Presentation from the PR Measurement Summit 2009 at the Yale Club, NYC June 29, 2009

1. Bulldog Reporter's Measurement Summit
Measuring the ROI of
Social Media Campaigns
Jeni Putalavage, Director of Conversation Mining, Converseon
June 29, 2009

2. Who is Converseon?
 Only leading provider of Conversation Mining with “end-to-end
capabilities” -- from listening and reporting, to social media strategy
development, technology and implementation
 Governing members of the Word of Mouth Marketing Association
 Clients include some of the world’s largest and most influential brands.
 Multiple award-winner for a range of social media programs
© 2009, Converseon, Inc. Proprietary and Confidential.
2

3. Who is Participating in Online Discussion?
Publish a blog.
21% Creators
Publish your own Web pages.
Upload video you created.
Upload audio/music you created.
Write articles or stories, and post
them.
Post ratings/reviews of
37% products/services.
Critics
Comment on someone else’s blog. Forrester
Contribute to online forums.
Contribute to/edit articles in a wiki. Technographics®
19% Use RSS feeds. Ladder
Collectors
Add “tags” to Web pages or photos.
“Vote” for Web sites online.
35% Joiners
Maintain a profile on a social
networking site.
Visit social networking sites.
Read blogs.
Watch video from other users.
69% Spectators Listen to podcasts.
Read online forums. Groups include people
Read customer ratings/reviews.
participating in at least one
of the activities monthly.
25% Inactives None of the above
© 2009, Converseon, Inc. Proprietary and Confidential.
3

4. What is an Organizational Approach to Listening?
© 2009, Converseon, Inc. Proprietary and Confidential.
4

5. What is the Listening Lifecycle?
Pre-Launch Launch Ongoing
Objective Learn and Inform Measure and Refine Monitor and Optimize
Outcomes • Enhanced targeting • New outreach • Improved targeting
• Establish benchmarks programs & facilitated • Refinement of media
• Inform the creative response dollars
process • Better results
• Inform media buying (campaign objectives &
strategy sales)
CM Products • Social Media • Weekly/Monthly/ • Weekly/Monthly/
Readiness Quarterly Reports Quarterly Reports
Assessments (SMRA) • Engagement tools • Dashboard
• Benchmark Reports • Engagement tools
• Ad Hoc reports
• Monitoring
© 2009, Converseon, Inc. Proprietary and Confidential.
5

6. Where is the Conversation Taking Place?
FORUMS/NEWSGROUPS
120+ million
MICROBLOGS
VIDEO SHARING Twitter: 4-5 million users (Q4 2008)
YouTube:200+ million viewers
(Mar2009)
The Conversations
Converseon SOCIAL NETWORKS
WIKIS
Wikipedia: 272 million
Mines and Reports Facebook: 200+ million users (Mar 09)
35% of adult Internet users has a
unique visitors (Sept 08)) (Each venue has its social networking profile (Dec 08)
own cultural
norms which should be
kept in mind)
SOCIAL MEDIA NEWS
PHOTO SHARING AGGREGATORS
BLOGS
100+ million
© 2009, Converseon, Inc. Proprietary and Confidential.
6

7. What Kinds of Listening are Available?
Sentiment
Topics and subtopics
Human analysis
Monitoring
Voices/participants
Mining Key influentials Volume
Incident-level reporting Word counts/tag cloud
Limited sources (gen.) Entry timeline
Custom reporting elements High-level topics
Daily, weekly, monthly or quarterly Multi-level sentiment
Venue analysis
Influence
Drill-down to entries
Real-time
© 2009, Converseon, Inc. Proprietary and Confidential.
7

8. What is the Difference between Automated vs.
Manual Sentiment?
Automated sentiment systems score at record level, missing important details
[Negative for Treximet Cardio Side Effects] “I did a little research of my own,
and was a bit alarmed to come upon a forum of migraine sufferers who had
tried the drug and reported tightness in the chest and other indications of
cardiac disturbance. I decided to leave the Treximet in the desk, untouched. “
Blog.lazyharpy.com, published on 18-02-2009
[Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a
quick web search for adverse side effects of Imitrex, which I have used for
years, and felt surprised to see the very same descriptions as those
accompanying the Treximet. Since Imitrex has never bothered me,..”
Blog.lazyharpy.com, published on 18-02-2009
[Positive for Treximet Effectiveness] “…I popped a Treximet, slanted my
Automated systems would have scored the shades, closed and locked my office door, and put my head down for fifteen
entire message negative for Treximet because minutes. When my alarm went off, my head was perfectly clear. That was
four hours ago.”
of the ‘cardiac disturbance’ and side effect
Blog.lazyharpy.com, published on 18-02-2009
mentions, completely missing the point that the
author found the drug highly effective and
would likely use again
© 2009, Converseon, Inc. Proprietary and Confidential.
8

