Social Media Measuring for PRSA
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Jeff Moriarty, Evo Terra and Fred von Graf presented on Social Media Measurement and Monitoring for the PRSA.
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Social Media Measuring for PRSA
- 1. Social Media Measuring your Campaign Beyond Facebook & Twitter
- 2. Fred von Graf, PMP @fvongraf Web3Mavens, LLC Digital Marketing Consulting You can find a high level background for me on LinkedIn Technical Background Technical Manager at Intel Business Development at Avnet Currently: LaunchSpot, Hexxa, Web3Mavens & Baby von Graf
- 3. Why Social Media? - It’s built in to us, it’s built in to all of us - Some cultures more so than others Photo by niallkennedy The world is social
- 4. Thanks to Sheila K. What is Social Media? Facebook currently has more than 500 million users - more than the combined populations of the United States, Germany, and Japan. There are currently 133 million blogs that average 900,000 posts a day, according to Technorati. YouTube will serve 75 billion video streams to 375 million unique visitors this year. Users now upload more than 24 hours of content every minute, according to YouTube.
- 5. Top TV channels have 10MM viewers per month. Top social-sites generate over 500MM. Photo by cloudzilla
- 6. SOURCE: Business Insider, 7/7/2010 Video Search 66.7% of US Internet users (147.5 million people) are watching video online each month By 2014, that figure is forecast to rise to 77% of Internet users, or 193.1 million people.
- 7. Twitter SOURCE: Business Insider, 7/7/2010 65 million Tweets are sent every day Twitter has 190 million users and handles 800 million searches per day.
- 8. Today National, regional, local – it doesn’t matter. Transparency rules and brands win by interacting publicly with fans and critics alike. 10,000,000/mo US visitors to Google local results tell it all SOURCE: Quantcast, June 2010
- 9. Social is all over the world - BTW, Facebook is winning Photo by IBM
- 10. If Facebook were a country it would rank 3rd behind China and India with over 500,000,000 users Like China and India, Facebook is an ‘emerging’ economy that business professionals are trying to understand. It has its own social norms, privacy issues, cultural sensitivities and community rules that govern how business is done and how its members engage and derive value. Unlike China and India, however, the ‘Facebook Nation’ has no borders (with almost 70% of members outside of the U.S.) and is growing at a rate that will likely eclipse China and India over the next 3-5 years - in terms of population.
- 11. Photo by Robert Scoble Social even beats search! Facebook has overtaken Google as the most visited site. Facebook is #1 for time on site with >7 hours per month on average. …and social-media has overtaken porn as the #1 online activity.
- 12. If Skittles FB Fans were a state, it would be the 12th largest in the US. And Skittles can connect with them and them alone, whenever they want. They can rally them from their phones. They can ask for feedback. They can get them to market for them.
- 13. What are your goals for social? Increasing awareness, loyalty and influence Measuring public opinion Market research Increasing customer satisfaction New customer acquisition Planning for Social Well it doesn’t matter! People will use the channels you open to communicate. As a result Marketing / PR is in the middle of everything!
- 15. Jeff Moriarty @jmoriarty Director Social Media Strategy Sitewire Software engineering background 9 years at Intel Internal and external social media Social Media Club Phoenix chair Ignite Phoenix founder & organizer ImprovAZ Flashmob group Social Media director for Digital Marketing firm – Sitewire
- 16. Shortcuts will fail – how big is big? We’re on the Twitter! Find the correct measurements, then sell them Starting with Objectives
- 17. Target to Measurement 17 Target • Regular/New Guests • Reviewers (media, guests, bloggers) Objective • Brand Awareness/Advocacy • Brand Management • Reputation Management Strategy • Promote Interaction • Buzz/Visibility Tactics • Facebook • Twitter • Foursquare Measurem ent • Sentiment • Shared items • Special Offers
- 18. Measuring the Objectives • Accuracy often difficult without infrastructure commitment • Enormous benefit in secondary or soft value like sentiment • Evolve measurement as Objectives 18
- 19. Not every tool for every job Should you even be on the Twitter? Right audience, right time, right tool… right measurement Using Tools Correctly
- 21. :: Reach :: Frequency :: Push vs. Dialogue :: Authority and expertise :: Influence the influencers :: Positive brand feeling :: Turn favor courtesy of Sitewire / sitewire.com
- 22. courtesy of Sitewire / sitewire.com
- 23. courtesy of Sitewire / sitewire.com
- 24. courtesy of Sitewire / sitewire.com
- 25. courtesy of Sitewire / sitewire.com
- 26. courtesy of Sitewire / sitewire.com
- 27. Turning the crank will hurt you The math is against your press releases PR and Social Media can mix… measure accordingly Public Relations
- 28. Do Not Automate Your Content 28
- 29. Encourage Shares / Mentions 29
- 30. Facebook Feed Optimization • Affinity score – How often you interact with a friend or page – posting, sharing, etc. • Weight given to each type of Edge. For example, a comment has more importance than a ‘Like’ • Time Decay - The older an Edge is, the less important it becomes. 30
- 31. Social Media vs Public Relations • Balancing for best public interaction • Public Relations as structured communication and promotion of message • Social media as interactive discourse in support of message • Clear escalation paths between groups critical for coordinated, rapid response • Collaboratively develop final message deployment 31
- 32. If… when… things explode what will you do? Social Media doesn’t wait for your committee to meet Measurement in avoidance Crisis Management
- 33. Case Study: Nestle Nestle vs. Greenpeace: Lesson Leaned?
