beyond the like - presentation by joel windels, brighton digital marketing festival

Beyond the like /Measuring Social Media

Joel Windels | marketing@brandwatch.com | Tel: +44 (0)1273 234 290 | @LinkYeah

September 2013

DRINKS BRANDS /Facebook likes

4k likes

17m likes

1.3m likes

42k likes

DRINKS BRANDS /Facebook likes

4k likes

17m likes

1.3m likes

42k likes

DRINKS BRANDS /Twitter followers

2.2m followers

0 followers

34k followers

7.6k followers

DRINKS BRANDS /Twitter followers

2.2m followers

0 followers

34k followers

7.6k followers

MCDONALDS /Competitors

BEER BRANDS /Monthly likes

Budweiser

Carlsberg

Carling

TIME (MONTH)

July August0%

45%41%

14% 14%

34%33%

Budweiser

Carlsberg

Carling

BUDWEISER /Likes over time

TIME (MONTH)

BUDWEISER /Likes & market share

% Share

TIME (MONTH)

HELLO /Still with me?

• Board members like likes, try to convince them otherwise

• Most like numbers go up anyway

• Important to give them more context

• Benchmark against yourself and your competitors

• Get to the wider meaning behind the numbers

• Reporting on likes (or followers etc) alone is incredibly limiting

Page likes topost likes

CARLSBERG /Facebook

CARLSBERG /Example 1

BREWDOG /Facebook

BREWDOG /Example 1

BREWDOG /Example 2

BREWDOG /Example 3

BREWDOG /Example 4

HI THERE /Please don’t leave …

• Measure what’s happening on your channels

• Brewdog got 1.5% engagement on just one post. Carlsberg would have 17000 likes if they managed the same

• One active fan is better than one million inactive ones

• Don’t think of 1m likes, but think of 10,000 advocates or 1000 customers

• The average person has 140 friends. In just 4 generations, that network is over 2 million people.

• Up to 8x cheaper to retain a customer than attain a new one.

• WOM and referrals are the strongest type of lead

FACEBOOK /Insights

Post Reach Engaged Users Talking about this

New ale edition available 381k 1211 301

Ale competition open now! 340k 1130 345

Look at these lovely bottles 299k 960 297

What's your favourite lager? 285k 934 282

FACEBOOK /Insights

Status Photo Link Video Other0

Engagement

TWITTER /Time for some fun

Which brand had the best August?

• Bubble Blue

• Grand Green

• Royal Red

EARNED

EARNED MEDIA /Owned & earned

Jan Feb Mar Apr May Jun Jul Aug0

Earned

EARNED MEDIA /Budweiser mentions

Mar Apr May Jun Jul Aug0

Positive

Neutral

Negative

EARNED MEDIA /2013 beer mentions

Budweiser Grolsch Carlsberg0

EARNED MEDIA /2013 beer mentions

Budweiser

Carlsberg

Grolsch

EARNED MEDIA /Budweiser share of voice (SoV)

% share

EARNED MEDIA /Sentiment

Positive

Neutral

Negative

EARNED MEDIA /Insights

Budweiser

Carlsberg

Grolsch

BUDWEISER /Insights

EARNED MEDIA /Insights

12% FACEBOOK

76% TWITTERBUDWEISERMENTIONS

EARNED MEDIA /Popular content

Post Tweets Retweets Impressions

Hot UK deals 130 300 1029488

FastCo: Is Budweiser the Coke

of beers?76 33 645938

Coop deals 44 11 297772

@Andy_Beckphoto

5 12 28253

EARNED MEDIA /Authors

Twitter handle Mentions Followers Account type

@Marc_MuFc1 1 212007 Male, Individual

@J4CKMULL 4 131922 Male, Individual

@thelawns 7 91198 Organisation

@HaydnOSmith 1 68962 Female, individual

BUDWEISER /Campaigns

Football

Rihanna

Superbowl

Moving average (Other)

H&M /Celebrity endorsements

Beyonce Beckham0

Mentions

Intent to purchase

LISTEN /No, actually listen

• Listening beyond your own social profiles is imperative

• Who, what, where, when of your brand

• Measure cross-media, cross-platform campaigns and initiatives

• Combine metrics to create the story of your brand

ROI /Objectives

What does success look like?

Customer Service

• Reducing costs to traditional customer service

• Net promoter score

Reputation

• Measure campaigns

• Efficiencies in developing pan-media marketing

• Conversion rate – set up goals! (what was that active audience doing)

• Links to site

• Watch YouTube vid/ad

• Enter competition

ROI /Website

Google Analytics (KISSmetrics, Chartbeat, Piwik)

ROI /Conversion sources

ROI /Which sources

Jan Feb March May June July August0

TwitterLinkedInFacebook

ROI /Quality of sources

ROI /Targeted audience

STILL HERE?

ROUNDUP /Fun things to learn

• Whatever you’re reporting, give wider context

• Get more granular: work out how active your audience is, which content is working, which types are performing etc

• Go beyond your own platforms and research your visibility elsewhere to inform social strategy and measure wider performance

• Dive deeper: what is driving your social presence? Topics, stories, campaign, authors: there is a wealth of information out there to measure. Volume doesn’t = good

• The big so what? Work out what success looks like before you begin. Decide what you’re hoping to do, then you can go about measuring it. Tie your wider business objectives to your social campaign, whether that’s customer service, marketing, PR or sales

• Measurement constantly feedbacks strategy. It’s a continuous process

ONE MORE THING /The test

1/ Which brand had best visibility?

2/ Which brand drove most business?

• Purple Power

• Pink Stuff

• Orange Industries

Contact

Email /joel@brandwatch.com

Web /http://www.brandwatch.com

Twitter /@Brandwatch /@LinkYeah

Telephone /UK: +44 (0)1273 234 290US: +1 212 229 2240Germany: +49 (0)711 912 441 59

Fax /UK: +44 (0)1273 234 291

Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

beyond the like - presentation by joel windels, brighton digital marketing festival

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