The document discusses the need for analytics in social media to help move it beyond experimentation for businesses. It introduces the MarketBridge Social Quotient (SQ) Index, which provides a standardized way to score companies' social media performance across various metrics. The SQ Index is illustrated using examples from the cruise, hotel, and destination industries. It shows how the indexes can identify leaders in different areas and best practices across social networks and metrics.

1. ©2012 MarketBridge Corp.– 1 –
MARKETBRIDGE PRESENTS
SCORECARD
BUILDING A BETTER
Why The Maturity of Social Media Is
Dependent on Analytics
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Bethesda, MD 20814
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415-986-5800
www.market-bridge.com
@marketbridge

2. 12345
STROKE
COUNT

3. STROKE
COUNT
123452x106

4. - Strokes per hole
- Strokes per course
- Strokes per hole
- Strokes per course
- Hazards
- Par per hole
- Course rank
- Competitors
- Handicap
- Wind Speed
- Wind Direction
- Club Selection
- Time of Day
- Stress Level
AMATEUR METRICS PRO METRICS

5. SOCIAL MARKETING
FOR AMATEURS
SOCIAL MARKETING
FOR PROFESSIONALS
- Facebook Likes
- Twitter Followers
- Pinterest Followers
- Share of Voice
- Share of Conversation
- Brand Sentiment
- Rate of Growth
- % POS Referral Traffic
- Twitter Mentions
- Twitter Retweets
- Twitter Listed
- % Seniority LinkedIn
- Product Recommendations

6. B2B Services
August 2011
B2B Products
February 2012
18%
13%
August
2009
17%
August
2010
17%
August
2011
19%
August
2012
Social marketing spend will continue to
demand more of your budget
B2B Products
August 2011
B2B Services
February 2012
13%
18%
19%
* Survey done by CMOSurvey.org. Survey Sample: 4674 Top US Marketers at Fortune 1000, Forbes Top 200 and Top
Marketers who are AMA members or Duke University Alumni and Friends. 531 responded for a 11.3% response rate.
86% of respondents VP-level or above.
Q: What percentage of your overall
marketing budget do you expect to
allocate to social marketing in the next 5
years?*

7. 47%
* Survey done by Pivot in conjunction with Altimeter Group and Hudson Group. Survey Sample: October
2012 survey. 185 brand managers, marketers and directors surveyed for the Pivot Conference .
Budget
Unclear
outcomes
Absence of clear social
strategy for brand
Lack of understanding
benefits of social media
Executive skepticism
Lack of metrics
45%
42%
39%
39%
37%
Q: What prevents your organization from moving beyond experimentation in social marketing ?*
Copyright © 2013 MarketBridge Inc., All Rights Reserved.
Yet Executives Continue To View Social Media As
An Experimental Channel

8. 8
Defining
PARAMETERS
Overview
ANALYSIS
Pillar
ANALYSIS
Competitiv
e
ANALYSIS
Strategic
GUIDANC
E
METRICS
MATTER1

9. M A Y
2010
Facebook
changes
“Fan” to
“Like”
J U L
2011
Twitter
introduces
“Promoted”
Tweets
S E P
2011
Facebook
adds
“Subscribers”
to “Likes”
O C T
2012
Facebook
introduces
“Promoted”
posts
D E C
2012
Facebook
changes
“Subscribers” to
“Followers”
J U N
2010
LinkedIn
adds own
version of
“Like”
The Lack of Consistency in Social
Metrics Creates Confusing Reports

10. Social Metrics Demand Context To
Have Any Form of Relevance
60%
65%
70%
75%
80%
85%
90%
95%
100%
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Bermuda USVI Aruba Bahamas Riviera Maya Jamaica Cancun
PositiveBrandSentiment
FacebookLikes
Facebook Likes Positive Sentiment

11. Social Metrics Demand Context To
Have Any Form of Relevance
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
USVI Bermuda Aruba Riviera Maya Bahamas Cancun Jamaica
ShareofVoice
TwitterFollowers
Twitter Followers Share of Voice

