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.

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?

7. A cautionary story

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

13. http://bit.ly/LinkBuilderGA

14. April – July 2010

15. August- November 2010

16. Analytics Tell Stories

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

33. bit.ly/KamichatFAV

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