Social Media Analytics - What, Why and How A Presentation to MESH Marketing October 22, 2009Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comMember, IPR Measurement Commissionwww.instituteforpr.org

A measurement timeline

Old School Metrics AVEsEyeballsHITS (How Idiots Track Success)Couch Potatoes# of Twitter Followers (unless you’re a celebrity)# of Facebook Friends/Fans (unless they donate money) Page 3

Signs that it’s the end of measurement as we know it48% of respondents to a PRWeek study said they were moving $$ out of advertising budgets into Social Media. Only 18% said they were taking $$ away from PR. Procter & Gamble is now paying for engagement, not eyeballs Sodexo cut $300K out of its recruitment budget using TwitterImmunize BC measured SM success via share of discussion, increased awareness and shots given BMC Software measures communications effectiveness based on contribution to EPS HSUS generated $650,000 in new donations from an on-line photo contest on FlickrThe Red Cross measures the effectiveness of Twitter via lives saved and property lostIBM predicts the ends of advertising as we know. Also receives more leads, sales and exposure from a $500 podcast than it does from an ad11 Mom’s turned around Wal-Mart's image and delivered measureable increases in sales.

Page 5You are a party planner, not a communicator 21st Century Old School

Page 6Social Media renders everything you know about measurement obsoleteOld School PR21st Century Role of PR The definition of timely has changedThe definition of reach has changedGRPs & Impressions are impossible to count (an irrevelvant) in social media The definition of success has changedThe answer isn’t how many you’ve reached, but how those you’ve reached have responded

Goals for Social Media Marketing/leads/sales/Mission/safety/civic engagementRelationship/reputation/positioning To fix thisOr get to this

Goals drive metrics, metrics drive results 8GoalMetrics

Change the conversation, improve your reputation Improve your reputationListen first, then respondStop doing stupid things

Negative coverage over time

Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure

Tying activity to development/marketing goals12

Goals, Actions and Metrics

The 7 steps to Social Media ROI Define the “R” – Define the expected results?Define the “I” -- What’s the investment?Understand your audiences and what motivates them Define the metrics (what you want to become) Determine what you are benchmarking againstPick a tool and undertake researchAnalyze results and glean insight, take action, measure again

Step 1: Define the “R” Why Social Media? What return is expected? – Define in terms of the business or mission.What problems is Social Media supposed to solve? What were you hired to do? What difference are you expected to make? If you are celebrating complete 100% success a year from now, what is different about the organization?If your Social Media is eliminated, what would be different? 15

Step 2: Define the “I” What is the investment? PersonnelAgency compensationSenior Staff time Opportunity costRaw costs/hr costs vs material costs. 16

Step 3: Define your audiences and how you impact themThere is no “audience.” There are multiple constituencies Should you blog or Twitter? Don’t ask me, ask your customers Understand your role in getting the audience to do what you want it to doRaise awarenessIncrease preferenceIncrease engagement17

Step 4: Define your Key Performance Indicators (KPIs)18The Perfect KPIGets you where you want to go (achieves corporate goals)Is actionableContinuously improves your processesIs there when you need itKPIs should be developed for: Your own propertiesDifferent tacticsOther influential sites

Step 4: Define your Key Performance Indicators (KPIs) carefully because you become what you measureCost savingsEfficiencyCost per message communicatedCost per new lead/customer acquiredProductivity: Increase in employee engagement/moraleLower turnover/recruitment costsEngagement: Ratio of posts to comments% of repeat visitors% of 5+min visitors% of registrationsTrust:Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)Thought leadership: Share of quotesShare of opportunities Message penetrationPositioning on key issuesImprovement in favorable/unfavorable ratioImprovement in Optimal Content Score (OCS)19

KPIs for External blogs and other Consumer Generated Media Share of positioningShare of rants vs. ravesShare of positives/negativesShare of visibilityShare of quotesShare of brand benefits mentionedTypes of conversationsEngagement – ratio of posts to comments Optimal content score

Revenue KPIs Cost savingsCost per click thru, downloads, engagement vs other marketing channelsCost per message communicated vs other channelsLifetime value of engagementCost per customer acquisition

