Measuring Social Media - econsultancy - Somatica Digital Breakfast Briefing September 2009

Social media and Online PR
measurement – what should
you measure and how?
29th September 2009
Karl Havard
Somatica Digital
http://www.somatica.co.uk

Wednesday, 30 September 2009

Agenda

| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 |


Agenda
Briefing Objectives
✦ To break down what “social media” is
✦ Define ROI
✦ The investment required
✦ The types of returns that can be achieved
✦ The change in brand - consumer relationship
✦ Why this has happened
✦ The power of inter consumer trust and advocacy
✦ The “Brand Trust Cube” Methodology
✦ How it applies to all brands and business units
✦ The key criteria to focus upon
✦ Measures to track performance and progress



So What is “Social Media”?



It’s....



It’s also....



It’s also....
Awareness Consideration Conversion Advocacy



It’s also....
Awareness Consideration Conversion Advocacy

Advertising
The only medium that
enables genuine
Internet Search
advocacy... and
opponency
Own or Partner’s Website

Email Marketing

Social Web/Interaction



It’s...



It’s...
✦People, choosing to interact as individuals or groups
✦ Having fun and feeling valued
✦ Chatting, Gossiping, Flirting, Communicating
✦ Sharing ideas, interests, thoughts and opinions



It’s...
✦ Without geographical limitations



It’s...
✦ Anyone can get involved (Privacy & Passwords allowing)



It’s...
✦ Conversation Topics are indexed by Search Engines



It’s...
✦ It’s archived conversation - total honesty required



It’s...
✦ It’s Powerful...



It’s...
✦ It’s Powerful...
...and It’s Here to stay



Adoption Rates
People are :-
✦ Rapidly adopting the social web to interact
✦ Changing their behaviour and habits to
incorporate it into their daily lives (social and
work)...it has a value to them.



Adoption Rates
People are :-
✦ Rapidly adopting the social web to interact
✦ Changing their behaviour and habits to
incorporate it into their daily lives (social and
work)...it has a value to them.

So why are some Brands a little reticent to
get engaged?
Why has it been left to Marketing?



Barriers...socks would have been fine.



Why the reticence?
Limited Resources
No Expertise ROI?
Too Soon Mumbo Jumbo Fad

Brand Damage Fear



Why the reticence?
Limited Resources
No Expertise ROI?
Too Soon Mumbo Jumbo Fad

Brand Damage Fear
Why Marketing?

See Potential ROI?
Innovation
Early Adopters
Desire
Competition Will


Return On Investment



Let’s Break it Down..



Let’s Break it Down..
Exactly what is the “Investment”:
✦ Without doubt - time and resource
✦ Engagement needs continual focus for it to
succeed
✦ Ownership at several levels
✦ Complimentary to all other communications
✦ Just thinking about it takes time!



“Social media
Let’s Break it Down.. is no different than any
other endeavour. If you’re
going to half ass it, stay
Exactly what is the “Investment”: home”

succeed



“Social media
Let’s Break it Down.. is no different than any
other endeavour. If you’re
going to half ass it, stay
Exactly what is the “Investment”: home”

succeed
✦ Money
✦ The cost of the time and resource
✦ The cost of an agency
✦ (potentially...but don’t be conned!)
✦ Training/Seminars



...and the Return?



...and the Return?
There are two types of return



...and the Return?
✦ Top Line - Typically an increase in sales



...and the Return?
✦ Bottom Line - Improved efficiencies



...and the Return?
But...



...and the Return?
But...

✦ Can “Return” be measured accurately? Or



...and the Return?
But...

✦ Are we forced to only look at what we can measure?



...and the Return?
But...

✦ Is the number of sales from social web referrals an
accurate measure?



...and the Return?
But...

✦ Is the number of sales from social web referrals an
accurate measure?
✦ How can I achieve efficiencies?



Tangibles & Intangibles



Tangibles & Intangibles
Tangibles can be measured accurately.
✦ Sales directly from social web presence
✦ Enhanced rankings and coverage within
the search engines
Intangibles:
✦ Brand Awareness & Consideration
✦ Brand Advocacy (consumer to consumer discussion)
✦ The increase in sales from natural search
✦ The increase in sales across the board
✦ Improved efficiencies in customer services
✦ For Internet savvy consumers
✦ Being there for your customers/potential customers



McKinsey Quarterly September 2009

http://www.mckinseyquarterly.com/How_companies_are_benefiting_from_Web_20_McKinsey_Global_Survey_Results_2432



Consider this also...



What is the cost to the business of
choosing to ignore the social web?




Not incorporating a
social web strategy
into your business
is like not having a
phone number!




Not incorporating a
social web strategy
into your business
is like not having a
phone number!

