Your SlideShare is downloading. ×
0
Beyond the like /Measuring Social Media
Joel Windels | marketing@brandwatch.com | Tel: +44 (0)1273 234 290 | @LinkYeah
Sep...
DRINKS BRANDS /Facebook likes
2© 2013 Brandwatch | www.brandwatch.com
4k likes
17m likes
1.3m likes
42k likes
DRINKS BRANDS /Facebook likes
3© 2013 Brandwatch | www.brandwatch.com
4k likes
17m likes
1.3m likes
42k likes
DRINKS BRANDS /Twitter followers
4© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k fol...
DRINKS BRANDS /Twitter followers
5© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k fol...
MCDONALDS /Competitors
6© 2013 Brandwatch | www.brandwatch.com
MCDONALDS /Competitors
7© 2013 Brandwatch | www.brandwatch.com
BEER BRANDS /Monthly likes
8© 2013 Brandwatch | www.brandwatch.com
+13%
+10%
+20%
+80%
BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com 9
LIKES>
TIME (MONTH)
Budweiser
Carlsberg
Carling
Tiger
...
BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com 10
41%
38%
14% 14%
34%
33%
10%
15%
0%
5%
10%
15%
20%
25%...
BUDWEISER /Likes over time
© 2013 Brandwatch | www.brandwatch.com 11
TIME (MONTH)
Likes
BUDWEISER /Likes & market share
© 2013 Brandwatch | www.brandwatch.com 12
0
2000
4000
6000
8000
10000
12000
14000
16000
18...
HELLO /Still with me?
© 2013 Brandwatch | www.brandwatch.com 13
• Board members like likes, try to convince them otherwise...
© 2013 Brandwatch | www.brandwatch.com 14
Page likes to
post likes
CARLSBERG /Facebook
15© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 1
16© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 1
17© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 2
18© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 2
19© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 3
20© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 3
21© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 4
22© 2013 Brandwatch | www.brandwatch.com
CARLSBERG /Example 4
23© 2013 Brandwatch | www.brandwatch.com
BREWDOG /Facebook
BREWDOG /Example 1
BREWDOG /Example 1
BREWDOG /Example 2
BREWDOG /Example 2
BREWDOG /Example 3
BREWDOG /Example 3
BREWDOG /Example 4
BREWDOG /Example 4
HI THERE /Please don’t leave …
© 2013 Brandwatch | www.brandwatch.com 33
• Measure what’s happening on your channels
• Bre...
FACEBOOK /Insights
© 2013 Brandwatch | www.brandwatch.com 34
FACEBOOK /Insights
Post Reach Engaged Users Talking about this
New ale edition
available
381k 1211 301
Ale competition ope...
FACEBOOK /Insights
0
20
40
60
80
100
120
140
160
180
200
Status Photo Link Video Other
Engagement
TWITTER /Time for some fun
© 2013 Brandwatch | www.brandwatch.com 37
Which brand had the best August?
• Bubble Blue
• Gran...
TWITTER /Time for some fun
© 2013 Brandwatch | www.brandwatch.com 38
TWITTER /Time for some fun
© 2013 Brandwatch | www.brandwatch.com 39
TWITTER /Time for some fun
© 2013 Brandwatch | www.brandwatch.com 40
© 2013 Brandwatch | www.brandwatch.com 41
EARNED
EARNED MEDIA /Owned & earned
© 2013 Brandwatch | www.brandwatch.com 42
0
500
1000
1500
2000
2500
3000
Jan Feb Mar Apr May ...
EARNED MEDIA /Budweiser mentions
© 2013 Brandwatch | www.brandwatch.com 43
0
1000
2000
3000
4000
5000
6000
Mar Apr May Jun...
EARNED MEDIA /2013 beer mentions
37135
19125
28381
0
5000
10000
15000
20000
25000
30000
35000
40000
Budweiser Grolsch Carl...
EARNED MEDIA /2013 beer mentions
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Budweiser
Carlsberg
Grolsch
EARNED MEDIA /Budweiser share of voice (SoV)
© 2013 Brandwatch | www.brandwatch.com 46
0
2
4
6
8
10
12
14
16
Mar Apr May J...
EARNED MEDIA /Sentiment
© 2013 Brandwatch | www.brandwatch.com 47
0
1000
2000
3000
4000
5000
6000
Mar Apr May Jun Jul Aug
...
