Analytics for Social Media:
Making Sense of
Key Conversation Indicators

David Berkowitz
Senior Director of Emerging Media...
Getting started: Establish the Key Conversation
Indicators (KCIsSM) that address your goals

 • A KCI measures online buzz...
Brand Health Scorecards




                          3
Soft Drink Brand: Digital Brand Health Scorecard
                     SOCIAL MEDIA BUZZ VOLUME
1.2%
                      ...
Car Rental Brand: Digital Brand Health Scorecard
                   Client Buzz Volume
                                   ...
Food Brand: Digital Brand Health Scorecard
          Social Media Buzz Volume
 4.0%                                       ...
Persona Development:
Who is the client’s customer online?




                                       7
Younger males are more likely to be more active in the
online space and most attractive target
                           ...
The younger social media participants are more
likely to create content online


     Males Ages 18-24
                18 ...
Newbie Nick is highly engaged in social media as an
active participant
                               Made a post on Forum...
Travel influencers are most vocal and can
influence broader audiences


                            22.6 MM
    Car rental...
Where are conversations occurring,
and how many people are they reaching?




                                         12
Twitter represents the largest source of
 mentions for Client

                             ANALYSIS BY MEDIA TYPE FOR CLI...
Blogs have the majority of reach when posts are
 weighted by impressions

ANALYSIS BY MEDIA TYPE FOR KEY CLIENT CONVERSATI...
People are sharing and asking advice to make
informative purchase decisions about Client
                   ONLINE CONVERS...
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 EXP...
Getting the Car| Customers demand good
customer service and the car they reserved
     ONLINE CONVERSATION ANALYSIS FOR GE...
In shopping conversations for Client, many are
spreading the word but are not necessarily buying

          PURCHASE FUNNE...
Considerations based on emotion rather than
    function play heavily into purchasing

   ONLINE CONVERSATION ANALYSIS OF ...
Client has the most positive buzz among the
competitors examined

FAVORABILITY ANALYSIS OF ONLINE CONVERSATIONS FOR CLIENT...
Thank you!     Download this
                    PPT at
              bit.ly/smxsocial


             David Berkowitz
    ...
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SMX: Analytics for Social Media: Making Sense of Key Conversation Indicators

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A review of different ways to measure and report on social media marketing, focusing on Key Conversation Indicators or KCIs(SM) that include: Conversation volume, Sentiment / Favorability, Topics of conversation, Purchase considerations, Brand associations

Published in: Business, Technology

SMX: 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 Download this dberkowitz@360i.com PPT at blog.360i.com / MarketersStudio.com bit.ly/smxsocial Twitter: @dberkowitz
  2. 2. 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 2
  3. 3. Brand Health Scorecards 3
  4. 4. 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 4
  5. 5. 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 5
  6. 6. 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 6
  7. 7. Persona Development: Who is the client’s customer online? 7
  8. 8. 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 8
  9. 9. 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 9
  10. 10. 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 10
  11. 11. 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 11
  12. 12. Where are conversations occurring, and how many people are they reaching? 12
  13. 13. 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 13
  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) 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 14
  15. 15. 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 15
  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) 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 16
  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) 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 17
  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 www.360i.com Proprietary & Confidential 18
  19. 19. 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 19
  20. 20. 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 20
  21. 21. 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 21
  22. 22. Thank you! Download this PPT at bit.ly/smxsocial David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 dberkowitz@360i.com Twitter: @dberkowitz Blog: MarketersStudio.com g Keep up on trends at blog.360i.com Follow 360i on Twitter @360i www.360i.com Proprietary & Confidential 22

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