Katie Delahaye Paine

Measuring Naked Conversations -- How to Measure Social Media Connect Grady College University of Georgia October 2007 Katie Delahaye Paine CEO [email_address] www.measuresofsuccess.com http:/kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org

Conversations, by Agnes Nyanhongo

Why Measure Conversations? ,[object Object],[object Object],[object Object],[object Object],[object Object],“ If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous, capricious, motivated by innumerable conflicting interests, and conflicting desires.” Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis

12 signs that this is the end of the world as we know it ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The 5 immutable laws of 21 st Century Communications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

3 must-have metrics for social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

In the average day, a person consumes the following media: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How to measure the impact of all those various communications efforts: 7 Steps to the perfect social media measurement system ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What do you need to measure? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Goals, Actions and Metrics Web traffic to inquiry site Click thrus Ticket sales % aware of your brand % preferring your brand Total opportunities to see brand or message Start blog Add SEO to your press releases Leads/sales % consistency in messaging between external and internal communications Market share Ratio of on-message to off-message quotes Outcome Metric % hearing message % believing message Were they published on time % postings/articles containing one or more key messages Share of positioning on key issues Develop tools and vehicles: Blogger/Speaker training Message consistency Output Metric Action Outtake Metric Goal

Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure

Strong correlations also exist between online donations and the organization’s overall media exposure

Step 3: Typical metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Postings were nearly twice as likely to be positive than negative

Step 5: Select a measurement tool ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your tool box also needs to include: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Candidates exposure on YouTube

YouTube activity heats up as primaries approach

Your tool box also needs to include: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your tool box needs to include: ,[object Object],[object Object],[object Object],[object Object]

Matching the tool to the objective Clicktrax, Web trends, WebSide Story % increase in traffic #s of clickthrus or downloads Increase inquiries, web traffic, recruitment % aware of or believing in key message % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Conversation index greater than .8 Rankings % of audience preferring your brand to the competition Metric Survey,Vizu Media content analysis – Dashboards Communicate messages Type pad, Technorati Engage marketplace Survey Monkey, Zoomerang, Increase awareness/preference Tool Objective

[object Object],[object Object],[object Object],[object Object],[object Object],Step 6: Analysis

Thank You! ,[object Object],[object Object],[object Object]

Katie Delahaye Paine

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Katie Delahaye Paine