chuck hemann presentation

Contents are proprietary and confidential.

Developing a Best Practices Approach to Social Media MeasurementApril 13, 2012

YouToo Social Media Conference

WARNING: I AM A MATH GEEK!! (AND NOT A PR PERSON)

@chuckhemann ON TWITTER http://www.flickr.com/photos/harris77/2929930671/sizes/l/in/photostream/@YouToo2012

@chuckhemann ON TWITTER

Listening (and data) are at the foundation of everything we do

@YouToo2012


“In 2009, more data was generated by individuals than in the entire history of mankind through 2008”

Andreas Weigend, Former Chief Scientist Amazon.com

http://www.flickr.com/photos/lindsaystonebriggs/4642248445/

Here’s the good news for all of you…

@YouToo2012


“In 2009, more data was generated by individuals than in the entire history of mankind through 2008”

Andreas Weigend, Former Chief Scientist Amazon.com

http://www.flickr.com/photos/lindsaystonebriggs/4642248445/

But this is also the bad news…

@YouToo2012

• Seminal paper on human memory in 1956

• George A. Miller/Harvard

• People hold about 3-7 items in their short-term memory at any given time

• We can’t quickly recall as much as we think we can.

• In 2011, here is what we can do… • Ask customers for ideas, providing them

and their peers a platform to iterate and update those suggestions and we start to engage a deeper, collective memory bank.

• Long-term memory is tapped….the sub-conscious comes alive

Market research will make its big leap forward… SOON!!

@chuckhemann ON TWITTER@YouToo2012


Three biggest “data” questions facing communicators


How do we turn a mountain of listening data into something actionable for an enterprise the size of some cities?

How do I build a robust (enough) measurement program to show value and please my boss?

Can influencer analysis be quantified, and can I do it without using Klout?

@YouToo2012


MONITORING

“What did people say today?”

LISTENING

“What is most important to our consumers?”

ANALYZING

“How should we go to market in new / different ways?”

MEASURING

“How successfully am I meeting my objectives?”


Which of these approaches best describes you and your business?

@YouToo2012


The way most organizations use listening data

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The way most organizations SHOULD use listening data

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@chuckhemann ON TWITTER http://www.flickr.com/photos/94379417@N00/4808475862/

Where do we get started?

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• Ability to optimize content in real-time

• Foster a better customer experience

• Learn about potential product issues

• Marketing through conversation

• Gain business intelligence

http://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/

Understanding what listening can do for the brand…

@YouToo2012

@CHUCKHEMANN ON TWITTER

• 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

Framing your listening approach around the Five W’s

@YouToo2012


• Analytics platforms scratch the surface of analyzing why a “fan” or “follower” acts the way they do/don’t

• Essential to answer this question from a planning and measurement standpoint

• Surveys and focus groups aren’t dead

Just a quick note on answering “why”

@YouToo2012


• What’s the goal of our listening program?

• Has there been an internal decision made on a tool?

• Do you have a training protocol in place?

• Both tools and broader enterprise training

• Have you outlined a regular reporting schedule?

• Have you developed a competitive set?

http://www.flickr.com/photos/basegreen/205733912/

Ok…So where do we get started?

@YouToo2012

THERE ARE OVER 225 VENDORS ON THE SOCIAL MEDIA MONITORING WIKI ALONE!!!

Criteria you should be using to determine the right tool for your organization:

• How many sites the tool captures overall

• Workflow management

• Ability to import and export information

• Incorporating other data sources (web, search)

• Cost

NOTE: Don’t try to review every tool. Pick FIVE based on cursory research to review in greater detail

Picking an enterprise listening tool can be overwhelming

@chuckhemann ON TWITTER@YouToo2012

Contents are proprietary and confidential. http://www.flickr.com/photos/72416315@N03/6538084999/


• Take advantage of training programs offered by the vendor you’ve selected to do listening

• Start with a core team of people within the company• PR/Marketing• Legal• Social media/digital marketing• CRM• Human Resources• Consumer insights

• Spread training program to other parts of the organization gradually as interest in listening is expressed

• Hands-on training as much as possible

• Create incentives/requirements to complete training programs

Putting together an effective training program

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Developing your response matrix

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… The answer to this question is, as usual, MAYBE

Do you need the physical command center space?

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Or you can utilize a web-based application that is scalable

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Where the listening “market” goes from here

@YouToo2012

• Over the last two years the market has seen tremendous change and consolidation• Marketwire acquires Sysomos• Salesforce.com acquires Radian6• Visible Technologies acquires

Cymfony

• Social media management platforms forming partnerships to offer a “one stop shop.” • Spredfast partnering with Crimson

Hexagon and Radian6

• Who is 3-10 on the list of social media listening platforms?

