4. “ We just finished this campaign, can you help us
”
develop the metrics to show our value?
• Too many communications professionals
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
5. “
Here’s last quarter’s media analysis and last year’s
brand tracking data. Can we schedule a meeting to
”
review the 75-slide deck?
• Too many research professionals
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
6. “ Wow, did you see the opinion shift on today’s
dashboard? That story’s really working. Let’s amp it
”
up with some new content tomorrow.
• The opportunity in front of us
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
7. Marketers are currently swimming in data
People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content
per day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
8. Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Lots of noise to filter, but plenty of valuable signal
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
9. Most companies take a two-pronged approach to measurement
“Improve” “Prove”
Provide inbound insights to inform Use data to track and report
decisions and optimize programs metrics, KPIs, business value
Real-Time Weekly Analysis
Intelligence & Monthly
Gathering Dashboards
Are our messages getting through with visibility and scale?
Are we shaping the content and conversation we want?
Are we a part of the conversation when it counts?
Are we fostering greater advocacy from influencers and consumers?
! " # ! $ " # % & ' ( ) * + , - # ) . & 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
# /
11. Making social data work outside of PR/marketing
• Concept of building a
dashboard to listen for
conversations outside of
PR/marketing applications
is easy
• Discover the data
• Analyze the data
• Segment
• Develop insights
• Execute based on those
insights
• Requires central source for
listening with organization
! " # ! $ " # % &# ' ( ) * + , - # ) . & 0 " &1 2 # & 0 0 % + # " - , ( # &,3 % * + 1 " .
/ /
13. Key elements of success…
1. Use the “right” tool(box) for the job.
2. Develop a social intelligence supply chain.
3. Institutionalize standard metrics and models.
4. Determine the right reporting cadence.
5. Verify software tools with analyst hand coding.
6. Plan protocols for real time crises.
7. Build a team who understands the business.
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
14. Think “toolbox,” not tool
• Don’t ask: “What tool should I use?”
• Instead ask: “What toolbox do I need?”
• So, what’s in the toolbox?
• Social media aggregator (Radian6, Sysomos, etc.)
• Owned media insights (Facebook, Twitter, etc.)
• Engagement tools (Tweetdeck, Hootsuite, Jive, etc.)
• Web and search analytics (Google, Omniture, etc.)
! " # ! $ " # % &# ' ( ) * + , - # ) . & 0 " & 2 # &/ 0 0 % + # " - , ( # &,3 % * + 1 " .
/ 1
15. Nine elements to evaluate a social media listening tool
Workflow functionality
16. Developing your social intelligence supply chain
Internal
Internal
Engagement
Engagement
Team
Team
Text
Data
Social
Social
Conversation
Conversation
Tool
Tool Reporting
Reporting
Feedback
Feedback
Loop /
Loop /
Non-Text Optimization
Optimization
Data
Dashboards
Dashboards
17. Framing your reporting approach around the Five W’s
• What are people saying about
your brand
• Where people are talking about
your brand
• When people are talking about
your brand
• Who is talking about your brand
• Why people are talking about
your brand
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
18. Plan the human resources, not just technology
Business/Brand #1 Business/Brand #2 Business/Brand #3 Business/Brand #4
Social COE Social COE Social COE Social COE
Stakeholders Stakeholders Stakeholders Stakeholders
In-House In-House In-House In-House In-House In-House In-House In-House
Business Business Business Business Business Business Business Business
Analyst Reporting Analyst Reporting Analyst Reporting Analyst Reporting
Agency Partner(s) & Agency Partner(s) & Agency Partner(s) & Agency Partner(s) &
External Analysts External Analysts External Analysts External Analysts
! " # ! $ " # % & ' ( ) * + , - # ) . & 0 " & 2 # &/ 0 0 % + # " - , ( # & 3 % * + 1 " .
# / 1 ,
19. Putting together an effective training program
• Take advantage of existing training
programs
• Start with a core team of people within
the company
• Spread training program to other parts of
the organization gradually
• Hands-on training as much as possible
• Create incentives/requirements to
complete training programs
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
20. Modern Day Issue Management
Modern day issues management
Identify Issues (>90% are Known)
Identify Issues (>90% are Known) Correct History
Correct History
Create an Monitor even
Profile
Profile early warning after issue
Pro / Con
Pro / Con system. ISSUE HITS burns out.
