7 Steps to Social Media Measurement A presentation to

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7 Steps to Social Media Measurement A presentation to Powered By Docstoc
					7 Steps to Social Media Measurement
A presentation to the Inbound Marketing Summit
October 7 , 2009
Katie Delahaye Paine
CEO
kdpaine@kdpaine.com
www.kdpaine.com
http:/kdpaine.blogs.com
Member, IPR Measurement Commission
www.instituteforpr.org
Why Measure?
 “The main reason to measure objectives is not so much to reward or punish
 individual communications manager for success or failure as it is to learn from the
 research whether a program should be continued as is, revised, or dropped in favor of
     another approach ”
                                            James E. Grunig, Professor Emeritus, University of Maryland

  “If we can put a man in orbit, why can’t we determine the effectiveness of our
  communications? The reason is simple and perhaps, therefore, a little old-fashioned:
  people, human beings with a wide range of choice. Unpredictable, cantankerous,
  capricious, motivated by innumerable conflicting interests, and conflicting desires.”
                                            Ralph Delahaye Paine, Publisher, Fortune Magazine ,
  1960 speech to the Ad Club of St. Louis
Conquering your fears
 I’m afraid that metrics will reveal • If it’s not working, why keep doing it?
   that my program isn’t working


    I’m afraid of what I’ll hear
                                      • If you’re deaf to the conversation, only
                                        your enemies will hear it

   I’m afraid I won’t be able to      • It’s not about justifying, it’s about
  justify my program/existence          improving

   I’m afraid I’ll be fired for not   • You should be fired for not showing any
     showing the right numbers          numbers

  I’m afraid to admit that I don’t    • Learn the language of business first,
      know how to measure               measurement will follow
           A measurement timeline




MSM                Online           Social
                                    Media


 Eyeball            HITS        Engagement
counting
Measuring What Matters
  To P&G: Engagement
  To the Humane Society: Donations
  To RedCross: Lives/property saved
  To NWF: Increased membership & brand relevance
  To ComCast: Happier customers
  To Best Buy: Better informed employees, happier customers
  To WMUR: Faster, more complete, more relevant stories
  To Dell: Sales
  To Molson: Better messaging
  To Sodexo: Lower recruitment costs
Social Media renders everything you know about
measurement obsolete




Old School PR                                    21st Century Role of PR
   The definition of timely has changed
   The definition of reach has changed
      GRPs & Impressions are impossible to count (an irrevelvant) in social media
   The definition of success has changed
     The answer isn’t how many you’ve reached, but how those you’ve reached
     have responded

                                                                                    Page 6
  The measurement forks in the road

Marketing/leads/sales/       Reputation/relationships
mission




                                To fix this   Or get to this
Goals drive metrics, metrics drive results

 Goal



Metrics




                                             8
Change the conversation, improve your reputation

  Improve your
 reputation
     Listen first, then
    respond
     Stop doing stupid
    things
          Negative coverage over time
          25


                                               1

                                  3      1
          20                                                    2



                                                                           2
                                                           4
          15

                                                    1
Entries




                                  14
                                              21                15
                                        18
          10
                                                          10           14
                                                                                           5
                                                                                1
               10            2                      12                                                 10    2

                      9
           5
                                                                                                  3
                             4                                                        2                      4                 2
                                                                                7
                                                                                           6
                                  5                                                                                 1
                                                           4    4                     2           2                            2
               2             2           2                                 2                            2    2      2              2
                      1                        1    1                                 1           1                            1
           0
               Oct   Nov    Dec   Jan   Feb   Mar   Apr   May   Jun    Jul     Aug   Sep   Oct   Nov   Dec   Jan   Feb     Mar     Apr

                     2006                                           2007                                                2008
Correlation exists between traffic to the ASPCA web site and the
             organization’s overall media exposure
                 350,000,000                     700,000


                 300,000,000                     600,000


                 250,000,000                     500,000




                                                           Web Site Visitors
                 200,000,000                     400,000
      Exposure




                 150,000,000                     300,000                       Overall Exposure
                                                                               Web Traffic

                 100,000,000                     200,000


                 50,000,000                      100,000


                          0                      -
Tying activity to development/marketing goals

              350,000,000            $1,800,000

                                     $1,600,000
              300,000,000
                                     $1,400,000
              250,000,000
                                     $1,200,000




                                                  Donations
   Exposure




              200,000,000            $1,000,000
                                                              Overall exposure

                                     $800,000                 Online donations
              150,000,000

                                     $600,000
              100,000,000
                                     $400,000
               50,000,000
                                     $200,000

