SlideShare a Scribd company logo
Measuring the Impact of Digital Media:
    The S.O.C.I.A.L. Framework

                          by
                   Amelia Burke, MA
                       Westat


       American Public Health Association Annual Conference
                 October 29 – November 2, 2011

                   Presented: October 31, 2011
there is currently no industry standard
      for measuring social media




                                      2
today’s goal




               3
to establish a shared understanding of
 how to measure social media’s value
      for public health campaigns




                                         4
why social?




              5
6
3 out of 4 Americans
  use social technology
  -Forrester



2/3 of the global
  internet population
  visit social networks
  -Nielsen



1 word-of-mouth
  conversation has
  impact of 200 tv ads
   -buzzagent
“This is no longer a gimmick.
This is how the American people
 want to receive their news and
     want to hear from us.”
 – Nick Schaper, new-media director for
  House Minority Leader John Boehner




                                          8
social media presents an opportunity
     for public health campaigns




                                       9
“You can’t buy attention anymore. Having a
  huge budget doesn’t mean anything in
social media…The old paradigm was pay to
     play. Now you get back what you
authentically put in. You’ve got to be willing
              to play to play.”
         – Alex Bogusky, co-chairman CP&B




                                                 10
11
but can we measure social media?




                               12
"What's the ROI of
putting your pants on in
     the morning?“
~Scott Monty, Director of Social Media, Ford Motor Co.




                                                         13
it is measureable




                    14
so where do you start?




                         15
“Explain the performance
of social media within the
    context of specific
   program objectives.”



                             16
basic program planning
• Identify Program Goals & Objectives
• Determine Strategies:
  – Community interventions
  – Digital media
  – Policy
  – PR
  – Offline media
  – Other
• Develop Tactics
                                        17
“Measure the metrics that
       matter.”




                            18
here is one approach




                       19
social media analytics framework

  • Goal: Drive consideration
  • Objective: Foster Dialogue
  • Measures:
         • Share of Voice (SOV)
         • Audience Engagement
         • Conversation Reach
  • Tactics: Twitter, Facebook, etc.



Social Marketing Analytics: A New Framework for Measuring Results in Social Media, John Lovett and Jeremiah Owyang,
Altimeter & WebAnalytics Demystified, 2010                                                                            20
social media analytics
 framework applied




                         21
a gecko success                                        the idea
                                                       • Client: GEICO

"The gecko and some of our other icons have a          • Implementing Agencies:
passionate fan base… No call to action, no website     Horizon Media & The
address or 1-800 number, just a bit of entertainment
courtesy of GEICO."                                    Martin Agency

~Ted Ward, VP of Marketing, GEICO                      • Campaign Timing:
                                                       March – April 2009
                                                       (6 weeks)

                                                       • Goal: Drive awareness
                                                       through driving visibility
                                                       of videos online

                                                       • Unbranded campaign
                                                                         22
a gecko success   the results
                  • Goal – Brand awareness
                  • Objective – Drive visibility of videos &
                  engage with key consumer target on YT
                  • Measures –
                        • SOV:
                              • Buzz monitoring for the
                              Insurance category
                              • Buzz monitoring for GEICO
                              brand
                        • Audience Engagement:
                              • 4,963,255 total views
                              • 20,000+ comments
                        • Conversation Reach:
                              • Total YT community
                              • 10,000+ subscribers
                  • Tactics –
                        • YouTube as the home for the
                        campaign
                        • Publisher outreach
                        • Paid search
                        • Display Advertising
                        • Traditional Media Pitching 23
what’s missing
                      Qualitative Audience Insights
 Strong fan connections are built                       Iterative consumer
through ongoing brand presence                             engagement

                                                                 User
                                                             favorites the
    “Hey Gecko how are you? I love                             channel
    your stuff and hope you post
    something new soon. You are           Brand says,
    the best :)”                         “Thank you.”                        Leads to growth of
                                                                              subscriber-base

