Upload
katie-paine
View
1.476
Download
0
Embed Size (px)
DESCRIPTION
Presentation at Ragan's Corp Comm Conference, Chicago, May 2009
Citation preview
People talk, We Listen
Yes We Can Measure Social Media
A presentation to Ragan Corporate Communicators ConferenceChicago, IL May 2009
Katie Delahaye PaineCEO
Member, IPR Measurement Commissionwww.instituteforpr.org
People talk, We Listen
Communications then and now
Traditional role of Marketing & Communications
21st Century Role of PR
People talk, We Listen
People talk, We Listen
Page 3
MSM
Online
Social
Media
Eyeball
counting
HITS
Engagement
A measurement timeline
People talk, We Listen
People talk, We Listen
Page 4
12 Signs that it’s the end of the world as we know it 1. The Dept of Defense considers Twittering and other
forms of social media critical to national security2. BMC Software measures communications
effectiveness based on contribution to EPS 3. BestBuy measures 85% lower turnover as a result of
its Blue Shirt community4. State Farm uses an internal blog to measurably
improve morale5. ASPCA correlates increases in on-line donations and
increased membership with its social media efforts6. HSUS generated $650,000 in new donations from an
on-line photo contest on Flickr7. NWF increased wildlife spotting as well as members
with its Twitter account 8. The Red Cross measures the effectiveness of Twitter
via lives saved and harm avoided9. ImmunizeBC measures success in terms of vaccines
given, awareness AND traffic 10. IBM receives more leads, sales and exposure from a
$500 podcast than it does from an ad11. 11 Mom’s turned around Walmart’s image and
delivered measureable increases in sales. 12. @comcastcares turned around Comcast’s customer
service reputation 13. A social media campaign for War Child delivered a
38% increase in donations and 300 new volunteers
People talk, We Listen
What we CAN’T measure any more
Ad Value Equivalency ImpressionsGRPs
(But then, why would we want to?)
Page 5
People talk, We Listen
The immutable laws of 21st Century measurement
1. There is no market for your message2. All the benchmarks have changed3. Size doesn’t matter so stop screaming,
start listening4. It’s not how many eyeballs, it’s the
right eyeballs5. HITS = How Idiots Track Success6. ROI doesn’t mean what you think it
does because you can’t divide by zero7. You become what you measure, so
match the measurement tool to your objective
People talk, We Listen
The measurement fork in the road
Marketing/leads/sales
Reputation/relationships
To fix this Or get to this
People talk, We Listen
Goals drive metrics, metrics drive results
8
Reputation/Relationships
Relationship scores
Recommend-ations
Positioning
Engagement
Goal
Metrics
People talk, We Listen
Changing reputation via metrics
2 4 4 4 2 26 5
2 4 2 2 22
8 85 9 9
9
24
16
27
10
20
15
4
2 13
2
4
30
5
2
12
16
17
0
10
20
30
40
50
60
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2007 2008
Positive
Neutral
Negative
Mentions
Tone of Conversation over time
People talk, We Listen
Negative coverage over time
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr2006 2007 2008
0
5
10
15
20
25
21
2
5
21 1
4 42
1 12 2 2
1
10
9
4
1418
21
12
10
15
14
7
26
2
10
4
12
2
3 1
1
1
4
2
2
1
2
5
3
2
2
2
Entr
ies
People talk, We Listen
People talk, We Listen
Page 11
Correlation exists between traffic to the ASPCA web site and the organization’s overall media
exposure
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Web
Sit
e Vi
sito
rs
Expo
sure
Overall Exposure
Web Traffic
People talk, We Listen
Tying activity to development/marketing goals
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Exposure
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Donations
Overall exposure
Online donations
12
People talk, We Listen
What do you need to measure?Outputs?
Did you get the coverage you wanted?
Did you produce the promised materials on time and on budget?
Outtakes?Did your target audience see the messages?
Did they believe the messages?
Outcomes?Did audience behavior change?
Did the right people show up?
Did your relationship change?
Did sales increase?
