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Rochester AMA - How to Measure Social Media Using Key Conversation Indicators
1. How to Measure Social Media
Using Key Conversation Indicators
David Berkowitz
Senior Director of Emerging Media & Innovation
360i
212.703.7257
dberkowitz@360i.com
Blog: MarketersStudio.com / blog.360i.com
Twitter: @dberkowitz / @360i
Secret URL:
bit.ly/
dbrama
2. This is social media…
Hi, I’m
Nice to meet you:
y
www.360i.com Proprietary & Confidential 2
10. 1. Volume of consumer-created buzz for a brand based on number of
posts
2. Amount of buzz based on number of impressions
3. Shift in buzz over time
4. Buzz by time of day / daypart
5. Seasonality of buzz
6. Competitive buzz
7. Buzz by category / topic
8. Buzz by social channel (forums, social networks, blogs, Twitter,
etc)
9.
9 Buzz by stage in purchase funnel (e.g., researching vs completing
(e g vs.
transaction vs. post-purchase)
10. Asset popularity (e.g., if several videos are availableConfidential
www.360i.com Proprietary &
to embed, 10
hi h i d )
12. Get yer free Playbook right here
Download at www.360i.com/playbook
www.360i.com Proprietary & Confidential 12
13. Game plan for success in social marketing
Training to Win
Developing a
Keeping Score Game-Winning
Strategy
Preventing
The Arenas
Fumbles
Firing up the Building your
fans fan base
www.360i.com Proprietary & Confidential 13
14. Game plan for success in social marketing
Training to Win
Developing a
Keeping Score Game-Winning
Strategy
Preventing
The Arenas
Fumbles
Firing up the Building your
fans fan base
www.360i.com Proprietary & Confidential 14
15. Game plan for success in social marketing
Training to Win
Developing a
Keeping Score Game-Winning
Strategy
Preventing
The Arenas
Fumbles
Firing up the Building your
fans fan base
www.360i.com Proprietary & Confidential 15
17. Audit: What’s the competition doing?
Social media investments by
competitive brands…
• What is your current
social footprint?
• How are your
competitors and
industry approaching
social media?
…and what people th
d h t l thought of it
ht f • Glean actionable
consumer insights that
can inform future
social marketing
endeavors
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19. Let’s evaluate opportunities by asking
four questions
SOCIAL MARKETING STRATEGIC LENS
Does it use our
social media
arsenal?
Does it meet Does it follow
our marketing social media
objectives? best practices?
What is the value
exchange b t
h between
consumer & brand?
www.360i.com Proprietary & Confidential 19
20. Let’s evaluate opportunities by asking
four questions
SOCIAL MARKETING STRATEGIC LENS
Does it use our
social media
arsenal?
Does it meet Does it follow
our marketing social media
objectives? best practices?
What is the value
exchange b t
h between
consumer & brand?
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21. Develop your game-winning strategy based on
those answers
• Apply listen + audit
to create a plan that
p
will engage the target
audience with the
right messaging at
the most relevant
moment
• Build a unifying
theme that will
create deep
engagement with
consumers to reach
objectives
• Build communications
& promotions plan
www.360i.com Proprietary & Confidential 21
23. Listening helps inform and make quick
decisions during crises
O l 9% of Al B ld i bl
Only f Alec Baldwin blog
posts mention “30 Rock”
April 19, 2007
…of that, only 12% said they’d
never watch 30 Rock again
Season Finale
April 26, 2007
How b d is th d
H bad i the damage
g
to 30 Rock?
