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Social Media Measuring for PRSA

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Jeff Moriarty, Evo Terra and Fred von Graf presented on Social Media Measurement and Monitoring for the PRSA.

Jeff Moriarty, Evo Terra and Fred von Graf presented on Social Media Measurement and Monitoring for the PRSA.

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  • - Sweden, US- First company at 13  o selling schematics  o mowing lawns & blowing snow- Social media back then was the phones, magazines and early BBS's and systems like GENIE and CompuServe.- Later days helped start several ISPs locally and you learn a lot there- Consulting fortune 500- Consulted for the State of Arizona, ran R&D labs, helped set drivers license standards and testing, setup the 3rd party network, and a few other fun projects.  This gave me a very good understanding of how governments operate.I accepted a management position at Intel in the Assembly Test Supply Chain Automation group where I owned 7 tier 1 mission critical applications
  • It takes an understanding of people: Social Psychologyinfluence and find the influencers and advocates- Motivators: Sharing, Acceptance, Influence- My success in digital marketing  o Interest in Social Psychology  o Actually cared about people- user experience- processes- listening- brand management- ultimately it comes down to having a good product.  I use a simple filter when determining if we should help a company with their digital marketing.  Are they trying to sell a polished turd?
  • Open Graph APILike Buttons
  • Over 500 million users. The average user has 130 friends, spends 55 minutes a day on the site and receives three "event invitations" to real-life gatherings every month (in December 2009, the company stated that 3.5 million events were created every month). Next? LinkedIn: over 65 million members. A new member joins LinkedIn approximately every second.
  • - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html
  • Success depends on defining clear objectives for social media and identifying supporting strategiesTOSTMTarget – Clearly identify primary and secondary audiences, including out of scopeRegular Guests, New Guests, Reviewers, etc.Objectives – What will be accomplished with audience?Retention, New Guests, Brand Management, PromotionStrategy – How will this be accomplished?Promote interaction, Greater visibility, etc.Tactics/technology – Tools and technologies to accomplish the strategyYelp, Foursquare, Facebook, TwitterMeasurement – Have we succeeded?Page fans, Shared items, New visits, Sentiment
  • Data from: http://www.emarketer.com/Article.aspx?R=1007430
  • You may not realize it, but News Feed only displays a subset of the stories generated by your friends — if it displayed everything, there’s a good chance you’d be overwhelmed. Developers are always trying to make sure their sites and apps are publishing stories that make the cut, which has led to the concept of “News Feed Optimization”, and their success is dictated by EdgeRank.At a high level, the EdgeRank formula is fairly straightforward. But first, some definitions: every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.
  • Balancing Public Relations and social media yields best public interactionSpecific balance point depends on individual brand, goalsAlert and Notification sharing between groupsTrending topic in social space needing PR attentionNews/promotional information needing SM support and response
  • Situation: Greenpeace attacked Nestle page soon after completing a study of rainforest oil practicesTiming…was anyone even home at Nestle? An unmonitored page is the antagonist’s/rogue activist’s playgroundOnce you set up shop, cultivate it – be ready to engageDon’t establish a presence just for the sake of “joining” social movement. If you don’t take ownership it can backfire big timeRESULT: Nestle ended contract with Sinar MasSocial Media = Power ShiftLESSON: Address rather than censor
  • 896 ratings, 29,000 views, 5 video repliesUnderlying theme among all of the “what not to do” slides to followDON’T assume offline issues will stay offline – power shift DON’T assume it will fade out on its ownDON’T ignore the clock – timing is of the essenceDON’T try to censor
  • 1 million views before it was taken down – Dominos did not respond for 48 HOURSMr. Weisberg said. Mr. Doyle was featured in the video, saying rather woodenly, "We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it's a hoax, we are taking this incredibly seriously." He adds in the video that the store where the videos were shot has been shut down and sanitized. The company, he says, is also conducting a wholesale review of hiring practices "to make sure that people like this don't make it into our stores.”Domino's also opened a Twitter account to deal with consumer inquiries.The Domino's apology video had gotten 330,000 views at press time. The original offending video had reached nearly 1 million views when it was taken down Wednesday evening. A copy now has more than 345,000 views.Richard Levick, president of PR firm Levick Strategic Communications, said he'd give Domino's an F for the first 24 hours and an A or an A+ for everything thereafter.
  • 1 million views before it was taken down – Dominos did not respond for 48 HOURSCorporate speak and policy spouting just won’t cut it…social media users tend to look at “corporate apologies” with a critical filterMr. Weisberg said. Mr. Doyle was featured in the video, saying rather woodenly, "We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it's a hoax, we are taking this incredibly seriously." He adds in the video that the store where the videos were shot has been shut down and sanitized. The company, he says, is also conducting a wholesale review of hiring practices "to make sure that people like this don't make it into our stores.”Domino's also opened a Twitter account to deal with consumer inquiries.The Domino's apology video had gotten 330,000 views at press time. The original offending video had reached nearly 1 million views when it was taken down Wednesday evening. A copy now has more than 345,000 views.Richard Levick, president of PR firm Levick Strategic Communications, said he'd give Domino's an F for the first 24 hours and an A or an A+ for everything thereafter.
