Check out this presentation to learn more about social media and the factors that drive conversation both online and offline.

1. Getting real about social
Steve Thomson
March 2017

2. Does it really
drive sales?
What’s the real impact of advocacy & amplification?
What’s the impact
on brand health?
Which channels
are key?
2

3. Social is not fully understood or appreciated
Commercial contribution not fully measured
Lack of traction in C-Suite - metrics not understood
Fragmented measurement/listening
3

4. Results of 2014 market mix modeling project by Analytic Partners for the Word of
Mouth Marketing Association.
Sponsors included: AT&T, Discovery, Intuit, Pepsico, Weight Watchers.
Consumer conversation does drive ROI
4

5. But ‘social’ is more than FB, Twitter, blogs
<
5

6. We know how to monitor public social
But offline & dark social conversation is
• Bigger
• Growing faster
• Very different
Focussing on the visible conversation is not enough
6

7. Online/public
~21,000
comments/week in public social
(excl news posts)
~600k – 4 million??
Actual impressions/week
Bigger?
Offline/private
16%
Of GB adults record an offline
conversation in a typical day
69 million
Estimated impressions/week
Growing faster
thanks to IM
7

8. Different
Triggers & motivations  Real world experiences, media
 Less social signalling
Location/context  Broadcast vs intimate/private
People  Broader participation offline,
with people you know/trust
Nature of differences will vary by category, market, audience
8

9. What factors drive conversations offline?
Visual
triggers
Occasion,
serendipity
Media
Need for privacy
9

10. Starting point: identify some common dimensions/KPIs
But how can we measure & compare across
hugely different channels?
Offline WoM
Online Social
10

11. Brands often perform differently across channels
11
OFFLINE PERFORMANCE
ONLINEPERFORMANCE
Measuring TotalSocial Performance
Offline surveys measuring WOM in all
forms
+
Online social listening/analytics
350 UK
brands
11

12. 10000
12000
14000
16000
18000
20000
22000
24000
26000
28000
40
45
50
55
60
65
70
75
80
85
Online mentions
Projected
Impressions/wk
(millions)
Offline/Dark Online Social
Online & offline trends can be different
Feb/Mar dip in
volumes not
picked up online
Xmas spike earlier
online, more
sustained offline
12

13. Some brands are ‘social misfits’
13

14. What Can Social Misfits Learn From One Another?
WOM Mavens (stronger offline)Social Sirens (stronger online)
Leverage day-to-day presence &
relevance
Have a memorable messages that are
easy to share offline
Use all types of media to trigger
conversations
Cultivate a base of advocates
Create a steady stream of shareable
content – not just occasional hits
Supply “social currency”
Connect with everyday online
influencers, not just celebs
14

15. IMPERTITIVE: simplify & validate the metrics
1 + 𝑥 𝑛
= 1 +
𝑛𝑥
1!
+
𝑛 𝑛 − 1 𝑥2
2!
Senior management & non-technical teams do not understand or
want complex measures
They question the value of vanity metrics
Requirement: Prove business impact of social measures
15

16. WOMMA study in 2014 - 6 brands
Social’s impact is measured, validated
16

17. Proven impact
Engagement Labs R&D – initial indications
Correlations to weekly sales
data for 170 brands
Offline’s contribution
continues to be bigger
All four sub-metrics matter
Example: beauty category
17

18. Many Opportunities to Improve Social Presence
CRM
Advertising
Public
Relations
Digital
WOM Leverage Points
WOM &
Advocacy
Outcome
$
18

19. People live their lives online & offline - the lines are blurring
Digital’s role in social is not fully understood
Triggers & influences
Digital content influences offline WOM
~20% of offline conversations
• higher for travel, tech, kids
Outcomes
Search & web visits are frequent
outcomes from offline WOM
Real time or later
19

20. Challenge linear last-click models
Plan content to drive offline conversation
Measure ROI beyond likes, shares, etc
Digital: we need a social rethink
20

21. The impact of social forces on brands is huge. But what is ‘social’?
Time for social to get real
Measure & activate it all, not just the convenient
21

22. Thank You