KDPaine's SobCon Roi Of Relationships In Social Media

The ROI of Engagement in Social Media A presentation to SOBCon Chicago, IL May 2009 Katie Delahaye Paine CEO KDPaine & Partners, LLC Durham & Berlin, NH kdpaine.blogs.com www.kdpaine.com People talk. We listen.

Who I am Data-driven Insightful Transparent Full of ideas Connector Passionate about measurement, gardening and politics CEO of a NH-based 20-person research firm specializing in measuring relationships, engagementlisten. the impact and People talk. We

Conquering your fears I’m afraid that metrics • If it’s not working, why keep will reveal that my doing it? program isn’t working I’m afraid of what I’ll • If you’re deaf to thewill hear it conversation, only your enemies hear I’m afraid I won’t be • It’s not about justifying, it’s about able to justify my improving program/existence I’m afraid I’ll be fired • You should be fired for not for not showing the showing any numbers right numbers 3 People talk. We listen.

Communications then and now 21st Century Role of Traditional role of Marketing & PR Communications 4 People talk. We listen.

A measurement timeline Social MSM Online Media Eyeball HITS Engagement counting Page 5 People talk. We listen.

The changing “Holy Grail” of measurement 6 People talk. We listen.

The measurement fork in the road Improving Selling stuff Reputation/relationsh ips To fix this Or get to this 7 People talk. We listen.

Goals drive metrics, metrics drive results Reputation / Sales Goal Relationshi ps Relation Engage ship ment scores Index Recom Web Metri mendati analytic ons s cs Positioni Sales ng Marketin Engage g Mix ment Modelin g 8 People talk. We listen.

What do you need to measure? Outputs? Did you get the coverage you wanted? Did you produce the promised materials on time and on budget? Outtakes? Did your target audience see the messages? Did they believe the messages? Outcomes? Did audience behavior change? Did the right people show up? Did your relationship change? Did sales increase? 9 People talk. We listen.

A Proposed Engagement Index Output Outtake Outcome Time on site Clickthru Relationships Repeat visits Donations/orders Tone/content of Forwards/links Signups conversation /comments + + Membership One Number? Page 10 People talk. We listen.

Goals, Actions and Metrics Goal Action Output Metric Outtake Outcome Metric Metric Increased Twitter Number of % inclined to % increase in online in campaign tweets support donations membersh % % increase in ip improvement memberships in perception of organization Increase in Flickr photo Number of % likely to Total online donations contest entrants support the donations cause Message Blogger/Spe% % hearing % consistency in consisten aker training postings/ar message messaging cy ticles between external % believing containing message and internal one or communications more key Market share messages Ratio of on- 11 People talk. We listen. Share of message to off-

The 7 steps to Social Media 1. Define the “R” – Define the expected results? Define the “I” -- What’s the 2. investment? Understand your audiences and what 3. motivates them Define the metrics (what you want to 4. become) Determine what you are benchmarking 5. against People talk. We listen.

Step 1: Define the “R” What return is expected? What were you hired to do? If you are celebrating complete 100% success a year from now, what is different about the organization? If your department was eliminated, what would be different? 13 People talk. We listen.

Step 2: Define the “I” What is the investment? Personnel Agency compensation Senior Staff time Opportunity cost 14 People talk. We listen.

Step 3: Define your audiences and how you impact them You audience is never “anyone with a pulse” There are multiple constituencies 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? Understand your role in getting the audience to do what you want it to do Raise awareness Increase preference Increase engagement 15 People talk. We listen.

Step 4: Define your Key Performance Indicators (KPIs) Cost savings Trust: Efficiency Improvement in relationship Cost per message /reputation scores with communicated customers and Cost per new lead/customer communities acquired (Loyalty/Retention) Productivity: Thought leadership: Increase in employee Share of quotes engagement/morale Share of opportunities Lower turnover/recruitment Message penetration costs Positioning on key issues Engagement: Improvement in Ratio of posts to comments favorable/unfavorable ratio % of repeat visitors Improvement in Optimal 16 People talk. We listen. Score (OCS) % of 5+min visitors Content

What makes a perfect communications KPI? Gets you where you want to go (achieves corporate goals) Is actionable by individuals as well as departments Continuously improves your processes Is there when you need it People talk. We listen.