                       0             $0
                          em e r
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                                                                                 12
The 7 steps to Social Media ROI

  1.   Define the “R” – Define the expected results?
  2.   Define the “I” -- What’s the investment?
  3.   Understand your audiences and what motivates them
  4.   Define the metrics (what you want to become)
  5.   Determine what you are benchmarking against
  6.   Pick a tool and undertake research
  7.   Analyze results and glean insight, take action, measure
       again
Key Performance Indicators (KPIs) -- you become what you measure

  Cost savings                              Trust:
  Efficiency                                    Improvement in relationship /reputation
      Cost per message communicated             scores with customers and
      Cost per new lead/customer acquired         communities (Loyalty/Retention)
      Lower cost/hire                       Thought leadership:
  Productivity:                                 Share of quotes
      Increase revenue/employee                 Share of opportunities
      Lower turnover/recruitment costs      Message penetration
  Engagement:                                   Positioning on key issues
      Ratio of posts to comments                Improvement in favorable/unfavorable
      % of repeat visitors                      ratio
      % of 5+min visitors                       Improvement in Optimal Content Score
      % of registrations                        (OCS)
                                                                                          14
KPIs for External blogs and other Consumer Generated Media

      Share of positioning
      Share of rants vs. raves
      Share of positives/negatives
      Share of visibility
      Share of quotes
      Share of brand benefits mentioned
      Types of conversations
      Engagement – ratio of posts to comments
      Optimal content score
Why an Optimal Content Score?

    You decide what’s important:
    Benchmark against peers and/or competitors
    Track activities against OCS over time

    Positive:                      Negative
       Mentions of the brand          Omitted
       Key messages                   Negative tone
       Positioning                    No key message
       Visibility

                                                       16
How to calculate Optimal Content
                                      Optimal Content Score
Quality score      +1                                                0                                    -1

                                      Score                              Score                                 Score
Tonality           Positive                   3 Neutral                          0 Negative                       -3
                                                                                   Positions the
                                                                                   competition favorably or
                                                                                   positions Sargento
Positioning        Contains                   2 Doesn't contain                  0 negatively                     -2
                                                                                   Does not contain or
                                                                                   miscommunicates key
Messaging          Contains                   3 partially contains               0 message (neg mess)             -1
Quotes             Contains                   1                                    Does not contain               -1
Competitive        Does not mention                                                Competition mentioned
mention            Competition                1                                    prominently                    -3

Total Score                                   10                                 0                               -10

Visibility Score
                   +1                                                0                                    -1

                                      Score                              Score                                 Score
                                                                                   Contains competitive
Brand Photo        Contains                   3 Doesn't contain                  0 photo                          -5
Dominance          Focal point                3                                    Not a focal point              -1
Visibility         Headline mention           2 Top -20 % of story               0 Minor mention                  -2
Target
publication        Top Tier                   2 2nd tier                         0 Not on target list             -2

Total Score                                   10                                 0                               -10
Standard classifications of discussion
•   Acknowledging receipt of information   •   Responding to criticism
•   Advertising something                  •   Giving a shout-out
•   Answering a question                   •   Making a joke
•   Asking a question                      •   Making a suggestion
•   Augmenting a previous post             •   Making an observation
•   Calling for action                     •   Offering a greeting
•   Disclosing personal information        •   Offering an opinion
•   Distributing media                     •   Putting out a wanted ad
•   Expressing agreement                   •   Rallying support
•   Expressing criticism                   •   Recruiting people
•   Expressing support                     •   Showing dismay
•   Expressing surprise                    •   Soliciting comments
•   Giving a heads up                      •   Soliciting help
                                           •   Starting a poll
                                           •   Validating a position
Standard classifications of videos

  Advertisement                Montage
  Animation                    Music Video
  Demonstration                News Broadcast
  Event/Performance            Promotional Video
  Fiction                      Sightseeing/Tour
  Film                         Slideshow
  Home Video                   Speech
  Instructional Video          Television Show
  Interview                    Video Log
  Lecture
Engagement metrics
   % increase or decrease in unique visits
   In the past month, what % of all sessions represent more than 5
   page views
   % of sessions that are greater than 5 minutes in duration
   % of visitors that come back for more than 5 sessions
   % of sessions that arrive at your site from a Google search, or a
   direct link from your web site or other site that is related to your
   brand
   % of visitors that become a subscriber
   % of visitors that download something from the site
   % of visitors that provide an email address
   Ratio of posts to comments
   Courtesy of Eric Peterson
          The vast majority of discussion in external blogs is neutral.
                                                    Share of Tone                                                                       Share of Engagement by Tone - External Blogs
30                                                                                                               100%

