MEPRA and SocialEyez workshop on the Global Social Media Standards. Presented by Katie Paine

1. Social Media Measurement:
Are You Up to the Global Standard?
September, 2012
Katie Delahaye Paine
Chief Marketing Officer
News Group International
katie@newsgroupholdings.com
www.kdpaine.com

2. Agenda
08:30 – 09:00 Registration
09:15 – 09:30 Introductions
09: 30 – 10:45 Katie DP Presentation
10:45 – 11:00 Q&A
11:00 – 11:15 Break
11:15 – 11:45 Panel Discussion
11:45 – 12:00 Networking

3. About SocialEyez
• Ability to integrate social, traditional, & marketing metrics into a single
platform
• Vertical integration from data collection to engagement
• Ability to deliver insight & recommendations (not just more data)
• Standard-setting knowledge of research & measurement
methodologies
• Extensive knowledge & capabilities in data collection
• Local cultural and geographic expertise

4. Myth busting
1. It’s “new” Media
2. Someone needs to “own” it
3. Followers = Influence
4. Likes = Engagement
5. Engagement = Success
6. Sentiment is what’s really important
4

5. Social is new if you’ve never cared about…
• Relationships
• Being interesting
• Conversations
• Stories
• Reputations & behavior

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

7. Followers/Reach are not influence
• A computer cannot tell you who
matters most to your
stakeholders
• All influence is relative
• Klout is not influence
*June 2012 Science

8. Likes are not Engagement

9. Engagement is a path to a relationship
Impressions Likes Followers
Trial/Consideration Action Advocacy

10. Reality #5: Sentiment may not matter
• Assumes sentiment exists
o 80% of conversation is neutral, just making
an observation
o Majority of conversations don’t evoke
sentiment
• Requires lots of data
o Once you eliminate spam, content farms and
invalid mentions, make sure content volume
is sufficient
• Assumes sentiment drives action, but you need
analytics to prove it

11. What no longer matters
• AVE
• Eyeballs
• HITS (How Idiots Track Success)
• GRPs

12. The need for standards
• Social media has moved well beyond experimentation phase
• Chasing fans and followers is insufficient
• Clients need to justify/maintain/expand investment
• Marketplace is demanding standards
• Common language for clients, agencies and research firms
• Unify perspective/metrics across communications disciplines
• Accelerate shift from low-level counting to higher-level value
• Enable comparison across programs/brands/organizations
• Increase reliability of data and methods
• Foster competition based on insights not “black boxes”

13. What is a Standard?
• A published specification that:
– establishes a common language;
– contains a technical specification or other precise criteria;
– is designed to be used consistently, as a rule, a guideline, or a
definition.
Source: British Standards Institute
Retrieved May 28, 2012 from
http://www.standardsbookshop.com/what.htm

14. Prior Work: Barcelona Principle #6
• Social media measurement is a discipline, not a tool; but there is no
“single metric”
• Organizations need clearly defined goals and outcomes for social
media
• Media content analysis should be supplemented by web and search
analytics, sales and CRM data, survey data and other methods
• Evaluating quality and quantity is critical, just as it is with conventional
media
• Measurement must focus on “conversation” and “communities” not
just “coverage”
• Understanding reach and influence is important, but existing sources
are not accessible, transparent or consistent enough to be reliable;
experimentation and testing are key to success

15. Progress: Cross-Industry Collaboration
AMEC
Council of PR Firms The Coalition +
Institute for PR “The IABC
PRSA Coalition” “The SNCR
Global Alliance Conclave” Web Analytics Ass’n
WOMMA
ARF
Clients #SMMStandards
AAAA
Media ANA
Ratings IAB
Dell Council WOMMA
Ford Advert. & Media
Procter & Gamble Cos.
SAS
Southwest Airlines
Thomson Reuters

16. Coalition Guidelines for Standards
• Market-driven
• Voluntary / non-exclusionary
• Use International Standards Organization process
• Broad industry input
• Promote fair competition
• Compliant with anti-trust laws
Working Discussion Interim Approved
Group Guide Standard Standard
Development

17. Six Initial Priorities for Standardization
Priority Next Steps
1. Content Sourcing & Methods Out for feedback
Work with IAB and Media Ratings Council to find common
ground. Digital Analytics Assoiciation is writing. Publish
2. Reach & Impressions
discussion document in Oct (PRSA, AMEC, IPR and Conclave
events).
3. Engagement In process, discussion document due Oct
4. Influence & Relevance Publish discussion document in Nov/Dec
Publish discussion document in Nov/Dec (SNCR and WOMMA
5. Opinion & Advocacy
events).
6. Impact & Value Publish discussion document in early 2013

18. Content Sourcing & Methods
• Social media measurement success stands or falls on the quality, scope
and methodology of content analyzed, as well as analyst experience.
– What content is included? How is unit of content defined?
– Which channels? How deep? How is the data captured?
– Are multiple languages captured? Via native-language queries?
– How is the data calculated? What are the formulas?
– How is irrelevant content from bots, spam blogs and aggregators
filtered?
– Are search methodologies included and search strings disclosed?

