How to measure: Beyond the AVE @michaelblowers
Advertising Value Equivalent 2
Last Nail in the Coffin AVE <ul><li>Poor online data </li></ul><ul><li>No continuity </li></ul><ul><li>Too prescriptive </...
Where to start with  Objectives <ul><li>Increase revenue  </li></ul><ul><li>Lower costs, </li></ul><ul><li>Improve custome...
Off to Barcelona… 5
Seven Principles: 1. Importance of Goal Setting and Measurement  2. Measuring the Effect on Outcomes is Preferred to  Meas...
Outcomes, not Outputs Source: CIPR/AMEC 7
No Magic Bullet Credit: Pixmac 8
The World is Unique & so is Measurement “ Your organisation is unique, your market is unique, your vision is unique, your ...
There are lots of Metrics 10
Choosing the Metrics <ul><li>There are a lot of ways to measure social media (100+metrics) </li></ul><ul><li>Formulate obj...
Connecting Effort with Outcomes <ul><li>Find ways to account for the PR effort </li></ul><ul><li>How can these connect wit...
An Example 13
= ? 14
Problem areas <ul><li>Reach – big inconsistencies </li></ul><ul><li>Engagement – what does it mean? </li></ul><ul><li>Auto...
Automated Sentiment Analysis Source: Jim Sterne 2010 <ul><li>“ I hate this!” She said quietly.  The agony of waiting for a...
Influence Challenge 17
Tool Challenges Source: Susan Etlinger, Altimeter Group 2011 18
Organisational Challenges 19
Big Challenges…. Source: Susan Etlinger, Altimeter Group 2011 20
Why there Needs to be a Goal <ul><li>Use appropriate measures at each level </li></ul>Source: Susan Etlinger, Altimeter Gr...
ROI or IOR (Impact on Reputation) “ Return on Investment” “ Impact on  Reputation” 22
ROI of human relationships? 23
Cases for measuring social media  <ul><li>Brand health </li></ul><ul><li>Market optimisation </li></ul><ul><li>Revenue gen...
Brand Health Insights KPIs What topic sparked conversation What topic sparks emotion Sentiment of social channel Volume of...
Marketing Optimisation Insights KPIs Where conversation occur Do social channels cannibalise others content Which social c...
Revenue Generation Insights KPIs Likeliness to buy Impact of social media on search results Effectiveness of social channe...
Operational Productivity Insights KPIs Active advocates Service issues best answered online Potential cost saving from def...
Customer experience Insights KPIs Acceleration of issues Common service/ product issues # of customer service issues sorte...
Innovation Insights KPIs Customer requests Most common service/ product issues Speed to market Product development efficie...
<ul><li>UberVu </li></ul><ul><li>Viral Heat </li></ul><ul><li>Attentio </li></ul><ul><li>Nutshell Mail </li></ul><ul><li>T...
Listening Vendors:  Mid-level <ul><li>Brandwatch </li></ul><ul><li>Lithium </li></ul><ul><li>Radian6 </li></ul><ul><li>Mar...
<ul><li>Market Sentinel </li></ul><ul><li>Nielsen Online </li></ul><ul><li>Synthesio </li></ul><ul><li>Integrasco </li></u...
Future of Social Analytics <ul><li>Basic ability to understand social data will be critical </li></ul><ul><li>Expectations...
<ul><li>Traditional media: 7% </li></ul><ul><li>Social media : 10% </li></ul>Source: Robin Wilson, Director Digital PR and...
Ideas <ul><li>Don’t measure everything – find a core set of metrics </li></ul><ul><li>Understand objectives </li></ul><ul>...
Sources <ul><li>Brian Solis </li></ul><ul><li>For Immediate Release podcast </li></ul><ul><li>Jim Sterne </li></ul><ul><li...
Michael Blowers @michaelblowers Blog:  www.mediaevaluation.blogspot.com Corporate site: put ‘media evaluation’ into Google...
