1. Metrics Five SQ Case Contact
RELEVANCE KEYS INDEX STUDY US
TITLE
1
2. RELEVANCE
ABOUT MARKETBRIDGE
Metrics
• 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.
KEYS
Five
Client
Characteris=cs
MarketBridge
Differen=ators
" Face
disrup=on
in
customer
buying
process
" Exclusive
focus
on
Go-‐to-‐Market
execu=on
INDEX
" Seek
quantum
produc=vity
gains
with
Sales
&
" 150
Fortune
1000
and
emerging
growth
clients
SQ
Marke=ng
technologies
" 20
years
Marke=ng
&
Sales
thought
leadership
" Go-‐to-‐Market
through
mul=ple
sales
channels
" Over
1,000
client
engagements
" Sell
a
“considered
purchase”
" 15%+
revenue
liV
on
client’s
Marke=ng
&
Sales
spend
STUDY
Case
Sample
Clients
Contact
US
2
3. BIO
DOUGLAS
LANE
Principal, Social Media Solutions
• 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
ldouglas@market-bridge.com
• Co-founder Ataway Exchange digital marketing
conference
@lanedouglas
• Social media consultant for top brand destinations
linkedin.com/in/lanedouglas
and properties in Las Vegas, Orlando, Boston
• 15 years online marketing experience
3
4. RELEVANCE
WEBINAR GOALS
Metrics
We want to investigate how to build a score
card for social media that...
KEYS
Five
...defines how to build context into
social media scoring
INDEX
SQ
...integrates and weights metrics
for a more holistic approach
STUDY
Case
...relates social metrics to a sales
or marketing funnel
Contact
US
4
5. RELEVANCE
METRIC RELEVANCE
Metrics
M A Y
Facebook changes
2010 “Fan” to “Like”" “Assigning a value to a fan on
Facebook is problematic
J U N
because fans have little innate
KEYS
Five
LinkedIn adds own
2010 version of “Like”" value; it is what brands do with
their followers — not merely that
J U L
they have them.”!
Twitter introduces
2011 “Promoted” Tweets" Forrester Report!
INDEX
The ROI of Social Marketing"
SQ
June 20, 2012 !
S E P
Facebook adds
2011 “Subscribers” to
“Likes”"
STUDY
O C T
Case
Facebook introduces
2012 “Promoted” posts"
D E C
Facebook changes
2012 “Subscribers” to
Contact
US
“Followers”"
5
6. RELEVANCE
METRIC RELEVANCE
Metrics
Individual social metrics can be misleading and may distort reports
of “progress” in social media growth.
Facebook Likes vs! Twitter Followers vs!
KEYS
Five
Overall Positive Brand Sentiment! Overall Share of Voice!
100%
200,000
5,000
40%
180,000
4,500
95%
35%
160,000
4,000
90%
30%
Posi-ve
Brand
Sen-ment
INDEX
140,000
3,500
Overall
Share
of
Voice
Twi=er
Followers
SQ
Facebook
Likes
85%
25%
120,000
3,000
80%
100,000
2,500
20%
80,000
2,000
75%
15%
60,000
1,500
70%
10%
STUDY
40,000
1,000
Case
65%
5%
20,000
500
60%
0
0
0%
Contact
Facebook
Likes
Posi=ve
Sen=ment
Twicer
Followers
Share
of
Voice
US
6
7. RELEVANCE
METRIC RELEVANCE
Metrics
Lack of clarity, metrics to show ROI keeping social from corporate
mainstream
Budget
47%
KEYS
Five
Unclear
outcomes
45%
Absence
of
clear
social
strategy
for
brand
42%
Lack
of
understanding
39%
INDEX
benefits
of
social
media
SQ
Execu-ve
skep-cism
39%
Lack
of
metrics
37%
Lack
of
cross
25%
STUDY
Case
func-onal
support
Other
25%
Q:
What
prevents
your
organiza=on
from
moving
beyond
Contact
experimenta=on
in
social
marke=ng
?*
US
*
Survey
done
by
Pivot
in
conjunc-on
with
Al-meter
Group
and
Hudson
Group.
