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SMART PR MEASUREMENT FOR THE DIGITAL AGE

SMART PR MEASUREMENT FOR THE DIGITAL AGE. Image: Toshiyuki IMAI via Flickr ( CC ). Presented at PRSA Hampton Roads’ Fall Professional Development Conference October 9, 2013 by Shonali Burke, ABC (@ shonali ). Cartoon: HubSpot, Flickr (CC). Image: Jim Miles, Flickr (CC).

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SMART PR MEASUREMENT FOR THE DIGITAL AGE

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  1. SMART PR MEASUREMENT FOR THE DIGITAL AGE Image: Toshiyuki IMAIvia Flickr (CC) Presented at PRSA Hampton Roads’ Fall Professional Development Conference October 9, 2013 by Shonali Burke, ABC (@shonali)

  2. Cartoon: HubSpot, Flickr (CC)

  3. Image: Jim Miles, Flickr (CC)

  4. Image: argbx via Flickr (CC)

  5. What Are You Trying To Do? Why Is It Important? Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

  6. Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)

  7. … when impressions are the be-all & end-all … “AVE” – gasp, shudder and barf … anyone remember “research”? … not quantifiable or time bound … not focusing on what we’re trying to achieve … not using measurement to inform decisions … not tying it to business outcomes The 7 Deadly Sins of Bad Measurement Image:Phoenix Dark-Knightvia Flickr (CC)

  8. Two Acronyms to Stay Away From … AVE… & … ROI (wait!) Image:t42goller via Flickr (CC)

  9. PR Measurement? WTF?! Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

  10. #1: Listen #2: Analyze Image: shareski via Flickr (CC) #3: Implement & Improve Image: Dave Dugdale via Flickr (CC) Image: adesigna via Flickr (CC)

  11. The Case of the Blue Key Used with permission from USA for UNHCR www.thebluekey.org

  12. Goal: 6,000 Keys by Dec. 31, 2012 Used with permission from USA for UNHCR

  13. Bloggers aka Blue Key Champions Tracking links were key (no pun intended) … as well as from Facebook, Twitter, email newsletters, blog, etc… Used with permission from USA for UNHCR

  14. June tweetathon: • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic • led to >50% of key purchases that week Used with permission from USA for UNHCR

  15. Analytics Tell Stories… Overall Traffic Campaign Traffic Used with permission from USA for UNHCR

  16. … and Measurement Shapes Strategy June tweetathon: 66 keys purchased Sept. tweetathon: 49 keys purchased Oct. tweetathon: 53 keys purchased Nov. tweetathon: 159 keys purchased! the more you tell people what you’re trying to do (and how you’re measuring)… the more they will try to help you get there! Used with permission from USA for UNHCR

  17. The Case of the Unempowered Women Used with permission from Oxfam America

  18. The Core of the Campaign Used with permission from Oxfam America

  19. Multi-Pronged Outreach & Coverage

  20. Results eAward downloaded approx. 1K times (March 7-10) >5K recipients got >2K eCards Oxfam America secured 752 new constituents via eCards (compared to 261 in 2011 for a similar initiative) Used with permission from Oxfam America

  21. … and More Results (thank you, Bloggers!) 14.86% search traffic 38.35% email traffic 46.61% referral traffic, with 31.73% from external sites • Of Note: • 14 of 42 blog posts secured were among the top 28 (>5 visits) traffic sources… that’s half! • Strong correlation between blog posts publishing and search traffic, particularly for keywords “international women’s day ecards,” “international women’s day ecard,” “women’s day ecard,” etc. Used with permission from Oxfam America

  22. So I Measured… Now What? Image: Samuel Maycock, Flickr (CC)

  23. Step 1: Begin at the End Where do you want people to go? A website? A landing page? And what needs to happen? Direct people from your social outposts to your hub Image: stacyjclinton via Flickr, CC

  24. Step 2: Use only the tools you need Image: Wonderlane via Flickr, CC

  25. Image: edenpictures via Flickr (CC) Step 3: Track Track Track!

  26. Image: Collin Anderson via Flickr(CC)

  27. Tie It Together

  28. In a Nutshell

  29. Remember… What Are You Trying To Do? Why Is It Important? Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

  30. Measurement Smarts • Define your “measurement universe” • Take 1 oz. of research over 1 lb. of pain • Impressions mean nothing on their own • Context is everything • Begin at the end Image: sun dazed, Flickr (CC)

  31. Three Books You Must Read @jimsterne @kanter @kdpaine @leeodden

  32. Some More Resources • iabc.com • prsa.org • instituteforpr.org • kdpaine.blogs.com • http://salienceinsight.com/blogs • communicationammo.com • metricsman.wordpress.com • overtonecomm.blogspot.com • emetrics.wordpress.com • toprankblog.com • traackr.com/blog • Monthly #measurePR Twitter chat (1st Tuesdays, 12-1 pm ET) • WaxingUnLyrical.com: measurement/measurePR categories • twitter.com/shonali/measurement Image: FateDenied via Flickr (CC)

  33. Questions? info@shonaliburke.com Image: Håkan Dahlström, Flickr (CC) @shonali Grab the deck: http://shona.li/prsaHRrocks www.WaxingUnLyrical.com Thank you! www.shonaliburke.com slideshare.net/shonaliburke

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