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How to use data to change the world

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

3,249 views

How to use data to change the world ...

How to use data to change the world
Presented by Katie Delahaye Paine, Chairman & Founder, KDPaine & Partners, Chief Marketing Officer News, and SNCR Fellow and Board Member, 7th Annual SNCR Symposium, Nov. 9, 2012

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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
I understand that not every organization can be a Dell or a Starbucks in Social Media. There are phases that you go thru. My friend and co-author of my next book, Beth Kanter has expressed it this way. Borrowing from a Martin Luther King quote “If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Organizations that are just starting off are “crawlers” – they’re monitoring and listening and probably trying to establish some social media rules. Walkers are ones who have a good understanding of the landscape and are participating and starting to measure, they are tailoring their content to specific media channels, not just repurposing a brochure. They may have a blog and a Facebook page but aren’t fully using it. Runners have fully embraced social media, have incorporated it into their overall communications and marketing strategy and follow the best practices in the industry. Flyers recognize that social media drives outcomes and they are treating social media as part of their DNA, using it customer support, marketing, product development and competitive intelligence. They measure it not to justify its use, but to continuously improve.
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 analysisIf you want to measure awareness, perception, preference you need Survey researchIf you want to measure engagement, action, purchase: you need Web analyticsIf you want predictions and correlations you need two out of three

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How to use data to change the world Presentation Transcript

How to use data to change the worldKatie 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
It’s not about you, so get over it ConversationsMember Recipient Development Research Volunteers Funders HRService s Savings, shorter cycles, more renewals, better ideas, research
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
The Ladder of Engagement Impressions Likes Follower s Trial/Consideration Donate Advocacy 4
What matters: Keep moving forward Crawl Walk Run Fly• Monitoring/ • Participate • Integrate SM • Tie efforts & Listening • Develop metrics and Metrics metrics to• Establish • Begin into Strategy outcomes Rules measurement • Use Multiple • Crowd source Channels • Integrate with • Follow best all Mktg practices • Continuously improve 5
The 7 steps to Social Media MeasurementStep 1: Define your goal(s). What outcomes is thisstrategy or tactic going to achieve? What are yourmeasurable objectives?Step 2: Define your audiences. Who are you aretrying to reach? How do your efforts connect withthose audiences to achieve the goal.Step 3: Define your investments. What is it reallycosting you to achieve this outcome?Step 4: Define your benchmarks. Who or what areyou going to compare your results to?Step 5: Define your metrics. What are theindicators to judge your progress?Step 6: Select your data collection tool(s).Step 7: Analyze your data, turn it into action,measure again
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? 7
Goals, Actions and Metrics Goal Action Activity Metric Outcome MetricIncreased 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, traffic to web membership as add site share of income interactivity functions
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? 9
Where do people get their news?
Step 3: Establish benchmarks Past Performance Think 3 Peer Underdog nipping at your heels Stretch goal Whatever keeps the C-suite up at night
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 12 measure, so pick your KPI
Step 5: Define your investment Be honest – Social Media is not “free” Be transparent Don’t forget opportunity costs The CFAC example
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 14
Step 6: Selecting a measurementtoolObjective KPI ToolAdvocate for women’s Number of letters to Excelhealth congress writtenIncrease % of audience aware Survey: Phone Calls,awareness/preference of the issue SurveyMonkey, or MailEngage constituencies % of comments that Web analytics plus are high quality Content Analysis: Facebook Insights, Convio, Omniture, Google AnalyticsIncrease donor base % increase in items Convio, Media content containing key analysis, messages % increase in donor base 15
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 16
The ROI of Emily 17
So What = Revenue 35,152,789 OTS Red line indicates media 6,253,852 OTS impressions 18
CNCS has learned which specific outreachhas lead to the most visits to serve.gov 19
White House Volunteerism Office (CNCS) is able toconnect specific social outreach to registrations onserve.gov ReTweets compared to Visitors to Serve.gov 20
The Amethyst Initiative resulted in MADD’s visibility reaching an all-time high MADD Coverage & Exposure Over Time Media exposure 1,400 300,000,000 Amethyst Initiative and coverage skyrocketed in 1,200 250,000,000 August, 2008 thanks to Amethyst.Coverage (Number of Mentions) Exposure (Opportunities to See) 1,000 200,000,000 November, 2008 Repeat offenders, Holiday saw a spike caused 800 Travel &CNN.com primarily by 150,000,000 Cnn.com coverage 600 Tampa of MADD’s WLM, Ignition “ongoing, heightene 100,000,000 400 Interlock d efforts” to stop Push, Obama drunk driving and 50,000,000 ensure that “first- 200 time driving offenders don’t get 0 - off easy”. The one Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun story generated more than 27 million 2008 2009 opportunities to see Coverage Exposure discussion of MADD. 21
Key Messages penetration lags the non-profitaverage AverageNumber 20 16% of W P ords er Contains a Message KeyM essage 9 57% 84% Number of 13Does not Contain a Message 43% M essages Tracked 10 0% 50% 100% 0 5 10 15 20 Goodwil Non-Profit Average Goodwill Non-Profit Average 22
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 1-603-752-5111