New social media standards presentation

Social Media Measurement Standards June 2013Katie Delahaye PaineChief Marketing Officer, News Group

About Us Katie Paine is Chief Marketing Officer of News Group

an international monitoring, measurement & social media company

The company she founded, KDPaine & Partners now part of Salience Insight, News Group’s Measurement & Insight Practice

We provide customized research to help you define and measure your success

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What Matters Isn’t “New” Conversations with stakeholders Relationships Reputations & behavior

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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

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

What is a standard? A published specification that:

establishes a common language; contains a technical specification or other precise criteria; is designed to be used consistently, as a rule, a guideline, or a definition.

Source: British Standards InstituteRetrieved May 28, 2012 from

http://www.standardsbookshop.com/what.htm

Cross-Industry CollaborationAMECCouncil of PR FirmsInstitute for PRPRSAGlobal Alliance

IABCSNCRDAAWOMMAARFFIBEPCIPRPRCA

DellGeneral MotorsMcDonaldsFordProcter & GambleSASSouthwest AirlinesThomson Reuters

#SMMStandardswww.smmstandards.or

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“The Coalition”

“The Conclave” Clients

Process for Standards Broad industry input Focus on Earned Media, not Paid Voluntary / non-exclusionary Used ISO Posted to www.smmstandards.org

Conclave/Coalition

Development

Interim Standards

2-month Comment

Period

Approved Standard

Top PrioritiesContent Sourcing & Methods1

Reach and impressions2

Engagement3

Influence & relevance4

Opinion & advocacy5

Impact & value6

Content Standard

All social media measurement reports should

include a standard “content sourcing and

methodology” table that helps clients know

“what’s inside” the product for full transparency

and easy comparison (like a food nutrition label).

#SMMStandards – Sources & Methods Transparency Table www.smmstandards.org

Timeframe AnalyzedResearch Lead(s)Channels AnalyzedData/Content SourcesAnalysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep. SampleSource LanguagesSearch LanguagesSentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________

☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level

Spam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releasesMetrics Calculation and Sources -- Reach -- Engagement -- Influence -- Opinion/AdvocacyProprietary MethodsSearch Parameters See full search string list on page ___ of this report

#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

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#2: Reach & Impressions

ITEM= a post, micro-post, article, or other instance appearing for the first time in a digital media.

MENTION= refers to a brand, organization, campaign, or entity that is being measured.

REACH represents the total number of unique people who had an opportunity to see an ITEM or a valid reproduction of that ITEM across any digital media.

IMPRESSIONS represent the gross number of items that could have been seen by all people, including repeats. The term “displayed” applies across channels, browsers, devices, and other methods by which an individual might see an item.

#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

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Standards for Engagement cont. Engagement counts such actions as: likes, comments, shares, votes, +1s, links, retweets, video

views, content embeds, etc. Engagement types and levels are unique to specific channels but can be aggregated for cross-channel comparison.

Engagement should be measured by the percentage of your audience engaged by day/week/month; and the percentage of engagement for each item of content your organization publishes.

Conversation counts such items as blog posts, comments, tweets, Facebook posts/comments, video posts, replies, etc. Conversation types and levels are unique to specific channels but can be aggregated for cross-channel comparison.

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Conversation should be measured by the total number of “items” that mention the brand, organization or issue (within and/or across channels); the number of “mentions” within each item; and the “opportunities to see”

for each item, calculated by the readership at the time of posting (unique daily/monthly visitors, first-order fans/followers, view counts, etc.).

Engagement manifests differently by channel but is typically measurable at various points based on effort required, inclusion of opinion and how shared with others.

Engagement and Conversation could be, but are not necessarily, outcomes. Organizations may weight Engagement and Conversation types differently based on their goals, but Engagement and Conversation metrics should be consistent across an organization.

Standards for Engagement cont.

#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 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 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

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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

Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735