Evaluating PR Effectiveness21 July 2011, London

Web: www.charitycomms.org.ukTwitter: @CharityComms

I CAN

I CAN

The children’s communication charity

“The limits of my language

are the limits of my world.”

Wittgenstein

Social Media Evaluation

1. Introducing I CAN

2. Our aims and social media presence

3. Strategy and planning

4. What to measure

5. Social media objectives

6. Measuring reputation – Sonar & clout

7. Peer comparison - Sonar

8. Other useful tools for measurement

9. Evidence, impact

What we do

No child left out or left behind because of a difficulty

speaking or understanding

Children have the communication skills they need to be all

they can be/fulfil their potential

Experts in helping children with communication difficulties

Vision

Mission

We would like

to be seen as

The five pillars of I CAN

I CAN’s SchoolsI CAN HELP

Services

0-5

Programme

Primary

Programme

Secondary

Programme

SeseResource

Meath – primary

pupils, Surrey

Dawn House –

pupils 5-19, Notts

Extra Time

Holiday Project

Outreach Service

Enquiry Service –

call back from

speech, language

therapist

Assessment Service

Talking Point web

site

Early Talk Training –

nurseries, Sure

Start, LAs

Parent

Ambassadors

Chatterbox

Challenge

Early years

intervention

A Chance to Talk

- Catch up

programme for

primary schools

Primary Talk

Training

Communication

Triathlon

Secondary Talk

Advice, resources,

training on

communication

skills

Raising Your

Game –

Mencap/Nacro

Catch 22

partnership

Information Resources – parents, professionals all ages and stages

Our aims

1. Awareness raising –cause

2. Promoting I CAN’s brand

3. Thought leadership - children’s communication on agenda

4. Engagement with stakeholders –harnessing advocates

5. Reach more families, advocates, educators and donors

6. Income generation - individuals, corporate, events

7. Information dissemination – increase uptake of training,

programmes, resources

8. Raise profile in new areas -schools, secondary etc

9. Improve use of social media

10. Help where it’s needed most

I CAN’s social media presence

I CAN’s social media presence

In order to evaluate:

Set strategy and plan linked to business objectives/priorities

Strategy:objectives; audiences; content; presence; time; roles; policies

What we want to measure

Key areas

• Strategy delivery

• Reach

• Reputation (Authority)

• Engagement with stakeholders

• Response (website hits, calls)

• Brand profile in social media

• Donations

• Conversions

• Competition

• What content works

Social media objectives

Communications/FR

• 5 million opportunities to see, hear, read about I CAN

• Disseminate 100k information packs

• 10,000 registrations for world record attempt

• 10%+ parents sign up to newsletter

• 30 Secondary schools sign up to programme

• £1,000,000 from 5 appeals

Social media

• Increase SM reach to 10,000 by

end of year

• 50 clicks per month through from

twitter to order page

• Facebook likes for GWR = 100

• 50 mentions in parent forums &

web sites

• 10 blog entries on Secondary Talk

and issue

• Test 3 new social media

fundraising mechanisms

Measuring reputation

© echo

0

10

20

30

40

50

Jan-2010 Mar-2010 May-2010 Jul-2010 Sep-2010 Nov-2010 Jan-2011 Mar-2011

“Parents wrongly blamed for speech problems”BBC, 31/01/2011

“Children rhyme into record books”Lancaster Guardian, 28/02/2011

“Youngsters head for world record”Calne Gazette & Herald, 02/03/2011

“Fears over primary school pupils’

communication skills”

BBC, 05/02/2010

“Charity hits out at closure of I CAN centre in Ballynahinch”

Mourne Observer,

09/07/2010

Total volume : 115Up 242% in 2011

Echo Sonar Media Analysis 1st January 2010- 31st March 2011: Online news media (UK)

Monthly Trendby volume

© echo | Page 11

© echo

Social Media Platform Comparison

© echo

1,025 likes 1,247 followers

3,094 likes 635 followers

1,705 likes 375 followers

640 likes 921 followers

N/A 1,198 followers

248 friends 188 followers

Measuring reputation

Measuring response, reach, brand

& engagement

Reach:

• Facebook fans

• Twitter follows

• Google analytics

Engagement:

• Facebook insights

• Blog posts

• Forum comments

Brand penetration:

• Twilert

• Sonar

• Hootsuite

• Survey monkey

Hootsuite

Senior managers

• What is the issue? Time &/money?

• Who do you need to convince? But be realistic

• Play to their interests/ignorance - show how SM supports:

– Results – more interest and coverage

– Competition

– Branding and positioning

– Smart use of resources - integration

– Link to business objectives

– Plan and strategy

– Achieving the mission.

Don’t forget

• Regular meetings to check

measures

• Check against objectives

• Identify changes and plan

experiments

• Keep a log of changes

• Ditch what doesn’t work

• Seize opportunities - JFDI

• Be realistic but ambitious

Useful links

1. www.echosonar.co.uk

2. www.ican.org.uk

3. www.adoptaword.com

4. www.thesocialpenguinblog.com/2010/07/29/social-media-

analytics-our-guide-by-kelly-forbes/

5. www.clickz.asia/3800/social_analytics_what_s_the_standard

6. www.lakeshorebranding.com/company/blog/social-

analytics-tools-for-measuring-the-impact-of-your-social-

media-marketing-campaign/

7. www.twittorial.co.uk/2011/05/09/measuring-the-impact-of-

your-social-media/