The State of Social Media Measurement Standards

The State of Social Media Measurement Standards Presented by:Katie Delahaye Paine, SNCR Fellow, CEO KDPaine & Partners 6th Annual SNCR Research Symposium November 3-4, Harvard University’s Faculty Club www.sncr.org

Current Standards Efforts Web Analytics Association: 2009 Definitions The Coalition:  AMEC  CPRF  IPR ARF IAB/4As/ANA WOMMA

WAA Standards Efforts 2009 Standard Definitions for:  Clicks  Installs (for widgets)  Active  New  Seed  Grabs  Installs vs attempts vs failures vs completion rates  Bookmarks  Uniques  Clickbacks  Blogs  Links  Trackbacks

ARF Current Standards Efforts Digital/Social Media in the Purchase Decision Process  What ideas do people get from digital/social media when making a purchase?  At what point during the purchase process do people turn to digital/social media for guidance? The role of Endorsements  Determinethe value of different forms of endorsements

IAB/4As/ANA: Guiding Principles of Digital Measurement1. Move to a "viewable impressions" standard and count real exposures online (as opposed to “served impressions"2. Online advertising must migrate to a currency based on targeted audience impressions, not gross ad impressions.3. Because all ad units are not created equal, we must create a transparent classification system.4. Determine interactivity "metrics that matter" for brand marketers, so that marketers can better evaluate onlines contribution to brand building.5. Digital media measurement must become increasingly comparable and integrated with other media.

CASRO Guidelines Personal data collected must be handled in compliance with existing CASRO Code. Transparency is a must Must adhere to Terms of Use Private vs Public Spaces -- Adhere to privacy rules and get permission Confidentiality Avoidance of Harassment Guidance for use of vendors

The Coalition Standards Efforts The Coalition:  AMEC  CPRF  IPR Standardsaround:  Content sourcing  Influence  Sentiment  Engagement  ROI

The Conclave WOMMA AMEC IPR WAA PRSA CPRF CIPR IABC SNCR P&G DELLThomson Reuters 1 Standard set of definitions/guidel SASSouth ineswest

Standards around:1. Content2. Reach/Engagement3. Influence4. Sentiment/Advocacy5. Value/Impact

What is a standard and why do we need it?A GAAP Standard that can be used across disciplines Transparency is mandatory – the social media measurement equivalent of an Food LabelA common definition to reduce confusionA set of numbers that can be used to show business impact

Definitions of “Reach” Need a replacement for impressions.  Unique Blog visits  Number of Twitter Followers  LinkedIn Page views  Size of a community and number of ReTweets. .  Must be specific to a channel  NOT second level followers  Not every comment on a blog has the same reach as the blog

Engagement can be positive or negativeand includes: Facebook likes  Read More” “Tell me more” Comments on a blog clicks Retweets  Mashups/Diggs Shares (including email)  Bookmarking Request for membership in  Rankings on review siteslinked in group  Repeat visits to a blog Subscribes to YouTube/Hulu  Time on site Use of Hashtag  Link backs and trackbacks @mentions  Downloads RSS Subscribes  Application views

What needs more investigation Frequency  How does it apply in social media?  Does it have an impact?  Is it good or bad? Content  What constitutes valid content?

Thank you!Visit http://sncr.org

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The State of Social Media Measurement Standards

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The State of Social Media Measurement Standards Presentation Transcript