• The next 12-18 months looks challenging as vendors scramble to uncover the next innovation


Measuring Social Media


• Social media cannot be measured

• ROI stands for something other than return on investment

• Social media measurement is different than traditional media measurement

• Social media is meant to be organic and we already have too much data

Channeling our inner myth busters…

@YouToo2012


Most companies take a two-pronged approach to measurement

Real-TimeIntelligence Gathering

Weekly Analysis & Monthly

Dashboards

Are our messages getting through with visibility and scale?

Are we shaping the content and conversation we want?

Are we fostering greater advocacy from influencers and consumers?

Are we a part of the conversation when it counts?

“Prove”Use data to track and report

metrics, KPIs, business value

“Improve”Provide inbound insights to inform decisions and optimize programs


Most companies take a two-pronged approach to measurement

@YouToo2012


COMMON MEASUREMENT QUESTIONS ANSWERS/GOALS

How many people did we reach?Unique Monthly VisitorsLike/follower countsNumber of Social Media Impressions

Did the program create conversation?Share of Voice/ConversationRank posts by tonality

How do I get ad equivalency so the brand can compare this to our advertising?

Non-standard ad equiv or CPM model

Were our fans/followers engaged? Engagement

WHAT WE SHOULD BE ASKING MORE OFTEN

Did the program drive results? Sales/Leads/Consumer Satisfaction

Common measurement questions are important, but only one part of the puzzle

@YouToo2012


Top metrics:

Two for reach/ exposure

One for preference,

One for action

Marketers are currently just feeding the beast…

@YouToo2012


• Understanding what your campaign goals and objectives are

• Conducting benchmark research

• Developing your strategy and tactics

• Execution of your campaign

• Measure and tweak

Landing on the right metrics SHOULD be a familiar process!

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FACEBOOK TWITTER YOUTUBE FLICKR

Comments Clicks (or CTR) Subscribers Total Photo Views

Likes Retweets Total Video Views

Total Photo Uploads

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

Typical metrics across the big four social networks

@YouToo2012


Surveys are still an integral part of the measurement/research 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

@YouToo2012

@CHUCKHEMANN ON TWITTER http://www.flickr.com/photos/dum/518326142/sizes/l/in/photostream/

• How dynamic is your content going to be?

• How often are you going to be expected to report results?

• Do you have the internal resources to handle regular reporting requirements?

• What social platforms are you using to engage your audience?

How often you measure depends on your thirst for information

@YouToo2012

Reports of Brand A donations to ALEC,

American Action Network, lobbyists.3

Twitter protest against TPP agreement1

Brand A Social Media Summit; Americans for

Tax Reform takes $140,000 from Brand A2

Key Findings and Insights• Brand A-related social media posts increased by

11.6%, signifying greater overall presence and relevance in social media sphere

• Healthcare reform issues received greatest amount of media attention – continuing an upward trend.

• IPAB-related news received large increase in 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.

Brand A Executive Dashboard: February 2012

Channel Volume Reach

Brand A

534 influencer news

stories ▲ 5.3%

267,000readers

▲ 5.3%

1,272 socialmedia posts

▲ 11.6%

165,360readers

▲ 11.6%

3,982 followers ▲ 4.9%

517,660users ▲ 4.9%

Top Issue Areas by Volume

Sample executive scorecard

@CHUCKHEMANN ON TWITTER@YouToo2012


Channel Volume Reach Engagement Themes Quality* Key Findings by Channel

7 posts ▼ 36.4%

910impressions

▼ 36.4%

65 likes, 14 comments,

6 shares ▲ 6.3%

1. Innovation2. Patient Safety3. Econ. Impact

54/100 ▲ 2.1%

Volume of Facebook posts was lower than January. However, overall engagement increased, showing value of targeted engagement.

87tweets ▼ 23.7%

11,310 impressions

▼ 23.7%

100retweets

▼ 29.1%

1. Innovation2. Meds in Dev3. Medicare Part D

71/100 ▲ 9.2%

# of tweets and Twitter engagement saw a downturn this month, which

ties into lower volume numbers across the board.

5,116search phrases

▲ 6.0%

1,030,000 total searches

▲ 4.9%

19,065 search to site visits

▲ 5.7%

1. Brand A2. Pharma3. Brand A code

62/100 ▲ 4.9%

# of search phrases, as well as total searches increased, showing effects

of website modifications & prominence of blog a.

