Image: Toshiyuki IMAI via Flickr (CC)Toshiyuki IMAICC

Cartoon: HubSpot, Flickr (CC)HubSpot, Flickr (CC)

Image: Jim Miles, Flickr (CC)Jim Miles, Flickr (CC)

Image: argbx via Flickr (CC)argbx via Flickr (CC)

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Raise revenue Improve customer satisfaction Lower costs Credit: “Social Media Metrics,” Jim Sterne Media

Image: Phoenix Dark-Knight via Flickr (CC)Phoenix Dark-Knight … 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

Two Acronyms to Stay Away From … AVE… & … ROI (wait!) Image: t42goller via Flickr (CC)t42goller

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Image: shareski via Flickr (CC)shareski via Flickr (CC) Image: Dave Dugdale via Flickr (CC)Dave Dugdale via Flickr (CC) Image: adesigna via Flickr (CC)adesigna via Flickr (CC)

The Case of the Blue Key Used with permission from USA for UNHCR

Goal: 6,000 Keys by Dec. 31, 2012

Tracking links were key (no pun intended) Bloggers aka Blue Key Champions … as well as from Facebook, Twitter, newsletters, blog, etc… Used with permission from USA for UNHCR

June tweetathon: 258 people/1,524 tweets with #bluekey 169% increase in web traffic led to >50% of key purchases that week Used with permission from USA for UNHCR

Analytics Tell Stories… Overall TrafficCampaign Traffic Used with permission from USA for UNHCR

… and Measurement Shapes Strategy Used with permission from USA for UNHCR the more you tell people what you’re trying to do (and how you’re measuring)… the more they will try to help you get there! June tweetathon: 66 keys purchased Sept. tweetathon: 49 keys purchased Oct. tweetathon: 53 keys purchased Nov. tweetathon: 159 keys purchased!

The Case of the Unempowered Women Used with permission from Oxfam America

The Core of the Campaign Used with permission from Oxfam America

Multi-Pronged Outreach & Coverage

Results eAward downloaded approx. 1K times (March 7-10) >5K recipients got >2K eCards Oxfam America secured 752 new constituents via eCards (compared to 261 in 2011 for a similar initiative) Used with permission from Oxfam America

… and More Results (thank you, Bloggers!) 46.61% referral traffic, with 31.73% from external sites 38.35% traffic 14.86% search traffic 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. Used with permission from Oxfam America

Image: Samuel Maycock, Flickr (CC)Samuel Maycock, Flickr (CC)

Image: stacyjclinton via Flickr, CCstacyjclinton via Flickr Step 1: Begin at the End Where do you want people to go? A website? A landing page? And what needs to happen? Direct people from your social outposts to your hub

I mage: Wonderlane via Flickr, CCWonderlane

Step 3: TrackTrackTrack! Image: edenpictures via Flickr (CC)edenpictures via Flickr

Image: Collin Anderson via Flickr (CC)Collin Anderson via Flickr

Tie It Together

In a Nutshell What are the business goals? How does communication help reach these? Tactics with… Measurable objectives… Strategy For which you use the appropriate tools

Image: Remember…

Image: sun dazed, Flickr (CC)sun dazed, Flickr (CC)

Three Books You Must Read

Some More Resources iabc.com prsa.org instituteforpr.org kdpaine.blogs.com communicationammo.com metricsman.wordpress.com overtonecomm.blogspot.com emetrics.wordpress.com toprankblog.com traackr.com/blog Monthly #measurePR Twitter chat (1 st Tuesdays, pm ET) WaxingUnLyrical.com: measurement/measurePR categories twitter.com/shonali/measurement Image: FateDenied via Flickr (CC)FateDenied

Questions? Thank you! Image: Håkan Dahlström, Flickr (CC) Håkan slideshare.net/shonaliburke Grab the deck: