smart pr measurement for the digital age

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

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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). - PowerPoint PPT Presentation

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Page 1: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

SMART PR MEASUREMENT FOR THE DIGITAL AGE

Presented at PRSA Hampton Roads’Fall Professional Development Conference

October 9, 2013

by Shonali Burke, ABC (@shonali)

Imag

e: T

oshi

yuki

IMAI

via

Flic

kr (C

C)

Page 3: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Image: Jim Miles, Flickr (CC)

Page 5: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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

What Are You Trying To Do?

Why Is It Important?

Page 7: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Image: Phoenix Dark-Knight via Flickr (CC)

The 7 Deadly Sins of 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

Page 8: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Two Acronyms to Stay Away From

… AVE… &

… ROI (wait!)Image: t42goller via Flickr (CC)

Page 9: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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

PR Measurement?WTF?!

Page 11: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

The Case of the Blue Key

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

Page 12: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Used with permission from USA for UNHCR

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

Page 13: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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

Page 14: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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

Page 15: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Analytics Tell Stories…

Overall Traffic Campaign Traffic

Used with permission from USA for UNHCR

Page 16: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

… 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!

Page 17: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

The Case of the Unempowered Women

Used with permission from Oxfam America

Page 18: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

The Core of the Campaign

Used with permission from Oxfam America

Page 19: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Multi-Pronged Outreach & Coverage

Page 20: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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

Page 21: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

… 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

Page 23: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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

Page 24: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Step 2:Use only the tools you need

Image: Wonderlane via Flickr, CC

Page 25: SMART PR MEASUREMENT  FOR THE DIGITAL AGE
Page 26: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Step 3: Track Track Track!

Image: edenpictures via Flickr (CC)

Page 28: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Tie It Together

Page 29: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

In a Nutshell

Page 30: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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

What Are You Trying To Do?

Why Is It Important?

Remember…

Page 31: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Image: sun dazed, Flickr (CC)

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

Page 32: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Three Books You Must Read

@jimsterne @kanter @kdpaine @leeodden

Page 33: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

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)

Page 34: SMART PR MEASUREMENT  FOR THE DIGITAL AGE

Questions?

Thank you!

Image: Håkan Dahlström, Flickr (CC) [email protected]

@shonali

www.WaxingUnLyrical.com

www.shonaliburke.com

slideshare.net/shonaliburke

Grab the deck: http://shona.li/prsaHRrocks