Y&R Chicago Social/Digital Planning Director Greg Getner's "Social Awesomeness" presentation from Social Media Week looks at various brands-states in the social space.
1. T O W A R D S S O C I A L
A W E S O M E N E S S
A Q U A N T I F I A B L E R O A D M A P
G R E G G E T N E R
1
# S M W S O C I A L A W E S O M N E S S
0 9 . 2 3 . 2 0 1 4
2. S O C I A L M E D I A H A S B E E N T H E
‘ V O O D O O C H I L D ’ O F M A R K E T I N G
25000
20000
15000
10000
5000
0
T W I T T E R B I O D E S C R I P T I O N S
Warrior
Marketer
Expert
Specialist
Consultant
Guru
Ninja
Source: Professional bio descriptions of social media professionals. Twitter, 2013.
# S M W S O C I A L A W E S O M N E S S 2
3. A B O U T T O D A Y
A Q UA N T I F I A B L E R OADMAP
TOWARDS SOCIAL AWE SOMENE S S
• S O M E D E F I N I T I O N S
• T H E S O C I A L A S S E T V A L U A T O R ( B E T A )
• T H E A R T & S C I E N C E O F S A V
• F U R T H E R R E S O U R C E S
• Q & A
# S M W S O C I A L A W E S O M N E S S 3
4. M E : Q U A N T I F I E D
/greggetner @greggetner /greggetner /gregorygetner
Friends
Friends I know
Friends I actually speak to
532
234
3
126
5
0
97
5
0
500
345
9
Source: Snapshot of my friend base across multiple social channels as of Sept, 2014.
Numbers are estimates and may vary from actual friends Greg knows or speaks to.
# S M W S O C I A L A W E S O M N E S S 4
5. M E : C O N T E N T A N A LY S I S
T H I N G S I P O S T A B O U T
0 10 20 30 40 50 60 70 80
Argentine Tango
Happy birthdays
Random musings
Food
Other
Unintelligible Jibberish
# S M W S O C I A L A W E S O M N E S S 5
6. P R O F E S S I O N A L S T U F F
# S M W S O C I A L A W E S O M N E S S 6
7. “ O U R
J O B
I S T O
R E S I S T
T H E
U S UA L”
- R AY
R U B I C A M
# S M W S O C I A L A W E S O M N E S S 7
8. B E F O R E W E D I V E I N ,
S O M E D E F I N I T I O N S
• S O C I A L M E D I A ( & S O C I A L ST R ATEGY )
• DATA
• MODELS
# S M W S O C I A L A W E S O M N E S S 8
9. S O C I A L M E D I A /
S O C I A L S T R A T E G Y
# S M W S O C I A L A W E S O M N E S S 9
10. F R O M A N A G E N C Y
P E R S P E C T I V E
T Y P E S O F S O C I A L M E D I A
P A I D
E A R N E D O W N E D
# S M W S O C I A L A W E S O M N E S S 10
11. W H A T S A V M E A S U R E S
T Y P E S O F S O C I A L M E D I A
P A I D
E A R N E D O W N E D
# S M W S O C I A L A W E S O M N E S S 11
12. S O C I A L S T R A T E G Y I S
J U S T S T R A T E G Y
# S M W S O C I A L A W E S O M N E S S 12
13. W H E R E
A R E Y O U
T O D A Y
W H E R E
Y O U W A N T
T O G O
T O M O R R O W
H O W Y O U
G E T
T H E R E
H O W
Y O U ’ L L
M E A S U R E
I T A L L
# S M W S O C I A L A W E S O M N E S S 13
14. D A T A
# S M W S O C I A L A W E S O M N E S S 14
15. S O C I A L I S T H E W O R L D ’ S
L A R G E S T F O C U S G R O U P
# S M W S O C I A L A W E S O M N E S S 15
16. 4 T Y P E S O F D A T A
R E P O R T E D A P P E N D E D
I N F O P E O P L E T E L L
Y O U
I N F O A D D E D B Y
O T H E R S O U R C E S
I N F E R R E D O B S E R V E D
I N F O S U G G E S T E D B Y
D A T A
I N F O D I R E C T L Y
P E R C E I V E D
# S M W S O C I A L A W E S O M N E S S 16
17. M O D E L S
# S M W S O C I A L A W E S O M N E S S 17
18. E V E R Y A D S T R A T E G Y
P R E S E N T A T I O N N E E D S
T H I S :
A B
B O T H A & B
# S M W S O C I A L A W E S O M N E S S 18
19. E V E R Y A D S T R A T E G Y
P R E S E N T A T I O N N E E D S
T H I S :
A B
B O T H A & B
( O R T H I S )
# S M W S O C I A L A W E S O M N E S S 19
20. 20
THE AD AGENCY – CARB LOVE FEST
Bagel Volume
# S M W S O C I A L A W E S O M N E S S
Time
8am
(client service)
9am
(planning)
10am
(creative)
A peculiar and
universal
phenomenon
5pm
RATE OF BAGEL CONSUMPTION ON BAGEL WEDS
21. S A V ( B E T A )
# S M W S O C I A L A W E S O M N E S S 21
22. 22
M O D E L O V E R V I E W
What i t is :
The Social asset valuator model shows where you and
your competitors stand relative to the state of true
social awesomeness.
