Rochester AMA - How to Measure Social Media Using Key Conversation Indicators

How to Measure Social Media Using Key Conversation Indicators David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 dberkowitz@360i.com Blog: MarketersStudio.com / blog.360i.com Twitter: @dberkowitz / @360i Secret URL: bit.ly/ dbrama

This is social media… Hi, I’m Nice to meet you: y www.360i.com Proprietary & Confidential 2

What kind of talk is this? 3

Cliff of Destiny! Prairie of Complacency CHASM OF FEAR R www.360i.com Proprietary & Confidential 4

www.360i.com Proprietary & Confidential 5

This is not one of those talks. talks www.360i.com Proprietary & Confidential 6

1. Volume of consumer-created buzz for a brand based on number of posts 2. Amount of buzz based on number of impressions 3. Shift in buzz over time 4. Buzz by time of day / daypart 5. Seasonality of buzz 6. Competitive buzz 7. Buzz by category / topic 8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 9. 9 Buzz by stage in purchase funnel (e.g., researching vs completing (e g vs. transaction vs. post-purchase) 10. Asset popularity (e.g., if several videos are availableConfidential www.360i.com Proprietary & to embed, 10 hi h i d )

Inside the Playbook 11

Get yer free Playbook right here Download at www.360i.com/playbook www.360i.com Proprietary & Confidential 12

Game plan for success in social marketing Training to Win Developing a Keeping Score Game-Winning Strategy Preventing The Arenas Fumbles Firing up the Building your fans fan base www.360i.com Proprietary & Confidential 13

Training to Win 16

Audit: What’s the competition doing? Social media investments by competitive brands… • What is your current social footprint? • How are your competitors and industry approaching social media? …and what people th d h t l thought of it ht f • Glean actionable consumer insights that can inform future social marketing endeavors www.360i.com Proprietary & Confidential 17

Developing a Game Winning Strategy 18

Let’s evaluate opportunities by asking four questions SOCIAL MARKETING STRATEGIC LENS Does it use our social media arsenal? Does it meet Does it follow our marketing social media objectives? best practices? What is the value exchange b t h between consumer & brand? www.360i.com Proprietary & Confidential 19

Let’s evaluate opportunities by asking four questions SOCIAL MARKETING STRATEGIC LENS Does it use our social media arsenal? Does it meet Does it follow our marketing social media objectives? best practices? What is the value exchange b t h between consumer & brand? www.360i.com Proprietary & Confidential 20

Develop your game-winning strategy based on those answers • Apply listen + audit to create a plan that p will engage the target audience with the right messaging at the most relevant moment • Build a unifying theme that will create deep engagement with consumers to reach objectives • Build communications & promotions plan www.360i.com Proprietary & Confidential 21

Preventing & Managing Social Marketing Fumbles 22

Listening helps inform and make quick decisions during crises O l 9% of Al B ld i bl Only f Alec Baldwin blog posts mention “30 Rock” April 19, 2007 …of that, only 12% said they’d never watch 30 Rock again Season Finale April 26, 2007 How b d is th d H bad i the damage g to 30 Rock? www.360i.com Proprietary & Confidential 23

Keeping Score 24

Measure: ROI in social media Custom Social Media Scorecard Social Media Dashboard Sample KCIsSM: Action Weighting* • Volume of interactions Impression 1x 1 with content View video 3x • Volume of user generated content Click through 4x • Brand sentiment Rate video R id 4x Other: Share video 10x • Benchmarking • Ties to brand health Embed video 20x metrics Create video 100x • Traffic & links • Branding metrics Community Monitoring • Custom scorecard • Branding studies • eCPM www.360i.com Proprietary & Confidential 25

Using Key Conversation Indicators 26

Getting started: Establish the Key Conversation Indicators (KCIsSM) that address your goals • A KCI measures online buzz and establishes social marketing metrics around brands and campaigns • KCIs measure social engagement and expression of opinion, not merely actions Example KCIs: • Conversation Volume • Sentiment / Favorability • Topics of conversation •P h Purchase considerations id ti • Brand associations www.360i.com Proprietary & Confidential 27

Measure the right things Questions to Answer Metrics to evaluate www.360i.com Proprietary & Confidential 28

Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted www.360i.com Proprietary & Confidential 29

Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives www.360i.com Proprietary & Confidential 30

Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter www.360i.com Proprietary & Confidential 31

Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter When • Timing in conjunction with other campaign promotions www.360i.com Proprietary & Confidential 32

Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter When • Timing in conjunction with other campaign promotions • Understanding what motivated the conversation or engagement, including Why volume, sentiment, and sphere of influence www.360i.com Proprietary & Confidential 33

Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter When • Timing in conjunction with other campaign promotions • Understanding what motivated the conversation or engagement, including Why volume, sentiment, and sphere of influence • Benchmarking • Setting baselines then measuring during and after campaign How H • Online surveys • Adapt traditional metrics www.360i.com Proprietary & Confidential 34

