Social Brands 100 2012 Methodology explained

Social Brands 100 -The Methodology in detailMay 2012 © Lawton Communications Group Ltd

Purpose • Social Brands 100 is an annual initiative to identify and acknowledge high performing social brands • Social Brands 100 exists to: • Make a data driven and rigorous contribution to the ‘Social ROI’ debate • Gain insight into the trends and patterns around social high performers • Provide benchmarking across diverse companies, and sectors •This presentation outlines in detail the methodology used to create the Social Brands 100 ranking © Lawton Communications Group Ltd

Social Brands 100 - key stages • January to February - nominations are crowd-sourced via the @socialbrands100 account on Twitter • February to April - the long-list of nominations are shortlisted down to 100 brands based on a Data Score compiled in conjunction with SB100’s social media monitoring partner, Brandwatch • April to May - an expert panel of judges scores each brand providing the Panel Score • May - ﬁnal Social Brands 100 ranking is announced based on the combined Data Score and Panel Score, which determine Social Brand Score © Lawton Communications Group Ltd

Social Brands 100 - Methodology • The methodology is based upon three core principles of social brands - • Win-win relationships • Active listening • Appropriate social behaviour • Adopting these principles consistently creates positive effects in social spaces • These effects can be measured through a series of ‘observable markers’ of behaviour and interactions between people (including brands) in social spaces • The level of interaction indicated by each marker equates to a speciﬁc score • These marker scores are aggregated to create the Data Score © Lawton Communications Group Ltd

Social Brands 100 - Methodology • The Panel Score is created by an expert panel of judges from the social media and digital industry • Each judge is asked to assess each brand across four categories • Value of the brand’s content to communities in social • Success in providing consistent and ‘always on’ community engagement • Prioritising community needs over the brand’s own • Success in creating a powerful overall community spirit • The judges are asked to assess each brand’s success in each area • The scores are aggregated to create each brand’s Panel Score © Lawton Communications Group Ltd

Social Brands 100 - Methodology • The total points available for the Social Brands Score is 382.5 • The Data Score accounts for 262.5 of those potential points • The judges score accounts for 120 of those potential points © Lawton Communications Group Ltd

Social Brands 100 - Data ScoreWeightings, calculations and markers

Social Brands 100 - Data Score detail • The following slides outline: • The different platforms where social interactions are analysed • The relative weighting given to each platform in terms of points available • An overview of the observable markers looked at on each platform • A detailed description of each marker, and what each one can tell us about a brand’s social performance • Exact calculations used to arrive at the points for each ‘observable marker’ © Lawton Communications Group Ltd

Social Brands 100 Data Score:Weightings by platform Twitter 27% You Tube Facebook 15% 30% Brand owned blog Foursquare 6% 4% Own website 4% Google+ 8% Brand owned forum 6% © Lawton Communications Group Ltd

Social Brands 100 Data Score:Points by platform Twitter 70 points (27%) You Tube Facebook 40 points (15%) 80 points (30%) Brand owned blog Foursquare 15 points (6%) 10 points (4%) Own website 10 points (4%) Google+ 22.5 points (8%) Brand owned forum 15 points (6%) © Lawton Communications Group Ltd

Social Brands 100 Data Score: Observable markers overview All @brand mentions Retweets Brand post engagement Mentions of third party @accounts by @brand Fan post: Brand post ratio Timeliness of response Fan post engagement Fan posts interacted with by brand Average views per video Average comments per videoBlog usageComment to post ratio Tips done Outpost links Outpost link visibility +1s per post Shares per post Posts per thread Comments per post

