From “Check” to “Checkmate”

Smart Communication Strategy In The Digital AgeA webinar for Ragan Communications

Shonali Burke, ABCJune 24, 2010

13, 2010Im

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Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/

Fundamentals of Planning

Pledge To End Hunger

Source: www.pledgetoendhunger.com

Courtesy: Scott Henderson & MediaSauce

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

A Good Foundation Doesn’t Change

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

KPIs Business Objectives

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Web

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Overall exposure Web traffic

Courtesy: KD Paine & Partners

KPIs Business Objectives

0

50,000,000

100,000,000

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Don

atio

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Overall exposure

Online donations

Courtesy: KD Paine & Partners

Measuring Social Media

EngagementQuantity

Influence QualityPhoto: http://www.flickr.com/photos/base53/3665260292/ Photo: http://www.flickr.com/photos/goincase/3771760999/

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/

Measurement Smarts• Define and streamline your

“measurement 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 principle

Image: http://www.flickr.com/photos/sundazed/3770730054/

From Snapshot to Strategy

Questions?

Thank you!

Where you can find me:

E-mail: info@shonaliburke.comTwitter: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15

Photo: http://www.flickr.com/photos/27546063@N03/3717938304/