Measuring What Matters in Social Media
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Measuring What Matters in Social Media

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Measuring What Matters in Social Media (by comScrore) ...

Measuring What Matters in Social Media (by comScrore)
The Best Metrics for Measuring Social Media Effectiveness

Измеряем то, что важно в социальных сетях
Самые важные метрики для оценки эффективности

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Measuring What Matters in Social Media Measuring What Matters in Social Media Presentation Transcript

  • About the speaker: Tania Yuki comScore now offers Shareablee. Shareablee is a social business intelligence platform that helps marketers maximize the value of their social media efforts with insights about how consumers are engaging with their brands and competitive brands across social platforms. Tania Yuki CEO and Founder of Shareablee Tania has spent most of her career in digital marketing, measurement and analytics, and was recently honored with a Great Mind Award from the Advertising Research Foundation. She was named by Forbes one of “12 Women Driving Digital in New York”. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 1
  • Measuring What Matters in Social Media The Best Metrics for Measuring Social Media Effectiveness Tania Yuki, Shareablee CEO and Founder December 10, 2013 © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
  • comScore is a leading internet technology company that provides analytics for a Digital World™ NASDAQ SCOR Clients 2,100+ Worldwide Employees 1,000+ Headquarters Reston, Virginia, USA Global Coverage Measurement from 172 Countries; 44 Markets Reported Local Presence 32 Locations in 23 Countries Big Data Over 1.5 Trillion Digital Interactions Captured Monthly © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 3
  • Providing Insights to Leading Brands Shareablee is the leading provider of social business intelligence, enabling brands to surface unique and actionable best practices around brand performance, competitive benchmarking and audience insights. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 4
  • What does Shareablee do? Monitor over 15,000 brands pages daily, and customfit competitor categories for clients… …measure all the activity as well as the unique engaged users who interact with clients and their competitors… © comScore, Inc. Proprietary. …delivers actionable insights regarding client’s competitive set and their own performance so they can keep growing. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 5
  • Attendee Poll Q1: Q2: Q3: Answer Yes if you feel that you have a good understanding of how to measure your current social media results. Answer Yes if you have a good understanding of your competitors’ performance on key measures, as well as their best practices. Answer Yes if you have a good understanding of how loyal your audience is, compared to your competitors. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 6
  • Three building blocks that drive social marketing success Rather than focusing on potential fans, savvy social brands hone in on quality activity and interactions. Building Block 1: Building Block 2: Building Block 3: Growth and Engagement Metrics Content Strategy Metrics Audience Quality Metrics © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 7
  • Building Block 1: Growth and Engagement Metrics © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
  • We are wired to love BIG and to believe that bigger is better. © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 9
  • A view of Month to Month Category Trends for Total Fans on Facebook 45,000,000,000 Fans (Total) Facebook 169% 40,000,000,000 35,000,000,000 30,000,000,000 25,000,000,000 Health/Beauty TV Shows 20,000,000,000 Media/News/Publishing Cars 15,000,000,000 MVPD 10,000,000,000 105% 5,000,000,000 37% 108% 54% 0 © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 10
  • A view of Month to Month Category Trends for Total Shares on Facebook Shares (Total) Facebook 14,000,000 +261% 12,000,000 10,000,000 +214% Health/Beauty 8,000,000 TV Shows Media/News/Publishing 6,000,000 Cars MVPD 4,000,000 -69%% -32% +41% 2,000,000 0 January February March April May June July © comScore, Inc. Proprietary. August September October November For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 11
  • A look at the BIG numbers: FANS!! Number of Fans 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 June July MTV Disney August Starbucks © comScore, Inc. September Walmart Proprietary. McDonald's October November BMW For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 12
  • But performance is best measured by the size of a company’s active audience Unique Engaged Audience 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 June July MTV Disney August Starbucks © comScore, Inc. September Walmart Proprietary. McDonald's October November BMW For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 13
  • Q: Who’s Winning on Twitter in the lead-up to Black Friday? Followers 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0 Target *November1-25 2013 Amazon.com Best Buy Walmart Nordstrom © comScore, Inc. Proprietary. Macy's eBay JCPenney Saks Fifth Avenue For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents TJ Maxx 14
  • A: Best Buy has the greatest audience activation Unique Engaged Tweeters 8000 7000 6000 5000 4000 3000 2000 1000 0 Target *November1-25 2013 Amazon.com Best Buy Walmart Nordstrom © comScore, Inc. Proprietary. Macy's eBay JCPenney Saks Fifth Avenue For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents TJ Maxx 15
  • How willing is your audience to share content on your behalf? Cross Platform Amplification: Who Won Monday night Social Word of Mouth in November? Fans The Blacklist Castle 41% The Blacklist 57% Hostages 365,632 64,361 Castle 3,538,754 Hostages 2% *Amplification = Shares + Retweets, November 2013 © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 16
  • Measuring Black Friday Share of Social Word of Mouth Target 5% Retailer eBay 4% Walmart Walmart 20% JCPenney 6% Amazon.com Average Post Engagement (%) 0.01% 0.02% Nordstrom Macy's Toys ''R'' Us 7% © comScore, Inc. Proprietary. 0.01% eBay *November1-25 2013, Shareablee © 0.12% Target Macy's 8% 0.02% JCPenney Nordstrom 8% 0.14% Kohl's QVC 7% 0.12% QVC Amazon.com 8% 0.09% Toys ''R'' Us Kohl's 7% 0.28% 0.02% For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 17
