beyond the like - presentation by joel windels, brighton digital marketing festival
DESCRIPTION
Presentation slides from the BDMF workshop 'Beyond the Like' given by Brandwatch Marketing Manager EMEA Joel Windels.TRANSCRIPT
Beyond the like /Measuring Social Media
Joel Windels | [email protected] | Tel: +44 (0)1273 234 290 | @LinkYeah
September 2013
2
DRINKS BRANDS /Facebook likes
© 2013 Brandwatch | www.brandwatch.com
4k likes
17m likes
1.3m likes
42k likes
3
DRINKS BRANDS /Facebook likes
© 2013 Brandwatch | www.brandwatch.com
4k likes
17m likes
1.3m likes
42k likes
4
DRINKS BRANDS /Twitter followers
© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k followers
5
DRINKS BRANDS /Twitter followers
© 2013 Brandwatch | www.brandwatch.com
2.2m followers
0 followers
34k followers
7.6k followers
6
MCDONALDS /Competitors
© 2013 Brandwatch | www.brandwatch.com
7
MCDONALDS /Competitors
© 2013 Brandwatch | www.brandwatch.com
8
BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com
+13%
+10%
+20%
+80%
9
BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com
Budweiser
Carlsberg
Carling
Tiger
TIME (MONTH)
LIK
ES
>
13%
10%
20%
80%
10
BEER BRANDS /Monthly likes
© 2013 Brandwatch | www.brandwatch.com
July August0%
5%
10%
15%
20%
25%
30%
35%
40%
45%41%
38%
14% 14%
34%33%
10%
15%
Budweiser
Carlsberg
Carling
Tiger
11
BUDWEISER /Likes over time
© 2013 Brandwatch | www.brandwatch.com
Likes
TIME (MONTH)
12
BUDWEISER /Likes & market share
© 2013 Brandwatch | www.brandwatch.com
0%
2%
4%
6%
8%
10%
12%
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
% Share
Likes
TIME (MONTH)
13
HELLO /Still with me?
© 2013 Brandwatch | www.brandwatch.com
• 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
14© 2013 Brandwatch | www.brandwatch.com
Page likes topost likes
15
CARLSBERG /Facebook
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16
CARLSBERG /Example 1
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17
CARLSBERG /Example 1
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18
CARLSBERG /Example 2
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19
CARLSBERG /Example 2
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20
CARLSBERG /Example 3
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21
CARLSBERG /Example 3
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22
CARLSBERG /Example 4
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23
CARLSBERG /Example 4
© 2013 Brandwatch | www.brandwatch.com
BREWDOG /Facebook
BREWDOG /Example 1
BREWDOG /Example 1
BREWDOG /Example 2
BREWDOG /Example 2
BREWDOG /Example 3
BREWDOG /Example 3
BREWDOG /Example 4
BREWDOG /Example 4
33
HI THERE /Please don’t leave …
© 2013 Brandwatch | www.brandwatch.com
• 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
34
FACEBOOK /Insights
© 2013 Brandwatch | www.brandwatch.com
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
20
40
60
80
100
120
140
160
180
200
Engagement
37
TWITTER /Time for some fun
© 2013 Brandwatch | www.brandwatch.com
Which brand had the best August?
• Bubble Blue
• Grand Green
• Royal Red
38
TWITTER /Time for some fun
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39
TWITTER /Time for some fun
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40
TWITTER /Time for some fun
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41© 2013 Brandwatch | www.brandwatch.com
EARNED
42
EARNED MEDIA /Owned & earned
© 2013 Brandwatch | www.brandwatch.com
Jan Feb Mar Apr May Jun Jul Aug0
500
1000
1500
2000
2500
3000
Owned
Earned
43
EARNED MEDIA /Budweiser mentions
© 2013 Brandwatch | www.brandwatch.com
Mar Apr May Jun Jul Aug0
1000
2000
3000
4000
5000
6000
Positive
Neutral
Negative
EARNED MEDIA /2013 beer mentions
Budweiser Grolsch Carlsberg0
5000
10000
15000
20000
25000
30000
35000
40000
37135
19125
28381
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
Mar Apr May Jun Jul Aug0
2
4
6
8
10
12
14
16
% share
47
EARNED MEDIA /Sentiment
© 2013 Brandwatch | www.brandwatch.com
Mar Apr May Jun Jul Aug0
1000
2000
3000
4000
5000
6000
Positive
Neutral
Negative
EARNED MEDIA /Insights
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Budweiser
Carlsberg
Grolsch
49
BUDWEISER /Insights
© 2013 Brandwatch | www.brandwatch.com
50
EARNED MEDIA /Insights
© 2013 Brandwatch | www.brandwatch.com
12% FACEBOOK
76% TWITTERBUDWEISERMENTIONS
51
EARNED MEDIA /Popular content
© 2013 Brandwatch | www.brandwatch.com
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
52
EARNED MEDIA /Authors
© 2013 Brandwatch | www.brandwatch.com
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
31-D
ec-1
2
12-J
an-1
3
24-J
an-1
3
5-Feb
-13
17-F
eb-1
3
1-M
ar-1
3
13-M
ar-1
3
25-M
ar-1
3
6-Apr
-13
18-A
pr-1
3
30-A
pr-1
3
12-M
ay-1
3
24-M
ay-1
3
5-Ju
n-13
17-J
un-1
3
29-J
un-1
3
11-J
ul-13
23-J
ul-13
4-Aug
-13
16-A
ug-1
30
200
400
600
800
1000
1200
1400
1600
1800
2000
Football
Rihanna
Superbowl
Other
Moving average (Other)
54
H&M /Celebrity endorsements
© 2013 Brandwatch | www.brandwatch.com
Beyonce Beckham0
10000
20000
30000
40000
50000
60000
70000
80000
Mentions
Intent to purchase
55
LISTEN /No, actually listen
© 2013 Brandwatch | www.brandwatch.com
• 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
56© 2013 Brandwatch | www.brandwatch.com
ROI
57
ROI /Objectives
© 2013 Brandwatch | www.brandwatch.com
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
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Google Analytics (KISSmetrics, Chartbeat, Piwik)
59
ROI /Conversion sources
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60
ROI /Which sources
© 2013 Brandwatch | www.brandwatch.com
Jan Feb March May June July August0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
TwitterLinkedInFacebook
61
ROI /Quality of sources
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62
ROI /Targeted audience
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63© 2013 Brandwatch | www.brandwatch.com
STILL HERE?
64
ROUNDUP /Fun things to learn
© 2013 Brandwatch | www.brandwatch.com
• 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
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
67
ONE MORE THING /The test
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68
ONE MORE THING /The test
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69
Contact
Email /[email protected]
Web /http://www.brandwatch.com
Twitter /@Brandwatch /@LinkYeah
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Fax /UK: +44 (0)1273 234 291
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© 2013 Brandwatch | www.brandwatch.com