Presented by Steve Thomson at Impact 2015.

1. Dynamics & realities of the social haze
The Social Brand

2. Every brand wants to be talked about
“Analysis shows that the revenue
growth of the brands with the
highest advocacy levels is far
above the industry average.”
Boston Consulting

3. Talk Matters
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.

4. So: plan and measure buzz
…& activate & influence it

5. Measurement challenges
Actual not
potential
advocacy
All WOM channels
Impressions not
potential reach Motivations &
context
Sentiment

7. Trend is back to private conversation

8. Broader
participation
Offline WOM is different
Less
polarised
More spontaneous & driven by emotion

9. Social SOV does not reflect the offline world
Tesco
Sainsbury's
Asda
Waitrose
Morrisons
Aldi
Lidl
Online
(Sysomos)
All channels
(Keller Fay)
4 wks to Feb 22

10. NPS is only
‘potential’
advocacy
TalkShare™ relative to market share
(12 months to April 2014)
TalkShare™ Mkt share
E.On 17% 15%
EDF 13% 12%
SSE 9% 16%
Some brands are
simply more
talkable

11. Reduced their electric
prices which is great
for us
NPS “Detractor”
Think about actual advocacy & conversations
Might as well stay
with them as they are
all the same
NPS “Advocate”
Money grabbing
pack of gits
NPS “Passive”

12. Actual not potential impressions
Diaries & apps overcome some recall challenges
Spontaneous vs prompted measurement
Online/social: what’s the true reach?

13. Twitter Forum News TOTAL
26th Jan 13,400,000 28 4,520 13,404,548
27th Jan 45,200,000 44 3,307 45,203,351
28th Jan 66,700,000 83 5,164 66,705,247
29th Jan 17,200,000 67 48,951 17,249,018
30th Jan 28,200,000 47 20,955 28,221,002
31st Jan 24,400,000 24 399 24,400,423
1st Feb 12,600,000 38 109 12,600,147
TOTAL 207,700,000 331 83,405 207,783,736
Reach
Total # of impressions: BEWARE
‘Being served’ ≠ seeing/reading
Reach vs. total impressions
“Average # of followers” meaningless?
The true reach of Twitter posts?

14. Twitter reach vs impressions
Kantar TV ratings suggest
• Tweets reach ~300 people
• unique reach is ~10% of
total impressions
(Tweetreach suggests
20-40% more common)

15. Twitter reach vs impressions
(Daily reach)
# of Tweets
4,400
(daily average/Feb)
# of impressions
1.4m
Est. reach
Algorithm Survey
0.4m 1.1m
1.0% 2.7%
of GB pop
Numbers don’t line
up!

16. The true reach of Twitter posts?
?????

17. Automated sentiment improving,
but accuracy still variable
Individual posts vs. entire threads, conversations & context
Online/offline, Auto/manual, Assessed/asked give different answers
Sentiment measurement: can be tricky
30%
91%
59% 11%
Online
(Sysomos)
All channels
(KFG)
Positive Mixed Neutral Negative
4 wks to Feb 22

18. Activate & influencing WOM
Triggers, motives, context…
Self-promotion
Experiences
Advice & altruism
Emotion
Brand promotion
Brand experiences
Visual cues
Note: digital activity has offline viral outcomes

19. What’s your brand story - will people share it?
Innovations
Benefits/features – if interesting &
easy to share
Deals
Ads -occasionally

20. WOM Matters!
ALL CHANNELS
ACTUAL ADVOCACY
REACH & IMPACT?
TRIGGER & INFLUENCE