Case Study of Deloitte Consulting for the year 2012. Data extracted for the content propogated online from listening tool called Radian6

1. Social Media Overview & Case Studies
Deloitte Consulting for 2012
Robin Goel
Note: Data Extracted for a complete year from Radian^

2. Key Customer Engagement Platforms
• Social/Professional Networks
– Facebook
• Blogging/Micro-Blogging/Lifestreming
– WP, TypePad ,Twitter , Posterous, LiveJournal,
• Video, Audio & Photo sharing
– YouTube, MEtacafeBlip etc..
– Flickr,
• Bookmarks/Sharing
– Digg
• Collaboration Networks
– Wikis, Shared Workspaces, Forums, Commenting Networks

3. Social Media Analytics Defined
Business Objective Key Performance Indicators Measurement
Foster Dialog
Share of voice
Brand Mention/Total Mentions
(Brand + Competition)
Audience Engagement
Comments+likes+shares/ Total
Views
Conversation Reach Sum of content views
Promote
Advocacy
Active Advocates
Influencers in last month/total
influencers
Advocate Influence
# of Views of topics shared by
influencers
Advocacy Impact
Sum of Total Followers/ Sum of
influencial followers
Spur
Innovation
Topic Trends
Most viewed topic and most
unique contributor topic
Sentiment Ratio Postive: Neutral: Negative
Idea Impact
# of positive mentions X
Followers /total mentions

4. Measuring Conversations
Key Performance
Indicators
Measurement Observation
Share of voice
Brand Mention/Total Mentions
(Brand + Competition)
16,794/ Data Not Available
Audience Engagement
Comments+likes+shares/
Total Views
5,959+42,553/37,450= 1.30
Conversation Reach Sum of content Views 37,450

5. Influence Measurement
Key Performance
Indicators
Measurement Observation
Active Advocates
(Facebook and Twitter more
than 5000 followers)
Influencers in last
month/total influencers
39/ 548= 0.07
Advocate Influence
# of Views of topics shared by
influencers
5,959+4,2553/3,7450= 1.30
Advocacy Impact
Sum of Total Followers/ Sum
of influencial followers
15,144,333/ 11,156,853= 1.35

6. Spur Innovation
Key Performance
Indicators
Measurement Observation
Topic Trends
Most Viewed Topic and most
unique contributor topic
Social Jumpstart Video on
Youtube with more than 3000
views and company review on
jobeehive
Sentiment Ratio Postive: Neutral: Negative 35: 16751: 8
Idea Impact
# of positive mentions X
Followers /total mentions
35X1117/16751= 2.33

7. Blog and Media mentions of Brand
Channel Mentions Engaging topics
Bloggers 475 38
Wordpress 615 38
Generic Blogs 2791 494
Mainstream Media 180 N/A
Youtube 289 11
Facebook 1624 N/A
Flickr 59 N/A

8. Conclusions
• Forums like thestudentroom, wallstreetoasis and yahoo answers are the
most active forums from the brand mention perspective.
• Social Jumpstart TV ~ Mike Wolpert & Chris Heuer is the most watched
video this year.
• Videos are the great way to reach audience as this media got the highest
viewership this year with about 35,000 views.
• About 1624 discussion topics created about brand on facebook and is
mostly neutral.
• Brand has a good mention on twitter and forums as compared to blogs and
other mainstream channels. However, followers data from Twitter is incorrect
in sheet provided upon checking.
• The brand has a decent followership on social networks as compared to
competitors.

9. Thank You