0
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
The one social number you
need to know
DAVID RABJOHNS
MOTIVEQUEST
DECEMBER 9–11, 2013
THE
YOU NEED
TO KNOW
DAVID RABJOHNS
O
N
ESOCIAL
NUMBER
SocialMedia.org
December 2013
Q. How can you best measure
social impact?
2006
NOT
BUZZ
SENTIMENT
INFLUENCERS
6©MOTIVEQUEST 4/18/2014
Undecided
64%
RELATIONSHIPS
7©MOTIVEQUEST 4/18/2014
PARTNERSHIP PYRAMIDTM
WE
LET’S SEE
ME
ME
• Pic of Emily in aus.
LET’S SEE
Initiate
• Emily on Bike
LET’S SEE
Experiment
• Tiamon
LET’S SEE
• Emily shower
LET’S SEE
LET’S SEE
WE
WE
16©MOTIVEQUEST 4/18/2014
RELATIONSHIPS
17©MOTIVEQUEST 4/18/2014
      
18©MOTIVEQUEST 4/18/2014
NETFLIX’S 2011 MELTDOWN
Don’t let measuring get in the way of understanding.
0
5,000
10,000
15,00...
19©MOTIVEQUEST 4/18/2014
BRAND ADVOCATES VS. THE BLOODTHIRSTY MASSES.
“I pay $27 now for Netflix and it's
worth every penn...
20©MOTIVEQUEST 4/18/2014
50% 50%
ADVOCATES TO DETRACTORS
Love doesn’t mean absence of negatives
Source: MCD Advocacy 2013
...
21©MOTIVEQUEST 4/18/2014
0%
2%
4%
6%
8%
10%
12%
14%
1 2 3 4 5 6 7 8 9 10 11 12
Share of Market
Share of Advocacy
SHAREOFAD...
22©MOTIVEQUEST 4/18/2014
-0.565
0.644
1.1
-0.80
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
1.20
Q3 2009 Q3 2010 Q1 20...
23©MOTIVEQUEST 4/18/2014
BRAND RELATIONSHIP MATRIXTM
Helps map where you are and where to go next
Brand B
Brand C
Brand D
...
24©MOTIVEQUEST 4/18/2014
PARTNERSHIP PYRAMIDTM
WE
Brand
advocates
LET’S SEE
Unprompted brand mentions
Content creation (YT...
25©MOTIVEQUEST 4/18/2014
BENCHMARKING CAMPAIGNS
CAMPAIGN 1
900
26,000
120,000
CAMPAIGN 2
3,400
29,000
50,000
WE
Brand
advo...
26©MOTIVEQUEST 4/18/2014
Q. How can you best measure
social impact?
27©MOTIVEQUEST 4/18/2014
MOVE FROM
ME TO WE.
28©MOTIVEQUEST 4/18/2014
WHAT KIND OF PARTNERSHIP ARE YOU GOING TO BUILD?
29©MOTIVEQUEST 4/18/2014
MOTIVEQUEST
David Rabjohns
drabjohns@motivequest.com
@MotiveQuest
www.motivequest.com
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS
The one social number you need to know, presented by David Rabjohns
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The one social number you need to know, presented by David Rabjohns

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In his Brands-Only Summit presentation, MotiveQuest's CEO, David Rabjohns, shares the one number that correlates sales with sharing.

Based on David's research with professors and Ph.D.'s at Northwestern University, he explains how you can best measure social impact.

Published in: Social Media, Technology, Business
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Transcript of "The one social number you need to know, presented by David Rabjohns"

