Measuring social brand performance An introduction to PRINT™ Web: www.sociagility.com | Email: firstname.lastname@example.org | Twitter: @sociagility | +44 (0)20 7193 6793 IN COMMERCIAL CONFIDENCE
Why measuring performance matters Performance measurement is essential if activity is to be managed proactively and eﬃciently • identiﬁes competitive strengths and weaknesses • enables targets and objectives to be set… • …and then measured But monitoring conversation alone is not enough!
What is PRINT? Tactical Strategic A social media KPI for A planning & measurement measuring the competitive system for evidence-‐based performance of a brand decision making IN COMMERCIAL CONFIDENCE
A social media KPI An independent, comparative measure of social brand performance Popularity Receptiveness Interaction Network Reach Trust • Ability to generate • Ability to listen and • Ability to interact • Ability to drive • Ability to generate attention: fans, participate: with community: community: reach, endorsement: followers, traﬃc connecting, acknowledgement, audience, network inﬂuence, authority, following, response, size rating referencing engagement IN COMMERCIAL CONFIDENCE
A planning and measurement system PRINT™ Benchmark Scorecard PRINT™ Evaluate PRINT™ Plan Insights PRINT™ Tracker Track
Beneﬁts Comparative Assesses a brand relative to its peers not an unrealistic ‘perfect’ performance Actionable Shows where to direct resources to improve performance Objective Eliminates subjective judgement too often driven by social media hype Independent An independent measure of performance with no client or agency self-‐interest Credible Correlates with recognised business success metrics IN COMMERCIAL CONFIDENCE
Used by both brands and agencies Brands Agencies IN COMMERCIAL CONFIDENCE 7
PRINT™ Scorecard The scorecard provides an “at a glance” overview of all scores for all brands. IN COMMERCIAL CONFIDENCE
PRINT™ Insight (examples) The PRINT™ Insight report provides 30+ diﬀerent tables and charts analysing competitive brand performance IN COMMERCIAL CONFIDENCE
PRINT™ Insight (examples) The PRINT™ Insight report provides 30+ diﬀerent tables and charts analysing competitive brand performance The heat map identiﬁes the areas of competitive social media strength and weakness for a brand. Red ‘warning’ areas should be addressed as part of any future improvement strategy. The brand matrix shows which competitors’ social media activity a brand should be reviewing in order to understand how it can improve on the areas of weakness highlighted in the heat map.
PRINT™ Tracker (example) London 2012 Olympics Sponsors The PRINT™ Tracker sPRINT Index™ Rankings: 16 July – 9 September 2012 eekly or monthly basis hows relative performance on a daily, w Olympic Games Paralympic Games 1 Coca-Cola Coca-Cola 1 2 British Airways adidas 2 3 adidas British Airways 3 4 EDF GE 4 5 VISA Samsung 5 6 GE Cadbury 6 7 Samsung VISA 7 8 P&G P&G 8 9 McDonalds McDonalds 910 BMW BMW 1011 Cadbury BT 1112 UPS UPS 1213 Omega EDF 1314 Lloyds TSB BP 1415 BP Acer 1516 Acer Lloyds TSB 1617 Thomas Cook ArcelorMittal 1718 Deloitte Thomas Cook 1819 Panasonic Omega 1920 BT Panasonic 2021 Dow Deloitte 2122 Cisco Cisco 2223 Atos Dow 2324 ArcelorMittal Atos 2425 Adecco Adecco 25 www.sociagility.com/socialympics IN COMMERCIAL CONFIDENCE
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