People talk, We Listen Yes We Can Measure Social Media A presentation to Ragan Corporate Communicators Conference Chicago, IL May 2009 Katie Delahaye Paine CEO [email protected]www.kdpaine.com kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org
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People talk, We Listen
Yes We Can Measure Social Media
A presentation to Ragan Corporate Communicators ConferenceChicago, IL May 2009
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)
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People talk, We Listen
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
People talk, We Listen
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
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People talk, We Listen
How to calculate Optimal ContentQuality score +1 0 -1
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
People talk, We Listen
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
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People talk, We Listen
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.
People talk, We Listen
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
People talk, We Listen
Where people get the content they share on FacebookSources of content
Genre of content
People talk, We Listen
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
People talk, We Listen
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)
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People talk, We Listen
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
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People talk, We Listen
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
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People talk, We Listen
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
• 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
Your tool box also needs to include: 3. A way to measure
engagementThe conversation index=• Ratio of posts to
comments Relationship studiesThe engagement index
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People talk, We Listen
Share of conversation vs share of engagement
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0 2 4 6 8 10 12 14 16 18 20
Faculty
Students
Research, Physical Sciences
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, Physical Sciences
Research, Social Sciences
Staff
Students
Share of Engagement by Subject - ,External Blogs
Peer 1
Michigan State
Peer 2
Peer 3
Peer 4
People talk, We Listen
The vast majority of discussion in external blogs is neutral.
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1
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5
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25
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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
People talk, We Listen
For all institutions, most postings were simply making an observation or distributing media.
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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
People talk, We Listen
People talk, We Listen
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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
People talk, We Listen
Measuring relationships
Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship
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People talk, We Listen
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)
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People talk, We Listen
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
People talk, We Listen
Your tool box needs to include:
4. A way to quantify it all
HITS= How Idiots Track SuccessEyeballs – CompeteGoogle AnalyticsPanelsSurveys
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People talk, We Listen
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
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People talk, We Listen
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%
Georgia-Pacific Kimberly-Clark Weyerhaeuser
March 2009 Share of Tone by Company
Negative Neutral Positive
Client Competitor 1 Competitor 2
Client Competitor 1 Competitor 2
People talk, We Listen
By percentage, individuals were more engaged with Client subjects than competitors
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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
Georgia-Pacific Kimberly-Clark Weyerhaeuser
(Engagement is the average number of comments per post made to a blog)
Client Competitor 1 Competitor 2
Client Competitor 1 Competitor 2
People talk, We Listen
Discussion of virgin vs. recycled fiber in tissue
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50
60
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80
Blogs youtube Twitter
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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
People talk, We Listen
Household product discussion jumped from discussion of a Greenpeace report on toilet tissue
0
20
40
60
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100
120
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Union activity and environmental concerns drove negative discussion
Four mill closings and other layoffs drove WY’s negative discussion.
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Me
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Share of Negative Discussion Over Time
Georgia-Pacific
Kimberly-Clark
Weyerhaeuser
Client
Competitor 1
Competitor 2
People talk, We Listen
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