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How to Measure Social Media
Using Key Conversation Indicators

David Berkowitz
Senior Director of Emerging Media & Innovation
360i
212.703.7257
dberkowitz@360i.com
Blog: MarketersStudio.com / blog.360i.com
Twitter: @dberkowitz / @360i
                                                 Secret URL:
                                                   bit.ly/
                                                   dbrama
This is social media…


Hi, I’m


Nice to meet you:
             y




                        www.360i.com   Proprietary & Confidential   2
What kind of talk is this?




                             3
Cliff of
                                     Destiny!




 Prairie of
Complacency   CHASM OF
                FEAR
                   R




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www.360i.com   Proprietary & Confidential   5
This is not
  one of
those talks.
      talks
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1. Volume of consumer-created buzz for a brand based on number of
   posts
2. Amount of buzz based on number of impressions
3. Shift in buzz over time
4. Buzz by time of day / daypart
5. Seasonality of buzz
6. Competitive buzz
7. Buzz by category / topic
8. Buzz by social channel (forums, social networks, blogs, Twitter,
   etc)
9.
9 Buzz by stage in purchase funnel (e.g., researching vs completing
                                   (e g               vs.
   transaction vs. post-purchase)
10. Asset popularity (e.g., if several videos are availableConfidential
                                    www.360i.com    Proprietary &
                                                                  to embed,   10

     hi h i     d      )
Inside the Playbook




                      11
Get yer free Playbook right here




       Download at www.360i.com/playbook


                           www.360i.com   Proprietary & Confidential   12
Game plan for success in social marketing

                              Training to Win


                                                      Developing a
          Keeping Score                              Game-Winning
                                                        Strategy




       Preventing
                                                           The Arenas
        Fumbles




                    Firing up the          Building your
                         fans                fan base


                                      www.360i.com         Proprietary & Confidential   13
Game plan for success in social marketing

                              Training to Win


                                                      Developing a
          Keeping Score                              Game-Winning
                                                        Strategy




       Preventing
                                                           The Arenas
        Fumbles




                    Firing up the          Building your
                         fans                fan base


                                      www.360i.com         Proprietary & Confidential   14
Game plan for success in social marketing

                              Training to Win


                                                      Developing a
          Keeping Score                              Game-Winning
                                                        Strategy




       Preventing
                                                           The Arenas
        Fumbles




                    Firing up the          Building your
                         fans                fan base


                                      www.360i.com         Proprietary & Confidential   15
Training to Win




                  16
Audit: What’s the competition doing?
 Social media investments by
    competitive brands…

                                                       • What is your current
                                                         social footprint?
                                                       • How are your
                                                         competitors and
                                                         industry approaching
                                                         social media?

                   …and what people th
                      d h t      l thought of it
                                        ht f           • Glean actionable
                                                         consumer insights that
                                                         can inform future
                                                         social marketing
                                                         endeavors




                                   www.360i.com    Proprietary & Confidential     17
Developing a Game Winning Strategy




                                     18
Let’s evaluate opportunities by asking
four questions

              SOCIAL MARKETING STRATEGIC LENS



                           Does it use our
                            social media
                              arsenal?

          Does it meet                          Does it follow
         our marketing                           social media
           objectives?                          best practices?

                          What is the value
                         exchange b t
                            h      between
                         consumer & brand?




                                 www.360i.com       Proprietary & Confidential   19
Let’s evaluate opportunities by asking
four questions

              SOCIAL MARKETING STRATEGIC LENS



                           Does it use our
                            social media
                              arsenal?

          Does it meet                          Does it follow
         our marketing                           social media
           objectives?                          best practices?

                          What is the value
                         exchange b t
                            h      between
                         consumer & brand?




                                 www.360i.com       Proprietary & Confidential   20
Develop your game-winning strategy based on
those answers

                                            • Apply listen + audit
                                              to create a plan that
                                                          p
                                              will engage the target
                                              audience with the
                                              right messaging at
                                              the most relevant
                                              moment
                                            • Build a unifying
                                              theme that will
                                              create deep
                                              engagement with
                                              consumers to reach
                                              objectives
                                            • Build communications
                                              & promotions plan




                         www.360i.com   Proprietary & Confidential   21
Preventing & Managing Social
Marketing Fumbles




                               22
Listening helps inform and make quick
decisions during crises
                                O l 9% of Al B ld i bl
                                Only     f Alec Baldwin blog
                                  posts mention “30 Rock”




  April 19, 2007
                                                 …of that, only 12% said they’d
                                                  never watch 30 Rock again




 Season Finale
 April 26, 2007
                  How b d is th d
                  H   bad i the damage
                                    g
                       to 30 Rock?
                                  www.360i.com           Proprietary & Confidential   23
Keeping Score




