Analytics for Social Media: Making Sense of  Key Conversation Indicators David Berkowitz Senior Director of Emerging Media...
Getting started: Use KCI SM  to address your goals in social marketing  <ul><li>360i offers  KCI SM , a service which esta...
Brand Health Scorecards
Soft Drink Brand: Digital Brand Health Scorecard BRAND SENTIMENT (JANUARY 2009-August 2009)  SOCIAL MEDIA BUZZ VOLUME Top ...
Car Rental Brand: Digital Brand Health Scorecard Brand Sentiment For Client X Service Experience  (MAR-JUN 2009)  Client B...
Food Brand: Digital Brand Health Scorecard Brand Sentiment (June 2008-2009)  Social Media Buzz Volume  General Categories ...
Persona Development:  Who is the client’s customer online?
Younger males are more likely to be more active in the online space and most attractive target  38.1 MM 5.8 MM Males 18-34...
The younger social media participants are more likely to create content online Source: Data from Forrester Research Techno...
Newbie Nick is highly engaged in social media as an active participant Visited a blog (yesterday) Source: 360i analysis of...
Travel influencers are most vocal and can influence broader audiences Car rental shopping (online last 6 months) Heavy car...
Where are conversations occurring,  and how many people are they reaching?
Twitter represents the largest source of mentions for Client Source: 360i Analysis of the social media landscape, Septembe...
Blogs have the majority of reach when posts are weighted by impressions ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATION...
People are sharing and asking advice to make informative purchase decisions about Client ONLINE CONVERSATION ANALYSIS FOR ...
Most discussions are about the experience getting the car and the shopping process  ONLINE CONVERSATION ANALYSIS FOR CLIEN...
When weighted by impressions the positive posts become more prominant ONLINE CONVERSATION ANALYSIS FOR CLIENT SERVICE EXPE...
Getting the Car|  Customers demand good customer service and the car they reserved ONLINE CONVERSATION ANALYSIS FOR GETTIN...
In shopping conversations for Client, many are spreading the word but are not necessarily buying PURCHASE FUNNEL ANALYSIS ...
Considerations based on emotion rather than function play heavily into purchasing  Positive Negative High Post Volume Low ...
Client has the most positive buzz among the competitors examined FAVORABILITY ANALYSIS OF ONLINE CONVERSATIONS FOR CLIENT ...
Thank you! <ul><li>David Berkowitz </li></ul><ul><li>Senior Director of Emerging Media & Innovation </li></ul><ul><li>360i...
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Analytics for Social Media: Making Sense of Key Conversation Indicators

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Measuring the success of social programs is one of the biggest challenges facing marketers today. Which metrics should brands use to measure success? And how do these metrics tie back to broader marketing objectives? At the 2009 SMX East Conference, 360i's David Berkowitz shared his insights on these issues as an expert on the Analytics for Social Media panel. David, our Senior Dir. of Emerging Media & Client Strategy, explained how marketers can use Key Conversation Indicators (KCIsSM) to meet and measure their online goals.

