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How to measure: Beyond the AVE

@michaelblowers

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Advertising Value Equivalent

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AVE

Poor online data No continuity Too prescriptive No link to outcomes Outputs not outcomes No connection with

objectives…

Last Nail in the Coffin

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Where to start with Objectives

Increase revenue Lower costs, Improve customer satisfaction

Source: Jim Sterne, 2010

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Off to Barcelona…

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Seven Principles:

1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality5. AVEs are not the Value of Public Relations 6. Social Media Can and Should be Measured 7. Transparency and Replicability are Paramount to Sound MeasurementSource: AMEC

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Outcomes, not Outputs

Source: CIPR/AMEC

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No Magic Bullet

Credit: Pixmac

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The World is Unique & so is Measurement

“Your organisation is unique, your market is unique, your vision is unique, your strategy is unique, your execution is unique and your measurement & evaluation is unique”

Philip Sheldrake/CIPR 2011

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There are lots of Metrics

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Choosing the Metrics There are a lot of ways to measure

social media (100+metrics) Formulate objectives… Make them measurable Select the metrics to use Establish support for their use

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Connecting Effort with Outcomes

Find ways to account for the PR effort How can these connect with

Organisational successes

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An Example

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= ?

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Problem areas• Reach – big inconsistencies• Engagement – what does it mean?• Automated sentiment analysis• Message identification• Influencers• Finding the right tools

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Automated Sentiment Analysis

Source: Jim Sterne 2010

• “I hate this!” She said quietly. The agony of waiting for a dental appointment

• “I hate this!” She said laughing. She actually like being tickled

• “I hate this!” She said petulantly. Her older sister gets to go out and she has to stay home

• “I hate this!” She said vehemently. The incessant arguing is pushing her over the brink

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Influence Challenge

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Tool Challenges

Source: Susan Etlinger, Altimeter Group 2011

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Organisational Challenges

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Big Challenges….

Source: Susan Etlinger, Altimeter Group 2011

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Why there Needs to be a Goal

Use appropriate measures at each level

Source: Susan Etlinger, Altimeter Group 2011

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ROI or IOR (Impact on Reputation)

“Return onInvestment”

“Impact on Reputation”

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ROI of human relationships?

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Cases for measuring social media

Brand health Market optimisation Revenue generation Operational productivity Customer experience Product innovation

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Brand HealthInsights KPIs

What topic sparked

conversation What topic sparks emotion

Sentiment of social channel

Volume of references

Sentiment

Share of voice/ competitors

Fans / Followers

Top topics

Brand references per

campaign

Getting branded ‘credits’

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Marketing OptimisationInsights KPIs

Where conversation

occur

Do social channels

cannibalise others content

Which social channels/platforms generate greatest

visit loyalty Conversions/ sales by channel

Impressions per channel View/ click

through per channel

Visitor loyalty

Most followed contentPeople who

talk about your brand

Likeliness to buy based on

specific behaviours

Best times to post content

Finding advocates

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Revenue GenerationInsights KPIs

Likeliness to buy Impact of

social media on search

results

Effectiveness of social

channels for conversion/

revenue

Conversion by channel

Compare conversation /

sales by channel

Visit loyalty

Improved search engine

placementDo social channels

cannibalise others content

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Operational ProductivityInsights KPIs

Active advocates Service issues

best answered online

Potential cost saving from

deflected calls

Calls deflected & their savings

# of advocates & their value

Reduction in call centre

costs

Gaps in the ‘Knowledge

Base’

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Customer experienceInsights KPIs

Acceleration of issues

Common service/

product issues

# of customer service issues sorted online

% escalated/ resolved

% of positive ratings & reviews

Sentiment & emotional

drivers

Sentiment trends

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InnovationInsights KPIs

Customer requestsMost common

service/ product issues

Speed to market

Product development

efficiency

Competitive opportunities

& threats

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UberVu Viral Heat Attentio Nutshell Mail Tweetdeck MarketMeSuite Trackur

Listening Vendors: Free / Low Cost

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Listening Vendors: Mid-level

Brandwatch Lithium Radian6 Marketwire (Sysomos) Social Radar Visible Technologies

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Market Sentinel Nielsen Online Synthesio Integrasco Converseon UKNetMonitor

Source: Luke Brynley-Jones 2010

Listening Vendors: Full Service

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Future of Social Analytics

Basic ability to understand social data will be critical

Expectations of service standards/ data quality Improved machine learning, but not fast enough Expressions like ‘social media’, ‘social business’

and ‘social analytics’ will die-out Advent of social benchmarks (1-2 years) Social parametrics – granular analysis of target

groups becomes possible

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Traditional media: 7% Social media : 10%

Source: Robin Wilson, Director Digital PR and Social Media, McCann Erickson 2011

A word on Budgets

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Ideas

Don’t measure everything – find a core set of metrics

Understand objectives Know your data and shortcomings Think directionally – consider trends Don’t under-value soft research (qualitative)

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Sources

Brian Solis For Immediate Release podcast Jim Sterne Philip Sheldrake CIPR Evaluation Toolkit and Guidance on the

measurement of social media

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Michael Blowers

@michaelblowers

Blog: www.mediaevaluation.blogspot.comCorporate site: put ‘media evaluation’ into Google Email: michael@meresearch.co.uk

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The need to listen and react When it all goes wrong….

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Listening vendors

Source: IBM Coremetrics