Ragan Corp Comm Conf May 2009

People talk, We Listen

Yes We Can Measure Social Media

A presentation to Ragan Corporate Communicators ConferenceChicago, IL May 2009

Katie Delahaye PaineCEO

[email protected]

Member, IPR Measurement Commissionwww.instituteforpr.org

mailto:[email protected]

http://www.measuresofsuccess.com/


Communications then and now

Traditional role of Marketing & Communications

21st Century Role of PR



Page 3

MSM

Online

Social

Media

Eyeball

counting

HITS

Engagement

A measurement timeline



Page 4

12 Signs that it’s the end of the world as we know it 1. The Dept of Defense considers Twittering and other

forms of social media critical to national security2. BMC Software measures communications

effectiveness based on contribution to EPS 3. BestBuy measures 85% lower turnover as a result of

its Blue Shirt community4. State Farm uses an internal blog to measurably

improve morale5. ASPCA correlates increases in on-line donations and

increased membership with its social media efforts6. HSUS generated $650,000 in new donations from an

on-line photo contest on Flickr7. NWF increased wildlife spotting as well as members

with its Twitter account 8. The Red Cross measures the effectiveness of Twitter

via lives saved and harm avoided9. ImmunizeBC measures success in terms of vaccines

given, awareness AND traffic 10. IBM receives more leads, sales and exposure from a

$500 podcast than it does from an ad11. 11 Mom’s turned around Walmart’s image and

delivered measureable increases in sales. 12. @comcastcares turned around Comcast’s customer

service reputation 13. A social media campaign for War Child delivered a

38% increase in donations and 300 new volunteers

http://twitter.com/comcastcares

http://twitter.com/comcastcares


What we CAN’T measure any more

Ad Value Equivalency ImpressionsGRPs

(But then, why would we want to?)

Page 5


The immutable laws of 21st Century measurement

1. There is no market for your message2. All the benchmarks have changed3. Size doesn’t matter so stop screaming,

start listening4. It’s not how many eyeballs, it’s the

right eyeballs5. HITS = How Idiots Track Success6. ROI doesn’t mean what you think it

does because you can’t divide by zero7. You become what you measure, so

match the measurement tool to your objective


The measurement fork in the road

Marketing/leads/sales

Reputation/relationships

To fix this Or get to this


Goals drive metrics, metrics drive results

8

Reputation/Relationships

Relationship scores

Recommend-ations

Positioning

Engagement

Goal

Metrics


Changing reputation via metrics

2 4 4 4 2 26 5

2 4 2 2 22

8 85 9 9

9

24

16

27

10

20

15

4

2 13

2

4

30

5

2

12

16

17

0

10

20

30

40

50

60

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2007 2008

Positive

Neutral

Negative

Mentions

Tone of Conversation over time


Negative coverage over time

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr2006 2007 2008

0

5

10

15

20

25

21

2

5

21 1

4 42

1 12 2 2

1

10

9

4

1418

21

12

10

15

14

7

26

2

10

4

12

2

3 1

1

1

4

2

2

1

2

5

3

2

2

2

Entr

ies



Page 11

Correlation exists between traffic to the ASPCA web site and the organization’s overall media

exposure

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Web

Sit

e Vi

sito

rs

Expo

sure

Overall Exposure

Web Traffic


Tying activity to development/marketing goals

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Exposure

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

Donations

Overall exposure

Online donations

12


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

MetricOutcome Metric

Increase employment of wounded veterans

Start a Facebook page

Number of members

Percent understanding and believing messagesPercent of employers willing to consider hiring

% increase in donations % increase in employment of returning warriorsm

Improve Army Public Affairs

Start Facebook group

Number of friends/fans

Percent aware of Facebook group

Quality/quantity of advice shared

Increase recruitment

Start blogger outreach program

# of mentions in high authority blogs

% of moms supporting child’s decision to enlist

Lower cost per recruitment


The 7 steps to Social Media

1. Define the “R” – Define the expected results?

2. Define the “I” -- What’s the investment?

3. Understand your audiences and what motivates them

4. Define the metrics (what you want to become)

5. Determine what you are benchmarking against

6. Pick a tool and undertake research7. Analyze results and glean insight,

take action, measure again



Page 16

Step 1: Define the “R”

What return is expected?

What were you hired to do?

If you are celebrating complete 100% success a year from now, what is different about the organization?

If your department was eliminated, what would be different?

