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MEPRA and SocialEyez workshop on the Global Social Media Standards. Presented by Katie Paine

MEPRA and SocialEyez workshop on the Global Social Media Standards. Presented by Katie Paine

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  • These are the most common myths and misperceptions about Social Media. I’ll explain each of them individually.
  • Don’t believe what you hear about Klout and Twitter followers meaning that someone is influential. These statistics look at the total number of fans vs. the number of fans that actually engage with the brand on a regular basis. So of Lady Gaga’s 39 million fans, only 1,231 or .003% actually engage. And she’s among the highest. Only .001% of Eminem’s fans actually engage with him. The point is that influence is relative to the market you’re in. No matter what Lady Gaga says about the latest new PR measurement tool, chances are good it won’t sell many copies. But even though my “Klout” score is significantly lower, I will influence more sales of that new tool. So don’t fall for the myth of Klout scores and other numbers that just measure activity being important. It boils down to who is talking about your marketplace and the arena you are in.
  • 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
  • Standards are market-drivenStandards are voluntaryBroad industry input from suppliers and customersStandards development process must be transparent

Mepra workshop ppt Mepra workshop ppt Presentation Transcript

  • Social Media Measurement:Are You Up to the Global Standard?September, 2012Katie Delahaye PaineChief Marketing OfficerNews Group Internationalkatie@newsgroupholdings.comwww.kdpaine.com
  • Agenda08:30 – 09:00 Registration09:15 – 09:30 Introductions09: 30 – 10:45 Katie DP Presentation10:45 – 11:00 Q&A11:00 – 11:15 Break11:15 – 11:45 Panel Discussion11:45 – 12:00 Networking
  • About SocialEyez• Ability to integrate social, traditional, & marketing metrics into a single platform• Vertical integration from data collection to engagement• Ability to deliver insight & recommendations (not just more data)• Standard-setting knowledge of research & measurement methodologies• Extensive knowledge & capabilities in data collection• Local cultural and geographic expertise
  • Myth busting1. It’s “new” Media2. Someone needs to “own” it3. Followers = Influence4. Likes = Engagement5. Engagement = Success6. Sentiment is what’s really important 4
  • Social is new if you’ve never cared about…• Relationships• Being interesting• Conversations• Stories• Reputations & behavior
  • It’s not all about you, so get over it ConversationsCustomer Prod. Mkt Mktg CI Sales IR HR R&D Service Mktg Research Savings, shorter cycles, more renewals, better ideas, research
  • Followers/Reach are not influence• A computer cannot tell you who matters most to your stakeholders• All influence is relative• Klout is not influence *June 2012 Science
  • Likes are not Engagement
  • Engagement is a path to a relationship Impressions Likes FollowersTrial/Consideration Action Advocacy
  • Reality #5: Sentiment may not matter• Assumes sentiment exists o 80% of conversation is neutral, just making an observation o Majority of conversations don’t evoke sentiment• Requires lots of data o Once you eliminate spam, content farms and invalid mentions, make sure content volume is sufficient• Assumes sentiment drives action, but you need analytics to prove it
  • What no longer matters• AVE• Eyeballs• HITS (How Idiots Track Success)• GRPs
  • 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/organizations • Increase reliability of data and methods • Foster competition based on insights not “black boxes”
  • 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
  • Prior Work: Barcelona Principle #6• Social media measurement is a discipline, not a tool; but there is no “single metric”• Organizations need clearly defined goals and outcomes for social media• Media content analysis should be supplemented by web and search analytics, sales and CRM data, survey data and other methods• Evaluating quality and quantity is critical, just as it is with conventional media• Measurement must focus on “conversation” and “communities” not just “coverage”• Understanding reach and influence is important, but existing sources are not accessible, transparent or consistent enough to be reliable; experimentation and testing are key to success
  • Progress: Cross-Industry Collaboration AMEC Council of PR Firms The Coalition + Institute for PR “The IABC PRSA Coalition” “The SNCR Global Alliance Conclave” Web Analytics Ass’n WOMMA ARF Clients #SMMStandards AAAA Media ANA Ratings IAB Dell Council WOMMA Ford Advert. & Media Procter & Gamble Cos. SAS Southwest Airlines Thomson Reuters
  • 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
  • Six Initial Priorities for StandardizationPriority Next Steps1. Content Sourcing & Methods Out for feedback Work with IAB and Media Ratings Council to find common ground. Digital Analytics Assoiciation is writing. Publish2. Reach & Impressions discussion document in Oct (PRSA, AMEC, IPR and Conclave events).3. Engagement In process, discussion document due Oct4. Influence & Relevance Publish discussion document in Nov/Dec Publish discussion document in Nov/Dec (SNCR and WOMMA5. Opinion & Advocacy events).6. Impact & Value Publish discussion document in early 2013
  • 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? – Are multiple languages captured? Via native-language queries? – How is the data calculated? What are the formulas? – How is irrelevant content from bots, spam blogs and aggregators filtered? – Are search methodologies included and search strings disclosed?