    “I refuse to believe that this is
    an official company page. It's
    too funny and not obnoxious                               User
    (like other companies on the net                        responds
    that try to be "hip"). Either way,
    I LOVE it”




                                                                                             24
S.O.C.I.A.L.tm   framework




                             25
basic program planning
• Identify Program Goals & Objectives
• Determine Strategies:
  – Community interventions
  – Digital media
  – Policy
  – PR
  – Offline media
  – Other
• Develop Tactics
                                        26
S.O.C.I.A.L.tm planning framework
       Strategic online communication, insights and learnings

                        Through
                       Publisher
                     Communication



                        Direct-to-                Campaign
                     Consumer (DTC)               Visibility &
    Digital          Communication                Consumer
    Media                                         Activation
   Planning
   Process                                          • Reach
                      Sustained Paid
                          Media
                                                   • Insights
                                                   • Actions
                                                    • Value

                      Paid Digital to
                       Support Key
                      Brand Events
S.O.C.I.A.L.tm evaluation
                  Strategic online communication, insights and learnings


Reach through           Insights through            Actions taken
                                                                           Value of the
   Content           consumer engagement             by audience
                                                                            campaign
 Syndication              with content              and by brand

                                                        achieved
                                                         through:
    achieved            achieved through:
                                                     • requests for
    through:                • one-to-one
                                                      information
 • impressions               messaging                                        achieved
                                                       • questions
      • CPM                     • polls                                        through:
                                                        answered
      • CTR                   • surveys                                         • eCPM
                                                     • face-to-face
     • views                • comments                                     • value of a fan
                                                      integrations
• assets placed          • crowd sourcing
                                                       • materials
      • likes           • buzz monitoring
                                                          shipped
    • tweets
                                                           • new
                                                     opportunities
key take aways
  1. Set digital media goals for success as part of regular program
                                planning

2. Digital media goals should tie into overall program objectives but
                           they are different

   3. Potential Digital Media Key Performance Indicators (KPIs):
                     Reach, i.e. impressions, eCPM
            Insights, i.e. comments, survey results, etc.
      Action, i.e. responses by consumers, responses by brand
       Value, i.e. value of a Facebook fan or Twitter follower

 4. Added value for public health - earned integrations continue to
          deliver and drive costs down achieving efficiencies
                                                                      29
thank you!
      amelia burke
ameliaburke@westat.com
    @socialibriumm




                         30
key definitions
•   Asset: Any piece of collateral developed and used in a campaign, i.e. image, video, audio,
    text, link, etc.
•   Publisher: Any person online who has a platform, a network, and can post campaign
    information. This can include blogs, Facebook, Twitter, listing services, and other websites.
•   Outreach: The act of reaching out to publishers and other writers online to introduce the
    campaign, provide campaign resources, and engage them to post about the campaign on
    their online platform.
•   Integration: Placement of brand content online
•   Impression: 1 exposure of branded content to a consumer (online industry standard is 1
    banner impressions)
•   CPM: Cost per thousand impressions
•   eCPM: Effective CPM, or the cost per thousand impressions after all impressions delivered
    have been tallied, (includes over delivery, viral spread, and added value)
•   Share of Voice (SOV): Percentage of the overall ad space that your brands has as compared
    to the total amount possible
•   Buzz Monitoring: Process of monitoring and measuring the buzz about your brand online
    across search and news portals, social networks, blogs, etc.
•   Crowd Sourcing: Process of asking a community for ideas and/or feedback on an idea
                                                                                                    31

More Related Content

What's hot

Digital Marketing Channels Powerpoint Presentation Slides
Digital Marketing Channels Powerpoint Presentation SlidesDigital Marketing Channels Powerpoint Presentation Slides
Digital Marketing Channels Powerpoint Presentation Slides
SlideTeam
 
Lead Generation Playbook
Lead Generation PlaybookLead Generation Playbook
Lead Generation Playbook
Demand Metric
 
