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

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

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

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  • 1. Beyond the like /Measuring Social Media Joel Windels | marketing@brandwatch.com | Tel: +44 (0)1273 234 290 | @LinkYeah September 2013
  • 2. DRINKS BRANDS /Facebook likes 2© 2013 Brandwatch | www.brandwatch.com 4k likes 17m likes 1.3m likes 42k likes
  • 3. DRINKS BRANDS /Facebook likes 3© 2013 Brandwatch | www.brandwatch.com 4k likes 17m likes 1.3m likes 42k likes
  • 4. DRINKS BRANDS /Twitter followers 4© 2013 Brandwatch | www.brandwatch.com 2.2m followers 0 followers 34k followers 7.6k followers
  • 5. DRINKS BRANDS /Twitter followers 5© 2013 Brandwatch | www.brandwatch.com 2.2m followers 0 followers 34k followers 7.6k followers
  • 6. MCDONALDS /Competitors 6© 2013 Brandwatch | www.brandwatch.com
  • 7. MCDONALDS /Competitors 7© 2013 Brandwatch | www.brandwatch.com
  • 8. BEER BRANDS /Monthly likes 8© 2013 Brandwatch | www.brandwatch.com +13% +10% +20% +80%
  • 9. BEER BRANDS /Monthly likes © 2013 Brandwatch | www.brandwatch.com 9 LIKES> TIME (MONTH) Budweiser Carlsberg Carling Tiger 13% 10% 20% 80%
  • 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. BUDWEISER /Likes over time © 2013 Brandwatch | www.brandwatch.com 11 TIME (MONTH) Likes
  • 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. 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. © 2013 Brandwatch | www.brandwatch.com 14 Page likes to post likes
  • 15. CARLSBERG /Facebook 15© 2013 Brandwatch | www.brandwatch.com
  • 16. CARLSBERG /Example 1 16© 2013 Brandwatch | www.brandwatch.com
  • 17. CARLSBERG /Example 1 17© 2013 Brandwatch | www.brandwatch.com
  • 18. CARLSBERG /Example 2 18© 2013 Brandwatch | www.brandwatch.com
  • 19. CARLSBERG /Example 2 19© 2013 Brandwatch | www.brandwatch.com
  • 20. CARLSBERG /Example 3 20© 2013 Brandwatch | www.brandwatch.com
  • 21. CARLSBERG /Example 3 21© 2013 Brandwatch | www.brandwatch.com
  • 22. CARLSBERG /Example 4 22© 2013 Brandwatch | www.brandwatch.com
  • 23. CARLSBERG /Example 4 23© 2013 Brandwatch | www.brandwatch.com
  • 24. BREWDOG /Facebook
  • 25. BREWDOG /Example 1
  • 26. BREWDOG /Example 1
  • 27. BREWDOG /Example 2
  • 28. BREWDOG /Example 2
  • 29. BREWDOG /Example 3
  • 30. BREWDOG /Example 3
  • 31. BREWDOG /Example 4
  • 32. BREWDOG /Example 4
  • 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. FACEBOOK /Insights © 2013 Brandwatch | www.brandwatch.com 34
  • 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. FACEBOOK /Insights 0 20 40 60 80 100 120 140 160 180 200 Status Photo Link Video Other Engagement
  • 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. TWITTER /Time for some fun © 2013 Brandwatch | www.brandwatch.com 38
  • 39. TWITTER /Time for some fun © 2013 Brandwatch | www.brandwatch.com 39
  • 40. TWITTER /Time for some fun © 2013 Brandwatch | www.brandwatch.com 40
  • 41. © 2013 Brandwatch | www.brandwatch.com 41 EARNED
  • 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. 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. EARNED MEDIA /2013 beer mentions 37135 19125 28381 0 5000 10000 15000 20000 25000 30000 35000 40000 Budweiser Grolsch Carlsberg
  • 45. EARNED MEDIA /2013 beer mentions 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Budweiser Carlsberg Grolsch
  • 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. 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. EARNED MEDIA /Insights 0 200 400 600 800 1000 1200 1400 1600 1800 2000 Budweiser Carlsberg Grolsch
  • 49. BUDWEISER /Insights © 2013 Brandwatch | www.brandwatch.com 49
  • 50. EARNED MEDIA /Insights © 2013 Brandwatch | www.brandwatch.com 50 12% FACEBOOK 76% TWITTER BUDWEISER MENTIONS
  • 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. 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. 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. 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. 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. © 2013 Brandwatch | www.brandwatch.com 56 ROI
  • 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. ROI /Website © 2013 Brandwatch | www.brandwatch.com 58 Google Analytics (KISSmetrics, Chartbeat, Piwik)
  • 59. ROI /Conversion sources © 2013 Brandwatch | www.brandwatch.com 59
  • 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. ROI /Quality of sources © 2013 Brandwatch | www.brandwatch.com 61
  • 62. ROI /Targeted audience © 2013 Brandwatch | www.brandwatch.com 62
  • 63. © 2013 Brandwatch | www.brandwatch.com 63 STILL HERE?
  • 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. 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. ONE MORE THING /The test © 2013 Brandwatch | www.brandwatch.com 66
  • 67. ONE MORE THING /The test © 2013 Brandwatch | www.brandwatch.com 67
  • 68. ONE MORE THING /The test © 2013 Brandwatch | www.brandwatch.com 68
  • 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