Please MeMeasuring Social Media in Public Relations

Singapore & Hong Kong – March 2 & 4, 2010

The World‟s Most Valuable Facebook Page?

28,842,974 „Likes‟ x 3 posts per day x 30 days= 2,595,867,660 impressions per month

(2,595,867,660 impressions / 1000) x $5 CPM

= $ 12,979,338.30 per month or= $ 155,752,059.69 per annum

in earned media

ALV (Average „Like‟ Value) = $5.40

http://vitrue.com/blog/2010/04/14/360-facebook-fan-valuation-is-just-the-tip-of-the-iceberg/

$156 million - $110 million

=$46 million

A (Much) Simpler Value Equation

= $0

Agenda

1. Evolving Measurement

2. Three Measurement Myths

3. Output, Impact, Outcome - A Model

for Measurement

4. In Practice

Measurement is Evolving

“We talk about the quality of product

and service. What about the quality of

our relationships, and the quality of our

communications and the quality of our

promises to each other?”Max De Pree

Where We Began - Counting

Clips

Circulation

Impressions

Advertising Equivalency Value

PR Value

The Modern Imperative - Analysing

Media Tracking

Message Content

Audience Attitudes

Reputation Drivers

The Future – Establishing Causation

Performance Measurement

Objectives

Communications audit

PR Dashboards

the (perceived) challenge

of marketers in the U.S. say that the main obstacle to implementing an effective online measurement strategy is that there is too much data.eMarketer.com, June2010

17%

of marketers in the U.S. say that the main obstacle to implementing a social media strategy is there is not enough data or analytics to develop

ROI. eMarketer.com, April 2010

35%

the (real) challenge

EXECUTE PLAN RESEARCH

Source: Burson-Marsteller Asia-PacificBased on a review of 492,838 mentions of prominent Asian brands in online forums

94% of online conversation around Asian corporate brands is neutral in tone

28%

34%

40%

54%

53%

54%

49%

39%

20%

12%

11%

7%

China

India

Japan

Korea

Positive

Negative

Mixed

63%

messages disseminated by Asian multinationals

gapmessages reflected in blog commentary

Source: Burson-Marsteller Global Message Gap Study 2010

...but consistent lack of sustainable social strategies

18%

20%

12%

8%8%

11%

4%

9%

Microblogs Social Networks Corporate Blogs Video

Active

Inactive

55%of Asian corporate social media accounts are inactive

Source: Burson-Marsteller Asia-Pacific Social Media Study 2010

The measurement imperative

Set measurable objectives from the outset

Measure only what is meaningful

Link social media activity to tangible outcomes

3 Measurement Myths

“As a general rule the most successful

man in life is the man who has the best

information”Benjamin Disraeli

Benefit - Cost

Cost( ) X 100 = Return on Investment

Digital ROI is Different

19

Activity = Value

20

It’s All About Presence

“Communication is not what you send out, but what arrives.”

Jim Macnamara

“You know, we’re just not reaching that guy”

OutcomesOutput, Impact,

A Simple Measurement Framework

…but it all starts from the Outset

A Measurement Mantra

Our role as PR Professionals is to tell the

organization‟s story…

…to all the people who need to hear it…

…so that they will do and think…

…what we want them to do and think:

know who we are;

understand what we do;

think highly of us;

agree with us;

and ultimately be motivated to:

buy our products and services;

work with us or for us;

recommend us to others;

invest in our stock;

or otherwise contribute to our business.

The first step in measuring results is to define the result…

…who are the people who need to hear our story? What do we want them to do or think?

25

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

Who do I need to reach?

What are they saying about me?

Where are they saying it?

26

BURSON-MARSTELLER ASIA-PACIFIC EVIDENCE-BASED COMMUNICATIONS

What do I want the audience to do or think?

Why is this important?

What does success look like?

