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We Have Measurement Standards, Now What?
VCU Social Media Institute July 20, 2015
Katie Delahaye Paine, CEO
Paine Publishing
PainePublishing.com
@queenofmetrics
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Paine Publishing: Providing communications professionals the knowledge and
information they need to navigate the journey to good measurement.
Books
Measure What Matters Measuring the Networked
Non-Profit
Newsletters The Measurement Advisor Paine Publishing Insider
Tutorials
Consulting
Free resources
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First Came The Barcelona Principles
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. Earned Media Value/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
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Then came…
A published specification that:
establishes a common language;
contains a technical specification or other precise criteria;
is designed to be used consistently, as a rule, a guideline, or a definition.
All standards are available on http://painepublishing.com/standards-central-2/
Social Media Measurement
Standards: The Conclave
• Council of Public Relations Firms (http://prfirms.org/) • Global Alliance for Public Relations and Communication
Management (www.globalalliancepr.org/) • Institute for Public Relations (http://www.instituteforpr.org/) • International Association for Measurement and Evaluation of
Communication (http://amecorg.com/) • Public Relations Society of America (http://www.prsa.org)
Traditional Media Standards: The Coalition
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Why we need standards
48.94%
68.31%
88.64%
0.00% 20.00% 40.00% 60.00% 80.00% 100.00%
SDL
UberVu
NetBase
% Agreement with human coding
SDL UberVu NetBase
33.12%
58.00%
7.84%
11.95%
26.53%
13.00%
0.32%
9.46%
40.35%
30.00%
92.11%
78.00%
SDL
Beyond
NetBase
UberVu
% positive %negative %neutral
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3
Testing validity of criteria
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The Coalition has published, tested, and
validated Standards for:
Definition of an Item of Content 1
Circulation 2
Mentions 3
Sentiment 4
Quality Elements 5
For detailed definitions & methodology go to: http://painepublishing.com/wp-content/uploads/2014/03/Standard-Codebook.pdf and
http://painepublishing.com/wp-content/uploads/2014/03/7-Jackson-Sharpe.pdf
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The Conclave has published Standards for:
Content Sourcing & Methods 1
Reach & Impressions 2
Engagement 3
Influence & Relevance 4
Opinion & Advocacy 5
Impact & Value 6
For details go to: www.smmstandards.com
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Content Standard
All social media measurement reports should include a
standard “content sourcing and methodology” table that
helps clients know “what’s inside” the product for full
transparency and easy comparison (like a food nutrition
label).
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#SMMStandards – Sources & Methods Transparency Table www.smmstandards.com
Timeframe Analyzed
Research Lead(s)
Channels Analyzed
Data/Content Sources
Analysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep. Sample
Source Languages
Search Languages
Sentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________ ☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level
Spam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releases
Metrics Calculation and Sources
-- Reach
-- Engagement
-- Influence
-- Opinion/Advocacy
Proprietary Methods
Search Parameters See full search string list on page ___ of this report
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#2 Standards for Reach & Impressions
All impression numbers are flawed for a variety of
reasons.
Multipliers should never be used.
A divider is more appropriate because it is less
than 5% of what is posted is actually seen.
The term “Potential Impressions” is preferred and
must be specific to a particular
channel – i.e.
For Twitter OTS is the number of first line
followers
For Facebook it is the number of likes to a
page
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#2 Items, Reach, and Impressions
ITEM= a post, micro-post, article, or other instance appearing for the first
time in a digital media.
MENTION (not recommended) = refers to a brand, organization, campaign,
or entity that is being measured.
REACH represents the total number of unique people (deduped) who had an
opportunity to see an ITEM or a valid reproduction of that ITEM across any
digital media.
IMPRESSIONS represent the gross number of items that could have been
seen by all people, including repeats. The term “displayed” applies across
channels, browsers, devices, and other methods by which an individual might
see an item.
