Social Media Metrics & Measurement WorkshopA SNCR  Workshop  November 5,  2009Katie Delahaye PaineCEOkdpaine@kdpaine.comww...
Agenda	<br />Basic Definitions<br />Basic rules of Measurement<br />Tools,  Tips & Techniques<br />Case Studies<br />Hands...
Why Measure?	<br />“The main reason to measure objectives is not so much to reward or punish<br />individual communication...
First, the numbers<br />Years to Reach 50 million Users:  Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Yea...
Conquering your fears<br />
A measurement timeline<br />
Old School Metrics <br />AVEs<br />Eyeballs<br />HITS (How Idiots Track Success)<br />Couch Potatoes<br /># of Twitter Fol...
Signs that it’s  the end of measurement as we know it<br />48% of respondents to a PRWeek study said they were moving $$ o...
Page 9<br />You are a party planner, not a communicator <br />21st Century <br />Old School <br />
Page 10<br />Social Media renders everything you know about measurement obsolete<br />Old School PR<br />21st Century Role...
The Engagement  Decision Tree<br />
Goals for Social Media <br />Marketing/leads/sales/<br />Mission/safety/civic engagement<br />Relationship/reputation/posi...
Goals drive metrics, metrics drive results <br />13<br />Goal<br />Metrics<br />
Change the conversation, improve your reputation <br />Improve your reputation<br />Listen first, then respond<br />Stop d...
Negative coverage over time <br />
Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure<br />
Tying activity to development/marketing goals<br />17<br />
 What do you need to measure?<br />
Goals, Actions and Metrics <br />
The 7  steps to  Social Media ROI <br />Define the “R” – Define the expected results?<br />Define the “I”  -- What’s the i...
Step 1: Define the “R”	Why Social Media? <br />What return is expected? – Define in terms of the business or mission.<br /...
Step 2: Define the “I” <br />What is the investment? <br />Personnel<br />Agency compensation<br />Senior Staff time<br />...
Step 3: Define your audiences and how you impact them<br />There is no “audience.”  There are multiple constituencies <br ...
Step 4: Define your Key Performance Indicators (KPIs)<br />24<br />The Perfect KPI<br />Gets you where you want to go (ach...
Step 4: Define your Key Performance Indicators (KPIs)  carefully because you become what you measure<br />Cost savings<br ...
KPIs for External blogs and other Consumer Generated Media <br />Share of positioning<br />Share of rants vs. raves<br />S...
Revenue KPIs <br />Cost savings<br />Cost per click thru, downloads, engagement vs other marketing channels<br />Cost per ...
Engagement metrics <br />% increase or decrease in unique visits <br />In the past  month,  what % of all sessions represe...
Emerging benchmarks <br />Past Performance<br />Think 3<br />Peer<br />Underdog nipping at your heels<br />Stretch goal <b...
Emerging benchmarks <br />Past Performance<br />Think 3<br />Peer<br />Underdog nipping at your heels<br />Stretch goal <b...
Past performance: tonality of blog content<br />
The competitive landscape <br />
Blogs and Twitter dominated the social media landscape<br />33<br />
Consumer organizations are far more likely to see  Undesirable Discussion than non-profits or educational institutions. <b...
Key Message penetration  lags the non-profit average  <br />35<br />
Focus on fewer key messages with shorter statements<br />36<br />Recommendation: Less is more when trying to get your mess...
Most conversations were making observations rather than expressing support<br />37<br />
Consumer organizations tend to be the focal point of more conversations<br />38<br />
Consumer companies saw a significantly higher level of visibility than non-profits<br />39<br />
Overview of Key Metrics<br />Peer 1 was the competitive leader in all but YouTube, where Peer 4 and Peer 3 led.<br />Actio...
Few subjects appear across all  forms of social media, so tailor outreach accordingly <br />
Step 6: Pick a tool  <br />Content Analysis<br />Survey<br />Web Analytics<br />
Step 6: Selecting  a measurement tool<br />43<br />
Content Analysis requires a content source: <br />Free: <br />Google News/Google Blogs, RSS feeds, Technorati, <br />	Soci...
