Social Media calculating the So What PRSA Orlando Professional Development Workshop Katie Delahaye P

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Social Media calculating the So What? PRSA
Orlando Professional Development WorkshopKatie
Delahaye PaineCEOkdpaine_at_kdpaine.comwww.measure
sofsuccess.comhttp/kdpaine.blogs.comMember,
IPR Measurement Commissionwww.instituteforpr.org
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Why Measure?

• 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

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
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A measurement timeline
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The 12 immutable laws of 21st Century PR
Measurement

• All media is social
• Deadline? Whats a deadline?
• There is no market for your message
• Be there when they need you
• Size doesnt matter so stop screaming, start
  listening
• Its not how many eyeballs, its the right
  eyeballs
• HITS How Idiots Track Success
• Spin is dead, long live transparency
• Be who you are and see who is pleased
• ROI doesnt mean what you think it does
• You become what you measure, so match the
  measurement tool to your objective
• She/he who has the most data wins

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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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Step 1 Define your measures of success

• If you are celebrating 100 success a year from
  now, what is different about the organization?
• If you do nothing and ignore social media what
  would be different?

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Step 2 Define your investment

• You cant divide by 0
• People time
• Opportunity Cost
• Executive time/goodwill

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Step 3 Define your audiences

• Define who youre trying to reach
• Define who influences them
• Dont ask me, ask your audience

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Step 4 What do you need to quantify? The
bottom-line benefits to the organization

• Increase market share
• Increase leads, sales
• Increase share of discussion
• Increase awareness, perception, intent
• Decrease turnover
• Lower recruitment costs
• Increased loyalty

• Change the conversation
• Improve relationships
• Increase engagement
• Diffuse animosity
• Improve relationships
• Improve trust
• Improve/change positioning

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Most frequently used criteria

• For your own social media program
• Engagement
• Number of unique users
• Returning versus new readers
• Referring source statistics
• Links from other sites
• Google PageRank
• Conversation Index The ratio of blog comments to
  blog posts (where applicable)
• Total time spent on the site
• The popularity of the content itself, which gets
  the most views
• Traffic to web site
• Sales

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Most frequently used criteria

• For External blogs and other Consumer Generated
  Media (CGM)
• Share of positioning
• Share of rants vs. raves
• Share of positives/negatives
• Share of visibility
• Share of quotes
• Share of brand benefits mentioned
• Types of conversations
• Optimal content score

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Optimal Content Score

• You decide whats important
• Visibility?
• Messaging?
• Tone?
• Quotes?
• Positioning?
• Benchmark against peers and/or competitors
• Track activities against OCS over time

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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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Where people get the content they share on
Facebook

• Sources of content

• Genre of content

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Step 4Define your benchmarks

• Past Performance
• Peer companies
• Think 3
• Peer
• Underdog nipping at your heels
• Stretch goal
• Whatever keeps the C-suite up at night

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Past performance tonality of blog content
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The competitive landscape
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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

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Step 5 Conduct research (if necessary)

• First find out what already exists
• Web analytics
• Customer Satisfaction data
• Customer loyalty data
• Second Decide what research is needed to give
  you the information you need
• Message content analysis
• Employee surveys

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Step 5 Select a measurement tool

• A content source
• Google News/Google blogs
• Technorati, Ice Rocket
• Cyberalert, CustomScoop, e-Watch
• BuzzLogic , Radian 6
• RSS feeds
• Tweetscan, Twemes
• SiteVolume

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Your tool box needs to include

• 2. A way to analyze that content
• Automated vs. Manual
• The 80/20 rule Measure what matters because 20
  of the content influences 80 of the decisions
• Use Dashboards to aggregate and integrate data

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Your tool box also needs to include

• 3. A way to measure engagement
• The conversation index
• Relationship studies
• The engagement index

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A Proposed Engagement Index
Output
Outtake
Outcome
Clickthru Donations/orders Signups
Time on site Repeat visits Forwards/links
/comments
Relationships Tone/content of conversation Members
hip


An engagement index?
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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 I think that this organization succeeds by
  stepping on other people. (Reversed)

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Your tool box needs to include

• 4. A way to quantify it all
• HITS How Idiots Track Success
• Page views,
• Eyeballs -- Compete
• Web analytics WebTrends,Clicktracks
• Panels
• Surveys

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Matching the tool to the objective
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Step 6 Analysis

• Research without insight is just trivia
• What works, what doesnt
• What needs to be done?
• What are you communicating?
• What tools work best?

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Data mining the numbers you have

• Look for failures first
• Check to see what the competition is doing
• Then look for exceptional success
• Compare to last month, last quarter, last year
• Figure out what worked and what didnt work

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Best Practices

• Correlations to bottom-line impact
• Donations
• Memberships
• Sign-ups
• Leads
• Using SMM for planning
• Define the time frame, market/topic you want to
  study
• Use Google News, Technorati or Radian6 to
  identify the conversations around the topic
• Analyze the conversations for type, tone and
  positioning
• Look at share of positioning, tone or
  conversation

• Benchmarking against your peers
• Looking at what the best do
• Setting goals accordingly
• Use data to persuade recalcitrant spokespeople
• Social Media in Crisis
• Listen instantly to a wide range of influencers
• Identify weaknesses in communications, customer
  service, or in the product
• Improve your reputation
• Listen first, then respond
• Stop doing stupid things

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Correlation exists between traffic to the ASPCA
web site and the organizations overall media
exposure

• Correlations to bottom-line impact
• Memberships
• Donations
• Sign-ups
• Leads

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Correlations also exist between online donations
to the ASPCA and the organizations overall media
exposure
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Change the conversation, improve your reputation

• Improve your reputation
• Listen first, then respond
• Stop doing stupid things

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Negative coverage over time
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Using SMM for planning

• The environmental scan
• Defining issues in a market
• Selecting a positioning that works

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Using SMM in a Crisis

• Social Media in Crisis
• Listen instantly to a wide range of influencers
• Identify weaknesses in communications, customer
  service, or in the product

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Coos County Case study

• Research revealed a highly engaged audience
• Coos Conversations was born
• The Media buzz began
• Results Regime change

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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