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    Wpaa Measuring Naked Conversations Wpaa Measuring Naked Conversations Presentation Transcript

    • Measuring Naked Conversations A presentation to Worldwide Public Affairs Conference Crystal City, VA May, 2009 Katie Delahaye Paine CEO kdpaine@kdpaine.com www.kdpaine.com kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org People talk, We Listen
    • Why Measure? ―The main reason to measure objectives is not so much to reward or punish individual communications manager for success or failure as it is to learn from the research whether a program should be continued as is, revised, or dropped in favor of another approach ‖ ―If we can put a man in orbit, why Emeritus, University of Maryland James E. Grunig, Professor can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous, capricious, motivated by innumerable conflicting interests, and conflicting desires.‖ Ralph Delahaye 2 Paine, Publisher, Fortune Magazine , We Listen People talk, 1960 speech to the Ad Club of
    • 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 theyour enemies conversation, only hear will hear it 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 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 New Rules of Communications You aren’t in control 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 There is no market for your message You become what you measure She/he with the most data wins Social media must be a core competency for all 7 People talk, We Listen employees
    • The measurement fork in the road Marketing/recruit Reputation/relationsh ment ips To fix this Or get to this People talk, We Listen
    • Goals drive metrics, metrics drive results Reputation/ Recruitment Relationshi Goal ps Relations Engagem hip ent Index scores Cost per Recomm customer end- acquisitio ations Metri n Positioni Web cs ng analytics Engagem Sales ent leads Marketin g Mix Modeling 9 People talk, We Listen
    • 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
    • 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 Page 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 Page 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 % of 5+min visitors People talk, We Listen Score (OCS) 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
    • Why an Optimal Content Score? You decide what’s important: Benchmark against peers and/or competitors Track activities against OCS over time Positive: Negative Mentions of the brandOmitted Key messages Negative tone Positioning No key message Visibility 18 People talk, We Listen
    • How to calculate Optimal Content Optimal Content Score Quality score +1 0 -1 Score Score Score Tonality Positive 3 Neutral 0 Negative -3 Positions the competition favorably or positions Sargento Positioning Contains 2 Doesn't contain 0 negatively -2 Does not contain or miscommunicates key Messaging Contains 3 partially contains 0 message (neg mess) -1 Quotes Contains 1 Does not contain -1 Competitive Does not mention Competition mentioned mention Competition 1 prominently -3 Total Score 10 0 -10 Visibility Score +1 0 -1 Score Score Score Contains competitive Brand Photo Contains 3 Doesn't contain 0 photo -5 Dominance Focal point 3 Not a focal point -1 Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2 Target publication Top Tier 2 2nd tier 0 Not on target list -2 Total Score 10 0 -10 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 Think 3 Peer Underdog nipping at your heels Stretch goal 20 People talk, We Listen
    • 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. Ext. Bookm Faceb Inst. YouTub MSM ark. ook Blogs Blogs e — SOV 2% 8% 9% 11% 7% Populari 230 500/m 150k — — 20 links ty bkmks o. views Engage 13 2-12 — 59 cmts 1 day 2 cmts ment cmts cmts % 20% 32% 54% 50% 15% 15% Positive % †Negativ size. Findings are directionaltalk, We Listen 0% People only. Small base 0% 4% 0% 1% 2%
    • Few subjects appear of discussion in each channel Top 5 Subjects across all forms of social media, so tailor outreach accordingly Ran Facebook YouTube Social External Institution k Bookmarki Blogs al Blogs Ord ng er 1 Campus Life Events Courses Faculty Campus Life 2 Sports Campus Life Projects, Research, Events Non- Physical Research Sciences 3 Technology Faculty Research, Institution Institution Physical Overall Overall Sciences 4 Product Courses Events Expert Institution Services Commenta Sub- ry Groups 5 Events Institution Faculty Events Admission Overall s People talk, We Listen
    • Step 5: Conduct research (if necessary) First: find out what already exists Web analytics Survey data Third party data Then figure out what is missing and what research you need 23 People talk, We Listen
    • What do you need to measure (cont.) Output Outtake Outcome Unique monthly Relationship Click-through rate visitors measures Donations/ orders + + Time on site, repeat Reputation Stock price visits dimensions Signups / SNS connections Attitude membership RSS subscribers Awareness Support calls Forwards/ links Messages Event participation Comments/ post communicated by Votes Community stakeholders Qualified applicants descriptives Meme creation Retention Use of discussion features Mass media influence Page 24 People talk, We Listen
    • Step5: Selecting a measurement tool based on your KPIs Objective Metric Tool Increase inquiries, web % increase in traffic Clicktrax, Web trends, traffic, recruitment WebSide Story #s of clickthrus or downloads Increase % of audience preferring Survey Monkey, awareness/preference your brand to the Zoomerang, competition Engage marketplace Conversation index Type pad, Technorati greater than .8 Rankings Media content analysis – Communicate messages % of articles containing key messages Dashboards Total opportunities to see key messages Cost per opportunity to see key messages % aware of or believing Survey Monkey, in key message Zoomerang,Vizu 25 People talk, We Listen
    • Your tool box needs: 1. A content source: Google Alerts Technorati, Ice Rocket Cyberalert, CustomScoop, e-Watch Radian 6, Techrigy RSS feeds Social Mention eNR, Meltwater Survey Monkey/Zoomerang 26 People talk, We Listen
    • 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 theWe Listen 27 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
    • Measuring conversations on social networking sites To record Key metrics  Total connections/ Growth of network, members membership  Stakeholder Composition of active and classification passive connections by  Active connections stakeholder group  Energy of discussion Top uses of discussion  Topicality of features discussion  Signals of reputation Discussion per minute/hour/day or relationship  Uses of discussion Key information transmitted, features re-transmitted  Size of threads Number of questions Page 30 People talk, We Listen
    • Measuring conversations on video sharing sites To record Key metrics  Alignment of video Type, tone, messaging of with brand (tone, video messaging, benefits) Ownership of video, classified  Type of user posting by stakeholder video group, organization  Views Total views vs.  Ratings comments, ratings and links  Number of times Median/ mean comments per embedded video  Types of sites Distance between post and embedding first comment  Total comments Shows of support, feedback  Number of users received Page 31 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 32 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? Connect the results to what you already know Link your data to how your organization understands the world—stakeholder segmentations, decision-making models, and branding 33 People talk, We Listen
    • Step 6: Analysis Research without insight is just trivia What works, what doesn’t? What needs to be done? What are you communicating? Which tools work best? Connect the results to what you already know Link your data to how your organization understands the world—stakeholder You’vesegmentations, decision-making you know if B then C because models, and measured A now connect it to B branding A B C 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 You’ve measured A Now connect it to B Because you know if B then C Figure out what worked and what didn’t A B C 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 People talk, We Listen doing stupid things Stop for type, tone and positioning
    • For more information on measurement, read my blog: Thank You! http://kdpaine.blogs.com or subscribe to The Where to find me: Measurement Standard: www.themeasurementstan Follow me on Twitter: dard.com @kdpaine For a copy of this Friend me on presentation go to: Facebook: Katie Paine http://www.kdpaine.com Or call me at 1-603-868- Skype: KDPaine 1550 Linked In: Katie Or email me at Delahaye Paine kdpaine@kdpaine.com Flickr: kdpaineandpartners YouTube: 37 People talk, We Listen