You are making your Brand
inaccessible to those customers and
potential customers who use the social
web. It is important that you listen at
the very least


The Change in Brand
Consumer Engagement



What are the implications?

Brands can’t hide.

They can no longer
get away with poor,
or even mediocre
products or services

...consumer to consumer “trust” takes precedent.
The social web made all this happen. The only medium
that enables genuine
advocacy and
opponency



Consumer Trust
People trust family, friends...and doctors. The
social web extends this network.
Fellow consumers provide:
✦ Honest opinion - warts ‘n’ all
✦ No hidden agenda
✦ They don’t want your money!!
✦ Some do want status and recognition
✦ Single opinions have a value
✦ Opinions from groups are far more powerful
✦ Even though these people have most probably never
met each other.
✦ Misplaced Trust? In some cases maybe.

So,what can Brands do? Become doctors?


Advocacy...
Click here to say nice things about us



The Brand Trust Cube



Trust
Trust is placing your complete confidence and faith
into someone or something.



Trust
Consumers do this...but why?



Trust
✦ They love the products and services



Trust
✦ They associate with others who use
the products and services



Trust
✦ They feel part of something
✦ Brand and User community



Trust
✦ They have access and interaction with
the Brand



Trust
✦ They have access and interaction with
the Brand
✦ They feel valued and they become
real advocates
✦Little things count a lot.
✦http://mashable.com/2009/09/22/social-media-business/


The Brand Trust Cube*

| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | *Intellectual Property of Somatica Digital Ltd


The Brand Trust Cube*
le
op
pe
for
a sy you
g it e with
kin gage
Ma n
a: to e
ak
aka: Proactive listening and
engagement

aka: Doing great stuff

| Karl Havard, Somatica Digital http://www.somatica.co.uk | 29th September 2009 | *Intellectual Property of Somatica Digital Ltd


Application



Application
The model can be applied to any business unit:
✦ Marketing -
✦ Customer Service
✦ Corporate Communications
✦ In fact, any consumer facing unit



Application
The model can be applied to any business unit:
✦ Marketing -
✦ Customer Service
✦ Corporate Communications
✦ In fact, any consumer facing unit
Process
✦ Place your Brand/business unit within the cube
✦ From this starting point you can then plot the
path to building/enhancing trust
✦ The first priority may not be to
incorporate a social web strategy
✦ It may be to fix things!


The Key Measures & Their Relationship



The Key Measures & Their Relationship

Link Numbers Search Volume

Social Reach Followers

Comments Frequency

Recency Authority

Link Quality Topic

Sentiment



Brand Trust Profiling Example
One way of Profiling your Brand/Business

It’s a bit like personality profiling...it assesses your “posture” as
well as consumer activity and behaviour



In Summary



Measurement Philosophy



It is relative:
✦ You want to see improvements made
✦ You need to be aware of degradation
in performance/negative issues



It is relative:
✦ You want to see improvements made
✦ You need to be aware of degradation
in performance/negative issues

Therefore:
✦ You need to baseline/profile the current situation
✦ You need to set goals and objectives for where
you wish to take the brand/business/department
✦ Agree a time frame for these to be achieved

A B


Agree Key Performance Indicators
✦ Ones applicable to your goals and objectives
✦ Not ones that are easy to measure
✦ They will mislead
✦ Monitor regularly
✦ Re-profile every Quarter
Three Axis of Brand Trust
✦ Be visible, clear and accessible
✦ Proactively listen, engage and involve
✦ Do good stuff!
✦ Product, service, information, entertainment


Agree Key Performance Indicators
✦ Ones applicable to your goals and objectives
✦ Not ones that are easy to measure
✦ They will mislead
Conversions
✦ Monitor regularly from Twitter
referrals
✦ Re-profile every Quarter
Three Axis of Brand Trust
✦ Be visible, clear and accessible
✦ Proactively listen, engage and involve
✦ Do good stuff!
✦ Product, service, information, entertainment


Focus on Advocacy
✦ Make your brand/business/department accessible
✦ Provide platforms/options for people to be heard
✦ By other people and by you
✦ Listen to them
✦ Engage and involve them
✦ Be good at what you do!
✦ Conversion will happen by default



Focus on Advocacy
✦ Make your brand/business/department accessible
✦ Provide platforms/options for people to be heard
✦ By other people and by you
✦ Listen to them
✦ Engage and involve them
✦ Be good at what you do!
✦ Conversion will happen by default
Right Tool Set
✦ Prioritise: where your “personas” spend their time
✦ Select the respective measurement tool for each
✦ Sometimes this means manual intervention and analysis
✦ Correlate the data sets off-site and on-site
✦ Align to the brand consumer engagement journey
✦ Awareness - Consideration - Conversion - Advocacy



Thank You

karlhavard@somatica.co.uk
07753 915798
twitter.com/somatica



Thanks for your time
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