Social Media Measurement Techniques and Tips October 14 , 2009Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comMember, IPR Measurement Commissionwww.instituteforpr.org

What Matters? To P&G: EngagementTo the Humane Society: DonationsTo ComCast: Happier customers To Best Buy: Better informed employeesTo WMUR: Faster, more complete, more relevant stories To Dell: SalesTo Molson: Better messaging

What Doesn’t Matter?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

Page 4You are a party planner, not a communicator 21st Century Old School

Page 5Social 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

Some really scary numbers* if you’re an ad agency More respondents spend more time on daily personal Intent usage than watching TV 53% of DVR owners watch at least 50% of content on replay – skipping ads all together Consumer Internet ad spend outpaces TV spend by 3X26% of US respondents have already contributed content to social networking sites. 32% said they follow recommendations from friends2 out of 3 ad execs expect ad revenue to shift from impression-based to impact based metrics within three years *The End of Advertising as we Know it , IBM 2009

Signs that it’s the end of measurement as we know it11 Moms make a bigger difference than 11 million 1 person on Twitter changed the reputation of Comcast 1 CEO’s blog is changing the face of healthcare in BostonFacebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0 Dell has made more money on Twitter than Twitter has Ex-employee networks are helping companies lower costs and speed response times The Epping, NH police department is on Twitter

The New Rules of Communications You aren’t in control and never have beenThere is no market for your message You become what you measureShe/he with the most data winsBehind every Tweet or Post is a person Empower employees, rely on customersEnable the conversations—it’s going on, with or without youSpin is dead, long live transparency – you can’t fake it so be who you are and see who is pleased Crowdsourcing will beat outsourcing every time

The Engagement Decision Tree

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 11GoalMetrics

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

Negative coverage over time

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” What return is expected? – Define in terms of the business or mission.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 department was eliminated, what would be different? 16

Step 2: Define the “I” What is the investment? PersonnelAgency compensationSenior Staff time Opportunity costRaw costs/hr costs vs material costs. 17

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 List every stakeholderWhere 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 doRaise awarenessIncrease preferenceIncrease engagement18

Step 4: Define your Key Performance Indicators (KPIs)19The 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)20

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 24cx

Share of conversation vs share of engagement Page 25Share 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 26

Emerging benchmarks Past PerformanceThink 3PeerUnderdog nipping at your heelsStretch goal Whatever keeps the C-suite up at nightStep 5: Define your benchmarks27

Non-Profit industry benchmarks in social media 28

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

Benchmarks put numbers in perspectivePage 31

Step 6: Pick a tool Content AnalysisSurveyWeb Analytics

Step 6: Selecting a measurement tool33

Content Analysis requires: A content source: Google News/Google Blogs, RSS feedsTechnorati, Social Mention, Twazzup, Cyberalert, CustomScoop, e-WatchRadian 6, Techrigy, Sysymos, Visible Technologies, Scout Labs34

A way to analyze content Automated vs. Manual Census vs random sampleThe 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisionsDashboards to aggregate data 35

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

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 message39

How to calculate Optimal Content

Building MeasuresUnits of contentOverall theme (when many messages are combined)Entire message (e.g. article, blog post, etc.)Message parts (brand mentions, paragraphs, sentences)Types of contentManifest: on the surfaceLatent: the meaning or interpretation of the contentLatent Pattern: meaning determined by surface observationsLatent Projective: meaning determined by coder interpretation

Building Measures (cont.)Variables are exhaustive/ mutually exclusiveOne can always be selected, and only oneTypes of variablesNominal: categories, “buckets”Brands mentioned, organizations mentioned, messages communicatedOrdinal: categories with an order or scaleTonality, prominence, dominanceNumbers: number of words (zero means no words), number of brand mentions

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 dataSPSSSAS43

Aspects of relationships Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship44

Control MutualityThe degree to which parties agree on who has the rightful power to influence one another. Although some imbalance is natural, stable relationships require that organizations and publics each have some control over the other.45

Questions that test Control MutualityThis organization and people like me are attentive to what each other says.This organization believes the opinions of people like me are legitimate.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.The management of this organization gives people like me enough say in the decision-making process.46

Measuring Trust One party’s level of confidence in and willingness to open oneself to the other party. Includes: Integrity: the belief that an organization is fair and justDependability: the belief that an organization will do what it says it will doCompetence: the belief that an organization has the ability to do what it says it will do.47

Questions to measure trustThis organization treats people like me fairly and justly.Whenever this organization makes an important decision, I know it will be concerned about people like me.This organization can be relied upon to keep its promises.I believe that this organization takes the opinions of people like me into account when making decisions.I feel very confident about this organization’s skills.This organization has the ability to accomplish what it says it will do.48

Measuring satisfactionThe extent to which each party feels favorably toward the other because positive expectations about the relationship are reinforced. A satisfying relationship is one in which the benefits outweigh the costs.49

Questions to Measure SatisfactionI am happy with this organization.Both the organization and people like me benefit from the relationship.Most people like me are happy in their interactions with this organization.Generally speaking, I am pleased with the relationship this organization has established with people like me.Most people enjoy dealing with this organization.50

Measuring commitment The extent to which each party believes and feels that the relationship is worth spending energy to maintain and promote. 51

CommitmentI feel that this organization is trying to maintain a long-term commitment to people like me.I can see that this organization wants to maintain a relationship with people like me.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.I would rather work together with this organization than not.52

Measuring relationshipsExchange Relationship In an exchange relationship, one party gives benefits to the other only because the other has provided benefits in the past or is expected to do so in the future.Communal Relationship In a communal relationship, both parties provide benefits to the other because they are concerned for the welfare of the other -- even when they get nothing in return.53

Exchange RelationshipsWhenever this organization gives or offers something to people like me, it generally expects something in return.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.54

Communal RelationshipsThis organization does not especially enjoy giving others aid. (Reversed)This organization is very concerned about the welfare of people like me.I feel that this organization takes advantage of people who are vulnerable. (Reversed)I think that this organization succeeds by stepping on other people. (Reversed)This organization helps people like me without expecting anything in return.55

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/SAS57

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 58

Ask for money Get Commitment Manage TimingInfluence decisions Get Outside help Just Say NoActionable Conclusions59

Overall Comparison of Georgia Tech Social Media Outlets60/17Based 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.

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

Using SMM for planningThe environmental scanDefining issues in a marketSelecting a positioning that works

Benchmarks put numbers in perspectivePage 63

Diversity dominates C-M discussions in Social Media Page 64

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

8 ways to do research without a budgetBecome someone’s research projectInvolve your board of directors and volunteersResearch something that HAS a budgetTake advantage of free offersBecome a case studyTeam up with peer organizationsAnalyze data that already existsUse blogs and social networks to listen to conversations 67

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