16


Step 2: Define the “I”

What is the investment? PersonnelAgency compensationSenior Staff time Opportunity cost

17



Page 18

Step 3: Define your audiences and how you impact them

You audience is never “anyone with a pulse” There are multiple constituencies List every stakeholder

Where do they go for information?What’s important to them?What is the benefit of having a good relationship with that stakeholder group?

Understand your role in getting the audience to do what you want it to do

Raise awarenessIncrease preferenceIncrease engagement18


Step 4: Define your Key Performance Indicators (KPIs)

Cost savingsEfficiency

Cost per message communicatedCost per new lead/customer acquired

Productivity: Increase in employee engagement/moraleLower turnover/recruitment costs

Engagement: Ratio of posts to comments% of repeat visitors% of 5+min visitors% of registrations

Trust:Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)

Thought leadership: Share of quotesShare of opportunities

Message penetrationPositioning on key issuesImprovement in favorable/unfavorable ratioImprovement in Optimal Content Score (OCS)

19


What makes a perfect communications KPI?

Gets you where you want to go (achieves corporate goals) Is actionable by individuals as well as departmentsContinuously improves your processes Is there when you need it


Why an Optimal Content Score?

You decide what’s important:Benchmark against peers and/or competitorsTrack activities against OCS over time Positive:

Mentions of the brandKey messagesPositioningVisibility

Negative OmittedNegative toneNo key message

21


How to calculate Optimal ContentQuality score +1 0 -1

Score Score ScoreTonality Positive 3 Neutral 0 Negative -3

Positioning Contains 2 Doesn't contain 0

Positions the competition favorably or positions Sargento negatively -2

Messaging Contains 3 partially contains 0

Does not contain or miscommunicates key message (neg mess) -1

Quotes Contains 1 Does not contain -1Competitive mention

Does not mention Competition 1

Competition mentioned prominently -3

Total Score 10 0 -10

Visibility Score+1 0 -1

Score Score Score

Brand Photo Contains 3 Doesn't contain 0Contains competitive photo -5

Dominance Focal point 3 Not a focal point -1Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2Target publication Top Tier 2 2nd tier 0 Not on target list -2

Total Score 10 0 -10

Optimal Content Score


Emerging benchmarksEngaged = 3-13 comments per postHyper-engaged = 15-35 comments per postAfter 3 days most comments are done, 14 days maxSocial Bookmarking momentum = 1 submitted item every other dayMessage should be communicated in 2 out of 5 blogs

Past PerformanceThink 3

PeerUnderdog nipping at your heelsStretch goal

Whatever keeps the C-suite up at night

Step 5: Define your benchmarks

23


Overview of Key Metrics

Bookmark.

Facebook

Ext. Blogs

Inst. Blogs

YouTube

MSM

SOV 2% — 8% 9% 11% 7%

Popularity

230 bkmks

500/mo.

—20

links150k views

—

Engagement

59 cmts

1 day13

cmts2-12 cmts

2 cmts —

% Positive

20% 32% 54% 50% 15% 15%

% Negative

0% 0% 4% 0% 1% 2%

Strat. Mess.

40%† 18%† 42% 42%† 18% 38%

Peer 1 was the competitive leader in all but YouTube, where Peer 4 and Peer 3 led.Actions attributed to individuals were responsible for most content, except on YouTube.

† Small base size. Findings are directional only.


Top 5 Subjects of discussion in each channel

Rank Order

Facebook YouTube Social Bookmarking

External Blogs

Institutional Blogs

1 Campus Life

Events Courses Faculty Campus Life

2 Sports Campus Life

Projects, Non-Research

Research, Physical Sciences

Events

3 Technology Faculty Research, Physical Sciences

Institution Overall

Institution Overall

4 Product Services

Courses Events Expert Commentary

Institution Sub-Groups

5 Events Institution Overall

Faculty Events Admissions

Few subjects appear across all forms of social media, so tailor outreach accordingly


Where people get the content they share on FacebookSources of content

Genre of content


Understanding brand ownership of online video content

N=2,555,691

Peer Organizations

4.33%

Your Organization0.18% Other

Organizations8.65%

Individual Users86.84%

Use ownership to signal brand participation

Provide alerts for possible brand management issues


First: find out what already existsWeb analyticsCustomer Satisfaction dataCustomer loyalty data

Second: Decide what research is needed to give you the information you need:

Message content analysisEmployee surveys

Step 5: Conduct research (if necessary)

28


Step5: Selecting a measurement tool based on your KPIs

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 Monkey, Zoomerang,Vizu

29


Your tool box needs:

