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Whitepaper
                        LET’S TALK:
                        Social Media ROI

   With Connie Bensen




A New Paradigm for PR
Measurement:
The ROI of Using a Social
Media Monitoring Tool


7th in the Social Media ROI Series
A New Paradigm for PR Measurements




The ROI of Using a Social Media Monitoring Tool



Executive Summary:
The Public Relations industry has changed radically. A whole new industry of social media monitoring has evolved from it! The advent of the
social web has caused a paradigm shift that has forced agencies to reconsider how they approach the practice & delivery of their services.
Some have been proactive and adopted the transition in stride, while others are reactive and driven by client requests.

There is a steady shift towards the incorporation of social media channels into public relations efforts. The social media press release is an
effective and efficient method for sharing a message in a variety of formats to multiple social channels. This white paper will explain why a
social media monitoring tool is essential for successful public relations. Let’s Talk! about how social media monitoring will augment your
public relations efforts.




© 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




 The ROI of Using a Social Media Monitoring Tool


 Introduction                                Katie Paine, founder of KDPaine & Partners LLC and author of Measuring Public Relationships has
                                             frequently said, “Public relations measurement is no longer about eyeballs.” Social networks have
                                             revolutionized an industry that used to rely on clippings. Engagement has replaced the clipping days.

                                                                      Engagement is not measured by the number of eyeballs, hits, impressions, Twitter
                    Since the summer of                               followers, LinkedIn connections or Facebook friends. Engagement is about how a
                    2008, Edelman has                                 message is shared and spread online & offline. Social media monitoring tools were
                    been following the key                            created for the PR industry. Three to four years ago there was a vision to measure online
                    conversations around                              interaction. A listening tool is the key to efficiently making your public relations efforts
                                                                      effective and measureable in the following ways:
                    Chevron and the energy
                    industry online. They                             •   Engagement
have been using Alterian SM2 to analyze                               •   Reputation and Sentiment
                                                                      •   Influence
the focus, volume and sentiment of the
                                                                      •   Reach
online conversation about these issues
                                                                      Effective public relations isn’t about impressions, it’s about relationships. The nature of
across blogs, discussion forums and social
                                                                      the industry is based on increasing trust and regard; the question is how to measure that
networks, including sites such as Twitter,
                                                                      on the social web. It’s impossible to count impressions in social media, but engagement
Facebook, YouTube, Vimeo and Flickr.                                  can be measured. Who cares about the reach of clippings when you can measure
Chevron has been using the information                                revenue? A social media monitoring tool allows you to discover, map and measure
to stay informed about energy topics that                             relationships. You can measure your public relations efforts for each of the four areas
are important to people participating in                              listed above.
the online community. The public report
and related videos provide excellent
                                                                      Engagement
examples of how a brand can utilize a
                                                                      Engagement translates into creating closer relationships with consumers and, in turn,
social media monitoring tool to measure
                                                                      generating more revenue. There is no standard definition of engagement, but it is agreed
its digital footprint online and the
                                                                      that engagement consists of offering some type of interaction which results in a desired
sentiment around issues that matter to its                            response. There can also be various levels of engagement. For example, one person may
consumers.                                                            just browse your content, while another may comment and share it.

                                                               A listening tool provides information on consumers by highlighting real conversations. It
                                                               allows one to identify a target market and create a customer profile. What motivates
                                             them to interact online? What are they interested in and more importantly, what types of online activities
                                             do they actively participate in now? A social media monitoring tool can also identify:

                                                 • The types of social networks and communities they participate in
                                                 • What is important to your target market
                                                 • Where they are going for their information
                                                 • The best formats to use for content that engages your target market

                                             It is easy to create a set of metrics based on the level of engagement and your objectives. The following is
                                             an example of a hierarchy used to measure engagement:



 © 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




The ROI of Using a Social Media Monitoring Tool


                                                • Lowest - % unique visitors - This can be measured by your web analytics tool. Take note of where your
                                                  visitors are coming from and investigate what is driving them towards your site. It is generally an
                                                  opportunity to join the conversation.

