Social Media Measurement,ROI and Business Outcomes

Tim MarkleinExecutive VP, Measurement & Strategy

Weber Shandwick

• How many of you are currently monitoring online and social media for your programs/clients?

Audience poll

• How many of you are engaged in social media channels, including Facebook, Twitter, LinkedIn and/or others?

Audience poll

• How many of you have clearly defined goals for your online and social media engagement?

Audience poll

• Old world, meet new world– Integration of traditional, digital and social media

– Integrating WOM and other new influence patterns

• Silo #1, meet silo #2, silo #3, etc.– Integration of PR with other communication disciplines

– Integration of PR with other marketing disciplines

– Integration across business units, products, geographies

• Measurement, meet strategy– Integration of metrics, data sources, tools, dashboards

– Integration of data and insights into decision-making flow

Proving PR’s value:Integration is critical

• Content measures: Assess how content is accessed, shared, adapted, amplified across various sites and media properties– Syndication measures: Assess the volume, engagement, sentiment

and reach of content shared via the web.– Search measures: Assess the paid and organic search rankings for

company content, brands and keyword associations– Site measures: Assess the volume, engagement, feedback and reach

of content shared via company’s web properties

• Conversation measures: Analyze volume, content, sentiment of conversations about company/brands across sites, media

• Community measures: Assess audience, reach and “touch points” of company content/conversations across sites, media

• Outcome measures: Assess how the content, conversation and community measures correlate with desired outcomes

Old world, meet new:New metrics, sources, concepts

Old world, meet new:Analyzing channels, audiences

Source: Weber Shandwick

Measurement & Strategy

practice, based on data pulled

from the Sysomos Social Media

Monitoring tool.

Old world, meet new:Analyzing WOM volume and quality

Source: Weber Shandwick

Measurement & Strategy

analysis, based on Keller Fay

TalkTrackTM survey data

Jan’08-Dec’08

AIG

Industry

Average

State

Farm

All State

Prudential

Nationwid

e

High Volume / High QualityLow Volume / High Quality

High Volume / Low QualityLow Volume / Low Quality

Share of Conversation (%)

Qu

alit

y o

f A

dvo

ca

cy (

%)

Metric Score Industry

Share of Conversation 10% 4%

Net Favorability -62% 18%

Net Recommendation -24% 29%

Propensity to Relay 31% 50%

Old world, meet new:Advocacy takes center stage

Sharing advice

Making recommendations

Making their loyalty visible

Reaching out broadly

Making fast decisions

Taking action

More than justword-of-mouth…

ADVOCATES

INFLUENTIALS

OPINION ELITES

BADVOCATES

45%

20%

High intensity (9%)Low intensity (36%)

Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007

Sounds great, right?Be careful what you wish for…

…“badvocates” are everywhere, too…

Source: Weber Shandwick’s New Wave of Advocacy™ with KRC Research, March 2007

• What’s more valuable?– Chicago Tribune print story

– WSJ.com online story

– Industry blog post with lots of comments

– Customer recommendation via Twitter

• Depends on objective, audience, message, tone, influence– Not all easily measured or compared across media channels

• Key considerations– Total impressions vs. targeted impressions – efficiency matters

– Earned CPM vs. Social CPM – very different scales, don’t equate

– Engagement, CPE and Conversion – varies by channel, outlet

– Comparative Media Cost – inconsistency of source data

Old world, meet new:Uncertainty & scale challenges

Silo #1, meet silo #2:Cross-media effects, both ways

MediaAnalysis

(traditional)

MediaAnalysis(social)

WebAnalytics

(site)

KeywordAnalysis(search)

WOMAnalysis(surveys)

BrandTracking(surveys)

CustomerSatisfaction(surveys)

EmployeeSatisfaction(surveys)

Lead Gen& Sales data

(CRM)

Events &DM data(CRM)

Analyst Data & Reports

(third party)

Ind. Awards& Scorecards(third party)

Source: Weber Shandwick Measurement & Strategy practice – ARROW Measurement Suite, February 2009

Silo #1, meet silo #2:Cross-discipline measurement

Measurement, meet strategy:Re-framing the conversation

Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model

activities reach relevance outcomes worth

What activities

were performed

to achieve

results?

Did you reach

your audience?

How many

impressions,

web visits,

reports,

attendees, etc.

were

generated?

Were you

relevant to your

audience? Were

you credible?

Did your ideas

and messages

resonate? Did

you drive

conversation?

What business

results did you

achieve?

Awareness?

Engagement?

Reputation?

Leads? Sales?

Loyalty?

Advocacy?

What is the

estimated dollar

value of your

communication

efforts? What

was the ROI?

Communications Team Marketing Team Executive Team

Quantity/Output Quality/Outtakes Business Impact Value/Efficiency

Measurement, meet strategy:Sample “inline” dashboard

Activities 47 Media, Blogger & Influencer Interviews

Reach 170 Earned & Social Media Placements

Relevance64% Earned & Social Message Penetration

Outcomes14% Increase in Brand Engagement (via web data)

Worth$4.72 Earned CPM (Cost Per 1K Impressions)

94 Facebook, YouTube, Blog & Twitter Posts

3.9M Earned & Social Media Impressions

27% Earned & Social Media Share

27% Category Sales Share (source TBD)

$8.22 Social CPE (Cost Per Engagement)

Source: Weber Shandwick Measurement & Strategy practice, “ARROW” measurement model

• Define clear, precise and measurable goals in business or marketing terms– Borrow from outcomes inventory

published by PRSA and IPR (left)

• Don’t worry whether you can prove PR’s impact – assume you can, and then work backwards to determine how– Anecdotal evidence

– Data-based evidence

– Correlation

– Contribution

– Causation

Measurement, meet strategy:Focus on outcomes

http://comprehension.prsa.org/?p=628

Anecdotal evidence

The customer said they read a magazine

review, and that’s why they called us to

buy the product.

Data-based evidence

9.7% of the customers we surveyed last

quarter said they called us because they

read a magazine review.

Correlation

Every time our competitive media share

goes up, our sales in that region go up for

the next two months.

Contribution

Based on our marketing mix model, we

determined that PR contributed 2.7% to

our sales goal last quarter.

Causation

720 customers that read about us online,

then went to our site, bought the product

at an average sales price of $675.

Measurement, meet strategy:Digital/social outcomes

Source: Altimeter Group and Web Analytics

Demystified, http://bit.ly/dldIHf

Proving PR’s value:Advocacy drives sales

Source: Weber Shandwick’s European

Advocacy Study with Paul Marsden

Proving PR’s value:Advocacy grows business

their competitors

Advocates can

help a company grow an

average rate of

Source: Bain & Company