1.
Evaluating Social Media on a Public Health BudgetbyAmelia Burke, MACarol Schechter, MA, MPHAED<br />CDC National Conference on Health Communication, Marketing, and Media<br />August 17-19, 2010<br />Presented: August 17, 2010<br />

2.
there is currently no industry standard for measuring social media.<br />2<br />

3.
today’s goal<br />3<br />

4.
to establish a shared understanding of how to measure social media’s value for public health campaigns<br />4<br />

5.
why social?<br />5<br />

6.
6<br />3 out of 4 Americans use social technology<br />- Forrester<br />1 word-of-mouth conversation has the impact of 200 tv ads<br />- buzzagent<br />2/3 of the global internet population visit social networks<br />- Nielsen<br />

7.
“This is no longer a gimmick. This is how the American people want to receive their news and want to hear from us.” <br />– Nick Schaper, new-media director for House Minority Leader John Boehner<br />7<br />

8.
social media presents an opportunity for public health campaigns<br />8<br />

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.” <br />– Alex Bogusky, co-chairman CP&B<br />9<br />

10.
10<br />

11.
but can we measure social media?<br />11<br />

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

13.
it is measureable<br />13<br />

14.
so where do you start?<br />14<br />

15.
“Explain the performance of social media within the context of specific program objectives.”<br />15<br />

16.
basic program planning<br />Identify Program Goals & Objectives <br />Determine Strategies:<br />Community interventions<br />Digital media<br />Policy<br />PR<br />Offline media<br />Other<br />Develop Tactics<br />16<br />

17.
“Measure the metrics that matter.”<br />17<br />

18.
here is one approach<br />18<br />

19.
social media analytics framework<br /><ul><li>Goal: Drive consideration

20.
Objective: Foster Dialogue

21.
Measures:</li></ul>Share of Voice (SOV)<br />Audience Engagement<br />Conversation Reach<br /><ul><li>Tactics: Twitter, Facebook, etc. </li></ul>19<br />Social Marketing Analytics: A New Framework for Measuring Results in Social Media, John Lovett and Jeremiah Owyang, Altimeter & WebAnalytics Demystified, 2010<br />

22.
social media analytics framework applied<br />20<br />

23.
a gecko success the idea<br /><ul><li> Client: GEICO

24.
Implementing Agencies: Horizon Media & The Martin Agency

25.
Campaign Timing: March – April 2009 (6 weeks)

26.
Goal: Drive awareness through driving visibility of videos online

27.
Unbranded campaign</li></ul>"The gecko and some of our other icons have a passionate fan base… No call to action, no website address or 1-800 number, just a bit of entertainment courtesy of GEICO." <br />~Ted Ward, VP of Marketing, GEICO<br />21<br />

28.
a gecko success the results<br /><ul><li>Goal – Brand awareness

29.
Objective – Drive visibility of videos & engage with key consumer target on YT

30.
Measures –

31.
SOV:

32.
Buzz monitoring for the Insurance category

33.
Buzz monitoring for GEICO brand

34.
Audience Engagement:

35.
4,963,255 total views

36.
20,000+ comments

37.
Conversation Reach:

38.
Total YT community

39.
10,000+ subscribers

40.
Tactics –

41.
YouTube as the home for the campaign

42.
Publisher outreach

43.
Paid search

44.
Display Advertising

45.
Traditional Media Pitching</li></ul>22<br />

46.
what’s missing<br />23<br />Qualitative Audience Insights <br />Iterative consumer engagement <br />Strong fan connections are built through ongoing brand presence<br />User <br />favorites the channel<br />“Hey Gecko how are you? I love your stuff and hope you post something new soon. You are the best :)”<br />Brand says, “Thank you.”<br />Leads to growth of subscriber-base<br />“I refuse to believe that this is an official company page. It's too funny and not obnoxious (like other companies on the net that try to be "hip"). Either way, I LOVE it”<br />User <br />responds<br />

