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

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

Brand Health Scorecards
3

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

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

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

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
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

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

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

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

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 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

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

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

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

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

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

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

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

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

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