EARNED MEDIA /Insights
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Budweiser
Carlsberg
Grolsch
BUDWEISER /Insights
© 2013 Brandwatch | www.brandwatch.com 49
EARNED MEDIA /Insights
© 2013 Brandwatch | www.brandwatch.com 50
12% FACEBOOK
76% TWITTER
BUDWEISER
MENTIONS
EARNED MEDIA /Popular content
© 2013 Brandwatch | www.brandwatch.com 51
Post Tweets Retweets Impressions
Hot UK deals 130 ...
EARNED MEDIA /Authors
© 2013 Brandwatch | www.brandwatch.com 52
Twitter handle Mentions Followers Account type
@Marc_MuFc1...
BUDWEISER /Campaigns
© 2013 Brandwatch | www.brandwatch.com 53
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Football
Ri...
H&M /Celebrity endorsements
© 2013 Brandwatch | www.brandwatch.com 54
0
10000
20000
30000
40000
50000
60000
70000
80000
Be...
LISTEN /No, actually listen
© 2013 Brandwatch | www.brandwatch.com 55
• Listening beyond your own social profiles is imper...
© 2013 Brandwatch | www.brandwatch.com 56
ROI
ROI /Objectives
© 2013 Brandwatch | www.brandwatch.com 57
What does success look like?
Customer Service
• Reducing costs t...
ROI /Website
© 2013 Brandwatch | www.brandwatch.com 58
Google Analytics (KISSmetrics, Chartbeat, Piwik)
ROI /Conversion sources
© 2013 Brandwatch | www.brandwatch.com 59
ROI /Which sources
© 2013 Brandwatch | www.brandwatch.com 60
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Jan Feb Ma...
ROI /Quality of sources
© 2013 Brandwatch | www.brandwatch.com 61
ROI /Targeted audience
© 2013 Brandwatch | www.brandwatch.com 62
© 2013 Brandwatch | www.brandwatch.com 63
STILL HERE?
ROUNDUP /Fun things to learn
© 2013 Brandwatch | www.brandwatch.com 64
• Whatever you’re reporting, give wider context
• G...
ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 65
1/ Which brand had best visibility?
2/ Which brand drov...
ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 66
ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 67
ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 68
Contact
69
Email /joel@brandwatch.com
Web /http://www.brandwatch.com
Twitter /@Brandwatch /@LinkYeah
Telephone /
UK: +44 (...
Upcoming SlideShare
Loading in...5
×

Beyond the Like - Presentation by Joel Windels, Brighton Digital Marketing Festival

478

Published on

Presentation slides from the BDMF workshop 'Beyond the Like' given by Brandwatch Marketing Manager EMEA Joel Windels.

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
478
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
9
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Beyond the Like - Presentation by Joel Windels, Brighton Digital Marketing Festival"

  1. 1. Beyond the like /Measuring Social Media Joel Windels | marketing@brandwatch.com | Tel: +44 (0)1273 234 290 | @LinkYeah September 2013
  2. 2. DRINKS BRANDS /Facebook likes 2© 2013 Brandwatch | www.brandwatch.com 4k likes 17m likes 1.3m likes 42k likes
  3. 3. DRINKS BRANDS /Facebook likes 3© 2013 Brandwatch | www.brandwatch.com 4k likes 17m likes 1.3m likes 42k likes
  4. 4. DRINKS BRANDS /Twitter followers 4© 2013 Brandwatch | www.brandwatch.com 2.2m followers 0 followers 34k followers 7.6k followers
  5. 5. DRINKS BRANDS /Twitter followers 5© 2013 Brandwatch | www.brandwatch.com 2.2m followers 0 followers 34k followers 7.6k followers
  6. 6. MCDONALDS /Competitors 6© 2013 Brandwatch | www.brandwatch.com
  7. 7. MCDONALDS /Competitors 7© 2013 Brandwatch | www.brandwatch.com
  8. 8. BEER BRANDS /Monthly likes 8© 2013 Brandwatch | www.brandwatch.com +13% +10% +20% +80%
  9. 9. BEER BRANDS /Monthly likes © 2013 Brandwatch | www.brandwatch.com 9 LIKES> TIME (MONTH) Budweiser Carlsberg Carling Tiger 13% 10% 20% 80%
  10. 10. BEER BRANDS /Monthly likes © 2013 Brandwatch | www.brandwatch.com 10 41% 38% 14% 14% 34% 33% 10% 15% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% July August Budweiser Carlsberg Carling Tiger
  11. 11. BUDWEISER /Likes over time © 2013 Brandwatch | www.brandwatch.com 11 TIME (MONTH) Likes