Where it comes from:
Based on analysis of observed “big data” from
thousands of brands across multiple verticals.
Why we do it :
I t provides a quantifiable framework f o r us to articulate
a path forward for our brand in social media.
# S M W S O C I A L A W E S O M N E S S
23. 23
THE PATH TO SOCIAL AWESOMENESS
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
B R A N D A C T I V I T Y
24. 24
F O U R C A T E G O R I E S O F
B R A N D S
P R O D U C E R R I S I N G
B R A N D A C T I V I T Y A P P R E N T I C E
# S M W S O C I A L A W E S O M N E S S
S TA R
S U P E R S TA R
C O M M U N I T Y V I B R A N C Y
25. 25
A P P R E N T I C E B R A N D S
N E E D T O G R O W
B R A N D A C T I V I T Y A P P R E N T I C E
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
26. P R O D U C E R B R A N D S N E E D
E N G A G E M E N T
26
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
B R A N D A C T I V I T Y
P R O D U C E R
27. 27
R I S I N G S T A R B R A N D S
N E E D M O R E L O V E
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
B R A N D A C T I V I T Y
R I S I N G S TA R
28. 28
S U P E R S T A R B R A N D S A R E
S I M P L Y A W E S O M E
B R A N D A C T I V I T Y S U P E R S TA R
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
Thus socially awesome brands are fan-powered brands, with large, engaged, vibrant communities
29. T H E S C I E N C E
T H E A R T
# S M W S O C I A L A W E S O M N E S S 29
30. 30
K P I 1 : A U D I E N C E S T R E N G T H
The size and rate of fan growth across your networks, relative to
your competitive set
Fans
Growth
# S M W S O C I A L A W E S O M N E S S
Rate
Followers
Growth
Rate
Views
Growth
Rate
Followers
Growth
Rate
Followers
Growth
Rate
261,584
12.25%
67.6 K
23.28%
9,884,074
.9%
2,848
48.09%
1,429
13.28%
191,744
30.1%
44 K
16.2%
99,932
27.94%
1,620
27.3%
N/A
N/A
650,617
17.75%
66.4 K
44.6%
11,367,252
450.07%
3,334
N/A
2,026
14.9%
330,760
21.48%
21.5 K
112.07%
271,286
24.47%
8,546
71.36%
N/A
N/A
99,583
9.3%
8,841
46.45%
N/A
N/A
N/A
N/A
446
-16.64%
810,371
1.82%
50 K
24.18%
N/A
N/A
1,260
103.14%
N/A
N/A
O U R B R A N D
C O M P E T I T O R
C O M P E T I T O R
C O M P E T I T O R
C O M P E T I T O R
C O M P E T I T O R
Client Confidential. Total fan size as of 9.13.14. Growth percentage is YTD –
from period of 1.1.14 – 9.13.14.
31. 31
K P I 2 : E N G A G E M E N T S T R E N G T H
This is the measure of audience responses to a brand’s content and
activity on a social network
The Audience Recept ion Ra te i s the es t ima te of the number of br and
followers who stand to actively receive and view a brand’s content.
# S M W S O C I A L A W E S O M N E S S
Courtesy: Unmetric
32. 32
K P I 3 : FA N A D V O C A C Y
Fan advocacy refers to the likelihood of your social network fans to
recommend your brand to others.
There a re a number of lever s we can pul l to addres s l i kel ihood to recommend – one of
which is nurturing your MVFs (discussed later).
# S M W S O C I A L A W E S O M N E S S
Source: LoudDoor. Social net promoter score (NPS) fielded on Facebook Fan Communities 2013-2014
33. 33
THE COMBINATION OF THESE FACTORS
YIELDS THE BRAND’S CURRENT STATE
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
B R A N D A C T I V I T Y
✪
Content, Campaigns, Channels
Audience Strength + Audience Engagement + Brand Advocacy
For more information on the algorithm, please refer to the further
Resources section at the end of this presentation
34. T H E S C I E N C E
T H E A R T
# S M W S O C I A L A W E S O M N E S S 34
35. H O W D O W E G O F R O M O U R
C U R R E N T S T A T E . .
