Download - 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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#prsaicon#measurepr
Cartoon: HubSpot 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What Was the Problem?• Perceived as outdated• Lack of connection • Portraiture not “cool” or “hip”• Aimed to reach emerging & mid-career artists• 2,000 entries to be viable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)
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)[email protected]
@shonali
www.WaxingUnLyrical.com
www.mslworldwide.com
slideshare.net/shonaliburke