Right
Right
Influencers
Influencers
Influencers
Influencers
Know
Know Right
Right
SOC
SOC Words
Words
Volume
Volume
Know
Know Right
Right
(-)
(-) Prepare for Media Call Content
Content
Words
Words
-180 0 +180
Tag the
Tag the Right
Right
Right
Right Optimize Search Story
Story
Words
Words
Place
Place Right
Right
Right
Right 3rd
3rd
Content
Content SEARCH LEADS TO Parties
Parties
Brief / Get
Brief / Get RIGHT CONTENT Content
Content
to Know the
to Know the Syndication
Syndication
Influencers
Influencers Network
Network
REPORTERS INFLUENCED BY
SEARCH + COMPANY
Macro Industry Issues
Macro Industry Issues Full Awareness / Understand Timing / Linkage
25. What metrics are marketers tracking today?
Top metrics:
Two for reach/
exposure
One for
preference,
One for action
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26. Landing on the right metrics should be a familiar process
• Understanding what
your campaign goals and
objectives are
• Conducting benchmark
research
• Developing your
strategy and tactics
• Execution of your
campaign
• Measure and tweak
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
27. Three C’s and Three S’s of digital measurement
3C’s
Content Measures Conversation Community
Assess how content Measures Measures
is accessed, shared, Analyze volume, content, Assess audience, reach,
adapted and amplified sentiment and opinion forums and “touch points”
across various sites about companies/brands of company/brand content
and media properties across sites and media across sites, media
3S’s
Site Measures Search Measures Syndication
Assess the volume, Assess the paid and Measures
engagement, feedback organic search rankings Assess the volume,
and reach of content for company content, engagement, sentiment
shared via company’s brands and keyword and reach of content
web properties associations shared via the web
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
28. Sample metrics across social media networks
FACEBOOK TWITTER YOUTUBE FLICKR
Comments Clicks (or CTR) Subscribers Total Photo Views
Likes Retweets Total Video Total Photo Uploads
Views
Total Interactions Retweets/Post Views per Upload Average view per
photo
Total Clicks (or CTR) Tweet Reach Comments Number of comments
Shares Retweet Reach Ratings Number of likes
Impressions Average Reach Per Tweet Favorites
Pageviews % of posts that are @ replies
Overall Likes Number of lists
Comment Sentiment Followers
Demographics Sentiment
…NOW BURN THIS SLIDE FROM YOUR
MEMORY BANKS
! " # ! $ " # % &# ' ( ) * + , - # ) . &/ 0 " &1 2 # &/ 0 0 % + # " - , ( # &, 3 % * + 1 " .
29. Surveys are still an integral part of the measurement process
• Minimum of 200 people in any given
survey period
• Exposed to messaging through
social
• Not exposed to social messaging
• Identify how you’re going to survey
people and on what frequency
• Preferably every quarter using
the same method so as to not
confuse respondents
• Offline research synergies whenever
possible
• Language and questions should
be similar
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/
31. Brand A Executive Dashboard: February 2012
Sample executive scorecard
Executive Scorecard
Top Issue Areas by Volume
Key Findings and Insights
•Brand A-related social media posts increased by
11.6%, signifying greater overall presence and
relevance in social media sphere
Brand A Social Media Reports of Brand A •Healthcare reform issues received greatest
Twitter protest
Summit; Americans for donations to ALEC, amount of media attention – continuing an upward
against TPP
Tax Reform takes American Action Network, trend.
agreement1 lobbyists.3 •IPAB-related news received large increase in
$140,000 from Brand A2
attention, due to upcoming legislative battle
•Social media volume spiked when Brand A was
tied in with various causes with high public
attention (i.e., TPP, ALEC donations, lobbying)
– By engaging citizens on issues with a Brand A-
favorable public opinion, Brand A can increase
share of volume and influence in conversation
•Twitter and mainstream media were responsible
for a majority of Brand A-related news sharing in
February.
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/ ,
32. Sample Full Scorecard February 2012
Brand A Scorecard:
Full Scorecard
(Compete.com)
Contents are proprietary
and confidential.
33. Where does the train come off the tracks?
• Marketers are
overwhelmed by the
sheer amount of data
available
• Unclear on which metrics
are actually laddering up
to campaign goals
• Lack of clarity on how
often we should be
measuring
THE BIGGEST REASON…NO
OBJECTIVE SETTING AT
THE BEGINNING
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