Prove It! Tools and Techniques to Measure the Effectiveness of Social Media

Prove It! Tools and Techniques to Measure the Effectiveness of Social Media Kami Watson Huyse, APR Principal, My PR Pro Image by Samantha Campbell, Flickr

Why Measure? “ Are we making a difference? ”

BEWARE

Trinity of Measurement

Measuring Interest
Web traffic
Page views
Blog and other mentions
Downloads

Interest: Measurement Tools
EXTERNAL
Technorati
Google
Radian6
INTERNAL
Google Analytics
Web Trends

Case Study: Up Your Budget Treasure Hunt Agency: BL Ochman Client: Budget Rent A Car

Objective
Use buzz marketing to build an online social media community on a multi-media blog.

Approach
Physical clues were placed in 16 cities around the country with online videos hinting at their location. Upon finding the clues, winners would receive $10,000.
Direct outreach to bloggers

Results
More than 1,800 people registered to play and were given authorship privileges on the Hunters Blog.
Nearly 300 stories were written by treasure hunters, on the Hunters Blog, and nearly 900 comments on the two blogs.
The clue videos were downloaded a total of 43,906 times during the 4 weeks of the Up Your Budget campaign.
Within four hours of the site's launch, they were getting a new registration every three minutes.
Link to Full Case Study: http://tinyurl.com/2p7r4o

Measuring Attitudes
Conversation index, blogs (CI)
Share of Conversation
Tonality of comments and posts
Measure relationships
Net Promoter Score (NPS)
Optimum Content Score (OCS)

Attitude: Conversation Index Comments (C) + Trackbacks (T) Total Number of Posts http://tinyurl.com/57eqwu

Attitude: Share of Conversation

Attitude: Tonality http://www.starfall.com

Attitude: Measure Relationships iPerception’s 4Q
How satisfied are my visitors?
What are my visitors at my website doing?
Are they completing what they set out to do?
If not, why not? If yes, what did they like best about the online experience?
http://4q.iperceptions.com , Avinash Kaushik

Attitude: Measure Relationships Grunig Relationship Survey
Control Mutuality – Power of influence
Trust – Degree to which it exists
Satisfaction – Expectations met
Commitment – Mutually promoted
Exchange Relationship – Expectations of return for giving
Communal Relationship – Genuine and mutual concern with no expectation
by Jim Grunig and Linda Childers Hon, Institute for Public Relations

Attitude: Net Promoter Score % of Promoters - % of Detractors = Net Promoter Score (NPS) Semetrix: http://tinyurl.com/59emww

Attitude: Optimal Content Score
Choose the optimal outcome (6)
Code this with type of conversation (27)
Rate each item on a scale of + 1 to -1
Benchmark against competitors
Repeat on an annual or quarterly basis
KD Paine and Partners: http://tinyurl.com/6c4enp

Case Study: Direct2Dell Online Engagement In-House Effort at Dell

Objectives
Build relationships with bloggers and decrease the overall negative posting ratio
Start talking with its customers online

Approach
Social media customer service team
Proactive blog commenting policy
Direct2Dell highlights important issues to company and of concern in the blogosphere
IdeaStorm allows customers to elevate their ideas
StudioDell provides tutorial video

Results
At start of program, 49% of blog posts were negative. Today, overall tonality is 22% negative.
Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs.
Direct2Dell gets more than 5 million unique views per month
Over 7000 ideas have been submitted via IdeaStorm
Studio Dell is gets more than 200,000 views per month
Link to Full Case Study: http:// tinyurl.com/2vxd7s

Measuring Actions and Business Results
Cost comparisons
Revenue raised
Subscribers
Funds raised
Items sold
Purchase intent

Measurement Tools
Benchmarking to self or competitors
Marketing cost comparisons
Comparing markets
Sales via unique URL and e-mail
Point of sale survey
Exit survey at events

Case Study: ASPCA In-House: Shonali Burke Measurement: KD Paine &Partners

Objectives
Increase traffic to the ASPCA web site
Increase online donations

Approach
ASPCA® Mission: Orange (tm) was designed to reduce unnecessary euthanasia of pets in five target communities across the country.
The recall of Chinese pet food put ASPCA's toxicology experts on the front lines of the crisis.
Animal behavior and advice during the dog fighting scandal with Michael Vick , star quarterback for the Atlanta Falcons.

