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Page 1: Social Media Week: Towards Social Awesomeness

A Q U A N T I F I A B L E R O A D M A P

T O W A R D S S O C I A L A W E S O M E N E S S

G R E G G E T N E R

1

# S M W S O C I A L A W E S O M N E S S

0 9 . 2 3 . 2 0 1 4

Page 2: Social Media Week: Towards Social Awesomeness

2# S M W S O C I A L A W E S O M N E S S

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 G

0

5000

10000

15000

20000

25000

Warrio

r

Marke

ter

Expert

Specia

list

Consulta

nt

Guru

Ninja

T W I T T E R B I O D E S C R I P T I O N S

Source: Professional bio descriptions of social media professionals. Twitter, 2013.

Page 3: Social Media Week: Towards Social Awesomeness

A Q U A N T I F I A B L E R O A D M A P

T O W A R D S S O C I A L A W E S O M E N E 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

A B O U T T O D A Y

3# S M W S O C I A L A W E S O M N E S S

Page 4: Social Media Week: Towards Social Awesomeness

M E : Q U A N T I F I E D

4# S M W S O C I A L A W E S O M N E S S

/greggetner @greggetner /greggetner /gregorygetner

Friends

Friends I know

Friends I actually speak to

532

234

3

126

5

0

97

5

0

500

345

9

Source: 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.

Page 5: Social Media Week: Towards Social Awesomeness

M E : C O N T E N T A N A L Y S I S

5# S M W S O C I A L A W E S O M N E S S

0 10 20 30 40 50 60 70 80

Other

Food

Random musings

Happy birthdays

Argentine Tango

T H I N G S I P O S T A B O U T

Unintelligible Jibberish

Page 6: Social Media Week: Towards Social Awesomeness

P R O F E S S I O N A L S T U F F

6# S M W S O C I A L A W E S O M N E S S

Page 7: Social Media Week: Towards Social Awesomeness

7# S M W S O C I A L A W E S O M N E S S

“ O U R J O B

I S T O R E S I S T

T H E U S U A L”

- R AY R U B I C A M

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8# S M W S O C I A L A W E S O M N E S S

• S O C I A L M E D I A ( & S O C I A L S T R AT E G Y )

• D ATA

• M O D E L S

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

Page 9: Social Media Week: Towards Social Awesomeness

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

9# S M W S O C I A L A W E S O M N E S S

Page 10: Social Media Week: Towards Social Awesomeness

F R O M A N A G E N C Y P E R S P E C T I V E

10# S M W S O C I A L A W E S O M N E S S

P A I D

E A R N E D O W N E D

T Y P E S O F S O C I A L M E D I A

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W H A T S A V M E A S U R E S

11# S M W S O C I A L A W E S O M N E S S

P A I D

E A R N E D O W N E D

T Y P E S O F S O C I A L M E D I A

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12# S M W S O C I A L A W E S O M N E S S

S O C I A L S T R A T E G Y I S J U S T S T R A T E G Y

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13# S M W S O C I A L A W E S O M N E S S

W H E R E A R E Y O U

T O D A Y

W H E R E Y O U W A N T

T O G O T O M O R R O W

H O W Y O U G E T

T H E R E

H O W Y O U ’ L L

M E A S U R E I T A L L

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D A T A

14# S M W S O C I A L A W E S O M N E S S

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S O C I A L I S T H E W O R L D ’ S L A R G E S T F O C U S G R O U P

15# S M W S O C I A L A W E S O M N E S S

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4 T Y P E S O F D A T A

16# S M W S O C I A L A W E S O M N E S S

R E P O R T E D A P P E N D E D

I N F E R R E D O B S E R V E D

I N F O P E O P L E T E L L Y O U

I N F O S U G G E S T E D B Y D A T A

I N F O D I R E C T L Y P E R C E I V E D

I N F O A D D E D B Y O T H E R S O U R C E S

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M O D E L S

17# S M W S O C I A L A W E S O M N E S S

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18# S M W S O C I A L A W E S O M N E S S

E V E R Y A D S T R A T E G Y P R E S E N T A T I O N N E E D S T H I S :

A B

B O T H A & B

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19# S M W S O C I A L A W E S O M N E S S

E V E R Y A D S T R A T E G Y P R E S E N T A T I O N N E E D S T H I S :

A B

B O T H A & B( O R T H I S )

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20

T H E A D A G E N C Y – C A R B LO V E F E ST

# S M W S O C I A L A W E S O M N E S S

Bag

el V

olu

me

Time

8am (client service)

9am (planning)

10am (creative)

5pm

A peculiar and universal phenomenon

R A T E O F B A G E L C O N S U M P T I O N O N B A G E L W E D S

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S A V ( B E T A )

21# S M W S O C I A L A W E S O M N E S S

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22

What i t is :The Soc ia l asse t va lua to r mode l shows where you and your compet i to rs s tand re l a t i ve to the s ta te o f t rue soc ia l awesomeness .

