WOMA - WOM Metrics Best Practice Guidebook

8/14/2019 WOMA - WOM Metrics Best Practice Guidebook

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Measurement and Metrics Guidebook

presented by

Measurement and Research Council

November 2009


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Table!of!Contents!!!"#$%&"'"()*#(+*,"$"#&-.*/'"01&2*3#+#4)"+*5&1'*6"&'7(1819:*/'"01&2;


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Introduction!!"#$%&'()*#$'+$,'&-$'+$('./"$01234$(5&6#/)78$)7)/)5/)9#*$"5*$%&5:/):5;;


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http://golinharris.com/http://golinharris.com/http://scoutlabs.com/http://scoutlabs.com/http://golinharris.com/http://scoutlabs.com/http://kellerfay.com/http://bazaarvoice.com/http://golinharris.com/http://scoutlabs.com/http://bzzagent.com/http://bzzagent.com/http://kellerfay.com/http://bazaarvoice.com/http://scoutlabs.com/http://bzzagent.com/http://bzzagent.com/http://satmetrix.com/http://bazaarvoice.com/http://scoutlabs.com/http://motivequest.com/http://motivequest.com/http://satmetrix.com/http://satmetrix.com/http://kellerfay.com/http://motivequest.com/http://matchstick.ca/http://matchstick.ca/http://kellerfay.com/http://motivequest.com/http://comblu.com/http://comblu.com/http://motivequest.com/http://comblu.com/http://comblu.com/http://comblu.com/http://comblu.com/http://comblu.com/http://comblu.com/http://comblu.com/http://comblu.com/http://comblu.com/http://comblu.com/http://razorfish.com/http://razorfish.com/http://webershandwick.com/http://webershandwick.com/http://stepchangegroup.com/http://stepchangegroup.com/http://webershandwick.com/http://webershandwick.com/http://stepchangegroup.com/http://webershandwick.com/http://stepchangegroup.com/http://stepchangegroup.com/http://webershandwick.com/http://stepchangegroup.com/http://stepchangegroup.com/http://webershandwick.com/http://webershandwick.com/http://stepchangegroup.com/http://stepchangegroup.com/http://stepchangegroup.com/http://stepchangegroup.com/http://stepchangegroup.com/http://stepchangegroup.com/http://stepchangegroup.com/http://razorfish.com/http://webershandwick.com/http://webershandwick.com/http://webershandwick.com/http://newmarketinglabs.com/http://comblu.com/http://comblu.com/http://comblu.com/http://matchstick.ca/http://motivequest.com/http://satmetrix.com/http://bzzagent.com/http://kellerfay.com/http://scoutlabs.com/http://bazaarvoice.com/http://golinharris.com/http://stepchangegroup.com/


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Measurement!and!Research!Framework!(adapted!from!Terminology!Framework)!!!"##$%&'()*+,-./.01'2*3+)4.*5'67889:;;4.++387.*)?'@1'87)'A)&)3*B7'

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6/61

Table!1!Measurement!and!Research!Framework!(adapted!from!Terminology!Framework)!

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Table!2!WOMMA!Measurement!Guidebook!Reference!Guide!

!!!!!!!!!!!!!!!!!!!!!!!!!!!"#$%&'(!)#($!*%+'$&'#(!,-&.#)//0! ! 6

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Buzz!Marketing:!! -1234!52456789:2;23?'93G=293!H9;C?3E!(5>8J5I!%/&I!(88B9C=!=53E!

M1CJ5!>1!C13!J;CB1I!>3E!E21JC11293!

