kdpaine's sobcon roi of relationships in social media
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KDPaine's slide deck from SOBCon09TRANSCRIPT
People talk. We listen.
The ROI of Engagement in Social Media A presentation to SOBConChicago, ILMay 2009 Katie Delahaye PaineCEOKDPaine & Partners, LLCDurham & Berlin, NHkdpaine.blogs.comwww.kdpaine.com
People talk. We listen.
Who I am
Data-drivenInsightfulTransparentFull of ideasConnectorPassionate about measurement, gardening and politicsCEO of a NH-based 20-person research firm specializing in measuring relationships, engagement and the impact your communications efforts.
People talk. We listen.
Conquering your fears
I’m afraid that metrics will reveal that my
program isn’t working •If it’s not working, why keep doing it?
I’m afraid of what I’ll hear
•If you’re deaf to the conversation, only your enemies will hear it
I’m afraid I won’t be able to justify my
program/existence
• It’s not about justifying, it’s about improving
I’m afraid I’ll be fired for not showing
the right numbers
• You should be fired for not showing any numbers
3
People talk. We listen.
Communications then and now
Traditional role of Marketing & Communication
s
21st Century Role of PR
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People talk. We listen.
Eyeball
counting
HITS
Engagement
MSM
Online
Social
Media
A measurement timeline
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People talk. We listen.
The changing “Holy Grail” of measurement
Engageme
nt
On your property
?
With your b
rand?
Relationsh
i
ps
With w
hat
audience?
Must be
competiti
ve?
ROI
AVE does not
equal ROI
ROI =Desir
ed
Return minus
Investment
6
People talk. We listen.
The measurement fork in the road
Selling stuff Improving
Reputation/relationships
To fix this Or get to this
7
People talk. We listen.
Goals drive metrics, metrics drive results
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Reputation/Relationships
Relationship scores
Recommendations
Positioning
Engagement
Goal
Metrics
People talk. We listen.
What do you need to measure?
Outputs?Did you get the coverage you wanted?
Did you produce the promised materials on time and on budget?
Outtakes?Did your target audience see the messages?
Did they believe the messages?
Outcomes?Did audience behavior change?
Did the right people show up?
Did your relationship change?
Did sales increase?
9
People talk. We listen.
A Proposed Engagement Index
ClickthruDonations/
ordersSignups
Time on siteRepeat visits
Forwards/links
/comments
RelationshipsTone/content of
conversationMembership
One Number?
Output Outtake Outcome
+ +
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People talk. We listen.
Goals, Actions and Metrics Goal Action Output
Metric Outtake Metric
Outcome Metric
Increased in membership
Twitter campaign
Number of tweets
% inclined to support% improvement in perception of organization
% increase in online donations % increase in memberships
Increase in donations
Flickr photo contest
Number of entrants
% likely to support the cause
Total online donations
Message consistency
Blogger/Speaker training
% postings/articles containing one or more key messages
Share of positioning on key issues
% hearing message% believing message
% consistency in messaging between external and internal communicationsMarket shareRatio of on-message to off-message quotes
11
People talk. We listen.
The 7 steps to Social Media
1. Define the “R” – Define the expected results?
2. Define the “I” -- What’s the investment?
3. Understand your audiences and what motivates them
4. Define the metrics (what you want to become)
5. Determine what you are benchmarking against
6. Pick a tool and undertake research7. Analyze results and glean insight,
take action, measure again
People talk. We listen.
Step 1: Define the “R”
What return is expected?
What were you hired to do?
If you are celebrating complete 100% success a year from now, what is different about the organization?
If your department was eliminated, what would be different?
13
People talk. We listen.
Step 2: Define the “I”
What is the investment? PersonnelAgency compensationSenior Staff time Opportunity cost
14
People talk. We listen.
Step 3: Define your audiences and how you impact them
You audience is never “anyone with a pulse” There are multiple constituencies List every stakeholder
Where do they go for information?What’s important to them?What is the benefit of having a good relationship with that stakeholder group?
Understand your role in getting the audience to do what you want it to do
Raise awarenessIncrease preferenceIncrease engagement 15
People talk. We listen.
