practical framework for measuring social media

Kami Watson Huyse, APR@kamichat

Mastering PR Measurement

http://creativecommons.org/licenses/by/2.0/

Kami HuyseFounder

zoeticamedia.com713.568.5750

@kamichat#VocusWebinar

• Diagnose: Determine what works and what doesn’t• Prioritize: Build into planning, make decisions• Evaluate: Demonstrate ROI, Business Value

Diagnose Prioritize Evaluate

Purpose of Measurement

Kami Huyse | @kamichat | #VocusWebinar

Measurement Standards

Coalition for Public Relations Research Standards – Traditional Media Measurement– Digital and Social Media Measurement– Return on Investment (ROI)– Communications Lifecycle– Internal Communication (coming soon)


Standards define and determine WHAT needs to be measured, backed by research

Best practices illustrate HOW to best meet the objectives of the standard, backed by experience and repetition


http://bit.ly/PRStandardsKami Huyse | @kamichat | #VocusWebinar

3 Strategic Questions

• Problem or Challenge: Is it a growth, competitive, leadership or perception challenge or opportunity?

• Communication Solution: What is the proposed solution?

• Benchmark: What information exists that can be compared?


3 Questions in Action

Challenge

Growth: Increase Event

Registration

Solution

Outreach to influencers to

increase registrations

Metric/KPI

Registration % compared to last year, # of people registered with influencer code


You need Activity

To get Attention

Which brings Awareness

Which changes Attitudes

Which leads to Actions

5-A Measurement Touchpoints

ActivityIs all about what YOU do:

Response timeConnections

Tweets

Comments

Posts

Beyond YouTube Views


Sample Activity Report

Attention

Is all about Reach or Opportunities to See

Attention KPIs are…• Fans and Follows• Visits and Traffic• Potential Reach• Demographics• Vanity Metrics

Attention Metrics

Year TweetsPeople

Tweeting Reach Reach pp Reach pA

2012 720 116

644,712 5,558

23,878

2013 1584 754

1,056,825 1,402

22,017

2014 2205 153

1,037,481 6,781

30,514


Awareness

Is all about engagement (with you)…

Awareness KPIs Are…• Conversation Rate• Amplification Rate• Applause Rate• Referrals• % engaged• Return Visits

Engagement Metrics


Hunt Alternatives Op-Eds

Digital Echo EffectWe took a look at Swanee’s most recent op-eds in the Boston Globe. The majority of Globe readers shared her article through Facebook. Again showing the power of Facebook for sharing more substantive works.

January 2, 2013

February 11, 2013


Attitudes and Advocacy

It’s all about their conversation (about you)…

Attitude and Advocacy KPIs Are…• Sentiment of Conversation• Share of Voice• Purchase Intent• Customer Satisfaction• Net Promoter Score

Smartphones


British Academy Film Awards

Purchase Intent Benchmark

We asked…

“How likely are you to purchase a product or service that you “Like” on Facebook”

We used…

Similar questions for other actions like Commenting, Sharing and the relevant engagements for Twitter, LinkedIn, and Pinterest.


Average Top 3 Bottom 3FacebookLike 6.2 36% 19%Comment 6.0 34% 20%Share 6.2 37% 19%TwitterFavorite 6.9 47% 12%Reply 6.8 46% 13%Retweet 7.0 49% 13%LinkedInLike 6.7 46% 16%Comment 6.8 47% 16%InstagramLike 7.1 51% 12%Comment 7.1 52% 12%


Actions

Action KPIs Are• Return on Investment• Customer Lifetime Value• Process Savings• Emerging Innovations

It’s all about what they actually do (rather than say)…


The Path to ROI

• Funnel: Set up a funnel to conversion

• Tag Links: Use the Free URL builder

• Google Analytics: Check referrals

• Ask People: Where they heard about you

• Compare: Compare real life to digital measures and report revenue by type of acquisition


http://www.houstonmethodist.org/wmc.cfm?id=35087&utm_source=hkblog&utm_medium=bitly&utm_content=6-18-14-shesheblog&utm_campaign=hkblog

Channel Revenue Tracking

Channel Visits YTD Visits Revenue YTD Revenue

$/Visit

Facebook 3,390 9,236 $ 2,433.00 $ 4,025.00 $ 0.72

Blog 357 1,282 $ 56.00 $ 56.00 $ 0.16

Twitter 41 250 $ 8.00 $ 8.00 $ 0.20


Source: Adobe Digital Index

Clinical Trials

Problem: Too Few people signing up for clinical trials

Objective: Build reputationAnd clinical trial base to

sustainable levels, at least double

Anas Younes, MD: LymphomaMD Anderson


Business Results

• 18 months quadrupled patients in clinical trials

• “Go-to” resource for info about lymphoma, thought leadership

Small but motivated following of patients and other medical professionals - 913 followers, 3,000 fans/LIKES


Talent Acquisition LinkedIn

• Unqualified Resumes• Recruiter Fees• Expatriate CostsLink Humans by Laurent Brouat

http://linkhumans.com/author/laurentbrouat

Compare CostCampaign:•Online Campaign Only•Influencer Outreach

Results:•Cost per impression- Television: $1- Social Media: $.22

•ROI$2.6 million in revenue- How did you hear?- Why did you visit?- Revenue per visitor

http://bit.ly/JTA-ROI

Cost Per Lead

• Webinar Activities: – Write a blog post about the webinar– Put a short post on LinkedIn with a link to the

blog post– Tweet the link to the blog post

• Cost: $150 (Salaried employee)• Return: 100 leads• Avg. cost of a digital lead $40 x 100 = • $4,000 SAVED!


Calculate Customer ValueNewsletter Sign Up $50 per sign up $5 per sign upAvg. Subscribers 1000 10,000Avg. Close Rate 10% 1%Avg. Transaction Amount $500 $100Total Income $50,000 $10,000Cost to Acquire $5,000 $500Total Gain $45,000 $9,500


Listening Tools


Engagement Measurement Tools


Proprietary Frameworks

Vanity and Influence Tools

KRED

1st Generation 2nd Generation 3rd Generation

SAYAnd more…

SCORE SEE

Analysis Tools

DIY: Multi-Channel Attribution Spreadsheet


Tool Links• Listening: http://ow.ly/hVl3P • Engagement: http://ow.ly/hVlgJ• Influence: http://ow.ly/hVlm3• Data Mining: http://ow.ly/hVlyp• Analytics: http://ow.ly/hVlCK• Analysis: http://ow.ly/hVlMC


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http://ow.ly/hVlm3

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http://ow.ly/hVlyp

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http://ow.ly/hVlCK

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http://ow.ly/hVlMC

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Questions?

[email protected]@kamichat713-568-5750


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