Step 5: Define your benchmarks Emerging benchmarks Engaged = 3-13 comments per post Hyper-engaged = 15-35 comments per post After 3 days most comments are done, 14 days max Social Bookmarking momentum = 1 submitted item every other day Message should be communicated in 2 out of 5 blogs Past Performance, pre/post action Think 3 Peer Underdog nipping at your heels Stretch goal 18 People talk. We listen.

Step 5: Conduct research (if necessary) First: find out what already exists Web analytics Customer Satisfaction data Customer loyalty data Second: Decide what research is needed to give you the information you need: 19 People talk. We listen.

Step5: Selecting a measurement tool based on your KPIs Objective Metric Tool Increase inquiries, web traffic, % increase in traffic Clicktrax, Web trends, WebSide recruitment Story #s of clickthrus or downloads Increase awareness/preference % of audience preferring your Survey Monkey, Zoomerang, brand to the competition Engage marketplace Conversation index greater Type pad, Technorati than .8 Rankings Communicate messages % of articles containing key Media content analysis – messages Dashboards Total opportunities to see key messages Cost per opportunity to see key messages % aware of or believing in key Survey Monkey, message Zoomerang,Vizu 20 People talk. We listen.

Your tool box needs: 1. A content source: Google News/Google Blogs Technorati, Ice Rocket Cyberalert, CustomScoop, e-Watch Radian 6, Techrigy RSS feeds Twitter Search eNR, Meltwater Survey Monkey/Zoomerang We listen. 21 People talk.

Your tool box also needs to include: 2. A way to analyze that content Automated vs. Manual Tools: Census vs random •Woopra •Hubspot Grader sample •Xinureturns The 80/20 rule – •Twinfluence Measure what •SPSS •Excel matters because •Crimson Hexagon 20% of the content •www.tealium.com influences 80% of the We listen. 22 People talk.

Standard classifications of discussion • Responding to criticism • Acknowledging receipt of • Giving a shout-out information • Making a joke • Advertising something • Making a suggestion • Answering a question • Making an observation • Asking a question • Offering a greeting • Augmenting a previous post • Offering an opinion • Calling for action • Putting out a wanted ad • Disclosing personal • Rallying support information • • Recruiting people Distributing media • • Showing dismay Expressing agreement • • Soliciting comments Expressing criticism • • Soliciting help Expressing support • • Starting a poll Expressing surprise • • Validating a position Giving a heads up People talk. We listen.

Standard classifications of videos Advertisement Montage Animation Music Video Demonstration News Broadcast Event/Performance Promotional Video Fiction Sightseeing/Tour Film Slideshow Home Video Speech Instructional Video Television Show Interview Video Log Lecture People talk. We listen.

Your tool box also needs to include: 3. A way to measure engagement The conversation index= • Ratio of posts to comments Relationship studies The engagement index 25 People talk. We listen.

Share of conversation vs share of engagement Share of Engagement by Subject - ,External Blogs Share of Subject Students 23.6% 33.2% 22.1% 21.1% Research, Social Sciences 1 4 1 Staff 100.0% Campus Life 1 Research, Social Sciences 4.4% 95.6% Institution, Overall 2 1 3 Research, Physical Sciences 38.3% 2.3% 31.0% 28.4% Research, Other Policies 2 Research, Life Sciences 13.0% 20.8% 13.0% 53.2% Research, Agriculture 4 Research, Earth Sciences 86.8% 13.2% Other 1 Research, Agriculture 100.0% Legal News Projects, Non -Research 1 2 28.6% 28.6% 28.6% 14.2% Policies 100.0% Admissions 1 1 Peer 1 Peer 1 Partnerships Staff Michigan State Michigan State 1 Other Peer 2 Peer 2 Research, Life Sciences 1 1 2 1 3 Legal News 43.3% 56.7% Peer 3 Peer 3 Alumni Topics Inventions 1 1 Peer 4 Peer 4 Institution, Overall 5.8% 94.2% Financials 2 1 2 Financials 68.7% 12.5% 18.8% Projects, Non -Research 1 1 1 2 Faculty 15.3% 34.9% 6.3% 43.5% Research, Earth Sciences 1 2 2 Events Courses Courses 28.6% 71.4% 1 2 Community Relations Research, Physical Sciences 3 2 4 6 Campus Life Students 5 2 1 7 Alumni Topics 96.8% 3.2% Faculty Admissions 2 6 2 2 6 33.3% 66.7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 2 4 6 8 10 12 14 16 18 20 Page 26 People talk. We listen.

