Social Media Week: Towards Social Awesomeness

T O W A R D S S O C I A L
A W E S O M E N E S S
A Q U A N T I F I A B L E R O A D M A P
G R E G G E T N E R
1
# S M W S O C I A L A W E S O M N E S S
0 9 . 2 3 . 2 0 1 4

S O C I A L M E D I A H A S B E E N T H E
‘ V O O D O O C H I L D ’ O F M A R K E T I N G
25000
20000
15000
10000
5000
0
T W I T T E R B I O D E S C R I P T I O N S
Warrior
Marketer
Expert
Specialist
Consultant
Guru
Ninja
Source: Professional bio descriptions of social media professionals. Twitter, 2013.
# S M W S O C I A L A W E S O M N E S S 2

A B O U T T O D A Y
A Q UA N T I F I A B L E R OADMAP
TOWARDS SOCIAL AWE SOMENE S S
• S O M E D E F I N I T I O N S
• T H E S O C I A L A S S E T V A L U A T O R ( B E T A )
• T H E A R T & S C I E N C E O F S A V
• F U R T H E R R E S O U R C E S
• Q & A

M E : Q U A N T I F I E D
/greggetner @greggetner /greggetner /gregorygetner
Friends
Friends I know
Friends I actually speak to
532
234
3
126
5
0
97
5
0
500
345
9
Source: Snapshot of my friend base across multiple social channels as of Sept, 2014.
Numbers are estimates and may vary from actual friends Greg knows or speaks to.

M E : C O N T E N T A N A LY S I S
T H I N G S I P O S T A B O U T
0 10 20 30 40 50 60 70 80
Argentine Tango
Happy birthdays
Random musings
Food
Other
Unintelligible Jibberish

P R O F E S S I O N A L S T U F F

“ O U R
J O B
I S T O
R E S I S T
T H E
U S UA L”
- R AY
R U B I C A M

B E F O R E W E D I V E I N ,
S O M E D E F I N I T I O N S
• S O C I A L M E D I A ( & S O C I A L ST R ATEGY )
• DATA
• MODELS

S O C I A L M E D I A /
S O C I A L S T R A T E G Y

F R O M A N A G E N C Y
P E R S P E C T I V E
T Y P E S O F S O C I A L M E D I A
P A I D
E A R N E D O W N E D

W H A T S A V M E A S U R E S
T Y P E S O F S O C I A L M E D I A
P A I D

S O C I A L S T R A T E G Y I S
J U S T S T R A T E G Y

W H E R E
A R E Y O U
T O D A Y
W H E R E
Y O U W A N T
T O G O
T O M O R R O W
H O W Y O U
G E T
T H E R E
H O W
Y O U ’ L L
M E A S U R E
I T A L L

D A T A

S O C I A L I S T H E W O R L D ’ S
L A R G E S T F O C U S G R O U P

4 T Y P E S O F D A T A
R E P O R T E D A P P E N D E D
I N F O P E O P L E T E L L
Y O U
I N F O A D D E D B Y
O T H E R S O U R C E S
I N F E R R E D O B S E R V E D
I N F O S U G G E S T E D B Y
D A T A
I N F O D I R E C T L Y
P E R C E I V E D

M O D E L S

E V E R Y A D S T R A T E G Y
P R E S E N T A T I O N N E E D S
T H I S :
A B
B O T H A & B

E V E R Y A D S T R A T E G Y
P R E S E N T A T I O N N E E D S
T H I S :
A B
B O T H A & B
( O R T H I S )

20
THE AD AGENCY – CARB LOVE FEST
Bagel Volume
Time
8am
(client service)
9am
(planning)
10am
(creative)
A peculiar and
universal
phenomenon
5pm
RATE OF BAGEL CONSUMPTION ON BAGEL WEDS

S A V ( B E T A )

22
M O D E L O V E R V I E W
What i t is :
The Social asset valuator model shows where you and
your competitors stand relative to the state of true
social awesomeness.
Where it comes from:
Based on analysis of observed “big data” from
thousands of brands across multiple verticals.
Why we do it :
I t provides a quantifiable framework f o r us to articulate
a path forward for our brand in social media.

23
THE PATH TO SOCIAL AWESOMENESS
C O M M U N I T Y V I B R A N C Y
B R A N D A C T I V I T Y

24
F O U R C A T E G O R I E S O F
B R A N D S
P R O D U C E R R I S I N G
B R A N D A C T I V I T Y A P P R E N T I C E
S TA R
S U P E R S TA R

25
A P P R E N T I C E B R A N D S
N E E D T O G R O W

P R O D U C E R B R A N D S N E E D
E N G A G E M E N T
26
P R O D U C E R

27
R I S I N G S T A R B R A N D S
N E E D M O R E L O V E
R I S I N G S TA R

28
S U P E R S T A R B R A N D S A R E
S I M P L Y A W E S O M E
B R A N D A C T I V I T Y S U P E R S TA R
Thus socially awesome brands are fan-powered brands, with large, engaged, vibrant communities