  12. 12. BUDWEISER /Likes & market share © 2013 Brandwatch | www.brandwatch.com 12 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 0% 2% 4% 6% 8% 10% 12% TIME (MONTH) % Share Likes
  13. 13. HELLO /Still with me? © 2013 Brandwatch | www.brandwatch.com 13 • Board members like likes, try to convince them otherwise • Most like numbers go up anyway • Important to give them more context • Benchmark against yourself and your competitors • Get to the wider meaning behind the numbers • Reporting on likes (or followers etc) alone is incredibly limiting
  14. 14. © 2013 Brandwatch | www.brandwatch.com 14 Page likes to post likes
  15. 15. CARLSBERG /Facebook 15© 2013 Brandwatch | www.brandwatch.com
  16. 16. CARLSBERG /Example 1 16© 2013 Brandwatch | www.brandwatch.com
  17. 17. CARLSBERG /Example 1 17© 2013 Brandwatch | www.brandwatch.com
  18. 18. CARLSBERG /Example 2 18© 2013 Brandwatch | www.brandwatch.com
  19. 19. CARLSBERG /Example 2 19© 2013 Brandwatch | www.brandwatch.com
  20. 20. CARLSBERG /Example 3 20© 2013 Brandwatch | www.brandwatch.com
  21. 21. CARLSBERG /Example 3 21© 2013 Brandwatch | www.brandwatch.com
  22. 22. CARLSBERG /Example 4 22© 2013 Brandwatch | www.brandwatch.com
  23. 23. CARLSBERG /Example 4 23© 2013 Brandwatch | www.brandwatch.com
  24. 24. BREWDOG /Facebook
  25. 25. BREWDOG /Example 1
  26. 26. BREWDOG /Example 1
  27. 27. BREWDOG /Example 2
  28. 28. BREWDOG /Example 2
  29. 29. BREWDOG /Example 3
  30. 30. BREWDOG /Example 3
  31. 31. BREWDOG /Example 4
  32. 32. BREWDOG /Example 4
  33. 33. HI THERE /Please don’t leave … © 2013 Brandwatch | www.brandwatch.com 33 • Measure what’s happening on your channels • Brewdog got 1.5% engagement on just one post. Carlsberg would have 17000 likes if they managed the same • One active fan is better than one million inactive ones • Don’t think of 1m likes, but think of 10,000 advocates or 1000 customers • The average person has 140 friends. In just 4 generations, that network is over 2 million people. • Up to 8x cheaper to retain a customer than attain a new one. • WOM and referrals are the strongest type of lead
  34. 34. FACEBOOK /Insights © 2013 Brandwatch | www.brandwatch.com 34
  35. 35. FACEBOOK /Insights Post Reach Engaged Users Talking about this New ale edition available 381k 1211 301 Ale competition open now! 340k 1130 345 Look at these lovely bottles 299k 960 297 What's your favourite lager? 285k 934 282
  36. 36. FACEBOOK /Insights 0 20 40 60 80 100 120 140 160 180 200 Status Photo Link Video Other Engagement
  37. 37. TWITTER /Time for some fun © 2013 Brandwatch | www.brandwatch.com 37 Which brand had the best August? • Bubble Blue • Grand Green • Royal Red
  38. 38. TWITTER /Time for some fun © 2013 Brandwatch | www.brandwatch.com 38
  39. 39. TWITTER /Time for some fun © 2013 Brandwatch | www.brandwatch.com 39
  40. 40. TWITTER /Time for some fun © 2013 Brandwatch | www.brandwatch.com 40
  41. 41. © 2013 Brandwatch | www.brandwatch.com 41 EARNED
  42. 42. EARNED MEDIA /Owned & earned © 2013 Brandwatch | www.brandwatch.com 42 0 500 1000 1500 2000 2500 3000 Jan Feb Mar Apr May Jun Jul Aug Owned Earned
  43. 43. EARNED MEDIA /Budweiser mentions © 2013 Brandwatch | www.brandwatch.com 43 0 1000 2000 3000 4000 5000 6000 Mar Apr May Jun Jul Aug Positive Neutral Negative
  44. 44. EARNED MEDIA /2013 beer mentions 37135 19125 28381 0 5000 10000 15000 20000 25000 30000 35000 40000 Budweiser Grolsch Carlsberg
  45. 45. EARNED MEDIA /2013 beer mentions 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Budweiser Carlsberg Grolsch
  46. 46. EARNED MEDIA /Budweiser share of voice (SoV) © 2013 Brandwatch | www.brandwatch.com 46 0 2 4 6 8 10 12 14 16 Mar Apr May Jun Jul Aug % share
  47. 47. EARNED MEDIA /Sentiment © 2013 Brandwatch | www.brandwatch.com 47 0 1000 2000 3000 4000 5000 6000 Mar Apr May Jun Jul Aug Positive Neutral Negative
  48. 48. EARNED MEDIA /Insights 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Budweiser Carlsberg Grolsch
  49. 49. BUDWEISER /Insights © 2013 Brandwatch | www.brandwatch.com 49