Social marketing can have branding equivalents Brand Metric Social Equivalent www.360i.com Proprietary & Confidential 35

Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views www.360i.com Proprietary & Confidential 36

Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent www.360i.com Proprietary & Confidential 37

Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “like”/ “favorite” Positive blog coverage, comments Content creators www.360i.com Proprietary & Confidential 38

Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “like”/ “favorite” Positive blog coverage, comments Content creators Purchase Sales www.360i.com Proprietary & Confidential 39

Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “like”/ “favorite” Positive blog coverage, comments Content creators Purchase Sales Loyalty Referral www.360i.com Proprietary & Confidential 40

Brand Health Scorecards 41

Soft Drink Brand: Digital Brand Health Scorecard SOCIAL MEDIA BUZZ VOLUME 1.2% Conversations steadily rose Top Categories Discussed 1.0% throughout the summer 0.8% Top Overall Categories 0.6% Super Bowl 1. Compare to Competitor 0.4% 2. Product Attributes 3. Marketing/Ad Campaigns 0.2% 0.0% Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Top Product Attributes BRAND SENTIMENT 1. Taste (JANUARY 2009-August 2009) 2. 2 Ingredients 3. Carbonation 4. Caffeine Negative Top Marketing/Ad Campaigns 30% Positive P ii 44% 1. Vintage ads Neutral/ 2. Ad A Informational 3. General Marketing 26% 4. 4 Ad B Source: 360i Analysis of the social media landscape, September 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 42

Car Rental Brand: Digital Brand Health Scorecard Client Buzz Volume Top Categories Discussed for Client 14% Holiday, spring break, and summer are high months for car rentals Service Experience (MAR – JUN 2009) 12% 10% General Categories 8% 6% 1. Getting the Rental Car 4% 2. Shopping process/Booking 2% 3. Competitive Mentions 0% Getting the Rental Car 1. Personal Service Brand Sentiment For Client X Service Experience 2. Car Selection (MAR-JUN 2009) 3. Getting to the Location By # of Posts By # of Impressions 27% Shopping Process/Booking 37% 1. Price/Rates 49% 2. Coupons/Discounts 7% 3. Book with 3rd Party Site 66% 14% Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 43

Food Brand: Digital Brand Health Scorecard Social Media Buzz Volume 4.0% Top Categories Discussed 3.5% Super Bowl (June 2008-2009) 3.0% 2.5% Holiday General Categories 2.0% 1. Recipes 1.5% 2. Use as condiment 1.0% 3. Purchase Considerations 0.5% 0.0% 0 0% Purchase Considerations 1. Coupon/Sale Brand Sentiment (June 2008-2009) 2. 2 Taste Negative Positive 3. Spice/Heat 1% 8% Foods/Recipes Mentioned with Client Y 1. Pizza 2. Hot Dogs 3. Chicken Neutral 92% Source: 360i Analysis of the social media landscape, June 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 44

Persona Development: Who is the client’s customer online? 45

Younger males are more likely to be more active in the online space and most attractive target 5.8 MM Males 18-54 38.1 MM Males 35-54 5.8 MM HHI: $75K+ TARGET College Grad CONSUMER Males 18-34 HHI: < $100K 5.6 MM Any College OR College Grad Source: 360i analysis of Nielsen @Plan; Summer ‘09; comScore MediaMetrix Jun 2008 – Jun 2009 www.360i.com Proprietary & Confidential 46

The younger social media participants are more likely to create content online Males Ages 18-24 18 24 INDEX (All Adults = 100) Males Ages 24-34 Forrester Technographics Definitions: Source: Data from Forrester Research Creators: publish blogs, upload user generated videos, etc. Technographics® surveys, 2008 Critics: post ratings and reviews, comment on blogs, etc. www.360i.com Proprietary & Confidential 47

Newbie Nick is highly engaged in social media as an active participant Made a post on Forums/Groups/Boards - (Yesterday) 212 index Finance/Business Fi /B i Online Games - News (yesterday) Casino Gambling 133 index (last 30 days) Visited a blog 164 index (y (yesterday)y) Made a comment or post on Social Publish/Own a Network ( t d ) N t k (yesterday) Blog 261 index 242 index Technology News Travel – Plan (yesterday) Business Trip 202 index (last 30 days) Viewed consumer 104 index generated video (yesterday) Source: 360i analysis of Nielsen @Plan – Men ages 18 to 34, Any College or College Grad, HHI 248 index <100K; July 2009 www.360i.com Proprietary & Confidential 48

Travel influencers are most vocal and can influence broader audiences 22.6 MM Car rental shopping (online last 6 months) Heavy car rental spender (online last 6 months) 7.9 MM TARGET: INFLUENCER 1.0 MM Heavy car rental spender (online last 6 months) AND travel services i fl l i influencer Source: 360i analysis of Nielsen @Plan; Summer’09; www.360i.com Proprietary & Confidential 49

