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.
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
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 LabelA common definition to reduce confusionA 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?