More Related Content Similar to Beyond the Like - Presentation by Joel Windels, Brighton Digital Marketing Festival (20) More from Brandwatch (20) Beyond the Like - Presentation by Joel Windels, Brighton Digital Marketing Festival1. Beyond the like /Measuring Social Media
Joel Windels | marketing@brandwatch.com | Tel: +44 (0)1273 234 290 | @LinkYeah
September 2013
4. DRINKS BRANDS /Twitter followers
4© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k followers
5. DRINKS BRANDS /Twitter followers
5© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k followers
9. BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com 9
LIKES>
TIME (MONTH)
Budweiser
Carlsberg
Carling
Tiger
13%
10%
20%
80%
10. BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com 10
41%
38%
14% 14%
34%
33%
10%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
July August
Budweiser
Carlsberg
Carling
Tiger
12. BUDWEISER /Likes & market share
© 2013 Brandwatch | www.brandwatch.com 12
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
0%
2%
4%
6%
8%
10%
12%
TIME (MONTH)
% Share
Likes
13. HELLO /Still with me?
© 2013 Brandwatch | www.brandwatch.com 13
• 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
33. HI THERE /Please don’t leave …
© 2013 Brandwatch | www.brandwatch.com 33
• 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
35. 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
37. TWITTER /Time for some fun
© 2013 Brandwatch | www.brandwatch.com 37
Which brand had the best August?
• Bubble Blue
• Grand Green
• Royal Red
42. EARNED MEDIA /Owned & earned
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0
500
1000
1500
2000
2500
3000
Jan Feb Mar Apr May Jun Jul Aug
Owned
Earned
43. EARNED MEDIA /Budweiser mentions
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0
1000
2000
3000
4000
5000
6000
Mar Apr May Jun Jul Aug
Positive
Neutral
Negative
44. EARNED MEDIA /2013 beer mentions
37135
19125
28381
0
5000
10000
15000
20000
25000
30000
35000
40000
Budweiser Grolsch Carlsberg
45. EARNED MEDIA /2013 beer mentions
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Budweiser
Carlsberg
Grolsch
46. EARNED MEDIA /Budweiser share of voice (SoV)
© 2013 Brandwatch | www.brandwatch.com 46
0
2
4
6
8
10
12
14
16
Mar Apr May Jun Jul Aug
% share
47. EARNED MEDIA /Sentiment
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0
1000
2000
3000
4000
5000
6000
Mar Apr May Jun Jul Aug
Positive
Neutral
Negative
51. EARNED MEDIA /Popular content
© 2013 Brandwatch | www.brandwatch.com 51
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_Beck
photo
5 12 28253
52. EARNED MEDIA /Authors
© 2013 Brandwatch | www.brandwatch.com 52
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
53. BUDWEISER /Campaigns
© 2013 Brandwatch | www.brandwatch.com 53
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Football
Rihanna
Superbowl
Other
2 per. Mov. Avg. (Other)
54. H&M /Celebrity endorsements
© 2013 Brandwatch | www.brandwatch.com 54
0
10000
20000
30000
40000
50000
60000
70000
80000
Beyonce Beckham
Mentions
Intent to purchase
55. LISTEN /No, actually listen
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• 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
57. ROI /Objectives
© 2013 Brandwatch | www.brandwatch.com 57
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
Sales
• Conversion rate – set up goals! (what was that active audience doing)
• Links to site
• Watch YouTube vid/ad
• Enter competition
58. ROI /Website
© 2013 Brandwatch | www.brandwatch.com 58
Google Analytics (KISSmetrics, Chartbeat, Piwik)
60. ROI /Which sources
© 2013 Brandwatch | www.brandwatch.com 60
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Jan Feb March May June July August
Twitter
LinkedIn
Facebook
64. ROUNDUP /Fun things to learn
© 2013 Brandwatch | www.brandwatch.com 64
• 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
65. ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 65
1/ Which brand had best visibility?
2/ Which brand drove most business?
• Purple Power
• Pink Stuff
• Orange Industries
66. ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 66
67. ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 67
68. ONE MORE THING /The test
© 2013 Brandwatch | www.brandwatch.com 68
69. Contact
69
Email /joel@brandwatch.com
Web /http://www.brandwatch.com
Twitter /@Brandwatch /@LinkYeah
Telephone /
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 441 59
Fax /
UK: +44 (0)1273 234 291
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© 2013 Brandwatch | www.brandwatch.com