MSLGROUP’s software and approach for
benchmarking social engagement, with
context and customization.

CONTEXT

MSLGROUP SOCIAL HIVE
Social Hive Index is named after Social Hive, MSLGROUP’s global social media offering, with
150+ dedicated experts, and deep capabilities across Plan, Build and Engage.
1. Social
insights
4. Social
engagement
5. Social
marketing
6. Social
business
2. Proprietary
products
3. Production
studio
PLAN
ENGAGE
BUILD
- Social listening
- Social analytics
- Insight communities
- Social apps
- Community minisites
- Online videos
- People’s Lab
- Social Hive Index
- StoryStream (Q1 2013)
- Social CRM
- Social commerce
- Social enterprise
- Movement marketing
- Crowdsourcing contests
- Social advertising
- Branded content
- Community engagement
- Influencer marketing
1
2
3
4
5
6

MSLGROUP INNOVATION ROADMAP
Social Hive Index is a part of MSLGROUP’s innovation roadmap, many of which are powered by
social data, in the areas of storytelling, crowdsourcing and citizenship.
Citizenship
Crowdsourcing
Social Data
Storytelling
- Influencer Community: Research
approach for decoding influencer
motivations and messages.
- PurPle: Approach for collaborative
social innovation and grassroots
movement marketing.
- People’s Lab: Software and approach
for crowdsourcing insights and
innovation.
- Storystream: Software and approach
for social curation and social publishing.
- Storytelling: Approach for purpose-
inspired content planning and
storytelling.
- Social Hive Index: Software and
approach for benchmarking social
engagement in context.
- People’s Insights: Community-curated
insights reports and magazine on
inspiring projects.
Q4 2012 Q1 2012
Q2 2012
Q1 2012
Q4 2011
Q3 2012
Q1 2013
Gaurav
Mishra,
Shanghai
Tushar
Bajaj,
Delhi
Nidhi
Makhija,
Mumbai
Pascal
Beucler,
Paris
Dominic
Payling, L
ondon
Janelle
Dixon,
New York
- PurPle Multiplier: Community to
connect 3700+ MSLGROUP employees
to clients’ PurPle projects.
Q1 2013

SELL SHEET

SOCIAL HIVE INDEX: SELL SHEET
Social Hive Index is MSLGROUP’s proprietary software and approach for benchmarking social
engagement. Like Klout, with context and customization.
NEED
To create a single dynamic score to
benchmark how organizations and
influencers are engaging their community
members on social media around a specific
topic, relative to peers. Like Klout, with
context and customization.
COST
The cost includes one-time setup and
customization, daily updated dashboard,
monthly reporting, qualitative research
waves and recommendations.
FOR MORE
Ask pascal.beucler@mslgroup.com,
gaurav.mishra@mslgroup.com and
tushar@2020social.com for the Social Hive
Index deck and demo, or visit
http://socialhiveindex.mslgroup.com.
CLIENTS
- In discussion with several clients across
the world.
OFFERING
 Creates a dynamic dashboard with a
single score, and drilldown details on the
score components.
 Uses automatically updated social
data, qualitative research waves, and our
proprietary normalization algorithm.
 Quantitative social analytics data from
Facebook, Twitter, YouTube, Kred, Klout,
Peerindex and SEOMoz.
 Qualitative rating scores on the
effectiveness of storytelling and
engagement.

