commonsense social media measurement
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Prove It!Measuring the Impact of Social MediaWatson Huyse, APR@kamichat
Session 3BProve It! Measuring the Impact of Social MediaKami Watson Huyse, APR, partner and co-founder of Zoetica andauthor of the blog Communication OvertonesYou can send out news releases, chat on Twitter all day and run a few contests on your Facebook page until the cows come home (remember, this is Texas), but if you aren't making a business impact, you might as well quit now. Kami Watson Huyse, Principal and Co-Founder of Zoetica Media and prolific PR guru on her Communication Overtones blog, will talk about how to best measure the impact of your work, and how to make sure your work gets results, especially in this ever-changing world of dynamic communication.
A quick poll
Just to get a feel for the room, I would like to conduct a poll. Everyone stand up.
Sit down if you are already measuring your social media programs.
Sit down if you dont have a social media program or property to measure (yet)
Sit down if you are just here for the lunch and have no real interest in social media
For those that are still standing, there are four reasons I hear most often why people dont measure their social media programs. Will you humor me and sit if any of these are you?2
Its too hard
There are usually3
It costs too much
I dont know how
Its scary what will you find out?
A success storyCampaign:Online Campaign OnlyInfluencer Outreach
Results:Cost per impressionTelevision: $1Social Media: $.22
ROI$2.6 million in revenuehttp://bit.ly/JTAResults
Step three: What to do with resultsDiagnose: Adjust communications, get betterPrioritize: Build into planning, make decisionsEvaluate: Demonstrate ROI, Value
Factor in budgetCompare to competitorsBuild a dialogue with audience: we heard you engagement process
Where Measurement StartsSMART ObjectivesSpecific MeasurableAttainableResults-OrientedTime Boundhttp://bit.ly/SMARTObjectives
It starts with SMART Objectives
In order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are:
Specific: not vagueMeasurable: have numbers attached to themAttainable: Are not too easy, or too hard to achieveResults-Oriented: they are tied to business goalsTime Bound: They have a time frame by which they can be accomplished
Another way to think of this, is by asking yourself:
How many/much of X results to I hope to achieve by X date? How many, by when?
Lets look at an example of a SMART Objective
Example: Event PlanningObjective:Increase registration for this years conference
SMART Objective:By two months prior to the event, over 100 people will have registered using the friends of online influencer code and we will be 15 percent ahead of usual registration numbers.
I could also look to measure ROI. Perhaps there are a number of participants that you need to attend your conference to make it profitable. Lets say in this case, that number would be 400 paying participants at the early bird rate. Lets say that historically, at three months before the conference, you usually have 200 people registered, 300 at two months out and 400 in the month leading up to the conference. Perhaps you give a special discount code to the online influencers you have invited to your conference that they can give to their followers.By two months prior to the event, over 100 people will have registered using the friends of online influencer code and we will be 15 percent ahead of usual registration numbers.Lets say that tickets for the conference through the online influencer code is $150, if you multiply by 100 tickets, this is $15,000.To truly calculate ROI, you need to then subtract the cost for getting those ticket sales.So lets say you spent $1,000 in staff time and outreach to get those influencers involved, so you net $14,000.
Calculating ROITicket price$150x100 $15,000 -$1,000 staff time and outreach NET: $14,000
Return on $1,000 investment = 1300%
Ask1. Why? 2. Why? 3. Why? 4. Why? 5. Why?
What Are Your Key Performance Indicators Photo Credit: http://www.flickr.com/photos/haley8/243182310/in/photostream/
If you are having trouble getting at the heart of the objectives ask yourself the Five Whys
Does anyone here have an objective for their social media program they could share. OR, Say that my objective for my blog is to build thought leadership in the areas of measurement, crisis management, CSR and social media for large nonprofit institutions.12
Case StudySome rights reservedbyaffiliatesummit
Some rights reservedbyshelisrael1
Case Study Story, as told by Mikund:
In 2009, Brian Solis, online PR pioneer and author, and Mukund Mohan, currently the CEO of Jivity, founded BuzzGain, a DIY Public Relations software company, which was sold to Meltwater in 2010.13
Value StatementBuzzgain provides a D-I-Y [ Do-it-Yourself ] PR solution for the PR professional to generate greater buzz and better media relations. The solution also reduces costs in PR management along with greater emphasis on blogger relations. Buzzgain monitors more than 92,000 media properties.
The purpose of this new tool was to provide Do-it-Yourself PR solution for the PR professional to generate greater buzz and better media relations. Part of its value is that reduces cost and helps with blogger relations.14
Launch PlanPeople: PR professionals and social media consultants looking for inexpensive monitoring solution for clientsObjectives: 5,000 registered users, 500 users to repeat weekly usage and 50 paying customersStrategy:Reach out to 10 top-tier bloggers, and send out press releaseMeasurement:Pageviews, Registered and Converted Paying Customers
Here was the plan.15
ResultsTraffic: 292,030 pageviews, 102,394 unique users, and 7,874 registered users over 1 week post launchTechcrunch provided 35% of pageviews and 29% of user registrations. Fewer than 15% of registered users set up a basic campaign, 4% returned again, only 2 people requested pricing and upgrade.Mashable provided 22% (direct) pageviews and 14% registrations, and provided the most campaign setups and the best write-ups post their usage of the product. Readers also participated with Twitter mentions, which helped get more users.
Results, cont.Bloggers: Three influential bloggers provided us about 15% of our pageviews and 8% registrations that led to 11 active sales cycles and negotiations and price quote requests. 19 of their readers took the time to write reviews.Techmeme brought in potential partners who wanted to integrate or use the service in their own offerings.The press release drove 4-7% of pageviews, with negligible user registrations. However, it seemed to drive awareness with companies.
Bloggers: Three influential bloggers provided us about 15% of our pageviews and 8% registrations that led to 11 active sales cycles and negotiations and price quote requests. 19 of their readers took the time to write reviews.Techmeme brought in potential partners who wanted to integrate or use the service in their own offerings.
The press release drove 4-7% of pageviews, with negligible user registrations. However, it seemed to drive awareness with companies.17
The Biggest ResultSOLD!
Step 1: What to measure
Attention: The overall volume of interest, these include fans, traffic and other analytics. Can also include measuring clips.
Attitude: Overall sentiment and relationship measures. Grunig Survey, sentiment analysis, beyond counting clips, before and after survey (can be expensive, but with Survey Monkey and Zoomerang, more is possible). Ominbus survey is $500 for one question to broad audience.
Action: Business results of online outreach. Here is where the rubber meets the road, taking advantage.
AttentionHow many visits?How many fans?How many interactions?
They say that any publicity is good publicity, but as we all know in this 24/7 news-hungry world not ALL attention is good attention.
The easiest thing to measure in social media is attention. You can see how many visits your page has, how many were unique and how many were repeat or new visitors. You can also easily see who referred them to your site, and perhaps even find some of your fans. Attention looks at volume and number of friends.20
Email Newsletter. In addition to click through rate, wondered about actions taken21
April July 2010
August- November 2010
AttitudesDo they trust you?Are they satisfied?Are they committed?Do they owe you one?Are they concerned?
http://www.instituteforpr.org/topics/measuring-relationshipsThere is a way to test your relationships through a survey that was developed by By Linda Childers Hon and James E. Grunig. The survey measures in five areas to test perceptions: Trust, SatisfactionCommitment, Exchange RelationshipCommunal Relationship
Look also at customer satisfaction surv