CIPR Social Media Conference - Marcus Gault, Precise, Effective Measurement of Social Media
Effective measurement of socialmediaMarcus Gault, Director of Insight,Precise@PreciseTweets #CIPRSM
Ask 10 people, Get 10 Answers• Monitoring• Alerts• Identifying Influence• Identifying Risk• Customer Service - Monitoring and responding to customer complaints• Watching Trends• Pro-Active Social Media Campaign engagement – Reach, Comments, Likes etc.• Social media campaign ROI• Listening – Distilling thousands of comments and conversations - Insight
PR and Social Media Key focus to date has been on finding ways to effectively communicate, engage and influence with audiences in social media and how the impact this can be measured……..….But this misses 2 key opportunities
Our experience is that conversations about companies and brands are dominated by the consumer agenda and very little is influenced by proactive communications in social channelsA recent study for major consumer organisation – less than 1% of online conversations were related to thetopics of 5 social media campaigns in play at the time
Key Drivers of Online ConversationsMajor Influences of Minor Influences ofOnline conversation Online conversation include include News and Sport Social Media Communications Music Campaigns Celebrities TV Shows Products and ServicesBig Advertising Campaigns
In this context, it is arguably as important, if not more so, fororganisations and brands to use social media to listen, rather than to talk
Consumers are talking about the big stuffWhat they think about your organisation, products, service, brands etc.This influences everything from Strategy, Innovation, Brand positioning and Communications etc
Listen Listen ListenThe volume of chatter has become overwhelmingAzeem Azhar, founder of Peer Index, "Were starting to seecompanies get 20, 30, even 40,000 in-bound messages abouttheir brand a week”Consumers willingness to share their thoughts and opinionsmeans there is a treasure trove of data waiting to beharvested.So the key for brands is to move beyond mere monitoring togain deeper insight
What can we find out if we Listen?• Opinions, Attitudes, Views on – Companies – Brands – Products – Communication campaigns – Topics – Product Categories – Issues – Health – Etc etc…………..• Little that is not discussed online nowadays
But How?• Thousands of comments, tweets, posts every day – What are the Topics – What are people’s views – Sentiment – Influencers – Trends• The challenge for PR practitioners is how you should identify, track and analyse the thousands of conversations, tweets, posts, comments and other messaging about your organisation, the issues that impact you, and your markets, competitors, products or services.
Key Topics & Influential Tweets Key Topics by Social Media Type Key Topics by Sentiment Reports that unemployed 100% 400 1 citizens are forced to 90% 27% 350 work without pay in Asda 80% was a prominent focus ofVolume of Mentions 300 116 tweets. ‘Workfare: 70% % of Coverage unemployed forced to 18% 250 60% work without pay for 200 Tesco, Asda, Primark, TK 50% 100% 100% 40% 150 188 42% 252 1 30% 100 20% 128 50 10% 62 13% 0 1 0% Asda Price Cuts Coldplay Promotion Unemployed Work At Asda Price Cuts Coldplay Promotion Unemployed Work at Asda Asda Blogs Micromedia Forums Comments Video/images Facebook Positive Negative Balanced Neutral Number Number of User* Top Positive Tweets of User* Top 10 Negative Tweets Followers Followers Workfare: unemployed forced to work without pay for Mattnashmusic Ahhhhh christmas themed food in asda – YESSS! 4,628 LemonKnickers 7,300 Tesco, Asda, Primark, TK Maxx, Wilkinsons... News Update ALMR urges Government to ban ‘below- BigHospitality 6,906 Amyyyleighhh Going to apply for ASDA (Y) 2,498 tax’ beer sales after Asda 50p beer deal Supermarket price war: Are Tesco, Sainsbury’s and Asda Big News! For Goodness Shakes are NOW stocked in TradingVeryEasy cuts real?: Asda, Tesco, Sainsbury’s are locked into a 6,411BringOnTomorrow 2,134 @asda! Hooray! pr… @kherrya my mum ordered some from asda with the #money #finance Supermarket price war: Are Tesco, _Dockers_ 1,915 MoneyInfoNews 5,226 shopping, they look amazing Sainsbury’s and Asda cuts real? Workfare: unemployed forced to work without pay for KimParker_TW @EmmaGMxx morrisons bag ftw ;-) I like asda ;-) 1,869 BadJerry 2,695 Tesco, Asda, Primark, TK Maxx, Wilkinsons...
