Emerging Standards in Social Media Measurement SNCR Symposium

Emerging Standards in Social Media MeasurementSNCR SymposiumPalo Alto, CANovember 2012Katie Delahaye PaineChairman & FounderKDPaine & PartnersChief Marketing OfficerNews Group Internationalkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFellow and Board Member: Society for New Communications ResearchIPR Measurement Commission

About Us Katie Paine is Chief MarketingOfficer of News Group aninternational monitoring,measurement & Social Mediacompany KDPaine& Partners is part ofSalience Insight, NewsGroup’s Measurement &Insight Practice. We provide customizedresearch to help you defineand measure your success. 2

Social Media Evolution • Standards 2012-2013 • Skepticism • Significance • Boom 2009-2011 • Blarney • Battles • Cool Pre-2009 • Tools • Fools

Standards Progress:CollaborationProgress: Cross-Industry Cross-Industry Collaboration AMEC Council of PR Firms IABC Institute for PR SNCR PRSA “The Coalition” “The DAA Global Alliance Conclave” WOMMA ARF FIBEP CIPR Clients #SMMStandards PRCA Media Dell Ratings General Motors Council AAAA McDonalds ANA Ford IABProcter & Gamble WOMMA SAS Advert. & MediaSouthwest Airlines Cos.Thomson Reuters 4

What is a standard? A published specification that: establishes a common language; contains a technical specification or other precise criteria; is designed to be used consistently, as a rule, a guideline, or a definition. Source: British Standards Institute Retrieved May 28, 2012 from 5 http://www.standardsbookshop.com/what.htm

Conclave Process forStandards Market-driven Voluntary / non-exclusionary Use International Standards Organization process Broad industry input Promote fair competition Compliant with anti-trust laws Conclave 2-month Interim ApprovedDevelopme Comment Standards Standard nt Period 6

Top Priorities 1.Content Sourcing & Methods 2. Reach &Impressions 3. Engagement 4. Influence & Relevance 5. Opinion & Advocacy 6. Impact & Value 7

Content Standards Social media measurement success stands or falls on the quality, scope and methodology of content analyzed, as well as analyst experience. What content is included? How is unit of content defined? Which channels? How deep?How is the data captured? Are multiple languages captured? Via native-language queries? How is the data calculated? What are the 8 formulas?

Solution All social media measurement reports should include a standard “content sourcing and methodology” table that helps clients know “what’s inside” the product for full transparency and easy comparison (like a food nutrition label). 9

Transparency Table#SMMStandards –Sources & Methods Transparency Tablewww.smmstandards.orgTimeframeAnalyzedResearch Lead(s)Channels AnalyzedData/ContentSourcesAnalysis Depth ☐ Automated ☐ Manual☐ Hybrid ☐ All Content Reviewed ☐ Rep. SampleSource LanguagesSearch LanguagesSentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________ ☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level☐ Paragraph/doclevelSpam/Bot Filtering ☐ Automated ☐ Manual☐ Hybrid ☐ Includes news releases ☐ Excludes releasesMetrics Calculation and Sources -- Reach 10 -- Engagement

#2: Standards for Reach&Impressions All impression numbers are flawed for a variety of reasons, and the most important consideration is consistency – which is why we created the Transparency Table. Multipliers should never be used. A divider is more appropriate because it is less than 10% of what is posted is actually seen. OTS must be specific to a particular channel – i.e. For Twitter OTS is the number of first line followers. For Facebook it is the number of fans to a page. 11

#2: Standards for Reach &Impressions Consistent Definitions are Required Item – An item of content, replaces “clip” “post” and other unlear terminology Mention – A mention refers to a brand, organization, campaign or entity that is being measured. A single item can have multiple mentions. OTS –Opportunities to see is the most accurate description of “gross impressions” because any item posted is only potentially seen by all the fans, followers, subscribers etc. It is likely, that only about 10% of what is posted is actually seen. (Can the IPR fund research to define this number?) Reach – Reach is the disaggregated percentage of your targeted audience that is actually reached by a specific item. 12