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#3 Standards for Engagement
Engagement = some action beyond exposure…in response to content on
an owned channel – i.e. when someone engages with you.
Conversation = online or offline discussion by customers, citizens,
stakeholders, influencers or other third parties about your organization.
Any measure of Engagement and Conversation must be tied to the goals
and objectives.
Engagement and Conversation occurs offline and online -- both must be
considered.
Engagement should be measured by the % of your audience that is
engaged, and the % engagement for each item published.
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Standards for Engagement (continued)
Engagement counts such actions as: likes, comments, shares, votes, +1s,
links, retweets, video views, content embeds, etc. Engagement types and
levels are unique to specific channels but can be aggregated for cross-
channel comparison.
Engagement should be measured by the percentage of your audience
engaged by day/week/month; and the percentage of engagement for each
item of content your organization publishes.
Conversation counts such items as blog posts, comments, tweets,
Facebook posts/comments, video posts, replies, etc. Conversation types
and levels are unique to specific channels but can be aggregated for cross-
channel comparison.
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#4 Influence & Relevance
Adhere to WOMMA Standards
“Influence” is the ability to cause or contribute to a change in opinion or behavior
Influence cannot be expressed in a single score or algorithm
Should include some combination of the following elements:
Reach
Engagement around individual
Relevance to topic
Frequency of posts around the topic
If an individual scores a 0 on one element, they aren’t influential
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#5 Opinion & Advocacy
Sentiment is the feelings the author is trying to convey, often measured
through context surrounding characterization of object.
Opinion is a view or judgment formed about something, not necessarily
based on fact or knowledge. It is articulated and associated to the speaker.
Advocacy (noun) vs (verb) is publicly stated support for or
recommendation of a particular cause or policy. Advocacy requires a level
of expressed persuasion.
The key distinction between “advocacy” and “opinion,”
is that advocacy must have a component of
recommendation or a call to action embedded in it.
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#5 Standards for Measuring Tone/Sentiment
Whatever process is defined and applied, it must be used
consistently throughout any analysis.
Sentiment reliability varies by vendor and approach –
therefore coding definitions, consistency and transparency
are critical.
Opinions, recommendations, and other qualitative measures
are typically more valuable than raw sentiment and
increasingly measurable:
Opinions (“It’s a good product”)
Recommendations (“Try it” or “Avoid it”)
Feeling/Emotions (“That product makes me feel happy”)
Intended action (“I’m going to buy that product tomorrow”)
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#6 Impact & Value
Impact: The effect of a social media campaign,
program or effort on the target audience
Value: The impact expressed in either cost savings
or revenue incurred
ROI: Return on Investment. A financial
performance measure. To calculate ROI, the
benefit (return) of an investment is divided by the
cost of the investment; the result is expressed as a
percentage or a ratio
Any measure of Impact & Value must be tied to the
goals and objectives for your organization, brand,
or program
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Important Numbers to Remember
The percent of conversation that happens OFF
LINE 90%
The amount of conversations generated by
bots, spammers and pay-per-click sites 40%
The percent of on-line conversations that are
public 10%
The percent of Facebook & Twitter posts that
are actually seen < 5%
The percent of online ads that are ignored 82%
The number of times per hour Digital Natives
switch media—every 2.2 minutes 27
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We need a new Model
Assumed ROI
Other Paid Marketing
Digital/
Online Media
Buy
Print/TV Media
Buy
Real ROI
Digital/ Online
Media Buy
Print/TV Media Buy
Earned
Media/
PR
Owned
Media
Earned
Media/PR
Owned
Media
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Eyeball counting
HITS Outcomes
MSM
Online
Social Media
Impressions are not awareness.
Where’s the “So What?”
21
“Counting impressions is like counting
sperm…”
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6 steps to standards-compliant measurement
Step 1: Define your goal(s).
What outcomes is this strategy or tactic going to
achieve?
What are your measurable objectives?
Step 2: Define the parameters
Who are you are trying to reach? How do your
efforts connect with those audiences to achieve the
goal?