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  • 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
  • Voiceover – not SN profile areas
  • Do neutral quote
  • Transcript of "Analytics for Social Media: Making Sense of Key Conversation Indicators"

    1. 1. Analytics for Social Media: Making Sense of Key Conversation Indicators David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 [email_address] blog.360i.com / MarketersStudio.com Twitter: @dberkowitz Download this PPT at bit.ly/smxsocial
    2. 2. Getting started: Use KCI SM to address your goals in social marketing <ul><li>360i offers KCI SM , a service which establishes/evaluates social marketing metrics to measure online buzz around brands and campaigns </li></ul><ul><li>The KCI SM Key Conversation Indicators service measures social engagement and expression of opinion, not merely actions </li></ul><ul><li>KCI SM measures: </li></ul><ul><li>Conversation Volume </li></ul><ul><li>Sentiment / Favorability </li></ul><ul><li>Topics of conversation </li></ul><ul><li>Purchase considerations </li></ul><ul><li>Brand associations </li></ul>
    3. 3. Brand Health Scorecards
    4. 4. Soft Drink Brand: Digital Brand Health Scorecard BRAND SENTIMENT (JANUARY 2009-August 2009) SOCIAL MEDIA BUZZ VOLUME Top Overall Categories <ul><li>Compare to Competitor </li></ul><ul><li>Product Attributes </li></ul><ul><li>Marketing/Ad Campaigns </li></ul>Top Product Attributes <ul><li>Taste </li></ul><ul><li>Ingredients </li></ul><ul><li>Carbonation </li></ul><ul><li>Caffeine </li></ul>Top Categories Discussed Source: 360i Analysis of the social media landscape, September 2009 Sample size 150 blog posts, board posts, micro-blogs & comments Top Marketing/Ad Campaigns <ul><li>Vintage ads </li></ul><ul><li>Ad A </li></ul><ul><li>General Marketing </li></ul><ul><li>Ad B </li></ul>Conversations steadily rose throughout the summer Super Bowl
    5. 5. Car Rental Brand: Digital Brand Health Scorecard Brand Sentiment For Client X Service Experience (MAR-JUN 2009) Client Buzz Volume General Categories <ul><li>Getting the Rental Car </li></ul><ul><li>Shopping process/Booking </li></ul><ul><li>Competitive Mentions </li></ul>Getting the Rental Car <ul><li>Personal Service </li></ul><ul><li>Car Selection </li></ul><ul><li>Getting to the Location </li></ul>Shopping Process/Booking <ul><li>Price/Rates </li></ul><ul><li>Coupons/Discounts </li></ul><ul><li>Book with 3 rd Party Site </li></ul>Top Categories Discussed for Client Service Experience (MAR – JUN 2009) Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments Holiday, spring break, and summer are high months for car rentals By # of Posts By # of Impressions
    6. 6. Food Brand: Digital Brand Health Scorecard Brand Sentiment (June 2008-2009) Social Media Buzz Volume General Categories <ul><li>Recipes </li></ul><ul><li>Use as condiment </li></ul><ul><li>Purchase Considerations </li></ul>Purchase Considerations <ul><li>Coupon/Sale </li></ul><ul><li>Taste </li></ul><ul><li>Spice/Heat </li></ul>Foods/Recipes Mentioned with Client Y <ul><li>Pizza </li></ul><ul><li>Hot Dogs </li></ul><ul><li>Chicken </li></ul>Top Categories Discussed (June 2008-2009) Super Bowl Source: 360i Analysis of the social media landscape, June 2009 Sample size 150 blog posts, board posts, micro-blogs & comments Holiday
    7. 7. Persona Development: Who is the client’s customer online?
    8. 8. Younger males are more likely to be more active in the online space and most attractive target 38.1 MM 5.8 MM Males 18-34 HHI: < $100K Any College OR College Grad Source: 360i analysis of Nielsen @Plan; Summer ‘09; comScore MediaMetrix Jun 2008 – Jun 2009 Males 18-54 TARGET CONSUMER 5.8 MM Males 35-54 HHI: $75K+ College Grad
    9. 9. The younger social media participants are more likely to create content online Source: Data from Forrester Research Technographics® surveys, 2008 Forrester Technographics Definitions : Creators: publish blogs, upload user generated videos, etc. Critics: post ratings and reviews, comment on blogs, etc. Males Ages 18-24 Males Ages 24-34 INDEX ( All Adults = 100)
    10. 10. Newbie Nick is highly engaged in social media as an active participant Visited a blog (yesterday) Source: 360i analysis of Nielsen @Plan – Men ages 18 to 34, Any College or College Grad, HHI <100K; July 2009 Made a post on Forums/Groups/Boards - (Yesterday) Publish/Own a Blog Made a comment or post on Social Network (yesterday) Viewed consumer generated video (yesterday) Technology News (yesterday) Travel – Plan Business Trip (last 30 days) Finance/Business News (yesterday) Online Games -Casino Gambling (last 30 days) 164 index 261 index 104 index 248 index 202 index 242 index 133 index 212 index
    11. 11. Travel influencers are most vocal and can influence broader audiences Car rental shopping (online last 6 months) Heavy car rental spender (online last 6 months) 22.6 MM 7.9 MM Heavy car rental spender (online last 6 months) AND travel services influencer Source: 360i analysis of Nielsen @Plan; Summer’09; TARGET: INFLUENCER 1.0 MM
    12. 12. Where are conversations occurring, and how many people are they reaching?
