KD Paine Presentation

Everything You Need to Know About Monitoring Public Relationships ,[object Object]

Monitor and track engagement: Dive deeper into analytics

It’s not all about you, so get over it Customer Service HR IR Sales CI R&D Mkt Research Prod. Mktg Mktg Conversations $$$$$$$$$$$$$$$$$$$$$$$$$$ Savings, shorter cycles, more renewals, better ideas, research

Social Media is not the only media ,[object Object],[object Object],[object Object],[object Object]

Social Media: Profit Opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Need some help with that lawn?

Social Media: Profit Threats ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Measuring effectiveness of Social Media is relative ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],6 Steps to the perfect measurement system

Step 1: Define the “R” =Clear measureable objectives ,[object Object],[object Object],[object Object]

Measurable Goals for Marketing Today ,[object Object],[object Object],[object Object],To fix this Or get to this

Goals drive metrics, metrics drive results Goal Metrics

Don’t ask me, ask your stakeholders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 2: Agree upon the “I” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 3: Establish benchmarks ,[object Object],[object Object],[object Object]

Step 4: Define your Key Performance Indicators (KPIs) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Typical KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cost saving KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Defining “Kick Butt” : The Optimal Content Score ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Charting KBI over time between divisions

Trend against competition with KBI

Typical Engagement KPIs Location Metric Corporate Blogs % increase in repeat visits, % increase in ratio of comments to posts Facebook Page % increase in ratio of threads to likes, % increase in participation in threads, % increase in likes , % of desirable vs undesirable comments Twitter Account % increase in Twitalyzer scores, % increase in Retweets, % increase in share of hashtags YouTube Channel % increase in Ratings, % increase in Comments Foursquare % increase in Coupon redemptions, % increase in share of shouts

What’s the right measurement tool? ,[object Object],[object Object],[object Object]

Step 5: Selecting a measurement tool Objective KPI Tool More efficient customer acquisition % decrease in cost per customer acquisition % increase in leads vs. activity Web Analytics + CRM Reduction in churn % renewal rate by activity % repeat traffic Web Analytics + CRM Engage marketplace Conversation index greater than .8 Rankings % increase in engagement Web analytics or Content Analysis: TypePad, Technorati Omniture, Google Analytics Communicate messages % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Media content analysis –

1. Do they sound like they’re engaged? Measurement of places over which you have no control ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

You can’t measure a fire hose: Cautionary Content Tales ,[object Object],[object Object],[object Object],[object Object]

A word about influence tools ,[object Object],[object Object],[object Object],[object Object],[object Object]

The Phases of Engagement 1 2 1.5 2.5 3.5 3 4 5 4.5 0

Tools to measure if they act ,[object Object],[object Object],[object Object],[object Object],Yowza

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Step 6: Tying it all together: Research without insight is just trivia

Steps to an Integrated Metrics Dashboard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Media Engagement & Online Giving Red line indicates media impressions 35,152,789 OTS 6,253,852 OTS

Thank You! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KD Paine Presentation

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