1. The document discusses ways to measure social media in public relations, from basic metrics like impressions and reach to more advanced metrics that establish causation between communications activities and business outcomes. 2. It addresses common myths around digital ROI and the misconception that activity equals value. The key is to establish clear objectives and define success in measurable terms from the outset. 3. A framework is presented that distinguishes between measuring output, impact and outcomes. Output looks at engagement, impact looks at passive and active engagement, while outcomes demonstrate value through metrics like revenue, customer satisfaction and thought leadership.

1. Please Me!
Measuring Social Media in Public Relations
Singapore & Hong Kong – March 2 & 4, 2010

2. The World‟s Most Valuable Facebook Page?
28,842,974 „Likes‟ x 3 posts per day x 30 days
= 2,595,867,660 impressions per month
(2,595,867,660 impressions / 1000) x $5 CPM
= $ 12,979,338.30 per month or
= $ 155,752,059.69 per annum
in earned media
ALV (Average „Like‟ Value) = $5.40
http://vitrue.com/blog/2010/04/14/360-facebook-fan-valuation-is-just-the-tip-of-the-iceberg/

3. $156 million - $110 million
= $46 million

4. A (Much) Simpler Value Equation
  = $0

5. Agenda
1. Evolving Measurement
2. Three Measurement Myths
3. Output, Impact, Outcome - A Model
for Measurement
4. In Practice

6. Measurement is
Evolving
“We talk about the quality of product
and service. What about the quality of
our relationships, and the quality of
our communications and the quality of
our promises to each other?”
Max De Pree

8. Do the Evolution
Where the future is
Where others are
Where measurement began
Counting Analysing Establishing Causation
• Clip counting • Media tracking and analysis • Performance Measurement
• Circulation/impressions/reach • Message content analysis • Objectives
• Ad. Value Equivalencies (AVE) • Audience attitudes, and • Communication„s audit
• Share of voice/ink (SOV/SOI) Reputation measures • PR Dashboards

9. Where We Began - Counting
 Clips
 Circulation
 Impressions
 Advertising Equivalency Value
 PR Value

10. The Modern Imperative - Analysing
 Media Tracking
 Message Content
 Audience Attitudes
 Reputation Drivers

11. The Future – Establishing Causation
 Performance Measurement
 Objectives
 Communications Audit
 PR Dashboards

12. the (perceived) challenge

13. 35
of marketers in the U.S.
say that the main
obstacle to
% implementing a social
media strategy is there
is not enough data or
analytics to develop
ROI.
eMarketer.com, April 2010
17
of marketers in the
U.S. say that the
main obstacle to
implementing an
% effective online
measurement
strategy is that there
is too much data.
eMarketer.com, June2010

14. the (real) challenge
EXECUTE PLAN RESEARCH

15. 94% of online conversation around Asian
corporate brands is neutral in tone
28%
China 53%
Positive
20%
Negative
34% Mixed
India 54%
12%
40%
Japan 49%
11%
54%
Korea 39%
7%
Source: Burson-Marsteller Asia-Pacific
Based on a review of 492,838 mentions of prominent Asian brands in online forums

16. 63% gap
messages disseminated messages reflected in
by Asian multinationals blog commentary
Source: Burson-Marsteller Global Message Gap Study 2010

17. ...but consistent lack of sustainable social strategies
Active
20% Inactive
18%
12%
11%
9%
8% 8%
Microblogs Social Networks
4%
Corporate Blogs Video
55 of Asian corporate social
% media accounts are inactive
Source: Burson-Marsteller Asia-Pacific Social Media Study 2010

18. The measurement imperative
 Set measurable objectives from the
outset
 Measure only what is meaningful
 Link social media activity to tangible
outcomes

19. 3 Measurement Myths
“As a general rule the most successful
man in life is the man who has the best
information”
Benjamin Disraeli

20. Digital ROI is Different
( )
Benefit - Cost
Cost
X 100 = Return on Investment

21. Activity = Value
21

22. It’s About Presence
22

23. The measure challenge
Marketing Everything else
EXECUTE PLAN RESEARCH

24. Output, Impact,
Outcomes
“Communication is not what you
send out, but what arrives.”
Jim Macnamara
“You know, we’re just not reaching that guy”

25. A Simple Measurement Framework
…but it all starts
from the Outset

26. A Measurement Mantra
Our role as PR Professionals is to tell the
organization‟s story…
…to all the people who need to hear it…
…so that they will do and think…
…what we want them to do and think:
know who we are;
understand what we do;
think highly of us;
agree with us;
and ultimately be motivated to:
buy our products and services;
work with us or for us;
recommend us to others;
invest in our stock;
or otherwise contribute to our business.