The need to listen and react <ul><li>When it all goes wrong…. </li></ul>
Listening vendors Source: IBM Coremetrics
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  • Does everyone know what the AVE is? Anyone not used them before? Accountants sent to goal if used them. Only case is in sponsorship evaluation Colleague of mine on the CIPR Measurement Group panel Philip Sheldrake: ‘Smacks of professional incompetence’, ‘A greater waste of time you could not hope to find’
  • No Continuity – subject to the vagueries of the ad market
  • Into concept…Objectives – Jim Stern primary org objective: incr sales, low costs, incr reputation…first 2 quite measurable, last one a problem
  • AMEC (International Association for the Measurement and Evaluation of Communication) June 2010. The CIPR&apos;s  Measurement Group  joined with organisations such as the  Global Alliance for Public Relations , the  IPR&apos;s Commission on Measurement and Evaluation , the  PRSA  and the  ICCO  to agree a set of measurement and evaluation principles. Did anyone go? Kicks off a series of discussion and work groups to progress the issue…Leggetter “Change is PR starting to look forward not back”
  • AMEC Annual Summit 8-10 June (Lisbon) has put a whole day aside for a series of Workshops on each of these 1. Fundamental goals should be as quantitative as possible and Address who, what and how much is expected of a campaign 4. Measurement of PR involves the measurement of quantity and quality (sentiment and messaging) 5. AVE is about advertising… note, it measures ad cost not ad value 6. Meas is not a single metric or tool but a discipline, 7. If you do the same thing twice you should get the same conclusions
  • By Ruth Pestana, Worldwide Director of Strategic Services from Hill &amp; Knowlton. CIPR concern – axis titles seem similar and in particular Target Audience Effect and Action seem to have same meaning. Released at AMEC conference in Nov ‘10
  • Brian Solis: Its about top-exec buy-in…try get them to talk about the audience, not the medium (social media) BUT it is not easy
  • Jim Sterne: identified over 100 new media metrics Volume of Consumer-created buzz for a brand based on number of posts Amount of buzz based on number of impressions Shift in buzz over time Buzz by day/day part Seasonality of buzz….
  • We are told that it all about communities….Ask yourself if you belong in these communities…. Word about case studies: Many processes are not inter-changable and stuff which worked for other won’t necessarily work for you … people often to keep their strategies and tactics secret if they work and so you need to filter ideas and test to find the good stuff
  • Goals: 1.grow network size 2. drive incremental visitors, 3.incr incremental conversions Done by: 1.Add unique tracking code to every element of outgoing social media interaction, 2. Track visits from social media through to sale/order 3. Combine with Facebook analytics
  • 600 million active users (Jan 2011) Facebook contents is consumer brands ‘Nirvana’ Majority is hidden though Would like way to see the brand refs/context while maintaining privacy
  • Susan Ettlinger , Altimeter Group: ‘ Engagement’ could be passing visitors, followers, or actually buyers – be transparent ‘ Sentiment 85% accuracy for humans’ Automated up to ‘75%’ Messages – difficult to automatically capture use of ideas or qualities
  • Philip Sheldrake’s Influence Scorecard from ‘Business of Influence’ book
  • On the left Platforms like Radian6, Brandwatch. Social Media Management like Hootsuite, Tweetdeck On the right: Understand the enterprise…MR etc Ideal: Bit in middle…blend of the 2 as they are quite different worlds
  • Too many organisation run a selection of silos Getting to the data…. Who can benefit from it…
  • Thing carefully what measurers to ‘publish’ to whom as management expect it always to rise
  • ROI is all about financial, while social media is more about learning, innovation, relationships. David Mearman Scott, author says… MBA courses are preaching the wrong approach…with management hiding behind ROI argument for fear of social media. Brian Solis: can’t be measured via followers, views, hits…better to find an outcome and figure how to steer people in that direction
  • Ref: Gary Veynerchuk “whats the ROI of your Mother” What is the value of a social relationship
  • To help formulate goals/objectives Brand health: understand how people are talking about you, sentiment, trend Market optimisation: decision support, resourcing, targetting Revenue generation: Where are leads, conversions, revenue coming from Operational productivity: Call centre/issue deflection &amp; reduce costs Customer experience: Good/consistent experience
  • Frank Eliason / Concast Cares
  • Eg. Dell Ideas Storm
  • Ubervu, $50pm, white label, monitoring, sentiment, word clouds, platform filters Viral Heat $10pm realtime monitoring, word clouds, platform filters, share of voice, sentiment Attentio (max 1000 citations for free) monitoring, trends, multi-languages, sentiment, buzz Nutshell Mail, from Constant Contact, send email of whats going on with your brand, specialises in your Facebook &amp; Twitter feeds (Free) Tweetdeck just been sold to Twitter – flexible monitoring tool for Twitter, free MarketMeSuite Manage social media accounts in place from $6pm Trackur, monitoring tool ($18-$377pm), sentiment tagging, keyword tracking
  • Brandwatch, Lithium, separate monitoring and intelligence consoles Radian6, just sold to Saleforce.com for $300m+ Marketwire (Sysomos), Social Radar, immediate results, sentiment and topics Visible Technologies, ‘Enterprise ready’,
  • Market Sentinal, monitoring, benchmarking, influencer analysis Neilson Buzzmetrics, Original analysis tools for high-end and now forming part of a greater online analysis offering Synthesio, “ You may call us obsessed or even obscene”!! French, Integrasco, “ Y ou should spend $10 on the tool and $90 on the analyst” Teleco specialists Converseon, “ Listen, Organize,   Engage  and  Measure  approach”, These all tend to manual coding for sentiment (all/selection) with prices ranging form £1000pm+, offer white label
  • (above) (Brian Solis) Firms need to give back control to consumer. Only then can they engage and regain it Before social media there was a time when organisations were controlling the consumer (call center consumer manipulation, etc). The new order gives the power back to the consumer, increasing influence of WOM. Authority increase through engagement. Edelman Trust barometer has flagged we are most likely to be influenced by people like us (Net Promoter Index)
  • Does anyone agree?