1. A content source: Google News/Google BlogsTechnorati, Ice RocketRSS feedsTwazzup, Social Mention, iSPY Survey Monkey/ZoomerangCyberalert, CustomScoop, e-WatchRadian 6, Techrigy, DNA13, Umbria, Crimson Hexagon

30


Your tool box also needs to include: 2. A way to analyze that content

Automated vs. Manual Census vs random sampleThe 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisionsDashboards aggregate data

Tools:• Woopra• Hubspot Grader

• Xinureturns• Twinfluence• SPSS• Excel• www.tealium.com

31


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• Validating a position


Standard classifications of videos

AdvertisementAnimationDemonstrationEvent/PerformanceFictionFilmHome VideoInstructional VideoInterviewLecture

MontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log


Your tool box also needs to include: 3. A way to measure

engagementThe conversation index=• Ratio of posts to

comments Relationship studiesThe engagement index

34


Share of conversation vs share of engagement

Page 35

2

2

1

2

1

6

5

3

1

1

1

1

1

1

1

1

1

1

2

2

2

1

2

1

2

1

4

2

1

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2

1

1

4

1

6

7

6

2

2

2

2

1

3

2

3

1

0 2 4 6 8 10 12 14 16 18 20

Faculty

Students


Courses

Research, Earth Sciences

Projects, Non - Research

Financials

Alumni Topics

Research, Life Sciences

Staff

Admissions

Legal News

Other

Research, Agriculture

Policies

Institution, Overall

Campus Life

Research, Social Sciences

Share of Subject

Peer 1

Michigan State

Peer 2

Peer 3

Peer 4

15.3%

68.7%

100.0%

4.4%

33.3%

96.8%

28.6%

34.9%

12.5%

43.3%

28.6%

13.0%

38.3%

100.0%

23.6%

66.7%

6.3%

28.6%

20.8%

2.3%

95.6%

33.2%

5.8%

28.6%

100.0%

86.8%

13.0%

31.0%

22.1%

3.2%

71.4%

43.5%

18.8%

94.2%

56.7%

14.2%

13.2%

53.2%

28.4%

21.1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Admissions

Alumni Topics

Campus Life

Community Relations

Courses

Events

Faculty

Financials

Institution, Overall

Inventions

Legal News

Other

Partnerships

Policies

Projects, Non - Research

Research, Agriculture

Research, Earth Sciences

Research, Life Sciences

Research, Other


Research, Social Sciences

Staff

Students

Share of Engagement by Subject - ,External Blogs

Peer 1

Michigan State

Peer 2

Peer 3

Peer 4


The vast majority of discussion in external blogs is neutral.

Page 36

23

29

12

14

20

5

8

4

1

4

0

5

10

15

20

25

30

University of Michigan Purdue University Penn State Michigan State Arizona State

Share of Tone

Negative

Neutral

Positive

71%

3%

29%

94%

83%

42%

58%

6%

14%

58%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Arizona State Michigan State Penn State Purdue University University of Michigan

Share of Engagement by Tone - External Blogs

Negative

Neutral

Positive


For all institutions, most postings were simply making an observation or distributing media.

Page 37

3

6

1

1

7

36

1

29

5

15

14

2

16

1

2

12

7

2

6

2

24

787

3

2

203

12

12

46

11

1

3

2

1

4

1

4

3

6

2

1

13

2

2

1

13

2

6

18

4

1

1

5

35

3

17

2

8

9

1

1

1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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 criticism

Expressing support

Expressing surprise

Giving a heads-up

Giving a shout-out

Making a suggestion

Making an observation

Offering an opinion

Playing a game

Rallying support

Recruiting people

Showing dismay

Share of Conversation Types

Arizona State

Michigan State

Penn State

Purdue University

University of Michigan

44.2%

6.5%

30.9%

49.5%

100.0%

100.0%

100.0%

1.6%

53.9%

100.0%

26.9%

23.1%

10.8%

38.7%

72.7%

10.9%

15.5%

46.1%

66.6%

27.3%

35.1%

39.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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 criticism

Expressing support

Expressing surprise

Giving a heads-up

Giving a shout-out

Making a suggestion

Making an observation

Offering an opinion

Playing a game

Rallying support

Recruiting people

Showing dismay

Share of Engagement by Conversation Type - Institutional Blogs

Arizona State

Michigan State

Penn State

Purdue University

University of Michigan

cx



Page 38

Measuring engagement on your own property1. % increase or decrease in unique visits 2. How many sessions on our blog or web site

represent more than 5 page views 3. In the past month, what % of all sessions

represent more than 5 page views 4. % of sessions that are greater than 5 minutes

in duration 5. % of visitors that come back for more than 5

sessions 6. % 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

7. % of visitors that become a subscriber 8. % of visitors that download something from

the site 9. % of visitors that provide an email address* Courtesy of Eric Peterson38


Measuring relationships

Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship

39


Components of a Relationship IndexControl 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.