Step 4: Define your Key Performance Indicators (KPIs)
Cost savingsEfficiency
Cost per message communicatedCost per new lead/customer acquired
Productivity: Increase in employee engagement/moraleLower turnover/recruitment costs
Engagement: Ratio of posts to comments% of repeat visitors% of 5+min visitors% of registrations
Trust:Improvement in relationship /reputation scores with customers and communities (Loyalty/Retention)
Thought leadership: Share of quotesShare of opportunities
Message penetrationPositioning on key issuesImprovement in favorable/unfavorable ratioImprovement in Optimal Content Score (OCS)
16
People talk. We listen.
What makes a perfect communications KPI?
Gets you where you want to go (achieves corporate goals) Is actionable by individuals as well as departmentsContinuously improves your processes Is there when you need it
People talk. We listen.
Emerging benchmarksEngaged = 3-13 comments per postHyper-engaged = 15-35 comments per postAfter 3 days most comments are done, 14 days maxSocial Bookmarking momentum = 1 submitted item every other dayMessage should be communicated in 2 out of 5 blogs
Past Performance, pre/post action Think 3
PeerUnderdog nipping at your heelsStretch goal
Whatever keeps the C-suite up at night
Step 5: Define your benchmarks
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People talk. We listen.
First: find out what already existsWeb analyticsCustomer Satisfaction dataCustomer loyalty data
Second: Decide what research is needed to give you the information you need:
Step 5: Conduct research (if necessary)
19
People talk. We listen.
Step5: Selecting a measurement tool based on your KPIs
Objective Metric Tool
Increase inquiries, web traffic, recruitment
% increase in traffic#s of clickthrus or downloads
Clicktrax, Web trends, WebSide Story
Increase awareness/preference % of audience preferring your brand to the competition
Survey Monkey, Zoomerang,
Engage marketplace Conversation index greater than .8Rankings
Type pad, Technorati
Communicate messages % of articles containing key messagesTotal opportunities to see key messagesCost per opportunity to see key messages
Media content analysis –Dashboards
% aware of or believing in key message
Survey Monkey, Zoomerang,Vizu
20
People talk. We listen.
Your tool box needs:
1. A content source: Google News/Google BlogsTechnorati, Ice RocketCyberalert, CustomScoop, e-WatchRadian 6, TechrigyRSS feedsTwitter Search eNR, MeltwaterSurvey Monkey/Zoomerang 21
People talk. We listen.
Your tool box also needs to include: 2. A way to analyze that content
Automated vs. Manual Census vs random sampleThe 80/20 rule – Measure what matters because 20% of the content influences 80% of the decisionsDashboards aggregate data
Tools:• Woopra• Hubspot Grader• Xinureturns• Twinfluence• SPSS• Excel• Crimson
Hexagon• www.tealium.co
m22
People talk. We listen.
Standard classifications of discussion• Acknowledging receipt of
information• Advertising something• Answering a question• Asking a question• Augmenting a previous
post• Calling for action• Disclosing personal
information• Distributing media• Expressing agreement• Expressing criticism• Expressing support• Expressing surprise• Giving a heads up
• Responding to criticism• Giving a shout-out• Making a joke• Making a suggestion• Making an observation• Offering a greeting• Offering an opinion• Putting out a wanted ad• Rallying support• Recruiting people• Showing dismay• Soliciting comments• Soliciting help• Starting a poll• Validating a position
People talk. We listen.
Standard classifications of videos
AdvertisementAnimationDemonstrationEvent/PerformanceFictionFilmHome VideoInstructional VideoInterviewLecture
MontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log
People talk. We listen.
Your tool box also needs to include:
3. A way to measure engagementThe conversation index=• Ratio of posts to
comments Relationship studiesThe engagement index
25
People talk. We listen.