Survey
Sample:
October
7
2012
survey.
185
brand
managers,
marketers
and
directors
surveyed
for
the
Pivot
Conference
.
8. RELEVANCE
THE FIVE KEYS
Metrics
5 essential keys to successfully scoring social media.
KEYS
Five
Score metrics, not networks
1 (platforms).
2 set to create limits.
Use a well-defined competitive
INDEX
SQ
3 measure of all the metrics.
Always define progress as a
STUDY
Case
4 Normalize/weight your scores.
5 business objectives/categories.
Map your metrics to existing
Contact
US
8
9. STEP ONE
RELEVANCE
Social Network / Source!
Facebook Twitter LinkedIn
Metrics
Identify relevant metrics
Radian6 Hitwise
• Think “metrics” not “networks” Media Type!
Select only those that are publicly available or accessible for competitors Owned Paid Earned
Be selective, not every metric is truly valuable"
KEYS
Five
Sheet 1
Network
Media
Likes
INDEX
People Talking About This
SQ
Followers
Listed
Retweets
Mentions
STUDY
Case
Share of Conversation
Share of Voice
Brand Sentiment
Page Followers
Contact
US
% Seniority
% Upstream Traffic
9
10. STEP TWO/THREE
RELEVANCE
Social Network / Source!
Facebook Twitter LinkedIn
Metrics
Radian6
Score against competitors; other metrics
Hitwise
• Watch for progress across all the metrics and not just a select few Media Type!
Thirty days is a good “refresh period” for recording Owned Paid Earned
Score on the same date each month"
KEYS
Five
Sheet 1
Competitor Competitor Competitor
Network
My
Media
Brand #2 #3 #4 AVG
Likes 5,236 7,824 19,811 3,619 9,123
INDEX
People Talking About This
SQ
Followers
Listed
our
Retweets You ’re now scoring y
of other
Mentions nd in the context
STUDY
Case
bra
ell as
Share of Conversation rele vant metrics as w
titors.
Share of Voice
ag ainst your compe
Brand Sentiment
Page Followers
Contact
US
% Seniority
% Upstream Traffic
10
11. STEP FOUR
RELEVANCE
Metrics
Social metrics carry unique units (“Likes,” “Shares,” etc). "
Normalizing them allows for properly equating them to each other.
LinkedIn Group Size Comparison!
Technology Storage Vertical – October 2012"
KEYS
Five
9,000"
HIGHEST"
8,000" 100
7,000"
75
INDEX
SQ
6,000"
5,000"
50
4,000" Score = 47
STUDY
3,000"
Case
25
2,000"
1,000" LOWEST"
.05
0"
Contact
Oracle" HP" IBM" Dell" Hitachi" EMC" Seagate" WD" NetApp" Fujitsu"
US
11
12. STEP FIVE
RELEVANCE
Social Network / Source!
Facebook Twitter LinkedIn
Metrics
Map metrics to business goals or categories
Radian6 Hitwise
• Use goals already in existing for your marketing objectives Media Type!
Consider “weights” for each metric per goal." Owned Paid Earned
KEYS
Five
Sheet 2
Network
GOAL GOAL GOAL GOAL GOAL
Media
#1 #2 #3 #5 #6
Likes 75 25
INDEX
People Talking About This 45 25 35 60
SQ
Followers
Listed
Retweets
Mentions
STUDY
Case
Share of Conversation
Share of Voice
Brand Sentiment
Page Followers
Contact
US
% Seniority
SCORE TOTALS
12
13. TM
THE SQ INDEX
RELEVANCE
Metrics
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.
KEYS
Five
DR! PR! EC! II!
INDEX
SQ
DIRECT! POTENTIAL! ENGAGED! INDUSTRY!
REACH! REACH! COMMUNITY! IMPACT!
Measure of immediate Extended audience not Degree to which social Measure of how much
fans and followers in necessarily in owned community interacts with social conversations is
owned networks" networks" and promotes brand" impacting the industry"
STUDY
Case
BS!
BRAND!
SA!
SOCIAL!
CP!
CONVERSION! SOCIAL!
SI! CD!
COMMUNITY!
