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Mesh Marketing Mesh Marketing Presentation Transcript

  • 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
    AVEs
    Eyeballs
    HITS (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 it
    48% 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 Twitter
    Immunize 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 Flickr
    The Red Cross measures the effectiveness of Twitter via lives saved and property lost
    IBM predicts the ends of advertising as we know. Also receives more leads, sales and exposure from a $500 podcast than it does from an ad
    11 Mom’s turned around Wal-Mart's image and delivered measureable increases in sales.
  • Page 5
    You are a party planner, not a communicator
    21st Century
    Old School
  • Page 6
    Social Media renders everything you know about measurement obsolete
    Old School PR
    21st Century Role of PR
    The definition of timely has changed
    The definition of reach has changed
    GRPs & Impressions are impossible to count (an irrevelvant) in social media
    The definition of success has changed
    The 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 engagement
    Relationship/reputation/positioning
    To fix this
    Or get to this
  • Goals drive metrics, metrics drive results
    8
    Goal
    Metrics
  • Change the conversation, improve your reputation
    Improve your reputation
    Listen first, then respond
    Stop 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 goals
    12
  • 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 against
    Pick a tool and undertake research
    Analyze 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?
    Personnel
    Agency compensation
    Senior Staff time
    Opportunity cost
    Raw costs/hr costs vs material costs.
    16
  • Step 3: Define your audiences and how you impact them
    There 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 do
    Raise awareness
    Increase preference
    Increase engagement
    17
  • Step 4: Define your Key Performance Indicators (KPIs)
    18
    The Perfect KPI
    Gets you where you want to go (achieves corporate goals)
    Is actionable
    Continuously improves your processes
    Is there when you need it
    KPIs should be developed for:
    Your own properties
    Different tactics
    Other influential sites
  • Step 4: Define your Key Performance Indicators (KPIs) carefully because you become what you measure
    Cost savings
    Efficiency
    Cost per message communicated
    Cost per new lead/customer acquired
    Productivity:
    Increase in employee engagement/morale
    Lower turnover/recruitment costs
    Engagement:
    Ratio of posts to comments
    % of repeat visitors
    % of 5+min visitors
    % of registrations
    Trust:
    Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)
    Thought leadership:
    Share of quotes
    Share of opportunities
    Message penetration
    Positioning on key issues
    Improvement in favorable/unfavorable ratio
    Improvement in Optimal Content Score (OCS)
    19
  • KPIs for External blogs and other Consumer Generated Media
    Share of positioning
    Share of rants vs. raves
    Share of positives/negatives
    Share of visibility
    Share of quotes
    Share of brand benefits mentioned
    Types of conversations
    Engagement – ratio of posts to comments
    Optimal content score
  • Revenue KPIs
    Cost savings
    Cost per click thru, downloads, engagement vs other marketing channels
    Cost per message communicated vs other channels
    Lifetime value of engagement
    Cost 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 address
    Ratio of posts to comments
    Courtesy of Eric Peterson
  • For all institutions, most postings were simply making an observation or distributing media.
    Page 23
    cx
  • Share of conversation vs share of engagement
    Page 24
    Share of Engagement by Subject
    -
    ,External Blogs
    Share of Subject
    Students
    23.6%
    33.2%
    22.1%
    21.1%
    Staff
    100.0%
    Research, Social Sciences
    1
    4
    1
    Research, Social Sciences
    4.4%
    95.6%
    Campus Life
    Research, Physical Sciences
    1
    38.3%
    2.3%
    31.0%
    28.4%
    Research, Other
    Institution, Overall
    2
    1
    3
    Research, Life Sciences
    13.0%
    20.8%
    13.0%
    53.2%
    Policies
    2
    Research, Earth Sciences
    86.8%
    13.2%
    Research, Agriculture
    4
    Research, Agriculture
    100.0%
    Projects, Non
    -
    Research
    Other
    28.6%
    28.6%
    28.6%
    14.2%
    1
    Policies
    100.0%
    Legal News
    Peer 1
    1
    2
    Partnerships
    Michigan State
    Admissions
    1
    1
    Peer 1
    Other
    Peer 2
    Staff
    Michigan State
    1
    Legal News
    43.3%
    56.7%
    Peer 3
    Inventions
    Peer 2
    Research, Life Sciences
    1
    1
    2
    1
    3
    Peer 4
    Institution, Overall
    5.8%
    94.2%
    Peer 3
    Alumni Topics
    1
    1
    Financials
    68.7%
    12.5%
    18.8%
    Peer 4
    Financials
    2
    1
    2
    Faculty
    15.3%
    34.9%
    6.3%
    43.5%
    Projects, Non
    -
    Research
    Events
    1
    1
    1
    2
    Courses
    28.6%
    71.4%
    Research, Earth Sciences
    1
    2
    2
    Community Relations
    Courses
    1
    2
    Campus Life
    Research, Physical Sciences
    3
    2
    4
    6
    Alumni Topics
    96.8%
    3.2%
    Admissions
    Students
    33.3%
    66.7%
    5
    2
    1
    7
    Faculty
    2
    6
    2
    2
    6
    0%
    10%
    20%
    30%
    40%
    50%
    60%
    70%
    80%
    90%
    100%
    0
    2
    4
    6
    8
    10
    12
    14
    16
    18
    20
  • The vast majority of discussion in external blogs is neutral.
