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.
there is currently no industry standard
for measuring social media
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3.
today’s goal
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4.
to establish a shared understanding of
how to measure social media’s value
for public health campaigns
4

5.
why social?
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6.
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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.
“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
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9.
social media presents an opportunity
for public health campaigns
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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
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11.
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12.
but can we measure social media?
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13.
"What's the ROI of
putting your pants on in
the morning?“
~Scott Monty, Director of Social Media, Ford Motor Co.
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14.
it is measureable
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15.
so where do you start?
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16.
“Explain the performance
of social media within the
context of specific
program objectives.”
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17.
basic program planning
• Identify Program Goals & Objectives
• Determine Strategies:
– Community interventions
– Digital media
– Policy
– PR
– Offline media
– Other
• Develop Tactics
17

18.
“Measure the metrics that
matter.”
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19.
here is one approach
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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.
social media analytics
framework applied
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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
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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.
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”
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25.
S.O.C.I.A.L.tm framework
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26.
basic program planning
• Identify Program Goals & Objectives
• Determine Strategies:
– Community interventions
– Digital media
– Policy
– PR
– Offline media
– Other
• Develop Tactics
26

27.
S.O.C.I.A.L.tm 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.
S.O.C.I.A.L.tm 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.
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
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30.
thank you!
amelia burke
ameliaburke@westat.com
@socialibriumm
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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
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