The Challenges of
Measuring Social Media
Richard Bagnall, Metrica
2007
2010
Web gets easy powering social
Web gets easy powering social
http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/
http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/
August 2010: approx. 2.64
billion Tweets per month
These images are to scale and represent
the difference in volume of Twe...
“It is dangerous to underestimate the huge
changes this revolution will bring to build
and destroy - not just companies bu...
A dangerous mix
So Murdoch was right and he clearly cares.
But why should I?
% of British Population reading daily newspaper
39% of British population
don’t read a daily paper
Source: Metrica / Gorka...
% of 16–23 year olds reading daily paper
40% of 16-23 year olds
don’t read a daily paper
Source: Metrica / Gorkana UKPulse...
% of 36–44 year olds reading daily paper
45% of 36-44 year olds
don’t read a daily paper
Source: Metrica / Gorkana UKPulse...
% of 65+ year olds reading daily paper
27% of people aged 65+
don’t read a daily paper
Source: Metrica / Gorkana UKPulse s...
% of British population getting news online
Only 25% of British
population don’t read their
news online
Over 51% do – and ...
% of 65+ years old getting news online
It’s not just the young
reading news online
Source: Metrica / Gorkana UKPulse surve...
Bob Garfield
The Chaos Scenario
“The herd will be heard”
Out-take and out-come
Where to start, what to do?
Clear obstacles
http://dilbert.com/strips/comic/2010-09-13/
Agree a policy
PolicySource: Social Media Policy Template http://www.socialmediapolicytemplate.com
Listen
Goals
Objectives
Strategy
Tactics
Strategy
http://bit.ly/cSHJyX
Some social media
monitoring challenges
Volume & Relevance
451,020
358,388
281,321
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,00...
Coverage by channel
75,705
60,497
23,796
45,680
83,995
22,549
322,573
187,754
131,006
7,062
7,431
3,818
-
18,711
100,152
-...
Speed & Delay
26
3
21
2 2
14
0
5
10
15
20
25
30
Sysomos Brandw atch SM2
Averagedealy(hours)
Avg Delay (hrs, all posts)
Avg...
Sentiment Accuracy
29.5%
61.0%
54.3%
68.20%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
60.0%
65.0%
70.0%
Sysomos Bran...
Volume - Forget absolute numbers
Beware scoring systems
Who matters? Influence v relevance.
Summary of the challenges
Summary of the challenges
Volume - Forget absolute numbers
Beware scoring systems
Who matters? Influence v relevance.
Treat automated metrics with c...
A final thought
richard.bagnall@metrica.net
www.metrica.net/measurementmatters
www.twitter.com/richardbagnall
www.linkedin.com/in/richardb...
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
The challenges of measuring social media - prmoment.com presentation
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The challenges of measuring social media - prmoment.com presentation

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Why is social media monitoring and measurement important to today's PR professional and what are the challenges to monitoring and measuring it?

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  • Slowly and smiley!
  • First a step back – not just in space, but in time
    Although this looks like the Universe. It is of course… the famous representation of the internet.
    Demonstrates graphically the interlinking of information, ideas, transactions, thoughts and conversations
    So how did we get here?
  • Many of us will remember the first days of the internet at work.
    Websites from the Mid 90s – mid 2000s – largely Brochure ware
    2000 - False dawn of dot com bust – hindered by lack of ease of use –
    software was weak, connection speeds were slow, user experience was poor
  • Until here we are today where people are talking about Web 2.0 – and even Web 3.0 – Ontoloogy, the internet of ‘things’
    The conversation is about… the conversation taking place online.
    This has largely happened in just the last 5 years as social media has taken off
  • Social media is rapidly expanding and fast moving – like tectonic plates shifting
    Here we are in 2007
  • Empires come (Twitter, Foursquare) and Empires fall (MySpace, AOL)
    This rise has been driven predominantly by ease of use
  • Driven by ease of use
    Ease of use in content creation,
    Finding content
    Gathering the content
    sharing the content
  • Driven by ease of use
    Ease of use in content creation,
    Finding content
    Gathering the content
    sharing the content
  • Meaning that we don’t need the editors or the newspapers as much as we did before.
    We’re all editors now grouping the information into relevant categories that ourselves, our colleagues and our friends are interested in
  • No wonder social sites have grown so fast
    A lot of talk about Facebooks success so interesting to compare Facebook and Twitter adoption
    These two charts show number of users and rate of adoption for Facebook and Twitter in their 1st 55 months of existence (4.5 years)
  • January 2009: approx. 75 million Tweets per month
    August 2010: approx. 2.64 billion Tweets per month
  • No wonder the old world of media and Mr Murdoch look glum
    Murdoch speaking in 2006 – and he was right
  • It’s a dangerous cocktail to brands and companies
  • Some of the famous case studies of brands suffering issues at the hands of social media
  • And countries too - not quite revolution yet… but it’s not a million miles away
    Iranian election
  • Why should PR communicators care?
