From "Check" to "Checkmate"
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This document summarizes a webinar on smart communication strategies in the digital age. It discusses fundamentals of planning, measuring social media engagement and influence through key performance indicators, and tools for low-cost measurement. Effective measurement involves defining goals, focusing on outcomes rather than just outputs, and using research to inform strategy rather than just collecting data. The webinar emphasizes using measurement to guide strategic communication rather than just tracking meaningless metrics.
From "Check" to "Checkmate"
- 1. From “Check” to “Checkmate”Image: Sourabh Massey, Creative CommonsSmart Communication Strategy In The Digital AgeA webinar for Ragan CommunicationsShonali Burke, ABCJune 24, 2010 13, 2010
- 2. Cartoon: http://www.flickr.com/photos/hubspot/4441164278/in/set-72157611294906046/
- 4. Pledge To End HungerSource: www.pledgetoendhunger.com
- 5. Courtesy: Scott Henderson & MediaSauce
- 6. Courtesy: Scott Henderson & Media Sauce
- 7. Results4,800 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 Cause560k servings of food to food banks in 4 citiesCourtesy: Scott Henderson & MediaSauce
- 8. A Good Foundation Doesn’t Change
- 9. 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
- 10. KPIs Business ObjectivesCourtesy: KD Paine & Partners
- 11. KPIs Business ObjectivesCourtesy: KD Paine & Partners
- 12. Measuring Social MediaPhoto: http://www.flickr.com/photos/base53/3665260292/Photo: http://www.flickr.com/photos/goincase/3771760999/InfluenceQualityQuantityEngagement
- 13. Key Performance IndicatorsTrack effectiveness of your program against business objectives, e.g.:SalesDonationsMembershipWeb trafficSubscribers
- 14. Measurement on a ShoestringResearch is criticalZoomerang, Survey MonkeyGoogle is your best friendRSS feedsNews/blog alertsGoogle AnalyticsPhoto: http://www.flickr.com/photos/psyberartist/3622995219/
- 15. Measurement SmartsDefine and streamline your “measurement universe”An ounce of research will spare you a pound of painImpressions mean nothing without engagementFocus on outtakes and outcomes, not just outputsUse the W4+H principleImage: http://www.flickr.com/photos/sundazed/3770730054/
- 16. From Snapshot to Strategy
- 17. Questions?Photo: http://www.flickr.com/photos/27546063@N03/3717938304/Where you can find me:E-mail: info@shonaliburke.comTwitter: http://www.twitter.com/shonaliBlog: www.WaxingUnLyrical.comWeb: www.shonaliburke.comSkype: sburke15Thank you!
Editor's Notes
- #13: Influence & Engagement.