Measure What Matters Quiz

what's the difference between awareness and visibility

-Awareness: person's knowledge of brand or message -Visibility: volume of coverage or where the story appeared

elements that make research and evaluation unique in an academic environment

-everyone is an expert -they have masses of data at their fingertips -under every ivy leaf hides another audience -each institution has its own goals and objectives but certain KPIs cross all institutions -there is really only one goal (contribute to the education of the students) -no matter how successful the football team, you're still in a nonprofit environment

stages of decision making (survey styles)

-find -observe/lurk -participate -engagement -purchase/act/link/WOM

7 steps of measurement

1. define goal 2. determine your measurable criteria of success 3. define your benchmarks 4. select a measurement tool 5. define your specific metric 6. choose a metric tool 7. analyze results and make recommendations

7 myths of measurement

1. measurement = punishment 2. measurement will only create more work for me 3. measurement is expensive 4. you can't measure the ROI, so why bother 5. measurement is strictly quantitative 6. measurement is something you do when a program is over 7. "I know what's happening: I don't need research"

how much of the budget should be allocated to measurement

5-10% of overall budget

what percentage of organization's aren't measuring ROI

79%

HITS stands for...

How Idiots Track Success

when measuring influencers, understanding what they think about you is as important as what they....

WRONG ANSWERS -say -post -comprehend

an influencer is...

anyone that persuades anyone that knows something about your product

when starting a new measurement program the book says it's best to start with:

baby steps

when do you deal with a problem

before it goes viral

you would treat an industry analyst just like you would a __________

blogger

who's our main social influencer

bloggers

neighbors can be virtual or physical

both

most members in a nonprofit are the same of different?

different

in measurement do we compare events or the big picture?

events

volume

how much

reputation

how people view your brand

what are the characteristics for communication efforts intended for employees

knowledgeable, productive, efficient

is it better to be talked about negatively or not at all

negatively

Tone categories

positive, negative, neutral

benchmark study

preliminary research; do it to set goals and objectives

in event measuring, if your objective is exposure the best kind of data to get is:

qualitative

are the results of a crisis quantifiable of qualitative?

quantifiable

what is ROI

return on investment

employees

sentiment and morale are closely tied to sales and profit

most important question for measurement is:

what are you trying to measure

Google alert

what to set up if want to know what people are saying about us (with key words or name)

coverage

where and who