A way to analyze content <br />Automated<br />Human: <br />Census vs random sample<br />Sentiment vs Topics<br />The 80/20...
A coding methodology<br />Tonality<br />What messages were communicated<br />How you’re positioned on key issues<br />Domi...
What matters, what doesn’t <br />
Standard classifications of discussion<br /><ul><li>Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
Validating a position
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads up</li></li></ul><li>Standard classifications of videos<br />Advertisement<br />Animation<br />Demonstratio...
Why an Optimal Content Score? <br />You decide what’s important:<br />Benchmark against peers and/or competitors<br />Trac...
How to calculate Optimal Content<br />
Charting OCS over time between divisions <br />
Surveys require:  <br />A defined sample<br />A list – a way to get to that sample<br />Agreement on what questions you ne...
Aspects of relationships <br />Control mutuality<br />Trust<br />Satisfaction<br />Commitment<br />Exchange relationship<b...
Components of a Relationship Index<br />Control mutuality <br />In dealing with people like me, this organization has a te...
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Social Media Metrics & Measurement Workshop

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Social Media Metrics & Measurement SNCR Workshop
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2009

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  1. 1. Social Media Metrics & Measurement WorkshopA SNCR Workshop November 5, 2009Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.measuresofsuccess.comhttp:/kdpaine.blogs.comMember, IPR Measurement Commissionwww.instituteforpr.org<br />
  2. 2. Agenda <br />Basic Definitions<br />Basic rules of Measurement<br />Tools, Tips & Techniques<br />Case Studies<br />Hands on Measurement Workshop <br />
  3. 3. Why Measure? <br />“The main reason to measure objectives is not so much to reward or punish<br />individual communications manager for success or failure as it is to learn from the<br />research whether a program should be continued as is, revised, or dropped in favor of another approach ” <br />James E. Grunig, Professor Emeritus, University of Maryland<br />“If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous,<br />capricious, motivated by innumerable conflicting interests, and conflicting desires.”<br />Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis<br />
  4. 4. First, the numbers<br />Years to Reach 50 million Users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months. <br />The fastest growing segment on Facebook is 55-65 year-old females <br />Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama <br />80% of Twitter usage is on mobile<br />There are over 200,000,000 Blogs <br />54% = Number of bloggers who post content or tweet daily <br />Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks and cost Facebook $0 <br />78% of consumers trust peer recommendations , only 14% trust advertisements <br />Only 18% of traditional TV campaigns generate a positive ROI <br />90% of people that can TiVo ads do <br />4<br />
  5. 5. Conquering your fears<br />
  6. 6. A measurement timeline<br />
  7. 7. Old School Metrics <br />AVEs<br />Eyeballs<br />HITS (How Idiots Track Success)<br />Couch Potatoes<br /># of Twitter Followers (unless you’re a celebrity)<br /># of Facebook Friends/Fans (unless they donate money) <br />Page 7<br />
  8. 8. Signs that it’s the end of measurement as we know it<br />48% of respondents to a PRWeek study said they were moving $$ out of advertising budgets into Social Media. Only 18% said they were taking $$ away from PR. <br />Procter & Gamble is now paying for engagement, not eyeballs <br />Sodexo cut $300K out of its recruitment budget using Twitter<br />Immunize BC measured SM success via share of discussion, increased awareness and shots given <br />BMC Software measures communications effectiveness based on contribution to EPS <br />HSUS generated $650,000 in new donations from an on-line photo contest on Flickr<br />The Red Cross measures the effectiveness of Twitter via lives saved and property lost<br />IBM predicts the ends of advertising as we know. Also receives more leads, sales and exposure from a $500 podcast than it does from an ad<br />11 Mom’s turned around Wal-Mart's image and delivered measureable increases in sales. <br />