People talk, We Listen
Goals, Actions and Metrics Goal Action Output Metric Outtake
MetricOutcome Metric
Increase employment of wounded veterans
Start a Facebook page
Number of members
Percent understanding and believing messagesPercent of employers willing to consider hiring
% increase in donations % increase in employment of returning warriorsm
Improve Army Public Affairs
Start Facebook group
Number of friends/fans
Percent aware of Facebook group
Quality/quantity of advice shared
Increase recruitment
Start blogger outreach program
# of mentions in high authority blogs
% of moms supporting child’s decision to enlist
Lower cost per recruitment
People talk, We Listen
The 7 steps to Social Media
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 research7. Analyze results and glean insight,
take action, measure again
People talk, We Listen
People talk, We Listen
Page 16
Step 1: Define the “R”
What return is expected?
What were you hired to do?
If you are celebrating complete 100% success a year from now, what is different about the organization?
If your department was eliminated, what would be different?
16
People talk, We Listen
Step 2: Define the “I”
What is the investment? PersonnelAgency compensationSenior Staff time Opportunity cost
17
People talk, We Listen
People talk, We Listen
Page 18
Step 3: Define your audiences and how you impact them
You audience is never “anyone with a pulse” There are multiple constituencies List every stakeholder
Where do they go for information?What’s important to them?What is the benefit of having a good relationship with that stakeholder group?
Understand your role in getting the audience to do what you want it to do
Raise awarenessIncrease preferenceIncrease engagement18
People talk, We Listen
Step 4: Define your Key Performance Indicators (KPIs)
Cost savingsEfficiency
Cost per message communicatedCost per new lead/customer acquired
Productivity: Increase in employee engagement/moraleLower turnover/recruitment costs
Engagement: Ratio of posts to comments% of repeat visitors% of 5+min visitors% of registrations
Trust:Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)
Thought leadership: Share of quotesShare of opportunities
Message penetrationPositioning on key issuesImprovement in favorable/unfavorable ratioImprovement in Optimal Content Score (OCS)
19
People talk, We Listen
What makes a perfect communications KPI?
Gets you where you want to go (achieves corporate goals) Is actionable by individuals as well as departmentsContinuously improves your processes Is there when you need it
People talk, We Listen
Why an Optimal Content Score?
You decide what’s important:Benchmark against peers and/or competitorsTrack activities against OCS over time Positive:
Mentions of the brandKey messagesPositioningVisibility
Negative OmittedNegative toneNo key message
21
People talk, We Listen
How to calculate Optimal ContentQuality score +1 0 -1
Score Score ScoreTonality Positive 3 Neutral 0 Negative -3
Positioning Contains 2 Doesn't contain 0
Positions the competition favorably or positions Sargento negatively -2
Messaging Contains 3 partially contains 0
Does not contain or miscommunicates key message (neg mess) -1
Quotes Contains 1 Does not contain -1Competitive mention
Does not mention Competition 1
Competition mentioned prominently -3
Total Score 10 0 -10
Visibility Score+1 0 -1
Score Score Score
Brand Photo Contains 3 Doesn't contain 0Contains competitive photo -5
Dominance Focal point 3 Not a focal point -1Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2Target publication Top Tier 2 2nd tier 0 Not on target list -2
Total Score 10 0 -10
Optimal Content Score
People talk, We Listen
Emerging benchmarksEngaged = 3-13 comments per postHyper-engaged = 15-35 comments per postAfter 3 days most comments are done, 14 days maxSocial Bookmarking momentum = 1 submitted item every other dayMessage should be communicated in 2 out of 5 blogs
Past PerformanceThink 3
PeerUnderdog nipping at your heelsStretch goal
Whatever keeps the C-suite up at night
Step 5: Define your benchmarks
23
People talk, We Listen
Overview of Key Metrics
Bookmark.
Ext. Blogs
Inst. Blogs
YouTube
MSM
SOV 2% — 8% 9% 11% 7%
Popularity
230 bkmks
500/mo.
