Presentation on theme: "“Is anybody listening?” Social Media Measurement – the Momentum Builds Clip News Seminar Athens, 28 th September, 2011."— Presentation transcript:
“Is anybody listening?” Social Media Measurement – the Momentum Builds Clip News Seminar Athens, 28 th September, 2011
Barry Leggetter Executive Director The International Association for Measurement and Evaluation of Communication (AMEC) AMEC is the global standards body in communications programme measurement
A question to start How many people in the room measure social media in some way? How many of those raising their hand are clients?
Global trends Social media usage involves mind blowing statistics Its language can also be confusing to clients
Global trends – and huge numbers! 347 million or 73% of European Internet users use social networks 50% of social network users are connected to brands People become a fan on Facebook because they like the product, not because of the advertising 36% posted content about a brand on social networks 61% of employed social network users are proud about their employer, but only 19% share stories on social media 33% of employees can’t access social network sites at wo rk Source: Insites ConsultingInsites Consulting
The challenges – channel ownership The first challenge is ownership of the channel PR and media intelligence companies need to stake their claim This doesn’t have to be exclusive – other disciplines want a share (advertising, brand, marketing) The challenge to PR professionals is without understanding social media, it will lose PR budget to other disciplines
The Challenges - confusion ON THE ONE HAND say AMEC clients say that measuring social media is important BUT % only 11% of clients said they actually carried out social media measurement Source: AMEC International Business Monitor, May, 2011
There is no magic bullet
Why do we need standards? Social media has moved beyond the experimentation phase Clients need formal standardized metrics to evaluate progress, and justify PR and marketing spend It’s time to push past proprietary systems and embrace a move to standards The best metrics for social media are unlikely to come from a single agency or single specialist research agency We need measurement standards that help us establish consistent measures of social media performanceWe need measurement standards that help us establish consistent measures of social media performance
The challenges - the move to standards Definitions Earned/uncontrolled metrics Share of voice Messaging Sentiment Paid/controlled metrics Likes Followers Registrations Web traffic/engagement
What others are doing internationally Interactive Advertising Bureau (IAB) Best Practices Definitions of Social Ad vs Behaviourally Targeted Use of data Privacy Web Analytics Association (WAA) Social Media Standards Definitions & Standards for grabs, bookmarks, click backs, posts & comments. Advertising Research Foundation (ARF) definition of listening. Society for New Communications Research (SNCR) AMECAMEC, Institute for PR and Council of PR Firms
Barcelona Principles was the launch pad The communications landscape is changing rapidly A lack of clear standards and approaches to PR measurement results in the profession not always being taken seriously it doesn’t count unless you can count it Barcelona PrinciplesThe Barcelona Principles was created by AMEC as a way of bringing the worldwide communications industry together
Barcelona Principles of PR Measurement 1.Importance of Goal Setting and Measurement 2.Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3.The Effect on Business Results Can and Should Be Measured Where Possible 4.Media Measurement Requires Quantity and Quality 5.AVEs are not the Value of Public Relations 6.Social Media Can and Should be Measured 7.Transparency and Replicability are Paramount to Sound Measurement
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”
AwarenessKnowledgeInterestSupportAction Public Relations Activity Content creation (e.g. assets created, videos/podcasts) Social media engagement (e.g. blog posts, blogger events, blogger briefings, Twitter posts, community site posts & events) Influencer engagement Stakeholder engagement Events/speeches Intermediary Effect Impressions/Target audience impressions Earned media site visitors/day % share of conversation Video views Prominence Key message alignment [traditional & social media] Accuracy of facts % share of conversation Expressed opinions of interest Social network Followers Retweets/Shares/ Linkbacks % share of conversation Endorsement by journalists or influencers Rankings on industry lists Expressed opinions of support Social network Fans Likes Target Audience Effect Unaided awareness Aided awareness Owned media site visitors per day Social network channel visitors Knowledge of company/product attributes and features Brand association and differentiation Relevance of brand (to consumer/ customer) Visitors to website Click-thru to site Time spent on site Downloads from site Calls Event/meeting attendance Attitude uplift Stated intention to buy Brand preference/ Loyalty/Trust Endorsement Requests for quote Links to site Trial Social/Community Engagement 18 NOTE: Within social media, several of these metrics could straddle two rows as an Intermediary Effect and/or Target Audience Effect, depending on who’s engaged in the conversation. For simplicity, we have listed those metrics under Intermediary Effect to reflect the general conversation as you would not know if all participants are in your target audience. If the commenters are known to be in your Target Audience, you could reflect those metrics under Target Audience Effect. Active advocates Brand engagement Leads/sales Revenue Market share Cost savings
Fast Forward - Lisbon Measurement Agenda 2020 The Measurement Agenda was adopted at the 3 rd European Summit on Measurement held in Lisbon, in June, How to measure the return on investment (ROI) of public relations (89%) 2.Create and adopt global standards for social media measurement (83%) 3.Measurement of PR campaigns and programmes needs to become an intrinsic part of the PR toolkit (73%) 4.Institute a client education program such that clients insist on measurement of outputs, outcomes and business results from PR programs (61%)
Some client barriers to social media measurement Young people represent a large percentage of the “net generation” Some companies do not see them as influencers and not worth the investment in social media metrics Companies tend to focus on the smaller, campaign- specific metrics, such as traffic from Twitter or number of fans on Facebook, rather than bottom line impact, such as sales, as well as customer satisfaction rates Recognized industry standards do not yet exist, resulting in lack of confidence in measurement methodology applied by agencies
One size does not fit all…
We need to look at what PR professionals want from social media measurement To educate colleagues about the importance of monitoring & measuring online conversations Sometimes with a limited budget To demonstrate ROI value of social media investment To show the impact has the social media campaign had on the ‘business’ To understand the drivers and influencers of the conversations From all these conversations to know who and what matter?
Standardization Opportunity #1 Engagement: How do you define it? How are you measuring it? What are the different levels?
Standardization Opportunity #2 Influence: How do you define it? How are you measuring it? Is the data available / transparent?
Standardization Opportunity #3 Sentiment: Can we agree on a standard scale? How is social media different than traditional media?
Other Standardization Opportunities Standard “content sourcing table” (like a food nutrition label) Standard audience measures (e.g. Nielsen and Arbitron) Audited circulation figures for online/social media Unique daily vs. monthly visitor counts Impressions vs. opportunity to see vs. probability to see Targeted audience vs. total audience Agreement on basic coding: reach, frequency, messages, media types Standard method for determining “value” of fans and followers The value will be unique to an organization, its stakeholders, its activities and its objectives – but could a universal method be agreed?
Today we took the thinking forward Earlier today 3 international groups announced a Coalition to develop global standards in social media measurement The three groups are the International Association for Measurement and Evaluation of Communication (AMEC), Council of PR Firms and Institute for Public Relations (IPR)the International Association for Measurement and Evaluation of CommunicationCouncil of PR FirmsInstitute for Public Relations (IPR We are doing this to end the confusion in the marketplace, amongst clients and in the PR industry
Moving to the next level AMEC has formed Coalition with IPR and Council of PR Firms to develop social media standards Cross-industry social media measurement summit – New Hampshire, US, October: 24/25 October “The Big Ask” - AMEC London half—day seminar: November 17
In summary The move towards developing global social media measurement standards is under way If you have a point of view about what goes into the standards contact: Barry Leggetter, Executive Director, AMEC What industry leaders think
Thank you....for inviting me to be with you today The International Association for Measurement and Evaluation of Communication (AMEC)