Training Tea: Social Media That MattersEVENT SUMMARY

30 September 2015

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@WPP_Govt

#govcomms

Social Media That Matters

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1. Government communicators can use social media as an effective channel for insight.

2. In this session, Marcus Gault presented the latest approaches to using social media for meaningful, actionable insight for communicators.

3. Being able to identify what really matters is key to success – whether influencers, metrics or content.

4. Social media is important alongside mainstream media in terms of reach, gauging sentiment and engagement. Comparing and contrasting the analyses from both can provide revealing insights into the impact of communication.

Speaker:Marcus Gault

Managing Director of Insight Precise/Kantar Media

Retrieve  content

Through  intelligent  search  stringFocus  on  ‘Better  Together’  campaign  key  words  and  hashtagsTime  period  1  Aug  2014  – 31  Aug  2015

Identify  influential  groups

Classify  authors  into  different  categories  (the  media,  individuals,  organisations),  using  information  available  on  their  profilesResearch  their  backgrounds  online.

Assess  influenceReach:  potential   audienceActivity:  how  often  they  posted  pro-­union  tweetsResonance:  evidence  their  opinion   is  shared,  or  echoed  by  others  (e.g.  replies,  quotes,  retweets,  and  follows)Relevance:  do  they  express  an  informed  opinion:   do  they  shared  others’  posts  or  dissect  the  news  agenda?

Create  profilesUnderstand  their  social  media  footprint

Identify influencers beyond the 'usual suspects'

1. Automated tools can be used for fast, immediate analysis, or where budget is constrained.

2. Qualitative, human analysis is irreplaceable in providing richer and deeper understanding of behaviours and contexts.

3. Resonance is a very important indicator when assessing influence.

Creating the metrics that really matter

Start with what are you looking to achieve Ø different metrics for different objectives

Listeningn Understand public opinions/researchn Help plan future communicationn Key metric - Content analysis for topics, opinions & sentimentn Anticipating stories that have potential to bleed into mainstream media

Communications Channeln Quantifying potential reach & impressions - Reach & impressions (aggregate reach) n Is the audience engaging? – total engagement, % engagement v potential reach

n Quality of engagement (Likes Ø Shares Ø Comments) - % shares, % commentsn Key messages to target audience – are they resonating? - % message in commentsn Benchmarking the success/failure of similar organisation’s content

Identifying and following influencersn Journalists – heads up of likely editorial in the next 24 hoursn Influencers

1. What matters depends on what we expect to get out of social media.

2. Depending on what we want to look at, metrics will vary significantly.

3. Trying to understand the audience before communication is vitally important.

Qualitative Analysis

1. When conducting qualitative assessment of large volumes of content, reading and analysing samples works well, provided they are representative.

2. There’s no one sampling method that can fit all.

Qualitative analysis (using people) of social content delivers richer insight than data from tools

……BUT, how to cope with large volumes of content

SAMPLING CONTENT

But needs to be representativen Over time

n Peaks of content

n Social channels

n Etc

n Quality sampling will deliver 97% accuracy based on 2% to 5% of content analysed

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500

1000

1500

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20

40

60

80

Social  Media

Mainstream  Media

Volume  of  Coverage   by  Day*

Mainstream  Media Social  Media6

Listening

MOD   coverage 24  – 31  August   2015

Total  volume   of  coverage* 450

%  including  1+  Key  messages 22%

Top  key   message Investing   in  People

%  PR  Influenced  coverage 13%

Top  Keyword Ministry  of  Defence

Top  StoryThe  Chilcot   Inquiry   is  expected   to  apportion   blame  for   the  Iraq  war  more  widely  than   anticipated

IHG  Quarterly  Global  Report

MOD   coverage 24  – 31  August   2015

Total  volume   of  coverage* 5,042

%  including  1+  Key  messages 34%

Top  key   message Keeping   Britain  Safe

N° of  Twitter    followers 221m

Top  Keyword Nuclear  Deterrent

Top  Story Labour   (and   Jeremy  Corbyn)   threat   to  Trident

29%

22%21%

28%

Sentiment  of  Coverage

Negative Neutral

Balanced Positive

Mainstream  Media Social  Media

§ The key themes emerging from Mainstream Media in the week commencing 24August were the battle agains t ISIS in Syria, the Chilcot Inquiry into the Iraq warand discussion of defence spending policies withi n the contex t of the Labourleadership contest.

§ Commentary on the MOD and its rel ated topics was polarised. Positive coveragewas driven by overseas action (e.g. Royal Navy saving migrants in theMediterranean, navy submarine helpi ng to tackle illegal migrant smuggling i nLibya), initiatives for veterans and the wounded, and shows/trai ning exercises (e.g.Flyover of Vulcan XH588 at RAF Lakenheath and event on HMS Portland in theSouth West).

§ The Chilcot inquiry was the main source of criticism, as MOD officials (including SirNicholas Houghton) are expected to shoulder some of the blame in the report.

§ Social Media tended to bemor e positive towards the MOD and other defence r elated topics.There was a much more pronounced focus on Nuclear Deterrence than i n Mains treamMedia, owing to a high number of retweets (RTs) of George Osborne’s comment on theimportance of national security. This boosted the incidence of the key message ‘KeepingBritain Safe’.

§ Mentions of the CommonwealthWar Gr aves Commission were also more prominent in socialmedia and drove positive impact, following a tweet from Philip Hammond showing his visit toa cemetery in Tehran.