Where i t comes from:Based on ana l ys i s o f observed “b ig da ta ” f rom thousands o f b rands ac ross mu l t ip le ve r t i ca l s .

Why we do i t :I t p rov ides a quant i f i ab le f r amework fo r us to a r t i cu l a te a pa th fo rward fo r ou r b rand in soc ia l med ia .

# S M W S O C I A L A W E S O M N E S S

M O D E L O V E R V I E W

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23

THE PATH TO SOCIAL AWESOMENESS

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y

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24

F O U R C A T E G O R I E S O F B R A N D S

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y

A P P R E N T I C E

P R O D U C E R R I S I N G S T A R

S U P E R S T A R

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25

A P P R E N T I C E B R A N D S N E E D T O G R O W

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y

A P P R E N T I C E

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26

P R O D U C E R B R A N D S N E E D E N G A G E M E N T

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y P R O D U C E R

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27

R I S I N G S T A R B R A N D S N 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 S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y R I S I N G S T A R

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S U P E R S T A R B R A N D S A R E S I M P L Y A W E S O M E

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y

S U P E R S T A R

Thus soc ia l l y awesome brands a re f an -powered b rands , w i th l a rge , engaged , v ib ran t commun i t i es

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T H E S C I E N C ET H E A R T

29# S M W S O C I A L A W E S O M N E S S

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30

K P I 1 : A U D I E N C E S T R E N G T H

# S M W S O C I A L A W E S O M N E S S

Fans Growth Rate

Followers Growth Rate

Views Growth Rate

Followers Growth Rate

Followers Growth Rate

261,584 12.25% 67.6 K 23.28% 9,884,074 .9% 2,848 48.09% 1,429 13.28%

191,744 30.1% 44 K 16.2% 99,932 27.94% 1,620 27.3% N/A N/A

650,617 17.75% 66.4 K 44.6% 11,367,252 450.07% 3,334 N/A 2,026 14.9%

330,760 21.48% 21.5 K 112.07% 271,286 24.47% 8,546 71.36% N/A N/A

99,583 9.3% 8,841 46.45% N/A N/A N/A N/A 446 -16.64%

810,371 1.82% 50 K 24.18% N/A N/A 1,260 103.14% N/A N/A

O U R B R A N D

C O M P E T I T O R

C O M P E T I T O R

C O M P E T I T O R

C O M P E T I T O R

C O M P E T I T O R

The s i ze and ra te o f f an g rowth ac ross your ne tworks , re l a t i ve to your compet i t i ve se t

Client Confidential. Total fan size as of 9.13.14. Growth percentage is YTD – from period of 1.1.14 – 9.13.14.

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K P I 2 : E N G A G E M E N T S T R E N G T H

# S M W S O C I A L A W E S O M N E S S

Th i s i s the measure o f aud ience responses to a b rand ’ s con ten t and ac t i v i t y on a soc ia l ne twork

The Aud ience Recept ion Ra te i s the es t imate o f the number o f b rand fo l l owers who s tand to ac t i ve l y rece i ve and v iew a b rand ’ s con ten t .

Courtesy: Unmetric

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K P I 3 : F A N A D V O C A C Y

# S M W S O C I A L A W E S O M N E S S

Fan advocacy re fe rs to the l i ke l i hood o f your soc ia l ne twork fans to recommend your b rand to o the rs .

There a re a number o f l eve rs we can pu l l to address l i ke l i hood to recommend – one o f wh ich i s nu r tu r ing your MVFs (d i scussed l a te r ) .

