the business case for social media

Kami Watson Huyse, APRPresident

Zoetica Media

Arthur Yann, APRVice President, Public Relations

Public Relations Society of America

Social Media and The Business Case for Public RelationsTM

Arthur Yann, APRVP, Public Relations, PRSA@arthury

Professional development Seminars, panels, conferences Awards Accreditation Networking

Advancing the Professional ...

Advocacy Industry diversity Ethical conduct

... And the Profession

Ethi

cs

Advocacy Greater understanding and

adoption of public relationsservices

... And the Profession

Business Case and Social Media

Richard Edelman “For the first time, [public relations] has

access to the money that is digital.”

Paul Taaffe “Though digital is still a competitive space,

PR agencies will continue to take an increasing share as the market expands.”

Marian Salzman “[Public relations] won't win the tech

wars ... we'll have to prove value in the message creation department.”

But, Fundamentals Aren’t New

“The newest computer can merely compound, at speed, the oldest problem in the relations between human beings, and in the end the communicator will be confronted with the old problem, of what to say and how to say it.”

- Edward R. Murrow

Business Case and Social Media

“As the industry begins to show signs of life again, a number of familiar themes surface ... one of these is an emphasis on measurement, especially in a digital age."

Business Case and Social Media

Ray Kotcher “Measurement is exploding in importance.”

Paul Taaffe “Marketing clients are increasingly

demanding the measurement and ROI piece.”

Liz Kaplow “We are accountable to C-suite

executives ... PR will be expected to measure its contribution to identifiable business objectives.”

The Shrinking News Hole

Social Media: The New Channel

Mashable: “2010 News MediaContent Trends to Watch” News consumption = a

collection of streams News breaks through real-

time social media platforms Marketers are skipping

journalists and deliveringmessages themselves

Business Case and Social Media

“My job was simply to call reporters and get stories placed. Their job is literally to be involved in conversations. It's such a better job.”

Richard Edelman

Measuring Social Media’s Value

Not long ago, social media ROI was little more than counting eyeballs, blog RSS readers, Facebook fans, and Twitter followers.

Today, smart companies are measuring social media ROI against clear business objectives, such as customer engagement or revenue

Social Media: The New Channel

Erin Nelson, CMO, Dell “I think [social media] can and has to [be

measured].” “We're focused on ‘does it enhance the

customer experience?’ Does it look like revenue and profit are following?

“I know engagement with a fan on Facebook is a really good thing. I don't measure if that shortens the sales cycles.”

“The things I can measure I feel great about. Those I can't I'm not losing sleep about.”

Before You Can Measure

You must set objectives by answering four questions: Whom are you seeking to affect? What about them are you seeking to affect? How much is a successful affect? By when will this affect have occurred?

“If you don’t know where you’re going,it’s hard to know if you’ve arrived.”

Your Role

Put program objectives into business terms Shift the conversation to outcomes (behavioral,

attitudinal), from outputs (clips) to show how social media drives business performance.

Ensure adequate budget 3 – 7 percent of the total (USC Annenberg)

Use measurement prescriptively to change and improve the program

Consult measurement specialists, as needed

Kami Watson Huyse, APRPresident, Zoetica Media@kamichat

Social Media Measurement

ActionAttitudes

Interest

Use what already works Measurement standardization Define Engagement Reputation Management

But how ... ?

Measurement Notes

Following counts Number of mentions Number of re-tweets/shares Number of links RSS Subscriptions

Beware Outputs or Interests

But are they taking action?

Sentiment Analysis Survey Relationship Satisfaction Scores Search Action Stickiness

Attitudes – 5S

Correlations Butts in Seats Coupons and Codes Benchmarking The Funnel Ask them why?

Business Outcomes and Actions

Greenopolis was launched by Waste Management VC to increase recycling and reduce waste

Its goals are summed up in its tagline: “Learn. Act. Reward. Together.”

Online Greenopolis Community, Twitter, YouTube,

Facebook and User Generated Content

On-Street Greenopolis Recycling Kiosks

Stakeholder Rewards Greenopolis Rewards program

Waste Management: Greenopolis

Greenopolis Measures

Changing the Culture

Launch a Pilot Program

Pilot Results

Online coaster community 12 coaster sites 50 unique links Lower cost ROI = $2.6MM

Cross Functional Teams

PR Conduc

ts

SMEs

C-Suit

e

Marketing

Community

Adoption

Adoption

Network Solutions

Sentiment Analysis

Baylor HCS: Share of Voice

April 2009

Baylor HCS: Share of Voice

October 2009

Engagementdb 2009

http://www.engagementdb.com

Correlation: Revenue Growth

http://www.engagementdb.com

Correlation: Gross Profit

http://www.engagementdb.com

Conversation Starters

@lettergirl

#journchat

Contact

Kami Watson Huyse, APR713.568.5750

kami@zoeticamedia.comwww.zoeticamedia.com

Communication Overtones [Blog]www.kamihuyse.com

@kamichat

Arthur Yann, APR212.460.1452

arthur.yann@prsa.orgwww.prsa.org