§ Negative mentions stemmed mainly from objecti ons to Trident and concer ns over civiliankillings caused by the USmilitary in Afghanistan, following a tweet from Amnesty.

§ 67% of social media menti ons appeared on Twitter and the MOD enjoyed very highengagement with its owned Twitter handle (@DefenceHQ) throughout the week , as thenumber of RTs was 43 times higher than the number of MOD tweets.

19%

33%6%

42%

Sentiment  of  Coverage

Negative Neutral

Balanced Positive

Chilcot   defends   Iraq  war   report

US  drone   kills   British  ISIS  hacker2  NATO  service  members   killed   in  Afghanistan   by  men  wearing   uniforms  of  Afghan  security   forces

Retired   general   Lord   Richards   criticises  Cameron’s   policies   on  ISIS

Alleged   link   between   the  Carroll   Foundation   Charitable  Trust  criminal   case  and   the  RAF  Association

Analyses of mainstream media and social media may not tell the same story. It is worth looking at both to gain a fuller picture.

7 Unilever  Personal  Care  July  2015

Listening & Engagement

0 10 20 30 40 50 60 70

Sea  cadetsRAF

Royal  NavyNATO

DefenceUS  MilitaryAfghanistan

Ministry  of  DefenceWar  Graves  Commission

Nuclear  Deterrant

Volume  of  Posts

Leading   Topics   by  Sentiment

Negative Neutral Balanced Positive

67%

22%

11%

Key  Message  Breakdown

Keeping   Britain  SafeInvesting   in  CapabilityInvesting   in  People

Author Headline Retweets Impressions**

DefenceHQ Our  military  working  dogs  are  chosen  for  their  many  different  qualities.  We  pay  tribute  to  them  on  #NationalDogDay  pic.twitter.com/OV6ERrrg3j 175 279,264

DefenceHQ @RoyalAirForceUK Typhoons  return  from  #BalticAirPolicing,  intercepted  40+  Russian  aircraft  ow.ly/Rpw67 pic.twitter.com/Q9PliUtKsw 172 383,087

DefenceHQ Courage  shown  by  our  military  working  dogs  on  operations  is  recognised  with  the  @PDSA_HQ  Dickin Medal   #NationalDogDay pic.twitter.com/3bxfTZaTfS 108 361,271

DefenceHQ Our   troops  rely  on  the  acute  senses  of  our  military  dogs  on  ops  to  detect  danger  and  save  lives  #NationalDogDay  pic.twitter.com/GsAW9wHdbN 81 215,272

DefenceHQ Apaches  and  troops  from  2PARA  are  taking  part  in  the  largest  @NATO  airborne  exercise  in  Europe  since  the  Cold  War  pic.twitter.com/aSk1T61OUQ 61 242,838

Top  Hashtags* Number  of  Mentions Impressions**

nationaldogday 301 1,959,447

afghanistan 296 2,466,584

buhari 197 32,720

balticairpolicing 167 647,795

us 193 2,246,364

Author Headline Retweets Impressions**

cnnbrk 2  NATO  service  members  killed  in  Afghanistan  by  men  wearing  uniformsof  Afghan  security  forces,  NATO  says.  cnn.it/1MMgIeM 308 52,900,490

amnestyCivilian  killings  by #US military  in #Afghanistan require  rigorous  &  thorough  investigation! http://amn.st/6018BHof0 pic.twitter.com/Ma5F6mIaia

178 1,881,331

George_Osborne In  a  dangerous  world  Britain  needs  the  ultimate  insurance  policy  with  nuclear  deterrent.  We'll  continue  to  invest  in  national  security. 130 262,138

PHammondMP Paying  respects  at  Commonwealth  War  Graves  Commission  Cemetery  in  #Tehran  @CWGC  pic.twitter.com/OZvecaFkS8 82 662,308

Number10gov .@DefenceHQ Got  your  exam  results  and  thinking  about  your  future?  #AimHigh and  search  'Careers  in  Defence'  pic.twitter.com/mfx2iVR9fX 28 3,777,751

Most  Influential  Tweets   Excluding  MOD  Output*

Most  Influential  MOD  Tweets*

67%

17%

13%

2% 1% <1%Social  Sources*

Twitter BlogForum FacebookImage Video

29%

2%69%

Engagement   Levels  with  Own  Twitter  Handle  @DefenceHQ*

@  messages

Messages  from  MOD

RTs  of  MOD  Tweets

19%

33%6%

42%

Sentiment  of  Coverage

Negative NeutralBalanced Positive

**Impressions  =  Total  number  of  followers  from  tweets  and  retweets

@DefenceHQ enjoyed  high  engagement  throughout  the  week  with  RTs  of  MOD  tweets  and  @messages  outweighing  MOD  tweets  by  a  significant  margin.

How to use social media to spot stories before they break

n Influencer and Journalist Tweets -set up immediate alerts

n Live keyword volume trends

n Live automated text analytics

What social media tells us about the impact of communication activity

What can we measure?

Engagement in a news topic or storiesn News sharesn Comments

Engagement with digital communications contentn Likes, Sharingn Comments

Analysis of organic content and conversationsn Automated or Human based analysisn Themes and Topicsn Sentiment

1. There are a variety of social media indicators we can use to measure the communications impact.

2. Look at how other organisations and peers do on social media and analyse what works for them and what not.

3. Be always wary of what people ‘claim’ to do and what they actually do. More work is needed to use social media to evaluate behaviour change.

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