Measuring What Matters in Social Media

Transcription

1 Measuring What Matters in Social Media The Best Metrics for Measuring Social Media Effectiveness Tania Yuki, Shareablee CEO and Founder December 10,

2 About the speaker: Tania Yuki comscore now offers Shareablee. Shareablee is a social business intelligence platform that helps marketers maximize the value of their social media efforts with insights about how consumers are engaging with their brands and competitive brands across social platforms. Tania Yuki CEO and Founder of Shareablee Tania has spent most of her career in digital marketing, measurement and analytics, and was recently honored with a Great Mind Award from the Advertising Research Foundation. She was named by Forbes one of 12 Women Driving Digital in New York. 2

3 Providing Insights to Leading Brands Shareablee is the leading provider of social business intelligence, enabling brands to surface unique and actionable best practices around brand performance, competitive benchmarking and audience insights. 3

4 What does Shareablee do? Monitor over 15,000 brands pages daily, and custom- fit competitor categories for clients measure all the activity as well as the unique engaged users who interact with clients and their competitors delivers actionable insights regarding client s competitive set and their own performance so they can keep growing. 4

5 Three building blocks that drive social marketing success Rather than focusing on potential fans, savvy social brands hone in on quality activity and interactions. Building Block 1: Growth and Engagement Metrics Building Block 2: Content Strategy Metrics Building Block 3: Audience Quality Metrics 5

6 Building Block 1: Growth and Engagement Metrics

7 We are wired to love BIG and to believe that bigger is better. 7

8 A view of Month to Month Category Trends for Total Fans on Facebook 45,000,000,000 40,000,000,000 Fans (Total) Facebook 169% 35,000,000,000 30,000,000,000 25,000,000,000 20,000,000,000 15,000,000,000 10,000,000,000 5,000,000, % 37% 108% 54% Health/Beauty TV Shows Media/News/Publishing Cars MVPD 8

9 A view of Month to Month Category Trends for Total Shares on Facebook 14,000,000 Shares (Total) Facebook 12,000, % 10,000,000 8,000,000 6,000,000 4,000, % Health/Beauty TV Shows Media/News/Publishing Cars MVPD 2,000, %% -32% +41% 9

10 A look at the BIG numbers: FANS!! 60,000,000 Number of Fans 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0 June July August September October November MTV Disney Starbucks Walmart McDonald's BMW 10

11 But performance is best measured by the size of a company s active audience 4,000,000 Unique Engaged Audience 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000 0 June July August September October November MTV Disney Starbucks Walmart McDonald's BMW 11

12 Q: Who s Winning on Twitter in the lead-up to Black Friday? 1,200,000 Followers 1,000, , , , ,000 0 Target Amazon.com Best Buy Walmart Nordstrom Macy's ebay JCPenney Saks Fifth *November Avenue TJ Maxx 12

13 A: Best Buy has the greatest audience activation 8000 Unique Engaged Tweeters Target Amazon.com Best Buy Walmart Nordstrom Macy's ebay JCPenney Saks Fifth *November Avenue TJ Maxx 13

14 How willing is your audience to share content on your behalf? Cross Platform Amplification: Who Won Monday night Social Word of Mouth in November? Fans The Blacklist 57% Castle 41% The Blacklist Hostages 64, ,632 Castle 3,538,754 Hostages 2% *Amplification = Shares + Retweets, November

15 Measuring Black Friday Share of Social Word of Mouth Kohl's 7% JCPenney 6% QVC 7% Target 5% Toys ''R'' Us 7% *November , Shareablee ebay 4% Macy's 8% Walmart 20% Amazon.com 8% Nordstrom 8% Retailer Walmart Amazon.com Nordstrom Macy's Toys ''R'' Us QVC Kohl's JCPenney Target ebay Average Post Engagement (%) 0.01% 0.02% 0.28% 0.09% 0.12% 0.14% 0.02% 0.12% 0.01% 0.02% 15

16 3 Key Metrics: Growth and Engagement 1) Unique Engaged Audience (not just fans or followers) 2) Amplification (Shares, Retweets) 3) Consistent Activation (average post or tweet engagement) 16

17 Building Block 2: Content Strategy Metrics

18 What makes social content shareable? 18

19 Monitoring Content Strategy: Measuring your own (and your competitors ) optimal: You Competitor - Content Type - Time of Day/Day of Week Combinations - Topics/Calls to Action 18% 8% 17% 26% % Total Posts % Total Engagement % Total Posts % Total Engagement With Call to Website Without Call to Website 19

