Social Media Marketing & Measurement

Master Class

Why Measure?

“The main reason to measure objectives is not so much to reward or punish individual communications manager for success or failure as it is to learn from the research whether a program should be continued as is, revised, or dropped in favor of another approach ”

James E. Grunig, Professor Emeritus, University of Maryland

“If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous,capricious, motivated by innumerable conflicting interests, and conflicting desires.”

Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis

2

Conquering your fears

3

Communications then and now

Traditional role of Marketing & Communications

21st Century Role of PR

The new metrics

1. The Red Cross reduces costs and improves effectiveness with Twitter2. ImmunizeBC measures success in terms of vaccines given, awareness AND traffic 3. The Dept of Defense considers Twittering and other forms of social media critical to

national security4. BestBuy measures 85% lower turnover as a result of its Blue Shirt community5. State Farm uses an internal blog to measurably improve morale6. ASPCA and MADD correlates increases in exposure to on-line traffic, donations and

increased membership with its social media efforts. 7. By crowdsourcing improvements to its Intranet, a Texas hospital doubled employee

satisfaction 8. On Twitter, for free, a start up company got 100 great marketing ideas, women raised

over $6000 in a day and a wooden toy maker in NH got a nationwide contract 9. IBM receives more leads, sales and exposure from a $500 podcast than it does from an

ad10.HSUS generated $650,000 in new donations from an on-line photo contest on Flickr11.NWF increased wildlife spotting as well as members with its Twitter account 12. A worldwide Twestival generated hundreds of thousands of dollars for Clean Water

Page 5

A measurement timeline

The changing “Holy Grail” of measurement

Engagement

On your property

?

With your b

rand?

Relationsh

ips

With w

hat audience

?

Must be co

mpetitive?

ROI

AVE does not e

qual

ROI

ROI =Desir

ed Return

minus Investm

ent

7

Scariest data yet!

22% of Enterprises surveyed by Forester don’t measure social media

But 6% have spent over $1 million on it

Of the networks created, 35% have fewer than 100 members

Less than 1 in 4 break the 1000 mark

The measurement fork in the road Marketing/leads/sales

Reputation/relationships

To fix this Or get to this

Goals drive metrics, metrics drive results

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Goal

Metrics

Changing reputation via metrics

2 4 4 4 2 26 5

2 4 2 2 22

8 85 9 9

9

24

16

27

10

20

15

4

2 13

2

4

30

5

2

12

16

17

0

10

20

30

40

50

60

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2007 2008

Positive

Neutral

Negative

Mentions

Tone of Conversation over time

Negative coverage over time

Correlation exists between traffic to the ASPCA web site and the organization’s overall media

exposure

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Web

Sit

e Vi

sito

rs

Expo

sure

Overall Exposure

Web Traffic

Tying activity to development/marketing goals

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Exposure

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

Donations

Overall exposure

Online donations

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What do you need to measure?Outputs?

• Did you get the coverage you wanted?

• Did you produce the promised materials on time and on budget?

Outtakes?

• Did your target audience see the messages?

• Did they believe the messages?

Outcomes?

• Did audience behavior change?

• Did the right people show up?

• Did your relationship change?

• Did sales increase?

Goals, Actions and Metrics Goal Action Output Metric Outtake

MetricOutcome Metric

Increased on-line reservations

Revamp website

Amount of content on web site

% perceiving state as a destination

% increase in web traffic and reservations

#1site for visitors to NH

Increase staffing and resources for communications

Increased exposure of “visit NH” message

Increased perception of NH as an an extreme destination

% increase in agreement with the statement

Website is preferred site for information

Add content, features to web site, keep up to date

% increase in traffic

% agreeing with the statement

# 1 rankings, and time spent on site

The 7 steps to Social Media

1. Define the “R” – Define the expected results?

2. Define the “I” -- What’s the investment?

3. Understand your audiences and what motivates them

4. Define the metrics (what you want to become)

5. Determine what you are benchmarking against

6. Pick a tool and undertake research7. Analyze results and glean insight, take

action, measure again

Step 1: Define the “R”

What return is expected?

