Social media measurement standards: How to demonstrate socialmedia’s value to your organization

KATIE PAINEPAINE PUBLISHING

SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013

Social media measurement standards: How to

demonstrate social media’s value to your

organization Social Media.org December 9, 2013 Katie Delahaye Paine CEO Paine Publishing

www.painepublishing.com

@KDPaine

measurementqueent@gmail.com

Paine Publishing: Providing communications professionals the knowledge and

information they need to navigate the journey to good measurement

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www.painepublishing.com

measurementqueen@gmail.com

Welcome to the “I want

what I want, not what

you send me” era,

aka: “The Relationship

Era” ®

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 what

your stakeholders do if/when

they see it

The Barcelona Principles

4

“Viewers are more likely to stop watching

commercials at the moment in which brand

logos appear on the screen” - ARF Study

Important Numbers to Remember

The average audience for a MyDrunkKitchen

video (http://www.youtube.com/watch?v=uSXQNred3is 1,000,000

CNN average nightly audience 179,000

The amount that Sodexo saved in recruitment

using Twitter $300,000

The number of times per hour Digital Natives

switch media—every 2.2 minutes. 27

Increase in mobile shopping on Black Friday 2013 99.24%

More Important Numbers to Remember

The percent of conversation that happens OFF

LINE 90%

The amount of conversations generated by bots,

spammers and pay-per-click sites 40%

The percent of on-line conversations that are

public 10%

The percent of Facebook & Twitter posts that

are actually seen < 5%

Conversations

$$$$$$$$$$$$$$$$$$$$$$$$$$

Savings, shorter cycles, more

renewals, better ideas,

Product

Support HR IR Sales CI R&D Mktg

Research

Prod.

Mktg

PR//Mkt

7

Social Media isn’t media, it’s your business

Eyeball counting

HITS Outcomes

MSM Online Social Media

Reality: Eyeballs are not awareness, yet

8

Likes Are Not Engagement

9

Advocacy Commitment Trial/Consideration

Followers Likes Impressions

Big Numbers Influence

All influence is relative

Who is influential depends

on your audience

A computer cannot tell you

who matters most

To be influential requires

relevance, frequency &

reach

Good Relationships Are More Cost

Effective

Type I love Zappos into Google, and

you find 1.19 million references

Type Citibank and you get 21,000

references. Citibank spends 100 times

more a year on advertising than

Zappos.

Cost per delegate acquired:

Obama: $6,024

Clinton: $147,058

Romney: $2,389,464

So What?

It’s not about the media, it’s about

your mission and your stakeholders

It’s not how loud you’re shouting it’s

about relationships.

There are no boundaries

It’s not about how big your data is, it’s

about how you use it

Silos are so 1999

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.

Cross-Industry Collaboration

AMEC

Council of PR Firms

Institute for PR

PRSA

Global Alliance

IABC

SNCR

DAA

WOMMA

ARF

FIBEP

CIPR

PRCA Dell

General Motors

McDonalds

Ford

Procter & Gamble

SAS

Southwest Airlines

Thomson Reuters

#SMMStandards

www.smmstandards.org

“The Coalition”

“The Conclave”

Clients

Top Priorities

Content Sourcing & Methods 1

Reach and impressions 2

Engagement 3

Influence & relevance 4

Opinion & advocacy 5

Impact & value 6

What are you measuring?

Paid – Google Adwords, Facebook Ads,

popups, banners etc.

Owned – @SNCR; https://www.facebook.com/SNCRFoundation

Earned -- Everything else (Including

Shared)

16

Content Standards – All About Transparency

PDF and Word Versions

Available

Modifications underway

based on GM experience

#2: Standards for Reach & Impressions

Multipliers should never be used

Ford research found that less than 5% of what is posted is actually seen (FB claims 10%)

OTS not Impressions

Specific to a particular channel – i.e. Twitter: first line followers

#3: Standards for Engagement

Engagement = some action beyond exposure

Level depends on goals

Engagement should be measured by the % of your audience that

is engaged, and the % engagement for each item published

#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 specific to 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: 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

Now What? Put it to use Consistent metrics across lines of

business, divisions etc.

Consistency across agencies &

vendors

Focus on insights, not tools

Photo Event

The End Game: Resource use High Engagement i.e. Video Starts

Resource Use

Low

Hig

h

Med

ium

Ver

y h

igh

Total Volume of Coverage

Ver

y H

igh

Med

ium

Hig

h

Low

High Resources

Low Engagement

Low Resources

Webinar

Status update

Link

Ultimate Road Trip

Google + Chat

Media Day

Corporate Video

6 steps to standards-compliant

measurement Step 1: Define your goal(s).

What outcomes is this strategy or tactic going to achieve?

What are your measurable objectives?

Step 2: Define the parameters

Who are you are trying to reach? How do your efforts

connect with those audiences to achieve the goal.

Step 3: Define your benchmarks.

Who or what are you going to compare your results to?

Step 4: Define your metrics.

What are the indicators to judge your progress?

Step 5: Select your data collection tool(s).

Step 6: Analyze your data.

Turn it into action, measure again

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Six Steps

to Success

1

2

3

4

5

6

Thank You!

For more information on measurement go to

www.painepublishing.com

For a copy of this presentation or to subscribe to Your

Measurement Moment, our bi-weekly e-newsletter, give me your

card or email me at measurementqueen@gmail.com

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Or call me at 1-603-682-0735

26

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