  • Dave Carroll at Chicago O’Hare airport luggage handlers $3,500 guitar broke neck Over 10 million Youtube views Spreads fast….150k views in first day and hits No1 in Itunes download store Results in a series of 3 songs Within 4 days of video release United stock falls 10% ($180m) http://www.youtube.com/watch?v=5YGc4zOqozo 4min 30secs
  • Dashboard to link social media source with eventual sales
  • Freshly squeezed beyondave

    1. 1. How to measure: Beyond the AVE @michaelblowers
    2. 2. Advertising Value Equivalent 2
    3. 3. Last Nail in the Coffin AVE <ul><li>Poor online data </li></ul><ul><li>No continuity </li></ul><ul><li>Too prescriptive </li></ul><ul><li>No link to outcomes </li></ul><ul><li>Outputs not outcomes </li></ul><ul><li>No connection with objectives… </li></ul>3
    4. 4. Where to start with Objectives <ul><li>Increase revenue </li></ul><ul><li>Lower costs, </li></ul><ul><li>Improve customer satisfaction </li></ul>Source: Jim Sterne, 2010 4
    5. 5. Off to Barcelona… 5
    6. 6. Seven Principles: 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound Measurement Source: AMEC 6
    7. 7. Outcomes, not Outputs Source: CIPR/AMEC 7
    8. 8. No Magic Bullet Credit: Pixmac 8
    9. 9. The World is Unique & so is Measurement “ Your organisation is unique, your market is unique, your vision is unique, your strategy is unique, your execution is unique and your measurement & evaluation is unique” Philip Sheldrake/CIPR 2011 9
    10. 10. There are lots of Metrics 10
    11. 11. Choosing the Metrics <ul><li>There are a lot of ways to measure social media (100+metrics) </li></ul><ul><li>Formulate objectives… </li></ul><ul><li>Make them measurable </li></ul><ul><li>Select the metrics to use </li></ul><ul><li>Establish support for their use </li></ul>11
    12. 12. Connecting Effort with Outcomes <ul><li>Find ways to account for the PR effort </li></ul><ul><li>How can these connect with Organisational successes </li></ul>12
    13. 13. An Example 13
    14. 14. = ? 14
    15. 15. Problem areas <ul><li>Reach – big inconsistencies </li></ul><ul><li>Engagement – what does it mean? </li></ul><ul><li>Automated sentiment analysis </li></ul><ul><li>Message identification </li></ul><ul><li>Influencers </li></ul><ul><li>Finding the right tools </li></ul>15
    16. 16. Automated Sentiment Analysis Source: Jim Sterne 2010 <ul><li>“ I hate this!” She said quietly. The agony of waiting for a dental appointment </li></ul><ul><li>“ I hate this!” She said laughing. She actually like being tickled </li></ul><ul><li>“ I hate this!” She said petulantly. Her older sister gets to go out and she has to stay home </li></ul><ul><li>“ I hate this!” She said vehemently. The incessant arguing is pushing her over the brink </li></ul>16
    17. 17. Influence Challenge 17
    18. 18. Tool Challenges Source: Susan Etlinger, Altimeter Group 2011 18
    19. 19. Organisational Challenges 19
    20. 20. Big Challenges…. Source: Susan Etlinger, Altimeter Group 2011 20
    21. 21. Why there Needs to be a Goal <ul><li>Use appropriate measures at each level </li></ul>Source: Susan Etlinger, Altimeter Group 2011 21
    22. 22. ROI or IOR (Impact on Reputation) “ Return on Investment” “ Impact on Reputation” 22
    23. 23. ROI of human relationships? 23
    24. 24. Cases for measuring social media <ul><li>Brand health </li></ul><ul><li>Market optimisation </li></ul><ul><li>Revenue generation </li></ul><ul><li>Operational productivity </li></ul><ul><li>Customer experience </li></ul><ul><li>Product innovation </li></ul>24
    25. 25. Brand Health Insights KPIs What topic sparked conversation What topic sparks emotion Sentiment of social channel Volume of references Sentiment Share of voice/ competitors Fans / Followers Top topics Brand references per campaign Getting branded ‘credits’ 25