                                                • Repeat - % repeat visitors - Again, this is measured by web analytics. Ask how you can engage with this
                                                  group. Identify where they’re coming from. What are they silently engaging in? Ask yourself how you
                                                  can extend that process.

                                                • Engaged - % comments, friends, followers (did something more than visit) - At this level you can start
                                                  to see people in action, and it can be measured by a social media monitoring tool. This type of
                                                  measurement is invaluable because you can see how they are sharing the messages on the web,
                                                  beyond your site and expressing how and why they’re finding value. Spend time with this group, as
                                                  their enthusiasm will encourage others to follow suit.

                                                • Highly Engaged - % repeat comments, retweets, thread participation, questions answered, etc. A
                                                  monitoring tool is necessary to measure this. It can also identify your influencers. They have the power
                                                  to motivate others.

                                                • Addicted - % advocating, recommending, and expressing positive sentiment - It is important to
                                                  choose a tool that measures sentiment. This can greatly reduce the amount of hours spent on manually
                                                  scoring items, thereby increasing your return on investment. Brand advocates are golden; show them
                                                  that you appreciate their support of your brand, and ask how you can support them. Your online efforts
                                                  should be focused on increasing the latter percentages. Those consumers will drive more unique
                                                  visitors to your content, and create an enviable PR and marketing machine.



PR Measurement:                             JetBlue could have had a major PR headache on their hands when the JetBlue flight attendant pulled the
A Case Study                                emergency chute in August 2010. The following examples include the 39,511 results from the social web.
                                            You can see that the incident was discussed heavily for a few days and then dropped off. An article in the
                                            SocialTimes.com outlines the incident and JetBlue’s response.

                                            The graph below represents an example of how JetBlue might measure those that are “Engaged” in the
                                            discussion surrounding the event.




© 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




The ROI of Using a Social Media Monitoring Tool




                                            One would assume that there would be heavy criticism of JetBlue when the flight attendant quit. In reality,
                                            however, there was almost as much positive opinion as negative sentiment.

                                            The sentiment graph below could be used to measure advocators by looking at the Category “Very
                                            Positive”




© 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




The ROI of Using a Social Media Monitoring Tool


Reputation and Sentiment The social web has opened a new channel that has an incredible power to sway public opinion. It is
                                            powerful because the people themselves are in charge. The most incredible opportunity lies in the ability
                                            for brands to interact directly with consumers. At the same time, however, there are some inherent
                                            dangers in this type of direct communication. It is imperative to follow the norms of the community in each
                                            social network. In this new social media game, consumers have the ability to opt-in, so if brands are
                                            spamming or pushing their message, people will opt-out and view it as another channel to ignore.

                                            Measuring sentiment and tone is straightforward with a social media monitoring tool. It provides a baseline
                                            as well as trends over time. The trend over time should be monitored closely to identify potential brand
                                            crises. It’s always easier to put out small fires rather than experience a firestorm. It’s also important to
                                            establish a presence in the social networks where your target markets are interacting so you are prepared
                                            to interact, should an issue flare up.

                                            The graph below shows how sentiment was trending over time in regard to the JetBlue incident. It is
                                            possible to drill into each point to see why the sentiment is trending negative. The negative trending needs
                                            to be watched closely on an ongoing basis because it is an early indicator of public relations nightmares. In
                                            this case, it shows that JetBlue handled the incident in the correct manner and the negative discussion
                                            quieted down.




                                            The most valuable aspect of a brand monitoring tool is the ability to see the most negative conversations
                                            as well as the most positive. Both provide the opportunity to engage directly with the author. Those
                                            conversations will provide a wealth of feedback relating to customer service, product performance, tech
                                            support, advertising and marketing messaging, and innovative ideas.




