Measuring What Matters in Social Media

© comScore, Inc. Proprietary.

For info about the proprietary technology used in comScore products, refer to

http://comscore.com/About_comScore/Patents 1

comScore now offers Shareablee. Shareablee is a social

business intelligence platform that helps marketers maximize the

value of their social media efforts with insights about how

consumers are engaging with their brands and competitive brands

across social platforms.

Tania has spent most of her career in digital marketing,

measurement and analytics, and was recently honored with a Great

Mind Award from the Advertising Research Foundation. She was

named by Forbes one of “12 Women Driving Digital in New York”.

About the speaker: Tania Yuki

Tania Yuki CEO and Founder of Shareablee



http://comscore.com/About_comScore/Patents

Measuring What Matters

in Social Media

The Best Metrics for Measuring Social Media Effectiveness

Tania Yuki, Shareablee CEO and Founder

December 10, 2013




comScore is a leading internet technology company that provides

analytics for a Digital World™

NASDAQ SCOR

Clients 2,100+ Worldwide

Employees 1,000+

Headquarters Reston, Virginia, USA

Global Coverage Measurement from 172 Countries; 44 Markets Reported

Local Presence 32 Locations in 23 Countries

Big Data Over 1.5 Trillion Digital Interactions Captured Monthly




Providing Insights to Leading Brands

Shareablee is the leading provider of social business intelligence, enabling brands to surface unique and

actionable best practices around brand performance, competitive benchmarking and audience insights.




What does Shareablee do?

…measure all the activity as

well as the unique engaged

users who interact with clients

and their competitors…

…delivers actionable insights

regarding client’s competitive

set and their own performance

so they can keep growing.

Monitor over 15,000 brands

pages daily, and custom-

fit competitor categories for

clients…




Attendee Poll

Q2:

Answer Yes if you have a good

understanding of your

competitors’ performance on

key measures, as well as their

best practices.

Q3:

Answer Yes if you have a

good understanding of how

loyal your audience is,

compared to your competitors.

Q1:

Answer Yes if you feel that you

have a good understanding

of how to measure your current

social media results.




Three building blocks that drive social marketing success

Rather than focusing on potential fans, savvy social brands hone in on quality activity

and interactions.

Building Block 2:

Content

Strategy Metrics

Building Block 3:

Audience

Quality Metrics

Building Block 1:

Growth

and

Engagement

Metrics



http://comscore.com/About_comScore/Patents © comScore, Inc. Proprietary.



Building Block 1:

Growth and Engagement Metrics




We are wired to love BIG

and to believe that bigger

is better.




A view of Month to Month Category Trends for Total Fans on Facebook

0

5,000,000,000

10,000,000,000

15,000,000,000

20,000,000,000

25,000,000,000

30,000,000,000

35,000,000,000

40,000,000,000

45,000,000,000

Health/Beauty

TV Shows

Media/News/Publishing

Cars

MVPD105%

169%

108% 37%

54%

Fans (Total) Facebook




A view of Month to Month Category Trends for Total Shares on Facebook

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

January February March April May June July August September October November

Health/Beauty

TV Shows

Media/News/Publishing

Cars

MVPD

-69%%

+214%

+261%

-32%

+41%

Shares (Total) Facebook




A look at the BIG numbers: FANS!!

0

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

June July August September October November

Number of Fans

MTV Disney Starbucks Walmart McDonald's BMW




But performance is best measured by the size of a company’s active audience

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

June July August September October November

Unique Engaged Audience

MTV Disney Starbucks Walmart McDonald's BMW




0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

Target Amazon.com Best Buy Walmart Nordstrom Macy's eBay JCPenney Saks FifthAvenue

TJ Maxx

Followers

Q: Who’s Winning on Twitter in the lead-up to Black Friday?

*November1-25 2013




0

1000

2000

3000

4000

5000

6000

7000

8000

Target Amazon.com Best Buy Walmart Nordstrom Macy's eBay JCPenney Saks FifthAvenue

TJ Maxx

Unique Engaged Tweeters

A: Best Buy has the greatest audience activation

*November1-25 2013




Castle 41%

Hostages 2%

The Blacklist 57%

Cross Platform Amplification: Who Won Monday night Social Word of Mouth

in November?

How willing is your audience to share content on your behalf?

3,538,754

64,361

365,632

Castle

Hostages

The Blacklist

Fans

*Amplification = Shares + Retweets, November 2013




Walmart 20%

Amazon.com 8%

Nordstrom 8%

Macy's 8%

Toys ''R'' Us 7%

QVC 7%

Kohl's 7%

JCPenney 6%

Target 5%

eBay 4%

Share of Social Word of Mouth

Measuring Black Friday

Retailer Average Post

Engagement (%)

Walmart 0.01%

Amazon.com 0.02%

Nordstrom 0.28%

Macy's 0.09%

Toys ''R'' Us 0.12%

QVC 0.14%

Kohl's 0.02%

JCPenney 0.12%

Target 0.01%

eBay 0.02% *November1-25 2013, Shareablee ©




1) Unique Engaged Audience (not just fans or followers)

2) Amplification (Shares, Retweets)

3) Consistent Activation (average post or tweet engagement)

3 Key Metrics: Growth and Engagement






Building Block 2:

Content Strategy Metrics




What makes social content

shareable?




