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Social Media Week: Towards Social Awesomeness

Date post:02-Nov-2014
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Y&R Midwest Social/Digital Planning Director Greg Getner's "Social Awesomeness" presentation from Social Media Week looks at various brands-states in the social space.
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  • 1. T O W A R D S S O C I A LA W E S O M E N E S SA Q U A N T I F I A B L E R O A D M A PG R E G G E T N E R1# S M W S O C I A L A W E S O M N E S S0 9 . 2 3 . 2 0 1 4

2. S O C I A L M E D I A H A S B E E N T H E V O O D O O C H I L D O F M A R K E T I N G2500020000150001000050000T W I T T E R B I O D E S C R I P T I O N SWarriorMarketerExpertSpecialistConsultantGuruNinjaSource: Professional bio descriptions of social media professionals. Twitter, 2013.# S M W S O C I A L A W E S O M N E S S 2 3. A B O U T T O D A YA Q UA N T I F I A B L E R OADMAPTOWARDS SOCIAL AWE SOMENE S S S O M E D E F I N I T I O N S T H E S O C I A L A S S E T V A L U A T O R ( B E T A ) T H E A R T & S C I E N C E O F S A V F U R T H E R R E S O U R C E S Q & A# S M W S O C I A L A W E S O M N E S S 3 4. M E : Q U A N T I F I E D/greggetner @greggetner /greggetner /gregorygetnerFriendsFriends I knowFriends I actually speak to53223431265097505003459Source: Snapshot of my friend base across multiple social channels as of Sept, 2014.Numbers are estimates and may vary from actual friends Greg knows or speaks to.# S M W S O C I A L A W E S O M N E S S 4 5. M E : C O N T E N T A N A LY S I ST H I N G S I P O S T A B O U T0 10 20 30 40 50 60 70 80Argentine TangoHappy birthdaysRandom musingsFoodOtherUnintelligible Jibberish# S M W S O C I A L A W E S O M N E S S 5 6. P R O F E S S I O N A L S T U F F# S M W S O C I A L A W E S O M N E S S 6 7. O U RJ O BI S T OR E S I S TT H EU S UA L- R AYR U B I C A M# S M W S O C I A L A W E S O M N E S S 7 8. B E F O R E W E D I V E I N ,S O M E D E F I N I T I O N S S O C I A L M E D I A ( & S O C I A L ST R ATEGY ) DATA MODELS# S M W S O C I A L A W E S O M N E S S 8 9. S O C I A L M E D I A /S O C I A L S T R A T E G Y# S M W S O C I A L A W E S O M N E S S 9 10. F R O M A N A G E N C YP E R S P E C T I V ET Y P E S O F S O C I A L M E D I AP A I DE A R N E D O W N E D# S M W S O C I A L A W E S O M N E S S 10 11. W H A T S A V M E A S U R E ST Y P E S O F S O C I A L M E D I AP A I DE A R N E D O W N E D# S M W S O C I A L A W E S O M N E S S 11 12. S O C I A L S T R A T E G Y I SJ U S T S T R A T E G Y# S M W S O C I A L A W E S O M N E S S 12 13. W H E R EA R E Y O UT O D A YW H E R EY O U W A N TT O G OT O M O R R O WH O W Y O UG E TT H E R EH O WY O U L LM E A S U R EI T A L L# S M W S O C I A L A W E S O M N E S S 13 14. D A T A# S M W S O C I A L A W E S O M N E S S 14 15. S O C I A L I S T H E W O R L D SL A R G E S T F O C U S G R O U P# S M W S O C I A L A W E S O M N E S S 15 16. 4 T Y P E S O F D A T AR E P O R T E D A P P E N D E DI N F O P E O P L E T E L LY O UI N F O A D D E D B YO T H E R S O U R C E SI N F E R R E D O B S E R V E DI N F O S U G G E S T E D B YD A T AI N F O D I R E C T L YP E R C E I V E D# S M W S O C I A L A W E S O M N E S S 16 17. M O D E L S# S M W S O C I A L A W E S O M N E S S 17 18. E V E R Y A D S T R A T E G YP R E S E N T A T I O N N E E D ST H I S :A BB O T H A & B# S M W S O C I A L A W E S O M N E S S 18 19. E V E R Y A D S T R A T E G YP R E S E N T A T I O N N E E D ST H I S :A BB O T H A & B( O R T H I S )# S M W S O C I A L A W E S O M N E S S 19 20. 