In a world where dollars and cents (or perhaps Euros) are more important than ever, measuring the effectiveness of our communication outreach is the only way to underscore the importance of communication as a critical organizational function. While the concept of measurement has long been a pillar of the classic communication plan, it is only fairly recently that we have started to set standards for PR and communication measurement that pass muster when compared to other business metrics—standards that are slowly becoming acknowledged and implemented industry-wide. But it's a crowded field, and how do you separate the wheat from the chaff? What's more, how do you start to measure social media, let alone traditional media? At PRSA's 2009 International Conference, I talked about measurement best practices, and showed how to go from measurement novice to maven. Included are practical ways to incorporate measures that matter into your communication plan, and show how to tie your communication efforts to organizational objectives that will demonstrate your value to your organization.

1. From ROI to KPI Practical Solutions to Measurement Conundrums Shonali Burke, ABC Presented at PRSA’s 2009 International Conference November 9, 2009

2. Smart Measurement Is Not… Complicated “Smoke & mirrors” Tough Necessarily Expensive Photo: http://www.flickr.com/photos/29233640@N07/3760433565/

3. Smart Measurement Is Not… Only about impressions Done at the end of your program AVE Photo: http://www.flickr.com/photos/ojbyrne/3759678929/

4. Smart Measurement Will… Include outputs, outtakes AND outcomes Measure what’s important Be regular Integrate with other business units Connect to business KPIs Photo: http://www.flickr.com/photos/fortgirl/3099013797/

5. KPIs… What The @#*! “… 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.” ~ Wikipedia: http://en.wikipedia.org/wiki/Key_performance_indicators

6. Smithsonian’s National Portrait Gallery First-ever OutwinBoochever Portrait Competition (2005-2006) Courtesy: National Portrait Gallery

7. What was the problem? NPG perceived as outdated Lack of connection with today’s artists Portraiture not perceived as “cool” or “hip” Aimed to reach emerging & mid-career artists Needed to secure 2,000 entries for the contest to be viable Courtesy: National Portrait Gallery

8. Research Courtesy: National Portrait Gallery

9. What We Did Media outreach Media buy Direct mail “Portrait of an Artist”

10. Results Changed creative Impacted tactics & collateral Influenced media buy Influenced media outreach Net-net: 4,000+ entries (double goal) Courtesy: National Portrait Gallery

12. Define your “communications universe”

13. Integrate tactics

14. Measure your messages

15. Measure the market

16. How are your “key performance indicators” (KPIs) doing?

18. KPIs Business Objectives Courtesy: KD Paine & Partners

19. The Seven Basic Steps* Identify your audiences/publics Define objectives for each audience Define your measurement criteria Define your benchmark Select a measurement tool Analyze data, draw actionable conclusions, make recommendations Make changes, measure again *Measuring Public Relationships, Katie Delahaye Paine

20. Identify and Prioritize Your Publics Media Customers Partners Prospects Employees Influencers Government leaders Investors Photo: http://www.flickr.com/photos/mhaithaca/3750544744/

21. What are Your Objectives? Increase exposure Educate audiences Improve positioning Increase mind share Increase sales Obtain members/supporters Raise awareness for mission Photo: http://www.flickr.com/photos/jgourley/3529864942/

22. What Will you Measure? Outputs: the physical, direct results of your work Clips Brochures Speaking engagements Specific positioning Messages communicated Quoted mentions Photo: http://www.flickr.com/photos/scriptingnews/3656475291/

23. Outtakes: what your target audience takes away from your program Messages Perceptions Understanding … the perceptions generated by your outputs What Will you Measure? Image: http://www.flickr.com/photos/33325372@N06/3358857153/

24. What Will you Measure? Outcomes: quantifiable changes that occur as end results of your program Attitudes Opinions Behaviors Photo: http://www.flickr.com/photos/naturalturn/3767627073/

25. What’s Your Benchmark? You can’t measure effectively in a vacuum Compare results to: Past performance – measure over time Major competitors – measure the market Photo: http://www.flickr.com/photos/judepics/3622237241/

26. Pick Your Tools Primary research Secondary research Media Internet resources Photo: http://www.flickr.com/photos/wonderlane/3446442810/

27. Analyze, Conclude & Recommend What does the data show? Include the good, the bad and the ugly Connect results to objectives Don’t measure what’s not relevant Photo: http://www.flickr.com/photos/pnnl/3633994244/

28. Measure Continuously

29. Some Measurement Tools Web site data Web analytics Phone, online, paper surveys Focus groups Media analytics Dedicated URLs/telephone #s Photo: http://www.flickr.com/photos/iopinw/3098723978/

30. Measuring Social Media Photo: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/ Influence Quality Quantity Engagement

31. Pledge To End Hunger Source: www.pledgetoendhunger.com

32. Courtesy: Scott Henderson & MediaSauce

33. Courtesy: Scott Henderson & Media Sauce

34. Results 4,800 pledges (380% > goal) 1st 1k pledges in 28 hours > 19k site visitors $28k for Share Our Strength (@95% 1st-time donors) 2,600 members of Facebook Cause 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & MediaSauce

35. Key Performance Indicators Track effectiveness of your program against business objectives, e.g.: Sales Donations Membership Web traffic Subscribers

36. Measurement on a Shoestring Research is critical Zoomerang, Survey Monkey Google is your best friend RSS feeds News/blog alerts Google Analytics Photo: http://www.flickr.com/photos/psyberartist/3622995219/

37. Media Measurement Smarts Define and streamline your “media universe” An ounce of research will spare you a pound of pain Impressions mean nothing without engagement Focus on outtakes and outcomes, not just outputs Use the W4+H principle Image: http://www.flickr.com/photos/sundazed/3770730054/

38. Measurement is Key In Strategic Planning

39. The Wisdom of Crowds

40. The Wisdom of Crowds

41. The Wisdom of Crowds

42. PRSA Recommendations http://www.slideshare.net/prsa/documenting-the-business-outcomes http://comprehension.prsa.org/?p=628

43. “Getting a Seat at the Table” Image: http://www.flickr.com/photos/oskay/568630442/

44. A Few Resources measuresofsuccess.com kdpaine.blogs.com iabc.com prsa.org instituteforpr.org metrica.net/measurementmatters communicationammo.com metricsman.wordpress.com toprankblog.com

45. On Twitter http://twitter.com/shonali/measurement

46. Thank You… Sean Williams Susan San Martin Robert Udowitz Jennifer Wilbur

47. Questions? Photo: http://www.flickr.com/photos/27546063@N03/3717938304/ Find this presentation online at: http://www.slideshare.net/shonaliburke You can find me at: E-mail: sburke@shonaliburke.com Twitter: http://www.twitter.com/shonali Blog: www.WaxingUnLyrical.com Web: www.shonaliburke.com Skype: sburke15 Thank you!