Understanding how digital has changed brand measurement; Latest trends in measuring social media initiatives to gauge the effectiveness of digital branding programs; A KPI-based measurement methodology (with examples from companies); Deep dive case study on how measurement analysis changed a telecommunications company's branding approach; Understanding big data and the future of measurement

1. Meaningful Brand
Measurement
Turning Social Media Activity
Into Business Outcome
Photo Credit: Ansik

2. Jeremy Woolf
publicrelationships.blogspot.com
linkedin.com/in/jeremywoolf
twitter.com/jeremywoolf
www.socialmedia-mba.com
Photo Credit: Ansik

3. www.text100.com
Photo Credit: Ansik

4. Agenda
• How has digital changed brand
measurement?
• Latest social media measurement tools
• KPI-based measurement methodology
• Deep dive case study (telecommunications)
• Understanding Big Data
• The future of measurement
Photo Credit: Ansik

5. How has digital
changed brand
measurement?
Photo Credit: Ansik

6. Measurement vs. Monitoring
Measurement Monitoring
• GOAL: Determine results • GOAL: Insight and Research
• Use tools like Google • Gathering information about
Analytics to measure how “what’s out there” and what
many clicks you’ve had, or “people say about us” to
Social dashboards to measure “who are the most important
conversations and trends influencers”
• Must set goals that link to • Gathered from various
objectives to make sense sources then analysed for
meaning and learning
• Either conducted prior to
beginning the campaign or on
an ongoing basis
Photo Credit: Ansik

7. PR has traditionally been hard to measure
Clippings AVE Brand perception
• Volume of • Approximate • Measures public
coverage cash value of perception of a
coverage brand, product or
• Doesn’t tell you idea
anything • Doesn’t account
meaningful for power of • Expensive and
editorial highly inaccurate
recommendation
over paid
advertising
Photo Credit: Ansik

8. PR has traditionally been hard to measure
• Your message, interpreted by the media
• We know approximately how many
people might have seen the coverage
• We sometimes have demographic data
about the audience
• We can only guess at what has really
been achieved
Photo Credit: Ansik

9. “If it’s online, it can be measured.”
Photo Credit: Ansik

10. Digital … changes everything
• Brands can become publishers, no longer
relying on independent media to reach
audiences
• Everything that happens online can be
tracked and measured
• Data tells us how people behave
• Data mapped against business objectives to
provide real insight
Photo Credit: Ansik

11. Why measure?
• Not optional - a core component of any
campaign
• Demonstrate value of Social Media / PR
campaign (ROI)
• Optimize strategies and tactics based on
measurement feedback
• Opportunity to learn and access real data
about your consumers and markets
Photo Credit: Ansik

12. Latest brand
measurement tools
Photo Credit: Kayaker1024

13. 1. Facebook and
twitter
2. Influence
3. Dashboards
4. Web analytics
Photo Credit: Kayaker1024

14. https://www.facebook.com/<your
page>?sk=page_insights

15. http://www.hootsuite.com

16. www.klout.com

17. https://monitor.wildfireapp.com/

18. www.crowdbooster.com

19. http://www.google.com/analytics/

20. KPI-based
Measurement
Methodology
Photo Credit: Big Swede Guy

21. What can we
measure?
Photo Credit: Big Swede Guy

22. What can we measure?
Analytics
DIFFICULTY TO ACCESS THE DATA
Owned platform
(Clicks, Uniques
Google analytics
etc.)
Interactions
(comments, likes, on Third party
estimates
a Facebook page or
Facebook insights
equivalent, etc.)
Conversations on external
platform (number of mentions, Public platforms
etc.)
Crowdbooster
Photo Credit: Big Swede Guy

23. Web measurement
• Hits – Each file sent to the browser from
server is a hit
• Pageviews – how many times a visitor
viewed your webpage, even if it’s the same
visitor
• Uniques – how many visitors you had from
a unique IP address (2.2.2.2)
• Clicks – how many times someone clicked
on your link
Photo Credit: Big Swede Guy

24. Social Networking Measurement
• Likes, page views, referrers, etc.
• Users, languages, location, type of
feedback
• Positive share of voice
• Time on site
• Interactions, retweets, reports, repins,
clicks, etc.
Photo Credit: Big Swede Guy

