1 / 40

Emerging Trends for Measuring Social & Traditional Media FPRA St. Petersburg August 5, 2013

Emerging Trends for Measuring Social & Traditional Media FPRA St. Petersburg August 5, 2013. Katie Delahaye Paine Senior Consultant Paine Publishing. What you’ll learn . The new landscape 6 Steps to a Perfect Measurement Program The new Standards for Social Media Measurement .

giza
Download Presentation

Emerging Trends for Measuring Social & Traditional Media FPRA St. Petersburg August 5, 2013

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Emerging Trends for Measuring Social & Traditional MediaFPRA St. PetersburgAugust 5, 2013 Katie Delahaye Paine Senior Consultant Paine Publishing

  2. What you’ll learn • The new landscape • 6 Steps to a Perfect Measurement Program • The new Standards for Social Media Measurement

  3. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships. • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind

  4. What’s Changed? • Collapse of mass media • Growth of media everywhere • Intolerance for messaging • It’s not about the media, it’s about your business and your customers “Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study

  5. Important Numbers to Remember 1,000,000 • The average audience for a MyDrunkKitchenvideo • (http://www.youtube.com/watch?v=uSXQNred3is) 179,000 • Anderson Cooper’s average nightly audience $300,000 • The amount that Sodexo saved in recruitment using Twitter $650,000 • The amount HSUS raised from its first Flickr photo contest 27 • The number of times per hour Digital Natives switch media—every 2.2 minutes.

  6. More Important Numbers to Remember 90 % • The percent of conversation that happens OFF LINE 35% - 40% The amount of conversations generated by bots, spammers and pay 10% • The percent of on-line conversations that are public < 5% • The percent of Facebook & Twitter posts that are actually seen 80% The Percent of Twitter users that have fewer than 10 followers 25% • The percent of emails send that never make it to an inbox

  7. Big Numbers Don’t Mean Influence • Influence ≠Reach, GRP, or any other magic bullet • There are influencers and everyone else • All influence is relative • Measure what matters & a computer cannot tell you who matters most • To be influential requires relevance, frequency & reach

  8. Like Are Not Engagement Trial/Consideration Impressions Commitment Advocacy Followers Likes

  9. Metrics New School Old School • AVEs • Eyeballs • HITS (How Idiots Track Success) • Couch Potatoes • # of Twitter Followers (unless you’re a celebrity) • Influence = The power or ability to affect someone’s actions • Engagement= Some action beyond zero • Advocacy = engagement driven by an agenda • Sentiment = contextual expression of opinion – regardless of tone • ROI: Return on Investment – no more no less. End of discussion

  10. Good Relationships Are More Cost Effective • Type I love Zappos into Google, and you find 1.19 million references • Type Citibank and you get 21,000 references. Citibank spends 100 times more a year on advertising than Zappos. • Cost per delegate acquired: • Obama: 6,024 • Clinton: $147,058 • Romney: $2,389,464 • The CEO of a hospital won a union battle via blogging

  11. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind

  12. Braided Metrics in Real Time

  13. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind

  14. All Silos Are Permeable • Traditional vs. Social • External vs Internal • Geographic • If you make people angry enough, you will be replaced • Most wounds are self inflicted

  15. Six Steps to Success The 6 steps of Measurement Insight and Action 6 Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. Who are you are trying to reach? How do your efforts connect with those audiences to achieve the goal. Step 3: Define your benchmarks. Who or what are you going to compare your results to? Step 4: Define your metrics. What are the indicators to judge your progress? Step 5: Select your data collection tool(s). Step 6: Analyze your data. Turn it into action, measure again Pick a Tool 5 Define the Metrics 4 Define Benchmark 3 Understand the Audience and Motivations 2 Define the goal 1

  16. Why Do We Communicate? Activities • Outtakes • (Intermediary Effects) • Awareness • Knowledge/Education • Understanding • Outcomes • (Target Audience Action) • Engagement • Advocacy • Revenue/Cost Savings

  17. Step 1: Define the goals: Why do Communications ? • What return is expected? – Define in terms of the mission. • What problems is Communications supposed to solve? • What were you hired to do? • What difference are you expected to make? • If you are celebrating complete 100% success a year from now, what is different about the organization? • If the Communications department was eliminated, what would be different?

