Social media and Online PR
measurement – what should
you measure and how?
29th September 2009
Karl Havard
Somatica Digital
http://www.somatica.co.uk
Wednesday, 30 September 2009

Agenda
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Agenda
Briefing Objectives
✦ To break down what “social media” is
✦ Define ROI
✦ The investment required
✦ The types of returns that can be achieved
✦ The change in brand - consumer relationship
✦ Why this has happened
✦ The power of inter consumer trust and advocacy
✦ The “Brand Trust Cube” Methodology
✦ How it applies to all brands and business units
✦ The key criteria to focus upon
✦ Measures to track performance and progress
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

So What is “Social Media”?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

So What is “Social Media”?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s....
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s....
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s also....
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s also....
Awareness Consideration Conversion Advocacy
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s also....
Awareness Consideration Conversion Advocacy
Advertising
The only medium that
enables genuine
Internet Search
advocacy... and
opponency
Own or Partner’s Website
Email Marketing
Social Web/Interaction
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions
✦ Without geographical limitations
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions
✦ Without geographical limitations
✦ Anyone can get involved (Privacy & Passwords allowing)
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions
✦ Without geographical limitations
✦ Anyone can get involved (Privacy & Passwords allowing)
✦ Conversation Topics are indexed by Search Engines
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions
✦ Without geographical limitations
✦ Anyone can get involved (Privacy & Passwords allowing)
✦ Conversation Topics are indexed by Search Engines
✦ It’s archived conversation - total honesty required
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions
✦ Without geographical limitations
✦ Anyone can get involved (Privacy & Passwords allowing)
✦ Conversation Topics are indexed by Search Engines
✦ It’s archived conversation - total honesty required
✦ It’s Powerful...
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions
✦ Without geographical limitations
✦ Anyone can get involved (Privacy & Passwords allowing)
✦ Conversation Topics are indexed by Search Engines
✦ It’s archived conversation - total honesty required
✦ It’s Powerful...
...and It’s Here to stay
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Adoption Rates
People are :-
✦ Rapidly adopting the social web to interact
✦ Changing their behaviour and habits to
incorporate it into their daily lives (social and
work)...it has a value to them.
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Adoption Rates
People are :-
✦ Rapidly adopting the social web to interact
✦ Changing their behaviour and habits to
incorporate it into their daily lives (social and
work)...it has a value to them.
So why are some Brands a little reticent to
get engaged?
Why has it been left to Marketing?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Barriers...socks would have been fine.
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Barriers...socks would have been fine.
Why the reticence?
Limited Resources
No Expertise ROI?
Too Soon Mumbo Jumbo Fad
Brand Damage Fear
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Barriers...socks would have been fine.
Why the reticence?
Limited Resources
No Expertise ROI?
Too Soon Mumbo Jumbo Fad
Brand Damage Fear
Why Marketing?
See Potential ROI?
Innovation
Early Adopters
Desire
Competition Will
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Return On Investment
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Return On Investment
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Let’s Break it Down..
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Let’s Break it Down..
Exactly what is the “Investment”:
✦ Without doubt - time and resource
✦ Engagement needs continual focus for it to
succeed
✦ Ownership at several levels
✦ Complimentary to all other communications
✦ Just thinking about it takes time!
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

“Social media
Let’s Break it Down.. is no different than any
other endeavour. If you’re
going to half ass it, stay
Exactly what is the “Investment”: home”
✦ Without doubt - time and resource
✦ Engagement needs continual focus for it to
succeed
✦ Ownership at several levels
✦ Complimentary to all other communications
✦ Just thinking about it takes time!
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

