working magic with (pr) measurement

WORKING MAGIC WITH MEASUREMENTMAKING “THE BUSINESS CASE FOR PUBLIC RELATIONS™”

IN A HYPER-CONNECTED WORLD

Presented at the PRSA 2012 International ConferenceOctober 16, 2012, San Francisco

Shonali Burke, ABC (@shonali)MSL Washington DC

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Cartoon: HubSpot via Flickr (CC)

Image: Jim Miles via Flickr (CC)

Image: argbx via Flickr (CC)

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

What Are You Trying To Do?

Why Is It Important?

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

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)

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What Was the Problem?• Perceived as outdated• Lack of connection • Portraiture not “cool” or “hip”• Aimed to reach emerging & mid-career artists• 2,000 entries to be viable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

Image: saaby, Flickr (CC)

Listening Made a Difference

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

Used with permission from the National Portrait Gallery

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 Blue Key

www.thebluekey.org Used with permission from USA for UNHCR

Used with permission from USA for UNHCR

Goal: 6,000 Keys by Dec. 31, 2012

Tracking links were key (no pun intended)

Bloggers aka Blue Key Champions

… as well as from Facebook, Twitter, email newsletters, blog, etc…Used with permission from USA for UNHCR

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

Analytics Tell Stories…

Overall Traffic Campaign Traffic

Used with permission from USA for UNHCR

… and Measurement Shapes Strategy

Used with permission from USA for UNHCR

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!

June tweetathon: 66 keys purchasedSept. tweetathon: 49 keys purchasedOct. tweetathon: 53 keys purchasedNov. tweetathon: 159 keys purchased!

The Case of the Unempowered Women

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?

Image: stacyjclinton via Flickr, CC

Step 1: Begin at the EndWhere 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!

Image: edenpictures via Flickr (CC)

Image: Collin Anderson via Flickr (CC)

Tie It Together

Courtesy: KD Paine & Partners

Three Books You Must Read

@jimsterne @kanter @kdpaine @leeodden

A Few Resources• iabc.com• prsa.org• instituteforpr.org• kdpaine.blogs.com• gorkana.com/measurementmatters• communicationammo.com• metricsman.wordpress.com• overtonecomm.blogspot.com• emetrics.wordpress.com• toprankblog.com• traackr.com/blog• Bi-weekly #measurePR Twitter chat (every other Tues; 12-1

pm ET)• WaxingUnLyrical.com: measurement/measurePR

categories• twitter.com/shonali/measurement

Image: FateDenied via Flickr (CC)

Questions?

Thank you!

Image: Håkan Dahlström via Flickr (CC)shonali.burke@mslgroup.com

@shonali

www.WaxingUnLyrical.com

www.mslworldwide.com

slideshare.net/shonaliburke