25. What can’t be measured?
• Private conversations
• Things you can’t track
• You can’t automatically track platforms you
don’t have access to (LinkedIn, Facebook)
• The special case of sentiment (a bit tricky to
play with - works in some circumstances)
Photo Credit: Big Swede Guy

26. Challenges
• Disparate sources
• Inconsistent dataset
• Filtering issues
Google analytics
• Regional issues
• Language issues (local languages, irony, industry
terms)
• Tracking new behavior / tools
Facebook insights
• Different analytical approach
• No single consolidated and industry-wide
reference indicator
Crowdbooster
Photo Credit: Big Swede Guy

27. BUSINESS GOALS KPIs Digital KPIs
Revenue Market share # sales made
Repeat purchase # recurring customers
Cost per lead # value of $ / lead
Customer service Customer churn # customers / channel
Customer satisfaction # complaints rectified
Response time Response time / channel
Cultural Recruitment # hires / channel
Employee satisfaction +ve SOV / channel
Innovation # products / channel
Photo Credit: Big Swede Guy

28. Business goal
What is the business trying to achieve?
KPI: Awareness
Changing key audiences’ level of
awareness in support of the goal
KPI: Perception
Changing key audiences’ positive
perception in relation to the goal
KPI: Action
Changing key audiences’ behaviours in
direct support of the goal
Tactics
What can we do to change audience awareness, perception or reaction?
Digital KPI
What is a measurable benchmark of success?
Measurement tools
Photo Credit: Big Swede Guy Which tools can help us prove success?

29. Business goal
What is the business trying to achieve?
KPI: Awareness
Changing key audiences’ level of
awareness in support of the goal
Digital KPI Tools
Level of awareness Surveys (Survey Monkey)
Change in topics discussed by Manual, tools, StatsIT, Buzz, Radian 6
community
Content created (number of posts, Manual count, Facebook insights,
tweets, videos…) Hootsuite, tweetdeck etc.
# of search results, ranking number Google blog search, Alexa rankings,
Technorati ranking, Klout / Peer Index
ranking
Reach Facebook Insights, Tweetreach
Photo Credit: Big Swede Guy

30. Business goal
What is the business trying to achieve?
KPI: Perception
Changing key audiences’ positive
perception in relation to the goal
Digital KPI Tool
Unique monthly visits, time on site, Web analytics – Google Analytics
number of downloads
% change in brand preference Online survey – Survey Monkey
Number of positive online conversation Social media analysis – manual, tools
/ endorsements (StatsIT, Buzz, Radian 6)
Number of followers / likes / +1s / size Facebook Insights, Hootsuite /
of community TweetDeck etc., Social Mention
Photo Credit: Big Swede Guy

31. Business goal
What is the business trying to achieve?
KPI: Action
Changing key audiences’ behaviours in
direct support of the goal
Digital KPI Tool
Direct sales Google Analytics, Omniture, Eloqua
Registrations Google Analytics, Omniture, Eloqua
Cost of customer acquisition Google Analytics, Omniture, Eloqua
Sales leads Salesforce.com, Marketo, Google
Analytics, Omniture, Eloqua
Photo Credit: Big Swede Guy

32. Business goal
Increase profit by 10% by next quarter
KPI: Perception
Improve positive brand engagement by increasing expert participation in earned media
channels while activating twitter and Facebook communities
Tactics
• Increase participation in key blogs and forums
• Increase interaction in Facebook and twitter
Digital KPI:
Increase number of positive online conversations / endorsements
Measurement tools
StatsIT benchmark of earned media participation. Monitor at campaign’s completion
Facebook Insights and SimplyMeasured to benchmark FB and twitter engagement, review
at campaign’s completion
Photo Credit: Big Swede Guy

33. Business goal
Make Cisco Flip the number one shoot and share HD
camera in Asia
KPI: Awareness
Raise awareness of Flip amongst key audiences by
associating the brand with animated video
Facebook profiles
Tactics
• Create Facebook app that allows people to create
animated video Facebook profiles
• Target key influencers to use the app on their
Facebook profiles
• Promote through Facebook, twitter, mass media
Digital KPI:
• Number of FB users that ‘flipped their profiles’
• Number of video views
• Social media reach
• Sales
Measurement tools
• App analytics
• Facebook Insights
• Tweetreach
• Sales figures
Photo Credit: Big Swede Guy

