Katie Delahaye Paine


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Katie Delahaye Paine

  1. 1. Measuring Naked Conversations -- How to Measure Social Media Connect Grady College University of Georgia October 2007 Katie Delahaye Paine CEO [email_address] www.measuresofsuccess.com http:/kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org
  2. 2. Conversations, by Agnes Nyanhongo
  3. 3. Why Measure Conversations? <ul><li>“ The main reason to measure objectives is not so much to reward or punish </li></ul><ul><li>individual communications manager for success or failure as it is to learn from the </li></ul><ul><li>research whether a program should be continued as is, revised, or dropped in favor of </li></ul><ul><li>another approach ” </li></ul><ul><li>James E. Grunig, Professor Emeritus, University of Maryland </li></ul>“ If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous, capricious, motivated by innumerable conflicting interests, and conflicting desires.” Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis
  4. 4. 12 signs that this is the end of the world as we know it <ul><li>12. Unique visitor? Who’s a Unique Visitor? </li></ul><ul><li>11. Gatekeepers? What’s a gate keeper? </li></ul><ul><li>10. Deadline? What’s a deadline? </li></ul><ul><li>9. It’s easier to put my message on M&Ms than it is to get it in to A-list blog </li></ul><ul><li>8. 1 $0-budget YouTube video about Brittany Spears will be seen by more people than watch a month Monday Night Football </li></ul><ul><li>7. The number of media outlets is growing faster than the American economy and people spend more time consuming media than they do sleeping </li></ul><ul><li>6. IBM receives more leads, sales and exposure from a $500 podcast than it does from an entire advertising campaign </li></ul><ul><li>5. Employers no longer check references, they check Facebook and MySpace and Shel Israel calls Facebook the most effective business tool he’s ever had </li></ul><ul><li>4. Procter & Gamble is “co-creating” all its marketing with its customers </li></ul><ul><li>3. Wikipedia is nearly as accurate and just as credible as the Encyclopedia Brittannica and a lot more people use it. </li></ul><ul><li>2.Google has replaced the thesaurus, the encyclopedia, the dictionary and my short term memory </li></ul><ul><li>1. Measurement is easy </li></ul>
  5. 5. The 5 immutable laws of 21 st Century Communications <ul><li>There is no market for your message </li></ul><ul><ul><li>Size doesn’t matter so stop screaming, start listening </li></ul></ul><ul><ul><li>It’s not how many eyeballs, it’s the right eyeballs </li></ul></ul><ul><li>Spin is dead, long live transparency </li></ul><ul><ul><li>Be who you are and see who is pleased </li></ul></ul><ul><ul><li>Be there when they need you </li></ul></ul><ul><li>ROI doesn’t mean what you think it does </li></ul><ul><ul><li>HITS = How Idiots Track Success </li></ul></ul><ul><ul><li>You must match the measurement tool to your objective </li></ul></ul><ul><li>She/he who has the most data wins </li></ul><ul><ul><li>The data is there, you just have to find it </li></ul></ul><ul><ul><li>You become what you measure </li></ul></ul><ul><li>It will all change tomorrow </li></ul>
  6. 6. 3 must-have metrics for social media <ul><li>An engagement index </li></ul><ul><ul><li>Involvement+Interaction+Intimacy+Influence </li></ul></ul><ul><li>A transparency index </li></ul><ul><ul><li>What you HAVE to reveal + what you can reveal+ what you don’t have to reveal </li></ul></ul><ul><li>A relationship index </li></ul><ul><ul><li>The Grunig Instrument </li></ul></ul>
  7. 7. In the average day, a person consumes the following media: <ul><ul><li>My Space </li></ul></ul><ul><ul><li>i-Tunes </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>E-mail </li></ul></ul><ul><ul><li>Skype </li></ul></ul><ul><ul><li>RSS feed </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Google ads </li></ul></ul><ul><ul><li>YouTube video </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Produce placement </li></ul></ul><ul><ul><li>Traditional print magazine editorial and advertising </li></ul></ul><ul><ul><li>NPR </li></ul></ul><ul><ul><li>Word of mouth </li></ul></ul><ul><ul><li>E-commerce sites </li></ul></ul><ul><ul><li>Cinema advertising </li></ul></ul><ul><ul><li>television dram </li></ul></ul><ul><ul><li>Billboards </li></ul></ul><ul><ul><li>Bus-sides </li></ul></ul><ul><ul><li>Street signs </li></ul></ul><ul><ul><li>Conversations with co-workers </li></ul></ul>
  8. 8. How to measure the impact of all those various communications efforts: 7 Steps to the perfect social media measurement system <ul><li>Define your mission and goals </li></ul><ul><li>Understand your audiences and what motivates them </li></ul><ul><li>Define the metrics (what you want to become) </li></ul><ul><li>Determine what you are benchmarking against </li></ul><ul><li>Pick a tool and undertake research </li></ul><ul><li>Analyze results and glean insight </li></ul><ul><li>Take action, measure again </li></ul>