© 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




   The ROI of Using a Social Media Monitoring Tool


                                               Measuring sentiment on the social web can be done in a number of ways:
                                                • % positive mentions versus negative (remove the neutral ones)
                                                • Number of positive mentions
                                                • Number of retweets
                                                • Assess customer satisfaction: there are many free or low cost survey tools available such as
                                                  surveymoney.com or zoomerang.com



   Influence                                   Every organization, no matter its size and no matter whether it’s for profit or not, needs to find new
                                               stakeholders. That’s a given. The challenge is to find the influencers and brand advocates behind a brand.
                                               Once you have accomplished this, they will pick up the ball and run with it.

                                               Traditional public relations and marketing have relied on celebrities as influencers. Today on the social web,
                                               an influencer is anyone who is passionate about your brand. A social media monitoring tool will quickly
                                               identify those that are creating the most content about your brand. It will also deftly show what level of
                                               influence they have online. Once those details are provided, the rest is straightforward. It’s simply a matter
                                               of asking how you can help them if they’re a brand advocate. If they’re an influencer in your industry, then
                                               the question to ask yourself is, ‘What can I give them that they would find value in and share the message
                                               with their community?’

                                                                        It’s tempting to only consider influencers as the ones with the most following or greatest
Tip:                                                                    social presence. However, consider the people who are passionate about your brand but
Keep in mind that those with the largest                                aren’t necessarily living and breathing the internet 24/7. These people may be your most
                                                                        valuable influencers. They have the time to contribute to your efforts because they don’t
following aren’t always your best potential
                                                                        have a huge following, and they will be thrilled to be offered the opportunity to support
brand advocates. Once you get to know
                                                                        your brand if they’re already fans. Turn them into ‘raving fans’ as Jeremy Epstein refers to
your customer segment, the influencers                                  them.
will be obvious.
                                                               In addition, keep in mind that influence occurs offline as much as online. It is thus
                                                               important to interweave the online interactions with offline events. Consider how you can
                                                               connect your influencers with each other online and offline and support them in carrying
                                               your message. If they are united and equipped with the necessary tools, they will take your staff and run
                                               with it.

                                               Measuring influence generally depends on the type of social network.

                                                   • Twitter: number of followers, following
                                                   • Blogs: number of readers, number of backlinks
                                                   • Video & photo sites: number of views, comments




   © 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




The ROI of Using a Social Media Monitoring Tool


Reach                                       Reach is the final area to consider. How far is your message going? Are you saying something on Twitter
                                            but could just as well be standing in a dark closet with the door shut (talking to yourself)?! Reach is the
                                            ripple that happens when your message is picked up and carried throughout the social web.

                                            There are a couple of ways to measure reach:
                                              • volume over time
                                                – The distribution across various social networks over time
                                                – This will also show the velocity of your message. How quickly did the message spread?
                                              • Number of retweets, comments on a blog post, comments on a forum post

                                            This chart below shows the distribution of the conversations about the JetBlue incident over various social
                                            networks.




                                            A social media monitoring tool can provide a sense of the reach, but it is an interesting exercise to
                                            calculate the potential reach when considering the retweets and how many followers each person has.

                                            Another interesting application of the tool entails using historical data to review the reach and effectiveness
                                            of campaigns or programs run in the past. This will provide invaluable insight into whether they should be
                                            further continued or revised to achieve greater reach. A cancer hospital, MD Anderson, for example, found
                                            the historical data to be very helpful in deciding not to run another program on Prostrate Cancer. Based on
                                            the response online, they chose to offer a program on men’s health and nutrition, which was better
                                            received. You can read more about that case study here.

                                            Start small because if you can't measure it, you can't manage it.




