Post on 16-Jan-2017
Prove It!Measuring the Impact of Social Media
Watson Huyse, APR@kamichat
A quick poll
It’s too hard
It costs too much
I don’t know how
It’s scary – what will you find out?
A success storyCampaign:•Online Campaign Only•Influencer Outreach
Measurement:•Impressions•Survey
Results:•Cost per impression•Television: $1•Social Media: $.22
•ROI$2.6 million in revenue http://bit.ly/JTAResults
Step three: What to do with results
• Diagnose: Adjust communications, get better• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Value
Diagnose Prioritize Evaluate
Where Measurement Starts
SMART Objectives–Specific
–Measurable
–Attainable
–Results-Oriented
–Time Bound
http://bit.ly/SMARTObjectives
Example: Event Planning
Objective:Increase registration for this year’s 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.
Calculating ROI
Ticket price $150x100
$15,000 -$1,000 staff time and outreach
NET: $14,000
Return on $1,000 investment = 1300%
Ask…1. 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/
Case Study
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Value Statement
Buzzgain 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.
Launch PlanPeople:
PR professionals and social media consultants looking for inexpensive monitoring solution for clients
Objectives:
5,000 registered users, 500 users to repeat weekly usage and 50 paying customers
Strategy:Reach out to 10 top-tier bloggers, and send out press release
Measurement:Pageviews, Registered and Converted Paying Customers
Results• Traffic: 292,030 pageviews, 102,394 unique users,
and 7,874 registered users over 1 week post launch
• Techcrunch 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.
The Biggest Result
• Launch:January 2009
• Purchased:February 2010$4 million
SOLD!
Step 1: What to measure
• Attention • Attitudes• Actions
Attention
How many visits?How many fans?How many interactions?
http://bit.ly/LinkBuilderGA
April – July 2010
August- November 2010
Attitudes
Do they trust you?Are they satisfied?Are they committed?Do they owe you one?Are they concerned?
Anas Younes, MD: LymphomaMD Anderson
Problem: Too Few people signing up for clinical trials
Objective: Build reputationAnd clinical trial base
913 followers3,000 fans/LIKES
Results
• Within 18 months he quadrupled the number of patients in his clinical trials using social media channels
• Became a “go-to” resource for info about lymphoma
• Respectable following of motivated patients and other medical professionals
ActionsWhat will they do? What will they buy?What will they support? What will they stop or avoid doing?
• YouIn? Holiday Giving Campaign• Brand Values: to be fun, human,
relevant and personal• Amplify the good works of
individuals, 600 million• Linked to CSR effort, “How Good
Grows”• Average people doing
extraordinary things
The Campaign
• Seeded: $100 to 300 influencers ($30,000)• Used to perform random acts of kindness• Report these acts of kindness in their social
networks and to http://kindness.yahoo.com • Call to action was the tag, You In? • The You In? reports were added to a Yahoo
map• Yahoo amplified best stories
• Attention: 2,200 mainstream media reports; 1,700 radio mentions; and 200 positive mentions on blog
• Coverage trumped mentions received by a co-current multimillion ad campaign
• Yahoo Status Update: 320,000 status updates from 18 countries, an increase of 30 percent, month-to-month.
• One million brand impressions for partners Network for Good, Global Giving and Donors Choose
• Resulted in more than $20,000 in donations for nonprofit organizations
• They repeated the campaign this year, changing the call to action to “Your Turn!”
Step 2: How to Measure
• Decide What is important to Measure (KPIs)• Use your SMART Objectives as a guide• Remember to Segment Measurement:
Attention, Attitudes, Action• Pick appropriate tools• Set up Your Dashboard• Be consistent
Measurement is a comparative tool*
• Benchmark against– Competitors– Your own past performance– External standard
*Credit to Katie Paine, Measuring Public Relationships, for this and other key points
Where not to skimp on surveys
• Baseline data
• Question design
• Pre-test
Teasing out the causal relationship
How do you sort out the effect of your communication in a cluttered environment?
Photo Credit: http://www.flickr.com/photos/crunchyfootsteps/4500698439/
The control case
Set up a control situation–Audience segmentation– Timing segmentation–Message segmentation–A/B Testing
Isolating variables• Market mix modeling • Cross tab variables and compare• Compare over time• Spreadsheet Aerobics
Measuring Influence
http://scr.bi/AAAMeasurement
Kami HuyseZoetica, CEO
zoeticamedia.com@kamichat