    26. 26. Marketing Optimisation Insights KPIs Where conversation occur Do social channels cannibalise others content Which social channels/platforms generate greatest visit loyalty Conversions/ sales by channel Impressions per channel View/ click through per channel Visitor loyalty Most followed content People who talk about your brand Likeliness to buy based on specific behaviours Best times to post content Finding advocates 26
    27. 27. Revenue Generation Insights KPIs Likeliness to buy Impact of social media on search results Effectiveness of social channels for conversion/ revenue Conversion by channel Compare conversation / sales by channel Visit loyalty Improved search engine placement Do social channels cannibalise others content 27
    28. 28. Operational Productivity Insights KPIs Active advocates Service issues best answered online Potential cost saving from deflected calls Calls deflected & their savings # of advocates & their value Reduction in call centre costs Gaps in the ‘Knowledge Base’ 28
    29. 29. Customer experience Insights KPIs Acceleration of issues Common service/ product issues # of customer service issues sorted online % escalated/ resolved % of positive ratings & reviews Sentiment & emotional drivers Sentiment trends 29
    30. 30. Innovation Insights KPIs Customer requests Most common service/ product issues Speed to market Product development efficiency Competitive opportunities & threats 30
    31. 31. <ul><li>UberVu </li></ul><ul><li>Viral Heat </li></ul><ul><li>Attentio </li></ul><ul><li>Nutshell Mail </li></ul><ul><li>Tweetdeck </li></ul><ul><li>MarketMeSuite </li></ul><ul><li>Trackur </li></ul>Listening Vendors: Free / Low Cost 31
    32. 32. Listening Vendors: Mid-level <ul><li>Brandwatch </li></ul><ul><li>Lithium </li></ul><ul><li>Radian6 </li></ul><ul><li>Marketwire (Sysomos) </li></ul><ul><li>Social Radar </li></ul><ul><li>Visible Technologies </li></ul>32
    33. 33. <ul><li>Market Sentinel </li></ul><ul><li>Nielsen Online </li></ul><ul><li>Synthesio </li></ul><ul><li>Integrasco </li></ul><ul><li>Converseon </li></ul><ul><li>UKNetMonitor </li></ul>Source: Luke Brynley-Jones 2010 Listening Vendors: Full Service 33
    34. 34. Future of Social Analytics <ul><li>Basic ability to understand social data will be critical </li></ul><ul><li>Expectations of service standards/ data quality </li></ul><ul><li>Improved machine learning, but not fast enough </li></ul><ul><li>Expressions like ‘social media’, ‘social business’ and ‘social analytics’ will die-out </li></ul><ul><li>Advent of social benchmarks (1-2 years) </li></ul><ul><li>Social parametrics – granular analysis of target groups becomes possible </li></ul>34
    35. 35. <ul><li>Traditional media: 7% </li></ul><ul><li>Social media : 10% </li></ul>Source: Robin Wilson, Director Digital PR and Social Media, McCann Erickson 2011 A word on Budgets 35
    36. 36. Ideas <ul><li>Don’t measure everything – find a core set of metrics </li></ul><ul><li>Understand objectives </li></ul><ul><li>Know your data and shortcomings </li></ul><ul><li>Think directionally – consider trends </li></ul><ul><li>Don’t under-value soft research (qualitative) </li></ul>36
    37. 37. Sources <ul><li>Brian Solis </li></ul><ul><li>For Immediate Release podcast </li></ul><ul><li>Jim Sterne </li></ul><ul><li>Philip Sheldrake </li></ul><ul><li>CIPR Evaluation Toolkit and Guidance on the measurement of social media </li></ul>37
    38. 38. Michael Blowers @michaelblowers Blog: www.mediaevaluation.blogspot.com Corporate site: put ‘media evaluation’ into Google Email: michael@meresearch.co.uk
    39. 39. The need to listen and react <ul><li>When it all goes wrong…. </li></ul>
    40. 40. Listening vendors Source: IBM Coremetrics

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