measurement for va public affairs officers mentoring group
DESCRIPTION
A survey of current thinking and examples for measuring public relations and social media programs and campaigns. With extreme credit to the work of Kami Watson Huyse and Shonali Burke.TRANSCRIPT
Measurement Strategies
For Public Affairs Professionals
The Measurement Problem
Obstacles to Measurement
• It’s Hard• It’s Time Consuming• It’s Complicated• It’s Expensive
Sound familiar?
Why Measure? • Identify Success• Redirect Efforts• Prioritize Programs•Demonstrate Value
Only 22% had a strategy that ties analysis back to business objectives. Econsultancy Online Measurement & Strategy Report for 2012
Only 30% are regularly reporting to management. Alterian Annual Survey: How Engaged is One’s Brand?
Fifty-seven percent say “poorly defined success metrics and key performance indicators” were three major obstacles to social media marketing adoption. 2012 B2B Social Media Marketing: A Surge in Adoption
Under-measuring
Courtesy of @kamichat
What NOT to Measure• AVEs akaAdvertising Value Equivalent• “Hits” or Clips
Industry Standards• The Barcelona Declaration of Measurement
Principles. • Valid Metrics Framework for Public Relation
s Measurement
• Coalition for Public Relations Research Standards
• The #SMM Standards Conclave Courtesy of @kamichat
Two Paths to Measurement
The “O’s”Outputs, Outtakes, Outcomes
Measurement Resources
#measurepr chat on Twitter weekly
OutputsThe Physical Results of your Work
Including, but not limited to: o News storieso Brochureso Blog contento Fam tourso Scheduled Interviewso Newsletterso Speeches
OuttakesWhat People Think About Your Output
Including, but not limited to: o Surveyso Focus Groupso Other Customer Feedback o Content Analysiso Sentiment Analysis
OutcomesHow Behavior Changes as a Result of Your Work
Including, but not limited to: o Purchaseo New Opiniono Signing up for Somethingo Opinion Change
Bit.ly/custom
Event Registration
The “As”Activity, Attention, Awareness, Attitudes, Actions
Measurement Resources
@kamichat
You need Activity
To get Attention
Which brings
Awareness
Which cultivates
Attitudes
Which leads to
Actions
Campaign Sample Tourism Industry Week-Long Promotion
ActivityActivity
Attention
Awareness
Attitudes
Actions
• 42 posts on FB and Twitter in 5 days
• Frequency increased four-fold over normal posting pattern
• Dedicated Web page with 5 profiles of industry experts
Attention• Overall reach on FB
doubled during week of promotion
Activity
Attention
Awareness
Attitudes
Actions
Awareness• Did not truly measure
awareness in this promotion
• Key RTs on Twitter were from specialty audience sites
Activity
Attention
Awareness
Attitudes
Actions
Attitudes• Did not measure
attitudes for this promotion
• Why? Timeline was short
• Overall, travel is a positive force
Activity
Attention
Awareness
Attitudes
Actions
Action• 6 messages w/ key RTs
on Twitter amplified audience to 12K+
• 3 profiles were shared outside the central FB page
• 175 page views on new Web page; 54 uniques
Activity
Attention
Awareness
Attitudes
Actions
SMART Goals
SMART Goals
SMART GoalsChannel Goal
DescriptionMetric Time Goal Type
Measure Activity - Output
All Channels Increase content
1 original post per day/channel
Immediately
Activity
Measure Attention –Increase Fan Base
Facebook Page 1 Increase fans 200 3 months Attention
Facebook Page 2 Increase fans 100 3 months Attention
Twitter 1 Increase followers
50 3 months Attention
Twitter 2 Increase followers
25 3 months Attention
Measure Awareness – Engagement Level
Facebook 1 Maintain Engagement
8-10% 3 months Awareness
Facebook 2 Maintain Engagement
9-12% 3 months Awareness
Twitter 1 Increase engagement
45% or higher
3 months Awareness
Twitter 2 Maintain engagement
50% or higher
3 months Awareness
Measurement Resources
• A Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation by Don W. Stacks and David Michaelson, rev. 2010, ISBN 978-1-60649-101-0.
• A Commonsense Framework For Social Media Measurement by Kami Watson Huyse, published as whitepaper here: o http://www.zoeticamedia.com/whitepaper-a-commonsense-framework-
of-social-media-measurement
Questions?
Fran [email protected]@fransteps on Twitter
210-557-8207http://stepincomm.com