In her presentation, CEO of Paine Publishing, Katie Paine, discusses what it really means to measure social. She offers some important numbers to keep in mind when thinking about reach and six tips on what you really should be looking at when measuring your social content.

1. Social media measurement
standards: How to demonstrate social
media’s value to your organization
KATIE PAINE
PAINE PUBLISHING
SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013

2. Social media measurement standards: How to
demonstrate social media’s value to your
organization
Social Media.org
December 9, 2013
Katie Delahaye Paine
CEO
Paine Publishing
www.painepublishing.com
@KDPaine
measurementqueent@gmail.com

3. Paine Publishing:
Providing communications professionals the knowledge and
information they need to navigate the journey to good measurement
 Newsletters
 Training Courses
 Consulting
 www.painepublishing.com
 measurementqueen@gmail.com

4. Welcome to the “I want
what I want, not what
you send me” era,
aka: “The Relationship
Era” ®

5. 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 what
your stakeholders do if/when
they see it
 The Barcelona Principles
4
“Viewers are more likely to stop watching
commercials at the moment in which brand
logos appear on the screen” - ARF Study

6. Important Numbers to Remember
The average audience for a MyDrunkKitchen
video (http://www.youtube.com/watch?v=uSXQNred3is
1,000,000
CNN average nightly audience179,000
The amount that Sodexo saved in recruitment
using Twitter
$300,000
The number of times per hour Digital Natives
switch media—every 2.2 minutes.
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Increase in mobile shopping on Black Friday 201399.24%

7. More Important Numbers to Remember
The percent of conversation that happens OFF
LINE
90%
The amount of conversations generated by bots,
spammers and pay-per-click sites
40%
The percent of on-line conversations that are
public
10%
The percent of Facebook & Twitter posts that
are actually seen
< 5%

8. Conversations
$$$$$$$$$$$$$$$$$$$$$$$$$$
Savings, shorter cycles, more
renewals, better ideas,
Product
Support HRIR SalesCIR&D
Mktg
Research
Prod.
MktgPR//Mkt
7
Social Media isn’t media, it’s your business

9. Eyeball
counting
HITS Outcomes
MSM Online
Social
Media
Reality: Eyeballs are not awareness, yet
8

10. Likes Are Not Engagement
9
AdvocacyCommitmentTrial/Consideration
FollowersLikesImpressions

11. Big Numbers Influence
 All influence is relative
 Who is influential depends
on your audience
 A computer cannot tell you
who matters most
 To be influential requires
relevance, frequency &
reach

12. Good Relationships Are More Cost
Effective
 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

13. So What?
 It’s not about the media, it’s about
your mission and your stakeholders
 It’s not how loud you’re shouting it’s
about relationships.
 There are no boundaries
 It’s not about how big your data is, it’s
about how you use it
 Silos are so 1999

14. What is a standard?
 A published specification
that:
 establishes a common language;
 contains a technical specification
or other precise criteria;
 is designed to be used
consistently, as a rule, a
guideline, or a definition.

15. Cross-Industry Collaboration
AMEC
Council of PR Firms
Institute for PR
PRSA
Global Alliance
IABC
SNCR
DAA
WOMMA
ARF
FIBEP
CIPR
PRCADell
General Motors
McDonalds
Ford
Procter & Gamble
SAS
Southwest Airlines
Thomson Reuters
#SMMStandards
www.smmstandards.org
“The
Coalition”
“The
Conclave”
Clients

16. Top Priorities
Content Sourcing & Methods1
Reach and impressions2
Engagement3
Influence & relevance4
Opinion & advocacy5
Impact & value6

17. What are you measuring?
 Paid – Google Adwords, Facebook Ads,
popups, banners etc.
 Owned – @SNCR;
https://www.facebook.com/SNCRFoundation
 Earned -- Everything else (Including
Shared)
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18. Content Standards – All About Transparency
 PDF and Word Versions
Available
 Modifications underway
based on GM experience

19. #2: Standards for Reach & Impressions
 Multipliers should never be used
 Ford research found that less than
5% of what is posted is
actually seen (FB claims 10%)
 OTS not Impressions
 Specific to a particular
channel – i.e. Twitter: first line
followers

20. #3: Standards for Engagement
 Engagement = some action beyond exposure
 Level depends on goals
 Engagement should be measured by the % of your audience that
is engaged, and the % engagement for each item published

21. #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

22. #5 Opinion & Advocacy
 Sentiment is specific to 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

23. #6: Impact & Value
 Impact: The effect of a social media campaign,
program or effort on the target audience
 Value: 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

24. Now What? Put it to use
 Consistent metrics across lines of
business, divisions etc.
 Consistency across agencies &
vendors
 Focus on insights, not tools

25. Photo Event
The End Game: Resource use
High Engagement i.e. Video Starts
Resource Use
Low
High
Medium
Veryhigh
Total Volume of Coverage
VeryHigh
Medium
High
Low
High Resources
Low Engagement
Low Resources
Webinar
Status update
Link
Ultimate
Road Trip
Google + Chat
Media Day
Corporate Video

26. 6 steps to standards-compliant
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 the parameters
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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Six Steps
to Success
1
2
3
4
5
6

27. Thank You!
 For more information on measurement go to
www.painepublishing.com
 For a copy of this presentation or to subscribe to Your
Measurement Moment, our bi-weekly e-newsletter, 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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28. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS