P R S A S M M Master Class 11 09

Social Media Measurement: Establishing ROI A PRSA Master Class November 8, 2009Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.measuresofsuccess.comhttp:/kdpaine.blogs.comMember, IPR Measurement Commissionwww.instituteforpr.org

Agenda
Basic Definitions
Basic rules of Measurement
Tools, Tips & Techniques
Case Studies
Hands on Measurement Workshop

First, somenumbers
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.
Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama
If Facebook were a country it would be the 5th largest on earth.
Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0
78% of consumers trust peer recommendations , only 14% trust advertisements
Only 18% of traditional TV campaigns generate a positive ROI
91% of Inc 500 companies are now using social media
38% aren’t monitoring their brand, product or reputation in social media
2-3 years. How long before impression-based ad revenue model
6 – avg number of links in a blog
33 – the percent of shared content on social media sites that comes from traditional media.
3

Signs that it’s the end of measurement as we know it
Procter & Gamble is now paying for engagement, not eyeballs
Sodexo cut $300K out of its recruitment budget using Twitter
Comcast avoided government regs and improvevd customer service via Twitter
Immunize BC used social media to boost awareness and increase percentage of population immunized
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 judges success in terms of property saved and loss averted
NWF generated 85,000 new followers in a month via a Twitter hash tag
IBMreceives more leads, sales and exposure from a $500 podcast than it does from a $40K ad program
Wal-Mart credits Q109 profits to 11 Moms
Stanford University calculates ROI from Facebook based on applications & retention

Conquering your fears

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 7

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

The Engagement Decision Tree

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
11
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
15

What do you need to measure?

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?
19

Step 2: Define the “I”
What is the investment?
Personnel
Agency compensation
Senior Staff time
Opportunity cost
20

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
List every stakeholder
Where do they go for information?
What’s important to them?
What is the benefit of having a good relationship with that stakeholder group?
What’s important to them?
Where do they go for information?
What do you want them to know?
Understand your role in getting the audience to do what you want it to do
Raise awareness
Increase preference
Increase engagement
21

Step 4: Define your Key Performance Indicators (KPIs)
22
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)
23

KPIs for External blogs and other Consumer Generated Media
Share of positioning
Share of desirable discussion
Share of visibility
Share of quotes
Share of brand mentions
Share of desired conversation types
Improvement in engagement scores
Optimal content score

Revenue KPIs
% reduction in cost perclick thru, downloads, engagement vs other marketing channels
Cost per message communicated vs other channels
Reduction in cost per share point of visibility
Lifetime value of engagement
Cost per customer acquisition

Engagement KPIs
% 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

The Concept
Difference in share of votes between Bloomberg & Thompson: 5
Difference in campaign cost: $95 million
Cost per share point = $19 million
Reducing cost per share point gain

Applying share point gain to your business
Share of discussion before social media campaign: 10%
Share of discussion after social media campaign: 20%
Cost of social media campaign: $20,000
Cost per share point = $2,000
Correlate to market share or compare to awareness gains

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
29

Some benchmarks in social media
30

Blogs and Twitter dominated the social media landscape
31

Consumer organizations are far more likely to see Undesirable Discussion than non-profits or educational institutions.
32
*For each mention, we determine whether it leaves the reader more or less likely to donate to, partner with, volunteer for or otherwise support the efforts of Non-Profit Organization. If it leaves the reader more likely, we consider it positive. If it leaves the reader less likely, we consider it negative. If it doesn’t sway the reader one way or the other, we consider it neutral.

Key Message penetration lags the non-profit average
33

Focus on fewer key messages with shorter statements
34
Recommendation: Less is more when trying to get your messages across. We recommend reducing the number of key messages and simplifying and shortening the key messages that are tracked.

Most conversations were making observations rather than expressing support
35

Consumer organizations tend to be the focal point of more conversations
36

Consumer companies saw a significantly higher level of visibility than non-profits
37

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.

Step 6: Pick a tool
Content Analysis
Survey
Web Analytics

Step 6: Selecting a measurement tool
41

Content Analysis requires a content source:
Free:
Google News/Google Blogs, RSS feeds, Technorati,
Social Mention, Twazzup,
$500+
Radian 6, Techrigy, Sysymos, Crimson Hexagon, Visible Technologies, Scout Labs, Cyberalert, CustomScoop, e-Watch
42

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
43

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
48

How to calculate Optimal Content

Charting OCS over time between divisions

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
51

Aspects of relationships
Control mutuality
Trust
Satisfaction
Commitment
Exchange relationship
Communal relationship
52

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
55

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
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Ask for money
Get Commitment
Manage Timing
Influence decisions
Get Outside help
Just Say No
Actionable Conclusions
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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

Case Studies

For all institutions, most postings were simply making an observation or distributing media.
Page 60
cx

Share of conversation vs share of engagement
Page 61
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 62

Overall Comparison of Georgia Tech Social Media Outlets
63/17
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

USO Case Study

Moving conversation from observation to support

Social Media OverviewMarch 2009
68

Media Engagement & Online Giving
35,152,789 OTS
Red line indicates media impressions
6,253,852 OTS

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

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P R S A S M M Master Class 11 09

by kdpaine on Nov 09, 2009

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P R S A S M M Master Class 11 09 — Presentation Transcript