34. Case Study:
Measurement Helps Set
Strategy for
Telecommunications
Company
Photo Credit: Timlewisinm

35. Listening / Benchmarking Report
• Developed to provide the company with
insights to inform a social media strategy
• Complete analysis of online
conversations pertaining to the company
and its chief competitor
Photo Credit: Timlewisinm

36. Assessed ‘Owned’ Media Assets
Assessed:
• Popularity
• Engagement
• Subscribers
• Content updates
• Socialization
Photo Credit: Timlewisinm

37. Online SoV: ‘Owned’ / ‘Earned’ Channels
Insights:
• # of
discussions
• Channels
• Media types
Photo Credit: Timlewisinm

38. Online SoV: Categories
Insight:
• Year-on-year
• Discussion
topics
• Focus
discussions
on Products
and Services
Photo Credit: Timlewisinm

39. Online SoV: Key Topics
Insights:
• Year-on-year
• Hot topics
• Physical
stores and
mobile led
discussion
Photo Credit: Timlewisinm

40. Online SoV: Competitor
Insights:
• Competitor
has much
larger share
• But client
share grew y-y
Photo Credit: Timlewisinm

41. Online SoV: Competitor / Channel
Insights:
• Micro-
blogging,
forums and
blogs
dominate
• Share is
consistent
Photo Credit: Timlewisinm

42. Key Influencers: Top Domains
Insights:
• Forum most
critical
• Customers
supporting each
other
• Typically hard to
track
Photo Credit: Timlewisinm

43. Key Influencers: Popularity
Insights:
• Differs between
brands
• Target
competitor’s
influencers and
channels of
influence
Photo Credit: Timlewisinm

44. Positive Topic Sentiment: Competitive
Insights:
• Topics vary
between brands
• Comparative
share OK
• Competitor
viewed more
positively
Photo Credit: Timlewisinm

45. Brand Sentiment: Positive
Insights:
• Broadband
product, speed,
pricing well
received
• Compare against
brand positioning
priorities
Photo Credit: Timlewisinm

46. Brand Sentiment: Negative
Insights:
• Customer service
is a recurring
issue
• Confusion
between business
and consumer
brands
Photo Credit: Timlewisinm

47. Overall Recommendations
• Promote wider business priorities
• Focus on ‘earned’ media (vs. ‘owned’)
• Emphasize twitter, forums, video
sharing
• Engage your experts
• Focus on competitive differentiators
of price and roaming
• Attack identified competitive
weaknesses
• Respond proactively to customer
service issues using twitter
• Respond to negativity around fiber
and Internet
Photo Credit: Timlewisinm

48. Future of
Measurement
Photo Credit: ZeroSkill

49. 1. Measurement Isn’t Optional
Photo Credit: Texas 713 Source: IBM

50. Mayo Clinic Puts Social at the Heart
• Long time online
resource
• Presence in big
networks
• Measurable social first
campaigns
• Own social network
• Getting experts engaged
• SCAD survey resulted
from social media
engagement
Photo Credit: Texas 713 Source: IBM

51. 2. Influence is Currency
Photo Credit: Jeff Hester

52. Secret Targets ‘fearless influencers’ with Klout
• Secret deodorant
campaign
• Targets influencers (based
on Klout score)
• 78% recommend
• 294% brand awareness
• 64% influencers switched
Photo Credit: Jeff Hester

53. 3. Big Data Becomes BAU
Using a range of data sets including
competitive information, online data such
as social networking behaviours, offline
data and customer information to enable
a three dimensional approach to business
decisions
Photo Credit: Koenvereeken

54. Facebook Data Changes Strategy for
Healthcare Providers
• Which channels are
effective?
• Research project
• Which Facebook posts drove
action
• Assessed click-throughs
• Determined which posts
were most popular
• Change in tone - manual blog
updates
• Change in content -
Photo Credit: Koenvereeken
Community events popular

55. Summary
• Measurement isn’t easy
• Measurement isn’t optional
• Set measures to support business goals
• Understand measurement goals and
tools
• Plan to measure
• Benchmark, review and revise
Photo Credit: Ansik

56. Discussion
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57. Jeremy Woolf
publicrelationships.blogspot.com
linkedin.com/in/jeremywoolf
twitter.com/jeremywoolf
www.socialmedia-mba.com
Photo Credit: Ansik