9. What are Use Cases for Listening?
 Identify influentials who are defining your brand…and category
 Inform creative by capturing the “real” conversation by and between
your customers and prospects…in near real time
 Monitor and manage your reputation
 Improve and enhance product launches
 Manage customer service
 “Real-time” market research
 Inform search/content development
 Measure campaign effectiveness
 Inform media buying by understanding where relevant conversations
are actually occurring
 Competitive intelligence
 Inform an overall social media strategy
© 2009, Converseon, Inc. Proprietary and Confidential.
9

10. How Can Listening Help Customer Service?
“For companies that don't tend
to their customers, the
consequences can be dire.
Consumers frustrated by the
regular fix-it channels are
increasingly employing
vigilante tactics. Whether
they're making YouTube,
Google videos or posting
account numbers on blogs
filled with digital rants, more
and more consumers are
getting companies to respond
on their terms.”
• Business Week, February 21,
2008
© 2009, Converseon, Inc. Proprietary and Confidential.
10

11. How Can Listening Help Identify Potential
Customers?
My naturopath suggested to increase
• Takes supplements as a part of overall weight loss you have too increase your
wellness routine; likely part of online metabolism . to do that he suggests to
diet club eat small snacks during the day and
not to avoid the good fats like the
• Better informed than the average omega 3,6 and to use things like flax
consumer about dietary needs, specific oil or flax seeds ground up on salads
nutrients and the effect on the body or in soups and salmon is a good
source of the good fats. Webmd.com
• Has few health problems overall; likely
to focus on cosmetic or general Karen, middle age female
benefits like increased energy as Current weight 200; goal 135
opposed to specifics
• May have tried multiple brands of OTC
fish oil/Omega-3 supplements
© 2009, Converseon, Inc. Proprietary and Confidential.
11

12. How Can Listening Help with Reputation
Management?
 Purpose: Enable brands to
quickly identify and address
potential reputation challenges
 Approach:
– Capture relevant conversation
using eResponder platform to
– Configure a rules-based
engagement platform for potential
engagement
– Maintain an engagement
database to profile key venues
© 2009, Converseon, Inc. Proprietary and Confidential.
12

13. How Can Social Media Lead to Creative
Insights?
 Capture the “real” language
used by consumers within
conversations about specific
products and services
 See where the conversation is
happening for better/more
efficient media targeting
 Share specific insights with
R&D/product development
© 2009, Converseon, Inc. Proprietary and Confidential.
13

14. Why is Search Engine Reputation Management
Important? How Does it Fit with Social Media
Strategy?
© 2009, Converseon, Inc. Proprietary and Confidential.
14

15. How Can Listening Inform Search?
 What is the sentiment and
composition of top search results?
 Where are the social media
engagement opportunities to
maximize Search Engine Results
Page visibility?
© 2009, Converseon, Inc. Proprietary and Confidential.
15

16. How Can Listening Help Identify Opportunities
for Social Media Strategy?
Conversation Topics/Solutions Matrix
Effectiveness
Opportunity for
content creation
Health risks
Price/cost
Environmental Pre-Treatment
Impact Procedure
Availability Home/Family
Impact
Value
ReEvaluation Insurance
© 2009, Converseon, Inc. Proprietary and Confidential.
16
16

17. What is Myth vs. Reality re: Social Media?
 Listening and acting on what you hear should
 Listening is a luxury be integrated across the enterprise, including
R&D, product development, communications/
marketing and customer service
 Social Media is for consumer  Some of the greatest beneficiaries and
goods companies only innovators in social media are other types of
companies
 Social media is just another  Social Media is a primary driver of
channel organizational transformation that transcends
marketing-communication
 Social media is easy  Culturally it can be very difficult
 Social media belongs to a
particular marketing discipline  Social media transcends marketing disciplines
– and most brands are not organized
effectively to act
© 2009, Converseon, Inc. Proprietary and Confidential.
17

18. How is Social Media Engagement Different?
Social Media Creates PR Opportunities, Enhancing Traditional PR
Traditional PR Social Media
 Media relations  Influencer engagement
 Media monitoring  Conversation mining
 News releases and pitching  Optimization (SERP visibility)
 Crisis management support  Online crisis management
 Media tours  Blog interviews and podcasts
 Events  Word of mouth
 Work with the media  Be the media
© 2009, Converseon, Inc. Proprietary and Confidential.
18

19. Thank You
info@converseon.com
212 213-4297
Twitter.com/converseon
Blog.converseon.com
www.converseon.com
© 2009, Converseon, Inc. Proprietary and Confidential.