Reputation and Relationship Management in a Social Media World Marketing Optimization Summit Washing

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Reputation and Relationship Management in a
Social Media WorldMarketing Optimization
SummitWashington, DC October 2008Katie
Delahaye PaineCEOkdpaine_at_kdpaine.comwww.measure
sofsuccess.comhttp/kdpaine.blogs.comMember,
IPR Measurement Commissionwww.instituteforpr.org
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Why Measure?
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

• 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

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

• BestBuy measures 85 lower turnover as a result
  of its Blue Shirt community
• State Farm measures its internal blog by the
  improvement in morale
• ASPCA and MADD can track on-line donations and
  increased membership back to its public relations
  efforts.
• Dell measures ROI based on the number of useable
  ideas generated.
• 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
• 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
• IBM receives more leads, sales and exposure from
  a 500 podcast than it does from an ad
• Advertisers are starting to admit that all their
  measures are flawed

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In the average day, a person consumes the
following media

• Product Placement
• Traditional print editorial
• NPR
• Word Of Mouth
• E-commerce sites
• YouTube video
• Facebook
• Search engines

• My Space
• i-Tunes
• Podcasts
• E-mail
• Skype
• RSS feed
• Blogs
• Google ads

• Cinema advertising
• TV
• Radio
• Billboards
• Bus-sides
• Street signs
• Conversations with co-workers

So how do you know what caused the sale? And if
you dont know, how can you measure success?
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The immutable laws of 21st Century PR Measurement

• Banner ads Pop Ups are not the reason people
  buy stuff
• Its not how many eyeballs, its the right
  eyeballs
• Its not the media, its the conversation
• Size doesnt matter so stop screaming, start
  listening
• HITS How Idiots Track Success
• Be who you are and see who is pleased
• 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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The Myths of Measurement

• You can measure after the program is over
• Measuring reputation is expensive
• If you think measurement is expensive, whats the
  cost of ignorance?
• Measurement is complicated
• You cant measure relationships
• You can measure reputation

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Reputation vs Relationships

• Reputation
• Experience actions history people
• You can manage relationships, you cant manage
  reputation
• Relationships
• Trust
• Commitment
• Satisfaction
• Control mutuality
• Exchange/control

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Components of an Engagement Index

• Involvement
• Website visits
• Time spent
• Page views
• Interaction
• Comments
• ReviewsIntimacy
• Sentiment
• Positioning
• Influence
• Likelihood to recommend
• Brand affinity
• Forwards
• Links

• Relationships
• Control Mutuality
• Trust
• Satisfaction
• Commitment
• Exchange
• Communal

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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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The 7 steps to Reputational 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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Listening to consumer opinions
Share of positive reviews by company

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

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Past performance tonality of blog content
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The competitive landscape
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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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Positive issue discussion over time
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Measuring Exposure
Courtesy KD Paine Partners
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Measuring Exposure
Courtesy KD Paine Partners
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Social media growth
Courtesy ASPCA
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Are they engaged?
Courtesy ASPCA
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KPIs Business Objectives
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Measuring Facebook, other Social Media in Higher
Ed

• 4,550 items about 5 major research institutions
  over 3 months
• 27 discussion item types
• 29 different types of sources
• 11 types of content
• 15 departments
• 9 messages
• 7 Focus areas
• 122 subjects, 28 categories

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Emerging benchmarks for higher ed

• Engagement in external blogs 13 comments.
• Highly engaged admissions blog 35 comments per
  post
• Good momentum on social bookmarking sites 1
  submitted item every other day
• Avg positive blog discussion 50
• Message comm 2 in 5 should communicate at least
  one message.
• Spokesperson visibility should you expect to come
  from tenured faculty? upwards of 80.

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Classifying the use of SNS discussion features
Top uses of discussion features
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 Distributin
g media Expressing agreement Expressing
criticism Expressing support Expressing
surprise Giving a heads-up 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 Responding
to criticism Showing dismay Soliciting
comments Soliciting help Starting a poll
N405
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Where people get the content they share on
Facebook

• Sources of content

• Genre of content

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Measuring video sharing sites

• To record
• Alignment of video with brand (tone, messaging,
  benefits)
• Type of user posting video
• Views
• Ratings
• Number of times embedded
• Types of sites embedding
• Total comments
• Number of users commenting
• Use of comments
• Comments that become threaded
• Size of threaded comments

Key metrics Type, tone, messaging of
video Ownership of video, classified by
stakeholder group, organization Total views vs.
comments, ratings and links Median/ mean comments
per video Distance between post and first
comment Shows of support, feedback
received Classification of organizational
subjects by average comments, average tone and
average views Re-transmission of videos on other
channels
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Measuring social bookmarking sites

• To record
• Digg, StumbleUpon, Newsvine, Reddit, Fark,
  Slashdot, del.icio.us
• Total items seeded to each site
• Total users seeding
• Total bookmarks
• Total comments
• Content of user notes
• Type of content seeded
• Type of source seeded
• Content of seeded content (tone, brand benefits,
  key messages)

Key metrics Share of seeded items overall, per
site Percent change of seeds overall, per
site Average number of bookmarks per content
subject, organization Top sources and source
types of seeds Type, tone of content
seeded Content seeded from organizational
media Messages and key information communicated
by seeded items Classification of organizational
subjects by average comments, average tone and
average number of seeds
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Matching the tool to the objective
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Thank You!

• 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