Step 3: Define your benchmarks
Who or what are you going to compare your results
to?
Step 4: Define your metrics
What are the indicators to judge your progress?
Step 5: Select your data collection tool(s)
Step 6: Analyze your data
Turn it into action, measure again 22
6 Steps
to Success
1
2
3
4
5
6
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Why do we communicate?
7/21/2015 23
Outtakes
(Intermediary Effects)
• Awareness
• Knowledge/Education
• Understanding
Outcomes
(Target Audience Action)
• Engagement
• Advocacy
• Revenue/Cost Savings
Activities How does what you do
contribute to the bottom line?
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Goals, Actions, and Metrics
24
Goal
Increase
Marketable
universe
Increase
preference
Action
Conduct Media
Event
Increase social
and online
message
penetration
Outcome Metric
% increase in marketable
universe
% increase in favorable
perceptions & awareness of
brand attributes
Activity Metric
% of items containing
key messages
% increase items
containing one or more
key messages
7/21/2015
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Step 2:Get everyone on the same page
Be inclusive
Include anyone who will see your
reports
Be clear about definitions:
Engagement?
Success?
ROI?
Don’t reinvent the wheel
Understand what data already
exists.
Make it interactive
Follow up
25
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Step 3: Establish benchmarks
Past Performance Over Time
Think 3
Whatever keeps your
leadership up at night
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Photo of the Week, SOWC Drive
Comments & Retweets
SOWC2012
27
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Step 4: Why you need a Kick-Butt Index
The Perfect KBI
Is actionable
Is there when you need it
You become what you measure, so
pick your KBI carefully
Continuously improves your processes
Gets you where you want to go
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The Path to the Mission
High-quality media coverage
Increase in intent
Change belief
More “heads in beds”
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Step 4: Matching Goals to Metrics
KBI
Increase on-message media
presence
Increase in intent to visit
Increase consideration as a fun
place to go with friends
Metric
% increase in KBI (via media
analysis)
% increase in downloads of
visitor guide
% increase in perception of AC
as a fun place to go with friends
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Kick Butt Quality Score
Desirable Criteria Score Undesirable Criteria Score
Contains a key message
3.50 Negative message -2.0
Contains a desirable visual
1.00 No call to action -2.0
Contains a third-party recommendation
2.50 Contains an undesirable visual -1.0
Contains a call to action
1.00
A story or a headline that leaves
the reader less likely to visit -3.0
The story or headline leaves a reader more
likely to visit 2.00
Recommends visiting somewhere
else -2.0
Total
10.00 -10.0
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Typical Social Engagement Index
Action Score
Like/Follow/Opens/+1/Favorite 1
Shares content (including retweets, forwards, shares, etc.) or shares a link to a
website or page 2
Generates sign-up to receive email or other content or follows a link to content 2
Share or comment 2
Positive comment (leaves a reader more likely to support ) 1
Views a complete video 2
Total 10
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Step 5: Selecting a measurement ool
Objective
Increase inquiries,
web traffic, recruitment
Increase
awareness/preference
Engage
Volunteers
Communicate
messages
KBI
% increase in traffic
#s of click thrus or downloads
% of audience understanding your messages
% increase in engagement index
Total opportunities to see key messages
Cost per opportunity to see key messages
Tool
Web Analytics: Google Analytics,
Omniture, Web trends
Survey: SurveyMonkey, or Mail
Web analytics or Content
Analysis: Facebook Insights, Convio,
Omniture, Google Analytics
Media content analysis, Survey Research
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Step 6: Be Data Informed, not Data Driven
Rank order results from worst to best
Ask “So What?” at least three times
Put your data into an overall framework
consistent with C-Suite expectations
Find your “Data Geek”
Compare to last month, last quarter, 13-
month average
34
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Photo Event
High Quality Content
Resource Use
Low
Hig
h
Med
ium
Ver
y h
igh
Level of Engagement
Ver
y H
igh
Med
ium
Hig
h
Low
High Resources
Low Quality Content
Low Resources
Webinar
Status update
Link
Ultimate Road Trip
Google + Chat
Media Day
Corporate Video
What gets the most bang for the buck?