  • Devising a layered strategy to best engage employees and clients for effective social media usage, and what policies should supportEscalation Plan – Clear documentation of how to escalate issues and topics within the social space – ties into Taxonomy roles Social Content Publishing Schedule – Plan for promotion and dissemination of content across propertiesSocial Media Response Framework – Guidelines for consistent response on behalf of brand; including tone, content, timingEmployee Social Media Policy – Clear expectations and limitations; tied to corporate policiesSocial Media Taxonomy – Identify terms, properties, roles, and responsibilities
  • 62mph
  • Corporate ContentBalance of content typesFunny video is really interesting, but not necessarily valuableProviding information on new menu items, specials, or events is valuableUser Generated ContentCommunity building aspects of how people "experience the brand“Perceptions may differ from corporate message
  • Community: a group of people sharing a common interest, idea, or attributeCommon threads must be understood to be strengthenedMultiple ties form stronger communitiesCannot always dictate the community ties (Red Lobster v Cheddar Bay Biscuits)Leadership and development transforms into a Tribe (Seth Godin)
  • ex1
  • And people now have the power to reach your customers and potential customer, like this!One thing that still holds true with social media related marketing and traditional marketing, and I don’t care what some people say, the larger your audience the better it is for influence. Now in reality that audience may not have much actual influence but it’s a matter of perception.Posted my dissatisfaction with a transaction on Twitter, resulted in a director from the company contacting me, paying for the overnight shipping and providing a gift.
  • Leveraging metrics for value
  • Not all KPIs are about the $$. And these are what we’ll take about here, because they are easier and more in line with traditional PR goals.
  • o But be on the look out for things you aren’t measureing you are influencing. :)
  • - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html
  • For example, let’s look at some KPIs around the objective of “increasing brand awareness”
  • Along with the standard analyticsPage ViewsClicksBounce Rate
  • Along with the standard analyticsPage ViewsClicksBounce Rate
  • - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html
  • - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html

Social Media Measuring for PRSA Social Media Measuring for PRSA Presentation Transcript

  • Social Media
    Measuring your Campaign
    Beyond Facebook & Twitter
  • Fred von Graf, PMP
    @fvongraf
    Web3Mavens, LLC
    Digital Marketing Consulting
    • You can find a high level background for me on LinkedIn
    • Technical Background
    • Technical Manager at Intel
    • Business Development at Avnet
    • Currently: LaunchSpot, Hexxa, Web3Mavens & Baby von Graf
    Introduction
  • The world is social
    Current Landscape
    Why Social Media?
    • It’s built in to us, it’s built in to all of us
    • Some cultures more so than others
    Photo by niallkennedy
  • What is Social Media?
    Facebook currently has more than 500 million users - more than the combined populations of the United States, Germany, and Japan.
    There are currently 133 million blogs that average 900,000 posts a day, according to Technorati.
    YouTube will serve 75 billion video streams to 375 million unique visitors this year. Users now upload more than 24 hours of content every minute, according to YouTube.
    Current Landscape
    Thanks to Sheila K.
  • Top TV channels have 10MM viewers per month.
    Current Landscape
    Top social-sites generate over 500MM.
    Photo by cloudzilla
  • Video Search
    66.7% of US Internet users (147.5 million people)
    are watching video online each month
    By 2014, that figure is forecast to rise to 77% of Internet users, or 193.1 million people.
    Current Landscape
    SOURCE: Business Insider, 7/7/2010
  • Twitter
    65 million Tweets are sent every day
    Twitter has 190 million users and handles 800 million searchesper day.
    Current Landscape
    SOURCE: Business Insider, 7/7/2010
  • Today
    • National, regional, local – it doesn’t matter. Transparency rules and brands win by interacting publicly with fans and critics alike.
    • 10,000,000/mo US visitors to
    • Google local results tell it all
    Current Landscape
    SOURCE: Quantcast, June 2010
  • Current Landscape
    Social is all over the world
    • BTW, Facebook is winning
    Photo by IBM
    • If Facebook were a country it would rank 3rd behind China and India with over 500,000,000 users
    • Like China and India, Facebook is an ‘emerging’ economy that business professionals are trying to understand.  It has its own social norms, privacy issues, cultural sensitivities and community rules that govern how business is done and how its members engage and derive value.
    • Unlike China and India, however, the ‘Facebook Nation’ has no borders (with almost 70% of members outside of the U.S.) and is growing at a rate that will likely eclipse China and India over the next 3-5 years - in terms of population. 
