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Social media measurement standards: How to demonstrate socialmedia’s value to your organization
KATIE PAINEPAINE PUBLISHING
SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013
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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
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Paine Publishing: Providing communications professionals the knowledge and
information they need to navigate the journey to good measurement
Newsletters
Training Courses
Consulting
www.painepublishing.com
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Welcome to the “I want
what I want, not what
you send me” era,
aka: “The Relationship
Era” ®
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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 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
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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%
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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%
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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
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Eyeball counting
HITS Outcomes
MSM Online Social Media
Reality: Eyeballs are not awareness, yet
8
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Likes Are Not Engagement
9
Advocacy Commitment Trial/Consideration
Followers Likes Impressions
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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
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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
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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
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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.
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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
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Top Priorities
Content Sourcing & Methods 1
Reach and impressions 2
Engagement 3
Influence & relevance 4
Opinion & advocacy 5
Impact & value 6
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What are you measuring?
Paid – Google Adwords, Facebook Ads,
popups, banners etc.
Owned – @SNCR; https://www.facebook.com/SNCRFoundation
Earned -- Everything else (Including
Shared)
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Content Standards – All About Transparency
PDF and Word Versions
Available
Modifications underway
based on GM experience
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#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
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#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
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#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
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#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
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#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
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Now What? Put it to use Consistent metrics across lines of
business, divisions etc.
Consistency across agencies &
vendors
Focus on insights, not tools
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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
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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
25
Six Steps
to Success
1
2
3
4
5
6
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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 [email protected]
Follow me on Twitter: KDPaine
Friend me on Facebook: Katie Paine
Or call me at 1-603-682-0735
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