© 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




The ROI of Using a Social Media Monitoring Tool


                                            A framework for a social media campaign from a public relations perspective:
                                              • Use a social media monitoring tool to do a brand audit
                                              • Identify the objectives based on the target market’s needs
                                                  • Potential outcomes
                                                        • increased awareness – % increase in daily volume
                                                        • % increase in traffic to site
                                                        • % of increased # of blog posts on web
                                                        • increased mentions on Google - increased SEO
                                                        • increased # of projects submitted (or some type of user generated content)
                                                        • % increase in registrations at site
                                                        • Increased attendance at event
                                              • Create the strategy based on how you intend to encourage the behaviors that you’re measuring above.
                                                Some activities (but make sure they will help achieve what you’re going to measure above):
                                                  • Do a blogger outreach – share your message along with the requested call to action (be creative
                                                    here! Or you may be ignored)
                                                  • Send the call to action to your mailing list
                                                  • Share the message with Twitter (make sure that you build a following first)
                                                  • Create and promote a hashtag
                                                  • Podcast interviews – post on blog
                                                  • Reach out to journalists and influencers
                                                  • Real life meetups – promote on Twitter and Facebook
                                                  • Request user generated content - Repurpose this content so that your community can benefit from it
                                                  • Build community by sharing information using shareable sites such as YouTube, slideshare, etc.



Conclusion                                  Integrating sales, marketing and public relations efforts across social media is invaluable and will greatly
                                            affect your ability to maximize all opportunities in regard to engagement, sentiment, influence and reach.
                                            Defining your objectives carefully will drive the metrics. What are you trying to achieve? A social media
                                            monitoring tool is then needed to benchmark and measure your efforts over time. It will provide you with
                                            the overview of patterns and trends. More importantly it will provide both quantitative and qualitative
                                            results. The social web has changed how consumers perceive and interact with brands. Public Relations
                                            professionals need to understand this shift and incorporate their ability to measure their efforts.




© 2010 Alterian. All trademarks belong to their respective owners.
A New Paradigm for PR Measurements




The ROI of Using a Social Media Monitoring Tool



About the “Let’s                            Social Media marketing is providing a whole new dimension for brands to connect with consumers. The
Talk” Series with                           social web is a vast entity and every marketer needs a tool to harness the information in the most cost
Connie Bensen                               effective and efficient manner. A social media monitoring tool offers the ability to maximize the digital
                                            portion of your marketing budget in order to create, execute, measure and report on a social media
                                            strategy.

                                            The Let's Talk Series, by Connie Bensen, is a series of 10 whitepapers describing the variety of ways that
                                            marketers can increase the ROI of their marketing efforts. Topics will include how to use a social media
                                            monitoring tool for SEO, Lead Generation, Social Media campaigns, Customer Service, Competitive
                                            Insight, Corporate marketing, PR and reputation management, etc.

                                            Connie is the Director of Social Media and Community Strategy at Alterian, which provides marketing
                                            software to help brands engage with their customers. She is a key voice amongst online Community
                                            Managers. Her blog, www.conniebensen.com is recognized as a leading resource for cultivating online
                                            communities, providing best practices for this emerging role and it is listed in Forbes.com as one of the 20
                                            Best Marketing and Social Media Blogs by Women.



SM2 Social Media                                                     Alterian’s SM2 is a social media monitoring and analysis solution designed for PR and
                                                                     Marketing professionals. SM2 helps you track conversations, review positive/negative
Monitoring (SMM)                                                     sentiment for your brand, clients, competitors and partners across social media channels
                                                                     such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time
                                                                     alerts.




About Alterian                              Alterian (LSE: ALN) empowers organizations to create relevant, effective and engaging experiences with
                                            their audience that help build value and reinforce commitment to their brand, through the use of the
                                            Alterian Integrated Marketing Platform. Alterian drives the transformation of marketing and
                                            communications, making it practical and cost-effective for companies to orchestrate multichannel
                                            engagement with the individual.

                                            Alterian’s unprecedented integration of analytics, content and execution through industry leading tools,
                                            such as the Dynamic Messenger email platform, SM2 Social Media Monitoring platform and the award
                                            winning Content Management solutions, enables companies to build integrated communication strategies
                                            which create a true picture of the individual.