  9. 9. Page 9<br />You are a party planner, not a communicator <br />21st Century <br />Old School <br />
  10. 10. Page 10<br />Social Media renders everything you know about measurement obsolete<br />Old School PR<br />21st Century Role of PR <br />The definition of timely has changed<br />The definition of reach has changed<br />GRPs & Impressions are impossible to count (an irrevelvant) in social media <br />The definition of success has changed<br />The answer isn’t how many you’ve reached, but how those you’ve reached have responded <br />
  11. 11. The Engagement Decision Tree<br />
  12. 12. Goals for Social Media <br />Marketing/leads/sales/<br />Mission/safety/civic engagement<br />Relationship/reputation/positioning <br />To fix this<br />Or get to this <br />
  13. 13. Goals drive metrics, metrics drive results <br />13<br />Goal<br />Metrics<br />
  14. 14. Change the conversation, improve your reputation <br />Improve your reputation<br />Listen first, then respond<br />Stop doing stupid things <br />
  15. 15. Negative coverage over time <br />
  16. 16. Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure<br />
  17. 17. Tying activity to development/marketing goals<br />17<br />
  18. 18. What do you need to measure?<br />
  19. 19. Goals, Actions and Metrics <br />
  20. 20. The 7 steps to Social Media ROI <br />Define the “R” – Define the expected results?<br />Define the “I” -- What’s the investment?<br />Understand your audiences and what motivates them <br />Define the metrics (what you want to become) <br />Determine what you are benchmarking against<br />Pick a tool and undertake research<br />Analyze results and glean insight, take action, measure again<br />
  21. 21. Step 1: Define the “R” Why Social Media? <br />What return is expected? – Define in terms of the business or mission.<br />What problems is Social Media supposed to solve? <br />What were you hired to do? What difference are you expected to make? <br />If you are celebrating complete 100% success a year from now, what is different about the organization?<br />If your Social Media is eliminated, what would be different? <br />21<br />
  22. 22. Step 2: Define the “I” <br />What is the investment? <br />Personnel<br />Agency compensation<br />Senior Staff time<br /> Opportunity cost<br />22<br />
  23. 23. Step 3: Define your audiences and how you impact them<br />There is no “audience.” There are multiple constituencies <br />Should you blog or Twitter? Don’t ask me, ask your customers <br />List every stakeholder<br />Where do they go for information?<br />What’s important to them?<br />What is the benefit of having a good relationship with that stakeholder group?<br />What’s important to them?<br />Where do they go for information?<br />What do you want them to know? <br />Understand your role in getting the audience to do what you want it to do<br />Raise awareness<br />Increase preference<br />Increase engagement<br />23<br />
  24. 24. Step 4: Define your Key Performance Indicators (KPIs)<br />24<br />The Perfect KPI<br />Gets you where you want to go (achieves corporate goals)<br />Is actionable<br />Continuously improves your processes<br />Is there when you need it<br />KPIs should be developed for: <br />Your own properties<br />Different tactics<br />Other influential sites <br />
  25. 25. Step 4: Define your Key Performance Indicators (KPIs) carefully because you become what you measure<br />Cost savings<br />Efficiency<br />Cost per message communicated<br />Cost per new lead/customer acquired<br />Productivity: <br />Increase in employee engagement/morale<br />Lower turnover/recruitment costs<br />Engagement: <br />Ratio of posts to comments<br />% of repeat visitors<br />% of 5+min visitors<br />% of registrations<br />Trust:<br />Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)<br />Thought leadership: <br />Share of quotes<br />Share of opportunities <br />Message penetration<br />Positioning on key issues<br />Improvement in favorable/unfavorable ratio<br />Improvement in Optimal Content Score (OCS)<br />25<br />
