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Developing a Best Practices Approach to Social Media MeasurementApril 13, 2012
YouToo Social Media Conference
WARNING: I AM A MATH GEEK!! (AND NOT A PR PERSON)
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Contents are proprietary and confidential.
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Listening (and data) are at the foundation of everything we do
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“In 2009, more data was generated by individuals than in the entire history of mankind through 2008”
Andreas Weigend, Former Chief Scientist Amazon.com
http://www.flickr.com/photos/lindsaystonebriggs/4642248445/
Here’s the good news for all of you…
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“In 2009, more data was generated by individuals than in the entire history of mankind through 2008”
Andreas Weigend, Former Chief Scientist Amazon.com
http://www.flickr.com/photos/lindsaystonebriggs/4642248445/
But this is also the bad news…
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• Seminal paper on human memory in 1956
• George A. Miller/Harvard
• People hold about 3-7 items in their short-term memory at any given time
• We can’t quickly recall as much as we think we can.
• In 2011, here is what we can do… • Ask customers for ideas, providing them
and their peers a platform to iterate and update those suggestions and we start to engage a deeper, collective memory bank.
• Long-term memory is tapped….the sub-conscious comes alive
Market research will make its big leap forward… SOON!!
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Contents are proprietary and confidential.
Three biggest “data” questions facing communicators
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How do we turn a mountain of listening data into something actionable for an enterprise the size of some cities?
How do I build a robust (enough) measurement program to show value and please my boss?
Can influencer analysis be quantified, and can I do it without using Klout?
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Contents are proprietary and confidential.
MONITORING
“What did people say today?”
LISTENING
“What is most important to our consumers?”
ANALYZING
“How should we go to market in new / different ways?”
MEASURING
“How successfully am I meeting my objectives?”
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Which of these approaches best describes you and your business?
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The way most organizations use listening data
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The way most organizations SHOULD use listening data
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Where do we get started?
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• Ability to optimize content in real-time
• Foster a better customer experience
• Learn about potential product issues
• Marketing through conversation
• Gain business intelligence
http://www.flickr.com/photos/27812617@N07/2624952169/sizes/m/in/photostream/
Understanding what listening can do for the brand…
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• What are people saying about your brand
• Where people are talking about your brand
• When people are talking about your brand
• Who is talking about your brand
• Why people are talking about your brand
Framing your listening approach around the Five W’s
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• Analytics platforms scratch the surface of analyzing why a “fan” or “follower” acts the way they do/don’t
• Essential to answer this question from a planning and measurement standpoint
• Surveys and focus groups aren’t dead
Just a quick note on answering “why”
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• What’s the goal of our listening program?
• Has there been an internal decision made on a tool?
• Do you have a training protocol in place?
• Both tools and broader enterprise training
• Have you outlined a regular reporting schedule?
• Have you developed a competitive set?
http://www.flickr.com/photos/basegreen/205733912/
Ok…So where do we get started?
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THERE ARE OVER 225 VENDORS ON THE SOCIAL MEDIA MONITORING WIKI ALONE!!!
Criteria you should be using to determine the right tool for your organization:
• How many sites the tool captures overall
• Workflow management
• Ability to import and export information
• Incorporating other data sources (web, search)
• Cost
NOTE: Don’t try to review every tool. Pick FIVE based on cursory research to review in greater detail
Picking an enterprise listening tool can be overwhelming
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Contents are proprietary and confidential. http://www.flickr.com/photos/72416315@N03/6538084999/
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• Take advantage of training programs offered by the vendor you’ve selected to do listening
• Start with a core team of people within the company• PR/Marketing• Legal• Social media/digital marketing• CRM• Human Resources• Consumer insights
• Spread training program to other parts of the organization gradually as interest in listening is expressed
• Hands-on training as much as possible
• Create incentives/requirements to complete training programs
Putting together an effective training program
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Developing your response matrix
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… The answer to this question is, as usual, MAYBE
Do you need the physical command center space?
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Contents are proprietary and confidential.
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Or you can utilize a web-based application that is scalable
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Contents are proprietary and confidential.
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Where the listening “market” goes from here
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• Over the last two years the market has seen tremendous change and consolidation• Marketwire acquires Sysomos• Salesforce.com acquires Radian6• Visible Technologies acquires
Cymfony
• Social media management platforms forming partnerships to offer a “one stop shop.” • Spredfast partnering with Crimson
Hexagon and Radian6
• Who is 3-10 on the list of social media listening platforms?
• The next 12-18 months looks challenging as vendors scramble to uncover the next innovation
Contents are proprietary and confidential.
Measuring Social Media
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• Social media cannot be measured
• ROI stands for something other than return on investment
• Social media measurement is different than traditional media measurement
• Social media is meant to be organic and we already have too much data
Channeling our inner myth busters…
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Contents are proprietary and confidential.
