Social Media Measurement Master Class


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  • GP’s company activity discussion was entirely positive or neutral, with favorable responses to YouTube ads and neutral mentions of GP as having been purchased by Koch. Company activities (47%) and household products (34%) dominated discussions; all other subjects saw single-digit percentages. The rise in household product discussion to a record high was due to a Greenpeace report critical of manufacturers that use virgin fiber in toilet tissue and recommending consumers switch to brands like “Green Forest.” March was a rare instance of KC receiving more household product discussion than GP, which has traditionally led – but the increase was negative, as the Greenpeace report focused its critique on KC as a primary user of virgin fiber.
  • discussion of the Greenpeace report, with consumer and environmental blogs criticizing the extra-soft and multi-ply tissue as particularly damaging. An EPA report discovering formaldehyde in KC’s children’s bath products also drove negative mentions. Georgia-Pacific’s negative discussion was scattered among various subjects. ran a feature highlighting dangers to the St. John river, mentioning that GP “wants to start dumping” dioxin effluent into it, and the Indiana AFL-CIO blog posted pictures of a rally outside GP in support of the Employee Free Choice Act. Sustainablog summarized Greenpeace’s latest recycled tissue and toilet paper guide with the phrase “trees or soft toilet paper – what do you choose?” Kimberly-Clark was particularly singled out for blame in its use of virgin fiber, but Quilted Northern was also listed as a “product to avoid.”
  • Social Media Measurement Master Class

    1. 1. Social Media Marketing & Measurement Master Class
    2. 2. Why Measure? <ul><li>“ 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 ” </li></ul><ul><li>James E. Grunig, Professor Emeritus, University of Maryland </li></ul>“ 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
    3. 3. Conquering your fears
    4. 4. Communications then and now Traditional role of Marketing & Communications 21 st Century Role of PR
    5. 5. The new metrics <ul><li>The Red Cross reduces costs and improves effectiveness with Twitter </li></ul><ul><li>ImmunizeBC measures success in terms of vaccines given, awareness AND traffic </li></ul><ul><li>The Dept of Defense considers Twittering and other forms of social media critical to national security </li></ul><ul><li>BestBuy measures 85% lower turnover as a result of its Blue Shirt community </li></ul><ul><li>State Farm uses an internal blog to measurably improve morale </li></ul><ul><li>ASPCA and MADD correlates increases in exposure to on-line traffic, donations and increased membership with its social media efforts. </li></ul><ul><li>By crowdsourcing improvements to its Intranet, a Texas hospital doubled employee satisfaction </li></ul><ul><li>On Twitter, for free, a start up company got 100 great marketing ideas, women raised over $6000 in a day and a wooden toy maker in NH got a nationwide contract </li></ul><ul><li>IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad </li></ul><ul><li>HSUS generated $650,000 in new donations from an on-line photo contest on Flickr </li></ul><ul><li>NWF increased wildlife spotting as well as members with its Twitter account </li></ul><ul><li>A worldwide Twestival generated hundreds of thousands of dollars for Clean Water </li></ul>Page
    6. 6. A measurement timeline
    7. 7. The changing “Holy Grail” of measurement Engagement On your property? With your brand? Relationships With what audience? Must be competitive? ROI AVE does not equal ROI ROI =Desired Return minus Investment
    8. 8. Scariest data yet! <ul><li>22% of Enterprises surveyed by Forester don’t measure social media </li></ul><ul><li>But 6% have spent over $1 million on it </li></ul><ul><li>Of the networks created, 35% have fewer than 100 members </li></ul><ul><li>Less than 1 in 4 break the 1000 mark </li></ul>
    9. 9. The measurement fork in the road Marketing/leads/sales Reputation/relationships To fix this Or get to this
    10. 10. Goals drive metrics, metrics drive results Goal Metrics
    11. 11. Changing reputation via metrics 2 4 4 4 2 2 6 5 2 4 2 2 2 2 8 8 5 9 9 9 24 16 27 10 20 15 4 2 1 3 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
    12. 12. Negative coverage over time
    13. 13. Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure
