The document discusses various approaches to measuring the impact of social media. It proposes looking at social media as conversations and communities rather than just coverage or audiences. It suggests measuring things like popularity, relevance, authority, engagement, advocacy/loyalty, sentiment, and how information cascades through networks. It argues for a holistic and networked approach rather than relying on any single tool or metric. Measurement should account for different objectives and campaign types. Outcomes could include on-site conversions and linking performance data with web analytics.

1. 7 Cs of MEASURING SOCIAL MEDIA PRSA DIGITAL IMPACT CONFERENCE MAY 6, 2011 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818 carma.com Alan Chumley Senior Vice President @alanchumley / @CARMA_Tweets

4. MEASUREMENT ACCOUNTS FOR 5 / 7 TOP SOCIAL MEDIA CHALLENGES Source: Harvard Business Review: the New Conversation: Taking Social Media from Talk to Action Surveyed 2100 Harvard Biz Review subscribers @alanchumley / @CARMA_Tweets Why is this the case? Gap between leap of faith true believers and C-suite’s need for metrics to validate the time/$?

7. THINK BIGGER & BROADER MOVE BEYOND ‘MOMENT-IN-TIME’ or ‘VANITY’ METRICS @alanchumley / @CARMA_Tweets Systems or Networked Thinking: Interdependent relationships between those in a network Social Capital: Connections within and between those in a social network as a source of civic engagement among a community leading to cohesion; that has ‘value’ Michael Kelly

9. The 7Cs of SOCIAL MEDIA MEASUREMENT THINKING MORE LIKE A SOCIOLOGIST THAN A PUBLICIST CONVERSATIONS & COMMUNITIES VS. COVERAGE @alanchumley / @CARMA_Tweets Counting What some call search, syndication and site; stuff we can count like traffic, popularity, fans, followers, retweets, etc. Content Analysis that is. Using content analysis, ideally a hybrid of some automation for volume and speed and human analysts for context, nuance and depth to look for how your brand, messaging, topics, issues, stakeholder voices are portrayed; the inclusiveness, accuracy and tone of the conversations. Conversations And conversationships recognizing that social media is not strictly another communications channel through which to get word out or reach and influence. It is more about genuinely engaged dialogue than a simple corporate monologue; not only a vertical, one-to-many conversation between an organization and stakeholders but a lateral, many-to-many conversation among stakeholders. Cohesion / Capital The extent to which folks are agreeing with you, your position, your brand essences. The extent to which they are agreeing with each other and coalescing around and advocating a core theme, idea, or some call to action either in support or opposition to your organization’s position. Community The extent to which a core group of people with common interests are gathering and growing. Measuring the change in community size, and volume and nature of chatter over time Connectedness A look at how inter-connected the highly engaged/key influencers/advocates are and how centrally located they are in both the network and dialogue. Conversion Stay tuned. More to follow.

10. THE 6Ps OF INFLUENCE MORE THAN JUST REACH / FREQUENCY RELEVANCY @alanchumley / @CARMA_Tweets Popular Visible, vocal, has a substantial following, reach. In-bound links, trackbacks, subscribers, bookmarks, followers, friends, views, listens, saves, downloads, etc. Polarized in tone Neutrality does little to drive influence way or the other. A clearly positive or negative view will polarize readers/followers and is more likely to drive cohesion and mobilize advocates and have those advocates coalesce around a core theme, idea, or call to action. Prolific / Relevant / Frequent Raw author contribution and # of on-topic, related posts Prominent / Authoritative Are they an idea starter or spreader; source or spider? They may be prolific but are they prominent? Are they highly inter-related, inter-connected, and centrally located in the network? How engaged is this person’s following in a dialogue? How much dialogue is there and what is its nature? Here we need to recognize, though, that authority is contextual and topical. One might be an authority on PR measurement but not on 18th century Russian literature. Promoter / Loyal Advocate How many of the followers/commentators active contributors advocating, endorsing, advancing (or the opposite) your position? Are they adding links, tags. Is the nature of the language they are using inter-connective, expanded, clarifying, reinterpreting? RTs, digs, fans, votes, buzz-ups, up/downloads, shares, likes, invites, favorites, embeds. (More active than the metrics in popularity) Profitable (conversion / value) Someone who drives others to some form of value or conversion

11. ‘ REACH SHOULD BE A RELATIVE NOT AN ABSOLUTE!’ NOT ALL CONVERSATIONS ARE RELVANT @alanchumley / @CARMA_Tweets Everybody Unsegmented fans, followers, etc. The people we really care about Influential Authoritative Advocates Cascaders Wouldn’t you rather ‘reach’ 100% of only those that really matter vs. 10% of everybody? B2B space: your influential community might only be 400 people

13. EXPERIEMENTAL THINKING ON AN APPROACH TO MEASURING SOCIAL MEDIA AN INDEX IS ONLY PART (BELOW-THE-LINE) OF THE ANSWER @alanchumley / @CARMA_Tweets

15. IMAGINE A DIFF’T. PYRAMID FOR DIFF’T. CAMPAIGN TYPES / OBJECTIVES @alanchumley / @CARMA_Tweets

21. SO WHAT? WHAT ABOUT CONVERSION & ROI? 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818 carma.com

22. WE’RE BACK TO THE PYRAMID THE TOP THIS TIME @alanchumley / @CARMA_Tweets

24. 2 WEEKS IN THE SOCIAL MEDIA ECOSYSTEM…THEN…YOUR WEBSITE Where were they? What drove them to your site? What did they do once on your site? What are they ‘worth’ to you? @alanchumley / @CARMA_Tweets

27. UPPERCASE ‘ROI’ vs. lowercase ‘roi’ & Other Return-Offs @alanchumley / @CARMA_Tweets Source: Olivier Blanchard, Social Media ROI ROI roi MBA PR Financial Non-financial Macro Micro (not all conversion events are ROI) A mathematical equation that works Usually conceptual only; an equation in words only; can’t actually be calculated; something the industry tosses around too liberally A business metric All-too-often a media or audience metric Direct, clear A loose proxy or an intermediate metric (return on expectation, return on objective, return on engagement)

29. THANK YOU QUESTIONS? 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818 carma.com Alan Chumley Senior Vice President @alanchumley / @CARMA_Tweets

30. APPENDIX 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818 carma.com Alan Chumley Senior Vice President @alanchumley / @CARMA_Tweets

31. How are these changing over time? Might be part of many systems / networks? Linking networks to networks @alanchumley / @CARMA_Tweets NETWORK ANALYSIS Source: K. Ognyanova, UCLA, 2010