  • Results of Metrica and Gorkana’s survey UKPulse make startling reading
    39% of UK population don’t read a daily newspaper
  • 40% of 16 – 23 year olds don’t read a daily newspaper
  • 45% of 36-44 year old don’t read a daily newspaper
  • It’s not just the young!
    27% of people aged 65+ don’t read a daily newspaper
  • Where are they getting their news? Online!
  • Again it’s not just the young
    – the concept of the silver surfer is alive and well..
  • So when the Economist asked Who killed the newspaper
  • The answer was…. We all did.
  • No wonder marketing departments aren’t happy
    Mass media is in steep decline.
    Audiences are fragmenting, the media is diversifying
    The days of ‘easy’ mass target audiences are gone
    We are all our own editors now
    Everyone is or can be a publisher
    It’s the age of Permission based marketing.
    It’s unstructured and brands are no longer in control
    Some things have changed and we have to learn to deal with it.
    This is a major challenge
  • Some conversations online are private – deal with it!
    The fact that they always have been doesn’t deter some from wanting to listen in.
  • Where as others are loud, two way, and permanent.
    Suddenly the audience is mobilised, well grouped and in control.
    After years of limited say, now they want their voice to be heard.
  • Who has heard of Bob Garfield?
    He’s actually an incredibly smart guy – US journalist / broadcaster – Advertising Age, USA Today, ABC News etc
    Also an author
  • Having written The Chaos Scenario which I highly recommend.
  • Bob likes to summarise the challenge as
    “the herd will be heard”
  • On the positive side – isn’t online media much easier to monitor, control and measure? Well yes… and no.
    Social media marks a fundamental shift for communicators, but also for the measurement profession
    It takes us from measuring out puts – news content – to measuring what the end user is actually saying – the out take – and in some cases doing – the outcome.
  • The opportunity is great for PRs
    It’s a discipline that PR should rightfully own
    It’s about communication
    Target audiences
    Reputation
    And now we can see and hear what our audience think
    So great, lets jump in!
    But first, where to start
  • Clear the business obstacles if there are some:
    Get the buy in of:
    Legal
    IT
    Your bosses
  • Write guidelines and policies
    Establish the structure of the team you are going to use
    Then listen
  • Listen to understand what’s been said
    Use some free tools or some platforms but use them to listen
    Like being at a party you listen before speaking.
    While you’re listening think about how you’re going to speak, to whom and to say what?
    Think about who you are trying to influence and what success would look like
  • Then plan
  • David Phillips on Gorkana just a few weeks ago
    So you want to listen in, measure and engage, how should you do it?
  • Beware of platforms and free tools
    To illustrate this for you I wanted to share the results of a recent trial we have undertaken of the three leading platforms
    Our findings were startling.
    Two week trial, one detailed search string
  • On average 40% of coverage is irrelevant
    Overlap between any two aggregators is around 20%
  • Aggregator volumes differ across channels
    No aggregator is comprehensive
  • Only one company was finding most content in acceptable time frame.
    Two were taking about 24 hours to find some content – on average!
    Two of the companies suffered outages during our trial!
  • Automated sentiment analysis was not very good
    One company performed worse than random base line!
    The others didn’t perform much better than 50:50.
    Recent project work:
    Aggregator supplied 94,910
    After removing irrelevant pubs & dupes = 70,000After our own Boolean searches = 40,000
    After human analysis of all clips = 33,662
  • There’s masses of content, growing all the time - Forget Absolute numbers – they don’t exist in social media (think of the rising number of users)
    Beware scoring systems – they’re always flawed
    Who matters? Influence v relevance. – Your target audience is what matters! Influencers come and go – and its about the ‘now’.
    Next Who is this?
  • Janis Krums
    Anyone know who he is or think he is influential?
  • Automated sentiment analysis is not there …yet
    Closed conversations - Some content is private – deal with it
    Query string is crucial – get help with it
    Measure what Matters – not just what’s easy
    Focus on the language of your business, ask yourself at the outset what success looks like and measure v your objectives.
  • PR has spent years arguing about how to measure itself.