                                            Alterian works with marketing services partners, system integrators and agencies who recognize the need
                                            to plan and deliver coordinated customer engagement services in partnership with their clients. For more
                                            information about Alterian, products within the Alterian Integrated Marketing Platform or Alterian’s Partner
                                            Network, visit www.alterian.com or the Alterian blog at www.engagingtimes.com.




© 2010 Alterian. All trademarks belong to their respective owners.
White Paper




Corporate and                                                     North American
European Headquarters                                             Headquarters

                                                                  T   +1 312 704 1700
T   +44 (0) 117 970 3200




Other Contacts

Website:      www.alterian.com

Email:        info@alterian.com

Twitter:      @Alterian

YouTube:      www.youtube.com/user/EngagingTimesLive

uStream:      www.ustream.tv/channel/alterian-s-engaging-times-live

LinkedIn:     www.linkedin.com/groups?gid=1823072

SlideShare:   www.slideshare.net/Alterian

iTunes:       Alterian’s Leadership Series

Blogs:        www.EngagingTimes.com

              www.TheMarketingMojo.com

              www.ConnieBensen.com




E info@alterian.com
W www.alterian.com


© Alterian 2010

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A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring Tool

  • 1. Whitepaper LET’S TALK: Social Media ROI With Connie Bensen A New Paradigm for PR Measurement: The ROI of Using a Social Media Monitoring Tool 7th in the Social Media ROI Series
  • 2. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool Executive Summary: The Public Relations industry has changed radically. A whole new industry of social media monitoring has evolved from it! The advent of the social web has caused a paradigm shift that has forced agencies to reconsider how they approach the practice & delivery of their services. Some have been proactive and adopted the transition in stride, while others are reactive and driven by client requests. There is a steady shift towards the incorporation of social media channels into public relations efforts. The social media press release is an effective and efficient method for sharing a message in a variety of formats to multiple social channels. This white paper will explain why a social media monitoring tool is essential for successful public relations. Let’s Talk! about how social media monitoring will augment your public relations efforts. © 2010 Alterian. All trademarks belong to their respective owners.
  • 3. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool Introduction Katie Paine, founder of KDPaine & Partners LLC and author of Measuring Public Relationships has frequently said, “Public relations measurement is no longer about eyeballs.” Social networks have revolutionized an industry that used to rely on clippings. Engagement has replaced the clipping days. Engagement is not measured by the number of eyeballs, hits, impressions, Twitter Since the summer of followers, LinkedIn connections or Facebook friends. Engagement is about how a 2008, Edelman has message is shared and spread online & offline. Social media monitoring tools were been following the key created for the PR industry. Three to four years ago there was a vision to measure online conversations around interaction. A listening tool is the key to efficiently making your public relations efforts effective and measureable in the following ways: Chevron and the energy industry online. They • Engagement have been using Alterian SM2 to analyze • Reputation and Sentiment • Influence the focus, volume and sentiment of the • Reach online conversation about these issues Effective public relations isn’t about impressions, it’s about relationships. The nature of across blogs, discussion forums and social the industry is based on increasing trust and regard; the question is how to measure that networks, including sites such as Twitter, on the social web. It’s impossible to count impressions in social media, but engagement Facebook, YouTube, Vimeo and Flickr. can be measured. Who cares about the reach of clippings when you can measure Chevron has been using the information revenue? A social media monitoring tool allows you to discover, map and measure to stay informed about energy topics that relationships. You can measure your public relations efforts for each of the four areas are important to people participating in listed above. the online community. The public report and related videos provide excellent Engagement examples of how a brand can utilize a Engagement translates into creating closer relationships with consumers and, in turn, social media monitoring tool to measure generating more revenue. There is no standard definition of engagement, but it is agreed its digital footprint online and the that engagement consists of offering some type of interaction which results in a desired sentiment around issues that matter to its response. There can also be various levels of engagement. For example, one