PR News’ Social Media Measurement Conference Prove PR’s Value With Metrics That Matter to Your Organization October 2012 Katie Delahaye Paine, Chairman & Founder KDPaine & Partners Chief Marketing Officer News Group International [email protected]www.kdpaine.com http:/kdpaine.blogs.com Fellow and Board Member: Society for New Communications Research IPR Measurement Commission
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PR News’ Social Media Measurement Conference Prove PR’s Value With Metrics That Matter to Your Organization October 2012 Katie Delahaye Paine, Chairman & Founder KDPaine & Partners Chief Marketing Officer News Group International [email protected] www.kdpaine.com http:/kdpaine.blogs.com Fellow and Board Member: Society for New Communications Research IPR Measurement Commission
What matters? Depends on your title
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! To CMOs * ! ROI and Customer Experience is more important than
sales.* ! Relationships, not just transactions ! ROMI will be the primary measure of their effectiveness ! Bonds with customers ! Developing a clear “corporate character.”
! To CFO ! Greater efficiency ! Lower cost of sales ! Shorter sales cycle
*IBM Global CMO Study
Customer Service HR IR Sales CI R&D Mkt
Research Prod. Mktg Mktg
Conversations
Savings, shorter cycles, more renewals, better ideas, research
What doesn’t matter? Who owns it
Yes we CAN measure the ROI of Social Media
• Sodexo saved $300K in recruitment costs via Twitter • In 3 months, via crowdsourcing, an engineer solved a problem that Exxon spent
20 years trying to solve • The CEO of a hospital won a union battle via blogging • HSUS generated $650,000 in new donations from an online photo contest • BestBuy measures 85% lower turnover as a result of its Blue Shirt social
community • On Twitter, for free, a startup company got 100 great marketing ideas, women
raised over $6,000 in a day and a wooden toy maker in NH got a nationwide contract
• IBM receives more leads, sales and exposure from a $500 podcast than it does from an ad
What does matter? Value
What doesn’t matter: Silos
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What Does Matter? Where people go for information ! Friends & Family –
90% ! Google ! Other Search
Engines ! Online News ! TV
What doesn’t matter? Likes
What doesn’t matter? Impressions
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Likes Impressions Followers
Trial/Consideration Purchase Advocacy
What matters? ROI
Reality: ROI may be Efficiency Need some
help with that lawn?
! Fishing where the fish are = Greater efficiency: ! 44 % of junk mail goes to landfills
unopened. Response rates <0.25% now acceptable
! 94% better SEO results * ! Greater loyalty: Listen for need,
respond with help ! Quilted Northern ! Home Depot
! Loss prevention; risk mitigation ! Georgia Pacific *ComScore Group study
ROI = How to calculate it ! ROI = cost savings ! + Cost of program ! – Cost elimination
! ROI = greater efficiency ! +cost of program ! – cost of doing something “the old way”
(cost per percentage point gained) ! ROI = greater revenue, improved ALP ! +cost of program ! –value of leads/sales
Reach Frequency Hits Friends Followers
What doesn’t matter: Sentiment ! There’s a reason they call it “earned” You
are what you do, not what you say ! Assumes sentiment exists ! 80% of conversation is neutral, ! Majority of business doesn’t evoke
sentiment ! Requires lots of data ! After eliminating spam, content farms
and invalid mentions ! Assumes sentiment drives action, but you
need analytics to prove it ! Real time sentiment is not measurement
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! You become what you measure ! The Perfect KBI ! Gets you where you
want to go (achieves corporate goals) ! Is actionable ! Continuously improves
your processes ! Is there when you
need it
What matters? Your Kick Butt Index
Typical KPIs ! % share of market space conversation ! % increase in traffic to product specific
URL ! % increase in downloads/requests for info
vs. prior launches ! % increase in reposts and comments ! % containing a campaign message ! % favorable positioning on key issues ! % share of quotes
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What matters? Standards ! Chasing fans and followers is insufficient ! Marketplace is demanding standards ! Common language for clients, agencies and research
firms ! Unify perspective/metrics across communications
disciplines ! Accelerate shift from low-level counting to higher-level