SENTIMENT! ACCESSIBILITY! POTENTIAL! INFLUENCE! DEVELOPMENT!
Contact
Measure of the consumer Ease with which people Viability of the social Measure of social Measure of intentionality
opinion of the brand inside can reach the brand media space to channel motivating of brand to cultivate an
US
social conversations" through social channels" generate conversions" others towards action" engaged community"
13
14. OUR SCORING METHODOLOGY
RELEVANCE
Metrics
POTENTIAL REACH!
Potential Reach is defined as the number of possible
PR!
viewers the brand was able to extend it’s message
KEYS
Five
to during the period measured. Weights change
based on industry and market."
Weights are
criteria such given based on
Metrics are
Sample normalization of campaign p as industry,
integrated based
scores to equate the business go erformance or
INDEX
measurements als
on related value
SQ
Facebook
Likes
.05
.25
.50
.75
1.0
10%
Facebook
People
Talking
About
This
.05
.25
.50
.75
1.0
5%
Twicer
Followers
.05
.25
.50
.75
1.0
5%
STUDY
Case
Extended
Twicer
Followers
.05
.25
.50
.75
1.0
20%
Company
Page
Followers
.05
.25
.50
.75
1.0
10%
Specialized
Group
Members
.05
.25
.50
.75
1.0
5%
Contact
Employees
on
LinkedIn
.05
.25
.50
.75
1.0
20%
US
14
15. MAPPING THE SALES FUNNEL
RELEVANCE
Metrics
Social media does not have to be relegated to a “top-of-the-
funnel” marketing channel.
KEYS
REACH
ENGAGE
CONVERT
EXPAND
Five
DR! Direct Reach!
INDEX
PR! Potential Reach!
SQ
EC! Engaged Community!
II! Industry Impact!
STUDY
BS! Brand Sentiment!
Case
SA! Social Accessibility!
CP! Conversion Potential!
SI Social Influence!
Contact
US
!
CD! Community Development!
15
16. CASE STUDY - TRAVEL
RELEVANCE
Metrics
Compara-ve
Share
of
Voice
Facebook
Likes
as
Compared
to
U.S.
Travelers
to
Outbound
Des=na=on
U.S.
Visita-on
Data
48%
AII
Facebook
Likes
U.S.
Visitors
43%
HAW
2,500,000
140,000
38%
MEXICO
KEYS
Five
120,000
33%
2,000,000
100,000
28%
1,500,000
80,000
23%
1,000,000
60,000
18%
40,000
500,000
13%
20,000
INDEX
8%
0
0
SQ
July
August
September
October
November
December
September
October
November
December
“...while the number of American
STUDY
visitors dropped by 3% overall in
Case
2011... the number of American
visitors in the last four months
of 2011 was up 10.6% compared
with 2010...”"
Contact
CNN Travel!
US
March 9, 2012"
Figures from the Mexico Tourism Board and
compared to U.S. Department of Commerce!
16
17. RELEVANCE
WEBINAR GOALS
Metrics
We want to investigate how to build a score
card for social media that...
KEYS
Five
...defines how to build context into
social media scoring
INDEX
SQ
...integrates and weights metrics
for a more holistic approach
STUDY
Case
...relates social metrics to a sales
or marketing funnel
Contact
US
17
18. RELEVANCE
NEXT STEPS...
Metrics
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
KEYS
Five
own score card using your competitors and
your metrics
- or -
• Learn more about our social scoring system,
INDEX
SQ
the MarketBridge SQ IndexTM
The"
MARKETBRIDGE!
STUDY
Case
TM
SQ INDEX!
The definitive way
businesses score
Contact
social media
US
Please visit http://www.market-bridge.com/what-we-do/social-media-benchmarks/
18
19. BIO
NEXT WEBINAR
OUR
Better Understanding
Earned Media!
Gaining consumer insights about your
brand outside the channels you own
Lane
Douglas
and moderate can be the key to
Principal,
Social
Media
Solu=ons
successfully knowing how to build your
ldouglas@market-bridge.com
social marketing blueprint."
@lanedouglas
Date: TBA"
linkedin.com/in/lanedouglas
19