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Are we engaged yet? How to develop your engagement metric Monitoring Social Media, Boston  October 5, 2010Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFounding Fellow, Society for New Communications Research, www.sncr.orgMember, IPR Measurement Commission, www.instituteforpr.org
Why Measure Engagement?	“The main reason to measure objectives is not so much to reward or punishindividual communications manager for success or failure as it is to learn from theresearch whether a program should be continued as is, revised, or dropped in favor of another approach ” James E. Grunig, Professor Emeritus, University of Maryland“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
 10 Signs that it’s  the end of ROI as we know itAT&T responds to angry posts, rationally and kindly. “People don't really expect a response when they do leave some obscene kind of comment like that. But you want to see why that person really said what they said.” Dell has 1000 people trained to listen to customers on line 1 person --Dave Carroll (United Breaks Guitars) cost United $180M—the cost of more than 51,000 replacement guitars. Goodwill can tie donations to specific on-line promotional activitiesUSO saw revenue skyrocket after they hired a community managerProcter & Gamble is now paying  for engagement, not eyeballs Sodexo cut $300K out of its recruitment budget using TwitterHSUS generated $650,000 in new donations from an on-line photo contest on FlickrArmy video game is measurable more successful in recruiting than adsSAP made $1 million from its small business community
Social Media Disrupts the MarketplaceCRMMKTGADV/DM/POSCustomer complaintsActivist boycottsCompetitors agendaNegative experiences
It’s not just about marketing anymore ConversationsCustomer ServiceMarketing & SalesCompetitive IntelligenceIRHR
A measurement timeline
Page 7Social Media renders everything you know about measurement obsoleteOld School Communications21st Century RoleThe definition of timely has changedThe definition of reach has changed -GRPs & Impressions are impossible to count (an irrelevant) in social media Demographics will soon be irrelevantThe definition of success has changed -- The answer isn’t how many you’ve reached, but how those you’ve reached have responded
Old School Metrics AVEsEyeballsHITS (How Idiots Track Success)Couch Potatoes# of Twitter Followers (unless you’re a celebrity)# of Facebook Friends/Fans (unless they donate money) Page 8
New School Metrics	Influence =  The power or ability to affect someone’s actions. Engagement=  Some action beyond zeroAdvocacy = engagement driven by an agendaSentiment = contextual expression of opinion – regardless of tone ROI:  Return on Investment – no more no less. End of discussion
The New Engagement  Decision Tree
The Phases of Engagement 121.52.53.53454.50
Why you need a Kick-Butt Index? Get clarity about what to measureYou decide what’s important:Benchmark against peers and/or competitorsTrack activities against KBI over timeUnderstand the cost of perfection vs. good enough12
The 7  steps to  your Kick Butt Engagement Index Define the “your KBI”  – What are the expected results? So what if they’re engaged? What does that mean to the organization?Define the “I”  -- What’s the investment?Understand your audiences and what motivates them Determine what you are benchmarking againstDefine the metrics (what you want to become) Pick a tool and undertake researchAnalyze results and glean insight, take action, measure again
KPIs lead to goals MetricsExposureFriendsFollowers++$$$ raisedEngagementGoalStart
Engagement leads to one of three outcomes: Marketing/leads/sales/Mission/safety/civic engagementRelationship/reputation/positioning To fix thisOr get to this
Goals drive metrics, metrics drive results 16GoalMetrics
Defining your Key Performance Indicators (KPIs)You become what you measure, so pick your KPI carefullyThe Perfect KPIGets you where you want to go (achieves corporate goals)Is actionableContinuously improves your processesIs there when you need itKPIs should be developed for: ProgramsOverall objectives Different tactics17
Step 6: Pick  a measurement tool Content analysis: Do they sound engaged? Listening tools for places you can’t control Evaluation tools for places you can control. Survey research: Are they aware? Do they feel engaged?Web analytics: Do they act?
