Measure What Matters. 5th Annual Social Media for PR and Corporate Communications Conference February 2012 Las Vegas, NV

Transcription

1 Measure What Matters 5th Annual Social Media for PR and Corporate Communications Conference February 2012 Las Vegas, NV Katie Delahaye Paine CEO Senior Fellow: Society for New Communications Research Member, IPR Measurement Commission

2 Tear down those walls Traditional vs Social PR vs. Marketing vs.. Customer Service What matters is the customer 2

3 Myth Busting 1. There s something new about New Media 2. It s all about Facebook & Twitter 3. Someone needs to own Social Media Measurement 4. It s all about you 5. Eyeballs = Awareness 6. Followers = Influence 7. Likes = Engagement 8. Engagement = ROI 9. Sentiment is what s really important 3

4 Reality #1: It s only new if: You ve never had a conversation with stakeholders You ve never cared about relationships You ve never thought that reputations are related to behavior 4

5 Reality # 2: Facebook & Twitter may not Matter 5

6 Reality #5: Eyeballs are not awareness MSM Eyeball counting Online HITS Social Media Engagement 6

7 Reality #6: Followers do not = influence Measure what matters There is no bible Influence Reach, GRP, or any other magic bullet All influence is relative A computer cannot tell you who matters most 7

8 8

9 Reality # 7: Likes are not engagement Impressions Likes Followers Trial/Consideration Purchase Advocacy 9

10 Reality #6: Engagement is a continuum I m p r e s s i o n s Click thrus, Unique visitors, Likes Repeat Visitors, Twitter followers, Comments Retweets, Repeat Comments. Reposts, Shares, Use of Registration, Positive sentiment, Goal

11 Reality #8: ROI may be Efficiency not Sales More effective marketing 44 % of junk mail goes to landfills unopened. Response rates <0.25% now acceptable 94% better SEO results * Build long term relationships and networks Loss prevention; risk mitigation Need some help with that lawn? 11 *Comscore GroupM study

12 Reality #9: Sentiment may not matter There s a reason they call it earned You are what you do, not what you say, and if enough people get angry at you, you will be replaced. Assumes sentiment exists 80% of conversation is neutral, just making an observation Majority of business doesn t evoke sentiment Real time sentiment is not measurement 12

13 Old School Metrics -- Outputs Activity AVE Eyeballs HITS (How Idiots Track Success) Couch Potatoes (GRPs) # of Twitter Followers (unless you re a celebrity) Page 13

14 New School Metrics - Outcomes SEO & Page Rank = Likelihood of being found Influence = The power or ability to affect someone s actions. Engagement= Some action beyond zero Relationships = Long term engagement leading to trust Advocacy = engagement driven by an agenda Sentiment = contextual expression of opinion regardless of tone ROI: Return on Investment no more no less. End of discussion 14

15 Some things don t change What matters has been measured before In a crisis, success is still how fast it goes away Your influencers haven t changed, they just have different job titles 15

16 What are you measuring? Paid Google Adwords, Facebook Ads, popups, banners etc. Owned Facebook, Google + Pages, Websites, Earned -- Everything else 16

17 You have to connect the dots Priority audiences Definitions of success Measurement in place Needed Tools Media Improved positioning Media Tracking Qualitative Analysis Web traffic or clicks Customers Increased Engagement Measuring web traffic Social Media Content Analysis Message Analysis Multi-variate testing Employees More qualified leads CRM Data Relationship Survey 17 Key Influencers

18 The 7 steps to Social Media Measurement 1. Define the R Define the expected results? 2. Understand your audiences and what motivates them 3. Define the I -- What s the investment? 4. Determine what you are benchmarking against 5. Define the metrics (what you want to become) 6. Pick a tool and undertake research 7. Analyze results and glean insight, take action, measure again

19 Step 1: Define the R Why Social Media? What return is expected? Define in terms of the business or mission. What problems is Social Media supposed to solve? What were you hired to do? What difference are you expected to make? If you are celebrating complete 100% success a year from now, what is different about the organization? If your Social Media is eliminated, what would be different? 19

20 Goals drive metrics, metrics drive results Goal Reputation/ Relationships Get the word out Sales Relationship scores % hearing Engagement Index Cost per customer acquisition Recommendations % believing Web analytics Metrics Positioning % acting Sales leads Engagement 20 Marketing Mix Modeling

21 Compared to what? A peer group Control groups vs. other departments Over time Whatever keeps your C-Suite up at night 21

