smart pr measurement in the digital age
DESCRIPTION
While some principles of public relations haven't changed, the digital age has given us new tools and technologies with which to measure our work. This is a presentation on smart public relations measurement for the digital age that I made to PRSA Orlando on March 15, 2012.TRANSCRIPT
SMART PR MEASUREMENTIN THE DIGITAL AGE
SHONALI BURKE aka @shonaliPRESENTED TO PRSA ORLANDO
MARCH 15, 2012
Imag
e: A
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Ani
Men
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Flic
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Cartoon: HubSpot, Flickr (CC)
Image: liwenli via Flickr (CC)
Strategy & Measurementgo hand-in-hand
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)
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
What do the data show?
What’s good, bad and ugly?
Can I connect results to objectives?
Is it relevant?
What needs to happen?Ask Yourself
Smithsonian’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What Was the Problem?• Perceived as outdated• Lack of connection • Portraiture not “cool” or “hip”• Aimed to reach emerging & mid-career artists• 2,000 entries to be viable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)
The Plan
• 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 OKC Jeweler
© Daniel Gordon, used with permission
@dangordon@samuelgordons
The 4-1-1
© Daniel Gordon, used with permission
2006 – 2010:Ad spend: from $500K - $50K
Revenue: 30% increase2008 – 2010:
Foot traffic: from 20% - 40%© D
anie
l Gor
don,
use
d w
ith p
erm
issi
on
Blog traffic
© Daniel Gordon, used with permission
Oxfam America’s 2012 International Women’s Day Campaign
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?
Tie It Together
Courtesy: KD Paine & Partners
Image: stacyjclinton via Flickr, CC
Step 1: Begin at the End
Where 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!
Analytics Tell Stories
Overall Traffic Campaign Traffic
Used with permission from USA for UNHCR
Image: argbx via Flickr (CC)
“You Can’t Cure Suck”(h/t Pierre-LoÏc Assayag, Traackr)
Image: dennis via Flickr (CC)
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
What do the data show?
What’s good, bad and ugly?
Can I connect results to objectives?
Is it relevant?
What needs to happen?Remember…
A Few More Resources• http://kdpaine.blogs.com • http://iabc.com • http://prsa.org • http://instituteforpr.org • http://metrica.net/measurementmatters • http://www.communicationammo.com • http://www.metricsman.wordpress.com • http://emetrics.wordpress.com • http://www.toprankblog.com • Bi-weekly #measurePR Twitter chat• http://WaxingUnLyrical.com:
measurement/measurePR categories• http://twitter.com/shonali/measurement
Questions?
Thank you!
Image: Håkan Dahlström via Flickr, [email protected]
@shonali
www.WaxingUnLyrical.com
slideshare.net/shonaliburke