Measuring What Matters in Social Media (by comScrore) The Best Metrics for Measuring Social Media Effectiveness Измеряем то, что важно в социальных сетях Самые важные метрики для оценки эффективности

1. About the speaker: Tania Yuki
comScore now offers Shareablee. Shareablee is a social
business intelligence platform that helps marketers maximize the
value of their social media efforts with insights about how
consumers are engaging with their brands and competitive brands
across social platforms.
Tania Yuki
CEO and Founder of Shareablee
Tania has spent most of her career in digital marketing,
measurement and analytics, and was recently honored with a Great
Mind Award from the Advertising Research Foundation. She was
named by Forbes one of “12 Women Driving Digital in New York”.
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1

2. Measuring What Matters
in Social Media
The Best Metrics for Measuring Social Media Effectiveness
Tania Yuki, Shareablee CEO and Founder
December 10, 2013
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3. comScore is a leading internet technology company that provides
analytics for a Digital World™
NASDAQ
SCOR
Clients
2,100+ Worldwide
Employees
1,000+
Headquarters
Reston, Virginia, USA
Global Coverage
Measurement from 172 Countries; 44 Markets Reported
Local Presence
32 Locations in 23 Countries
Big Data
Over 1.5 Trillion Digital Interactions Captured Monthly
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4. Providing Insights to Leading Brands
Shareablee is the leading provider of social business intelligence, enabling brands to surface unique and
actionable best practices around brand performance, competitive benchmarking and audience insights.
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5. What does Shareablee do?
Monitor over 15,000 brands
pages daily, and customfit competitor categories for
clients…
…measure all the activity as
well as the unique engaged
users who interact with clients
and their competitors…
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…delivers actionable insights
regarding client’s competitive
set and their own performance
so they can keep growing.
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6. Attendee Poll
Q1:
Q2:
Q3:
Answer Yes if you feel that you
have a good understanding
of how to measure your current
social media results.
Answer Yes if you have a good
understanding of your
competitors’ performance on
key measures, as well as their
best practices.
Answer Yes if you have a
good understanding of how
loyal your audience is,
compared to your competitors.
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7. Three building blocks that drive social marketing success
Rather than focusing on potential fans, savvy social brands hone in on quality activity
and interactions.
Building Block 1:
Building Block 2:
Building Block 3:
Growth
and
Engagement
Metrics
Content
Strategy Metrics
Audience
Quality Metrics
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8. Building Block 1:
Growth and Engagement Metrics
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9. We are wired to love BIG
and to believe that bigger
is better.
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10. A view of Month to Month Category Trends for Total Fans on Facebook
45,000,000,000
Fans (Total) Facebook
169%
40,000,000,000
35,000,000,000
30,000,000,000
25,000,000,000
Health/Beauty
TV Shows
20,000,000,000
Media/News/Publishing
Cars
15,000,000,000
MVPD
10,000,000,000
105%
5,000,000,000
37%
108%
54%
0
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11. A view of Month to Month Category Trends for Total Shares on Facebook
Shares (Total) Facebook
14,000,000
+261%
12,000,000
10,000,000
+214%
Health/Beauty
8,000,000
TV Shows
Media/News/Publishing
6,000,000
Cars
MVPD
4,000,000
-69%%
-32%
+41%
2,000,000
0
January
February
March
April
May
June
July
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August September October November
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12. A look at the BIG numbers: FANS!!
Number of Fans
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
10,000,000
0
June
July
MTV
Disney
August
Starbucks
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September
Walmart
Proprietary.
McDonald's
October
November
BMW
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12

13. But performance is best measured by the size of a company’s active audience
Unique Engaged Audience
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
June
July
MTV
Disney
August
Starbucks
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September
Walmart
Proprietary.
McDonald's
October
November
BMW
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13

14. Q: Who’s Winning on Twitter in the lead-up to Black Friday?
Followers
1,200,000
1,000,000
800,000
600,000
400,000
200,000
0
Target
*November1-25 2013
Amazon.com
Best Buy
Walmart
Nordstrom
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Macy's
eBay
JCPenney
Saks Fifth
Avenue
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TJ Maxx
14

15. A: Best Buy has the greatest audience activation
Unique Engaged Tweeters
8000
7000
6000
5000
4000
3000
2000
1000
0
Target
*November1-25 2013
Amazon.com
Best Buy
Walmart
Nordstrom
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Macy's
eBay
JCPenney
Saks Fifth
Avenue
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TJ Maxx
15

