The document discusses the integration of social media measurement with traditional PR and marketing strategies, emphasizing the importance of clear goals and effective measurement metrics. It highlights the need to analyze various types of measurements, such as content engagement, conversation sentiment, and advocacy impact, to demonstrate PR's value in business outcomes. Additionally, it addresses challenges in comparing the effectiveness of different media channels and the necessity of understanding both quantitative and qualitative results in measuring success.

1. Social Media Measurement,
ROI and Business Outcomes
Tim Marklein
Executive VP, Measurement & Strategy
Weber Shandwick

2. Audience poll
• How many of you are currently monitoring online
and social media for your programs/clients?

3. Audience poll
• How many of you are engaged in social media
channels, including Facebook, Twitter, LinkedIn
and/or others?

4. Audience poll
• How many of you have clearly defined goals for
your online and social media engagement?

5. Proving PR’s value:
Integration is critical
• Old world, meet new world
– Integration of traditional, digital and social media
– Integrating WOM and other new influence patterns
• Silo #1, meet silo #2, silo #3, etc.
– Integration of PR with other communication disciplines
– Integration of PR with other marketing disciplines
– Integration across business units, products, geographies
• Measurement, meet strategy
– Integration of metrics, data sources, tools, dashboards
– Integration of data and insights into decision-making flow

6. Old world, meet new:
New metrics, sources, concepts
• Content measures: Assess how content is accessed, shared,
adapted, amplified across various sites and media properties
– Syndication measures: Assess the volume, engagement, sentiment
and reach of content shared via the web.
– Search measures: Assess the paid and organic search rankings for
company content, brands and keyword associations
– Site measures: Assess the volume, engagement, feedback and reach
of content shared via company’s web properties
• Conversation measures: Analyze volume, content, sentiment
of conversations about company/brands across sites, media
• Community measures: Assess audience, reach and “touch
points” of company content/conversations across sites, media
• Outcome measures: Assess how the content, conversation and
community measures correlate with desired outcomes

7. Old world, meet new:
Analyzing channels, audiences
Source: Weber Shandwick
Measurement & Strategy
practice, based on data pulled
from the Sysomos Social Media
Monitoring tool.

8. Old world, meet new:
Analyzing WOM volume and quality
Low Volume / High Quality High Volume / High Quality
Nationwid
e
Prudential
Industry
All State Average
Quality of Advocacy (%)
State
Farm
Metric Score Industry
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
Source: Weber Shandwick
AIG Measurement & Strategy
analysis, based on Keller Fay
Low Volume / Low Quality High Volume / Low Quality TalkTrackTM survey data
Jan’08-Dec’08
Share of Conversation (%)

9. Old world, meet new:
Advocacy takes center stage
More than just
word-of-mouth…
45% ADVOCATES
High intensity (9%) Sharing advice
Low intensity (36%)
Making recommendations
20% Making their loyalty visible
BADVOCATES
Reaching out broadly
Making fast decisions
INFLUENTIALS
Taking action
OPINION ELITES
Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007

10. Sounds great, right?
Be careful what you wish for…

11. …“badvocates” are everywhere, too…
Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007

12. Old world, meet new:
Uncertainty & scale challenges
• What’s more valuable?
– Chicago Tribune print story
– WSJ.com online story
– Industry blog post with lots of comments
– Customer recommendation via Twitter
• Depends on objective, audience, message, tone, influence
– Not all easily measured or compared across media channels
• Key considerations
– Total impressions vs. targeted impressions – efficiency matters
– Earned CPM vs. Social CPM – very different scales, don’t equate
– Engagement, CPE and Conversion – varies by channel, outlet
– Comparative Media Cost – inconsistency of source data

13. Silo #1, meet silo #2:
Cross-media effects, both ways

14. Silo #1, meet silo #2:
Cross-discipline measurement
Media Media Web Keyword
Analysis Analysis Analytics Analysis
(traditional) (social) (site) (search)
WOM Brand Customer Employee
Analysis Tracking Satisfaction Satisfaction
(surveys) (surveys) (surveys) (surveys)
Lead Gen Events & Analyst Data Ind. Awards
& Sales data DM data & Reports & Scorecards
(CRM) (CRM) (third party) (third party)
Source: Weber Shandwick Measurement & Strategy practice – ARROW Measurement Suite, February 2009

15. Measurement, meet strategy:
Re-framing the conversation
activities reach relevance outcomes worth
What activities Did you reach Were you What business What is the
were performed your audience? relevant to your results did you estimated dollar
to achieve How many audience? Were achieve? value of your
results? impressions, you credible? Awareness? communication
web visits, Did your ideas Engagement? efforts? What
reports, and messages Reputation? was the ROI?
attendees, etc. resonate? Did Leads? Sales?
were you drive Loyalty?
generated? conversation? Advocacy?
Quantity/Output  Quality/Outtakes  Business Impact  Value/Efficiency
Communications Team  Marketing Team  Executive Team
Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model

16. Measurement, meet strategy:
Sample “inline” dashboard
Activities 47 Media, Blogger & Influencer Interviews
94 Facebook, YouTube, Blog & Twitter Posts
Reach 170 Earned & Social Media Placements
3.9M Earned & Social Media Impressions
Relevance
64% Earned & Social Message Penetration
27% Earned & Social Media Share
Outcomes
14% Increase in Brand Engagement (via web data)
27% Category Sales Share (source TBD)
Worth
$4.72 Earned CPM (Cost Per 1K Impressions)
$8.22 Social CPE (Cost Per Engagement)
Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model

17. Measurement, meet strategy:
Focus on outcomes
• Define clear, precise and
measurable goals in business
or marketing terms
– Borrow from outcomes inventory
published by PRSA and IPR (left)
• Don’t worry whether you can
prove PR’s impact – assume
you can, and then work
backwards to determine how
http://comprehension.prsa.org/?p=628 – Anecdotal evidence
– Data-based evidence
– Correlation
– Contribution
– Causation

18. Anecdotal evidence
The customer said they read a magazine
review, and that’s why they called us to
buy the product.

19. Data-based evidence
9.7% of the customers we surveyed last
quarter said they called us because they
read a magazine review.

20. Correlation
Every time our competitive media share
goes up, our sales in that region go up for
the next two months.

21. Contribution
Based on our marketing mix model, we
determined that PR contributed 2.7% to
our sales goal last quarter.

22. Causation
720 customers that read about us online,
then went to our site, bought the product
at an average sales price of $675.

23. Measurement, meet strategy:
Digital/social outcomes
Source: Altimeter Group and Web Analytics
Demystified, http://bit.ly/dldIHf

24. Proving PR’s value:
Advocacy drives sales
Source: Weber Shandwick’s European
Advocacy Study with Paul Marsden

25. Proving PR’s value:
Advocacy grows business
Advocates can
help a company grow an
average rate of
their competitors
Source: Bain & Company