http://www.redshoesconsulting.com/

1. Social Media Marketing & Measurement Master Class

3. Conquering your fears

4. Communications then and now Traditional role of Marketing & Communications 21 st Century Role of PR

6. A measurement timeline

7. The changing “Holy Grail” of measurement Engagement On your property? With your brand? Relationships With what audience? Must be competitive? ROI AVE does not equal ROI ROI =Desired Return minus Investment

9. The measurement fork in the road Marketing/leads/sales Reputation/relationships To fix this Or get to this

10. Goals drive metrics, metrics drive results Goal Metrics

11. Changing reputation via metrics 2 4 4 4 2 2 6 5 2 4 2 2 2 2 8 8 5 9 9 9 24 16 27 10 20 15 4 2 1 3 2 4 30 5 2 12 16 17 0 10 20 30 40 50 60 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2007 2008 Positive Neutral Negative Mentions Tone of Conversation over time

12. Negative coverage over time

13. Correlation exists between traffic to the ASPCA web site and the organization’s overall media exposure

14. Tying activity to development/marketing goals

16. Goals, Actions and Metrics Goal Action Output Metric Outtake Metric Outcome Metric Increased on-line reservations Revamp website Amount of content on web site % perceiving state as a destination % increase in web traffic and reservations #1site for visitors to NH Increase staffing and resources for communications Increased exposure of “visit NH” message Increased perception of NH as an an extreme destination % increase in agreement with the statement Website is preferred site for information Add content, features to web site, keep up to date % increase in traffic % agreeing with the statement # 1 rankings, and time spent on site

24. How to calculate Optimal Content

26. Overview of Key Metrics Peer 1 was the competitive leader in all but YouTube , where Peer 4 and Peer 3 led. Actions attributed to individuals were responsible for most content, except on YouTube . † Small base size. Findings are directional only. Bookmark. Facebook Ext. Blogs Inst. Blogs YouTube MSM SOV 2% — 8% 9% 11% 7% Popularity 230 bkmks 500/mo. — 20 links 150k views — Engagement 59 cmts 1 day 13 cmts 2-12 cmts 2 cmts — % Positive 20% 32% 54% 50% 15% 15% % Negative 0% 0% 4% 0% 1% 2% Strat. Mess. 40% † 18% † 42% 42% † 18% 38%

27. Top 5 Subjects of discussion in each channel Few subjects appear across all forms of social media, so tailor outreach accordingly Rank Order Facebook YouTube Social Bookmarking External Blogs Institutional Blogs 1 Campus Life Events Courses Faculty Campus Life 2 Sports Campus Life Projects, Non-Research Research, Physical Sciences Events 3 Technology Faculty Research, Physical Sciences Institution Overall Institution Overall 4 Product Services Courses Events Expert Commentary Institution Sub-Groups 5 Events Institution Overall Faculty Events Admissions

29. Step5: Selecting a measurement tool based on your KPIs Objective Metric Tool Increase inquiries, web traffic, recruitment % increase in traffic #s of clickthrus or downloads Clicktrax, Web trends, WebSide Story Increase awareness/preference % of audience preferring your brand to the competition Survey Monkey, Zoomerang, Engage marketplace Conversation index greater than .8 Rankings Type pad, Technorati Communicate messages % of articles containing key messages Total opportunities to see key messages Cost per opportunity to see key messages Media content analysis – Dashboards % aware of or believing in key message Survey Monkey, Zoomerang,Vizu

33. For all institutions, most postings were simply making an observation or distributing media. Page cx

36. Share of conversation vs share of engagement Page 2 2 1 2 1 6 5 3 1 1 1 1 1 1 1 1 1 1 2 2 2 1 2 1 2 1 4 2 1 4 2 1 1 4 1 6 7 6 2 2 2 2 1 3 2 3 1 0 2 4 6 8 10 12 14 16 18 20 Faculty Students Research, Physical Sciences Courses Research, Earth Sciences Projects, Non - Research Financials Alumni Topics Research, Life Sciences Staff Admissions Legal News Other Research, Agriculture Policies Institution, Overall Campus Life Research, Social Sciences Share of Subject Peer 1 Michigan State Peer 2 Peer 3 Peer 4 15.3% 68.7% 100.0% 4.4% 33.3% 96.8% 28.6% 34.9% 12.5% 43.3% 28.6% 13.0% 38.3% 100.0% 23.6% 66.7% 6.3% 28.6% 20.8% 2.3% 95.6% 33.2% 5.8% 28.6% 100.0% 86.8% 13.0% 31.0% 22.1% 3.2% 71.4% 43.5% 18.8% 94.2% 56.7% 14.2% 13.2% 53.2% 28.4% 21.1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Admissions Alumni Topics Campus Life Community Relations Courses Events Faculty Financials Institution, Overall Inventions Legal News Other Partnerships Policies Projects, Non - Research Research, Agriculture Research, Earth Sciences Research, Life Sciences Research, Other Research, Physical Sciences Research, Social Sciences Staff Students Share of Engagement by Subject - ,External Blogs Peer 1 Michigan State Peer 2 Peer 3 Peer 4

37. The vast majority of discussion in external blogs is neutral. Page

38. A Proposed Engagement Index Clickthru Donations/orders Signups Time on site Repeat visits Forwards/links /comments Relationships Tone/content of conversation Membership An engagement index? + + Output Outtake Outcome

45. Case Study: Consumer Package Goods Page

47. By percentage, individuals were more engaged with Client subjects than competitors (Engagement is the average number of comments per post made to a blog) Client Competitor 1 Competitor 2 Client Competitor 1 Competitor 2

48. Household product discussion jumped from discussion of a Greenpeace report on toilet tissue

49. Discussion of virgin vs. recycled fiber in tissue Beyond the layoffs, blogs also discussed WY’s decision to close the popular bonsai tree display at its corporate HQ, formerly open to the public. Client Competitor 1 Competitor 2

50. Union activity and environmental concerns drove negative discussion Four mill closings and other layoffs drove WY’s negative discussion. Client Competitor 1 Competitor 2

51. Case Study: Establishing benchmarks at Georgia Tech

53. Influence of traditional media On average, bloggers included as many as six links to external content in a post, the number three source being traditional news media sites. Links to its newsroom accounted for 26% of links to mit.edu on blogs. On Facebook, traditional news media sites were the source of 25% of popular items posted to profiles. One third of content on social news sites was from traditional media sources. Twice as many hard news stories were posted to social news sites as features. BBC Boston Globe CNET CNN EurekAlert! Google News Los Angeles Times The New York Times Pittsburgh Post-Gazette San Francisco Chronicle Washington Post Selected Traditional Media Outlets Among Popular Sources of Content

54. Focus on Facebook Less than one percent of users used network-level discussion features. By September, discussion hosted by freshman groups decreased 99%. Almost 1/3 of content posted to profiles was related to a home institution. 22% of Facebook discussion was related to the asking and answering of questions, second only to advertising (30%). 56% of questions went unanswered, but most were not related to the institution. High school students accounted for 8% of all questions. Almost all of their queries were answered.

55. Where people get the content they share on Facebook Sources of content Genre of content

57. Understanding brand ownership of online video content Use ownership to signal brand participation Provide alerts for possible brand management issues