Social Media Measurement, ROI and Business Outcomes
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Social Media Measurement,ROI and Business Outcomes
Tim MarkleinExecutive VP, Measurement & Strategy
Weber Shandwick
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• How many of you are currently monitoring online and social media for your programs/clients?
Audience poll
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• How many of you are engaged in social media channels, including Facebook, Twitter, LinkedIn and/or others?
Audience poll
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• How many of you have clearly defined goals for your online and social media engagement?
Audience poll
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• Old world, meet new world– Integration of traditional, digital and social media
– Integrating WOM and other new influence patterns
• Silo #1, meet silo #2, silo #3, etc.– Integration of PR with other communication disciplines
– Integration of PR with other marketing disciplines
– Integration across business units, products, geographies
• Measurement, meet strategy– Integration of metrics, data sources, tools, dashboards
– Integration of data and insights into decision-making flow
Proving PR’s value:Integration is critical
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• Content measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties– Syndication measures: Assess the volume, engagement, sentiment
and reach of content shared via the web.– Search measures: Assess the paid and organic search rankings for
company content, brands and keyword associations– Site measures: Assess the volume, engagement, feedback and reach
of content shared via company’s web properties
• Conversation measures: Analyze volume, content, sentiment of conversations about company/brands across sites, media
• Community measures: Assess audience, reach and “touch points” of company content/conversations across sites, media
• Outcome measures: Assess how the content, conversation and community measures correlate with desired outcomes
Old world, meet new:New metrics, sources, concepts
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Old world, meet new:Analyzing channels, audiences
Source: Weber Shandwick
Measurement & Strategy
practice, based on data pulled
from the Sysomos Social Media
Monitoring tool.
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Old world, meet new:Analyzing WOM volume and quality
Source: Weber Shandwick
Measurement & Strategy
analysis, based on Keller Fay
TalkTrackTM survey data
Jan’08-Dec’08
AIG
Industry
Average
State
Farm
All State
Prudential
Nationwid
e
High Volume / High QualityLow Volume / High Quality
High Volume / Low QualityLow Volume / Low Quality
Share of Conversation (%)
Qu
alit
y o
f A
dvo
ca
cy (
%)
Metric Score Industry
Share of Conversation 10% 4%
Net Favorability -62% 18%
Net Recommendation -24% 29%
Propensity to Relay 31% 50%
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Old world, meet new:Advocacy takes center stage
Sharing advice
Making recommendations
Making their loyalty visible
Reaching out broadly
Making fast decisions
Taking action
More than justword-of-mouth…
ADVOCATES
INFLUENTIALS
OPINION ELITES
BADVOCATES
45%
20%
High intensity (9%)Low intensity (36%)
Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007
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Sounds great, right?Be careful what you wish for…
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…“badvocates” are everywhere, too…
Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007
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• What’s more valuable?– Chicago Tribune print story
– WSJ.com online story
– Industry blog post with lots of comments
– Customer recommendation via Twitter
• Depends on objective, audience, message, tone, influence– Not all easily measured or compared across media channels
• Key considerations– Total impressions vs. targeted impressions – efficiency matters
– Earned CPM vs. Social CPM – very different scales, don’t equate
– Engagement, CPE and Conversion – varies by channel, outlet
– Comparative Media Cost – inconsistency of source data
Old world, meet new:Uncertainty & scale challenges
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Silo #1, meet silo #2:Cross-media effects, both ways
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MediaAnalysis
(traditional)
MediaAnalysis(social)
WebAnalytics
(site)
KeywordAnalysis(search)
WOMAnalysis(surveys)
BrandTracking(surveys)
CustomerSatisfaction(surveys)
EmployeeSatisfaction(surveys)
Lead Gen& Sales data
(CRM)
Events &DM data(CRM)
Analyst Data & Reports
(third party)
Ind. Awards& Scorecards(third party)
Source: Weber Shandwick Measurement & Strategy practice – ARROW Measurement Suite, February 2009
Silo #1, meet silo #2:Cross-discipline measurement
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Measurement, meet strategy:Re-framing the conversation
Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model
activities reach relevance outcomes worth
What activities
were performed
to achieve
results?
Did you reach
your audience?
How many
impressions,
web visits,
reports,
attendees, etc.
were
generated?
Were you
relevant to your
audience? Were
you credible?
Did your ideas
and messages
resonate? Did
you drive
conversation?
What business
results did you
achieve?
Awareness?
Engagement?
Reputation?
Leads? Sales?
Loyalty?
Advocacy?
What is the
estimated dollar
value of your
communication
efforts? What
was the ROI?
Communications Team Marketing Team Executive Team
Quantity/Output Quality/Outtakes Business Impact Value/Efficiency
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Measurement, meet strategy:Sample “inline” dashboard
Activities 47 Media, Blogger & Influencer Interviews
Reach 170 Earned & Social Media Placements
Relevance64% Earned & Social Message Penetration
Outcomes14% Increase in Brand Engagement (via web data)
Worth$4.72 Earned CPM (Cost Per 1K Impressions)
94 Facebook, YouTube, Blog & Twitter Posts
3.9M Earned & Social Media Impressions
27% Earned & Social Media Share
27% Category Sales Share (source TBD)
$8.22 Social CPE (Cost Per Engagement)
Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model
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• Define clear, precise and measurable goals in business or marketing terms– Borrow from outcomes inventory
published by PRSA and IPR (left)
• Don’t worry whether you can prove PR’s impact – assume you can, and then work backwards to determine how– Anecdotal evidence
– Data-based evidence
– Correlation
– Contribution
– Causation
Measurement, meet strategy:Focus on outcomes
http://comprehension.prsa.org/?p=628
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Anecdotal evidence
The customer said they read a magazine
review, and that’s why they called us to
buy the product.
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Data-based evidence
9.7% of the customers we surveyed last
quarter said they called us because they
read a magazine review.
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Correlation
Every time our competitive media share
goes up, our sales in that region go up for
the next two months.
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Contribution
Based on our marketing mix model, we
determined that PR contributed 2.7% to
our sales goal last quarter.
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Causation
720 customers that read about us online,
then went to our site, bought the product
at an average sales price of $675.
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Measurement, meet strategy:Digital/social outcomes
Source: Altimeter Group and Web Analytics
Demystified, http://bit.ly/dldIHf
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Proving PR’s value:Advocacy drives sales
Source: Weber Shandwick’s European
Advocacy Study with Paul Marsden
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Proving PR’s value:Advocacy grows business
their competitors
Advocates can
help a company grow an
average rate of
Source: Bain & Company