Social media marketing training blackthorn
Social media marketing training   blackthornSocial media marketing training   blackthorn
Social media marketing training blackthorn
sauravstudio45
 
What is Social Media Marketing
What is Social Media MarketingWhat is Social Media Marketing
What is Social Media Marketing
SW SOFTTECH
 
Digital Marketing.pptx
Digital Marketing.pptxDigital Marketing.pptx
Digital Marketing.pptx
ShubhamKumar147640
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Pranav Bhatnagar
 
Social Media Marketing
Social Media Marketing Social Media Marketing
Social Media Marketing
Alireza Safari علیرضا صفری
 
Content marketing
Content marketingContent marketing
Content marketing
Persio M. De Luca
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
Elizabeth Leinbach
 
CCCW332-Digital Marketing Unit-2 Notes
CCCW332-Digital Marketing Unit-2 NotesCCCW332-Digital Marketing Unit-2 Notes
CCCW332-Digital Marketing Unit-2 Notes
Gobinath Subramaniam
 
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
ankit kumar
 
Digital Marketing proposal
Digital Marketing proposalDigital Marketing proposal
Digital Marketing proposal
Vibes Communications Pvt Ltd
 
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy SampleDigital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
Web Marketing Academy. Digital Marketing Training Bangalore
 
Social media strategy
 Social media strategy  Social media strategy
Social media strategy
SalmaTarekaboamra
 
Marketing Automation Solution Study
Marketing Automation Solution StudyMarketing Automation Solution Study
Marketing Automation Solution Study
Demand Metric
 
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
Account based marketing - targeting key accounts with 1-2-1 marketing programmesAccount based marketing - targeting key accounts with 1-2-1 marketing programmes
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
The Marketing Practice
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
webmasteryacademy
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
George Sloane
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
Europa Universität Viadrina
 
Facebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaFacebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshala
Simplilearn
 

What's hot (20)

Digital Marketing Channels Powerpoint Presentation Slides
Digital Marketing Channels Powerpoint Presentation SlidesDigital Marketing Channels Powerpoint Presentation Slides
Digital Marketing Channels Powerpoint Presentation Slides
 
Lead Generation Playbook
Lead Generation PlaybookLead Generation Playbook
Lead Generation Playbook
 
Social media marketing training blackthorn
Social media marketing training   blackthornSocial media marketing training   blackthorn
Social media marketing training blackthorn
 
What is Social Media Marketing
What is Social Media MarketingWhat is Social Media Marketing
What is Social Media Marketing
 
Digital Marketing.pptx
Digital Marketing.pptxDigital Marketing.pptx
Digital Marketing.pptx
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social Media Marketing
Social Media Marketing Social Media Marketing
Social Media Marketing
 
Content marketing
Content marketingContent marketing
Content marketing
 
Social media presentation
Social media presentationSocial media presentation
Social media presentation
 
CCCW332-Digital Marketing Unit-2 Notes
CCCW332-Digital Marketing Unit-2 NotesCCCW332-Digital Marketing Unit-2 Notes
CCCW332-Digital Marketing Unit-2 Notes
 
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
Digital marketing overview, digital marketing ,DIGITAL MARKETING, Digital Mar...
 
Digital Marketing proposal
Digital Marketing proposalDigital Marketing proposal
Digital Marketing proposal
 
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy SampleDigital Marketing Plan - A Complete Digital Marketing Strategy Sample
Digital Marketing Plan - A Complete Digital Marketing Strategy Sample
 
Social media strategy
 Social media strategy  Social media strategy
Social media strategy
 
Marketing Automation Solution Study
Marketing Automation Solution StudyMarketing Automation Solution Study
Marketing Automation Solution Study
 
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
Account based marketing - targeting key accounts with 1-2-1 marketing programmesAccount based marketing - targeting key accounts with 1-2-1 marketing programmes
Account based marketing - targeting key accounts with 1-2-1 marketing programmes
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Facebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaFacebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshala
 

