The State of Social Media Measurement Standards

Transcription

1 The State of Social Media Measurement Standards Presented by: Ka9e Delahaye Paine, SNCR Fellow, CEO KDPaine & Partners 6 th Annual SNCR Research Symposium November 3 4, Harvard University s Faculty Club

2 The history of measurement MSM Online Social Media Eyeball coun9ng HITS & Clicks Outcomes 2

3 If we don t change our metrics, CMOs will ROI and Customer Experience is more important than sales. CMOs in the most successful enterprises are focusing on rela9onships, not just transac9ons. Nearly 66% of CMOs think ROMI will be the primary measure of their effec9veness CMOs in over performing organiza9ons are using data to form bonds with customers, developing a clear corporate character. Outperformer know that how a company behaves is as important as what it sells. 3

4 Old School Metrics What we re trying to replace AVE AVE Eyeballs HITS (How Idiots Track Success) Couch Potatoes (GRPs) # of Facebook Friends/Fans (unless they generate $$) CPC Klout scores Page 4

5 New School Metrics Where we re going SEO & Page Rank = Likelihood of being found Influence = The power or ability to affect someone s ac9ons. Engagement= Some ac9on beyond zero Rela9onships = Long term engagement leading to trust Advocacy = engagement driven by an agenda Sen9ment = contextual expression of opinion regardless of tone ROI: Return on Investment no more no less. End of discussion

6 Current Standards Efforts Web Analy9cs Associa9on: 2009 Defini9ons The Coali9on: AMEC CPRF IPR ARF IAB/4As/ANA WOMMA

7 WAA Standards Efforts 2009 Standard Defini9ons for: Clicks Installs (for widgets) Ac9ve New Seed Grabs Installs vs ajempts vs failures vs comple9on rates Bookmarks Uniques Clickbacks Blogs Links Trackbacks

8 ARF Current Standards Efforts Digital/Social Media in the Purchase Decision Process What ideas do people get from digital/social media when making a purchase? At what point during the purchase process do people turn to digital/social media for guidance? The role of Endorsements Determine the value of different forms of endorsements

9 IAB/4As/ANA: Guiding Principles of Digital Measurement 1. Move to a "viewable impressions" standard and count real exposures online (as opposed to served impressions" 2. Online adver9sing must migrate to a currency based on targeted audience impressions, not gross ad impressions. 3. Because all ad units are not created equal, we must create a transparent classifica9on system. 4. Determine interac9vity "metrics that majer" for brand marketers, so that marketers can bejer evaluate online's contribu9on to brand building. 5. Digital media measurement must become increasingly comparable and integrated with other media.

10 CASRO Guidelines Personal data collected must be handled in compliance with exis9ng CASRO Code. Transparency is a must Must adhere to Terms of Use Private vs Public Spaces Adhere to privacy rules and get permission Confiden9ality Avoidance of Harassment Guidance for use of vendors

11 The Coali9on Standards Efforts The Coali9on: AMEC CPRF IPR Standards around: Content sourcing Influence Sen9ment Engagement ROI

12 The Conclave WOMMA AMEC IPR WAA PRSA CPRF CIPR IABC SNCR P&G Thomson Reuters South west 1 Standard set of defini9ons/ guidelines DELL SAS

13 Standards around: 1. Content 2. Reach/Engagement 3. Influence 4. Sen9ment/Advocacy 5. Value/Impact

14 What are you measuring? Paid Google Adwords, Facebook Ads, popups, banners etc. Owned Shared Content you create that other s share Earned Everything else 14

15 What is a standard and why do we need it? A GAAP Standard that can be used across disciplines Transparency is mandatory the social media measurement equivalent of an Food Label A common defini9on to reduce confusion A set of numbers that can be used to show business impact

16 Defini9ons of Reach Need a replacement for impressions. Unique Blog visits Number of Twijer Followers LinkedIn Page views Size of a community and number of ReTweets.. Must be specific to a channel NOT second level followers Not every comment on a blog has the same reach as the blog

17 Engagement can be posi9ve or nega9ve and includes: Facebook likes Comments on a blog Retweets Shares (including ) Request for membership in linked in group Subscribes to YouTube/Hulu Use of RSS Subscribes Read More Tell me more clicks Mashups/Diggs Bookmarking Rankings on review sites Repeat visits to a blog Time on site Link backs and trackbacks Downloads Applica9on views

18 What needs more inves9ga9on Frequency How does it apply in social media? Does it have an impact? Is it good or bad? Content What cons9tutes valid content?

19 Thank you! Visit hjp://sncr.org