TrustThis organization can be relied on to keep its promises.This organization has the ability to accomplish what it says it will do.

SatisfactionGenerally speaking, I am pleased with the relationship this organization has established with people like me.Most people enjoy dealing with this organization.

CommitmentThere 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 relationshipEven 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 relationshipThis organization is very concerned about the welfare of people like me.I I think that this organization succeeds by stepping on other people. (Reversed)

40


How to implement relationship metrics

Step 1: Conduct a benchmark relationship studyStep 2: Implement PR programStep 3: Conduct a follow up relationship studyStep 4: Look at what’s changed


Your tool box needs to include:

4. A way to quantify it all

HITS= How Idiots Track SuccessEyeballs – CompeteGoogle AnalyticsPanelsSurveys

42


Look for failures firstCheck to see what the competition is doing Then look for exceptional successCompare to last month, last quarter, 13-month averageFigure out what worked and what didn’t workMove resources from what isn’t working to what is

Step 7: Analysis - -Research without insight is just trivia

43


Case Study: Engagement vs mentions

Users were positively engaged with advertisements

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Georgia-Pacific Kimberly-Clark Weyerhaeuser

Share of Engagement by Tone for March 2009

Negative Neutral Positive

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


March 2009 Share of Tone by Company

Negative Neutral Positive

Client Competitor 1 Competitor 2



By percentage, individuals were more engaged with Client subjects than competitors

45

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

March 2009 Share of Engagement by SubjectGeorgia-Pacific Kimberly-Clark Weyerhaeuser

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

March 2009 Discussion by Subject


(Engagement is the average number of comments per post made to a blog)




Discussion of virgin vs. recycled fiber in tissue

46

0

10

20

30

40

50

60

70

80

Blogs youtube Twitter

13

2 2

42

7 9

22

163

Me

nti

on

s

Company Mentions by SourceMarch 2009

Georgia-Pacific

Kimberly-Clark

Weyerhaeuser

Beyond the layoffs, blogs also discussed WY’s decision to close the popular bonsai tree display at its corporate HQ, formerly open to the public.

Client

Competitor 1

Competitor 2


Household product discussion jumped from discussion of a Greenpeace report on toilet tissue

0

20

40

60

80

100

120

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

2008 2009

4 272 8 4 5 7 6 7 4 53

33 4 3 1 3

65

10

11

22

9

2918

8 9

2524

40

57

45

11

12

8

5

115

56

8

4543

2524

64

37

2762

37

33

45 53

55

4

2

2

5

2

3

2

22

5

Me

nti

on

s

Discussion by Subject Over Time

Away from Home Products

Building Products

Company Activities

Environmental Issues/Sustainability/Global WarmingHousehold Products

Legal Issues

Management/Employees/Unions

Office Products

Packaging (Color Box)


Union activity and environmental concerns drove negative discussion

Four mill closings and other layoffs drove WY’s negative discussion.

3 31

6 6

3

8 7 6 5

8

5

1

2 24

11 1115

12

8

2

19

8 13

6

4 3 2

7

4

6

7

5

6

3

2

3

0

5

10

15

20

25

30

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

2008 2009

Me

nti

on

s

Share of Negative Discussion Over Time

Georgia-Pacific

Kimberly-Clark

Weyerhaeuser

Client

Competitor 1

Competitor 2


Thank You!

For more information on measurement, read my blog: http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.comFor a copy of this presentation go to: http://www.kdpaine.comOr call me at 1-603-868-1550Or email me at [email protected]

Where to find me:

Follow me on Twitter: @kdpaineFriend me on Facebook: Katie PaineSkype: KDPaineLinked In: Katie Delahaye PaineFlickr: kdpaineandpartnersYouTube: kdpaineandpartners

49

http://kdpaine.blogs.com/

http://kdpaine.blogs.com/

http://www.themeasurementstandard.com/

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Ragan Corp Comm Conf May 2009

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