    14. 14. Tying activity to development/marketing goals
    15. 15. What do you need to measure? <ul><li>Outputs? </li></ul><ul><ul><li>Did you get the coverage you wanted? </li></ul></ul><ul><ul><li>Did you produce the promised materials on time and on budget? </li></ul></ul><ul><li>Outtakes? </li></ul><ul><ul><li>Did your target audience see the messages? </li></ul></ul><ul><ul><li>Did they believe the messages? </li></ul></ul><ul><li>Outcomes? </li></ul><ul><ul><li>Did audience behavior change? </li></ul></ul><ul><ul><li>Did the right people show up? </li></ul></ul><ul><ul><li>Did your relationship change? </li></ul></ul><ul><ul><li>Did sales increase? </li></ul></ul>
    16. 16. Goals, Actions and Metrics Goal Action Output Metric Outtake Metric Outcome Metric Increased on-line reservations Revamp website Amount of content on web site % perceiving state as a destination % increase in web traffic and reservations #1site for visitors to NH Increase staffing and resources for communications Increased exposure of “visit NH” message Increased perception of NH as an an extreme destination % increase in agreement with the statement Website is preferred site for information Add content, features to web site, keep up to date % increase in traffic % agreeing with the statement # 1 rankings, and time spent on site
    17. 17. The 7 steps to Social Media <ul><li>Define the “R” – Define the expected results? </li></ul><ul><li>Define the “I” -- What’s the investment? </li></ul><ul><li>Understand your audiences and what motivates them </li></ul><ul><li>Define the metrics (what you want to become) </li></ul><ul><li>Determine what you are benchmarking against </li></ul><ul><li>Pick a tool and undertake research </li></ul><ul><li>Analyze results and glean insight, take action, measure again </li></ul>
    18. 18. Step 1: Define the “R” <ul><li>What return is expected? </li></ul><ul><li>What were you hired to do? </li></ul><ul><li>If you are celebrating complete 100% success a year from now, what is different about the organization? </li></ul><ul><li>If your department was eliminated, what would be different? </li></ul>
    19. 19. Step 2: Define the “I” <ul><li>What is the investment? </li></ul><ul><ul><li>Personnel </li></ul></ul><ul><ul><li>Agency compensation </li></ul></ul><ul><ul><li>Senior Staff time </li></ul></ul><ul><ul><li>Opportunity cost </li></ul></ul>
    20. 20. Step 3: Define your audiences and how you impact them <ul><li>You audience is never “anyone with a pulse” </li></ul><ul><li>Compare results between constituencies </li></ul><ul><li>List every stakeholder </li></ul><ul><ul><li>Where do they go for information? </li></ul></ul><ul><ul><li>What’s important to them? </li></ul></ul><ul><ul><li>What is the benefit of having a good relationship with that stakeholder group? </li></ul></ul><ul><li>Understand your role in getting the audience to do what you want it to do </li></ul><ul><ul><li>Raise awareness </li></ul></ul><ul><ul><li>Increase preference </li></ul></ul><ul><ul><li>Increase engagement </li></ul></ul>
    21. 21. Step 4: Define your Key Performance Indicators (KPIs) carefully because you become what you measure <ul><li>Cost savings </li></ul><ul><li>Efficiency </li></ul><ul><ul><li>Cost per message communicated </li></ul></ul><ul><ul><li>Cost per new lead/customer acquired </li></ul></ul><ul><li>Productivity: </li></ul><ul><ul><li>Increase in employee engagement/morale </li></ul></ul><ul><ul><li>Lower turnover/recruitment costs </li></ul></ul><ul><li>Engagement: </li></ul><ul><ul><li>Ratio of posts to comments </li></ul></ul><ul><ul><li>% of repeat visitors </li></ul></ul><ul><ul><li>% of 5+min visitors </li></ul></ul><ul><ul><li>% of registrations </li></ul></ul><ul><li>Trust: </li></ul><ul><ul><li>Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention) </li></ul></ul><ul><li>Thought leadership: </li></ul><ul><ul><li>Share of quotes </li></ul></ul><ul><ul><li>Share of opportunities </li></ul></ul><ul><li>Message penetration </li></ul><ul><ul><li>Positioning on key issues </li></ul></ul><ul><ul><li>Improvement in favorable/unfavorable ratio </li></ul></ul><ul><ul><li>Improvement in Optimal Content Score (OCS) </li></ul></ul>
    22. 22. What makes a perfect communications KPI? <ul><li>Gets you where you want to go (achieves corporate goals) </li></ul><ul><li>Is actionable by individuals as well as departments </li></ul><ul><li>Continuously improves your processes </li></ul><ul><li>Is there when you need it </li></ul>