    Huge swathes of the PR profession have been content for too long with metrics that don’t mean anything – like AVE’s
    AMEC and the Barcelona principles are doing a lot to change this – it has global support from PRCA, CIPR, PRSA and many others
    Don’t let social media bomb us back to the dark ages
  • We’re on the cusp of a new era in measurable communications
    A channel that should be rightfully owned by PR
    Anything on the sort of thing that can / should be measured..
    Let’s take the oportunity
  • Thank you.
  • The challenges of measuring social media - prmoment.com presentation

    1. 1. The Challenges of Measuring Social Media Richard Bagnall, Metrica
    2. 2. 2007
    3. 3. 2010
    4. 4. Web gets easy powering social
    5. 5. Web gets easy powering social
    6. 6. http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/
    7. 7. http://socialmediainfluence.com/2010/11/01/is-twitter-destined-to-overtake-facebook/
    8. 8. August 2010: approx. 2.64 billion Tweets per month These images are to scale and represent the difference in volume of Tweets between the two dates.
    9. 9. “It is dangerous to underestimate the huge changes this revolution will bring to build and destroy - not just companies but whole countries."
    10. 10. A dangerous mix
    11. 11. So Murdoch was right and he clearly cares. But why should I?
    12. 12. % of British Population reading daily newspaper 39% of British population don’t read a daily paper Source: Metrica / Gorkana UKPulse survey – base 13,000 www.metrica.net/ukpulse
    13. 13. % of 16–23 year olds reading daily paper 40% of 16-23 year olds don’t read a daily paper Source: Metrica / Gorkana UKPulse survey – base 13,000 www.metrica.net/ukpulse
    14. 14. % of 36–44 year olds reading daily paper 45% of 36-44 year olds don’t read a daily paper Source: Metrica / Gorkana UKPulse survey – base 13,000 www.metrica.net/ukpulse
    15. 15. % of 65+ year olds reading daily paper 27% of people aged 65+ don’t read a daily paper Source: Metrica / Gorkana UKPulse survey – base 13,000 www.metrica.net/ukpulse
    16. 16. % of British population getting news online Only 25% of British population don’t read their news online Over 51% do – and that’s just on the BBC Source: Metrica / Gorkana UKPulse survey – base 13,000 www.metrica.net/ukpulse
    17. 17. % of 65+ years old getting news online It’s not just the young reading news online Source: Metrica / Gorkana UKPulse survey – base 13,000 www.metrica.net/ukpulse
    18. 18. Bob Garfield
    19. 19. The Chaos Scenario
    20. 20. “The herd will be heard”
    21. 21. Out-take and out-come
    22. 22. Where to start, what to do?
    23. 23. Clear obstacles http://dilbert.com/strips/comic/2010-09-13/
    24. 24. Agree a policy PolicySource: Social Media Policy Template http://www.socialmediapolicytemplate.com
    25. 25. Listen
    26. 26. Goals Objectives Strategy Tactics
    27. 27. Strategy http://bit.ly/cSHJyX
    28. 28. Some social media monitoring challenges
    29. 29. Volume & Relevance 451,020 358,388 281,321 - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 Sysomos Brandw atch SM2 Totalposts Volume Relevant Co. A Co. B Co. C
    30. 30. Coverage by channel 75,705 60,497 23,796 45,680 83,995 22,549 322,573 187,754 131,006 7,062 7,431 3,818 - 18,711 100,152 - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Sysomos Brandw atch SM2 Numberofposts Blogs Forums Tw itter Video Other Co. A Co. B Co. C
    31. 31. Speed & Delay 26 3 21 2 2 14 0 5 10 15 20 25 30 Sysomos Brandw atch SM2 Averagedealy(hours) Avg Delay (hrs, all posts) Avg Delay (hrs, Tw itter) Co. A Co. B Co. C
    32. 32. Sentiment Accuracy 29.5% 61.0% 54.3% 68.20% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0% 55.0% 60.0% 65.0% 70.0% Sysomos Brandw atch SM2 Metrica (w /o humans) %postswithaccuratesentiment Co. A Co. B Co. C Metrica (without analysts) ‘CHANCE’
    33. 33. Volume - Forget absolute numbers Beware scoring systems Who matters? Influence v relevance. Summary of the challenges
    34. 34. Summary of the challenges
    35. 35. Volume - Forget absolute numbers Beware scoring systems Who matters? Influence v relevance. Treat automated metrics with caution Private conversations Query string is crucial Measure appropriately Summary of the challenges
    36. 36. A final thought
    37. 37. richard.bagnall@metrica.net www.metrica.net/measurementmatters www.twitter.com/richardbagnall www.linkedin.com/in/richardbagnall Let’s keep in touch: Copyright applies to this document –some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc- sa/3.0

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