Wpas Smm Master Class

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  • 1. Social Media Measurement Master Class A presentation to US Army Worldwide Public Affairs Symposium 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
  • 2. 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
  • 3. Communications then and now 21st Century Role of Traditional role of Marketing & PR Communications People talk, We Listen
  • 4. 12 Signs that it’s the end of the world as we know it The Dept of Defense considers Twittering and other forms of 1. social media critical to national security BestBuy measures 85% lower turnover as a result of its Blue 2. Shirt community BMC Software tracks social media benefits direct to its bottom 3. line and EPS. NWF is using Twitter to spot, identify and protect wildlife 4. American Red Cross can measure improvement in disaster 5. management using Twitter ASPCA correlates increases in on-line donations and increased 6. membership with its social media efforts. HSUS generated $650,000 in contributions from a Flickr photo 7. contest Wal-Mart is training and empowering its employees closest to 8. the customers to be the ones engaging online and provides social media tools to enable them to engage: my.walmart.com Intel is using Facebook and internal Twitter tool to help 9. employees engage with customers Dell has made more People talk, We Listen than Twitter has money with Twitter 10. Page 4
  • 5. A measurement timeline Social MSM Online Media Eyeball HITS Engagement counting Page 5 People talk, We Listen
  • 6. The measurement fork in the road Marketing/recruit Reputation/relationsh ment ips To fix this Or get to this People talk, We Listen
  • 7. Goals drive metrics, metrics drive results Reputation/ Recruitment Goal Relationships Relationshi Engageme p scores nt Index Cost per Metri Recommen contact/recr d-ations uit cs Web Positioning analytics Engageme Leads nt 7 People talk, We Listen
  • 8. 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? People talk, We Listen
  • 9. Goals, Actions and Metrics Goal Action Output Metric Outtake Metric Outcome Metric Increase Start a Number of Percent % increase in employmen Facebook members understanding donations t of page and believing % increase in wounded messages employment of veterans Percent of returning warriorsm employers willing to consider hiring Improve Start Number of Percent aware Quality/quantity of Army Public Facebook friends/fans of Facebook advice shared Affairs group group Increase Start blogger # of mentions in % of moms Lower cost per recruitment outreach high authority supporting recruitment child’s decision program blogs to enlist People talk, We Listen
  • 10. 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
  • 11. 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
  • 12. 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 - Page 12 People talk, We Listen
  • 13. 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 13 People talk, We Listen
  • 14. 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
  • 15. 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? 15 Page 15 People talk, We Listen
  • 16. Step 2: Define the ―I‖ What is the investment? Personnel Agency compensation Senior Staff time Opportunity cost 16 People talk, We Listen
  • 17. 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 17 Page 17 People talk, We Listen
  • 18. 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 recruit 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 18 % of 5+min visitors People talk, We Listen Score (OCS) Content
  • 19. 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
  • 20. 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 20 People talk, We Listen
  • 21. 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
  • 22. 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 organization in Navy/Marines/Airforce/CoastGuard The enemy 22 People talk, We Listen
  • 23. 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%
  • 24. 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
  • 25. 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: Message content analysis Surveys 25 People talk, We Listen
  • 26. Step5: Selecting a measurement tool based on your KPIs Objective Metric Tool Increase inquiries, web traffic, % increase in traffic Google Analytics, Omniture recruitment #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, Social than .8 Mention, ISPY 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, PollDaddy message Zoomerang,Vizu 26 People talk, We Listen
  • 27. Your tool box needs: 1. A content source: Free sources: • Google News/Google Blogs • RSS feeds • Twitter Search • Technorati, Ice Rocket • Survey Monkey/Zoomerang Paid sources: • Cyberalert, CustomScoop, e-Watch • Radian 6, Techrigy, Umbria, Crimson Hexagon • eNR, Meltwater talk, We Listen 27 People
  • 28. Your tool box also needs to include: 2. A way to analyze that content Automated vs. Manual Tools: Census vs random •Hubspot Grader sample •Xinureturns The 80/20 rule – •Twinfluence •SPSS Measure what •Excel matters because •Woopra 20% of the content •www.tealium.co influences 80% of theWe Listen m 28 People talk,
  • 29. 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
  • 30. 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
  • 31. 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 31 People talk, We Listen
  • 32. 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 An engagement index? Page 32 People talk, We Listen
  • 33. 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 33 People talk, We Listen
  • 34. 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 34 People talk, We Listen
  • 35. 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 35 People talk, We Listen
  • 36. The numbers your web analytics guru should give you every month* 1. % increase or decrease in unique visits 2. How many sessions on our blog or web site represent more than 5 page views 3. In the past month, what % of all sessions represent more than 5 page views 4. % of sessions that are greater than 5 minutes in duration 5. % of visitors that come back for more than 5 sessions 6. % 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 7. % of visitors that become a subscriber 8. % of visitors that download something from the site 9. % of visitors that provide an email address 36 Page 36 * Courtesy of Eric Peterson People talk, We Listen
  • 37. Aspects of relationships Control mutuality Trust Satisfaction Commitment Exchange relationship Communal relationship 37 People talk, We Listen
  • 38. 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 takesPeople talk, Wewho are likely to reward the care of people Listen 38 organization.