What were you hired to do?

If you are celebrating complete 100% success a year from now, what is different about the organization?

If your department was eliminated, what would be different?

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Step 2: Define the “I”

What is the investment? • Personnel• Agency compensation• Senior Staff time• Opportunity cost

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Step 3: Define your audiences and how you impact them

You audience is never “anyone with a pulse” Compare results between constituencies List every stakeholder

• Where do they go for information?• What’s important to them?• What is the benefit of having a good

relationship with that stakeholder group?

Understand your role in getting the audience to do what you want it to do• Raise awareness• Increase preference• Increase engagement

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Step 4: Define your Key Performance Indicators (KPIs) carefully because you become what you measure

Cost savingsEfficiency

• Cost per message communicated

• Cost per new lead/customer acquired

Productivity: • Increase in employee

engagement/morale• Lower turnover/recruitment

costsEngagement:

• Ratio of posts to comments• % of repeat visitors• % of 5+min visitors• % of registrations

Trust:• Improvement in relationship

/reputation scores with customers and communities (Loyalty/Retention)

Thought leadership: • Share of quotes• Share of opportunities

Message penetration• Positioning on key issues• Improvement in

favorable/unfavorable ratio• Improvement in Optimal

Content Score (OCS)

What makes a perfect communications KPI?

Gets you where you want to go (achieves corporate goals)

Is actionable by individuals as well as departments

Continuously improves your processes

Is there when you need it

Why an Optimal Content Score?

You decide what’s important:

• Benchmark against peers and/or competitors

• Track activities against OCS over time

Positive: Mentions of the brandKey messagesPositioningVisibility

Negative OmittedNegative toneNo key message

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How to calculate Optimal ContentQuality score +1 0 -1

Score Score ScoreTonality Positive 3 Neutral 0 Negative -3

Positioning Contains 2 Doesn't contain 0

Positions the competition favorably or positions Sargento negatively -2

Messaging Contains 3 partially contains 0

Does not contain or miscommunicates key message (neg mess) -1

Quotes Contains 1 Does not contain -1Competitive mention

Does not mention Competition 1

Competition mentioned prominently -3

Total Score 10 0 -10

Visibility Score+1 0 -1

Score Score Score

Brand Photo Contains 3 Doesn't contain 0Contains competitive photo -5

Dominance Focal point 3 Not a focal point -1Visibility Headline mention 2 Top -20 % of story 0 Minor mention -2Target publication Top Tier 2 2nd tier 0 Not on target list -2

Total Score 10 0 -10

Optimal Content Score

Emerging benchmarks• Engaged = 3-13 comments per post• Hyper-engaged = 15-35 comments per post• After 3 days most comments are done, 14

days max• Social Bookmarking momentum = 1

submitted item every other day• Message should be communicated in 2 out of

5 blogsPast PerformanceThink 3

• Peer• Underdog nipping at your heels• Stretch goal

Whatever keeps the Board or C-suite up at night

Step 5: Define your benchmarks

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Overview of Key Metrics

Bookmark.

Facebook

Ext. BlogsInst. Blogs

YouTube MSM

SOV 2% — 8% 9% 11% 7%

Popularity230

bkmks500/mo. — 20 links

150k views

—

Engagement

59 cmts 1 day 13 cmts 2-12 cmts 2 cmts —

% Positive 20% 32% 54% 50% 15% 15%

% Negative

0% 0% 4% 0% 1% 2%

Strat. Mess.

40%† 18%† 42% 42%† 18% 38%

Peer 1 was the competitive leader in all but YouTube, where Peer 4 and Peer 3 led.Actions attributed to individuals were responsible for most content, except on YouTube.

† Small base size. Findings are directional only.

