Getting Buyin: How to talk Naked Conversations to your boss Executing Social Media Atlanta November

1
Getting Buy-in How to talk Naked Conversations
to your bossExecuting Social MediaAtlantaNovemb
er 2007Katie Delahaye PaineCEOkdpaine_at_kdpaine.
comwww.measuresofsuccess.comhttp/kdpaine.blogs.
comMember, IPR Measurement Commissionwww.institu
teforpr.org
2
Conversations, by Agnes Nyanhongo
3
10 signs that this is the end of the world as we
know it

• 10. I spent more time on Twitter/Flickr/Facebook
  yesterday than I did on email
• 9. Gatekeepers? Whats a gate keeper? 52 of
  journalists use blogs to research facts and find
  stories.
• 8. Deadline? Whats a deadline? 92 of
  journalists say their on-line editions are
  allowed to scoop the print version.
• 7. Its easier to put my message on MMs than it
  is to get it in to A-list blog
• 6. 1 0-budget YouTube video about Brittany
  Spears will be seen by more people than watched
  the World Series
• 5. IBM receives more leads, sales and exposure
  from a 500 podcast than it does from an entire
  advertising campaign
• 4. Employers no longer check references, they
  check Facebook and MySpace and Shel Israel calls
  Facebook the most effective business tool hes
  ever had
• 3. Procter Gamble is preaching letting go and
  co-creating all its marketing with its
  customers
• 2. Wikipedia is nearly as accurate and just as
  credible as the Encyclopedia Brittannica and a
  lot more people use it.
• 1.Google has replaced the thesaurus, the
  encyclopedia, the dictionary and my short term
  memory
• And measurement is easy

4
9 immutable laws of 21st Century Communications

• There is no market for your message
• Size doesnt matter so stop screaming, start
  listening
• Its not how many eyeballs, its the right
  eyeballs
• Spin is dead, long live transparency
• Be who you are and see who is pleased and be
  there when they need you
• ROI doesnt mean what you think it does, HITS
  How Idiots Track Success
• You must match the measurement tool to your
  objective
• You become what you measure
• The media will all change tomorrow -- measure
  the customer not the media

5
8 arguments in favor of measuring naked
conversations

• How can you be expected to do your job without
  data?
• Would the CFO have to justify an accounting firm
  or an audit?
• What you dont know WILL hurt you, just ask Dell
• Listening learning and improving
• Its one big focus group and will help you
  understand your marketplace
• You become what you measure
• Chances are the competition is already doing it
• The opportunities for communications are growing
  exponentially, without data, how will you know
  what to do?

6
7 Steps to selling the value of conversations

• Define your mission and goals
• Understand your audiences and what motivates them
  
• Define the metrics (what you want to become)
• Determine what you are benchmarking against
• Pick a tool and undertake research
• Analyze results and glean insight
• Take action, measure again

7
Listening to consumer opinions
Share of positive reviews by company

• Product reviews portrayed the client positively
  more often than its competitors
• HP typically dominates positive coverage in the
  blogosphere, but reviews of HP products were
  least likely to be positive

8
Facebook Correlating MSM, CGM and signups

• Slightly strong correlation
• Non-negative discussion only

9
Correlation exists between traffic to the ASPCA
web site and the organizations overall media
exposure
10
Correlations also exist between online donations
to the ASPCA and the organizations overall media
exposure
11
6 most frequently used criteria for social media
outreach

• Share of positioning
• Share of rants vs. raves/positives/negatives
• Share of visibility
• Share of quotes
• Impact on web traffic
• Impact on reputation

12
5 thing tools you need to measure your results

• A way to gather content
• A way to analyze content
• A way to quantify results
• Good web analytics
• A way to figure out what to do with the data once
  you have it

13
4 possible benchmarks

• Past Performance
• Peer organizations
• Other divisions or regions
• The Competition
• A peer
• A stretch goal
• An underdog nipping at your heels

14
Past performance tonality of blog content
15
The competitive landscape
16
3 must-have social media measurement tools

• An engagement index InvolvementInteractionInti
  macyInfluence
• A transparency index
• What you want to reveal what you have to reveal
  plus what you dont have to reveal but its the
  right thing to do.
• A relationship index

17
2 great sources of data that you already have

• Your web metrics guy Ask him for
• increase or decrease in unique visits
• Change in page rank - i.e a list of the top ten
  most popular areas and how it has changed in the
  last week
• How many sessions on our blog or web site 
  represent more than 5 page views
• In the past  month,  what of all sessions
  represent more than 5 page views
• of sessions that are greater than 5 minutes in
  duration
• of visitors that come back for more than 5
  sessions
• of sessions that arrive at your site from a
  Google search, or a direct link from your web
  site or other site that is related to your brand
• of visitors that become a subscriber
• of visitors that download something from the
  site
• of visitors that provide an email address
• Your market research department
• Customer sat data
• Customer loyalty data
• Sales/marketing data

Courtesy of Eric Peterson
18
1 thing to remember

• The main reason to measure objectives is not so
  much to reward or punish individual
  communications manager for success or failure as
  it is to learn from the research whether a
  program should be continued as is, revised, or
  dropped in favor of another approach
• James E. Grunig, Professor Emeritus, University
  of Maryland

19
Thank You!
If we can put a man in orbit, why cant we
determine the effectiveness of our
communications? The reason is simple and perhaps,
therefore, a little old-fashioned people, human
beings with a wide range of choice.
Unpredictable, cantankerous, capricious,
motivated by innumerable conflicting interests,
and conflicting desires. Ralph Delahaye Paine,
Publisher, Fortune Magazine , 1960 speech to the
Ad Club of St. Louis

• For more information on measurement, read my
  blog http//kdpaine.blogs.com or give me your
  card and well send you The Measurement Standard,
  www.themeasurementstandard.com
• To start developing your own dashboard or for a
  copy of this presentation go to
  http//www.measuresofsuccess.com
• Or call me at 1-603-868-1550