Iabc 2013

THE MEASUREMENT SPRING:GLOBAL COMMUNICATIONS

MEASUREMENT IN THE SOCIAL ERA

Katie Delahaye PaineCMO

News GroupDubai, UAE

The Measurement Spring:Global Communications Measurement in the Social Era

Katie Delahaye PaineChief Marketing Officer, News GroupIABC International ConferenceJune, 2013

About Us Katie Paine is Chief Marketing Officer of News Group

an international monitoring, measurement & social media company

The company she founded, KDPaine & Partners is now part of Salience Insight, News Group’s Measurement & Insight company

We provide customized research to help you define and measure your success

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

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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 your customers

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

Important Numbers to RememberThe average audience for a MyDrunkKitchen video(http://www.youtube.com/watch?v=uSXQNred3is) 1,000,000

Anderson Cooper’s average nightly audience179,000

The amount that Sodexo saved in recruitment using Twitter $300,000

The amount HSUS raised from its first Flickr photo contest $650,000

The number of times per hour Digital Natives switch media—every 2.2 minutes. 27

98% The percentage of FB users who like a page and never return

Big Numbers Don’t Mean Influence Measure what matters There is no “bible” Influence ≠Reach, GRP, or any

other magic bullet All influence is relative A computer cannot tell you

who matters most

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Why Do We Communicate?

Outcomes (Target Audience Action)• Engagement• Advocacy• Revenue/Cost Savings

Outtakes(Intermediary Effects) • Awareness• Knowledge/Education• Understanding

Activities

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Metrics

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

Old School New School

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The 6 steps of 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 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

Define the goal

Understand the Audience and Motivations

Define Benchmark

Define the Metrics

Pick a Tool

Insight and Action

Six Steps to Success

1

2

3

4

5

6

Author

Make additionl slide with "Define the Investment" between #2 and #3

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Goals, Actions and Metrics

Goal

Increase “marketable universe”

Increase sales of new service offering

Action

Create a subscription newsletter

Initiate speakers program around industry topic

Outcome Metric

% increase in qualified new members of marketing

universe

% increase in qualified inquiries for new service

offering

Activity Metric

Number of page views and likes

% increase in association of brand

with market conversation

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Matching Goals to Metrics

KPI

Increase on-message media presence

Increase in customer engagement

Increase awareness

Increase share of voice in market

Metric

% of items containing key messages

% increase in engagement index

% unaided recall of sponsorship% increase in brand preference

% share of desirable voice by geography


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

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Like Are Not Engagement

AdvocacyCommitmentTrial/Consideration

FollowersLikesImpressions

Good Relationships Are More Cost Effective Type “I love Zappos” into Google, and you

find 1.19 million references Type “I love 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

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ROI vs Cost/Benefit Analysis Going where the fish are = Greater

efficiency: 44 % of junk mail goes to landfills unopened Response rates <0.25% now acceptable On average less than 1 % of all emails is opened

& acted upon Greater engagement & loyalty

Network Solutions Georgia Pacific Home Depot

Need some help with that lawn?



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

It’s Not Big Data It’s the Right Data

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? Find the sweet spot

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People wanting to vacation in a safe, English speaking destination

Royalty Enthusiasts

Canoers

Author

Highlight sweet spot, put a pic of Prince William and Kate in center. then grow the center

Author

Could we do visuals in the circles? or is that too busy?

Important Numbers to Remember

The percent of conversation that happens OFF LINE90 %

The amount of conversations generated by bots, spammers and pay-per-click sites35% - 40%

The percent of on-line conversations that are public 10%

The percent of Facebook & Twitter posts that are actually seen < 5%

The Percent of Twitter users that have fewer than 10 followers80%

The percent of emails send that never make it to an inbox25%

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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” or “Abbey”

Page 20

“I like my work.” - Huck

SCANDAL

Author

Change Abby to Huck from Scandal

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What does the data say?

Data Informed Successful communications starts with measurement

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Braided Metrics in Real Time




you use it There are no boundaries Standards are a reality not an excuse to

hide behind

All Silos Are Permeable External vs Internal Geographic Traditional vs. Social “If you make people

angry enough, you will be replaced” (Fadl Al Tarzi, CEO, SocialEyez)

Most wounds are self inflicted

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25

Qaboos bin Said Al SaidAbdullah bin Abdul

Azaz Al Saud Abdullah IIHamad bin Issa Al

Khalifa Abudl Azaz Bouteflika

Hosni Mubarak Ali Abdullah Saleh Bashar Al-Assad Zine el-Abidine Ben Ali Muammar Al-Gaddafi

User Emotions Towards Political Leaders in the Region




you use it There are no boundaries Standards are a reality, not an excuse to

hide behind: www.smmstandards.org

http://www.smmstandards.org/

Cross-Industry CollaborationAMECCouncil of PR FirmsInstitute for PRPRSAGlobal Alliance

IABCSNCRDAAWOMMAARFFIBEPCIPRPRCA

DellGeneral MotorsMcDonaldsFordProcter & GambleSASSouthwest AirlinesThomson Reuters

#SMMStandardswww.smmstandards.or

g

“The Coalition”

“The Conclave” Clients

Process for Standards Broad industry input Focus on Earned Media, not Paid Voluntary / non-exclusionary Used ISO process Posted to www.smmstandards.org

Conclave/Coalition

Development

Interim Standards

2-month Comment

Period

Approved Standard

Top PrioritiesContent Sourcing & Methods1

Reach and impressions2

Engagement3

Influence & relevance4

Opinion & advocacy5

Impact & value6

#SMMStandards – Sources & Methods Transparency Table www.smmstandards.org

Timeframe AnalyzedResearch Lead(s)Channels AnalyzedData/Content SourcesAnalysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep. SampleSource LanguagesSearch LanguagesSentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________

☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level

Spam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releasesMetrics Calculation and Sources -- Reach -- Engagement -- Influence -- Opinion/AdvocacyProprietary MethodsSearch Parameters See full search string list on page ___ of this report

#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

#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

#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

http://www.womma.org/influencers

#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

#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, busines process improvement (BPM,) 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 to B, and/or non-profit organizations

Remember These PointsIt’s no longer about the media, it’s about your business.1

Be data-informed not data-driven. Big Data doesn’t matter. It’s the right data & how you use it.2

You can’t be talking “likes” when the leadership wants value. ROI may not be the answer.

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It’s not how loud you’re shouting it’s about the strength of your relationships.3

Standards are here, implemented them!6

The definition of success is not how many you’ve reached, but how those you’ve reached have responded

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Thank You! For more information on measurement, read my blog:

http://kdpaine.blogs.com or subscribe to The Measurement Standard: www.themeasurementstandard.com

For a copy of this presentation go to: http://www.kdpaine.com

Follow me on Twitter: KDPaine Friend me on Facebook: Katie Paine Or call me at 1-603-682-0735

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