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FROM WTF TO KPI:,[object Object],DEMONSTRATING THE BUSINESS VALUE ,[object Object],OF PUBLIC RELATIONs,[object Object],A webinar for PRSA,[object Object],Presented August 24, 2010,[object Object],Shonali Burke, ABC,[object Object]
Before We Get Started,[object Object]
Cartoon: HubSpot, Flickr (CC),[object Object]
Bad Measurement…,[object Object],[object Object]
 Uses AVE
 Is done inconsistentlyImage: johntrathome, Flickr (CC),[object Object]
Good Measurement …,[object Object],Tracks what’s important,[object Object],Is done consistently,[object Object],Connects to business KPIs,[object Object],Tracks outputs, outtakes AND outcomes,[object Object],Image: fly.aeroplane.fly, Flickr (CC),[object Object]
KPIs… What The @#*!,[object Object],“… a measure of performance used to help an organization define and evaluate how successful it is, typically in terms of making progress towards its organizational goals.”,[object Object],           ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators,[object Object]
Light at the End of the Tunnel,[object Object],Image: Murtada al Mousawy , Flickr (CC),[object Object]
Why,[object Object],What,[object Object],Who,[object Object],The Six Keys,[object Object],To The Measurement World,[object Object],How,[object Object],Where,[object Object],When,[object Object],Image: Mark H. Evans, Flickr (CC),[object Object]
Who?,[object Object],Media,[object Object],Customers,[object Object],Partners,[object Object],Employees,[object Object],Government leaders,[object Object],Investors,[object Object],Image: mhaithaca, Flickr (CC),[object Object]
What?,[object Object],Increase exposure,[object Object],Educate audiences,[object Object],Improve positioning,[object Object],Increase mind share,[object Object],Increase sales,[object Object],Obtain members/supporters,[object Object],Raise awareness for mission,[object Object],Image: tobi_digital, Flickr (CC),[object Object]
What?,[object Object],Outputs: the physical, direct results of your work,[object Object],Clips,[object Object],Brochures,[object Object],Speaking engagements,[object Object],Specific positioning,[object Object],Messages communicated,[object Object],Quoted mentions,[object Object],Image: scriptingnews, Flickr (CC),[object Object]
What?,[object Object],Outtakes: what your target audience takes away from your program,[object Object],Messages,[object Object],Understanding,[object Object],… the perceptions generated by your outputs,[object Object],Image: alasis, Flickr (CC),[object Object]
What?,[object Object],Outcomes: quantifiable changes that occur as end results of your program,[object Object],Attitudes,[object Object],Opinions,[object Object],Behaviors,[object Object],Image: naturalturn, Flickr (CC),[object Object]
When?,[object Object],Set a timeframe,[object Object],Compare results to:,[object Object],Past performance,[object Object],Major competitors,[object Object],Image: judepics, Flickr (CC),[object Object]
Where?,[object Object],Channels,[object Object],“Media universe”,[object Object],Image: Truthout.org, Flickr (CC),[object Object]
Why?,[object Object],Courtesy: KD Paine & Partners,[object Object]
How?,[object Object],Web site data,[object Object],Web analytics,[object Object],Phone, online, paper surveys,[object Object],Focus groups,[object Object],Media analytics,[object Object],Dedicated URLs/telephone #s,[object Object],Image: iopinw, Flickr (CC),[object Object]
So I Measured… ,[object Object],Now What?,[object Object],Image: Samuel Maycock, Flickr (CC),[object Object]
What does the data show?,[object Object],What’s good, bad andugly?,[object Object],Can you connect results ,[object Object],to objectives?,[object Object],Is it relevant?,[object Object],Image: http://www.flickr.com/photos/crystaljingsr/3914729343/,[object Object]
Measuring Social Media,[object Object],Image: cindy47452, Flickr (CC),[object Object],Image: Incase., Flickr (CC),[object Object],Influence,[object Object],Quality,[object Object],Quantity,[object Object],Engagement,[object Object]
“Answer”,[object Object]
The “Real” Answer,[object Object],Source: Digital Buzz Blog,[object Object]
But what about us ,[object Object],“regular” folk?,[object Object],Image: mickiky, Flickr (CC),[object Object]
Pledge To End Hunger,[object Object],Source: www.pledgetoendhunger.com,[object Object]
Courtesy: Scott Henderson & MediaSauce,[object Object]
Courtesy: Scott Henderson & Media Sauce,[object Object]
Results,[object Object],4,800 pledges (380% > goal),[object Object],1st 1k pledges in 28 hours,[object Object],> 19k site visitors,[object Object],$28k for Share Our Strength (@95% 1st-time donors),[object Object],2,600 members of Facebook Cause,[object Object],560k servings of food to food banks in 4 cities,[object Object],Courtesy: Scott Henderson & MediaSauce,[object Object]
Measurement on a Shoestring,[object Object],Zoomerang, Survey Monkey, social networks,[object Object],Google is your best friend,[object Object],RSS feeds, news/blog alerts,[object Object],Google Analytics,[object Object],Make friends with Excel,[object Object],Image: psyberartist, Flickr (CC),[object Object]
Measurement Smarts,[object Object],[object Object]
 Take 1 oz. of research over 1 lb. of pain
 Impressions mean nothing on their own
 Outputs, outtakes and outcomes

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From WTF to KPI: Demonstrating the Business Value of Public Relations

Notas do Editor

  1. Influence & Engagement.