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Advocacy!Measurement!David!Rabjohns,!MotiveQuest!!!"#$%&%'()*(&+(&%,-((./00)&1("/*%0)2/*(),(&*3(the!act!or!process!of!advocating!or!supporting!a!cause!or!proposal!!"#$%&,/*(4$($5,($6(,7/)0(8&'(,$(&%,)#/9'(0/%$11/+"(:0$"5%,*;(*/0#)%/*(&+"(%&5*/*(,$(,7$*/(&0$5+"(,7/1(7/(@/'(,$(1/&*50)+4(&"#$%&%'()*(,$3(

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!2)!Sentiment!Ratio:!!"#$%&'(#)$*+$,*-./.0#$*)$%#12/.0#$3*%-&'#)$*,.%.*%-$#4,)#--#5$2(*&/$2$()2%56$3*',2%7$*)$,)*5&3/6$5.0.5#5$(7$/"#$/*/28$%&'(#)$*+$3*%-&'#)$*,.%.*%-6$*)$2$-.'.82)$+*)'&829$!".-$.-$2$&-#+&8$:27$/*$/)23;$-#%/.'#%/$/)#%5-$*0#)$/.'#$.%$-./&2/.*%-$:"#)#$/"#$0*8&'#$*+$/"#$&%5#)87.%1$52/2$02).#-6$2-$.-$

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#QY Predictive!modeling.##H/*4#(770$(./#0&:*&4#$%#(#,&B,#(%+#(#,0(*%*%5#4&,#$'#+$.-1&%,4#,/(,#/(6(:0&(+;#

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$$$$$$$$$$$$$$$$$$$$$$$$$$$OND_?VA$!NAD$Q_;VD?VNA$`a?bN!ccd$ $ 45

!Conclusions!!O%,%,-$&.(%'*$1+2%'$7.6$(.,&"1+6$./%,%.,$%&$'$/6.1%&%,-$,+4$1+#).2$.7$2+5+*./%,-$


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!"#$"%&'(")&*+),-!!",.&'("/)01$2)&33!-&,1)&((-%2)4&!5"."!2).-)'"*"6$.)6!-4).1")"66$,$"*,7)-6)4&,1$*").",1*$89"2)&*+).1")$*."!3!".&.$-*)-6)194&*):9+;4"*.2/))

)).1")?%17@)

'"1$*+).1")*94'"!2/)A(().1")2"*.$4"*.);!&312)$*).1")%-!(+)%-*B.)1"(3)4&!5"."!2)9*+"!2.&*+).1"),92.-4"!)$229"2).1&.)+!$#")2&.$26&,.$-*)&*+)($5"($1--+).-)!",-44"*+/)A*+).1&.)%$(($*;*"22).-)3!-4-.").-).1")

-449*$.7C).-);"*"!&.");!&22)!--.2)'9DD)&'-9.)&)'!&*+)-!)3!-+9,.C)$2).1")9(.$4&.");-&()-6)%-!+)-6)4-9.1)&!5".$*;/),4)1 Consumers Trust Real Friends and Virtual Strangers the Most, The Nielsen Company, July 7 2009.http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/1 How does sentiment work? And how accurate is it, anyway? Margaret Francis, Februrary 26 2009.http://www.scoutlabs.com/2009/02/26/how-does-sentiment-work-and-how-accurate-is-it-anyway/1 Crowdflower (A blog post about how Delores Labs most recent product offering, which allowscompanies to collect multiple judgments of the same question for quality control). Delores Labs,September 15, 2009. http://blog.doloreslabs.com/2009/09/crowdflower/

)))))))))))))))))))))))))))EF0GHIJ)


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463020$%3$#B'"$'$+%'$6>'6A'$+%'#20$'A6&'/&2?23@'>=&4+"0%'C%+"?26&,'"3B'C=$'+67'/6%0'$+"$'46:>"&%'72$+'3%7'C=023%00'@"23%/'I6&'#60$J'"0'"'&%0=#$'6A'$+%2&'&%46::%3/"$2630K'

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52/61

Special!Section!on!Social!Media!Success!Metric!!!!Framework:!Measuring!Conversation!Impact!of!Social!Media!Marketing!Campaigns!!"#$%&'$($)*&+,-)./&012)-3&45)$6-7%8&97"):;-:5&!What!is!Conversation!Impact?!

