Practical framework for measuring social media

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Practical framework for measuring social media

  1. 1. Mastering PR Measurement Kami Watson Huyse, APR @kamichat
  2. 2. Kami Huyse Founder zoeticamedia.com 713.568.5750 @kamichat #VocusWebinar
  3. 3. Purpose of Measurement Diagnose Prioritize Evaluate • Diagnose: Determine what works and what doesn’t • Prioritize: Build into planning, make decisions • Evaluate: Demonstrate ROI, Business Value Kami Huyse | @kamichat | #VocusWebinar
  4. 4. Measurement Standards Coalition for Public Relations Research Standards – Traditional Media Measurement – Digital and Social Media Measurement – Return on Investment (ROI) – Communications Lifecycle – Internal Communication (coming soon) Kami Huyse | @kamichat | #VocusWebinar
  5. 5. Standards define and determine needs to be measured, backed by research Best practices illustrate to best meet the objectives of the standard, backed by experience and repetition Kami Huyse | @kamichat | #VocusWebinar
  6. 6. http://bit.ly/PRStandards Kami Huyse | @kamichat | #VocusWebinar
  7. 7. 3 Strategic Questions • Problem or Challenge: Is it a growth, competitive, leadership or perception challenge or opportunity? • Communication Solution: What is the proposed solution? • Benchmark: What information exists that can be compared? Kami Huyse | @kamichat | #VocusWebinar
  8. 8. 3 Questions in Action Challenge Growth: Increase Event Registration Solution Outreach to influencers to increase registrations Metric/KPI Registration % compared to last year, # of people registered with influencer code Kami Huyse | @kamichat | #VocusWebinar
  9. 9. 5-A Measurement Touchpoints You need Activity To get Attention Which brings Awareness Which changes Attitudes Which leads to Actions
  10. 10. Activity Is all about what YOU do:
  11. 11. Kami Huyse | @kamichat | #VocusWebinar
  12. 12. Kami Huyse | @kamichat | #VocusWebinar
  13. 13. Beyond YouTube Views Kami Huyse | @kamichat | #VocusWebinar
  14. 14. Sample Activity Report
  15. 15. Attention Is all about Reach or Opportunities to See Attention KPIs are… • Fans and Follows • Visits and Traffic • Potential Reach • Demographics • Vanity Metrics
  16. 16. Attention Metrics Year Tweets People Tweeting Reach Reach pp Reach pA 2012 720 116 644,712 5,558 23,878 2013 1584 754 1,056,825 1,402 22,017 2014 2205 153 1,037,481 6,781 30,514 Kami Huyse | @kamichat | #VocusWebinar
  17. 17. Awareness Is all about engagement (with you)… Awareness KPIs Are… • Conversation Rate • Amplification Rate • Applause Rate • Referrals • % engaged • Return Visits
  18. 18. Engagement Metrics Kami Huyse | @kamichat | #VocusWebinar
  19. 19. Hunt Alternatives Op-Eds
  20. 20. Digital Echo Effect We took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works. January 2, 2013 February 11, 2013 Kami Huyse | @kamichat | #VocusWebinar
  21. 21. Attitudes and Advocacy It’s all about their conversation (about you)… Attitude and Advocacy KPIs Are… • Sentiment of Conversation • Share of Voice • Purchase Intent • Customer Satisfaction • Net Promoter Score
  22. 22. Smartphones Kami Huyse | @kamichat | #VocusWebinar
  23. 23. British Academy Film Awards
  24. 24. Purchase Intent Benchmark We asked… “How likely are you to purchase a product or service that you “Like” on Facebook” We used… Similar questions for other actions like Commenting, Sharing and the relevant engagements for Twitter, LinkedIn, and Pinterest. Kami Huyse | @kamichat | #VocusWebinar