Define Benchmarks

Take a snapshot of metrics before beginning

Soft and Hard Outcomes

AwarenessEngagementAdvocacyReputation

RevenueEmploymentInvestmentPartnership

Objectives to Outcomes

Wooly Objectives Probing questions Measurable Outcomes

Improve online awareness

Position company as an employer of choice

Improve investor sentiment

Increase sales

Where is your audience congregating online?What is the tone and content of current online content in those forums?What opportunities exist to engage?

Improve ratio of positive to negative content in top five industry blogs over next quarterRespond to 50% of relevant comments

What do people look for in an employer?How is the company perceived as an employer? How is employee satisfaction measured?

Increase number of applications for jobs posted on the careers siteDecrease employee churn to below 50% within 18 months

What factors affect investor sentiment?How realistic are the company‟s plans?What is the online sentiment regarding the company's performance?

Persuade equity analysts from top five investment houses to rate the stock as “buy”

What are the current conversion ratios?How is the company reaching consumers?How does the online meet the offline?How is the company tracking conversions?

Increase participation in current coupon redemption campaignIncrease preference for new line of products among savvy early adopters

Be realistic!

Outcomes Should Specify

Measuring Output – What’s the Buzz?

Measuring Output – Tracking Engagement

74%

60% 59%

89%

57%

28%

51%

72%

Global Asia-Pacific Europe U.S.

Allows 'Liker'posts Responds to 'Liker' posts

Where do we want to talk about it?

= Channel strategy

What do we want to talk about?

= Content strategy

Two BIG Questions

One BIGuniverse of choice

Impact

Measuring Impact – Passive Engagement

Measuring Impact – Active Engagement

Coupons, Newsletters, Webinars,White Papers, Video, Speeches…

Outcome

Measuring Outcome - Revenue

Measuring Outcome – Demonstrating Value

How much is enough?

http://blogs.cisco.com/socialmedia/measuring-social-media-and-its-impact-on-your-brand/

Community

Health

Market

Perception

Quantitative

EngagementIncrease in

content views ordownloads

Increase in community

memberships

% change in content / channel

subs

Ratio of posts to comments / replies

No of positive 3rd

party comments

CustomerSatisfaction

% change in customer

satisfaction

% Change in customer retention

% change in customer loyalty

Correlation of sentiment to satisfaction

% change in overall positive

sentiment

Social Content Mobility

% change in Twitter retweets

% Change in Facebook Likes /

shares

% change in YouTube Likes /

embeds

% change in blog trackbacks

% change in content tagged or

ranked

Thought Leadership

% Change in SOV per thought leader topic

% change in Cisco thought leaders quoted

Increase in topical content coverage

Increase in perception of C. as thought leader

Message Resonance

% of conversations carrying one or more key messages

% change in key messages in social media conversations

% change in awareness and credibility of key messages

Market Awareness% change in aided / unaided

awareness vs. competition% change preference in specific

markets vs. competition % change in positive sentiment

vs. competition

Market position% change in no. of times C. is

positioned favourably in conversation vs. competition

% Change in no. of times C. mentioned positively in key blogs and communities vs. competition

% change in perceived position relative to competition

Leads / Sales / Market Share

% change in cost per qualified lead

% change in cost per contact or cost per

customer acquisition

% change in desirable mentions of key sales

drivers

% change in correlation between social media

conversations and qualified leads

Efficiency of Communications

Decline in costper click through

Decline in cost per message communicated (budget divided by

message appearnces)

Decline in costper engagement

Nothing has changed…

…and everything has changed

“[In Social Media], success isn'tabout 'being on Twitter' ormastering any other particularsocial tool. Instead, successaccrues to businesses that arepresent, agile, responsive, andprepared.“

Jay Baer and Amber Naslundauthors of "The Now Revolution,"

Please MeMeasuring Social Media in Public Relations

Steve Bowen

Managing Director, Marketing & Training Asia-Pacific steve.bowen@bm.com

Zaheer NooruddinDirector, Lead Digital Strategist for Greater Chinazaheer.nooruddin@bm.com

www.burson-marsteller.asiawww.facebook.com/bursonmarsteller.asia@BMAsiaPacific

http://slidesha.re/hTbqGe

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