The vast majority of discussion in external blogs is neutral. Share of Engagement by Tone - External Blogs Share of Tone 100% 30 29 94% 90% 25 80% 83% 70% 71% 20 20 60% 58% 58% Negative Negative 50% 15 Neutral Neutral 14 Positive Positive 40% 42% 42% 12 10 30% 29% 8 20% 5 5 14% 4 4 10% 3 2 6% 3% 1 0% 0 Arizona State Michigan State Penn State Purdue University University of Michigan University of Michigan Purdue University Penn State Michigan State Arizona State Page 27 People talk. We listen.

For all institutions, most postings were simply making an observation or distributing media. Share of Conversation Types Share of Engagement by Conversation Type - Institutional Blogs Showing dismay Showing dismay 100.0% 1 Recruiting people Recruiting people 3 1 Rallying support Rallying support 1 Playing a game Playing a game 16 1 Offering an opinion Offering an opinion 49.5% 10.8% 39.7% 2 11 2 4 1 Making an observation Making an observation 30.9% 23.1% 10.9% 35.1% 14 46 6 18 9 Making a suggestion Making a suggestion 72.7% 27.3% 15 12 3 6 8 Giving a shout-out Giving a shout-out 5 12 2 2 Giving a heads-up 6.5% Giving a heads-up 26.9% 66.6% Arizona State 29 203 4 13 17 Arizona State Michigan State Expressing surprise Expressing surprise 1 Michigan State Expressing support Expressing support Penn State Penn State 1 2 2 3 Purdue UniversityExpressing criticism Purdue University 100.0% Expressing criticism 3 1 cx University of Michigan Distributing media University of Michigan 53.9% 46.1% Distributing media 36 787 235 Disclosing personal information 44.2% 1.6% 38.7% 15.5% Disclosing personal information 7 24 4 13 5 Calling for action Calling for action 1 2 Augmenting a previous post 100.0% Augmenting a previous post 6 1 Asking a question 100.0% Asking a question 1 2 Answering a question Answering a question 6 7 1 Advertising Something Advertising Something 3 12 2 11 Acknowledging receipt of information Acknowledging receipt of information 2 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Page 28 People talk. We listen.

Aspects of relationships Control mutuality Trust Satisfaction Commitment Exchange relationship Communal relationship 29 People talk. We listen.

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 listen. People talk. We are likely to reward the 30 organization.

How to implement relationship metrics Step 1: Define your universe Step 2: Sign up for Survey Monkey/Zoomerang Step 3: Conduct a benchmark relationship study Step 2: Implement your program Step 3: Conduct a follow up relationship study Step 4: Look at how your numbers have changed People talk. We listen.

Metrics that show engagement with your own site % increase or decrease in unique visits Change in page rank - i.e a list of the top ten most popular areas and how it has changed in the last week How many sessions on our blog or web site represent more than 5 page views 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 Courtesy %Eric Peterson that become a subscriber of of visitors % of visitors that download something from the site Page 32 % of visitors that provide talk. email address People an We listen.

Metrics that show engagement with other sites Conversation Index Links Forwards Digg, Stumbleupon Facebook, Twitter, Pownce, Utterz, Seesmic Comments Ratings Ranking Time between posts Tone of discussion Page 33 People talk. We listen.

Your tool box needs to include: 4. A way to quantify it all HITS= How Idiots Track Success Eyeballs – Compete Google Analytics Panels Surveys 34 People talk. We listen.

Step 7: Analysis Research without insight is just trivia What works, what doesn’t? What needs to be done? What are you communicating? What tools work best? 35 People talk. We listen.

Data mining the numbers you have Look for failures first Check to see what the competition is doing Then look for exceptional success Compare to last month, last quarter, last year Figure out what worked and what didn’t work People talk. We listen.

