Kami Huyse and Alice Brink recently gave a wonderful presentation about Social Media Measurement. Hosted by IABC Houston, Kami and Huyse demonstrated why they are leaders in the public relations industry.
Below you will find a copy of their presentation and my “notes” from the same (via Twitter).
Twitter Stream:
@alicepr says she still reads the Houston Chroncile in print and cuts things out #iabchou
reasons why ppl don’t measure: it’s too hard, too scary, too expensive #iabchou
@alicepr is giving us a cautionary story about not measuring: knows ppl who have had to defend their jobs bc they aren’t measuring #iabchou
@kamichat is giving us success story: online only campaign, tied to impressions and survey as measurement #iabchou
Evaluate what measurement can do #iabchou
diagnose, prioritize, evaluate #iabchou
Tool: Google Analytics URL Builder (Http://bit.ly/LinkBuilderGA) #iabchou
SMART objective: Specific, Measureable, Attainable, Results-Oriented, Time Bound #iabchou
SMART objectives (http://bit.ly/SMARTObjectives) #iabchou
@alicepr is walking us through calculating ROI (return on investment) #iabchou
Ask “why?” What is the root objective? #iabchou
Step 1: What to Measure. *) Attention *) Attitudes *) Actions #iabchou
Attention: what will they know? what will they understand? what will they be able to describe if asked? #iabchou
Attitudes: how will they feel? what will they believe? who will they trust? #iabchou
Actions: what will they do? what will they buy? what will they support? what will they stop or avoid doing? #iabchou
Step 2: HOw to measure. *) Decide what is important to measure (KPI – key performance indicators — cont. #iabchou
cont. *) use your SMART objectives as a guide; *) remember to segment measures in attention, attitudes, action cont. #iabchou
cont. *) pick appropriate tools *) set up your dashboard *) be consistent #iabchou
Tools to use for measurement: see http://bit.ly/KamichatFAV for list from presentation #iabchou
Measurement is a comparative tool. You can benchmark against: competitors, your own past performance, or external standards #iabchou
where NOT to skimp on surveys: baseline data, question design, pre-test, if statistical accuracy is critical #iabchou
Teasing out the causal relationship. first, set up a control case. #iabchou
Set up a control situation: *) audience segmentation *) timing segmentation *) message segmentation *) A/B testing #iabchou
isolating variables: *) market mix modeling *) pull out variables *) compare over time *) spreadsheet aerobics #iabchou
@kamichat suggests that we take an advanced excel course #iabchou
Step 3: what to do with the results. 1) diagnose — adjust communications, get better. cont. #iabchou
cont. *) prioritize — built into planning, make decisions. *) evaluate — demonstrate ROI, value #iabchou
@kamichat & @alicepr ROCK! preso was great. #iabchou
Just realized I should have been tagging today’s #iabchou presentation w @kamichat with the #measurePR tag too.
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