    13. 13. Twitter represents the largest source of mentions for Client Source: 360i Analysis of the social media landscape, September 2009 ANALYSIS BY MEDIA TYPE FOR CLIENT BY # OF POSTS (AUGUST 2009) Note: Social Network conversations are underrepresented due to privacy restrictions
    14. 14. 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) Source: 360i Analysis of the social media landscape, August 2009 By # of Posts By # of Impressions
    15. 15. People are sharing and asking advice to make informative purchase decisions about Client ONLINE CONVERSATION ANALYSIS FOR CLIENT BY # OF POSTS Source: 360i Analysis of the social media landscape, Jan. - Jun 2009 Sample size 150 blog posts, board posts, micro-blogs & comments
    16. 16. 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) Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments People discuss booking as part of their shopping process. E.g.: “ I just booked a rental car from Client X from Costco travel link on weekend rental, Saturday rental is required. Starting with $10 per day on compact. My 3 day midsize rental came out to be $52, tax included.”
    17. 17. When weighted by impressions the positive posts become more prominant ONLINE CONVERSATION ANALYSIS FOR CLIENT SERVICE EXPERIENCE BY # OF IMPRESSIONS (MARCH 2009 – JUNE 2009) Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments Shopping process and overall experience with the car become more important because of the greater reach
    18. 18. 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
    19. 19. In shopping conversations for Client, many are spreading the word but are not necessarily buying PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS Source: 360i Analysis of the social media landscape, April/May 2009 Sample size 150 blog posts, board posts, micro-blogs & comments Advocates are spreading the word, but they do not say if they actually bought or intend to buy
    20. 20. Considerations based on emotion rather than function play heavily into purchasing Positive Negative High Post Volume Low Post Volume ONLINE CONVERSATION ANALYSIS OF PURCHASE CONSIDERATIONS FOR CLIENT BY POSTS (JANUARY 2009 – AUGUST 2009) Source: 360i Analysis of the social media landscape, September 2009 Sample size 150 blog posts, board posts, micro-blogs & comments Affinity Performance <ul><li>DEFINITIONS: </li></ul><ul><li>Affinity purchase consideration: Emotional or impulse-based motivations </li></ul><ul><li>Performance purchase consideration: Functional, logic-based motivations </li></ul>Marketing General Brand Health Concerns History Sugar Addiction/ Craving Calories Price/ Value Availability Packaging Ingredients
    21. 21. Client has the most positive buzz among the competitors examined FAVORABILITY ANALYSIS OF ONLINE CONVERSATIONS FOR CLIENT Z AND COMPETITORS Source: 360i Analysis of the social media landscape, April/May 2009 Sample size 150 blog posts, board posts, micro-blogs & comments
    22. 22. Thank you! <ul><li>David Berkowitz </li></ul><ul><li>Senior Director of Emerging Media & Innovation </li></ul><ul><li>360i </li></ul><ul><li>212.703.7257 </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @dberkowitz </li></ul><ul><li>Blog: MarketersStudio.com </li></ul>Keep up on trends at blog.360i.com Follow 360i on Twitter @360i Download this PPT at bit.ly/smxsocial

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