Most companies take a two-pronged approach to measurement
Real-TimeIntelligence Gathering
Weekly Analysis & Monthly
Dashboards
Are our messages getting through with visibility and scale?
Are we shaping the content and conversation we want?
Are we fostering greater advocacy from influencers and consumers?
Are we a part of the conversation when it counts?
“Prove”Use data to track and report
metrics, KPIs, business value
“Improve”Provide inbound insights to inform decisions and optimize programs
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Most companies take a two-pronged approach to measurement
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COMMON MEASUREMENT QUESTIONS ANSWERS/GOALS
How many people did we reach?Unique Monthly VisitorsLike/follower countsNumber of Social Media Impressions
Did the program create conversation?Share of Voice/ConversationRank posts by tonality
How do I get ad equivalency so the brand can compare this to our advertising?
Non-standard ad equiv or CPM model
Were our fans/followers engaged? Engagement
WHAT WE SHOULD BE ASKING MORE OFTEN
Did the program drive results? Sales/Leads/Consumer Satisfaction
Common measurement questions are important, but only one part of the puzzle
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Top metrics:
Two for reach/ exposure
One for preference,
One for action
Marketers are currently just feeding the beast…
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• Understanding what your campaign goals and objectives are
• Conducting benchmark research
• Developing your strategy and tactics
• Execution of your campaign
• Measure and tweak
Landing on the right metrics SHOULD be a familiar process!
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FACEBOOK TWITTER YOUTUBE FLICKR
Comments Clicks (or CTR) Subscribers Total Photo Views
Likes Retweets Total Video Views
Total Photo Uploads
Total Interactions Retweets/Post Views per Upload
Average view per photo
Total Clicks (or CTR) Tweet Reach Comments Number of comments
Shares Retweet Reach Ratings Number of likes
Impressions Average Reach Per Tweet Favorites
Pageviews % of posts that are @ replies
Overall Likes Number of lists
Comment Sentiment Followers
Demographics Sentiment
…NOW BURN THIS SLIDE FROM YOUR MEMORY BANKS
Typical metrics across the big four social networks
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Surveys are still an integral part of the measurement/research process
• Minimum of 200 people in any given survey period• Exposed to messaging through
social• Not exposed to social
messaging
• Identify how you’re going to survey people and on what frequency• Preferably every quarter using
the same method so as to not confuse respondents
• Offline research synergies whenever possible• Language and questions should
be similar
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• How dynamic is your content going to be?
• How often are you going to be expected to report results?
• Do you have the internal resources to handle regular reporting requirements?
• What social platforms are you using to engage your audience?
How often you measure depends on your thirst for information
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Reports of Brand A donations to ALEC,
American Action Network, lobbyists.3
Twitter protest against TPP agreement1
Brand A Social Media Summit; Americans for
Tax Reform takes $140,000 from Brand A2
Key Findings and Insights• Brand A-related social media posts increased by
11.6%, signifying greater overall presence and relevance in social media sphere
• Healthcare reform issues received greatest amount of media attention – continuing an upward trend.
• IPAB-related news received large increase in attention, due to upcoming legislative battle
• Social media volume spiked when Brand A was tied in with various causes with high public attention (i.e., TPP, ALEC donations, lobbying)
• By engaging citizens on issues with a Brand A-favorable public opinion, Brand A can increase share of volume and influence in conversation
• Twitter and mainstream media were responsible for a majority of Brand A-related news sharing in February.
Brand A Executive Dashboard: February 2012
Channel Volume Reach
Brand A
534 influencer news
stories ▲ 5.3%
267,000readers
▲ 5.3%
1,272 socialmedia posts
▲ 11.6%
165,360readers
▲ 11.6%
3,982 followers ▲ 4.9%
517,660users ▲ 4.9%
Top Issue Areas by Volume
Sample executive scorecard
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Contents are proprietary and confidential.
Channel Volume Reach Engagement Themes Quality* Key Findings by Channel
7 posts ▼ 36.4%
910impressions
▼ 36.4%
65 likes, 14 comments,
6 shares ▲ 6.3%
1. Innovation2. Patient Safety3. Econ. Impact
54/100 ▲ 2.1%
Volume of Facebook posts was lower than January. However, overall engagement increased, showing value of targeted engagement.
87tweets ▼ 23.7%
11,310 impressions
▼ 23.7%
100retweets
▼ 29.1%
1. Innovation2. Meds in Dev3. Medicare Part D
71/100 ▲ 9.2%
# of tweets and Twitter engagement saw a downturn this month, which
ties into lower volume numbers across the board.
5,116search phrases
▲ 6.0%
1,030,000 total searches
▲ 4.9%
19,065 search to site visits
▲ 5.7%
1. Brand A2. Pharma3. Brand A code
62/100 ▲ 4.9%
# of search phrases, as well as total searches increased, showing effects
of website modifications & prominence of blog a.