Blog A 22blog posts

▼ 31.3%

11,000readers

▼ 31.3%8 comments

0.0%

1. Innovation2. Patient/Drug

Safety3. HC Reform/Costs

63/100 ▼ 5.8%

Total number of blog posts decreased. However, amount of engagement stayed level due to

targeted, engaging content.

Blog B694 page

visitors ▼ 12.5%

694 page visitors

▼ 12.5%

167 Facebook likes, 28

Tweets, 7 +1s ▲ 55.4%

1. Innovation2. Patient/Drug

Safety3. HC Reform/Costs

62/100 ▲ 4.9%

Although total blog visitors decreased, overall engagement saw a

sharp increase due to increased syndication and targeted content.

Brand A website 241,670

global rank-- N/A

96,071page views

▲ 1.2%

2.75 pages/visit

▼ 3.1%

1. About2. Research3. News/Media

62/100 ▲ 4.9%

Amount of total page views increased, indicating that readers of

Brand A.org are consuming more information as time progresses.

Brand B website 34,984

total visits ▲ 4.6%

24,830 unique visitors

▲ 8.2%

00:03:28avg time on

site ▼ 3.7%

1. About2. Research3. News/Media

62/100 ▲ 4.9%

Amount of overall visits and unique visitors increased this month,

showing results of targeted engagement and website redesign.

Brand A Scorecard: February 2012

(Compete.com)

Sample full scorecard


A different way to measure content performance

@YouToo2012


Want more measurement examples?


@CHUCKHEMANN ON TWITTER http://www.flickr.com/photos/eddidit/391622578/

• 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

This all seems so straightforward, right?

@YouToo2012


Defining and Measuring Influence

• Do brands care about a rigorous approach to influencer identification? YES – NO QUESTION!

• Is quantitative analysis more important than qualitative assessment?

• What’s the ideal balance between automation and human intervention?

• What are some metrics we can use to define influence?

Several open questions related to online influence

@CHUCKHEMANN ON TWITTER @YouToo2012

Michael Brito reaches a large audience online

• 40,000+ followers on Twitter

• On 2,127+ Twitter lists

• Almost 3,000 subscribers on britopian.com

• Almost 500 photos on Flickr

Does Michael ever write about gardening? NO@CHUCKHEMANN ON TWITTER

Lets say I’m building a list of gardening influencers…

@YouToo2012

My mom reaches a much smaller audience than Michael:

• About 1,300 followers on Twitter

• On 65+ lists

• Has a small personal blog for gardening

• Posts some photos on Flickr

BUT! She’s hosted #GardenChat and tweets regularly on gardening


Now what about my mother…

@YouToo2012

Who is a bigger gardening influencer?

The answer is clearly @SusanHemann. Sorry, Michael. Womp. Womp.


The answer to the question about quantitative vs. qualitative is both… of course!

@YouToo2012

• Gather large amounts of data quickly and in one place

• Serves as a starting point for list of influencers

• Be a central repository for information about influencers

• Gut check for manual research

@CHUCKHEMANN ON TWITTER#SMCSEA

Which is better? The human or the robot? BOTH!

• Define data parameters/needs

• Gather and assess a large amount of data coming from an automated solution

• Judge who from a data set is truly influential for a given category

• Have complete clarity into who influences your world, and how to reach them with your content.

Thousands of key

phrases.

Millions of webpages.

57+ Metrics.

Hundreds of Outlets.

50 Top Influencers.

Does anyone read this?

<50 people drive share of conversation about a brand online


Systematically Develop Your Influencer Network


1 9 90

Meme

• Top influencers – 1% or less who reach the world of your current and potential customers.

• Important to build relationships here.

Muse

• 2nd concentric circle of influence – where the top influencers get their content and ideas.

• Important to surround sound paid + earned media.

Meme

• Like-minded customers who are not yet connected to the brand.

• Important to educate them, provide a unique experience, and share audiences with others

Understanding influence through the 1, 9, 90 rule


• Lots of data points so define your date range – 12 months preferred

• Ranking only matters so much in the final analysis

• Think about a person’s online presence in it’s entirety

• Relative weight of reach, relevance and syndication will vary by type of influencer analysis

CRITICAL TO REMEMBER THIS IS JUST A SNAPSHOT IN TIME! IT CAN (AND WILL) CHANGE

Bringing this all together…



WAIT! CHUCK! Aren’t you going to talk about Klout?



THANK YOU!Chuck Hemann

Director, Analytics

YouToo Social Media 2012

April 13, 2012

chuck hemann presentation

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