WHY: THE NEED

SOCIAL HIVE INDEX: THE NEED
The effectiveness of social engagement is not universal, but contextual -- relative to a
geography, industry, topic or peer group -- but other tools don’t measure social engagement in
context.
SOCIAL ENGAGEMENT IS
CONTEXTUAL
The effectiveness of social engagement is
not universal, but contextual -- relative to a
geography, industry, topic or peer group.
OTHER TOOLS DON’T ALLOW
CUSTOMIZATION
Tools like Klout, Kred and Peerindex that
do measure social engagement don’t allow
customization around specific use cases.
OTHER TOOLS DON’T BENCHMARK
SOCIAL ENGAGEMENT
Social listening and analytics tools don’t
benchmark social engagement around a
topic, relative to peers, with a single score.
Source: Photos from serakate, grafixer and julia_manzerova on Flickr

SOCIAL HIVE INDEX: THE SOLUTION
To create a single dynamic score to benchmark how organizations and influencers are engaging
their community members on social media around a specific topic, relative to their peers.
GET SINGLE SCORE BETWEEN 1 AND
100
The index normalizes quantitative social
data and qualitative scores into a single
dynamic score between 1 and 100.
ADD CUSTOM NETWORKS, WEIGHTS
OR CRITERIA
The index provides a number of
customization possibilities to meet specific
needs and use cases.
ADD CONTEXT BY BENCHMARKING
WITH PEERS
The index benchmarks organizations and
influencers against relevant peers, from the
same geography, industry, or topic.
Source: Photos from lrargerich, cynergy, and bdesham on Flickr

WHAT: THE
METHODOLOGY

SOCIAL HIVE INDEX: THE METHODOLOGY
The index uses a combination of automatically updated social data, qualitative research waves,
and our proprietary normalization algorithm to create a single score between 1 and 100.
SOCIAL DATA PROPRIETARY
ALGORITHM
QUALITATIVE
RESEARCH
One time, annual, or quarterly
qualitative research waves on
storytelling and engagement around a
topic.
Proprietary normalization algorithm to
convert social data and qualitative
scores into a single score between 1
and 100.
Daily updated social data from
Facebook, Twitter, YouTube, Kred, Kl
out, Peerindex and SEOMoz.

SOCIAL HIVE INDEX: THE METHODOLOGY
The index uses a combination of automatically updated social data, qualitative research waves,
and our proprietary normalization algorithm to create a single score between 1 and 100.
SOCIAL DATA PROPRIETARY
ALGORITHM
QUALITATIVE
RESEARCH
Normalize each data point against all
other data points of the same type.
Pull in social data from
Facebook, Twitter, YouTube, Kred, Kl
out, Peerindex and SEOMoz.
Select a theme, define the universe of
entities, and identify all social
properties.
1
4
5
Assign weights (0, .5, 1) to each
property based on fit with topic.
2
Score each entity on storytelling and
engagement, based on benchmarks.
3
Aggregate all the data points for the
same channels into a single channel
score.
6
Aggregate all the channel scores into
a single score between 1 to 100.
7
Proprietary normalization algorithm to
convert social data and qualitative
scores into a single score between 1
and 100.
Daily updated social data from
Facebook, Twitter, YouTube, Kred,
Klout, Peerindex and SEOMoz.
One time, annual, or quarterly
qualitative research waves on
storytelling and engagement around a
topic.

SOCIAL HIVE INDEX: QUANTITATIVE SOCIAL DATA
The index uses automatically updated quantitative social data from Facebook, Twitter, LinkedIn,
YouTube, SlideShare, Klout, Peerindex, Kred and SEOMoz.
FACEBOOK PAGE: Number of likes, Number of people talking about the brand
WEBSITES AND BLOGS (From SEOMoz): Domain authority, Page authority, MozRank, Number of
external links
YOUTUBE CHANNELS: Subscribers, Number of views, Number of videos
TWITTER PROFILE: Followers, Number of tweets, Favorites, Retweets, Klout score, PeerIndex
score, Kred score
INFLUENCE MEASURES: Klout score, Peer Index measures, Kred scores.