person may consumers. just browse your content, while another may comment and share it. A listening tool provides information on consumers by highlighting real conversations. It allows one to identify a target market and create a customer profile. What motivates them to interact online? What are they interested in and more importantly, what types of online activities do they actively participate in now? A social media monitoring tool can also identify: • The types of social networks and communities they participate in • What is important to your target market • Where they are going for their information • The best formats to use for content that engages your target market It is easy to create a set of metrics based on the level of engagement and your objectives. The following is an example of a hierarchy used to measure engagement: © 2010 Alterian. All trademarks belong to their respective owners.
  • 4. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool • Lowest - % unique visitors - This can be measured by your web analytics tool. Take note of where your visitors are coming from and investigate what is driving them towards your site. It is generally an opportunity to join the conversation. • Repeat - % repeat visitors - Again, this is measured by web analytics. Ask how you can engage with this group. Identify where they’re coming from. What are they silently engaging in? Ask yourself how you can extend that process. • Engaged - % comments, friends, followers (did something more than visit) - At this level you can start to see people in action, and it can be measured by a social media monitoring tool. This type of measurement is invaluable because you can see how they are sharing the messages on the web, beyond your site and expressing how and why they’re finding value. Spend time with this group, as their enthusiasm will encourage others to follow suit. • Highly Engaged - % repeat comments, retweets, thread participation, questions answered, etc. A monitoring tool is necessary to measure this. It can also identify your influencers. They have the power to motivate others. • Addicted - % advocating, recommending, and expressing positive sentiment - It is important to choose a tool that measures sentiment. This can greatly reduce the amount of hours spent on manually scoring items, thereby increasing your return on investment. Brand advocates are golden; show them that you appreciate their support of your brand, and ask how you can support them. Your online efforts should be focused on increasing the latter percentages. Those consumers will drive more unique visitors to your content, and create an enviable PR and marketing machine. PR Measurement: JetBlue could have had a major PR headache on their hands when the JetBlue flight attendant pulled the A Case Study emergency chute in August 2010. The following examples include the 39,511 results from the social web. You can see that the incident was discussed heavily for a few days and then dropped off. An article in the SocialTimes.com outlines the incident and JetBlue’s response. The graph below represents an example of how JetBlue might measure those that are “Engaged” in the discussion surrounding the event. © 2010 Alterian. All trademarks belong to their respective owners.
  • 5. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool One would assume that there would be heavy criticism of JetBlue when the flight attendant quit. In reality, however, there was almost as much positive opinion as negative sentiment. The sentiment graph below could be used to measure advocators by looking at the Category “Very Positive” © 2010 Alterian. All trademarks belong to their respective owners.
  • 6. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool Reputation and Sentiment The social web has opened a new channel that has an incredible power to sway public opinion. It is powerful because the people themselves are in charge. The most incredible opportunity lies in the ability for brands to interact directly with consumers. At the same time, however, there are some inherent dangers in this type of direct communication. It is imperative to follow the norms of the community in each social network. In this new social media game, consumers have the ability to opt-in, so if brands are spamming or pushing their message, people will opt-out and view it as another channel to ignore. Measuring sentiment and tone is straightforward with a social media monitoring tool. It provides a baseline as well as trends over time. The trend over time should be monitored closely to identify potential brand crises. It’s always easier to put out small fires rather than experience a firestorm. It’s also important to establish a presence in the social networks where your target markets are interacting so you are prepared to interact, should an issue flare up. The graph below shows how sentiment was trending over time in regard to the JetBlue incident. It is possible to drill into each point to see why the sentiment is trending negative. The negative trending needs to be watched closely on an ongoing basis because it is an early indicator of public relations nightmares. In this case, it shows that JetBlue handled the incident in the correct manner and the negative discussion quieted down. The most valuable aspect of a brand monitoring tool is the ability to see the most negative conversations as well as the most positive. Both provide the opportunity to engage directly with the author. Those conversations will provide a wealth of feedback relating to customer service, product performance, tech support, advertising and marketing messaging, and innovative ideas. © 2010 Alterian. All trademarks belong to their respective owners.