“Social media
Let’s Break it Down.. is no different than any
other endeavour. If you’re
going to half ass it, stay
Exactly what is the “Investment”: home”
✦ Without doubt - time and resource
✦ Engagement needs continual focus for it to
succeed
✦ Ownership at several levels
✦ Complimentary to all other communications
✦ Just thinking about it takes time!
✦ Money
✦ The cost of the time and resource
✦ The cost of an agency
✦ (potentially...but don’t be conned!)
✦ Training/Seminars
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
✦ Top Line - Typically an increase in sales
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
✦ Top Line - Typically an increase in sales
✦ Bottom Line - Improved efficiencies
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
✦ Top Line - Typically an increase in sales
✦ Bottom Line - Improved efficiencies
But...
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
✦ Top Line - Typically an increase in sales
✦ Bottom Line - Improved efficiencies
But...
✦ Can “Return” be measured accurately? Or
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
✦ Top Line - Typically an increase in sales
✦ Bottom Line - Improved efficiencies
But...
✦ Can “Return” be measured accurately? Or
✦ Are we forced to only look at what we can measure?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
✦ Top Line - Typically an increase in sales
✦ Bottom Line - Improved efficiencies
But...
✦ Can “Return” be measured accurately? Or
✦ Are we forced to only look at what we can measure?
✦ Is the number of sales from social web referrals an
accurate measure?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

...and the Return?
There are two types of return
✦ Top Line - Typically an increase in sales
✦ Bottom Line - Improved efficiencies
But...
✦ Can “Return” be measured accurately? Or
✦ Are we forced to only look at what we can measure?
✦ Is the number of sales from social web referrals an
accurate measure?
✦ How can I achieve efficiencies?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Tangibles & Intangibles
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Tangibles & Intangibles
Tangibles can be measured accurately.
✦ Sales directly from social web presence
✦ Enhanced rankings and coverage within
the search engines
Intangibles:
✦ Brand Awareness & Consideration
✦ Brand Advocacy (consumer to consumer discussion)
✦ The increase in sales from natural search
✦ The increase in sales across the board
✦ Improved efficiencies in customer services
✦ For Internet savvy consumers
✦ Being there for your customers/potential customers
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

McKinsey Quarterly September 2009
http://www.mckinseyquarterly.com/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

McKinsey Quarterly September 2009
http://www.mckinseyquarterly.com/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

McKinsey Quarterly September 2009
http://www.mckinseyquarterly.com/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Consider this also...
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Consider this also...
What is the cost to the business of
choosing to ignore the social web?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Consider this also...
What is the cost to the business of
choosing to ignore the social web?
Not incorporating a
social web strategy
into your business
is like not having a
phone number!
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Consider this also...
What is the cost to the business of
choosing to ignore the social web?
Not incorporating a
social web strategy
into your business
is like not having a
phone number!
You are making your Brand
inaccessible to those customers and
potential customers who use the social
web. It is important that you listen at
the very least
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

The Change in Brand
Consumer Engagement
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

What are the implications?
Brands can’t hide.
They can no longer
get away with poor,
or even mediocre
products or services
...consumer to consumer “trust” takes precedent.
The social web made all this happen. The only medium
that enables genuine
advocacy and
opponency
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Consumer Trust
People trust family, friends...and doctors. The
social web extends this network.
Fellow consumers provide:
✦ Honest opinion - warts ‘n’ all
✦ No hidden agenda
✦ They don’t want your money!!
✦ Some do want status and recognition
✦ Single opinions have a value
✦ Opinions from groups are far more powerful
✦ Even though these people have most probably never
met each other.
✦ Misplaced Trust? In some cases maybe.
So,what can Brands do? Become doctors?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Consumer Trust
People trust family, friends...and doctors. The
social web extends this network.
Fellow consumers provide:
✦ Honest opinion - warts ‘n’ all
✦ No hidden agenda
✦ They don’t want your money!!
✦ Some do want status and recognition
✦ Single opinions have a value
✦ Opinions from groups are far more powerful
✦ Even though these people have most probably never
met each other.
✦ Misplaced Trust? In some cases maybe.
So,what can Brands do? Become doctors?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Advocacy...
Click here to say nice things about us
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Advocacy...
Click here to say nice things about us
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Advocacy...
Click here to say nice things about us
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