                24
Measure: ROI in social media

  Custom Social Media Scorecard           Social Media Dashboard
                                                                       Sample KCIsSM:
     Action          Weighting*
                                                                       • Volume of interactions
Impression        1x
                  1                                                      with content
View video        3x                                                   • Volume of user
                                                                         generated content
Click through     4x                                                   • Brand sentiment
Rate video
R     id          4x                                                   Other:
Share video       10x                                                  • Benchmarking
                                                                       • Ties to brand health
Embed video       20x                                                    metrics
Create video      100x                                                 • Traffic & links
                                                                       • Branding metrics
                              Community Monitoring
                                                                            • Custom scorecard
                                                                            • Branding studies
                                                                            • eCPM




                                                 www.360i.com      Proprietary & Confidential     25
Using Key Conversation Indicators




                                    26
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   27
Measure the right things

Questions to Answer   Metrics to evaluate




                                            www.360i.com   Proprietary & Confidential   28
Measure the right things

Questions to Answer   Metrics to evaluate

                      • Audience demographics and psychographics
Who                   • How many people interacted




                                             www.360i.com          Proprietary & Confidential   29
Measure the right things

Questions to Answer   Metrics to evaluate

                      • Audience demographics and psychographics
Who                   • How many people interacted

                      • Engagement
What                  • Weighted scorecard based on objectives




                                              www.360i.com         Proprietary & Confidential   30
Measure the right things

Questions to Answer   Metrics to evaluate

                      • Audience demographics and psychographics
Who                   • How many people interacted

                      • Engagement
What                  • Weighted scorecard based on objectives

                      • Audience aggregation
Where                 • Brand-influenced chatter vs. organic chatter




                                               www.360i.com            Proprietary & Confidential   31
Measure the right things

Questions to Answer   Metrics to evaluate

                      • Audience demographics and psychographics
Who                   • How many people interacted

                      • Engagement
What                  • Weighted scorecard based on objectives

                      • Audience aggregation
Where                 • Brand-influenced chatter vs. organic chatter

When                  • Timing in conjunction with other campaign promotions




                                               www.360i.com            Proprietary & Confidential   32
Measure the right things

Questions to Answer   Metrics to evaluate

                      • Audience demographics and psychographics
Who                   • How many people interacted

                      • Engagement
What                  • Weighted scorecard based on objectives

                      • Audience aggregation
Where                 • Brand-influenced chatter vs. organic chatter

When                  • Timing in conjunction with other campaign promotions

                      • Understanding what motivated the conversation or engagement, including
Why                     volume, sentiment, and sphere of influence




                                               www.360i.com            Proprietary & Confidential   33
Measure the right things

Questions to Answer   Metrics to evaluate

                      • Audience demographics and psychographics
Who                   • How many people interacted

                      • Engagement
What                  • Weighted scorecard based on objectives

                      • Audience aggregation
Where                 • Brand-influenced chatter vs. organic chatter

When                  • Timing in conjunction with other campaign promotions

                      • Understanding what motivated the conversation or engagement, including
Why                     volume, sentiment, and sphere of influence

                      • Benchmarking
                      • Setting baselines then measuring during and after campaign
How
H                     • Online surveys
                      • Adapt traditional metrics




                                               www.360i.com            Proprietary & Confidential   34
Social marketing can have branding equivalents


          Brand Metric          Social Equivalent




                          www.360i.com      Proprietary & Confidential   35
Social marketing can have branding equivalents


          Brand Metric          Social Equivalent

    Reach/Awareness      Impressions
                         Video Views




                          www.360i.com      Proprietary & Confidential   36
Social marketing can have branding equivalents


           Brand Metric          Social Equivalent

    Reach/Awareness       Impressions
                          Video Views

    Consideration         Engagement
                             g g
                          Installations
                          Polls
                          Community members
                          Contest entries
                          Time Spent




                           www.360i.com       Proprietary & Confidential   37
Social marketing can have branding equivalents


           Brand Metric          Social Equivalent

    Reach/Awareness       Impressions
                          Video Views

    Consideration         Engagement
                             g g
                          Installations
                          Polls
                          Community members
                          Contest entries
                          Time Spent
    Favorability          Pass-along/ Share/ Forward
                          “like”/ “favorite”
                          Positive blog coverage, comments
                          Content creators




                           www.360i.com         Proprietary & Confidential   38
Social marketing can have branding equivalents


           Brand Metric           Social Equivalent

    Reach/Awareness       Impressions
                          Video Views

    Consideration         Engagement
                             g g
                          Installations
                          Polls
                          Community members
                          Contest entries
                          Time Spent
    Favorability          Pass-along/ Share/ Forward
                          “like”/ “favorite”
                          Positive blog coverage, comments
                          Content creators
    Purchase              Sales