Blog A 22blog posts
▼ 31.3%
11,000readers
▼ 31.3%8 comments
0.0%
1. Innovation2. Patient/Drug
Safety3. HC Reform/Costs
63/100 ▼ 5.8%
Total number of blog posts decreased. However, amount of engagement stayed level due to
targeted, engaging content.
Blog B694 page
visitors ▼ 12.5%
694 page visitors
▼ 12.5%
167 Facebook likes, 28
Tweets, 7 +1s ▲ 55.4%
1. Innovation2. Patient/Drug
Safety3. HC Reform/Costs
62/100 ▲ 4.9%
Although total blog visitors decreased, overall engagement saw a
sharp increase due to increased syndication and targeted content.
Brand A website 241,670
global rank-- N/A
96,071page views
▲ 1.2%
2.75 pages/visit
▼ 3.1%
1. About2. Research3. News/Media
62/100 ▲ 4.9%
Amount of total page views increased, indicating that readers of
Brand A.org are consuming more information as time progresses.
Brand B website 34,984
total visits ▲ 4.6%
24,830 unique visitors
▲ 8.2%
00:03:28avg time on
site ▼ 3.7%
1. About2. Research3. News/Media
62/100 ▲ 4.9%
Amount of overall visits and unique visitors increased this month,
showing results of targeted engagement and website redesign.
Brand A Scorecard: February 2012
(Compete.com)
Sample full scorecard
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A different way to measure content performance
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Contents are proprietary and confidential.
Want more measurement examples?
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• Marketers are overwhelmed by the sheer amount of data available
• Unclear on which metrics are actually laddering up to campaign goals
• Lack of clarity on how often we should be measuring
THE BIGGEST REASON…NO OBJECTIVE SETTING
AT THE BEGINNING
This all seems so straightforward, right?
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Contents are proprietary and confidential.
Defining and Measuring Influence
• Do brands care about a rigorous approach to influencer identification? YES – NO QUESTION!
• Is quantitative analysis more important than qualitative assessment?
• What’s the ideal balance between automation and human intervention?
• What are some metrics we can use to define influence?
Several open questions related to online influence
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Michael Brito reaches a large audience online
• 40,000+ followers on Twitter
• On 2,127+ Twitter lists
• Almost 3,000 subscribers on britopian.com
• Almost 500 photos on Flickr
Does Michael ever write about gardening? NO@CHUCKHEMANN ON TWITTER
Lets say I’m building a list of gardening influencers…
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My mom reaches a much smaller audience than Michael:
• About 1,300 followers on Twitter
• On 65+ lists
• Has a small personal blog for gardening
• Posts some photos on Flickr
BUT! She’s hosted #GardenChat and tweets regularly on gardening
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Now what about my mother…
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Who is a bigger gardening influencer?
The answer is clearly @SusanHemann. Sorry, Michael. Womp. Womp.
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The answer to the question about quantitative vs. qualitative is both… of course!
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• Gather large amounts of data quickly and in one place
• Serves as a starting point for list of influencers
• Be a central repository for information about influencers
• Gut check for manual research
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Which is better? The human or the robot? BOTH!
• Define data parameters/needs
• Gather and assess a large amount of data coming from an automated solution
• Judge who from a data set is truly influential for a given category
• Have complete clarity into who influences your world, and how to reach them with your content.
Thousands of key
phrases.
Millions of webpages.
57+ Metrics.
Hundreds of Outlets.
50 Top Influencers.
Does anyone read this?
<50 people drive share of conversation about a brand online
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Systematically Develop Your Influencer Network
Contents are proprietary and confidential.
1 9 90
Meme
• Top influencers – 1% or less who reach the world of your current and potential customers.
• Important to build relationships here.
Muse
• 2nd concentric circle of influence – where the top influencers get their content and ideas.
• Important to surround sound paid + earned media.
Meme
• Like-minded customers who are not yet connected to the brand.
• Important to educate them, provide a unique experience, and share audiences with others
Understanding influence through the 1, 9, 90 rule
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• Lots of data points so define your date range – 12 months preferred
• Ranking only matters so much in the final analysis
• Think about a person’s online presence in it’s entirety
• Relative weight of reach, relevance and syndication will vary by type of influencer analysis
CRITICAL TO REMEMBER THIS IS JUST A SNAPSHOT IN TIME! IT CAN (AND WILL) CHANGE
Bringing this all together…
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Contents are proprietary and confidential.
WAIT! CHUCK! Aren’t you going to talk about Klout?
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Contents are proprietary and confidential.
THANK YOU!Chuck Hemann
Director, Analytics
YouToo Social Media 2012
April 13, 2012