Step 6: Selecting  a measurement tool19
Biggest trends	Integrations of various streams of data Traditional + Social + Demographics+WebAnalytics+News+ Sentiment+Influence+ConversionsPriority shifts: Online over traditionalListening vs. monitoring Correlations vs. counting Beyond tone & sentiment analysis
Ask for money          GetCommitment   Manage TimingInfluence decisions          Get Outside help  Just SayNoAnalysis - -Research without insight is just trivia21Look for failures first
Check to see what the competition is doing

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Are We Engaged Yet: How to Develop Your Engagement Metric

  • 1. Are we engaged yet? How to develop your engagement metric Monitoring Social Media, Boston October 5, 2010Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFounding Fellow, Society for New Communications Research, www.sncr.orgMember, IPR Measurement Commission, www.instituteforpr.org
  • 2. Why Measure Engagement? “The main reason to measure objectives is not so much to reward or punishindividual communications manager for success or failure as it is to learn from theresearch whether a program should be continued as is, revised, or dropped in favor of another approach ” James E. Grunig, Professor Emeritus, University of Maryland“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
  • 3. 10 Signs that it’s the end of ROI as we know itAT&T responds to angry posts, rationally and kindly. “People don't really expect a response when they do leave some obscene kind of comment like that. But you want to see why that person really said what they said.” Dell has 1000 people trained to listen to customers on line 1 person --Dave Carroll (United Breaks Guitars) cost United $180M—the cost of more than 51,000 replacement guitars. Goodwill can tie donations to specific on-line promotional activitiesUSO saw revenue skyrocket after they hired a community managerProcter & Gamble is now paying for engagement, not eyeballs Sodexo cut $300K out of its recruitment budget using TwitterHSUS generated $650,000 in new donations from an on-line photo contest on FlickrArmy video game is measurable more successful in recruiting than adsSAP made $1 million from its small business community
  • 4. Social Media Disrupts the MarketplaceCRMMKTGADV/DM/POSCustomer complaintsActivist boycottsCompetitors agendaNegative experiences
  • 5. It’s not just about marketing anymore ConversationsCustomer ServiceMarketing & SalesCompetitive IntelligenceIRHR
  • 7. Page 7Social Media renders everything you know about measurement obsoleteOld School Communications21st Century RoleThe definition of timely has changedThe definition of reach has changed -GRPs & Impressions are impossible to count (an irrelevant) in social media Demographics will soon be irrelevantThe definition of success has changed -- The answer isn’t how many you’ve reached, but how those you’ve reached have responded
  • 8. Old School Metrics AVEsEyeballsHITS (How Idiots Track Success)Couch Potatoes# of Twitter Followers (unless you’re a celebrity)# of Facebook Friends/Fans (unless they donate money) Page 8
  • 9. New School Metrics Influence = The power or ability to affect someone’s actions. Engagement= Some action beyond zeroAdvocacy = engagement driven by an agendaSentiment = contextual expression of opinion – regardless of tone ROI: Return on Investment – no more no less. End of discussion
  • 10. The New Engagement Decision Tree
  • 11. The Phases of Engagement 121.52.53.53454.50
  • 12. Why you need a Kick-Butt Index? Get clarity about what to measureYou decide what’s important:Benchmark against peers and/or competitorsTrack activities against KBI over timeUnderstand the cost of perfection vs. good enough12
  • 13. The 7 steps to your Kick Butt Engagement Index Define the “your KBI” – What are the expected results? So what if they’re engaged? What does that mean to the organization?Define the “I” -- What’s the investment?Understand your audiences and what motivates them Determine what you are benchmarking againstDefine the metrics (what you want to become) Pick a tool and undertake researchAnalyze results and glean insight, take action, measure again
  • 14. KPIs lead to goals MetricsExposureFriendsFollowers++$$$ raisedEngagementGoalStart
  • 15. Engagement leads to one of three outcomes: Marketing/leads/sales/Mission/safety/civic engagementRelationship/reputation/positioning To fix thisOr get to this
  • 16. Goals drive metrics, metrics drive results 16GoalMetrics
  • 17. Defining your Key Performance Indicators (KPIs)You become what you measure, so pick your KPI carefullyThe Perfect KPIGets you where you want to go (achieves corporate goals)Is actionableContinuously improves your processesIs there when you need itKPIs should be developed for: ProgramsOverall objectives Different tactics17
  • 18. Step 6: Pick a measurement tool Content analysis: Do they sound engaged? Listening tools for places you can’t control Evaluation tools for places you can control. Survey research: Are they aware? Do they feel engaged?Web analytics: Do they act?
  • 19. Step 6: Selecting a measurement tool19
  • 20. Biggest trends Integrations of various streams of data Traditional + Social + Demographics+WebAnalytics+News+ Sentiment+Influence+ConversionsPriority shifts: Online over traditionalListening vs. monitoring Correlations vs. counting Beyond tone & sentiment analysis
  • 21. Ask for money GetCommitment Manage TimingInfluence decisions Get Outside help Just SayNoAnalysis - -Research without insight is just trivia21Look for failures first
  • 22. Check to see what the competition is doing
  • 23. Then look for exceptional success
  • 24. Compare to last month, last quarter, 13-month average
  • 25. Move resources from what isn’t working to what is Image courtesy of www.powerpointninja.com
  • 26. Thank You!For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.comFor a copy of this presentation go to: http://www.kdpaine.comFollow me on Twitter: KDPaineFriend me on Facebook: Katie Paine Or call me at 1-603-682-0735