+,-)./&&?-,-6$)&!%#)15%35&"535%6)/&:5.5)7@5:&$%:&-%6"7:135:&Conversation!Impact*&$&%5;&873-$)&(5:-$&

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!Campaign!1:!Consumer!ImpactEvaluate!Impact!of!a!Social!Media!Community!!Program!on!Consumer!Aided!Awareness!and!Preference!"#$%#&'(!)*+!+,-.!$/0!%1,'1#$!-,(+&+2/0!,3!#!4.,'!-,$$5(&2674#+/0!%1,'1#$8!9/!/:#.5#2/0!%1/7

-#$%#&'(!#(0!&(2/1&$!$/#+51/+!4#+/0!,(!#!+51:/6!&(+215$/(28!;/#+51/+!/:#.5#2/0!&(-.50/0!#&0/0!

##+/!&(2/(28!

!

How"to!Note:!We!ran!incentivized!surveys!of!visitors!to!the!blog!site!before!and!after!the!community!was!put!in!

place!to!measure!the!impact!of!conversations!on!the!blog.!!(Note!that!the!data!shown!below!are!preliminary).To!

allow!for!cross"channel!campaign!impact!assessment,!the!survey!language!closely!followed!surveys!traditionally!

used!for!campaign!effectiveness!measurement!in!other!media.!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!;?@AB"C!D?C@!EAF"@B"?C!GHBI?DJJK! ! 52


54/61

Campaign!2:!Influencer!ImpactEvaluate!Impact!on!Influencer!Preference!for!the!Brand!Based!on!a

Multi"Channel!Campaign!Including!Social!Media!

"#$"%&'!()*!*+,%"-!#./%"!$0+&0"#!%',-1/./!*+,%"-!#./%"!,+#$+'.'2*!"'/!"!#1-2%3,4"''.-!20"/%2%+'"-!"'/!

!

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+'-%'.!"/6.02%*%'&!,"#$"%&'7!

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810!9+,1*!9+0!24%*!#."*10.#.'2!$0+&0"#!:"*!2+!.6"-1"2.!24.!%#$",2!+'!%'9-1.',.0*!:4+!/0%6.!;0"'/!

+*%2%+'%'&!"'/!$0.9.0.',.!%'!*+,%"-!#./%"!:.!9+1'/!"'!%',0."*.!+9!@7A!$.0,.'2"&.!$+%'2*!%'!%'9-1.',.0!

$0.9.0.',.!%'!*+,%"-!#./%"!#.'2%+'*>!"*!#."*10./!;=!0.-"2%6.!*4"0.!+9!$+*%2%6.!6+%,.!%'!*+,%"-!#./%"7!B4%*!

0.$0.*.'2./!"!C7(D!%',0."*.!%'!$0.9.0.',.!"#+'&!24+*.!$+*2%'&!%'!*+,%"-!#./%"!";+12!24.!;0"'/7!

!

How"to!Note:!We!used!a!software!monitoring!product!with!accurate!sentiment!classification!to!track!and!

categorize!the!sentiment!of!social!media!mentions!around!the!brand!and!its!competitive!set.!!To!allow!for!cross"

channel!campaign!impact!assessment,!we!can!compare!sentiment!in!specific!social!media!campaign!targeted!

influencer!blogs/microblogs!to!overall!social!media!sentiment.!

!!

E+0!#+0.!/.2"%-*!+'!24.!5+'6.0*"2%+'!F#$",2G!"$$0+",4!2+!*+,%"-!#./%"!#."*10.#.'2!6%*%2!

422$HII:::7JKL/%&%2"-%'9-1.',.7,+#!M/%0.,2!-%'N!2+!:4%2.!$"$.0!,"'!;.!9+1'/!4.0.H!422$HII207%#IJKL/%O7!