    23. 23. Why an Optimal Content Score? <ul><li>You decide what’s important: </li></ul><ul><li>Benchmark against peers and/or competitors </li></ul><ul><li>Track activities against OCS over time </li></ul><ul><li>Positive: </li></ul><ul><ul><li>Mentions of the brand </li></ul></ul><ul><ul><li>Key messages </li></ul></ul><ul><ul><li>Positioning </li></ul></ul><ul><ul><li>Visibility </li></ul></ul><ul><li>Negative </li></ul><ul><ul><li>Omitted </li></ul></ul><ul><ul><li>Negative tone </li></ul></ul><ul><ul><li>No key message </li></ul></ul>
    24. 24. How to calculate Optimal Content
    25. 25. <ul><li>Emerging benchmarks </li></ul><ul><ul><li>Engaged = 3-13 comments per post </li></ul></ul><ul><ul><li>Hyper-engaged = 15-35 comments per post </li></ul></ul><ul><ul><li>After 3 days most comments are done, 14 days max </li></ul></ul><ul><ul><li>Social Bookmarking momentum = 1 submitted item every other day </li></ul></ul><ul><ul><li>Message should be communicated in 2 out of 5 blogs </li></ul></ul><ul><li>Past Performance </li></ul><ul><li>Think 3 </li></ul><ul><ul><li>Peer </li></ul></ul><ul><ul><li>Underdog nipping at your heels </li></ul></ul><ul><ul><li>Stretch goal </li></ul></ul><ul><li>Whatever keeps the Board or C-suite up at night </li></ul>Step 5: Define your benchmarks
    26. 26. Overview of Key Metrics 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. Bookmark. Facebook Ext. Blogs Inst. Blogs YouTube MSM SOV 2% — 8% 9% 11% 7% Popularity 230 bkmks 500/mo. — 20 links 150k views — Engagement 59 cmts 1 day 13 cmts 2-12 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%
    27. 27. Top 5 Subjects of discussion in each channel Few subjects appear across all forms of social media, so tailor outreach accordingly 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
    28. 28. <ul><li>First: find out what already exists </li></ul><ul><ul><li>Web analytics </li></ul></ul><ul><ul><li>Customer Satisfaction data </li></ul></ul><ul><ul><li>Customer loyalty data </li></ul></ul><ul><li>Second: Decide what research is needed to give you the information you need: </li></ul><ul><ul><li>Message content analysis </li></ul></ul><ul><ul><li>Employee surveys </li></ul></ul>Step 5: Conduct research (if necessary)
    29. 29. 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 .8 Rankings Type pad, Technorati Communicate messages % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Media content analysis – Dashboards % aware of or believing in key message Survey Monkey, Zoomerang,Vizu
    30. 30. Your tool box needs: <ul><li>A content source: </li></ul><ul><ul><li>Google News/Google Blogs </li></ul></ul><ul><ul><li>Technorati, Ice Rocket, Sphere </li></ul></ul><ul><ul><li>Cyberalert, CustomScoop, e-Watch </li></ul></ul><ul><ul><li>Radian 6, Techrigy, Visible Technologies </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>eNR, Meltwater </li></ul></ul><ul><ul><li>Survey Monkey/Zoomerang </li></ul></ul>
    31. 31. Your tool box also needs to include: <ul><li>2. A way to analyze that content </li></ul><ul><ul><li>Automated vs. Manual </li></ul></ul><ul><ul><li>Census vs random sample </li></ul></ul><ul><ul><li>The 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisions </li></ul></ul><ul><ul><li>Dashboards aggregate data </li></ul></ul><ul><li>Tools: </li></ul><ul><ul><li>Net promoter score </li></ul></ul><ul><ul><li>Hubspot Grader </li></ul></ul><ul><ul><li>Xinureturns </li></ul></ul><ul><ul><li>Twinfluence </li></ul></ul><ul><ul><li>SPSS </li></ul></ul><ul><ul><li>Excel </li></ul></ul><ul><ul><li>Crimson Hexagon </li></ul></ul><ul><ul><li> </li></ul></ul>
    32. 32. Standard classifications of discussion <ul><li>Acknowledging receipt of information </li></ul><ul><li>Advertising something </li></ul><ul><li>Answering a question </li></ul><ul><li>Asking a question </li></ul><ul><li>Augmenting a previous post </li></ul><ul><li>Calling for action </li></ul><ul><li>Disclosing personal information </li></ul><ul><li>Distributing media </li></ul><ul><li>Expressing agreement </li></ul><ul><li>Expressing criticism </li></ul><ul><li>Expressing support </li></ul><ul><li>Expressing surprise </li></ul><ul><li>Giving a heads up </li></ul><ul><li>Responding to criticism </li></ul><ul><li>Giving a shout-out </li></ul><ul><li>Making a joke </li></ul><ul><li>Making a suggestion </li></ul><ul><li>Making an observation </li></ul><ul><li>Offering a greeting </li></ul><ul><li>Offering an opinion </li></ul><ul><li>Putting out a wanted ad </li></ul><ul><li>Rallying support </li></ul><ul><li>Recruiting people </li></ul><ul><li>Showing dismay </li></ul><ul><li>Soliciting comments </li></ul><ul><li>Soliciting help </li></ul><ul><li>Starting a poll </li></ul><ul><li>Validating a position </li></ul>
