ALI Social Media Workshop Part 2

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Richard Hartman, COO

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HOW TO MEASURE THE

EFFECTIVENESSOF SOCIAL MEDIA CAMPAIGNS

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Please interrupt with questions

Performance AnalysisInfluence Analysis

Types of Metrics

TOPICS COVERED

Trend Analysis

Program Analysis

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SURVEY TIME

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Data is the New Oil

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PERFORMANCE ANALYSIS

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Social Tool Used for Business

Awareness Engagement

AuthorityInfluence

Awareness assess reach or potential reach of content or brand.

Engagement assesses influence of

content or brand.

Influence assesses the impact of content or brand.

Authority assesses the opportunity to connect

with content/brand.

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Assess reach or potential reach of content/brand.

Metrics

→Fans→Followers→Visitors→Unique Visitors→Total Pageviews→Video views→Active users→Total installs

AWARENESS

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Assesses impact of content/brand.

Metrics→Tweet/RT ratio→Twitter list citations→Directory mentions→News Mentions→Social Media Mentions→Fan/interaction→Google Page Rank→Alexa rank→Growth rate→Total Members→Total connections→Inbound links→Share of voice→Klout score

INFLUENCE

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Assesses level of interaction with content/brand.

Metrics

→Pageviews/visit→Total Retweets→Total Likes→Total Comments→Pageviews/visit→Return visits→Time/visit→Active members→Subscribers→Public sentiment

ENGAGEMENT

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Assesses opportunity to connect with content/brand.

Metrics

→Total blog posts→Blogs/day→Total tweets→Tweets/day→FB posts→FB posts/day→Total web pages→Sentiment→Complaints posted→Perc of comments = compl→Click-through rate→Brand associations→SMO

AUTHORITY

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Measuring Tools

Sample Comparative AnalysisVHA vs VA Social Media Presence

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“MENTAL HEALTH” PUBLIC DIALOGUE

Track reach of key issues & campaigns

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“MENTAL HEALTH” PUBLIC SENTIMENT

Assess public sentiment of key issues

Track effect of campaign

on public sentiment

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The EPA launched a YouTube contest to create pro-environmental videos (with cash prizes for the winner). Wanted to crowdsource creation of videos.

CASE STUDY

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Bloggers and Tweeters see contest as EPA “greenwashing” propoganda to justify more environmental regulation.

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Lessons Learned:1. Could have used social media to elicit responses to idea prior to launching initiative and suffering from bad PR.

2. Could have used social media research to determine response other agencies/orgs had with similar initiatives prior to launch.

3. Would have seen all possible reactions and prepared their communications in advance accordingly.


MEDIA ANALYSIS PLATFORM

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Real-time monitoring of traditional and social media channels.

Monitoring Platforms

& Services

→Track coverage of MC&FP campaigns.→Monitor the buzz around a story or topic.→Identify major purveyors of information or misinformation.→Find and participate in popular online discussions about health topics→Track what other government agencies are saying and posting.

MEDIAMONITORING

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AgencyProfiles

Media Analytics

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AnalyzeTrends

View news & SM

mentions

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Side-by-side Comparisons

Compare Campaigns or

Divisions

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Benchmarking vs other agencies

ID Best Practices

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Track what Congress is

saying about your org

Coming Soon:Search the

Congressional Record


DIVE DEEPER INTO

Demo – Dubai

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MONITORING INFLUENCE

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SOCIALANALYTICS

DoctorsHospitals

Track & analyze mentions of key topics across target audiences (e.g. doctors, hospitals) to determine your outreach influence and key message uptake.

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News Broke on Twitter

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Osama Dead

15

30

45

60

75

Approval Rating

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Platform helps identify influencers of social media dialogue around particular topics. Other analyses reveal social media news drivers.

REACHINGINFLUENCERS

Find communities

Locate news drivers

>10K Followers

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Locate media outlets and blogs most read by target subpopulations.REACHINGINFLUENCERS

Age, Race, Sex, Income

Targeting

Geographic Targeting

CBS.Com Demographics & Web Traffic


SOCIAL ENGAGEMENT PLATFORM

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CUSTOMER SERVICE

Reply right from platform

Assign actions to take to handle mentions

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Platform helps identify influencers of social media dialogue around particular topics. Other analyses reveal social media news drivers.

IDENTIFYINFLUENCERS

Find communities

Locate news drivers

>10K Followers

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“Militaryhomefront.dod.mil” PUBLIC DIALOGUE

Track reach of key issues & campaigns

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“Militaryhomefront.dod.mil” PUBLIC SENTIMENT

Assess public sentiment of key issues

Track effect of campaign

on public sentiment


DIVE DEEPER INTO

Demo – Google vs Apple vs Microsoft




TREND ANALYSIS

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Peak Breakup Times (Source: Facebook Status Updates via David McCandless)

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SOCIALANALYTICSTrack & analyze mentions of key topics by Congress. Dive deeper to uncover your advocates and detractors.

