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S ABOUT MARKETBRIDGE
• A leading provider of technology-‐enabled Marke=ng & Sales solu=ons to the Fortune 1000. We create scalable revenue growth strategies and programs for Marke=ng & Sales execu=ves.
Client Characteris=cs " Face disrup=on in customer buying process " Seek quantum produc=vity gains with Sales & Marke=ng technologies
" Go-‐to-‐Market through mul=ple sales channels
" Sell a “considered purchase”
MarketBridge Differen=ators " Exclusive focus on Go-‐to-‐Market execu=on " 150 Fortune 1000 and emerging growth clients
" 20 years Marke=ng & Sales thought leadership
" Over 1,000 client engagements
" 15%+ revenue liV on client’s Marke=ng & Sales spend
Sample Clients
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BIO LANE DOUGLAS Principal, Social Media Solutions
@lanedouglas
• Lead for Social Media analytics and solutions at MarketBridge
• Architect for SQ Index, patent-pending social media scoring index.
• Lead consultant / social media strategist for Mexico Tourism Board in 2011-2012
• Co-founder Ataway Exchange digital marketing conference
• Social media consultant for top brand destinations and properties in Las Vegas, Orlando, Boston
• 15 years online marketing experience
linkedin.com/in/lanedouglas
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S WEBINAR GOALS
...defines how to build context into social media scoring
...integrates and weights metrics for a more holistic approach
...relates social metrics to a sales or marketing funnel
We want to investigate how to build a score card for social media that...
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S METRIC RELEVANCE M A Y
2010 Facebook changes “Fan” to “Like”"
J U L 2011
Twitter introduces “Promoted” Tweets"
S E P 2011
Facebook adds “Subscribers” to “Likes”"
O C T 2012
Facebook introduces “Promoted” posts"
D E C 2012
Facebook changes “Subscribers” to “Followers”"
“Assigning a value to a fan on Facebook is problematic because fans have little innate value; it is what brands do with their followers — not merely that they have them.”!Forrester Report!The ROI of Social Marketing"June 20, 2012 !
J U N 2010
LinkedIn adds own version of “Like”"
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20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
60%
65%
70%
75%
80%
85%
90%
95%
100%
Facebook Likes
Posi-v
e Bran
d Sen-
men
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Facebook Likes vs!Overall Positive Brand Sentiment!
Facebook Likes Posi=ve Sen=ment
0%
5%
10%
15%
20%
25%
30%
35%
40%
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Overall Share of Voice
Twi=er Followers
Twitter Followers vs!Overall Share of Voice!
Twicer Followers Share of Voice
METRIC RELEVANCE Individual social metrics can be misleading and may distort reports of “progress” in social media growth.
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47%
* Survey done by Pivot in conjunc-on with Al-meter Group and Hudson Group. Survey Sample: October 2012 survey. 185 brand managers, marketers and directors surveyed for the Pivot Conference .
Budget
Unclear outcomes
Absence of clear social strategy for brand
Lack of understanding benefits of social media
Execu-ve skep-cism
Lack of metrics
Lack of cross func-onal support
Other
45%
42% 39% 39%
37% 25% 25%
Lack of clarity, metrics to show ROI keeping social from corporate mainstream
Q: What prevents your organiza=on from moving beyond experimenta=on in social marke=ng ?*
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S THE FIVE KEYS
1 2 3 4 5
5 essential keys to successfully scoring social media.
Score metrics, not networks (platforms).
Use a well-defined competitive set to create limits.
Always define progress as a measure of all the metrics.
Normalize/weight your scores.
Map your metrics to existing business objectives/categories.
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Likes People Talking About This Followers Listed Retweets Mentions Share of Conversation Share of Voice Brand Sentiment Page Followers % Seniority % Upstream Traffic
STEP ONE Identify relevant metrics
• Think “metrics” not “networks”Select only those that are publicly available or accessible for competitorsBe selective, not every metric is truly valuable"
Facebook Twitter LinkedIn
Paid Earned Owned
Radian6 Hitwise
Media Type!
Social Network / Source!
Netw
ork
Med
ia
Sheet 1
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Likes People Talking About This Followers Listed Retweets Mentions Share of Conversation Share of Voice Brand Sentiment Page Followers % Seniority % Upstream Traffic
STEP TWO/THREE Score against competitors; other metrics • Watch for progress across all the metrics and not just a select few
Thirty days is a good “refresh period” for recording Score on the same date each month"
Facebook Twitter LinkedIn
Paid Earned Owned
Radian6 Hitwise
Media Type!
Social Network / Source!
My Brand
Competitor # 2
Competitor # 3
Competitor # 4 AVG
5,236 7,824 19,811 3,619 9,123 Ne
twor
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Med
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You’re now scoring your
brand in the context of other
relevant metrics as well as
against your competitors.
