create a social media measurement strategy that clearly ...€¦ · 1 create a social media...
TRANSCRIPT
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Create a Social Media Measurement Strategy That
Clearly Ties to Organizational Goals
PR News’ PR Measurement Conference May 15, 2013
Washington, DC
Don Bartholomew Ketchum
SVP, Digital & Social Research @Donbart
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Measurement Expectations Shifting Toward Business Impact
• Requires mindset shiB (for many) from social media results to business results
• Requires knowledge of how business works • Business impact not always sales:
– Employee loyalty – Corporate reputaKon – Customer service/saKsfacKon
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FOCUS ON ‘WHAT HAPPENED’ NOT ‘HOW MUCH’
Demonstrate Alignment with Organizational Outcomes
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Align with Business Processes and Outcomes
Business FuncJon
Social Media/PR Use
Business Process
Metrics
ROI Basis
Customer Service & Support
Crowd-‐sourced help, problem resoluKon, triage, relaKonship building
sCRM, Customer service (retenKon & loyalty)
• Response Kme • ResoluKon % • Loyalty
Cost savings
MarkeJng eCommerce, product promoKon, fundraising, tesKng
Sales funnel, Lead generaKon (B2B), Brand pyramid
• Awareness • Purchase consideraKon
• Brand preference
Revenue generaKon
Talent AcquisiJon & RetenJon
Internal stakeholder communicaKon, recruiKng, employee engagement
Employee acquisiKon, retenKon, engagement, loyalty
• Talent acquisiKon rate
• Employee engagement
• Employee retenKon
Cost reducKon
Research/Listening CompeKKve intelligence, audience insights, crisis monitoring, reputaKon assessment
CompeKKve Analysis Crisis Response ReputaKon Management
• AcKonable ideas • AssociaKon with key aWributes
Cost reducKon Cost avoidance
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Measurable Social Media Objectives
• Concept of measurable objecKves the same in PR or Social Media
• To be measurable, objecKves must contain three items: – Specific metric – Change in metric – Timeframe
• Increase % of social media men0ons containing brand recommenda0ons from average of 14% in 2012 to average of 20% in 2013.
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KPIs v. Metrics
• Key Performance Indicator (KPIs) are metrics that help you understand performance against objecKves: – Outcome oriented – Tied to an objecKve – Have targets to track progress
• Metrics are units or standards of measurement
BUSINESS GOALS KPIs SOCIAL MEDIA
OBJECTIVES METRICS
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Social Media Metrics
Program Objectives
Business Outcomes
Channel-Specific
Specific metrics directly Ked to program or campaign objecKves.
Metrics designed to measure the business impact of the campaign, program or iniKaKve
Metrics that are unique to specific social channels – Tweets, RTs, ‘Talking About This’
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Social Media Measurement Process
1. Set measurement objecKves aligned with business processes/outcomes 2. Define the key metrics and KPIs necessary to assess and measure performance. Set targets for goals. 3. Populate the measurement model with programmaKc, channel-‐specific and business metrics 4. Gather and analyze data. Evaluate performance against stated objecKves. 5. Regularly report results on a dashboard or scorecard that contains the most important metrics.
Process 3. Measurement Model
5. Dashboards
AWARENESS
VALUE
IMPACT
ENGAGEMENT
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Social Measurement Planning Template
Business ObjecJve Addressed KPIs Social Media
ObjecJves Measurement
Story Research Approach
Key Metrics
Increase share of market in India for automoKve product from X to Y% by year-‐
end 2014.
Revenue growth % in
India
Market share % in
India
Increase branded social media menKons in
India from X in 2012 to Y in 2013.
Increase share of
conversaKon from X% in 2012 to Y% in 2013.
A minimum of 5% of
social content contains one or more key
messages.
We substanKally increased the amount and percentage of conversaKon about our company in India. These improvements correlate directly to the growing revenues we are seeing there.
Social listening plakorm analysis
Number of branded
automoKve menKons
Share of social
conversaKon in India
Key message inclusion %
Most Important Metrics are Used on Dashboard
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Measurement Model with Metrics
AWARENESS
VALUE
IMPACT
ENGAGEMENT
Program Metrics
• xxx • xxx
• xxx
• xxx
Business Metrics
• xxx
Channel Metrics
• xxx
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Measurement Model with Channel & Business Metrics
• Number of branded menKons
• Comment senKment
• Share of online discussion
• Organic search rank • TwiWer reach • Unique daily visitors
AWARENESS
VALUE
IMPACT
ENGAGEMENT
• Comments/post raKo
• RTs per 1000 followers • DuraKon – Kme on site
• Repeat visitors • Follower @menKon percentage
• SubscripKons • Facebook – ‘Talking About This’
• Likelihood to recommend
• Change in purchase consideraKon
• PosiKve raKngs and reviews
• Change in aptude or opinion
• Change in Net Promoter Score
• Visit the website/store • Coupon redempKon
• Event aWendance
• Sales • Repeat purchases • Customer LifeKme Value
• Cost Savings • Cost Avoidance
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Key Takeaways
1. Social media measurement expectaJons rising
2. Connect the dots between social media and business impact
3. Write measurable objecJves! 4. Use a model/framework to plan
your measurement approach – include programmaJc, channel and business metrics.
5. Measure impact and value whenever possible
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