National Health Council - Measuring Social Media


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The second of two presentations at the National Health Council's Communications Affinity Group and Grassroots Team meeting on November 14, 2012. Featured speaker is Katie Paine of KDPaine and Partners.

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  • As Don Wright once says, “The world's greatest love letter is useless if it doesn't achieve the desired effect” In other words, if it doesn’t get you a date, or dinner, or sex or marriage – whatever your goal is, it really doesn’t matter how well written it is. What Don Wright is of course referring to is the need for all forms of measurement to start with a clearly articulated goal. In PR you can write the perfect press release, but if it doesn’t get picked up by the right outlet that actually reaches the people you’re trying to influence does it matter? So lets look at Social Media Engagement from that perspective. Impressions are the dating equivalent of a construction worker leering at the girls going by. Liking on Facebook is just a bit better. It’s so easy to hit that “like” button. No commitment, no involvement necessary. Heck you don’t even know if that person you’ve got your eye on is married, your cousin, a goat or of a different sexual preference. A recent Nielsen study showed that in one online campaign targeting women between the ages of 18-34, 55% of the impressions were actually served to men. So much for targeting. Followers on Twitter are a bit more engaged. When someone follows you on Twitter, or connects on Linked In or comments on your photos on Flickr, is essentially expressing a sufficient level of interest so that at least you know there is a possibility of a relationship. They may not be willing to have dinner with you yet, but at least you know they’re in the “eligible” category. You still don't have a clue if you’re really compatible. For all you know they may be willing to go out to dinner, but not at a place you can afford maybe they are delighted to go to dinner but she’s leaving next week to return home to Tanzania and needs a place to stay in the mean time. So you decide to move in or get engaged to see if you’re compatible. This is the social media equivalent of someone who repeatedly visits our blog, comments on your YouTube video or your photos on Flickr, engaging in a dialog on Facebook or Twitter. Small indications that they’re interested enough in what you have to say to stick around for a while. How soon you reach the next level really depends on the nature of your brand or cause. It may take weeks, months or even years of building a relationship just to get to that point of asking for commitment. But at some point they’ve moved from being a “friend” to being “the one.” So you put the ring on her finger. This is the social media equivalent of someone either registering for a newsletter, or downloading a White Paper, or attend a webinar. One way or the other by now you should have captured enough additional information to add them to add them to your CRM system so you can begin to track their progress towards purchase. After you’ve been living together or engaged for awhile, generally there is a moment, an event, or a happenstance that makes one think beyond the comfortable now to the committed future. It may be driven by an outside force or it may be internal, but in a relationship, you experience something that changes you enough to think about moving from friends with benefits to family planning. This is similar to what is happening with that prospect that has been happily sitting in your CRM system for months or even years, getting your newsletters, following you on Twitter. Paying attention but not paying money just yet. Then, one day, driven by a new job or a new boss or other changed circumstances – or a knock on the door from one of your competitors they have moved from consuming content to actually completing a purchase. This is where the health and strength of your relationship should pay off. Yours should be the trusted brand with the inside track. Even though the other guy may have the “cool shiny new tool” factor. Good relationships won’t make up for bad products, but they should give you an edge in a fair fight. This is why it is so important to not just measure the activity on your social media sites, but also the health of the relationships you are cultivating. So you pass the test, the invites go out, and the wedding planners come in. and the wedding day comes. But as anyone who has been married knows, the day after the wedding, a whole new relationship begins. There are kids, aunts, uncles, in-laws and you are now part of them all. For your organization or brand, this is the ultimate relationship. That state where your customer becomes your advocate and forgives you in a crisis, tells all their
  • Where do I start? Is a question I get frequently, and my response always is “Don’t ask me, ask your stakeholders.” You may need to do some research before you jump in. That’s what listening really is, isn’t it? You need to know what keeps them up at night, where they go for information, what ELSE they’re seeing out there and what makes them act.
  • Measurement is a comparative tool. You don’t know if your results are good or bad unless you can put them into context, either looking at them over time, or in comparison to a peer group. The most important entity to measure against is whatever keeps your bosses up at night.
  • There really are only three times of tools in social media measurement If you want to measure messaging, positioning, themes, sentiment you need Content analysis If you want to measure awareness, perception, preference you need Survey research If you want to measure engagement, action, purchase: you need Web analytics If you want predictions and correlations you need two out of three
  • The final step in the measurement process is to analyze your data and draw conclusions. Now most of you didn’t major in math, but there are people in your organizations that did, and that love statistics. Go find them. I call them the Abby because she is a hero in an American crime drama called NCIS. Even though the boss and the other star appear to solve all the crimes by their gut instinct, in reality it is Abby, the forensic scientist, and McGee the computer geek that really solve everything. SO you need to identify the Abby and McGees in your organization. Then when you have the data you need to ask So What at least three times to determine the real answers. Then look for what isn’t working, the failures, because that is the easiest way to improve performance. Then look at what the competition is doing and only after you’ve looked at all that data, can you start to look for the exceptional successes. You probably need to look at a 13-month time frame in order to spot trends and identify any seasonal abnormalities. From that vantage point you can figure out what worked and what didn’t and then move resources from what isn’t working to what is.
  • National Health Council - Measuring Social Media