Social Brands 100 Data Score: Facebook - markersBrand post engagementAverage number of ‘likes’, ‘comments’ and ‘shares’generated by each brand post. (normalised for community size)Intensity of interaction with brand posted content. Provides a measure ofthe brand’s success in creating content and behaviour that is valuable inthe eyes of the community.Fan post: Brand post ratioRatio of fan posts to brand postsVibrancy of community and brand’s willingness/ability to foster communityparticipationFan post engagementAverage number of ‘likes’, ‘comments’ and ‘shares’generated by each fan post. (normalised for community size)Intensity of interaction with fan posted content, providing a measure of the health ofthe peer-to-peer spirit in the communityFan posts interacted with by brandPercentage of fan posts responded to by brandadministrator/community managerQuality of this area of active listening, and willingness to undertake genuineconversation vs. broadcast messages © Lawton Communications Group Ltd

Social Brands 100 Data Score:Twitter - markers All @brand mentions Number of @brand mentions (normalised for number of followers) Success in creating content and conversations that are shared through networks Retweets Retweets of @brand tweets (normalised for number of followers) Ability to create content that has so much value in the eyes of the community that they are willing to share it with their own social graph Mentions of third party @accounts by @brand Quality of active listening and willingness to undertake genuine conversation vs. pushing messages Timeliness of response Average time taken when responding to third party @accounts Having the resource and will to deliver ‘always-on’ community management © Lawton Communications Group Ltd

Social Brands 100 Data Score:YouTube - markers Average views per video Average number of views per video posted by brand Value of video content in the eyes of the community Average comments per video Average number of comments per video posted by brand Intensity of interaction with video content © Lawton Communications Group Ltd

Social Brands 100 Data Score:Foursquare - marker Tips done Average number of people who completed tips left by the brand Creation of valuable and appropriate content that prompts interaction © Lawton Communications Group Ltd

Social Brands 100 Data Score:Google+ - markers +1s per post Average +1s per post Ability to create content that has so much value in the eyes of the community that they are willing to share it with their own social graph Shares per post Average shares per post Ability to create content that has so much value in the eyes of the community that they are willing to share it with their own social graph Comments per post Average comments per post Intensity of interaction with brand posted content. Provides a measure of the brand’s success in creating content, and conversation that is valuable in the eyes of the community © Lawton Communications Group Ltd

Social Brands 100 Data Score:Brand owned forum - marker Posts per thread Posts per forum thread Success in creating a vibrant community with high levels of interaction © Lawton Communications Group Ltd

Social Brands 100 Data Score:Own website - markers Outpost links Links to social outposts Proactive promotion of brand’s wider social footprint Outpost link visibility Visibility of links to social outposts High priority given to social outposts as part of overall digital brand experience © Lawton Communications Group Ltd

Social Brands 100 Data Score:Brand owned blog - markers Blog usage Brand blog used Willingness to create long-form content, and engage with community Comment to post ratio Success in creating valuable and appropriate content that prompts interaction © Lawton Communications Group Ltd

Social Brands 100 - Panel ScoreJudging criteria

Social Brands 100 - Panel Score detail • The following slides outline: • The four statements each judge was asked to agree or disagree with during the scoring process • These statements carried an equal score and the judge’s responses were aggregated to provide the Panel Score © Lawton Communications Group Ltd

Social Brands 100 - Panel Score detail Question 1 “For the main part, the brand provides value based content in its social spaces, rather than focusing on pushing traditional marketing ‘messages’.” Question 2 “The brand provides a consistent presence on its social platforms, demonstrating an ‘always-on’ approach to community engagement.” © Lawton Communications Group Ltd

Social Brands 100 - Panel Score detail Question 3 “The brand prioritises the community over its own agenda, valuing and responding to the community’s contributions, needs and ideas.” Question 4 “Overall, there is the sense that the brand has established a powerful community spirit across social spaces – a certain ‘Social Brand Factor’ that’s hard to deﬁne, but undeniably present.” © Lawton Communications Group Ltd

For more informationJulius Duncanjulius.duncan@headstream.com@juliusduncan+44 (0)23 80 828 585 © Lawton Communications Group Ltd

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Social Brands 100 2012 Methodology explained

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Social Brands 100 2012 Methodology explained Presentation Transcript