  • 7. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool Measuring sentiment on the social web can be done in a number of ways: • % positive mentions versus negative (remove the neutral ones) • Number of positive mentions • Number of retweets • Assess customer satisfaction: there are many free or low cost survey tools available such as surveymoney.com or zoomerang.com Influence Every organization, no matter its size and no matter whether it’s for profit or not, needs to find new stakeholders. That’s a given. The challenge is to find the influencers and brand advocates behind a brand. Once you have accomplished this, they will pick up the ball and run with it. Traditional public relations and marketing have relied on celebrities as influencers. Today on the social web, an influencer is anyone who is passionate about your brand. A social media monitoring tool will quickly identify those that are creating the most content about your brand. It will also deftly show what level of influence they have online. Once those details are provided, the rest is straightforward. It’s simply a matter of asking how you can help them if they’re a brand advocate. If they’re an influencer in your industry, then the question to ask yourself is, ‘What can I give them that they would find value in and share the message with their community?’ It’s tempting to only consider influencers as the ones with the most following or greatest Tip: social presence. However, consider the people who are passionate about your brand but Keep in mind that those with the largest aren’t necessarily living and breathing the internet 24/7. These people may be your most valuable influencers. They have the time to contribute to your efforts because they don’t following aren’t always your best potential have a huge following, and they will be thrilled to be offered the opportunity to support brand advocates. Once you get to know your brand if they’re already fans. Turn them into ‘raving fans’ as Jeremy Epstein refers to your customer segment, the influencers them. will be obvious. In addition, keep in mind that influence occurs offline as much as online. It is thus important to interweave the online interactions with offline events. Consider how you can connect your influencers with each other online and offline and support them in carrying your message. If they are united and equipped with the necessary tools, they will take your staff and run with it. Measuring influence generally depends on the type of social network. • Twitter: number of followers, following • Blogs: number of readers, number of backlinks • Video & photo sites: number of views, comments © 2010 Alterian. All trademarks belong to their respective owners.
  • 8. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool Reach Reach is the final area to consider. How far is your message going? Are you saying something on Twitter but could just as well be standing in a dark closet with the door shut (talking to yourself)?! Reach is the ripple that happens when your message is picked up and carried throughout the social web. There are a couple of ways to measure reach: • volume over time – The distribution across various social networks over time – This will also show the velocity of your message. How quickly did the message spread? • Number of retweets, comments on a blog post, comments on a forum post This chart below shows the distribution of the conversations about the JetBlue incident over various social networks. A social media monitoring tool can provide a sense of the reach, but it is an interesting exercise to calculate the potential reach when considering the retweets and how many followers each person has. Another interesting application of the tool entails using historical data to review the reach and effectiveness of campaigns or programs run in the past. This will provide invaluable insight into whether they should be further continued or revised to achieve greater reach. A cancer hospital, MD Anderson, for example, found the historical data to be very helpful in deciding not to run another program on Prostrate Cancer. Based on the response online, they chose to offer a program on men’s health and nutrition, which was better received. You can read more about that case study here. Start small because if you can't measure it, you can't manage it. © 2010 Alterian. All trademarks belong to their respective owners.
