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Analytics for Social Media:Making Sense ofKey Conversation Indicators
Senior Director of Emerging Media & Innovation360i212.703.7257 [email protected] / MarketersStudio.comTwitter: @dberkowitz
PPT at
bit.ly/smxsocial
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Getting started: Establish the Key ConversationIndicators (KCIsSM) that address your goals
A KCI measures online buzz and establishes social marketingmetrics around brands and campaigns
KCIs measure social engagement and expression of opinion,not merely actions
Example KCIs:
Conversation Volume
Sentiment / Favorability
Topics of conversation
urc ase cons erat ons
Brand associations
22www.360i.com Proprietary & Confidential
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Brand Health Scorecards
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Soft Drink Brand: Digital Brand Health Scorecard
0.8%
1.0%
1.2%
Top Overall Categories
Top Categories DiscussedConversations steadily rosethroughout the summer
0.2%
0.4%
0.6% 1. Compare to Competitor2. Product Attributes3. Marketing/Ad Campaigns
Super Bowl
0.0%
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09
BRAND SENTIMENT(JANUARY 2009-August 2009)
Top Product Attributes
1. Taste.
3. Carbonation4. Caffeine
Negative Top Marketing/Ad Campaigns
Positive44%
Neutral/Informational
26%
1. Vintage ads2. Ad A3. General Marketing
44www.360i.com Proprietary & Confidential
Source: 360i Analysis of the social media landscape, September 2009Sample size 150 blog posts, board posts, micro-blogs & comments
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Car Rental Brand: Digital Brand Health Scorecard
10%
12%
14%
General Categories
Top Categories Discussed for ClientService Experience (MAR JUN 2009)
Holiday, spring break, and summerare high months for car rentals
2%
4%6%
1. Getting the Rental Car2. Shopping process/Booking3. Competitive Mentions
Brand Sentiment For Client X Service Experience
Getting the Rental Car
1. Personal Service2. Car Selection
27%
(MAR-JUN 2009) 3. Getting to the Location
By # of Posts By # of Impressions
49%
37%
66%7%
1. Price/Rates2. Coupons/Discounts3. Book with 3rd Party Site
55www.360i.com Proprietary & Confidential
14%
Source: 360i Analysis of the social media landscape, August 2009Sample size 150 blog posts, board posts, micro-blogs & comments
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Food Brand: Digital Brand Health Scorecard
Social Media Buzz Volume
2.5%
3.0%
3.5%
4.0%
General Categories
Top Categories Discussed(June 2008-2009)Super Bowl
Holiday
0.5%
1.0%
1.5%
2.0%
1. Recipes2. Use as condiment3. Purchase Considerations
.
Brand Sentiment (June 2008-2009)
Purchase Considerations
1. Coupon/Sale.
3. Spice/Heat
Positive8%
Negative1%
Client Y
1. Pizza2. Hot Dogs3. Chicken
66www.360i.com Proprietary & Confidential
Neutral
92%Source: 360i Analysis of the social media landscape, June 2009Sample size 150 blog posts, board posts, micro-blogs & comments
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Persona Development:Who is the clients customer online?
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Younger males are more likely to be more active in theonline space and most attractive target
38.1 MM
5.8 MM
Males 18-54
Males 18-34
TARGET
CONSUMER
5.8 MMMales 35-54HHI: $75K+
College Grad
5.6 MM:
