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Metrics   Five            SQ     Case   Contact
RELEVANCE   KEYS          INDEX   STUDY     US
              TITLE	
  




                                                    1	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  .	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  
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	
  

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Can We Build a Better Social Media Scorecard?

  • 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