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Measure This!
Alice H. Brink, ABC, APR Kami Watson Huyse, APR @alicepr @kamichat
About Us
A quick poll
what will you find out?
A cautionary story
A success story
Campaign: •Online Campaign Only •Influencer Outreach Measurement: •Impressions •Survey Results: •Cost per impression •Television: $1 •Social Media: $.22 •ROI $2.6 million in revenue http://bit.ly/JTAResults
What Measurement Can Do
What Measurement Can Do
What Measurement Can Do
Diagnose, Prioritize and Evaluate
http://bit.ly/LinkBuilderGA
April – July 2010
August- November 2010
Analytics Tell Stories
Where Measurement Starts
pecific
easurable
ttainable
esults-Oriented
ime Bound
http://bit.ly/SMARTObjectives
Example: Event Planning
Objective:
Increase registration for this year’s conference
Objective:
By prior to the event, over will have registered using the “friends of
online influencer” and we will be ahead of usual registration numbers.
Calculating ROI
Ticket price $150
x100
$15,000
-$1,000 staff time and outreach
A reality story
Objective: Raise profile and image of Shell as a trusted leader
PROPRIETARY DATA REMOVED FOR PUBLICATION
Ask…
1. Why?
2. Why?
3. Why?
4. Why?
5. Why?
What is the root objective?
Photo Credit: http://www.flickr.com/photos/haley8/243182310/in/photostream/
Measure along the continuum
The closer to the bottom, the more value in measuring
Are they informed?
Do they feel valued?
Are they performing?
Bottom line impact?
Step 1: What to measure
• Attention
• Attitudes
• Actions
Attention
What will they know?
What will they understand?
What will they be able to describe if asked?
Attitudes
How will they feel?
What will they believe?
Who will they trust?
Actions
What will they do?
What will they buy?
What will they support?
What will they stop or avoid doing?
• YouIn? Holiday Giving Campaign
• Brand Values: to be fun, human, relevant and personal
• Amplify the good works of individuals, 600 million
• Linked to CSR effort, “How Good Grows”
• Average people doing extraordinary things
The Campaign
• Seeded: $100 to 300 influencers ($30,000)
• Used to perform random acts of kindness
• Report these acts of kindness in their social networks and to http://kindness.yahoo.com
• Call to action was the tag, You In?
• The You In? reports were added to a Yahoo map
• Yahoo amplified best stories
• Attention: 2,200 mainstream media reports; 1,700 radio mentions; and 200 positive mentions on blog
• Coverage trumped mentions received by a co-current multimillion ad campaign
• Yahoo Status Update: 320,000 status updates from 18 countries, an increase of 30 percent, month-to-month.
• One million brand impressions for partners Network for Good, Global Giving and Donors Choose
• Resulted in more than $20,000 in donations for nonprofit organizations
• They repeated the campaign this year, changing the call to action to “Your Turn!”
Step 2: How to Measure
• Decide what is important to measure (KPIs)
• Use your SMART objectives as a guide
• Remember to segment measurement: Attention, Attitudes, Action
• Pick appropriate tools
• Set up your dashboard
• Be consistent
Measurement is a comparative tool*
• Benchmark against
– Competitors
– Your own past performance
– External standard
*Credit to Katie Paine, Measuring Public Relationships, for this and other key points
Where not to skimp on surveys
Baseline data Question design Pre-test If statistical accuracy is critical
Teasing out the causal relationship
How do you sort out the effect of your communication in a cluttered environment?
Photo Credit: http://www.flickr.com/photos/crunchyfootsteps/4500698439
/
The control case
Set up a control situation
–Audience segmentation
– Timing segmentation
–Message segmentation
–A/B Testing
Isolating variables • Market mix modeling
• Pull out variables
• Compare over time
• Spreadsheet Aerobics
Step 3: What to do with results
• Diagnose: Adjust communications, get better
• Prioritize: Build into planning, make decisions
• Evaluate: Demonstrate ROI, Value
Diagnose 1 Prioritize 2 Evaluate 3
