This document discusses various tools and techniques for measuring the effectiveness of social media. It outlines a "Trinity of Measurement" including measuring interest, attitudes, and actions/business results. Several case studies are presented showing how different organizations have successfully used social media and measurement to increase awareness, drive traffic, boost sales and engage stakeholders. Key metrics discussed include web traffic, comments, tonality, relationships, the net promoter score, and cost comparisons.

1. Prove It! Tools and Techniques to Measure the Effectiveness of Social Media Kami Watson Huyse, APR Principal, My PR Pro Image by Samantha Campbell, Flickr

2. Why Measure? “ Are we making a difference? ”

3. BEWARE

5. Trinity of Measurement

6. Measuring Interest Web traffic Page views Blog and other mentions Downloads

7. Interest: Measurement Tools EXTERNAL Technorati Google Radian6 INTERNAL Google Analytics Web Trends

8. Case Study: Up Your Budget Treasure Hunt Agency: BL Ochman Client: Budget Rent A Car

9. Objective Use buzz marketing to build an online social media community on a multi-media blog.

10. Approach Physical clues were placed in 16 cities around the country with online videos hinting at their location. Upon finding the clues, winners would receive $10,000. Direct outreach to bloggers

11. Results More than 1,800 people registered to play and were given authorship privileges on the Hunters Blog. Nearly 300 stories were written by treasure hunters, on the Hunters Blog, and nearly 900 comments on the two blogs. The clue videos were downloaded a total of 43,906 times during the 4 weeks of the Up Your Budget campaign. Within four hours of the site's launch, they were getting a new registration every three minutes. Link to Full Case Study: http://tinyurl.com/2p7r4o

12. Measuring Attitudes Conversation index, blogs (CI) Share of Conversation Tonality of comments and posts Measure relationships Net Promoter Score (NPS) Optimum Content Score (OCS)

13. Attitude: Conversation Index Comments (C) + Trackbacks (T) Total Number of Posts http://tinyurl.com/57eqwu

14. Attitude: Share of Conversation

15. Attitude: Tonality http://www.starfall.com

16. Attitude: Measure Relationships iPerception’s 4Q How satisfied are my visitors? What are my visitors at my website doing? Are they completing what they set out to do? If not, why not? If yes, what did they like best about the online experience? http://4q.iperceptions.com , Avinash Kaushik

17. Attitude: Measure Relationships Grunig Relationship Survey Control Mutuality – Power of influence Trust – Degree to which it exists Satisfaction – Expectations met Commitment – Mutually promoted Exchange Relationship – Expectations of return for giving Communal Relationship – Genuine and mutual concern with no expectation by Jim Grunig and Linda Childers Hon, Institute for Public Relations

18. Attitude: Net Promoter Score % of Promoters - % of Detractors = Net Promoter Score (NPS) Semetrix: http://tinyurl.com/59emww

19. Attitude: Optimal Content Score Choose the optimal outcome (6) Code this with type of conversation (27) Rate each item on a scale of + 1 to -1 Benchmark against competitors Repeat on an annual or quarterly basis KD Paine and Partners: http://tinyurl.com/6c4enp

20. Case Study: Direct2Dell Online Engagement In-House Effort at Dell

21. Objectives Build relationships with bloggers and decrease the overall negative posting ratio Start talking with its customers online

22. Approach Social media customer service team Proactive blog commenting policy Direct2Dell highlights important issues to company and of concern in the blogosphere IdeaStorm allows customers to elevate their ideas StudioDell provides tutorial video

23. Results At start of program, 49% of blog posts were negative. Today, overall tonality is 22% negative. Direct2Dell currently ranked about 700 on Technorati, among the highest corporate blogs. Direct2Dell gets more than 5 million unique views per month Over 7000 ideas have been submitted via IdeaStorm Studio Dell is gets more than 200,000 views per month Link to Full Case Study: http:// tinyurl.com/2vxd7s

24. Measuring Actions and Business Results Cost comparisons Revenue raised Subscribers Funds raised Items sold Purchase intent

25. Measurement Tools Benchmarking to self or competitors Marketing cost comparisons Comparing markets Sales via unique URL and e-mail Point of sale survey Exit survey at events

26. Case Study: ASPCA In-House: Shonali Burke Measurement: KD Paine &Partners

27. Objectives Increase traffic to the ASPCA web site Increase online donations

28. Approach ASPCA® Mission: Orange (tm) was designed to reduce unnecessary euthanasia of pets in five target communities across the country. The recall of Chinese pet food put ASPCA's toxicology experts on the front lines of the crisis. Animal behavior and advice during the dog fighting scandal with Michael Vick , star quarterback for the Atlanta Falcons.