You Competitor

Monitoring Content Strategy:

Measuring your own (and

your competitors’) optimal:

- Content Type

- Time of Day/Day of Week

Combinations

- Topics/Calls to Action

26% 17%

% Total Engagement% Total Posts

8% 18%

% Total Engagement% Total Posts

With Call to Website Without Call to Website




6% 11% 12% 5%

39%

22%

3% 3% 9%

86%

47% 57%

0%

20%

40%

60%

80%

100%

Post Type: Photos consistently drive content performance across these three

verticals, but other post types perform differently

3% 12% 7%

1%

19%

4% 6% 2% 5%

91%

67%

84%

0%

20%

40%

60%

80%

100%

Health/Beauty Media/News/Publishing TV Shows

Status Link Video Photo




Time of Day: aligning Starbuck’s content strategy with when their social audience is

the most likely to engage

Data represents interactions over the last 6 months




Topics: For this Business Publisher, topics performed very differently on social,

than on their primary web property:

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Business andEconomics

Culture World Politics Science &Technology

US Politics

% comp % engagement

+5%

+7%

-6%




How much does active language impact engagement?

0%5%

10%15%20%25%30%35%40%45%50%

Cable Operators Premium Cable Basic Cable TV Shows

Call to Comment Call to Like Call to Other Call to Share Call to Website Includes Question

4%

18%

0%

10%

20%

30%

40%

50%

Telco Premium Cable Nets Basic Cable TV Shows

% POST

% ENGAGEMENT

3% 4%

11%

43%

3% 3% 2% 5%

10%

28%

3% 4% 9%

6% 11%

11%

2% 3% 3% 2% 8%

30%

5%

27%

2% 6% 9%

38%

1% 2% 1%

9% 8%

24%

4% 6% 5% 12% 9%

23%

3% 8%

3% 4% 8%

27%




Measuring your own (and your competitors’) optimal:

- Content Type

- Time of Day/Day of Week Combinations

- Topics for Engagement vs Sharing

Monitoring Content Strategy:






Building Block 3:

Audience Quality Metrics




Now that my fans are engaging…

are they becoming loyal

advocates?




Metrics to monitor: measuring social audience quality

Audience quality metrics assess the characteristics of your social audience,

gauge their loyalty and affinity to your brand, identify influencers and advocates, and

determine their engagement with your content over time relative to your competitors.

% Returning Users

Frequency of Actions

Demographics

% Shares or Retweets

Brand Cross Engagement




37%

38%

39%

40%

41%

41%

44%

45%

46%

48%

0% 10% 20% 30% 40% 50% 60%

stila cosmetics

Napoleon Perdis

JĀSÖN

Laura Mercier Cosmetics

Artistry

ModelCo

Sally Hansen

The Official Shiseido (USA) Page

Elizabeth Arden (US)

Beauty.com

Returning Users % Total

Beauty Brands: who wins in Loyalty?

Maybelline

10.5%

Sephora

15%

Dove

21%




How much of my engagement consists of what I value most?

14%

28%

14%

5% 1%

13%

3%

8% 25%

9%

73% 69%

78%

70%

90%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

*Category Average DHL FedEx UPS US Postal Service

Shares Comments Likes




Think of cross-brand engagement as an

affinity map and profiling tool of sorts.

This metric illustrates how likely your

engaged audience is to interact with:

categories of content

your competitors

And can also lead to the discovery of

additional unexpected interests

Cross-brand engagement: insight into audience behaviors




These two credit cards’ social audiences engage with very different properties

elsewhere on the social web, revealing values, interests and distinct partnership

opportunities

0 20 40 60 80 100

Visa

Citibank

Best Buy

Amazon

Kohl's

0 10 20 30 40 50 60 70 80

Walmart

Macy's

eBay

Samsung Mobile

Old Navy




60% of the brands

are part of the

Disney family.

Example: snapshot of Disney fans’ top social interactions reveal a high level of

Disney brand loyalty

Disney – Cross Brand Engagement

Disneyland

Walt Disney World

Disney Pixar

Nickelodeon

Disney Channel

ABC Family

YouTube

Marvel

Entertainment Weekly

Discovery




See the table for a look

at the additional social

brands that MTV’s

audience finds valuable

Example: developing an expanded view of MTV’s social viewer’s interests

MTV – Cross Brand Engagement

Cosmopolitan Magazine

Seventeen Magazine

Teen Vogue

The New York Times

Marvel

iTunes

WWE

Glamour

USA TODAY

E! Online




Developing a successful strategy that amplifies your brand

Upon embracing these metrics, the sky’s the limit in the ways that you can experiment, define

and refine the strategy behind your social media communications.

The right social strategy can turn fans into loyal advocates, increase customer interactions

and significantly improve marketing performance.

Building Block 2:

Content

Strategy Metrics

Building Block 3:

Audience

Quality Metrics

Building Block 1:

Growth

and

Engagement

Metrics

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@comScore




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Documents

Measuring What Matters in Social Media