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Communication and Social Media Measurement - monday 15-4-introduction
This document provides an overview of a presentation on communications and social media measurement. The presentation covers key topics like social media monitoring, important metrics for social media reporting, how social media impacts various organizational processes and departments, engagement and community management, and the growth of social media usage. Case studies are presented on using social media for crisis response in the Sahel region of Africa and qualitative analysis of viral UNICEF Facebook posts.
Communication and Social Media Measurement - monday 15-4-introduction
- 1. Communications & SocialMedia Measurement: Introduction France Business School Poiters: 15.04.2013 Speaker: Sebastian Majewski 1 1
- 2. Communication and SocialMedia Measurement Introduction into Social Media Monitoring The Age of Evidence-based Communication Key Performance Indicators, Benchmarks and Influence Important Measures to include in your Methodology Social Media Reporting Making Sense of Big Data and enabling informed decisions The Social Organization Social Media impacts various Processes and Departments Engagement and Community Management Building Relationships and Collaborating with Super Fans 2 2
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- 4. What are web2.0 and social media? 4 4
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- 6. Social Media Bad 6 6
- 7. While attitudes towards socialmedia are mixed, the impact is evident. 7 7
- 8. Growth of SocialMedia 1.2 billion users Proportional growth to total Internet usage Facebook with 734 million active users is leader Social Media is getting more Glocal Source: comScore (2011) 8 8
- 9. The Challenge: Informationis delivered in knowledge chunks. 9 9
- 10. The Challenge: Needfor real-time engagement. 10 10
- 11. Social Media challengesthe traditional definition of Non- Profit Marketing 11 11
- 12. Src: Blackbaud 12 12
- 13. Non-Profit Marketing Non-Profit managementprocesses focused on identifying, anticipating and satisfying stakeholder requirements in order to achieve organizational goals (Proctor, 2007). Success in public sector marketing determines whether organizations are able to a) trigger social or behaviour change, b) engage citizens to support their mission, c) build trust and transparency, and d) attract donors and volunteers. (Gallagher et al, 1991; Bruce, 1995; Donovan et al, 2010) 13 13
- 14. “A few expertsin a room tell the rest of the world what’s good for them“ 14 14
- 15. Rather than pushingout messages, organizations need to pull users in. 15 15
- 16. Engaging Stakeholders throughConversations Collaboration 16 16
- 17. CASE STUDY: Food Crisisin the Sahel Region 17 17
- 18. The Briefing 18 18
- 19. The Briefing 19 19
- 20. Media doesn’t pay attention. 20 20
- 21. #SahelNOW 21 21
- 22. Topic Trends Launch 3rd package 4th package 2nd package 22 22
- 23. #SahelNOW is the most dominant hashtag, followed Top Hashtags by #Sahel and #malnutri>on. Hashtags Tweets Retweets Impressions Contributors #SahelNOW 95,764 79,217 446,321,143 46,130 #Sahel 15,627 14,025 100,219,121 9,658 #malnutrition 3,142 2,938 37,661,578 2,630 #FoodCrisis 2,103 1,892 20,053,480 1,552 #Chad 1,793 1,601 13,822,846 1,268 #UNICEF 2,146 1,626 12,936,053 1,540 #Níger 1,453 1,300 11,885,570 1,087 #Malí 881 763 9,084,751 699 #children 1,403 1,254 8,681,822 1,168 #ff 689 593 8,520,371 575 23 23
- 24. Most mentioned usernames Selena Gomez drove most conversa>ons. 24 24
- 25. Demographic Insights informad strategy We can determine the gender in half of the posts. 70 % of the par>cipants are female 25 25
- 26. User Tweets Retweets selenagomez 7 31,182 BAP_Bangyongguk 2 1,487 anapastor_tve 23 756 shakira 1 752 Nas 1 643 alo_oficial 2 610 MiaFarrow 25 423 Alyssa_Milano 2 413 KatGraham 1 384 eddieizzard 1 305 bjork 2 258 26 26
- 27. Engage with yourinfluencer and target your outreach real-time! 27 27
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- 31. Rules are changing: SocialMedia triggers Traditional Media 31 31
- 32. Social Media Monitoring as a research methodology 32 32