  26. 26. KPIs for External blogs and other Consumer Generated Media <br />Share of positioning<br />Share of rants vs. raves<br />Share of positives/negatives<br />Share of visibility<br />Share of quotes<br />Share of brand benefits mentioned<br />Types of conversations<br />Engagement – ratio of posts to comments <br />Optimal content score <br />
  27. 27. Revenue KPIs <br />Cost savings<br />Cost per click thru, downloads, engagement vs other marketing channels<br />Cost per message communicated vs other channels<br />Lifetime value of engagement<br />Cost per customer acquisition <br />
  28. 28. Engagement metrics <br />% increase or decrease in unique visits <br />In the past  month,  what % of all sessions represent more than 5 page views <br />% of sessions that are greater than 5 minutes in duration <br />% of visitors that come back for more than 5 sessions <br />% of sessions that arrive at your site from a Google search, or a direct link from your web site or other site that is related to your brand <br />% of visitors that become a subscriber <br />% of visitors that download something from the site <br />% of visitors that provide an email address<br />Ratio of posts to comments <br />Courtesy of Eric Peterson<br />
  29. 29. Emerging benchmarks <br />Past Performance<br />Think 3<br />Peer<br />Underdog nipping at your heels<br />Stretch goal <br />Whatever keeps the C-suite up at night<br />Step 5: Define your benchmarks<br />29<br />
  30. 30. Emerging benchmarks <br />Past Performance<br />Think 3<br />Peer<br />Underdog nipping at your heels<br />Stretch goal <br />Whatever keeps the C-suite up at night<br />Step 5: Define your benchmarks<br />30<br />
  31. 31. Past performance: tonality of blog content<br />
  32. 32. The competitive landscape <br />
  33. 33. Blogs and Twitter dominated the social media landscape<br />33<br />
  34. 34. Consumer organizations are far more likely to see Undesirable Discussion than non-profits or educational institutions. <br />34<br />*For each mention, we determine whether it leaves the reader more or less likely to donate to, partner with, volunteer for or otherwise support the efforts of Non-Profit Organization. If it leaves the reader more likely, we consider it positive. If it leaves the reader less likely, we consider it negative. If it doesn’t sway the reader one way or the other, we consider it neutral.<br />
  35. 35. Key Message penetration lags the non-profit average <br />35<br />
  36. 36. Focus on fewer key messages with shorter statements<br />36<br />Recommendation: Less is more when trying to get your messages across. We recommend reducing the number of key messages and simplifying and shortening the key messages that are tracked.<br />
  37. 37. Most conversations were making observations rather than expressing support<br />37<br />
  38. 38. Consumer organizations tend to be the focal point of more conversations<br />38<br />
  39. 39. Consumer companies saw a significantly higher level of visibility than non-profits<br />39<br />
  40. 40. Overview of Key Metrics<br />Peer 1 was the competitive leader in all but YouTube, where Peer 4 and Peer 3 led.<br />Actions attributed to individuals were responsible for most content, except on YouTube.<br />
  41. 41. Few subjects appear across all forms of social media, so tailor outreach accordingly <br />
  42. 42. Step 6: Pick a tool <br />Content Analysis<br />Survey<br />Web Analytics<br />
  43. 43. Step 6: Selecting a measurement tool<br />43<br />
  44. 44. Content Analysis requires a content source: <br />Free: <br />Google News/Google Blogs, RSS feeds, Technorati, <br /> Social Mention, Twazzup, <br />$500+<br />Radian 6, Techrigy, Sysymos, Visible Technologies, Scout Labs, Cyberalert, CustomScoop, e-Watch<br />44<br />
  45. 45. A way to analyze content <br />Automated<br />Human: <br />Census vs random sample<br />Sentiment vs Topics<br />The 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisions<br />45<br />
  46. 46. A coding methodology<br />Tonality<br />What messages were communicated<br />How you’re positioned on key issues<br />Dominance/Prominence/Visibility<br />Authority<br />Subject of the article/posting<br />Who was quoted?<br />Products, events, initiatives, battles mentioned<br />Optimal Content Score <br />