    33. 33. For all institutions, most postings were simply making an observation or distributing media. Page cx
    34. 34. Standard classifications of videos <ul><li>Advertisement </li></ul><ul><li>Animation </li></ul><ul><li>Demonstration </li></ul><ul><li>Event/Performance </li></ul><ul><li>Fiction </li></ul><ul><li>Film </li></ul><ul><li>Home Video </li></ul><ul><li>Instructional Video </li></ul><ul><li>Interview </li></ul><ul><li>Lecture </li></ul><ul><li>Montage </li></ul><ul><li>Music Video </li></ul><ul><li>News Broadcast </li></ul><ul><li>Promotional Video </li></ul><ul><li>Sightseeing/Tour </li></ul><ul><li>Slideshow </li></ul><ul><li>Speech </li></ul><ul><li>Television Show </li></ul><ul><li>Video Log </li></ul>
    35. 35. Your tool box also needs to include: <ul><ul><li>3. A way to measure engagement </li></ul></ul><ul><ul><li>The conversation index= </li></ul></ul><ul><ul><ul><li>Ratio of posts to comments </li></ul></ul></ul><ul><ul><li>Relationship studies </li></ul></ul><ul><ul><li>The engagement index </li></ul></ul>
    36. 36. Share of conversation vs share of engagement Page 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
    37. 37. The vast majority of discussion in external blogs is neutral. Page
    38. 38. A Proposed Engagement Index Clickthru Donations/orders Signups Time on site Repeat visits Forwards/links /comments Relationships Tone/content of conversation Membership An engagement index? + + Output Outtake Outcome
    39. 39. 10 numbers your web analytics guru should give you every month* <ul><li>% increase or decrease in unique visits </li></ul><ul><li>Change in page rank - i.e. a list of the top ten most popular areas and how it has changed in the last week </li></ul><ul><li>How many sessions on our blog or web site  represent more than 5 page views </li></ul><ul><li>In the past  month,  what % of all sessions represent more than 5 page views </li></ul><ul><li>% of sessions that are greater than 5 minutes in duration </li></ul><ul><li>% of visitors that come back for more than 5 sessions </li></ul><ul><li>% 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 </li></ul><ul><li>% of visitors that become a subscriber </li></ul><ul><li>% of visitors that download something from the site </li></ul><ul><li>% of visitors that provide an email address </li></ul>* Courtesy of Eric Peterson
    40. 40. Aspects of relationships <ul><li>Control mutuality </li></ul><ul><li>Trust </li></ul><ul><li>Satisfaction </li></ul><ul><li>Commitment </li></ul><ul><li>Exchange relationship </li></ul><ul><li>Communal relationship </li></ul>
    41. 41. Components of a Relationship Index <ul><li>Control mutuality </li></ul><ul><ul><li>In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed) </li></ul></ul><ul><ul><li>This organization really listens to what people like me have to say. </li></ul></ul><ul><li>Trust </li></ul><ul><ul><li>This organization can be relied on to keep its promises. </li></ul></ul><ul><ul><li>This organization has the ability to accomplish what it says it will do. </li></ul></ul><ul><li>Satisfaction </li></ul><ul><ul><li>Generally speaking, I am pleased with the relationship this organization has established with people like me. </li></ul></ul><ul><ul><li>Most people enjoy dealing with this organization. </li></ul></ul><ul><li>Commitment </li></ul><ul><ul><li>There is a long-lasting bond between this organization and people like me. </li></ul></ul><ul><ul><li>Compared to other organizations, I value my relationship with this organization more </li></ul></ul><ul><li>Exchange relationship </li></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>This organization will compromise with people like me when it knows that it will gain something. </li></ul></ul><ul><ul><li>This organization takes care of people who are likely to reward the organization. </li></ul></ul><ul><li>Communal relationship </li></ul><ul><ul><li>This organization is very concerned about the welfare of people like me. </li></ul></ul><ul><ul><li>I I think that this organization succeeds by stepping on other people. (Reversed) </li></ul></ul>