Themes of Conversation around a new product launch BT Infinity Speed TalkTalk internet / broadband Other Availability Virgin Other internet / broadband SpeedTechnical problems BT Infinity Availability 0% 50% 100% Other Positive Neutral Negative 0% 5% 10% 15% 20% 25%
Benchmarking Brands 120,000Volume of Social Media Coverage Blogs Micro-Media 100,000 Forums Comments 80,000 Facebook Video / Images 60,000 40,000 20,000 0 Percentage of Social Media Coverage 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Positive Negative Neutral
Sponsorship benchmarking – Impact and brand association Leading Sponsorship Activities by Volume & Social Media Type 30,000Volume of Social Media Coverage 30 25,000 days to 23 October Blogs Micro-Media 20,000 Forums Comments 15,000 Facebook Video / Images 10,000 5,000 0 Barclays Premier Barclays Center ATP Tour The Barclays (PGA Barclays Cycle Hire Barclays Singapore Barclays Spaces for Lincoln Center League Golf) Open Sports Share of Sponsor Mentions Within All Social Media Competition Conversations Share of Social Media Conversations 100% 90% 80% Brand Mentions 70% 60% Wider 50% Competition 40% Mentions 30% 20% 10% 0% Aviva Premiership LV County Barclays Premier Engage Super League FA Cup with Budweiser Championship League
Ad Campaign Impact and benchmarking Pre ‘To Fly To Serve’ Post ‘To Fly To Serve’ ‘To Fly To Serve’ Neutral Neutral 40% 39% Positive 47% Positive 51% Negative Negative 13% 10% 800 Volume and Sentiment of Ad Campaigns Volume of Conversations 700 Positive 600 500 Negative 400 300 Neutral 200 100 0 Aviva Downton Abby idents Santander Driven to do Better advert Barclays Take One Small Step campaign
L’Oreal: ASA Airbrushing Ban Reaction Within Social Media Original Opinions v Re-Tweets of News Location of Opinion content Other 19% Praising ASA Decision (Including Criticism of LOreal) South Africa USA 28% 4% 45% India 4% Repetition of Canada Headline News 5% 72% Australia 5% UK 18% “Three cheers for the UK! They stood their ground and banned photoshopped beauty ads by LOreal”“I absolutely love that Britains ASA banned the LOreal ads (Julia Roberts ads). If only theU.S. would take a similar stand on false advertising and unrealistic ideals of beauty, maybewe could lower the high percentage of women with body issues (80% of women in the U.S. “Airbrushing is worse than ever. When are theyare dissatisfied with their appearance). Ladies, embrace your wrinkles and your pores, your going to stop the insanity? Finally someonelove handles and your cellulite!” takes a stand on the issue...”
So, we’re ListeningWhat else should we be measuring?
InfluenceIn a world of 5,000 comments a day....Focal point for day to day listening and monitoringFocal point for engagement
Assessing Influence – keep it simpleAudience sizeCredibility of Author on topicEngagement of audience
And What about Social Media as a communications channel?What have we learnt to date?How do we measure ROI?
Social Media A new communications opportunity?• Unprecedented audience Reach• Wonderfully accurate audience targeting• People are talking about your brands and organisations online• ‘Influencing social networks is an extremely powerful way of building brands and trust in brands’, Sir Martin Sorrell, Sept 2011
Social Media A new communications opportunity?Advertising It’s Social WPP chief Sir Martin Sorrell has fundamental doubts over whether Facebook can carry adverts – 16-10-11 Facebook is valued at about $100bn (£61bn) but has struggled to turn its phenomenal reach and influence into moneyCustomer Service Positive for retention of customers and positive for the brandPR Yes, but..
What have we learnt about successful social PR?1. Listen to what people want to talk about2. Earn the right to be part of that conversation3. Engage with conversation – Relevant – Helpful – Language
Measuring Impact of Social PR campaignsLink activity to outcomes - ROI Campaign objectives – attitudes, behaviour Sales related metrics Behavioural response – e.g. website visits, app downloadsInfluence on Audience Reach of campaign messages Engagement with Campaign Audience response – what are they saying
Social Media Campaign Analysis Engagement and Response Initiative/PR Twitter Other Social Media Coverage Sentiment (%) * Number of Total Number of Social Ongoing Initiatives Number Re-Tweets Blogs Forums Comments Video/Images Media Mentions Positive Negative Balanced Neutral of Tweets Sainsbury’s Introduces Braille 76 32 4 - - - 80 73% - 27% - SignageScotland Welcomes Major Boost for Fisherman thanks to 15 7 3 - - - 18 78% - 22% - Langoustine Deal Plastic Peanut Butter Jars Cut 13 2 3 1 - - 17 100% - - - PackagingSainsbury’s Named Supermarket of the Year and Convenience 14 7 - - - - 14 100% - - - Retailer of the Year Shoppers Demand that 5 2 - - - - 5 29% - 71% -Supermarkets Sell British Apples Gok Wan To Launch Fashion 13 - 1 - - - 14 71% - 7% 21% Range Live Well for Less 43 7 13 - 1 67 27% 9% 56% 8% Active Kids/1 Million Kids 9 4 - 2 15 53% - 27% 20% Challenge
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