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25. Measure: ROI in social media
Custom Social Media Scorecard Social Media Dashboard
Sample KCIsSM:
Action Weighting*
• Volume of interactions
Impression 1x
1 with content
View video 3x • Volume of user
generated content
Click through 4x • Brand sentiment
Rate video
R id 4x Other:
Share video 10x • Benchmarking
• Ties to brand health
Embed video 20x metrics
Create video 100x • Traffic & links
• Branding metrics
Community Monitoring
• Custom scorecard
• Branding studies
• eCPM
www.360i.com Proprietary & Confidential 25
27. Getting started: Establish the Key Conversation
Indicators (KCIsSM) that address your goals
• A KCI measures online buzz and establishes social marketing
metrics around brands and campaigns
• KCIs measure social engagement and expression of opinion,
not merely actions
Example KCIs:
• Conversation Volume
• Sentiment / Favorability
• Topics of conversation
•P h
Purchase considerations
id ti
• Brand associations
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28. Measure the right things
Questions to Answer Metrics to evaluate
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29. Measure the right things
Questions to Answer Metrics to evaluate
• Audience demographics and psychographics
Who • How many people interacted
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30. Measure the right things
Questions to Answer Metrics to evaluate
• Audience demographics and psychographics
Who • How many people interacted
• Engagement
What • Weighted scorecard based on objectives
www.360i.com Proprietary & Confidential 30
31. Measure the right things
Questions to Answer Metrics to evaluate
• Audience demographics and psychographics
Who • How many people interacted
• Engagement
What • Weighted scorecard based on objectives
• Audience aggregation
Where • Brand-influenced chatter vs. organic chatter
www.360i.com Proprietary & Confidential 31
32. Measure the right things
Questions to Answer Metrics to evaluate
• Audience demographics and psychographics
Who • How many people interacted
• Engagement
What • Weighted scorecard based on objectives
• Audience aggregation
Where • Brand-influenced chatter vs. organic chatter
When • Timing in conjunction with other campaign promotions
www.360i.com Proprietary & Confidential 32
33. Measure the right things
Questions to Answer Metrics to evaluate
• Audience demographics and psychographics
Who • How many people interacted
• Engagement
What • Weighted scorecard based on objectives
• Audience aggregation
Where • Brand-influenced chatter vs. organic chatter
When • Timing in conjunction with other campaign promotions
• Understanding what motivated the conversation or engagement, including
Why volume, sentiment, and sphere of influence
www.360i.com Proprietary & Confidential 33
34. Measure the right things
Questions to Answer Metrics to evaluate
• Audience demographics and psychographics
Who • How many people interacted
• Engagement
What • Weighted scorecard based on objectives
• Audience aggregation
Where • Brand-influenced chatter vs. organic chatter
When • Timing in conjunction with other campaign promotions
• Understanding what motivated the conversation or engagement, including
Why volume, sentiment, and sphere of influence
• Benchmarking
• Setting baselines then measuring during and after campaign
How
H • Online surveys
• Adapt traditional metrics
www.360i.com Proprietary & Confidential 34
35. Social marketing can have branding equivalents
Brand Metric Social Equivalent
www.360i.com Proprietary & Confidential 35
36. Social marketing can have branding equivalents
Brand Metric Social Equivalent
Reach/Awareness Impressions
Video Views
www.360i.com Proprietary & Confidential 36
37. Social marketing can have branding equivalents
Brand Metric Social Equivalent
Reach/Awareness Impressions
Video Views
Consideration Engagement
g g
Installations
Polls
Community members
Contest entries
Time Spent
www.360i.com Proprietary & Confidential 37
38. Social marketing can have branding equivalents
Brand Metric Social Equivalent
Reach/Awareness Impressions
Video Views
Consideration Engagement
g g
Installations
Polls
Community members
Contest entries
Time Spent
Favorability Pass-along/ Share/ Forward
“like”/ “favorite”
Positive blog coverage, comments
Content creators
www.360i.com Proprietary & Confidential 38
39. Social marketing can have branding equivalents
Brand Metric Social Equivalent
Reach/Awareness Impressions
Video Views
Consideration Engagement
g g
Installations
Polls
Community members
Contest entries
Time Spent
Favorability Pass-along/ Share/ Forward
“like”/ “favorite”
Positive blog coverage, comments
Content creators
Purchase Sales
www.360i.com Proprietary & Confidential 39
40. Social marketing can have branding equivalents
Brand Metric Social Equivalent
Reach/Awareness Impressions
Video Views
Consideration Engagement
g g
Installations
Polls
Community members
Contest entries
Time Spent
Favorability Pass-along/ Share/ Forward
“like”/ “favorite”
Positive blog coverage, comments
Content creators
Purchase Sales
Loyalty Referral
www.360i.com Proprietary & Confidential 40
42. Soft Drink Brand: Digital Brand Health Scorecard
SOCIAL MEDIA BUZZ VOLUME
1.2%
Conversations steadily rose Top Categories Discussed
1.0%
throughout the summer
0.8% Top Overall Categories
0.6% Super Bowl
1. Compare to Competitor
0.4% 2. Product Attributes
3. Marketing/Ad Campaigns
0.2%
0.0%
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Top Product Attributes
BRAND SENTIMENT
1. Taste
(JANUARY 2009-August 2009) 2.
2 Ingredients
3. Carbonation
4. Caffeine
Negative Top Marketing/Ad Campaigns
30% Positive
P ii
44% 1. Vintage ads
Neutral/
2. Ad A
Informational 3. General Marketing
26%
4.