    42. 42. How to implement relationship metrics <ul><li>Step 1: Conduct a benchmark relationship study </li></ul><ul><li>Step 2: Implement PR program </li></ul><ul><li>Step 3: Conduct a follow up relationship study </li></ul><ul><li>Step 4: Look at what’s changed </li></ul>
    43. 43. <ul><li>Research without insight is just trivia </li></ul><ul><li>Look for failures first </li></ul><ul><li>Check to see what the competition is doing </li></ul><ul><li>Then look for exceptional success </li></ul><ul><li>Compare to last month, last quarter, last year </li></ul><ul><li>Figure out what worked and what didn’t work </li></ul>Step 7: Analysis
    44. 44. Best Practices: <ul><li>C orrelations to bottom-line impact </li></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Memberships </li></ul></ul><ul><ul><li>Sign-ups </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><li>Using SMM for planning </li></ul><ul><ul><li>Define the time frame, market/topic you want to study </li></ul></ul><ul><ul><li>Use Google News, Technorati or Radian6 to identify the conversations around the topic </li></ul></ul><ul><ul><li>Analyze the conversations for type, tone and positioning </li></ul></ul><ul><ul><li>Look at share of positioning, tone or conversation </li></ul></ul><ul><li>Benchmarking against your peers </li></ul><ul><ul><li>Looking at what the best do </li></ul></ul><ul><ul><li>Setting goals accordingly </li></ul></ul><ul><ul><li>Use data to persuade recalcitrant spokespeople </li></ul></ul><ul><li>Social Media in Crisis </li></ul><ul><ul><li>Listen instantly to a wide range of influencers </li></ul></ul><ul><ul><li>Identify weaknesses in communications, customer service, or in the product </li></ul></ul><ul><li>Improve your reputation </li></ul><ul><ul><li>Listen first, then respond </li></ul></ul><ul><ul><li>Stop doing stupid things </li></ul></ul>
    45. 45. Case Study: Consumer Package Goods Page
    46. 46. Case Study: Engagement vs mentions <ul><li>Users were positively engaged with advertisements </li></ul>Competitor 1- Client Competitor 2 Competitor 1 Client Competitor 2
    47. 47. By percentage, individuals were more engaged with Client subjects than competitors (Engagement is the average number of comments per post made to a blog) Client Competitor 1 Competitor 2 Client Competitor 1 Competitor 2
    48. 48. Household product discussion jumped from discussion of a Greenpeace report on toilet tissue
    49. 49. Discussion of virgin vs. recycled fiber in tissue 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
    50. 50. Union activity and environmental concerns drove negative discussion Four mill closings and other layoffs drove WY’s negative discussion. Client Competitor 1 Competitor 2
    51. 51. Case Study: Establishing benchmarks at Georgia Tech
    52. 52. <ul><li>Quantity and quality of discussion of Georgia Tech and four peer institutions across relevant user-generated media (UGM) channels in order to: </li></ul><ul><ul><li>Establish performance benchmarks </li></ul></ul><ul><ul><li>Observe user habits to inform UGM strategies </li></ul></ul><ul><ul><li>Understand the influence of traditional media on UGM channels </li></ul></ul><ul><ul><li>Provide support for funding of UGM programs </li></ul></ul>Case Study: Georgia Tech
    53. 53. Influence of traditional media On average, bloggers included as many as six links to external content in a post, the number three source being traditional news media sites. Links to its newsroom accounted for 26% of links to on blogs. On Facebook, traditional news media sites were the source of 25% of popular items posted to profiles. One third of content on social news sites was from traditional media sources. Twice as many hard news stories were posted to social news sites as features. BBC Boston Globe CNET CNN EurekAlert! Google News Los Angeles Times The New York Times Pittsburgh Post-Gazette San Francisco Chronicle Washington Post Selected Traditional Media Outlets Among Popular Sources of Content
    54. 54. Focus on Facebook Less than one percent of users used network-level discussion features. By September, discussion hosted by freshman groups decreased 99%. Almost 1/3 of content posted to profiles was related to a home institution. 22% of Facebook discussion was related to the asking and answering of questions, second only to advertising (30%). 56% of questions went unanswered, but most were not related to the institution. High school students accounted for 8% of all questions. Almost all of their queries were answered.
