Emerging Trends for Measuring Social & Traditional MediaFPRA St. PetersburgAugust 5, 2013

Katie Delahaye PaineSenior ConsultantPaine Publishing

What you’ll learn The new landscape 6 Steps to a Perfect Measurement Program The new Standards for Social Media Measurement

What’s Different About The Social Era? It’s not about the media, it’s about the

business and the customer It’s not how loud you’re shouting it’s

about relationships. It’s not about Big Data, but about how

you use it There are no boundaries Standards are a reality not an excuse

to hide behind

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What’s Changed? Collapse of mass media Growth of media

everywhere Intolerance for messaging It’s not about the media,

it’s about your business and your customers

“Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study

Important Numbers to RememberThe average audience for a MyDrunkKitchen video(http://www.youtube.com/watch?v=uSXQNred3is) 1,000,000

Anderson Cooper’s average nightly audience179,000

The amount that Sodexo saved in recruitment using Twitter $300,000

The amount HSUS raised from its first Flickr photo contest $650,000

The number of times per hour Digital Natives switch media—every 2.2 minutes. 27

More Important Numbers to Remember

The percent of conversation that happens OFF LINE90 %

The amount of conversations generated by bots, spammers and pay35% - 40%

The percent of on-line conversations that are public 10%

The percent of Facebook & Twitter posts that are actually seen < 5%

The Percent of Twitter users that have fewer than 10 followers80%

The percent of emails send that never make it to an inbox25%

Big Numbers Don’t Mean Influence Influence ≠Reach, GRP, or any

other magic bullet There are influencers and

everyone else All influence is relative Measure what matters & a

computer cannot tell you who matters most

To be influential requires relevance, frequency & reach

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Like Are Not Engagement

AdvocacyCommitmentTrial/Consideration

FollowersLikesImpressions

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Metrics

AVEs Eyeballs HITS (How Idiots

Track Success) Couch Potatoes # of Twitter

Followers (unless you’re a celebrity)

Influence = The power or ability to affect someone’s actions

Engagement= Some action beyond zero

Advocacy = engagement driven by an agenda

Sentiment = contextual expression of opinion – regardless of tone

ROI: Return on Investment – no more no less. End of discussion

Old School New School

Good Relationships Are More Cost Effective Type I love Zappos into Google, and you

find 1.19 million references Type Citibank and you get 21,000

references. Citibank spends 100 times more a year on advertising than Zappos.

Cost per delegate acquired: Obama: 6,024 Clinton: $147,058 Romney: $2,389,464

The CEO of a hospital won a union battle via blogging

What’s Different About The Social Era? It’s not about the media, it’s about

the business and the customer It’s not how loud you’re shouting

it’s about relationships It’s not about Big Data, but about

how you use it There are no boundaries Standards are a reality not an

excuse to hide behind

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Braided Metrics in Real Time

What’s Different About The Social Era? It’s not about the media, it’s about

the business and the customer It’s not how loud you’re shouting

it’s about relationships It’s not about Big Data, but about

how you use it There are no boundaries Standards are a reality not an

excuse to hide behind

All Silos Are Permeable Traditional vs. Social External vs Internal Geographic If you make people

angry enough, you will be replaced

Most wounds are self inflicted

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The 6 steps of Measurement Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your benchmarks. Who or what are you going to compare your results to?Step 4: Define your metrics. What are the indicators to judge your progress?Step 5: Select your data collection tool(s). Step 6: Analyze your data. Turn it into action, measure again

Define the goal

Understand the Audience and Motivations

Define Benchmark

Define the Metrics

Pick a Tool

Insight and Action

Six Steps to Success

1

2

3

4

5

6

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Why Do We Communicate?

Outcomes (Target Audience Action)• Engagement• Advocacy• Revenue/Cost Savings

Outtakes(Intermediary Effects) • Awareness• Knowledge/Education• Understanding

Activities

Step 1: Define the goals: Why do Communications ? What return is expected? – Define in terms of the

mission. What problems is Communications supposed to solve? What were you hired to do? What difference are you expected to make? If you are celebrating complete 100% success

a year from now, what is different about the organization?

If the Communications department was eliminated, what would be different?

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Goals, Actions and Metrics

Goal

Move visitors along the path to purchase

Increase membership

Action

Create an ambassador

program

New website & newsletter

Outcome Metric

% increase in recommendations % increase in visits

% increase in membership

Activity Metric

% increase in brand ambassadors

Volume of activity

Increase in % of members reading/using

sites

Step 2: Understand the culture and your stakeholdersQuestions you need to know the answer to: What keeps them up at night? What are they currently seeing? Where do they go for

information? What influences their decisions? What’s important to them? What makes them act?

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People wanting to vacation in a safe, English speaking destination

Royalty Enthusiasts

Canoers

Step 2B: Get everyone on the same page Be inclusive – include anyone who will see your reports Be clear about definitions:

Engagement? Success? ROI?