20THE AD AGENCY CARB LOVE FESTBagel Volume# S M W S O C I A L A W E S O M N E S STime8am(client service)9am(planning)10am(creative)A peculiar anduniversalphenomenon5pmRATE OF BAGEL CONSUMPTION ON BAGEL WEDS 21. S A V ( B E T A )# S M W S O C I A L A W E S O M N E S S 21 22. 22M O D E L O V E R V I E WWhat i t is :The Social asset valuator model shows where you andyour competitors stand relative to the state of truesocial awesomeness.Where it comes from:Based on analysis of observed big data fromthousands of brands across multiple verticals.Why we do it :I t provides a quantifiable framework f o r us to articulatea path forward for our brand in social media.# S M W S O C I A L A W E S O M N E S S 23. 23THE PATH TO SOCIAL AWESOMENESS# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C YB R A N D A C T I V I T Y 24. 24F O U R C A T E G O R I E S O FB R A N D SP R O D U C E R R I S I N GB R A N D A C T I V I T Y A P P R E N T I C E# S M W S O C I A L A W E S O M N E S SS TA RS U P E R S TA RC O M M U N I T Y V I B R A N C Y 25. 25A P P R E N T I C E B R A N D SN E E D T O G R O WB R A N D A C T I V I T Y A P P R E N T I C E# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C Y 26. P R O D U C E R B R A N D S N E E DE N G A G E M E N T26# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C YB R A N D A C T I V I T YP R O D U C E R 27. 27R I S I N G S T A R B R A N D SN E E D M O R E L O V E# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C YB R A N D A C T I V I T YR I S I N G S TA R 28. 28S U P E R S T A R B R A N D S A R ES I M P L Y A W E S O M EB R A N D A C T I V I T Y S U P E R S TA R# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C YThus socially awesome brands are fan-powered brands, with large, engaged, vibrant communities 29. T H E S C I E N C ET H E A R T# S M W S O C I A L A W E S O M N E S S 29 30. 30K P I 1 : A U D I E N C E S T R E N G T HThe size and rate of fan growth across your networks, relative toyour competitive setFansGrowth# S M W S O C I A L A W E S O M N E S SRateFollowersGrowthRateViewsGrowthRateFollowersGrowthRateFollowersGrowthRate261,58412.25%67.6 K23.28%9,884,074.9%2,84848.09%1,42913.28%191,74430.1%44 K16.2%99,93227.94%1,62027.3%N/AN/A650,61717.75%66.4 K44.6%11,367,252450.07%3,334N/A2,02614.9%330,76021.48%21.5 K112.07%271,28624.47%8,54671.36%N/AN/A99,5839.3%8,84146.45%N/AN/AN/AN/A446-16.64%810,3711.82%50 K24.18%N/AN/A1,260103.14%N/AN/AO U R B R A N DC O M P E T I T O RC O M P E T I T O RC O M P E T I T O RC O M P E T I T O RC O M P E T I T O RClient Confidential. Total fan size as of 9.13.14. Growth percentage is YTD from period of 1.1.14 9.13.14. 31. 31K P I 2 : E N G A G E M E N T S T R E N G T HThis is the measure of audience responses to a brands content andactivity on a social networkThe Audience Recept ion Ra te i s the es t ima te of the number of br andfollowers who stand to actively receive and view a brands content.# S M W S O C I A L A W E S O M N E S SCourtesy: Unmetric 32. 32K P I 3 : FA N A D V O C A C YFan advocacy refers to the likelihood of your social network fans torecommend your brand to others.There a re a number of lever s we can pul l to addres s l i kel ihood to recommend one ofwhich is nurturing your MVFs (discussed later).