    Page 25
  • Emerging benchmarks
    Past Performance
    Think 3
    Peer
    Underdog nipping at your heels
    Stretch goal
    Whatever keeps the C-suite up at night
    Step 5: Define your benchmarks
    26
  • Some benchmarks in social media
    27
  • Overview of Key Metrics
    Peer 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 Analysis
    Survey
    Web Analytics
  • Step 6: Selecting a measurement tool
    31
  • 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-Watch
    32
  • A way to analyze content
    Automated
    Human:
    Census vs random sample
    Sentiment vs Topics
    The 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisions
    33
  • A coding methodology
    Tonality
    What messages were communicated
    How you’re positioned on key issues
    Dominance/Prominence/Visibility
    Authority
    Subject of the article/posting
    Who was quoted?
    Products, events, initiatives, battles mentioned
    Optimal Content Score
  • What matters, what doesn’t
  • Standard classifications of discussion
    • 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 videos
    Advertisement
    Animation
    Demonstration
    Event/Performance
    Fiction
    Film
    Home Video
    Instructional Video
    Interview
    Lecture
    Montage
    Music Video
    News Broadcast
    Promotional Video
    Sightseeing/Tour
    Slideshow
    Speech
    Television Show
    Video Log
  • Why an Optimal Content Score?
    You decide what’s important:
    Benchmark against peers and/or competitors
    Track activities against OCS over time
    Positive:
    Mentions of the brand
    Key messages
    Positioning
    Visibility
    Negative
    Omitted
    Negative tone
    No key message
    38
  • How to calculate Optimal Content
  • Charting OCS over time between divisions
  • Trend against competition with OCS
  • Surveys require:
    A defined sample
    A list – a way to get to that sample
    Agreement on what questions you need to answer
    A survey instrument/questionnaire
    A test
    A way to analyze data
    SPSS
    SAS
    42
  • Aspects of relationships
    Control mutuality
    Trust
    Satisfaction
    Commitment
    Exchange relationship
    Communal relationship
    43
  • Components of a Relationship Index
    Control 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.
    Trust
    This organization can be relied on to keep its promises.
    This organization has the ability to accomplish what it says it will do.
    Satisfaction
    Generally speaking, I am pleased with the relationship this organization has established with people like me.
    Most people enjoy dealing with this organization.
    Commitment
    There is a long-lasting bond between this organization and people like me.
    Compared to other organizations, I value my relationship with this organization more
    Exchange relationship
    Even 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 relationship
    This 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 study
    Step 2: Implement PR program
    Step 3: Conduct a follow up relationship study
    Step 4: Look at what’s changed
  • Web Analytics Require:
    Google Analytics/Web Trends/Omniture
    Unique URLs
    Data delivered in parallel with content analysis
    Ability to correlate and integrate data
    SPSS/SAS
    46
  • Step 7: Analysis - -Research without insight is just trivia
    Look for failures first
    Check to see what the competition is doing
    Then look for exceptional success
    Compare to last month, last quarter, 13-month average
    Figure out what worked and what didn’t work
    Move resources from what isn’t working to what is
    47
  • Ask for money
    Get Commitment
    Manage Timing
    Influence decisions
    Get Outside help
    Just Say No
    Actionable Conclusions
    48
  • Georgia Tech Case Study
  • Overall Comparison of Georgia Tech Social Media Outlets
    50/17
    • 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.
    Share of All Coverage
    Definitions: 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.
  • Where people get the content they share on Facebook
    Sources of content
    Genre of content
  • Understanding brand ownership of online video content
    Use ownership to signal brand participation
    Provide alerts for possible brand management issues
  • USO Case Study
  • 54
  • Moving conversation from observation to support
  • Social Media OverviewMarch 2009
    56
  • Media Engagement & Online Giving
    35,152,789 OTS
    Red line indicates media impressions
    6,253,852 OTS
  • Best Practices:
    Correlations to bottom-line impact
    Donations
    Memberships
    Sign-ups
    Leads
    Using SMM for planning
    Define the time frame, market/topic you want to study
    Use Google News, Technorati or Radian6 to identify the conversations around the topic
    Analyze the conversations for type, tone and positioning
    Look at share of positioning, tone or conversation
    Benchmarking against your peers
    Looking at what the best do
    Setting goals accordingly
    Use data to persuade recalcitrant spokespeople
    Social Media in Crisis
    Listen instantly to a wide range of influencers
    Identify weaknesses in communications, customer service, or in the product
    Improve your reputation
    Listen first, then respond
    Stop 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.com
    For a copy of this presentation go to: http://www.kdpaine.com
    Follow me on Twitter: KDPaine
    Friend me on Facebook: Katie Paine
    Or call me at 1-603-868-1550