16. How willing is your audience to share content on your behalf?
Cross Platform Amplification:
Who Won Monday night Social Word of Mouth
in November?
Fans
The Blacklist
Castle
41%
The Blacklist
57%
Hostages
365,632
64,361
Castle
3,538,754
Hostages
2%
*Amplification = Shares + Retweets, November 2013
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17. Measuring Black Friday
Share of Social Word of Mouth
Target
5%
Retailer
eBay
4%
Walmart
Walmart
20%
JCPenney
6%
Amazon.com
Average Post
Engagement (%)
0.01%
0.02%
Nordstrom
Macy's
Toys ''R'' Us
7%
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0.01%
eBay
*November1-25 2013, Shareablee ©
0.12%
Target
Macy's
8%
0.02%
JCPenney
Nordstrom
8%
0.14%
Kohl's
QVC
7%
0.12%
QVC
Amazon.com
8%
0.09%
Toys ''R'' Us
Kohl's
7%
0.28%
0.02%
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18. 3 Key Metrics: Growth and Engagement
1) Unique Engaged Audience (not just fans or followers)
2) Amplification (Shares, Retweets)
3) Consistent Activation (average post or tweet engagement)
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19. Building Block 2:
Content Strategy Metrics
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20. What makes social content
shareable?
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21. Monitoring Content Strategy:
Measuring your own (and
your competitors’) optimal:
Competitor
You
- Content Type
- Time of Day/Day of Week
Combinations
- Topics/Calls to Action
18%
8%
% Total Posts
% Total Engagement
With Call to Website
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17%
% Total Posts
26%
% Total Engagement
Without Call to Website
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22. Post Type: Photos consistently drive content performance across these three
verticals, but other post types perform differently
100%
86%
80%
60%
20%
47%
39%
40%
6%
5%
11%
3%
57%
12%
3%
22%
9%
0%
100%
91%
84%
80%
67%
60%
40%
20%
0%
3%
1%
12%
6%
19%
7%
2%
Health/Beauty
Media/News/Publishing
Status
Link
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Video
Proprietary.
4%
5%
TV Shows
Photo
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23. Time of Day: aligning Starbuck’s content strategy with when their social audience is
the most likely to engage
Data represents interactions over the last 6 months
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24. Topics: For this Business Publisher, topics performed very differently on social,
than on their primary web property:
50%
+5%
45%
40%
35%
30%
25%
+7%
20%
15%
-6%
10%
5%
0%
Business and
Economics
Culture
World Politics
% comp
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Science &
Technology
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US Politics
24

25. How much does active language impact engagement?
Call to Comment
Call to Like
Call to Other
Call to Share
Call to Website
Includes Question
% POST
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
43%
28%
30%
11%
18%
4%
11%
3% 4%
3% 3% 2%
Cable Operators
10%
5%
Premium Cable
3% 4%
9%
11%
6%
2% 3% 3% 2%
Basic Cable
8%
TV Shows
% ENGAGEMENT
50%
38%
40%
27%
30%
24%
27%
23%
20%
10%
5%
2% 6%
0%
Telco
9%
9% 8%
1% 2% 1%
4% 6% 5%
Premium Cable Nets
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12% 9%
3%
8%
Basic Cable
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3% 4%
8%
TV Shows
25

26. Monitoring Content Strategy:
Measuring your own (and your competitors’) optimal:
- Content Type
- Time of Day/Day of Week Combinations
- Topics for Engagement vs Sharing
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27. Building Block 3:
Audience Quality Metrics
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28. Now that my fans are engaging…
are they becoming loyal
advocates?
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29. Metrics to monitor: measuring social audience quality
Audience quality metrics assess the characteristics of your social audience,
gauge their loyalty and affinity to your brand, identify influencers and advocates, and
determine their engagement with your content over time relative to your competitors.
 % Returning Users
 Frequency of Actions
 Demographics
 % Shares or Retweets
 Brand Cross Engagement
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30. Beauty Brands: who wins in Loyalty?
Returning Users % Total
Beauty.com
48%
Elizabeth Arden (US)
46%
The Official Shiseido (USA) Page
45%
Sally Hansen
Maybelline
10.5%
44%
ModelCo
Artistry
Sephora
15%
41%
41%
Laura Mercier Cosmetics
Dove
21%
40%
JĀSÖN
39%
Napoleon Perdis
38%
stila cosmetics
37%
0%
10%
20%
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30%
Proprietary.
40%
50%
60%
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31. How much of my engagement consists of what I value most?
100%
90%
80%
70%
73%
69%
70%
78%
60%
90%
50%
40%
30%
20%
3%
13%
8%
25%
28%
10%
14%
14%
9%
5%
0%
*Category Average
DHL
FedEx
Shares
Comments
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UPS
1%
US Postal Service
Likes
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32. Cross-brand engagement: insight into audience behaviors
Think of cross-brand engagement as an
affinity map and profiling tool of sorts.
This metric illustrates how likely your
engaged audience is to interact with:
 categories of content
 your competitors
And can also lead to the discovery of
additional unexpected interests
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33. These two credit cards’ social audiences engage with very different properties
elsewhere on the social web, revealing values, interests and distinct partnership
opportunities
Kohl's
Old Navy
Amazon
Samsung Mobile
Best Buy
eBay
Citibank
Macy's
Visa
Walmart
0
20
40
60
80
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100
Proprietary.
0
10
20
30
40
50
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60
70
80
33

34. Example: snapshot of Disney fans’ top social interactions reveal a high level of
Disney brand loyalty
Disney – Cross Brand Engagement
Disneyland
Walt Disney World
Disney Pixar
60% of the brands
are part of the
Disney family.
Nickelodeon
Disney Channel
ABC Family
YouTube
Marvel
Entertainment Weekly
Discovery
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35. Example: developing an expanded view of MTV’s social viewer’s interests
MTV – Cross Brand Engagement
Cosmopolitan Magazine
Seventeen Magazine
See the table for a look
at the additional social
brands that MTV’s
audience finds valuable
Teen Vogue
The New York Times
Marvel
iTunes
WWE
Glamour
USA TODAY
E! Online
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36. Developing a successful strategy that amplifies your brand
Upon embracing these metrics, the sky’s the limit in the ways that you can experiment, define
and refine the strategy behind your social media communications.
The right social strategy can turn fans into loyal advocates, increase customer interactions
and significantly improve marketing performance.
Building Block 1:
Building Block 2:
Building Block 3:
Growth
and
Engagement
Metrics
Content
Strategy Metrics
Audience
Quality Metrics
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37. Questions?
For more information
 Visit:
www.comscore.com/Shareablee
www.comscore.com
 Email: learnmore@comscore.com
www.facebook.com/comscoreinc
 Contact your comScore Representative
@comScore @shareableelabs
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