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Commonsense Social Media Measurement


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This lays out a framework for measuring social media and provides case studies.

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Commonsense Social Media Measurement

  1. 1. Prove It!Measuring the Impact of Social Media Watson Huyse, APR @kamichat
  2. 2. A quick poll
  3. 3. what will you find out?
  4. 4. A success storyCampaign:•Online Campaign Only•Influencer OutreachMeasurement:•Impressions•SurveyResults:•Cost per impression•Television: $1•Social Media: $.22•ROI$2.6 million in revenue
  5. 5. Step three: What to do with results Diagnose Prioritize Evaluate• Diagnose: Adjust communications, get better• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Value
  6. 6. Where Measurement Startspecific easurablettainableesults-Orientedime Bound
  7. 7. Example: Event PlanningObjective:Increase registration for this year’s conference Objective:By prior to the event, over will have registered using the “friends ofonline influencer” and we will be ahead of usual registration numbers.
  8. 8. Calculating ROITicket price $150 x100 $15,000 -$1,000 staff time and outreach
  9. 9. Ask…1. Why? 2. Why? 3. Why? What Are Your 4. Why? Key Performance Indicators 5. Why? Photo Credit:
  10. 10. Case StudySome rights reserved by affiliatesummit Some rights reserved by shelisrael1
  11. 11. Value StatementBuzzgain provides a D-I-Y [ Do-it-Yourself ] PRsolution for the PR professional to generategreater buzz and better media relations. Thesolution also reduces costs in PR managementalong with greater emphasis on bloggerrelations. Buzzgain monitors more than 92,000media properties.
  12. 12. Launch PlanPeople: PR professionals and social media consultants looking for inexpensive monitoring solution for clientsObjectives: 5,000 registered users, 500 users to repeat weekly usage and 50 paying customersStrategy: Reach out to 10 top-tier bloggers, and send out press releaseMeasurement: Pageviews, Registered and Converted Paying Customers
  13. 13. Results• Traffic: 292,030 pageviews, 102,394 unique users, and 7,874 registered users over 1 week post launch• Techcrunch provided 35% of pageviews and 29% of user registrations. Fewer than 15% of registered users set up a basic campaign, 4% returned again, only 2 people requested pricing and upgrade.• Mashable provided 22% (direct) pageviews and 14% registrations, and provided the most campaign setups and the best write-ups post their usage of the product. Readers also participated with Twitter mentions, which helped get more users.
  14. 14. Results, cont.• Bloggers: Three influential bloggers provided us about 15% of our pageviews and 8% registrations that led to 11 active sales cycles and negotiations and price quote requests. 19 of their readers took the time to write reviews.• Techmeme brought in potential partners who wanted to integrate or use the service in their own offerings.• The press release drove 4-7% of pageviews, with negligible user registrations. However, it seemed to drive awareness with companies.
  15. 15. The Biggest Result • Launch: January 2009 • Purchased: February 2010 $4 million
  16. 16. Step 1: What to measure• Attention• Attitudes• Actions
  17. 17. AttentionHow many visits?How many fans?How many interactions?
  18. 18.
  19. 19. April – July 2010
  20. 20. August- November 2010
  21. 21. AttitudesDo they trust you?Are they satisfied?Are they committed?Do they owe you one?Are they concerned?
  22. 22. Anas Younes, MD: Lymphoma MD AndersonProblem: Too Few peoplesigning up for clinical trialsObjective: Build reputationAnd clinical trial base
  23. 23. 913 followers3,000 fans/LIKES
  24. 24. Results• Respectable following of motivated patients and other medical professionals• Within 18 months he quadrupled the number of patients in his clinical trials using social media channels• Became a “go-to” resource for info about lymphoma
  25. 25. ActionsWhat will they do?What will they buy?What will they support?What will they stop or avoid doing?
  26. 26. • YouIn? Holiday Giving Campaign• Brand Values: to be fun, human, relevant and personal• Amplify the good works of individuals, 600 million• Linked to CSR effort, “How Good Grows”• Average people doing extraordinary things
  27. 27. The Campaign• Seeded: $100 to 300 influencers ($30,000)• Used to perform random acts of kindness• Report these acts of kindness in their social networks and to• Call to action was the tag, You In?• The You In? reports were added to a Yahoo map• Yahoo amplified best stories
  28. 28. • Attention: 2,200 mainstream media reports; 1,700 radio mentions; and 200 positive mentions on blog• Coverage trumped mentions received by a co-current multimillion ad campaign• Yahoo Status Update: 320,000 status updates from 18 countries, an increase of 30 percent, month-to-month.• One million brand impressions for partners Network for Good, Global Giving and Donors Choose• Resulted in more than $20,000 in donations for nonprofit organizations• They repeated the campaign this year, changing the call to action to “Your Turn!”
  29. 29. Step 2: How to Measure• Decide What is important to Measure (KPIs)• Use your SMART Objectives as a guide• Remember to Segment Measurement: Attention, Attitudes, Action• Pick appropriate tools• Set up Your Dashboard• Be consistent
  30. 30.
  31. 31. Measurement is a comparative tool*• Benchmark against – Competitors – Your own past performance – External standard *Credit to Katie Paine, Measuring Public Relationships, for this and other key points
  32. 32. Where not to skimp on surveys• Baseline data• Question design• Pre-test
  33. 33. Teasing out the causal relationship How do you sort out the effect of your communication in a cluttered environment? Photo Credit: crunchyfootsteps/4500698439 /
  34. 34. The control caseSet up a control situation – Audience segmentation – Timing segmentation – Message segmentation – A/B Testing
  35. 35. Isolating variables• Market mix modeling• Cross tab variables and compare• Compare over time• Spreadsheet Aerobics
  36. 36. Measuring Influence
  37. 37.
  38. 38. Questions?
  39. 39. Kami Huyse Zoetica, @kamichat