    1. 1. National Health CouncilCommunications Affinity Group And Grassroots Team November 14, 2012 Presentation #2 Measuring the Networked Nonprofit
    2. 2. How to use data to changethe worldKatie Delahaye PaineChairman & FounderKDPaine & PartnersChief Marketing OfficerNews Group Internationalkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFellow and Board Member: Society for NewCommunications ResearchIPR Measurement Commission
    3. 3. It’s not about you, so get over it Conver sationsMember Development Resear ch Volunteer s Funder s HR RecipientsService Savings, shorter cycles, more renewals, better ideas, research
    4. 4. What is a networked nonprofit? Builds capacity by leveraging social media to grow its network Understands the broader ecosystem Inspirational Data informed Relationship-driven Experimental Thinks different
    5. 5. The Ladder of Engagement Impressions Likes FollowersTrial/Consideration Donate Advocacy
    6. 6. What matters: Keep moving forward Crawl Walk Run Fly• Monitoring/ • Participate • Integrate SM • Tie efforts &• Listening • Develop and Metrics metrics to• Establish metrics into Strategy outcomes Rules • Begin • Use Multiple • Crowd source measurement Channels • Integrate with • Follow best all Mktg practices • Continuously improve
    7. 7. The 7 steps to Social MediaMeasurementStep 1: Define your goal(s). What outcomes is this strategy 7.Insight &or tactic going to achieve? What are your measurable actionobjectives? 6. Pick a toolStep 2: Define your audiences. Who are you are trying to 5. Define threach? How do your efforts connect with those audiences metrics eto achieve the goal. 4. DefinStep 3: Define your investments. What is it really costing benchm e arkyou to achieve this outcome? 3. Wh a inves t’s theStep 4: Define your benchmarks. Who or what are you tmen t?going to compare your results to? 2. Un d audi erstandStep 5: Define your metrics. What are the indicators to moti ence & t he vatiojudge your progress? nsStep 6: Select your data collection tool(s). 1. D goa efine tStep 7: Analyze your data, turn it into action, measure l heagain
    8. 8. Step 1: Define the goals: Why SocialMedia? What return is expected? – Define in terms of the mission. What problems is Social Media supposed to solve? 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 Social Media is eliminated, what would be different? 8
    9. 9. Goals, Actions and MetricsGoal A ction A ctivity Metr ic Outcome Metr icIncreased Conduct a Number of likes % increase inDonations photo & share of donations contest contest link Cost per new donor acquiredIncrease Modify % increase in % increase inmembership content, add traffic to web site membership as share interactivity of income functions
    10. 10. Step 2: Don’t ask me, ask yourstakeholders What you need to listen for: What keeps them up at night? What are they currently seeing? Where do they go for information? What influences their decisions? What’s important to them? What makes them act? 10
    11. 11. Where do people get their news?
    12. 12. Step 3: Establish benchmarks Past Performance Think 3 Peer Underdog nipping at your heels Stretch goal Whatever keeps the C-suite up at night
    13. 13. Step 4: Why you need a Kick-ButtIndex The Perfect KPI Is actionable Is there when you need it Specific to your priority Continuously improves your processes Gets you where you want to go You become what you measure, so pick your KPI carefully
    14. 14. Step 5: Define your investment Be honest – Social Media is not “free” Be transparent Don’t forget opportunity costs The CFAC example
    15. 15. Step 6: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysis If you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web analytics If you want predictions and correlations you need two out of three
    16. 16. Step 6: Selecting a measurementtool Objective KPI ToolAdvocate for Number of letters to Excelwomen’s health congress writtenIncrease % of audience Survey: Phone Calls,awareness/ aware of the issue SurveyMonkey, or MailpreferenceEngage % of comments that Web analytics plus Contentconstituencies are high quality Analysis: Facebook Insights, Convio, Omniture, Google AnalyticsIncrease donor % increase in items Convio, Media contentbase containing key analysis messages % increase in donor base
    17. 17. Step 7: Research without insight isjust trivia Find your “Abby” Ask “So What” three times Look for failures first Check on what the competition is doing Then look for exceptional success Compare to last month, last quarter, 13-month average Move resources from what isn’t working to what is Page 17
    18. 18. The ROI of Emily
    19. 19. The ROI of Emily
    20. 20. So What = Revenue
    21. 21. So What = Revenue
    22. 22. CNCS has learned which specific outreachhas lead to the most visits to
    23. 23. White House Volunteerism Office (CNCS) isable to connect specific social outreach toregistrations on ReTweets compared to Visitors to 23
    24. 24. The Amethyst Initiative resulted in MADD’s visibilityreaching an all-time high Amethyst Initiative Repeat offenders, Holiday Travel & Tampa WLM, Ignition Interlock Push, Obama
    25. 25. Key Messages penetration lags the non-profit average Average number ofContains a words permessage messageDoes not Number ofcontain a messagesmessage tracked Blue/Purple: Goodwill Yellow/Gold: Non-profit average
    26. 26. Thank You! For more information on measurement, read my blog: or subscribe to The Measurement Standard: For a copy of this presentation go to: Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-752-5111
    27. 27. National Health CouncilCommunications Affinity Group And Grassroots Team November 14, 2012 Thank You for Participating!