Measure This!
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Common-sense tools for measuring both traditional and social media effectiveness. By Alice H Brink and Kami Watson Huyse to IABC Houston, 24 February 2011.
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Measure This!
- 1. Measure This! Alice H. Brink, ABC, APR Kami Watson Huyse, APR @alicepr @kamichat
- 2. About Us
- 3. A quick poll
- 6. what will you find out?
- 8. 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
- 9. What Measurement Can Do
- 10. What Measurement Can Do
- 11. What Measurement Can Do
- 12. Diagnose, Prioritize and Evaluate
- 14. April – July 2010
- 17. Where Measurement Starts pecific easurable ttainable esults-Oriented ime Bound http://bit.ly/SMARTObjectives
- 18. 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.
- 19. Calculating ROI Ticket price $150 x100 $15,000 -$1,000 staff time and outreach
- 20. A reality story
- 21. Objective: Raise profile and image of Shell as a trusted leader PROPRIETARY DATA REMOVED FOR PUBLICATION
- 22. Ask… 1. Why? 2. Why? 3. Why? What is the root objective? 4. Why? 5. Why? Photo Credit: http://www.flickr.com/photos/haley8/243182310/in/photostream/
- 23. Measure along the continuum Are they informed? Do they feel valued? Are they performing? Bottom line impact? The closer to the bottom, the more value in measuring
- 24. Step 1: What to measure • Attention • Attitudes • Actions
- 25. Attention What will they know? What will they understand? What will they be able to describe if asked?
- 26. Attitudes How will they feel? What will they believe? Who will they trust?
- 27. Actions What will they do? What will they buy? What will they support? What will they stop or avoid doing?
- 29. • 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
- 30. 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
- 31. • 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!”
- 32. 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
- 34. 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
- 35. Where not to skimp on surveys Baseline data Question design Pre-test If statistical accuracy is critical
- 36. 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 /
- 37. The control case Set up a control situation – Audience segmentation – Timing segmentation – Message segmentation – A/B Testing
- 38. Isolating variables • Market mix modeling • Pull out variables • Compare over time • Spreadsheet Aerobics
- 39. Step 3: What to do with results 1 Diagnose 2 Prioritize 3 Evaluate • Diagnose: Adjust communications, get better • Prioritize: Build into planning, make decisions • Evaluate: Demonstrate ROI, Value
- 40. Questions? alice@abrinkandco.com @alicepr kami@zoeticamedia.com @kamichat