                           www.360i.com         Proprietary & Confidential   39
Social marketing can have branding equivalents


              Brand Metric           Social Equivalent

    Reach/Awareness          Impressions
                             Video Views

    Consideration            Engagement
                                g g
                             Installations
                             Polls
                             Community members
                             Contest entries
                             Time Spent
    Favorability             Pass-along/ Share/ Forward
                             “like”/ “favorite”
                             Positive blog coverage, comments
                             Content creators
    Purchase                 Sales


    Loyalty                  Referral



                              www.360i.com         Proprietary & Confidential   40
Brand Health Scorecards




                          41
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               42
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                43
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           44
Persona Development:
Who is the client’s customer online?




                                       45
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               46
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               47
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                 48
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               49
Where are conversations occurring,
and how many people are they reaching?




                                         50
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            51
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   52
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        53
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                 54
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                 55
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   56
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          57
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            58
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        59
You’ve been great!




                     www.360i.com   Proprietary & Confidential   60
Thank you!



 David Berkowitz
 Senior Director, Emerging Media & Innovation
 212.703.7257                                                                Secret URL:
                                                                               bit.ly/
 dberkowitz@360i.com
                                                                               dbrama
 Twitter: @dberkowitz
 Blog: MarketersStudio.com



             Get the full playbook at playbook.360i.com
                Keep up on trends at blog.360i.com
                    Follow 360i on Twitter @360i




                                www.360i.com    Proprietary & Confidential           61

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Rochester AMA - How to Measure Social Media Using Key Conversation Indicators

