True Tales from the Social media Measurement Trenches Using Research to Learn and Improve our progra

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True Tales from the Social media Measurement
Trenches Using Research to Learn and Improve our
programsShonali Burkeformer VP of Media and
Communicatiosns ASPCAKatie Delahaye
PaineCEOkdpaine_at_kdpaine.comwww.measuresofsucces
s.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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Basic Definitions

• Blogs
• Journalistic
• Personal
• Corporate
• Internal
• Marketing
• Tracking sites
• www.sitevolume.com
• www.xenureturns.com
• www.summize.com
• www.twemes.com
• Google Analytics

• Social Media
• Facebook MySpace Bebo Ning
• Media Sharing sites
• YouTube Flickr Seesmic Oovoo
• Microblogging
• Twitter Utterz Plurk Pownce
• Bookmarking/Aggregators
• Digg Stumbleupon Reddit Fark Del.ici.ous

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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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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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Past performance tonality of blog content
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The competitive landscape
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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
• Dashboards aggregate data
• Dont forget to measure comments as well as
  YouTube Facebook MySpace content

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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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10 numbers you need from your web guy

• 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 I think that this organization succeeds by
  stepping on other people. (Reversed)

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How to implement relationship metrics

• Step 1 Conduct a benchmark relationship study
• Step 2 Implement PR program
• Step 3 Conduct a follow up relationship study
• Step 4 Look at whats changed

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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 WebTrendsClicktracks
• Panels
• Surveys

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Matching the tool to the objective
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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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Case Study Georgia Tech
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Types Quantity of media investigated

• Bookmarking Sites (341)
• del.icio.us Digg Fark Newsvine Reddit
  Slashdot
• Facebook (811)
• Network level behavior
• Group level behavior

• External Blogs (332)
• 50 blogs in 7 categories
• Institution Blogs (1901)
• 114 blogs
• YouTube (1668)

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Top Line Findings

• Social media programs carry little risk of
  generating negative discussion
• Actions attributed to individuals were
  responsible for most content except on YouTube.
• Georgia Techs status as an institute of
  technology is its core strength

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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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External blogs were most positive about GIT
Institutional blogs communicate the most messages
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Where did messages appear
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Few subjects appear across all forms of social
media tailor outreach accordingly
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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
• show
• 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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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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Classifying the use of SNS discussion features
Top uses of discussion features
N405
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Influence of Traditional Media

• On average bloggers included as many as six
  links to external content in a post the number
  three source being traditional news media sites.
• Links to its newsroom accounted for 26 of links
  to mit.edu on blogs.
• On Facebook traditional news media sites were
  the source of 25 of popular items posted to
  profiles
• One third of content on social news sites was
  from traditional media sources.
• Twice as many hard news stories were posted to
  social news sites as features.

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Case Study ASPCA
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The 2007 Pet Food Recall
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The 2007 Pet Food Recall

• Regular interaction/discussion of core crisis
  team
• Tightly integrated controlled proactive
  communications for members mass media
• To employees via general e-mails/letter from the
  President/supervisors/Intranet
• To media via Vocus ASPCA press room personal
  contact

Courtesy ASPCA
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The 2007 Pet Food Recall

• Updates on home page
• To members/ constituents via weekly News Alert

Courtesy ASPCA
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The 2007 Pet Food Recall

• ASPCA Toolbar
• ASPCA Community (blog MySpace)
• Pet Food Recall Resource Center

Courtesy ASPCA
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Results
Courtesy ASPCA
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Results

• ASPCAs average monthly presence in media (at the
  time)
• 270-300 stories on wide range of topics
• 25-30 million impressions per month (average)
• Between March 18 July 1 ASPCAs presence in
  the media on the pet food recall issue alone
• 578 stories nationwide print broadcast and
  online
• Cumulative circulation/reach 376519177
  impressions
• Web site statistics
• APCC page moved up to 4 in March from 6 in Feb
  in April Pet Food Recall Resource Center was 2
• In March April the Pet Food Recall Resource
  Center was the 1 clicked-on link on our home
  page
• In April 109310 unique visitors to Pet Food
  Recall Resource Center (182479 total visits)

Courtesy ASPCA
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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 100000 visitors in Web traffic
• Secure 7000 new registered users
• Ultimately worth about 175000 total net to the
  organization over their lifetime

Courtesy ASPCA
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Launch of Mobile Animal CSI Unit
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Wide Range of Tactics

• Exclusive live reveal on Today on Dec. 11
• Aggressive pre-pitching to secure pre-scheduled
  interviews in target local media
• B-roll feed to television stations around the
  country

Courtesy ASPCA
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Integration of Internal External
Communications

• Breaking News e-mail from ASPCA President via
  e-zine
• Simultaneous announcement to employees via Eds
  Corner
• Brand new anti-cruelty/mobile unit content on Web
  site
• Video of mobile unit on YouTube

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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

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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Results

• Secured earned media coverage in all top 50 DMAs
  (goal)
• Print 2.3 million impressions
• Radio 7.5 million listeners
• TV 16000000 viewers
• Raised Web traffic by 22 over November (more
  than double goal of 10)
• Secured 4700 new registered users via signing of
  Anti-Cruelty pledge 56 goal (3000)
• Pre- to post-survey awareness 28
• Expense budget 130000
• CPI .10

Courtesy ASPCA
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Integrating old and new media

• Keep your media department the central messaging
  point for all organizational communications
• Extreme integration between media editorial and
  social media communications
• Aggressive use of proactive media communications
  and technologies Subscribe to media leads
• Build maintain relationships with media
• 24/7 news bureau for media
• Robust measurement program
• Always correlate media outcomes with KPIs

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Measuring Exposure
Courtesy KD Paine Partners
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Measuring Exposure
Courtesy KD Paine Partners
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KPIs Business Objectives
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Social media growth
Courtesy ASPCA
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Are they engaged
Courtesy ASPCA
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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