19. Solution
• All social media measurement reports should include a standard
“content sourcing and methodology” table that helps clients know
“what’s inside” the product for full transparency and easy comparison
(like a food nutrition label).

20. Introducing… Interim Standard #1
Sources & Methods Transparency Table
#SMMStandards – Sources & Methods Transparency Table www.smmstandards.org
Timeframe Analyzed
Research Lead(s)
Channels Analyzed
Data/Content Sources
Analysis Depth ☐ Automated ☐ Manual ☐ Hybrid ☐ All Content Reviewed ☐ Rep. Sample
Source Languages
Search Languages
Sentiment Coding ☐ Automated ☐ Manual ☐ Hybrid ☐ Manual Sampling: _____________________
☐ 3-pt scale ☐ 5-pt scale ☐ Other scale ☐ At entity level ☐ Paragraph/doc level
Spam/Bot Filtering ☐ Automated ☐ Manual ☐ Hybrid ☐ Includes news releases ☐ Excludes releases
Metrics Calculation and Sources
-- Reach
-- Engagement
-- Influence
-- Opinion/Advocacy
Proprietary Methods
Search Parameters See full search string list on page ___ of this report

21. Completed Sample:
Sources & Methods Transparency Table
#SMMStandards – Sources & Methods Transparency Table www.smmstandards.org
Timeframe Analyzed January 1, 2012 – June 30, 2012
Research Lead(s) Richard Bagnall, Gorkana Group
Channels Analyzed Twitter (partial), Facebook (brand pages only), Linkedin, YouTube, blogs, forums
Data/Content Sources Google search, Radian6, Sysomos, BrandWatch, Twitter API, Facebook API, YouTube
Analysis Depth ☐ Automated ☐ Manual  Hybrid ☐ All Content Reviewed  Rep. Sample
Source Languages English, German and Mandarin only
Search Languages Native-language queries: English, German, Mandarin
Sentiment Coding ☐ Automated ☐ Manual  Hybrid  Manual Sampling: every 50 posts coded
☐ 3-pt scale  5-pt scale ☐ Other scale  At entity level ☐ Paragraph/doc level
Spam/Bot Filtering ☐ Automated ☐ Manual  Hybrid  Includes news releases ☐ Excludes releases
Metrics Calculation and Sources
-- Reach Daily unique visitors for specific URLs via Comscore (no multipliers)
-- Engagement Channel-specific metrics direct from channels
-- Influence N/A
-- Opinion/Advocacy Human reading and coding
Proprietary Methods Proprietary index for calculating quality score
Search Parameters See full search string list on page 32 of this report

22. #2: Reach & Impressions
• Accurate impressions data is hard to source, especially globally
– Be transparent about sources used and clearly/correctly label charts
• Definitional confusion across media types and disciplines
– Impressions; opportunities to see; circulation; reach; frequency; total
vs. targeted reach; visits; visitors; followers; fans; views
• Multipliers should not be used – in fact, dividers are more appropriate
– Few of your followers “read” every tweet; only 8-12% see Facebook
posts

23. #2: Engagement
• Engagement is an action that happens after reach, beyond consumption
• Engagement could be but is not necessarily an outcome
• Engagement manifests differently by channel, but typically measurable
at three levels – Low, Medium and High – based on effort required,
inclusion of opinion and how shared with others
– Low examples = Facebook “likes” and Twitter “follows”
– Medium examples = blog/video comments and Twitter “retweets”
– High examples = Facebook shares and original content/video posts
• Clients prioritize differently, but engagement “levels” are consistent

24. Influence & Relevance
• Influence is something that takes place beyond engagement
• “You have been influenced when you have thought something that you
otherwise wouldn’t have thought or done something that you otherwise
wouldn’t have done.” – Philip Sheldrake, “The Business of Influence”
• Influence is multi-level and multi-dimensional, online and offline
• Not popularity; not a single score
• Domain & subject specific – relevance is critical
• Influencers should be identified and rated using custom criteria via desk
research, not purely on automated algorithms

