Communication Overtones Comments
Hi, Kami. Great post, great resources, to which I would like to add the podcast interview I conducted with Katie about her Public Relations Value Ratio tool, which she introduced in 2006. The podcast blog entry is at http://lubetkinsotherblog.blogsp...podcast-
14.html, and the podcast can be downloaded at http://media.libsyn.com/media/lu...P14-
KDPaine.mp3
Thanks, and Happy New Year!
Kami, Thank you SO much for the love! This is a fabulous summary of what I've been saying for awhile. Don't ask me, ask your customers or your market research department. The problem is that there's a perception out there, probably due to the ever-growing number of research firms, that it's easier to hire a measurement company, than it is to ask your customers how they feel about you.
You know I love measurement posts! Great resource post to bookmark.
Measurement has been an ongoing battle, but the frustration quells when realistic measurable objectives are set. While teaching, I have found many people don't know how to write an objective. Expectations are set too high. Failure is inevitable.
Steve; Thanks for the resource, I use that tool all the time and am glad that you added it to the list.
Katie; We are usually on the same page, as always, I am a big fan of all that you do.
Lauren; How to set an objective is something for another post. Maybe another interview with Katie and others? We shall see.
Kami, I have some past PRSA teleconferences I've done on strategic planning, setting goals, objectives and so on, for the APR Prep course. Interested?
Kami,
While I'm a fan of Google's news alerts, you can search the country's or just a state's newspapers here:
http://tinyurl.com/2o5ru5
(It's the NewsLibrary.com site.)
Hope it helps.
-- Mike
Great post Kami. Nice start to a new year.
Website traffic is a great starting point for measurement that shows trends over time at *no incremental cost.* You are already capturing the data. All you need to do is analyze it.
Back in my corporate days, we tracked visitors to the web site and found significantly increased traffic the week following *every* significant PR campaign over a period of 4 years. After a week, traffic started to tail off and after two, was back to normal levels.
No other single marketing activity -- trade show, ad campaign, sales promos -- showed as significant or as consistent a pop.
This is just great information everyone. I am excited what this New Year will bring in the way of measurement and quantifying what we do.
Awesome! I'm working on a workshop for nonprofits, legal aid organizations about measuring ROI of tech in general .. this is really helpful.
Another way to measure ROI on your on-line advertising is to embed a survey in your on-line advertisements. You can get immediate feedback on the message and the response, and you can tie it into a sample and promotion offer.
We provide on-line surveys and lead acquisition solutions that allow surveys to be deployed in Flash that can be embedded in any advertisement in a Flash container.
Also look to get customer satisfaction via using surveys on mobile devices, the potential is significant.
Good stuff.
I gave a presentation to a group of small newspaper editors and they are struggling with knowing they need to migrate more info online, but fearing it will kill their revenue stream by offering free content. They wanted to know how to show value to those who hold their jobs in their hands. I told them I'd be on the lookout for resources that can help them get a handle on metrics. I just sent this link to the president of their association. Thank you for moking this info available.
Chris;
I am glad that you found it helpful. I think small newspapers have a great opportunity to become the first and best source of information about a particular area. Online has the potential to "put them on the map." They need to work out the financials, but I am thinking that some smart person will do that.
Kami
Commenting by HaloScan