4 Ad B
Source: 360i Analysis of the social media landscape, September 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 42
43. Car Rental Brand: Digital Brand Health Scorecard
Client Buzz Volume
Top Categories Discussed for Client
14% Holiday, spring break, and summer
are high months for car rentals Service Experience (MAR – JUN 2009)
12%
10% General Categories
8%
6% 1. Getting the Rental Car
4% 2. Shopping process/Booking
2%
3. Competitive Mentions
0%
Getting the Rental Car
1. Personal Service
Brand Sentiment For Client X Service Experience 2. Car Selection
(MAR-JUN 2009) 3. Getting to the Location
By # of Posts By # of Impressions
27%
Shopping Process/Booking
37%
1. Price/Rates
49%
2. Coupons/Discounts
7% 3. Book with 3rd Party Site
66%
14%
Source: 360i Analysis of the social media landscape, August 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 43
44. Food Brand: Digital Brand Health Scorecard
Social Media Buzz Volume
4.0% Top Categories Discussed
3.5% Super Bowl (June 2008-2009)
3.0%
2.5%
Holiday General Categories
2.0%
1. Recipes
1.5%
2. Use as condiment
1.0%
3. Purchase Considerations
0.5%
0.0%
0 0%
Purchase Considerations
1. Coupon/Sale
Brand Sentiment (June 2008-2009)
2.
2 Taste
Negative Positive 3. Spice/Heat
1% 8%
Foods/Recipes Mentioned with
Client Y
1. Pizza
2. Hot Dogs
3. Chicken
Neutral
92%
Source: 360i Analysis of the social media landscape, June 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 44
46. Younger males are more likely to be more active in the
online space and most attractive target
5.8 MM
Males 18-54
38.1 MM
Males 35-54 5.8 MM
HHI: $75K+
TARGET
College Grad
CONSUMER Males 18-34
HHI: < $100K
5.6 MM Any College OR
College Grad
Source: 360i analysis of Nielsen @Plan; Summer ‘09;
comScore MediaMetrix Jun 2008 – Jun 2009
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47. The younger social media participants are more
likely to create content online
Males Ages 18-24
18 24 INDEX (All Adults = 100)
Males Ages 24-34
Forrester Technographics Definitions:
Source: Data from Forrester Research
Creators: publish blogs, upload user generated videos, etc. Technographics® surveys, 2008
Critics: post ratings and reviews, comment on blogs, etc.
www.360i.com Proprietary & Confidential 47
48. Newbie Nick is highly engaged in social media as an
active participant
Made a post on Forums/Groups/Boards -
(Yesterday)
212 index
Finance/Business
Fi /B i
Online Games -
News (yesterday)
Casino Gambling
133 index (last 30 days)
Visited a blog
164 index
(y
(yesterday)y)
Made a comment
or post on Social Publish/Own a
Network ( t d )
N t k (yesterday) Blog
261 index
242 index
Technology News Travel – Plan
(yesterday) Business Trip
202 index (last 30 days)
Viewed consumer 104 index
generated video
(yesterday) Source: 360i analysis of Nielsen @Plan – Men
ages 18 to 34, Any College or College Grad, HHI
248 index
<100K; July 2009
www.360i.com Proprietary & Confidential 48
49. Travel influencers are most vocal and can
influence broader audiences
22.6 MM
Car rental shopping
(online last 6 months)
Heavy car rental spender
(online last 6 months)
7.9 MM
TARGET:
INFLUENCER
1.0 MM
Heavy car rental spender
(online last 6 months)
AND travel services i fl
l i influencer
Source: 360i analysis of Nielsen @Plan; Summer’09;
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51. Twitter represents the largest source of
mentions for Client
ANALYSIS BY MEDIA TYPE FOR CLIENT BY # OF POSTS
(AUGUST 2009)
Micro-blogs 40%
Blogs 28%
Forums 22%
Social
6%
Networks
Images 3%
Videos 1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Note: Social Network conversations are underrepresented due to privacy restrictions
Source: 360i Analysis of the social media landscape, September 2009
www.360i.com Proprietary & Confidential 51
52. Blogs have the majority of reach when posts are
weighted by impressions
ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATIONS BY # OF POSTS AND IMPRESSIONS
(MARCH 2009 – JUNE 2009)
By # of Posts By # of Impressions
Micro Blogs,
Forums,
Forums 7% 4%%
Micro Blogs,
17%
Blogs, 37%
Forums, Blogs, 89%
46%
Source: 360i Analysis of the social media landscape, August 2009
www.360i.com Proprietary & Confidential 52
53. People are sharing and asking advice to make
informative purchase decisions about Client
ONLINE CONVERSATION ANALYSIS FOR CLIENT
16% BY # OF POSTS
0%
14%
12%
5% 3%
10% 2%
1%
8% 3%
14% 4% 1%
5% 5%
2%
6%
2%
7% 1%
8% 1%
4%
2% 1%
5% 5% 5%
2% 5% 5%
2% 3% 1%
2% 1%
0% 1% 0% 1%
Positive Neutral/Informational Negative
Source: 360i Analysis of the social media landscape, Jan. - Jun 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 53
54. Most discussions are about the experience getting
the car and the shopping process
ONLINE CONVERSATION ANALYSIS FOR CLIENT X SERVICE EXPERIENCE BY # OF POSTS
(MARCH 2009 – JUNE 2009)
45%
40%
35%
16%
30% 7%
People discuss booking as part of their
25% shopping process. E.g.:
5% “I just booked a rental car from Client X from Costco travel
9%
20% link on weekend rental, Saturday rental is required.