25. #4: Opinion & Advocacy
• Sentiment is over-rated and over-used
• Not the end-all, be-all qualitative measure – other factors to consider
• Sentiment reliability varies by vendor and approach – be transparent
• Opinions, recommendations and other qualitative measures are
typically more valuable than raw sentiment and increasingly measurable:
• Opinions (“it’s a good product”)
• Recommendations (“try it” or “avoid it”)
• Feeling/Emotions (“That product makes me feel happy”)
• Intended action (“I’m going to buy that product tomorrow”)
• Coding definitions, consistency and transparency are critical

26. Impact & Value
• Impact and value will always be dependent on client objectives
• Need to define outcomes in advance – will likely span multiple business
goals, especially for social (crosses disciplines)
• “ROI” should be strictly limited to measurable financial impact; “total
value” can be used for financial and non-financial impact combination
• Value can be calculated in positive returns (sales, reputation, etc.) or
avoided negative returns (risk mitigated, costs avoided)
• Key performance indicators and balanced scorecards are helpful to
connect social media impact to business results/language

27. The ROI of Social Media, Can It Be Measured?

28. Yes we CAN measure the ROI of Social Media
• Sodexo saved $300K in recruitment costs via Twitter
• In 3 months, via crowdsourcing, an engineer solved a problem that Exxon
spent 20 years trying to solve
• The CEO of a hospital won a union battle via blogging
• HSUS generated $650,000 in new donations from an on-line photo
contest
• BestBuy measures 85% lower turnover as a result of its Blue Shirt social
community
• On Twitter, for free, a start up company got 100 great marketing ideas,
women raised over $6000 in a day and a wooden toy maker in NH got a
nationwide contract
• IBM receives more leads, sales and exposure from a $500 podcast than it
does from an ad

29. If we don’t change our metrics, CMOs will
• ROI and Customer Experience is more important than sales.*
• CMOs in the most successful enterprises are focusing on relationships,
not just transactions.
• Nearly 66% of CMOs think ROMI will be the primary measure of their
effectiveness
• CMOs in over-performing organizations are using data to form bonds
with customers, developing a clear “corporate character.”
• Outperformer know that how a company behaves is as important as
what it sells.
*IBM Global CMO Study

30. The ROI of Emily

31. Media Engagement & Online Giving
35,152,789 OTS
Red line
indicates
media
6,253,852 OTS impressions
31

32. Correlation Exists..
350,000,000 700,000
300,000,000 600,000
250,000,000 500,000
Web Site Visitors
200,000,000 400,000
Exposure
150,000,000 300,000 Overall Exposure
Web Traffic
100,000,000 200,000
50,000,000 100,000
0 -

33. Tying activity to development/marketing goals
350,000,000 $1,800,000
$1,600,000
300,000,000
$1,400,000
250,000,000
$1,200,000
Donations
Exposure
200,000,000 $1,000,000
Overall exposure
$800,000 Online donations
150,000,000
$600,000
100,000,000
$400,000
50,000,000
$200,000
0 $0
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33

34. Cost Benefit/Savings Metrics
• Lower cost per click thru vs. other marketing channels
• Lower cost per message exposure vs. other channels
• Lower cost per customer acquisition
• Shortening time to sales close

35. ROI = Revenue or Savings
• ROI = cost savings
• + Cost of program
• – Cost elimination
• ROI = greater efficiency
• +cost of program
• – cost of doing something “the old way” (cost per percentage
point gained)
• ROI = greater revenue, improved ALP
• +cost of program
• –value of leads/sales Reach
Frequen
cy
Hits
Friends
Follower

36. Progress Recap + Requests
• How can you get involved?
– Track updates via www.smmstandards.org and Coalition member
sites
– Provide regular feedback on discussion guides, interim standards
– Use the “Sources & Methods Transparency Table” in all your
reports
– Share #SMMStandards updates with your clients and discuss live
– Participate in Coalition member events to comment, link and
share
#SMMStandards
smmstandards.org

37. Thank You!
• For more information on measurement, read my blog:
http://kdpaine.blogs.com or subscribe to The Measurement Standard:
www.themeasurementstandard.com
• For a copy of this presentation go to: http://www.kdpaine.com
• Follow me on Twitter: KDPaine
• Like us on Facebook: KDPaine & Partners
• Or email me at katie@newsgroupholdings.com

38. Panelists
• Fadl Al Tarzi (SocialEyez CEO)
• Katie Paine (NGI - CMO)
• Emily Fitzgerald (ELC Smashbox - Digital Marketing
Manager)
• Khaled Akbik – Social Media Manager OMD
www.social-eyez.com
@social_eyez
#SMMStandards
smmstandards.org