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

    • 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
    • Page 8
      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.
    • 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
      56
    • Ask for money
      Get Commitment
      Manage Timing
      Influence decisions
      Get Outside help
      Just Say No
      Actionable Conclusions
      57
    • 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
    • 66
    • 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