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Gettingrealaboutsocial
SteveThomson
March2017
Does it really drive sales?
What’stherealimpactofadvocacy&lification?
What’s the impact on brand health?
Which channels are key?
2
Socialisnotfullyunderstoodorappreciated
Commercialcontributionnotfullymeasured
LackoftractioninC-Suite- metricsnotunderstood
Fragmentedmeasurement/listening
3
Resultsof2014marketmixmodelingprojectbyAnalyticPartnersfortheWordofMouthMarketingAssociation.Sponsorsincluded:AT&T,Discovery,Intuit,Pepsico,WeightWatchers.
Consumerconversationdoes driveROI
4
But‘social’ismorethanFB,Twitter,blogs
<
5
Weknowhowtomonitorpublicsocial
Butoffline&darksocialconversationis
• Bigger• Growingfaster• Verydifferent
Focussing onthevisibleconversationisnotenough
6
Online/public
~21,000comments/weekinpublicsocial
(excl newsposts)
~600k– 4million??Actualimpressions/week
Bigger?
Offline/private
16%OfGBadultsrecordanofflineconversationinatypicalday
69millionEstimatedimpressions/week
GrowingfasterthankstoIM
7
Different
Triggers&motivations à Realworldexperiences,mediaà Lesssocialsignalling
Location/context à Broadcast vsintimate/private
People à Broaderparticipationoffline,withpeopleyouknow/trust
Natureofdifferenceswillvarybycategory,market,audience
8
Whatfactorsdriveconversationsoffline?
Visualtriggers
Occasion,serendipity
Media
Needforprivacy
9
Startingpoint:identifysomecommondimensions/KPIs
Buthowcanwemeasure&compareacrosshugelydifferentchannels?
OfflineWoM
Online Social
10
Brandsoftenperformdifferentlyacrosschannels
11
OFFLINEPERFORMANCE
ONL
INEPERFORM
ANCE
MeasuringTotalSocialPerformance
OfflinesurveysmeasuringWOMinallforms+
Onlinesociallistening/analytics
350UKbrands
11
10000
12000
14000
16000
18000
20000
22000
24000
26000
28000
40455055606570758085
Onlinementions
ProjectedImpressions/wk
(millions)
Offline/Dark OnlineSocial
Online&offlinetrendscanbedifferent
Feb/Mardipinvolumesnot
pickeduponline
Xmasspikeearlieronline,more
sustainedoffline
12
Somebrandsare‘socialmisfits’
13
WhatCanSocialMisfitsLearnFromOneAnother?
WOMMavens(strongeroffline)SocialSirens(strongeronline)
Leverageday-to-daypresence&relevance
Haveamemorablemessagesthatareeasytoshareoffline
Usealltypesofmediatotriggerconversations
Cultivateabaseofadvocates
Createasteadystreamofshareablecontent– notjustoccasionalhits
Supply“socialcurrency”
Connectwitheverydayonlineinfluencers,notjustcelebs
14
IMPERTITIVE:simplify&validatethemetrics
1 + 𝑥 $ = 1 +𝑛𝑥1! +
𝑛 𝑛 − ∮ 1 𝑥*
2!
Seniormanagement&non-technicalteamsdonotunderstandorwantcomplexmeasures
Theyquestionthevalueofvanitymetrics
Requirement:Provebusinessimpactofsocialmeasures
15
WOMMAstudyin2014- 6brands
Social’simpactis measured,validated
16
Provenimpact
EngagementLabsR&D– initialindications
Correlationstoweeklysalesdatafor170brands
Offline’s contributioncontinuestobebigger
Allfoursub-metricsmatter
Example:beautycategory
17
ManyOpportunitiestoImproveSocialPresence
CRM
Advertising
PublicRelations
Digital
WOMLeveragePoints
WOM&Advocacy
Outcome$
18
Peoplelivetheirlivesonline&offline- thelinesareblurring
Digital’sroleinsocialisnotfullyunderstood
Triggers&influences
DigitalcontentinfluencesofflineWOM
~20%ofofflineconversations• higherfortravel,tech,kids
Outcomes
Search&webvisitsarefrequentoutcomesfromofflineWOM
Realtimeor later
19
Challengelinearlast-clickmodels
Plancontenttodriveofflineconversation
MeasureROIbeyondlikes,shares,etc
Digital:weneedasocialrethink
20
Theimpactofsocialforcesonbrandsishuge.Butwhatis‘social’?
Timeforsocialtogetreal
Measure&activateitall,notjusttheconvenient
21
ThankYou