  • 9. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool A framework for a social media campaign from a public relations perspective: • Use a social media monitoring tool to do a brand audit • Identify the objectives based on the target market’s needs • Potential outcomes • increased awareness – % increase in daily volume • % increase in traffic to site • % of increased # of blog posts on web • increased mentions on Google - increased SEO • increased # of projects submitted (or some type of user generated content) • % increase in registrations at site • Increased attendance at event • Create the strategy based on how you intend to encourage the behaviors that you’re measuring above. Some activities (but make sure they will help achieve what you’re going to measure above): • Do a blogger outreach – share your message along with the requested call to action (be creative here! Or you may be ignored) • Send the call to action to your mailing list • Share the message with Twitter (make sure that you build a following first) • Create and promote a hashtag • Podcast interviews – post on blog • Reach out to journalists and influencers • Real life meetups – promote on Twitter and Facebook • Request user generated content - Repurpose this content so that your community can benefit from it • Build community by sharing information using shareable sites such as YouTube, slideshare, etc. Conclusion Integrating sales, marketing and public relations efforts across social media is invaluable and will greatly affect your ability to maximize all opportunities in regard to engagement, sentiment, influence and reach. Defining your objectives carefully will drive the metrics. What are you trying to achieve? A social media monitoring tool is then needed to benchmark and measure your efforts over time. It will provide you with the overview of patterns and trends. More importantly it will provide both quantitative and qualitative results. The social web has changed how consumers perceive and interact with brands. Public Relations professionals need to understand this shift and incorporate their ability to measure their efforts. © 2010 Alterian. All trademarks belong to their respective owners.
  • 10. A New Paradigm for PR Measurements The ROI of Using a Social Media Monitoring Tool About the “Let’s Social Media marketing is providing a whole new dimension for brands to connect with consumers. The Talk” Series with social web is a vast entity and every marketer needs a tool to harness the information in the most cost Connie Bensen effective and efficient manner. A social media monitoring tool offers the ability to maximize the digital portion of your marketing budget in order to create, execute, measure and report on a social media strategy. The Let's Talk Series, by Connie Bensen, is a series of 10 whitepapers describing the variety of ways that marketers can increase the ROI of their marketing efforts. Topics will include how to use a social media monitoring tool for SEO, Lead Generation, Social Media campaigns, Customer Service, Competitive Insight, Corporate marketing, PR and reputation management, etc. Connie is the Director of Social Media and Community Strategy at Alterian, which provides marketing software to help brands engage with their customers. She is a key voice amongst online Community Managers. Her blog, www.conniebensen.com is recognized as a leading resource for cultivating online communities, providing best practices for this emerging role and it is listed in Forbes.com as one of the 20 Best Marketing and Social Media Blogs by Women. SM2 Social Media Alterian’s SM2 is a social media monitoring and analysis solution designed for PR and Marketing professionals. SM2 helps you track conversations, review positive/negative Monitoring (SMM) sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts. About Alterian Alterian (LSE: ALN) empowers organizations to create relevant, effective and engaging experiences with their audience that help build value and reinforce commitment to their brand, through the use of the Alterian Integrated Marketing Platform. Alterian drives the transformation of marketing and communications, making it practical and cost-effective for companies to orchestrate multichannel engagement with the individual. Alterian’s unprecedented integration of analytics, content and execution through industry leading tools, such as the Dynamic Messenger email platform, SM2 Social Media Monitoring platform and the award winning Content Management solutions, enables companies to build integrated communication strategies which create a true picture of the individual. Alterian works with marketing services partners, system integrators and agencies who recognize the need to plan and deliver coordinated customer engagement services in partnership with their clients. For more information about Alterian, products within the Alterian Integrated Marketing Platform or Alterian’s Partner Network, visit www.alterian.com or the Alterian blog at www.engagingtimes.com. © 2010 Alterian. All trademarks belong to their respective owners.
  • 11. White Paper Corporate and North American European Headquarters Headquarters T +1 312 704 1700 T +44 (0) 117 970 3200 Other Contacts Website: www.alterian.com Email: info@alterian.com Twitter: @Alterian YouTube: www.youtube.com/user/EngagingTimesLive uStream: www.ustream.tv/channel/alterian-s-engaging-times-live LinkedIn: www.linkedin.com/groups?gid=1823072 SlideShare: www.slideshare.net/Alterian iTunes: Alterian’s Leadership Series Blogs: www.EngagingTimes.com www.TheMarketingMojo.com www.ConnieBensen.com E info@alterian.com W www.alterian.com © Alterian 2010