value ! Enable comparison across programs/brands/
organizations ! Increase reliability of data and methods ! Foster competition based on insights not “black boxes”
#1: Content Sourcing & Methods ! . Social media measurement success stands or falls on the
quality, scope and methodology of content analyzed, as well as analyst experience. ! What content is included? How is unit of content defined? ! Which channels? How deep? How is the data captured? ! Are multiple languages captured? Via native-language
queries? ! How is the data calculated? What are the formulas? ! How is irrelevant content from bots, spam blogs and
aggregators filtered? ! Are search methodologies included and search strings
Search Parameters See full search string list on page ___ of this report
#2: Reach & Impressions ! Accurate impressions data is hard to source,
especially globally ! Be transparent about sources used and clearly/
correctly label charts ! Definitional confusion across media types and disciplines ! Impressions; opportunities to see; circulation;
reach; frequency; total vs. targeted reach; visits; visitors; followers; fans; views ! Multipliers should not be used – in fact,
dividers are more appropriate ! Few of your followers “read” every tweet; only
8-12% see Facebook posts
Typical KPIs for an Event ! % share of the event Hashtag ! Ratio of owned posts to earned posts/
tweets ! Share of voice in event media ! % of mentions containing a key
message ! % message integrity – full, partial,
negative ! % favorable positioning on key issues ! % share of quotes 19
#3: Engagement ! Engagement is an action that happens after reach, beyond
consumption ! Engagement could be but is not necessarily an outcome ! Engagement manifests differently by channel, but typically
measurable at three levels – Low, Medium and High – based on effort required, inclusion of opinion and how shared with others ! Low examples = Facebook “likes” and Twitter “follows” ! Medium examples = blog/video comments and Twitter
“retweets” ! High examples = Facebook shares and original content/
video posts ! Clients prioritize differently, but engagement “levels” are
consistent
#4: Influence & Relevance ! Influence is something that takes place beyond engagement ! “You have been influenced when you have thought something
that you otherwise wouldn’t have thought or done something that you otherwise wouldn’t have done.” – Philip Sheldrake, “The Business of Influence”
! Influence is multi-level and multi-dimensional, online and offline ! Not popularity; not a single score ! Domain & subject specific – relevance is critical
! Influencers should be identified and rated using custom criteria via desk research, not purely on automated algorithms
#5: Opinion & Advocacy ! Sentiment is over-rated and over-used ! Not the end-all, be-all qualitative measure – other factors to
consider ! Sentiment reliability varies by vendor and approach – be
transparent ! Opinions, recommendations and other qualitative measures
are typically more valuable than raw sentiment and increasingly measurable: ! Opinions (“it’s a good product”) ! Recommendations (“try it” or “avoid it”) ! Feeling/Emotions (“That product makes me feel happy”) ! Intended action (“I’m going to buy that product tomorrow”)
! Coding definitions, consistency and transparency are critical
#6: Impact & Value
! Impact and value will always be dependent on client objectives
! Need to define outcomes in advance – will likely span multiple business goals, especially for social (crosses disciplines)
! “ROI” should be strictly limited to measurable financial impact; “total value” can be used for financial and non-financial impact combination
! Value can be calculated in positive returns (sales, reputation, etc.) or avoided negative returns (risk mitigated, costs avoided)
! KPIs &balanced scorecards are helpful to connect social media impact to business results/language
What matters: Insight
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Red line indicates media impressions
35,152,789 OTS
6,253,852 OTS
What matters: Asking “So What”
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What matters: Keep moving forward
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• Monitoring/Listening
• Establish Rules
Crawl
• Participate • Measure • Tailored
content
Walk
• Integrate into Strategy
• Use Multiple Channels
• Follow best practices
Run
• Tie efforts to outcomes
• Crowdsource • Integrate
with all Mktg • Continuously
improve
Fly
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 1-603-868-1550