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Evaluating Social Media

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Evaluating Social Media

  1. 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. 2. there is currently no industry standard for measuring social media 2
  3. 3. today’s goal 3
  4. 4. to establish a shared understanding of how to measure social media’s value for public health campaigns 4
  5. 5. why social? 5
  6. 6. 6
  7. 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. 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. 9. social media presents an opportunity for public health campaigns 9
  10. 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. 11
  12. 12. but can we measure social media? 12
  13. 13. "What's the ROI of putting your pants on in the morning?“ ~Scott Monty, Director of Social Media, Ford Motor Co. 13
  14. 14. it is measureable 14
  15. 15. so where do you start? 15
  16. 16. “Explain the performance of social media within the context of specific program objectives.” 16
  17. 17. basic program planning • Identify Program Goals & Objectives • Determine Strategies: – Community interventions – Digital media – Policy – PR – Offline media – Other • Develop Tactics 17
  18. 18. “Measure the metrics that matter.” 18
  19. 19. here is one approach 19
  20. 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. 21. social media analytics framework applied 21
  22. 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. 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. 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. 25. framework 25
  26. 26. basic program planning • Identify Program Goals & Objectives • Determine Strategies: – Community interventions – Digital media – Policy – PR – Offline media – Other • Develop Tactics 26
  27. 27. 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. 28. 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. 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. 30. thank you! amelia burke @socialibriumm 30
  31. 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