Embed Size (px)
Citation preview
THE
YOU NEEDTO KNOWDAVID RABJOHNS
ONESOCIALNUMBER
SocialMedia.orgDecember 2013
Q. How can you best measure social impact?
2006
NOT
BUZZ
SENTIMENT
INFLUENCERS
6©MOTIVEQUEST 04/14/2023
Undecided64%
RELATIONSHIPS
7©MOTIVEQUEST 04/14/2023
PARTNERSHIP PYRAMIDTM
WE
LET’S SEE
ME
ME
• Pic of Emily in aus.
LET’S SEE
Initiate
• Emily on Bike
LET’S SEE
Experiment
• Tiamon
LET’S SEE
• Emily shower
LET’S SEE
LET’S SEE
WE
WE
16©MOTIVEQUEST 04/14/2023
RELATIONSHIPS
17©MOTIVEQUEST 04/14/2023
18©MOTIVEQUEST 04/14/2023
NETFLIX’S 2011 MELTDOWN Don’t let measuring get in the way of understanding.
0
5,000
10,000
15,000
20,000
25,000
30,000
NETFLIX ADVOCACY
ANNOUNCEMENT #1: Sentiment plummets
ANNOUNCEMENT #2: Sentiment plummets
19©MOTIVEQUEST 04/14/2023
BRAND ADVOCATES VS. THE BLOODTHIRSTY MASSES.
“I pay $27 now for Netflix and it's worth every penny. Heck, it's worth more than that and I could swallow another price-hike for the value it provides.”
-- Netflix Lover
20©MOTIVEQUEST 04/14/2023
50%
50%
ADVOCATES TO DETRACTORSLove doesn’t mean absence of negatives
Source: MCD Advocacy 20131/1/2012-12/31/2012and other MQ Studies
Advocates
Detractors
Source: MCD Discussion1/1/2012-12/31/2012
21©MOTIVEQUEST 04/14/2023
0%
2%
4%
6%
8%
10%
12%
14%
1 2 3 4 5 6 7 8 9 10 11 12
Share of Market
Share of Advocacy
SH
AR
E O
F A
DV
OC
AC
Y &
SA
LE
S
THE HEART DRIVES THE HEAD
22©MOTIVEQUEST 04/14/2023
-0.565
0.644
1.1
-0.80
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
1.20
Q3 2009 Q3 2010 Q1 2011
SPRINT NET ADDS IN MILLIONS
Source: http:/ / www.strategyanalytics.com/
Saved or new users: 2.31m1
Av. Revenue per user $582
Incremental Revenue $133.98m
CELLULAR RELATIONSHIP
23©MOTIVEQUEST 04/14/2023
BRAND RELATIONSHIP MATRIXTM
Helps map where you are and where to go next
Brand B
Brand C
Brand DBrand E
Brand F
800
600
200
0
400
2,000 4,000 6,000 8,000
ME AND LET’S SEE
WE
Brand AActivate advocates
Convert to advocacy
Attach to passion
24©MOTIVEQUEST 04/14/2023
PARTNERSHIP PYRAMIDTM
WEBrand
advocates
LET’S SEEUnprompted brand mentions
Content creation (YT videos, Pinterest pics)Text-based commentary in response to brand
Facebook posts
MEFacebook likes on brand postsRe-tweets of brand mentions
Comments on YT videosBrand Facebook page likes
Brand Twitter handle followersFollowers on Pinterest, YouTube, Twitter
25©MOTIVEQUEST 04/14/2023
BENCHMARKING CAMPAIGNS
CAMPAIGN 1
900
26,000
120,000
CAMPAIGN 2
3,400
29,000
50,000
WEBrand
advocates
LET’S SEEUnprompted brand mentions
Content creation (YT videos, Pinterest pics)Positive commentary in response to brand
Facebook posts
MEFacebook likes on brand postsRe-tweets of brand mentions
Comments on YT videosBrand Facebook page likes
Brand Twitter handle followersFollowers on Pinterest, YouTube, Twitter
26©MOTIVEQUEST 04/14/2023
Q. How can you best measure social impact?
27©MOTIVEQUEST 04/14/2023
MOVE FROM ME TO WE.
28©MOTIVEQUEST 04/14/2023
WHAT KIND OF PARTNERSHIP ARE YOU GOING TO BUILD?
29©MOTIVEQUEST 04/14/2023
MOTIVEQUESTDavid Rabjohns
@MotiveQuestwww.motivequest.com