12. 12
Defining
PARAMETERS
Overview
ANALYSIS
Pillar
ANALYSIS
Competitiv
e
ANALYSIS
Strategic
GUIDANC
E
SOCIAL
QUOTIENT2

13. DIRECT
REACH
Measure of immediate
fans and followers in
owned networks
POTENTIAL
REACH
Extended audience not
necessarily in owned
networks
ENGAGED
COMMUNITY
Degree to which social
community interacts with
and promotes brand
INDUSTRY
IMPACT
Measure of how much
social conversations is
impacting the industry
BRAND
SENTIMENT
Measure of the consumer
opinion of the brand inside
social conversations
SOCIAL
ACCESSIBILIT
YEase with which people
can reach the brand
through social channels
CONVERSION
POTENTIAL
Viability of the social
media space to
generate conversions
SOCIAL
INFLUENCE
Measure of social
channel motivating
others towards action
COMMUNITY
DEVELOPMEN
TMeasure of intentionality
of brand to cultivate an
engaged community
DR PR EC II
BS SA CP SI CD
The Social Nine

14. .05 .25 .50 .75 1.0Facebook Likes
Facebook People
Talking About This
Twitter Followers
Extended Twitter
Followers
Company Page
Followers
Specialized Group
Members
Employees on
LinkedIn
10%
5%
20%
5%
10%
5%
20%
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
Sample
normalization of
scores to
equate the
measurements
POTENTIAL REACH
Potential Reach is defined as the number of possible viewers the brand was able to
extend it’s message to during the period measured. Weights change based on
industry and market.
PR

15. This approach becomes an objective and
relevant scoring among competitors
+
Each brand is given an overall score to display
competitive ranking among competitors. The
stacked bar format then allows for you to see
how well each brand performed in each category
as well to immediately assess areas of strengths
and weaknesses.
SQ Scores Are Categorical To Allow
for Breakdown of Performance

16. REACH ENGAGE CONVERT EXPAND
DR Direct Reach
PR Potential Reach
EC Engaged Community
II Industry Impact
BS Brand Sentiment
SA Social Accessibility
CP Conversion Potential
SI Social Influence
CD Community Development

17. Metrics
RELEVANCE
Five
KEYS
Case
STUDY
SQ
INDEX
Contact
US
Social Metrics Do Not Have To Be Isolated to
Top-Of-The-Funnel Strategies

18. Metrics
RELEVANCE
Five
KEYS
Case
STUDY
SQ
INDEX
Contact
US
Social Metrics Do Not Have To Be Isolated to
Top-Of-The-Funnel Strategies

19. 19
Defining
PARAMETERS
Overview
ANALYSIS
Pillar
ANALYSIS
Competitiv
e
ANALYSIS
Strategic
GUIDANC
E
TRAVEL
RESULTS3

20. 26.5
59.2
60.1
67.1
73.1
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
Celebrity
Royal
Carribbean
Disney
Cruise Lines
Princess
Carnival
SQ Index
Direct Reach
Potential Reach
Engaged Community
Industry Impact
Brand Sentiment
Social Accessibility
Conversion Potential
Social Influence
Community Development
Cruise Industry SQ Index
April 1-30, 2013

21. COMMUNITY
DEVELOPMENT
Facebook PTAT vs Facebook ROG April 2013
Community Development scores the intentionality of the brand to grow their
social followings across the various networks.
How Does Princess Do It?
LEADER
1
2
Users Remain Engaged on Facebook
Despite note having the largest Facebook community, Princess’ social
following on the channel consistently share out content.
High Number of Views on YouTube
Princess ranks 4th in overall YouTube subscribers, but their 7M+ views on
the channel reflects the content getting shared through other channels
and contributes to Facebook’s PTAT score as mentioned above.
Best Practices
3
Competitive Downstream Traffic
Facebook ranks among the top ten destination sites for traffic leaving their
website.
SQ Index Highlights - Cruise
0%
2%
4%
6%
8%
10%
12%
14%
16%
0
10,000
20,000
30,000
40,000
50,000
60,000
Princess Disney Carnival Royal Celebrity
FacebookROG
FacebookPTAT
PTAT FB ROG

