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Measuring Naked Conversations -- How to Measure Social Media ConnectGrady CollegeUniversity of GeorgiaOctober 2007
Katie Delahaye [email protected]:/kdpaine.blogs.comMember, IPR Measurement Commissionwww.instituteforpr.org
Conversations, by Agnes Nyanhongo
Why Measure Conversations?
“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 can’t 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
12 signs that this is the end of the world as we know it 12. Unique visitor? Who’s a Unique Visitor?11. Gatekeepers? What’s a gate keeper? 10. Deadline? What’s a deadline? 9. It’s easier to put my message on M&Ms than it is to get it in
to A-list blog8. 1 $0-budget YouTube video about Brittany Spears will be
seen by more people than watch a month Monday Night Football
7. The number of media outlets is growing faster than the American economy and people spend more time consuming media than they do sleeping
6. IBM receives more leads, sales and exposure from a $500 podcast than it does from an entire advertising campaign
5. Employers no longer check references, they check Facebook and MySpace and Shel Israel calls Facebook the most effective business tool he’s ever had
4. Procter & Gamble is “co-creating” all its marketing with its customers
3. Wikipedia is nearly as accurate and just as credible as the Encyclopedia Brittannica and a lot more people use it.
2.Google has replaced the thesaurus, the encyclopedia, the dictionary and my short term memory
1. Measurement is easy
The 5 immutable laws of 21st Century Communications 1. There is no market for your message
Size doesn’t matter so stop screaming, start listening It’s not how many eyeballs, it’s the right eyeballs
2. Spin is dead, long live transparency Be who you are and see who is pleased Be there when they need you
3. ROI doesn’t mean what you think it does HITS = How Idiots Track Success You must match the measurement tool to your objective
4. She/he who has the most data wins The data is there, you just have to find it You become what you measure
5. It will all change tomorrow
3 must-have metrics for social media
An engagement indexInvolvement+Interaction+Intimacy+Influence
A transparency indexWhat you HAVE to reveal + what you can reveal+ what you don’t have to reveal
A relationship indexThe Grunig Instrument
In the average day, a person consumes the following media:
My Spacei-TunesPodcastsE-mailSkypeRSS feedBlogsGoogle adsYouTube videoFacebookSearch enginesProduce placement
Traditional print magazine editorial and advertising
NPRWord of mouth E-commerce sitesCinema advertisingtelevision dramBillboardsBus-sidesStreet signsConversations with co-
workers
How to measure the impact of all those various communications efforts: 7 Steps to the perfect social media measurement system
1. Define your mission and goals2. Understand your audiences and
what motivates them 3. Define the metrics (what you want
to become) 4. Determine what you are
benchmarking against5. Pick a tool and undertake research6. Analyze results and glean insight7. Take action, measure again
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?
Goals, Actions and Metrics
Goal Action Output Metric
Outtake Metric
Outcome Metric
Leads/sales
Start blogAdd SEO to your press releases
Total opportunities to see brand or message
% aware of your brand% preferring your brand
Web traffic to inquiry siteClick thrusTicket sales
Message consistency
Develop tools and vehicles: Blogger/Speaker training
Were they published on time
% postings/articles containing one or more key messages
Share of positioning on key issues
% hearing message% believing message
% consistency in messaging between external and internal communicationsMarket shareRatio of on-message to off-message quotes
Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
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200,000,000
January February March April
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
Overall exposure
Web traffic
Strong correlations also exist between online donations and the organization’s overall media exposure
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
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180,000,000
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January February March April
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
Overall exposure
Online donations
Step 3: Typical metrics
For your own blogEngagement indexConversation Index: The ratio of blog comments to blog posts (where applicable)Returning versus new readersReferring source statisticsLinks from other sitesGoogle PageRankTotal time spent on the siteThe popularity of the content itself, which gets the most views Traffic to unique URLsSales
Postings were nearly twice as likely to be positive than negative
Tonality of Coverage Over Time
4 9 5 9
27
37 43
91
17
914
12
0
25
50
75
100
125
150
Oct Nov Dec Jan
2006 2007
Men
tions
Positive
Neutral
Negative
Tonality of all blog postings
Total, 10%
Total, 71%
Total, 19%
The competitive landscape
Technorati mentions with high authority
Cingular7%
Sprint7%
Verizon10%
T-Mobile75%
US Cellular1%
Company "sucks" mentions in Technorati with high authority
US Cellular2% Cingular
16%
Sprint12%
Verizon19%
T-Mobile51%
Step 5: Select a measurement tool
1. A content source: Google News/Google blogsTechnorati, SphereNewsTrak, Cyberalert, CustomScoop, e-WatchBuzzLogic RSS feeds
Your tool box also needs to include: 2. A way to analyze that content
Automated vs. ManualThe 80/20 rule Dashboards and other toolsBlog body vs. commentsYouTube, Facebook &
MySpace content
Candidates exposure on YouTube
YouTube activity heats up as primaries approach
Your tool box also needs to include:
3. A way to measure enagement = Involvement+Interaction+Intimacy+Influence
InvolvementWebsite visitsTime spentPage views
InteractionCommentsReviews
IntimacySentimentPositioning
InfluenceLikelihood to recommendBrand affinityForwardsLinks
Source: Brian Haven, Forrester Research
Your tool box needs to include:
4. A way to quantify it allEyeballs: comScore vs Nielsen vs Alexa vs Compete vs Quantcast Web analyticsSurveys
Your tool box also needs to include:
5. A way to measure ROI??MembershipRegistrationsDonationsSales trackingMarketing Mix Modeling
Matching the tool to the objective
Objective Metric Tool
Increase inquiries, web traffic, recruitment
% increase in traffic#s of clickthrus or downloads
Clicktrax, Web trends, WebSide Story
Increase awareness/preference
% of audience preferring your brand to the competition
Survey Monkey, Zoomerang,
Engage marketplace Conversation index greater than .8Rankings
Type pad, Technorati
Communicate messages
% of articles containing key messagesTotal opportunities to see key messagesCost per opportunity to see key messages
Media content analysis –Dashboards
% aware of or believing in key message
Survey,Vizu
Research without insight is just trivia
What works, what doesn’tWhat needs to be done? What are you communicating?What tools work best?
Step 6: Analysis
Thank You!
For more information on measurement, read my blog: http://kdpaine.blogs.com or give me your card and we’ll send you The Measurement Standard, www.themeasurementstandard.comTo start developing your own dashboard or
for a copy of this presentation go to: http://www.measuresofsuccess.comOr call me at 1-603-868-1550