  • 1. How to Measure Social Media Using Key Conversation Indicators David Berkowitz Senior Director of Emerging Media & Innovation 360i 212.703.7257 dberkowitz@360i.com Blog: MarketersStudio.com / blog.360i.com Twitter: @dberkowitz / @360i Secret URL: bit.ly/ dbrama
  • 2. This is social media… Hi, I’m Nice to meet you: y www.360i.com Proprietary & Confidential 2
  • 3. What kind of talk is this? 3
  • 4. Cliff of Destiny! Prairie of Complacency CHASM OF FEAR R www.360i.com Proprietary & Confidential 4
  • 5. www.360i.com Proprietary & Confidential 5
  • 6. This is not one of those talks. talks www.360i.com Proprietary & Confidential 6
  • 7. www.360i.com Proprietary & Confidential 7
  • 8. www.360i.com Proprietary & Confidential 8
  • 9. www.360i.com Proprietary & Confidential 9
  • 10. 1. Volume of consumer-created buzz for a brand based on number of posts 2. Amount of buzz based on number of impressions 3. Shift in buzz over time 4. Buzz by time of day / daypart 5. Seasonality of buzz 6. Competitive buzz 7. Buzz by category / topic 8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 9. 9 Buzz by stage in purchase funnel (e.g., researching vs completing (e g vs. transaction vs. post-purchase) 10. Asset popularity (e.g., if several videos are availableConfidential www.360i.com Proprietary & to embed, 10 hi h i d )
  • 12. Get yer free Playbook right here Download at www.360i.com/playbook www.360i.com Proprietary & Confidential 12
  • 13. Game plan for success in social marketing Training to Win Developing a Keeping Score Game-Winning Strategy Preventing The Arenas Fumbles Firing up the Building your fans fan base www.360i.com Proprietary & Confidential 13
  • 14. Game plan for success in social marketing Training to Win Developing a Keeping Score Game-Winning Strategy Preventing The Arenas Fumbles Firing up the Building your fans fan base www.360i.com Proprietary & Confidential 14
  • 15. Game plan for success in social marketing Training to Win Developing a Keeping Score Game-Winning Strategy Preventing The Arenas Fumbles Firing up the Building your fans fan base www.360i.com Proprietary & Confidential 15
  • 17. Audit: What’s the competition doing? Social media investments by competitive brands… • What is your current social footprint? • How are your competitors and industry approaching social media? …and what people th d h t l thought of it ht f • Glean actionable consumer insights that can inform future social marketing endeavors www.360i.com Proprietary & Confidential 17
  • 18. Developing a Game Winning Strategy 18
  • 19. Let’s evaluate opportunities by asking four questions SOCIAL MARKETING STRATEGIC LENS Does it use our social media arsenal? Does it meet Does it follow our marketing social media objectives? best practices? What is the value exchange b t h between consumer & brand? www.360i.com Proprietary & Confidential 19
  • 20. Let’s evaluate opportunities by asking four questions SOCIAL MARKETING STRATEGIC LENS Does it use our social media arsenal? Does it meet Does it follow our marketing social media objectives? best practices? What is the value exchange b t h between consumer & brand? www.360i.com Proprietary & Confidential 20
  • 21. Develop your game-winning strategy based on those answers • Apply listen + audit to create a plan that p will engage the target audience with the right messaging at the most relevant moment • Build a unifying theme that will create deep engagement with consumers to reach objectives • Build communications & promotions plan www.360i.com Proprietary & Confidential 21
  • 22. Preventing & Managing Social Marketing Fumbles 22
  • 23. Listening helps inform and make quick decisions during crises O l 9% of Al B ld i bl Only f Alec Baldwin blog posts mention “30 Rock” April 19, 2007 …of that, only 12% said they’d never watch 30 Rock again Season Finale April 26, 2007 How b d is th d H bad i the damage g to 30 Rock? www.360i.com Proprietary & Confidential 23
  • 25. Measure: ROI in social media Custom Social Media Scorecard Social Media Dashboard Sample KCIsSM: Action Weighting* • Volume of interactions Impression 1x 1 with content View video 3x • Volume of user generated content Click through 4x • Brand sentiment Rate video R id 4x Other: Share video 10x • Benchmarking • Ties to brand health Embed video 20x metrics Create video 100x • Traffic & links • Branding metrics Community Monitoring • Custom scorecard • Branding studies • eCPM www.360i.com Proprietary & Confidential 25
  • 26. Using Key Conversation Indicators 26
  • 27. 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 27
  • 28. Measure the right things Questions to Answer Metrics to evaluate www.360i.com Proprietary & Confidential 28
  • 29. Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted www.360i.com Proprietary & Confidential 29
  • 30. Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives www.360i.com Proprietary & Confidential 30
  • 31. Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter www.360i.com Proprietary & Confidential 31
  • 32. Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter When • Timing in conjunction with other campaign promotions www.360i.com Proprietary & Confidential 32
  • 33. Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter When • Timing in conjunction with other campaign promotions • Understanding what motivated the conversation or engagement, including Why volume, sentiment, and sphere of influence www.360i.com Proprietary & Confidential 33
  • 34. Measure the right things Questions to Answer Metrics to evaluate • Audience demographics and psychographics Who • How many people interacted • Engagement What • Weighted scorecard based on objectives • Audience aggregation Where • Brand-influenced chatter vs. organic chatter When • Timing in conjunction with other campaign promotions • Understanding what motivated the conversation or engagement, including Why volume, sentiment, and sphere of influence • Benchmarking • Setting baselines then measuring during and after campaign How H • Online surveys • Adapt traditional metrics www.360i.com Proprietary & Confidential 34
  • 35. Social marketing can have branding equivalents Brand Metric Social Equivalent www.360i.com Proprietary & Confidential 35
  • 36. Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views www.360i.com Proprietary & Confidential 36
  • 37. Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent www.360i.com Proprietary & Confidential 37
  • 38. Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “like”/ “favorite” Positive blog coverage, comments Content creators www.360i.com Proprietary & Confidential 38
  • 39. Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “like”/ “favorite” Positive blog coverage, comments Content creators Purchase Sales www.360i.com Proprietary & Confidential 39
  • 40. Social marketing can have branding equivalents Brand Metric Social Equivalent Reach/Awareness Impressions Video Views Consideration Engagement g g Installations Polls Community members Contest entries Time Spent Favorability Pass-along/ Share/ Forward “like”/ “favorite” Positive blog coverage, comments Content creators Purchase Sales Loyalty Referral www.360i.com Proprietary & Confidential 40
  • 42. 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 42
  • 43. 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 43
  • 44. 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 44
  • 45. Persona Development: Who is the client’s customer online? 45
  • 46. 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 46
  • 47. 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 47
  • 48. 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 48
  • 49. 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 49
  • 50. Where are conversations occurring, and how many people are they reaching? 50
  • 51. 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 51
  • 52. 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 52
  • 53. 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 53
  • 54. 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 54
  • 55. 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 55
  • 56. 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 56
  • 57. 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 57
  • 58. 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 58
  • 59. 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 59
  • 60. You’ve been great! www.360i.com Proprietary & Confidential 60
  • 61. Thank you! David Berkowitz Senior Director, Emerging Media & Innovation 212.703.7257 Secret URL: bit.ly/ dberkowitz@360i.com dbrama Twitter: @dberkowitz Blog: MarketersStudio.com Get the full playbook at playbook.360i.com Keep up on trends at blog.360i.com Follow 360i on Twitter @360i www.360i.com Proprietary & Confidential 61

Editor's Notes

  1. Started dialogue Summer months Twitter rise Setting benchmark
  2. Note: A heavy car rental spender has spent over $250 on renting cars in the past 6 months
  3. Voiceover – not SN profile areas
  4. Do neutral quote