!!!!!!!!!!!!!!!!!!!!!!!!!!!PQBRF5S!TQSB!URV5BF5QS!WXF?QT88Y! ! 53
http://www.360digitalinfluence.com/http://www.360digitalinfluence.com/http://tr.im/360dihttp://www.360digitalinfluence.com/http://tr.im/360dihttp://www.360digitalinfluence.com/http://tr.im/360di


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Framework:!Keeping!Score!of!Social!Influence!Marketing!(SIM)!!"#$%!#&'"(%)*+,-.#/"%

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Framework:!Social!Media!Metrics!"Inline"!Tim!Marklein,!Weber!Shandwick!!!"#$%#&'()*)&+(,%-&'%.#/"#&%01*##&/(,%21"34"#$%5&6.$+*)1"0(,%7.'%(1.8/5%4.5*!9(%6*+:&4&+(%#*;"$*4&%41"(%

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57/61

Case!Study:!Social!M!"#$%&'()*+,'-).'/012)$%&3'(04#'

edia!Marketing!in!the!Restaurant!Business!!5&'3)&)106,'1)#$0"10&$#'70*)'0'8).'90%&'.0+#'$70$'$7)+'$+:%;066+'9012)$'$7)%1'4"#%&)##'#:>$#,'70*)'$)6)*%#%>&';>99)1;%06#':1>?";)?,'0&?'3104':1%9)'4%664>01?'6>;0$%>@''

A66'>8'$7)#)'9012)$%&3'$>>6#'.%66'7)6:'30%&'0'1)#$0"10&$'*%#%4%6%$+'0&?')B:>#"1)@''C7)+D1)':01$'>8'9>#$')#$0"10&$#D'9012)$%&3'$>>64>B)#@''E"$,'$7)#)'9012)$%&3'$>>6#'?>&D$'7)6:'.7)&'0&'%&;1)0#%&3'&"94)1'>8'1

)+)4066#'01)'$"1&%&3'$>'F>>36)'0#'$7)%1':1%901+'#>"1;)'>8'%&8>190$%>&@'

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G7)&'9+'4)#$'81%)&?'0&?'&>.H:01$&)1,'!>#):7'F%>&81%??>,':"1;70#)?'I09%&%$>'A13)&$%&)0&'J$)027>"#),'$7)'

)B$)&$'>8'$7)'1)#$0"10&$D#'.)4':1)#)&;)';>%#$)?'>8,')##)&$%066+,'K"#$'0';>:+'>8'$7)'9)&"@''!>)'.0#'#:)&?%&3'

6>;06'&).#:0:)1#'0&?'10?%>'#:>$#@''C7)'1)#$0"10&$'.0#'#$1"336%&3'$>'#"1*%*)'

:01)?'.0#'#>9)'>8'$7)'4)#$'5,'0&?')*)1+>&)')6#)'$70$';09)'$71>"37''

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>?%)#'$71>"37'$7)'81>&$'?>>1,'5'0::1>0;7)?'!>)'.%$7'$7)'>88)1'>8'0':01$&)1#7%:@''/+':1%901+'1)#:>%4%6%$+&3)#$':1)#)&;),'4>$7'>886%&)'0&?'>&6%&),'8>1'I09%&%$>,'%&'0#'#7>1$'>8'$

'G)'%99)?%0$)6+'#2)$;7)?'>"$'0'NOH9>&$7'#$10$)3%;'9012)$%&3':60&'$70$'%&;6"?)?9:6)$)'1)*09:'>8'$7)'.)4#%$)'

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6%&2#'%&'F>>36)'0&?'>$7)1'#)01;7')&3%&)#@''A#'>"1'>&6%&)':1)#)&;)'4);09)'#$1>&3)1'0&?'.)'?)*)6>:)?'0'9>1)'

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C7%#'70#'7)6:)?'$>';>&$%&")'$>';1)0$)';>&*)1#0$%>,'4>$7'>&6%&)'0&?'>886%&)@''C>'9)0#"1)'$7)';>&$%&")?'%&;1)0#)'%&'>&6%&)';>&*)1#0$%>'.)'"#)'0';>94%&0$%>&'>8'L0?%0&X,'0':1)9%"9'6%#$)&%&3'0&?'9>&%$>1%&3'