Share of conversation vs share of engagement
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0 2 4 6 8 10 12 14 16 18 20
Faculty
Students
Research, Physical Sciences
Courses
Research, Earth Sciences
Projects, Non - Research
Financials
Alumni Topics
Research, Life Sciences
Staff
Admissions
Legal News
Other
Research, Agriculture
Policies
Institution, Overall
Campus Life
Research, Social Sciences
Share of Subject
Peer 1
Michigan State
Peer 2
Peer 3
Peer 4
15.3%
68.7%
100.0%
4.4%
33.3%
96.8%
28.6%
34.9%
12.5%
43.3%
28.6%
13.0%
38.3%
100.0%
23.6%
66.7%
6.3%
28.6%
20.8%
2.3%
95.6%
33.2%
5.8%
28.6%
100.0%
86.8%
13.0%
31.0%
22.1%
3.2%
71.4%
43.5%
18.8%
94.2%
56.7%
14.2%
13.2%
53.2%
28.4%
21.1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Admissions
Alumni Topics
Campus Life
Community Relations
Courses
Events
Faculty
Financials
Institution, Overall
Inventions
Legal News
Other
Partnerships
Policies
Projects, Non - Research
Research, Agriculture
Research, Earth Sciences
Research, Life Sciences
Research, Other
Research, Physical Sciences
Research, Social Sciences
Staff
Students
Share of Engagement by Subject - ,External Blogs
Peer 1
Michigan State
Peer 2
Peer 3
Peer 4
People talk. We listen.
The vast majority of discussion in external blogs is neutral.
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14
20
5
8
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0
5
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20
25
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University of Michigan Purdue University Penn State Michigan State Arizona State
Share of Tone
Negative
Neutral
Positive
71%
3%
29%
94%
83%
42%
58%
6%
14%
58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Arizona State Michigan State Penn State Purdue University University of Michigan
Share of Engagement by Tone - External Blogs
Negative
Neutral
Positive
People talk. We listen.
For all institutions, most postings were simply making an observation or distributing media.
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15
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2
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2
6
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787
3
2
203
12
12
46
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2
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13
2
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18
4
1
1
5
35
3
17
2
8
9
1
1
1
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Acknowledging receipt of information
Advertising Something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Giving a shout-out
Making a suggestion
Making an observation
Offering an opinion
Playing a game
Rallying support
Recruiting people
Showing dismay
Share of Conversation Types
Arizona State
Michigan State
Penn State
Purdue University
University of Michigan
44.2%
6.5%
30.9%
49.5%
100.0%
100.0%
100.0%
1.6%
53.9%
100.0%
26.9%
23.1%
10.8%
38.7%
72.7%
10.9%
15.5%
46.1%
66.6%
27.3%
35.1%
39.7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Acknowledging receipt of information
Advertising Something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Giving a shout-out
Making a suggestion
Making an observation
Offering an opinion
Playing a game
Rallying support
Recruiting people
Showing dismay
Share of Engagement by Conversation Type - Institutional Blogs
Arizona State
Michigan State
Penn State
Purdue University
University of Michigan
cx
People talk. We listen.
Aspects of relationships
Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship
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People talk. We listen.
Components of a Relationship Index
Control mutuality In dealing with people like me, this organization has a tendency to throw its weight around. (Reversed)This organization really listens to what people like me have to say.
TrustThis organization can be relied on to keep its promises.This organization has the ability to accomplish what it says it will do.
SatisfactionGenerally speaking, I am pleased with the relationship this organization has established with people like me.Most people enjoy dealing with this organization.
CommitmentThere is a long-lasting bond between this organization and people like me.Compared to other organizations, I value my relationship with this organization more
Exchange relationshipEven though people like me have had a relationship with this organization for a long time; it still expects something in return whenever it offers us a favor.This organization will compromise with people like me when it knows that it will gain something.This organization takes care of people who are likely to reward the organization.
Communal relationshipThis organization is very concerned about the welfare of people like me.I I think that this organization succeeds by stepping on other people. (Reversed)
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People talk. We listen.
How to implement relationship metrics
Step 1: Define your universe Step 2: Sign up for Survey Monkey/ZoomerangStep 3: Conduct a benchmark relationship studyStep 2: Implement your programStep 3: Conduct a follow up relationship studyStep 4: Look at how your numbers have changed
People talk. We listen.
Metrics that show engagement with your own site
% increase or decrease in unique visits Change in page rank - i.e a list of the top ten most popular areas and how it has changed in the last week How many sessions on our blog or web site represent more than 5 page views In the past month, what % of all sessions represent more than 5 page views % of sessions that are greater than 5 minutes in duration % of visitors that come back for more than 5 sessions % of sessions that arrive at your site from a Google search, or a direct link from your web site or other site that is related to your brand % of visitors that become a subscriber % of visitors that download something from the site % of visitors that provide an email address
Courtesy of Eric Peterson
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People talk. We listen.
