Image: Toshiyuki IMAI via Flickr (CC)
Cartoon: HubSpot, Flickr (CC)
Image: Jim Miles, Flickr (CC)
Image: argbx via Flickr (CC)
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
Raise revenue
Lower
costs
Improve
customer
satisfaction
Credit: “Social Media Metrics,” Jim Sterne (@jimsterne)
… 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
Image: Phoenix Dark-Knight via Flickr (CC)
Two Acronyms to Stay Away From
… AVE… &
… ROI (wait!)
Image: t42goller via Flickr (CC)
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
Image: shareski via Flickr (CC)
Image: Dave Dugdale via Flickr (CC)
Image: adesigna via Flickr (CC)
The Case of the Blue Key
Used with permission from USA for UNHCR
www.thebluekey.org
Goal: 6,000 Keys by Dec. 31, 2012
Used with permission from USA for UNHCR
Bloggers aka Blue Key Champions
Tracking links were key (no pun intended)
… 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
Used with permission from USA for UNHCR
Campaign Traffic
… and Measurement Shapes Strategy
the more you tell people what you’re trying
to do (and how you’re measuring)…
June tweetathon: 66 keys purchased
Sept. tweetathon: 49 keys purchased
Oct. tweetathon: 53 keys purchased
Nov. tweetathon: 159 keys purchased!
the more they will try to help you get there!
Used with permission from USA for UNHCR
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!)
14.86% search traffic
38.35% email traffic
46.61% referral traffic, with
31.73% from external sites
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)
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
Image: stacyjclinton via Flickr, CC
Image: Wonderlane via Flickr, CC
Image: edenpictures via Flickr (CC)
Step 3:
Track
Track
Track!
Image: Collin Anderson via Flickr (CC)
Tie It Together
In a Nutshell
What are the business goals?
How does communication
help reach these?
Tactics with…
Measurable
objectives…
Strategy
For which you
use the
appropriate tools
Remember…
Image: http://www.flickr.com/photos/crystaljingsr/3914729343/
Image: sun dazed, Flickr (CC)
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, 121 pm ET)
• WaxingUnLyrical.com: measurement/measurePR
categories
• twitter.com/shonali/measurement
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Questions?
[email protected]
@shonali
Image: Håkan Dahlström, Flickr (CC)
Grab the deck: http://shona.li/prsaHRrocks
www.WaxingUnLyrical.com
www.shonaliburke.com
slideshare.net/shonaliburke
Thank you!