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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)
Cartoon: HubSpot, 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: 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
Two Acronyms to Stay Away From
… AVE… &
… ROI (wait!)Image: t42goller via Flickr (CC)
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
PR Measurement?WTF?!
#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 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
In a Nutshell
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
What Are You Trying To Do?
Why Is It Important?
Remember…
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
Three Books You Must Read
@jimsterne @kanter @kdpaine @leeodden
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)
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
