steve thomson festival of newmr 2017
TRANSCRIPT
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Buzzmonitoring:ge.ngrealandgrowingup
SteveThomson,UKManagingDirector
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Does it really drive sales?
What’stherealimpactofadvocacy&lifica>on?
What’s the impact on brand health?
Which channels are key?
TOOMANY
UNKNOWNS
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Issocialfullyunderstood&appreciated?
Commercialcontribu>onnotfullymeasured
Lackoftrac>oninC-Suite,withmetricsnotunderstood
Fragmentedmeasurement/listening
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Resultsof2014marketmixmodelingprojectbyAnalyMcPartnersfortheWordofMouthMarkeMngAssociaMon.Sponsorsincluded:AT&T,Discovery,Intuit,Pepsico,WeightWatchers.
Consumerconversa>ondoesdriveROI
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
But‘social’ismorethanFB,TwiTer,blogs
<
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Weknowhowtomonitorpublicsocial
Butoffline&darksocialconversaMonis
• Bigger
• Growingfaster
• Verydifferent
Focussingonthevisibleconversa>onisnotenough
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Online/public
~21,000
comments/weekinpublicsocial(exclnewsposts)
~600k–4million??Actualimpressions/week
Bigger?
Offline/private
16%OfGBadultsrecordanofflineconversaMoninatypicalday
69millionEsMmatedimpressions/week
GrowingfasterthankstoIM
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
DifferentTriggers&moMvaMons àRealworldexperiences,media
à Lesssocialsignalling
LocaMon/context àBroadcastvsinMmate/private
People àBroaderparMcipaMonoffline, withpeopleyouknow/trust
Natureofdifferenceswillvarybycategory,market,audience
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Whatfactorsdriveconversa>onsoffline?
VisualtriggersNeedforprivacy
Occasion,serendipity
Media
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Brandsoaenperformdifferentlyacrosschannels
OFFLINEPERFORMANCE
ONLINEPERFORM
ANCE
MeasuringTotalSocialPerformanceOfflinesurveysmeasuringWOMinall
forms+
Onlinesociallistening/analy;cs
350UK
brands
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
StarMngpoint:idenMfysomecommondimensions/KPIs
Buthowcanwemeasure&compareacrosshugelydifferentchannels?
OfflineWoM
OnlineSocial
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
10000 12000 14000 16000 18000 20000 22000 24000 26000 28000
40455055606570758085
Onlinemen>ons
ProjectedImpressions/wk(millions)
Offline/Dark OnlineSocial
Online&offlinetrendscanbedifferent
Feb/Mardipinvolumesnot
pickeduponline
Xmasspikeearlieronline,more
sustainedoffline
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Somebrandsare‘socialmisfits’
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
WhatCanSocialMisfitsLearnFromOneAnother?WOMMavens(strongeroffline)SocialSirens(strongeronline)
Createasteadystreamofshareablecontent–notjustoccasionalhits
Supply“socialcurrency”
Connectwitheverydayonlineinfluencers,notjustcelebs
Leverageday-to-daypresence&relevanceHaveamemorablemessagesthatareeasytoshareofflineUsealltypesofmediatotriggerconversaMonsCulMvateabaseofadvocates
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Driveonline/socialconversaMon?à Narrow&unambiMous
Ac;vateallsocialchannels
Ac>va>onaswellasmeasurement
Possiblycloserto50/50forsmaller/niche
brands
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
ManyOpportuni>estoImproveSocialPresence
CRM
AdverMsing
PublicRelaMons
Digital
WOMLeveragePoints
WOM&Advocacy
Outcome$
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Peoplelivetheirlivesonline&offline&thelinesareblurring
Digital’sroleinsocialisnotfullyunderstood
Triggers&influencesDigitalcontentinfluencesofflineWOM~20%ofofflineconversaMons
• higherfortravel,tech,kids
OutcomesSearch&webvisitsarefrequentoutcomesfromofflineWOMRealMmeorlater
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Theimpactofsocialforcesonbrandsishuge.Butwhatis‘social’?
Timeforsocialtogetreal
Measure&ac>vateitall,notjusttheconvenient
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
ThankYou
Buzzmonitoring:ge.ngrealandgrowingupSteveThomson,EngagementLabs
Festival of #NewMR 2017
Q&A
SteveThomsonEngagementLabs
BepyAdamouResearchThroughGaming