THE NEW RULES...THE NEW RULES OF SOCIAL MEDIA ANALYTICS 2: TRUST NO ONE BUT YOURSELF 1. Start with a reputable provider. For a primary social media analytics tool, you should be paying

THE NEW RULES

STRATEGIC DIGITAL ANALYTICS AND THE NEW RELATIONSHIP SERVICES MODEL

Tag for this talk: #PRMEASURE @israelmirsky

WHERE DRIVING RESULTS FROM YOUR AUDIENCE NOW MEANS IDENTIFYING EXACTLY THE RIGHT CHANNELS OUT OF (LITERALLY) BILLIONS OF POTENTIAL OPTIONS, MANY IN ENTIRELY NEW INTERACTIVE FORMS, TO HIT WITH EXACTLY THE RIGHT MESSAGE

(IMAGE OF A TRULY SCARY NUMBER OF “CHANNELS” – NOW SOME ARE HIGHLIGHTED)

We work in a world where consumer attention has shattered across a billion channels.

DOES ANYONE AT ALL THINK THAT EXERTING INFLUENCE OVER CONSUMERS SHOULD BE GETTING CHEAPER?

PROLIFERATION OF NEW CHANNELS > NEW WORK

COMMUNICATIONS PROFESSIONALS ARE LEVERAGING THEIR SKILLS INTO SERVICES THAT HAVE CRITICAL IMPORTANCE TO SUCCESS IN THE SHIFTED ONLINE LANDSCAPE • COMMUNITY MANAGEMENT • ONLINE INFLUENCER IDENTIFICATION AND OUTREACH • CONTENT DEVELOPMENT AND CALENDARING • SOCIAL MEDIA ANALYTICS

TRACKING EFFECTS AGAINST BUSINESS GOALS IS MORE IMPORTANT THAN EVER.

•  MEANWHILE, THESE NEW SERVICES CAN TRACK DIRECTLY TO CONVERSION GOALS, AND THUS BUSINESS GOALS •  HOW MANY COUPONS WERE USED? •  HOW MANY NEW FANS, WHEN FANS HAVE KNOWN VALUE? •  HOW MANY CONVERSIONS?

NEW WORK > NEW MEASUREMENTS

The metrics associated with these new services tend to have common characteristics:

–  Denote or connect to results closer to the moment of influence or purchase

–  Fast turn-around –  Addressable

We need to learn to drive and improve a variety of new KPI’s in order to prove our contribution to business goals

NEW WORK > NEW MEASUREMENTS

•  Examples: –  Organic search –  Display media clickthrough rate –  Direct web analytics –  Acquisition of community members –  Community engagement rate –  Organic (public) conversation sentiment and opinion share shifts/amount

OUTMODED:

•  PR-specific measures, while useful, no longer suffice

–  Share of media coverage –  Tonality of coverage –  Volume of coverage –  Key message pick-up

Neutral (18.5%)

Negative (4.8%)

Positive (76.6%)

Total: 869

THE BUSINESS HAS CHANGED

New Channels + New Work + New Measurements + Need to Demonstrate Effectiveness against Business Goals = NEW PROCESS

Client

DRIVING THE PROCESS WITH MEASUREMENT

Measurement results correlated to bottom line goals

Activity incorporates learnings in flight to maximize results

Output is optimized for tracking

Plan designed to maximize chosen measurement goals, separate and discern drivers of success

Measurement goals and KPI’s that correlate with particular business objectives

Client Effect on target uncovered using digital and traditional measurement, social analytics

•  Find •  Aggregate

Monitoring

•  Cleanse •  Verify

Measurement •  Segment •  Process

Analysis

Social Media • Blogs • Comments • Twitter • Social Networks • Boards/Forums

HOW IT WORKS

Traditional Media • Online news • Television aggregators • Radio transcripts

THE NEW RULES OF SOCIAL MEDIA ANALYTICS

1: KNOW WHAT YOU’RE LOOKING AT

1.  You are not measuring the “overall” conversation. You are measuring the public online conversation.

2.  The Internet has no true borders – beware of “comprehensive” regional analysis. 3.  Do not accept unqualified volume graph that hasn’t been swept for spam 4.  Get and agree on the boolean search that’s being used

THE NEW RULES OF SOCIAL MEDIA ANALYTICS

2: TRUST NO ONE BUT YOURSELF

1.  Start with a reputable provider. For a primary social media analytics tool, you should be paying at least $600 per month for one user seat license in OOP before analysis begins even if volume is virtually zero. Any less and the data is virtually guaranteed to be poor.

2.  Don’t trust any vendor of social media analytics reporting that builds their own tools for aggregation – they have a strong interest in telling you that their tool is best at everything. No tool provider is best at everything

3.  Don’t trust your social media vendors to tell you what they are good at – devise methods to test and compare them.

4.  It’s your responsibility to build your programs such that they are more measurable – unique names, making event urls unique, and facilitating the creation and incorporation of analytics findings.

THE NEW RULES OF SOCIAL MEDIA ANALYTICS

3: DEDICATE TO CONSTANT IMPROVEMENT

1.  Tie KPI’s directly to business objectives or a clear proxy. 2.  Ensure your programs are designed to affect the KPI’s you are aiming for. 3.  Decide on a timeline in which demonstrable effects should appear in KPI’s 4.  Prepare plans ahead of time to change the program if things aren’t working 5.  Repeat

HOW WELL ARE YOU OPTIMIZING CONTENT TO DRIVE RELEVANT FEEDBACK AND ENGAGEMENT?

ON VS. OFF TOPIC FEEDBACK SENTIMENT FOR BRAND X CONTENT (1.1.10 – 1.21.10)

THANK YOU TAG FOR THIS TALK: #PRMEASURE @ISRAELMIRSKY [email protected]