Best Practices: Correlations to bottom-line Benchmarking against impact your peers Donations Looking at what the best do Memberships Setting goals accordingly Sign-ups Use data to persuade recalcitrant spokespeople Leads Social Media in Crisis Using SMM for planning Listen instantly to a wide Define the time frame, range of influencers market/topic you want to study Identify weaknesses in communications, customer Use Google News, service, or in the product Technorati or Radian6 to identify the conversations Improve your reputation around the topic Listen first, then respond Analyze the conversations Stop doing stupid things People talk. We listen. for type, tone and positioning

Changing reputation via metrics Tone of Conversation over time 60 50 30 40 2 30 16 Positive Mentions Neutral 17 Negative 5 20 12 27 4 24 2 1 2 20 3 9 10 16 15 8 8 10 5 9 9 4 2 6 5 4 4 4 4 2 2 2 2 2 2 2 0 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2007 2008 People talk. We listen.

Negative coverage over time 25 1 3 1 20 2 2 4 15 1 Entries 14 21 15 18 10 10 14 5 1 10 2 12 10 2 9 5 3 4 2 4 2 7 6 5 1 4 4 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr 2006 2007 2008 People talk. We listen.

Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure 350,000,000 700,000 300,000,000 600,000 250,000,000 500,000 Web Site Visitors 200,000,000 400,000 Exposure Overall Exposure 150,000,000 300,000 Web Traffic 100,000,000 200,000 50,000,000 100,000 0 - People talk. We listen.

Tying activity to development/marketing goals 350,000,000 $1,800,000 $1,600,000 300,000,000 $1,400,000 250,000,000 $1,200,000 Donations Exposure 200,000,000 $1,000,000 Overall exposure Online donations $800,000 150,000,000 $600,000 100,000,000 $400,000 50,000,000 $200,000 0 $0 em e r M ry ne br ry ch S Aug ly r Ml cr D em r te st ay i be O be ov e pr Ju ec b ua Fe ua ep u N to b Ju ar A m n Ja 41 People talk. We listen.

Case Study: Engagement vs mentions Users were positively engaged with advertisements March 2009 Share of Tone by Company Share of Engagement by Tone for March 2009 Negative Neutral Positive Negative Neutral Positive 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Client Competitor 1 Client Competitor 1 Georgia-Pacific Kimberly-Clark Weyerhaeuser Georgia-Pacific Kimberly-Clark Weyerhaeuser Competitor 2 Competitor 2 People talk. We listen.

By percentage, individuals were more engaged with Client subjects than competitors (Engagement is the average number of comments per post made to a blog) March 2009 Discussion by Subject March 2009 Share of Engagement by Subject Georgia-Pacific Kimberly-Clark Weyerhaeuser Georgia-Pacific Kimberly-Clark Weyerhaeuser Client Competitor 1 Client Competitor 1 Competitor 2 Competitor 2 100% 100% 90% 90% 80% 80% 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% 43 People talk. We listen.

Household product discussion jumped from discussion of a Greenpeace report on toilet tissue Discussion by Subject Over Time  120 Away from Home Products 5 2 Building Products 100 Company Activities 2 2 55 80 64 Environmental 2 Mentions Issues/Sustainability/Global Warming 3 2 62 Household Products 45 53 60 27 2 8 5 Legal Issues 37 37 45 4 8 43 40 11 33 5 25 Management/Employees/Unions 6 24 5 40 29 22 12 11 25 4 20 Office Products 5 5 18 24 7 5  10 6 9 8 9 3 5 1 11 3 3 4 3 2 Packaging (Color Box) 3 8 7 7 7 6 5 5 4 4 4 2 0 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2008 2009 People talk. We listen.

Thank you For more information on measurement, check out our blog: kdpaine.blogs.com or Subscribe for free to The Measurement Standard, www.themeasurementstandard.com To start developing your own dashboard or for a copy of this presentation go to: http://www.kdpaine.com Or call me at 1-603-868-1550 Or give us your business card and we'll be happy to send it to you Page 45 People talk. We listen.

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KDPaine's SobCon Roi Of Relationships In Social Media

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