  1. 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO The one social number you need to know DAVID RABJOHNS MOTIVEQUEST DECEMBER 9–11, 2013
  2. 2. THE YOU NEED TO KNOW DAVID RABJOHNS O N ESOCIAL NUMBER SocialMedia.org December 2013
  3. 3. Q. How can you best measure social impact?
  4. 4. 2006
  5. 5. NOT BUZZ SENTIMENT INFLUENCERS
  6. 6. 6©MOTIVEQUEST 4/18/2014 Undecided 64% RELATIONSHIPS
  7. 7. 7©MOTIVEQUEST 4/18/2014 PARTNERSHIP PYRAMIDTM WE LET’S SEE ME
  8. 8. ME
  9. 9. • Pic of Emily in aus. LET’S SEE
  10. 10. Initiate • Emily on Bike LET’S SEE
  11. 11. Experiment • Tiamon LET’S SEE
  12. 12. • Emily shower LET’S SEE
  13. 13. LET’S SEE
  14. 14. WE
  15. 15. WE
  16. 16. 16©MOTIVEQUEST 4/18/2014 RELATIONSHIPS
  17. 17. 17©MOTIVEQUEST 4/18/2014       
  18. 18. 18©MOTIVEQUEST 4/18/2014 NETFLIX’S 2011 MELTDOWN Don’t let measuring get in the way of understanding. 0 5,000 10,000 15,000 20,000 25,000 30,000 NETFLIX ADVOCACY ANNOUNCEMENT #1: Sentiment plummets ANNOUNCEMENT #2: Sentiment plummets
  19. 19. 19©MOTIVEQUEST 4/18/2014 BRAND ADVOCATES VS. THE BLOODTHIRSTY MASSES. “I pay $27 now for Netflix and it's worth every penny. Heck, it's worth more than that and I could swallow another price-hike for the value it provides.” -- Netflix Lover
  20. 20. 20©MOTIVEQUEST 4/18/2014 50% 50% ADVOCATES TO DETRACTORS Love doesn’t mean absence of negatives Source: MCD Advocacy 2013 1/1/2012-12/31/2012 and other MQ Studies Advocates Detractors Source: MCD Discussion1/1/2012-12/31/2012
  21. 21. 21©MOTIVEQUEST 4/18/2014 0% 2% 4% 6% 8% 10% 12% 14% 1 2 3 4 5 6 7 8 9 10 11 12 Share of Market Share of Advocacy SHAREOFADVOCACY&SALES THE HEART DRIVES THE HEAD
  22. 22. 22©MOTIVEQUEST 4/18/2014 -0.565 0.644 1.1 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 1.20 Q3 2009 Q3 2010 Q1 2011 SPRINT NET ADDS IN MILLIONS Source: http://www.strategyanalytics.com/ Saved or new users: 2.31m1 Av. Revenue per user $582 Incremental Revenue $133.98m COVERAGE MODELS CUSTOMER SERVICE The most strongly impassioned conversations about carrier loyalty were about customer service,models and coverage. Advocatepassion CELLULAR RELATIONSHIP
  23. 23. 23©MOTIVEQUEST 4/18/2014 BRAND RELATIONSHIP MATRIXTM Helps map where you are and where to go next Brand B Brand C Brand D Brand E Brand F 800 600 200 0 400 2,000 4,000 6,000 8,000 ME AND LET’S SEE WE Brand A Activate advocates Convert to advocacy Attach to passion
  24. 24. 24©MOTIVEQUEST 4/18/2014 PARTNERSHIP PYRAMIDTM WE Brand advocates LET’S SEE Unprompted brand mentions Content creation (YT videos, Pinterest pics) Text-based commentary in response to brand Facebook posts ME Facebook likes on brand posts Re-tweets of brand mentions Comments on YT videos Brand Facebook page likes Brand Twitter handle followers Followers on Pinterest, YouTube, Twitter
  25. 25. 25©MOTIVEQUEST 4/18/2014 BENCHMARKING CAMPAIGNS CAMPAIGN 1 900 26,000 120,000 CAMPAIGN 2 3,400 29,000 50,000 WE Brand advocates LET’S SEE Unprompted brand mentions Content creation (YT videos, Pinterest pics) Positive commentary in response to brand Facebook posts ME Facebook likes on brand posts Re-tweets of brand mentions Comments on YT videos Brand Facebook page likes Brand Twitter handle followers Followers on Pinterest, YouTube, Twitter
  26. 26. 26©MOTIVEQUEST 4/18/2014 Q. How can you best measure social impact?
  27. 27. 27©MOTIVEQUEST 4/18/2014 MOVE FROM ME TO WE.
  28. 28. 28©MOTIVEQUEST 4/18/2014 WHAT KIND OF PARTNERSHIP ARE YOU GOING TO BUILD?
  29. 29. 29©MOTIVEQUEST 4/18/2014 MOTIVEQUEST David Rabjohns drabjohns@motivequest.com @MotiveQuest www.motivequest.com
  30. 30. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS
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