- 34. Case Study: United Airlines 34
- 35. Case Study: Dominos 1 million views before the video was removed
- 36. 48 HOURS LATER Case Study: Dominos 36
- 37. Social Media Strategy Framework Layered strategy to engage employees, customers, and brand 37 Escalation Plan Publishing Schedule Response Framework Employee SM Policy Social Media Taxonomy
- 38. The most passionate sales force around Passion cuts both ways Measuring brand and community health Driving Discussion
- 40. Join the Conversation Think conversation, not campaign • Don’t focus on selling • Ask questions/Respond • Provoke engaging dialogue • Develop rules of engagement 40 • Know what to do with negative comments • Admit mistakes and thank those who bring it to your attention • Turn brand detractors into advocates
- 41. Content Creation & Distribution • Corporate Content – Balance of content types – Map a clear syndication path across properties • User Generated Content – Perceptions may differ from corporate message – Users can engage anywhere • Mass or Single Syndication – Wide visibility for awareness – Focused visibility for community building 41 property property property property property property property Content User Content
- 42. Building a Community • Community: a group of people sharing a common interest, idea, or attribute Leadership provides direction Transparency creates trust Reciprocity builds loyalty Discourse generates value 42 Common Bond Leadership Transparency Reciprocity Discourse
- 43. Putting your brightest minds to work Priceless advice and cutting honesty Measuring “free” input and its rewards Product Improvement
- 44. The power of user reviews 44 Most trust user reviews over anything else
- 45. Thanks to Jason Baer for this one! More power of user reviews
- 47. Conversions are valuable All conversions have value Which conversions are you doing well? Neglecting? Driving Sales
- 48. 67 percent of Twitter users who become followers of a brand are more likely to buy that brand’s products. 60 percent of Facebook users who become a fan of a brand are more likely to recommend that brand to a friend. 74 percent of consumers are influenced on buying decisions by fellow socializers after soliciting input via social media. Social & Marketing Source Taylor Pratt 2010 Search Marketing Expo.
- 49. Liking Levi’s 49
- 50. Domino’s Pizza “The old days of trying to spin things simply doesn’t work anymore” Patrick Doyle - Domino’s President • Totally candid • 550,000 YouTube views • Commentary, discussion, spoofs • Engaging replies to users 50
- 51. Domino’s Campaign Impact • Sharp increase in interest and conversation share • Google rankings • Heavy buzz factor • Permanent or temporary? 51 Interest “Domino’s” “Domino’s” Growth Relative to Food & Drink Category
- 52. Start at the top and work down One size does not fit you Don’t measure by default Measure what you need, ignore the rest Define Your Objectives
- 54. Digital Marketing Strategist Author of Podcasting for Dummies Co-Founder of Podiobooks.com Professional Public Speaker Evo Terra @evo_terra ASimplerWay.com SiteWire.com
- 56. Photo by Mister Wind-Up Bird ROI = Return on Investment – not “interest” – not “interaction” – not “engagement” ROI = Benefit - Cost Cost
- 57. Your Social Media Investment… leads to an Action, that creates a Reaction, which delivers a Non-Financial Impact, that may ultimately cause a Financial Impact.
- 59. If you aren’t influencing it, don’t measure it.
