The UnStandard for Measurement: Best Practices in Social Media Measurement A presentation for AMEC K

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The Un-Standard for Measurement Best Practices
in Social Media Measurement A presentation for
AMEC Katie Delahaye PaineCEOkdpaine_at_kdpaine.com
www.measuresofsuccess.comkdpaine.blogs.comMembe
r, IPR Measurement Commissionwww.instituteforpr.o
rg
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A measurement timeline
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The changing Holy Grail of measurement
ROI AVE does not equal ROI ROI Desired Return
minus Investment
Relationships With what audience? Must be
competitive?
Engagement On your property? With your brand?
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The immutable laws of 21st Century PR Measurement

• There is no market for your message
• All the benchmarks have changed
• Size doesnt matter so stop screaming, start
  listening
• Its not how many eyeballs, its the right
  eyeballs
• HITS How Idiots Track Success
• ROI doesnt mean what you think it does because
  you cant divide by zero
• You become what you measure, so match the
  measurement tool to your objective

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Signs that its the end of the world as we know
it

• 8. BestBuy measures 85 lower turnover as a
  result of its Blue Shirt community
• 7. State Farm measures its internal blog by the
  improvement in morale
• 6. ASPCA can track on-line donations and
  increased membership back to its social media
  efforts.
• 5. On Twitter, a start up company got 100 great
  marketing ideas for free, women raised over 6000
  in a day and a wooden toy maker in NH got a
  nationwide contract
• 4. 0-budget YouTube videos about Barack Obama
  were seen by 120 times the audience of Hilary
  Clintons largest town hall meeting in US
  history that cost millions
• 3. IBM receives more leads, sales and exposure
  from a 500 podcast than it does from an ad
• 2. Advertisers are starting to admit that all
  their measures are flawed
• 1. Measurement is easy

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What do you need to measure?

• Outputs?
• Did you get the coverage you wanted?
• Did you produce the promised materials on time
  and on budget?
• Outtakes?
• Did your target audience see the messages?
• Did they believe the messages?
• Outcomes?
• Did audience behavior change?
• Did the right people show up?
• Did your relationship change?
• Did sales increase?

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Goals, Actions and Metrics
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The 7 steps to Social Media ROI

• Define the R Define the expected results?
• Define the I -- Whats the investment?
• 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

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Define your KPIs

• Share of thought leadership over time
• Cost per message communicated efficiency/efficienc
  y of different channels
• Increase in employee engagement in/credibility of
  communications
• Improvement in relationship /reputation scores
  with customers and communities
• Improvement in Optimal Content Score (OCS) over
  time

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Why an Optimal Content Score?

• You decide whats important
• Benchmark against peers and/or competitors
• Track activities against OCS over time

• Positive
• Mentions of the brand
• Key messages
• Positioning
• Visibility

• Negative
• Omitted
• Negative tone
• No key message

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Standard classifications of discussion

• Acknowledging receipt of information
• Advertising something
• Answering a question
• Asking a question
• Augmenting a previous post
• Calling for action
• Disclosing personal information
• Distributing media
• Expressing agreement
• Expressing criticism
• Expressing support
• Expressing surprise

• Giving a heads-up
• Responding to criticism
• Giving a shout-out
• Making a joke
• Making a suggestion
• Making an observation
• Offering a greeting
• Offering an opinion
• Putting out a wanted ad
• Rallying support
• Recruiting people
• Showing dismay
• Soliciting comments
• Soliciting help
• Starting a poll

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Standard classifications of videos

• Advertisement
• Animation
• Demonstration
• Event/Performance
• Fiction
• Film
• Home Video
• Instructional Video
• Interview
• Lecture

• Montage
• Music Video
• News Broadcast
• Promotional Video
• Sightseeing/Tour
• Slideshow
• Speech
• Television Show
• Video Log

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Most frequently used metrics

• For External blogs and other Consumer Generated
  Media (CGM)
• Share of positioning
• Share of preferred types of conversations
• Share of desirable vs. undesirable
• Share of visibility
• Share of quotes
• Optimal content score
• For your controlled social media program
• Traffic
• Repeat visits
• Engagement

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Possible your benchmarks

• Emerging benchmarks
• Engaged 13 comments per post
• Hyper-engaged 35 comments per post
• After 3 days most comments are done, 14 days max
• Social Bookmarking momentum 1 submitted item
  every other day
• Message should be communicated in 2 out of 5
  blogs
• Past Performance
• Think 3
• Peer
• Underdog nipping at your heels
• Stretch goal
• Whatever keeps the C-suite up at night