29. Results A strong positive correlation between the increased media coverage and the number of new members registering on the website. The ASPCA knows that, on average, every increase in web traffic of 100,000 visitors results in 7,000 new registered users, which is worth about $175,000 total net to the organization over their lifetime. Desirable discussion in Consumer Generated Media (CGM) had a stronger relationship with online donations (r=.866) than desirable exposure in MSM outlets (r=.423) Also, desirable exposure in the traditional media has a very strong (r=.88) relationship with desirable discussion in consumer-generated outlets Link to Full Case Study: http://tinyurl.com/29angn

30. Case Study: English Cut In-House: Thomas Mahon Consultant: Hugh McLeod

31. Objectives To reach a diverse group of men, about 10,000 in the world, that have the money and interest in a Saville Row bespoke custom suit To do this on a local budget

32. Approach Start a blog to discuss the value of a custom suit ands its many benefits To make Thomas Mahon a thought leader on the subject of custom suits Trips to Manhattan to garner new customers

33. Results Thomas Mahon sold two suits in Manhattan in 2004 Ten weeks after launching the blog and returning to Manhattan in 2005 he sold 20 suits and eight sport coats This was further fueled later by a media tour arranged by PR pro David Parmet Today, Thomas has as many sales as he can handle and more Case Study from Case Study from “Naked Conversations,” by Shel Israel and Robert Scoble

34. Case Study: Stormhoek Wine South African Winery Consultant: Hugh McLeod

35. Objectives Successfully launch the brand in Britain, France, Spain, and the United States

36. Approach Use Hugh McLeod’s popular Gaping Void blog to launch 100 Geek Dinners where other bloggers sampled Stormhoek wines

37. Results The blogosphere's reviews of Stormhoek were mostly positive ("drinkable" and "pleasant," with the odd "disappointment") Stormhoek sales have jumped nearly sixfold, from 50,000 cases a year worldwide to almost 300,000 Link to CNN Money Article: http://tinyurl.com/4d4wdu

38. Case Study: Dunkin Doughnuts Latte Light Client: Duncan Doughnuts Agency: BzzzAgent

39. Objectives Educate consumers about Latte Lite at a grassroots level to generate awareness, trial and evangelism Diminish the barriers to trial and adoption by placing the product in the hands of new consumers Gain insight into the consumers’ opinions and experiences with Latte Lite, and how people talk about the product

40. Approach Dunkin' Donuts engaged 3,000 Agents in a 12 week Campaign Targeted Agents in New York, Detroit, Boston and Cleveland Each Agent received six “Be My Guest” cards for a complimentary Latte Lite and the official Latte Lite BzzGuide

41. Results: Reach Reached 111,272 individuals 96% of Agents noted that at least one person with whom they conversed had tried a Latte Lite Gained Valuable Customer/Market Insights Consumers who were outside of Dunkin' Donuts’ original ‘health conscious’ target market enjoyed the Latte Lite Link to Case Study (pdf): http://tinyurl.com/6rmdom

42. Results: Sales Category sales increased by 26% in test markets while control markets experienced an 8% increase After the first eight weeks of the campaign, overall sales in the test markets were 5% higher than sales in control markets An increase of nearly 0.5% in test market gross sales from the product launch Link to CNN Money Article: http://tinyurl.com/4d4wdu

43. Case Study: Journey to Atlantis Client: SeaWorld San Antonio Agency: My PR Pro

44. Objectives Launch of roller coaster/water ride, Journey to Atlantis Build relationships with the online coaster community Build awareness for the early opening of Journey to Atlantis Drive visitation to SeaWorld San Antonio by pass holders to try Journey to Atlantis

45. Approach Launch of a purpose-built multi-media web site to highlight the coaster Outreach through Flickr, YouTube and Veoh to provide assets to coaster enthusiasts Build relationships with a short list of coaster enthusiasts with influential web sites, blogs, podcasts and videocasts Target the American Coaster Enthusiasts as partners in opening the ride

46. JTA Results: Interest The Website received 78,264 visits and 170,644 page views from May through August 2007. The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. Flickr photos have been viewed 102,101 times to date. Of the initial 22 sites identified, 12 covered the ride, including, which was a high-value since its reach was target audience Theme Park Insider . The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites.

47. JTA Results: Attitudes The coverage was largely positive in tone, with some expected negativity about ride intensity The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. These riders later left positive comments on YouTube videos ACE invited SeaWorld San Antonio to attend its annual meeting in 2008 Robert Niles, Theme Park Insider

48. JTA Results: Actions In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. Link to Full Case Study: http://tinyurl.com/JTAROI

49. Trinity of Measurement

50. Super Six Steps to Measurement Set your objectives Define your stakeholders Determine which metrics to use Benchmark against yourself over time or your competition Pick your measurement tool/technology Analyze the results and start over by Katie Paine

52. Super Six Steps to Measurement Set your objectives Define your stakeholders Determine which metrics to use Benchmark against yourself over time or your competition Pick your measurement tool/technology Analyze the results and start over by Katie Paine

53. Free Measurement Tools Technorati (number of links, “authority”) Del.icio.us (quality and type of coverage) Google Analytics (site statistics) Veoh (video views on all platforms) Flickr (photo views) Feedburner (subscribers) Google Blog Search (Poor man’s clipping service) Yahoo Pipes (manage RSS) Compete , Alexa (traffic) Quantcast (ratings and demographics)

54. Paid Measurement Tools The DIY Dashboard ( link ) Radian6 ( link ) BuzzLogic ( link ) Jeremiah’s List ( link )

55. More Measurement Resources Kami’s Measurement Tag Jeremiah’s list of monitoring tools Free and Low-Cost Ways to Measure Book: Measuring Public Relationships , Katie Paine Calculating the ROI of Blogging , Charlene Li Constantin Basturea’s ROI tag Jeremiah Owyang’s Social Media Tag Trinity of Analytics , Avinash Kaushik Institute for Public Relations , Measurement

56. Kami Watson Huyse, APR Phone: (713) 568-5750 E-mail: [email_address] Blog: Communication Overtones Web site: www.myprpro.com