Standards in Social Media – Where we are and where we need to be

Standards in Social Media – Wherewe are and where we need to beA SNCR WebinarJune 2012Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comSenior Fellow: Society for New Communications ResearchMember, IPR Measurement Commission #SMMStandards 1 smmstandards.org

Myth Busting1.  It’s “new” Media2.  Someone needs to “own” it3.  Followers = Influence4.  Likes = Engagement5.  Engagement = Success6.  Sentiment is what’s really important #SMMStandards 2 smmstandards.org

Social is new if you’ve nevercared about…   Relationships   Being interesting   Conversations   Stories   Reputations & behavior #SMMStandards 3 smmstandards.org

It’s not all about you, so get over it Conversations Custom Mkt Prod. er Resear R&D CI Sales IR HR Mktg Mktg Service ch Savings, shorter cycles, more renewals, better ideas, research$$$$$$$$$$$$$$$$$$$$$$$$$$ #SMMStandards 4 smmstandards.org

Followers/Reach are notinfluence A computer   cannot tell you who matters most to your stakeholders  All influence is relative  Klout is not *June 2012 Science influence #SMMStandards 5 smmstandards.org

Likes are not Engagement #SMMStandards 6 smmstandards.org

Engagement is a path to arelationship Impressions Likes Followers Trial/Consideration Action Advocacy #SMMStandards 7 smmstandards.org

Reality #5: Sentiment maynot matter Assumes sentiment exists   80% of conversation is neutral,   just making an observation  Majority of conversations don’t evoke sentiment Requires lots of data   Once you eliminate spam,   content farms and invalid mentions, make sure content volume is sufficient Assumes sentiment drives   #SMMStandards 8 action, but you need analytics smmstandards.org

What no longer matters AVE    Eyeballs  HITS (How Idiots AVE Track Success)   GRPs #SMMStandards Pag smmstandards.org e9

The Need for Standards Social media has moved well beyond   experimentation phase Chasing fans and followers is insufficient    Clients need to justify/maintain/expand investment Marketplace is demanding standards   Common language for clients, agencies and   research firms  Unify perspective/metrics across communications disciplines Accelerate shift from low-level counting to   higher-level value Enable comparison across programs/brands   #SMMStandards /organizations smmstandards.org  Increase reliability of data and methods

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 http://www.standardsbookshop.com/what.htm #SMMStandards smmstandards.org

Progress: Cross-IndustryCollaboration AMEC Council of PR Firms “The Institute for PR Coalition” PRSA “The The Coalition + Conclave” IABC Global Alliance SNCR Web Analytics Ass’n WOMMA Clients #SMMStandards ARF Dell Media Ford RatingsProcter & Gamble Council AAAA SAS ANASouthwest Airlines IABThomson Reuters WOMMA Advert. & Media Cos. #SMMStandards smmstandards.org

Coalition Guidelines for Standards Market-driven   Voluntary / non-exclusionary   Use International Standards Organization   process Broad industry input   Promote fair competition   Compliant with anti-trust laws   Working Discussion Interim Approved Group Guide Standard Standard Development #SMMStandards smmstandards.org

Six Initial Priorities forStandardizationPriority Next Steps1. Content Sourcing & Methods Out for feedback2. Reach & Impressions Work with IAB and Media Ratings Council to find common ground. Publish discussion document in Sept/Oct (PRSA, AMEC, IPR and Conclave events).3. Engagement Publish discussion document in Sept/Oct4. Influence & Relevance Publish discussion document in Nov/ Dec5. Opinion & Advocacy Publish discussion document in Nov/ #SMMStandards Dec (SNCR and WOMMA events). smmstandards.org6. Impact & Value Publish discussion document in early

Content Sourcing &Methods 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? How are gaps accounted for?  Are multiple languages captured? Via native -language queries?  How is the data calculated? What are the formulas? #SMMStandards  How is irrelevant content from bots, spam blogs smmstandards.org

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). #SMMStandards 16 smmstandards.org

Introducing… Interim Standard #1.Sources & Methods Transparency Table#SMMStandards – Sources & Methods Transparency Table www.smmstandards.orgTimeframe AnalyzedResearch Lead(s)Channels AnalyzedData/Content SourcesAnalysis 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/doc levelSpam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releasesMetrics Calculation and Sources -- Reach -- Engagement -- Influence -- Opinion/AdvocacyProprietary MethodsSearch Parameters See full search string list on page ___ of this report #SMMStandards smmstandards.org

#2: Reach & Impressions Accurate impressions data is hard to   source, especially globally Be transparent about sources used and   clearly/correctly label charts Multipliers should not be used – in fact,   dividers are more appropriate Few of your followers “read” every tweet;   only 8-12% see Facebook posts Definitional confusion across media   types and disciplines I  mpressions; opportunities to see; circulation; reach; frequency; total vs. #SMMStandards targeted reach; visits; visitors; followers; smmstandards.org fans; views

#3: Engagement Engagement is an action that happens after   reach, beyond consumption   Engagement could be but is not necessarily an outcome   Engagement manifests differently by channel, but typically measurable at three levels – Low, Medium and High – based on effort required, inclusion of opinion and how shared with others Low examples = Facebook “likes” and Twitter   “follows”  Medium examples = blog/video comments and #SMMStandards smmstandards.org Twitter “retweets”

Influence & Relevance I nfluence is something that takes place beyond engagement “You have been influenced when you have   thought something that you otherwise wouldn’t have thought or done something that you otherwise wouldn’t have done.” – Philip Sheldrake, “The Business of Influence”   Influence is multi-level and multi-dimensional, online and offline Not popularity; not a single score    Domain & subject specific – relevance is critical I nfluencers should be identified and rated using #SMMStandards smmstandards.org custom criteria via desk research, not purely on

#4: Opinion & Advocacy Sentiment is over-rated and over-used   Not the end-all, be-all qualitative measure – other   factors to consider  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 #SMMStandards happy”) smmstandards.org  Intended action (“I’m going to buy that product

Impact & Value I mpact 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) #SMMStandards   smmstandards.org Key performance indicators and balanced

Progress Recap + Requests How can you get involved?    Track updates via smmstandards.org and Coalition member sites  Provide regular feedback on discussion guides, interim standards  Use the “Sources & Methods Transparency Table” in all your reports  Share #SMMStandards updates with your clients and discuss live  Participate in Coalition member events to comment, link and share #SMMStandards smmstandards.org

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   Like us on Facebook: KDPaine & Partners   Or call us at 1-603-752-5111   Or email me at kdpaine@kdpaine.com #SMMStandards smmstandards.org 24

Standards in Social Media – Where we are and where we need to be

by Society for New Communications Research (SNCR) on Jun 27, 2012

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