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Selecting a measurement tool
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11 numbers your web analytics guru should give
you every month

• 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

Courtesy of Eric Peterson
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Components of a Relationship Index

• Control mutuality
• In dealing with people like me, this organization
  has a tendency to throw its weight around.
  (Reversed)
• This organization really listens to what people
  like me have to say.
• 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
• Exchange relationship
• Even though people like me have had a
  relationship with this organization for a long
  time it still expects something in return
  whenever it offers us a favor.
• This organization will compromise with people
  like me when it knows that it will gain
  something.
• This organization takes care of people who are
  likely to reward the organization.
• Communal relationship
• This organization is very concerned about the
  welfare of people like me.
• I think that this organization succeeds by
  stepping on other people. (Reversed)

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Case Study ASPCA
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The 2007 Pet Food Recall

• ASPCA Toolbar
• ASPCA Community (blog, MySpace)
• Pet Food Recall Resource Center
• Updates on home page
• To members/ constituents via weekly News Alert

Courtesy ASPCA
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Used Both old and new Media

• Micro-site featuring a pledge to fight animal
  cruelty
• Dedicated URL www.fightcruelty.org
• Postings on ASPCAs online community, MySpace
  and Facebook pages
• A radio media tour featuring Ed Sayres on
  December 12
• Pre- and post-surveys to gauge post-launch and
  campaign awareness

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Crunching the Numbers

• Expense budget 0
• CPI (cost per impression) 0.01
• Every new user is worth 3.50 each to the
  organization after 12 months 6 each after 24
  months
• Overall Web traffic jumped, on an annual average
  increase, from 25 percent to 52 percent
• For every of 100,000 visitors in Web traffic
• Secure 7,000 new registered users
• Ultimately worth about 175,000 total net to the
  organization over their lifetime

Courtesy ASPCA
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Results?

• Secured earned media coverage in all top 50 DMAs
  (goal)
• Print 2.3 million impressions
• Radio 7.5 million listeners
• TV 16,000,000 viewers
• Raised Web traffic by 22 over November (more
  than double goal of 10)
• Secured 4,700 new registered users via signing of
  Anti-Cruelty pledge 56 goal (3,000)
• Pre- to post-survey awareness 28
• Expense budget 130,000
• CPI .10

Courtesy ASPCA
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KPIs Business Objectives
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Georgia Tech Engagement Study

• Content from Sep. 1 Nov. 30, 2007
• Metrics recorded after 730 days, depending on
  channel
• Athletic content only included on Facebook
• Course blogs not included
• Publicly available content only
• On Facebook, no profiles or names were recorded

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Types and Quantity of Media

• Bookmarking Sites (341 items)
• del.icio.us, Digg, Fark, Newsvine, Reddit,
  Slashdot
• External Blogs (332 posts)
• 50 blogs in 7 categories
• Facebook (811 discussion items)
• Networks and Freshman Groups
• Institution Blogs (1,901 posts, 3,911 comments)
• 114 blogs
• YouTube (1,668 videos)

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Leadership in UGM channels not predicted by
traditional media

• Georgia Tech was consistently ranked fifth.
• Dynamic, channel-specific environment. Most
  channels varied significantly.
• External blogs were the only outlets to mirror
  traditional media in discussion of orgs.
• Social bookmarking favored tech institutes
  significantly more likely to mention MIT than any
  other channel.

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During a crisis, UGM channels more likely to be
negative

• UGM amplified negative traditional media
  coverage.
• Unusual negative stories, like MITs fake bomb
  scare, became popular on social bookmarking
  sites.
• Negative news linked to politics was a mainstay
  on external blogs.
• Facebook profiles amplified each of these
  effects, and also included critical pieces from
  campus newspapers.

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UGM channels offered equal opportunity for
message communication

• No UGM channel differed significantly from
  traditional media in message communication rates.
• Among UGM channels, only the difference between
  external blogs and YouTube can be considered
  significantly different.
• Due to small base sizes, these findings should be
  considered directional only.

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Users were engaged with Georgia Tech content when
they found it

• Georgia Techs most engaging items included a
  blog post about its blowable user interface, its
  Grand Text Auto blog, and a video of a band
  member crunking.

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Thank You!

• For more information on measurement, read my
  blog http//kdpaine.blogs.com or subscribe to
  The Measurement Standard
• www.themeasurementstandard.com
• For a copy of this presentation go to
  http//www.kdpaine.com
• Or call me at 1-603-868-1550