  47. 47. What matters, what doesn’t <br />
  48. 48. Standard classifications of discussion<br /><ul><li>Responding to criticism
  49. 49. Giving a shout-out
  50. 50. Making a joke
  51. 51. Making a suggestion
  52. 52. Making an observation
  53. 53. Offering a greeting
  54. 54. Offering an opinion
  55. 55. Putting out a wanted ad
  56. 56. Rallying support
  57. 57. Recruiting people
  58. 58. Showing dismay
  59. 59. Soliciting comments
  60. 60. Soliciting help
  61. 61. Starting a poll
  62. 62. Validating a position
  63. 63. Acknowledging receipt of information
  64. 64. Advertising something
  65. 65. Answering a question
  66. 66. Asking a question
  67. 67. Augmenting a previous post
  68. 68. Calling for action
  69. 69. Disclosing personal information
  70. 70. Distributing media
  71. 71. Expressing agreement
  72. 72. Expressing criticism
  73. 73. Expressing support
  74. 74. Expressing surprise
  75. 75. Giving a heads up</li></li></ul><li>Standard classifications of videos<br />Advertisement<br />Animation<br />Demonstration<br />Event/Performance<br />Fiction<br />Film<br />Home Video<br />Instructional Video<br />Interview<br />Lecture<br />Montage<br />Music Video<br />News Broadcast<br />Promotional Video<br />Sightseeing/Tour<br />Slideshow<br />Speech<br />Television Show<br />Video Log<br />
  76. 76. Why an Optimal Content Score? <br />You decide what’s important:<br />Benchmark against peers and/or competitors<br />Track activities against OCS over time <br />Positive: <br />Mentions of the brand<br />Key messages<br />Positioning<br />Visibility<br />Negative <br />Omitted<br />Negative tone<br />No key message<br />50<br />
  77. 77. How to calculate Optimal Content<br />
  78. 78. Charting OCS over time between divisions <br />
  79. 79. Surveys require: <br />A defined sample<br />A list – a way to get to that sample<br />Agreement on what questions you need to answer<br />A survey instrument/questionnaire <br /> A test<br />A way to analyze data<br />SPSS<br />SAS<br />53<br />
  80. 80. Aspects of relationships <br />Control mutuality<br />Trust<br />Satisfaction<br />Commitment<br />Exchange relationship<br />Communal relationship<br />54<br />
  81. 81. Components of a Relationship Index<br />Control mutuality <br />In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)<br />This organization really listens to what people like me have to say.<br />Trust<br />This organization can be relied on to keep its promises.<br />This organization has the ability to accomplish what it says it will do.<br />Satisfaction<br />Generally speaking, I am pleased with the relationship this organization has established with people like me.<br />Most people enjoy dealing with this organization.<br />Commitment<br />There is a long-lasting bond between this organization and people like me.<br />Compared to other organizations, I value my relationship with this organization more<br />Exchange relationship<br />Even though people like me have had a relationship with this organization for a long time; it still expects something in return whenever it offers us a favor.<br />This organization will compromise with people like me when it knows that it will gain something.<br />This organization takes care of people who are likely to reward the organization.<br />Communal relationship<br />This organization is very concerned about the welfare of people like me.<br />I I think that this organization succeeds by stepping on other people. (Reversed)<br />
  82. 82. How to implement relationship metrics <br />Step 1: Conduct a benchmark relationship study<br />Step 2: Implement PR program<br />Step 3: Conduct a follow up relationship study<br />Step 4: Look at what’s changed <br />
  83. 83. Web Analytics Require: <br />Google Analytics/Web Trends/Omniture<br />Unique URLs<br />Data delivered in parallel with content analysis<br />Ability to correlate and integrate data <br />SPSS/SAS<br />57<br />
  84. 84. Step 7: Analysis - -Research without insight is just trivia<br />Look for failures first<br />Check to see what the competition is doing <br />Then look for exceptional success<br />Compare to last month, last quarter, 13-month average<br />Figure out what worked and what didn’t work<br />Move resources from what isn’t working to what is <br />58<br />
