social media measurement best practice seminar
Post on 05-Jul-2015
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Social Media Measurement – Best Practices
Claudia Bohn, Methodist Health SystemSarah Lake, Emspace GroupJared Troutman, Universal Information Services
Why Measure Social?• Unparalleled access to consumer data
• Insight into specific audience segments (i.e. millennials, industry, media, etc.)
• less intrusive• Measures performance of company
as a whole• See what parts of strategy are
lacking, make changes – “If we fall behind next year, we’ll do things differently. If we see a certain message falling behind, we can remedy that.”
The 4 Social Media Measurement Must-haves• Set objectives - goals• Reliable Monitoring/Coding• “Right Metrics” • Transparent and Consistent Methodology
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500
1,000
1,500
2,000
2,500
Twitter Instagram Facebook YouTube
Media Impact by Platform
0
2
4
6
8
10
12
14
16
18
Blogs
Nu
mb
er
of
Me
ssag
es
Platform
Rare opportunity to examine Creighton's Future
Will enhance visibility of the University, improve recruiting
Big East will receive boost from CU, Butler, Xavier
Acting in best interest of athletes, alumni and fans
Will preserve and enhance Big East's tradition
Realize realignment decisions driven by football
Creates long-term stability for members; greater control
Conference strengthened by rivalries in Northeast, Midwest
Creighton's participation in MVC has been very good
Opportunity for increased ticket sales, boosters, corporatesponsorshipsMen's basketball will remain nationally competitive
Fans will enjoy Georgetown, Marquette et al at CenturyLink
Improve ability to recruit, retain and graduate student-athletes
Creighton will make an announcement soon
Creighton's move will benefit the city of Omaha
Rumors/Speculation of the move
• How are messages resonating?• What messages do you want to • track?• What organic messages exist?
Goal-Setting: what’s the objective?
Reliable Monitoring/Coding• Humans Vs. Machines• Automation good for monitoring, data-mining;
not so much for analysis (Start up story)• Example: Creighton
“…over six million forms of communication."
AVEsRight Metrics• No industry consensus, but general agreement
exists (AMEC, Barcelona Principles). • No “one size fits all” solution (Creighton)• No AVEs; impressions frowned upon (Vanity metrics)• Quality of Voice, not Share of Voice
(tone, message penetration, etc.)
Transparent and Consistent Methodology
• Google TV realized trend
lines similar to the
competitive set.
Partnership and Voice
Control coverage climbed
steadily during Q2.
Analysis should be transparent and accurate and replicated in the same fashion –no “Secret Sauce.”
Jeff Richardson, VP Communications at VantageScore Solutions: “Very busy executives ultimately want to see one number, which is a challenge as media is amorphous and fragmented. The Impact Score allows us to get close to that metric that someone running a business is used to seeing, like sales growth.”
To recap:
• Know objectives• Reliable coding• Right Metrics• Transparent Methodology
Methodist Health System PR Overview
• Universal Services: tracking, reporting and clipping services
o Evolution to better leverage the tools of Universal Services
o Adjusted parameters and key words
• Key drivers realigned with strategic initiatives
• Measurement to support and show alignment with strategic initiatives
@MethodistHealth
Methodist Health System PR Overview
00.10.20.30.40.50.60.70.8
2013
2012
@MethodistHealth
Where to invest resources in social channels?
o Consumer-focused
o Healthcare industry engagement
o Media engagement
o Consumer engagement
@MethodistHealth
@MethodistHealth
• August 2012 - 752 Twitter followers
Top interests of followers include:
51% “Health news and general info”
47% “Health, mind and body”
46% “Business and news”
39% “Politics and current events”
34% “Biotech and biomedical”
• September 2014 - 1,648 Twitter followers
Most unique interests of followers include:
34% “Biotech and biomedical”
24% “Alternative care”
20% “Pharmacy”
11% “Elder care”
7% “Cosmetic Surgery”
41% of followers are within the Omaha market
@MethodistHealth
Healthcare industry engagement
@MethodistHealth
@MethodistHealth
Media engagement
@MethodistHealth
@MethodistHealth
Consumer engagement
@MethodistHealth
@MethodistHealth
Positioning your industry experts
Goal: To increase awareness, in the month of April, around sexual assault services provided by Methodist
Strategy: Develop and execute an online forum utilizing Twitter (i.e. Twitter chat)
Evolution from 2013 to 2014:
• Leverage existing relationships established for the 2013 Twitter chat
• Incorporate additional event/media partners
• Moderated discussion format
• Utilize a broad-reaching hashtag (#SexualAssualt)
• Move Twitter chat to an earlier day within Sexual Assault Awareness Month
@MethodistHealth
Ex: Positioning your industry experts
@MethodistHealth
Ex: Positioning your industry experts
2013 Twitter Chat ResultsHashtag #BeAwareOutThereParticipants 28
Tweets 50Estimated reach 12,229
Impressions 81,426
2014 Twitter Chat ResultsHashtag #SexualAssaultParticipants 13
Tweets 434Estimated reach 30,183
Impressions 428,321
Target: women ages 18 to 24 Target: women ages 18 to 24
@MethodistHealth
Summary
• Recognizing the benefits of social media as it relates to PR
• Researching and implementing new tools for measurement of social media
• Benefit of integrating social media strategies into PR communication efforts
@MethodistHealth
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