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- 34. The Monitoring Approach • Social media conversations offer the richness of qualitative research and the sample sizes of quantitative research in real time. • How do we detect digital smoke signals? 34 34
- 35. Types of monitoring 35 35
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- 38. How do wedecide on a content strategy? 38 38
- 39. CASE STUDY: Qualitative Analysisof UNICEF Facebook Posts 39 39
- 40. What makes Facebook content viral? © Alex November 21, 2009 UNICEF Headquarters Division of Communication, Social and Civic Media Section February 2012 Source: www.facebook.com/unicef - Post from May 2012
- 41. Why are certainposts more viral than others? How does How does emotion shape content type post virality? shape post virality? 41
- 42. Classification of Emotions Extreme nega>ve Arousal Example UNICEF is outraged at the latest killing of 32 children - under the age of 10 - confirmed by Anger United Nations observers, and the wounding of hundreds more in the village of Houla, near Homs. “I live in the slums, where thieves and burglars roam even in daylight,” says 19-year-old Sadness Randrianarivelo from Madagascar. Watch how joint efforts between the Saudi Fund for Development and Unicef Pakistan are Interest reviving the education system in Pakistan's Swat Valley. Youth Advocacy Caroline was a child participant at the 2002 Children’s Forum. In this video interview, she Moderate Arousal tells us what it was like to be there. GWA Event As aid agencies warn of a funding shortage for the crisis in the Sahel, actor and UNICEF UK Ambassador Ewan McGregor calls for more help for the… Positivity Happy Cinco de Mayo! © UNICEF/NYHQ2011-1485/Friedman-Rudovsky Empowerment Annour is on a crusade against cholera in Chad. Watch this and learn more! Adorability We’re bringing you to the Sahel, where these mothers and children are coping with the Extreme posi>ve daily realities of malnutrition. 42
- 43. Allocation of averageEngagement on Emotions 3500 3000 2500 2000 1500 Average Engagement based on an 1000 aggregated score summing up likes, 500 shares and comments per post 0 Extreme nega>ve Moderate Arousal Extreme posi>ve 43
- 44. Classification of ContentTypes Video Text Apps Picture 44
- 45. Allocation of averageEngagement on Content Type 3500 3000 2500 2000 Average Engagement based on an aggregated 1500 score summing up likes, shares and comments per 1000 post 500 0 App Picture Text Video 45
- 46. Key findings • Themore emotional (extreme negative or extreme positive) the post, the higher the likelihood to receive engagement • Extreme positive content is more likely to receive engagement than extreme negative content 46
- 47. Key findings • Picturesreceive the highest engagement rates • Text, apps and video receive a fairly equal engagement rate – Pictures with highly emotional messages are most likely to receive high engagement rates – Videos with moderate emotional messages are most likely to receive lowest engagement rates 47
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- 49. How to monitoryour earned media. 49 49
- 50. Set up multipleGoogle Alerts for your topics and campaigns. The alerts will get delivered directly to your email inbox at the frequency you indicate (e.g., daily or as they happen). 50 50
- 51. Twitter lists area helpful tool to follow influencers, journalists and peer organizations real time and on demand. 51 51
- 52. Twitter lists area helpful tool to follow influencers, journalists and peer organizations real time and on demand. 52 52 Source: hGps://twiGer.com/UN/lists
- 53. Social Mention isa social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. 53 53
- 54. Thank you foryour attention. Sebastian Majewski Impact and Analysis Coordinator Social and Civic Media Section Twitter.com/sebmaje 54 54
- 55. What can welearn from the Kenya elections? 55 55
- 56. Topic Trends duringthe Kenya elections. Coun>ng KenyaGa win Supreme Court Complaint 56 56
- 57. What hashtags aretrending? 57 57
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- 59. Influential Individuals inKenya’s social media. 59 59