22. BRAND
SENTIMENT
Facebook PTAT vs Facebook ROG April 2013
Brand Sentiment seeks to quantify consumer and media opinion based on posts
and discussions in social channels.
How Does Disney Do It?
LEADER
1
2
Media Outlets Significantly More Critical
Despite mainstream news outlets carrying stories that were not entirely
glamorous, social users for cruise brands were consistently more
positive (and at times defensive) about their favorite brand.
Disney’s Use of Twitter Significant
Disney carried the highest number of Twitter followers and Retweets for
the competitive set. This essentially placed Disney in greater control of
their brand message given the loyalty they have earned from their
Followers.
Observations
SQ Index Highlights - Cruise
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Princess Disney Royal
Carribbean
Carnival Celebrity
Positive Media Sentiment Positive Consumer Sentiment

23. 25.6
47.5
50.9
61.1
88.9
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
Wyndham
Hotels &
Resorts
Waldorf
Astoria
Park Hyatt
Intercontinen
tal
Ritz-Carlton
SQ Index
Direct Reach
Potential Reach
Engaged Community
Industry Impact
Brand Sentiment
Social Accessibility
Conversion Potential
Social Influence
Community Development
Hotel Industry SQ Index
Luxury Category :: April 1-30, 2013

24. POTENTIAL
REACH
Twitter Mentions vs Extended Reach April 2013
Potential Reach defines the extended audience (not necessarily in owned
networks) that is accessible to the brand message.
How Does Ritz-Carlton Do It?
LEADING
BRAND
Best Practices
SQ Index Highlights - Hotel LEADING
HOTEL
1
2
To Put It Simply.... They Get Twitter
Participating in #FF results in the Ritz brand coming off as social
saavy and results in new followers.
Twitter is the Medium... Customer
Service is the Strategy
The Ritz-Carlton responds to CSR tweets and gets recognized by the
social community for their intimacy.
3
Leveraging Influencers as Week-Long
Celebrities
The brand “courts” travel writers and other travel influencers by
inviting them to be a “rep” for the hotel for a week at a time.
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
ICH Ritz-Carlton Park Hyatt Waldorf
Astoria
ExtendedTwitterReach
TwitterMentions
Twitter Mentions Extended Twitter Followers

25. Destination Industry SQ Index
April 1-30, 2013
31.6
36.1
55.2
61.6
65.7
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0
Chicago
Washington DC
Orlando
New York
San Francisco
SQ Index
Direct Reach
Potential Reach
Engaged Community
Industry Impact
Brand Sentiment
Social Accessibility
Conversion Potential
Social Influence
Community Development

26. ENGAGED
COMMUNITY
Facebook PTAT vs YouTube Views April 2013
Engaged Community measures the degree to which social base interacts with and
shares the brand’s content and messaging.
How Does Visit Orlando Do It?
LEADER
1
2
Users Remain Engaged on Facebook
Facebook PTAT remains consistently above average for competitive set.
High Number of Views on YouTube
Over 500,000 views for channel. San Francisco followed with 472,000.
Best Practices
3
Strong Presence Across Networks
Combination of above two points, as well as having third highest Likes on
Pinterest.
SQ Index Highlights - CVB
0
100000
200000
300000
400000
500000
600000
700000
0
1000
2000
3000
4000
5000
6000
7000
Orlando New York Chicago DC
YouTubeChannelViews
FacebookPTAT
Facebook PTAT YouTube Views

27. Lane Douglas
Email: ldouglas@market-bridge.com
Twitter: @lanedouglas
Slideshare: /lanedouglas
The
MARKETBRIDGE
SQ INDEX
The definitive way
businesses score
social media
www.market-bridge.com