# S M W S O C I A L A W E S O M N E S SSource: LoudDoor. Social net promoter score (NPS) fielded on Facebook Fan Communities 2013-2014 33. 33THE COMBINATION OF THESE FACTORSYIELDS THE BRANDS CURRENT STATE# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C YB R A N D A C T I V I T YContent, Campaigns, ChannelsAudience Strength + Audience Engagement + Brand AdvocacyFor more information on the algorithm, please refer to the furtherResources section at the end of this presentation 34. T H E S C I E N C ET H E A R T# S M W S O C I A L A W E S O M N E S S 34 35. H O W D O W E G O F R O M O U RC U R R E N T S T A T E . .35B R A N D A C T I V I T Y A P P R E N T I C E# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C Y 36. 36. . T O O U R F U T U R E S T A T E ?# S M W S O C I A L A W E S O M N E S SC O M M U N I T Y V I B R A N C YB R A N D A C T I V I T YR I S I N G S TA R 37. 37W E D E C O N S T R U C T E D T O PB R A N D SAUTOMOTIVE FINANCE FOOD/BEVERAGERETAIL TECHNOLOGY LUXURY# S M W S O C I A L A W E S O M N E S S 38. A F E W C O M M O NC H A R A C T E R I S T I C S . . .# S M W S O C I A L A W E S O M N E S S 38 39. 39T H E Y R E G O O DC O N V E R S A T I O N A L I S T SHARNESS THE POWER OF CROWDSHAV E A STRONG POVPART OF THE CULTURAL CONVERSAT ION# S M W S O C I A L A W E S O M N E S S 40. 40T H E W I S D O M O F C R O W D S# S M W S O C I A L A W E S O M N E S S 41. 41B R A N D C O - C R E A T I O N# S M W S O C I A L A W E S O M N E S S 42. H A V E A P O V# S M W S O C I A L A W E S O M N E S S 42 43. 43K I N D N E S S# S M W S O C I A L A W E S O M N E S S 44. 44M I N D F U L N E S S# S M W S O C I A L A W E S O M N E S S 45. P A R T O F T H E C U L T U R A LD I A L O G U E# S M W S O C I A L A W E S O M N E S S 45 46. 46C U L T U R E S U R F I N GB U R ST S O FC U LT U R ET h e h e r e a n d n ow.M e m e s , r e a l e v e n t s , e t c .# S M W S O C I A L A W E S O M N E S SWAV E S OFC U LT U R EL a s t s a fe w d a y s , s u c ha s a b i g n ews e v e n tS W E L L S O FC U LT U R EL o n g e r t u r n c u l t u r a l s h i f t st h a t b u i l d o v e r t ime 47. 47C U L T U R E C R E A T I O N R E D B U L L I S A P U B L I S H I N G E M P I R E T H A TH A P P E N S T O S E L L A B E V E R A G E - MASHABLE# S M W S O C I A L A W E S O M N E S S 48. 48T O O L S Y O U C A N U S E T OM E A S U R E Y O U R B R A N D SF O O T P R I N T1 D I Y# S M W S O C I A L A W E S O M N E S S 49. 49T O O L S Y O U C A N U S E T OM E A S U R E Y O U R B R A N D SF O O T P R I N T1 D I Y2 H I R E A S M A R T M A T H G U Y# S M W S O C I A L A W E S O M N E S SO R A N A L Y T I C S D E P T( I F Y O U R E L U C K Y ) 50. 50T O O L S Y O U C A N U S E T OM E A S U R E Y O U R B R A N D SF O O T P R I N T1 D I Y2 H I R E A S M A R T M A T H G U Y# S M W S O C I A L A W E S O M N E S SO R A N A L Y T I C S D E P T( I F Y O U R E L U C K Y )3 P A R T N E R W I T H A 3 R DP A R T Y V E N D O R 51. 513 R D P A R T Y V E N D O R S W EL I K ES Y S O M O S U N M E T R I CI C O N O C U LT U R E# S M W S O C I A L A W E S O M N E S SP A I DC O M PA R E M E D I AE A R N E D O W N E D 52. C O R R E L AT I O N O F B AV TO S O C I A LF O L L O W @ Y R F O R M O R E I N F O I N T H ECOMING MONTHSDifferentiation > Relevance Differentiation < Relevance Strong on BothDIF REL DIF REL DIF REL# S M W S O C I A L A W E S O M N E

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