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Benchmarking and assessing your web strategy

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Benchmarking and assessing your web strategy Paul Redfern, Gettysburg College Andrew Careaga, Missouri University of Science and Technology CASE Conference on Communications, Marketing and Technology April 9-11, 2008 || San Diego, California
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Page 1: Benchmarking and assessing your web strategy

Benchmarking and assessing your web strategy

Paul Redfern, Gettysburg CollegeAndrew Careaga, Missouri Universityof Science and TechnologyCASE Conference on Communications, Marketing and TechnologyApril 9-11, 2008 || San Diego, California

Page 2: Benchmarking and assessing your web strategy

The research shows…

Image by Jessica Hagy, indexed.blogspot.com

Page 3: Benchmarking and assessing your web strategy

Q: Why measure?

Document success Improve future efforts Make a case for the strategic value of what you do Build credibility Promote the value of what you do

Page 4: Benchmarking and assessing your web strategy

Q: What to measure?

Anything the boss tells you to measure[j/k] :)ReputationRelationships

Page 5: Benchmarking and assessing your web strategy

Q: Why measure?

Document success Improve future efforts Make a case for the strategic value of what you do Build credibility Promote the value of what you do

Page 6: Benchmarking and assessing your web strategy

The 3 “outs” of measurement

Outputs — the stuff we create (easy to measure)Outtakes — how people think about us based on the outputs (harder)Outcomes — how people behave as a result of outputs (hardest)

Page 7: Benchmarking and assessing your web strategy

7 elements for anymeasurement program

Identify audiences Define objectives for each Define measurement criteria Define your benchmark Select a measurement tool Analyze data, draw actionable conclusions and make recommendations Make changes and measure again

Source: K.D. Paine, Measuring Public Relationships: The Data-Driven Communicator’s Guide to Success

Page 8: Benchmarking and assessing your web strategy

Communicating the data

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