  50. 50. EARNED MEDIA /Insights © 2013 Brandwatch | www.brandwatch.com 50 12% FACEBOOK 76% TWITTER BUDWEISER MENTIONS
  51. 51. EARNED MEDIA /Popular content © 2013 Brandwatch | www.brandwatch.com 51 Post Tweets Retweets Impressions Hot UK deals 130 300 1029488 FastCo: Is Budweiser the Coke of beers? 76 33 645938 Coop deals 44 11 297772 @Andy_Beck photo 5 12 28253
  52. 52. EARNED MEDIA /Authors © 2013 Brandwatch | www.brandwatch.com 52 Twitter handle Mentions Followers Account type @Marc_MuFc1 1 212007 Male, Individual @J4CKMULL 4 131922 Male, Individual @thelawns 7 91198 Organisation @HaydnOSmith 1 68962 Female, individual
  53. 53. BUDWEISER /Campaigns © 2013 Brandwatch | www.brandwatch.com 53 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Football Rihanna Superbowl Other 2 per. Mov. Avg. (Other)
  54. 54. H&M /Celebrity endorsements © 2013 Brandwatch | www.brandwatch.com 54 0 10000 20000 30000 40000 50000 60000 70000 80000 Beyonce Beckham Mentions Intent to purchase
  55. 55. LISTEN /No, actually listen © 2013 Brandwatch | www.brandwatch.com 55 • Listening beyond your own social profiles is imperative • Who, what, where, when of your brand • Measure cross-media, cross-platform campaigns and initiatives • Combine metrics to create the story of your brand
  56. 56. © 2013 Brandwatch | www.brandwatch.com 56 ROI
  57. 57. ROI /Objectives © 2013 Brandwatch | www.brandwatch.com 57 What does success look like? Customer Service • Reducing costs to traditional customer service • Net promoter score Reputation • Measure campaigns • Efficiencies in developing pan-media marketing Sales • Conversion rate – set up goals! (what was that active audience doing) • Links to site • Watch YouTube vid/ad • Enter competition
  58. 58. ROI /Website © 2013 Brandwatch | www.brandwatch.com 58 Google Analytics (KISSmetrics, Chartbeat, Piwik)
  59. 59. ROI /Conversion sources © 2013 Brandwatch | www.brandwatch.com 59
  60. 60. ROI /Which sources © 2013 Brandwatch | www.brandwatch.com 60 0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000 Jan Feb March May June July August Twitter LinkedIn Facebook
  61. 61. ROI /Quality of sources © 2013 Brandwatch | www.brandwatch.com 61
  62. 62. ROI /Targeted audience © 2013 Brandwatch | www.brandwatch.com 62
  63. 63. © 2013 Brandwatch | www.brandwatch.com 63 STILL HERE?
  64. 64. ROUNDUP /Fun things to learn © 2013 Brandwatch | www.brandwatch.com 64 • Whatever you’re reporting, give wider context • Get more granular: work out how active your audience is, which content is working, which types are performing etc • Go beyond your own platforms and research your visibility elsewhere to inform social strategy and measure wider performance • Dive deeper: what is driving your social presence? Topics, stories, campaign, authors: there is a wealth of information out there to measure. Volume doesn’t = good • The big so what? Work out what success looks like before you begin. Decide what you’re hoping to do, then you can go about measuring it. Tie your wider business objectives to your social campaign, whether that’s customer service, marketing, PR or sales • Measurement constantly feedbacks strategy. It’s a continuous process
  65. 65. ONE MORE THING /The test © 2013 Brandwatch | www.brandwatch.com 65 1/ Which brand had best visibility? 2/ Which brand drove most business? • Purple Power • Pink Stuff • Orange Industries
  66. 66. ONE MORE THING /The test © 2013 Brandwatch | www.brandwatch.com 66
  67. 67. ONE MORE THING /The test © 2013 Brandwatch | www.brandwatch.com 67
  68. 68. ONE MORE THING /The test © 2013 Brandwatch | www.brandwatch.com 68
  69. 69. Contact 69 Email /joel@brandwatch.com Web /http://www.brandwatch.com Twitter /@Brandwatch /@LinkYeah Telephone / UK: +44 (0)1273 234 290 US: +1 212 229 2240 Germany: +49 (0)711 912 441 59 Fax / UK: +44 (0)1273 234 291 Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom © 2013 Brandwatch | www.brandwatch.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×