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China and Asia - a new way to think about measurement of PR and digital social media campaigns and programs
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Please Me!Measuring Social Media in Public Relations
Singapore & Hong Kong – March 2 & 4, 2010
The World‟s Most Valuable Facebook Page?
28,842,974 „Likes‟ x 3 posts per day x 30 days= 2,595,867,660 impressions per month
(2,595,867,660 impressions / 1000) x $5 CPM
= $ 12,979,338.30 per month or= $ 155,752,059.69 per annum
in earned media
ALV (Average „Like‟ Value) = $5.40
http://vitrue.com/blog/2010/04/14/360-facebook-fan-valuation-is-just-the-tip-of-the-iceberg/
$156 million - $110 million
=$46 million
A (Much) Simpler Value Equation
= $0
Agenda
1. Evolving Measurement
2. Three Measurement Myths
3. Output, Impact, Outcome - A Model
for Measurement
4. In Practice
Measurement is Evolving
“We talk about the quality of product
and service. What about the quality of
our relationships, and the quality of
our communications and the quality of
our promises to each other?”Max De Pree
• Performance Measurement
• Objectives
• Communication„s audit
• PR Dashboards
Counting
Where measurement began
Where others are
Where the future is
• Media tracking and analysis
• Message content analysis
• Audience attitudes, and Reputation measures
• Clip counting
• Circulation/impressions/reach
• Ad. Value Equivalencies (AVE)
• Share of voice/ink (SOV/SOI)
Analysing Establishing Causation
Do the Evolution
Where We Began - Counting
Clips
Circulation
Impressions
Advertising Equivalency Value
PR Value
The Modern Imperative - Analysing
Media Tracking
Message Content
Audience Attitudes
Reputation Drivers
The Future – Establishing Causation
Performance Measurement
Objectives
Communications Audit
PR Dashboards
the (perceived) challenge
of marketers in the U.S. say that the main obstacle to implementing an effective online measurement strategy is that there is too much data.eMarketer.com, June2010
17%
of marketers in the U.S. say that the main obstacle to implementing a social media strategy is there is not enough data or analytics to develop
ROI. eMarketer.com, April 2010
35%
the (real) challenge
EXECUTE PLAN RESEARCH
Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums
94% of online conversation around Asian corporate brands is neutral in tone
28%
34%
40%
54%
53%
54%
49%
39%
20%
12%
11%
7%
China
India
Japan
Korea
Positive
Negative
Mixed
63%
messages disseminated by Asian multinationals
gapmessages reflected in blog commentary
Source: Burson-Marsteller Global Message Gap Study 2010
...but consistent lack of sustainable social strategies
18%
20%
12%
8%8%
11%
4%
9%
Microblogs Social Networks Corporate Blogs Video
Active
Inactive
55%of Asian corporate social media accounts are inactive
Source: Burson-Marsteller Asia-Pacific Social Media Study 2010
The measurement imperative
Set measurable objectives from the outset
Measure only what is meaningful
Link social media activity to tangible outcomes
3 Measurement Myths
“As a general rule the most successful
man in life is the man who has the best
information”Benjamin Disraeli
Benefit - Cost
Cost( ) X 100 = Return on Investment
Digital ROI is Different
21
Activity = Value
22
It’s About Presence
The measure challenge
EXECUTE PLAN RESEARCH
Marketing Everything else
“Communication is not what you send out, but what arrives.”
Jim Macnamara
“You know, we’re just not reaching that guy”
OutcomesOutput, Impact,
A Simple Measurement Framework
…but it all starts from the Outset
A Measurement Mantra
Our role as PR Professionals is to tell the
organization‟s story…
…to all the people who need to hear it…
…so that they will do and think…
…what we want them to do and think:
know who we are;
understand what we do;
think highly of us;
agree with us;
and ultimately be motivated to:
buy our products and services;
work with us or for us;
recommend us to others;
invest in our stock;
or otherwise contribute to our business.
The first step in measuring results is to define the result…
…who are the people who need to hear our story? What do we want them to do or think?
28
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
Who do I need to reach?
What are they saying about me?
Where are they saying it?
29
BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS
What do I want the audience to do or think?
Why is this important?
What does success look like?