27. The first step in
measuring results is to
define the result…
…who are the people
who need to hear our
story? What do we
want them to do or
think?

28. Who do I need to reach?
What are they saying about me?
Where are they saying it?
28
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

29. What do I want the audience to do or think?
Why is this important?
What does success look like?
29
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

30. Define Benchmarks
Take a snapshot of metrics
before beginning

31. Soft and Hard Outcomes
Awareness Revenue
Engagement Employment
Advocacy Investment
Reputation Partnership

32. Objectives to Outcomes
Wooly Objectives Probing questions Measurable Outcomes
Improve online awareness Where is your audience congregating online? Improve ratio of positive to negative
What is the tone and content of current content in top five industry blogs over
online content in those forums? next quarter
What opportunities exist to engage? Respond to 50% of relevant comments
Position company as an employer of What do people look for in an employer? Increase number of applications for jobs
How is the company perceived as an posted on the careers site
choice
employer? Decrease employee churn to below 50%
How is employee satisfaction measured? within 18 months
Improve investor sentiment What factors affect investor sentiment? Persuade equity analysts from top five
How realistic are the company‟s plans? investment houses to rate the stock as
What is the online sentiment regarding the “buy”
company's performance?
Increase sales What are the current conversion ratios? Increase participation in current coupon
How is the company reaching consumers? redemption campaign
How does the online meet the offline? Increase preference for new line of
How is the company tracking conversions? products among savvy early adopters

33. Outcomes Should Specify
Be realistic!

34. Measuring Output – What’s the Buzz?

35. Measuring Output – Tracking Engagement
Allows 'Liker'posts Responds to 'Liker' posts
89%
74% 72%
57% 60% 59%
51%
28%
Global Asia-Pacific Europe U.S.

36. Two BIG Questions
What do we want to talk about?
= Content strategy
Where do we want to talk about it?
= Channel strategy

37. One BIG
universe of choice

38. Impact

39. Measuring Impact – Passive Engagement

40. Measuring Impact – Active Engagement
Coupons, Newsletters, Webinars,
White Papers, Video, Speeches…

41. Outcome

42. Measuring Outcome - Revenue

43. Measuring Outcome –
Demonstrating Value

44. How much is enough?
Increase in Increase in % change in
Ratio of posts to No of positive 3rd
Engagement community content views or content / channel
comments / replies party comments
memberships downloads subs
% change in Correlation of % change in
Customer % Change in % change in
customer sentiment to overall positive
Satisfaction customer retention customer loyalty
satisfaction satisfaction sentiment
% Change in % change in % change in
Social Content % change in % change in blog
Facebook Likes / YouTube Likes / content tagged or
Mobility Twitter retweets trackbacks
shares embeds ranked
Thought % Change in SOV per % change in Cisco Increase in topical Increase in perception
Leadership thought leader topic thought leaders quoted content coverage of C. as thought leader
Message % of conversations carrying one % change in key messages in % change in awareness and
Resonance or more key messages social media conversations credibility of key messages
% change in aided / unaided % change preference in specific % change in positive sentiment
Market Awareness
awareness vs. competition markets vs. competition vs. competition
% change in no. of times C. is % Change in no. of times C.
% change in perceived position
Market position positioned favourably in mentioned positively in key blogs
relative to competition
conversation vs. competition and communities vs. competition
% change in correlation
% change in cost per % change in desirable
Leads / Sales / % change in cost per between social media
contact or cost per mentions of key sales
Market Share qualified lead conversations and
customer acquisition drivers
qualified leads
Decline in cost per message
Efficiency of Decline in cost Decline in cost
communicated (budget divided by
Communications per click through per engagement
message appearnces)
http://blogs.cisco.com/socialmedia/measuring-social-media-and-its-impact-on-your-brand/

45. DELL SOCIAL MEDIA
How much is enough?
LISTENING COMMAND
CENTER

46. Nothing has
changed…
…and everything
has changed

47. Nothing has
changed…

48. “[In Social Media], success isn't
about 'being on Twitter' or
mastering any other particular
social tool. Instead, success
accrues to businesses that are
present, agile, responsive, and
prepared.“
Jay Baer and Amber Naslund
authors of "The Now Revolution,"

49. Please Me
Measuring Social Media in Public Relations
http://slidesha.re/hTbqGe V
Steve Bowen Zaheer Nooruddin
Managing Director, Marketing & Director, Lead Digital Strategist
Training Asia-Pacific Greater China
steve.bowen@bm.com zaheer.nooruddin@bm.com
www.burson-marsteller.asia www.bmdigitalchina.com
www.facebook.com/bursonmarsteller.asia
@BMAsiaPacific @BMDigitalChina