Similar to Evaluating Social Media

Ceramic Tile Distributors Association Social Media
Ceramic Tile Distributors Association Social MediaCeramic Tile Distributors Association Social Media
Ceramic Tile Distributors Association Social Media
Jeff Risley
 
Evaluating Social Media
Evaluating Social MediaEvaluating Social Media
Evaluating Social Media
Amelia Burke-Garcia
 
2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp
MarcusThomasLLC
 
2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp
Jessica Folger
 
Customer connection 2.0 Super Zoo 2011
Customer connection 2.0 Super Zoo 2011Customer connection 2.0 Super Zoo 2011
Customer connection 2.0 Super Zoo 2011
Creative Business Consulting Group
 
Leveraging Social Media to Reach B2B Customers
Leveraging Social Media to Reach B2B CustomersLeveraging Social Media to Reach B2B Customers
Leveraging Social Media to Reach B2B Customers
Alex Flagg
 
Communication and Social Media Measurement - tuesday 16-4-kpis
Communication and Social Media Measurement - tuesday 16-4-kpisCommunication and Social Media Measurement - tuesday 16-4-kpis
Communication and Social Media Measurement - tuesday 16-4-kpis
Seb Maje
 
Maximising Your Acquisition Performance Through Digital
Maximising Your Acquisition Performance Through Digital Maximising Your Acquisition Performance Through Digital
Maximising Your Acquisition Performance Through Digital
Allyson Hohman
 
Listening at Kodak - Social Intelligence & Analytics
Listening at Kodak - Social Intelligence & AnalyticsListening at Kodak - Social Intelligence & Analytics
Listening at Kodak - Social Intelligence & Analytics
Madlen Nicolaus
 
Social Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalSocial Media Presentation Gt Vfinal
Social Media Presentation Gt Vfinal
Danny Miller
 
Populous Media Partners - Capabilities Presentation
Populous Media Partners - Capabilities PresentationPopulous Media Partners - Capabilities Presentation
Populous Media Partners - Capabilities Presentation
Populous Media
 
Social Strategy
Social StrategySocial Strategy
Social Strategy
astrIDema
 
B M Crowdsourcing Presentation
B M Crowdsourcing PresentationB M Crowdsourcing Presentation
B M Crowdsourcing Presentation
Burson-Marsteller Australia
 
Social media in banking
Social media in bankingSocial media in banking
Social media in banking
Si Krishan
 
Foundations of Social Media Strategy
Foundations of Social Media StrategyFoundations of Social Media Strategy
Foundations of Social Media Strategy
Sarah Strunk Suits
 
Jane Quigley
Jane QuigleyJane Quigley
Social Media in Action
Social Media in ActionSocial Media in Action
Social Media in Action
Andrea Pecoraro
 
Collaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product managementCollaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product management
Brainmates Pty Limited
 
Influencing Brand Buzz Webinar
Influencing Brand Buzz WebinarInfluencing Brand Buzz Webinar
Influencing Brand Buzz Webinar
Jerranna Cannady
 
Community conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill JohnstonCommunity conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill Johnston
Seismonaut
 

Similar to Evaluating Social Media (20)

Ceramic Tile Distributors Association Social Media
Ceramic Tile Distributors Association Social MediaCeramic Tile Distributors Association Social Media
Ceramic Tile Distributors Association Social Media
 
Evaluating Social Media
Evaluating Social MediaEvaluating Social Media
Evaluating Social Media
 
2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp
 
2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp2012 OTA Conference - Social Media Bootcamp
2012 OTA Conference - Social Media Bootcamp
 
Customer connection 2.0 Super Zoo 2011
Customer connection 2.0 Super Zoo 2011Customer connection 2.0 Super Zoo 2011
Customer connection 2.0 Super Zoo 2011
 
