KDPaine's SobCon Roi Of Relationships In Social Media

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


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.


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


Communications then and now

Traditional role of Marketing & Communication

s

21st Century Role of PR

4


Eyeball

counting

HITS

Engagement

MSM

Online

Social

Media

A measurement timeline


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


The measurement fork in the road

Selling stuff Improving

Reputation/relationships

To fix this Or get to this

7


Goals drive metrics, metrics drive results

8

Reputation/Relationships

Relationship scores

Recommendations

Positioning

Engagement

Goal

Metrics


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


A Proposed Engagement Index

ClickthruDonations/

ordersSignups

Time on siteRepeat visits

Forwards/links

/comments

RelationshipsTone/content of

conversationMembership

One Number?

Output Outtake Outcome

+ +


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


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


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


Step 2: Define the “I”

What is the investment? PersonnelAgency compensationSenior Staff time Opportunity cost

14


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


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


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


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

18


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


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


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


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


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


Standard classifications of videos

AdvertisementAnimationDemonstrationEvent/PerformanceFictionFilmHome VideoInstructional VideoInterviewLecture

MontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log


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


Share of conversation vs share of engagement

2

2

1

2

1

6

5

3

1

1

1

1

1

1

1

1

1

1

2

2

2

1

2

1

2

1

4

2

1

4

2

1

1

4

1

6

7

6

2

2

2

2

1

3

2

3

1

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


The vast majority of discussion in external blogs is neutral.

23

29

12

14

20

5

8

4

1

4

0

5

10

15

20

25

30

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


For all institutions, most postings were simply making an observation or distributing media.

3

6

1

1

7

36

1

29

5

15

14

2

16

1

2

12

7

2

6

2

24

787

3

2

203

12

12

46

11

1

3

2

1

4

1

4

3

6

2

1

13

2

2

1

13

2

6

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


Aspects of relationships

Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship

29


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)

30


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


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


Metrics that show engagement with other sites

Conversation IndexLinksForwardsDigg, StumbleuponFacebook, Twitter, Pownce, Utterz, SeesmicCommentsRatingsRankingTime between postsTone of discussion


Your tool box needs to include:

4. A way to quantify it all

HITS= How Idiots Track SuccessEyeballs – CompeteGoogle AnalyticsPanelsSurveys

34


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

35


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


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


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


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

2

10

4

12

2

3 1

1

1

4

2

2

1

2

5

3

2

2

2

Entr

ies


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


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


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%


March 2009 Share of Tone by Company

Negative Neutral Positive

Client Competitor 1 Competitor 2



By percentage, individuals were more engaged with Client subjects than competitors

43

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


(Engagement is the average number of comments per post made to a blog)




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)


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

http://www.themeasurementstandard.com/

http://www.kdpaine.com/

KDPaine's SobCon Roi Of Relationships In Social Media

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