- 60. Objectives aren’t subjective Know your goals – Selling stuff – Increase sales of XYZ by 10% in Q2
- 61. Source Social Marketing Analytics whitepaper Objective & Metrics
- 62. Examples of Actionable KPIs • Number of people in a specific location who follow us on Twitter • Reduction in support costs • Number of product improvement suggestions from Facebook fans • Increase in product review and ratings • Reduction in sales cycles
- 63. Other KPIs to consider • Volume of consumer-created buzz • Seasonality of buss • Rate of virality • Embeds/installs • Increase in searches • Ranking improvements • Demographics • Interaction/engagement rate • Number of interactions • Store locator view • Registration by channel • User-initiated views • Attributes of tags
- 64. KPI Evolution Are people sharing your content? • How many shared a link to your content? • How many links have been shared? • How many people clicked through to a given time span? • What type of content is shared most?
- 66. Here are some Tools to consider: Bit.ly (free) SocialMention (free) Google Alerts (free) Twitter Search (free) Facebook Insights (free) Google Analytics (free) YouTube Insight (free) SocialOomph (freemium) Swix ($9/mo/campaign) Trackur ($18-377/mo) ScoutLabs (enterprise - $500/mo+) Radian6 (enterprise - $600/mo+) So How Can I Measure and Monitor my Social?
- 70. What to monitor? Brand mentions Product mentions Events Promotions Competitors Product launches Public Employees
- 80. THANK YOU Fred von Graf @fvongraf Blog.vonGraf.com SocialMediaAZ.org Ask about PRSA Discounts! Jeff Moriarty @jmoriarty Improvmedia.com Evo Terra @evo_terra ASimplerWay.com
Notas del editor
- - Sweden, US - First company at 13 o selling schematics o mowing lawns & blowing snow - Social media back then was the phones, magazines and early BBS's and systems like GENIE and CompuServe. - Later days helped start several ISPs locally and you learn a lot there - Consulting fortune 500 - Consulted for the State of Arizona, ran R&D labs, helped set drivers license standards and testing, setup the 3rd party network, and a few other fun projects. This gave me a very good understanding of how governments operate. I accepted a management position at Intel in the Assembly Test Supply Chain Automation group where I owned 7 tier 1 mission critical applications
- It takes an understanding of people: Social Psychology influence and find the influencers and advocates - Motivators: Sharing, Acceptance, Influence - My success in digital marketing o Interest in Social Psychology o Actually cared about people - user experience - processes - listening - brand management - ultimately it comes down to having a good product. I use a simple filter when determining if we should help a company with their digital marketing. Are they trying to sell a polished turd?
- Open Graph API Like Buttons
- Over 500 million users. The average user has 130 friends, spends 55 minutes a day on the site and receives three "event invitations" to real-life gatherings every month (in December 2009, the company stated that 3.5 million events were created every month). Next? LinkedIn : over 65 million members. A new member joins LinkedIn approximately every second.
- - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html
- Success depends on defining clear objectives for social media and identifying supporting strategies TOSTM Target – Clearly identify primary and secondary audiences, including out of scope Regular Guests, New Guests, Reviewers, etc. Objectives – What will be accomplished with audience? Retention, New Guests, Brand Management, Promotion Strategy – How will this be accomplished? Promote interaction, Greater visibility, etc. Tactics/technology – Tools and technologies to accomplish the strategy Yelp, Foursquare, Facebook, Twitter Measurement – Have we succeeded? Page fans, Shared items, New visits, Sentiment
- Data from: http://www.emarketer.com/Article.aspx?R=1007430
- You may not realize it, but News Feed only displays a subset of the stories generated by your friends — if it displayed everything, there’s a good chance you’d be overwhelmed. Developers are always trying to make sure their sites and apps are publishing stories that make the cut, which has led to the concept of “News Feed Optimization”, and their success is dictated by EdgeRank. At a high level, the EdgeRank formula is fairly straightforward. But first, some definitions: every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.