    Current Landscape
  • Social even beats search!
    Facebookhas overtaken Google as the most visited site.
    Facebook is #1 for time on site with >7 hours per month on average.
    Current Landscape
    …and social-media has overtaken porn as the #1 online activity.
    Photo by Robert Scoble
  • Current Landscape
    • If Skittles FB Fans were a state, it would be the 12th largest in the US.
    • And Skittles can connect with them and them alone, whenever they want.
    • They can rally them from their phones.
    • They can ask for feedback.
    • They can get them to market for them.
  • Planning for Social
    What are your goals for social?
    • Increasing awareness, loyalty and influence
    • Measuring public opinion
    • Market research
    • Increasing customer satisfaction
    • New customer acquisition
    Tactics
    Well it doesn’t matter!
    • People will use the channels you open to communicate.
    • As a result Marketing / PR is in the middle of everything!
  • Q&A
    Questions?
  • Jeff Moriarty
    @jmoriarty
    Director Social Media Strategy
    Sitewire
    • Software engineering background
    • 9 years at Intel
    • Internal and external social media
    • Social Media Club Phoenix chair
    • Ignite Phoenix founder & organizer
    • ImprovAZ Flashmob group
    • Social Media director for Digital Marketing firm – Sitewire
    Introduction
  • Starting with Objectives
    Shortcuts will fail – how big is big?
    We’re on the Twitter!
    Find the correct measurements, then sell them
    What to Measure
  • Target to Measurement
    17
  • Measuring the Objectives
    • Accuracy often difficult without infrastructure commitment
    • Enormous benefit in secondary or soft value like sentiment
    • Evolve measurement as Objectives
    18
  • Using Tools Correctly
    Not every tool for every job
    Should you even be on the Twitter?
    Right audience, right time, right tool… right measurement
    Varying Approach
  • Social Media Spectrum
    support
    global
    text
    interaction
    reviews
    conversation
    information
    sentiment
    sharing
    local
    audio/video
    promotion
    20
  • :: Authority and expertise
    :: Influence the influencers
    :: Reach
    :: Frequency
    :: Push vs. Dialogue
    :: Positive brand feeling
    :: Turn favor
    courtesy of Sitewire / sitewire.com
  • courtesy of Sitewire / sitewire.com
  • courtesy of Sitewire / sitewire.com
  • courtesy of Sitewire / sitewire.com
  • courtesy of Sitewire / sitewire.com
  • courtesy of Sitewire / sitewire.com
  • Public Relations
    Turning the crank will hurt you
    The math is against your press releases
    PR and Social Media can mix… measure accordingly
    Social Objectives
  • Do Not Automate Your Content
    28
  • Encourage Shares / Mentions
    29
  • Facebook Feed Optimization
    Affinity score – How often you interact with a friend or page – posting, sharing, etc.
    Weight given to each type of Edge. For example, a comment has more importance than a ‘Like’
    Time Decay - The older an Edge is, the less important it becomes.
    30
  • Social Media vs Public Relations
    • Balancing for best public interaction
    • Public Relations as structured communication and promotion of message
    • Social media as interactive discourse in support of message
    • Clear escalation paths between groups critical for coordinated, rapid response
    • Collaboratively develop final message deployment
    31
  • Crisis Management
    If… when… things explode what will you do?
    Social Media doesn’t wait for your committee to meet
    Measurement in avoidance
    Social Objectives
  • Case Study: Nestle
    Nestle vs. Greenpeace: Lesson Leaned?
  • Case Study: United Airlines
    34
  • Case Study: Dominos
    1 million views before the video was removed
  • Case Study: Dominos
    48 HOURS LATER
    36
  • Social Media Strategy Framework
    Layered strategy to engage employees, customers, and brand
    37
  • Driving Discussion
    The most passionate sales force around
    Passion cuts both ways
    Measuring brand and community health
    Social Objectives
  • Influence the influencers
    39
  • Join the Conversation
    Think conversation, not campaign
    • Don’t focus on selling
    • Ask questions/Respond
    • Provoke engaging dialogue
    • Develop rules of engagement
    • Know what to do with negative comments
    • Admit mistakes and thank those who bring it to your attention
    • Turn brand detractors into advocates
    40
  • Content Creation & Distribution
    Content
    • Corporate Content
    • Balance of content types
    • Map a clear syndication path across properties
    • User Generated Content
    • Perceptions may differ from corporate message
    • Users can engage anywhere
    • Mass or Single Syndication
    • Wide visibility for awareness
    • Focused visibility for community building
    property
    property
    property
    User Content
    property
    property
    property
    property
    41
  • Building a Community
    Community: a group of people sharing a common interest, idea, or attribute
    • Leadership provides direction
    • Transparency creates trust
    • Reciprocity builds loyalty
    • Discourse generates value
    42
  • Product Improvement
    Putting your brightest minds to work
    Priceless advice and cutting honesty
    Measuring “free” input and its rewards
    Social Objectives
  • The power of user reviews
    Most trust user reviews over anything else
    44
  • More power of user reviews
    Thanks to Jason Baer for this one!