              29
                                                                                                                                             94%
                                                                                                                 90%

25
                                                                                                                 80%                                          83%



                                                                                                                 70%    71%
20
                                                                          20
                                                                                                                 60%
                                                                                                                                                                                      58%            58%
                                                                                                      Negative                                                                                                       Negative
15                                                                                                               50%
                                                                                                      Neutral                                                                                                        Neutral
                                                        14
                                                                                                      Positive                                                                                                       Positive
                                                                                                                 40%                                                            42%                        42%
                                   12
10
                                                                                                                 30%
                                                                                                                              29%
                    8
                                                                                                                 20%
 5
                                                                                           5
                                          4                                      4                               10%                                                14%
                                                                                      3
                                                2                                                                                                  6%
                                                                 1                                                                                       3%
 0                                                                                                                0%
     University of Michigan Purdue University       Penn State       Michigan State   Arizona State                     Arizona State   Michigan State   Penn State       Purdue University University of Michigan




                                                                                                                                                                                                                      Page 21
  The competitive landscape
Technorati mentions with high authority


             US Cellular   Cingular
                1%           7%
                                Sprint
                                                Company "sucks" mentions in Technorati with high authority
                                 7%
                                      Verizon
                                       10%                                US Cellular
                                                                             2%       Cingular
                                                                                       16%



  T-Mobile
                                                         T-Mobile                          Sprint
    75%
                                                           51%                             12%




                                                                                     Verizon
                                                                                      19%
 Step 6: Selecting a measurement tool
Objective                          KPI                                Tool
Increase inquiries, web traffic,   % increase in traffic              Google Analytics, Omniture, Web
recruitment                        #s of clickthrus or downloads      trends
Increase awareness/preference      % of audience preferring your      SurveyMonkey, Zoomerang
                                   brand to the competition
Engage marketplace                 Conversation index greater than .8 TypePad, Technorati
                                   Rankings                           Omniture, Google Analytics
                                   % increase in engagement

Communicate messages               % of articles containing key       Media content analysis –
                                   messages                           Dashboards
                                   Total opportunities to see key
                                   messages
                                   Cost per opportunity to see key
                                   messages
                                   % aware of or believing in key     Survey
                                   message
                                                                                                        23
How to implement relationship metrics

     Step 1: Conduct a benchmark relationship study
     Step 2: Implement PR program
     Step 3: Conduct a follow up relationship study
     Step 4: Look at what’s changed
Components of a Relationship Index
   Control mutuality
          In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)
          This organization really listens to what people like me have to say.
   Trust
          This organization can be relied on to keep its promises.
          This organization has the ability to accomplish what it says it will do.
   Satisfaction
          Generally speaking, I am pleased with the relationship this organization has established with people like me.
          Most people enjoy dealing with this organization.
   Commitment
          There is a long-lasting bond between this organization and people like me.
          Compared to other organizations, I value my relationship with this organization more
   Exchange relationship
          Even though people like me have had a relationship with this organization for a long time; it still expects
          something in return whenever it offers us a favor.
          This organization will compromise with people like me when it knows that it will gain something.
          This organization takes care of people who are likely to reward the organization.
   Communal relationship
          This organization is very concerned about the welfare of people like me.
          I I think that this organization succeeds by stepping on other people. (Reversed)
Best Practices:

  Correlations to bottom-line impact                Benchmarking against your peers
      Donations                                         Looking at what the best do
      Memberships                                       Setting goals accordingly
      Sign-ups                                          Use data to persuade recalcitrant
      Leads                                             spokespeople
  Using SMM for planning                            Social Media in Crisis
      Define the time frame, market/topic you           Listen instantly to a wide range of
      want to study                                     influencers
      Use Google News, Technorati or Radian6 to         Identify weaknesses in communications,
      identify the conversations around the topic       customer service, or in the product
      Analyze the conversations for type, tone      Improve your reputation
      and positioning                                   Listen first, then respond
      Look at share of positioning, tone or             Stop doing stupid things
      conversation
Thank You!
     For more information on measurement, read my
   blog: http://kdpaine.blogs.com or subscribe to The
   Measurement Standard:
   www.themeasurementstandard.com
     For a copy of this presentation go to:
   http://www.kdpaine.com
     Follow me on Twitter: KDPaine
     Friend me on Facebook: Katie Paine
     Or call me at 1-603-868-1550