Engagement metrics % increase or decrease in unique visits In the past month, what % of all sessions represent more than 5 page views % of sessions that are greater than 5 minutes in duration % of visitors that come back for more than 5 sessions % 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 % of visitors that become a subscriber % of visitors that download something from the site % of visitors that provide an email addressRatio of posts to comments Courtesy of Eric Peterson

For all institutions, most postings were simply making an observation or distributing media. Page 23cx

Share of conversation vs share of engagement Page 24Share of Engagement by Subject -,External BlogsShare of SubjectStudents23.6%33.2%22.1%21.1%Staff100.0%Research, Social Sciences141Research, Social Sciences4.4%95.6%Campus LifeResearch, Physical Sciences138.3%2.3%31.0%28.4%Research, OtherInstitution, Overall213Research, Life Sciences13.0%20.8%13.0%53.2%Policies2Research, Earth Sciences86.8%13.2%Research, Agriculture4Research, Agriculture100.0%Projects, Non-ResearchOther28.6%28.6%28.6%14.2%1Policies100.0%Legal NewsPeer 112PartnershipsMichigan StateAdmissions11Peer 1OtherPeer 2StaffMichigan State1Legal News43.3%56.7%Peer 3InventionsPeer 2Research, Life Sciences11213Peer 4Institution, Overall5.8%94.2%Peer 3Alumni Topics11Financials68.7%12.5%18.8%Peer 4Financials212Faculty15.3%34.9%6.3%43.5%Projects, Non-ResearchEvents1112Courses28.6%71.4%Research, Earth Sciences122Community RelationsCourses12Campus LifeResearch, Physical Sciences3246Alumni Topics96.8%3.2%AdmissionsStudents33.3%66.7%5217Faculty262260%10%20%30%40%50%60%70%80%90%100%02468101214161820

The vast majority of discussion in external blogs is neutral.Page 25

Emerging benchmarks Past PerformanceThink 3PeerUnderdog nipping at your heelsStretch goal Whatever keeps the C-suite up at nightStep 5: Define your benchmarks26

Some benchmarks in social media 27

Overview of Key MetricsPeer 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.

Few subjects appear across all forms of social media, so tailor outreach accordingly

Step 6: Pick a tool Content AnalysisSurveyWeb Analytics

Step 6: Selecting a measurement tool31

Content Analysis requires a content source: Free: Google News/Google Blogs, RSS feeds, Technorati, Social Mention, Twazzup, $500+Radian 6, Techrigy, Sysymos, Visible Technologies, Scout Labs, Cyberalert, CustomScoop, e-Watch32

A way to analyze content AutomatedHuman: Census vs random sampleSentiment vs TopicsThe 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisions33

A coding methodologyTonalityWhat messages were communicatedHow you’re positioned on key issuesDominance/Prominence/VisibilityAuthoritySubject of the article/postingWho was quoted?Products, events, initiatives, battles mentionedOptimal Content Score

What matters, what doesn’t

Standard classifications of discussionResponding to criticismGiving a shout-outMaking a jokeMaking a suggestionMaking an observationOffering a greetingOffering an opinionPutting out a wanted adRallying supportRecruiting peopleShowing dismaySoliciting commentsSoliciting helpStarting a pollValidating a positionAcknowledging receipt of informationAdvertising somethingAnswering a questionAsking a questionAugmenting a previous postCalling for actionDisclosing personal informationDistributing mediaExpressing agreementExpressing criticismExpressing supportExpressing surpriseGiving a heads up

Responding to criticism

Giving a shout-out

Making a joke

Making a suggestion

Making an observation

Offering a greeting

Offering an opinion

Putting out a wanted ad

Rallying support

Recruiting people

Showing dismay

Soliciting comments

Soliciting help

Starting a poll

Validating a position

Acknowledging receipt of information

Advertising something

Answering a question

Asking a question

Augmenting a previous post

Calling for action

Disclosing personal information

Distributing media

Expressing agreement

Expressing criticism

Expressing support

Expressing surprise

Giving a heads up

Standard classifications of videosAdvertisementAnimationDemonstrationEvent/PerformanceFictionFilmHome VideoInstructional VideoInterviewLectureMontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log