47.
AED’s S.O.C.I.A.L.tm framework<br />24<br />

48.
basic program planning<br />Identify Program Goals & Objectives <br />Determine Strategies:<br />Community interventions<br />Digital media<br />Policy<br />PR<br />Offline media<br />Other<br />Develop Tactics<br />25<br />

49.
S.O.C.I.A.L.tm framework<br />Through Publisher Communication<br />Campaign Visibility & Consumer Activation<br /><ul><li> Reach

50.
Insights

51.
Actions</li></ul>Direct-to-Consumer (DTC) Communication<br />Paid Digital to Support Key Brand Events<br />Identify Digital Media Goals<br />Sustained Paid media<br />

52.
S.O.C.I.A.L.tm evaluation <br />Actions taken by audience and by brand<br />Insights through consumer engagement with content<br />Reach through Content Syndication <br />achieved through:<br /><ul><li> impressions

53.
CPM

54.
CTR

55.
views

56.
length of time online

57.
site traffic

58.
assets placed

59.
buzz monitoring </li></ul>achieved through:<br /><ul><li> one-to-one messaging

60.
polls

61.
surveys

62.
value of a fan

63.
influence

64.
comments

65.
crowd sourcing</li></ul>achieved through:<br /><ul><li> requests for information

66.
questions answered

67.
face-to-face integrations

68.
materials shipped

69.
new opportunities </li></li></ul><li>S.O.C.I.A.L. applied<br />28<br />

70.
let’s talk about… pre-teen health the idea<br /><ul><li> Client: Centers for Disease Control and Prevention (CDC)

71.
Implementing Agency: AED

72.
Campaign Timing: June 2010 – present (7 weeks)

73.
Goal: Reach moms/parents online, drive awareness of recommendations & drive to website

74.
Branded campaign

75.
Media Channels:

76.
CDC website as home for campaign

77.
Earned Publisher Outreach

78.
Twittermoms </li></ul>29<br />Through Publisher Communication<br />Paid Digital to Support Key Brand Events<br />Identify Digital Media Goals<br />

79.
let’s talk about… pre-teen health the results<br /><ul><li> Results to-date:

80.
Reach

81.
Impressions: 698,758

82.
eCPM: $17.17

83.
Impressions continue to increase with time

84.
Insights

85.
Generated positive buzz

86.
Did not generate any negative backlash

87.
Vetting process proved successful in achieving positive buzz and ensuring no negative backlash

88.
Identified community for future retargeting

89.
Publisher outreach works for immunization campaigns

90.
Actions

91.
Moms responded positively to campaign

92.
Moms posted CDC pre-teen immunization content

93.
Momversation requested a post written by a mom doctor

94.
CDC responded with this post</li></ul>30<br />Actions taken by audience and by brand<br />Reach through Content Syndication <br />Insights through consumer engagement with content<br />

95.
key take aways<br />Set digital media goals for success as part of regular program planning<br />Digital media goals should tie into overall program objectives but they are different<br />Potential Digital Media Key Performance Indicators (KPIs):<br />Reach, i.e. impressions, eCPM<br />Insights, i.e. comments, survey results, etc.<br />Action, i.e. responses by consumers, responses by brand<br />4. Added value for public health - earned integrations continue to deliver and drive costs down achieving efficiencies <br />31<br />

96.
thank you!amelia burkeaburke@aed.org@socialibriumm <br />32<br />

97.
key definitions<br />Asset: Any piece of collateral developed and used in a campaign, i.e. image, video, audio, text, link, etc.<br />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. <br />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.<br />Integration: Placement of brand content online<br />Impression: 1 exposure of branded content to a consumer (online industry standard is 1 banner impressions)<br />CPM: Cost per thousand impressions <br />eCPM: Effective CPM, or the cost per thousand impressions after all impressions delivered have been tallied, (includes over delivery, viral spread, and added value)<br />Share of Voice (SOV): Percentage of the overall ad space that your brands has as compared to the total amount possible <br />BuzzMonitoring: Process of monitoring and measuring the buzz about your brand online across search and news portals, social networks, blogs, etc. <br />Crowd Sourcing: Process of asking a community for ideas and/or feedback on an idea <br />33<br />