- Balancing Public Relations and social media yields best public interaction Specific balance point depends on individual brand, goals Alert and Notification sharing between groups Trending topic in social space needing PR attention News/promotional information needing SM support and response
- Situation: Greenpeace attacked Nestle page soon after completing a study of rainforest oil practices Timing…was anyone even home at Nestle? An unmonitored page is the antagonist’s/rogue activist’s playground Once you set up shop, cultivate it – be ready to engage Don’t establish a presence just for the sake of “joining” social movement. If you don’t take ownership it can backfire big time RESULT: Nestle ended contract with Sinar Mas Social Media = Power Shift LESSON: Address rather than censor
- 896 ratings, 29,000 views, 5 video replies Underlying theme among all of the “what not to do” slides to follow DON’T assume offline issues will stay offline – power shift DON’T assume it will fade out on its own DON’T ignore the clock – timing is of the essence DON’T try to censor
- 1 million views before it was taken down – Dominos did not respond for 48 HOURS Mr. Weisberg said. Mr. Doyle was featured in the video, saying rather woodenly, "We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it's a hoax, we are taking this incredibly seriously." He adds in the video that the store where the videos were shot has been shut down and sanitized. The company, he says, is also conducting a wholesale review of hiring practices "to make sure that people like this don't make it into our stores.” Domino's also opened a Twitter account to deal with consumer inquiries. The Domino's apology video had gotten 330,000 views at press time. The original offending video had reached nearly 1 million views when it was taken down Wednesday evening. A copy now has more than 345,000 views. Richard Levick, president of PR firm Levick Strategic Communications, said he'd give Domino's an F for the first 24 hours and an A or an A+ for everything thereafter.
- 1 million views before it was taken down – Dominos did not respond for 48 HOURS Corporate speak and policy spouting just won’t cut it…social media users tend to look at “corporate apologies” with a critical filter Mr. Weisberg said. Mr. Doyle was featured in the video, saying rather woodenly, "We sincerely apologize for this incident. We thank members of the online community who quickly alerted us and allowed us to take immediate action. Although the individuals in question claim it's a hoax, we are taking this incredibly seriously." He adds in the video that the store where the videos were shot has been shut down and sanitized. The company, he says, is also conducting a wholesale review of hiring practices "to make sure that people like this don't make it into our stores.” Domino's also opened a Twitter account to deal with consumer inquiries. The Domino's apology video had gotten 330,000 views at press time. The original offending video had reached nearly 1 million views when it was taken down Wednesday evening. A copy now has more than 345,000 views. Richard Levick, president of PR firm Levick Strategic Communications, said he'd give Domino's an F for the first 24 hours and an A or an A+ for everything thereafter.
- Devising a layered strategy to best engage employees and clients for effective social media usage, and what policies should support Escalation Plan – Clear documentation of how to escalate issues and topics within the social space – ties into Taxonomy roles Social Content Publishing Schedule – Plan for promotion and dissemination of content across properties Social Media Response Framework – Guidelines for consistent response on behalf of brand; including tone, content, timing Employee Social Media Policy – Clear expectations and limitations; tied to corporate policies Social Media Taxonomy – Identify terms, properties, roles, and responsibilities
- 62mph
- Corporate Content Balance of content types Funny video is really interesting, but not necessarily valuable Providing information on new menu items, specials, or events is valuable User Generated Content Community building aspects of how people "experience the brand“ Perceptions may differ from corporate message
- Community: a group of people sharing a common interest, idea, or attribute Common threads must be understood to be strengthened Multiple ties form stronger communities Cannot always dictate the community ties (Red Lobster v Cheddar Bay Biscuits) Leadership and development transforms into a Tribe (Seth Godin)
- ex1
- And people now have the power to reach your customers and potential customer, like this! One thing that still holds true with social media related marketing and traditional marketing, and I don’t care what some people say, the larger your audience the better it is for influence. Now in reality that audience may not have much actual influence but it’s a matter of perception. Posted my dissatisfaction with a transaction on Twitter, resulted in a director from the company contacting me, paying for the overnight shipping and providing a gift.
- Here’s the contradiction. The same executives who insist on ROI measurements from marketing departments happily invest huge sums of money on other things whose returns are also incalculable from an ROI perspective, like the lobby of the building, the fresh coat of paint in the hallway, or even the accounting staff. When CEOs and executives resort to ROI excuses, I ask, “What’s the return on investment of the army of landscapers who are constantly at work on the plantings around your corporate headquarters?” Usually my question is met with embarrassment. Take a chance. Make the assumption that if millions of people are sharing your ideas (that’s a number you can measure), then some percentage of them will buy your products. - New ideas that THOUSANDS are asking for. The money is sitting on the table.
- Leveraging metrics for value
- Not all KPIs are about the $$. And these are what we’ll take about here, because they are easier and more in line with traditional PR goals.
- o But be on the look out for things you aren’t measureing you are influencing. :)
- - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html
- For example, let’s look at some KPIs around the objective of “increasing brand awareness”
- Along with the standard analytics Page Views Clicks Bounce Rate
- Along with the standard analytics Page Views Clicks Bounce Rate
- - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html
- - Reputation managment: http://googlewebmastercentral.blogspot.com/2009/10/managing-your-reputation-through-search.html