Starting with $10 per day on compact. My 3 d midsize rental
S i ih d M day id i l
15% came out to be $52, tax included.”
10% 21%
18% 4%
6%
5%
7%
1% 3%
2% 1%
0%
Shopping Process/Booking Getting the Car Overall Experience with Returning the Car Transaction
the Car
Positive Neutral/Informational Negative
Source: 360i Analysis of the social media landscape, August 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 54
55. When weighted by impressions the positive
posts become more prominant
ONLINE CONVERSATION ANALYSIS FOR CLIENT SERVICE EXPERIENCE BY # OF IMPRESSIONS
(MARCH 2009 – JUNE 2009)
50%
45% Shopping process and
2% overall experience with
40%
5%
the car become more
35% important because of
the greater reach
30%
25% 4%
20%
35% 12%
15%
23%
10% 2%
5% 9% 5%
0% 1% 2%
Shopping Process/Booking Getting the Car Overall Experience with Returning the Car Transaction
the Car
Positive Neutral/Informational Negative
Source: 360i Analysis of the social media landscape, August 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 55
56. Getting the Car| Customers demand good
customer service and the car they reserved
ONLINE CONVERSATION ANALYSIS FOR GETTING THE CAR BY # OF POSTS
(MARCH 2009 – JUNE 2009)
Source: 360i Analysis of the social media landscape, August 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 56
57. In shopping conversations for Client, many are
spreading the word but are not necessarily buying
PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS
45%
Advocates are 41%
spreading the word, but
40%
they do not say if they
35%
actually bought or
30% intend to buy 29%
25%
20%
15% 15%
15%
10%
5%
0%
Researching Advocating Interest/Intent Customer
Source: 360i Analysis of the social media landscape, April/May 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 57
58. Considerations based on emotion rather than
function play heavily into purchasing
ONLINE CONVERSATION ANALYSIS OF PURCHASE CONSIDERATIONS FOR CLIENT BY POSTS
(JANUARY 2009 – AUGUST 2009)
Affinity Positive
P ii
Performance General
Brand
g
Marketing
Addiction/
Packaging Craving
History
Taste
Low Post Price/ High Post
g
Value
Volume Availability Sugar Ingredients Volume
Calories
DEFINITIONS:
• Affinity purchase consideration: Emotional or Health
impulse-based motivations Concerns
• Performance purchase consideration: Functional,
logic-based motivations
Negative
Source: 360i Analysis of the social media landscape, September 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 58
59. Client has the most positive buzz among the
competitors examined
FAVORABILITY ANALYSIS OF ONLINE CONVERSATIONS FOR CLIENT Z AND COMPETITORS
100% 4% 8% 10% 3%
90%
80%
48%
70% 47%
60%
70% 82%
50%
40%
30%
48% 46%
20%
10% 20%
15%
0%
Liz Claiborne Ann Taylor Tommy Hilfiger Ralph Lauren
Positive Neutral Negative
Source: 360i Analysis of the social media landscape, April/May 2009
Sample size 150 blog posts, board posts, micro-blogs & comments
www.360i.com Proprietary & Confidential 59
61. Thank you!
David Berkowitz
Senior Director, Emerging Media & Innovation
212.703.7257 Secret URL:
bit.ly/
dberkowitz@360i.com
dbrama
Twitter: @dberkowitz
Blog: MarketersStudio.com
Get the full playbook at playbook.360i.com
Keep up on trends at blog.360i.com
Follow 360i on Twitter @360i
www.360i.com Proprietary & Confidential 61
Notes de l'éditeur
Started dialogue Summer months Twitter rise Setting benchmark
Note: A heavy car rental spender has spent over $250 on renting cars in the past 6 months