Top 5 Subjects of discussion in each channel

Rank Order

Facebook YouTube Social Bookmarking

External Blogs

Institutional Blogs

1 Campus Life

Events Courses Faculty Campus Life

2 Sports Campus Life

Projects, Non-Research

Research, Physical Sciences

Events

3 Technology

Faculty Research, Physical Sciences

Institution Overall

Institution Overall

4 Product Services

Courses Events Expert Commentary

Institution Sub-Groups

5 Events Institution Overall

Faculty Events Admissions

Few subjects appear across all forms of social media, so tailor outreach accordingly

First: find out what already exists• Web analytics• Customer Satisfaction data• Customer loyalty data

Second: Decide what research is needed to give you the information you need: • Message content analysis• Employee surveys

Step 5: Conduct research (if necessary)

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Step5: Selecting a measurement tool based on your KPIs

Objective Metric Tool

Increase inquiries, web traffic, recruitment

% increase in traffic#s of clickthrus or downloads

Clicktrax, Web trends, WebSide Story

Increase awareness/preference % of audience preferring your brand to the competition

Survey Monkey, Zoomerang,

Engage marketplace Conversation index greater than .8Rankings

Type pad, Technorati

Communicate messages % of articles containing key messagesTotal opportunities to see key messagesCost per opportunity to see key messages

Media content analysis –Dashboards

% aware of or believing in key message

Survey Monkey, Zoomerang,Vizu

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Your tool box needs: 1.A content source:

• Google News/Google Blogs• Technorati, Ice Rocket, Sphere• Cyberalert, CustomScoop, e-

Watch• Radian 6, Techrigy, Visible

Technologies• RSS feeds• Twitter Search • eNR, Meltwater• Survey Monkey/Zoomerang

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Your tool box also needs to include: 2. A way to analyze that content

Automated vs. Manual Census vs random

sampleThe 80/20 rule –

Measure what matters because 20% of the content influences 80% of the decisions

Dashboards aggregate data

Tools:•Net promoter score•Hubspot Grader•Xinureturns•Twinfluence•SPSS•Excel•Crimson Hexagon•www.tealium.com

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Standard classifications of discussion

• Acknowledging receipt of information

• Advertising something• Answering a question• Asking a question• Augmenting a previous

post• Calling for action• Disclosing personal

information• Distributing media• Expressing agreement• Expressing criticism• Expressing support• Expressing surprise• Giving a heads up

• Responding to criticism• Giving a shout-out• Making a joke• Making a suggestion• Making an observation• Offering a greeting• Offering an opinion• Putting out a wanted ad• Rallying support• Recruiting people• Showing dismay• Soliciting comments• Soliciting help• Starting a poll• Validating a position

For all institutions, most postings were simply making an observation or distributing media.

Page 33

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6

1

1

7

36

1

29

5

15

14

2

16

1

2

12

7

2

6

2

24

787

3

2

203

12

12

46

11

1

3

2

1

4

1

4

3

6

2

1

13

2

2

1

13

2

6

18

4

1

1

5

35

3

17

2

8

9

1

1

1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Acknowledging receipt of information

Advertising Something

Answering a question

Asking a question

Augmenting a previous post

Calling for action

Disclosing personal information

Distributing media

Expressing criticism

Expressing support

Expressing surprise

Giving a heads-up

Giving a shout-out

Making a suggestion

Making an observation

Offering an opinion

Playing a game

Rallying support

Recruiting people

Showing dismay

Share of Conversation Types

Arizona State

Michigan State

Penn State

Purdue University

University of Michigan

44.2%

6.5%

30.9%

49.5%

100.0%

100.0%

100.0%

1.6%

53.9%

100.0%

26.9%

23.1%

10.8%

38.7%

72.7%

10.9%

15.5%

46.1%

66.6%

27.3%

35.1%

39.7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Acknowledging receipt of information

Advertising Something

Answering a question

Asking a question

Augmenting a previous post

Calling for action

Disclosing personal information

Distributing media

Expressing criticism

Expressing support

Expressing surprise

Giving a heads-up

Giving a shout-out

Making a suggestion

Making an observation

Offering an opinion

Playing a game

Rallying support

Recruiting people

Showing dismay

Share of Engagement by Conversation Type - Institutional Blogs

Arizona State

Michigan State

Penn State

Purdue University

University of Michigan

cx

Standard classifications of videos

AdvertisementAnimationDemonstrationEvent/PerformanceFictionFilmHome VideoInstructional VideoInterviewLecture