Sheet 1
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0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
8,000"
9,000"
Oracle" HP" IBM" Dell" Hitachi" EMC" Seagate" WD" NetApp" Fujitsu"
LinkedIn Group Size Comparison!Technology Storage Vertical – October 2012"
HIGHEST"
LOWEST"
100
75
50
25
.05
Score = 47
STEP FOUR Social metrics carry unique units (“Likes,” “Shares,” etc). "Normalizing them allows for properly equating them to each other.
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Likes People Talking About This Followers Listed Retweets Mentions Share of Conversation Share of Voice Brand Sentiment Page Followers % Seniority
SCORE TOTALS
STEP FIVE Map metrics to business goals or categories • Use goals already in existing for your marketing objectives
Consider “weights” for each metric per goal."
Facebook Twitter LinkedIn
Paid Earned Owned
Radian6 Hitwise
Media Type!
Social Network / Source!
GOAL # 1
GOAL # 2
GOAL # 3
GOAL # 5
GOAL #6
75 Ne
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25
25 45 35 60
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The research studies shown at the beginning of this presenta=on pointed out that many corpora=ons s=ll hold back from moving significant marke=ng dollars into social media for lack of metrics that truly speak to exis=ng business objec=ves. The SQ Index provides nine categories that group and integrate the core social metrics from the prominent social networks and present their values in execu=ve-‐level vernacular.
DIRECT!REACH!
Measure of immediate fans and followers in
owned networks"
POTENTIAL!REACH!
Extended audience not necessarily in owned
networks"
ENGAGED!COMMUNITY!
Degree to which social community interacts with
and promotes brand"
INDUSTRY!IMPACT!
Measure of how much social conversations is impacting the industry"
BRAND!SENTIMENT!
Measure of the consumer opinion of the brand inside
social conversations"
SOCIAL!ACCESSIBILITY!Ease with which people
can reach the brand through social channels"
CONVERSION!POTENTIAL!
Viability of the social media space to
generate conversions"
SOCIAL!INFLUENCE!Measure of social channel motivating
others towards action"
COMMUNITY!DEVELOPMENT!Measure of intentionality of brand to cultivate an
engaged community"
DR! PR! EC! II!
BS! SA! CP! SI! CD!
THE SQ INDEX TM
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.05 .25 .50 .75 1.0 Facebook Likes
Facebook People Talking About This
Twicer Followers
Extended Twicer Followers
Company Page Followers
Specialized Group Members
Employees on LinkedIn
10%
5%
20% 5%
10% 5%
20%
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
POTENTIAL REACH!Potential Reach is defined as the number of possible viewers the brand was able to extend it’s message to during the period measured. Weights change based on industry and market."PR!
.05 .25 .50 .75 1.0
.05 .25 .50 .75 1.0
Metrics are integrated based on related value
Sample normalization of scores to equate the measurements
Weights are given based on criteria such as industry, campaign performance or business goals
OUR SCORING METHODOLOGY
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REACH ENGAGE CONVERT EXPAND
DR!Direct Reach!
PR!Potential Reach!
EC!Engaged Community!
II! Industry Impact!
BS!Brand Sentiment!
SA!Social Accessibility!
CP!Conversion Potential!
SI!
Social Influence!
CD!Community Development!
MAPPING THE SALES FUNNEL Social media does not have to be relegated to a “top-of-the-funnel” marketing channel.
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“...while the number of American visitors dropped by 3% overall in 2011... the number of American visitors in the last four months of 2011 was up 10.6% compared with 2010...”"
Figures from the Mexico Tourism Board and compared to U.S. Department of Commerce!
CNN Travel!March 9, 2012"
CASE STUDY - TRAVEL
8%
13%
18%
23%
28%
33%
38%
43%
48%
July August September October November December
Compara-ve Share of Voice U.S. Travelers to Outbound Des=na=on
HAWAII
MEXICO
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
September October November December
Facebook Likes as Compared to U.S. Visita-on Data
Facebook Likes U.S. Visitors
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...defines how to build context into social media scoring
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We want to investigate how to build a score card for social media that...
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The"MARKETBRIDGE!SQ INDEX!TM
The definitive way businesses score social media
NEXT STEPS... We’re happy to help you further in making sure you’re social media scoring system is truly measuring progress...
• Contact for consultation on setting up your own score card using your competitors and your metrics
- or - • Learn more about our social scoring system,
the MarketBridge SQ IndexTM
Please visit http://www.market-bridge.com/what-we-do/social-media-benchmarks/
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BIO OUR NEXT WEBINAR Better Understanding Earned Media!Gaining consumer insights about your brand outside the channels you own and moderate can be the key to successfully knowing how to build your social marketing blueprint."
Date: TBA"
@lanedouglas
linkedin.com/in/lanedouglas
Lane Douglas Principal, Social Media Solu=ons