Metrics that show engagement with other sites
Conversation IndexLinksForwardsDigg, StumbleuponFacebook, Twitter, Pownce, Utterz, SeesmicCommentsRatingsRankingTime between postsTone of discussion
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People talk. We listen.
Your tool box needs to include:
4. A way to quantify it all
HITS= How Idiots Track SuccessEyeballs – CompeteGoogle AnalyticsPanelsSurveys
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People talk. We listen.
Research without insight is just trivia
What works, what doesn’t?What needs to be done? What are you communicating?What tools work best?
Step 7: Analysis
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People talk. We listen.
Data mining the numbers you have
Look for failures firstCheck to see what the competition is doing Then look for exceptional successCompare to last month, last quarter, last yearFigure out what worked and what didn’t work
People talk. We listen.
Best Practices:
Correlations to bottom-line impact
DonationsMembershipsSign-upsLeads
Using SMM for planning
Define the time frame, market/topic you want to studyUse Google News, Technorati or Radian6 to identify the conversations around the topic Analyze the conversations for type, tone and positioningLook at share of positioning, tone or conversation
Benchmarking against your peers
Looking at what the best doSetting goals accordinglyUse data to persuade recalcitrant spokespeople
Social Media in CrisisListen instantly to a wide range of influencersIdentify weaknesses in communications, customer service, or in the product
Improve your reputation
Listen first, then respondStop doing stupid things
People talk. We listen.
Changing reputation via metrics
2 4 4 4 2 26 5
2 4 2 2 22
8 85 9 9
9
24
16
27
10
20
15
4
2 13
2
4
30
5
2
12
16
17
0
10
20
30
40
50
60
Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2007 2008
Positive
Neutral
Negative
Mentions
Tone of Conversation over time
People talk. We listen.
Negative coverage over time
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr2006 2007 2008
0
5
10
15
20
25
21
2
5
21 1
4 42
1 12 2 2
1
10
9
4
1418
21
12
10
15
14
7
26
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Entr
ies
People talk. We listen.
Correlation exists between traffic to the ASPCA web site and the organization’s
overall media exposure
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Web
Sit
e Vi
sito
rs
Expo
sure
Overall Exposure
Web Traffic
People talk. We listen.
Tying activity to development/marketing goals
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
Exposure
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Donations
Overall exposure
Online donations
41
People talk. We listen.
Case Study: Engagement vs mentions
Users were positively engaged with advertisements
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Georgia-Pacific Kimberly-Clark Weyerhaeuser
Share of Engagement by Tone for March 2009
Negative Neutral Positive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Georgia-Pacific Kimberly-Clark Weyerhaeuser
March 2009 Share of Tone by Company
Negative Neutral Positive
Client Competitor 1 Competitor 2
Client Competitor 1 Competitor 2
People talk. We listen.
By percentage, individuals were more engaged with Client subjects than competitors
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2009 Share of Engagement by SubjectGeorgia-Pacific Kimberly-Clark Weyerhaeuser
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2009 Discussion by Subject
Georgia-Pacific Kimberly-Clark Weyerhaeuser
(Engagement is the average number of comments per post made to a blog)
Client Competitor 1 Competitor 2
Client Competitor 1 Competitor 2
People talk. We listen.
Household product discussion jumped from discussion of a Greenpeace report on toilet tissue
0
20
40
60
80
100
120
Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
2008 2009
4 272 8 4 5 7 6 7 4 53
33 4 3 1 3
65
10
11
22
9
2918
8 9
2524
40
57
45
11
12
8
5
115
56
8
4543
2524
64
37
2762
37
33
45 53
55
4
2
2
5
2
3
2
22
5
Me
nti
on
s
Discussion by Subject Over Time
Away from Home Products
Building Products
Company Activities
Environmental Issues/Sustainability/Global WarmingHousehold Products
Legal Issues
Management/Employees/Unions
Office Products
Packaging (Color Box)
People talk. We listen.
For more information on measurement, check out our blog: kdpaine.blogs.com orSubscribe for free to The Measurement Standard, www.themeasurementstandard.comTo start developing your own dashboard or for a copy of this presentation go to: http://www.kdpaine.comOr call me at 1-603-868-1550Or give us your business card and we'll be happy to send it to you
Thank you
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