35
B R A N D A C T I V I T Y A P P R E N T I C E
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
36. 36
. . T O O U R F U T U R E S T A T E ?
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
B R A N D A C T I V I T Y
R I S I N G S TA R
37. 37
W E D E C O N S T R U C T E D T O P
B R A N D S
AUTOMOTIVE FINANCE FOOD/BEVERAGE
RETAIL TECHNOLOGY LUXURY
# S M W S O C I A L A W E S O M N E S S
38. A F E W C O M M O N
C H A R A C T E R I S T I C S . . .
# S M W S O C I A L A W E S O M N E S S 38
39. 39
T H E Y ’ R E G O O D
C O N V E R S A T I O N A L I S T S
HARNESS THE POWER OF CROWDS
HAV E A STRONG POV
PART OF THE CULTURAL CONVERSAT ION
# S M W S O C I A L A W E S O M N E S S
40. 40
T H E ‘ W I S D O M ’ O F C R O W D S
# S M W S O C I A L A W E S O M N E S S
41. 41
B R A N D C O - C R E A T I O N
# S M W S O C I A L A W E S O M N E S S
42. H A V E A P O V
# S M W S O C I A L A W E S O M N E S S 42
43. 43
K I N D N E S S
# S M W S O C I A L A W E S O M N E S S
44. 44
M I N D F U L N E S S
# S M W S O C I A L A W E S O M N E S S
45. P A R T O F T H E C U L T U R A L
D I A L O G U E
# S M W S O C I A L A W E S O M N E S S 45
46. 46
C U L T U R E S U R F I N G
B U R ST S O F
C U LT U R E
T h e h e r e a n d n ow.
M e m e s , r e a l e v e n t s , e t c .
# S M W S O C I A L A W E S O M N E S S
WAV E S OF
C U LT U R E
L a s t s a fe w d a y s , s u c h
a s a b i g n ews e v e n t
S W E L L S O F
C U LT U R E
L o n g e r t u r n c u l t u r a l s h i f t s
t h a t b u i l d o v e r t ime
47. 47
C U L T U R E C R E A T I O N
“ R E D B U L L I S A P U B L I S H I N G E M P I R E T H A T
H A P P E N S T O S E L L A B E V E R A G E ”
- MASHABLE
# S M W S O C I A L A W E S O M N E S S
48. 48
T O O L S Y O U C A N U S E T O
M E A S U R E Y O U R B R A N D ’ S
F O O T P R I N T
1 D I Y
# S M W S O C I A L A W E S O M N E S S
49. 49
T O O L S Y O U C A N U S E T O
M E A S U R E Y O U R B R A N D ’ S
F O O T P R I N T
1 D I Y
2 H I R E A S M A R T M A T H G U Y
# S M W S O C I A L A W E S O M N E S S
O R A N A L Y T I C S D E P T
( I F Y O U ’ R E L U C K Y )
50. 50
T O O L S Y O U C A N U S E T O
M E A S U R E Y O U R B R A N D ’ S
F O O T P R I N T
1 D I Y
2 H I R E A S M A R T M A T H G U Y
# S M W S O C I A L A W E S O M N E S S
O R A N A L Y T I C S D E P T
( I F Y O U ’ R E L U C K Y )
3 P A R T N E R W I T H A 3 R D
P A R T Y V E N D O R
51. 51
3 R D P A R T Y V E N D O R S W E
L I K E
S Y S O M O S U N M E T R I C
I C O N O C U LT U R E
# S M W S O C I A L A W E S O M N E S S
P A I D
C O M PA R E M E D I A
E A R N E D O W N E D
52. C O R R E L AT I O N O F B AV TO S O C I A L
F O L L O W @ Y R F O R M O R E I N F O I N T H E
COMING MONTHS
Differentiation > Relevance Differentiation < Relevance Strong on Both
DIF REL DIF REL DIF REL
# S M W S O C I A L A W E S O M N E S S 52
53. 53
I N F O O N T H E A L G O R I T H M
# S M W S O C I A L A W E S O M N E S S
C O M M U N I T Y V I B R A N C Y
B R A N D A C T I V I T Y
P le a s e c o nt a c t :
Gre g g e tn e r
Gre g . g e tner@yr.com
@gre g g e tn e r