Leveraging Social Media to Reach B2B Customers
Leveraging Social Media to Reach B2B CustomersLeveraging Social Media to Reach B2B Customers
Leveraging Social Media to Reach B2B Customers
 
Communication and Social Media Measurement - tuesday 16-4-kpis
Communication and Social Media Measurement - tuesday 16-4-kpisCommunication and Social Media Measurement - tuesday 16-4-kpis
Communication and Social Media Measurement - tuesday 16-4-kpis
 
Maximising Your Acquisition Performance Through Digital
Maximising Your Acquisition Performance Through Digital Maximising Your Acquisition Performance Through Digital
Maximising Your Acquisition Performance Through Digital
 
Listening at Kodak - Social Intelligence & Analytics
Listening at Kodak - Social Intelligence & AnalyticsListening at Kodak - Social Intelligence & Analytics
Listening at Kodak - Social Intelligence & Analytics
 
Social Media Presentation Gt Vfinal
Social Media Presentation Gt VfinalSocial Media Presentation Gt Vfinal
Social Media Presentation Gt Vfinal
 
Populous Media Partners - Capabilities Presentation
Populous Media Partners - Capabilities PresentationPopulous Media Partners - Capabilities Presentation
Populous Media Partners - Capabilities Presentation
 
Social Strategy
Social StrategySocial Strategy
Social Strategy
 
B M Crowdsourcing Presentation
B M Crowdsourcing PresentationB M Crowdsourcing Presentation
B M Crowdsourcing Presentation
 
Social media in banking
Social media in bankingSocial media in banking
Social media in banking
 
Foundations of Social Media Strategy
Foundations of Social Media StrategyFoundations of Social Media Strategy
Foundations of Social Media Strategy
 
Jane Quigley
Jane QuigleyJane Quigley
Jane Quigley
 
Social Media in Action
Social Media in ActionSocial Media in Action
Social Media in Action
 
Collaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product managementCollaborative Conversations: Using social media in product management
Collaborative Conversations: Using social media in product management
 
Influencing Brand Buzz Webinar
Influencing Brand Buzz WebinarInfluencing Brand Buzz Webinar
Influencing Brand Buzz Webinar
 
Community conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill JohnstonCommunity conference 2011 - Dell, Bill Johnston
Community conference 2011 - Dell, Bill Johnston
 

More from Amelia Burke-Garcia

SIC 2014: Making Change in Old Systems
SIC 2014: Making Change in Old SystemsSIC 2014: Making Change in Old Systems
SIC 2014: Making Change in Old Systems
Amelia Burke-Garcia
 
Fedcasic presentation final burke garcia for upload 140319 final for posting (3)
Fedcasic presentation final burke garcia for upload 140319 final for posting (3)Fedcasic presentation final burke garcia for upload 140319 final for posting (3)
Fedcasic presentation final burke garcia for upload 140319 final for posting (3)
Amelia Burke-Garcia
 
Pr news conference_8_6_13_final_version
Pr news conference_8_6_13_final_versionPr news conference_8_6_13_final_version
Pr news conference_8_6_13_final_version
Amelia Burke-Garcia
 
Trending now poster 2x3 (4)
Trending now poster 2x3 (4)Trending now poster 2x3 (4)
Trending now poster 2x3 (4)
Amelia Burke-Garcia
 
Burke ryan gosling memes and public health
Burke   ryan gosling memes and public healthBurke   ryan gosling memes and public health
Burke ryan gosling memes and public health
Amelia Burke-Garcia
 
Burke Connecting The Dots Measuing Behavior Change With Digital Media
Burke Connecting The Dots Measuing Behavior Change With Digital MediaBurke Connecting The Dots Measuing Behavior Change With Digital Media
Burke Connecting The Dots Measuing Behavior Change With Digital Media
Amelia Burke-Garcia
 