20 Post Type: Photos consistently drive content performance across these three verticals, but other post types perform differently 100% 80% 60% 40% 20% 0% 100% 80% 60% 40% 20% 0% 6% 3% 86% 57% 47% 39% 22% 11% 12% 5% 3% 9% 3% 91% 84% 67% 19% 12% 7% 1% 6% 2% 4% 5% Health/Beauty Media/News/Publishing TV Shows Status Link Video Photo 20

21 Time of Day: aligning Starbuck s content strategy with when their social audience is the most likely to engage Data represents interactions over the last 6 months 21

22 Topics: For this Business Publisher, topics performed very differently on social, than on their primary web property: 50% +5% 45% 40% 35% 30% 25% 20% +7% 15% -6% 10% 5% 0% Business and Economics Culture World Politics Science & Technology US Politics % comp % engagement 22

23 How much does active language impact engagement? % POST Call to Comment Call to Like Call to Other Call to Share Call to Website Includes Question 50% 40% 30% 20% 10% 0% 4% 18% % ENGAGEMENT 50% 11% 3% 4% 43% 3% 3% 2% 5% 10% 28% 3% 4% 9% 6% 11% Cable Operators Premium Cable Basic Cable TV Shows 11% 2% 3% 3% 2% 8% 30% 40% 30% 20% 10% 0% 5% 27% 2% 6% 9% 38% 1% 2% 1% 9% 8% 24% Telco Premium Cable Nets Basic Cable TV Shows 12% 9% 4% 6% 5% 23% 3% 8% 3% 4% 8% 27% 23

24 Monitoring Content Strategy: Measuring your own (and your competitors ) optimal: - Content Type - Time of Day/Day of Week Combinations - Topics for Engagement vs Sharing 24

25 Building Block 3: Audience Quality Metrics

26 Now that my fans are engaging are they becoming loyal advocates? 26

27 Metrics to monitor: measuring social audience quality Audience quality metrics assess the characteristics of your social audience, gauge their loyalty and affinity to your brand, identify influencers and advocates, and determine their engagement with your content over time relative to your competitors. % Returning Users Frequency of Actions Demographics % Shares or Retweets Brand Cross Engagement 27

28 Beauty Brands: who wins in Loyalty? Returning Users % Total Beauty.com Elizabeth Arden (US) The Official Shiseido (USA) Page Sally Hansen ModelCo Artistry Laura Mercier Cosmetics JĀSÖN Napoleon Perdis stila cosmetics 48% 46% 45% 44% 41% 41% 40% 39% 38% 37% Maybelline 10.5% Sephora 15% Dove 21% 0% 10% 20% 30% 40% 50% 60% 28

29 How much of my engagement consists of what I value most? 100%" 90%" 80%" 70%" 60%" 73%" 69%" 78%" 70%" 90%" 50%" 40%" 30%" 3%" 20%" 10%" 0%" 13%" 8%" 25%" 28%" 14%" 14%" 9%" 5%" 1%" *Category Average" DHL" FedEx" UPS" US Postal Service" Shares" Comments" Likes" 29

30 Cross-brand engagement: insight into audience behaviors Think of cross-brand engagement as an affinity map and profiling tool of sorts. This metric illustrates how likely your engaged audience is to interact with: categories of content your competitors And can also lead to the discovery of additional unexpected interests 30

31 These two credit cards social audiences engage with very different properties elsewhere on the social web, revealing values, interests and distinct partnership opportunities Kohl's Old Navy Amazon Samsung Mobile Best Buy ebay Citibank Macy's Visa Walmart

32 Example: snapshot of Disney fans top social interactions reveal a high level of Disney brand loyalty Disney Cross Brand Engagement Disneyland Walt Disney World Disney Pixar Nickelodeon Disney Channel ABC Family YouTube 60% of the brands are part of the Disney family. Marvel Entertainment Weekly Discovery 32

33 Example: developing an expanded view of MTV s social viewer s interests MTV Cross Brand Engagement Cosmopolitan Magazine Seventeen Magazine Teen Vogue The New York Times Marvel itunes WWE Glamour See the table for a look at the additional social brands that MTV s audience finds valuable USA TODAY E! Online 33

34 Developing a successful strategy that amplifies your brand Upon embracing these metrics, the sky s the limit in the ways that you can experiment, define and refine the strategy behind your social media communications. The right social strategy can turn fans into loyal advocates, increase customer interactions and significantly improve marketing performance. Building Block 1: Growth and Engagement Metrics Building Block 2: Content Strategy Metrics Building Block 3: Audience Quality Metrics 34

35 Questions? For more information Visit: Contact your comscore Representative A copy of today s presentation will be sent to all attendees within three business days.