Internal Track: Evaluating Your Internal Communications
Practices
Monitoring Social Media, Boston October 5, 2010
Katie Delahaye
[email protected]:/kdpaine.blogs.comFounding
Fellow, Society for New Communications Research,
www.sncr.orgMember, IPR Measurement Commission,
www.instituteforpr.org
Are we engaged yet? How to develop your engagement metric1Why
Measure Engagement?The main reason to measure objectives is not so
much to reward or punishindividual communications manager for
success or failure as it is to learn from theresearch 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 cant 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
2 10 Signs that its the end of ROI as we know it AT&T
responds to angry posts, rationally and kindly. People don't really
expect a response when they do leave some obscene kind of comment
like that. But you want to see why that person really said what
they said. Dell has 1000 people trained to listen to customers on
line 1 person --Dave Carroll (United Breaks Guitars) cost United
$180Mthe cost of more than 51,000 replacement guitars. Goodwill can
tie donations to specific on-line promotional activitiesUSO saw
revenue skyrocket after they hired a community managerProcter &
Gamble is now paying for engagement, not eyeballs Sodexo cut $300K
out of its recruitment budget using TwitterHSUS generated $650,000
in new donations from an on-line photo contest on FlickrArmy video
game is measurable more successful in recruiting than adsSAP made
$1 million from its small business community
33Social Media Disrupts the Marketplace
CRMMKTGADV/DM/POSCustomer complaintsActivist boycottsCompetitors
agendaNegative experiences4Its not just about marketing anymore
ConversationsCustomer ServiceMarketing & SalesCompetitive
IntelligenceIRHR5
A measurement timeline
6The definition of timely has changedThe definition of reach has
changed -GRPs & Impressions are impossible to count (an
irrelevant) in social media Demographics will soon be irrelevantThe
definition of success has changed -- The answer isnt how many youve
reached, but how those youve reached have responded Page 7
Old School Communications21st Century RoleSocial Media renders
everything you know about measurement obsolete7Old School Metrics
AVEsEyeballsHITS (How Idiots Track Success)Couch Potatoes# of
Twitter Followers (unless youre a celebrity)# of Facebook
Friends/Fans (unless they donate money)
Page 8
8New School MetricsInfluence = The power or ability to affect
someones actions. Engagement= Some action beyond zeroAdvocacy =
engagement driven by an agendaSentiment = contextual expression of
opinion regardless of tone ROI: Return on Investment no more no
less. End of discussion9The New Engagement Decision Tree10The
Phases of Engagement 121.52.53.53454.5011Why you need a Kick-Butt
Index? Get clarity about what to measureYou decide whats
important:Benchmark against peers and/or competitorsTrack
activities against KBI over timeUnderstand the cost of perfection
vs. good enough12
12The 7 steps to your Kick Butt Engagement Index Define the your
KBI What are the expected results? So what if theyre engaged? What
does that mean to the organization?Define the I -- Whats the
investment?Understand your audiences and what motivates them
Determine what you are benchmarking againstDefine the metrics (what
you want to become) Pick a tool and undertake researchAnalyze
results and glean insight, take action, measure again13
KPIs lead to goals
GoalStartExposureFriendsFollowers
Engagement
$$$ raised
++Metrics14Engagement leads to one of three outcomes:
Marketing/leads/sales/Mission/safety/civic
engagementRelationship/reputation/positioning
To fix thisOr get to this
15Goals drive metrics, metrics drive results
16GoalMetrics16Defining your Key Performance Indicators (KPIs)17You
become what you measure, so pick your KPI carefullyThe Perfect
KPIGets you where you want to go (achieves corporate goals)Is
actionableContinuously improves your processesIs there when you
need itKPIs should be developed for: ProgramsOverall objectives
Different tactics
17Step 6: Pick a measurement tool Content analysis: Do they
sound engaged? Listening tools for places you cant control
Evaluation tools for places you can control.
Survey research: Are they aware? Do they feel engaged? Web
analytics: Do they act?
18Step 6: Selecting a measurement toolObjectiveKPITool More
efficient customer acquisition% decrease in cost per customer
acquisition% increase in leads vs. activityWeb Analytics +
CRMReduction in churn % renewal rate by activity % repeat traffic
Web Analytics + CRM Engage marketplaceConversation index greater
than .8Rankings % increase in engagementWeb analytics or Content
Analysis: TypePad, Technorati Omniture, Google AnalyticsCommunicate
messages% of articles containing key messagesTotal opportunities to
see key messagesCost per opportunity to see key messagesMedia
content analysis
1919Biggest trendsIntegrations of various streams of data
Traditional + Social + Demographics+Web Analytics+News+
Sentiment+Influence+ConversionsPriority shifts: Online over
traditionalListening vs. monitoring Correlations vs. counting
Beyond tone & sentiment analysis20 Ask for money Get Commitment
Manage Timing Influence decisions Get Outside help Just Say
NoAnalysis - -Research without insight is just trivia21
Image courtesy of www.powerpointninja.com Look for failures
firstCheck to see what the competition is doing Then look for
exceptional successCompare to last month, last quarter, 13-month
averageMove resources from what isnt working to what is 21Thank
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.comFollow me on Twitter: KDPaineFriend me on
Facebook: Katie Paine Or call me at 1-603-682-073522