NIC Pre-teen Prez Final
NIC Pre-teen Prez FinalNIC Pre-teen Prez Final
NIC Pre-teen Prez Final
Amelia Burke-Garcia
 

More from Amelia Burke-Garcia (8)

SIC 2014: Making Change in Old Systems
SIC 2014: Making Change in Old SystemsSIC 2014: Making Change in Old Systems
SIC 2014: Making Change in Old Systems
 
Fedcasic presentation final burke garcia for upload 140319 final for posting (3)
Fedcasic presentation final burke garcia for upload 140319 final for posting (3)Fedcasic presentation final burke garcia for upload 140319 final for posting (3)
Fedcasic presentation final burke garcia for upload 140319 final for posting (3)
 
Pr news conference_8_6_13_final_version
Pr news conference_8_6_13_final_versionPr news conference_8_6_13_final_version
Pr news conference_8_6_13_final_version
 
Trending now poster 2x3 (4)
Trending now poster 2x3 (4)Trending now poster 2x3 (4)
Trending now poster 2x3 (4)
 
Burke ryan gosling memes and public health
Burke   ryan gosling memes and public healthBurke   ryan gosling memes and public health
Burke ryan gosling memes and public health
 
Burke Connecting The Dots Measuing Behavior Change With Digital Media
Burke Connecting The Dots Measuing Behavior Change With Digital MediaBurke Connecting The Dots Measuing Behavior Change With Digital Media
Burke Connecting The Dots Measuing Behavior Change With Digital Media
 
NIC Flu Poster Final
NIC Flu Poster FinalNIC Flu Poster Final
NIC Flu Poster Final
 
NIC Pre-teen Prez Final
NIC Pre-teen Prez FinalNIC Pre-teen Prez Final
NIC Pre-teen Prez Final
 