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Analysis of Obama’s Twitter Townhall

July 6, 2011

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Case Study - Treasury

Hot on Twitter:@BreakingNews: US blocks $30 billion in Libya assets, the largest freeze ever, Treasury Dept. says

RT @zacharykarabell: Treasury Dept reports that China owns even more US debt than we thought. That's a lot of debt

http://tinyurl.com/49nxwuz #china #economy

Treasury Dept. Analysis March 1, 2011

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10/12-10/18 Social Media Analysis (N=150)

E-VERIFY PUBLIC DIALOGUE

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Twitter Used to Predict Box Office SuccessHuberman, Bernardo A. Asur, Sitaram

• 2010 Study

• Rate at which messages were produced used to accurately predict opening weekend box-office takings before the film had opened. Movie Prediction RealityThe Crazies $16.8M $16.06MDear John $30.7M $30.46M

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• Percent Change in Facebook Fans by Political Affiliation Over Time (US House)

+61Seats

Facebook Used to Predict 2010 Election Outcomes

Einhorn, Hartman, Nelson

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+6Seats

Percent Change in Facebook Fans by Political Affiliation Over Time (US Senate)


DIVE DEEPER INTO

SOCIAL ANALYSIS

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SOCIALANALYTICSAssess how the public or particular audiences are actively talking about important issues in news & social media through rigorous hand-coded analysis.

Dummy Data

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SOCIALANALYTICS

House GOPHouse Dems

Track & analyze mentions of topics across target audiences to determine influence on dialogue, message uptake, share of voice, and popular discussions.

Mentions of ‘DoD Budget’ by Congress

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Types of unique analyses OhMyGov can provide.

Analyze conversation across any group, e.g. Congress, news media, influencers, to determine message uptake and sentiment of key issues.

Determine how topics or issues are characterized by the media and the public to better inform outreach efforts.

Compare and statistically analyze volume of conversation around topics from month to month to reveal effectiveness of programmatic changes.Use data derived from social analytics to uncover unknown issues and inform survey questions in baseline or ongoing analyses.

ANALYTICSCAPABILITIES

Track the number of negative comments posted online by region. Dive deeper to uncover trends in complaints.


DIVE DEEPER INTO

Hands on Analysis – 2012 Election

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PROGRAM ASSESSMENTS

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SOCIALANALYTICSAssess how the public or particular audiences (e.g. doctors) are actively talking about important issues in news & social media through rigorous analysis.

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VHA Facebook Comment Analysis

=

Negative

PositiveNegative

Positive

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=

Negative

Positive

Negative

Positive

VA SENTIMENTANALYSIS

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• 17.5% of comments came from current VA employees.• Almost all negative.

• VA missing opportunity to create evangelists of staff through better internal communications.

VA Staff

Non-VA Staff

VA Employees

Non-VA Employees

VA SENTIMENTANALYSIS

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• Complaints were lodged about services provide in:

1. Dallas, TX

2. Denver, CO

3. KC VAMC

4. Los Angeles, CA

5. Manchester, NH

6. West Haven, CT

7. San Diego, CA

• Compliments in service improvements were noted in:

1. Hampton, VA

2. West Haven, CT

3. Houston, TX

4. Worcester, MA

Where will future problems arise?

(+)(-)VA SENTIMENTANALYSIS

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A brief overview of the working process

Best PracticesBefore starting your own program, keep these in mind:

1. Align analysis goals to strategic plans and mission.

2. Create policies and procedures for handling information and response requirements.

3. Integrate analyses and reporting into existing feedback loops, esp. for programmatic feedback.

Choose Platform & Analyze

Set Goals

Determine Metrics & Desired Outcomes

ANALYSIS PROCESS

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Social Tool Used for Business

Baseline Analysis

ACT PLAN

CHECK DO

IdeationGoals, Metrics

Staff Program

ExecuteMedia Monitoring

Media Analysis

Record & Discuss Results

AlterProgram

ANALYSISINTEGRATION


SUPPORTING HHS STAKEHOLDERS ON

DIGITAL ENGAGEMENT

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Locate media outlets and blogs most read by demographics and location. Determine whether you are reaching the right markets with your news coverage.

TARGETSUBPOPULATIONS

Age, Race, Sex, Income

Targeting

Geographic Targeting

CBS.Com Demographics & Web Traffic

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TRACK SPECIFIC GROUPS

Monitor conversation from specific panels, including

military members, military familes, Congress

or DoD.

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Ideas for HHS website tools for partners & stakeholders.

InformTrack and relay feeds of news and social media from DoD right on the DoD website. Allow users to browse information by state with one click!

News By StateExploreProvide users with ability to search through news and updates posted online about DoD programs, initiatives, and FAQs.

DoD Search

PARTNERTOOLS

Enter terms

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Communications Formulated Without Data is Like Flying

Without a Cockpit

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Let the Data Steer Your Communications

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Data AnalysisTools and analysts that evaluate baseline & changing public sentiment, message uptake, & program effectiveness.

Targeted Outreach Media MonitoringTechnologies to monitor information accuracy, reach and impact.

Help identifying subpopulations and key influencers across networks.

OHMYGOVSUPPORTOPTIONS

Digital EngagementApplications that facilitate information, news, and best practices exchange.

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Contact [email protected]@ohmygov.com 703-243-3461

Follow @ohmygov www.ohmygov.com

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Visit our award-winning blog, or connect with us via our social media accounts.

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We’d love to hear from you!

Phone Email 703-243-3461 [email protected]

ALI Social Media Workshop Part 2

Technology

Transcript of ALI Social Media Workshop Part 2