Katie Delahaye Paine's Measurement Blog

More progress towards standards

    It may not directly apply to the social media world, but it is important. 

 

http://www.mediapost.com/publications/article/208357/industry-groups-work-toward-content-identification.html#axzz2eIpGWNoV

Surprise, surprise... Engagement in the number one metric these days.

This is hardly new news from from my perspective, but once again, it's nice to have numbers to back you up... Engagement is the most frequently used metric to evaluate social media programs. I wonder how many of those respondents are actually adhering to the i

Marketers struggle to get the most out of their presence on social sites, and with brands’ continued tenure on the networks, their goals and the metrics they use to measure their performance have changed. According to a 2013 survey of US marketing professionals by Pivot Conference, which hosts leading social business events, consumer engagement and brand lift were the No. 1 goals of social media marketing, each cited by 67% of respondents. This was up significantly from 2011, when those goals were cited by about 50% each.

via www.emarketer.com

How to Show ROI of Content and Inbound Marketing to Your CEO | ClickZ

I consider the entire team at HubSpot to be measurement ninjas. Everything they do is geared towards provding measurable results and this post is just another example of their commitment to accountability.

One of the biggest objections I hear regarding adopting an inbound marketing strategy is the belief that you cannot easily prove the ROI of activities like blogging, social media, content creation, etc. For CEOs who are driven by hard numbers, this can make adopting an inbound marketing strategy quite difficult.

via www.clickz.com

Good places to get started on implementing the new standards

If you're new to measurement, or just need a quick update on the state of measurement standards, start your reading with these blog posts:

1. How to Calculate Tone or Sentiment -- the New PR Standards
2. How to Calculate Impressions
3. What Counts as a Media "Hit"?
4. Five Steps you can take now to apply the new Measurement Standards in Your Organization
5. A Slide Share Presntation on what the standards say 
6. 7 Reasons to Implement the New Measurement Standards NOW!

Measurement on a Mission: Get the World to Implement Social Media and PR Measurement standards

25 years ago, when I was just starting to explore the power and possibilities of measurement, I started a company who's mission was to help companies measure their public relations programs.  11 years ago I started another company, KDPane & Partners who's mission was to make measurement easy enough and affordable enough so anyone could do it. 

This month, with the launch of Paine Publishing, I'm on a whole new Measurement Mission -- to get everyone to measure the right things in the right way. Thanks to the Social Media Measurement Standards announced in June and the efforts of the Standards Coaltion, the rules have been established. Now the challenge is to get everyone to implement them, which is where this blog comes in. As always it will continue to be my random thoughts on life and measurement, but in the category of "Measurement Standards"  I'll be regularly posting stories, case studies, tips and techniques to help you embrace, endorse and implement these new standards. My hope is that ultimately we'll have a robust network of Measurement Royalty that will both pose challenging questions and share their lessons learned as they go through the process of implementing the standards.

 

Perhaps the most important Social Media launch of the year -- Measurement Standards

It's boat launching season here in New England.
 

Everyone I know is madly getting their boats ready to put in the water so they can be on the water for as many of the few short weeks of a New England summer as possible. Our faces all wear permanent grim smiles conveying mixed feelings of anticipation and terror. 

That is very much the emotion that I have today as we finalize and launch the effort of The Conclave, an18-month herculean feat carried out by some three dozen volunteers that establishes the first cross-industry, vendor-neutral standards for social media measurement. After four decades in PR this is without a doubt the most signficant effort with which I've ever been involved.  

The Conclave is a broad coalition of B2B and B2C companies, PR and Social Media Agencies, and Industry associations that work with paid, owned and earned social media. Driven by growing client confusion and demand for some order in the chaos that was social media measurment at the time, The Conclave initially convened at Shankhassick Farm in  Durham, NH in October 2011 to establish standard definitions and best practices for Social Media. At that meeting it established a set of priority issues that required standards. Those areas are:

1. Content and Sourcing
2. Reach and Impressions
3. Engagement and Conversation
4. Influence
5. Opinion & Advocacy
6. Impact & Value

 The Process:

Each area was addressed by a subcommittee of members. To ensure the highest level of consistency across the industry, the subcommittee frequently worked in concert  with other organizations who were also in the process of developing standards, As each set of standards was written, it was posted to our website www.smmstandards.org for review and comments. After two months,  the comments were aggregated, the standards were updated, reposted to www.smmstandards.org, and declared interim standards.

 The standards for Influence, Opinion & Advocacy and Impact & Value have just been posted and are open for comments until July 31, 2013.

 To get a copy you can download it here, Download Complete standards document or visit www.smmstandards.org. Feel free to throw tomatoes or roses at us. We expect this to be an iterative effort. 

If you would like to participate in this process, please comment on our site, or get in touch ([email protected]) to be put on the mailing list.

Spread the word

The only way these standards can help bring order to the markeplace is if they are adopted. So please help us spread the word. Go back to your team, your bosses, your agencies, your providers and whatever professional associations you belong to and ask them to formally adopt them. So far the organizations that support these standards include:

• Institute for Public Relations (IPR),
• International Association for Measurement and Evaluation of Communications (AMEC)
• Digital Analytics Association (DAA)
• Word of Mouth Marketing Association (WOMMA)
• Society for New Communications Research (SNCR)

If you would like to add your name to the roster, please leave me a comment below.

And a huge thank you to all my Conclave committee members for their amazing generosity of time and spirit over the last 18 months.