Emerging Trends for Measuring Social & Traditional Media FPRA St. Petersburg August 5, 2013

1. Emerging Trends for Measuring Social & Traditional MediaFPRA St. PetersburgAugust 5, 2013 Katie Delahaye Paine Senior Consultant Paine Publishing

2. What you’ll learn • The new landscape • 6 Steps to a Perfect Measurement Program • The new Standards for Social Media Measurement

3. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships. • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind

4. 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 your customers “Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study

5. Important Numbers to Remember 1,000,000 • The average audience for a MyDrunkKitchenvideo • (http://www.youtube.com/watch?v=uSXQNred3is) 179,000 • Anderson Cooper’s average nightly audience $300,000 • The amount that Sodexo saved in recruitment using Twitter $650,000 • The amount HSUS raised from its first Flickr photo contest 27 • The number of times per hour Digital Natives switch media—every 2.2 minutes.

6. More Important Numbers to Remember 90 % • The percent of conversation that happens OFF LINE 35% - 40% The amount of conversations generated by bots, spammers and pay 10% • The percent of on-line conversations that are public < 5% • The percent of Facebook & Twitter posts that are actually seen 80% The Percent of Twitter users that have fewer than 10 followers 25% • The percent of emails send that never make it to an inbox

7. Big Numbers Don’t Mean Influence • Influence ≠Reach, GRP, or any other magic bullet • There are influencers and everyone else • All influence is relative • Measure what matters & a computer cannot tell you who matters most • To be influential requires relevance, frequency & reach

8. Like Are Not Engagement Trial/Consideration Impressions Commitment Advocacy Followers Likes

9. Metrics New School Old School • AVEs • Eyeballs • HITS (How Idiots Track Success) • Couch Potatoes • # of Twitter Followers (unless you’re a celebrity) • Influence = The power or ability to affect someone’s actions • Engagement= Some action beyond zero • Advocacy = engagement driven by an agenda • Sentiment = contextual expression of opinion – regardless of tone • ROI: Return on Investment – no more no less. End of discussion

10. 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 • The CEO of a hospital won a union battle via blogging

11. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind

12. Braided Metrics in Real Time

13. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind

14. All Silos Are Permeable • Traditional vs. Social • External vs Internal • Geographic • If you make people angry enough, you will be replaced • Most wounds are self inflicted

15. Six Steps to Success The 6 steps of Measurement Insight and Action 6 Step 1: Define your goal(s). What outcomes is this strategy or tactic going to achieve? What are your measurable objectives? Step 2: Define your audiences. 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 Pick a Tool 5 Define the Metrics 4 Define Benchmark 3 Understand the Audience and Motivations 2 Define the goal 1

16. Why Do We Communicate? Activities • Outtakes • (Intermediary Effects) • Awareness • Knowledge/Education • Understanding • Outcomes • (Target Audience Action) • Engagement • Advocacy • Revenue/Cost Savings

17. Step 1: Define the goals: Why do Communications ? • What return is expected? – Define in terms of the mission. • What problems is Communications supposed to solve? • What were you hired to do? • What difference are you expected to make? • If you are celebrating complete 100% success a year from now, what is different about the organization? • If the Communications department was eliminated, what would be different?

18. Goals, Actions and Metrics

19. Step 2: Understand the culture and your stakeholders Questions you need to know the answer to: • What keeps them up at night? • What are they currently seeing? • Where do they go for information? • What influences their decisions? • What’s important to them? • What makes them act? • Canoers • People wanting to vacation in a safe, English speaking destination • Royalty Enthusiasts

20. Step 2B: Get everyone on the same page • Be inclusive – include anyone who will see your reports • Be clear about definitions: • Engagement? • Success? • ROI? • Don’t reinvent the wheel. Understand what data already exists • Make it interactive • Follow up

21. Step 3: Establish benchmarks • Past Performance • Think 3 • Peer • Underdog nipping at your heels • Stretch goal • Whatever keeps the C-suite up at night

22. Step 4: Why you need a Kick-Butt Index The Perfect KPI • Is actionable • Is there when you need it • Specific to your priority • Continuously improves your processes • Gets you where you want to go • You become what you measure, so pick your KPI carefully

23. Step 4: Matching Goals to Metrics

24. How to calculate your Kick Butt Index

25. Step 6: Pick the right measurement tools • If you want to measure messaging, positioning, themes, sentiment: Content analysis • If you want to measure awareness, perception, relationships, preference: Survey research • If you want to measure engagement, action, purchase: Web analytics • If you want predictions and correlations you need two out of three

26. Step 6: Selecting a measurement tool

27. Be Data Informed, Not Data Driven • Ask “So What” at least three times • Rank order results from worst to best • Then look for exceptional success • Make sure you know what the competition is doing • Find your “Huck” SCANDAL “I like my work.” - Huck Page 27

28. Typical Dashboard Framework

29. Every dashboard tells a story

30. What’s Different About The Social Era? • It’s not about the media, it’s about the business and the customer • It’s not how loud you’re shouting it’s about relationships • It’s not about Big Data, but about how you use it • There are no boundaries • Standards are a reality not an excuse to hide behind: www.smmstandards.org

31. Cross-Industry Collaboration Dell General Motors McDonalds Ford Procter & Gamble SAS Southwest Airlines Thomson Reuters AMEC Council of PR Firms Institute for PR PRSA Global Alliance IABC SNCR DAA WOMMA ARF FIBEP CIPR PRCA • “The Coalition” • #SMMStandards • www.smmstandards.org • “The Conclave” • Clients

32. Top Priorities 1 Content Sourcing & Methods 2 Reach and impressions 3 Engagement 4 Influence & relevance 5 Opinion & advocacy 6 Impact & value

34. #2: Standards for Reach & Impressions • All impression numbers are flawed for a variety of reasons • Multipliers should never be used • A divider is more appropriate because it is less than 5% of what is posted is actually seen • OTS must be specific to a particular channel – i.e. For Twitter OTS is the number of first line followers For Facebook it is the number of fans to a page

35. #3: Standards for Engagement • Engagement = some action beyond exposure…in response to content on an owned channel – i.e. when someone engages with you • Conversation = online or offline discussion by customers, citizens, stakeholders, influencers or other third parties about your organization • Any measure of Engagement and Conversation must be tied to the goals and objectives • Engagement and Conversation occurs offline and online --both must be considered • Engagement should be measured by the % of your audience that is engaged, and the % engagement for each item published

36. #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

37. #5 Opinion & Advocacy • Sentiment is the feelings 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

38. #6: Impact & Value • Impact: The effect of a social media campaign, program or effort on the target audience • Value: The impact expressed in either cost savings or revenue incurred. 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 • Assessing the value and impact of a campaign is a complex process. Variables need to be weighted appropriately and should be based on customer research data. It cannot be reduced to a simple formula that applies equally to consumer, B toB, and/or non-profit organizations

39. Remember These Points 1 It’s not about the media, it’s about the business and the customer 2 It’s not about Big Data, but about how you use it. 3 You need to be data informed, not data-driven  4 It’s not how loud you’re shouting it’s about relationships. 5 Standards are a reality not an excuse to hide behind

40. Thank You! • For more information on measurement, read my blog: http://kdpaine.blogs.com • For a copy of this presentation give me your card or email me at measurementqueen@gmail.com • Follow me on Twitter: KDPaine • Friend me on Facebook: Katie Paine • Or call me at 1-603-682-0735