The Brand Trust Cube
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

The Brand Trust Cube
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Trust
Trust is placing your complete confidence and faith
into someone or something.
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Trust
Trust is placing your complete confidence and faith
into someone or something.
Consumers do this...but why?
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Trust
Trust is placing your complete confidence and faith
into someone or something.
Consumers do this...but why?
✦ They love the products and services
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Trust
Trust is placing your complete confidence and faith
into someone or something.
Consumers do this...but why?
✦ They love the products and services
✦ They associate with others who use
the products and services
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Trust
Trust is placing your complete confidence and faith
into someone or something.
Consumers do this...but why?
✦ They love the products and services
✦ They associate with others who use
the products and services
✦ They feel part of something
✦ Brand and User community
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Trust
Trust is placing your complete confidence and faith
into someone or something.
Consumers do this...but why?
✦ They love the products and services
✦ They associate with others who use
the products and services
✦ They feel part of something
✦ Brand and User community
✦ They have access and interaction with
the Brand
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Trust
Trust is placing your complete confidence and faith
into someone or something.
Consumers do this...but why?
✦ They love the products and services
✦ They associate with others who use
the products and services
✦ They feel part of something
✦ Brand and User community
✦ They have access and interaction with
the Brand
✦ They feel valued and they become
real advocates
✦Little things count a lot.
✦http://mashable.com/2009/09/22/social-media-business/
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

The Brand Trust Cube*
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | *Intellectual Property of Somatica Digital Ltd
Wednesday, 30 September 2009

The Brand Trust Cube*
le
op
pe
for
a sy you
g it e with
kin gage
Ma n
a: to e
ak
aka: Proactive listening and
engagement
aka: Doing great stuff
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | *Intellectual Property of Somatica Digital Ltd
Wednesday, 30 September 2009

Application
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Application
The model can be applied to any business unit:
✦ Marketing -
✦ Customer Service
✦ Corporate Communications
✦ In fact, any consumer facing unit
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Application
The model can be applied to any business unit:
✦ Marketing -
✦ Customer Service
✦ Corporate Communications
✦ In fact, any consumer facing unit
Process
✦ Place your Brand/business unit within the cube
✦ From this starting point you can then plot the
path to building/enhancing trust
✦ The first priority may not be to
incorporate a social web strategy
✦ It may be to fix things!
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

The Key Measures & Their Relationship
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

The Key Measures & Their Relationship
Link Numbers Search Volume
Social Reach Followers
Comments Frequency
Recency Authority
Link Quality Topic
Sentiment
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Brand Trust Profiling Example
One way of Profiling your Brand/Business
It’s a bit like personality profiling...it assesses your “posture” as
well as consumer activity and behaviour
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

In Summary
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

In Summary
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
It is relative:
✦ You want to see improvements made
✦ You need to be aware of degradation
in performance/negative issues
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
It is relative:
✦ You want to see improvements made
✦ You need to be aware of degradation
in performance/negative issues
Therefore:
✦ You need to baseline/profile the current situation
✦ You need to set goals and objectives for where
you wish to take the brand/business/department
✦ Agree a time frame for these to be achieved
A B
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
Agree Key Performance Indicators
✦ Ones applicable to your goals and objectives
✦ Not ones that are easy to measure
✦ They will mislead
✦ Monitor regularly
✦ Re-profile every Quarter
Three Axis of Brand Trust
✦ Be visible, clear and accessible
✦ Proactively listen, engage and involve
✦ Do good stuff!
✦ Product, service, information, entertainment
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
Agree Key Performance Indicators
✦ Ones applicable to your goals and objectives
✦ Not ones that are easy to measure
✦ They will mislead
Conversions
✦ Monitor regularly from Twitter
referrals
✦ Re-profile every Quarter
Three Axis of Brand Trust
✦ Be visible, clear and accessible
✦ Proactively listen, engage and involve
✦ Do good stuff!
✦ Product, service, information, entertainment
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
Focus on Advocacy
✦ Make your brand/business/department accessible
✦ Provide platforms/options for people to be heard
✦ By other people and by you
✦ Listen to them
✦ Engage and involve them
✦ Be good at what you do!
✦ Conversion will happen by default
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Measurement Philosophy
Focus on Advocacy
✦ Make your brand/business/department accessible
✦ Provide platforms/options for people to be heard
✦ By other people and by you
✦ Listen to them
✦ Engage and involve them
✦ Be good at what you do!
✦ Conversion will happen by default
Right Tool Set
✦ Prioritise: where your “personas” spend their time
✦ Select the respective measurement tool for each
✦ Sometimes this means manual intervention and analysis
✦ Correlate the data sets off-site and on-site
✦ Align to the brand consumer engagement journey
✦ Awareness - Consideration - Conversion - Advocacy
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

Thank You
karlhavard@somatica.co.uk
07753 915798
twitter.com/somatica
| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009

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| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |
Wednesday, 30 September 2009