emerging trends for measuring social traditional media fpra st petersburg august 5 2013 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Emerging Trends for Measuring Social & Traditional Media FPRA St. Petersburg August 5, 2013 PowerPoint Presentation
Download Presentation
Emerging Trends for Measuring Social & Traditional Media FPRA St. Petersburg August 5, 2013

Loading in 2 Seconds...

play fullscreen
1 / 40

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


  • 113 Views
  • Uploaded on

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 .

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Emerging Trends for Measuring Social & Traditional Media FPRA St. Petersburg August 5, 2013' - giza


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
emerging trends for measuring social traditional media fpra st petersburg august 5 2013

Emerging Trends for Measuring Social & Traditional MediaFPRA St. PetersburgAugust 5, 2013

Katie Delahaye Paine

Senior Consultant

Paine Publishing

what you ll learn
What you’ll learn
  • The new landscape
  • 6 Steps to a Perfect Measurement Program
  • The new Standards for Social Media Measurement
what s different a bout the social era
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
what s changed
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

important numbers to remember
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.
more important numbers to remember
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
b ig numbers d on t m ean i nfluence
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
like are not engagement
Like Are Not Engagement

Trial/Consideration

Impressions

Commitment

Advocacy

Followers

Likes

metrics
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
good relationships a re m ore c ost e ffective
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
what s d ifferent a bout the social era
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
what s different a bout the social era1
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
all silos a re p ermeable
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
the 6 steps of measurement

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

why do w e c ommunicate
Why Do We Communicate?

Activities

  • Outtakes
  • (Intermediary Effects)
    • Awareness
    • Knowledge/Education
    • Understanding
  • Outcomes
  • (Target Audience Action)
    • Engagement
    • Advocacy
    • Revenue/Cost Savings
step 1 define the goals why do communications
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?
step 2 understand the culture and your stakeholders
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
step 2b get everyone on the same page
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
step 3 establish benchmarks
Step 3: Establish benchmarks
  • Past Performance
  • Think 3
    • Peer
    • Underdog nipping at your heels
    • Stretch goal
  • Whatever keeps the C-suite up at night
step 4 why you need a kick butt index
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
step 6 pick the right measurement tools
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
be data informed not data driven
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

what s different a bout the social era2
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
cross industry collaboration
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
top priorities
Top Priorities

1

Content Sourcing & Methods

2

Reach and impressions

3

Engagement

4

Influence & relevance

5

Opinion & advocacy

6

Impact & value

2 standards for reach impressions
#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
3 standards for engagement
#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
4 influence relevance
#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
5 opinion advocacy
#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
6 impact value
#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
remember these points
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

thank you
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