Evaluating Social Media

  • 1. Measuring the Impact of Digital Media: The S.O.C.I.A.L. Framework by Amelia Burke, MA Westat American Public Health Association Annual Conference October 29 – November 2, 2011 Presented: October 31, 2011
  • 2. there is currently no industry standard for measuring social media 2
  • 4. to establish a shared understanding of how to measure social media’s value for public health campaigns 4
  • 6. 6
  • 7. 3 out of 4 Americans use social technology -Forrester 2/3 of the global internet population visit social networks -Nielsen 1 word-of-mouth conversation has impact of 200 tv ads -buzzagent
  • 8. “This is no longer a gimmick. This is how the American people want to receive their news and want to hear from us.” – Nick Schaper, new-media director for House Minority Leader John Boehner 8
  • 9. social media presents an opportunity for public health campaigns 9
  • 10. “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old paradigm was pay to play. Now you get back what you authentically put in. You’ve got to be willing to play to play.” – Alex Bogusky, co-chairman CP&B 10
  • 11. 11
  • 12. but can we measure social media? 12
  • 13. "What's the ROI of putting your pants on in the morning?“ ~Scott Monty, Director of Social Media, Ford Motor Co. 13
  • 15. so where do you start? 15
  • 16. “Explain the performance of social media within the context of specific program objectives.” 16
  • 17. basic program planning • Identify Program Goals & Objectives • Determine Strategies: – Community interventions – Digital media – Policy – PR – Offline media – Other • Develop Tactics 17
  • 18. “Measure the metrics that matter.” 18
  • 19. here is one approach 19
  • 20. social media analytics framework • Goal: Drive consideration • Objective: Foster Dialogue • Measures: • Share of Voice (SOV) • Audience Engagement • Conversation Reach • Tactics: Twitter, Facebook, etc. Social Marketing Analytics: A New Framework for Measuring Results in Social Media, John Lovett and Jeremiah Owyang, Altimeter & WebAnalytics Demystified, 2010 20
  • 21. social media analytics framework applied 21
  • 22. a gecko success the idea • Client: GEICO "The gecko and some of our other icons have a • Implementing Agencies: passionate fan base… No call to action, no website Horizon Media & The address or 1-800 number, just a bit of entertainment courtesy of GEICO." Martin Agency ~Ted Ward, VP of Marketing, GEICO • Campaign Timing: March – April 2009 (6 weeks) • Goal: Drive awareness through driving visibility of videos online • Unbranded campaign 22
  • 23. a gecko success the results • Goal – Brand awareness • Objective – Drive visibility of videos & engage with key consumer target on YT • Measures – • SOV: • Buzz monitoring for the Insurance category • Buzz monitoring for GEICO brand • Audience Engagement: • 4,963,255 total views • 20,000+ comments • Conversation Reach: • Total YT community • 10,000+ subscribers • Tactics – • YouTube as the home for the campaign • Publisher outreach • Paid search • Display Advertising • Traditional Media Pitching 23
  • 24. what’s missing Qualitative Audience Insights Strong fan connections are built Iterative consumer through ongoing brand presence engagement User favorites the “Hey Gecko how are you? I love channel your stuff and hope you post something new soon. You are Brand says, the best :)” “Thank you.” Leads to growth of subscriber-base “I refuse to believe that this is an official company page. It's too funny and not obnoxious User (like other companies on the net responds that try to be "hip"). Either way, I LOVE it” 24
  • 25. S.O.C.I.A.L.tm framework 25
  • 26. basic program planning • Identify Program Goals & Objectives • Determine Strategies: – Community interventions – Digital media – Policy – PR – Offline media – Other • Develop Tactics 26
  • 27. S.O.C.I.A.L.tm planning framework Strategic online communication, insights and learnings Through Publisher Communication Direct-to- Campaign Consumer (DTC) Visibility & Digital Communication Consumer Media Activation Planning Process • Reach Sustained Paid Media • Insights • Actions • Value Paid Digital to Support Key Brand Events
  • 28. S.O.C.I.A.L.tm evaluation Strategic online communication, insights and learnings Reach through Insights through Actions taken Value of the Content consumer engagement by audience campaign Syndication with content and by brand achieved through: achieved achieved through: • requests for through: • one-to-one information • impressions messaging achieved • questions • CPM • polls through: answered • CTR • surveys • eCPM • face-to-face • views • comments • value of a fan integrations • assets placed • crowd sourcing • materials • likes • buzz monitoring shipped • tweets • new opportunities
  • 29. key take aways 1. Set digital media goals for success as part of regular program planning 2. Digital media goals should tie into overall program objectives but they are different 3. Potential Digital Media Key Performance Indicators (KPIs): Reach, i.e. impressions, eCPM Insights, i.e. comments, survey results, etc. Action, i.e. responses by consumers, responses by brand Value, i.e. value of a Facebook fan or Twitter follower 4. Added value for public health - earned integrations continue to deliver and drive costs down achieving efficiencies 29
  • 30. thank you! amelia burke ameliaburke@westat.com @socialibriumm 30
  • 31. key definitions • Asset: Any piece of collateral developed and used in a campaign, i.e. image, video, audio, text, link, etc. • Publisher: Any person online who has a platform, a network, and can post campaign information. This can include blogs, Facebook, Twitter, listing services, and other websites. • Outreach: The act of reaching out to publishers and other writers online to introduce the campaign, provide campaign resources, and engage them to post about the campaign on their online platform. • Integration: Placement of brand content online • Impression: 1 exposure of branded content to a consumer (online industry standard is 1 banner impressions) • CPM: Cost per thousand impressions • eCPM: Effective CPM, or the cost per thousand impressions after all impressions delivered have been tallied, (includes over delivery, viral spread, and added value) • Share of Voice (SOV): Percentage of the overall ad space that your brands has as compared to the total amount possible • Buzz Monitoring: Process of monitoring and measuring the buzz about your brand online across search and news portals, social networks, blogs, etc. • Crowd Sourcing: Process of asking a community for ideas and/or feedback on an idea 31