  • Case Study: Starbucks
    46
  • Driving Sales
    Conversions are valuable
    All conversions have value
    Which conversions are you doing well?
    Neglecting?
    Social Objectives
  • Social & Marketing
    • 67 percent of Twitter users who become followers of a brand are more likely to buy that brand’s products.
    • 60 percent of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend.
    • 74 percent of consumers are influenced on buying decisions by fellow socializers after soliciting input via social media.
    Source Taylor Pratt 2010 Search Marketing Expo.
  • Liking Levi’s
    49
  • Domino’s Pizza
    “The old days of trying to spin things simply doesn’t work anymore”
    Patrick Doyle - Domino’s President
    • Totally candid
    • 550,000 YouTube views
    • Commentary, discussion, spoofs
    • Engaging replies to users
    50
  • Domino’s Campaign Impact
    Sharp increase in interest and conversation share
    Google rankings
    Heavy buzz factor
    Permanent or temporary?
    “Domino’s” Growth Relative to Food & Drink Category
    Interest “Domino’s”
    51
  • Define Your Objectives
    Start at the top and work down
    One size does not fit you
    Don’t measure by default
    Measure what you need, ignore the rest
    Summary
  • Q&A
    Questions?
  • Evo Terra
    @evo_terra
    ASimplerWay.com
    SiteWire.com
    • Digital Marketing Strategist
    • Author of Podcasting for Dummies
    • Co-Founder of Podiobooks.com
    • Professional Public Speaker
    Introduction
  • Tactics
  • ROI = Return on Investment
    • not “interest”
    • not “interaction”
    • not “engagement”
    ROI =
    Tactics
    Benefit - Cost
    Cost
    Photo by  Mister Wind-Up Bird
  • Your Social Media Investment…
    leads to an Action, that
    creates a Reaction, which
    delivers a Non-Financial Impact, that may
    ultimately
    cause a Financial Impact.
    Tactics
  • Tactics
  • If you aren’t influencing it,
    Tactics
    don’t measure it.
  • Objectives aren’t subjective
    Know your goals
    • Selling stuff
    • Increase sales of XYZ by 10% in Q2
    Tactics
  • Objective & Metrics
    Tactics
    Source Social Marketing Analytics whitepaper 
  • Examples of Actionable KPIs
    • Number of people in a specific location who follow us on Twitter
    • Reduction in support costs
    • Number of product improvement suggestions from Facebook fans
    • Increase in product review and ratings
    • Reduction in sales cycles
    Tactics
  • Other KPIs to consider
    • Volume of consumer-created buzz
    • Seasonality of buss
    • Rate of virality
    • Embeds/installs
    • Increase in searches
    • Ranking improvements
    • Demographics
    • Interaction/engagement rate
    • Number of interactions
    • Store locator view
    • Registration by channel
    • User-initiated views
    • Attributes of tags
    Tactics
  • KPI Evolution
    Are people sharing your content?
    • How many shared a link to your content?
    • How many links have been shared?
    • How many people clicked through to a given time span?
    • What type of content is shared most?
    Tactics
  • Q&A
    Questions?
  • So How Can I Measure and
    Monitor my Social?
    Here are some Tools to consider:
    • Bit.ly (free)
    • SocialMention (free)
    • Google Alerts (free)
    • Twitter Search (free)
    • Facebook Insights (free)
    • Google Analytics (free)
    • YouTube Insight (free)
    • SocialOomph (freemium)
    • Swix ($9/mo/campaign)
    • Trackur ($18-377/mo)
    • ScoutLabs (enterprise - $500/mo+)
    • Radian6 (enterprise - $600/mo+)
    Tools
  • Tools – bit.ly
  • Tools - SocialMention
  • Tools - SocialMention
  • What to monitor?
    • Brand mentions
    • Product mentions
    • Events
    • Promotions
    • Competitors
    • Product launches
    • Public Employees
    Tools – Google Alerts
  • Tools – Twitter Search
  • Tools – FB Insights
  • Tools – FB Insights
  • Tools – Google Analytics
  • Tools – YouTube Insights
  • Tools – Social Oomph
  • Tools - Swix
  • Tools - Trackur
  • Q&A
    Questions?
  • THANK YOU
    Fred von Graf
    @fvongraf
    Blog.vonGraf.com
    SocialMediaAZ.org
    Ask about PRSA Discounts!
    Jeff Moriarty
    @jmoriarty
    Improvmedia.com
    Evo Terra
    @evo_terra
    ASimplerWay.com