  9. 9. What do you need to measure? <ul><li>Outputs? </li></ul><ul><ul><li>Did you get the coverage you wanted? </li></ul></ul><ul><ul><li>Did you produce the promised materials on time and on budget? </li></ul></ul><ul><li>Outtakes? </li></ul><ul><ul><li>Did your target audience see the messages? </li></ul></ul><ul><ul><li>Did they believe the messages? </li></ul></ul><ul><li>Outcomes? </li></ul><ul><ul><li>Did audience behavior change? </li></ul></ul><ul><ul><li>Did the right people show up? </li></ul></ul><ul><ul><li>Did your relationship change? </li></ul></ul><ul><ul><li>Did sales increase? </li></ul></ul>
  10. 10. Goals, Actions and Metrics Web traffic to inquiry site Click thrus Ticket sales % aware of your brand % preferring your brand Total opportunities to see brand or message Start blog Add SEO to your press releases Leads/sales % consistency in messaging between external and internal communications Market share Ratio of on-message to off-message quotes Outcome Metric % hearing message % believing message Were they published on time % postings/articles containing one or more key messages Share of positioning on key issues Develop tools and vehicles: Blogger/Speaker training Message consistency Output Metric Action Outtake Metric Goal
  11. 11. Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure
  12. 12. Strong correlations also exist between online donations and the organization’s overall media exposure
  13. 13. Step 3: Typical metrics <ul><li>For your own blog </li></ul><ul><ul><li>Engagement index </li></ul></ul><ul><ul><li>Conversation Index: The ratio of blog comments to blog posts (where applicable) </li></ul></ul><ul><ul><li>Returning versus new readers </li></ul></ul><ul><ul><li>Referring source statistics </li></ul></ul><ul><ul><li>Links from other sites </li></ul></ul><ul><ul><li>Google PageRank </li></ul></ul><ul><ul><li>Total time spent on the site </li></ul></ul><ul><ul><li>The popularity of the content itself, which gets the most views </li></ul></ul><ul><ul><li>Traffic to unique URLs </li></ul></ul><ul><ul><li>Sales </li></ul></ul>
  14. 14. Postings were nearly twice as likely to be positive than negative
  15. 15. The competitive landscape
  16. 16. Step 5: Select a measurement tool <ul><li>A content source: </li></ul><ul><ul><li>Google News/Google blogs </li></ul></ul><ul><ul><li>Technorati, Sphere </li></ul></ul><ul><ul><li>NewsTrak, Cyberalert, CustomScoop, e-Watch </li></ul></ul><ul><ul><li>BuzzLogic </li></ul></ul><ul><ul><li>RSS feeds </li></ul></ul>
  17. 17. Your tool box also needs to include: <ul><li>2. A way to analyze that content </li></ul><ul><ul><li>Automated vs. Manual </li></ul></ul><ul><ul><li>The 80/20 rule </li></ul></ul><ul><ul><li>Dashboards and other tools </li></ul></ul><ul><ul><li>Blog body vs. comments </li></ul></ul><ul><ul><li>YouTube , Facebook & MySpace content </li></ul></ul>
  18. 18. Candidates exposure on YouTube
  19. 19. YouTube activity heats up as primaries approach
  20. 20. Your tool box also needs to include: <ul><li>3. A way to measure enagement = Involvement+Interaction+Intimacy+Influence </li></ul><ul><ul><li>InvolvementWebsite visits </li></ul></ul><ul><ul><ul><li>Time spent </li></ul></ul></ul><ul><ul><ul><li>Page views </li></ul></ul></ul><ul><ul><li>Interaction </li></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul><ul><ul><ul><li>Reviews </li></ul></ul></ul><ul><ul><li>Intimacy </li></ul></ul><ul><ul><ul><li>Sentiment </li></ul></ul></ul><ul><ul><ul><li>Positioning </li></ul></ul></ul><ul><ul><li>Influence </li></ul></ul><ul><ul><ul><li>Likelihood to recommend </li></ul></ul></ul><ul><ul><ul><li>Brand affinity </li></ul></ul></ul><ul><ul><ul><li>Forwards </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><ul><li>Source: Brian Haven, Forrester Research </li></ul></ul></ul>
  21. 21. Your tool box needs to include: <ul><li>4. A way to quantify it all </li></ul><ul><ul><li>Eyeballs: comScore vs Nielsen vs Alexa vs Compete vs Quantcast </li></ul></ul><ul><ul><li>Web analytics </li></ul></ul><ul><ul><li>Surveys </li></ul></ul>
  22. 22. Your tool box also needs to include: <ul><li>5. A way to measure ROI?? </li></ul><ul><ul><li>Membership </li></ul></ul><ul><ul><li>Registrations </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><ul><li>Sales tracking </li></ul></ul><ul><ul><li>Marketing Mix Modeling </li></ul></ul>
  23. 23. Matching the tool to the objective Clicktrax, Web trends, WebSide Story % increase in traffic #s of clickthrus or downloads Increase inquiries, web traffic, recruitment % aware of or believing in key message % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Conversation index greater than .8 Rankings % of audience preferring your brand to the competition Metric Survey,Vizu Media content analysis – Dashboards Communicate messages Type pad, Technorati Engage marketplace Survey Monkey, Zoomerang, Increase awareness/preference Tool Objective
  24. 24. <ul><li>Research without insight is just trivia </li></ul><ul><li>What works, what doesn’t </li></ul><ul><li>What needs to be done? </li></ul><ul><li>What are you communicating? </li></ul><ul><li>What tools work best? </li></ul>Step 6: Analysis
  25. 25. Thank You! <ul><li>For more information on measurement, read my blog: http://kdpaine.blogs.com or give me your card and we’ll send you The Measurement Standard, www.themeasurementstandard.com </li></ul><ul><li>To start developing your own dashboard or for a copy of this presentation go to: http://www.measuresofsuccess.com </li></ul><ul><li>Or call me at 1-603-868-1550 </li></ul>