MontageMusic VideoNews BroadcastPromotional VideoSightseeing/TourSlideshowSpeechTelevision ShowVideo Log

Your tool box also needs to include: 3. A way to measure

engagementThe conversation index=• Ratio of posts to comments Relationship studiesThe engagement index

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Share of conversation vs share of engagement

Page 36

2

2

1

2

1

6

5

3

1

1

1

1

1

1

1

1

1

1

2

2

2

1

2

1

2

1

4

2

1

4

2

1

1

4

1

6

7

6

2

2

2

2

1

3

2

3

1

0 2 4 6 8 10 12 14 16 18 20

Faculty

Students

Research, Physical Sciences

Courses

Research, Earth Sciences

Projects, Non - Research

Financials

Alumni Topics

Research, Life Sciences

Staff

Admissions

Legal News

Other

Research, Agriculture

Policies

Institution, Overall

Campus Life

Research, Social Sciences

Share of Subject

Peer 1

Michigan State

Peer 2

Peer 3

Peer 4

15.3%

68.7%

100.0%

4.4%

33.3%

96.8%

28.6%

34.9%

12.5%

43.3%

28.6%

13.0%

38.3%

100.0%

23.6%

66.7%

6.3%

28.6%

20.8%

2.3%

95.6%

33.2%

5.8%

28.6%

100.0%

86.8%

13.0%

31.0%

22.1%

3.2%

71.4%

43.5%

18.8%

94.2%

56.7%

14.2%

13.2%

53.2%

28.4%

21.1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Admissions

Alumni Topics

Campus Life

Community Relations

Courses

Events

Faculty

Financials

Institution, Overall

Inventions

Legal News

Other

Partnerships

Policies

Projects, Non - Research

Research, Agriculture

Research, Earth Sciences

Research, Life Sciences

Research, Other

Research, Physical Sciences

Research, Social Sciences

Staff

Students

Share of Engagement by Subject - ,External Blogs

Peer 1

Michigan State

Peer 2

Peer 3

Peer 4

The vast majority of discussion in external blogs is neutral.

Page 37

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29

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14

20

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25

30

University of Michigan Purdue University Penn State Michigan State Arizona State

Share of Tone

Negative

Neutral

Positive

71%

3%

29%

94%

83%

42%

58%

6%

14%

58%

42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Arizona State Michigan State Penn State Purdue University University of Michigan

Share of Engagement by Tone - External Blogs

Negative

Neutral

Positive

A Proposed Engagement Index

ClickthruDonations/

ordersSignups

Time on siteRepeat visits

Forwards/links

/comments

RelationshipsTone/content

of conversationMembership

An engagement index?

Output Outtake Outcome

+ +

10 numbers your web analytics guru should give you every month*1. % increase or decrease in unique visits 2. Change in page rank - i.e. a list of the top ten most

popular areas and how it has changed in the last week 3. How many sessions on our blog or web site  represent

more than 5 page views 4. In the past  month,  what % of all sessions represent

more than 5 page views 5. % of sessions that are greater than 5 minutes in

duration 6. % of visitors that come back for more than 5 sessions 7. % of sessions that arrive at your site from a Google

search, or a direct link from your web site or other site that is related to your brand

8. % of visitors that become a subscriber 9. % of visitors that download something from the site 10. % of visitors that provide an email address

* Courtesy of Eric Peterson39

Aspects of relationships

Control mutualityTrustSatisfactionCommitmentExchange relationshipCommunal relationship

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Components of a Relationship Index

Control mutuality • In dealing with people like me, this organization has a tendency to throw its

weight around. (Reversed)• This organization really listens to what people like me have to say.

Trust• This organization can be relied on to keep its promises.• This organization has the ability to accomplish what it says it will do.

Satisfaction• Generally speaking, I am pleased with the relationship this organization has

established with people like me.• Most people enjoy dealing with this organization.