#3: Standards for Engagement Engagement is an action that happens after reach, and implies an interaction. Engagement can be desirable or undesirable Engagement occurs in response to content – i.e. when someone engages with you. (not “about you”) Any measure of engagement must be tied to the goals and objectives for your program Engagement occurs both off and online, and both must be considered if you intend to integrate your metrics with other marketing or communications efforts. 13

#3: Standards for Engagement Engagement includes such actions as likes, +1, shares, votes, comments, links, links, retweets, Facebooks “Talking about you” etc. Engagement actions should be counted by the number of interactions, the percentage of people engaged (by day, week or month) and the % of engagement per post. Engagement manifests differently by channel, but is typically measurable based on effort required and how it is shared with others. Engagement should be measured both for an individual – how often someone engages in your site, as well as the outcome of an action or post – how many shares, likes etc. 14

#4: Influence &Relevance• Influence is something that takes place beyond engagement• Influence happens when you are persuaded to change behavior or opinion that would otherwise not have changed. Influence happens online and off line and both should be considered• Any influence score requires transparency• You can measure what influenced change to happen, but that is not in the scope of this effort. Survey research measures what people say they are influence by. Data analysis can measure the impact of a campaign on a business outcome• Influence cannot be expressed in a single score or algorithm.• Can be an outlet or an individual• Influence must be tied to a specific topic, brand or issue 15

#4: Influence & Relevance• Should include some combination of the following five elements: • Reach • Engagement around individual • Relevance to topic • Frequency of posts around the topic • Audience impact as measured by the ability to get the target audience to change behavior or opinion.• If an individual scores a 0 on one element, they don’t count 16

#5 Opinion & Advocacy• Sentiment is over-rated and over-used• Sentiment reliability varies by vendor and approach – be transparent• Opinions, recommendations and other qualitative measures are typically more valuable than raw sentiment and increasingly measurable: • Opinions (“it’s a good product”) • Recommendations (“try it” or “avoid it”) • Feeling/Emotions (“That product makes me feel happy”) • Intended action (“I’m going to buy that product tomorrow”) • Coding definitions, consistency and transparency are critical 17

#6: Impact &Value• Impact and value will always be dependent on client objectives• Need to define outcomes in advance – will likely span multiple business goals, especially for social (crosses disciplines)• “ROI” should be strictly limited to measurable financial impact; “total value” can be used for financial and non- financial impact combination• Value can be calculated in positive returns (sales, reputation, etc.) or avoided negative returns (risk mitigated, costs avoided)• Key performance indicators and balanced scorecards are helpful to connect social media impact to business results/language 18

Standards Progress To DateContent standards Engagement Released in Dublin: June 2012 Interim standards agreed this week Comments close: Oct. 2012 Comments close Dec 2012 Published: November 2012 Final by Jan 2013Reach & Impressions Influence & Relevance DAA has the lead Conclave discussion Oct 2012 Conclave feedback Oct 2012 Influence Ctte (Brad Fay & Philip DAA will release interim Sheldrake) by Dec 2012 standards Nov 2012 Comments close Feb 2013 Comments close Jan 2013 Final by Mar 2013 Final by Feb 2013 19

Social Media Standards ProgressReport, cont. Opinion & Advocacy Interim discussion: January 2013 Interim standards released February 2013 Comments close by April 2013 Finalize by May 2013 Value & Impact Finished by AMEC Interim discussion February 2013 Measurement Interim standards to be Summit 2013 released March 2013 Comments close by May 2013 Finalize by June 2013 20

Significance

Measurable Impact On Internal Communications On Customer Loyalty On Communications On Business

Braided Metrics in Real Time

GWA’s, Photos Drive Shares & Likes Share & Likes Over TimeDavid Beckham &Dierks Average of PostLikes Average of PShares Bentley Video Mia Farrow 1027 968 914 510 297 328 234 261 269 188 222 208 215 222 204 145 107 41 71 50 36 56 71 45 25 30

Thank You! For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard:www.themeasurementstandard.com For a copy of this presentation go to: http://www.kdpaine.com Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-868-1550

Emerging Standards in Social Media Measurement SNCR Symposium

by Society for New Communications Research (SNCR) on Nov 13, 2012

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Emerging Standards in Social Media Measurement SNCR Symposium Presentation Transcript