:1>?";$,'F>>36)'A6)1$#'0&?'C.%$$)1'J)01;7@''G7%6)'$7%#'?>)#';1)0$)'?":6%;0$%>&,'%$')"1)#'$70$'.)'&)*)1'9%##'

0&+';>&*)1#0$%>'70::)&%&3'01>"&?'"#,'>"1'410&?,'>"1';>9:)$%$%>&,'>1'>"1'%&?"#$1+@'G)'9>&%$>1'>886%&)'

>&*)1#0$%>'$71>"37'0&);?>$06'%&$)10;$%>'.)'70*)'.%$7'>"1';>99"&%$+'0&?'%&8)11)?'$71>"37'$7)';

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46>3':>#$,'$>'$7)'&"94)1'>8'7%$#'>&'0'*%?)>,'$7)'$>$06'&"94)1'>8'#"4#;1%4)1#,'.7)1)'$7>#)'#"4#;1%4)1#';>9)'

81>9,'7>.'0&?'.7)1)'>"1'46>3'0&?'*%?)>':>#$#'01)'#701)?,'.7>'#701)#'$7)9,'$7)'6)*)6'>8')&303)9)&$'.)'70*),'


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!"#$%&'(#)$*+$,*%-#)./!0*%.$!"/!$/)#$.!/)!#1$/%1$!*%.$'*)#2$3"#$,"/44#%5#$0.$6##70%5$&7$80!"$/44$*+$!"0.$1/!/$

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Case!Study:!Crafting!Social!Media!and!ROI!Metrics!in!an!Online!!Knitting!Community!"#$%%'#()&$%*+,&-(!"#.,+$,"#(

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2'$%,#'#6(02&%'%1(%1,(#,>(%,71#"2"63('#((&%%,80%(%"(,#6&6,((7"##,7%(>'%1('%$(0&$$'"#&%,(

7"#$*8,+(4&$,B(F1,3(,#6&6,5(!"#.,+$,"#(%"(1,20(%1,8(2'$%,#(%"(%1,("#2'#,(7"#.,+$&%'"#(&4"*%(K#'%%'#6((7+"71,%'#6-(4,%%,+(*#5,+$%(%1,'+(7*$%"8,+$($"7'&2(8,5'&(4,1&.'"+-('5,#%''22(,84,5(%1,(4+('#(%1,(2&+6,+(K#'%%'#6($"7'&2(8,5'&(,7"$3$%,8(

(>'22('#7+,&$,(7*$%"8,+$N(2"3&2%3((0+"0,#$'%3(%"(4*3(%1,(7"80N$(0+"5*7%$B!ImplementationO'%1(!"#.,+$,"#N$($%+&%,6'7(6*'5,-(%1,(NE&+#7+&,,K23((&$(5,$'6#,5(%"(4,(&(7"#.,+$&%'"#(>'%1(7*$%"8,+$((K#'%%'#6(7"88*#'%3(


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Case!Study:!Small"But"Scrappy!Marketing!on!Facebook!for!a!

Smart!Pen!!"#$%&'()*#+%,#-.)%/("#%

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Background!

0.-#123.4#%.1%(%'.*'5"#2'%6()78(2"73#3%.)%"'#%!9%:(;%-(".-#%?16(3"%$#)?%"'("%3#2>3@1%4>"'%A'("%;>7%A3."#%()@%A'("%;>7

'#(3%8>3%87"73#%$B(;4(2=%C%1#(32'D%/'#.3%16(BB547"5123($$;%6(3=#".)*%"#(6%2(6#%">%!"#$&'()*#%1##=.)*%

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WOMA - WOM Metrics Best Practice Guidebook

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Transcript of WOMA - WOM Metrics Best Practice Guidebook