social networks
• Google is your best friend• RSS feeds, news/blog
alerts• Google Analytics• Make friends with Excel
Image: psyberartist, Flickr (CC)
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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
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A Few Resources• kdpaine.blogs.com• iabc.com• prsa.org• instituteforpr.org• metrica.net/measurementmatters• communicationammo.com• metricsman.wordpress.com• toprankblog.com• Bi-weekly #measurePR Twitter chat• WaxingUnLyrical.com:
measurement/measurePR categories• twitter.com/shonali/measurement
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Questions?
Thank you!
Where you can find me:
E-mail: [email protected]: @shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Image: Håkan Dahlström, Flickr (CC)
Cover slide image: Lynx Daemon, Flickr (CC)