Strategic Social Media Measurement

• Full Sail University Public Relations Professors

• Sandra Krasa BK, Serial Entrepreneur

• David Lynn Painter, Ph.D.

The Measurement AgendaAMEC, IPR, and 2014 World Public Relations Forum in Madrid

• Economic Meltdown and Evolving Communication Environment = Need for Measurement

• Economy Recovering, Will We Forget Valuable Lessons?

• Lack of PR Measurement Standards Results in UNProfessional Association

• Time for PR to Own Strategic Communications

Critical Juncture

Joining the Dominant Coalition• Business-Focused Measurement Standards

• Qualitative, Quantitative, MEASURABLE Contributions to Organizational Goals

Seven Principles of PR Measurement

1.  Importance of Goal Setting and Measurement

2.  Measuring the Effect on Outcomes is Preferred to Measuring Outputs

3.  The Effect on Business Results Can and Should Be Measured Where Possible

4.  Media Measurement Requires Quantity and Quality

5.  AVEs are not the Value of Public Relations

6.  Social Media Can and Should be Measured

7.  Transparency and Replicability are Paramount to Sound Measurement

Barcelona Declaration of Measurement Principles (2010)

1. Goal Setting & Measurement• Strategic, Planned, Purposeful Communications Aligned with Organization’s Mission and Core Values

• Goals Should be Quantitative: Address the Who, What, When, How Much Questions

Goal-Setting• Holistic: Traditional & Social Media; Changes in

Awareness, Knowledge, Consideration, Preference, and Action that impact Business Results

2. Outcomes Over Outputs

3. Measure Business Impact

Content Creation: Websites

Online Media Rooms

Visual Presentations

Public Service Announcements

Public Service Announcements

Events

Events

4. Measure Quantity & Quality• Overall Clip Counts and General Impressions

Meaningless

• Must Account for Impressions among Stakeholders & Target Audience

Quality• Quality includes: Tone; Source Credibility; Message

Delivery (3rd Party or Company Spokesperson); and Prominence

• Quality = positive, neutral, or negative

5. AVEs Are NOT PR’s Value• Advertising Value Equivalents (AVEs) do NOT measure PR’s

value and do NOT inform future activity

• AVEs measure the cost of media space

• Earned vs. Paid Media Considerations:

• Advertising Rates

• Coverage Quality

• Size of Space

• Use of Multipliers Must Be Validated in Specific Case

• Earned vs. Paid Media Considerations:

• Advertising Rates, Coverage Quality, Size of Space

• Use of Multipliers Must Be Validated in Specific Case

6. Social Media Can & Should Be Measured

• Clearly Defined Goals: Outputs (Impressions) & Outcomes (Relationship Development)

• Measurement Must Focus on Conversation and Community (Engagement), Not Merely Coverage (Likes)

7. Transparency & Replicability

Transparency and Replicability • Valid and Reliable Surveys (Sample, Collection, Vetted

Scales, Primacy/Recency, CI)

• Media Measurements: Source (Channel), Collection, Methodology (Human/Automated)

ROI of Social Media

Why every business and organization needs PR

PR now dominates the Marketing Funnel

Source: http://www.crescendocc.com/pr-fit-marketing-funnel/

Brand Advocates and The Value of a Fan

• Word of mouth drives 20% to 50% of all purchasing decisions.

• 63% of consumers search for help from other customers online.

• Brand advocates are 70% more likely to be seen as a good source of information.

Source: Influitive Advocate Marketing Playbook

Measuring Social Media Value

Source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html

How to Value the Relationship

How much would 35000 views cost?

Social Gives Us Measurement Traditional Can Not Google Analytics - Direct/Everything

Facebook Insights - Outdoor

YouTube Analytics - TV

Twitter Analytics - News Mentions

Online Reviews - Public Sentiment

Simple ROI Calculation Results of Interaction

1) Determine Goal - Conversion and Time 2) Record Baseline - Where did you start? 3) Record Cost of Content Creation and Outreach 4) Calculate Increase in Conversion at End of Campaign 5) Record Results 6) Multiply by 2.5 - Studies show that an engaged user is 2.5 more times likely to be a repeat customer or brand advocate. Their value is 250% more valuable than a non=engaged person.

1) Determine GoalExample - Delta Vacations wanted to grow fan base and engagement in order to increase bookings.

2) Record BaselineExample - 35000 Facebook fans.

3) Record CostsBe Careful - If you are already using social media and regularly creating content, then only record costs above your regular cost. Cost is campaign specific; and may be 0.

4) Calculate IncreaseExample - Delta had an increase of 12000 fans up to 42000, and an increase in engagement of 130%.

5) Record ResultsExample - Delta had a 34% increase in bookings during the campaign, and record high sales in the month following the campaign.

6) Multiply Example - Delta saw a sustained 71% increase of engagement post campaign. These engaged people will likely buy or recommend Delta vacations 2.5 times more than a non-engaged user.

The Negative ROI of Non-Engaged Brands

What To Do with A Bad Review

L - Listen E - Empathize A - Apologize P - Problem Solve

LEAP to the Customer’s Side

How Well Did my Friend Do?

PR Recycles Publics Through the Brand Conversion Funnel

Trust Reviews

Engagement Brand Advocacy

ROI = Priceless

Connect with Us!

Dr. David Painter Twitter: @davpaint Email: dpainter@fullsail.com

Sandra Krasa BK Twitter: @BKsandra Email: sbk@fullsail.com