T H E S C I E N C E
T H E A R T

30
K P I 1 : A U D I E N C E S T R E N G T H
The size and rate of fan growth across your networks, relative to
your competitive set
Fans
Growth
Rate
Followers
Growth
Rate
Views
Growth
Rate
Followers
Growth
Rate
Followers
Growth
Rate
261,584
12.25%
67.6 K
23.28%
9,884,074
.9%
2,848
48.09%
1,429
13.28%
191,744
30.1%
44 K
16.2%
99,932
27.94%
1,620
27.3%
N/A
N/A
650,617
17.75%
66.4 K
44.6%
11,367,252
450.07%
3,334
N/A
2,026
14.9%
330,760
21.48%
21.5 K
112.07%
271,286
24.47%
8,546
71.36%
N/A
N/A
99,583
9.3%
8,841
46.45%
N/A
N/A
N/A
N/A
446
-16.64%
810,371
1.82%
50 K
24.18%
N/A
N/A
1,260
103.14%
N/A
N/A
O U R B R A N D
C O M P E T I T O R
C O M P E T I T O R
C O M P E T I T O R
C O M P E T I T O R
C O M P E T I T O R
Client Confidential. Total fan size as of 9.13.14. Growth percentage is YTD –
from period of 1.1.14 – 9.13.14.

31
K P I 2 : E N G A G E M E N T S T R E N G T H
This is the measure of audience responses to a brand’s content and
activity on a social network
The Audience Recept ion Ra te i s the es t ima te of the number of br and
followers who stand to actively receive and view a brand’s content.
Courtesy: Unmetric

32
K P I 3 : FA N A D V O C A C Y
Fan advocacy refers to the likelihood of your social network fans to
recommend your brand to others.
There a re a number of lever s we can pul l to addres s l i kel ihood to recommend – one of
which is nurturing your MVFs (discussed later).
Source: LoudDoor. Social net promoter score (NPS) fielded on Facebook Fan Communities 2013-2014

33
THE COMBINATION OF THESE FACTORS
YIELDS THE BRAND’S CURRENT STATE
✪
Content, Campaigns, Channels
Audience Strength + Audience Engagement + Brand Advocacy
For more information on the algorithm, please refer to the further
Resources section at the end of this presentation

T H E S C I E N C E
T H E A R T

H O W D O W E G O F R O M O U R
C U R R E N T S T A T E . .
35

36
. . T O O U R F U T U R E S T A T E ?
R I S I N G S TA R

37
W E D E C O N S T R U C T E D T O P
B R A N D S
AUTOMOTIVE FINANCE FOOD/BEVERAGE
RETAIL TECHNOLOGY LUXURY

A F E W C O M M O N
C H A R A C T E R I S T I C S . . .

39
T H E Y ’ R E G O O D
C O N V E R S A T I O N A L I S T S
HARNESS THE POWER OF CROWDS
HAV E A STRONG POV
PART OF THE CULTURAL CONVERSAT ION

40
T H E ‘ W I S D O M ’ O F C R O W D S

41
B R A N D C O - C R E A T I O N

H A V E A P O V

43
K I N D N E S S

44
M I N D F U L N E S S

P A R T O F T H E C U L T U R A L
D I A L O G U E

46
C U L T U R E S U R F I N G
B U R ST S O F
C U LT U R E
T h e h e r e a n d n ow.
M e m e s , r e a l e v e n t s , e t c .
WAV E S OF
C U LT U R E
L a s t s a fe w d a y s , s u c h
a s a b i g n ews e v e n t
S W E L L S O F
C U LT U R E
L o n g e r t u r n c u l t u r a l s h i f t s
t h a t b u i l d o v e r t ime

47
C U L T U R E C R E A T I O N
“ R E D B U L L I S A P U B L I S H I N G E M P I R E T H A T
H A P P E N S T O S E L L A B E V E R A G E ”
- MASHABLE

48
T O O L S Y O U C A N U S E T O
M E A S U R E Y O U R B R A N D ’ S
F O O T P R I N T
1 D I Y

49
F O O T P R I N T
1 D I Y
2 H I R E A S M A R T M A T H G U Y
O R A N A L Y T I C S D E P T
( I F Y O U ’ R E L U C K Y )

50
F O O T P R I N T
1 D I Y
2 H I R E A S M A R T M A T H G U Y
O R A N A L Y T I C S D E P T
( I F Y O U ’ R E L U C K Y )
3 P A R T N E R W I T H A 3 R D
P A R T Y V E N D O R

51
3 R D P A R T Y V E N D O R S W E
L I K E
S Y S O M O S U N M E T R I C
I C O N O C U LT U R E
P A I D
C O M PA R E M E D I A

C O R R E L AT I O N O F B AV TO S O C I A L
F O L L O W @ Y R F O R M O R E I N F O I N T H E
COMING MONTHS
Differentiation > Relevance Differentiation < Relevance Strong on Both
DIF REL DIF REL DIF REL

53
I N F O O N T H E A L G O R I T H M
P le a s e c o nt a c t :
Gre g g e tn e r
Gre g . g e tner@yr.com
@gre g g e tn e r

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Social Media Week: Towards Social Awesomeness

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