Emerging Trends for Measuring Social &
Traditional Media
Katie Delahaye Paine
Senior Consultant
Paine Publishing
What you’ll learn
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The new landscape
6 Steps to a Perfect Measurement Program
The new Standards for Social Media Measurement
What’s Different About The Social Era?
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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
What’s Changed?
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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
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Important Numbers to Remember
1,000,000
The average audience for a MyDrunkKitchen video
(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
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The number of times per hour Digital Natives switch
media—every 2.2 minutes.
More Important Numbers to Remember
90 %
35% - 40%
The percent of conversation that happens OFF LINE
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
Big Numbers Don’t Mean Influence
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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
Like Are Not Engagement
Impressions
Trial/Consideration
Likes
Commitment
Followers
Advocacy
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Metrics
Old School
 AVEs
 Eyeballs
 HITS (How Idiots
Track Success)
 Couch Potatoes
 # of Twitter
Followers (unless
you’re a celebrity)
New School
 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
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Good Relationships Are More Cost Effective
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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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The CEO of a hospital won a union battle
via blogging
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
Braided Metrics in Real Time
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What’s Different About The Social Era?
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



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
All Silos Are Permeable
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Traditional vs. Social
External vs Internal
Geographic
If you make people
angry enough, you will
be replaced
Most wounds are self
inflicted
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Six Steps
to Success
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
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Why Do We Communicate?
Activities
Outtakes
Outcomes
(Intermediary Effects)
(Target Audience Action)
• Awareness
• Knowledge/Education
• Understanding
• Engagement
• Advocacy
• Revenue/Cost Savings
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Step 1: Define the goals: Why do Communications ?
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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?
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Goals, Actions and Metrics
Goal
Action
Activity Metric
Outcome Metric
Move visitors along
the path to
purchase
Create an
ambassador
program
% increase in brand
ambassadors
Volume of activity
% increase in
recommendations
% increase in visits
Increase
membership
New website &
newsletter
Increase in % of
members reading/using
sites
% increase in membership
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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
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Step 2B: Get everyone on the same page
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Be inclusive – include anyone who will see your reports
Be clear about definitions:
 Engagement?
 Success?
 ROI?
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Don’t reinvent the wheel. Understand what data already exists
Make it interactive
Follow up
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Step 3: Establish benchmarks
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Past Performance
Think 3
 Peer
 Underdog nipping at your heels
 Stretch goal
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Whatever keeps the
C-suite up at night
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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
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Step 4: Matching Goals to Metrics
KPI
Metric
Increase on-message media presence
% increase in KBI (via media analysis)
Increase in customer engagement
% increase in engagement index
Increase awareness
% unaided recall of sponsorship
% increase in brand preference
Increase share of voice in market
% share of desirable voice by geography
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How to calculate your Kick Butt Index
Criteria
Result
Score
Result
Score
Tonality
Favorable
+3
Unfavorable
-3
Messaging
Yes
+3
No
-1
Quotes
Yes
+1
-2
Dominant
+1
High Visibility
+2
No
Not Dominant
-orUnfavorable &
Dominant
Low Visibility
-orUnfavorable High
Visibility
Dominance
Visibility
Final Score
+10
-1
-3
-10
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Step 6: Pick the right measurement tools
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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
Step 6: Selecting a measurement tool
Objective
KPI
Tool
Increase inquiries,
web traffic, recruitment
% increase in traffic
#s of clickthrus or downloads
Web Analytics: Google Analytics,
Omniture, Web trends
Increase
awareness/preference
% of audience understanding your messages
Survey: Phone Calls,
SurveyMonkey, or Mail
Engage
employees
% increase in engagement index
Web analytics or Content Analysis:
Facebook Insights, Convio,
Omniture, Google Analytics
Communicate
messages
Total opportunities to see key messages
Cost per opportunity to see key messages
Media content analysis,
Survey Research
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Be Data Informed, Not Data Driven
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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
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Page 27
Typical Dashboard Framework
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Every dashboard tells a story
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
Cross-Industry Collaboration
AMEC
Council of PR Firms
Institute for PR
PRSA
Global Alliance
IABC
SNCR
DAA
WOMMA
ARF
FIBEP
CIPR
PRCA
“The
Conclave”
“The
Coalition”
Dell
General Motors
McDonalds
Ford
Procter & Gamble
SAS
Southwest Airlines
Thomson Reuters
#SMMStandards
www.smmstandards.org
Clients
Top Priorities
1
Content Sourcing & Methods
2
Reach and impressions
3
Engagement
4
Influence & relevance
5
Opinion & advocacy
6
Impact & value
#SMMStandards – Sources & Methods Transparency Table
www.smmstandards.org
Timeframe Analyzed
Research Lead(s)
Channels Analyzed
Data/Content Sources
Analysis Depth
☐ Automated
☐ Manual
☐ Hybrid
☐ All Content Reviewed
☐ Rep. Sample
Source Languages
Search Languages
Sentiment Coding
☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________
☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level
Spam/Bot Filtering
☐ Automated
releases
☐ Manual
☐ Hybrid ☐ Includes news releases
Metrics Calculation and Sources
-- Reach
-- Engagement
-- Influence
-- Opinion/Advocacy
Proprietary Methods
Search Parameters
See full search string list on page ___ of this report
☐ Excludes
#2: Standards for Reach & Impressions
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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
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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
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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:
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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
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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
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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
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
Thank You!
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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
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