    55. 55. Where people get the content they share on Facebook Sources of content Genre of content
    56. 56. Facebook Recommendations <ul><li>Limit engagement with Facebook to contact with group officers </li></ul><ul><li>Do NOT participate in discussions on the network wall or discussion board </li></ul><ul><li>Provide administrators of freshman groups with links to online resources no later than April </li></ul><ul><li>Consider using Facebook to create with other specific audiences like parents, graduating seniors and campus leaders </li></ul><ul><li>Do not consider Facebook an appropriate vehicle for research discussions </li></ul>
    57. 57. Understanding brand ownership of online video content Use ownership to signal brand participation Provide alerts for possible brand management issues
    58. 58. YouTube Recommendations <ul><li>Use YouTube as a vehicle for strategic message communication </li></ul><ul><li>Tailor materials related to high profile competitions </li></ul><ul><li>Prepare media infrastructure for increased emphasis on online video </li></ul><ul><li>Encourage faculty members to be subjects of videos </li></ul>
    59. 59. Focus on Social Bookmarking <ul><li>In the event of a crisis, expect seeding from local papers </li></ul><ul><li>Thursday & Friday saw the greatest number of seeds. </li></ul><ul><li>GIT’s status as a technical institution is an asset in the social bookmarking environment </li></ul><ul><li>Few strategic messages appeared in social bookmarking sites </li></ul>
    60. 60. External Blog Recommendations <ul><li>Consider external blogs an opportunity for third-party endorsements </li></ul><ul><li>Treat influential external bloggers as you would industry analysts or key reporters </li></ul><ul><li>Focus efforts on blogs written by more than one person, particularly in engineering and special focus areas </li></ul><ul><li>Avoid local mainstream media blogs </li></ul><ul><li>Focus on top-tier media outlets as key sources of content for bloggers </li></ul><ul><li>Include blogger-friendly features in the FT online newsroom – particularly video </li></ul><ul><li>In a crisis, expect bloggers to collect background from personal web pages, user profiles and/or project sites </li></ul>
    61. 61. Focus on Institutional Blogs <ul><li>Departments generated the most number of blog postings/ inbound links among peer institutions </li></ul><ul><li>Most blogs are written by individuals </li></ul><ul><li>The location of links played the largest role in driving comments </li></ul><ul><li>Technology drove the largest number of posts, but personal life drove comments </li></ul><ul><li>Most posts consisted of making an observation, most comments asked questions </li></ul><ul><li>Photographs were most frequently used multimedia content </li></ul><ul><li>Institutional bloggers were significantly more likely to be positive toward their home institutions than mainstream journalists </li></ul><ul><li>Currently enrolled students wrote one in five comments </li></ul>
    62. 62. Recommendations for Institutional Blogs <ul><li>Recruit faculty to blog </li></ul><ul><li>Guide message communications </li></ul><ul><li>Tailor institutional blogs to the audiences looking for more in-depth information </li></ul><ul><li>Encourage bloggers to be opinionated </li></ul><ul><li>Mix in personal subjects </li></ul><ul><li>Leave frequency of posting up to the discretionof the blogger </li></ul><ul><li>Remove abandoned blogs </li></ul><ul><li>Unify blogs with easy-to-find thematic lists of bloggers </li></ul><ul><li>Make it easy to share content from your institutional blogs – ie. lots of music and visuals - </li></ul>
    63. 63. Selected “Safe Bets” for UGM Outreach <ul><li>Safe Bets: </li></ul><ul><li>somewhat frequent subjects that result in desirable, engaging discussion - </li></ul>
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