SOCIAL HIVE INDEX: QUALITATIVE SCORES
The index also uses one time, annual, or quarterly qualitative research waves to assign weights to
each property and score each entity on storytelling and engagement around a topic.
STORYTELLIN
G SCORES
ENGAGEMENT
SCORES
RELEVANCE
WEIGHTS
Weights to each property based on
relevance to topic:
- 0, if not really relevant to topic.
- 0.5, if partially relevant to topic.
- 1, if dedicated to topic.
Score of 1-10 for each entity against
study-specific benchmark, based on:
- Crowdsourcing and curating
content, not only sharing own content.
- Engaging in two way
conversations, through questions and
calls to action.
- Creating incentives for participation
and action, like contests.
Score of 1-10 for each entity against
study-specific benchmark, based on:
- Repurposing stories into long-form and
short-form content.
- Telling stories across multiple
channels, with customization.
- Telling stories across multiple media
types, including videos and infographics.
Plus, custom criteria for each study.

QUALITATIVE SCORES : MORE OPTIONS
The Social Hive Index platform is dynamic and flexible to incorporate alternate measures in place
or in addition to storytelling and engagement.
POPULARITY : SHARE OF VOICE
Quantitative data, The share of voice as a
percentage is a measure of external
mentions and can be incorporated as a
measure of popularity in the Social Hive
Index.
REVIEWS AND SEARCH : REPUTATION
Online reputation can be measured using
tools and techniques depending on
Industry type. Page rank and review
aggregators can be incorporated to add a
measure of reputation to the Index.
PERCEPTION :SENTIMENT ANALYSIS
Quantitaive analysis from pre-existing tools
gives positive comments as a percentage
and this can also be incorporated in the
index as a measure of perception.
Brand 1 Brand 2 Brand 3 Brand 4
BRAND 1 BRAND2
SENTIMENT
POSITIVE NUETRAL NEGATIVE
SHARE OF VOICE REVIEWS AND RANKS

SOCIAL HIVE INDEX: DYNAMIC DASHBOARD
The dynamic, daily updated dashboard can be fully customized to create a public leaderboard, a
private dashboard, or a part of a research report.
Customizable header
Customizable banner
Customizable background
Customizable text, HTML
or RSS widgets
Leaderboards by channel
Customizable colour
scheme
Customizable
announcement
Company score between 1
and 100
Breakup of company score
Customizable company
description
Chart with breakup of
company score

HOW: USE CASES
USE CASES AND
BENEFITS TO
MARKETERS

SOCIAL HIVE INDEX: USE CASES
The index can be used across a range of use cases, from public topic leaderboards for thought
leadership, to research report to benchmark best practices, and private company dashboards for
campaign measurement.
PUBLIC TOPIC LEADERBOARDS
To create a public leaderboard of the most
engaging “Fortune Global 100 companies
on sustainability” or “UK influencers on
beauty”.
PRIVATE COMPANY DASHBOARDS
To create a private dashboard to
benchmark a company against relevant
peers in the same industry, geography, or
topic.
BENCHMARK RESEARCH REPORTS
To create a research report to benchmark
best practices on storytelling and
engagement in an industry, geography, or
topic.
Source: Photos from pahudson, 59937401@N07, and darwinbell on Flickr

CASE STUDY:
PURPLE INDEX

SOCIAL HIVE INDEX CASE STUDY: PURPLE INDEX
MSLGROUP’s PurPle Index measures how effectively the Fortune Global 100 firms are engaging people
on social media around their purpose, in the areas of environment, health, education and human potential.
UNIVERSE: FORTUNE GLOBAL 100
FIRMS
Covers all English-language, global (or US)
corporate social media channels from the
top 100 firms in the Fortune Global 500 list.
DATA: QUANTITATIVE & QUALITATIVE
Based on social data from
Facebook, Twitter, YouTube, Klout, Peerind
ex & SEOMoz and qualitative scores on
storytelling & engagement.
THEME: CORPORATE PURPOSE
Assigns weights for each channel for
relevance to the four purpose areas:
environment, health, education and human
potential.

GET SOCIAL
HIVE INDEX
TODAY!
Pascal Beucler
SVP and Global Chief Strategy
Officer, pascal.beucler@mslgroup.c
om