Resource Use
Low
Hig
h
Med
ium
Ver
y h
igh
Ver
y H
igh
Med
ium
Hig
h
Low
Webinar
Status update
Link
Ultimate Road Trip
Google + Chat
Media Day
Corporate Video
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ACA has made a demonstrable difference in the
quality of media coverage
If an ACA or one of its programs
was mentioned in a media story,
it was:
More likely to contain an
endorsement
More likely to be positive
More likely to contain key
messages
Less likely to be negative
0.22
0.00
0.62
1.42
4.61
0.08
0.08
0.01
-0.61
-0.66
Endorsements
Positive Visual
Negative Visual
Tone
MessageCommunication
Average of OCS
Differences in Quality of Coverage with and without
ACA
Atlantic City Atlantic City Alliance
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ACA programs drive higher OCS scores, which
correlate highly with web visits
0.41
0.44
0.47
AC items
ACA Items
ACA OCS Scores
Correlations between Web Visits and PR Metrics
Pearson r. value
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Free entertainment generated the highest OCS
Scores in Q2
5.26
5.73
6.36
6.54
6.71
7.15
7.31
7.36
7.50
7.67
8.00
8.10
8.68
9.30
Miss America
Meet AC
DO AC
July 4th Fireworks
Air Show
Blake Shelton
Miss'd America Pageant
Sand Blast
Hello Summer
Boardwalk Hall Light Show
Challenge Triathlon
Sand Sculpting World Cup
Lady Antebellum Concert
Free Entertainment
Top Programs By OCS
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ACA maintains high OCS score with proactive
program coverage Lady Antebellum,
Non-Gambling Fun, Hello Summer, GMA segment
14 44 31
93 87 75 75
40
95
28 7
27 17 18 12
107 122
254
5.5
7.18
6.3
5.02
6.24 6.42
7.42 7.21
6.54
5.27
4.25
5.08
6.47
5.94
5.33
4.75
6.87
6.41
0
1
2
3
4
5
6
7
8
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
0
50
100
150
200
250
300
OC
S Sc
ore
Nu
mb
er o
f m
enti
on
s
ACA Mentions vs. OCS Over Time
ACA Mentions ACA OCS
Miss America Statue, ACA
new campaign, Blake Shelton, World Poker
Championship
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14 39
23 36
133
235
8 7 4 2 10 15 8 11 1 2 9 2 24
70
21
73 88 110
13
104 74
138
87
48
Jan Feb Mar Apr May Jun
Qtr1 Qtr2
2014
Atlantic City has something for everyone
Atlantic City is a clean and safe place to visit
Atlantic City is a year-round destination spot
Atlantic City is making a comeback
Atlantic City offers more than just gaming
Communication of the "Making a Comeback" &
"Something for Everyone" messages increased as
ACA announced new programs
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PR is having a positive impact on preference and
perceptions
Based on the results of the most recent brand tracking
survey, it appears that people who say they have recently
heard news about Atlantic City are very likely to perceive
AC as fun – a key driver of preference.
Respondents who remember seeing news reports about
Atlantic City are also very likely to associate key messages
and positioning statements such as “place I am excited to
go to” and “fun place to hang out with friends.”
The same respondents are also more likely to recommend
Atlantic City to friends.
The largest percentage of respondents who remember
seeing news about Atlantic City don’t remember where
they saw it. If they do remember, most saw news in
newspapers and online media.
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Thank You!
For more public relations and social media measurement education,
check out our Measurement Classroom
Also check out The Measurement Advisor , our bi-monthly newsletter
Email me: [email protected]
Find me on Twitter: @queenofmetrics
Call me: 1-603-682-0735
7/21/2015 42