  • 39. 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 People talk, We Listen
  • 40. Your tool box needs to include: 4. A way to quantify it all HITS= How Idiots Track Success Eyeballs – Compete Google Analytics Panels Surveys 40 People talk, We Listen
  • 41. 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? 41 People talk, We Listen
  • 42. 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
  • 43. 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
  • 44. Using SMM in a Crisis Social Media in Crisis Listen instantly to a wide range of influencers Identify weaknesses in communications, customer service, or in the product People talk, We Listen
  • 45. 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-ClarkWeyerhaeuser Competitor 2 Competitor 2 People talk, We Listen
  • 46. 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% 46 People talk, We Listen
  • 47. Discussion of virgin vs. recycled fiber in tissue Company Mentions by Source March 2009 80 70 22 60 50 Georgia-Pacific Client Kimberly-Clark Competitor 1 Mentions 40 42 Competitor 2 Weyerhaeuser 30 20 16  3 10 13 9 7 2 2 0 Blogs youtube Twitter  Beyond the layoffs, blogs also discussed WY’s decision to close the popular 47 bonsai tree display at its corporate People talk, We Listen HQ, formerly open to the public.
  • 48. 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
  • 49. Union activity and environmental concerns drove negative discussion Share of Negative Discussion Over Time 30  3 25 7 6 7 20 3 4 Client Georgia-Pacific Mentions 5 2 Kimberly-Clark1 Competitor 15 19 12 Weyerhaeuser2 Competitor 8 11 11 13 8 6 15 10 4 2 3 2  5 6 2 2 8 8 7 4 6 6 6 5 5 3 3 3 1 1 0 Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2008 2009  Four mill closings and other layoffs People talk, We Listen drove WY’s negative discussion.
  • 50. Case Study: Establishing benchmarks at Georgia Tech People talk, We Listen
  • 51. Case Study: Georgia Tech Quantity and quality of discussion of Georgia Tech and four peer institutions across relevant user-generated media (UGM) channels in order to: • Establish performance benchmarks • Observe user habits to inform UGM strategies • Understand the influence of traditional media on UGM channels • Provide support for funding of UGM programs People talk, We Listen
  • 52. Influence of traditional media •On average, bloggers included as many as six links to external content in a post, the number three source being traditional news media sites. •Links to its newsroom accounted for 26% of links •On Facebook, traditional news media sites were the source of 25% of popular items posted to profiles. •One third of content on social news sites was from traditional media sources. Selected Traditional Media Outlets Among Popular Sources of Content •Twice as many hard news stories were posted to social news sites as features. BBC EurekAlert! Pittsburgh Post- Boston Globe Google News Gazette CNET Los Angeles San Francisco CNN Times Chronicle The New York Washington Post Times People talk, We Listen
  • 53. Where people get the content they share on Facebook Sources of content Genre of content People talk, We Listen
  • 54. Understanding brand ownership of online video content Peer Use ownership Y o u r O rg a n iza tio n O rg a n iza tio n s 0 .1 8 % O th e r 4 .3 3 % to signal brand O rg a n iza tio n s 8 .6 5 % participation Provide alerts for possible brand management issues In d ivid u a l U s e rs 8 6 .8 4 % N = 2 ,5 5 5 ,6 9 1 People talk, We Listen
  • 55. YouTube Recommendations Use YouTube as a vehicle for strategic message communication Tailor materials related to high profile competitions Prepare media infrastructure for increased emphasis on online video Encourage faculty members to be subjects of videos People talk, We Listen
  • 56. Focus on Social Bookmarking In the event of a crisis, expect seeding from local papers Thursday & Friday saw the greatest number of seeds. Few strategic messages appeared in social bookmarking sites People talk, We Listen
  • 57. External Blog Recommendations Consider external blogs an opportunity for third- party endorsements Treat influential external bloggers as you would industry analysts or key reporters Focus efforts on blogs written by more than one person, particularly in engineering and special focus areas Avoid local mainstream media blogs Focus on top-tier media outlets as key sources of content for bloggers Include blogger-friendly features in the FT online newsroom – particularlyWe Listen video People talk,
  • 58. Focus on Institutional Blogs Departments generated the most number of blog postings/ inbound links among peer institutions Most blogs are written by individuals The location of links played the largest role in driving comments Technology drove the largest number of posts, but personal life drove comments Most posts consisted of making an observation, most comments asked questions Photographs were most frequently used multimedia content Institutional bloggers were significantly more likely to be positive toward theirWe Listen institutions than People talk, home
  • 59. Recommendations for Institutional Blogs Guide message communications don’t dictate Tailor institutional blogs to the audiences looking for more in-depth information Encourage bloggers to be opinionated Mix in personal subjects Leave frequency of posting up to the discretionof the blogger Remove abandoned blogs Unify blogs with easy-to-find thematic lists of bloggers Make it easy to share content from your institutional blogs – ie. lotsListenmusic and visuals People talk, We of
  • 60. 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: 60 People talk, We Listen