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Katie Delahaye Paine

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Measuring Naked Conversations -- How to Measure Social Media  Connect Grady College University of Georgia October  2007 Katie Delahaye Paine CEO [email_address] www.measuresofsuccess.com http:/kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org
Conversations, by Agnes Nyanhongo
Why Measure Conversations? ,[object Object],[object Object],[object Object],[object Object],[object Object],“ If we can put a man in orbit, why can’t we determine the effectiveness of our communications? The reason is simple and perhaps, therefore, a little old-fashioned: people, human beings with a wide range of choice. Unpredictable, cantankerous, capricious, motivated by innumerable conflicting interests, and conflicting desires.” Ralph Delahaye Paine, Publisher, Fortune Magazine , 1960 speech to the Ad Club of St. Louis
12 signs that this is the end of the world as we know it  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The 5 immutable laws of 21 st  Century Communications  ,[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]
3 must-have metrics for social media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Katie Delahaye Paine

  • 1. Measuring Naked Conversations -- How to Measure Social Media Connect Grady College University of Georgia October 2007 Katie Delahaye Paine CEO [email_address] www.measuresofsuccess.com http:/kdpaine.blogs.com Member, IPR Measurement Commission www.instituteforpr.org
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. Goals, Actions and Metrics Web traffic to inquiry site Click thrus Ticket sales % aware of your brand % preferring your brand Total opportunities to see brand or message Start blog Add SEO to your press releases Leads/sales % consistency in messaging between external and internal communications Market share Ratio of on-message to off-message quotes Outcome Metric % hearing message % believing message Were they published on time % postings/articles containing one or more key messages Share of positioning on key issues Develop tools and vehicles: Blogger/Speaker training Message consistency Output Metric Action Outtake Metric Goal
  • 11. Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure
  • 12. Strong correlations also exist between online donations and the organization’s overall media exposure
  • 13.
  • 14. Postings were nearly twice as likely to be positive than negative
  • 16.
  • 17.
  • 19. YouTube activity heats up as primaries approach
  • 20.
  • 21.
  • 22.
  • 23. Matching the tool to the objective Clicktrax, Web trends, WebSide Story % increase in traffic #s of clickthrus or downloads Increase inquiries, web traffic, recruitment % aware of or believing in key message % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Conversation index greater than .8 Rankings % of audience preferring your brand to the competition Metric Survey,Vizu Media content analysis – Dashboards Communicate messages Type pad, Technorati Engage marketplace Survey Monkey, Zoomerang, Increase awareness/preference Tool Objective
  • 24.
  • 25.