—20
links150k views
—
Engagement
59 cmts
1 day13
cmts2-12 cmts
2 cmts —
% Positive
20% 32% 54% 50% 15% 15%
% Negative
0% 0% 4% 0% 1% 2%
Strat. Mess.
40%† 18%† 42% 42%† 18% 38%
Peer 1 was the competitive leader in all but YouTube, where Peer 4 and Peer 3 led.Actions attributed to individuals were responsible for most content, except on YouTube.
† Small base size. Findings are directional only.
People talk, We Listen
Top 5 Subjects of discussion in each channel
Rank Order
Facebook YouTube Social Bookmarking
External Blogs
Institutional Blogs
1 Campus Life
Events Courses Faculty Campus Life
2 Sports Campus Life
Projects, Non-Research
Research, Physical Sciences
Events
3 Technology Faculty Research, Physical Sciences
Institution Overall
Institution Overall
4 Product Services
Courses Events Expert Commentary
Institution Sub-Groups
5 Events Institution Overall
Faculty Events Admissions
Few subjects appear across all forms of social media, so tailor outreach accordingly
People talk, We Listen
Where people get the content they share on FacebookSources of content
Genre of content
People talk, We Listen
Understanding brand ownership of online video content
N=2,555,691
Peer Organizations
4.33%
Your Organization0.18% Other
Organizations8.65%
Individual Users86.84%
Use ownership to signal brand participation
Provide alerts for possible brand management issues
People talk, We Listen
First: find out what already existsWeb analyticsCustomer Satisfaction dataCustomer loyalty data
Second: Decide what research is needed to give you the information you need:
Message content analysisEmployee surveys
Step 5: Conduct research (if necessary)
28
People talk, We Listen
Step5: Selecting a measurement tool based on your KPIs
Objective Metric Tool
Increase inquiries, web traffic, recruitment
% increase in traffic#s of clickthrus or downloads
Clicktrax, Web trends, WebSide Story
Increase awareness/preference
% of audience preferring your brand to the competition
Survey Monkey, Zoomerang,
Engage marketplace Conversation index greater than .8Rankings
Type pad, Technorati
Communicate messages % of articles containing key messagesTotal opportunities to see key messagesCost per opportunity to see key messages
Media content analysis –Dashboards
% aware of or believing in key message
Survey Monkey, Zoomerang,Vizu
29
People talk, We Listen
Your tool box needs:
1. A content source: Google News/Google BlogsTechnorati, Ice RocketRSS feedsTwazzup, Social Mention, iSPY Survey Monkey/ZoomerangCyberalert, CustomScoop, e-WatchRadian 6, Techrigy, DNA13, Umbria, Crimson Hexagon
30
People talk, We Listen
Your tool box also needs to include: 2. A way to analyze that content
Automated vs. Manual Census vs random sampleThe 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisionsDashboards aggregate data
Tools:• Woopra• Hubspot Grader
• Xinureturns• Twinfluence• SPSS• Excel• www.tealium.com
31
People talk, We Listen
Standard classifications of discussion
• Acknowledging receipt of information
• Advertising something• Answering a question• Asking a question• Augmenting a previous
post• Calling for action• Disclosing personal
information• Distributing media• Expressing agreement• Expressing criticism• Expressing support• Expressing surprise• Giving a heads up
• Responding to criticism• Giving a shout-out• Making a joke• Making a suggestion• Making an observation• Offering a greeting• Offering an opinion• Putting out a wanted ad• Rallying support• Recruiting people• Showing dismay• Soliciting comments• Soliciting help• Starting a poll• Validating a position
People talk, We Listen
Standard classifications of videos
AdvertisementAnimationDemonstrationEvent/PerformanceFictionFilmHome VideoInstructional VideoInterviewLecture
MontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log
People talk, We Listen
Your tool box also needs to include: 3. A way to measure
engagementThe conversation index=• Ratio of posts to
comments Relationship studiesThe engagement index
34
People talk, We Listen