  85. 85. Ask for money<br /> Get Commitment<br /> Manage Timing<br />Influence decisions<br /> Get Outside help<br /> Just Say No<br />Actionable Conclusions<br />59<br />
  86. 86. Best Practices:<br />Correlations to bottom-line impact<br />Donations<br />Memberships<br />Sign-ups<br />Leads<br />Using SMM for planning<br />Define the time frame, market/topic you want to study<br />Use Google News, Technorati or Radian6 to identify the conversations around the topic <br />Analyze the conversations for type, tone and positioning<br />Look at share of positioning, tone or conversation<br />Benchmarking against your peers<br />Looking at what the best do<br />Setting goals accordingly<br />Use data to persuade recalcitrant spokespeople<br />Social Media in Crisis<br />Listen instantly to a wide range of influencers<br />Identify weaknesses in communications, customer service, or in the product <br />Improve your reputation<br />Listen first, then respond<br />Stop doing stupid things <br />
  87. 87. Using SMM for planning<br />The environmental scan<br />Defining issues in a market<br />Selecting a positioning that works <br />
  88. 88. Case Studies<br />
  89. 89. For all institutions, most postings were simply making an observation or distributing media. <br />Page 63<br />cx<br />
  90. 90. Share of conversation vs share of engagement <br />Page 64<br />Share of Engagement by Subject <br />-<br />,External Blogs<br />Share of Subject<br />Students<br />23.6%<br />33.2%<br />22.1%<br />21.1%<br />Staff<br />100.0%<br />Research, Social Sciences<br />1<br />4<br />1<br />Research, Social Sciences<br />4.4%<br />95.6%<br />Campus Life<br />Research, Physical Sciences<br />1<br />38.3%<br />2.3%<br />31.0%<br />28.4%<br />Research, Other<br />Institution, Overall<br />2<br />1<br />3<br />Research, Life Sciences<br />13.0%<br />20.8%<br />13.0%<br />53.2%<br />Policies<br />2<br />Research, Earth Sciences<br />86.8%<br />13.2%<br />Research, Agriculture<br />4<br />Research, Agriculture<br />100.0%<br />Projects, Non<br />-<br />Research<br />Other<br />28.6%<br />28.6%<br />28.6%<br />14.2%<br />1<br />Policies<br />100.0%<br />Legal News<br />Peer 1<br />1<br />2<br />Partnerships<br />Michigan State<br />Admissions<br />1<br />1<br />Peer 1<br />Other<br />Peer 2<br />Staff<br />Michigan State<br />1<br />Legal News<br />43.3%<br />56.7%<br />Peer 3<br />Inventions<br />Peer 2<br />Research, Life Sciences<br />1<br />1<br />2<br />1<br />3<br />Peer 4<br />Institution, Overall<br />5.8%<br />94.2%<br />Peer 3<br />Alumni Topics<br />1<br />1<br />Financials<br />68.7%<br />12.5%<br />18.8%<br />Peer 4<br />Financials<br />2<br />1<br />2<br />Faculty<br />15.3%<br />34.9%<br />6.3%<br />43.5%<br />Projects, Non<br />-<br />Research<br />Events<br />1<br />1<br />1<br />2<br />Courses<br />28.6%<br />71.4%<br />Research, Earth Sciences<br />1<br />2<br />2<br />Community Relations<br />Courses<br />1<br />2<br />Campus Life<br />Research, Physical Sciences<br />3<br />2<br />4<br />6<br />Alumni Topics<br />96.8%<br />3.2%<br />Admissions<br />Students<br />33.3%<br />66.7%<br />5<br />2<br />1<br />7<br />Faculty<br />2<br />6<br />2<br />2<br />6<br />0%<br />10%<br />20%<br />30%<br />40%<br />50%<br />60%<br />70%<br />80%<br />90%<br />100%<br />0<br />2<br />4<br />6<br />8<br />10<br />12<br />14<br />16<br />18<br />20<br />
  91. 91. The vast majority of discussion in external blogs is neutral.<br />Page 65<br />
  92. 92. Case Study: Establishing benchmarks at Georgia Tech <br />
  93. 93. Quantity and quality of discussion of Georgia Tech and four peer institutions across relevant user-generated media (UGM) channels in order to:<br /><ul><li>Establish performance benchmarks
  94. 94. Observe user habits to inform UGM strategies
  95. 95. Understand the influence of traditional media on UGM channels
  96. 96. Provide support for funding of UGM programs</li></ul>Case Study: Georgia Tech<br />
  97. 97. Overall Comparison of Georgia Tech Social Media Outlets<br />68/17<br /><ul><li>Based on 2007 data, Georgia Tech outperformed its peers in Facebook presence, but significantly lagged peers on other social media.