  18. Goals, Actions and Metrics

  19. Step 2: Understand the culture and your stakeholders Questions you need to know the answer to: • What keeps them up at night? • What are they currently seeing? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act? • Canoers • People wanting to vacation in a safe, English speaking destination • Royalty Enthusiasts

  20. Step 2B: Get everyone on the same page • Be inclusive – include anyone who will see your reports • Be clear about definitions: • Engagement? • Success? • ROI? • Don’t reinvent the wheel. Understand what data already exists • Make it interactive • Follow up

  21. Step 3: Establish benchmarks • Past Performance • Think 3 • Peer • Underdog nipping at your heels • Stretch goal • Whatever keeps the C-suite up at night

  22. Step 4: Why you need a Kick-Butt Index The Perfect KPI • Is actionable • Is there when you need it • Specific to your priority • Continuously improves your processes • Gets you where you want to go • You become what you measure, so pick your KPI carefully

  23. Step 4: Matching Goals to Metrics

  24. How to calculate your Kick Butt Index

  25. Step 6: Pick the right measurement tools • If you want to measure messaging, positioning, themes, sentiment: Content analysis • If you want to measure awareness, perception, relationships, preference: Survey research • If you want to measure engagement, action, purchase: Web analytics • If you want predictions and correlations you need two out of three

  26. Step 6: Selecting a measurement tool

  27. Be Data Informed, Not Data Driven • Ask “So What” at least three times • Rank order results from worst to best • Then look for exceptional success • Make sure you know what the competition is doing • Find your “Huck” SCANDAL “I like my work.” - Huck Page 27

  28. Typical Dashboard Framework

  29. Every dashboard tells a story

  30. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind: www.smmstandards.org

  31. Cross-Industry Collaboration Dell General Motors McDonalds Ford Procter & Gamble SAS Southwest Airlines Thomson Reuters AMEC Council of PR Firms Institute for PR PRSA Global Alliance IABC SNCR DAA WOMMA ARF FIBEP CIPR PRCA • “The Coalition” • #SMMStandards • www.smmstandards.org • “The Conclave” • Clients

  32. Top Priorities 1 Content Sourcing & Methods 2 Reach and impressions 3 Engagement 4 Influence & relevance 5 Opinion & advocacy 6 Impact & value

  33. #2: Standards for Reach & Impressions • All impression numbers are flawed for a variety of reasons • Multipliers should never be used • A divider is more appropriate because it is less than 5% of what is posted is actually seen • OTS must be specific to a particular channel – i.e. For Twitter OTS is the number of first line followers For Facebook it is the number of fans to a page

  34. #3: Standards for Engagement • Engagement = some action beyond exposure…in response to content on an owned channel – i.e. when someone engages with you • Conversation = online or offline discussion by customers, citizens, stakeholders, influencers or other third parties about your organization • Any measure of Engagement and Conversation must be tied to the goals and objectives • Engagement and Conversation occurs offline and online --both must be considered • Engagement should be measured by the % of your audience that is engaged, and the % engagement for each item published

  35. #4: Influence & Relevance • Adhere to WOMMA Standards • “Influence” is the ability to cause or contribute to a change in opinion or behavior • Influence cannot be expressed in a single score or algorithm • Should include some combination of the following five elements: • Reach • Engagement around individual • Relevance to topic • Frequency of posts around the topic • Audience impact as measured by the ability to get the target audience to change behavior or opinion • If an individual scores a 0 on one element, they aren’t influential

  36. #5 Opinion & Advocacy • Sentiment is the feelings the author is trying to convey, often measured through context surrounding characterization of object • Opinion is a view or judgment formed about something, not necessarily based on fact or knowledge.. It is articulated and associated to the speaker • Advocacy (n) vs (v) is publicly stated support for or recommendation of a particular cause or policy Advocacy requires a level of expressed persuasion. • The key distinction between “advocacy” and “opinion,” is that advocacy must have a component of recommendation or a call to action embedded in it

  37. #6: Impact & Value • Impact: The effect of a social media campaign, program or effort on the target audience • Value: The impact expressed in either cost savings or revenue incurred. Value can be short term or long term & may be expressed in many ways including cost savings, shortened sales cycle, increased customer retention etc • ROI: Return on Investment. A financial performance measure. To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio • Any measure of Impact & Value must be tied to the goals and objectives for your organization, brand or program • Assessing the value and impact of a campaign is a complex process. Variables need to be weighted appropriately and should be based on customer research data. It cannot be reduced to a simple formula that applies equally to consumer, B toB, and/or non-profit organizations

  38. Remember These Points 1 It’s not about the media, it’s about the business and the customer 2 It’s not about Big Data, but about how you use it. 3 You need to be data informed, not data-driven  4 It’s not how loud you’re shouting it’s about relationships. 5 Standards are a reality not an excuse to hide behind

  39. Thank You! • For more information on measurement, read my blog: http://kdpaine.blogs.com • For a copy of this presentation give me your card or email me at measurementqueen@gmail.com • Follow me on Twitter: KDPaine • Friend me on Facebook: Katie Paine • Or call me at 1-603-682-0735

More Related