  • 3 Key Metrics: Growth and Engagement 1) Unique Engaged Audience (not just fans or followers) 2) Amplification (Shares, Retweets) 3) Consistent Activation (average post or tweet engagement) © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 18
  • Building Block 2: Content Strategy Metrics © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
  • What makes social content shareable? © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 20
  • Monitoring Content Strategy: Measuring your own (and your competitors’) optimal: Competitor You - Content Type - Time of Day/Day of Week Combinations - Topics/Calls to Action 18% 8% % Total Posts % Total Engagement With Call to Website © comScore, Inc. Proprietary. 17% % Total Posts 26% % Total Engagement Without Call to Website For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 21
  • Post Type: Photos consistently drive content performance across these three verticals, but other post types perform differently 100% 86% 80% 60% 20% 47% 39% 40% 6% 5% 11% 3% 57% 12% 3% 22% 9% 0% 100% 91% 84% 80% 67% 60% 40% 20% 0% 3% 1% 12% 6% 19% 7% 2% Health/Beauty Media/News/Publishing Status Link © comScore, Inc. Video Proprietary. 4% 5% TV Shows Photo For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 22
  • Time of Day: aligning Starbuck’s content strategy with when their social audience is the most likely to engage Data represents interactions over the last 6 months © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 23
  • Topics: For this Business Publisher, topics performed very differently on social, than on their primary web property: 50% +5% 45% 40% 35% 30% 25% +7% 20% 15% -6% 10% 5% 0% Business and Economics Culture World Politics % comp © comScore, Inc. Science & Technology % engagement about the proprietary technology used in comScore products, refer to For info Proprietary. http://comscore.com/About_comScore/Patents US Politics 24
  • How much does active language impact engagement? Call to Comment Call to Like Call to Other Call to Share Call to Website Includes Question % POST 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 43% 28% 30% 11% 18% 4% 11% 3% 4% 3% 3% 2% Cable Operators 10% 5% Premium Cable 3% 4% 9% 11% 6% 2% 3% 3% 2% Basic Cable 8% TV Shows % ENGAGEMENT 50% 38% 40% 27% 30% 24% 27% 23% 20% 10% 5% 2% 6% 0% Telco 9% 9% 8% 1% 2% 1% 4% 6% 5% Premium Cable Nets © comScore, Inc. Proprietary. 12% 9% 3% 8% Basic Cable For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 3% 4% 8% TV Shows 25
  • Monitoring Content Strategy: Measuring your own (and your competitors’) optimal: - Content Type - Time of Day/Day of Week Combinations - Topics for Engagement vs Sharing © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 26
  • Building Block 3: Audience Quality Metrics © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
  • Now that my fans are engaging… are they becoming loyal advocates? © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 28
  • Metrics to monitor: measuring social audience quality Audience quality metrics assess the characteristics of your social audience, gauge their loyalty and affinity to your brand, identify influencers and advocates, and determine their engagement with your content over time relative to your competitors.  % Returning Users  Frequency of Actions  Demographics  % Shares or Retweets  Brand Cross Engagement © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 29
  • Beauty Brands: who wins in Loyalty? Returning Users % Total Beauty.com 48% Elizabeth Arden (US) 46% The Official Shiseido (USA) Page 45% Sally Hansen Maybelline 10.5% 44% ModelCo Artistry Sephora 15% 41% 41% Laura Mercier Cosmetics Dove 21% 40% JĀSÖN 39% Napoleon Perdis 38% stila cosmetics 37% 0% 10% 20% © comScore, Inc. 30% Proprietary. 40% 50% 60% For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 30
  • How much of my engagement consists of what I value most? 100% 90% 80% 70% 73% 69% 70% 78% 60% 90% 50% 40% 30% 20% 3% 13% 8% 25% 28% 10% 14% 14% 9% 5% 0% *Category Average DHL FedEx Shares Comments © comScore, Inc. Proprietary. UPS 1% US Postal Service Likes For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 31
  • Cross-brand engagement: insight into audience behaviors Think of cross-brand engagement as an affinity map and profiling tool of sorts. This metric illustrates how likely your engaged audience is to interact with:  categories of content  your competitors And can also lead to the discovery of additional unexpected interests © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 32
  • These two credit cards’ social audiences engage with very different properties elsewhere on the social web, revealing values, interests and distinct partnership opportunities Kohl's Old Navy Amazon Samsung Mobile Best Buy eBay Citibank Macy's Visa Walmart 0 20 40 60 80 © comScore, Inc. 100 Proprietary. 0 10 20 30 40 50 For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 60 70 80 33
  • Example: snapshot of Disney fans’ top social interactions reveal a high level of Disney brand loyalty Disney – Cross Brand Engagement Disneyland Walt Disney World Disney Pixar 60% of the brands are part of the Disney family. Nickelodeon Disney Channel ABC Family YouTube Marvel Entertainment Weekly Discovery © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 34
  • Example: developing an expanded view of MTV’s social viewer’s interests MTV – Cross Brand Engagement Cosmopolitan Magazine Seventeen Magazine See the table for a look at the additional social brands that MTV’s audience finds valuable Teen Vogue The New York Times Marvel iTunes WWE Glamour USA TODAY E! Online © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 35
  • Developing a successful strategy that amplifies your brand Upon embracing these metrics, the sky’s the limit in the ways that you can experiment, define and refine the strategy behind your social media communications. The right social strategy can turn fans into loyal advocates, increase customer interactions and significantly improve marketing performance. Building Block 1: Building Block 2: Building Block 3: Growth and Engagement Metrics Content Strategy Metrics Audience Quality Metrics © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents 36
  • Questions? For more information  Visit: www.comscore.com/Shareablee www.comscore.com  Email: learnmore@comscore.com www.facebook.com/comscoreinc  Contact your comScore Representative @comScore @shareableelabs © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents