While some principles of public relations haven't changed, the digital age has given us new tools and technologies with which to measure our work. This is a presentation on smart public relations measurement for the digital age that I made to PRSA Orlando on March 15, 2012.
4. … when impressions are the be-all & end-all
… “AVE” – gasp, shudder and barf
… anyone remember “research”?
… not quantifiable or time bound
… not focusing on what we’re trying to achieve
… not using measurement to inform decisions
… not tying it to business outcomes
Image: Matti Mattila via Flickr (CC)
5. Image: shareski via Flickr (CC)
Image: Dave Dugdale via Flickr (CC)
Image: adesigna via Flickr (CC)
7. Smithsonian’s
National Portrait Gallery
First-ever OutwinBoochever Portrait Competition (2005-2006)
Used with permission from the National Portrait Gallery
8. What Was the Problem?
• Perceived as outdated
• Lack of connection
• Portraiture not “cool” or “hip”
• Aimed to reach emerging & mid-career artists
• 2,000 entries to be viable
Used with permission from the National Portrait Gallery, image via Tim Caynes' Flickrstream (CC)
9. The Plan
• Media outreach
• Media buy
• Direct mail
• “Portrait of an Artist”
Used with permission from the National Portrait Gallery
11. Results
• Changed creative
• Impacted tactics &
collateral
• Influenced media buy
• Influenced media
outreach
• Net-net: 4,000+
entries (double goal)
Used with permission from the National Portrait Gallery
13. The 4-1-1
• Local focus on OKC customers, slowly-growing national customers
• Brick-and-mortar store
Who
•107-year old jewelry store in OKC
•Not just jewelry: love, commitment to service, trust
What
• Grow sales
• Build community… and convert them
Why
• 2004 - 2010
When
• Some advertising
• Traditional earned media
Where • Social sites
20. Results
eAward downloaded approx. >5K recipients got >2K eCards
1K times (March 7-10)
Oxfam America secured 752
new constituents via eCards
(compared to 261 in 2011 for a
similar initiative)
Used with permission from Oxfam America
21. … and More Results (thank you, Bloggers!)
14.86% search traffic
38.35% email traffic
46.61% referral traffic,
with 31.73% from
external sites
Used with permission from Oxfam America
Of Note:
14 of 42 blog posts secured were among the top 28 (>5 visits) traffic
sources… that’s half!
Strong correlation between blog posts publishing and search traffic,
particularly for keywords “international women’s day ecards,”
“international women’s day ecard,” “women’s day ecard,” etc.
24. Step 1: Begin at the End
Where do you want people to Direct people from your
go? A website? A landing page? social outposts to your hub
And what needs to happen?
Image: stacyjclinton via Flickr, CC
34. Questions?
Image: Håkan Dahlström via Flickr, CC
info@shonaliburke.com
@shonali
www.WaxingUnLyrical.com
Thank you!
slideshare.net/shonaliburke
Notes de l'éditeur
What: to get the word out about Oxfam America’s work empowering women around the world. Why: to build its eCommunity. How: blogger outreach promoting the sending of IWD eCards and giving a personalized eAward to a woman who’s made a difference in her community.