  25. 25. Average Top 3 Bottom 3 Facebook Like 6.2 36% 19% Comment 6.0 34% 20% Share 6.2 37% 19% Twitter Favorite 6.9 47% 12% Reply 6.8 46% 13% Retweet 7.0 49% 13% LinkedIn Like 6.7 46% 16% Comment 6.8 47% 16% Instagram Like 7.1 51% 12% Comment 7.1 52% 12% Kami Huyse | @kamichat | #VocusWebinar
  26. 26. Actions It’s all about what they actually do (rather than say)… Action KPIs Are • Return on Investment • Customer Lifetime Value • Process Savings • Emerging Innovations Kami Huyse | @kamichat | #VocusWebinar
  27. 27. The Path to ROI Set up a funnel to conversion Use the Free URL builder Check referrals Where they heard about you Compare real life to digital measures and report revenue by type of acquisition Kami Huyse | @kamichat | #VocusWebinar
  28. 28. http://www.houstonmethodist.org/wmc.cfm?id=35087 &utm_source=hkblog&utm_medium=bitly&utm_cont ent=6-18-14-shesheblog&utm_campaign=hkblog
  29. 29. Channel Revenue Tracking Channel Visits YTD Visits Revenue YTD Revenue $/Visit Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72 Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16 Twitter 41 250 $ 8.00 $ 8.00 $ 0.20 Kami Huyse | @kamichat | #VocusWebinar
  30. 30. Source: Adobe Digital Index
  31. 31. Clinical Trials Problem: Too Few people signing up for clinical trials Objective: Build reputation And clinical trial base to sustainable levels, at least double Anas Younes, MD: Lymphoma MD Anderson Kami Huyse | @kamichat | #VocusWebinar
  32. 32. Business Results Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES • 18 months quadrupled patients in clinical trials • “Go-to” resource for info about lymphoma, thought leadership Kami Huyse | @kamichat | #VocusWebinar
  33. 33. Talent Acquisition LinkedIn • Unqualified Resumes • Recruiter Fees Link Humans by Laurent Brouat • Expatriate Costs
  34. 34. Compare Cost Campaign: •Online Campaign Only •Influencer Outreach Results: •Cost per impression - Television: $1 - Social Media: $.22 •ROI $2.6 million in revenue - How did you hear? - Why did you visit? - Revenue per visitor http://bit.ly/JTA-ROI
  35. 35. Cost Per Lead • Webinar Activities: – Write a blog post about the webinar – Put a short post on LinkedIn with a link to the blog post – Tweet the link to the blog post • Cost: $150 (Salaried employee) • Return: 100 leads • Avg. cost of a digital lead $40 x 100 = • $4,000 SAVED! Kami Huyse | @kamichat | #VocusWebinar
  36. 36. Calculate Customer Value Newsletter Sign Up $50 per sign up $5 per sign up Avg. Subscribers 1000 10,000 Avg. Close Rate 10% 1% Avg. Transaction Amount $500 $100 Total Income $50,000 $10,000 Cost to Acquire $5,000 $500 Total Gain $45,000 $9,500 Kami Huyse | @kamichat | #VocusWebinar
  37. 37. Listening Tools Kami Huyse | @kamichat | #VocusWebinar
  38. 38. Engagement Measurement Tools Kami Huyse | @kamichat | #VocusWebinar
  39. 39. Vanity and Influence Tools 1st Generation 2nd Generation 3rd Generation Proprietary Frameworks KRED SAY And more… SCORE SEE
  40. 40. Analysis Tools DIY: Multi-Channel Attribution Spreadsheet Kami Huyse | @kamichat | #VocusWebinar
  41. 41. Tool Links • Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ • Influence: http://ow.ly/hVlm3 • Data Mining: http://ow.ly/hVlyp • Analytics: http://ow.ly/hVlCK • Analysis: http://ow.ly/hVlMC Kami Huyse | @kamichat | #VocusWebinar
  42. 42. Questions? kami@zoeticamedia.com @kamichat 713-568-5750 Kami Huyse | @kamichat | #VocusWebinar

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