Define Benchmarks
Take a snapshot of metrics before beginning
Soft and Hard Outcomes
AwarenessEngagementAdvocacyReputation
RevenueEmploymentInvestmentPartnership
Objectives to Outcomes
Wooly Objectives Probing questions Measurable Outcomes
Improve online awareness
Position company as an employer of choice
Improve investor sentiment
Increase sales
Where is your audience congregating online?What is the tone and content of current online content in those forums?What opportunities exist to engage?
Improve ratio of positive to negative content in top five industry blogs over next quarterRespond to 50% of relevant comments
What do people look for in an employer?How is the company perceived as an employer? How is employee satisfaction measured?
Increase number of applications for jobs posted on the careers siteDecrease employee churn to below 50% within 18 months
What factors affect investor sentiment?How realistic are the company‟s plans?What is the online sentiment regarding the company's performance?
Persuade equity analysts from top five investment houses to rate the stock as “buy”
What are the current conversion ratios?How is the company reaching consumers?How does the online meet the offline?How is the company tracking conversions?
Increase participation in current coupon redemption campaignIncrease preference for new line of products among savvy early adopters
Be realistic!
Outcomes Should Specify
Measuring Output – What’s the Buzz?
Measuring Output – Tracking Engagement
74%
60% 59%
89%
57%
28%
51%
72%
Global Asia-Pacific Europe U.S.
Allows 'Liker'posts Responds to 'Liker' posts
Where do we want to talk about it?
= Channel strategy
What do we want to talk about?
= Content strategy
Two BIG Questions
One BIGuniverse of choice
Impact
Measuring Impact – Passive Engagement
Measuring Impact – Active Engagement
Coupons, Newsletters, Webinars,White Papers, Video, Speeches…
Outcome
Measuring Outcome - Revenue
Measuring Outcome –Demonstrating Value
How much is enough?
http://blogs.cisco.com/socialmedia/measuring-social-media-and-its-impact-on-your-brand/
EngagementIncrease in
content views ordownloads
Increase in community
memberships
% change in content / channel
subs
Ratio of posts to comments / replies
No of positive 3rd
party comments
CustomerSatisfaction
% change in customer
satisfaction
% Change in customer retention
% change in customer loyalty
Correlation of sentiment to satisfaction
% change in overall positive
sentiment
Social Content Mobility
% change in Twitter retweets
% Change in Facebook Likes /
shares
% change in YouTube Likes /
embeds
% change in blog trackbacks
% change in content tagged or
ranked
Thought Leadership
% Change in SOV per thought leader topic
% change in Cisco thought leaders quoted
Increase in topical content coverage
Increase in perception of C. as thought leader
Message Resonance
% of conversations carrying one or more key messages
% change in key messages in social media conversations
% change in awareness and credibility of key messages
Market Awareness% change in aided / unaided
awareness vs. competition% change preference in specific
markets vs. competition % change in positive sentiment
vs. competition
Market position% change in no. of times C. is
positioned favourably in conversation vs. competition
% Change in no. of times C. mentioned positively in key blogs and communities vs. competition
% change in perceived position relative to competition
Leads / Sales / Market Share
% change in cost per qualified lead
% change in cost per contact or cost per
customer acquisition
% change in desirable mentions of key sales
drivers
% change in correlation between social media
conversations and qualified leads
Efficiency of Communications
Decline in costper click through
Decline in cost per message communicated (budget divided by
message appearnces)
Decline in costper engagement
How much is enough?DELL SOCIAL MEDIA LISTENING COMMAND CENTER
Nothing has changed…
…and everything has changed
Nothing has changed…
“[In Social Media], success isn'tabout 'being on Twitter' ormastering any other particularsocial tool. Instead, successaccrues to businesses that arepresent, agile, responsive, andprepared.“
Jay Baer and Amber Naslundauthors of "The Now Revolution,"
Please MeMeasuring Social Media in Public Relations
Steve Bowen
Managing Director, Marketing & Training Asia-Pacific [email protected]
Zaheer NooruddinDirector, Lead Digital Strategist Greater [email protected]
www.burson-marsteller.asia www.bmdigitalchina.com
www.facebook.com/bursonmarsteller.asia@BMAsiaPacific @BMDigitalChina
http://slidesha.re/hTbqGe V