Source: LoudDoor. Social net promoter score (NPS) fielded on Facebook Fan Communities 2013-2014

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THE COMBINATION OF THESE FACTORS YIELDS THE BRAND’S CURRENT STATE

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y

Con

tent

, Cam

paig

ns, C

hann

els

Audience Strength + Audience Engagement + Brand Advocacy

For more information on the algorithm, please refer to the furtherResources section at the end of this presentation

Page 34: Social Media Week: Towards Social Awesomeness

T H E S C I E N C ET H E A R T

34# S M W S O C I A L A W E S O M N E S S

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H O W D O W E G O F R O M O U R C U R R E N T S T A T E . .

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y

A P P R E N T I C E

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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 S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y R I S I N G S T A R

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37

W E D E C O N S T R U C T E D T O P B R A N D S

# S M W S O C I A L A W E S O M N E S S

AUTOMOTIVE F INANCE FOOD/BEVERAGE

RETAIL TECHNOLOGY LUXURY

Page 38: Social Media Week: Towards Social Awesomeness

A F E W C O M M O N C H A R A C T E R I S T I C S . . .

38# S M W S O C I A L A W E S O M N E S S

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39

T H E Y ’ R E G O O D C O N V E R S A T I O N A L I S T S

# S M W S O C I A L A W E S O M N E S S

H A R N E S S T H E P O W E R O F C R O W D S

H A V E A S T R O N G P O V

PA R T O F T H E C U LT U R A L C O N V E R S AT I O N

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40

T 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

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41

B 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

Page 42: Social Media Week: Towards Social Awesomeness

H A V E A P O V

42# S M W S O C I A L A W E S O M N E S S

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43

K 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

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44

M 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

Page 45: Social Media Week: Towards Social Awesomeness

P A R T O F T H E C U L T U R A L D I A L O G U E

45# S M W S O C I A L A W E S O M N E S S

Page 46: Social Media Week: Towards Social Awesomeness

46

C U L T U R E S U R F I N G

# S M W S O C I A L A W E S O M N E S S

B U R S T S O F C U LT U R ET h e h e r e a n d n o w . M e m e s , r e a l e v e n t s , e t c .

W A V E S O F C U LT U R EL a s t s a f e w d a y s , s u c h a s a b i g n e w s e v e n t

S W E L L S O F C 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 s t h a t b u i l d o v e r t i m e

Page 47: Social Media Week: Towards Social Awesomeness

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C U L T U R E 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

“ 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 T H A P P E N S T O S E L L A B E V E R A G E ”- M A S H A B L E

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T O O L S Y O U C A N U S E T O M E A S U R E Y O U R B R A N D ’ S F O O T P R I N T

# S M W S O C I A L A W E S O M N E S S

1 D I Y

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49

T O O L S Y O U C A N U S E T O M E A S U R E Y O U R B R A N D ’ S F O O T P R I N T

# S M W S O C I A L A W E S O M N E S S

1 D I Y

2 H I R E A S M A R T M A T H G U Y

O 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 )

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50

T O O L S Y O U C A N U S E T O M E A S U R E Y O U R B R A N D ’ S F O O T P R I N T

# S M W S O C I A L A W E S O M N E S S

1 D I Y

2 H I R E A S M A R T M A T H G U Y

O 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 D

P A R T Y V E N D O R

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51

3 R D P A R T Y V E N D O R S W E L I K E

# S M W S O C I A L A W E S O M N E S S

P A I D

E A R N E D O W N E D

C O M P A R E M E D I A

U N M E T R I CS Y S O M O S

I C O N O C U LT U R E

Page 52: Social Media Week: Towards Social Awesomeness

C O R R E L AT I O N O F B A V T O S O C I A L

52# S M W S O C I A L A W E S O M N E S S

Differentiation > Relevance Differentiation < Relevance Strong on Both

REL DIF REL DIF REL DIF

F O L L O W @ Y R F O R M O R E I N F O I N T H E C O M I N G M O N T H S

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53

I N F O O N T H E A L G O R I T H M

# S M W S O C I A L A W E S O M N E S S

C O M M U N I T Y V I B R A N C Y

BR

AN

D

AC

TIV

IT

Y

P l e a s e c o n t a c t :G r e g g e t n e rG r e g . g e t n e r @ y r. c o m@ g r e g g e t n e r

Page 54: Social Media Week: Towards Social Awesomeness

54# S M W S O C I A L A W E S O M N E S S

Page 55: Social Media Week: Towards Social Awesomeness

55# S M W S O C I A L A W E S O M N E S S

Q & A


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