Why an Optimal Content Score? You decide what’s important:Benchmark against peers and/or competitorsTrack activities against OCS over time Positive: Mentions of the brandKey messagesPositioningVisibilityNegative OmittedNegative toneNo key message38

How to calculate Optimal Content

Charting OCS over time between divisions

Trend against competition with OCS

Surveys require: A defined sampleA list – a way to get to that sampleAgreement on what questions you need to answerA survey instrument/questionnaire A testA way to analyze dataSPSSSAS42

Aspects of relationships Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship43

Components of a Relationship IndexControl mutuality In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)This organization really listens to what people like me have to say.TrustThis organization can be relied on to keep its promises.This organization has the ability to accomplish what it says it will do.SatisfactionGenerally speaking, I am pleased with the relationship this organization has established with people like me.Most people enjoy dealing with this organization.CommitmentThere is a long-lasting bond between this organization and people like me.Compared to other organizations, I value my relationship with this organization moreExchange relationshipEven 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.This organization will compromise with people like me when it knows that it will gain something.This organization takes care of people who are likely to reward the organization.Communal relationshipThis organization is very concerned about the welfare of people like me.I I think that this organization succeeds by stepping on other people. (Reversed)

How to implement relationship metrics Step 1: Conduct a benchmark relationship studyStep 2: Implement PR programStep 3: Conduct a follow up relationship studyStep 4: Look at what’s changed

Web Analytics Require: Google Analytics/Web Trends/OmnitureUnique URLsData delivered in parallel with content analysisAbility to correlate and integrate data SPSS/SAS46

Step 7: Analysis - -Research without insight is just triviaLook for failures firstCheck to see what the competition is doing Then look for exceptional successCompare to last month, last quarter, 13-month averageFigure out what worked and what didn’t workMove resources from what isn’t working to what is 47

Ask for money Get Commitment Manage TimingInfluence decisions Get Outside help Just Say NoActionable Conclusions48

Georgia Tech Case Study

Overall Comparison of Georgia Tech Social Media Outlets50/17Based on 2007 data, Georgia Tech outperformed its peers in Facebook presence, but significantly lagged peers on other social media. Post-2007 media monitoring has not included a social media dimension due to funding constraints, but this will be important to trend as feasible in the future.Share of All CoverageDefinitions: YouTube: a video sharing site. Social Bookmarking: a site where members can display media they have found on the web. Facebook: a social networking site. Institutional Blogs: blogs hosted and owned by schools studied. External Blog: any blog post that is not hosted by an institution.

Based on 2007 data, Georgia Tech outperformed its peers in Facebook presence, but significantly lagged peers on other social media.

Post-2007 media monitoring has not included a social media dimension due to funding constraints, but this will be important to trend as feasible in the future.

Where people get the content they share on FacebookSources of content Genre of content

Understanding brand ownership of online video contentUse ownership to signal brand participationProvide alerts for possible brand management issues

USO Case Study

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Moving conversation from observation to support

Social Media OverviewMarch 200956

Media Engagement & Online Giving35,152,789 OTSRed line indicates media impressions6,253,852 OTS

Best Practices:Correlations to bottom-line impactDonationsMembershipsSign-upsLeadsUsing SMM for planningDefine the time frame, market/topic you want to studyUse Google News, Technorati or Radian6 to identify the conversations around the topic Analyze the conversations for type, tone and positioningLook at share of positioning, tone or conversationBenchmarking against your peersLooking at what the best doSetting goals accordinglyUse data to persuade recalcitrant spokespeopleSocial Media in CrisisListen instantly to a wide range of influencersIdentify weaknesses in communications, customer service, or in the product Improve your reputationListen first, then respondStop doing stupid things

Thank You!For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.comFor a copy of this presentation go to: http://www.kdpaine.comFollow me on Twitter: KDPaineFriend me on Facebook: Katie Paine Or call me at 1-603-868-1550