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

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

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

by David Berkowitz on Oct 06, 2009

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