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
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.
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
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.
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
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
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
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
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
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
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
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
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
D A T A
14# 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 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
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
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
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
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 )
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
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
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
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
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
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
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
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
28
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
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
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.
31
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
32
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
33
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
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
35
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
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
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
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
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
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
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
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
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
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
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
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
47
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
48
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
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 )
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
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
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
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
54# S M W S O C I A L A W E S O M N E S S
55# S M W S O C I A L A W E S O M N E S S
Q & A