Share of conversation vs share of engagement
Page 35
2
2
1
2
1
6
5
3
1
1
1
1
1
1
1
1
1
1
2
2
2
1
2
1
2
1
4
2
1
4
2
1
1
4
1
6
7
6
2
2
2
2
1
3
2
3
1
0 2 4 6 8 10 12 14 16 18 20
Faculty
Students
Research, Physical Sciences
Courses
Research, Earth Sciences
Projects, Non - Research
Financials
Alumni Topics
Research, Life Sciences
Staff
Admissions
Legal News
Other
Research, Agriculture
Policies
Institution, Overall
Campus Life
Research, Social Sciences
Share of Subject
Peer 1
Michigan State
Peer 2
Peer 3
Peer 4
15.3%
68.7%
100.0%
4.4%
33.3%
96.8%
28.6%
34.9%
12.5%
43.3%
28.6%
13.0%
38.3%
100.0%
23.6%
66.7%
6.3%
28.6%
20.8%
2.3%
95.6%
33.2%
5.8%
28.6%
100.0%
86.8%
13.0%
31.0%
22.1%
3.2%
71.4%
43.5%
18.8%
94.2%
56.7%
14.2%
13.2%
53.2%
28.4%
21.1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Admissions
Alumni Topics
Campus Life
Community Relations
Courses
Events
Faculty
Financials
Institution, Overall
Inventions
Legal News
Other
Partnerships
Policies
Projects, Non - Research
Research, Agriculture
Research, Earth Sciences
Research, Life Sciences
Research, Other
Research, Physical Sciences
Research, Social Sciences
Staff
Students
Share of Engagement by Subject - ,External Blogs
Peer 1
Michigan State
Peer 2
Peer 3
Peer 4
People talk, We Listen
The vast majority of discussion in external blogs is neutral.
Page 36
23
29
12
14
20
5
8
4
1
4
0
5
10
15
20
25
30
University of Michigan Purdue University Penn State Michigan State Arizona State
Share of Tone
Negative
Neutral
Positive
71%
3%
29%
94%
83%
42%
58%
6%
14%
58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Arizona State Michigan State Penn State Purdue University University of Michigan
Share of Engagement by Tone - External Blogs
Negative
Neutral
Positive
People talk, We Listen
For all institutions, most postings were simply making an observation or distributing media.
Page 37
3
6
1
1
7
36
1
29
5
15
14
2
16
1
2
12
7
2
6
2
24
787
3
2
203
12
12
46
11
1
3
2
1
4
1
4
3
6
2
1
13
2
2
1
13
2
6
18
4
1
1
5
35
3
17
2
8
9
1
1
1
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Acknowledging receipt of information
Advertising Something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Giving a shout-out
Making a suggestion
Making an observation
Offering an opinion
Playing a game
Rallying support
Recruiting people
Showing dismay
Share of Conversation Types
Arizona State
Michigan State
Penn State
Purdue University
University of Michigan
44.2%
6.5%
30.9%
49.5%
100.0%
100.0%
100.0%
1.6%
53.9%
100.0%
26.9%
23.1%
10.8%
38.7%
72.7%
10.9%
15.5%
46.1%
66.6%
27.3%
35.1%
39.7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Acknowledging receipt of information
Advertising Something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Giving a shout-out
Making a suggestion
Making an observation
Offering an opinion
Playing a game
Rallying support
Recruiting people
Showing dismay
Share of Engagement by Conversation Type - Institutional Blogs
Arizona State
Michigan State
Penn State
Purdue University
University of Michigan
cx
People talk, We Listen
People talk, We Listen
Page 38
Measuring engagement on your own property1. % increase or decrease in unique visits 2. How many sessions on our blog or web site
represent more than 5 page views 3. In the past month, what % of all sessions
represent more than 5 page views 4. % of sessions that are greater than 5 minutes
in duration 5. % of visitors that come back for more than 5
sessions 6. % 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
7. % of visitors that become a subscriber 8. % of visitors that download something from
the site 9. % of visitors that provide an email address* Courtesy of Eric Peterson38
People talk, We Listen
Measuring relationships
Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship
39
People talk, We Listen
Components of a Relationship IndexControl 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.
TrustThis organization can be relied on to keep its promises.This organization has the ability to accomplish what it says it will do.