Don’t reinvent the wheel. Understand what data already exists

Make it interactive Follow up

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Step 3: Establish benchmarks Past Performance Think 3

Peer Underdog nipping at your heels Stretch goal

Whatever keeps the C-suite up at night

Step 4: Why you need a Kick-Butt Index

The Perfect KPI Is actionable Is there when you need it Specific to your priority Continuously improves your

processes Gets you where you want to

go You become what you

measure, so pick your KPI carefully 22

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Step 4: Matching Goals to Metrics KPI

Increase on-message media presence

Increase in customer engagement

Increase awareness

Increase share of voice in market

Metric

% increase in KBI (via media analysis)

% increase in engagement index

% unaided recall of sponsorship% increase in brand preference

% share of desirable voice by geography

Criteria Result Score Result Score

Tonality Favorable +3 Unfavorable -3

Messaging Yes +3 No -1

Quotes Yes +1 No -2

Dominance Dominant +1

Not Dominant-or-

Unfavorable & Dominant -1

Visibility High Visibility +2

Low Visibility -or-

Unfavorable High Visibility -3

Final Score +10   -10

How to calculate your Kick Butt Index

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Step 6: Pick the right measurement tools If you want to measure messaging,

positioning, themes, sentiment: Content analysis

If you want to measure awareness, perception, relationships, preference: Survey research

If you want to measure engagement, action, purchase: Web analytics

If you want predictions and correlations you need two out of three

Step 6: Selecting a measurement tool

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Objective

Increase inquiries, web traffic, recruitment

Increase awareness/preference

Engage employees

Communicate messages

KPI

% increase in traffic#s of clickthrus or downloads

% of audience understanding your messages

% increase in engagement index

Total opportunities to see key messagesCost per opportunity to see key messages

Tool

Web Analytics: Google Analytics, Omniture, Web trends

Survey: Phone Calls, SurveyMonkey, or Mail

Web analytics or Content Analysis: Facebook Insights, Convio, Omniture, Google Analytics

Media content analysis, Survey Research

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Be Data Informed, Not Data Driven Ask “So What” at least three

times Rank order results from worst

to best Then look for exceptional

success Make sure you know what the

competition is doing Find your “Huck”

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“I like my work.” - Huck

SCANDAL

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Typical Dashboard Framework

Every dashboard tells a story

What’s Different About The Social Era? It’s not about the media, it’s about the

business and the customer It’s not how loud you’re shouting it’s

about relationships It’s not about Big Data, but about how

you use it There are no boundaries Standards are a reality not an excuse

to hide behind: www.smmstandards.org

Cross-Industry CollaborationAMECCouncil of PR FirmsInstitute for PRPRSAGlobal Alliance

IABCSNCRDAAWOMMAARFFIBEPCIPRPRCA

DellGeneral MotorsMcDonaldsFordProcter & GambleSASSouthwest AirlinesThomson Reuters#SMMStandards

www.smmstandards.org

“The Coalition”

“The Conclave” Clients

Top PrioritiesContent Sourcing & Methods1

Reach and impressions2

Engagement3

Influence & relevance4

Opinion & advocacy5

Impact & value6

#SMMStandards – Sources & Methods Transparency Table www.smmstandards.org

Timeframe AnalyzedResearch Lead(s)Channels AnalyzedData/Content SourcesAnalysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep. SampleSource LanguagesSearch LanguagesSentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________

☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level

Spam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releasesMetrics Calculation and Sources -- Reach -- Engagement -- Influence -- Opinion/AdvocacyProprietary MethodsSearch Parameters See full search string list on page ___ of this report

#2: Standards for Reach & Impressions All impression numbers are flawed for a variety of reasons Multipliers should never be used A divider is more appropriate because

it is less than 5% of what is posted is actually seen

OTS must be specific to a particular channel – i.e. For Twitter OTS is the number of first line followers

For Facebook it is the number of fans to a page

#3: Standards for Engagement Engagement = some action beyond exposure…in response to

content on an owned channel – i.e. when someone engages with you

Conversation = online or offline discussion by customers, citizens, stakeholders, influencers or other third parties about your organization

Any measure of Engagement and Conversation must be tied to the goals and objectives

Engagement and Conversation occurs offline and online --both must be considered

Engagement should be measured by the % of your audience that is engaged, and the % engagement for each item published

#4: Influence & Relevance Adhere to WOMMA Standards “Influence” is the ability to cause or contribute to a

change in opinion or behavior Influence cannot be expressed in a single score or

algorithm Should include some combination of the following

five elements: Reach Engagement around individual Relevance to topic Frequency of posts around the topic Audience impact as measured by the ability to get the

target audience to change behavior or opinion If an individual scores a 0 on one element, they aren’t influential

#5 Opinion & Advocacy Sentiment is the feelings the author is trying to convey, often measured

through context surrounding characterization of object Opinion is a view or judgment formed about something, not necessarily

based on fact or knowledge.. It is articulated and associated to the speaker

Advocacy (n) vs (v) is publicly stated support for or recommendation of a particular cause or policy Advocacy requires a level of expressed persuasion.

The key distinction between “advocacy” and “opinion,” is that advocacy must have a component of recommendation or a call to action embedded in it

#6: Impact & Value Impact: The effect of a social media campaign, program or effort

on the target audience Value: The impact expressed in either cost savings or revenue

incurred. Value can be short term or long term & may be expressed in many ways including cost savings, shortened sales cycle, increased customer retention etc

ROI: Return on Investment. A financial performance measure. To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio

Any measure of Impact & Value must be tied to the goals and objectives for your organization, brand or program

Assessing the value and impact of a campaign is a complex process. Variables need to be weighted appropriately and should be based on customer research data. It cannot be reduced to a simple formula that applies equally to consumer, B toB, and/or non-profit organizations

Remember These PointsIt’s not about the media, it’s about the business and the customer1

It’s not about Big Data, but about how you use it.2

You need to be data informed, not data-driven 3

It’s not how loud you’re shouting it’s about relationships.4

Standards are a reality not an excuse to hide behind5

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Thank You! For more information on measurement, read my blog:

http://kdpaine.blogs.com For a copy of this presentation give me your card or

email me at measurementqueen@gmail.com Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735