Measuring Social Media Impact Beyond Likes

Beyond the like /Measuring Social Media
Joel Windels | marketing@brandwatch.com | Tel: +44 (0)1273 234 290 | @LinkYeah
September 2013

DRINKS BRANDS /Facebook likes
2© 2013 Brandwatch | www.brandwatch.com
4k likes
17m likes
1.3m likes
42k likes

DRINKS BRANDS /Facebook likes
4k likes
17m likes
1.3m likes
42k likes

DRINKS BRANDS /Twitter followers
2.2m followers
0 followers
34k followers
7.6k followers

MCDONALDS /Competitors

BEER BRANDS /Monthly likes
+13%
+10%
+20%
+80%

© 2013 Brandwatch | www.brandwatch.com 9
LIKES>
TIME (MONTH)
Budweiser
Carlsberg
Carling
Tiger
13%
10%
20%
80%

41%
38%
14% 14%
34%
33%
10%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
July August
Budweiser
Carlsberg
Carling
Tiger

BUDWEISER /Likes over time
TIME (MONTH)
Likes

BUDWEISER /Likes & market share
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
0%
2%
4%
6%
8%
10%
12%
TIME (MONTH)
% Share
Likes

HELLO /Still with me?
• Board members like likes, try to convince them otherwise
• Most like numbers go up anyway
• Important to give them more context
• Benchmark against yourself and your competitors
• Get to the wider meaning behind the numbers
• Reporting on likes (or followers etc) alone is incredibly limiting

Page likes to
post likes

CARLSBERG /Facebook

CARLSBERG /Example 1

HI THERE /Please don’t leave …
• Measure what’s happening on your channels
• Brewdog got 1.5% engagement on just one post. Carlsberg would have 17000
likes if they managed the same
• One active fan is better than one million inactive ones
• Don’t think of 1m likes, but think of 10,000 advocates or 1000 customers
• The average person has 140 friends. In just 4 generations, that network is over 2
million people.
• Up to 8x cheaper to retain a customer than attain a new one.
• WOM and referrals are the strongest type of lead

FACEBOOK /Insights

FACEBOOK /Insights
Post Reach Engaged Users Talking about this
New ale edition
available
381k 1211 301
Ale competition open
now!
340k 1130 345
Look at these lovely
bottles
299k 960 297
What's your favourite
lager?
285k 934 282

FACEBOOK /Insights
0
20
40
60
80
100
120
140
160
180
200
Status Photo Link Video Other
Engagement

TWITTER /Time for some fun
Which brand had the best August?
• Bubble Blue
• Grand Green
• Royal Red

EARNED

EARNED MEDIA /Owned & earned
0
500
1000
1500
2000
2500
3000
Jan Feb Mar Apr May Jun Jul Aug
Owned
Earned

EARNED MEDIA /Budweiser mentions
0
1000
2000
3000
4000
5000
6000
Mar Apr May Jun Jul Aug
Positive
Neutral
Negative

EARNED MEDIA /2013 beer mentions
37135
19125
28381
0
5000
10000
15000
20000
25000
30000
35000
40000
Budweiser Grolsch Carlsberg

EARNED MEDIA /2013 beer mentions
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Budweiser
Carlsberg
Grolsch

EARNED MEDIA /Budweiser share of voice (SoV)
0
2
4
6
8
10
12
14
16
% share

EARNED MEDIA /Sentiment
0
1000
2000
3000
4000
5000
6000
Positive
Neutral
Negative

EARNED MEDIA /Insights
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Budweiser
Carlsberg
Grolsch

BUDWEISER /Insights

EARNED MEDIA /Insights
12% FACEBOOK
76% TWITTER
BUDWEISER
MENTIONS

EARNED MEDIA /Popular content
Post Tweets Retweets Impressions
Hot UK deals 130 300 1029488
FastCo: Is
Budweiser the Coke
of beers?
76 33 645938
Coop deals 44 11 297772
@Andy_Beck
photo
5 12 28253

EARNED MEDIA /Authors
Twitter handle Mentions Followers Account type
@Marc_MuFc1 1 212007 Male, Individual
@J4CKMULL 4 131922 Male, Individual
@thelawns 7 91198 Organisation
@HaydnOSmith 1 68962 Female, individual

BUDWEISER /Campaigns
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Football
Rihanna
Superbowl
Other
2 per. Mov. Avg. (Other)

H&M /Celebrity endorsements
0
10000
20000
30000
40000
50000
60000
70000
80000
Beyonce Beckham
Mentions
Intent to purchase

LISTEN /No, actually listen
• Listening beyond your own social profiles is imperative
• Who, what, where, when of your brand
• Measure cross-media, cross-platform campaigns and initiatives
• Combine metrics to create the story of your brand

ROI

ROI /Objectives
What does success look like?
Customer Service
• Reducing costs to traditional customer service
• Net promoter score
Reputation
• Measure campaigns
• Efficiencies in developing pan-media marketing
Sales
• Conversion rate – set up goals! (what was that active audience doing)
• Links to site
• Watch YouTube vid/ad
• Enter competition

ROI /Website
Google Analytics (KISSmetrics, Chartbeat, Piwik)

ROI /Conversion sources

ROI /Which sources
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Jan Feb March May June July August
Twitter
LinkedIn
Facebook

ROI /Quality of sources

ROI /Targeted audience

STILL HERE?

ROUNDUP /Fun things to learn
• Whatever you’re reporting, give wider context
• Get more granular: work out how active your audience is, which content is working, which
types are performing etc
• Go beyond your own platforms and research your visibility elsewhere to inform social strategy
and measure wider performance
• Dive deeper: what is driving your social presence? Topics, stories, campaign, authors: there is
a wealth of information out there to measure. Volume doesn’t = good
• The big so what? Work out what success looks like before you begin. Decide what you’re
hoping to do, then you can go about measuring it. Tie your wider business objectives to your
social campaign, whether that’s customer service, marketing, PR or sales
• Measurement constantly feedbacks strategy. It’s a continuous process

ONE MORE THING /The test
1/ Which brand had best visibility?
2/ Which brand drove most business?
• Purple Power
• Pink Stuff
• Orange Industries

Contact
69
Email /joel@brandwatch.com
Web /http://www.brandwatch.com
Twitter /@Brandwatch /@LinkYeah
Telephone /
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 441 59
Fax /
UK: +44 (0)1273 234 291
Document Limitation
The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
© 2013 Brandwatch | www.brandwatch.com

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