  • 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).
  • Introducing… Interim Standard #1Sources & 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
  • Completed Sample:Sources & Methods Transparency Table#SMMStandards – Sources & Methods Transparency Table www.smmstandards.orgTimeframe Analyzed January 1, 2012 – June 30, 2012Research Lead(s) Richard Bagnall, Gorkana GroupChannels Analyzed Twitter (partial), Facebook (brand pages only), Linkedin, YouTube, blogs, forumsData/Content Sources Google search, Radian6, Sysomos, BrandWatch, Twitter API, Facebook API, YouTubeAnalysis Depth ☐ Automated ☐ Manual  Hybrid ☐ All Content Reviewed  Rep. SampleSource Languages English, German and Mandarin onlySearch Languages Native-language queries: English, German, MandarinSentiment Coding ☐ Automated ☐ Manual  Hybrid  Manual Sampling: every 50 posts coded ☐ 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 Daily unique visitors for specific URLs via Comscore (no multipliers) -- Engagement Channel-specific metrics direct from channels -- Influence N/A -- Opinion/Advocacy Human reading and codingProprietary Methods Proprietary index for calculating quality scoreSearch Parameters See full search string list on page 32 of this report
  • #2: Reach & Impressions• Accurate impressions data is hard to source, especially globally – Be transparent about sources used and clearly/correctly label charts• Definitional confusion across media types and disciplines – Impressions; opportunities to see; circulation; reach; frequency; total vs. targeted reach; visits; visitors; followers; fans; views• Multipliers should not be used – in fact, dividers are more appropriate – Few of your followers “read” every tweet; only 8-12% see Facebook posts
  • #2: 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 Twitter “retweets” – High examples = Facebook shares and original content/video posts• Clients prioritize differently, but engagement “levels” are consistent
  • Influence & Relevance• Influence 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• Influencers should be identified and rated using custom criteria via desk research, not purely on automated algorithms
  • #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 happy”)• Intended action (“I’m going to buy that product tomorrow”)• Coding definitions, consistency and transparency are critical
  • Impact & Value• Impact 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)• Key performance indicators and balanced scorecards are helpful to connect social media impact to business results/language
  • The ROI of Social Media, Can It Be Measured?
  • Yes we CAN measure the ROI of Social Media• Sodexo saved $300K in recruitment costs via Twitter• In 3 months, via crowdsourcing, an engineer solved a problem that Exxon spent 20 years trying to solve• The CEO of a hospital won a union battle via blogging• HSUS generated $650,000 in new donations from an on-line photo contest• BestBuy measures 85% lower turnover as a result of its Blue Shirt social community• On Twitter, for free, a start up company got 100 great marketing ideas, women raised over $6000 in a day and a wooden toy maker in NH got a nationwide contract• IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad
  • If we don’t change our metrics, CMOs will• ROI and Customer Experience is more important than sales.*• CMOs in the most successful enterprises are focusing on relationships, not just transactions.• Nearly 66% of CMOs think ROMI will be the primary measure of their effectiveness• CMOs in over-performing organizations are using data to form bonds with customers, developing a clear “corporate character.”• Outperformer know that how a company behaves is as important as what it sells. *IBM Global CMO Study
  • The ROI of Emily
  • Media Engagement & Online Giving 35,152,789 OTS Red line indicates media 6,253,852 OTS impressions 31
  • Correlation Exists.. 350,000,000 700,000 300,000,000 600,000 250,000,000 500,000 Web Site Visitors 200,000,000 400,000 Exposure 150,000,000 300,000 Overall Exposure Web Traffic 100,000,000 200,000 50,000,000 100,000 0 -
  • Tying activity to development/marketing goals 350,000,000 $1,800,000 $1,600,000 300,000,000 $1,400,000 250,000,000 $1,200,000 Donations Exposure 200,000,000 $1,000,000 Overall exposure $800,000 Online donations 150,000,000 $600,000 100,000,000 $400,000 50,000,000 $200,000 0 $0 em e r M ry ne br ry ch r A uly M l c r te st D em r ay i be O be ov e pr ec b ua Fe ua ep u N to b Ju ar J A S ug m n Ja 33
  • Cost Benefit/Savings Metrics• Lower cost per click thru vs. other marketing channels• Lower cost per message exposure vs. other channels• Lower cost per customer acquisition• Shortening time to sales close
  • ROI = Revenue or Savings• ROI = cost savings • + Cost of program • – Cost elimination• ROI = greater efficiency • +cost of program • – cost of doing something “the old way” (cost per percentage point gained)• ROI = greater revenue, improved ALP • +cost of program • –value of leads/sales Reach Frequen cy Hits Friends Follower
  • Progress Recap + Requests• How can you get involved? – Track updates via www.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 email me at katie@newsgroupholdings.com
  • Panelists• Fadl Al Tarzi (SocialEyez CEO)• Katie Paine (NGI - CMO)• Emily Fitzgerald (ELC Smashbox - Digital Marketing Manager)• Khaled Akbik – Social Media Manager OMD www.social-eyez.com @social_eyez #SMMStandards smmstandards.org