Results
A strong positive correlation between the increased media coverage and the number of new members registering on the website.
The ASPCA knows that, on average, every increase in web traffic of 100,000 visitors results in 7,000 new registered users, which is worth about $175,000 total net to the organization over their lifetime.
Desirable discussion in Consumer Generated Media (CGM) had a stronger relationship with online donations (r=.866) than desirable exposure in MSM outlets (r=.423)
Also, desirable exposure in the traditional media has a very strong (r=.88) relationship with desirable discussion in consumer-generated outlets
Link to Full Case Study: http://tinyurl.com/29angn

Case Study: English Cut In-House: Thomas Mahon Consultant: Hugh McLeod

Objectives
To reach a diverse group of men, about 10,000 in the world, that have the money and interest in a Saville Row bespoke custom suit
To do this on a local budget

Approach
Start a blog to discuss the value of a custom suit ands its many benefits
To make Thomas Mahon a thought leader on the subject of custom suits
Trips to Manhattan to garner new customers

Results
Thomas Mahon sold two suits in Manhattan in 2004
Ten weeks after launching the blog and returning to Manhattan in 2005 he sold 20 suits and eight sport coats
This was further fueled later by a media tour arranged by PR pro David Parmet
Today, Thomas has as many sales as he can handle and more
Case Study from Case Study from “Naked Conversations,” by Shel Israel and Robert Scoble

Case Study: Stormhoek Wine South African Winery Consultant: Hugh McLeod

Objectives
Successfully launch the brand in Britain, France, Spain, and the United States

Approach
Use Hugh McLeod’s popular Gaping Void blog to launch 100 Geek Dinners where other bloggers sampled Stormhoek wines

Results
The blogosphere's reviews of Stormhoek were mostly positive ("drinkable" and "pleasant," with the odd "disappointment")
Stormhoek sales have jumped nearly sixfold, from 50,000 cases a year worldwide to almost 300,000
Link to CNN Money Article: http://tinyurl.com/4d4wdu

Case Study: Dunkin Doughnuts Latte Light Client: Duncan Doughnuts Agency: BzzzAgent

Objectives
Educate consumers about Latte Lite at a grassroots level to generate awareness, trial and evangelism
Diminish the barriers to trial and adoption by placing the product in the hands of new consumers
Gain insight into the consumers’ opinions and experiences with Latte Lite, and how people talk about the product

Approach
Dunkin' Donuts engaged 3,000 Agents in a 12 week Campaign
Targeted Agents in New York, Detroit, Boston and Cleveland
Each Agent received six “Be My Guest” cards for a complimentary Latte Lite and the official Latte Lite BzzGuide

Results: Reach
Reached 111,272 individuals
96% of Agents noted that at least one person with whom they conversed had tried a Latte Lite
Gained Valuable Customer/Market Insights
Consumers who were outside of Dunkin' Donuts’ original ‘health conscious’ target market enjoyed the Latte Lite
Link to Case Study (pdf): http://tinyurl.com/6rmdom

Results: Sales
Category sales increased by 26% in test markets while control markets experienced an 8% increase
After the first eight weeks of the campaign, overall sales in the test markets were 5% higher than sales in control markets
An increase of nearly 0.5% in test market gross sales from the product launch
Link to CNN Money Article: http://tinyurl.com/4d4wdu

Case Study: Journey to Atlantis Client: SeaWorld San Antonio Agency: My PR Pro

Objectives
Launch of roller coaster/water ride, Journey to Atlantis
Build relationships with the online coaster community
Build awareness for the early opening of Journey to Atlantis
Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

Approach
Launch of a purpose-built multi-media web site to highlight the coaster
Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts
Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts
Target the American Coaster Enthusiasts as partners in opening the ride

JTA Results: Interest
The Website received 78,264 visits and 170,644 page views from May through August 2007.
The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date.
Flickr photos have been viewed 102,101 times to date.
Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider .
The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

JTA Results: Attitudes
The coverage was largely positive in tone, with some expected negativity about ride intensity
The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day.
These riders later left positive comments on YouTube videos
ACE invited SeaWorld San Antonio to attend its annual meeting in 2008
Robert Niles, Theme Park Insider

JTA Results: Actions
In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television.
With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television.
Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue.
Link to Full Case Study: http://tinyurl.com/JTAROI

Trinity of Measurement

Super Six Steps to Measurement
Set your objectives
Define your stakeholders
Determine which metrics to use
Benchmark against yourself over time or your competition
Pick your measurement tool/technology
Analyze the results and start over
by Katie Paine

Free Measurement Tools
Technorati (number of links, “authority”)
Del.icio.us (quality and type of coverage)
Google Analytics (site statistics)
Veoh (video views on all platforms)
Flickr (photo views)
Feedburner (subscribers)
Google Blog Search (Poor man’s clipping service)
Yahoo Pipes (manage RSS)
Compete , Alexa (traffic)
Quantcast (ratings and demographics)

Paid Measurement Tools
The DIY Dashboard ( link )
Radian6 ( link )
BuzzLogic ( link )
Jeremiah’s List ( link )

More Measurement Resources
Kami’s Measurement Tag
Jeremiah’s list of monitoring tools
Free and Low-Cost Ways to Measure
Book: Measuring Public Relationships , Katie Paine
Calculating the ROI of Blogging , Charlene Li
Constantin Basturea’s ROI tag
Jeremiah Owyang’s Social Media Tag
Trinity of Analytics , Avinash Kaushik
Institute for Public Relations , Measurement

Kami Watson Huyse, APR
Phone: (713) 568-5750
E-mail: [email_address]
Blog: Communication Overtones
Web site: www.myprpro.com

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Prove It! Tools and Techniques to Measure the Effectiveness of Social Media

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