A presentation we made at the Insights Innovation Exchange in Philly June 2013

1. The
one
number
you need to
know
in the social Age
ARF Audience Measurment
June 2013

2. 2
Companies have growing measurement challenges.
Metric proliferation
Measurement is not insight
Some metrics are estimated
No framework to provide context

3. 3
Companies have growing measurement challenges.
Metric proliferation Simplify
Measurement is not insight Learn
Some metrics are estimated Know the detail
No framework to provide context Organize

4. 4
Sentiment has been one of the most-discussed social
metrics for years.
NET POSITIVE SENTIMENT
NET NEGATIVE SENTIMENT
Bacon
Hybrid Cars
Cell Carriers
Financial Services
Neutral
Airlines
Video Game Consoles
10%
20%
Gas Companies
Insurance

5. 5
Emotions help us better understand what makes
people tick, but don’t predict behavior.
0%
5%
10%
Love
Excited
Inspired
Fear
Frustrated
Angry
Hate
Sadness
Worried
Relaxed
Hope
Happy
avg
hybrid cars
Mobile Technologies
Mortgages
Hybrid Cars
Financial Services
Cellular
MeatMeat
Hybrid Cars
Financial
Services
Cell Carriers

6. 6
Is there a metric that predicts how people will
behave?

7. 7
• Measures the number of
people, not conversations.
• Developed with
Northwestern University’s
Kellogg Business School.
• When individuals mention
multiple brands over time
(even when not in the
same conversation), the
Advocacy algorithm
determines while brand
they speak most positively
about and considers them
advocates of that brand
only.
Advocacy (recommendation of brand, product, or
behavior) predicts changes in sales or share.
Change in advocates (prior month) vs. Change in Sales

8. 8
Note: This is not actual representation of data, but
rather an illustration of the efficiency concept.
Advocacy allows for competitive comparison.

9. 9
So you can map your brand’s performance for
context and perspective..
Brand B
Brand C
Brand D
Brand E
Brand F
800
600
200
0
400
2,000 4,000 6,000 8,000
PARTICIPANTS
ADVOCATES
Brand A

10. 10
Most important, advocates aren’t just a metric;
they’re a great opportunity to learn and act.
Sales
Features Passion Motivations
Value Trust Archetypes
Service Engagement Movements
Marketing
Problems Advocates
Rational Emotional Social

11. 11
Covert Campaign -
Mailing
Mini Takes the States
Motorby- Ads
AdvocacyIndex
The earliest advocate insights helped drive MINI’s
campaign development to activate their community.

12. 12
Feb-06
Mar-06
Apr-06
May-06
Jun-06
Jul-06
Aug-06
Sep-06
Oct-06
Nov-06
Dec-06
Jan-07
Feb-07
Mar-07
Apr-07
May-07
Change in Sales vs. Change in Advocates
MINI’s advocates were a leading (and statistically
significant) indicator of sales in 12 of the first 16
months of testing.
       

   
1
2
3

13. 13
Each incremental bacon advocate predicts sales of
5,000 pounds of bacon.
0%
2%
4%
6%
8%
10%
0%
5%
10%
15%
20%
25%
Share of Advocacy
Share of Category (pounds)
Y=0.8769X+0.138
R2=0.3014
P=0.028
Advocacy
Share of category
(pounds)

14. 14
Advocates may be influencers, but they are also
canaries in the coal mine, indicating powerful trends
and messages.
Advocates serve as both a
direct influencer to sales
through their relationships in
communities, as well as an
indicator of the offline or
other unmeasured
conversations

15. 15
Because advocacy is a high bar, it may even move
in the opposite direction as sentiment.
0
000
000
000
000
000
000
NETFLIX
ADVOCATES

16. 16
Advocates tend to analyze, vs. react. Even in the
midst of brand meltdown, advocates were able (and
willing) to explain Netflix’s true value.
“I couldn’t say with confidence that
we’d recover. We were in a place
that was quite risky. We didn’t have
the reserves to make a second
stumble.”
-- Reed Hastings, CEO Netflix

17. 17
Advocacy provides context to other metrics, that
allows you to further evaluate where your advocacy is
coming from.
Brand advocates
Unprompted brand mentions
Content creation (YT videos)
Responses to brand Facebook posts
Sentiment of engagement metrics
Facebook likes on brand posts
Re-tweets of brand mentions
Comments on YT videos
Sentiment of participation metrics
Brand Facebook page likes
Brand Twitter handle followers
Subscribers to brand YouTube channel
LowtoHighEffort
Advocacy
Brand/ Product Advocate
Engagement
More effort to interact
Participation
Minimal effort to interact
Awareness
Passive contact with brand mentions
or messages

18. 18
Leveraging the metrics that drive advocacy can help
you more effectively understand your Earned Media
success and how well your “Paid” and “Owned” is
working.
Paid Earned Owned

19. 19
Advocate behavior predicts sales or share in many
other categories.
CLIENTS ARE USING THE ADVOCACY METRIC AS:
Corporate KPI
Marketing Mix Model input
Complement to brand health trackers
Ongoing source of insights and understanding

20. 20
One Number
ADVOCACY