The Magic Of PR Measurement
25
THE MAGIC OF MEASUREMENT Shonali Burke, ABC Presented at PRSA Alaska July 21 & 22, 2010
-
Upload
shonali-burke -
Category
Business
-
view
1.011 -
download
2
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 of The Magic Of PR Measurement
THE MAGICOF MEASUREMENT
Shonali Burke, ABCPresented at PRSA Alaska
July 21 & 22, 2010
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: alasis, Flickr (CC)
What?
• Outcomes: quantifiable changes that occur as end results of your programo Attitudeso Opinionso Behaviors
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)
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
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)
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
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
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)