Commitment• There is a long-lasting bond between this organization and people like me.• Compared to other organizations, I value my relationship with this

organization moreExchange relationship

• Even though people like me have had a relationship with this organization for a long time; it still expects something in return whenever it offers us a favor.

• This organization will compromise with people like me when it knows that it will gain something.

• This organization takes care of people who are likely to reward the organization.

Communal relationship• This organization is very concerned about the welfare of people like me.• I I think that this organization succeeds by stepping on other people.

(Reversed)

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How to implement relationship metrics

Step 1: Conduct a benchmark relationship study

Step 2: Implement PR programStep 3: Conduct a follow up relationship

studyStep 4: Look at what’s changed

Research without insight is just trivia Look for failures firstCheck to see what the competition is

doing Then look for exceptional successCompare to last month, last quarter, last

yearFigure out what worked and what didn’t

work

Step 7: Analysis

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Best Practices:

Correlations to bottom-line impact• Donations• Memberships• Sign-ups• Leads

Using SMM for planning• Define the time frame,

market/topic you want to study

• Use Google News, Technorati or Radian6 to identify the conversations around the topic

• Analyze the conversations for type, tone and positioning

• Look at share of positioning, tone or conversation

Benchmarking against your peers• Looking at what the best

do• Setting goals accordingly• Use data to persuade

recalcitrant spokespeople

Social Media in Crisis• Listen instantly to a wide

range of influencers• Identify weaknesses in

communications, customer service, or in the product

Improve your reputation• Listen first, then respond• Stop doing stupid things

Case Study: Consumer Package Goods

Page 45

Case Study: Engagement vs mentions

Users were positively engaged with advertisements

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Georgia-Pacific Kimberly-Clark Weyerhaeuser

Share of Engagement by Tone for March 2009

Negative Neutral Positive

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Georgia-Pacific Kimberly-Clark Weyerhaeuser

March 2009 Share of Tone by Company

Negative Neutral Positive

Competitor 1- Client Competitor 2

Competitor 1 Client Competitor 2

By percentage, individuals were more engaged with Client subjects than competitors

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

March 2009 Share of Engagement by SubjectGeorgia-Pacific Kimberly-Clark Weyerhaeuser

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

March 2009 Discussion by Subject

Georgia-Pacific Kimberly-Clark Weyerhaeuser

(Engagement is the average number of comments per post made to a blog)

Client Competitor 1 Competitor 2

Client Competitor 1 Competitor 2

Household product discussion jumped from discussion of a Greenpeace report on toilet tissue

0

20

40

60

80

100

120

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

2008 2009

4 272 8 4 5 7 6 7 4 53

33 4 3 1 3

65

10

11

22

9

2918

8 9

2524

40

57

45

11

12

8

5

115

56

8

4543

2524

64

37

2762

37

33

45 53

55

4

2

2

5

2

3

2

22

5

Me

nti

on

s

Discussion by Subject Over Time

Away from Home Products

Building Products

Company Activities

Environmental Issues/Sustainability/Global WarmingHousehold Products

Legal Issues

Management/Employees/Unions

Office Products

Packaging (Color Box)

Discussion of virgin vs. recycled fiber in tissue

49

0

10

20

30

40

50

60

70

80

Blogs youtube Twitter

13

2 2

42

7 9

22

163

Me

nti

on

s

Company Mentions by SourceMarch 2009

Georgia-Pacific

Kimberly-Clark

Weyerhaeuser

Beyond the layoffs, blogs also discussed WY’s decision to close the popular bonsai tree display at its corporate HQ, formerly open to the public.

Client

Competitor 1

Competitor 2

Union activity and environmental concerns drove negative discussion

Four mill closings and other layoffs drove WY’s negative discussion.

