the business case for social media
TRANSCRIPT
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
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
Communication Overtones [Blog]www.kamihuyse.com
@kamichat
Arthur Yann, APR212.460.1452