  98. 98. Post-2007 media monitoring has not included a social media dimension due to funding constraints, but this will be important to trend as feasible in the future.</li></ul>Share of All Coverage<br />Definitions: YouTube: a video sharing site. Social Bookmarking: a site where members can display media they have found on the web. Facebook: a social networking site. Institutional Blogs: blogs hosted and owned by schools studied. External Blog: any blog post that is not hosted by an institution.<br />
  99. 99. User Generated Media<br />69<br />During a crisis, UGM channels more likely to be negative<br />UGM amplified negative traditional media coverage.<br />Unusual negative stories, like MIT’s fake bomb scare, became popular on social bookmarking sites. <br />Negative news linked to politics was a mainstay on external blogs.<br />Facebook profiles amplified each of these effects, and also included critical pieces from campus newspapers.<br />
  100. 100. 70<br />UGM channels offered equal opportunity for message communication<br />
  101. 101. Peer 1 dominates social bookmarking, institutional blogs, Peer 4 leads on Facebook<br />
  102. 102. Where people get the content they share on Facebook<br />Sources of content <br />Genre of content <br />
  103. 103. Influence of traditional media <br />On average, bloggers included as many as six links to external content in a post, the number three source being traditional news media sites.<br />Links to its newsroom accounted for 26% of links to mit.edu on blogs.<br />On Facebook, traditional news media sites were the source of 25% of popular items posted to profiles.<br />One third of content on social news sites was from traditional media sources.<br />Twice as many hard news stories were posted to social news sites as features.<br />Selected Traditional Media Outlets Among Popular Sources of Content<br />BBC <br />Boston Globe <br />CNET <br />CNN<br />EurekAlert! <br />Google News <br />Los Angeles Times <br />The New York Times<br />Pittsburgh Post-Gazette <br />San Francisco Chronicle <br />Washington Post <br />
  104. 104. Focus on Social Bookmarking<br />In the event of a crisis, expect seeding from local papers<br />Thursday & Friday saw the greatest number of seeds. <br />GIT’s status as a technical institution is an asset in the social bookmarking environment <br />Few strategic messages appeared in social bookmarking sites<br />
  105. 105. USO Case Study<br />
  106. 106. 76<br />
  107. 107. Moving conversation from observation to support <br />
  108. 108. Social Media OverviewMarch 2009<br />78<br />
  109. 109. Media Engagement & Online Giving<br />35,152,789 OTS<br />Red line indicates media impressions<br />6,253,852 OTS<br />
  110. 110. Best Practices:<br />Correlations to bottom-line impact<br />Donations<br />Memberships<br />Sign-ups<br />Leads<br />Using SMM for planning<br />Define the time frame, market/topic you want to study<br />Use Google News, Technorati or Radian6 to identify the conversations around the topic <br />Analyze the conversations for type, tone and positioning<br />Look at share of positioning, tone or conversation<br />Benchmarking against your peers<br />Looking at what the best do<br />Setting goals accordingly<br />Use data to persuade recalcitrant spokespeople<br />Social Media in Crisis<br />Listen instantly to a wide range of influencers<br />Identify weaknesses in communications, customer service, or in the product <br />Improve your reputation<br />Listen first, then respond<br />Stop doing stupid things <br />
  111. 111. Thank You!<br />For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: <br />www.themeasurementstandard.com<br />For a copy of this presentation go to: http://www.kdpaine.com<br />Follow me on Twitter: KDPaine<br />Friend me on Facebook: Katie Paine <br />Or call me at 1-603-868-1550<br />

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