Post on 20-Aug-2015
From ROI to KPI
Shonali Burke, ABCPresented at PRSA’s 2009 International Conference
November 9, 2009
Practical Solutions to Measurement Conundrums
Smart Measurement Is Not…
• Complicated• “Smoke & mirrors”• Tough• Necessarily
Expensive
Photo: http://www.flickr.com/photos/29233640@N07/3760433565/
Smart Measurement Is Not…
• Only about impressions
• Done at the end of your program
• AVE
Photo: http://www.flickr.com/photos/ojbyrne/3759678929/
Smart Measurement Will…• Include outputs,
outtakes AND outcomes
• Measure what’s important
• Be regular• Integrate with other
business units• Connect to business
KPIsPhoto: http://www.flickr.com/photos/fortgirl/3099013797/
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
Smithsonian’s National Portrait Gallery
First-ever Outwin Boochever Portrait Competition (2005-2006)
Courtesy: National Portrait Gallery
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• NPG perceived as outdated• Lack of connection with today’s artists• Portraiture not perceived as “cool” or “hip”• Aimed to reach emerging & mid-career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
Research
Courtesy: National Portrait Gallery
What We Did• Media outreach• Media buy• Direct mail• “Portrait of an Artist”
Results• Changed creative• Impacted tactics &
collateral• Influenced media buy• Influenced media
outreach• Net-net: 4,000+
entries (double goal)
Courtesy: National Portrait Gallery
Connecting Communications To Business Objectives
Communications objectives MUST support business objectives, i.e. the bottom line
Define your “communications universe” Integrate tactics Measure your messages Measure the market How are your “key performance indicators” (KPIs)
doing? What’s your “cost per impression” (CPI)?
KPIs Business Objectives
0
50,000,000
100,000,000
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250,000,000
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Janu
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ayJu
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0
100,000
200,000
300,000
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700,000
Web
site
vis
itors
Overall exposure Web traffic
Courtesy: KD Paine & Partners
KPIs Business Objectives
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Janu
ary
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ayJu
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$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Don
atio
ns
Overall exposure
Online donations
Courtesy: KD Paine & Partners
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
Identify and Prioritize Your Publics• Media• Customers• Partners• Prospects• Employees• Influencers• Government leaders• Investors
Photo: http://www.flickr.com/photos/mhaithaca/3750544744/
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/
What Will you Measure?• Outputs: the physical,
direct results of your worko Clipso Brochureso Speaking engagementso Specific positioningo Messages
communicatedo Quoted mentions
Photo: http://www.flickr.com/photos/scriptingnews/3656475291/
• Outtakes: what your target audience takes away from your programo Messageso Perceptionso Understanding… the perceptions
generated by your outputs
What Will you Measure?
Image: http://www.flickr.com/photos/33325372@N06/3358857153/
What Will you Measure?
• Outcomes: quantifiable changes that occur as end results of your programo Attitudeso Opinionso Behaviors
Photo: http://www.flickr.com/photos/naturalturn/3767627073/
What’s Your Benchmark?
• You can’t measure effectively in a vacuum
• Compare results to:o Past performance
– measure over time
o Major competitors – measure the market
Photo: http://www.flickr.com/photos/judepics/3622237241/
Pick Your Tools
• Primary research
• Secondary research
• Media• Internet
resourcesPhoto: http://www.flickr.com/photos/wonderlane/3446442810/
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/
Measure Continuously
Program
Tactics
Spokes-people
Messages
Media Mix
Some Measurement Tools• Web site data• Web analytics• Phone, online, paper
surveys• Focus groups• Media analytics• Dedicated
URLs/telephone #sPhoto: http://www.flickr.com/photos/iopinw/3098723978/
Measuring Social Media
EngagementQuantity
Influence QualityPhoto: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/
Pledge To End Hunger
Source: www.pledgetoendhunger.com
GoalsRaise awareness of childhood
hunger in USGive people tools to take actionNon-profit case study on SM &
cause marketing1K pledges in 7 days
Metrics# of pledge signees
$$ raised for Share Our Strength
Unique site visitors, Tr.im url click-thrus, Facebook
cause members, YouTube videos viewed,
#HungerPledge usage, SXSWi podium mentions
AudienceActive Twitterati, bloggers
SXSWi attendees & followers
Corporate/non-profit email databases
Wild cards: 2-3 degrees of separation
Courtesy: Scott Henderson & MediaSauce
Story
•1 of 6 kids hungry
•1 click feeds 140 kids
Strategy
•Standalone site online hub
•SM outposts•Easy call to
action
Tactics
•2 “co-chairs,” 50+ “champions”
•Twitter, Facebook, YouTube accounts
•Email•Avatar,
hashtag, badges
•CTA: give, volunteer and/or share
Courtesy: Scott Henderson & Media Sauce
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
Key Performance Indicators• Track effectiveness
of your program against business objectives, e.g.:o Saleso Donationso Membershipo Web traffico Subscribers
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/
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 principleImage: http://www.flickr.com/photos/sundazed/3770730054/
Measurement is Key In Strategic Planning
Objectives• Are they
measurable? • Are they
quantifiable?• Do they relate
to your organization’s KPIs?
Strategy• Have you
identified all your audiences?
• What research will you base your strategy on?
• What tactics will you use to reach each audience?
Measurement• Outputs• Outtakes• Outcomes• ALWAYS
connect to KPIs
The Wisdom of Crowds
PRSA Recommendations
http://www.slideshare.net/prsa/documenting-the-business-outcomes
http://comprehension.prsa.org/?p=628
“Getting a Seat at the Table”
Focus on outcomes
Work with other business
functions
CultivateEducateMotivate
KPIs, KPIs, KPIs!
A little research goes a
long way
Image: http://www.flickr.com/photos/oskay/568630442/
A Few Resources• measuresofsuccess.com• kdpaine.blogs.com• iabc.com• prsa.org• instituteforpr.org• metrica.net/measurementmatters• communicationammo.com• metricsman.wordpress.com• toprankblog.com
On Twitter
http://twitter.com/shonali/measurement
Thank You…
Sean Williams Susan San Martin
Jennifer Wilbur Robert Udowitz
Questions?
Thank you!
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/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15
Photo: http://www.flickr.com/photos/27546063@N03/3717938304/