One of the best parts of The Measurement Summit was learning how the big boys are measuring results. Of course most of the case studies were pretty useless to the average non-profit, but its nice to see what you can aspire to if you had all all the budget for measurement you wanted.
Mostly what we learned was that the really excellent companies are using a wide variety of measurement techniquest.
Bert Regeer, Head of Global Communications Planning and Operations with Shell International BV uses everything from traditional media analysis to detailed reputation mapping to assess his reputation. About the only thing they DON'T track (yet) is blogs, but they're working on it. Shell uses. They anlayze their reputation with a wide variety of stakeholders individually and map out communications plans accordingly.
Matt Gonring at Rockwell gave us an update on his use of Padilla Spear Beardley and GfK NOP to assess, change and improve Rockwell's repuation. They make extensive use of GfK's reputation measures to assess what is important to Rockwell's stakeholders. They then took that data and refocused the company's communications efforts around "shareholder intimacy" and away from the tradtional features and benefits communications that B to B has been boring customers with for years.