Social Media Measurement 2009

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: Engagement
To the Humane Society: Donations
To ComCast: Happier customers
To Best Buy: Better informed employees
To WMUR: Faster, more complete, more relevant stories
To Dell: Sales
To Molson: Better messaging

What Doesn’t Matter?
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

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

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

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 3X
26% of US respondents have already contributed content to social networking sites.
32% said they follow recommendations from friends
2 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 it
11 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 Boston
Facebook 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 been
There is no market for your message
You become what you measure
She/he with the most data wins
Behind every Tweet or Post is a person
Empower employees, rely on customers
Enable the conversations—it’s going on, with or without you
Spin 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 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

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”
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?
Personnel
Agency compensation
Senior Staff time
Opportunity cost
Raw costs/hr costs vs material costs.
17

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
18

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

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 24
cx

Share of conversation vs share of engagement
Page 25
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 26

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
27

Non-Profit industry benchmarks in social media
28

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

Benchmarks put numbers in perspective
Page 31

Step 6: Pick a tool
Content Analysis
Survey
Web Analytics

Step 6: Selecting a measurement tool
33

Content Analysis requires:
A content source:
Google News/Google Blogs, RSS feeds
Technorati, Social Mention, Twazzup,
Cyberalert, CustomScoop, e-Watch
Radian 6, Techrigy, Sysymos, Visible Technologies, Scout Labs
34

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

A coding methodology
Tonality
What messages were communicated
How you’re positioned on key issues
Dominance/Prominence/Visibility
Subject of the article/posting
Who was quoted?
Products, events, initiatives, battles mentioned

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
39

How to calculate Optimal Content

Building Measures
Units of content
Overall theme (when many messages are combined)
Entire message (e.g. article, blog post, etc.)
Message parts (brand mentions, paragraphs, sentences)
Types of content
Manifest: on the surface
Latent: the meaning or interpretation of the content
Latent Pattern: meaning determined by surface observations
Latent Projective: meaning determined by coder interpretation

Building Measures (cont.)
Variables are exhaustive/ mutually exclusive
One can always be selected, and only one
Types of variables
Nominal: categories, “buckets”
Brands mentioned, organizations mentioned, messages communicated
Ordinal: categories with an order or scale
Tonality, prominence, dominance
Numbers: number of words (zero means no words), number of brand mentions

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
43

Aspects of relationships
Control mutuality
Trust
Satisfaction
Commitment
Exchange relationship
Communal relationship
44

Control Mutuality
The 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 Mutuality
This 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 just
Dependability: the belief that an organization will do what it says it will do
Competence: the belief that an organization has the ability to do what it says it will do.
47

Questions to measure trust
This 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 satisfaction
The 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 Satisfaction
I 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

Commitment
I 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 relationships
Exchange 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 Relationships
Whenever 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 Relationships
This 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 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
57

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
58

Ask for money
Get Commitment
Manage Timing
Influence decisions
Get Outside help
Just Say No
Actionable Conclusions
59

Overall Comparison of Georgia Tech Social Media Outlets
60/17
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.

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

Using SMM for planning
The environmental scan
Defining issues in a market
Selecting a positioning that works

Benchmarks put numbers in perspective
Page 63

Diversity dominates C-M discussions in Social Media
Page 64

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

8 ways to do research without a budget
Become someone’s research project
Involve your board of directors and volunteers
Research something that HAS a budget
Take advantage of free offers
Become a case study
Team up with peer organizations
Analyze data that already exists
Use 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.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

Social Media Measurement 2009

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