smart pr measurement in the digital age

SMART PR MEASUREMENTIN THE DIGITAL AGE

SHONALI BURKE aka @shonaliPRESENTED TO PRSA ORLANDO

MARCH 15, 2012

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Cartoon: HubSpot, Flickr (CC)

Image: liwenli via Flickr (CC)

Strategy & Measurementgo hand-in-hand

Image: Matti Mattila via Flickr (CC)

Let’s Trash Bad Measurement

… 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

#1: Listen

Image: shareski via Flickr (CC)

#2: Analyze

Image: Dave Dugdale via Flickr (CC)

#3: Implement & Improve

Image: adesigna via Flickr (CC)

Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

What do the data show?

What’s good, bad and ugly?

Can I connect results to objectives?

Is it relevant?

What needs to happen?Ask Yourself

Smithsonian’s National Portrait Gallery

First-ever Outwin Boochever Portrait Competition (2005-2006)

Used with permission from the National Portrait Gallery

What Was the Problem?• Perceived as outdated• Lack of connection • Portraiture not “cool” or “hip”• Aimed to reach emerging & mid-career artists• 2,000 entries to be viable

Used with permission from the National Portrait Gallery, image via Tim Caynes' Flickrstream (CC)

The Plan

• Media outreach• Media buy• Direct mail• “Portrait of an Artist”

Used with permission from the National Portrait Gallery

Image: saaby, Flickr (CC)

Results

• Changed creative• Impacted tactics &

collateral• Influenced media buy• Influenced media

outreach• Net-net: 4,000+

entries (double goal)

Used with permission from the National Portrait Gallery

The Case of The OKC Jeweler

© Daniel Gordon, used with permission

@dangordon@samuelgordons

The 4-1-1

© Daniel Gordon, used with permission

2006 – 2010:Ad spend: from $500K - $50K

Revenue: 30% increase2008 – 2010:

Foot traffic: from 20% - 40%© D

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Blog traffic

© Daniel Gordon, used with permission

Oxfam America’s 2012 International Women’s Day Campaign

Used with permission from Oxfam America

The Core of the Campaign

Used with permission from Oxfam America

Multi-pronged Outreach & Coverage

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

… and More Results (thank you, Bloggers!)

46.61% referral traffic, with 31.73% from external sites

38.35% email traffic

14.86% search traffic

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

Image: Samuel Maycock, Flickr (CC)

So I Measured… Now What?

Tie It Together

Courtesy: KD Paine & Partners

Image: stacyjclinton via Flickr, CC

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

Step 2:Use only the tools you need

Image: Wonderlane via Flickr, CC

Step 3: Track Track Track!

Analytics Tell Stories

Overall Traffic Campaign Traffic

Used with permission from USA for UNHCR

Image: argbx via Flickr (CC)

“You Can’t Cure Suck”(h/t Pierre-LoÏc Assayag, Traackr)

Image: dennis via Flickr (CC)

Image: http://www.flickr.com/photos/crystaljingsr/3914729343/

What do the data show?

What’s good, bad and ugly?

Can I connect results to objectives?

Is it relevant?

What needs to happen?Remember…

A Few More Resources• http://kdpaine.blogs.com • http://iabc.com • http://prsa.org • http://instituteforpr.org • http://metrica.net/measurementmatters • http://www.communicationammo.com • http://www.metricsman.wordpress.com • http://emetrics.wordpress.com • http://www.toprankblog.com • Bi-weekly #measurePR Twitter chat• http://WaxingUnLyrical.com:

measurement/measurePR categories• http://twitter.com/shonali/measurement

Questions?

Thank you!

Image: Håkan Dahlström via Flickr, CCinfo@shonaliburke.com

@shonali

www.WaxingUnLyrical.com

slideshare.net/shonaliburke