22 Top Line Metrics All Media Client SU MIT CM UCB Share of Voice (SOV) Share of High Visibility Items 11.40% 35.35% 17.44% 13.38% 22.43% 12.46% 33.95% 17.44% 15.30% 20.85% Share of Quotes 10.15% 41.95% 16.49% 5.17% 26.24% % Positive 14% 30% 23% 12% 21% % Negative 15% 29% 8% 6% 42% Key Issues 16% 28% 24% 18% 14% Definitions SOV: Displays each institution by their overall share of total coverage High Visibility Items: Displays each institutions share of coverage in the headline or top 20% of an item thereby increasing the likelihood of visibility and that the reader 22/34 will remember the mention more so than if it occurred in the bottom 80% of an item. Share of Quotes: Displays each institutions share of coverage that contained and affiliated spokesperson quoted in an item. % of Positive: Displays each institutions share of positive coverage. % of Negative: Displays each institutions share of Negative coverage. Key Issues: Displays each institutions share of coverage that included an issue.

23 Why you need a Kick-Butt Index? You become what you measure, so pick your KPI carefully The Perfect KPI Gets you where you want to go (achieves corporate goals) Is actionable Continuously improves your processes Is there when you need it 23

24 Why you need a Kick Butt Index You decide what s important: Benchmark against peers and/or competitors Everyone speaks the same language 24

25 How to calculate Kick Butt Index for Earned Media Desirable Criteria Score Undesirable Criteria Score Contains a Message +5 Doesn t contain a -1 message Positions organization as a leader in safety +5 Positions organization as -5 a laggard, a follower, or not an expert Recommends +2 Recommends a -4 Membership competitor Positive Headline +1 Negative headline -3 Spokesperson Quoted +2 Competitor Quote 25-2 Total 15-15

26 Step 6: Selecting a measurement tool Objective KPI Tool Increase inquiries, web traffic, recruitment % increase in traffic #s of clickthrus or downloads Web Analytics Engage marketplace % increase in desirable engagement Web analytics +content analysis Message penetration % of articles containing key messages Total opportunities to see key messages % aware of or believing in key message Media content analysis Survey 26

27 Step 5: Pick the right measurement tools If you want to measure messaging, positioning, themes, sentiment: Content analysis If you want to measure awareness, perception, relationships, preference: Survey research If you want to measure engagement, action, purchase: Web analytics If you want predictions and correlations you need two out of three 27

28 Content Analysis requires Content You get what you pay for You won t get everything Don t ask me, ask your customers The better we get at managing the flow, the better the spammers get at pushing stuff at us 28

29 Measure awareness or relationships Awareness In thinking about this marketplace what vendors come to mind? Trust This organization can be relied on to keep its promises. This organization has the ability to accomplish what it says it will do. Satisfaction Generally speaking, I am pleased with the relationship this organization has established with people like me. Most people enjoy dealing with this organization. Commitment There is a long-lasting bond between this organization and people like me. Compared to other organizations, I value my relationship with this organization more 29

30 Tools to measure engagement Web analytics Facebook Insights SEO CRM 30

31 Step 6: Tying it all together: Research without insight is just trivia Find your Abby Ask So What three times Look for failures first Check on what your peers are doing Then look for exceptional success Compare to last month, last quarter, 13-month average Move resources from what isn t working to what is 31 Page 31

32 6 Steps to Success = Think Different 1. Break down the silos 2. Use crowdsourcing to find solutions 3. Seek relationships, not likes 4. Remember what matters 5. Use metrics to inspire not to justify 32

33 The Conclave WOMMA AMEC IPR WAA PRSA CPRF CIPR IABC SNCR P&G DELL Thomson Reuters South west 1. Content 2. Reach/Engagement 3. Influence 4. Sentiment/Advocacy 5. Value/Impact 33 SAS

34 Social Media Measurement in A Nutshell Integrated with other data, , web analytics, marketing metrics & traditional media metrics Comparative: Social vs Mobile vs. Traditional vs. everything else Competitive 34 More standards than you think

35 The Measurement Process Crawl Walk Run Fly Monitoring/ Listening Establish Rules Agreed upon metrics Content Analysis Sentiment Analysis Dashboard Attitude/ Awareness Survey Use Data to Continuously improve Tie efforts to outcomes Integrate all Comms 35

36 Thank You! For more information on measurement, read my blog: or subscribe to The Measurement Standard: For a copy of this presentation go to: Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at