we have standards, now what?
DESCRIPTION
Presented by SNCR Fellow Katie Delahaye Paine, CEO, Paine Publishing LLC, at the SNCR Symposium, held on Nov. 7th, 2013 in Boston, MATRANSCRIPT
Presented by: Katie Delahaye Paine, CEO, Paine Publishing LLC Founding Fellow, SNCR 8th Annual SNCR Research Symposium November 7, 2013, Thomson Reuters Boston Office www.sncr.org
We Have Standards, Now What?
Paine Publishing: Providing communications professionals the knowledge and information they need to navigate the journey to standards-compliant measurement
Newsletters
Training Courses
Consulting
www.painepublishing.com
What’s Changed?
Collapse of mass media
Growth of media everywhere
Intolerance for messaging
It’s not about the media, it’s
about your business and your
customers do if they see it
The Barcelona Principles &
The Conclave
3
“Viewers are more likely to stop watching commercials at the moment in which brand logos appear on the screen” - ARF Study
Conversations
$$$$$$$$$$$$$$$$$$$$$$$$$$
Savings, shorter cycles, more
renewals, better ideas,
Product
Support HR IR Sales CI R&D Mktg
Research
Prod.
Mktg
PR//Mkt
4
Social Media isn’t media, it’s your business
What is a standard?
A published specification that:
establishes a common language;
contains a technical specification
or other precise criteria;
is designed to be used
consistently, as a rule, a
guideline, or a definition.
Process for Standards
Broad industry input
Focus on Earned Media, not Paid
Voluntary / non-exclusionary
Used ISO
Posted to www.smmstandards.org
Conclave/ Coalition
Development
Interim Standards
2-month Comment
Period
Approved Standard
Cross-Industry Collaboration
AMEC
Council of PR Firms
Institute for PR
PRSA
Global Alliance
IABC
SNCR
DAA
WOMMA
ARF
FIBEP
CIPR
PRCA Dell
General Motors
McDonalds
Ford
Procter & Gamble
SAS
Southwest Airlines
Thomson Reuters
#SMMStandards www.smmstandards.org
“The Coalition”
“The Conclave”
Clients
Top Priorities
Content Sourcing & Methods 1
Reach and impressions 2
Engagement 3
Influence & relevance 4
Opinion & advocacy 5
Impact & value 6
What are you measuring?
Paid – Google Adwords, Facebook Ads,
popups, banners etc.
Owned – @SNCR; https://www.facebook.com/SNCRFoundation
Earned -- Everything else (Including
Shared)
9
Content Standards – All About Transparency
PDF and Word Versions
Available
Modifications underway
based on GM experience
#2: Standards for Reach & Impressions
Multipliers should never be used
Ford research found that less than 5% of what is posted is actually seen (FB claims 10%)
OTS not Impressions
Specific to a particular channel – i.e. Twitter: first line followers
#3: Standards for Engagement
Engagement = some action beyond exposure
Level depends on goals
Engagement should be measured by the % of your audience that
is engaged, and the % engagement for each item published
#4: Influence & Relevance
Adhere to WOMMA Standards
“Influence” is the ability to cause or contribute to a change in opinion or behavior
Influence cannot be expressed in a single score or algorithm
Should include some combination of the following five elements: Reach
Engagement around individual
Relevance to topic
Frequency of posts around the topic
Audience impact as measured by the ability to get the target audience to change behavior or opinion
If an individual scores a 0 on one element, they aren’t influential
#5 Opinion & Advocacy
Sentiment is specific to the author is trying to convey, often measured through context surrounding characterization of object
Opinion is a view or judgment formed about something, not necessarily based on fact or knowledge.. It is articulated and associated to the speaker
Advocacy (n) vs. (v) is publicly stated support for or recommendation of a particular cause or policy Advocacy requires a level of expressed persuasion.
The key distinction between “advocacy” and “opinion,” is that advocacy must have a component of recommendation or a call to action embedded in it
#6: Impact & Value
Impact: The effect of a social media campaign, program or effort on the target audience
Value: Value can be short term or long term & may be expressed in many ways including cost savings, shortened sales cycle, increased customer retention etc.
ROI: Return on Investment. A financial performance measure. To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio
Any measure of Impact & Value must be tied to the goals and objectives for your organization, brand or program
Assessing the value and impact of a campaign is a complex process. Variables need to be weighted appropriately and should be based on customer research data. It cannot be reduced to a simple formula that applies equally to consumer, B to B, and/or non-profit organizations
Now What?
Clients must: Pledge to support/adhere
Force agencies & vendors to comply
Associations must: Sign on to the standards
Incorporate into Award Programs
Throw out non-compliant entries
Agencies must: Pledge to adhere
Educate clients
Vendors must: Pledge to adhere
Learn how to implement
STANDARDS
Put it to use Consistent metrics across lines of
business, divisions etc.
Consistency across agencies &
vendors
Focus on insights, not tools
We need a new Model
ROI
Other Paid
Marketing
Digital/On-line
Media Buy
Print/TV Media
Buy
ROI
Media Relations
/Social Media/PR
Digital/ Online Media
Buy
Print/TV
Media Buy
Media
Relations/
Social
Media/PR
The measurement framework
Attitude Engagement
What they think
What they hear
% employees who say they have heard proactive messaging
What they do
•% exerting discretionary effort •% of employees eligible for advancement •% increase in revenue per employee •% increase in engagement •% increase in commitment
% of employees believing key messages
Photo Event
The End Game: Resource use High Engagement i.e. Video Starts
Resource Use
Low
Hig
h
Med
ium
Ver
y h
igh
Total Volume of Coverage
Ver
y H
igh
Med
ium
Hig
h
Low
High Resources
Low Engagement
Low Resources
Webinar
Status update
Link
Ultimate Road Trip
Google + Chat
Media Day
Corporate Video
Thank You!
For more information on measurement, go to
www.painepublishing.com
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