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Deloitte consulting case study
The document provides an overview of social media engagement metrics and analytics from Deloitte Consulting for 2012, focusing on key platforms and performance indicators. It highlights active forums, the impact of video content, and brand mentions across various channels, noting Twitter's follower data discrepancy. Overall, it concludes that the brand has a solid presence on social networks compared to competitors, with significant discussion activity on Facebook.
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Deloitte consulting case study
- 1. Social Media Overview& Case Studies Deloitte Consulting for 2012 Robin Goel Note: Data Extracted for a complete year from Radian^
- 2. Key Customer EngagementPlatforms • 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 AnalyticsDefined 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 MeasurementObservation 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 MeasurementObservation 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 MeasurementObservation 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 Mediamentions 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 likethestudentroom, 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.
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