3 31

6 6

3

8 7 6 5

8

5

1

2 24

11 1115

12

8

2

19

8 13

6

4 3 2

7

4

6

7

5

6

3

2

3

0

5

10

15

20

25

30

Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar

2008 2009

Me

nti

on

s

Share of Negative Discussion Over Time

Georgia-Pacific

Kimberly-Clark

Weyerhaeuser

Client

Competitor 1

Competitor 2

Case Study: Establishing benchmarks at Georgia Tech

Quantity and quality of discussion of Georgia Tech and four peer institutions across relevant user-generated media (UGM) channels in order to:

• Establish performance benchmarks• Observe user habits to inform UGM strategies• Understand the influence of traditional media on

UGM channels• Provide support for funding of UGM programs

Case Study: Georgia Tech

Influence of traditional media

On average, bloggers included as many as six links to external content in a post, the number three source being traditional news media sites.

Links to its newsroom accounted for 26% of links to mit.edu on blogs.

On Facebook, traditional news media sites were the source of 25% of popular items posted to profiles.

One third of content on social news sites was from traditional media sources.

Twice as many hard news stories were posted to social news sites as features.

BBC Boston Globe CNET CNN

EurekAlert! Google News Los Angeles Times The New York Times

Pittsburgh Post-Gazette San Francisco Chronicle Washington Post

Selected Traditional Media Outlets Among Popular Sources of Content

Focus on Facebook

Less than one percent of users used network-level discussion features.

By September, discussion hosted by freshman groups decreased 99%.

Almost 1/3 of content posted to profiles was related to a home institution.

22% of Facebook discussion was related to the asking and answering of questions, second only to advertising (30%).

56% of questions went unanswered, but most were not related to the institution.

High school students accounted for 8% of all questions. Almost all of their queries were answered.

Where people get the content they share on Facebook

Sources of content Genre of content

Facebook Recommendations

• Limit engagement with Facebook to contact with group officers

• Do NOT participate in discussions on the network wall or discussion board

• Provide administrators of freshman groups with links to online resources no later than April

• Consider using Facebook to create with other specific audiences like parents, graduating seniors and campus leaders

• Do not consider Facebook an appropriate vehicle for research discussions

Understanding brand ownership of online video content

N=2,555,691

Peer Organizations

4.33%

Your Organization0.18% Other

Organizations8.65%

Individual Users86.84%

Use ownership to signal brand participation

Provide alerts for possible brand management issues

YouTube Recommendations

• Use YouTube as a vehicle for strategic message communication

• Tailor materials related to high profile competitions

• Prepare media infrastructure for increased emphasis on online video

• Encourage faculty members to be subjects of videos

Focus on Social Bookmarking

• In the event of a crisis, expect seeding from local papers

• Thursday & Friday saw the greatest number of seeds.

• GIT’s status as a technical institution is an asset in the social bookmarking environment

• Few strategic messages appeared in social bookmarking sites

External Blog Recommendations

• Consider external blogs an opportunity for third-party endorsements

• Treat influential external bloggers as you would industry analysts or key reporters

• Focus efforts on blogs written by more than one person, particularly in engineering and special focus areas

• Avoid local mainstream media blogs

• Focus on top-tier media outlets as key sources of content for bloggers

• Include blogger-friendly features in the FT online newsroom – particularly video

• In a crisis, expect bloggers to collect background from personal web pages, user profiles and/or project sites

Focus on Institutional Blogs

• Departments generated the most number of blog postings/ inbound links among peer institutions

• Most blogs are written by individuals

• The location of links played the largest role in driving comments

• Technology drove the largest number of posts, but personal life drove comments

• Most posts consisted of making an observation, most comments asked questions

• Photographs were most frequently used multimedia content

• Institutional bloggers were significantly more likely to be positive toward their home institutions than mainstream journalists

• Currently enrolled students wrote one in five comments

Recommendations for Institutional Blogs • Recruit faculty to blog

• Guide message communications

• Tailor institutional blogs to the audiences looking for more in-depth information

• Encourage bloggers to be opinionated

• Mix in personal subjects

• Leave frequency of posting up to the discretionof the blogger

• Remove abandoned blogs

• Unify blogs with easy-to-find thematic lists of bloggers

• Make it easy to share content from your institutional blogs – ie. lots of music and visuals -

Selected “Safe Bets” for UGM OutreachSafe Bets:

somewhat frequent subjects that result in desirable, engaging discussion-