Where are conversations occurring, and how many people are they reaching? 50

Twitter represents the largest source of mentions for Client ANALYSIS BY MEDIA TYPE FOR CLIENT BY # OF POSTS (AUGUST 2009) Micro-blogs 40% Blogs 28% Forums 22% Social 6% Networks Images 3% Videos 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Note: Social Network conversations are underrepresented due to privacy restrictions Source: 360i Analysis of the social media landscape, September 2009 www.360i.com Proprietary & Confidential 51

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) By # of Posts By # of Impressions Micro Blogs, Forums, Forums 7% 4%% Micro Blogs, 17% Blogs, 37% Forums, Blogs, 89% 46% Source: 360i Analysis of the social media landscape, August 2009 www.360i.com Proprietary & Confidential 52

People are sharing and asking advice to make informative purchase decisions about Client ONLINE CONVERSATION ANALYSIS FOR CLIENT 16% BY # OF POSTS 0% 14% 12% 5% 3% 10% 2% 1% 8% 3% 14% 4% 1% 5% 5% 2% 6% 2% 7% 1% 8% 1% 4% 2% 1% 5% 5% 5% 2% 5% 5% 2% 3% 1% 2% 1% 0% 1% 0% 1% Positive Neutral/Informational Negative Source: 360i Analysis of the social media landscape, Jan. - Jun 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 53

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) 45% 40% 35% 16% 30% 7% People discuss booking as part of their 25% shopping process. E.g.: 5% “I just booked a rental car from Client X from Costco travel 9% 20% link on weekend rental, Saturday rental is required. Starting with $10 per day on compact. My 3 d midsize rental S i ih d M day id i l 15% came out to be $52, tax included.” 10% 21% 18% 4% 6% 5% 7% 1% 3% 2% 1% 0% Shopping Process/Booking Getting the Car Overall Experience with Returning the Car Transaction the Car Positive Neutral/Informational Negative Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 54

When weighted by impressions the positive posts become more prominant ONLINE CONVERSATION ANALYSIS FOR CLIENT SERVICE EXPERIENCE BY # OF IMPRESSIONS (MARCH 2009 – JUNE 2009) 50% 45% Shopping process and 2% overall experience with 40% 5% the car become more 35% important because of the greater reach 30% 25% 4% 20% 35% 12% 15% 23% 10% 2% 5% 9% 5% 0% 1% 2% Shopping Process/Booking Getting the Car Overall Experience with Returning the Car Transaction the Car Positive Neutral/Informational Negative Source: 360i Analysis of the social media landscape, August 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 55

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 www.360i.com Proprietary & Confidential 56

In shopping conversations for Client, many are spreading the word but are not necessarily buying PURCHASE FUNNEL ANALYSIS FOR CLIENT ONLINE CONVERSATIONS 45% Advocates are 41% spreading the word, but 40% they do not say if they 35% actually bought or 30% intend to buy 29% 25% 20% 15% 15% 15% 10% 5% 0% Researching Advocating Interest/Intent Customer Source: 360i Analysis of the social media landscape, April/May 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 57

Considerations based on emotion rather than function play heavily into purchasing ONLINE CONVERSATION ANALYSIS OF PURCHASE CONSIDERATIONS FOR CLIENT BY POSTS (JANUARY 2009 – AUGUST 2009) Affinity Positive P ii Performance General Brand g Marketing Addiction/ Packaging Craving History Taste Low Post Price/ High Post g Value Volume Availability Sugar Ingredients Volume Calories DEFINITIONS: • Affinity purchase consideration: Emotional or Health impulse-based motivations Concerns • Performance purchase consideration: Functional, logic-based motivations Negative Source: 360i Analysis of the social media landscape, September 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 58

Client has the most positive buzz among the competitors examined FAVORABILITY ANALYSIS OF ONLINE CONVERSATIONS FOR CLIENT Z AND COMPETITORS 100% 4% 8% 10% 3% 90% 80% 48% 70% 47% 60% 70% 82% 50% 40% 30% 48% 46% 20% 10% 20% 15% 0% Liz Claiborne Ann Taylor Tommy Hilfiger Ralph Lauren Positive Neutral Negative Source: 360i Analysis of the social media landscape, April/May 2009 Sample size 150 blog posts, board posts, micro-blogs & comments www.360i.com Proprietary & Confidential 59

You’ve been great! www.360i.com Proprietary & Confidential 60

Thank you! David Berkowitz Senior Director, Emerging Media & Innovation 212.703.7257 Secret URL: bit.ly/ dberkowitz@360i.com dbrama Twitter: @dberkowitz Blog: MarketersStudio.com Get the full playbook at playbook.360i.com Keep up on trends at blog.360i.com Follow 360i on Twitter @360i www.360i.com Proprietary & Confidential 61

Rochester AMA - How to Measure Social Media Using Key Conversation Indicators

by David Berkowitz on Nov 15, 2009

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Rochester AMA - How to Measure Social Media Using Key Conversation Indicators — Presentation Transcript