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Measuring Digital Media

Shabbir Imber Safdar, Founder

Virilion Inc.

ssafdar@virilion.com

@ShabbirSafdar (twitter)

www.virilion.com (day job)

www.truthypr.com (professional blog)

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What Is Broadcast?

“Talking without listening (or measuring)”

You are broadcasting when you:• Send out a TV signal

• Send e-mail to a list without lookin at the res onse oreffectiveness

• Talk on twitter without paying attention to the replies

• Publish blo osts on our website without measurin how effectivethey are at getting to a close

In short whenever ou communicate without a measurable ask you are broadcasting, no matter how new and hip the technologyyou’re using.

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Why Measure?

You compete for attention for your cause with people that sellshoes, jewelry, and many other luxury items.

You owe it to your cause to make your content as compelling aspossible.

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What Should You Measure?

Things that directly affect the outcome of your organization’sgoals.

Do not measure activity, measure outcome.

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What is measurable? (1996 to 2009)

Metric Description Category?

Hits The number of graphics, objects, Activity 

Pageviews The number of times a particulara e was served to a visitor

Activity

Visits The number of visitor “sessions” Activity

Number of friends or Number of people following you Activityfollowers on a social network

Email subscriber list total Number of people that aresubscribed to your e-mail list

Activity

Social mediainteractions (re-tweet, fb

comments, etc)

People interacting with you ontwitter, facebook

Activity

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What should be measured?

Metric Category?

Donations received Outcome for the website, but an

DVDs ordered Outcome for the website, but anactivit for the or anization

Visits with legislator scheduled Outcome for the website, but truly,an activity for the overall advocacy

campaign

Leads for new corporate donationpartners

Outcome for the website, but anactivity for the fundraising campaign

These need no explanation because they are obvious topeople not familiar with web technologies.

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What do advertisers want?

Advertisers, sponsors, and even you want “return oninvestment”, shorthand for “what is the most effective way of

getting people to do what I want?”

Metric Description Category?

Cost of ac uisition The number of Measurement of anadvertising dollars thathave to be spent to get

someone to

outcome

 

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What if I don’t align my goals?

When the goals of the website diverge from the goals of theorganization, you risk of losing your budget, your audience, and

u t mate y your o .

Which problem is harder to solve?

“I don’t understand why people don’t become involved in the causes

we promote. How can we get more of them involved?”

“I don’t understand why we don’t have more website traffic. How canwe get more people to the website?”

Anyone can drum up website traffic, but you can’t eat website traffic.

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How to get measurement religion

Start with one, prioritized, goal. Ask your management:

“If we could clear the website’s homepagefor one da to et eo le to do one thin

we asked, what would that one thing

be?”

Serve that goal, optimize for that goal, and you’ll never have to justify’ .

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For More About Measurement

http://www.truthypr.com/beyondbroadcast.html

A copy of these slides

Resources and articles about measurement

Links to free tools for measurin our website

Shabbir Imber Safdar, Founder.

ssafdar@virilion.com

www.virilion.com (day job)

www.truthypr.com (professional blog)

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Additional slides

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When was this statement made?

“But today, because ideas can be instantaneouslytransmitted to an distance and to an number of

people … persons having the same ideas andinterests may be associated for common action”.

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Fascinated with speed of communication

war ernays, t econtroversial father ofmodern ublic relations and

persuasion wrote that in“Propaganda” (1928)

Edward Bernays, undated photo

Herbert Kornfield, The OnionEditorial Columnist