SatisfactionGenerally speaking, I am pleased with the relationship this organization has established with people like me.Most people enjoy dealing with this organization.
CommitmentThere 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 relationshipEven 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 relationshipThis organization is very concerned about the welfare of people like me.I I think that this organization succeeds by stepping on other people. (Reversed)
40
People talk, We Listen
How to implement relationship metrics
Step 1: Conduct a benchmark relationship studyStep 2: Implement PR programStep 3: Conduct a follow up relationship studyStep 4: Look at what’s changed
People talk, We Listen
Your tool box needs to include:
4. A way to quantify it all
HITS= How Idiots Track SuccessEyeballs – CompeteGoogle AnalyticsPanelsSurveys
42
People talk, We Listen
Look for failures firstCheck to see what the competition is doing Then look for exceptional successCompare to last month, last quarter, 13-month averageFigure out what worked and what didn’t workMove resources from what isn’t working to what is
Step 7: Analysis - -Research without insight is just trivia
43
People talk, We Listen
Case Study: Engagement vs mentions
Users were positively engaged with advertisements
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Georgia-Pacific Kimberly-Clark Weyerhaeuser
Share of Engagement by Tone for March 2009
Negative Neutral Positive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Georgia-Pacific Kimberly-Clark Weyerhaeuser
March 2009 Share of Tone by Company
Negative Neutral Positive
Client Competitor 1 Competitor 2
Client Competitor 1 Competitor 2
People talk, We Listen
By percentage, individuals were more engaged with Client subjects than competitors
45
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2009 Share of Engagement by SubjectGeorgia-Pacific Kimberly-Clark Weyerhaeuser
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2009 Discussion by Subject
Georgia-Pacific Kimberly-Clark Weyerhaeuser
(Engagement is the average number of comments per post made to a blog)
Client Competitor 1 Competitor 2
Client Competitor 1 Competitor 2
People talk, We Listen
Discussion of virgin vs. recycled fiber in tissue
46
0
10
20
30
40
50
60
70
80
Blogs youtube Twitter
13
2 2
42
7 9
22
163
Me
nti
on
s
Company Mentions by SourceMarch 2009
Georgia-Pacific
Kimberly-Clark
Weyerhaeuser
Beyond the layoffs, blogs also discussed WY’s decision to close the popular bonsai tree display at its corporate HQ, formerly open to the public.
Client
Competitor 1
Competitor 2
People talk, We Listen
Household product discussion jumped from discussion of a Greenpeace report on toilet tissue
0
20
40
60
80
100
120
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2008 2009
4 272 8 4 5 7 6 7 4 53
33 4 3 1 3
65
10
11
22
9
2918
8 9
2524
40
57
45
11
12
8
5
115
56
8
4543
2524
64
37
2762
37
33
45 53
55
4
2
2
5
2
3
2
22
5
Me
nti
on
s
Discussion by Subject Over Time
Away from Home Products
Building Products
Company Activities
Environmental Issues/Sustainability/Global WarmingHousehold Products
Legal Issues
Management/Employees/Unions
Office Products
Packaging (Color Box)
People talk, We Listen
Union activity and environmental concerns drove negative discussion
Four mill closings and other layoffs drove WY’s negative discussion.
3 31
6 6
3
8 7 6 5
8
5
1
2 24
11 1115
12
8
2
19
8 13
6
4 3 2
7
4
6
7
5
6
3
2
3
0
5
10
15
20
25
30
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2008 2009
Me
nti
on
s
Share of Negative Discussion Over Time
Georgia-Pacific
Kimberly-Clark
Weyerhaeuser
Client
Competitor 1
Competitor 2
People talk, We Listen
Thank You!
For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.comFor a copy of this presentation go to: http://www.kdpaine.comOr call me at 1-603-868-1550Or email me at [email protected]
Where to find me:
Follow me on Twitter: @kdpaineFriend me on Facebook: Katie PaineSkype: KDPaineLinked In: Katie Delahaye PaineFlickr: kdpaineandpartnersYouTube: kdpaineandpartners
49