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Chief Engineer Applied Mathematician Data Scientist 22 Years of Media Measurement
About Debi
Media Measurement History
Print/TV/Radio Online News Bloggers Social
Media
1990’s Late 1990’s 2000’s 2010’s
Next Big Thing: Mobile Citizen Journalism
Media Changes
Social Media is here to stay…
So what?
Boss
Why is this valuable?
Social Media is useful for…
So what?
Boss
Fine. Do it.
How do we know if it “works?”
We measure it…
Metrics Analytics Insights
Every Post Has 2 Metrics
###? %?
So what?
Boss
600 people saw it? 8
acted on it? Am I suppose to be happy about that?
If I could analyze 1 thing, what would it be?
• Set goals – what do you want to achieve?
• Measure progress
• Predict performance (outcomes)
Performance
Analyze 1 thing: Performance
Good
Analyze SMFR Performance
Good
Hmmm… that was better...
Boss
What’s so special about those posts?
Was it posts from a certain day?
Was it posts at a certain time?
Incidents Honors/Heroes Training/Skills Memorials Community Relations Preparedness Safety Education Jobs
Was it posts with a certain topic?
1st Half – High Performers After 38 years of serving our community as
a firefighter/paramedic Ken Rubin answered his last call at Station 44 in Parker today! We wish him a wonderful retirement!
Eric Hurst took some great photos at a house fire we helped extinguish in Littleton today. Everyone got out safe.
Chief Dan Qualman answered his final call at South Metro Fire Rescue Headquarters today. We wish him all the best in retirement!
Honors, Video
Incidents Photos
Honors Video
2nd Half – High Performers With heavy hearts, we say goodbye to
Bob Marlin. We at South Metro were privileged to call you a colleague, a coworker and a friend. You will be missed more than we can say.
Congratulations South Metro Paramedics …they got to meet the patient they helped save, definitely the best part!
At least 60 firefighters from South Metro, Littleton and Denver worked to extinguish a townhome fire
Memorial Video
Honors Incidents Photo
Incidents Video
Insights = Improvements
• What needs to
change?
New Goal? Safety and Education Posts Need to be Top Performers • Rise to > 10% Engagement by end of 2016
Example: Engagement without Impressions
Reached only 419 people, but 23% answered.
Question may be too broad?
Example: Impressions without Engagement
Reached 11,603 people, but less than 7% clicked commented or shared.
Visually uninteresting?
Step 1: Set Your Goals for Using Social Media.
Social Media is a Persona – what’s yours?
An irreverent brand… SlimJim 4 Million Impressions Best performing post for a snack brand. Content matches the audience that is there.
Performance improves when the persona is right for the audience.
Measurement Standards
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
A. Impressions, Aggregation B. Ratings, Perceptions, Intention, Engagement C. Categories, Themes
5. Ad Value Equivalencies are not the Value of Public Relations 6. New Media Types (Social Media, Mobile Media) Can and Should be
Measured 7. Transparency and The Ability to Replicate are Paramount to Sound
Measurement A. Technology B. Mathematics
Barcelona Declaration Of 7 Key Measurement Principles